[Boutique] advertising planning book format

Part 1: Advertising Plan Book Format

I. Summary of contents

A brief summary of the main marketing objectives and measures is designed to enable management to quickly understand the main content of the project and to grasp the key points of the project.

Second, the current marketing situation

That is to enter the text. It mainly provides relevant background information on the current marketing status of the product, including market, product, competition, distribution and analysis of the situation of the giant environment.

1. Market conditions

List the scale of the target market and the data on its growth, the demand situation of customers, and so on.

2, product status

Lists data on sales prices, market share, costs, expenses, profit margins, etc. of each of the company's product portfolios in recent years.

3. Competition status

Identify the main competitors of the company, and list the competitor's size, target, market share, product quality, price, marketing strategy and other relevant characteristics to understand the competitor's intentions, behaviors, and judge the trend of competitors.

4. Distribution status

Describe the types of distribution channels selected by the company's products and the number of sales on various distribution channels.

5, the situation of the giant environment

It mainly introduces the situation of the giant environment and its main development trends, including the population environment, economic environment, technical environment, political and legal environment, and social and cultural environment, from which to judge the fate of a certain product.

Third, risks and opportunities

Systematic analysis of key opportunities and risks faced by a company's products, its strengths and weaknesses, and important issues

Fourth, the goal

1. Financial goals

That is to determine the financial compensation targets of each strategic business unit, including indicators such as return on investment, profit margin, and profit.

2. Marketing target

Financial goals must be translated into marketing goals. Marketing targets such as: sales revenue, sales growth rate, sales volume, market share, brand awareness, distribution scope, etc.

V. Marketing strategy

1. Target market selection and market positioning strategy

Defining the target management market of the enterprise, that is, which market segment or market segment the enterprise is prepared to serve, how to conduct market positioning, and determine what market image.

2. Marketing mix strategy

That is, the specific marketing strategy that the company intends to adopt in its target market, such as products, channels, pricing and promotion strategies.

3. Cost strategy

Describe the marketing expenses necessary to implement various strategies.

VI. Action plan

Explain the following questions: What will be done? When will it start? When will it be done? Who will do it? What is the cost?

It can be described in the table, which specifies the timing and expenses of the marketing activities that should be performed and completed in each period. For example, when each marketing campaign starts, when it is completed, when it is checked, and how much it costs, the entire marketing strategy is put into action and can be implemented step by step.

Seven, marketing budget

A substantive estimated income statement is presented.

Eight, marketing control

The marketing objectives and budgets of the planned actions are formulated on a monthly or quarterly basis. Each level of the manager reviews the business performance of each company and finds the department that meets or fails to meet the expected goals. For those departments that have not completed the project, their supervisors must explain the reasons and propose improvement measures in order to achieve the desired goals.

Note: The above steps are comprehensive and comprehensive case analysis steps. Students can learn from several major steps in small cases. Case analysis based on standardized steps can help you analyze the problem comprehensively and teach you how to analyze the case. Of course, if you don't follow this step, you can't do it. As long as you can analyze the problem thoroughly, put forward your own strategy, and what form you can't limit.

Walmart's marketing case analysis in China

Wal-Mart has significantly accelerated its pace of expansion in China after acquiring a wholesale-licensed foreign-invested retailer, and has launched a strong challenge to China's traditional wholesale market. At the beginning of this year, Wal-Mart obtained a long-awaited wholesale business license, and Wal-Mart could accurately position itself and adjust to the ideal structure.

Sharp

With the pioneering operation mode of the self-operated warehouse chain members, Wal-Mart has repeatedly achieved sales success soon after its opening. The name "Wal-Mart" was shocked by the Beijing business district and was "cloned" by many retailers at that time. The supermarkets of "Kelong" are endless, which is a scene of China's retail industry.

The record-breaking sales and the form of pay-as-you-go are just one of the highlights of Wal-Mart's entry into China. His series of business initiatives at the time gave the Chinese retail industry an eye-opener and benefited a lot.

Wal-Mart's store investment, unlike other businesses, is blindly pursuing cheap rents, but rather the way to purchase land use rights. Wal-Mart believes that although the one-time investment is large, it seems to increase the cost. In fact, it is more favorable for investors: after the one-time investment is completed, the annual land rent will be saved, and the strength of the investment parties is very Good inspection and save on future reinvestment. In addition, the focus of Wal-Mart's investment is basically large and medium-sized cities in developing countries, and the location of the site selection is very promising. If renting is used, the amount of rent is almost the practice of annual negotiations. This will inevitably consume considerable manpower, material resources, and financial resources, and it will be unstable. When buying land, negotiations only need to be done once. The provincial people will not save energy. In the future, the appreciation of land prices will increase fixed assets and reduce operating costs. "Even if Wal-Mart does not open a store in the future, it will not lose money by relying on the means of land transfer," said a marketer who understands the way Wal-Mart operates.

Wal-Mart is a membership-based warehouse-style shopping mall. Before the opening of the business, it is necessary to carry out hard recruitment of members. However, Wal-Mart's loose membership is still popular with individual consumers. "Our membership system is different from other membership systems. There is no need to pay for the card in our office. As long as you agree to accept Wal-Mart's business model, we will issue a membership card to you. If you are only temporarily coming to the store, please apply for one. Temporary cards only cost two yuan. If you buy a certain number of times, you will become our target customer. "This kind of loose membership and Wal-Mart need to compare photos, confirm identity and pay for purchase." The membership system is obviously very different.

The membership system has a strong psychological induction effect, and it is easy to cater to the curiosity and new psychology of the general public. Since only the person holding the membership card can shop, it also strengthens its image of "small profits but quick turnover", which will strongly affect non-members. Incentives. At the same time, the easing of the membership card conditions, Wal-Mart attracted a large number of individual consumers competing to join the ranks of members.

