How to write a marketing plan

Example: the whole process of Shenzhen Vanke real estate project planning (for reference only)

First of all, market research:

1, preface-background, motivation, application means, purpose, etc.

2. Market analysis-

(1) Current market analysis (total development, total completion and total backlog)

(2) regional market analysis (sales price, transaction)

3. Recent real estate policies and regulations and financial situation.

4. Investigation and analysis of competition case projects

5, consumer analysis:

(1) geographical distribution of buyers;

(2) the buyer's motivation

(3) Functional preference (appearance, area, location, pattern, building materials, public facilities, price and payment method)

(4) Timing and seasonality of purchase

(5) purchase response (price, planning, location, etc.). )

(6) purchase frequency

6. Conclusion

Second, the project environmental investigation

1, land status:

(1) position

(2) area

(3) topography

(4) topography

(5) Nature

2. Advantages and disadvantages of the plot itself

3. Landscape around the plot (periphery, distance, human landscape, summary)

4. Environmental pollution and social security (water, air, noise, land and social security)

5. Traffic conditions around the plot (traffic conditions around the plot and direct traffic of the plot).

6. Public facilities (vegetable market, shops, shopping centers, bus stops, schools, hospitals, cultural and sports venues, banks, post offices, hotels).

7. Strength analysis of geographical conditions of the plot (SWOT coordinate diagram, comprehensive analysis)

Third, the project investment analysis

1, investment environment analysis

(1) Current economic environment (bank interest, financial policy, opening)

(2) Real estate policies and regulations

(3) The current situation and trend of real estate supply and demand in the target city (price, cost, income), and the analysis and judgment of real land value (with reference to the selling price and rental price of surrounding competitive real estate).

2. Selection of land building functions (see the figure below)

3, the actual land value analysis and judgment (with the surrounding competitive real estate prices and rental prices as a reference)

4. Analysis and judgment of land extension value (ten factors)

5. Cost sensitivity analysis

(1) plot ratio

(2) Capital investment

(3) Marginal cost profit

6. Input-output analysis

(1) cost and selling price simulation table

(2) Shareholders' rate of return

7. Analysis of market factors for the success or failure of similar projects

Fourth, marketing planning.

(1) Market research

1 analysis of project characteristics (judgment of advantages and disadvantages, ranking of similar properties)

2 Building scale and style

3 building layout and structure (utilization rate, green area, supporting facilities, hall layout, floor height, lighting and ventilation, pipeline wiring, etc.). )

Decoration and equipment (luxury or simplicity, imported or domestic, security, fire protection, communication)

5 functional configuration (swimming pool, tennis court, club, gym, school, food market, restaurant, theater, etc.). )

6 property management (independent management or entrusted management, charging level, management content, etc.). )

7 developer background (strength, past performance, reputation, employee quality)

8. Conclusions and suggestions (which need to be emphasized, which need to be supplemented and which need to be adjusted)

(2), target customer analysis

1, economic background

economic strength

Industry characteristics ... company (strength, scale, management, mode, rent commitment, region, industry)

Family (income and consumption level, payment method, mortgage method)

2. Cultural background: promotion mode, media selection, creativity and expression.

(3) price positioning

1 theoretical price (achieve sales target)

2 transaction price

3 rental price

4 price strategy

(4) the timing and attitude of entering the market

(5), advertising strategy

1 Staged division of advertising

2 phased advertising theme

3 stage advertising creative performance

4 advertising effect monitoring

(6) Media strategy

1 media selection

2 soft news theme

3 Media combination

4 release frequency

5 Cost estimation

(7) Promotion expenses

1 On-site packaging (marketing center, demonstration unit, fence, etc. )

Printed materials (sales documents, sales brochures, etc. )

3 Media delivery

Conceptual design of verb (abbreviation of verb)

1, planning layout and spatial organization of residential areas

2. Sensitivity analysis of floor area ratio

3. Layout of road system in residential area (flow of people and traffic)

4. Layout of community supporting facilities (schools, clubs, shopping centers, etc.). )

5. Schematic diagram of the form and use of residential architectural style

6, residential building facade color determination and signal.

