How to do a good job in brand integrated marketing planning?

Marketing planning refers to the planning of strategies, tactics and measures to realize enterprise marketing strategy. Enterprise marketing strategy and tactics are related to enterprise marketing strategy. After the enterprise's marketing strategy is determined, it is necessary to formulate marketing strategies and tactics to implement the marketing strategy, otherwise, without the tactical support of marketing strategies and measures, marketing tactics will also fail. Marketing tactics and strategies must also be formulated according to marketing strategy to fully support the realization of marketing strategic objectives.

Marketing strategy and strategy formulation process includes five links:

Market research, that is, through market research, find consumer demand and analyze competitors;

Market segmentation, that is, further dividing different types of markets into several customer groups or market scenarios;

Market optimization, choose a market segment that is most suitable for enterprise operation as its target market;

Market positioning, that is, to establish a distinct corporate image, brand image and product image in the minds of consumers;

On this basis, the marketing strategy combination is formulated, namely product strategy, price strategy, channel strategy and promotion strategy.

Accordingly, the contents of marketing tactical planning include: brand planning, product planning, price planning, distribution planning, promotion planning, advertising planning, public relations planning, service planning, and integrated marketing planning that integrates many marketing elements and strategies.

Enterprise brand integrated marketing planning;

Product planning.

Product planning is the most important means in an enterprise's marketing mix, and it is the basis for an enterprise to determine the means of price, distribution and promotion. Prophet brand marketing planning company believes that product planning refers to the activities and plans of enterprises from product research and development, listing, sales to scrapping. Product planning can also be called commodity planning. Product planning includes three aspects: new product development, old product improvement and new use expansion. From the perspective of modern marketing, its process and content should include product creativity, feasibility evaluation, product development and design, product brand planning, product marketing design, product target planning and so on.

(2) Price planning.

Price is one of the most important factors in marketing mix and an effective tool for enterprises to achieve marketing goals. Price planning is a series of activities, schemes and measures on how to use price factors to gain opportunities to enter the target market, so as to penetrate and even occupy the target market, and formulate corresponding price strategies to achieve marketing objectives.

Different pricing strategies should be adopted in the product entry stage, penetration stage and occupation stage. Whether an enterprise can use the price lever correctly to plan and implement an effective price strategy is related to the success or failure of enterprise marketing and its economic benefits. So George, the Nobel laureate in economics and a famous American price theorist? Stigler pointed out: Price has become a sharp weapon in the marketing war, which can defeat the enemy and hurt yourself. ?

(3) Distribution planning.

Products must go through certain ways, methods and routes before they can enter the hands of consumers and users. Distribution is the process by which an enterprise moves its products from the place of production to the place of sale and consultation.

In this process, enterprises should plan a series of activities. Philip? Professor kotler lamented:? Marketing channel decision-making is one of the most complex and challenging decisions faced by the company. ? Enterprise distribution planning should be decided according to its own strength and environment. The entry period, penetration period and possession period of products have different characteristics, and the planning strategies are also different.

(4) Promotion planning.

Promotion planning is an essential tool for enterprises to achieve marketing goals, aiming at promoting product sales and consulting through certain promotion means. Promotion planning is the organic combination and comprehensive application of personnel promotion, advertising promotion, public relations and business promotion, and finally forms an overall promotion activity plan.

Integrating the thinking strategy of marketing planning;

First, innovative thinking and beyond thinking

Innovative thinking is one of the main thinking methods of marketing planning, which has high value in marketing planning. Innovative thinking is the key to finding market opportunities. Only by using innovative thinking can we create and win the market. Only by being good at innovative thinking can we find the demand of consumers, the market of products and the positioning of brands in the chaotic market. At all times and in all countries, entrepreneurs who create miracles at the top of the camp often succeed because they are very good at innovative thinking. Bill? Gates believes that extremely successful businessmen will not imitate others, nor will they squeeze their thoughts and behaviors into any old model. He must be a person with his own personality, able to think and act independently.

Marketers who are good at innovative thinking can see the demand differences, gender differences, age differences, personality differences, cultural differences, income differences, product differences, price differences, geographical differences and actual differences between the market and users, so as to formulate unique marketing strategies. Avoid direct competition, carry out dislocation competition, avoid disorderly and irregular vicious competition, find your own survival and development space and market competition positioning, reduce competition costs and form competitive advantages. When tit-for-tat competition is transformed into mutual encouragement and complementarity, good competition and cooperation will be formed, and a market ecological environment and market competition order conducive to enterprise development will be formed.

It should be pointed out that innovative thinking is not novelty-seeking thinking, but transcending thinking, that is, transcending reality and normality, resulting in far-sighted vision, lofty thoughts and lofty ideas. One manifestation of transcending thinking is beyond space. That is, thinking outside the original space. Seeing the sky from a well is a closed way of thinking, which leads to the imprisonment of thinking. However, if beyond space puts one thing into a broader space to think, it will produce a new world and a leap in thinking. For example, in the matter of promotion, it is often difficult to open your mind and often feel that you are at your wit's end. However, if we jump out of the promotion theory and look at promotion from the perspective of marketing and brand, our thinking will be much broadened.

Another manifestation of transcending thinking is transcending time, that is, thinking beyond the original time limit. Prophet brand has always emphasized that marketing planning is the planning of future marketing activities. Therefore, we must transcend reality and look to the future. Only by surpassing time can we meet the future market demand, lead the market trend and win the market opportunity before our competitors.