However, Wal-Mart's edge did not continue to flash. After China joined the WTO, more and more international retail giants began to enter the Chinese market. At the same time, Chinese local retailers are also growing rapidly. The hypermarkets and shopping malls have begun to divert Wal-Mart customers abroad. Wal-Mart, which is engaged in wholesale business in retail, suffers from a lack of legal status in China and has gradually entered a four-year period of silence.

Crouching

In the four years since the opening of the Beijing store in 2000, Wal-Mart has never opened a new store. Recalling the four years of silence, Wal-Mart did not say that he had taken a detour in China.

"Policy factors are certainly one aspect, but China's wholesale market is very strong is a major reason." Yang Bobiao, the general manager of the China-Forest Union Wal-Mart, said that it was because of the strong squeeze in the wholesale market that Wal-Mart was forced to leave China. A detour in the positioning of the business. Wal-Mart stores in all of the world are warehouse-style membership stores. The main customers of this format are not individual buyers, but professional customers such as small retailers, hotel restaurants and government groups. "Wal-Mart has no competitive advantage in the format of the big supermarket, which is determined by its own characteristics."

PART 2: Water Conservation and Conservation Advertising Plan

Advertising purpose:

1. Arousing the concern of the society on China's water issues and water crisis;

2. Raise public awareness of water and health, water and environment, and water and economic sustainability;

3. Advocate people to use water scientifically, protect water resources, and prevent water pollution.

Background introduction:

China's per capita fresh water is one quarter of the world's per capita level and belongs to water-deficient countries. More than 300 cities across the country are short of water, and 29% are drinking poor water, of which 70 million are drinking high fluoride water. The annual economic losses caused by water shortages amount to more than 10 billion yuan, and the economic losses caused by water pollution have reached more than 40 billion yuan.

Promotion focus:

1. Presenting the beauty of water, advocating the harmony between man and nature, Haojiang, Haohe, Haohu, Haohai; good mountains, good water, good scenery and beautiful talents.

2. Recognize the importance of water to human health. 70% of the world's diseases are transmitted through water. The cleanliness of water and the quality of drinking water are closely related to human health.

3. Reflecting the destruction and pollution of water resources; water shortage; water quality deterioration, water function reduction and loss; the ecology of the water source environment has been damaged to varying degrees, such as: grassland degradation, desert desertification, lake retreat, water resources reduction, Drought, snow damage, etc.

4. Vigilance relies on science and technology to overexploit and utilize water resources. The comprehensive development and utilization of water resources depends on the full involvement of science and technology, including giving full play to the existing water supply project benefits, adjusting regional water imbalance, improving sewage treatment and reuse capacity, and establishing a benign water energy resource mechanism. However, while human beings have made great achievements in conquering nature, they have destroyed the ecological environment and caused irreparable damage because of indefinite invasion of nature. This is worthy of our deep thought and vigilance.

5. Advocate everyone to participate in saving water: start from the side, start from bit by bit.

Advertising target:

1. the general public;

2. Manufacturers and enterprises that pollute water resources;

3. Government departments that have an impact on water resources improvement;

Use occasions:

1. Media communication in various aspects such as television, radio, newspapers, and news events

2. Network communication

3. Outdoor communication

implementation plan:

TV advertisement:

1. The water pipe that has been in disrepair for a long time is ticking

2. Not far from the water pipe, one person is washing the vegetables with water from the tap, preparing for lunch, and after washing, he still forgets to turn off the tap.

3. Water drains a heavily polluted river along the sewer

4. A small tornado with dirty things is blowing on the river.

5. There is still a gust of wind in the sky, but the wind is below the innocent desert.

Screen shot: For your tomorrow, please save water

6. Not far from the new water pipe that has been repaired, one hand is screwing the faucet tightly

7. Handle the water that has just been collected on the edge of the faucet.

8. The flowers change from solid to lakes in the distance

Flat newspaper advertisement

In the first plan, the company sponsored the public service advertising design competition, and publicized the news events and used the winning works as the outdoor, newspaper, and online advertisements of the promotion.

Scheme 2 is provided by the planner as a poster for outdoor advertising and newspaper advertisements for this promotion, sponsored by the media or enterprises.

Recommended inclusions:

Sponsored company's LOGO, advertising creative producer LOGO, media name for advertising

Part 3: Marketing Advertising Plan

Objectives:

1. Stabilize old customers

2. Develop new customers

3. Enhance the popularity of beauty salons in the area

Activity requirements: prepare 5,000 yuan ** goods for activities

Activity time:

Activity process:

I. Inviting guests: Please bring more than 2 friends to the old customers.

Second, the meeting process:

1) The host announces the start of the party

2) The beautician performs "Grateful Heart"

3) Thanks to the boss representative

4) Awarding

a Thanks to the XX year for the ** beauty salon to give the greatest support, the most expensive loyal friend _________ special award gift ________;

b All ** beauty salon customers have a beautiful gift _________

5) Customer representative speaks

6) 亵服秀

7) ** President of the Association solemnly recommend ** products

8) ** Beauty salon 5.1 promotion announcement plan

a looking for a deposit b beautician lobbying customer promotion

9) Announce the promotion time, welcome to ** beauty salon consultation

10) Perform a dance and announce the end of the party.

Promotions

The company’s beauty guide stationed in the store for 3 days to fully promote the 10.1 activity plan with the beauty salon to promote consumption.

Work to be done in a beauty salon

1. Correctly count the number of customers, issue invitations, and ensure the number of participants.

2, rent the venue

Arrange the venue

Preparation of fruits, pastries and prizes