[Boutique] How to write marketing planning book

This article directory 1 marketing plan how to write 2 alcohol marketing plan book 3 advertising planning book first: how to write marketing planning book

Advertising planning, also known as advertising planning, is based on market research and research, and pre-conceives and plans the overall activities of the advertising or one aspect of the activities. The advertising plan lists all the arrangements to be taken in the advertising campaign, instructing the relevant personnel to perform at a specific time, and it is the official action file of the advertising campaign.

There are two forms of advertising plan, one is tabular. This form

The advertisement planning book lists the current sales volume or sales amount, advertising target, advertising appeal focus, advertising time limit, advertising appeal object, advertising area, advertising content, advertising performance strategy, advertising media strategy, and other promotion strategies. The advertising target column is divided into small columns such as popularity, comprehension, affection, and purchase willingness. Generally, specific sales or sales are not targeted. Because sales or sales are only a reference for the determination of advertising results, they are also affected by factors such as packaging, price, quality, and service. This kind of advertising plan is relatively simple and is not very widely used.

The other is an advertising plan written in written language, which is widely used. This kind of advertising plan, which is written in the form of a book, is also called an advertising plan. What people usually call advertising planning and advertising planning is actually the same thing, there is no big difference.

A complete advertising plan should include at least the following:

1 Introduction;

2. Market analysis;

3. Advertising strategy or advertising focus;

4. Advertising objects or advertising appeals;

5. Advertising area or appeal area;

6. Advertising strategy;

7. Advertising budget and distribution;

8, advertising performance prediction.

Of course, the advertising plan may vary depending on the personality or case of the author, but the content is generally the same. The following is a brief description of the idea of ​​the idea at the time of writing.

1. The preface should briefly and succinctly describe the time limit, tasks and objectives of the advertising campaign, and, if necessary, the marketing strategy of the advertiser. This is the whole project, its purpose is to put forward the main points of the advertising plan, let the highest level of decision makers or executives quickly read and understand, so that the highest level of decision makers or executives When you have some questions, you can quickly read the details by flipping through the section. This part of the content should not be too long. It is better to use hundreds of words, so some advertisement planning books refer to this part as an executive summary.

2, the market analysis part, generally includes four aspects: business operation analysis; product analysis; market analysis; consumer research; writing should be based on the results of product analysis, to illustrate the characteristics and advantages of the advertising products. According to the market analysis, the advertising products are compared with various similar products in the market, and the hobbies and preferences of consumers are pointed out. If possible, suggestions for improvements or developments in advertising products can also be made. Some advertising plan books call this part of the situation analysis, a brief description of the history of advertisers and advertising products, and evaluation of products, consumers and competitors.

3. Advertising strategy or advertising focus should generally clarify the focus of the advertising strategy based on product positioning and market research results, and explain the methods used to make the advertising products create a deep impression in the minds of consumers. What methods are used to stimulate consumers to generate buying interest, and what methods are used to change consumer habits so that consumers can purchase and use advertising products. What method is used to expand the scope of sales of advertising products? What methods are used to create new buying habits for consumers. Some advertising plan books add a promotion plan to this part of the content, indicating the purpose, strategy and concept of the promotion. There are also separate promotion plans as separate files.

4. The advertising object or the advertising appeal part mainly measures how many people and how many households are in the advertising object based on product positioning and market research. Based on the results of the population study, an analysis of the population's analytic data is provided, outlining the characteristics and psychological characteristics of potential consumers, lifestyles and consumption patterns.

5. The advertising area or the part of the appeal area should determine the target market and explain the reasons for choosing this specific distribution area.

6, the advertising strategy part, to specify the specific details of the implementation of advertising. The author should design the media plan in question clearly, completely and briefly, depending on the complexity of the media plan. A media plan book can also be prepared separately. At a minimum, the media used, the purpose of using the media, the media strategy, and the media plan should generally be clearly stated. If you choose a variety of media, you need to explain the publication of various media and how to cross-match.

7. The advertising budget and distribution part should be based on the content of the advertising strategy, detailing the media selection and the required fees, and the price of each publication. It is best to make a form and list the expenses for research, design, production and so on. Some people also included this part of the content in the advertising budget book.

8. The advertising effect prediction part mainly explains the target that can be achieved by the advertising agency in accordance with the advertising plan. This goal should be in line with the objectives and tasks set out in the preamble.

When actually writing an advertising plan, the above eight parts may be added or subtracted or combined. If you can increase the public relations plan, advertising advice and other parts, you can also change the last part to the conclusion or conclusion, depending on the specific circumstances.

