[Boutique] Enterprise Marketing Plan

This article directory 1 enterprise marketing plan 2 business marketing planning book 3 business marketing planning book 1st: corporate marketing planning book

Before the financial crisis last year, the real estate market in our country prospered, and the price of buildings was hit by the highest in history. However, it seems to me that it is only a false prosperity. Since the global financial crisis, the property market in our country has continued to slump. Although real estate manufacturers have come up with a variety of promotional methods, it seems that the role has not been great.

The continued downturn in real estate has also affected the development of the national economy. Therefore, many real estate developers are more cautious when investing. The general location will not be reinvested, but the already built buildings need to be sold. I have done real estate planning work. For many years, he was ordered to write a real estate company marketing plan.

Generally speaking, "marketing plan" does not have a unified format and content, but most of the "marketing plan" is written for the needs of developers, usually including the following:

I. Research and development section

1. Project introduction. Its contents include developer, base area, total floor area, residential area, public building area, floor area ratio, greening rate, building density, parking space, bicycle parking area, total number of residential units, and geographical location.

2. Regional market analysis. Its contents include geographical location, transportation facilities, and case market adjustments.

3, swot analysis. It mainly analyzes the advantages, weaknesses, opportunities and problems of the case on the basis of regional market analysis.

4. Customer source analysis. Includes customer layer analysis, age layer analysis, customer source analysis, and more. The product can be positioned by analyzing the target customer. This part of the content can usually be displayed with a pie chart, which is more intuitive.

5. Product positioning. Includes product recommendations, price suggestions, and payment advice. In the product proposal, it is necessary to list the reasons for this conclusion and the housing type ratio proposal. The price proposal should also list the reasons for pricing and the price that can be achieved with the progress of the project and the sales rate.

Second, the planning part

include:

1. The general spirit of advertising.

2. The focus of appeals.

3, np draft title initial draft.

4. Media planning.

Third, the business part

It mainly includes two parts: analysis of sales stage, business strategy and execution plan. The analysis of the sales stage is generally divided into three stages to elaborate. The business strategy and execution plan are also divided into three parts: strategy formulation, sales channel and business execution.

After completing the above three reports of research, planning, and business, a report of the proposal basically came out, but in the end, don't forget that there is still a key thing that must be covered in the report, that is, with the developer. "Cooperative program", marketing companies can generally have three types of agents:

Pure agent

proxy;

Underwriting. The agent price and commission extraction method of these three methods are different, which can be listed in the report, and the developer chooses and the two parties will further discuss. After the "Proposal Report" is written, it is also necessary to make a shiny package. This can give the developer a striking feeling, so that the developer feels that the marketing company attaches great importance to the proposal report, and also allows the developer to have a full understanding of the strength of the marketing company. Thereby winning the trust of developers.

In short, the main purpose of writing a "proposal report" is to be able to successfully obtain sales agency rights, so that developers feel "not yours."

Experience in real estate planning with "positive and harmonious"

The most important thing for successful real estate planning is not relying on any tactics, the most important thing is to rely on practical norms; as long as the operation of each step is in place, plus some breakthroughs, planning can shine. Success! The following key points should be grasped in the planning work:

First, positioning

Whether your market positioning adapts to the needs of the market and whether product positioning meets the needs of target customers is the key to the success or failure of the project. The positioning of the failure of "Golden × Haoyuan" is a powerful negative example.

Second, the timing

The decision to invest is based on the real estate market. If the decision on the timing of investment development is wrong, then the project you are planning is likely to be doomed before it is born. The success of "Huizhan Pavilion and Donghai Phase I" is the result of a good grasp of the timing; the failure of "Jian X Building, Zhong × Times Square" is an example of the untimely time. The key point of grasping the timing is that you need to know when you should invest in the development of any type of real estate, and also know that the profit level of real estate investment will be different at different times. Therefore, the early analysis of the project is the first step of planning.

