Marketing plan example reference

Marketing Plan Reference:

1, cover. ① the name of the plan; ② the customer being planned; ③ the name of the planning organization or planner; ④ the date of completion of the plan and the applicable time period of this plan.

2, preface. A brief introduction to the commission, the significance of the planning destination, and a general overview of the planning.

3. Table of Contents (for reference):

Part 1 Methodology:

Chapter 1 An Overview of Marketing Planning

1.1 The Concepts

1.2 Current Situation and Trends of Marketing Planning

1.3 Misconceptions of Marketing Planning

Practical Experience

Reflective Analysis

Chapter 2 Marketing Planning Principles and Methods

2.1 Principles of Marketing Planning

2.2 Principles of Marketing Planning

2.3 Methods of Marketing Planning

Hands-On Experience

Reflective Analysis

Chapter 3 Marketing Planning Procedures and Effectiveness Prediction

3.1 Marketing Planning Procedures

3.2 Marketing Planning Effectiveness Prediction

Live Experience

Thinking Analysis

Chapter 4

Chapter 4

Organization and Management of Marketing Planning

4.1 Organization of Marketing Planning

4.2 Implementation of Marketing Planning

4.3 Control of Marketing Planning

Hands-on Experience

Reflective Analysis

Chapter 5 Writing a Marketing Plan

5.1 Basic Items of a Marketing Plan

5.2 Steps to Write and Promote a Marketing Plan

5.3 Requirements and Tips for Writing a Marketing Plan

Hands-on Experience

Reflective Analysis

Reflective Analysis

Reflective Analysis

Reflective Analysis

Reflective Analysis

Chapter 2 Practical:

Chapter 6 Marketing Research Planning

6.1 Overview of Marketing Research Planning

6.2 Procedures of Marketing Research Planning

6.3 Marketing Research Planning Techniques

Practical Experience

Reflective Analysis

Chapter 7 Marketing Strategy Planning

7.1 Marketing Strategy Planning Overview

7.2 Target Market Strategy Planning

7.3 Competitive Market Strategy Planning

Practical Experience

Reflective Analysis

Chapter 8 Branding

8.1 Overview of Branding <

8.2 Brand Building Planning

8.3 Brand Extension Planning

8.4 Brand Repositioning Planning

Practical Experience

Thinking and Analyzing

Chapter 9 Corporate Identity Planning

Chapter 9 Branding Planning

Corporate Identity Planning

Chapter 9 Branding Planning

Corporate Image Planning

9.1 Overview of Corporate Image Planning

9.2 Planning of Corporate Image Recognition System

9.3 Organization and Implementation of Corporate Image Planning

Practical Experience

Thinking Analysis

Chapter 10 Promotional Planning

10.1 Staffing Planning

10.2 Overview of PR Planning

10.3 Sales Promotion Planning

4. Outline Prompts (Reference). The reader will be able to understand the main points of the planning content by using the summary tips.

A market environment analysis

The main purpose of the market environment analysis is to understand the potential market and sales of the product, as well as competitors' product information. Only to grasp the market demand, in order to achieve the target, reduce errors, so as to minimize the risk. Take herbal tea as an example, herbal tea has always been keen for the South, which has a climate, dietary differences, and therefore should focus the main marketing force in the southern cities, if the wrong positioning, will be transferred to the North, no matter how much manpower and financial resources invested in the marketing will not achieve good results.

Two, consumer psychology analysis

Only in mastering the consumer will be because of what reason, what purpose to buy products, in order to develop a targeted marketing ideas. Most of the current marketing is consumer-oriented, according to the needs of consumers to develop products, but only so is not enough, the ability to consume, the analysis of the consumer environment in order to make the entire marketing campaign to achieve success. The fact that Platinum Brain has been selling well for decades can be seen from its intermittent advertisements and advertisement slogans: not accepting gifts at festivals is precisely the use of the characteristics of the Chinese people who love to give gifts at festivals, and as a health care product, the image of the two lively old people in the intangible drive the younger generation to choose Platinum Brain at festivals, and I believe that if it is replaced by two young people in the advertisement slogans, the influence will be reduced a lot.

