First of all, the cover
Second, the directory
Third, the content of the program.
(1) Planning target environment
1, the macroscopic environment of the planning object (political environment, legal environment and economic environment).
2, the local planning environment (social and cultural environment, science and technology environment, natural environment, population environment).
3. Opportunities and threats provided by the above environmental conditions and trends.
(2) Basic information of competitors
1. competitor profile: past sales, market share, sales volume, profit and other economic indicators.
2. Sales concept and culture: company concept, common values, business policy, business style, corporate mission and objectives.
3. Overview of planning project.
(3) Market analysis
1, market research
2. Market research: research topics, research methods and research results (data and charts).
3. Market planning.
4. Market characteristics.
5. Competitor queuing-superior, peer and subordinate competitors (based on market share or sales).
6, competition pattern identification-whether to form a market leader, challenger, follower, vacancy.
7. Market performance, marketing plan, competitive strategy and competitive advantage of major competitors.
8. marketing opportunities of this project.
9. Market analysis of similar projects around (market size and trend of specific regional industries, market structure of specific regional industries, market environment of specific regional industries).
10, distribution map of similar planning objects around.
1 1. Comprehensive market analysis of the project (market statistics of industries such as market share and sales).
12, project advantages and disadvantages analysis (overall advantages and disadvantages; Advantages and disadvantages in marketing. The best and worst aspects in marketing, the best and most successful aspects or fields in marketing. )
13, Market Opportunities and Obstacles
(D) Project Positioning
1, project anchor and theoretical support
2. Project requirements and theoretical support
(V) Market positioning
1, main market (target market) positioning and theoretical support point
2. Positioning and theoretical support of the secondary market (auxiliary market)
(6) Owner's information
1. Classification/distribution of owners.
2. Characteristics of the owners (What are these owners like? How do they live and receive services and related services? )
3. How many owners are there?
4, the owner's consumption behavior/psychology (why decoration, decoration process to pursue what characteristics? Decoration process, influencing factors before decoration).
5. Decoration incentive measures.
(vii) Developing marketing activities
1, the target of the marketing campaign.
2. Target market.
3. Face the problem.
4. Competitive strategy, competitive advantage and core competitiveness.
5. Marketing positioning (determination of differences in differentiated competition).
(8) Marketing strategy
1, planning strategy: (1) planning concept; (2) Brand and packaging planning.
2. Price strategy: (1) pricing ideas and price determination methods; (2) price policy; (3) the management of the price system.
3. Channel strategy: (1) channel selection; (2) channel system construction/management; (3) Channel support and cooperation; (4) Channel conflict management.
4. Promotion strategy:
(1) The general idea of promotion;
(2) Selection of promotion means/methods;
(3) the concept and theme of promotion;
(4) Promotional products
(5) Original promotion plan/scheme, advertising scheme, advertising strategy and advertising instruction code;
(6) Promotion process;
(7) the effect of promotional activities;
(8) Promotion expenses.
5. Development strategy of planning activities (1) Timing of activities (2) Countermeasures (3) Effect prediction
(9) Marketing/sales management
1, marketing/sales plan management.
2. Marketing/sales organization management:
(1) Organizational functions, job responsibilities and working procedures;
(2) Personnel recruitment, training, assessment and remuneration;
(3) sales area management;
(4) Motivation, supervision and leadership of marketing/sales personnel.
3. Control of marketing/sales activities:
(1) financial control;
(2) Commodity control;
(3) personnel control;
(4) control of marketing/business activities;
(5) Marketing/business activity control indicators, methods and usage tables.
(10) Sales service 1, service concept, slogan, policy and goal. 2. Service commitments and measures. 3 service system (organizational structure, responsibilities, procedures, processes and resources). 4. Service quality standards and control methods. (XI) Comprehensive cost budget (XII) Effect evaluation
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Baidu Leshan Jaguar Marketing Planning Co., Ltd.
How to write doc marketing planning I will provide you with a template of marketing planning, hoping to help you.
Cover of marketing plan book
The cover of the plan can provide the following information:
(1) Name of the plan;
2 plan customers;
(3) The name of the planning organization or planner;
(4) Planning completion date and planning applicable time period.
Marketing plan book catalogue
I. Overview
Second, the market analysis
Three. target
Fourth, marketing strategy.
