Plaza marketing execution the first part of the program
directory
a project analysis, the recent market conditions
II Project Overview
three projects positioning
the second part of a sales strategy , the overall sales strategy
Second, market timing and marketing premise
Third, sales stage and work arrangements
four stages of the marketing strategy of pushing goods
five or six sales management
core selling point the third part of the refining
a pricing strategy, the relevant factors determining the price
Second, the price positioning
three, four
pricing strategy, pricing principle
five, payment and discount control
six, price control
seven fourth part of payment, estimated
a promotional strategy, advertising goals
Second, promotion strategy
Third, media mix strategy
Fourth, to promote the fifth part of the project cost estimate
a packaging, packaging master
Second, the basic image design
three, four marketing channels
packaging, store image packaging < br> Annex:
one, media placement plan and fee arrangements
Second, price lists, the first part of project analysis
a, xx City commercial real estate market status
(a) of the city recently xx commercial real estate market overview
2003 ��, xx City commercial real estate real estate market standardization in the implementation of the operation of the government to speed up subway construction and other urban infrastructure, driven by a number of favorable factors, showing a momentum of steady development, in the sale and the lease The frequency of large shopping malls are bright, Grandview Plaza, Victory Plaza, a bright square, Shing Square, and Wang Plaza, Sheng Yin textile (cloth) city, just name all ten large commercial, distributed in various hotspots in the city, surrounded by flowers, a large commercial property last year, Wang, a pack of gratifying scene, mainly in the following six areas:
1, experiential retail development (SHOPPINGMAII) Experience
trend-shop development (SHOPPINGMAII) is in the 2003 popular business forms, and many commercial property developers competing to try the limelight last year, most foot commercial project located in the SHOPPINGMAII. It is reported that there xx under construction MAII 5, Grandview Plaza, Tianhe District, Beijing Road, the light squares and Shing Square, located next to the Olympic Stadium, the accepted MAII this type of commercial projects. xx square the actual situation of the project, a project of this trend by positioning xx chief community business MAII.
2, the professional market as buoyant
xx sustained and rapid development of economic , plus the unique location and the surrounding areas support a strong chain, xx the professional market has been a business an important part of the layout and performance of professional market in the second half is very prosperous .2003 shops one after the professional market the market, sales and rental conditions are quite satisfactory. such as shoe leather footwear market leather Golden Dragon International Trade Square plate, cloth professional market Haeinsa Sheng Yin Textile (cloth) city, beauty salon professional beauty market in Bo, the computer professional market Ego Digital Square, our view, the location of the professional market is very important to the professional market last year are gradually built a strong local business climate, or in the traditional commercial street, which is the professional market is still thriving reasons.
3, theme malls gradually into the trend of the development of theme-based malls as
clear positioning and distinctive specific features to strengthen the competitiveness of businesses and has a unique role to attract customers, but also commercial property developers .2003 by the end of one of the forms like a Center, B & Q, etc., are affected by home buyers, investors and consumers concerns. According to trends, so the theme of the fourth floor of the shopping centers considered as children. because the project only 99 parking spaces large enough to support the use of restaurants and the shopping malls , it is proposed to do the fifth floor of the theme restaurant, western restaurant and coffee shop setting, such as the introduction of Burton.
4, the introduction of large brand new shopping malls open large shops can do business
Wang, one by geographic location. Second, gathered by the popularity, in addition to providing a full range of products to see whether the types of customers to achieve also allows consumers to enjoy more shopping. The city square in the investment process Sunbeam introduced the two businessmen power Carrefour rolls. After the efforts of the Ministry of Investment, the main business has been established the United States Nuo Mate supermarket.
5 , end of the year an explosion of commercial advertising on November 1
2003 �� �� 20 December, a total of 36 large shopping malls, professional markets, shops and residential podium xx shop in the newspaper media for advertising, more than 9-10 months out of four, of which 34 xx city, there are 2 outside the city. newspaper advertising is 13,337,664 yuan, increased 63.9% over 9-10 months, which accounts for the city shops advertising advertising shops 99% of the total . advertising volume was 500 million originally, we believe that taking into account the docking of the brand to the national radio and television output of the real estate needs, should be an additional 100 million advertising, formed into a full range of market attack system.
