How to write a marketing plan

I. Overview

Second, the market analysis

Three. target

Fourth, marketing strategy.

5, 4P combination strategy

Action plan of intransitive verbs

main body

The main body of the planning book mainly includes:

I) 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.

2) Analyze the current marketing environment.

1, current market situation and market prospect analysis:

1) The marketability, actual market and potential market situation of the 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) Consumer acceptability, which requires planners to analyze the product market development prospects with their own information.

For example, the planner's analysis of DENNET's entry into the market in the marketing advertising planning case of a brand of mouthwash "DENNET" in Taiwan Province Province is quite wonderful. For example, in the analysis of product market growth, it is pointed out that: ① the good performance of similar product "Li Shidelin" shows that "Germany" has less risk of entering the market. ② Another similar product "Su" was widely accepted, indicating that "Li Shidelin" was defective. (3) Mouthwash belongs to family members' products and has a great market. (4) The improvement of living standards and the increase of the middle and upper classes indicate its future market growth.

2. Analyze the influencing factors of product market.

This paper mainly analyzes the uncontrollable factors that affect the product, such as macro-environment, political environment and residents' economic conditions, such as consumer income level, consumption structure change and consumption psychology. For some products that are greatly influenced by technological development, such as computers, household appliances and other products, the influence of technological development trends should be considered in marketing planning.

3) Analysis of market opportunities and problems

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.

1. Analyze the current marketing situation of products. The specific problems existing 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.

2. Analyze the advantages and disadvantages according to the product characteristics.

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.

4) Marketing objectives

The marketing target is the specific target that the company will achieve on the basis of the above objectives and tasks, that is, the economic benefit target to be achieved in the implementation of the marketing planning scheme: the total sales volume is.

V) 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.

2. Product strategy: Through the analysis of the opportunities and problems in the previous product market, put forward reasonable product strategy suggestions, form an effective 4P combination, and achieve 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:

Enlarge the price difference between wholesale and retail and mobilize the enthusiasm of wholesalers and middlemen. Give appropriate discounts and encourage more purchases.

Based on cost, with the price of similar products as reference. Make the product price more competitive. If the enterprise takes product price as its marketing advantage, it should pay more attention to the formulation of price strategy.

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.

5. advertising.

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 as follows:

(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) Budget of various expenses of the planning scheme

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.

VII) Program adjustment

This part is a supplementary part of the planning scheme. During the implementation of the plan, there may be places that are not suitable for the actual situation, so the plan must be adjusted in time according to the feedback from the market at any time.

The preparation of marketing plan generally consists of the above contents. You can also choose different products and marketing objectives of the enterprise in detail.

Marketing plan (1)

I. Confidentiality requirements:

(It should be emphasized that the marketing plan is a confidential document, and it is not allowed to be copied by any technical means unless the author agrees in advance. )

Second, the enterprise basic information and management:

Marketing plan is used to guide future marketing work, and it is also the basic document for decision-making. So list all the key issues first, and of course, there will be more in-depth analysis and demonstration later)

1. enterprise: (some basic information, such as business scope (number of employees, sales volume, business performance), geographical location, history, reputation and future plans)

2. Important employees: (Who are the important employees in the enterprise, what achievements they have made and what role they will play in the future)

3. Products or services: (introduce the most important products or services of the company)

4. Market and market strategy: (briefly describe the market operated by the company and list the market position of past and present market segments and enterprises)

5. Finance: (List financial statements: forecast income statement, balance sheet and cash flow statement)

Third, enterprises:

Introduce more detailed information about the enterprise, such as the establishment and development process, current situation and prospects, strengths and weaknesses, opportunities and threats (SWOT).