Writing an advertising plan is generally short. Avoid lengthy. To summarize, summarize, and classify, delete all unnecessary words, try to avoid repeating the same concept again and again, and strive to be concise, easy to read, and easy to understand. Don't use many pronouns when writing an advertising plan. The decision makers and implementers of advertising planning do not care who their ideas, who their suggestions, and what they need are facts. The ad plan book preferably has a short summary at the beginning of each section. In each section, the source of the information used should be stated to increase the credibility of the plan. Generally speaking, the advertising plan should not exceed 20,000 words. If the length is too long, the chart and related explanatory materials can be solved by an appendix. In the process of writing, depending on the specific situation, sometimes the media planning, advertising budget, summary report and other parts are specifically listed to form a relatively independent copy.

Part 2: Alcohol marketing plan

The position of the xx brand series wine as the boutique series of xx product line is very important in the product strategy of xx. It can at least raise the height of xx brand connotation, so that xx brand forms a kind in the minds of consumers. The overall brand impression and outline, we should also see that the rich historical and cultural heritage of xx wine is enough to support the marketing operation of the xx brand in the high-end market of liquor. The xx good cat wine jointly developed by xx Wine Co., Ltd. and Shaanxi Baoji Cigarette Factory is a successful example. The successful operation in Shaanxi Province, while establishing our business confidence, also provides us with a case that can be referenced.

Shaanxi Province is the nest of xx wine. The brand's support, marketing power and profitability of products are in a very important strategic position in the national market. The extent to which the long-lasting series of wines can develop in the regional market of Shaanxi Province will directly affect the strategic planning and deployment of the global market. “Leading the whole body and moving the whole body”, the product positioning strategy and the planning ideas of the regional market bring us the core question of how to make our long-lasting series of products cut into the Shaanxi market quickly and correctly, how to ensure the marketing model of our products. Success, how to make our marketing actions quickly enter the orbit of a virtuous cycle? Solving these problems requires us to consider from a global perspective, "not to seek the overall situation, not to find a domain; not to seek the world, not enough for a moment When formulating this plan, we will try our best to integrate all kinds of marketing resources in accordance with the principles of comprehensiveness, thoughtfulness, objectivity, fairness and operability, so that our products will not be heard, but will not be awesome; Flying into the sky."

 Market background analysis:

The liquor industry is currently in a high-intensity competitive marketing field, especially in the camp of low- to mid-level liquor products, the competition is more intense. According to the "China Liquor Industry Development Report", in the liquor products, the output and profit of high-grade liquor are "pyramid" and "inverted pyramid" respectively. The proportion of high-grade liquor is small, about 20%, but created. The profit is the largest, accounting for more than 50%; the proportion and profit of mid-range liquor are about 35%; the proportion of low-end liquor is the largest, but the profit is the smallest. At present, although the company mainly relies on low-end wine to occupy the market and create a brand image, but where is the profit growth point? The answer is in the middle and high-end market of liquor.

In this context, "xx Brand" builds the company's marketing management system with two important strategic ideas: "strategic alliance integration" and "profit center maximization", in order to achieve a strategic win-win situation with dealers. With its unique product positioning and price positioning, xx brand wines will surely occupy an important seat in the mid-to-high-end liquor market.

Shaanxi Province is divided into three regions, the North Shaanxi Plateau, the Guanzhong Plain and the south of the Qinling Mountains. The Shaanxi-Kunming area and the Guanzhong area are selling well at 52 degrees, and the 46-degree wine in the south of the Qinling Mountains is relatively good. In terms of scent type, Fengzhong Liquor in Hanzhong has a large proportion, and Luzhou-flavored wines in the south of Shaanxi and Qinling dominate. From the perspective of the whole province, the Luzhou-flavor type can account for 70-80%, and the Fengxiang-type wine can account for about 20%.

As one of the seven leading consumer cities in China, Xi'an brings together many well-known brands of liquor in China. As an important protection brand in Shaanxi Province, xx wine is a representative of Fengxiang type. It has a long history and a large consumer group. Xi'an is the main selling city of xx wine. According to the survey, its market share can reach 17.1%. Xxx wine's paranoia and loyalty. [WWW.DIYIFANwen.com first essay § network to organize the article, the copyright belongs to the original author, the original source. 】

SWOT analysis

Advantage:

1) Support for intangible assets with the xx brand.

2) There is a classic quality guarantee.

3) There is an advanced "strategic alliance integration" and a profit center to maximize the marketing model to minimize the risk of dealers.

4) A marketing team with deep theoretical knowledge and rich experience in marketing and marketing will assist dealers to develop the market together.