Third, the location

The choice of location depends on the developer's investment perspective. The same piece of land has different values ​​for different investors; the land price level of different sites is different. When selecting a location, it is necessary to clearly understand the cost of land is the factor determined in the total construction cost of the building. The value of the plot will directly affect the profit level of the investment. Therefore, understanding the developer's land price level and doing a good job of project feasibility analysis is the second step of planning. The “Luohu Commercial City” plot was the property group’s bid for a price of 420 million yuan in 1990. This was considered a failed investment project at the time, but now it seems that no one doubts its keen investment vision. It is.

When accepting agency properties, developers often ask them to write "marketing plans." According to the quality of the "Proposal Report", the developer decides which marketing company to represent its real estate. Therefore, the quality of the "Proposal Report" basically determines the fate of the marketing company. A good "marketing plan" must be co-operated by the research and development department, planning department and business department of the marketing company in order to complete it well. When writing a "Marketing Plan", you must first ask the developer to provide case information, preliminary drafts or blueprints for architectural planning, and other relevant information. On this basis, collect urban plans, demographic data, traffic construction design drawings, public works construction design drawings and other Lido free materials in the area where the case is located. At the same time, it is necessary to collect the market survey data sheet of the case regional market as a schedule of the “marketing plan”, which is used as data for “price proposal” and “product positioning”.

In fact, I feel that the planning book is not the most important. The most important thing is the design and status of the building. The planning book is just a reference. The discerning person knows that the role of the planning book is only a kind of propaganda. As for the effect of publicity, the building’s Quality issues are the most important.

Real estate planning is still good, but the recent real estate market is generally depressed, I know this may be temporary, but the building really has to cut prices, and the current house is too expensive, beyond the reach of the average person. I will continue to work hard in my future work!

Part 2: Corporate Marketing Plan

First, the style of the corporate planning book Fan Wenzhi marketing plan book

The structure of a complete marketing plan is divided into two parts. The first is the analysis of market conditions, and the second is the text of the plan.

Market state analysis

To understand the size of the entire market and the situation of the enemy and the enemy, the market status analysis must include the following 12 items:

The size of the entire product market.

A comparative analysis of sales volume and sales of each competitive brand.

A comparative analysis of market occupation rates of various competitive brands.

Analysis of consumer age, gender, occupation, education, income, and family structure.

A comparative analysis of the superiority and error of each competitive brand product.

A comparative analysis of market segments and product positioning of various competitive brands.

A comparative analysis of advertising costs and advertising performance of various competitive brands.

Comparative analysis of various competitive brand promotion campaigns.

A comparative analysis of the public relations movements of various competitive brands.

A comparative analysis of pricing strategies for various competitive brands.

Comparative analysis of sales channels of various competitive brands.

The company's profit and loss analysis for the past 5 years.

Planning text

The text of the marketing plan consists of six major items. The current resolution is as follows:

Company's primary policy

Planners must make in-depth and detailed communication with the company's highest directives on the company's future business policies and strategies before deciding on the company's top-level policy. Both parties should delve into the following details;

Determine the target market and product positioning.

The sales target is to expand market occupation rate or seek profit.

Formulate a price policy.

Determine the sales method.

Advertising performance and advertising budget.

The focus and principles of the promotion campaign.

The focus and principles of the public relations campaign.

sales target

The so-called sales target refers to the business objectives that the company's various products must achieve in the inevitable period.

In order to test the success or failure of all marketing plans.

Provide a basis for assessing job performance goals.

Provide the foundation for the next sales target.

Promotional attempt

Planners' goal of promoting an attempt is to help achieve sales goals. Promote the three major parts of the attempt to include goals, strategies, and detailed attempts.

aims

The plan must clearly express the goal of the promotion campaign that is expected to be achieved in order to achieve the sales target of all marketing plans.

2 strategy

After choosing to promote the goal of the attempt, the next step is to develop a strategy to achieve that goal. The strategy of promoting the attempt includes four major items: advertising performance strategy, media application strategy, promotion sports strategy, and public relations campaign strategy.

