In order to ensure that things or work are carried out solidly, it is often necessary to prepare plans in advance. A plan is a written plan that defines the time, place, purpose, expected effect, budget and method of the action. How should the plan be made? The following is a sample of marketing planning scheme (generally 5) compiled by me, which is for reference only and I hope it will help you.

Model marketing planning scheme 1 1. Planning purpose/overview.

In the early stage of starting a business, there is no systematic marketing strategy, so it is necessary to plan marketing plans according to market characteristics.

Second, analyze the current marketing environment.

(1) market situation analysis and market prospect forecast

1. Marketability, actual market and potential market conditions of products.

2, the market growth, which stage of the product is currently in the market life cycle. What is the marketing focus of product companies in different market stages, the effect of corresponding marketing strategies, and the impact of demand changes on product markets.

3. Consumers understand that this information requires planners to analyze the product market development prospects with their own information.

For example, in the marketing advertising planning case of a brand mouthwash "DENNET" in Taiwan Province Province, the planner made a wonderful decision on the product market by analyzing the risk of DENNET's entry into the market. As pointed out in the product market growth analysis:

① The good performance of the similar product "Li Shidelin" shows that "Germany" has little risk of entering the market.

(2) Another similar product "Su" is widely understood in the market, which shows that "Li Shidelin" is defective.

(3) Mouthwash belongs to family members' products and has a great market.

(4) The improvement of living standards and the increase of the middle and upper classes indicate its future market growth.

(2) Analyze the uncontrollable factors that affect the product.

Such as macro-environment, political environment, residents' economic situation, such as consumer income level, consumption structure changes, consumption psychology and so on. For some products that are greatly influenced by the development of science and technology, such as computers, home appliances and other products, the influence of technological development trends should be considered in marketing planning.

Third, SWOT analysis.

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.

(A) Advantages

(2) Disadvantages

Specific problems/shortcomings in general marketing are manifested in many aspects:

The company's reputation is not high, and its poor image affects product sales.

The products are of poor quality and incomplete functions, and are left out by consumers.

The product packaging is too poor to arouse consumers' interest in buying.

Improper product price positioning.

Poor sales channels, or wrong channel selection, hinder sales.

Promotion means are useless, and consumers don't understand the products of enterprises.

Poor service quality makes consumers dissatisfied.

Insufficient after-sales protection and worries of consumers after purchase may be problems in marketing.

Discover the disadvantages from the problems to be overcome, the opportunities from the advantages, and explore its market potential. Analyze the characteristics of each target market or consumer group, segment the market, try to meet different consumer needs, focus on major consumer groups, find out the gap with competitors, and make good use of market opportunities.

(3) Opportunities

(4) threats

Fourth, the marketing objectives

The marketing goal is the specific goal that the company will achieve on the basis of the above objectives and tasks, that is, in the process of implementing the model marketing plan, it will achieve the economic benefit goal: the total sales volume is _ _ million pieces, the estimated gross profit is _ _ million yuan, and the market share is _ _ million yuan.

Verb (abbreviation of verb) marketing strategy (specific marketing plan)

(A) marketing purposes

General enterprises can pay attention to the following aspects:

Expand the market smoothly with a strong advertising offensive, accurately locate products, highlight product characteristics, and adopt differentiated marketing strategies.

Pay attention to the main consumer groups of products.

Establish a wide range of sales channels and continuously expand sales areas.

(B) product strategy

Through the analysis of the opportunities and problems in the previous product market, this paper puts forward reasonable product strategy suggestions, constitutes an effective 4P combination, and achieves the best results.

1) product positioning: the key to product market positioning is to find the vacancy in the customer's mind and let the product start the market quickly.

2) Product quality function scheme. Product quality is the market life of products. Enterprises should have a perfect product quality assurance system.

3) Product brand: If you want to form a well-known reputation in the minds of consumers and establish a well-known brand, you must have a strong sense of brand creation.

4) Product packaging: As the first impression of products to consumers, packaging needs a packaging strategy that can cater to consumers' satisfaction.

5) Product service: In planning, we should pay attention to the improvement and improvement of product service mode and service quality.

(3) Price strategy

Only a few general principles are emphasized here:

The intention of widening the price difference between wholesale and retail and mobilizing wholesalers and middlemen.

Give appropriate discounts and encourage more purchases.

