The main things that marketing planning does are as follows:
Marketing planning is to change the status quo of the enterprise, complete the marketing objectives, with the help of scientific methods and innovative thinking, based on the existing marketing situation of the enterprise, the future development of the enterprise's marketing to make strategic decision-making and guidance, with a forward-looking, global, innovative, systematic. Marketing planning is suitable for any product, including intangible services, which requires enterprises to make appropriate planning according to changes in the market environment and their own resources, so as to improve product sales and obtain profits. The content of marketing planning includes market analysis, product innovation, marketing strategy design, marketing mix 4P tactics and other four aspects of the content.
What is the main marketing planning of the educational media company
Mainly do: campus activities, brand marketing, college activities.
Campus marketing program planning, activity implementation, creative design and campus media integrated release of the whole process of campus communication service system.
What does marketing planning do?For the enterprise services, equivalent to planning it, but more flexible than planning ...
What is marketing planning?Marketing (Marketing) is also known as marketing, marketing or marketing. Abbreviated as "marketing", often called "marketing" in Taiwan; refers to the individual or collective through the transaction of the product or value it creates, in order to obtain the desired thing, to achieve a win-win or multi-win process. It contains two meanings, one is the verb to understand, refers to the specific activities or behavior of the enterprise, which is called marketing or market operation; the other is the noun to understand, refers to the study of enterprise marketing activities or behavior of the discipline, called marketing, marketing, marketing or marketing science.
Learn more about marketing and slowly comprehend ...
It is an accurate analysis of the internal environment of the enterprise, and the effective use of business resources, based on a certain period of time on the behavior of the enterprise's marketing activities, objectives, strategies, and the implementation of the program and specific measures to design and plan. Marketing planning is a kind of marketing activities and rational behavior using wisdom and strategy, marketing planning is in order to change the status quo of the enterprise, to achieve the ideal goal, with the help of scientific methods and innovative thinking, analysis, research and innovation to design and formulate the marketing program of rational thinking activities. Conceptual interpretation: marketing planning, first of all, to determine the marketing concept, followed by the planning based on the marketing concept. Marketing planning is based on the enterprise's marketing objectives, to meet consumer needs and desires as the core, design and planning of enterprise products, services and ideas, prices, channels, promotions, so as to achieve the exchange process of individuals and organizations. Marketing planning is in order to change the current situation of the enterprise, to complete the marketing objectives, with the help of scientific methods and innovative thinking, based on the existing marketing situation of the enterprise, the future development of the enterprise's marketing to make strategic decisions and guidance, with foresight, global, innovative, systematic. Marketing planning is suitable for any product, including intangible services, which requires enterprises to make appropriate planning according to changes in the market environment and their own resources, so as to improve product sales and obtain profits. The content of marketing planning includes market segmentation, product innovation, marketing strategy design, marketing mix 4P tactics and other four aspects. Professor Weng Xiangdong, a famous marketing strategist, has a unique insight into marketing planning. He pointed out that the essence of marketing is to use the lowest cost to create the highest perceived value and customer transition value, which can be said to hit the nail on the head, pointing directly to the essence of marketing planning, because only to create a higher customer transition value, in order to make the marketing performance continue to grow. It can be said that whether to bring customers a higher transfer value is the main standard to measure the level of marketing planning program. Steps of marketing planning: Marketing planning consists of six steps: situational analysis, objectives, strategy, tactics, budget and control. 1. Scenario Analysis: A company should first identify the macro forces (economic, political/legal, social/cultural, technological) and insiders of its environment: the company, its competitors, its distributors, and its suppliers. The enterprise can conduct SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). But this method of analysis should be modified somewhat and modified to become a TOWS analysis (Threats, Opportunities, Weaknesses, Strengths) due to the fact that the order of analytical thinking should be from the outside in, rather than from the inside out.The SWOT method of analysis may give undue importance to the internal factors and It can mislead a company into selectively recognizing external threats and opportunities based on its own strengths. This step should also include the major issues facing each division of the company. 2. Objectives: The best opportunities identified in the scenario analysis need to be prioritized, and from there, target markets need to be defined, goals set, and timelines met. Companies also need to set goals for stakeholders, corporate reputation, technology, and other relevant aspects. For example, Haier's corporate motto of "Sincere service forever", Folsom's "Make transmission simpler, make transmission more energy-efficient, etc.". 3. Strategy: any goal has many ways to achieve, the task of strategy is to choose the most effective way of action to accomplish the goal. 4. Tactics: the strategy is fully developed into details, including the 4Ps and the timetable and tasks of each department. 5. Budget: the cost of the behavior and activities planned by the enterprise to achieve its goals. 6. Control: the enterprise must set up check time and measures to detect the completion of the plan in a timely manner.
