Selected model articles of marketing planning I. Overview of planning purpose
In the early stage of starting a business, there is no systematic marketing strategy, so it is necessary to plan marketing plans according to market characteristics.
Second, analyze the current marketing environment.
(1) Market situation analysis and market prospect forecast?
1. Marketability, actual market and potential market conditions of products. ?
2. Market growth, which stage of the market life cycle the product is currently in. What is the marketing focus of product companies in different market stages, the effect of corresponding marketing strategies, and the impact of demand changes on product markets. ?
3. The acceptability of consumers, which requires planners to use their own information to analyze the market development prospects of products.
(2) Analyze the uncontrollable factors that affect the product.
Such as macro-environment, political environment and residents' economic situation, such as changes in consumer income level, consumption structure and consumption psychology. For some products that are greatly influenced by the development of science and technology, such as computers, home appliances and other products, the influence of technological development trends should also be considered in marketing planning.
Third, SWOT analysis
Marketing planning is the grasp of market opportunities and the application of strategies, so the analysis of market opportunities has become the key to marketing planning. Only by finding the right market opportunity, planning is half the battle. ?
(A) Advantages
(2) Disadvantages
Specific problems/shortcomings in general marketing are manifested in many aspects:
The company's reputation is not high, and its poor image affects product sales.
The product quality is not up to standard, the function is not complete, and it is left out by consumers. ?
The product packaging is too poor to arouse consumers' interest in buying.
Improper product price positioning.
Poor sales channels or wrong channel selection hinder sales.
Promotion means are useless, and consumers don't understand the products of enterprises.
Poor service quality makes consumers dissatisfied. ?
Insufficient after-sales protection and worries of consumers after purchase may be problems in marketing.
Discover the disadvantages from the problems to be overcome, the opportunities from the advantages, and explore its market potential. Analyze the characteristics of each target market or consumer group, segment the market, try to meet different consumer needs, focus on major consumer groups, find out the gap with competitors, and make good use of market opportunities.
(3) Opportunities
(4) threats
Fourth, the marketing objectives
The marketing goal is the specific goal that the company will achieve on the basis of the above objectives and tasks, that is, in the process of implementing the marketing planning scheme, it will achieve the economic benefit goal: the total sales volume is * * * * ten thousand pieces, the estimated gross profit is * * * ten thousand yuan, and the market share is * * *.
Verb (abbreviation of verb) marketing strategy (specific marketing plan)?
(1) Marketing purpose?
General enterprises can pay attention to the following aspects:
Expand the market smoothly with a strong advertising offensive, accurately locate products, highlight product characteristics, and adopt differentiated marketing strategies.
Pay attention to the main consumer groups of products.
Establish a wide range of sales channels and continuously expand sales areas.
(B) product strategy
Through the analysis of the opportunities and problems in the early product market, this paper puts forward reasonable product strategy suggestions, forms an effective 4P combination and achieves the best results. ?
1. product positioning. The key to product market positioning is to find the vacancy in customers' hearts and let the products start the market quickly. ?
2. Product quality function scheme. Product quality is the market life of products. Enterprises should have a perfect product quality assurance system.
3. Product brand. To form a certain popularity and reputation and establish a well-known brand in the minds of consumers, we must have a strong sense of brand creation.
4. Product packaging. As the first impression of products to consumers, packaging needs a packaging strategy that can cater to consumers' satisfaction.
5. Products and services. Attention should be paid to the improvement and improvement of product service mode and service quality in planning. ?
(3) Price strategy
Only a few general principles are emphasized here:
1. Widen the price difference between wholesale and retail, and mobilize the enthusiasm of wholesalers and middlemen.
2. Give appropriate discounts to encourage more purchases. ?
(4) Sales channels
What are the sales channels of products at present? What are the plans for the expansion of sales channels? Take some practical policies to encourage the sales enthusiasm of middlemen and agents or formulate appropriate incentive policies.
(e) promotion strategy
(personnel promotion, advertising, business promotion, public relations)
1. Principle:?
(1) Obey the company's overall marketing strategy, establish the product image, and pay attention to establish the company image at the same time.
(2) Long-term: the individuality of advertising products should not be changed, but should be multifunctional. Consumers will not know about the products, but they will make their old customers feel strange. Therefore, it is necessary to put consistent advertisements in a certain period of time. ?
③ Summary: While choosing diversified advertising media, we should pay attention to the ways with good publicity effect. ?
