Marketing planning scheme

A collection of six templates about marketing planning scheme

In order to ensure that things or work can go smoothly, we need to make plans in advance. The contents of the plan are mostly the work of superiors and subordinates or involving a large area, and are generally distributed in the form of "file headers". Then the question is coming, how should the plan be written? The following are six marketing planning schemes I have carefully arranged for reference only. Welcome to reading.

Marketing planning scheme 1 product promotion in terminal community is one of the effective and immediate means to promote household products in the industry at this stage, and it also needs long-term uninterrupted work. In order to effectively promote our household products among end users and promote a certain sales volume of household products, this guiding scheme is formulated: 1. Compilation 1, community screening and selection.

Promotion of old residential areas: the old residential areas have been built for a long time and the occupancy rate is high. Flat-panel lamps, ceiling lamps, kitchen lamps and energy-saving lamps are all large-area replaceable products, which can be used as the main push.

New community promotion: it is our main target and an effective area of our business. As the property is newly built, the owners are facing renovation. If a deal can be reached, it is basically a whole set of purchases.

2, material preparation:

A, do a good job of accurate positioning: according to the preliminary research, make a product line suitable for community publicity (refer to competitive brands), make activity packages, special prices and gifts, tidy up your own inventory, and prepare enough supplies and gifts according to the activity plan.

Do a good job in the terminal image of the specialty store, but also keep the propaganda caliber and price policy consistent with the gifts in the same community. B, do a good job in the property sector, is conducive to reducing costs, choose a good publicity position, convenient to enter the community. C, ready to propagandist, materials, etc. ;

D, do a good job in the pre-training of personnel (let everyone know the situation of the community, how we are going to visit, what is our goal, what is our activity plan, what we should pay attention to in our work, what we must do), and subdivide everyone's work goals and tasks (let everyone make a work plan according to their own goals). Second, the way of publicity.

Third, the cost items.

Four. Activity overview:

Answer: Do a good job in controlling the daily work of community promoters: report daily customer visits and competing products, and communicate the problems encountered in visiting customers (discuss and solve them in time).

B. Go to the community from time to time to check the work of the staff. Understand the personnel situation through other propagandists and other brand sales personnel.

C. analyze the cost-sales ratio and product model ratio of community promotion.

Chapter II of Marketing Planning First of all, let's take a look at the specific process of planning this New Year's Day event:

I. Purpose of the activity:

The plan focuses on Christmas, New Year's Day, Spring Festival and other grand festivals, and vigorously promotes passenger flow and sales through commodity promotion, cultural promotion and customer interaction activities. On the one hand, promoting corporate culture is more convenient for everyone's life and entertainment.

Second, the activity content:

1, theme: 20xx new year's first gun

2. Time: 65438+1October1-65438+1October1(* * *1).

3. 1dm:8p 140 SKU with 48,000 copies. Photographed on February 23rd, 65438+designed on February 24th-26th, finalized on February 27th, printed on February 28th-29th, and released on February 30th. Main products: new year's goods, cleaning products and fresh food.

3.2 Dress up your new home to welcome the New Year

During the event, household cleaning products and New Year ornaments were displayed in a concentrated way. Cleaning series: vacuum cleaner, broom, garbage bag, hairball brush, furniture care liquid, floor wax, laundry detergent, oil stain remover, etc. New Year ornaments: the Year of the Loong toys, blessing stickers, paper-cuts, pendants, etc.

3.3 Pan Pan Concerto

During the activity, pots, bowls, dishes, plates, spoons, chopsticks and pots were displayed in a unified atmosphere.

3.4 Winter clothes of Qing Dynasty

In winter, all cotton-padded jackets, coats and thermal underwear will be sold out, with ultra-low discount.

Marketing Planning Scheme 3 Many industries have already had successful cases of WeChat marketing, so how can the medical industry conduct WeChat marketing? Let's share our experience together.

First, establish the official WeChat official account of WeChat platform.

The limit of public account on WeChat platform is very low. Even a very small individual can successfully establish an account on the WeChat platform for his own brand, which is also a convenient condition for Tencent to carry out marketing for enterprises, and also illustrates the general direction of WeChat marketing.

After the establishment of WeChat official account on WeChat platform, it is necessary to skillfully improve enterprise information, push its own advantages, push its own products and services, and push publicity information to users with a small tool. It is easy to establish relationships with users.

