A complete marketing planning procedure step

A complete model essay step of marketing planning scheme

In order to ensure that the activities can be carried out in an orderly way, the model steps of a complete marketing planning scheme generally need to be prepared in advance. The scheme is a highly operable written plan, detailed rules and steps of specific actions, etc. The following is a complete modeling step of marketing planning scheme.

A complete marketing plan step 1 1. Overall promotion ideas.

1. 1XX huge sales network as the main line.

At present, XX Real Estate has 55 subordinate branches and more than 200 salespeople. The network is all over Shenzhen, and the sales terminals are directly oriented to all walks of life, far away from the traditional secondary sales network.

1.2 On-site sales and directional communication are two auxiliary lines for all-round promotion.

As the center of customer reception and sales management, the sales site is still irreplaceable. At the same time, XX Real Estate will find out people with similar needs from the tens of thousands of customer data accumulated in the past for targeted promotion, which greatly improves the effectiveness of information dissemination.

2. Promotion objectives

Strategic objectives depend on the business objectives of the enterprise, and the promotion objectives that are unified with their own business objectives can be summarized as four points:

2. 1 sales growth target

All the advertising activities of this project are aimed at developing and winning the market, so as to improve the sales performance of the real estate and achieve the sales target according to the development and operation plan.

2.2 Market expansion objectives

Through outdoor advertising activities, put into Shenzhen Futian as the center of the sales market. Expand Nanshan and Luohu markets according to progressive advertising strategy.

2.3 Brand setting goals

Through a series of activities, establish a good brand of Freedom City and make the project have a clear image in the target market. Enhance the goodwill of consumers in the target market to the project.

2.4 corporate image objectives

Establish a good brand, and then expand the social influence of Feng Gang real estate.

3. Promote tactics

3. 1 On-site display in sales center

Let buyers know information from all aspects of what they see and hear, which directly affects buyers' choice.

3.2 Fairness

The crowd and sales atmosphere of the exhibition can well infect customers' buying emotions and make customers make decisions relatively easy.

3.3 the scene image display

The construction site is the most economical and effective publicity site, which directly affects the image and sales atmosphere of the real estate.

3.4 door-to-door direct sales

List the customers who are likely to buy from the company's information, negotiate at home and send the information, and make a breakthrough at a fixed point.

3.5 Promotion activities

Effectively create sales hotspots, with strong pertinence and direct effect.

3.6 Real estate visual image

Try to make the concept of real estate specific and professional, and leave a deep and clear impression on buyers.

3.7 create panic

Take the initiative to grasp the buyer's psychology, create a prosperous situation and attract wait-and-see buyers.

4. Division of promotion stages

According to the promotion plan of this project, the specific content of the advertisement is divided into three stages:

4. 1 image lead-in period

Time: 20xx year165438+1end of October-65438+February

Promotion idea: the promotion focus at this stage is the concept promotion of "the fifth generation small apartment" and the establishment of project popularity. With the help of soft news reports of various media and the image introduction strategy of event marketing, news hotspots are created, which has aroused great public concern. At the same time, pay close attention to the preparation of sales materials, on-site packaging scheme, decoration construction design and so on.

Promotion goal: to promote the brand of Freedom City and lay the foundation for official sales.

Media support: at this stage, the popular soft news reports of Shenzhen Special Zone Daily, Shenzhen Business Daily and Southern Metropolis Daily are the main advertising media, supplemented by outdoor media and electronic media. The purpose is to spread the brand-new image of the State Commercial Building, and let potential customers know the concept of "fifth generation small apartment" and the preliminary information of project sales.

4.2 Official Promotion Period

Time: 20xx 65438+February -20xx 65438+1October

Promotion idea: On the basis of the first stage of marketing, this stage further deepens the theme, attracts social attention, enhances popularity and consolidates brand image through intensive bombing of various marketing means. Achieve the role of further developing the market.

Promotion target: the sales area reaches 50%, about 20,000 square meters.

Promotion method:

Targeted promotion-mail or fax carefully designed folding pages and architectural books introducing BCC Building to target customers, or send e-mail through the network for targeted promotion.