5) Hire a well-known domestic liquor marketing planning company to carry out the whole process of tracking and planning.

6) Terminal management is the core idea of ​​marketing strategy and tactics, and builds a deep and meticulous marketing network.

Disadvantages:

1) Strong regionalism, although it is one of the four famous wines in China, its development trend and influence are far less than that of Maotai, Wuliangye and Jiannanchun.

2) The policy space given to the dealers has a distinct disadvantage compared with similar competitive products.

opportunity:

1) The high-end market of the xx brand has not performed well in the country, and the entry of the xx brand series wine has just filled this gap.

2) The popularity of consumers in the high-end products of white wine is increasing.

3) The competition pattern of the high-end market of liquor in Shaanxi Province is still not very clear. The barriers to entering the market by xx brand series wines will not be great by virtue of the geographical advantage of xx.

problem:

1) The original cost of the product is high, which leads us to a more passive situation when formulating the dealer's policy.

2) The product line is short and there is no open gear. The content of the product line must be enriched. There must be a significant separation between the price grades. The product line with a terminal price between 50 and 200 should be included in the company's strategic plan as soon as possible.

3) The movement of the xx brand in the national market is not too strong and regional.

 Marketing strategy planning

The core idea of ​​the strategy: "The soldiers win by the enemy, and the water flows according to the land." The formulation and implementation of the marketing strategy must be based on the principle of “adapting to local conditions and policy-based policies”. On the basis of following the basic marketing strategy guiding ideology, we must constantly innovate and seek differences in tactics, constantly seeking and discovering and competing with other competing products. Differentiated content. Use the integrated marketing communication tool to spread the brand content of the xx brand series products extensively and deeply.

1) Strategic objectives:

1.1 Shaanxi Province from December 2002 to the end of December 2003 to ensure sales revenue of 15 million, and strive to complete 18 million, to 2000

Wan spurs. The proportion of advertising expenses is controlled between 10 and 15% throughout the year.

1.2 Ensure that the brand awareness of xx brand series wines in the same competitive products reaches the first place, and the market share reaches the first place.

1.3 The prefecture-level city is a marketing strategic unit, and basically completes the network construction work of 11 cities.

2) Strategic planning:

2.1 Determine the strategic location of the four major regions of Shaanxi Province: Xi'an, Yulin, Weinan, Baoji.

Xi'an jurisdiction: Xi'an, Shangluo.

Yulin jurisdiction: Yulin, Yan'an

Under the jurisdiction of Weinan: Minnan, Tongchuan, Xianyang, Hancheng.

Under the jurisdiction of Baoji: Baoji, Hanzhong, Ankang.

2.2 Determine Xi'an as the marketing command center of the Shaanxi provincial market, and at the same time designate it as the strategic center market of the five northwestern provinces.

2.3 From November 2002 to the end of 2003, the network deployment rate of the four major regions reached more than 80%.

2.4 The market management personnel in the four major regions have completed the transition from the prefecture-level regional market management to the provincial-level regional market management, and truly become a talent training base.

3) Strategic Alliance:

Promote the marketing model of integration of manufacturers' strategic alliances and maximization of profit centers. From the perspective of strategic alliances, build a level one marketing network. Develop first- and second-tier networks and retail terminal providers into strategic alliance members. From the perspective of maximizing the profit center, the largest marketing efforts are made to flatten the channel.

4) Strategic deployment:

The core of strategic deployment advancement is: "A three-step implementation of the campaign."

A battle is the online channel war of the product line.

The three-step implementation is based on the second battle, and the next phase is strategically three steps:

The first step is to build a first-level marketing network of xx brand products in Shaanxi Province in three months, that is, to establish a strategic center market in the prefecture-level city.

The second step is to build a terminal marketing network in four strategic regions of Shaanxi Province from four months to six months, that is, to establish a tactical center market with terminals as regional markets, and to extend to the terminals of the county markets under the jurisdiction of each region. . Cultivate the market scale of annual sales of 10 million yuan.

The third step is to build a terminal marketing network in 11 cities and municipalities in Shaanxi Province, including the county market under its jurisdiction, in six months, that is, to establish a terminal with the terminal as the tactical center market of each regional market and extending to the county market. Cultivate the market scale of annual sales of 15 million to 20 million.