Marketing planning assignments (a)Buddy you learn marketing, so simple questions do not get to the Internet, it, Nongben Philips Kotler's marketing look at it! You are very helpful, and speak very comprehensive!
Network Marketing PlanDirectly in some of the single page, different regions, in the corresponding branch points will be distributed.
The main expression of the marketing plansubtle, gorgeous, persuasive
Marketing plan Meaning isable to locate. The so-called functionality, general office buildings, stores, hotels, apartments involved in more, due to official, business activities are becoming more and more modernized, the user requires not only to have an office space, the modern office facilities of commercial buildings, business practices, development potential also put forward requirements. Therefore, the role of functionality becomes more and more important when selling properties such as office buildings and apartments. Internationally, office buildings are categorized into 3A, 5A, intelligent buildings, etc., which have become important selling points of office buildings, while each country has its own different standards, generally speaking, 5A that is, automation of communication, management, office, fire and security. It is difficult to start the market if the office building is not fully functional. Beijing Jingrui Building and Guangzhou Zhongfang Building developed by China Housing Group emphasized 5A when they were sold in Hong Kong and China, and foreigners were surprised that there were also 5A office buildings in mainland China at that time. With the increasing maturity of consumers, there are also higher requirements for residences. Residential not only to meet the basic functions of consumers to live and rest, and residential appearance beautiful, complete supporting facilities, reasonable indoor layout, easy to live and comfortable, residential area generous, good lighting, the consumer will be attractive, but also for the development of its intelligence to provide the conditions.
3) Franchise positioning. The current market situation of stores is that supply exceeds demand, small traders do not form a large scale, shopping malls have been introduced to develop business positioning, that is, the property is first set up as a center for clothing, footwear, computers, communications equipment, etc., the developer to design the direction of the business, and then cut the sale of which eliminates the need for the customer to buy do not know what to do or want to do a certain kind of business and suffer from a lack of a large environment of concern. As it can meet the requirements of some customers and create an overall business atmosphere, it can absorb more buyers.
4) Symbolic positioning. Due to the different levels of consumption, through the natural selection of value orientation, many properties invariably form a noble settlement, "noble" settlements, ordinary settlements and so on. Real estate developers, you can use the formation of property grade method, the class of people living in the community to give a certain identity characteristics - symbolic positioning. Such as Hong Kong's Mid-Levels, Guangzhou's Jincheng, Mingyayuan, Baiyunbao, Bijieyuan, Beijing's Longyuan Villa, the United States of America's Beefley Hills, etc., are the result of this natural selection, but also the developers to create a symbolic group, through the purchase, living to achieve a sense of belonging, a sense of honor, a sense of pride.
Marketing plan exampleHere is one, you can refer to a complete more marketing plan is divided into three major parts of the construction: one is the analysis of the market situation of the product, the second is the content of the body of the plan. Third, the effect of the forecast that the feasibility of the program and operability.
(a) market situation analysis
To understand the size of the entire market as well as the comparison of the enemy, the market situation analysis must include the following 13 items:
(1) the size of the entire product in the current market.
(2) Comparative analysis of sales volume and sales of competing brands.
(3) Comparative analysis of the market share of competing brands.
(4) Market target analysis of age, gender, occupation, education, income and family structure of consumer groups.
(5) Comparative analysis of the advantages and disadvantages of competing brands.
(6) Comparative analysis of market areas and product positioning of competing brands.
(7) Comparative analysis of advertising costs and performance of competing brands.
(8) Comparative analysis of promotional activities of competing brands.
(9) Comparative analysis of public relations activities of competing brands.
(10) Comparative analysis of pricing strategies of competing brands.
(11) Comparative analysis of sales channels of competing brands.
(12) Financial profit and loss analysis of the company's products in recent years.
(13) Comparative analysis of the strengths and weaknesses of the company's products with those of competing brands.
(B) the body of the plan
The body of the general marketing plan consists of seven major items, now a brief description.
(1) the company's products into the market policy
The planners in the formulation of the plan before, must be with the company's top leadership on the company's future business policy and strategy, to do in-depth communication to determine the company's main policy. Both sides to discuss the following details;
1. Determine the target market and product positioning.
2. Whether the sales goal is to expand market share or to pursue profits.
3. Setting the pricing policy.
4. Determine the sales method.
5. advertising performance and advertising budget.
