My opinion on the marketing plan

Planning, determined to enter this line, I have asked myself over and over again, what is planning, and many Chinese and foreign marketing masters have different definitions of planning. In fact, I think the essence of planning is only two words - analysis, Analyze what to do from the messy problem, and analyze how to do it from the collected information. Here is how to write the book, including what questions, and talk about my personal opinion.

One: What do we have to do: receive one

The customer's request must be careful not to be "confusing" by the customer's request. Most of the customers ask us questions. "How can my sales grow significantly? Why is my sales falling? In fact, if we are blind To do something that is at a loss, this time we need to help customers analyze, sales are not going up, is our product is not competitive enough, or our channel design is not reasonable, or our advertising strategy is wrong, when we analyze it will be The reason why the original sales did not go up was that our competitors suddenly increased their investment in the channel, which led to our products being talked coldly by the dealers. So what we have to do is how to improve sales and how to make reasonable plans. Channel policy. The first thing to solve in the planning book is what we have to do. If our planning book can't answer even this question, it means that the execution of our planning book is doubtful.

Two: We are there: After knowing what we are going to do, we must understand what kind of position we are in, what kind of environment we are in, what kind of threats there are, and the ancients: knowing ourselves and knowing each other, we must first analyze the big environment, including the country. Some policies and regulations, the trend of the whole market, the status quo of the market, the total number of target consumers, the consumption characteristics of the target consumers, the psychological state of the target consumers on the market status, and then analyze the competitors, including the product strategy of the competitors. , promotion strategy, media strategy, sales status, etc., then make a whole swot analysis for our company, to figure out what advantages, disadvantages, opportunities and threats we have compared with our competitors in the current environment. .

Three: What do we do: Based on our analysis of the environment versus the market and our competitors, we can formulate our 4p strategy. The first is the product. What kind of advantages does our product have over competitors? From time to time, there is a need to develop new products. We can position our products, whether to do low-end market or mid-range market, or to do high-end market. According to the resources of the company, it is not difficult for us to come to this conclusion. If we are in the mid-range market, then what is the core selling point of our products and what is the difference with competitors. We must find a core selling point for our products that is different from the products on the market, followed by the price, whether our price is to follow the competitor or lower or higher than the competitor. Our purpose is to quickly occupy the market or to achieve the most profit. Chemical. The third is the channel, what kind of channels do we need from our hands to the eyes of our consumers, whether it is to do direct sales or find agents, to find out what kind of agents the agents need, what kind of dealers should implement Policies can maximize their enthusiasm, and finally the promotion: what is our promotion. Does the target consumer have obvious media characteristics, how to pass our product information to consumers through the simplest and most effective way, whether it is TV advertising or newspaper advertising or online advertising, or media combination, then each What is the proportion of the promotion, how to do the promotion activities, how to do public relations activities are issues we have to consider.

Four: What kind of standards do all the questions we have given the answer. Then we should quantify and refine our goal. If we can divide the product into four stages, the incubation period of the listing period is the consolidation period. What is the focus of each stage of our work? The degree is qualified, which requires our goal to decompose and quantify our goals, such as the market share of our door during the incubation period, what is our sales, what is our share of the sales period, sales What is the amount? Everything should be as informative as possible, so that everyone is very clear about what kind of standards are qualified, and it is also convenient for us to summarize in the implementation in time. Why is this month's sales not completed, why else? Regional sales are completed better than you. Incomplete issues can be supplemented in a timely and accurate manner.

V: Other complete planning books , including projects that forecast budget effects.

Sixth: summing up In general, when we write the planning book , we must be good at analysis, good at investigation, and we must thoroughly understand the problem of unclear problems. Try to make the target data. I don’t have long time to do this. Can communicate with everyone.