Advertising performance strategy: For product positioning and target consumer groups, choose the theme of the strategy.

Media use strategy: There are many types of media, including newspapers, magazines, television, radio, flyers, outdoor advertising, etc. What kind of media do you want to choose? What is the ratio of each? What is the audiovisual rate and contact rate of the advertisement?

Promotional sports strategy: the object of promotion, the various methods of promotion campaign, and the effect of adopting various promotional campaigns.

Public relations campaign strategy: the object of public relations, the various methods of public relations campaign, and what kind of public relations campaigns are expected to achieve.

3 detailed attempts

Explain in detail the details of implementing each strategy.

Advertising performance attempts: the design of newspapers and magazines, the creative scripts for TV commercials, and broadcasts.

Media use attempts: choose popular or professional newspapers and magazines, as well as publication date and layout size; TV and radio advertising selection of program time and number of times. Also, consider CRP and CPM

Promotional sports attempt: include merchandise purchases, exhibitions, demonstrations, sweepstakes, gift samples, tastings, discounts, etc.

Public relations campaign attempts: including shareholder meetings, publishing company news reports, company internal publications, employee associations, love sports, and communication with the media.

Market research attempt

Market research is a very important part of the marketing plan. Because the market materials and intelligence obtained from market research are the primary basis for the formulation of marketing plans. In addition, most of the 12 materials in the first part of the market state analysis mentioned above can be obtained through market research, which also shows the primary of market research.

However, market research is often ignored by high-level instructors and planners. Many companies invest large amounts of advertising each year without paying attention to market research. The concept of this mistake must be changed as soon as possible.

Market research, like promotion initiatives, also includes goals, strategies, and detailed attempts.

Sales management attempt

If the marketing plan is regarded as a joint operation of land, sea and air, the sales target is the target of login. The market investigation attempt is responsible for providing intelligence. The promotion attempt is a cover of the navy and air force. The sales management attempt is an action by the army. Under the effective support of intelligence and the cover of the powerful naval and air force, it is still necessary to lead the army to attack the city and get the choice. Sexual success. Therefore, the primacy of sales management attempts is self-evident. Sales management attempts to include sales executives and staff, sales attempts, selection and training of dumpers, incentives for dumpers, and compensation systems for dumpers.

Profit and loss estimate

The sales target that any marketing plan hopes to achieve is actually to realize profits, and the profit and loss estimate is to estimate the pre-tax profit of the product beforehand. As long as the total sales of the product is deducted from the sales cost, marketing expenses, and promotion costs, the pre-tax profit of the product can be obtained.

Corporate Planning Book Fan Wen's Planning Book Writing

First, the basics of the plan book constitute the type of element planning book, because the proposed object and content are different, but there is a big difference in the situation and genre. However, the composition of any kind of plan must have 5W2H1E, a total of 8 basic elements:

What - the goal and content of the plan.

Who - planning related personnel.

Where - planning the implementation of the occasion.

When - the time of planning.

Why - planning reasons, vision.

How - the method of planning and operation.

Howmuch - planning budget.

Effect - predicts the effect and effect of the plan.

Any one of the true meaning of the plan must have the above eight basic elements. It is worth mentioning that we should pay attention to the primary significance of Howmuch and Effect for all the projects. If you ignore the cost of planning and do not pay attention to the prediction of the effect of the plan, then this plan is not a successful plan. Only the 5W1H plan can not be called a plan, it can only be regarded as an enterprise book.

Second, the general style of the corporate planning book Fan Wenzhi's plan.

The general style of the plan is as follows:

1. The name of the plan

The name of the plan must be written specifically. For example, the name of the "How to Prevent the Anti-theft Plan" is not complete and correct. It should be amended as "The Anti-theft Plan of June-December 1994 in Chaoyang District, Beijing."

2. The name of the planner

The name, work unit and position of the planner should be clearly stated. If it is a collective plan, the names, work units and positions of all relevant personnel should be written.

