How to charge for brand planning and how to operate it?

First, the "marketing master plan" model-marketing master plan and its partial implementation

1. Master marketing plan: 200,000-300,000 yuan/year;

2. Scheme adjustment and partial implementation: 3-5% of sales commission, with monthly settlement;

3. Part of the advertising agency fee 15%.

Second, the mode of "consultant participation"-marketing consultant and advertising general agent

1. Prepaid monthly marketing planning consultant fee: 20,000 ~ 30,000 yuan/month;

2. Advertising and activity creativity and agency fee: 20%;

3. Sales refund 3 ~ 5% commission.

3. TV advertising creativity, shooting and production costs: 200,000-800,000 yuan /30 "package.

Fourth, the creativity and implementation of promotional activities:

1. Creative fee:1~ 30,000 yuan;

2. Implementation fee: 20,000 ~ 30,000 yuan or linked with benefits.

5. Graphic creativity and design fee: 5000~50000 yuan/piece.

Six, the media master plan type:

1. Increase in advertising and activity income: 20% commission, settled on a monthly basis;

2. Enjoy the special price to publish advertisements or articles.

Seven, market research:

1. Market survey fee: 12- 15000 yuan;

2. Special market survey expenses: 8-65438+10,000 yuan.

Eight, marketing planning consulting fees:

Consulting in the company:1000 ~ 2,000 yuan/hour;

* *: 5000 ~ 10000 yuan/day;

Marketing lecture: 10000 ~ 20000 yuan/day.

Nine, e-commerce charges:

1, domain name registration: international: 2000 yuan/year.

2. Web page production: home page: 2000 yuan/page; Ordinary page: 200 yuan/page; Database support: 3000 yuan/page.

3. Website service: real enterprise domain name, 100M space, 10 free email: 2000 yuan/year, database maintenance fee: 10000 yuan/year.

Other project fees are negotiable. Detailed scheme operation reference steps:

First, the advertising market survey and analysis

1, advertising marketing environment analysis

2. Analysis of advertising competitors

3. Analysis of advertising target customers

Second, advertising positioning:

1, market positioning: property market positioning, consumer group positioning.

2. Functional positioning: project functional positioning and self-functional positioning.

3. Image positioning: project image positioning and target customer group image positioning.

Third, advertising strategy and creativity

Fourth, formulate communication and media strategies.

Five, the principle of communication strategy.

1, strategic objectives of communication and media coverage

2. Formulation of phased communication strategy.

3. Formulation, implementation, monitoring and adjustment of media publicity plan.

Six, promotion strategy and tool selection

Seven, the public * * * relationship strategy (including all kinds of * * activities, news hype and other planning)

Eight, formulate phased advertising strategy

1, the timing and attitude of entering the market

2, adjustment and control strategy

3, stage goal setting

4, phased tactical arrangement

Nine, the integration and combination of marketing communication stage strategy

1, preparation strategy

2. Try marketing holiday strategy

3. Strong sales period strategy

4. Promotion period strategy

Ten, advertising promotion plan and cost budget;

1, the overall advertising promotion plan, progress and cost budget of this project;

2. Advertising promotion plan, schedule and cost budget for each stage of this project.

XI。 Basic system design

1, project identification

2. Project standard Chinese and English words

3. Project standard combination

4, all kinds of identification standard production specification

5, standard color

6, auxiliary pattern application standard

Twelve. Application system design

● Selling special office supplies:

1, selling business cards, stationery, envelopes, notes and paper cups.

2, sales staff clothing, sales staff work permit, safety helmet

Step 3 sell gifts

● Pilot system

1, number of households

2, the parking lot inside and outside guide

3. Floor guide.

4, public * * * area guide.

5, model room huxing card, function card (master room, children's room, guest room, study, studio, etc.). )

6. Object Description Board

7. Club Function Guide

8, commercial public * * * part guide

9. Introduction to the concept of decoration

Thirteen. Image display design of project department

● Interior decoration of sales center

1, sales center image background board

2. Selling exhibition boards

3, all kinds of decorative plates

4. Image reception desk

5. Exterior decoration of sales center

6. Art fence design

7. Create a sales atmosphere

● Outdoor advertising:

1, flag

2. Banner ads

3, column hanging flags

4, advertising light box

5. Look at the building car

6. Other outdoor promotional advertisements

● Site design for real estate * * and promotional activities:

1, booth design

2. Shop booth design

3. Layout design of the event site

Fourteen Design of sales printed matter

● Sales materials:

1, sales brochure

2. Poster

3. Handbags

4. Sales leaflets

5. Envelope of house purchase agreement

6. Purchase plan envelope

7. Price list

8, sales calculation table

9. Family handbook

10, Property Management Manual

1 1, investment manual, etc.

