Preface
For the record, all marketing plans I have made are solely my opinion and do not represent the whole truth.
I shall not be responsible for any reference.
ONE.Relevant concepts and basic theories
Product details:
Product name: Wash – free disinfectant
Product specification: 60ml/ bottle
Active ingredients and content: This product is based on ethanol (alcohol) as the main bactericidal ingredient, and the content is 75%±5% (the ethanol content meets the novel Coronavirus standard).
Scope of use: Suitable for quick hand disinfection of hygienic hands, surgical hands and other personnel in need
Product introduction: Apply the product evenly on the hands. After drying, a protective film can be formed on the hands to protect the hands and kill viruses at the same time.
Product features: after use, a protective film can be formed on the hands to sterilize and isolate viruses for a long time. It can be called liquid gloves.
(※ Generally, the product must contain more than 70% ethanol to kill the virus.)
Product-related concepts:
Features of hand sanitizer:
- Wash hands without water: easy to use and carry;
Do not wash, you can clean your hands anytime and anywhere; - Lasting effect: the effect lasts for 4-5 hours, up to 6 hours;
- Gentle skin care: it can control the oxidative stress level of hands, prevent skin damage and protect hands, nourish and care hand skin.
- Kill virus: it can kill virus effectively.
Situation:
The sanitizer can be used in hospitals, Banks, supermarkets, government offices, enterprises and public institutions, theaters, military units, entertainment places, schools, kindergartens, families, hotels, restaurants, airports, docks, railway stations and tourism environments without water and soap.
TWO.the status quo
Since dad was part of a research team, he didn’t know how the marketing team was promoting the product.
In addition, this product has just started mass production after being approved by the government, so there is no specific means of promotion.
THREE.problem
The four problems they face are as follows :(※ in fact, the promotion on the Internet also has similar problems)
First, due to the relatively small number of people outside during the epidemic, it was difficult to carry out publicity in the street or in shops.
Secondly, the new product has just come into the market, and it needs a process of being gradually understood and promoted by the public.
Therefore, the new product reputation is not high, it is difficult to carry out external promotion.
Thirdly, in times of emergency, customers will not take risks to buy new products, they will only buy products that have been used before and have a certain reputation.
Fourth, customers do not understand the effects and advantages of the product, and cannot promote the product advantages.
FOUR.the countermeasures
The following are the countermeasures I proposed for him after learning the situation
- Authoritative promotion.
Find a reputable local official or official who has come to see the product and its production environment, and target them for sales and promotion. - Legal sales promotion.
With the production license, product test report, record certificate and other government approval documents as the background of negotiation and publicity, promote others. - Networking.
Use your network or those around you to market the product to others. - Physical promotion.
Take out the actual product for passers-by to use, face to face inspection of product quality, personally experience its effect, and to promote. - Promotion of advantages.
The characteristics and advantages of the product will be emphasized external publicity, highlighting its benefits, thereby promoting. - Price promotion.
By reducing the price of their own products, highlight the advantages of the product itself and cost performance, in order to promote the purchase. - Video/contrast promotion.
Make videos that highlight the advantages of the product, or make videos comparing the product with other manufacturers’ products, so as to highlight the advantages of the product and promote it. - Endorsement and promotion.
Find a famous spokesman for the product, with him as the image ambassador with the fame of external communication, to achieve the effect of promotion. - Television promotion.
Look for well-known TV stations and negotiate with them to broadcast advertisements of this product or insert relevant information so as to achieve the promotion effect. - Group promotion.
Find and sign a contract with a large group of customers, provide them with this product for a long time, publicize the product through their mouth, and thus achieve the promotion effect. - Media promotion.
Carry out advertising through various media and apps to promote the public.
12….
Although I have come up with many other marketing solutions, some of them are not cost-effective and some are not easy to implement, so I won’t list them here.
The reason why I put forward the above plan will also be explained in the following customer psychology.
FIVE.the conclusion
After listening to my mom and me and consulting with the marketing team at the academy, dad took the following four steps:
The first step is to negotiate with the surrounding pharmacies and sign a contract to put the products produced by the institute into the stores for sale.
Second, when district and county officials come to inspect and visit the institute, sell them the institute’s products and ask for promotion.
The third step is to make a long-term cooperation agreement with my mother’s school, so that the school becomes the first large group client of the institute.
At the same time, my mother also carried out promotion and publicity within the school.
The fourth step is to make a video comparing this product with other manufacturers’ products, in which the advantages and characteristics of this product are emphasized and reflected.