3. The plan book is completed

Fill in the year, month and date of completion of the plan. If the plan is finalized after revision, in addition to the "completed on a certain day of the year in a certain year", it is also added "the correction of a certain day of the month."

The goals of the plan should be specific. For example, between June and December 1994, the number of cases of theft in Chaoyang District of Beijing decreased by 10%.

This is the most important part of the plan. Including the reasons for planning, vision materials, problem points, creative and other aspects. The specific content varies depending on the type of planning, but it must be based on the principle of making the reader clear. Don't overdo it, and it will make the reader feel boring. In addition, pay attention to avoid the content of strong words.

6. Budget table and schedule

Planning is a complicated system project, which requires the inevitable human, material and financial resources. Therefore, it is necessary to make a thoughtful budget, so that when it comes to various expenses, it is best to draw a table and list the head and sub-target expenditures. Accounting, but also easy to check in the future.

The over-scheduled plan is to make the whole process of the planning movement seem like a time-series, what month and what to do, and to mark it clearly so that it can be reflected in the future.

7. Planning to implement the required site

In the course of the implementation of the business plan, which sites and venues need to be supplied, and what kind of assistance is needed, etc., should be clarified.

8. Predictive effect

Based on the information of the control, predict the effect after the implementation of the plan. A good business case, the effect is predictable, predictable, and the effect is often quite close to the effect predicted in advance.

9. Reference material

The various reference materials that contribute to the completion of this business case, including newspapers, magazines, books, speeches, internal materials, government statistical pulp, investigation reports, etc., should be listed one by one. One is to show the attitude of the planner, and the other is to increase the credibility of the plan.

10. Other considerations

In order for this project to proceed smoothly, other primary considerations should be attached to the business case, such as:

The conditions for fulfilling this business plan.

Support and collaboration from other departments must be obtained.

I hope that the company will clarify the primary meaning of the case to the entire staff, in order to achieve resonance and apply.

General style of the plan

Cover

Plan name

Planner’s name request is specific and clear

Planning book completed time

text

Planning goal

The content of the plan is the primary content of the plan

Budget table and schedule

Refine content

Planning site

Predictive effect attached file

Reference material

Other considerations

Part 3: Corporate Marketing Plan

First, the market analysis:

There are seven kinds of newspapers and magazines published in our school about English learning, such as 21st Century Newspaper, English Weekly Newspaper, English Tutoring Newspaper, and Crazy English. The competition is fierce. At present, I understand that the English version of the Learning Newspaper is entering the market. . It is understood that their sales model is simply selling in college campus dormitories, but the coverage is not wide, often based on one party. However, the transmission of newspapers or magazines in the late period became the biggest problem. There was often the problem of not sending newspapers or magazines in time, or the backlog of newspapers, and did not leave a good impression on students. This is a good advantage for New Oriental English that has just entered our school market.

Product Marketing Planning Book II. Analysis of sales targets:

Target audience: 2010 undergraduate freshmen at Xi'an University of Technology

Total number of subjects: It is estimated that there are about 5,000 undergraduate freshmen

Object needs analysis:

For college students who have just stepped into the ivory tower, they already have their own English learning goals in their hearts, have tested English forty-six, and then struggled with higher goals.

In our school, there will be an English placement test in the ten days or so of the new school. For students who are away from the exam for a few months, they will pay more attention to the exam. However, few of them knowing beforehand that they will bring previous textbooks or materials, so this is also a favorable entry point for New Oriental English sales.

At present, the reform of the English four or six grades has higher requirements for the English level of contemporary college students. The most effective way to improve English scores is to expand the amount of vocabulary. Finding a material that effectively helps you expand your vocabulary and improve your overall English ability is something that many new-educated students want to know. At the same time, passing the English four has become a goal for students to learn English.

Third, the marketing of the market and personnel:

On-the-spot analysis of the sales market: Xi'an University of Technology has a vast territory and a relatively concentrated distribution of dormitory.

