13/26/13HengAnInternationalSalesPromotionBookTableofContentsSection1.TheCategoryandProductidentification2.Promotionpackagecontentsoverview3.PromotionobjectivesandGoals4.Promotioncalendar5.Promotionmethodandmedia6.Promotiondistributionchannels7.Advertisingplan8.MarketandCompetitiveenvironment9.Promotionalmaterials10.Training11.Presentationscripts12.Productlogistics13.Promotionbudget14.Impactonproducttree15.ResponsibilitiesofDistributionchannels16.Frequentlyaskedquestions(FAQ)23/26/13Section1.ThePromotionCategoryandProductidentificationWhatistheproductcategoryWhatistheproduct(name,description,sku)tobepromotedIsthisanewproduct,productextension,enhancement,newandimproved,etc.Isthisatemporarypromotionalpackage,lifespan,etc.IsacurrentHengAnbeingpruned33/26/13Section2.PromotionPackageContentsOverviewPromotionPackagecontents-Specialproductpromotionalpackage-Combinationpackage-Gift-Certificate(s)-Contest-PromotionalproductquantitiesbyregionPromotionOverview(seeapplicablesectionfordetail)-CoordinatedAdvertisingpackage(Yes/No)-PrintMedia(Yes/No)-TVCommercials(Yes/No)-RadioCommercials(Yes/No)-POSdisplays(Yes/No)PromotionScopeandboundaries-Regionalcoverageplan(provinces,salesregions,cities,etc.)-Distributionchannelscoverage-Product(s)coverage43/26/13Section3.PromotionObjectivesandGoalsPromotiongoals-Revenueenhancement-Brandenhancement-Productunitvolumegoal-DistributionchannelenhancementDefinitionofSuccessPromotionimpactonHengAnandtheSalesDepartment-Newprofitopportunitiesforthedistributor-HighercommissionsforSales-Correctsadistributionorproductdeficiency-Counterscompetitioninitiatives-PreemptscompetitiveactionPromotionimpacttarget(s)-Retailconsumer-Distributor-Wholesaler-Hypermarket-Other53/26/13Section4.PromotionCalendarPromotionLaunchdatePromotioncompletiondateAdvertisingscheduleCooperativeadvertisingPromotionmaterialsavailabilityPromotionProductdelivery-startdate-stockingcompletiondateSalesTrainingschedulePCCTrainingscheduleHeadquarterssupporttimetable63/26/13Section5.PromotionMethodandMedia
