How to write a marketing plan

[Edit this paragraph] What is marketing planning?

Marketing plan is the overall planning of various promotional activities before marketing and service, so as to make sales reach the expected goal.

[Edit this paragraph] The role of marketing plan

Marketing planning is the development of a certain customer and the marketing plan of a certain product. Its task is to provide an action guide for changing the hazy "future tense" into an orderly "present continuous tense", and the resulting marketing plan is the blueprint for commercial banks to carry out marketing activities.

[Edit this paragraph] Features of marketing plan

Marketing planning must have the characteristics of clear purpose, obvious comprehensiveness, strong pertinence, outstanding operability and exact clarity, that is, it embodies the requirements of "focusing on the theme, clear purpose, thorough and meticulous, thoughtful and specific, one thing and one policy, simple and clear".

[Edit this paragraph] Category of marketing scheme

Marketing planning can be divided into large-scale excellent customer marketing planning, major project marketing planning, market research planning, product promotion planning, etc.

[Edit this paragraph] Theme and analysis of marketing plan

According to different marketing planning objects (that is, marketing planning projects), draw up your own theme. The theme of marketing planning is the cornerstone and core of the whole marketing planning, and it is the basic principle of marketing planning. On the basis of expounding the theme of marketing planning, this paper briefly introduces the planned projects, including their background, general situation, progress and development trend.

Marketing planning analysis can be classified item by item or comprehensive analysis, depending on the specific circumstances of planning.

1. project market analysis

Macro environmental conditions:

It mainly includes macroeconomic situation, macroeconomic policy, fiscal and monetary policy, capital market trend, capital market situation and so on.

Market conditions of the project:

It mainly includes the market sales and demand of existing products or services, the potential demand of customers for new products or services, market share, market capacity, market expansion space, etc.

Inter-bank market conditions:

It mainly includes the institutions of the same trade, the target market of the same trade, the competitive means of the same trade, the marketing methods of the same trade, the possibility and degree of the same trade entering the market, and so on.

Different marketing plans need different market analysis data, which should be collected according to the needs of marketing planning and briefly explained in marketing planning.

2. Analysis of basic problems

The problems faced by marketing planning and the problems to be solved, what are the reasons for these problems? What is the main reason? How to determine the basic ideas to solve these problems, and what is the starting point? By what means and in what way? Wait a minute.

3. Analysis of main advantages and disadvantages

Analysis of main advantages:

Around the theme of marketing planning, carry out some marketing activities (such as market research, new product development, marketing promotion, advertising and so on. ), and analyze what advantages we have, mainly our own advantages (that is, our own strengths), and also consider some favorable external factors. Marketing planning is to make good use of favorable factors and give full play to its own advantages. Analysis of advantages should be calm and objective, neither "over" nor "under", seeking truth from facts.

Analysis of main shortcomings:

The disadvantage analysis is mainly to analyze some external unfavorable factors related to the marketing activities to be carried out and their own weaknesses and deficiencies. Marketing planning is to avoid and resolve these unfavorable factors, how to make up for their shortcomings and stagger their weaknesses.

Analysis of main conditions:

The main condition analysis is to analyze the conditions needed for the marketing activities to be carried out, including the existing conditions and the conditions to be created, list them one by one, and analyze them one by one in order to make the best use and combination of resources.

[Edit this paragraph] Basic steps of marketing plan

Every marketer will inevitably face the writing and reporting of marketing plans in his working career, especially at the end of each year. The writing and reporting of marketing plan has become a necessary subject for regional managers and regional managers. A well-written scheme with clear thinking can not only get the practical effect, but also win the care of superiors and get the opportunity of promotion and reward. The scheme is written in general, which will not only be blamed by the boss, but also be difficult to be effective in practical application. Therefore, planning well is actually very important for the growth and development of marketers. Especially the regional manager and the regional manager, everyone inevitably has to deal with the plan.

A good marketing plan should pay attention to the clarity and practical operation of the plan, the plan analysis should be well-founded and pay attention to figures, and the core of the plan is the analysis and prediction of indicators and expenses.

The outline of an excellent scheme includes the following contents:

1. Overall analysis: market characteristics, industry analysis, competitor analysis, consumption trend analysis and sales situation analysis.

Second, the SWOT analysis of this product (company): strengths, weaknesses, opportunities and threats

Third, marketing strategy planning: market tipping point, market layout, leading operation ideas, operation mode, market entry and operation ideas and design.

Marketing strategy planning: product strategy, product positioning and segmentation; Price strategy; Channel strategy, channel selection, channel expansion sequence, channel planning, channel proportion, channel sales forecast and analysis, and time plan for listing.

Verb (verb's abbreviation) summary of promotion ideas and promotion details: marketing channel promotion scheme, listed terminal consumer marketing scheme, listed terminal marketing scheme, media promotion arrangement and post-promotion follow-up scheme.

[Edit this paragraph] Marketing ideas:

1, with high self-confidence and ambition;

2, full of competition and tireless;

3. Keen thinking and unconventional;

4. Perceptual knowledge and rational knowledge get along well;

5. Pay attention to history, respect reality and pay attention to the future.