Sales staff: In order to carry out better marketing and promotion, sales personnel should be located in various dormitory areas of the school, so that favorable publicity and promotion can be achieved, and more markets in the school can be seized in the first time, and at the same time, for the distribution of future newspapers. More convenience. At the same time, considering that it is inconvenient for boys to enter the girls' dormitory, the salespersons should have a certain proportion of men and women, and establish a favorable geographical advantage through these!

In view of the analysis of the market on the market, it is estimated that a total of about 40 salespeople will be distributed in the various new residences on campus to promote and promote. As for the post-transfer magazine, it will take about 5 people.

Fourth, publicity and marketing:

Publicity theme: Read New Oriental English and be the master of the future!

Marketing purposes: honest and trustworthy, service-oriented, customer satisfaction!

Preparation:

Recruitment: Considering the difficulty of pre-marketing, I will recruit classmates and friends who are more responsible, want to do and want to do it, especially those who have had sales experience before. At the same time, we must also consider the geographical distribution of the personnel and the gender ratio. The recruited personnel are divided into five small teams, one of which is a female team, and the person with strong ability is selected as the captain.

Personnel training and experience exchange: As a sales team, you should have a team spirit and work together to make good sales. The development of team spirit requires team members to get along more and understand each other. In order to get better sales results, mastering certain sales skills is indispensable. Although personal wisdom or experience is limited, the accumulation of water into a river, the accumulation of sand into a tower, the power of unity is endless, requiring us to learn from a wide range of experiences and exchanges. In addition, we must study hard to learn theoretical knowledge and learn more about marketing techniques.

V. Sales preparation:

Arrive at school two days in advance and develop detailed planning steps for sales.

Coordinating members of the organization to boost morale!

6. Promotional promotion stage:

Fixed-point publicity: New students enter the school stage, and set up reception points at the main intersection of the dormitory. Provide free water for freshmen and their parents and create a corresponding promotional version for promotional purposes. At the same time, if the conditions permit, you can provide free newspapers in moderation.

Promotion and promotion: New students enter the school to the new dormitory to promote the promotion.

Grasping the timing of the fellowship, helping new students understand university life and English learning, answering many questions about the university's many puzzles, explaining the importance of English and learning methods, and promoting our newspapers.

Seven, marketing strategy: focus on grasping the psychology of sales targets.

First of all, we must give people a kind feeling. Self-introduction is very important. It is necessary to bring a student ID card. As a senior or a schoolgirl, we must be very trustworthy in the eyes of new students. You can introduce them to the school as a senior or a school sister, like making friends.

When you sell a sample, you should bring a sample. The conversation should be as concise as possible. When you cut into the promotion theme, you can't be too commercialized. This will make the new students look disgusted.

If you can successfully sell a magazine, you must open a formal subscription invoice, preferably for the magazine. Also leave the contact information of the campus supervisor. If there is any problem with the delivery of the newspaper, it can be reflected to the supervisor of the campus. At the same time, the sales staff must take the initiative to leave their own contact information, and ask any questions or questions to ask our seniors or sisters. Even if a dormitory does not sell successfully, you should also leave a contact number as a senior or a schoolmate. You can leave a new opportunity for the new student to return. Second, you can promote it to his or her roommates. Leave the way.

Eight, the marketing plan stage

Collect the latest subscriptions from the team leaders every day. Open a team leader meeting every day to jointly solve the problems encountered in sales promotion. Open the group every day, inspire the team, and work together!

Nine, the transmission of the late magazine:

Based on the analysis of the market, the post-transfer magazine is also convenient and fast. The timely delivery of each issue of the magazine gives the new students a satisfactory service and impression, and this is also an effective way to occupy the market and expand the market.

In order to avoid problems such as mis-sending, missing hair, etc., it is necessary to make a corresponding form to summarize the student information that the magazine transmitter is responsible for, and each magazine sends a corresponding record on the form to make the transmission work in an orderly manner to avoid problems. Cause customer dissatisfaction!

Ten, after-sales research

A questionnaire survey of each ordering customer and the advantages and disadvantages of the magazine are proposed to facilitate the improvement and development of the newspaper.