7, the relationship between residential and unit proportion

8. The function judgment and area division of the classic apartment type in residential area.

9, the concept and principle of community environmental greening

10, determination and indication of theme style of community environmental art sketch

Intransitive verb recognition system

(A) the core part

1, name

2、logo

3, standard color

4. Standard fonts

(2) Application part

1, scene

Site coaming

flag

Suspension amplitude

Welcome card

2. Marketing Center

Image wall

Lintel mark

symbol

Exhibition board specification

mark

job card

Table sign

3. Field office

manager's office

Department of Engineering

Security sector

* Finance Department

4. Function marks

Do not smoke.

Fire prevention and electrical hazard prevention

power distribution station

Fire alarm 1 19

Fire?Engine?Access?

Monitoring room

Tips for Marketing Planning of Vanke Real Estate Project

First, the brand positioning of Vanke Real Estate

On the premise of investigating and visiting similar competitive real estate, this paper analyzes the characteristics of the project, so as to determine the brand positioning of Vanke Real Estate. The analysis of project characteristics is to dig out its own advantages and disadvantages clearly, with the aim of establishing the position of this project in the location and similar properties. After thoroughly understanding the true face of this project, we will know what should be highlighted and what needs to be avoided when promoting, and present it to the target customers in the best posture.

The characteristics analysis of Vanke real estate project includes the following contents:

1. Building scale and style;

2 building layout and structure (utilization rate, green area, supporting facilities, hall layout, floor height, lighting and ventilation, pipeline wiring, etc.). );

3. Decoration and equipment (luxury or simplicity, imported or domestic, security, fire protection, communication);

4. Functional configuration (swimming pool, tennis court, club, gym, school, food market, restaurant, theater, etc.). );

5. Property management (charge level, management content, etc. );

6. The background of the developer (strength, past performance, reputation and staff quality);

7. Conclusions and suggestions (which need to be emphasized, which need to be supplemented and which need to be adjusted).

Second, the main customer base positioning and its characteristics description

According to the land environmental value of Vanke real estate projects, it is the premise of future project marketing and promotion to analyze and judge the main customer groups. By studying the buyer's occupation, income family structure and educational background, we can judge and describe the characteristics of Vanke Real Estate's main customer base. Focusing on the positioning of major customer groups, the image publicity, price positioning and promotion methods of this project in the future must be aimed at this group of people in order to gain their recognition and avoid the mutual interference of functions and information.

Vanke real estate's past customer resources are our best wealth. It is suggested that Vanke real estate customer files should be carefully sorted out to find out the customer information of major customer groups, so as to clearly formulate future marketing promotion strategies.

Third, price positioning.

1. Theoretical price (achieve sales target)

2. Actual price (the transaction price that successfully reaches the sales target within the expected period)

3. Rent price (the price that best reflects the actual sales price of commercial housing)

4. Price strategy

Access to the market

The timing of entering the market does not refer to the conceptual timing of time, but refers to deciding when to enter the market according to one's own situation and market conditions, whether to sell uncompleted flats or existing houses, whether to build them to plus or minus zero or wait for the ceiling, whether to sell them before grabbing competitors or wait for others to sell them out. The so-called time is not mature.

Verb (abbreviation of verb) advertising strategy

1. advertising stage (preparation period, introduction period, promotion period, maturity period and consolidation period)

2. Staged advertising theme

3. Creative performance of stage advertising

4. Advertising effect monitoring

Sixth, media strategy.

1. Media combination

2. Soft news topics

3. Release frequency

Step 4 evaluate

Seven. promotion expenses

1. On-site packaging (VI design, marketing center, demonstration unit, fence, etc. )

Printed matter (sales documents, sales brochures, etc.). )

3. Staged advertising promotion expenses