About marketing planning scheme

A complete marketing plan should include at least three aspects of thematic analysis, namely, basic problems, advantages and disadvantages of the project market, and methods to solve problems. Below I bring you a marketing plan, I hope you like it!

About marketing planning scheme 1 In enterprise marketing, key account marketing is particularly important. The profits brought by big customers often account for 80% of all customers' profits, and the 20/80 theory is very applicable. Compared with the company's various marketing strategies, key account marketing is very important from the beginning. What should big customers pay attention to? How to start is more conducive to the next step?

1. Collect and analyze information in advance.

Before key account marketing/visiting, information must be collected and analyzed to provide a solid foundation for formulating key account marketing strategy. Information collection includes:

First, the industry situation of major customers, such as development trend, competition, and the status of major customers in the industry.

The second is the organization of major customers, such as organizational structure and purchasing decision-making process.

Third, the situation of the top (decision-maker) of the big customer, such as his background information, concerns, influential people, etc.

Fourth, the problem of big customers (related to the products you sell);

Fifth, the previous contacts between major customers and your company (if any);

Sixth, analyze the products marketed by yourself and your company;

Seventh, analyze your competitors;

2. Develop key account marketing strategies and plans.

On the basis of information collection and analysis, formulate appropriate marketing strategies and plans for key customers. In marketing strategy, there are six key elements that need the attention of marketing planners:

1. The marketing strategist should make clear who is the influencer of the purchase, that is, the decision-maker of the customer enterprise, and what are the characteristics of these people.

2. Make clear your advantages in marketing strategy. When selling, always pay attention to possible problems. Once you find a problem, you must first point out the problem, and then use your own strengths to solve the problem to ensure that the marketing strategy can be carried out smoothly.

3. Pay attention to the feedback method. In the process of communicating with customers, we should always pay attention to customer feedback, constantly verify our original judgment on customers from customer feedback, and finally come to the conclusion whether we can successfully market this customer. If you don't pay attention to customer feedback, marketers often can't get the desired results after spending a lot of energy and time.

4. Define the criteria for winning. Including the standard of winning by yourself and the standard of winning by customers. Only by defining the criteria for customers to win can we successfully communicate with customers and achieve successful sales.

5. Ideal customers. Faced with many types of customers, marketers should be good at judging which are ideal customers. Only in this way can sales have a greater chance of success.

6. Funnel principle. Faced with the high sales targets issued by enterprises, marketers often find it difficult to complete. In this case, the salesperson can neither ignore the objective difficulties, bite the bullet and accept the task, nor easily ask the enterprise to lower the sales target. The correct way is for marketers to "bargain" with enterprises and reasonably ask them for more resources to ensure that enterprises can complete their tasks on time and in good quantity.

3. According to the strategy and plan, start the marketing of key customers. When we begin to work, we should pay attention to two points:

1. At the same time of starting the basic marketing work (such as contacting/talking with technical departments, purchasing, etc.), it is necessary to (start) promote the relationship with senior executives (decision makers) of major customers, that is, to deal with them. Many marketers often make the mistake of only contacting the ordinary employees of big customers, not doing it, or ignoring the work with the top management of big customers. As a result, a lot of time, energy and even money were spent, and only low-level relationships were obtained.

In practical work, it often happens that a marketer (or company) has been doing business with big customers for a long time and seems to have a good relationship foundation. However, after the competitor changed a marketer, it was easy to take the order away. Why? The common reason is that the previous marketers, like this salesperson, all made low-level relationships and lost. The sales staff of marketing have more relationships with top customers (decision makers) and win more easily.

From this, we can conclude that only the most important enterprise management decision-makers who influence the customer enterprises can carry out successful marketing. For marketers, the most important decision-maker of a client enterprise is often not the president of the enterprise, but the decision-maker related to a specific project. Such a person is called a very important high-level, the most critical person for marketers, and his importance even exceeds that of the president of the client company. If marketers can meet such people and communicate with them effectively, the chances of marketing success will be greatly increased.

2. Develop relationships with top customers (decision makers). If you want to do it, you must do it well, otherwise it will be counterproductive. In this regard, you can click on "How to maintain the relationship with top customers in key account marketing", which has a detailed explanation!