Manpower promotion-according to the collected customer information, send personnel to the door for promotion and negotiation.

Media promotion-at this stage, the media mainly focuses on newspaper advertisements with strong sales, focusing on releasing sales information and preferential measures; At the same time, it is supplemented by online media, outdoor media and consumer magazine media.

Network marketing-use the company's huge network resources and customer resources accumulated in the early stage to encourage old customers to introduce new customers through certain preferential measures.

4.3 comprehensive promotion period

Time: 20xx March-April

Promotion idea: Continue the previous sales situation and adjust the sales strategy according to the actual situation.

Promotion goal: the overall sales of the project will reach 90%.

Promotion method: Using the company's huge network resources and customer resources accumulated in the early stage, salesmen come to the door to sell to target customers, and use the company's existing advertising channels to promote real estate. At the same time, we will carry out advertising campaigns for consumers, and promote project sales with the help of oral communication and purchasing power of consumers.

5. Promotion expenses

The following expenses are paid at an average price of 7,000 yuan/square meter and a total sales area of 70,000 square meters:

1. Agency fee: 65438+ 0.5% of the house price. If it is sold at 80% of the total area, the agency fee is about 5.88 million yuan.

2. Newspaper advertisement: The newspaper advertisement of the special zone is half-page 10 times, and the cost is 1 1,000,000 yuan.

3. Website production and link cost: 100000 yuan.

4. Production cost of sales materials: 30,000 copies of loushu, 300,000 yuan; Sand table model and building structure model, 50,000 yuan.

5. Sales site packaging: sales office packaging:150,000 yuan; Banners and colorful flags, 20 thousand yuan.

6. Outdoor advertising: bus shelter advertising, light pole flag, 150000 yuan.

7. Gift making cost: 20,000 yuan.

8. Exhibition fee: 50,000 yuan.

6. Sales management (omitted)

The second step of a complete marketing plan, the goal

In the parents' WeChat circle of friends, a large number of "enrollment registration forms" of training institutions were forwarded, which spread quickly and obtained a lot of student information!

Second, principles.

The marketing plan is based on the following logic

1, training institutions In the circle of friends of parents of students, there must be parents of students who are about to enter school or face the choice of training institutions.

2. All parents forward a large number of enrollment information of training institutions in the circle of friends at the same time, and the enrollment information of training institutions will be exposed in geometric multiples. For example, if a training institution with 200 people has 30 people exposed in each WeChat circle of friends, then 200 parents will forward the enrollment information of the training institution in the WeChat circle of friends at the same time, and there will be: 200*30=6000 people exposed, and the effect will be quite obvious. Such a large exposure is also very beneficial to the brand promotion of training institutions.

Ps: If the principal and teacher actively promote it and ask close friends to help forward it, the exposure will be greatly increased.

Third, the necessary conditions

1, you can mobilize all parents at school to help the training institutions forward the Enrollment Registration Form to the circle of friends.

2. Parents can register directly through WeChat.

Fourth, WeChat preparation.

The core of this scheme is: how many parents help training institutions forward the "application form for enrollment" to friends!

How can I get all parents to help me forward it? The best way is to bring the distance between training institutions and parents closer through WeChat, so that training institutions can easily mobilize all parents by enrolling students twice a year.

Through training institutions, the distance between training institutions and parents has been greatly shortened. Parents can view students' class photos and lesson plans shared by teachers through mobile phones, and interact with teachers in class forums every day. Parents and training institutions will form a very harmonious relationship. This will pave the way for parents to forward the enrollment information of training institutions in the future!

Therefore, training institutions must use WeChat in peacetime. Every time parents turn on their mobile phones anywhere, they must enter WeChat and enter the training institutions into their mobile phones. When training institutions need it, parents will be willing to cooperate.

As for parents, they can register directly through WeChat, and the technology of this micro-training institution will provide corresponding support. Please rest assured the training institutions.

Verb (abbreviation for verb) highlights planning.

1, broken cup as the number, unified forwarding!

All parents, teachers and principals forward at the same time!