6, compared with investment growth fast, the overall market supply exceeds demand, the overall lower prices.
2003 �� xx City from January to September pre-approved commercial area of 48.52 square meters, closing an area of 411,200 square meters, an increase of 47.57% and 11.47% . xx City, eight districts in particular, greatly increased the supply of shops, showing a rapid development momentum. by the tremendous impact of the supply, although the turnover of the first three quarters of 2003 compared with 2002 a more substantial growth, but the supply of less than 2002, the current market sales volume is still more needs to be further digested the market.
the same time, shops in the market due to oversupply in 2003, leading to price shop in 2003, continued to decline, the eight Area retail transaction price for the 9810 yuan / sq m, with shops closing price of 2002 plunged 25.19% over the same period. However, by the urban planning and municipal construction and other favorable factors, now Tianhe, Baiyun, Yuexiu District, shops, etc. sales remained good market situation.
1998-2002 average turnover of shops in the city table
(unit: million square meters) Year award eight districts in the amount of ten districts granting the amount of turnover volume
1998 64.78 38.87
48.08 36.72
45.77 35.86
30.35 29.61 51.12 44.97
23.45 27.53 44.44 57.82
212.43 168.59 95.56 102.79
Source: xx xx Urban Land and Housing Bureau and the City, real estate transactions The
(b), the recent development of xx city commercial property market changes
Source: xx xx Urban Land and Housing Bureau and the Real Estate Exchange
According to the statistical data analysis and investigation and the situation, xx next year, the following trends in the commercial market city: the city's trend of the Area shops vary greatly, experts estimate that in 2004 xx city hot spots will continue to shop prices rose steadily, but the rate will not be too large, which Subway shops in the concept of market trends will continue to rise, while the market price of other shops will be basically the same as 2003 or declined slightly.
sales of the project to do a special project around the Investigation and Analysis: East Jing Garden Home layer of shops selling price is 50,000 yuan / square meter, utility rate is 80% of the usable floor area equivalent to 60,000 yuan price / square meter. xx Plaza street, because a small number of the sales price if the first floor in the 35,000 yuan / square meter or usable area sells for 70,000 yuan / square meter, then we believe the risk is high, it is proposed average selling price of the first floor building area of 28000-30000 yuan / square meters, construction area of the negative layer of average selling price of 13000-15000 yuan / square meter should be more suitable.
at Olympic Stadium next to the appropriate to reduce the rent of this project the first floor 180-200 yuan / square meter, the negative layer of 100-120 yuan / square meter between.
II Project Overview
(a) the basic economic and technical indicators project area
class Type an area of 10,000 square meters floor area
shopping area of 2941 square meters of total building area of 24,155 square meters
two-story shopping area of 3582 square meters
layer 7 layer construction area of 3582 square meters
three shopping centers with negative level 3909 square meters area of 3582 square meters
four shopping malls negative five two-story shopping area of 3909 �O 2650 �O
building height 23M
underground garage parking spaces with 99 projects to promote the need and the amount of the project as our body MAII outside diameter of the unity of publicity total construction area of 35,000 square meters.
(b) xx projects under the present conditions S, W, O, T changes
1, Project Advantage (S)
1), the City main road close to Huangpu Road project, location clear and strong, easy to cause concern between the potential customers;
2), Line 5 station close to the project range; expanded the project the radiation zone.
3 ), close to the number of urban transport hub, the city enjoys excellent transportation conditions; rely on what the main road, Huangpu Road, multi-bus through the project and the surrounding area;
4), members of the village of Wang is the regional center of plate , life support sophisticated;
5), gathered around the house with a number of large hotels, entertainment, restaurants, banks and other commercial facilities,; near Tianhe Park, Tianhe District government and; Tianhe District, currently there are about 200,000 white-collar area, and Economic Development Zone, Huangpu District, and there are industrial workers and white-collar nearly 9 million people, has a huge consumer of energy;
6), the market scarcity and uniqueness. members of the village of Wang xx square with the same type of competition, the same grade, same scale commercial plaza is currently no. roadside shops all scattered, the image is poor, without a comfortable shopping environment. xx is a long hot city, and the whole lot yet developed a full range of central air-conditioning business Square, is the scarcity of shopping sites. xx New Square is the characteristics of old business representatives, business transformation of urban and rural areas is likely to be a highlight the advantages and disadvantages to make up for the results benefit the development of commercial centers.
