Although the chart is simple, it is easy for me to send it. But on second thought, how can we understand the logic without doing it again?
I have always insisted that the underlying logic of marketing is much more useful than routines, and the method itself is not mysterious or profound, but it still needs a lot of accumulation to combine business with words and implement them.
This time, I will disassemble the three key charts in the above article and explain the thinking behind them in detail again. Try to draw a picture after reading it, hoping to learn and use it.
I. Matrix model
Matrix models are used too much in the workplace. Draw a horizontal axis and a vertical axis casually, define the variables of X axis and Y axis, and you can find the coordinate position.
The famous Boston matrix (market share/demand share), four quadrants of time management (important/urgent) and three-dimensional RFM (latest consumption proximity/consumption frequency/? Money) ... are all classic matrix models.
Market planning often uses matrix model for brand strategic positioning, looking for areas with matching market potential and business ability to make key investments.
Let's take enterprise A, which produces and sells industrial PDA, as an example.
The new retail in the upper right corner is the general direction of development in recent years. Enterprise A itself has a large number of successful cases, mature solution partners, highly reliable products and strong team strength in this industry, so new retail is an area of continuous investment. ?
The development potential of logistics and big health industry is huge, but the existing business ability does not occupy a competitive advantage and needs key investment.
Anyone who has done matrix analysis knows that this model looks simple and difficult to do. Is the evaluation of the enterprise's own ability objective? What data can support the attractiveness of the industry? ……
Therefore, matrix analysis is the most important part of strategic analysis, which requires a large number of objective data to make a comprehensive analysis from the perspectives of megatrends, third-party reports, internal performance, sales and agent feedback.
I have also seen some companies draw conclusions first and then find data to prove it. This often leads to preconceptions, lack of rational and objective analysis and misleading decision-making.
Matrix model is not only used to plan business strategy, but also a simple market and product (MPF) if the X axis remains unchanged and the Y axis becomes product competitiveness? Matching model.
Then mark the coordinates of competitors and you can find the position of the enterprise in the industry. The famous magic quadrant is the research company's analysis of leaders (the fourth quadrant), challengers, explorers and bystanders in a certain subdivision from two latitudes of foresight and execution ability.
Using matrix model to analyze the business, products and competitive positioning of enterprises can start the planning of marketing strategy.
Second, the information room
Simply put, the marketing strategy is to choose which market, to whom and in what way to invest resources.
It is a very good method to decompose marketing strategy with message house model.
This model looks simple and not new at all. IT architects are familiar with it (for example, in the intermediate stage, several layers are often used to divide the architecture), but they add a pointed hat to emphasize the unified goal and look like a house.
A house has only one roof, and the bricks and columns below can have many layers, and each column can also have many layers of bricks. You can also add uniform bricks and tiles under all columns to make the house more stable.
Friends who have seen the golden pyramid principle will also find that the information room is actually a hierarchical logical decomposition from the goal. The only difference is that the pyramid emphasizes that every subdivision must conform to the principle of MECE, which is irrelevant. But in marketing application, the decomposed parts are interrelated, not independent.
When a well-designed information room is used for brand information dissemination, it can ensure that the content delivered in various channels and for different target audiences is consistent at the core.
By extension, this house can not only do annual planning, but also do content planning of an activity, and even mark communication channels and do omni-channel marketing planning.
Can also be used to do business strategy decomposition, such as the following example:
The roof has become a vision, such as a company's "building a sea of stars connecting everything". This vision seems hollow, doesn't it? So here is a layer of explanation to make the goal clearer.
The next level can be three-year strategic planning, such as self-developed operating system, global marketing system and the establishment of cooperative ecology …
Break it down into every key task, such as global marketing system demand team recruitment, marketing system construction, brand positioning and so on.
Step by step, from the high goal to the implementation of landing. If you want to increase, you can also increase the assessment criteria of each strategic pillar.
In this way, the information room is also a very useful thinking mode to decompose strategy into tactics.
However, the information room, like the matrix model, looks simple and is difficult to do. For example, how to decompose brand positioning into core information, and in which channels? What did you say?/Sorry? All these require in-depth thinking and multi-party discussion.
Once the decomposition and specific activity plan are completed, you can use Gantt Chart.
Three. line drawing
Gantt chart is actually a kind of matrix, but the horizontal axis is time and the vertical axis is implementation details. It is the most commonly used planning tool in marketing execution.
Why use Gantt chart instead of ordinary excel table for planning? This is because the usual work content of marketers is too complicated and trivial, and it is necessary to carry out multi-task and multi-thread work at the same time.
For example, during the period when the requirements of UI design are sent to the advertising company, reply to the background message of WeChat and think about the inspiration of the copy. ...
Another example is to organize an offline marketing activity, and then follow up the schedule of the guest speaker. Also follow up the stage design, negotiate the admission time with the hotel ... divide the time into small pieces, complete the work in a very short time, and switch at any time, which is a necessary skill for an all-round marketer.
Take the website construction plan as an example to demonstrate the significance of managing multiple tasks at the same time.
For example, in the second week of June 5438+ 10, we have to choose partners and plan content. Instead of waiting for a good partner to carry out the next work.
However, I found that although many friends made Gantt charts, they were still single-threaded homework. Do you find any difference between the following plan and the above demonstration?
Although it is also a Gantt chart, it is actually doing another thing after completing one thing, and there is no overlap in time. Wait until all the previous tasks are completed before starting the next step.
This method is "series connection" on the circuit, which not only prolongs the time, but also easily delays the progress because of the delay of the previous task. Through "parallel connection", we can carry out multiple tasks at the same time, allocate time reasonably, coordinate communication and improve efficiency.
After these three PPT, you will find that you are actually talking about three ways of thinking.
Matrix model emphasizes the quantitative analysis of objective data by locating two related variables; The information room is decomposed layer by layer from the target to ensure a unified message when spreading; The market execution plan uses Gantt chart for effective project management.
These three commonly used thinking modes are very useful in marketing work, and everyone can use them flexibly.
In addition, these methods are also suitable for making personal annual plans. For example, use matrix model to analyze your own advantages, use information room to plan your own annual important events, and use Gantt chart to make specific action plans.