Based on cost, with the price of similar products as reference. Make the product price more competitive. If the enterprise takes product price as its marketing advantage, it should pay more attention to the formulation of price strategy.

(4) Sales channels

What are the sales channels of products at present? What are the plans for the expansion of sales channels? Take some practical policies to encourage the sales intention of middlemen and agents or formulate appropriate incentive policies.

(e) promotion strategy

(personnel promotion, advertising, business promotion, public relations)

Take advertising as an example:

1, principle:

(1) Obey the company's overall marketing strategy, establish the product image, and pay attention to establish the company image at the same time.

(2) Long-term: the individuality of advertising products should not be changed, but should be multifunctional. Consumers will not know about the products, but they will make their old customers feel strange. Therefore, consistent advertisements should be placed when necessary.

③ Summary: While choosing diversified advertising media, we should pay attention to the ways with good publicity effect.

(4) Cooperate with regular promotion activities from time to time, seize the appropriate opportunity, and carry out them flexibly at the right time, such as major holidays and activities that the company has to commemorate welfare.

2. The implementation steps can be carried out in the following ways:

(1) product image advertising in the early planning period.

(2) After the sale, timely launch the advertisement of wanted agent.

(3) put promotional advertisements before holidays and major events.

④ Seize the opportunity to conduct public relations activities and reach out to consumers.

⑤ Make good use of news media, be good at creating and using news events, and improve the popularity of enterprise products.

(6) Specific action plan

According to the characteristics of each time period in the planning period, various specific action plans are put forward. The action plan should be detailed, comprehensive, operational and flexible. We should also consider the cost, do what we can, and try our best to achieve good results at a lower cost. Pay special attention to the marketing focus of seasonal products in off-season and peak season, and seize the marketing advantage in peak season.

VI. Planning cost budget

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.

Seven. Program (or program adjustment)

abstract

(or scheme 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. )

Model Marketing Plan 2 I. Overview

The full name of "_ _" is _ _ Technology Co., Ltd., a private enterprise established in 20 years. Our company mainly produces and sells all kinds of electronic products. We have made relevant surveys for different groups of people, mainly college students, and have a certain understanding of the actual situation. Through these three or four months' market research, I learned about the electronic product market, and completed our marketing plan on June 12.

This scheme can help the company understand the current electronic product market and guide us to carry out the actual marketing work in this market.

Second, the market analysis

(a) user analysis

1, target market

Through the market survey questionnaire, the results of random sampling show that most of our product consumers are people who pursue fashion and walk in the forefront of fashion, mainly students. Other middle-aged and elderly people and teenagers will also become our customers.

Young people who are mainly students buy our products, mainly mobile phones and computers, pursuing fashion and function, and the consumption level is not very high, generally around 1000~4000 yuan. Middle-aged and elderly people mainly use mobile phones and computers, paying more attention to practicality and quality. Although they have the ability to buy, they will not buy easily, but can enter the market in the form of family gifts. Teenagers are mainly learning machines, mobile phones, computers, MP3 players, MP4 players and MP5 players. They have little purchasing power and are consumed by their parents.

2. Consumption preference

In the market survey, it is found that consumers are generally easy to accept middle and low-grade products; Like imported brand products and domestic products with good quality; Consumers want personalized products and specially customized electronic products; We will produce different products according to the preferences of different consumers.

3. Purchase mode

In the market survey, it is found that the price of electronic products used by the public is 1000-5000 yuan; Generally buy in specialty stores or hypermarkets; The most important thing is the function, brand and style of electronic products, and provide the products that customers need. This is the advantage of our enterprise.

4. Information channels

In the market survey, it is found that consumers know about a newly listed electronic product, mainly TV, internet, leaflets and exchanges with classmates and friends, and the effect of leaflets is poor. Consumers generally like the communication between classmates and friends. Television and the Internet can increase the popularity of our electronic products among consumers. The media that consumers contact most are TV stations, newspapers and magazines, and the most trusted media is CCTV.

Competitive analysis

At present, foreign brands on the market are: Dell, Hewlett-Packard, Nokia, Motorola, HTC, Samsung, Sony Ericsson, Siemens, Philips, Panasonic and so on. Domestic brands include Xiaomi, Amoi, Tianyu, Lenovo, Bird, BenQ, TCL, CECT, ZTE, Huawei and Konka.