2, Project weaknesses (W)
1), the present lack of spending power. mostly indigenous villagers and outsiders, the purchasing power and consumption levels are not particularly high.
2), lots of visibility and value of knowledge to be improved. as rural areas xx, xx public recognition to this area is still time;
3), members of the village of Wang business planning is not perfect chaos surrounding environment, social order rather poor choice of layout and the industry to some extent limit its development ;
4), the project was too close to the city's main shopping district xx Tianhe City, and Grandview Plaza.
3, opportunities (O):
1), xx of urban planning in 2003, staff Village public works around the four key areas, namely, the xx in the new Pazhou International Exhibition Center, Metro Line Station, and the Yellow Island Bridge, Pearl River shoreline bright Riverside project will be completed one after another, past the factories gathered, environmental clutter in xx minds of members of the village poor image of the community face the changes will occur reborn.
2), 2010 years of Asian Games will be held in the xx, Tianhe District, as a home ground, the construction of municipal facilities will be further improved.
3), members of the village land has become the government in 2004-2005 focus on development and construction of one large block. may sell up to 1,414,000 square meters floor area, planning the nature of the hotel, residential and commercial use. < br> 4, the development of the threat (T):
1), located in the Olympic Stadium next to the br> 3), near the increase in the supply of community shops.
4), are good commercial plaza is still for sale.
three projects positioning assessment
(a) of the project status and the market positioning
project their own characteristics, the proposed project is positioned as:
Image Orientation: xx Principal Community MAII
consumer orientation: my life shopping paradise
market positioning: xx surge in community shops Shop
(b) customer orientation
investment and operation of the project for two major categories of customers, combined with the quality of the project itself and the objective of property market conditions, the proposed project's customer base, targeting the following:
1, the target market
this item location is a member of Tianhe Village in eastern region, which in most hearts xx commercial impression is vague, speculation in the promotion and publicity in addition to the concept and project the image of the regional shopping district, more around the project aside from near to far different market areas, at different times, to promote the practice to classify:
2, target audience analysis positioning
l investors (the ratio is expected to purchase the share: 55%)
2 customer type
first category: a solid economic foundation, people get rich first
1), those with large enterprises;
2), a family business to resell or lease the property as the main purpose of the investment earnings persons;
3), economy is prosperous, with extensive savings to invest and those who use as a hedge;
4), state enterprises and institutions of high-level cadres;
2 buy psychoanalysis
over who has extensive experience in investment, subjective, consumer mentality to have ���� at Deal or No Deal. So much for the purchase of the customer base or the first floor street, ground floor, shop purchase relatively large budget, up to a million even tens of millions range, first and foremost consideration for the shop location, people flow, followed by the prices and the rate of return before considering the issue. ���� returns and other promotional measures of the demand is not too high. The project on the street, the small number of Therefore, such customers account for transactions of this project the proportion of customers are not too great. about turnover of customers 5%.
second category: the economic prosperity of the local villagers
2 customer type
1), the local village cadres who, economic prosperity, with extensive savings and has considerable assets and property;
2) local villagers, a good economic basis, with certain assets and property.
2
local villagers to buy psychoanalysis with the city of development, then the land transfer and the large profits and bonuses to enjoy the village government subsidies, income stability, more investments with good sense, more investment experience, the quality will be considerable interest in the property. about customer transactions 20%.
third category: a solid economic base, well paid, especially professionals
2 customer type
1), in large enterprises or institutions, the annual income of more than 10 million senior management ;
2), the business success of small and medium private owners, a certain scale of operation of individual businesses;
3), south of Guangdong business, and has made certain achievements in addition to successful people;
4) , who have more real estate, cash now, with considerable savings of enterprises and institutions among the high-level cadres;
2 people to buy more than psychological analysis
mainly engaged in processing industry, retail, financial, high technology, business management of highly specialized work, such persons Shop more share options first and second floor level shops or negative, part of the cash flow ability to lower a person will choose a higher floor, the person's awareness of the financial return on investment than strong, and very concerned about the interests of the investment point of return there is an urgent need for ����. about turnover of customers 20%.
fourth category: the economic base in general, but a more stable income and some savings of working-class and Small self-employed
2 customer type
1), all enterprises and units as in middle management positions as the young ��f��;
2), ���� IT, insurance, and other art-related career, higher income freelance persons;
3), has originally people;
5), have more savings, self-employed;
6), while low interest rates because banks look for new investors, small and medium Savings Account.