Videos can be posted on major media websites to achieve the effect of promotion and publicity.
Above is institute of marketing team to make promotion plan and marketing plan, this is institute of propaganda department of the marketing plan, although said that still can continue to refine and optimization, but it has to be very reliable solutions, already can satisfy the demand of the institute, so I wouldn’t advise.
reference
Baidubaike — Hands-free disinfectant
Baidu Knows — 18 Most effective promotion Methods (for reference only)
Thank you
My parents, and my uncle（He is a businessman himself.）
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PS: The following is my simple analysis of customer psychology.
Customer psychology:
Here, I will stand here from the perspective of a customer to in-depth analysis of their psychology, but also to answer the feasibility of the above marketing plan.
What criteria do you use when you buy something?
According to the common sense of the general people, generally will choose a high cost performance, good quality goods, intimate design, can perfectly meet their needs of the goods;
Or it could be a practical item worth buying despite its high price.
Or the appearance of a certain collection value, the contents of the general level, the price is also very fit goods.
I have given three examples of common thinking when buying things, which all carry out a key point, that is, to buy this thing, for yourself, is it worth it?
Does it have a price or a value that corresponds to itself?
Some people may wonder if this item can be successfully sold as long as the above conditions are met.
That’s not quite true.
Now the information on the Internet is so disorganized that we have to look at a lot of things if we want to sift through the information that is useful to us.
In this process, many people, in order to purchase more efficiently, will seek for famous websites and product brands to purchase. If a product fails to be promoted and publicized in time, it is likely to be drowned in the network.
The pros and cons of online shopping are clear: the pros are that you can place an order remotely without having to go to a physical store to see the purchase.
The downside is that you can’t be sure of the quality of the product and whether it’s right for you.
At this time, the most useful is to see the buyers show.
Why do buyer shows play a big role in your online shopping?
Actually just because of a point, it has the most real situation and reputation.
Because there is so much information on the Internet, it is very messy, and the information may be forged, so people can’t directly know the quality of the product before they buy it. At this time, they need the reputation of others to judge. The customer may say, “We can’t trust the manufacturer, but we can trust the buyer.
This is very true.
This goes through all of our shopping, and there’s no better way to save money and get the best value for money.
Next, I’ll explain why the above approach is useful:
- The reason why authoritative promotion is required is that when people buy something, they usually check whether it has good reputation or whether the price is reasonable.
And the authoritative promotion, because of the recommendation of the official or famous people, can meet the reputation of this point, so as to achieve the effect. - Legal marketing propaganda is to convince others that one’s products meet the requirements and standards with the official approval as the background.
- In the case of network promotion, it is to use people around them to promote their good friends. Since they have a certain reputation among their friends, the products they promote must be approved by them, which can also indicate that the product has a certain quality, so as to achieve the effect.
- Product promotion is for customers to experience themselves.
After all, it is often said that what one hears is false, and what one sees is true, which can also enhance one’s persuasion and motivate others to buy. - Advantage promotion means to publicize the characteristics and advantages of the product, so that others can compare the difference between the product and other products, and finally choose this product for purchase after a comparison.
6 price promotion, if in the same conditions, you and his product quality are similar, but the price is very different, the other people will choose the most cost-effective, so as to achieve maximum benefits. - Video and comparative promotion is basically to compare the product with other manufacturers’ products, and express it in a vivid and obvious way, so that people can realize the difference between the product and other products, as well as its advantages and characteristics more quickly.
- Endorsement and promotion are similar means to the first authoritative promotion. Both of them take advantage of people’s own fame to promote the product and let outsiders think that the product has been recognized by them.
- TV promotion is a very common method. By broadcasting advertisements related to its products on TV, TV viewers can know about the product and thus achieve the promotion effect.
- Group promotion is to find a large customer, make a long-term contract with them, and circulate and publicize them among their employees’ family and friends.
- The media is common, the specific situation is can undertake advertising through various media APP, like other advertising products, at the same time, because people for APP using frequency is very high, they will see a few times in a day these ads, osmosis can remember this product, eventually to achieve the effect of propaganda.