Finally, it should be emphasized that it is very important to start the key account marketing, but the key is the collection and analysis of previous information, as well as the formulation of strategies and programs. Only by doing these jobs well can we find a good starting point, promote the key account marketing according to the plan and steps, and maintain a good relationship with the top management, so that the key account marketing can get twice the result with half the effort.

About marketing planning scheme 2. Looking for property management cooperation

Property management company is the manager of residential quarters and the key institution for decoration companies to obtain information. If they can cooperate with property management well, people will save a lot of energy when developing and designing residential quarters. First, look for the person in charge of property management according to associations and meetings. From this, we can grasp the specific market sales situation and purchasing groups of the community, and it is best to obtain the contact number of the owners of the community through other channels, and then convey the preferential promotion of the well-known brands and commodities through SMS, telephone and other means.

Second, create a model room.

If you have assets, you can create a 1 model room in the new community. Because the model room is actually sold in this experiential market, it can let consumers walk into their future homes, which is very practical for promoting consumers' buying impulse. If you want to build a model house, you must improve your ability to collect information and content, and you must master the business scale, apartment type, total number of households, characteristics, time to take the house, total market sales, etc. The entire target residential area.

Third, attract community owners with completely free wifi.

You can put completely free wifi in the property management or around the community, and then post a notice on the elevator car. In short, let everyone know that this community has completely free wifi, but if you want to apply, you must care about people's WeChat service number or log in with your mobile phone number. So you always have the contact number of the community owner.

Fourth, marketing within the manufacturing industry.

Carry out the publicity and planning of our own company in the manufacturing industry, so as to win the full trust and acceptance of employees, improve their self-confidence in pushing orders, and let them become the leaders of their own enterprises to understand, gradually infiltrate their views into terminal equipment customers, harm customers according to them, and then win decoration order information.

Verb (abbreviation of verb) advertising and theme activities propaganda planning

Decoration companies attract personal decoration order information and accumulate brand awareness according to publicity and planning. Constantly improve the company's own corporate image. Because well-known brands are the general trend of the future sales market development trend. And only when the marketing plan is widely spread can your company be understood, mastered and recognized by a large number of customers ... Only in this way can the company develop rapidly and healthily, and grow stronger and stronger.

Six, mass SMS and telephone sales

This is a more direct and reasonable way. Go to the property management company or SMS group sending platform to get the owner information content of the residential area to be renovated, and send SMS and telephone sales in groups. This cost is very cheap, and it is a very reasonable marketing and publicity planning method!

Seven, the accurate positioning and basic communication of decoration companies.

Decoration companies have insufficient capital investment in event marketing. How to make flexible use of insufficient resources to publicize and plan your own famous brands? The marketing plan of the decoration company focuses on research from beginning to end.

1 The key way, that is to say, improving the usual basic communication management methods, doing a good job in accurate positioning of advertising words, and making the theme activities that have been spread suitable for the creation of well-known brands is conducive to accumulating the actual effect of brand marketing.

About Marketing Planning Scheme 3 I. Marketing Objectives

Within three years, the image of Ningxia as a tourist destination will be established, Ningxia will become a hotline for northwest tourism, and the role of tourism in promoting regional economy will be significantly improved.

Within five years, it has become a tourist destination with great influence in China, and tourism has become the leading industry in Ningxia. The introduction of tourism information flow has detonated the local values, made major adjustments to the industrial structure, promoted the local image as a whole, and greatly improved the investment environment, thus stimulating the overall economic development of Ningxia.

In five years, it will become an internationally renowned tourist destination.

Second, the image strategy

There is a trend that domestic tourism flows from "hotline" to "cold and warm line", which shows that the time is ripe for Ningxia tourism to achieve leapfrog development. How to establish a unique and distinctive image on the "cold and warm line" is the focus of tourism marketing in Ningxia. The available image strategies are:

1, taking Ningxia's image as the market entry point to promote Ningxia's tourism image;

