Marketing scheme planning

Marketing scheme planning, before marketing, we generally need to make preparations in advance, so as to ensure that things are carried out in an orderly manner and can help us. Let's share the marketing plan with you.

Marketing plan planning 1 1. marketing purpose:

Large-scale promotional activities will be carried out during the Dragon Boat Festival holiday to improve product sales and market competitiveness, expand the popularity of this farmhouse, stimulate consumption channels, and effectively grasp the customer information of consumers.

Second, the marketing objectives:

1.xx to a successful consumer group (please live in a dormitory, usually 4 people, each around 50 yuan).

2.2. Year-end party of XX Student Union, various clubs and classes (clubs 10 people, about 30 people in the class, about 30 yuan per person).

3.xx ordinary consumer groups 4. Social consumer groups

Third, marketing time.

20xx June 19~20xx June 20 (the fourth day to the sixth day of the fifth lunar month) (the promotion interval can be advanced or extended as needed to ensure maximum contact with consumers).

Fourth, marketing and publicity methods.

1. Discount promotion: Discount and reduce prices, use powerful and effective price tools, and promote with multiple preferential combinations.

2. loquat picking publicity: eat and have fun! Loquat is better here!

3. Dragon Boat Festival cultural propaganda: Use the momentum caused by the influence of festival activities to highlight strong brands and strong marketing styles.

4.VIP membership card promotion: If you spend more than RMB or group consumption, you will get a VIP membership card discount.

5. Mass SMS platform promotion: Send a short message about the activity to all students in xx.

6. Telemarketing: Call the President of the Student Union and the President of the Association of xx General School and Secondary College to promote the reunion dinner. 7. On the day before and during the activity, distribute leaflets in the most crowded passages (snack street or school gate) to convey the first-hand information of the activity to consumers. Requirements: Good image and temperament, neat dress, and obvious signs of this farmhouse. (Suggest uniform clothing)

Verb (abbreviation for verb) marketing theme

Inheriting the traditional simple culture and feeling the delicious characteristics of farmers' subtitling "Orchard New Village Dragon Boat Festival Carnival is looking forward to your participation"

6. Promotional products:

The characteristic culture and food of this farmhouse.

Seven. Specific marketing activities:

Ways: ① Discount on catering products to stimulate consumption; ② Zongzi is a promotional product in this activity, as well as XX local Dragon Boat Festival food. The food sales are different from holiday packages.

2. The Dragon Boat Festival reunion dinner will be launched, and all consumers who bring a group (more than 4 people) can enjoy preferential treatment.

3. Say hello to the students of Civil Aviation Flight Academy of China. All students of Civil Aviation Flight Academy of China can receive a holiday gift package (Dragon Boat Festival special food, Dragon Boat Festival colored rope XX area,) with valid certificates such as student ID card, examination certificate and ID card.

4. Reproduce the traditional Dragon Boat Festival culture, explain the origin, development, changes, current situation and other aspects on the spot, and include an interactive session of interesting questions, and the winner will receive a holiday gift package.

Eight, activity culture atmosphere creation operation:

Activities such as hanging Acorus calamus, wormwood and sprinkling realgar wine can be carried out by inserting Artemisia argyi, Acorus calamus, willow branches, wearing colored ropes, activity spots, etc., and inserting colored flags is used to attract consumers to stop and watch and set off the theme activity atmosphere; Place the theme background and content description materials in an eye-catching position at the activity site to ensure that the activity area is at least 50 square meters.

In order to enhance the attraction and atmosphere of the event, song and dance performances or special entertainment activities that are popular with local people can be held at the event venue at the same time. To engage in these activities, preparations must be done well, and the venue layout, the choice of host and the choice of entertainment content must be meticulous and thoughtful.

Nine. personnel arrangement

This activity is operated by our farmhouse as planned. In order to ensure the smooth implementation of this activity, we need to appoint someone to be responsible for two details in the implementation of the activity:

1. During the single-page distribution activity, the staff will distribute leaflets in the channel with the largest traffic at the activity venue during business hours every day, and be responsible for conveying the first-hand information of the activity to consumers. The requirements are: good image and temperament, neat dress, and obvious signs of this farmhouse. (Suggest uniform clothing)

2. Competition manager:

In order to ensure the orderly activities, it is necessary to designate a special person to manage the competition materials, lottery and prizes, so as to avoid unnecessary disputes and affect the brand image.

Marketing plan planning 2 I. Activity background:

When autumn comes, the market enters the off-season of sales. With the help of National Day, lead the market merchants to light up for the second time this year.

Large-scale promotional activities of theme decoration. Take this as an opportunity to expand the popularity of Xinxin Lighting Fashion Experience Hall. Recently, some newly-built residential quarters have been handed over. Other markets have also launched promotional activities this season to check for leaks and fill gaps.

Fill this gap, continue to carry out marketing activities, and cultivate the active marketing awareness of market merchants.

Second, the purpose of the activity: set off a new round of promotion climax in the lighting store, expand market visibility, and win the last marketing war this year.

Third, the theme of the event:

The first lighting festival of xx Lighting was grandly opened, and the National Day was polite and grateful.

Fourth, the activity time:

20xx September 28th -20xx 65438+1October 8th.

Verb (abbreviation of verb) Location: xxx

Form of intransitive verb activity: store promotion is the main part, and package discount is the highlight.

Seven. Activity content: Xinxin Lighting Fashion Experience Hall

1, buy a lamp send warm.