Second, conduct marketing activities on WeChat platform.

Wechat marketing public platform has rich functions and simple operation. The content to be operated by the enterprise needs to meet the requirements of the certification platform, which is beneficial to the medical consulting business. A lot of information involves personal privacy, which requires one-on-one reply, and can also be combined with Weibo's private letter.

It is also very important that the WeChat platform needs special customer service management and certain professional medical knowledge.

Third, use the characteristics of WeChat itself for marketing. The positioning function of WeChat can show you the information of people nearby, and greet users after positioning, which will also play a certain advertising role.

Fourth, choose high-quality push content, let users build a reputation for you, and share their medical knowledge from time to time. These useful information will attract users to share, and invisibly promote the enterprise. After that, we will sort out and analyze the response of the shared content, and constantly improve and innovate.

5. Establish WeChat customer files, push blessing information to users on special festivals, establish good communication relationships, and make your company's reputation in users' word of mouth continuously improve.

None of the above operations is difficult. The key to success lies in the planning and implementation of activities in advance. As long as you do it with your heart, there will be unexpected gains.

Marketing planning scheme 4 I. Planning purpose

With the development of society, the clothing economy is booming under the ever-changing market demand. Ladies have higher and higher requirements for clothes, more and more varieties, and more and more care about the quality of clothes. XX women's clothing mainly promotes "cotton and linen", which is easy to be unique in the clothing market and get attention. The main purpose of planning is to further promote the concept of "cotton and linen" and gain wide recognition from customers.

Second, the current market situation

1. Market situation: The clothing market is mixed. Due to different economic levels and different purchasing power of customers, consumers' needs, concepts and buying behaviors are also different.

2, product situation: product sales are often ranked in the forefront of Taobao women's clothing brands, high prices, high profits.

3. Competitive situation: mainly a series of emerging cotton and linen clothing brands began to seize the market. XX women's clothing market share is relatively high.

4. Macro-environment: consumers have huge demand for clothing, and the clothing market has great potential. Moreover, the economy has developed rapidly in recent years, and the purchasing power of consumers is also very strong.

Third, SWOT analysis

Marketing plan is based on the combination analysis of products and markets and the application of strategies. Therefore, SWOT analysis is the key to marketing planning.

1, product advantage analysis (relative competitive brand): the product has good quality and good handle; Product styles are diversified to meet the different needs of consumers.

2, product disadvantage analysis

The quality of cotton and linen market is mixed, some consumers can't tell good from bad, XX brand is easily confused by some consumers, and the brand publicity is not high.

3. Market opportunity analysis

In the clothing market, the concept of "cotton and linen" is a brand-new concept. Modern people begin to pay attention to environmental protection and health preservation, and it is easier to accept clothes made of "cotton and linen" products, which has great market potential.

4. Environmental threat analysis

Because the clothing market does not have a good market mechanism and market environment, some legal systems are not perfect, clothing styles are easy to be copied, and there is no certain law to regulate them.

Fourth, the marketing objectives

During the implementation of the marketing plan, the comprehensive sales volume reached 6,543,800,000 pieces, with an estimated gross profit of 200 million yuan and a market share of 30%.

Verb (abbreviation of verb) market strategy

1, target market strategy

(1) market segmentation: according to population, region, consumer psychology and behavior. (2) Market choice: A series of clothing designs were made with female white-collar workers aged 25-29 with relatively strong economic strength as the main consumers. (3) Market positioning: For middle and high-end people, clothing prices are on the high side.

2. Sales mix

(1) product strategy: independent research and development, joint operation and contract development; (2) Price strategy: adopting activities such as giving profits on holidays; (3) Channel planning: adopting vertical channel marketing; (4) Promotion strategy: put advertisements on Taobao's homepage to make profits through promotion. Complete the transaction online and offline, and adjust the promotion content according to the season.

3. Total cost of marketing budget: 200,000 yuan, stage cost: 65,438+10,000 yuan, and project cost: 65,438+10,000 yuan.

Step 4 promote

(1) advertisement: national day Taobao homepage advertisement (2) promotion:

A. "199 yuan minus 10 yuan, 299 yuan minus 20 yuan, 499 yuan minus 50 yuan" will benefit consumers; B. lucky draw: the top ten consumers have the opportunity to draw a lottery for free every day. C. membership system: you can send a membership card if you spend more than once.

