Steps of marketing plan

Steps to a Marketing Plan

Steps to a Marketing Plan

Steps to a Marketing Plan

In order to ensure that work or things are done in an orderly manner, it is often necessary to pre-determine a plan for a specific situation, and a good plan will focus on the audience's participation and interaction. Here is a look at the steps of a marketing plan.

Steps to a marketing planning program1

I. Planning purpose and overview.

At the beginning of the enterprise, there is no systematic marketing strategy, and therefore need to plan a set of marketing plan according to market characteristics.

Second, analyze the current state of the marketing environment.

(a) Analysis of market conditions and market outlook

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

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

3. Consumer comprehension, this information requires planners to analyze the prospects for the development of the product market with the information they already have.

Such as a brand of mouthwash in Taiwan, "D'Ennay" marketing and advertising plan, the planners of D'Ennay to enter the market risk analysis, the product market decision is quite wonderful. As pointed out in the analysis of the growth of the product market:

① The good performance of similar products "Listerine" shows that the "German" into the market risk is small.

② Another similar product, "Sucralfate" marketed by the general understanding of the "Listerine" is flawed.

③ Mouthwash is used by family members, the market is large.

③ Mouthwash is a product used by family members and has a large market.

④ Improvement in living standards and increase in the middle and upper classes indicate that the market will grow in the future.

(B) the impact of the product of the uncontrollable factors to analyze

such as the macro-environment, the political environment, the residents of the economic conditions, such as the level of consumer income, changes in the consumer structure, consumer psychology, and so on, some of the products by the development of science and technology has a greater impact on products such as: computers, household appliances, and other products of the marketing plan also need to think about the direction of the development trend of the impact of technology.

Third, SWOT analysis.

Marketing program, is the grasp of market opportunities and the use of strategy, so analyze the market opportunities, has become the key to marketing planning. Just find the market opportunity, planning is half successful.

(I) Strengths

(II) Weaknesses

Specific problems/weaknesses in general marketing, manifested in a variety of ways:

Poor corporate visibility, poor image affecting product sales.

The quality of the product is not good, the function is not complete, the consumer is cold.

The product packaging is too poor to raise the interest of consumers to buy.

Inappropriate price positioning.

Poor sales channels, or channel selection error, so that sales are blocked.

Promotion is not business, consumers do not understand the enterprise products.

Poor service quality, so that consumers are dissatisfied.

The lack of after-sales guarantee, consumers buy more worries, etc. can be a marketing problem.

From the problem to find disadvantages to be overcome, from the advantages to find opportunities to explore their market potential. Analyze the characteristics of the target market or consumer groups for market segmentation, try to meet the different consumer needs, seize the main consumer groups as a marketing focus, find out the gap with competitors, grasp the use of market opportunities.

(C) Opportunities

(D) Threats

Fourth, the marketing objectives

The marketing objectives are based on the tasks of the previous purpose of the company to achieve the specific objectives, that is, during the period of implementation of the marketing plan, the economic benefits of the target to reach: the total sales volume of ___ × 10,000, the projected gross profit of ___ × million yuan. Market share to achieve _.

V. Marketing strategy (specific marketing plan)

(a) marketing purposes

General business can focus on such aspects:

With a strong advertising campaign to expand the market smoothly, for the accurate positioning of the product, highlighting the characteristics of the product, and take the differentiated marketing strategy.

The main consumer groups for the product marketing focus.

The establishment of a wide range of sales channels, and constantly broaden the sales area.

(B) product strategy

Through the previous product market opportunities and problems analysis, put forward a reasonable product strategy recommended, constitute an effective 4P combination, to reach the effect.

1) Product positioning. The key to product market positioning is to find an empty space in the customer's mind so that the product can start the market quickly.

2) Product quality function program. Product quality is the product market life. Enterprises should have a perfect quality assurance system for the product.

3) product brand. To constitute must be well-known,, reputation, establish a well-known brand in the minds of consumers, there must be a strong sense of brand creation.

4) Product packaging. Packaging as a product to the consumer's first impression, the need to be able to cater to consumers to make their satisfaction with the packaging strategy.

5) product service. Planning should pay attention to the product service mode, service quality improvement and enhancement.

(C) price strategy

There only emphasize a few universal principles:

Extend the price difference between wholesale and retail, to mobilize wholesalers, intermediaries with the heart.

Give appropriate quantity discounts to encourage more purchases.

Based on the cost and the price of similar products as a reference. Make the product price more competitive. If the enterprise to product price as a marketing advantage should pay more attention to the development of price strategy.

(d) sales channels

How the current state of the product sales channels on the expansion of sales channels what plans to take some of the affordable policy to encourage intermediaries, agents of the sales of heart or to develop appropriate incentive policies.

(E) promotional strategies

(personnel marketing, advertising, business promotion, public **** relations)

Take advertising as an example:

1. Principles:

① Obedience to the company's overall marketing and publicity strategy, to establish the product image, but also pay attention to the establishment of the company's image.

② long-term: advertising and publicizing the personality of the goods should not change, change the multi-functional, consumers will not recognize the goods, but instead of making the old patron also feel strange, so, in the must time should be launched consistent advertising and publicity.