2. Take Ningxia's overall tourism image as a propaganda appeal;

3. Take Ningxia tourism core brand image as the promotion appeal;

4. Enhance the image of a single tourism product;

Through the analysis of the above scheme, we can know that Ningxia is in the poor and backward western region, and the image of desolation, backwardness and poverty is still deeply rooted in many people's hearts, so it will not be very effective to promote Ningxia's tourism image with Ningxia's image; For example, promoting Ningxia's overall tourism image is not only costly, but also difficult for tourists to accept immediately; Promote the image of a single product, because Ningxia lacks attractive scenic spots and it is difficult to attract tourists; Therefore, the above scheme is not feasible. Choosing several scenic spots that can represent Ningxia's tourism to represent Ningxia's tourism image and publicize the tourism brand image not only highlights the characteristics, but also makes the limited publicity funds achieve the maximum publicity effect and is accepted by the majority of tourists. Therefore, the image strategy of Ningxia tourism should be:

Ningxia tourism brand image is formed by the image of core scenic spots, and the overall image of Ningxia tourism is shaped and spread by the core brand tourism image.

Third, the division of marketing areas.

In the year of 20__, Northwest China was the main target customer group, and Beijing, Tianjin and Shandong were the key customer groups.

In 20__, the main target customers were Hui Muslims in Beijing, Tianjin, East China, Pearl River Delta and China, and the key customers were Hong Kong, Macao and Taiwan, Japan and South Korea.

From 20__ to 20 _ _, the main target customers are Muslims in other parts of China, Hong Kong, Macao and Taiwan, East Asia, South Asia and West Asia; Focus on Europe and America.

Fourth, media selection strategy.

Media selection is mainly based on media with low investment and wide coverage. Radio listeners are mainly drivers and elderly people, who have less travel needs; Magazine readers are mainly young people under the age of 22, who belong to the lower income class and have low travel demand; Outdoor media should not be chosen because of its large investment and small audience. Comparatively speaking, television is widely spread and received by many people. Because of the high price of satellite TV, it is mainly cable TV. Network has become an indispensable tool for modern people's work and life. People who use the network have higher income, higher education level and stronger tourism consumption concept, and online media can also become the main media choice. In order to establish a good industry image, we can choose several well-known domestic travel newspapers and periodicals.

Verb (abbreviation of verb) price strategy

All the existing tickets were changed to CD tickets, and the ticket prices of various scenic spots increased by 30%. The increase in tickets can be used to pay for CD tickets. There is room for discount in the implementation of high-price strategy. Discount promotion in tourist season will benefit travel agencies and tourists, and price concessions will greatly enhance the enthusiasm of foreign travel agencies.

With specific public relations activities, some scenic spots such as Shapotou and Liupanshan will be used as the bases for young people to receive nature education activities, and the annual ticket system will be implemented, that is, after paying a certain fee, they can visit the scenic spots for free all year round. The annual ticket is limited to children under 16.

About Marketing Planning Scheme 4 I. Operating Platform of Sales Planning Scheme

The company set up a special organization to investigate and develop new products, formulate marketing strategies and sales plans, and build the first terminal network of liquor in an all-round way with the economic concept of marketing planning. Equipped with marketing plan management and financial personnel, break the traditional employment mechanism and recruit a group of business elites from the society. Determine the business representatives, business directors, business directors and business managers of regional marketing programs, set up a professional marketing team, set up a sales team for key marketing programs, manage customers by special personnel, sign sales contracts for single products, and complete the combination of marketing teams before the new products go on the market.

Second, the design of sales planning products

Because of the transparent price and aging structure of the old products, it is difficult to meet the needs of consumers and support the high marketing expenses, and the products cannot form the advantages of marketing programs. Therefore, it is necessary to develop combined products.

1, according to the flavor type of liquor to develop, and strive to make the product personalized and obvious, so as to become the main brand.

2. Develop products according to the degree of liquor, and form high, medium and low-grade product series.

3. Develop products in a targeted way, constantly research marketing plans in the sales process, follow up products, and realize the best combination of product structure.

4. Develop products according to the planned market price and establish a reasonable product price system.

Third, the network system establishes a sales planning scheme.

Effectively integrate the original dealer network, first help the original dealer to help them sell, master the first-hand information, and find out the details of the marketing plan. Lay a good foundation for the next marketing work. The listing of new products can be upgraded to marketing plan according to the following sales plan planning steps.