At the same time, forward the enrollment information of training institutions, and instantly increase the exposure!

Teachers of training institutions can inform parents in advance and help forward them through parent-teacher conferences.

Because the micro-training institutions are developed through the service number of the WeChat public platform, the training institutions push a message, and all parents' mobile phones will ring at the same time, and everyone will forward it together!

2, recommend courtesy! Sign up directly on your mobile phone and fill in the references!

It is very convenient for parents to register by mobile phone, just fill in: student's name, age, contact person's mobile phone, reference person!

This recommender can be a teacher or a parent, and the training institution needs to send a small gift to the parents and teachers who successfully recommend it as a thank you, which is actually a step up.

It is easy for training institutions to count which teachers contribute more to enrollment.

3, mobile phone registration to enjoy the discount!

You can set the time for mobile phone registration to 1 week. After a week, the mobile phone registration activity will automatically end and close, and the training institution does not need to arrange people to check the registration information every day.

In order to make the enrollment activities immediate, training institutions need to use the killer weapon-there are discounts/gifts for mobile phone registration, such as:

Former 10 applicants enjoy a 20% discount on the first semester tuition!

What benefits do the top 50 applicants have!

Those who register by mobile phone will be sent to training institutions with schoolbags.

Training institutions can play freely according to their own situation!

4. The whole plan is realized on the mobile phone.

The principal can check the registration information in real time, and the whole plan will be supported by the technical and operational personnel of the training institution to ensure the implementation of the enrollment plan, free of charge!

Division of responsibilities of intransitive verbs

1. The principal is responsible for formulating the enrollment policy and WeChat enrollment plan, and finally summarizes the existing problems and achievements of this enrollment.

2. Each teacher is responsible for mobilizing the parents of the class and asking them to cooperate with the forwarding.

The third step of a complete marketing plan. Planning purpose/overview.

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.

Second, analyze the current marketing environment.

(1) market situation analysis and market prospect forecast

1. Marketability, actual market and potential market conditions of products.

2, the market growth, which stage of the product is currently in the market life cycle. 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. Consumers' understanding, which requires planners to analyze the product market development prospects with their own information.

For example, in the marketing advertising planning case of a brand mouthwash "DENNET" in Taiwan Province Province, the planner made a wonderful decision on the product market by analyzing the risk of DENNET's entry into the market. As pointed out in the product market growth analysis:

① The good performance of the similar product "Li Shidelin" shows that "Germany" has little risk of entering the market.

(2) Another similar product "Su" is widely understood in the market, which shows that "Li Shidelin" is 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 uncontrollable factors that affect the product.

Such as macro-environment, political environment, residents' economic situation, such as consumer income level, consumption structure changes, consumption psychology and so on. For some products that are greatly influenced by the development of science and technology, such as computers, home appliances and other products, the influence of technological development trends should be considered in marketing planning.

Third, SWOT analysis.

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.

(A) Advantages

(2) Disadvantages

Specific problems/shortcomings in general marketing are manifested in many aspects:

The company's reputation is not high, and its poor image affects product sales.

The products are of poor quality and incomplete functions, and are 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.

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, seize the main consumer groups as the marketing focus, find out the gap with competitors, and make good use of market opportunities.

(3) Opportunities

(4) threats

Fourth, the 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.

Verb (abbreviation of verb) marketing strategy (specific marketing plan)

(A) 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.

(B) product strategy

Through the analysis of the opportunities and problems in the previous product market, this paper puts forward reasonable product strategy suggestions, constitutes an effective 4P combination, and achieves 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. If you want to form a well-known reputation in the minds of consumers and establish a well-known brand, you 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:

The intention of widening the price difference between wholesale and retail and mobilizing 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 intention of middlemen and agents or formulate appropriate incentive policies.

(e) promotion strategy

(personnel promotion, advertising, business promotion, public relations)

Take advertising as an example:

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, consistent advertisements should be placed when necessary.

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 activities that the company has to commemorate welfare.

2. The implementation steps can be carried out in the following ways:

(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 good 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. Planning cost budget

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.

Seven. Program (or program adjustment)

abstract

(or 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. )