Among these electronic products, the more popular foreign brands are Dell, Hewlett Packard, Nokia, Motorola, Samsung and Sony Ericsson, and the more popular domestic brands are Lenovo, ZTE and Huawei. In terms of mobile phones, these popular domestic brands are only related to China.

Compared with other brands, it is a little more popular. In fact, these popular domestic brands are far less than those of foreign countries. The mainstream brands in the market are basically foreign brands, namely HTC, Nokia, Motorola, Samsung and Sony Ericsson. Moreover, most chain stores have electronic products of these brands.

Third, market opportunities and problems analysis

SWOT analysis:

Advantages: Special service. Our electronic products have complete functions, low prices and high quality, which meet the requirements of consumer groups. Moreover, the electronic products purchased from us also have an extra product warranty period, and there are also some special electronic product maintenance, such as electronic product sticking film and electronic product beauty.

Disadvantages: poor popularity, worried about the handling of after-sales problems.

Opportunity: The market of electronic products is becoming increasingly saturated, but customers' needs are diverse, and consumers mainly pay attention to the experience and functions of electronic products. The diverse uses of electronic products have changed people's lifestyles and brought great convenience to people's daily communication. China has a large population base and the people's income level is constantly improving. On the other hand, the maturity of technology makes the price of electronic products no longer sky-high. People sometimes like nostalgia, and retro style can become a fashion trend. However, according to the analysis of market competition, all major chain enterprises are turning to electronic products, which is the most basic, but the value-added service of electronic products has not been involved. Competitive enterprises combine low-priced and multifunctional electronic product brands (including well-known foreign brands and domestic electronic product brands). But they don't know what customers really need, which brings competitive opportunities to those enterprises that enjoy value-added services.

Threat: As far as the current market situation is concerned, electronic products enterprises with big brands (such as Lenovo) occupy a considerable market, so the pressure we are facing is still quite great. According to the analysis of market potential and market consumption level, our consumer groups are limited after all, and we must use some unique service methods to impress more potential customers.

Fourth, the marketing objectives

According to the results of market research, most of the sales that our company should achieve at the initial stage of entering the market are determined by the main consumer groups. Seize the market share and improve the visibility of enterprises.

In the early stage, according to the number of electronic products on the market and the promotion after we entered the market, our market share will increase by about 5%. With the brand promotion and public recognition, I believe the market share will reach a new height.

Verb (abbreviation of verb) market strategy

(A) sales channels

1. According to the investigation of some urban markets, it is found that the consumers of electronic product franchise stores and home appliance chains (such as Gome and Suning) account for the majority, and the above two channels can be used as the main modes.

2. Channel development

(1) Set up our showcase in an electronic product franchise store, with a special person in charge of sales, wearing the uniforms provided by us, taking charge of professional training and implementing the commission system.

Distribution: Because these stores are mostly concentrated in downtown areas, we can deliver the same amount, and our store can increase or decrease the distribution according to the situation.

(2) The way to establish cooperation with chain enterprises: contact with electronic products hypermarkets and set up their own counters, which will be sold by our sales representatives and the promoters will get commission.

Distribution: Distribution in all stores.

Promotion strategy

During the lead-in period, according to consumers' preferences, publicity can be carried out in the following ways:

1. Send street sign advertisements and leaflets.

2. TV advertising

3. newspapers

4. Network

5, large and small activities of publicity and sales, you can issue gifts.

(3) product strategy (after-sales service)

In order to form a certain popularity and reputation and establish a well-known brand in the minds of consumers, we must establish high-quality after-sales service. At the same time provide high-quality, high-tech products.

(D) Price strategy

Implement discounts, gifts, buy more and send more, rebate customers and other preferential activities to make customers feel affordable.

Program adjustment of intransitive verbs

1. Change the relevant promotion methods according to the actual situation.

2. According to market dynamics and practical factors.

3. Make corresponding changes according to the information reflected by the market.

Model Marketing Plan 3 I. Market Survey and Analysis

In order to better understand our target market and formulate the most suitable marketing strategy, we conducted a series of market research activities, including: randomly conducting 100 questionnaires at school; Investigate the book sales of the existing bookstores in the school; Visit teachers and classmates, etc. Acting as an agent for market development and marketing planning. Our findings and analysis are as follows:

1, phenomenon

According to the survey, the total number of students in Zhuhai College of Jinan University is about 5,600, including 3,600 internal students and 2,000 external students, with a ratio of 9: 5. Overseas Chinese School is the characteristic of Jinan University, and foreign students have high consumption level and strong purchasing power, so we will have a special market more than other universities. As can be seen from the chart, the types of books purchased by foreign students are periodicals, magazines and comic novels, accounting for 56% and 30% respectively. Relatively speaking, the purchase of internal students focuses on teaching materials, accounting for 45%. But the problem with * * * is that the total amount of books bought by students is less than that of 50 yuan.