③ Widening: the selection of advertising media diversification at the same time, focusing on catching the publicity effect of a good way.

④ From time to time with the stage of promotional activities, grasp the appropriate time, timely and flexible, such as major holidays, the company has commemorative benefits. Activities, etc.

2. Implementation steps can be carried out in the following manner:

① planning period before the launch of the product image advertising.

② after the sale of the timely launch of the advertisement to recruit agents.

③ holidays, major events before the launch of promotional advertising.

④ seize the opportunity to conduct public relations activities to reach consumers.

⑤ attentive use of the news media, good at creating the use of news events to improve the visibility of corporate products.

(F) specific action program

According to the planning period of the characteristics of the time period, the launch of the specific action program. The action program should be detailed, thorough, operational and not lack of flexibility. Also think about the cost of expenditure, everything within their means, try to achieve good results at a lower cost as a principle. In particular, attention should be paid to seasonal products, peak season marketing focus, to seize the peak season marketing advantage.

Six, the planning program costs budget

This part of the record is the entire marketing program to promote the process of cost inputs, including the total cost of the marketing process, the cost of the stage, the project costs, etc., the principle of less investment to obtain results. The principle is to get results with less investment. The cost budgeting method is not discussed in detail here, and companies can analyze and formulate it based on their experience.

Seven, the program (or program adjustment)

Step 2 of the marketing plan

The first step: make good use of curiosity

Curiosity killed the cat this sentence believe that the family has heard. Curiosity is our human nature, but laziness is equally human. If you want your users to read your article very seriously, you have to stimulate his curiosity enough, before the text begins, you need to put his curiosity content, only then can you stay enthusiastic about your long-winded article.

If the user opens your page to see a paragraph on the closure of the words, you do not have any marketing opportunities, so in this place we must guide the user, you need to let him continue to be interested in the front do not need to market any product, first retain the user to guard the key, the user stayed behind, behind the opportunity to market.

The second step: the title of the text

We do not talk about the content of the problem, we first talk about the title. Our first display to the home to see is the title, if our title can not catch the user's eye in an instant, it is possible to lose the user to continue to read on, even if your content is good, is useless.

So, when we do product copywriting, we must start a very attractive title, and we commonly use the title to write three categories:

Type 1: Intimidation

When people feel panic will go to escape, the following if you see these titles, you will be what should be? "Did you know? Washing machines are twice as dirty as toilets, maybe you're using one like this ......" Isn't it tempting to see if your washing machine is twice as dirty as a toilet?

Type 2: Benefit Type

When people feel happy, they want to have, the following headline you see will be what should be? "Where to meet the conditions of XX, the state subsidies 1 suite, the expiration date is not claimed as invalid" is not very want, even if the standard does not meet, there may be people who want to find a way to meet, right?

Step 3: Customer Feed

As long as the user is interested in you, he likes to read your "first paragraph" content, then naturally read your "second paragraph" content.

But we have to remember, in this place between us and the user is not any relationship, the user does not trust us how to do? Trust marketing is the best marketing techniques, so we must first let the user to produce a certain amount of trust in us before marketing. How to make a stranger immediately trust you?

The best way is the other people's feed, that is, the third party to your evaluation, especially his friends around the evaluation and feed, the user needs to feel safe, worried about his judgment is wrong, he needs to refer to the advice, then you know this, can be resolved in advance of his inner turmoil, so that he trust you.

Step 4: value packaging

We need to know that customers buy the value of the product, not the product itself, so you have to intuitively tell the user what the value of your product, clearly tell him what the product can bring him the benefits of what can be used, how to use it to play the value of the most chemical. Even many times you can tell the user the story behind the product, how the product was born, why the launch of such a product, the product process is how how, for the user to invest how much effort and so on.

Step 5: Content Introduction

The content introduction guards the comprehensive introduction of the product, the introduction of multiple perspectives, so that customers fully understand the benefits and features of the product, the content you can include expert reviews, supporting documents, delivery, price, payment and other information. You need to break down the product into various points of interest, and then use the language that customers are accustomed to describe, the most important thing is to "portray the results", each paragraph is to give him a result.

Step 6: Call to Action

If the user does not take action, your copy is equal to nothing, at the same time, you let the customer to take action to the more simple the better, the more specific the better, the more clear the better. You must not let him do a lot of effort to be able to buy your product. If you do that, then you are depriving yourself of the right to close the deal with the customer.

You must give him a reason to act immediately, people habitually procrastinate and hesitate. Many website copywriters are most likely to overlook a call to action, so with clear, proactive text, call the user to action, either by purchasing a product, filling out an online form, or making a phone call, push the customer to complete your pre-set next action.

Step 7: Frequently Asked Questions

While your . Copywriting is very detailed, but will also leave out some of the issues that customers are particularly concerned about, you need to think in the customer's point of view, you need to be in advance of the question in the copywriting to answer the question, the customer will also have what kind of questions and problems? For example: delivery problems, quality problems, return problems, safety problems, use problems, etc., you consider the more thorough, customers will be more assured and satisfied.

