How to write an advertising plan

Part 1: Market Analysis

First, marketing environment analysis

1. Constraints of giants in the marketing environment of enterprises

The huge economic situation in the region where the target market is located

a, the overall economic situation

b, the overall consumption situation

c. Industry development policy

Political and legal background of the market

a. Whether favorable or unfavorable political factors may affect the market for products

b. Whether favorable or unfavorable legal factors may affect product sales and advertising

Cultural background of the market

a. Whether there is any conflict between the product of the enterprise and the cultural background of the target market

b. Whether consumers in this market will reject the product because the product does not conform to its cultural background

2. Microscopic constraints in the marketing environment

a, the relationship between the supplier and the enterprise

b. Relationship between marketing middlemen and enterprises

3. Market overview

Market size

a, current market sales

b, the largest sales that the market may accommodate

c, total consumers

d, total consumer purchases

e. Changes in the above elements in the past period

f, the trend of future market size

Market composition

a. The brand of the main products on the market today

b, the market share occupied by each brand

c. The brand that is dominant in the market

d. What is the brand that competes with this brand?

e. How will the future market composition change?

Market composition

a, whether the market has seasonality

b, whether there is temporary

c, whether there are other outstanding features

4. Marketing environment analysis summary

Opportunities and threats

Advantages and disadvantages

Key issue

Second, consumer analysis

1. The overall consumption situation of consumers

a, existing consumer fashion

b, the characteristics of various consumer consumption products

2. Existing consumer analysis

Composition of existing consumer groups

a, the total amount of existing consumers

b, the age of existing consumers

c, the occupation of existing consumers

d. Income of existing consumers

e. Education level of existing consumers

f, the distribution of existing consumers

Consumer behavior of existing consumers

a, the motivation to buy

b, the time of purchase

c, the frequency of purchase

d, the quantity purchased

e, place of purchase

Consumer attitude now

a, the degree of love for the product

b, the degree of preference for the brand

c. Cognition of the brand

d, the degree of purchase of the brand

e, the degree of satisfaction after use

f, unmet needs

3. Potential consumers

Potential consumer characteristics

a, total

b, age

c, occupation

d, income

e, education level

Potential consumer's current purchase behavior

a. Which brands of products are currently purchased?

b, how are the attitudes towards these products?

c, whether there is a new purchase plan

d, is it possible to change the brand purchased by the plan?

The potential consumer is attracted by the brand

a, how the potential consumer attitude towards the brand

b, how to satisfy the potential consumer demand program

4. Summary of consumer analysis

Existing consumer

a, opportunities and threats

b, advantages and disadvantages

c, important issues

Potential consumer

a, opportunities and threats

b, advantages and disadvantages

c, the main problem

Target consumers

a, characteristics of the target consumer group

b. Common needs of target consumer groups

c, how to meet their needs

Third, product analysis

1. Product characteristics analysis

Product performance

a, what are the performance of the product?

b, what is the most outstanding performance of the product?

c. What is the best performance of the product for consumer demand?

d, the nature of the product can not meet the needs of consumers

Quality of products

a, whether the product is a high quality product

b, how satisfied consumers are with product quality

c. Can the quality of the product continue to be maintained?

d, the quality of the product is likely to continue to improve

Product price

a, what is the price of the product in the same category?

b, how the product price and product quality match

c. How do consumers know about product prices?

Product material

a, what is the main raw material of the product?

b, whether the product has special features in the material

c. How do consumers know about the material of the product?

Production Process

a, what kind of process is produced by the product?

b, is there anything special in the production process?

c. Does the consumer like products produced through this process?

Product appearance and packaging

a, the appearance and packaging of the product is commensurate with the quality, price and image of the product

b, whether the product has defects in appearance and packaging

c. Appearance and packaging are striking in the same kind of products on the shelves

d. Appearance and packaging are attractive to consumers

e. How do consumers evaluate the appearance and packaging of the product?

Comparison with similar products

a, what are the advantages in performance, what are the shortcomings?

b. What are the advantages in quality and what are the shortcomings?

c. What are the advantages in price and what are the shortcomings?

d, what are the advantages in the material, what are the shortcomings?

e, what are the advantages in the process, what are the shortcomings?

f, what are the advantages in consumer perception and purchase, what are the shortcomings?

2, product life cycle analysis

The main symbol of the product life cycle

What kind of life cycle is the product in?

Enterprise awareness of product life cycle

3. Analysis of brand image of products

The image of the company

a, the company has no consideration for the product image

b, how is the image of the company designed for the product?

c. Is there any unreasonableness in the image of the company designing the product?

d. Does the company convey the product image to consumers?

Consumer perception of product image

a, what do consumers think of product image?

b. Does the image of consumer perception match the image set by the company?

c. How do consumers expect the product image?

d, product image has no problem in consumer perception

4, products

Expected positioning of the product

a, the company has no idea about product positioning

b. How is the company's conception of the product?

c. Is there any unreasonable position in the positioning of the product?

d. Does the company convey product positioning to consumers?

Consumer awareness of product positioning

a, how is the product positioning of consumer perception?

b. Is the positioning of consumer cognition consistent with the positioning set by the company?

c. How do consumers expect product positioning?

d, product positioning has no problem in consumer perception

Product positioning effect

a, whether the positioning of the product has achieved the expected results

b, product positioning is difficult in marketing

5, product analysis summary

Product Features

a, opportunities and threats

b, advantages and disadvantages

c, the main problem point

Product life cycle

a, opportunities and threats

b, advantages and disadvantages

c, the main problem point

Product image

a, opportunities and threats

b, advantages and disadvantages

c, the main problem point

Product Positioning

a, opportunities and threats

b, advantages and disadvantages

c, the main problem point

Analysis of the competition situation of enterprises and competitors

1. The position of enterprises in the competition

market share

Consumer awareness

Enterprise's own resources and goals

2, the company's competitors

Who is the main competitor?

Basic situation of competitors