Marketing planning already includes activity planning, marketing promotion and brand planning. Let's explain it clearly with an easy-to-understand case. Suppose there is a food company whose brand name is Duoduo Fruit. The company's main product is a kind of colored apple, which is not only delicious, but also a meal replacement. At the same time, it is found that there is a certain weight loss effect (product characteristics) through research, and other hidden effects need to be studied. There are also some other small products, including: white tomato with certain whitening effect, blue avocado with health care function, etc ... After years of R&D investment, the above products can now be put on the market. Although the company's products had a certain natural sales volume on the e-commerce platform before this, the overall performance was flat, GMV was not as good as friends, and there was no way to break the circle. Now the management has unanimously decided to increase the marketing budget, and it is planned that the annual product sales will exceed 654.38+0 billion in 2002/kloc-0, making it a well-known product. But before the initial marketing, manufacturers and sales teams had no confidence in the market and didn't know how to start. Is it to push the dealer? Still looking for online celebrities to bring goods? Or looking for a celebrity to endorse .........., then you need to plan the overall marketing strategy (marketing planning) at this time. What we need first is market research and analysis, including what is the portrait of users in the market? -What consumer segments are analyzed through user portraits? -Finally, what are the competitive products and differences in each market segment? This part is called STP for short, that is, subdivision, positioning and positioning. According to the above analysis, if we divide the market according to the work in the user portrait, the conclusion is that the white-collar and blue-collar market segments are suitable for my Apple promotion. Through further research and analysis, it is also concluded that white-collar workers have a heavy demand for whitening and meal replacement; Blue-collar workers have moderate demand for whitening and moderate demand for meal replacement. Once again, the white-collar market is subdivided: it is found that white-collar workers in first-and second-tier cities have greater demand for meal replacement and whitening than those in the sinking market. Although there are more people sinking into the market, the overall demand is less than half of the first-and second-tier markets. Then the next step is to design packaging products according to your market segment. This is product planning, including price, specification, color, slogan, product name, etc ... Well, that's the marketing planning of single product marketing. Then let's go back to the first step, focus on the brand and push it to the market. After the unanimous decision of the board of directors, it will be promoted as a "Duoduoguo" brand, and it is expected to become a domestic online celebrity brand before the end of this year. (For example, three squirrels, apples). First, according to the market research and analysis, what is the user portrait, consider whether to attack the big market or market segments, competing products, differentiation, etc ..... Then design the packaging brand according to the research report. So what exactly is a brand? Brand is the public's view and symbol of individuals, products or enterprises. Creating and designing your own brand symbols has a positive effect on market users' cognition of brands, which can effectively improve the efficiency of customers' purchase decisions. For example, when it comes to JD.COM, I am impressed by its speed and high quality. For example, what are the high-end digital electronic brands? An apple with a bite. For example, if everyone is a visual animal, everyone is regarded as an independent brand. Then thousands of people pass by every day when I go to work. However, those people who can be remembered in our minds all have their own unique personalities, which may be your little brother and sister in aesthetics, funny and cool. ........................................................................................................... speaks elegantly, so we should refine the products in all directions in the early stage, including but not limited to slogans, logo, conceptual vision, sense of ceremony, visual presentation, colors and so on. Users will perceive the information transmitted by your enterprise through various channels and different ways, gradually know your brand, and then become users of products. Ok, the planning is over, and the next step is marketing. After preliminary research, we know that our target users are white-collar workers in first-and second-tier cities, so the next step is the choice of market channels. Online channels: Tik Tok, Zhihu, Weibo, Little Red Book, Headline, Youzan, website bidding, information flow advertising, TV and other offline channels: Experience Hall, restaurant cooperation, Yi Labao, CBD advertising, subway advertising, etc. Suppose we finally choose Zhihu, Tik Tok, offline experience hall and subway advertising according to the situation of target consumers and the user portraits of various channels. Let's talk about online first, we need to consider the content ecology of various channels, such as Zhihu, where the per capita annual salary is 985 million; Xiaohongshu is rich and beautiful per capita; Tik Tok's per capita fashionista. Besides, offline, where should the experience hall be opened? For example, Apple has one in the most crowded Nanjing East Road in Shanghai. Which subway is the best for advertising? For example, Line 2 connects Hongqiao Airport, Pudong Airport, Lujiazui and the main central business district. Can the benefits be maximized? The next thing to consider is the promotion mode of each channel. For example, in Tik Tok and Zhihu, we can contact the government and major online celebrities to plan an activity topic (here is the activity planning in the topic). In the case of satisfying the tonality of the two platforms, we need to consider how to highlight the brand concept or product characteristics. Examples of special events: the first cultural relics exhibition (China National Museum and seven local museums * * *) was initiated with more than 202 1 (Ant Group * Zhihu * * *). You can also open an official account, do content marketing and create communication for brands or products. And can directly guide the transformation through a series of marketing means; Or guide private domain traffic, indirectly transform (media operation scheme) ... In addition, we need to design and decorate the offline experience hall according to the brand concept, and also consider whether we can improve the probability of users entering the museum, whether we should hold free goods certification activities (event planning), and how should Yi Labao plan? Do you need a salesperson? ..... event planning is actually very simple to understand, no matter in any carrier, anywhere, you can engage in activities. For example, the products we mentioned earlier have a certain natural sales on the e-commerce platform, so can we consider planning an activity for old users? Whether it is promoting recommendation, guiding private domain traffic, or promoting repurchase. In fact, it can be achieved by planning an activity. Well, after seeing this, you will basically know. In fact, we can also understand marketing planning as a laundry list, which contains everything, such as event planning, content marketing, brand planning, marketing promotion, media operation, public relations strategy and so on. If you are interested in these positions, but don't know where to develop in the future, you can actually look at relevant planning cases, such as event planning, brand planning, brand marketing planning and so on. There are many ready-made resources on the Internet, and you can also learn marketing experience and absorb interesting ideas. ——————