1, establish a master marketing plan, establish a feasible county-level target market sales planning scheme, and formulate a marketing plan development plan. The sales staff directly serve the first-class merchants, and the first-class merchants will assess the business personnel, select hotels, supermarkets and shops with good reputation in the regional market, and conduct comprehensive centralized marketing of products. Create a model marketing plan, and strive to achieve more than 80% distribution rate in the marketing plan. After a month's marketing, strengthen and screen customers, determine first-class and second-class customers, and establish and improve customer files.

2. The offline customers managed by the first-class dealers are assisted by business personnel, and the management system of first-class and second-class customer supply cards is implemented; Print and issue supply cards to primary and secondary customers. The purpose is to master and control the flow of goods in the marketing plan, effectively control the price-breaking and goods-jumping of the marketing plan, and completely put an end to the appearance of counterfeit goods.

3. Reasonably distinguish the incentive policies of primary dealers and secondary dealers, protect primary dealers and cultivate and support secondary customers. Reward according to the performance of secondary customers.

4. Take promotion management measures for customers. When the performance of secondary customers reaches or exceeds that of primary dealers, secondary customers can be directly promoted to primary dealers, and their benefits will change accordingly. Finally, a strong and extensible sales first-class and second-class network will be formed.

Fourth, make use of the marketing planning resources in the market.

1. Configure delivery vehicles and advertise the body image.

2. dressing the, a business person, wears a business card and a badge.

3. Appoint business representatives, business directors, business directors and business managers.

4. The company can control the unified scheduling and management of resources.

Five, product benefit distribution and sales expenses planning scheme

(a) product profit distribution and sales planning scheme

Distribute the benefits of each link reasonably, so as to maximize the use of resources, which will be distributed layer by layer according to the spatial relationship of product prices.

1. Make unified marketing plan and sales price, including hotel price, supermarket price, retail store price, etc. , reasonably allocate profit space, and reward dealers in two forms: monthly rebate and annual reward.

2, the organic combination of sales products, formulate the operation method of single product marketing plan.

3. For staged promotion activities, the reward standard shall be formulated according to the total delivery amount.

4. With the gradual maturity of the marketing plan, the cost of each link will be reduced or cancelled accordingly.

(two) the management of the marketing expenses of the sales planning scheme;

1. All expenses are paid for selling products, and the company bears the basic salary, business trip expenses and telephone charges of business personnel.

2. Vehicle expenses, office expenses and warehouse expenses.

3. The salary of business personnel shall be paid in the form of basic salary+commission+reward. The basic salary of basic tasks is guaranteed, and the business commission is not capped.

4. Yi Labao, posters, public service advertisements and other publicity expenses.

5. Publicity expenses in the market preparation stage and sales activity stage.

(3) the steps of direct selling of sales planning scheme;

1, direct selling method (one product, one policy);

2. Open recruitment of business personnel, short-term training and arrangement of specific positions;

3. Make a plan for the listing of direct selling products;

Through direct sales operation, we can effectively control the marketing planning scheme, constantly supplement and improve the marketing scheme, realize the flattening of Taibai liquor network, and lay a solid foundation for the large-scale marketing scheme operation.

About Marketing Planning Scheme 5 I. Market Analysis:

There are seven kinds of newspapers and periodicals about English learning published by our school, including 2 1 century newspaper, English weekly newspaper, English tutoring newspaper and Crazy English. The competition is fierce. At present, I understand that the English version of Learning Newspaper is entering our school market in large quantities. It is understood that their sales model is simply to promote sales in the dormitory of the university campus, but the coverage is not wide, and it is often based on one-sided words. However, the delivery of newspapers or magazines in the later period has become the biggest problem. It often happens that newspapers or magazines are not delivered in time, or newspapers are overstocked, which does not leave a good impression on students. This is a good advantage for New Oriental English, which has just entered our school market.

Second, the sales target analysis:

Marketing target: 20__ freshmen of Northwestern Polytechnical University.

Total target population: It is estimated that there will be about 3,600 freshmen.

Object demand analysis: (1) For college students who have just stepped into the ivory tower, they already have their own English learning goals in mind. After passing CET-4 and CET-6, they will strive for higher goals. (2) In our school, because there will be an English placement test about ten days after freshmen enter school, students who have been away from the exam for several months will pay more attention to this exam. However, they rarely bring their previous textbooks or materials without knowing them in advance, so this is also a favorable starting point for the promotion of New Oriental English. (3) The reform of CET-4 and CET-6 now puts forward higher requirements for the English level of contemporary college students. Effective methods to improve English scores are also the most basic. The way is to enlarge the vocabulary. It is what many freshmen want to know to find a material that can effectively help them enlarge their vocabulary and improve their overall English ability. At the same time, passing CET-4 has become the goal for students to learn English.