2 customers to purchase more than psychological analysis
source of capital accumulation and class, unlike the previous customer base as rich, more will buy a higher floor, a small area of shops, such customers are most concerned about the rewards and shops ���� factors on the total, followed by shops before considering the location and traffic and other factors, the shop purchased more than 20 million of the budget, the purchase would be similar to the purchase of psychological bonds are more sensitive to the rate of return. about turnover of customers 10%.
market research analyst at the village square area residents xx retail investment ratio chart:
l target business class analysis (estimated proportion of the share purchase: 45%)
1, due to rectification of the city or road reconstruction, the original street, demolished the business about customer transactions of 25%.
2, has directed management to be bought and medium-sized businesses account for about shop trading customers 5%.
3, there is need to open shops and fixed asset investment orientation of the large enterprise customers about transactions of 5%.
4, who opened art studio, models, clothing stores or cafes open circles and so on. about turnover of customers 10%.
2 purchase psychology:
such customers wish to purchase retail location, price, payment method, etc. are very focused.
Conclusion: The project's target customers are mainly members of the village in the vicinity of the village (Xiancun, Shipai, Tangxia, Dongpu, Jubei, Huangpu, Pazhou), radio and television within the group, civil servants, white-collar workers living nearby, large customers, because of the familiarity of the region, and the sense of doctrinal and investment is to digest the focus of this project, the marketing strategy should be based on the consumer psychology of these people, consumption habits, culture the level of advertising spending capacity to develop programs and activities of the arrangements, and sales strategies.
the second part of a sales strategy, sales of the overall strategy of the project as xx
first community MAII, Tianhe East business as circle around the landmark building on the landscape and a positive impact on the economy. As the pace of urban construction xx and strong economic development, public investment in real estate unprecedented enthusiasm, especially in prime retail investors is becoming much favor of the market hot. Therefore, this project should flow, early intervention, the strategies taken to Fighter slow, and quickly occupied the regional market, capital return as soon as possible to reduce the developer's investment risk. The construction period is short, works progress of the fast and relatively easy to achieve sales of licensing conditions, this project Fighter FMCG sales strategy provides a favorable environment.
Overall: This project is used in the marketing operations of slow season, the weight relatively light playing time of newspaper, Information Times, Guangdong TV, radio, major efforts to Pearl River, reported the media and all-round high-density, generous on-site packaging), ) effective management of field sales staff turnover rate in the popularity and made fast, efficient performance.
Second, market timing and marketing premise
1, market timing
half of the 1m2-month market promotion, sale number, on the one hand for the project ahead of rally, on the other hand the accumulation of active clients for the formal sale. The project is expected to open at the end of August.
o prepared after the stock market: when the stock market Hall must be in the sales, marketing Square renovation project around the environment, engineering and other internal and external packaging of the image of a good image display, model, Loushu, display panels and other sales tools available in the case of the market, to highlight the momentum of the project and the solid strength of the developer, and enhance customer confidence in the project.
o no momentum does not enter the market: in the real estate market is so intense competition, the industry recognized: before the campaign trail with image display on the pre-sales and customer psychology has a greater impact, and therefore the project before the stock market must have adequate publicity campaign, to the initial establishment of brand image and attract customers attention, paving the way for the pre-sales for the market.
o season market: Every year in October to May next year is the cyclical nature of real estate sales season, month, and 3m5 which 10m12 sales month is prime time, usually in the prime-time launch of real estate sales, more easily and quickly gathered popularity early in the sales reach a higher sales rate, so market timing is particularly critical for real estate sales. through the sale of season sales of the fiery atmosphere to achieve the project became an instant hit, rapidly expanding in the market visibility and influence, will effectively promote the follow-up sales.
o purposefully into the market: According to the developers working capital needs, investment and marketing costs reasonable arrangements Days sales outstanding progress, and improve their business efficiency of fund utilization.
