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How to write the marketing plan?
1) marketing objectives
The marketing goal is the specific goal that the company wants to achieve on the basis of the above objectives and tasks, that is, to achieve the economic benefit goal during the implementation of the marketing planning scheme: the total sales volume is? Ten thousand dollars, estimated gross profit? Ten thousand yuan, market share.
2) Marketing strategy (specific marketing plan)
(1) For marketing purposes, 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: By analyzing 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.
Product positioning. The key to product market positioning is to find the vacancy in customers' hearts and let products start the market quickly;
Product quality function scheme. Product quality is the market life of products. Enterprises should have a perfect product quality assurance system;
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;
Product packaging. As the first impression of products to consumers, packaging needs a packaging strategy that can cater to consumer satisfaction;
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 to 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.
First, principles: obey the company's overall marketing strategy, establish the product image, and at the same time pay attention to establish the company image; 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; Extensive: while choosing multi-style advertising media, pay attention to the way with good publicity effect; 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.
B, the implementation steps can be carried out in the following ways: placing product image advertisements in the early stage of the planning period; After-sales, timely advertising agents; Put in promotional advertisements before holidays and major events; Seize the opportunity to carry out public relations activities and reach out to consumers; Actively use news media, be good at creating and using news events to improve the visibility 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.
3) The cost budget 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.
4) Scheme 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.
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