Three, product advantage analysis

Here, the analysis of product advantage includes the analysis of this product and the analysis of competing products. Only to know oneself and know the enemy, in order to be invincible. In marketing activities, the product will inevitably be used to compare with other products, if you can not understand the product and competitors respective advantages and disadvantages, will not be able to impress consumers. In Tao Tao international a marketing course has occurred in such a situation, the course of the practical simulation, two students sales situation simulation, one of the students playing the role of sales staff throughout the process of the product and competing products lack of sufficient understanding, resulting in another student can only be intuitively feel to hand over the product characteristics, and ultimately led to the failure of the entire sales process. The purpose of marketing is also the same, through the marketing means, so that consumers understand the advantages of the product, and then produce the desire to buy is an important part of the marketing activities.

Fourth, the choice of marketing methods and platforms

The choice of marketing methods and platforms should be based on both the company's own situation and strategy, while also taking into account the preferences of the target group to carry out. For example, for the national children's products, according to the characteristics of children, in the CCTV children's channel in the form of animated short films, so not only in line with the corporate strategy, the product will be conveyed to the children of the country, but also to attract the attention of children. For some FMCG products, you can choose and product relevance of the higher way, for example, the current SNS platform is very popular in the fight for parking spaces, happy farms and other games, has attracted a lot of automotive companies and beverage companies to join, and has achieved very good results.

5, the body. Here is a brief introduction to the general overall plan as an example.

1) the purpose of marketing planning: such as, the enterprise opened Yin began, there is no set of systematic marketing strategy, and thus the need to plan a set of marketing plan according to the characteristics of the market.

2) Analysis of the background of the enterprise.

3) Marketing environment analysis:

① Analysis of the current market situation and market prospects:

A, the marketability of the product, the real market and potential market conditions.

B, market growth, the product is currently in the market life cycle of which stage. 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.

C, consumer acceptance, this content requires planners to analyze the product market development prospects with the information they have.

Such as a brand of mouthwash in Taiwan "? D'Ennai? Marketing and advertising plan" in the planner to enter the market risk analysis, product market judgment is quite wonderful. As pointed out in the analysis of the growth of the product market: with similar products? Listerine? The good performance of Dunkin' Donuts shows that it is a good product for the market. Germany? Enter the market risk is small; another similar product? The good performance of Listerine indicates that the risk of entering the market is low; another similar product, Sucralfate? The general acceptance of the launch suggests that there is little risk of entry into the market. Listerine? There are defects; mouthwash is a family member of the use of products, the market is large; improved living standards, the middle and upper class increased, showing its future market growth.

② Analyze the factors affecting the product market.

Mainly to analyze the uncontrollable factors affecting the product: such as the macro-environment, the political environment, the economic conditions of the population, such as consumer income levels, changes in the consumer structure, consumer psychology, etc., some of the products affected by the development of science and technology, such as: computers, household appliances, and other products in the marketing planning need to consider the direction of the development trend of the impact of technology.

4) market opportunities and problem analysis

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

① Problem analysis for the current marketing status of the product. General marketing in the specific problems, manifested in a variety of ways:

Low visibility of the enterprise, the poor image of the impact of product sales; product quality is not up to the mark, the function is incomplete, by the consumer cold;

The product packaging is too poor to lift the consumer's interest in purchasing the product price is not positioned properly; sales channels are not smooth, or the wrong choice of channels, so that the sales are blocked; promotional methods are not business, the consumer does not understand the product; the consumer does not understand the product; sales channels are not good, or channel selection errors, so that sales are blocked; promotional methods are not business, the consumer does not understand the product. Consumers do not understand the enterprise products; service quality is too poor, so that consumers are dissatisfied;?

The lack of after-sales guarantee, consumers after the purchase of more worries can be a problem in marketing.

② analyze the advantages and disadvantages of product characteristics. From the problem to find disadvantages to overcome, from the advantages of finding opportunities to explore its 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 good market opportunities.

5) marketing objectives

Marketing objectives are based on the previous purpose of the task of the company to achieve specific objectives, that is, the implementation of the marketing plan during the period, the economic benefits of the target to achieve: the total sales volume of xxx million pieces, the expected gross profit of xxx million yuan, the market share to achieve xx.

6) marketing strategy (specific marketing plan)

① marketing Purpose, the general business can focus on such aspects:

With a strong advertising campaign to expand the market smoothly, accurate positioning of the product, highlighting the characteristics of the product, take the differentiated marketing strategy; the main consumer groups of products as the focus of product marketing; the establishment of a wide range of starting point wide sales channels, and constantly broaden the sales area.

② product strategy: through the front of the product market opportunities and problems analysis, put forward a reasonable product strategy proposal, the formation of an effective 4P combination, to achieve the best results.

