The two most important parts in a company when it comes to product and marketing are, in my opinion, product first and marketing second. Congratulations you are close to completing the most important part. Then, how to promote the product effectively and bring the desired revenue for the company? At this time, a detailed marketing program is critical, it is for profitability forecasts, goal achievement, risk control, etc. can play a role in saving for a rainy day, then, a complete marketing program including those parts? Here I combine experience to share with you what I think is the most important part.
A market description
1, market capacity: combined with product characteristics to analyze the industry development trend, if necessary, market research, in order to understand the industry's market volume is how big, in order to develop the marketing macro-objectives, such as market share, brand influence, etc.;
2, the product situation: mainly reflected in the cost of the product, pricing, gross profit, Marginal cost, etc.
3, the competitive situation: the main competitors' market position, product strengths and weaknesses, channel strategy, pricing strategy to understand, in order to develop exclusive counterpart strategy.
Two, SWOT analysis
The internal strengths and weaknesses, external opportunities and threats to carry out a detailed analysis, and in this way to improve and optimize, in order to ensure that the implementation of the marketing plan before the preparatory work is sufficient.
Three, marketing objectives
Marketing objectives generally include market share, long, medium and short-term sales targets, the number of target customers to develop a number of dimensions, which should be combined with the company's shareholders' goals, the team situation, market budgets and other reasonable development.
Four, marketing channels
According to the product attributes and the team to determine their own marketing channels, channels in many ways, must be combined with their own goals and budget to choose the most appropriate. For example, if your product is ToC end, your choice can be online e-commerce platform (Taobao, Jingdong), can be WeChat, can also be offline stores directly or offline dealer development. There are more channels for advertising, online search engines, information flow, etc., and offline buildings, anti-aircraft guns and so on. Note that only the right one, not the expensive one.
Fifth, the market budget
Reasonable allocation based on the determined market budget, for example, how much to invest in team building, how much to invest in the A channel, how much to invest in the B channel, at the same time, according to the market budget harvested by the return on investment and how much to write specifically (bosses do not want to spend money can not see the expected return, oh, haha).
Sixth, the implementation of the program
To make the marketing program can be a good landing implementation, you need a detailed implementation of the program, which is indispensable to the factors include time nodes, the person in charge, the process of targeting, synergistic matters.
Seven, process control
This is the most easily overlooked part of the management master Peter Drucker and marketing guru Philip Kotler are process control as the management and marketing of the top priority, because in anything, "execution" is the most important, and people have inertia, and the company's organizational complexity determines the implementation of any project. The complexity of the company's organization determines the implementation of any project will not be smooth sailing, so in the marketing program should be the process of controlling the program to determine a good, and get the approval of the departments and bosses. Process management and the sixth point of the implementation of the program to be well integrated, and do a good job of process warning, that is, when each process node of the target is not completed what alternatives to make up for.
I am small billion, I hope I can help you, and welcome