Third, the marketing field and personnel:

(1) On-the-spot analysis of the promotion market: Northwestern Polytechnical University has a vast territory and concentrated dormitories. (2) Sales staff: In order to better carry out marketing and sales promotion, sales staff should be located in the dormitory area of freshmen, so as to achieve favorable publicity and sales promotion, seize more markets in the school at the first time, and provide more convenience for the issuance of newspapers in the future. At the same time, considering that it is inconvenient for boys to enter girls' dormitories, salespeople should have a certain proportion of men and women, so as to establish a favorable geographical advantage! (3) According to the field analysis of the market, it is estimated that a total of about 40 salesmen will be distributed in each freshman dormitory on campus for publicity and promotion, and about 5 people will be needed to distribute magazines in the later period.

Fourth, publicity and marketing:

Publicity theme: Read New Oriental English and be the master of the future!

Sales tenet: honesty and trustworthiness, service first, customer satisfaction!

Pre-preparation:

(1) Personnel recruitment: Considering the difficulty of early promotion, I will recruit students and friends who are more responsible, want to do it and want to stick to it, especially those who have had previous promotion experience. At the same time, considering the geographical distribution and gender ratio, the recruited personnel should be divided into five small teams, one of which is a girl, and the team leader with strong ability should be selected.

(2) Personnel training and experience exchange: As a sales team, we should have team spirit, and Qi Xin should make concerted efforts to do a good job in sales. The cultivation of team spirit requires team members to get along more and understand more. In order to get better promotion effect, it is essential to master certain promotion skills. Although a person's wisdom or experience is limited, the power of unity is infinite, which requires us to learn from experience extensively and communicate with each other. In addition, we should study hard theoretical knowledge and learn more marketing skills.

V. Marketing preparation:

(1) Arrive at school two days in advance, and make detailed promotion plan steps.

(2) Coordinate the members of the organization to boost morale!

Sixth, the promotion stage:

(1) Fixed-point publicity: At the entrance stage of freshmen, reception points will be set up at the main intersections of dormitories. Provide free drinking water for freshmen and their parents and make corresponding billboards for plane publicity. At the same time, if conditions permit, you can provide free newspapers in moderation. (2) Promotion: Freshmen go to freshman dormitory for promotion.

(3) Seize the opportunity of hometown association to help freshmen understand university life and English learning, answer many puzzles of freshmen about the university, explain the importance and learning methods of English, and publicize our newspaper.

Marketing strategy: focus on grasping the psychology of the sales target.

(1) First of all, give people a cordial feeling. Self-introduction is very important. You need to bring our student ID card. As a senior or senior, you should be trustworthy in the eyes of freshmen. You can introduce them to the school as seniors or sisters, just like making friends. Smile when you speak, which brings us closer together. The importance of college English learning is fully revealed in the speech: as freshmen in our school, there will be an English placement test after entering the school, which will determine which class they will learn English in. Explain clearly the importance of graded testing. Students in the fast class have better English teachers, which helps to improve their English scores and take the CET-4 earlier. And many students came to school without any books or materials related to English. Buying this magazine can make some preparations for the exam and get back the feeling of English. It can also be used in college English courses and later CET-4 study.

(2) Take a sample with you when selling, try to be concise, and don't be too commercialized when cutting into the marketing theme, which will make the fresh graduates look disgusted.

(3) If you can successfully sell the magazine, you must issue a formal subscription invoice, preferably for the magazine. And leave the contact information of the campus supervisor. If you have any questions about newspaper delivery, you can report them to the campus supervisor. At the same time, the sales staff should take the initiative to leave their contact information. If you have any questions, you can ask our seniors or seniors. Even if you can't sell it in a dormitory, you should leave your senior or senior's contact number. On the one hand, you can give freshmen a chance to turn over, and on the other hand, you can publicize it to his or her roommate and leave a way for future subscribers.