1. business objectives: (the objectives of all aspects of enterprise work: sales, personnel, products or services, market, etc. )

2. Enterprise history: (enterprise history, including its background information and future prospects)

3. Organization and personnel: (List the organization chart of the enterprise, including the information and positions of important personnel. Not only managers, but also other employees)

4. Operating conditions: (current operating conditions, products or services of the enterprise)

5. enterprise prospect: (look forward to the enterprise prospect. What will the enterprise look like in the future? () Where is the headquarters? What is the business scope? Who will become an important person in the enterprise? How to improve products or services? )

Iv. key personnel:

(including all important personnel information of the company: who are there? What is your professional experience? Their plans and tasks in the company)

1. qualifications and responsibilities: (list personal information of important personnel, including their qualifications, professional experience, responsibilities and rights)

2. Vacancy of important positions: (Which important positions may be vacant now or in the future)

V. Products or services:

What products or services does the company provide? What are their names? What needs do they meet? What are the benefits for customers? How are they made or executed? What are its characteristics? What are the possible uses? )

1, introduction: (describe each product one by one. Analyze their appearance, functions, characteristics, advantages, market opinions, production methods, history and development prospects)

2. Present situation: (analyze its present stage by portfolio method)

3. Value to customers: (What is the value of each product to customers? What kind of benefits will it bring to customers? )

4. Production cost: (What is the design and production cost of each product? )

5. Care for customers: (For each product or service, what can be done to show concern for customers, such as after-sales service, quality assurance, product reliability and service life. )

The intransitive verb market:

It is necessary to describe the market in which the enterprise operates in more detail. What are the market segments? What's their difference? What is the status quo of all important sectors? What kind of development rules can be seen from these markets and their sub-sectors? )

6. 1. Demand: (Describe the current buyers of our products. Who buys them? How big is the customer base? )

1, market life cycle: (What stage is the market in now? Is it growing or mature? Describe each product and service in detail)

2. Purchaser's purpose: (Explain why customers buy our products or services? Why don't they buy competitors' products or services? )

3. Market segments and distribution: (What are the characteristics of different market segments? How to distribute products or services in different market segments? )

4. Market size in the past, present and future: (Estimate the size of each market and market segment in these three periods)

5. External conditions: (What are the external conditions that enterprises should pay attention to? Why are they important? What impact will they have on enterprises? What aspects of the enterprise work are related to it? )

6. Buyer's choice: (There are usually various possible ways to meet customers' needs (such as substitutes), so how much choice does our product have in our business varieties (excluding competitors' products)? )

6.2. Marketing strategy: (It should be analyzed from multiple angles: product strategy, development strategy, growth strategy, market strategy, price strategy, distribution strategy, promotion strategy, caring for customers, etc. )

1. target market: (in which target market, especially in which important market segment, the enterprise is conducting or will conduct business activities in the short term).

2. Market image of the enterprise: (What is the image of the enterprise in each market segment? )

3. Promotion strategy: (explain in detail which promotion strategy the enterprise should adopt and what goal each promotion method should achieve. )

A, the image of the product or service: (What is the market image of the most important product or service of the enterprise? )

B. win people's hearts: (in what way? Consideration should be given to paid and unpaid cases)

C. Advertising: (What is the advertising plan of the enterprise in the last 12 months? )

4. Price strategy: (What kind of price strategy should be adopted for the most important products or services? Why do enterprises choose these strategies? What do these strategies want to achieve? )

5. sales organization: (what is the sales organization like? )

6. Distribution channels: (First, list all possible distribution channels, and then describe the distribution strategies we choose (which ones? In what way? Why? ))

7. Goods distribution: (Logistics work. Logistics is very important in internal and external distribution networks. What is the internal logistics work like, and how is the external logistics realized? Is that correct? Is it suitable for the future? )

8. Care for customers: (Most products or services need to provide customers with perfect after-sales service. For our enterprise, what concerns do customers have about logistics? Have we done enough work? What improvements should be made in the future? )

Seven, competition:

Which companies are our main competitors? It can be seen from the quality level of products or services, or from the product-market portfolio. For each competitive enterprise, describe its internal structure, performance and market share, and also point out the status of our enterprise. After analyzing the competition situation in detail, we should also put forward our market competition strategy. )