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我对于营销方案及顾客心理的分析：
前言
事先声明，我所做的一切营销方案仅代表我个人的观点，并不能代表全部事实。如有参考，我均不负任何责任。
一、相关概念与基础理论
产品详细信息：
产品名称：免洗手消毒液
产品规格：60ml/瓶
有效成分及含量：本品是以乙醇（酒精）为主要杀菌成分，含量为75%±5%（乙醇含量达到杀灭新冠病毒标准）
使用范围：适用于卫生手，外科手及其他有需要的人员快速进行手部消毒
产品介绍：将本产品在手部涂抹均匀，干了之后即可在手上形成一层保护膜，保护手部的同时起到杀灭病毒的效果。
产品特点：使用后可在手部形成一层保护膜，进行长久杀菌并隔离病毒，可谓液体手套。
（※一般产品乙醇含量过70%以上才可杀灭病毒）
产品相关概念：
免洗手消毒液特点：
1、免水洗手：使用、携带方便；免水洗，随时随地都可以清洁双手；
2、持续作用：效果持续时间长，效果可持续4—5小时，最长可达6小时；
3、温柔护肤：具有控制手部氧化应激水平、防止皮肤损伤和护手功能，能滋润呵护手部皮肤。
4、杀病毒杀菌：能有效杀菌杀毒。
场合：
免洗手消毒液可适用于医院、银行、超市、机关企事业单位、影剧院、部队、娱乐场所、大中小学校、幼儿园、家庭、宾馆、餐厅、机场、码头、火车站及旅游等无需水源和肥皂的环境中进行无水手部免洗消毒。
二、现状
由于老爸他所属的是研究团队，所以他并不了解营销团队对于此产品是如何进行宣传的。再加上此产品被政府所认可后刚刚开始大规模生产，所以目前还没有什么特别确定的推广手段。
三、问题
他们所面临的问题有四：（※实际上在互联网上进行推广也有相似的问题）
其一，由于是疫情期间，外面人流量相对较少，无法在街上或店铺里进行宣传，很难进行推广。
其二，新产品刚刚上市，需要一段逐渐被大众了解与推广的过程。故新产品名气不高，不好对外进行推广。
其三，在非常时期，顾客不会去冒险购买全新的产品，他们只会购买之前曾经用过，也拥有一定口碑的产品。
其四，顾客对本产品的效果与优势并不了解，无法针对产品优势进行推广。
四、对策
以下都是我在了解到情况后，为他提出的相应对策：
1.权威推广。找到当地有名的官员，或是前来参观产品及其生产环境的官员，针对他们进行销售与推广。
2.合法销售推广。以拿到了生产许可证、产品检测报告、备案证及其他政府批准文件为交涉、宣传背景，对其他人进行推广。
3.人脉推广。利用自己或周遭人的人脉，将此产品通过其他人进行推广。
4.实物推广。将产品的实物拿出来供路人使用，当面检测产品质量，亲自体验其效果，并借此进行推广。
5.优势推广。将本产品的特点与优势着重对外宣传，凸显其好处，借此推广。
6.价格推广。通过降低自身产品价格，凸显产品本身的优势与性价比，以此推广购买。
7.视频/对比推广。制作能够凸显出本产品的优势的视频，或制作本产品与其他厂家产品的对比视频，以此凸显出本产品的优势，借此推广。
8.代言推广。为本产品找到一位知名代言人，以他为形象大使借助名气对外传播，达到推广的效果。
9.电视推广。寻找知名电视台，通过协商对其要求播放本产品的广告或插入相关讯息，以此达到推广效果。
10.集团推广。寻找并与一个大型集团客户签约，长期为他们提供本产品，借他们之口宣传产品，并以此达到推广的效果。
11.媒体推广。通过各种媒体、APP，进行广告宣传，以此对大众进行推广。
12.……
（※虽然说我还想出了很多其他的营销方案，但有一些是性价比不高，也有一些是不太方便实现的，于是我在这里就不列出来了。为何提出以上方案的理由我也将会在以下的顾客心理里面解答。）
五、结论
老爸在听取了我和老妈提出的对策后，与研究院中的营销团队协商讨论后，作出了如下四步行动：
第一步，与周围的药店交涉并签约，将研究院产出的产品放在店铺内进行销售。
第二步，在区县官员过来检查并参观研究院的时候，向他们推销研究院所做的产品，并请求推广。
第三步，与老妈所在的学校定下长期合作的约定，使得学校成为研究院的第一个大型集团客户。同时老妈也在学校内部对此进行推广、宣传。
第四步，制作一个对比本产品与其他厂家产品的视频，并在视频当中着重强调与体现本产品的优势与特点。可以将视频发布在各大媒体网站上，以此达到推广与宣传的效果。