Another manifestation of transcending thinking is transcending interests. What is Zhan Lao's business motto? When wealth gathers, people scatter, and when wealth scatters, people gather? What is modern business strategy? Risk * * * bear, income * * *? . It is short-sighted to pay too much attention to one's own interests and even harm the interests of partners and consumers. Adhering to the policy of "swallowing more" and giving consideration to the interests of users and customers is the key to selling marketing products well. Only when everyone is traveling for the benefit, can someone care about it, can someone help it, can someone add fuel to the flames and work hard for it, and can a virtuous circle be formed. At the end of 1970s, Coca-Cola headquarters resolutely decided to adopt the strategy of not holding shares and give up the controlling share of bottling plants in the global circle. As a result, more countries made efforts to make Coca-Cola bigger for their own interests. Therefore, even in wartime, the interests of Coca-Cola were not damaged by the interests of the host country.

Second, positive thinking and reverse thinking.

Future-oriented marketing planning must use forward thinking, that is, from passive and conservative reverse thinking to positive and optimistic forward thinking. The future market scale and target are determined not according to the past sales data, but according to the future market demand and enterprise competitiveness; The future market income is not determined by the current sales scale, but by the expected sales scale in the future; The allocation of resources is not arranged according to the existing stock of resources, but according to the needs of achieving the goal planning. The shortage of existing resources may be a practical difficulty, but it should not be the reason for not allocating resources according to the target requirements. We should actively seek resources in a broader space to make up for the shortage of our own resources. Only by marketing planning according to forward-looking thinking can we grasp the future market opportunities, maximize the resource effect, maximize the market scale and maximize the enterprise benefits.

Why is forward thinking necessary and feasible? Because the survival and development space of enterprises is the future market.

If we only focus on the immediate future, the resources owned by enterprises are definitely limited. However, if we look further, the resources owned by enterprises can be obtained in an infinitely broad future market, that is to say, enterprises can and must make maximum use of future market resources to gain marketing opportunities and development space.

In the specific marketing planning process, reverse thinking is often needed. That is, when thinking about marketing problems, we should ask questions and reflect on negative problems, so as to get rid of the influence of traditional habitual thinking and stimulate the emergence of new ideas and methods.

1900 or so, the economy is in a weak state, and the home appliance market has also changed from a seller's market to a buyer's market. Just as many refrigerator manufacturers are cutting prices, Meihuan refrigerator has not followed suit. Instead, the 18 1 liter refrigerator was introduced at a high price, which became an instant hit and formed the 18 1 effect in the refrigerator market.

Why can rebellion win? This is because general habitual thinking tends to go to extremes in the same thinking direction.

In the competition for price reduction, we always focus on price reduction, and strive to make the price lower and more attractive. This shows that people's way of thinking, often accustomed to positive observation, thinking ahead, ignoring the opposite of seeking differences, reverse exploration, resulting in one-sided, swarming phenomenon, let alone rich and precious. At this time, reverse thinking can often find market space, avoid competition, take advantage of it and win by surprise.

Of course, the reverse of reverse thinking is not arbitrary. We should proceed from reality, assess the situation and adjust measures to local conditions. In this sense, the success of reverse thinking needs opportunities and conditions.

Marketing planning needs a variety of solutions to achieve marketing goals and solve marketing problems under uncertain market conditions, so it needs divergent thinking. The so-called divergent thinking is to think about the problem from different aspects, different levels and different horizons, thus squeezing out the second and third solutions to the problem. When our thinking is not along an alley, but in several directions, our thinking will enter a radiation state and form a radial divergent thinking.

Divergent thinking includes radiation thinking and bypass thinking. Shooting thinking is to associate related things around a certain axis and form diffusion thinking. With what? Pen? Take R&D creativity as an example. Pen?

Taking people, things and things as the axis, and then letting go of thinking, we can draw countless creative clues: on the line between pens and people, college students, primary school students, finance, advertising, art and engineering, and different occupations of different ages form different professional pens, such as pens for adults, pencils for children, superfine pens for accounting, advertising drawing pens and bamboo pens. Bamboo pen? At this point, you can also put it down and think outward. For example, make different pens with different bamboos, different colors and different shapes. All in all, as long as we extend our thinking, the creativity of one product series will jump out.

Bypass thinking is a kind of thinking and knife work that draws inspiration from related things to produce new onions.

In the history of scientific development, many amazing inventions were not created by people who were originally experts. Leopold, the inventor of color film? Menes and Leopold? Godovski used to be a musician. La Disro? Bob, the inventor of ballpoint pen, used to be a sculptor, painter and journalist. Kim. Campbell? Geely, the inventor of the razor, turned out to be a salesman in a winery. The 9th Advertising Festival in 2002, Head & Shoulders? Meteor article? The reason why it won the silver award is that it abandoned the common expression of throwing hair and used the popular way of falling force for reference to uniquely show the dandruff removal function of Head & Shoulders.

Why is the lateral movement of thinking more innovative? Because the thinking angle extends to the side, it can get rid of the bondage of habitual thinking and produce creativity with different repercussions.

However, discovery thinking is not discrete thinking without goals, and divergent thinking must be able to integrate unified thinking consciousness around marketing goals. Therefore, we should integrate systematic thinking on the basis of divergent thinking. Moreover, because marketing planning has the essential attributes and requirements of high efficiency, systematicness and feasibility, in essence, marketing planning must go through systematic thinking. Systematic thinking is a basic way of thinking in marketing planning, which is a systematic project. Analyze, create, design and integrate marketing activities, and systematically form a master plan with highly unified objectives, means, strategies and actions.

Therefore, brainwave promotion creativity cannot be said to be marketing planning; An expedient measure cannot be said to be marketing planning; A hasty work of cramming for the Buddha's feet can't be said to be marketing planning. It emphasizes the systematic integration of resources and goals, reality and future, strategies and methods, and means and methods. Marketing planning itself is a process of systematic thinking, and the result of marketing planning is the result of systematic thinking.