Eight, development planning:

The development of products or service varieties is very important for the survival of enterprises. What should be included in the enterprise product development plan? )

1, development goal: (What is the development goal of our enterprise? )

2. Development of products/services: (What stage has the innovation of products and services reached? )

3. Organization of development process: (What methods are used to organize development in our enterprise)

Modern technology: (Technological progress has a great influence on the development strategy. Do we know the latest scientific and technological achievements? What can be applied in our enterprise? )

5. Development team members and resource allocation: (Who are the people who develop products and services? What are the financial and material resources for them? )

Nine, business and production plan:

(This only applies to enterprises that have their own production departments or are directly responsible for the quality of products or services. )

1. Organization: (How do enterprises organize production? )

2. The role of sub-suppliers: (How can sub-suppliers cooperate with us in the production process? )

3. Material suppliers: (In addition to sub-suppliers, enterprises also deal with material suppliers. Who are they? How important are they to us? To what extent can they meet our requirements? What is the importance of us to them)

4. Applied technology: (What technology is used in the production process)

5. Quality control: (Internal quality control is also very important. How do we monitor the quality of production, service and the whole customer service process? )

6. Warehouse management: (How to organize inventory management? )

X. Finance:

(Make financial forecast for the next five years, including income statement, balance sheet and cash flow forecast, etc. )

1, income statement:

First, the first step:

B, the second step:

C. 3-5 years:

2. Balance sheet:

3. Cash flow:

First, the first step:

B, the second step:

C: 3 to 5 years:

Marketing Plan (2)

I. Market competition situation

This market already exists: some small jewelry stores will match gifts for couples.

Newcomers to the market: Our product-"Wei Yi" Gift Shop for Couples.

Second, SWOT analysis

(1) Advantage analysis:

1. Our service and management can satisfy consumers.

2. Our products have their own characteristics and bright spots to attract consumption, such as the product area.

3. The entrepreneurial team is United and determined to build their own brand.

(2) disadvantage analysis (w):

1. As a student starting a business for the first time, I have insufficient experience and know little about the market.

2. There is no mature marketing channel.

(3) opportunity (o) analysis:

1. At present, the gift shop for lovers has not developed on a large scale, and it will face a broader market and a better development environment in the future.

Especially, the 2008 Olympic Games brought us huge business investment opportunities.

3. Stores will be located in places where couples often appear, such as cinemas, parks, playgrounds, university campuses, etc., with good appreciation potential.

(4) Threat analysis:

1, this product is aimed at the youth group, with special consumer groups, different consumption habits and special product requirements.

Now that the economy is in a slow recovery period, our store will be affected more or less.

3. Nowadays, gift shops without scale in the market have certain strength and strong competitors.

Third, the target market

According to the above analysis of the gift shop for lovers, in order to cover the whole market, we adopt the marketing strategy of differentiated marketing to provide different kinds and styles of exquisite small gifts to meet the various needs of different consumers, so as to expand the visibility of enterprises, improve their reputation and expand marketing.

Fourth, market segmentation.

1, target population analysis:

Using the methods of population segmentation, geographical segmentation and psychological segmentation, this paper analyzes the consumer groups in Taiyuan. As far as our products are concerned, they are more suitable for young consumers because:

1) The youth population is huge and the market potential is huge;

2) With the development of Taiyuan, people began to pursue individuality and fashion;

3) Young people have the psychological characteristics of pursuing novelty and fashion, highlighting individuality and self, and paying attention to emotion and intuition, which can drive consumption.

2. Market positioning analysis:

Because it is the first time for enterprise products to enter the market, we adopt the method of initial positioning, positioning the products as the most innovative gift shop in the exclusive field of love, positioning the products as low-priced and high-quality products, and positioning the products as sweet and romantic themes.