6. Focus and principles of promotional activities.
7. Focus and principles of public relations activities.
(2) the enterprise's product sales target
The so-called sales target, that is, the company's various products in a certain period of time (usually one year) must achieve the business objectives.
The quantification of sales targets has the following advantages:
To test the success or failure of the entire marketing plan to provide a basis.
For the evaluation of performance objectives.
To provide a basis for the development of the next sales target.
(3) product promotion plan
The planner to draw up the promotion plan is to help achieve sales targets. Promotion plan includes three major parts of the objectives, strategies, and detailed plans.
① Objectives
The planner must clearly indicate the objectives of the promotional activities that are desired in order to achieve the sales objectives of the entire marketing plan. Generally can be divided into: long-term, medium-term and short-term plan.
② Strategy
After deciding on the objectives of the promotional program, the next step is to formulate a strategy to achieve the objectives. Promotion program strategy includes advertising strategy, distribution channel use strategy, promotional price activities strategy, public relations activities strategy and other four items.
Advertising strategy: product positioning and target consumer groups, to determine the theme of the policy performance, the use of newspapers, magazines, television, radio, flyers, outdoor advertising and so on. What kind of media to choose? What is the percentage of each? How much is the audio-visual rate and contact rate of the advertisement? Make the product features and selling points y rooted in people's hearts.
Distribution channel strategy: the current distribution channels of many kinds, enterprises should be based on the needs and may choose the appropriate channels for their own, generally can be divided into: dealers and terminals of the two blocks, and other intermediary agents, such as Germany and other forms. In the choice of us, follow the main principle is "targeted", make full use of the company's limited resources and strength.
Promotional pricing strategy: the object of promotion, promotional activities in various ways, as well as to take a variety of promotional activities to achieve the desired effect is what.
Public relations activities strategy: the object of public relations, public relations activities in a variety of ways, as well as organizing a variety of public relations activities to achieve the purpose is what.
③ Detailed plan
Detailed description of the implementation of each strategy carried out in detail.
Advertising performance plan: the design of newspaper and magazine advertisement scripts (headlines, text, graphics), creative scripts for TV advertisements, radio scripts, and so on.
Media plan: whether to choose popular or specialized newspapers and magazines, as well as the date of publication and the size of the page, etc.; the time slot and number of times to choose for TV and radio advertisements. In addition, it is also necessary to consider the CRP (total audience rate) and CPM (the average cost per thousand people reached by the advertising message)
Promotional activities plan: including the purchase of goods on display, exhibitions, demonstrations, lucky draws, samples, tastings, discounts and so on.
Public relations activities plan: including shareholders' meetings, the release of the company's press releases, the company's internal publications, staff associations, love activities, and contact with the media.
(4) market research program
Market research is very important in the marketing plan. Because the market information obtained from market research and intelligence, is an important basis for the development of marketing plan. In addition, the first part of the aforementioned analysis of market conditions in the 12 data, most of which can be obtained through market research, which also shows the importance of market research.
However, market research is often ignored by senior leaders and planners. Many companies invest large sums of money each year in advertising, but do not pay attention to market research, this misconception must be changed as soon as possible.
Market research is the same as the promotion plan, and also contains the objectives, strategies, and detailed plans for the three major items.
(5) sales management plan
If the marketing plan is seen as a kind of land, sea and air combat, the sales target is the purpose of the landing. Market research program is responsible for providing intelligence, promotion program is the Navy and Air Force cover, and sales management plan is the Army action, in the effective support of the intelligence and the strong Navy and Air Force cover, but still must lead the Army's siege, in order to obtain a decisive victory. Therefore, the importance of sales management program is self-evident. Sales management plan includes sales executives and staff, sales plan, salesman selection and training, incentives for salesmen, salesman compensation system (wages and bonuses) and so on.
(6) financial profit and loss estimate
Any marketing plan to achieve the sales target, in fact, to realize the profit, and profit and loss estimate is to estimate the pre-tax profit of the product beforehand. As long as the expected total sales of the product minus the cost of goods sold, marketing costs (distribution costs plus administrative costs), promotional costs, you can get the pre-tax profit of the product.
(7) program feasibility and operational analysis.
This is the implementation of the program policy of the further process, from a certain sense, he is the implementation of the plan "outpost", on the one hand, the feasibility of the entire program and the operational feasibility of the necessary analysis beforehand, on the other hand, the implementation of the necessary supervision of the work after the pavement. This also determines whether the program is finally adopted by one of the important standards of measurement.