Marketing plan

The cover of the cover and plan book can provide the following information: 1 the name of the plan book; 2 the planned client; 3 the name of the planner or planner; 4 the planned completion date and the applicable time period of the plan.

The main body of the plan includes:

a), planning purposes. At the beginning of the company's opening, there is no systematic marketing strategy, so it is necessary to plan a marketing plan based on market characteristics.

1. Analysis of current market conditions and market prospects:

1 The market, real market and potential market conditions of the product.

2 Market growth status, at which stage of the market life cycle the product is currently in. For the marketing focus of product companies in different market stages, what is the effect of the corresponding marketing strategy, and the impact of demand changes on the product market.

3 Consumer acceptance, this content requires planners to analyze the development prospects of the product market based on the information already available.

For example, in the Taiwanese brand's mouthwash "Derne" marketing and advertising planning case, the planners analyzed the risk of entering the market, and the judgment of the product market was quite exciting. As pointed out in the analysis of product market growth:

1 With the good performance of the similar product "Li Shi Delin", "De" has little risk of entering the market. The listing of the ア诹硪煌-like product "速可净" is generally accepted as saying that "Li Shi Delin" is defective. Mouthwash is a member of the family and has a large market.

4 The living standards have improved, and the middle and upper classes have increased, indicating their future market growth.

2. Analyze the factors affecting the product market.

Mainly to analyze the uncontrollable factors affecting products: such as the giant environment, political environment, economic conditions of residents, such as consumer income levels, changes in consumption structure, consumer psychology, etc., for some products that are greatly affected by technological development, such as : In the marketing planning of products such as computers and household appliances, it is also necessary to consider the influence of the direction of technological development.

c) Analysis of market opportunities and problems.

The marketing plan is the grasp of market opportunities and the application of strategies. Therefore, analyzing market opportunities has become the key to marketing planning. Just looking for market opportunities, planning is half successful.

1. Analyze the problem of the current marketing status of the product. The specific problems in general marketing are manifested in many aspects:

· The company's reputation is not high, and poor image influences product sales. The quality of the products is not enough, the function is not complete, and it is left out by the consumers.

· The product packaging is too bad to attract consumers' buying interest. Product price is not properly positioned. The sale channel is not smooth, or the channel selection is wrong, which hinders sales. · Promotional methods are not working, consumers do not understand enterprise products. The quality of the service is too bad, which makes consumers dissatisfied.

· Lack of after-sales guarantees, consumers have more concerns after purchase can be a problem in marketing.

2. Analyze the advantages and disadvantages of product characteristics. Find out the disadvantages from the problem, find opportunities from the advantages, and explore their market potential. Analyze the characteristics of each target market or consumer group to differentiate the market, satisfy different consumer needs as much as possible, seize the main consumer groups as the marketing focus, find out the gap with the competitors, and grasp the market opportunities.

4) Marketing objectives. The target of credit sales is the specific goal that the company must achieve on the basis of the previous objectives and tasks, that is, during the execution of the marketing plan, the economic benefit target is: the total sales volume is ×××10,000 pieces, the estimated gross profit ××× million yuan, market share Realize XX.

V) Marketing strategy

1. Marketing purposes:

General companies can focus on these aspects:

· Successfully expand the market with strong advertising campaigns, accurately position products, highlight product features, and adopt differentiated marketing strategies.

· Focus on marketing with the main consumer groups of products. We have established a wide-ranging sales channel and continuously expanded sales areas.

2, product strategy: through the previous product market opportunities and problem analysis, put forward reasonable product strategy recommendations, form an effective 4p combination, to achieve the best results.

1) Product positioning. The key to product market positioning is to find a vacancy in the minds of customers, so that products can quickly start the market.

2) Product quality function plan. Product quality is the market life of the product. Enterprises should have a sound quality assurance system for their products.

3) Product brand. To form a certain reputation, reputation, and establish a well-known brand in the minds of consumers, we must have a strong sense of creating a brand.

4) Product packaging. The first impression of packaging as a product to consumers requires a packaging strategy that caters to the consumer's satisfaction.

5) Product service. In the planning, we must pay attention to the improvement and improvement of product service methods and service quality.

3. Price strategy. Only a few general principles are emphasized here:

· Pull large batches of zero price difference to mobilize the enthusiasm of wholesalers and middlemen. Give appropriate discounts and encourage multiple purchases.

· Based on cost, based on the price of similar products. Make product prices more competitive. If the price of Di Diyuan is a marketing advantage, it should pay more attention to the formulation of the price strategy.

4. Sales channels. How does the current sales channel status of the product have any plans for the expansion of sales channels, and adopt some affordable policies to encourage the enthusiasm of middlemen and agents for sales or to formulate appropriate incentive policies. 〖jp〗

5. Advertising.

1) Principles:

1 Obey the company's overall marketing and publicity strategy, establish a product image, and at the same time focus on establishing a company image.

2 Long-termization: The personality of advertising and advertising products should not change and become more versatile. Consumers will not know the goods, but the old customers will feel strange. Therefore, consistent advertising should be launched in a certain period of time.

3 Extensive: When choosing advertising and media, it is more styling, and pays attention to the way of promoting publicity.

4 Irregularly cooperate with the staged promotion activities, grasp the appropriate timing, timely and flexible, such as major holidays, the company has commemorative activities.

2) The implementation steps can be carried out as follows:

1 Product image advertisements were launched in the early stage of the planning period. After that, we will launch an advertisement for the agent. Yan Xin Salt Account was conducted for public relations activities and contacted consumers. 5 Actively use the news media, be good at creating and using news events to enhance the visibility of corporate products.

6. Specific action plan.

According to the characteristics of each time period during the planning period, various specific action plans are launched. The action plan should be meticulous, meticulous, operational and flexible. It is also necessary to consider the expenses, all the best, and try to achieve good results at a lower cost. In particular, we should pay attention to the seasonal products and the marketing focus of the peak season, and seize the advantage of marketing in the peak season. 〖jp〗

6) Plan the budget for each program. This part records the cost of the entire marketing plan, including the total cost of the marketing process, stage costs, project costs, etc. The principle is to achieve the best results with less investment. The cost budget method will not be discussed in detail here, and the company can analyze and formulate it based on experience.

VII) Program adjustment.

This part is a supplement to the planning plan. In the implementation of the program, there may be places that are not compatible with the actual situation. Therefore, the implementation of the plan must adjust the plan in time according to the feedback from the market.

The preparation of the marketing plan is generally composed of the above items. Different products of different enterprises, different marketing objectives, the content of the focus can also be slightly selected in the preparation