(4) Cooperate with regular promotion activities from time to time, seize the appropriate opportunity, and carry out them flexibly at the right time, such as major holidays and commemorative activities of the company.
2. The implementation steps can be carried out in the following ways:
(1) product image advertising in the early planning period.
(2) After the sale, timely launch the advertisement of wanted agent.
(3) put promotional advertisements before holidays and major events.
④ Seize the opportunity to conduct public relations activities and reach out to consumers.
⑤ Make active use of news media, be good at creating and using news events, and improve the popularity of enterprise products. ?
(6) Specific action plan
According to the characteristics of each time period in the planning period, various specific action plans are put forward. The action plan should be detailed, comprehensive, operational and flexible. We should also consider the cost, do what we can, and try our best to achieve good results at a lower cost. Pay special attention to the marketing focus of seasonal products in off-season and peak season, and seize the marketing advantage in peak season.
VI. Planning cost budget
This part records the cost input in the whole marketing plan promotion process, including total cost, stage cost, project cost and so on. Its principle is to get the best effect with less investment. The cost budgeting method is not discussed in detail here, and enterprises can make specific analysis and formulation based on experience.
Selected model essay 2 1 of marketing plan. Plan outline
1. The annual sales target is 6 million yuan.
2.50 dealer outlets.
This company has a certain reputation in the market of automatic control products.
Second, the marketing situation
Air-conditioning automatic control products belong to the supporting products of central air-conditioning and other industries, and are restricted by the upstream product consumption market, but the total demand is still considerable. With the continuous improvement of urban construction and people's living standards, as well as the arrival of the product upgrading period, it has driven the sustained growth of the market, thus driving the expansion of the overall market capacity. Hunan is located in the middle of China, and the demand for air-conditioning automatic control products is large: 1, which is hot in summer and autumn and cold in spring and summer; 2. The real estate industry in Hunan has developed rapidly in recent two years, especially the construction of middle and high-grade commercial houses and villas; 3. Hunan will be included in the western development and strengthen the construction of various basic projects; 4. Changsha-Zhuzhou-Xiangtan Financial City; A large number of industrial parks and development zones have been built in Chenzhou, Yueyang and Changde. 6. The improvement of people's requirements for their own lives; To sum up, air-conditioning automatic control products, especially high-grade air-conditioning automatic control products, have great development potential in Hunan.
Generally speaking, there are three ways to sell air-conditioning automatic control products: project bidding, real estate group purchase and private projects. Project bidding channels occupy a large share, but real estate group buying and private projects have developed rapidly and have shown a diversified development trend.
From the sales channels of enterprises, most companies adopt the model of office plus dealer. In 2007, domestic air-conditioning automatic control products enterprises increased their efforts to lay out the national marketing network and consolidate traditional channels, and strengthened their public relations cooperation with design institutes and management departments. For air-conditioning automatic control products enterprises that entered the market late, because the market accumulation time is relatively short and they are eager to open the market quickly, the channel mode of office plus distribution system is basically adopted. In order to respond to the market quickly, all automatic control products entering the Hunan market are stocked in Hunan. Hunan air-conditioning automatic control products have a large market capacity and great potential, and the overall development trend is promising. Therefore, for brands that have not yet entered the Hunan market, there are great market opportunities. As long as we adopt appropriate marketing strategies, we can squeeze into the Hunan market. At present, Shanghai Zhengyi has a weak market base in Hunan air-conditioning automatic control products, and its team is still relatively young, so its brand influence needs to be consolidated and expanded. In the process of sales, we must be very clear about the advantages of our company and play to the extreme; And we should find out the weaknesses of our company and put forward them in time to overcome them and realize the maximum value; Improve the service level and quality, penetrate the service consciousness into every link of communication with customers, and pay attention to various services such as pre-sale, in-sale and after-sale return visits.
Third, the marketing objectives
1. Air conditioning automatic control products should aim at long-term development and strive to take root in Hunan. In 2009, we will focus on establishing a perfect sales network and model projects, with a sales target of 6 million yuan.
2. Squeeze into the first-class supplier of air-conditioning automatic control products; Become a fast-growing and successful brand.
3. Drive the sales and development of the whole air-conditioning products with air-conditioning automatic control products.
4. Short-term marketing goal: make the marketing performance grow rapidly in a short time, and make its own products become well-known brands in the industry by the end of the year, replacing some markets of products of the same level in the province.