以上便是研究院营销团队所做出的推广方案与销售方案，以上便是研究院的宣传部所作出的营销方案，虽然说还可以继续进行细化与优化，但这已经能算得上是非常稳妥的方案了，已经可以满足研究院的需求，所以我也就不再提建议了。
参考文献
百度百科——免洗手消毒液
百度知道——18种最有效的推广方式（仅做参考）
致谢
我的父母，还有叔叔（他本人是经商的）
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PS：以下是我单纯对于顾客心理的分析。
顾客心理：
在这里，我将在这里站在一个顾客的角度来深度分析他们的心理，同时也会对上面营销方案的可行性做解答。
你在买东西的时候，都会按照什么标准来选择商品呢？
按照一般人的常识来说，一般都会选择性价比很高，物品的质量好，设计贴心，可以完美满足自己的需求的商品；或者是很实用，虽然价格很高，但是买的很值得的商品；又或者外观具有一定的收藏价值，里面的东西拥有一般水准，价钱也很也很贴合的商品。
上面我举例了比较常见的三种买东西时候的思维，这些思维都贯彻了一个重点，那就是买的这个东西，对于你自己来说，究竟值不值得？它是否拥有与它自身相符的价格或者价值？
可能看到这里有人就会有疑问了，那么是否只要满足了上述条件，这个物品就能被成功的卖出去呢？那也不尽然。
现在网上的信息杂乱无章，我们如果要筛选出对我们有用的信息，就不得不看很多的东西。在这当中，有很多人为了更有效率的购买，就会找有名的网站与商品品牌进行购买，如果一个商品没能及时做好推广与宣传的话，那它也很有可能会被淹没在网络之中。
在网上买东西的利与弊益都十分明显：利是你可以不用到实体店当中去直接查看购买，便可远程下单；而弊则是你无法确认商品的质量，以及究竟适不适合你。这个时候，最有用的就是产看买家秀了。
为何买家秀会为你的网上购物起到很大的作用呢？其实只是因为一点，它拥有最真实的情况与口碑。因为网上信息繁多，很杂乱，而信息又有可能伪造，所以人们在买东西之前无法直接知道东西的品质如何，这时候就需要别人的口碑来断定了，顾客可能会说：我们无法相信厂家，但我们可以相信买家。这一点就很真实了。其实这一点贯穿了我们所有的购物，为了即省钱，又能买到性价比高的东西，没有什么是比这更便捷的方法了。
接下来，我将解释为何上述的方法去推广会有用：
1.之所以会要求权威推广，是因为人们在买东西的时候，一般都会去查看他是否有口碑或者价钱是否合理。而权威推广的话，由于得到了官方或者是有名的人的推荐，就可以满足口碑这一点，从而达到效果。
2.合法销售宣传是利用官方批准的许可为背景体现出自己的产品是达到了要求和标准的，以此来说服别人。
3.人脉推广的话，是利用周遭人向他们的好朋友进行推广，由于他们本身在朋友之间拥有一定的口碑，所以他们推广的产品必定是经过他们认可的，这可以也说明这个产品拥有一定的质量，借此达到效果。
4.实物推广的话，属于让顾客自己亲自体验。毕竟经常说耳听为虚，眼见为实嘛，这样也能增强说服力，从而促使别人去买。
5.优势推广的话，属于将本产品的特点与优势着重宣传，从而让别人去比较这个产品与其他产品之间的不同之处，进行一番对比之后，最终选择本产品进行购买。
6.价格推广的话，如果在同样的条件下，你和他的产品质量都相差无几，但价格却差别很大，那旁人一定会选择性价比最高的那个，这样才可以达到利益最大化。
7.视频和对比推广基本上就是属于将本产品与其他厂家的产品进行比较，并且使用视频这种十分生动、浅显易见的方式表达出来，这样能让人更快的意识到本产品与其他产品之间的不同之处，以及它的优势与特点。
8.代言推广和第一个的权威推广是类似的手段，都是利用人自身的名气向外推广后，让外人认为这个产品是经过他们认可，所以无论是在质量还是价钱上，都拥有很好的性价比，从而促使别人去买。
9.电视推广则是非常常见的一种手段，通过在电视上播放与其产品相关的广告，从而达到让看电视的人了解此产品，从而达到推广的效果。
10.集团推广则是找到一个大型客户，与他们定下长久签约后，通过他们在其员工的家人和朋友中进行流通与宣传。
11.媒体宣传也十分常见，具体情况就是可以通过各种媒体APP进行广告宣传，就像其他产品的广告一样，同时由于人们对于APP使用的频率很高，他们一天中都会看到好几次这些广告，潜移默化中便可以记住这个产品，最终达到宣传的效果。