Intransitive Verb Customer Management

1. Establish sales information: indicate the product type, name and price, and sign it by the customer to facilitate after-sales service.

2. Establish a member information book: record member information. On the birthday, members can get a free gift with their membership card and ID card.

Seven. abstract

Through promotional activities, we can spread corporate culture, establish corporate image, publicize new ideas, gather popularity, attract people and increase sales, thus increasing market share and countering market pressure brought by competitors. A successful promotion planning activity can improve the reputation of enterprises, make product brands get higher attention, and thus expand product sales.

Marketing planning scheme 5 I. Brand image planning

1, attention to brand image. It comes from consumers' visual cognition, and its foundation comes from brand knowledge. Enterprises that carry out refined brand operation will often clearly sort out the brand knowledge structure and form a hierarchical brand knowledge system, so as to spread brand knowledge in a targeted manner and make different consumers form different perceptions of brand image. Many brands will form different brand images in consumers' minds, not a unified brand image. The so-called difference refers to many subtle differences in image cognition The existence of these differences is precisely the basis of brand word-of-mouth communication, and then constantly help brand target consumers accumulate brand knowledge.

When studying the brand images of different consumers, it is found that many consumers' mental impressions of the brand image are biased, because they prefer to judge the brand through their own consumption experience, so when they are asked to promote the brand image to others, they can only think of the brand image based on products, but can't fully explain a brand image like our brand research experts. This phenomenon is exactly what we should fully consider when formulating marketing communication strategies. Brand communication between consumers will produce greater value than other communication methods.

2. Pay attention to brand value. The brand value here is a good mark formed in the hearts of consumers, which is due to a psychological comparison reaction of consumers. If there is no comparative reaction, consumers may not be able to form brand value cognition. Of course, they have no choice when choosing to buy. When consumers shop, their first reaction must be a comparative response to brand value. If purchasing power is possible, they will judge the brand value. Brand will form a comparative value in consumers' minds, which will be reflected without too much mathematical operation. The higher the comparative value of brands, the better brands consumers will choose. Of course, consumers here will also have a rational value. The core source of rational value is brand knowledge structure, which mainly refers to the rational functional value of products. The so-called perceptual value mainly refers to brand appreciation. The sum of rational value and perceptual value is the subjective total value of the brand.

3. Pay attention to brand experience. Generally speaking, consumers don't do digital operations as rationally as above to complete the purchase, mainly because the brand has formed a brand entity mark in consumers' minds, and they can make a purchase decision without much consideration, and the basis of the decision is long-term brand experience. If a brand can do this, it shows that the brand has been deeply rooted in people's hearts. In practice, once the brand enters the stage of deepening the mental imprint of consumers through brand experience, it shows that the brand has achieved considerable success. At this time, consumers' consumption of branded products has become extremely casual and simple, and they will blurt out their favorite brands.

4. Pay attention to brand interaction. More and more brands begin to introduce consumers to create value, and some brands even bring consumers into the process of brand creation from the beginning of brand creation, so that the interaction between consumers and brands is no longer the relationship of communication and acceptance, but the two become one. This is the strongest mark left in consumers' hearts through brand interaction. Internet marketing has pushed brand interaction to an unprecedented extreme. Many brands have formed fan groups with high brand stickiness through interaction, and they have even become promoters of brand marketing and made their own contributions to brand communication.

Second, brand positioning.

1, it is important to have excellent and unique products. Throughout today's well-known domestic brands, most of them are based on products and win by quality. In the process of this formation, you can't predict how many years it will take for China manufacturing to be on a par with Japanese and German manufacturing. No matter how much you advertise, no matter how you publicize that China's household appliances have caught up with the advanced level in the world, brand-conscious consumers are still willing to pay more for world famous brands. No matter how fast your market grows in the initial stage of entering the market, you just can't raise the price and become a first-class brand, mainly because there is no difference in product essence. "Sony in China" can only be a slogan for self-promotion. There are so many such examples that we have to admit this general gap with the world's advanced brands. To solve this problem, you must be willing to invest matching funds for the progress of products for a long time.