5. Devote to developing the distribution market and reach 50 distribution business partners by the end of 2009.
6. Regardless of mental and physical strength, we should devote ourselves to our work, so that our work can develop with high efficiency, high income and high salary.
Fourth, marketing strategy.
If air-conditioning automatic control products want to grow rapidly and gain competitive advantage, the best choice must be the overall competitive strategy of "target concentration". With the rapid development of Hunan's economy and the continuous expansion of urbanization scale, the consumption potential of air-conditioning automatic control products market is huge, and the target concentration strategy is our wise competitive strategic choice. Focusing on the overall competitive strategy of "target concentration", we can adopt specific tactical strategies including: market concentration strategy, product belt concentration strategy, dealer concentration strategy and other supporting strategies for target concentration. To this end, we need to divide Hunan market into the following four categories:
Strategic Core Markets-Changsha, Zhuzhou, Xiangtan and Yueyang
Main development markets-Chenzhou, Changde, Zhangjiajie and Huaihua.
Cultivate the market-Loudi, Hengyang and Shaoyang
Waiting to develop markets-Jishou, Yongzhou, Yiyang,
Overall marketing strategy: the combination of all-staff marketing and direct marketing and channel marketing.
1. Target market
Blooming everywhere, central cities and small and medium-sized cities break through at the same time, focusing on developing industry model projects, vigorously developing key regions and key agents, and rapidly promoting product sales and sales.
2. Product strategy
Drive overall sales with overall solutions: Our products are required to form a complete solution with successful cases, thus driving the sales of all products. Interaction between size: the sales of air-conditioning automatic control products drive the sales of valves and other products, and the sales of air-conditioning automatic control products are driven by the projects of valves and other products.
3. Price strategy
High quality, high price and high profit rate are the principles; Make a realistic price list: the price list is divided into two layers, the media public quotation and the lowest market price. Formulate higher monthly and quarterly rebate policies and control the marketing system. Strictly control the price system to ensure the profit space of first-class dealers, second-class dealers, project engineers and end users. In order to adapt to the market, the price policy should be positive.
4. Channel strategy
(1) Distribution partners are divided into two categories: First, distribution customers are our key partners. Second, engineering customers are our basic customers.
(2) Channel establishment mode: a. Take a step-by-step approach, first initialling the agreement, then making the sales forecast table, and then formally signing the agreement to order the first batch of goods. If you don't purchase goods, you can't sign an agency agreement; B. Find important customers, push the goods to the dealers through negotiation, and then our sales and market support will keep up; C choose a competitive attitude among the agents, so that we can take the initiative and take a high profile in the negotiation because of a potential local customer. Can't enter the market in a low profile; D. After initialling the agreement, the name of the initialling agent can appear in our advertisement, provoking the contradiction between the distributor and the original manufacturer, and we take the opportunity to enter the market; E. In the local regional market, always ensure that a local secondary agent can become a primary agent, so as to threaten and promote the primary agent.
(3) The market has the power to push and pull. To achieve rapid growth, the driving force must be adopted. Pulling requires a long period of cultivation. To this end, we will focus on developing channel distribution. In addition, the personnel in charge of key customers and engineers will focus on the industry market and engineering market, and strive to complete 4-5 model projects within three months to build confidence for internal personnel and distributors. By the end of the year, complete your own marketing quota.
5. Personnel strategy
Basic ideas of marketing team: a. Open mind; B. overcome yourself; C. professionalism.
(1) vertical contact between business teams, efficient communication and quick response. Team building is flat.
(2) Internal reporting system and sales reward system.
(3) Selling products in a professional spirit. Value = price+technical support+service+brand. What is actually sold is the solution.
(4) Prepare a sales manual; Including the rules of the game, technical support, the scope and functions of the marketing department, the problems that can be solved and the support provided.
Verb (abbreviation for verb) sales plan
1. The company should make full use of the Shanghai brand and implement the brand development strategy.
2. Integrate various local resources in Hunan and establish a perfect sales network.
3. Cultivate a group of good customers and establish a good social network.
4. Establish a good marketing team.
5. Choose the market operation mode suitable for the company.
6. Grasp the characteristics of the company's products and find the selling points of the company.
7. The company should adopt the market operation mode of combining direct selling and distribution in Hunan; Direct selling is a model project, which promotes the development of distribution network, and distribution is the growth point of sales and profit of the company.
8. Direct selling expands the market through the combination of personnel promotion and some media promotion. For air conditioning automatic control products, the community promotion method of key construction machinery projects and the demonstration project persuasion method can be adopted.
