MarketingPlanICSC中文营销计划.pptVIP

* Experience of being a product manager. HM and Zara Vs Uniqlo and GAP case study Example of selling residential in mid level * Experience of being a product manager. * Experience of being a product manager. * Japan is an aging country. The social facilities are shifting to old people. The roles of wholesalers and retailers was faded out by the Technology advancement and globalization of logistic Nowadays, people use a internet and watch cable TV. Such behavior changes will determine the marketing strategy and promotion strategy. * * Know your market segment. Be focus. Don’t dream. Super Brand Mall is a good example in the early stage. * * SBM: hotel linkage * Target partners: center’s stores Principle Ad. Database builders * Emotional stimulation: Game center Identify Target Markets识别目标市场 Identify Creative Message for Target Markets识别目标市场的创新消息 Identify Method of Reaching Target Markets找到进驻目标市场的方法 Positioning and Differentiating Your Center为您的中心做好定位和差别化管理 Marketing Plan营销计划Define Strategies确定战略 The BIG Question…. 最大的问题是…. How and what are you going to do to achieve your objectives? 您打算如何和怎样去实现您的目标？ Marketing Plan营销计划Define Strategies确定战略 Community Relations Plan 社区公关计划 Revenue Generation Plan 收入生成计划 Retailer Communications Plan 零售商沟通计划 Marketing Plan营销计划Define Strategies确定战略 Marketing Plan营销计划Set Goals and objectives设立目标 Objectives目标 Increase gross small shop sales currently projected at $235 psf by 7 percent for the year 2003. 力争2003年使当前预测销售额为每平方英尺235美元的小型商店的销售额增加7%。 Strategies战略 Develop a re-merchandising plan identifying the greatest merchandise offerings for the shopping center: children apparel 制定一个再商品化计划，找到购物中心最大的商品卖点：儿童服装。 Create a mall employee program that will improve the quality level of prospective new store employees/associates, as well as retention of existing quality employees/associates 制定一个中心雇员计划，以提高新店准雇员/同事的素质以及现有高素质雇员/同事的留任率。 Develop individualized sales promotion programs to support new store openings to assist individual retail