2. Provide the sustained and stable experience service that consumers really need. No matter how good your product is, consumers always have more or less service needs, even if it is entirely his personal reason rather than your responsibility. Too many service promises are redundant, and even make people doubt your confidence in your products, but too few service promises are unacceptable, just like Mercedes-Benz getting into trouble in China. For the service industry, because the service is its own product, the quality is of course important, but unfortunately, so far, there is no classic case in China that the service industry can surpass the manufacturing industry in terms of service brand reputation.

3. Consumers' trust and preference for a brand can only be formed through years of consumption experience and repeated communication with your products and services. Naturally, a corporate image that can match the commitment will help accelerate his cognition and trust in the brand. Facts have proved that if an enterprise wants people to believe in your commitment, besides making good products and services, you must also have a matching corporate image (including entrepreneur image). In this regard, the older generation of China home appliance brands and the entrepreneurs behind them are an excellent example. When you see people like Ni, Zhang Ruimin, Zhu Dekun, you will believe what they have done, such as Changhong, Haier, Kelon, Gree and Xiao.

Third, brand marketing.

Many times, enterprises always think that they can change consumers' concept of their brands through large-scale advertising and marketing activities. They show the change of attitude and behavior by updating trademarks and looking for celebrity endorsements. However, these tactics are only sales promotion means, and they can't provide consumers with real value, that is, a positive and identifiable brand promise.

In fact, consumers prefer to get the promised experience when they walk into the store, on the Internet, or when they contact the service center, and customers hope that enterprises can fulfill their promises. When enterprises do this, consumers will have a sense of identity with these enterprises and finally trust them.

Creating consumers' recognition of corporate brands is very effective and meaningful for attracting and retaining customers, and these advantages are relatively traditional ways that marketing and advertising do not have. Once consumers agree with the brand, they will be willing to pay twice as much attention and trust to the brand as those brands that are not recognized. But it is very difficult for a brand, and once it is done, they will get rich returns.

Facts have proved that brand recognition is very worthwhile. Consumers must first know the concept of enterprise. Ideally, they should be able to tell the main characteristics of corporate brand promise. Brand promise is not a mission statement, but a brief summary of the most striking features of a company that can convince consumers most. Although many companies are very successful in positioning consumers, others are not satisfactory.

In the past, research institutions in the industry conducted specific research on aviation, retail, hotels, financial services, food and beverage, and automobiles. The results show that only the brands of airlines and large retailers have reached 90% popularity among consumers. For other brands, the degree of customer recognition is much lower. This means that the brand promise of some enterprises may be too fragile or vague to effectively integrate with consumers.

Powerful brand promise is different from others, but if it is not implanted in employees' minds, it will soon become meaningless to customers. Enterprises must rely on employees to constantly understand and inherit this brand promise, give it life, and then pass it on to our customers. However, most enterprises do not provide employees with the knowledge and resources they need to become brand ambassadors. However, according to the survey of consulting companies, half (46%) of managers and slightly more than one third (37%) of non-managers strongly agree with the statement that "I know what our company stands for and what makes our brand unique". The company spends millions of dollars to develop and spread its brand promise, but research shows that in many cases, the company's brand promise will be ignored by those responsible for implementing these brand promise. This is a major mistake, which will have a serious impact on the company brand. If employees don't understand the characteristics of their own company and why they stand out, customers are unlikely to understand. If employees don't have a clear understanding of their company's brand promise, how can they pass it on to customers?

Consumers will maintain a certain degree of suspicion when they come into contact with many brands. The "consistency of words and deeds" of enterprises will help enterprises gain the trust of consumers in the competition to a great extent. Once consumers realize the brand promise of enterprises and believe that enterprises have the ability to realize this guarantee, they will join our camp. Almost all companies have their own brand promise, and tell customers that they can rely on the company's various communication and services. Not all companies have done enough to create and spread a powerful brand promise. As for brand recognition, enterprises need a powerful brand promise to tell customers what our philosophy is, why we are unique, and why they choose us instead of competitors.

Consumers are more likely to remember some brands they have experienced, while employees can achieve the goal that advertising can't achieve, that is, let consumers experience it personally. For brand promise, accurate communication from top to bottom is a key element, which can help employees create and deliver this commitment. At the same time, it is equally important to create a corporate culture that inherits brand promise.

Marketing plan 6 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 to 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, all decision makers are thinking about where to go and where to do it, and there is neither time arrangement nor 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.

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