9. In order to enter the market as soon as possible, which is conducive to the long-term development of the company, we should take Changsha as the center and March into the major cities in the province, with Changsha as the core and local cities as the profit growth point.
10. Hunan's channels should adopt a flat mode and do a good job in channel construction and management. In terms of channel construction, there is no need to set up a provincial general distributor, but divide channels based on cities. There are two first-class dealers in each prefecture-level city, and the marketing tentacles have been extended to the county-level market with market value, so as to change the long-term guerrilla warfare mode of other air-conditioning automatic control products brands in Hunan in the prefecture-level market, adopt positional warfare, and establish brand operation mode with dealers with long-term interests, which is beneficial to various regional markets.
Modern people worry that big fish and big meat will lead to high cholesterol, high blood pressure, stroke and other diseases. Therefore, people urgently need natural, healthy, convenient and accessible food, and fresh canned fruit juice is one of them. At present, most fruit juices on the market are only 10%-30%, and there are not many kinds of pure fruit juices, so it is a market worthy of intervention.
First, the beverage market competition situation
1. Market leader: Yimei Baoji pure juice.
2. Market Challenger: Unified Juice.
3. Market followers: Bomi Orchard.
4. Market substitute: our product-fresh bar pure fruit dew.
Second, the target market of beverage marketing
Office workers who eat out: Most office workers solve their lunch outside or bring their own lunch boxes, or order lunch boxes collectively or eat out. It is inconvenient to eat fruit, so canned fruit is a healthy and convenient choice for them.
The second stage will be extended to primary and secondary school students and eventually to all health-oriented families.
Third, the beverage market segmentation.
1. Gender: female (majority) and male (minority).
2. Income: The monthly income is more than RMB b 1xx.
3. Consumption habits: I like cheap and convenient items.
4. Lifestyle: Pay attention to health, beauty and beauty.
5. Region: Areas with high degree of urbanization-Taipei City, Taichung City and Kaohsiung City.
Fourth, commodity positioning.
1. Commodity: "Pure fruit dew" is a fruit plan, but the name denies "plan" because "dew" gives people a more precious feeling than "juice", which means concentration and careful refining.
2. Brand: Fresh Bar ... The meaning of Fresh Bar is homophonic with Sanba Festival, but it is also homophonic with dancing samba, which can deepen the impression of consumers and has a tropical feeling, which is in line with the appeal of tropical fresh juice.
3. Packaging: 150cc aluminum foil packaging, limited appetite after meals, 150cc is just right, you can drink it all at once, and the aluminum foil packaging is light in weight and convenient to carry.
Five, beverage marketing planning scheme
Pricing strategy of intransitive verbs
1.
Strive for market share, reaching 30% within one year.
2. Other brands
(l) The Little Treasure of Yimei: 125cc, aluminum foil bag 10 yuan.
(2) Unified juice: 250cc, pop-top cans 20 yuan NT.
(3) Bomi Fruit Garden: 250cc, aluminum foil packaging 16 RMB.
3. Pricing
The goal is to win the market share of Yimei Xiaobaoji, and the price is determined to be NT$ 10, 150cc, in aluminum foil packaging.
Seven, access strategy
1. supermarket.
2. Fast food restaurant.
3. Convenience stores and parity centers.
4. The food court in the department store
5. West Point Bakery.
6. Coffee shop.
7. Lunch box contractor.
8. Restaurants and restaurants.
9. Station, airport.
10 government welfare station.
1 1 school welfare society.
12 snack bar.
13 roadside stall.
14 car ticket booth
15 betel nut stand.
Seven, vending machine eight, promotion strategy
(1) Advertising:
1. Radio stations: icrt, Zhongguang Pop Network, Youth Network and Music Network.
2. TV: three channels from six to nine.
3. Newspapers: China Times, Business Times, United Daily News, Economic Daily and Minsheng Daily.
4. Magazine: Wei Wei, Dai, Fashion, World, Excellence.
5. Inside and outside the train.
6. Posters.
7. Balloon: Make it into a fruit shape.
(2) Promotion:
1. Try drinking.
2. Lottery: Cut corners on the box, or buy a box with lottery tickets.
3. Bonus: Cut corners and give gifts on containers.
4. TV program giveaway: storm, lust, invincible, happy fax, call 50.
5. Sponsor public welfare activities.
(3) publicity reports:
All promotional activities can be written as press releases for news media to report.
I recommend it carefully.