5, 4P combination strategy
Action plan of intransitive verbs
Marketing plan text
The main body of the planning book mainly includes:
1) At the beginning of the opening of the planning target enterprise, there is no systematic marketing strategy, so it is necessary to plan a marketing plan according to the market characteristics.
2) Analyze the current marketing environment.
3) Analysis of market opportunities and problems
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.
4) 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.
V) Marketing strategy (specific marketing plan)
VI) Budget of various expenses of the planning scheme
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.
VII) Program 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.
The preparation of marketing plan generally consists of the above contents. You can also choose different products and marketing objectives of the enterprise in detail.
How to write a self-marketing plan? 1, analysis: advantages, disadvantages, comprehensive conclusion
2. Positioning: Describe your personal positioning in the future.
3. Central issues: Formulate the most important core issues.
4. Development strategy: short-term, medium-term and long-term planning direction.
5. Development steps: 5 years, 10 years, 15 years ... clearly describe the feasible and operable implementation plan.
6, budget and effect evaluation method
7. Prepare plans and measures for adjustment
At present, there is no particularly prominent strong brand in the domestic fruit juice beverage market. The manufacturers participating in the competition can be summarized as three forces: first, well-known domestic enterprises including Huiyuan, Wahaha and Yangshengtang; second, enterprise Uni-President and Master Kong with the background of Taiwan Province Province; and third, large multinational companies Coca-Cola and Pepsi. Their means of competition are also diversified. Looking at the juice beverage market in 2003, the focus of competition among manufacturers is as follows: from low concentration to high concentration; Product category competition from single taste to mixed taste; From hot filling to cold filling, the high marketization and the concept of fruit juice nutrition and health indicate that the development prospect of this industry is very optimistic, attracting a lot of funds, and the competition will become more and more fierce, mainly in the following aspects: 1, and the threshold for entering the fruit juice industry is further improved. At present, the competition in the juice market has reached a higher level, and the requirements for resources, research and development, manufacturing and marketing have been greatly improved. And with the increase of market concentration, the entry threshold of the industry will be further improved. 2. It is more difficult to establish corporate image and brand. After years of advertising bombing, consumers are more rational in their consumption choices. Enterprises need to integrate rich means of communication to establish and maintain brand image and improve brand loyalty. 3. Corporate brand operation and marketing will pay more attention to the depth and integration of communication with consumers and further integrate into consumers' lives. Consumers pay more attention to the quality and connotation of the product itself. As the product lines of various brands become more and more dense, product differentiation is shrinking. In the case of stable channel structure and similar marketing, the differentiated demand of enterprises will tend to be manifested in product quality and connotation. 4. The competition between channels and terminals is the focus for enterprises to seek long-term competitive advantage. After years of market cultivation, the consumer goods market and competition means are relatively mature, and the focus of enterprise market competition has been the control of sales channels and retail terminals. Reasonable channel resource structure and terminal depth layout are the basis for enterprises to carry out intensive regional market development, and controlling and reducing production and operation costs are the key factors to deal with various forms of price wars. 5. Price competition has been and will continue to be the first choice weapon for market competition. As a fast-moving consumer product, fruit juice has high price sensitivity and price elasticity. How to control and reduce the cost of production and operation under the premise of ensuring quality will determine whether enterprises have enough space to cope with price competition.
How to write the wedding marketing plan? Ok, that's all right.
How to write the model essay of marketing planning scheme? I. Enterprise Profile 1
Second, the analysis of marketing environment. 2
(1) target market
(B) audience analysis 3
(3) competitor analysis 3
(D) Adidas SWOT analysis: .4
(v) Consumer analysis 5
Three. Marketing strategy 5
(A) brand positioning 5
(2) Advertising target planning. five
(C) consumer market strategy 5
(IV) Advertising Plan 6
Four. Implementation plan 6
(A) publicity 6
(2) Time of publicity
Verb (abbreviation of verb) effect evaluation 7
Intransitive verb cost budget 7
How to write the floor marketing plan? Don't write a plan for the sake of writing a plan. For long-term marketing strategies and goals, short-term promotion and promotion can be abandoned. All marketing schemes must serve the long-term marketing strategy. What is strategy? The strategy is to maintain the advantage over competitors and own competitiveness.
Combining short-term sales with long-term marketing objectives is the fundamental purpose of our executable plan. Without the future, the present is in jeopardy. In this sense, it is: it doesn't matter where you are now, but the direction you are facing. Solving long-term marketing problems with pure sales thinking will also hit a wall.