Product positioning. The key to product market positioning is mainly in the minds of customers to find an empty space, so that the product quickly start the market;

Product quality and functionality program. Product quality is the product market life. Enterprises should have a perfect quality assurance system for the product;

Product brand. To form a certain degree of visibility,, reputation, and establish a well-known brand in the minds of consumers, there must be a strong sense of brand creation;

Product packaging. Packaging as a product to the consumer's first impression, the need to cater to consumers to make their satisfaction with the packaging strategy;?

Product service. Planning to pay attention to the product service mode, service quality improvement and enhancement.

③ Price strategy. Here only emphasize a few universal principles:

Extend the wholesale and retail price differentials, mobilize wholesalers, middlemen enthusiasm; give appropriate quantity discounts to encourage more purchases;? Cost-based, to the price of similar products as a reference. Make product prices more competitive. If the enterprise to product price as a marketing advantage should pay more attention to the development of price strategy.

④ Sales channels. How the current sales channel status of the product on the expansion of the sales channel plans to take some affordable policies to encourage intermediaries, agents, sales enthusiasm or the development of appropriate incentives.

⑤ Advertising.

A, the principle: subject to the company's overall marketing and publicity strategy, to establish the product image, while focusing on the establishment of the company's image; long-term: advertising and publicizing the personality of the goods should not be changed, change the multi-functionality of the consumer will not recognize the goods, but rather to make the old patrons also feel strange, so in a certain period of time should be launched a consistent advertising and publicity; wide-ranging: the choice of advertising and publicity media diversified at the same time, focusing on catching the publicity effect is good. Focus on catching the publicity effect is good; irregular with the stage of promotional activities, grasp the appropriate time, timely and flexible, such as major holidays, the company has a commemorative significance of the activities.

B, the implementation of the steps can be carried out in the following manner: planning period before the launch of the product image advertising; sales after the timely launch of the advertisement of the sincere agents; holidays, major events before the launch of promotional advertising; grasp the opportunity to carry out public relations activities, access to consumers; active use of the news media, good at creating the use of news events to improve the visibility of the enterprise's products.

⑥ Specific action programs.

According to the planning period of the characteristics of the time period, the launch of the specific action program. Action program should be detailed, thorough, operational and not lacking flexibility. Also consider the cost of expenditure, all within their means, try to achieve good results at a lower cost as a principle. Particular attention should be paid to seasonal products, peak season marketing focus, seize the peak season marketing advantage.

7) 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, stage costs, project costs, etc., the principle is to get the best results with less investment. Cost budgeting methods are not discussed in detail here, the enterprise can rely on experience, specific analysis and development.

8) Program adjustment.

This part is as a complementary part of the planning program. In the implementation of the program may not be compatible with the reality of the place, so the program must be carried out at any time according to the feedback of the market to adjust the program in a timely manner.

The preparation of the marketing plan is generally composed of the above items. Different products, different marketing objectives focus on the contents of the preparation of the various elements can also have detailed trade-offs

6, the concluding remarks.

The key to choosing a direct selling company: one, the company, two, the product: three, the system, four, the timing of the entry five, the team, the system, the tool.

7, Appendix.

Network marketing planning

1, network marketing

2, event hype

3, topic creation

4, crisis public relations

Traditional marketing planning

1, New products on the market: market research, product positioning, investment planning, market launch;

Classic cases: Jiangzhong gastrointestinal tablets, gold wine, Wanglaoji

2, marketing planning: marketing diagnosis, marketing, sales promotion, promotional planning, brand enhancement, brand promotion;

3, advertising planning: creative planning for print advertisements, film and television advertising creative planning, Film and television advertising filming and production;

4, corporate planning: brand enhancement, brand planning, brand promotion;

5, terminal construction: terminal manual planning and compilation, terminal promotional staff training, terminal image design, sales terminal maintenance;

6, brand enhancement: the old brand enhancement strategy, the old brand sales to enhance the old brand terminal follow-up strategy;

New Marketing Planning

1, brand public relations: brand public relations mechanism, organizational setup, brand public relations strategy, implicit communication, explicit communication, crisis management,

crisis public relations, non-traditional marketing, word-of-mouth marketing, interactive marketing, brand association;

2, brand modeling: enterprise Development of strategic planning, brand model, industrial model planning, capital strategy planning, profit model planning,

project and product planning, industrial integration planning.

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