12, related sales materials

Fifteen, media advertising design

1, newspaper advertising design (including film production)

2. Magazine advertising design (including film production)

3, TV advertising creative case 4, radio advertising creative case

5. Magazines (including film production)

6. The last operation mode of direct mail advertising (DM) is to use news, advertising, * *, planning, marketing and other means to comprehensively implement the operation, so that economic activities and economic movements can achieve good results, which is called planning.

7. The general company's copywriting meeting requires that it can study the industry and market where the company is located, conduct in-depth analysis, plan and implement market activities, study and analyze the effects of various promotion methods, and continuously improve the efficiency of market promotion. Responsible for writing company media advertisements, * * articles, service product publicity materials and related text work. If you want to apply for the sporting goods industry, you should have a general understanding of the sporting goods industry in advance. It is better to be more detailed, such as sports shoes, sportswear or sports equipment. Maybe some units will ask you to provide some successful planning cases, look at the job requirements of the recruitment company and make a comparison with your own ability. Be fully prepared.

8. Answer supplementary questions

Marketing planning is a kind of marketing activity and rational behavior using wisdom and strategy. Marketing planning is a rational thinking activity with the help of scientific methods and innovative thinking to change the current situation of enterprises, achieve ideal goals, analyze and study innovative designs, and formulate marketing plans. This is the practical application of marketing strategy to the implementation of marketing objectives and an important part of the whole process of marketing management.

9. About marketing: business refers to operation and sales refers to sales. There are many people who study marketing, talk about marketing and do marketing, but there are not many sales experts and few who know both sales and operation. Marketing is a systematic project, which integrates many elements.

10, about planning: strategy: refers to planning and strategy; Planning: refers to planning and arrangement; The connection is: a planned implementation strategy. Usually, it is an activity that organizers need to integrate various resources and carefully arrange according to the weather, location and people.

1 1, good planning can be linked and echoed. Planning can be large or small, and the time can be long or short. I'm a planner now, but I used to be a marketer. Personally, I think they are different in the following aspects:

1。 Nature. One is strategy, and the other is marketing.

2。 Means. One is expressed in the form of a plan, and the other is expressed in concrete actions.

3。 Focus. Marketing focuses on the market, and planning focuses on finding and solving problems.

A planner is defined as a "professional" who applies scientific thinking and methods to systematically and scientifically create, plan and design the overall activities of social and economic organizations for the purpose of making profits, so as to achieve the best results.

The main work includes: planning target positioning, planning diagnostic investigation, planning creative conception, planning scheme demonstration, planning implementation and operation, planning evaluation service, etc.

Sketch of responsibilities:

According to the actual situation of enterprises and products, plan the market strategic target system;

Study the macro information of the market, including market trends, technological development trends, changes and trends of national and local policies, and collect product and market information;

Formulate and plan the company's brand strategy, including the positioning of new products, marketing plan and overall design, in order to enhance brand sales;

Responsible for the planning and management of corporate image, brand image and commercial packaging, organize the preparation of large-scale market planning and design schemes, and guide the production of various publicity materials, product manuals and sales support materials.

Core competitiveness: knowledge requirements: bachelor degree or above in marketing, advertising, communication or related major, able to independently organize and formulate market planning, marketing strategy, product development, etc.

Skills requirements: strong market perception, keen grasp of market trends and market direction; Have the ability of on-site management of large-scale activities, strong expression, understanding and teamwork spirit.

Experience requirements: at least three years working experience in related positions. Experience in market development and sales of large-scale projects and experience in business negotiation.

Career status: China's market planning industry originated in the early 1980 s and initially appeared in the form of idea company; In the mid-1990s, a large number of foreign planning companies entered China. Since then, the planning industry has bid farewell to the era of "ideas" and entered the stage of professional development. At present, there are more than 10000 professional planning companies in China, and the number of employees reaches 1 10,000. However, there is a certain contrast between the current situation of the industry and the needs of economic development. On the one hand, the industry itself lacks policy guidance and standardized operation, and the whole market is in a situation of spontaneous chaos; On the other hand, few people in enterprises have received systematic and professional planning training, which leads to the low overall quality of planning practitioners and can not meet the growing demand for business innovation. Professional planners with excellent professional knowledge, familiarity with China's national conditions and practical experience in planning have become talents in short supply in the market.

Career trend: development path: At present, there are three main types of people engaged in market planning in China:

First, students majoring in business planning, marketing, Chinese and economic management in colleges and universities;

Second, personnel engaged in planning, consulting and advertising agency;

Third, employees in marketing, planning and social organizations of enterprises and institutions, free planning and editing of media, and journalists.

Transformation opportunity: transforming from a market planner to a "business planner" is a shortcut to improve self-worth and professional "gold content".

Salary status: Most well-known marketing planners earn more than 700,000 yuan a year, and the salary consists of basic salary and product sales commission.