Step 8: Zero Risk Commitment

Zero Risk Commitment removes the risk from the buyer in any transaction, and when you remove the risk from the buyer, you also remove the main obstacle to the buyer's purchase, and in this strategy, all you have to do is take all the risk between you and the buyer. Let them know that if they're not satisfied, you'll simply refund their money or redo the work for free to make them happy.

If your customer says, your item is very tempting, but I'm still worried because I've bought items many times before and they've turned out to be unsatisfactory. What if this time, as in the past, it doesn't match what you've presented and doesn't satisfy me when I receive it?

You can answer in this way, if you receive the goods and I introduced does not match, not satisfied with the product, we do not deserve to take your money, you have the right to ask us for a full refund. We will refund all the money you paid in full immediately, right away. And we won't ask you any questions.

Step 3 of the marketing plan

I. Purpose and significance of the activity

The Mid-Autumn Festival is a traditional festival of the Chinese nation, conveying the deep culture of the nation, and harboring people's beautiful feelings. On the night of the Mid-Autumn Festival, the moon is in the sky, and the earth is full of light, so it's the right time to enjoy the moon.

At the time of the Mid-Autumn Festival in 20__, Shapotou, with its beautiful desert scenery and good leisure and vacation facilities, was recommended by senior domestic donkeys as one of the "Seven Holy Places for Enjoying the Moon", along with seven tourist attractions such as Danxia Mountain in Guangdong Province and Huashan Mountain in Shaanxi Province. In order to successfully implant this network event in the sales market,

With Shapotou's existing brand awareness and market influence, take advantage of the situation to create momentum, and carefully build Shapotou's "Desert Moon Viewing" tourism brand, so that tourists coming to Shapotou to travel to the Tengger Desert in the silence of the music, eat moon cakes, barbecue, tasting wine, Good wine, experience "a round of bright moon hanging high overhead, only to see the vastness of the misty Milky Way ......"

Wonderful mood, imaginative, unforgettable. Scenic planning series of thematic marketing activities, the launch of the project entertainment, accommodation, food and beverage, leisure as one of the Mid-Autumn Festival consumer packages, set off the "Mid-Autumn Festival" to participate in the boom, driving the city and foreign travel to Wei consumer crowd's consumer enthusiasm for the eleven golden week tourism market "blowout! "Advance warming momentum, and further establish the Shapotou leisure and vacation tourism brand.

Second, the theme of the event:

Fantasy Tengger, romantic Mid-Autumn Night

Third, the time of the event:

20__ September 22nd - 24th

Fourth, the location of the event:

Mirage

V. Number of people participating in the scale:

50-100 people

VI, Activity content:

1, organized by the bar performance, invited the local band of Zhongwei City 2-3 passionate singing.

2, karaoke star show.

3, Guanhai building astronomical moon viewing.

4, bar costume party.

5, enjoy the dazzling desert fireworks.

6, Midnight Romantic Cinema (all-night classic movie play).

7, the event held at the scene of the lottery, the winner can receive a beautiful gift.

Eight, product planning

80 yuan package (1 person):

Including cold food, fruit plate, a moon cake, a home-brewed beer, scenic spot sightseeing bus up and down the transfer and desert bus or self-driving (mirage - the round-trip transfer of the desert people), drinks, barbecue is calculated.

680 yuan package (2 people):

Including desert hotel (sand view room, sky view room, bathing star room) accommodation for one night (including breakfast), scenic spot sightseeing bus round trip, camel round trip and sand surfing, while enjoying the 80 yuan package; drinks, barbecue is another.

All visitors who stay in the desert hotel on the day of the event (who have not purchased a package) can enjoy a 30% discount on the hotel, and complimentary breakfast.

Nine, the activities of the promotion

(a) ticket sales

1, door-to-door sales, door-to-door sales of sets of tickets by scenic staff.

2, scenic sales, the reception department is responsible for set ticket sales.

3, travel agency sales: Shapotou travel agency for the activities of the ticket resale point (each sold a, travel agency according to the ticket amount of 10% commission).

(B) activities publicity

1, placed in the scenic area in front of the billboards (ads using spray paint-based, banner combination of forms).

2, Zhongwei TV subtitle tour ads placed 6 days, broadcast 3 times a day during the prime time, Zhongwei Daily published a quarter-page set of red ads for 3 issues.

3, cell phone text messaging (target customer base of 1000 people).

4, Shapotou website, the Adventure Club website home page to set the cursor ads, introduce the event time, set up activities to publicize the special edition.

5, print the Mid-Autumn Festival activities leaflets 1000 copies.

Tenth, the atmosphere to create

1, scenic area in front of the door, the desert bar hanging banners, hanging lanterns, the doorway, the battery car and mirage placed on the spray-painted display boards.

2, the desert bar hanging "Mid-Autumn Festival, National Day" POP ads, balloons, etc., bar and restaurant outdoor corridor hanging 20 lanterns.

3. Set up an arch and 2 Chinese pillars in front of Desert Bar.

4, bonfire stage set up speakers, lights and so on.

5, the sea building placed in the caliber of 120mm refractive astronomical telescope two.

XI, the activities of the budget

(slightly)