o the controlled market : According to schedule, pricing strategies, sales-oriented rhythm and other installments to market products, to avoid rush forward, to achieve balanced and orderly sales targets.
o the project as a purely commercial project, the general operation of the market is the so, through the core layer and negative layer of tenants in different regions of the placement, the relative position of the poor of the unit assigned to businesses through the brand into a relatively better position to bring the negative layer, and the successful completion of the sale price Preliminary pulled. Taking all these factors, the operation of the project proposal of the project requirements:
Arranging identification chips in the period to August 18, 2004, tentatively scheduled for a formal solution to raise on September 11, 2004.
2, a prerequisite
o internal subscription sales renovated lobby and building models allows
o has completed the sale of
o complete the necessary documentation (sales per question, sales area, room number table, subscription registration card, payment, customer registration form, etc.)
o sales staff has completed the induction training
o sales staff has completed the work clothes, card production
o complete the necessary publicity materials (Loushu, size leaflets, brochures)
o promote bedding (outdoor advertising, newspaper advertorial)
o F Packaging (in Engineering Network packaging, advertising printing packaging)
o staff in place (security , cleaning, financial)
3, officially opened for sale a prerequisite
(1) to obtain o create a complete atmosphere (guide said system, said flag, green, background music, installation, etc.).
(3) information
o intelligent standards, facilities, handover ahead of the implementation of the standard mortgage
o Bank ahead of the implementation of
o property management company to implement
o price list in advance and payment of sales
o complete the necessary documents (subscription contract, the deposit notices, purchase, notes, mortgage notes, pre-contract)
(4) sales training before opening
o
o key customers on a return visit early to inform the opening and special offers
(5) advocacy for
o newspaper ad ready in advance Book Layout
o opening activity arrangements (time, place, invited leaders, news media, news release, events, etc. issues)
o
etiquette and gifts for the three, sales stage and the work
in the entire sales process, the Division will be divided into four phases Sales:
accumulation of
7,28-8,17 8,18-9,30 10,1-11,15 11,16-12 , 31
node before the opening arrangements:
within the first ad out and register a formal identification chips chip solution opened
7,28 8,8 8,18 9,11 9,19
Fourth, the sales phase of work
1, accumulation of (2004 July 28 to August 17)
l use soft advertising campaign, to attract target audience attention;
l commercial launch of some units of the market, depending on the situation to increase market push;
l A preliminary assessment of the project customer awareness;
l price of, as a basis for further price adjustment;
2, solutions of strong sales of chips < br> l completion of the project knowledge, market, price of, the fine-tuning, go to the public offering stage;
l sub-floor area plus push units, increasing sales price;
l combination of various media to promote the use , will be sold to a climax;
l of the visiting customers, the main source of mining projects, to further adjust the positioning;
to August 17, 2004 to complete some shops in the internal sale, good faith application money received. commercial sales boom set off to start the registration identification chips shops. solution to raise Japan, sub-volume introduction of strict management and good marketing control.
o Telephone Number manner
not announced prices, the sales staff in order to approximate the average price segment Telephone Number be introduced to customers in the first 10 days in the form of natural Telephone Number, will all offer the amount of the market, according to the daily sales report by the intention of the room number for statistical analysis, observation under the market purchase intent and price conditions for the solution to raise pre-marketing control to provide market basis; and then to marketing control method for guiding �ź� accumulation. Telephone Number for all periods are used to raise revenue to give a discount payment policy.
o chip program
screen solution, with After the chips are put in numerical order according to the way line booking chip solution (to provide detailed proposals in the future.) solution to raise the sales after the promotional control by way of the goal to strong sales management and sales promotion efforts to resolve the speed while addressing the late the problem.
l chip solution given the time to push the goods by way of cum decompressed first chip, chip, as the solution to push the case plus the location is good for street stalls and shops sell control measures can be taken;
l chip solution major business combination after the case settled the brand to position relative to the ideal of shops but the price is not too high to sell;
l late to take a large discount on the principal, so that customers feel a certain concessions.