The strategic steps are advanced as follows:

 Marketing strategy

1, product strategy

Product packaging specification strategy:

Following the idea of ​​the company's marketing strategy center, it is proposed to use xx brand as the main brand, Huashan on the sword and about 100 years as the sub-brand. With the growth of a long time, Huashan's sword and the development of a hundred-year-old sub-brands have been promoted. In terms of the promotion of the degree of products, considering the preference of the consumers in Shaanxi Province for the quality of wine, taste and flavor, the proportion of the recognition of the higher degree of wine is relatively large, and it is proposed to initially determine the product items of 45 degrees or 52 degrees.

 Price strategy

The xx brand boutique series wines enrich the content of the xx product line, which guarantees the high-end market of xx products. Considering the special target consumer group of xx wine and the target market faced, the terminal price is set between 300 yuan and 450 yuan. We think that the brand connotation of xx wine and the current marketing performance of xx are also More marketing efforts and support are needed to support the effective operation of the product at this price band.

In view of the fact that there are xx good cats, the xx brand series operates in the framework of this price policy system. Although it limits a group of consumers, our profit margin is much larger in terms of unit cost. If the strategy is right, overall, this price system can also support the sales volume of 15 million to 20 million in Shaanxi regional market.

 Channel strategy

Basic idea: According to the overall channel planning idea of ​​the company, combined with the current situation of the operation of the high-end market of liquor in Shaanxi Province, the basic strategy for determining the channel in Shaanxi is to use the regional market as a marketing strategic unit and extend downward.

The specific explanation is as follows: the regional market in the prefecture and city level is a basic unit of marketing strategy, which is a basic carrier of the “1+1+N” model. For the regional markets in Shaanxi Province, the first 1 represents XX wine industry; the second 1 represents the total distribution of regional markets in each city; N represents several retail terminal operators, realizing the flatness of the channels in the true sense. Chemical.

This model is different from the “1+1+N” model implemented by the century-old store. It directly eliminates the distributors. For the general distributors in the local area, although it has increased a lot of marketing work. Content, but the space for profit has widened a lot. The role of Shaanxi Tianzhu Company in our model is very suitable.

The strategic central idea of ​​“strategic alliance integration” and “maximization of profit centers” is also the essence of this model.

XX wine industry is the national logistics center, controlling advertising, unified promotion activities, monitoring the healthy and healthy development of the network, regional distribution is the regional logistics center, while controlling the terminal.

The basic process of channel operation is shown in the figure:

The establishment of the regional management system:

1. Organization chart:

Note: Provisional 2-3 people at the initial stage of preparation

 Project Management System

1. Marketing objectives and decomposition:

From December 2002 to December 2003, we ensured that the sales revenue reached 15 million, and weighed 18 million, sprinting to 20 million.

2. Project decomposition:

The monthly breakdown of the target quantity of the market sales plan in Shaanxi Province:

Part 3: Advertising Plan

First, the topic:

Second, the customer name:

Third, the product name:

Fourth, the market background analysis

Target market: Who are the consumers of this type of product? Their age, gender occupation, income, culture, geographical location and purchasing behavior characteristics and consumption mentality.

Consumer Preferences: Do consumers prefer mid-range or high-end when buying or using the product? Do you like domestic or imported? Under what occasions do they have any requirements for the product?

Purchase mode: The frequency, price, location, and most desirable quality of the purchase.

Information Channels: What are the channels for obtaining information? What is the earliest medium of contact? What is the most dependent medium?

Competition: What is the most popular brand of this product on the market? Selling reasons? Sales status? What is the direction consumers want to improve?

in conclusion:

V. Market strategy

Marketing Target: The goal to be achieved in the marketing activities of the product based on the results of the market background analysis. The goal should be specific and measurable. For example, how long does it take for sales to reach ¥10,000, and the market share is expected to reach %.

Product Positioning:

product analysis:

Competing objects: Who are the competitors? What are the advantages and disadvantages? Advertising and advertising?

Sixth, advertising strategy

Advertising Goals: The goals to be achieved by advertising campaigns, such as % visibility.

Advertising theme: Advertising appeal point.

Advertising performance style: The characteristics of advertising performance.

Advertising slogan: Coordinating the overall situation, with appeal and impact.

Seven, advertising creativity

Newspaper advertisement: one of the articles

TV commercial: one of the

Eight, media strategy

Primary and auxiliary media and combinations

Media combination and publication frequency

9. Budget allocation includes investigation, design, production, release and effect measurement.

X. Evaluation content, time, method and method of the evaluation of the effectiveness of the advertisement. Advertising Planning Writing Format--Media Strategy Supplementary Table - - Media Type Media Selection Specification Release Time Frequency Total Amount Remarks

Now, after the introduction of Xiaobian, do you know how to write the advertising plan? In fact, as long as the theme planning can be done, I hope that the Xiaobian explanation can help everyone.