What does a good marketing plan include?

A relatively complete marketing promotion is a centralized and large-scale marketing activity based on customer demand and terminal competition by using resources from all sides. It mainly includes market research, policy formulation, personnel training, terminal rectification, activity promotion and brand promotion in order to achieve short-term promotion and brand promotion.

A good marketing plan includes the following points:

Program objectives: The following contents must be given priority when making a planning program: the theme of the event; Main products;

Activity objectives: We should set measurable and clear objectives, which are unavoidable and unambiguous, in line with the SMART principle, and at the same time, we should set the measurement method for whether the objectives are achieved or not. In addition, it is best to formulate graded goals, that is, beyond goals, optimal goals and basic (bottom line) goals. This makes it easier to control during operation.

Analysis of competitive factors: including proposal background, competitive environment analysis, target customer group analysis, selling point analysis, advantages and disadvantages analysis, etc.

Marketing strategy: including activity time/place, price strategy, promotion strategy, channel strategy, publicity strategy, sales incentive strategy, etc. It also includes highlight analysis, key factors of success and so on.

Support and safeguard measures: including the design and production of publicity materials and the cooperation of relevant departments.

Risk control: including control points and risk control points to ensure the success of the scheme.

Expense budget: detailed expense budget list.

Division of responsibilities: responsibilities should be in place, standards should be clear, there should be responsible persons and inspectors, and there should be an agreement on what to do if it is not possible.

Plan execution schedule: there are two tables: one is the work content execution schedule; The second is the execution table of time or process operation. The former is the division table of each system and each post, and the latter is the on-site inspection control table.