During the activity, buy lamps in any lamp store of Xinxin Lighting, and get a fashionable water cup for free with the receipt (the single bill must be within 200 yuan).

2. Make up your mind to win a gift

On the day of the event, you can participate in the lucky draw with the shopping receipt. (first prize: a heater; Second prize: a rice cooker; Third prize: an electric kettle; Fourth prize trophy; A single ticket can only participate in the activity once, and the stamp is invalid. (Take consumption 1 000 yuan as the standard, and integer times as the number of participation)

3, sign in to send peace

On the day of the event, you will receive a beautiful gift when you sign in. Until it is delivered. (Staff arrange sign-in and gift)

4. Log in to send moon cakes

During the event, the old customers who bought lighting during September 1-1October1will get a box of exquisite moon cakes in the store.

Eight, marketing promotion:

(1) Collection of customer resources in retail channels:

A. Media promotion: radio, newspapers, people's square electronic screens, outdoor large-scale advertisements, dm folding publicity and other ways to attract customers to participate in activities;

B. Terminal interception: marketers go to various communities with dm leaflets, directly face the end customers and launch publicity; Part-time propagandists go deep into crowd gathering places with leaflets and distribute dm leaflets in a targeted manner.

C. Telephone and SMS invitation: new and old customers are invited again, and the probability of customers' second purchase is improved.

D. Set up a group buying team: Set up a group buying team and enjoy the group buying price, mainly for the community that just handed over the house.

E. required materials: dm folding.

(2) Customer resource collection of wholesale channels

Media promotion: publicize the information of this event through the media.

B. Telephone and SMS invitation: Dealers invite their dealers to participate in activities by telephone and SMS.

C required materials: dm folding.

Nine, the media delivery plan:

X. Division of responsibilities:

XI。 Activity flow:

A, (9: 58— 1 1: 58) and (14: 58— 16: 58) individual special activities.

B, sign in and give gifts (9: 00- 16: 58)

C. Wheel of Fortune (9:58—— 16:58)

D, ordering gifts (9: 58- 16: 58)

Twelve. Activity budget:

Media publicity expenses: 20,000 yuan

Atmosphere layout cost: 50 million yuan * * * about 25,000 yuan.

Marketing plan planning 3 1, product research

Only by fully investigating the real estate, can we find our own weaknesses and advantages, examine the products and put them in a proper position to face the market. Only in this way can we suit the remedy to the case, give full play to the advantages of products and make effective planning on the basis of rationality.

(1) property positioning;

(2) Analysis of the advantages and disadvantages of architecture, supporting facilities and price;

(3) target market analysis;

(4) Analysis of the characteristics and buying behavior of target customers;

2. Market research

Some people may say that real estate projects rely on experience, but it should be noted that the purpose of market research is to combine constantly changing and subdivided market information, upgrade from perceptual experience to rational level, and scientifically and effectively predict all problems that will occur in the process of planning and promotion.

Under the competition of market economy, it is impossible to build a car behind closed doors or be superstitious about experience.

(1) Analysis of regional real estate market trend;

(2) The definition of main competitors and SWOT analysis;

(3) Comparative analysis with the real estate currently in the booming period;

(4) Analysis and evaluation of future competition.

3. Planning direction

Positioning is a theme of all advertising activities, just like a circle center. Through the investigation of the project, make the positioning of the real estate, refine USP (unique sales proposition), and put forward promotional slogans to make the real estate stand out. Find the creative elements that best represent the target customers' understanding of family and lifestyle, and use this as the keynote of the advertisement, and enlarge it in an artistic way to make the advertisement more vivid and marketable.

4. Promotion strategy and creativity.

Real estate advertising, where some decision makers go and do it, has neither time arrangement nor cycle concept. When there is no obvious advantage in real estate, the competition is fierce and there are many complaints.

Real estate advertising must be effective and economical, and pay attention to strategy and planning.

5. Communication and media strategy analysis.

Some people say that half of the advertising expenses spent on the media are wasted. Indeed, only by giving full play to the efficiency of the media can the limited advertising funds receive the greatest economic benefits. Advertising companies select, screen and combine media for customers to maximize profits for customers.

Integrated communication is to adopt all-round three-dimensional communication around the established audience, establish a clear image for the real estate in the shortest time, and establish a brand with consistent image.

(1) Effects and coverage objects of different media;

(2) Analysis of newspaper advertisements of different types, times and lengths;

(3) Analysis of magazine advertisements of different types, time and length;

(4) Analysis of TV advertisements in different TV stations, different time periods and different columns;

(5) Analysis of radio advertisements in different stations, different time periods and different columns;

(6) DM analysis of newspapers in different regions and ways;

(7) Analysis of outdoor or other media;

(8) Analysis of different media combination forms.

6. Overall strategy of phased promotion

Real estate advertising, some decision makers can go wherever they want, and there is no time arrangement and no concept of cycle. In the face of fierce market competition, they are always in a passive state and can only sigh that advertisements are invalid.

Standardized marketing is a systematic project of real estate promotion. According to market reflection, construction progress and competitors, it is particularly important to form an effective and economical phased strategy.

7, stage advertising and media publicity

The staged advertising creation of real estate should tap the memory points, identify the interest points, grasp the support points, comprehensively implement a powerful advertising offensive under the guidance of the staged goals, and make rational use of outdoor media, print media and public media, each with its own advantages, criss-crossing and integrated communication.