Five, commodity positioning

1, commodity:

Lovers household supplies

2, brand-product brand planning:

Brand Name: Wei Yi (Unique)

Brand logo: red hearts connected.

Trademarks: "Heart to Heart" and "Wei Yi" Mosaic.

Slogan: You are the only one for me.

Six, commodity strategy

1) According to the product characteristics of our store, adopt the following marketing strategies:

Adopt a slow infiltration strategy

Introduce new products at low prices and low promotion expenses, reduce the cost that can be reduced, attract consumers to spend at low prices, win consumers' trust with high quality, and spread the beauty of our products through consumers' mouths.

Seven, product price planning

1. Objective: To gain market share, reaching 20% within one year.

2, product price strategy:

1) market factors-market demand

At present, there are no mature stores of this type in the market, and the competition is relatively small and the demand is relatively large.

2) consumer factors-consumer psychology

Young people have the characteristics of consumer psychology, such as pursuing novelty and fashion, highlighting individuality and self, and paying attention to emotion and intuition. Products should be personalized and novel.

3. Pricing objectives

1) Profit target: aiming at obtaining moderate profit.

2) Sales target: aimed at maintaining or increasing market share.

3) Competition objective: to cope with and avoid competition.

4. Pricing strategy

1) moderate pricing strategy

From the above analysis, in view of the fact that our products are neither particularly competitive nor have much capital investment in the initial stage of opening the store, a moderate pricing strategy is the most suitable for us. It is convenient for us to open the market, gain profits and establish the image of the store.

2) from the consumer psychological pricing

Mantissa pricing-make use of consumers' psychology of seeking cheap, so that consumers have a sense of reality, trust and cheapness.

3) Product portfolio pricing

Selected pricing-do a good job in our product portfolio planning, buy our products will have different price schemes, according to different consumption levels, give different gifts.

Eight, channel strategy

Because this product is aimed at young consumers, mainly college students and people of the same age, the store is located in places where couples often appear, such as cinemas, parks, playgrounds, university campuses and other places with good appreciation potential.

Nine. promotion policy

(1) advertisement

1, outdoor media advertising: design advertisements and post them on road signs and light boxes for advertising.

2. TV: broadcast advertisements in prime time of TV stations with high ratings.

3. Newspapers: Choose newspapers with slightly better sales volume for newspaper promotion.

4. Internet: Register a website online, display your products and sell them online.

5. Bus mobile TV.

6. Posters and leaflets.

7. print the logo on the small gift.

(2) Promotion

1, door-to-door sales.

2. Lucky draw: You can participate in the lucky draw when you buy goods all over 50 yuan.

3. Prize giving: you can get a beautiful gift when you buy goods over 100 yuan.

4. On holidays, hold a new product fair in front of the store to attract consumption.

5. Develop to a certain scale and start sponsoring public welfare activities.

X. Specific implementation plan

1. Market research: If you want to enter a region, you must do market research first. The contents of the survey are as follows:

1) The proportion of youth groups in the total population in Taiyuan.

2) The proportion of gifts consumed by young consumers in Taiyuan to total income.

3) The management status of the gift market for couples, including its quality, packaging, price (agency price, wholesale price and retail price), channel construction and reference analysis.

2. Location and personnel arrangement of franchise stores

Regional management, Taiyuan is divided into six regions, and the regional commissioners are responsible for planning and coordinating the regions; The venue is located around cinemas, parks, playgrounds, university campuses and other places; Personnel are recruited and selected by district commissioners.

3. Logistics channels

When purchasing goods, you can use freight transportation, such as logistics and express delivery, and it is also necessary to use motor vehicles and vans. In short, it is to minimize the logistics cost of our store on the premise of completing the action quickly.

4. Sales management

1) Establish a formal sales management system and strictly demand employees.

2) Within four months of official sales, merchants will hold promotions every weekend, and this week's limited gifts for couples will be launched to attract consumers, and corresponding promotion methods will be formulated according to the actual situation in each region (specifically according to the promotion strategy).