3, continued Sales of
l push the goods in accordance with the established rhythm, and further enhance the sales price;
l hold various on-site promotional activities, stimulate the market;
l full use of the image of the good works will be sold into the second second peak;
l customers through word of mouth and tap new customers;
l radiation to the development of other patches target customers;
4, in the late stages of clean-up of
l recycling profits for developers stage, the rapid sales, the remaining units to digest, return of funds;
l average selling price to customers with certain benefits, such as discounts and other more;
l take full advantage of the current floor image, speed up customer transactions;
l take full advantage of investment conditions to stimulate buying.
five, sales management
1, for the entire project management structure
sales organization, the Division is responsible for the system by the project manager, project manager responsible for sales and development work carried out daily coordination, docking, sales staff responsible for specific sales.
project team staffing:
Project Manager: 1, the major docking and developers, responsible for sales management, with the developer to carry out the daily sales docking ;
Project Manager: 1, monitor the project overall marketing strategy, marketing strategy formulation and implementation phase;
hold the line planning: a person responsible for the daily statistics and analysis of information; the implementation of specific cases;
Investment Manager : 1, the major docking and developers, responsible for the formulation and implementation of investment plans;
Sales Manager: 1; and the main docking developers, responsible for site management and marketing strategy recommendations to provide timely feedback.
sales :6-8 2, site management and control
l 2004 �� 7 sales offices in mid and late into the sales staff to do pre-service preparation;
l week, the project team held weekly with the developer regular, weekly sales and inform the developer is urgently needed to solve the problem;
l statistical analysis of time making home customers, test of advertising effectiveness and to week end, the form of monthly statements submitted by the developer;
l daily written report to the developers sales;
l submitted regularly to the regular meeting minutes of the development, sales week end, monthly and annual summary;
l monthly sales staff to communicate regularly with timely analysis of market changes, the corresponding marketing strategies and a monthly, quarterly submission of promotion proposals.
3, the sales organization in the form:
1), staffing: the implementation of full sale of sea tactics, the use of the cumulative control.
2) extended sales hours: divided into two classes based on commercial characteristics of the implementation of 9:00 mm20: 00 two shifts system, accumulation of reconciliation arrangements to raise the actual situation, grab off as much as possible. This project is located in the commercial Wadi, past the larger flow of people ; especially the evening activities in the flow of people around more, many of whom are potential customers of the project (especially middle-aged local investors), therefore, recommended the project be extended business hours in the evening (around the commercial center with time synchronization of business ) to fully exploit the use of this part of the customer resources.
3), evenly divided between men and women: the sex ratio suggests that men and sales staff in half, to adapt to local market and the project characteristics, occupational visualization and trustworthiness.
6, the project core selling point:
project a top ten value coordinate
, xx chief community MALL business model. set of shops, supermarkets, food court complex. perfect combination of features, fully meet the consumer-oriented peripherals one-stop shopping, the leisure, tourism, shopping, dining function is to enhance the business community and the cornerstone of prosperity.
II, xx billion of funds in the municipal plaza traffic transformation, a new axis of Tianhe. which subway the construction of Line 5, xx member of the village square from a subway station just meters away, the subway opened in 2010 will bring more than one million of people. members of the village of Wang will expand as the city roads 40 meters wide, straight river and the International Convention and Exhibition Centre, looking, and Riverside Avenue, Huacheng Road all through, the members of the village will become the Pearl River New City CBD Central Business District, the support, not only to promote the construction of the village members and bring a strong flow of business opportunities and to provide credit protection for the long-term development.
III, xx, Tianhe East Plaza is the core business, member of the village commercial hinterland. Tianhe East center of gravity, center cohesion in the Area of business that is the convergence between business district, the mall will be the real formation inherent in the consumption pattern, with the continuous development of the diamond core xx Square in a more prominent position. model the transformation of commercial street, the property more valuable. members of the village of Wang's business model will be built into the Tianhe Street, the current rent is up to 350 -400 yuan / square meter, the appreciation potential.
IV, xx Plaza Commercial Street through the village on the transformation model, property appreciation soon. members of the village of Wang's business model will be built into the Tianhe Street, the current rent is up to 350 -400 yuan / square meter, the appreciation potential. xx Square shops and Beijing Road, as modified, the value is going to fully rise substantially Biao.
five, xx future residential center is located in Tianhe Plaza, money scene a light .. .
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