What does a complete marketing plan include?

Because of different enterprises, different brands, different methodologies and different stages, brand marketing planning shows strong individual differences. But the core idea remains unchanged, running through the whole scheme of "background-strategy-strategy-landing".

I. Background check

Background research is a comprehensive and in-depth insight into the industry, competitors, consumers, brands and policies. From national policies to consumer behavior, it is like a slice of the overall background, and the trends, opportunities, interests, pain points and difficulties are clear at a glance.

Second, strategic insight.

Strategic insight, that is, on the basis of background research, combined with brand instinct, careful analysis, strict audit, comprehensive insight, so as to find a breakthrough opportunity for the brand.

Third, strategy refining.

Strategic refinement, that is, the creative realization of strategic insight, is the concentrated embodiment of strategic creativity of brand marketing planning scheme, and also the key link to test the level of marketing planning.

Fourth, landing matching

Landing matching is a series of marketing blasting actions of brand marketing planning scheme. It is the landing of strategy and tactics. This is a brand marketing plan, from an armchair strategist to a battle to kill the enemy.

Taking China tea as an example, Zhuopu first conducted in-depth research on China tea enterprises and national key markets, and then through in-depth research, combined with the strategic goal of China tea brand and the current situation of China tea brand, Zhuopu formulated the brand strategy policy of China tea: "Focus on China tea brand, break through the opportunity market, strengthen all kinds of tea, and lead tea consumption."

Subsequently, the whole marketing planning scheme, around this insight, carries out subsequent strategy refining and marketing landing matching.