Step 2 analyze

From the above phenomenon, we can see that the purchasing potential of college students is huge, and it is also worth developing in Wenhua Book City. As can be seen from the picture on the right, both the recruits inside and outside the school prefer to go to the Book City to pick books in person (75%), but because Wenhua Book City is far from our school, 46% of the students find it inconvenient to buy books. In addition, some students feel that the original price of books is high (34%), which leads to low consumption and poor desire to buy. Therefore, we believe that the existence of campus agents in Wenhua Bookstore is very necessary. With its price advantage and good delivery service, campus agents will certainly be able to develop the campus market well.

3. Conclusion

Through the investigation and analysis of the market and the understanding of the school policy, we notice the following points worthy of attention: First, most students think it is inconvenient to buy books, and the price of books is on the high side. As an agent, price reduction and delivery are our advantages; Secondly, most students like surfing the internet and eating in the tea restaurant in the north gate after school. Therefore, online publicity and cooperation with the tea restaurant in Beimen are two important ways for us to expand publicity. Third, there are many restrictions on students' part-time jobs, and students are not allowed to do publicity agency activities openly. Moreover, students' attitude towards general leaflets is relatively cold, so we will improve the publicity effect by establishing reading clubs and improving leaflets (see sales strategy for details).

Second, the competition analysis

Through investigation, we found that there are few bookstores or newsstands near the school, and the main competitor is the campus bookstore. Campus bookstore occupies a large share in the school book market by virtue of its geographical advantages, but there are many shortcomings in this bookstore, such as: the variety of books is too single, comic novels are outdated, magazines and newspapers are slowly updated, and the variety is incomplete. All books are sold at the original price, and there is no price advantage at all ... In contrast, the campus agency has obvious advantages. As long as the publicity is in place, we are fully confident to obtain most of the campus market after the business is launched.

Mode marketing plan 4 I. Overall concept:

In order to cooperate with the slogan "Village Foundation, Your Dietary Expert" put forward by Murakami, the concept series of "Four Seasons Health" fast food was launched. From the perspective of Chinese dietotherapy, according to the climatic and humanistic characteristics of each season, 2-4 sets of special health fast food series are launched every season. The quarterly series is mainly set meals, supplemented by corresponding desserts, soups and snacks. The product is based on the theme of "keeping healthy by virtue, eating healthy". Weaken its fast food form.

Second, the new product target market:

The target market of new products includes two parts. One is the existing market of rural bases, including office workers and students. The other is to attract a group of consumers who have doubts about the nutritional value of fast food through this health care series, including some elderly people and people who demand high quality of life. This is also the reason why TCM emphasizes the health value of this series and weakens its fast food form.

Third, the new product design:

1, Spring: Lunar calendar from beginning of spring to Long Summer.

Product design background:

Spring diet should master a principle: according to the change of temperature, food will gradually change from warm and sweet to light and nourishing yin. In early spring, the diet should be warm to avoid cold. Warm vegetables and wild vegetables, such as bamboo shoots, Chinese toon, spinach, willow buds, shepherd's purse, onion, ginger, garlic, leek, mustard and so on, are provided in the set meal.

Mid-spring diet should be sweet. Eat yam, red dates, honey, celery and other foods that benefit the spleen and stomach properly, and eat less acidic foods in the name of hurting the spleen and stomach.

2. Summer: The lunar calendar goes from long summer to beginning of autumn.

Product design background:

Summer is the most sunny season and the most vigorous time for human metabolism. People sweat a lot, and it is easy to lose body fluids. In summer, light food should be the main health care to avoid hurting body fluids and consuming gas.

The diet in summer is really light. Summer is hot, and people's digestive function of spleen and stomach is relatively weak. Rural grass-roots units can use heat-clearing and detoxicating foods, such as chrysanthemums, celery, Chinese cabbage, coriander, bitter gourd, bamboo shoots, cucumbers and wax gourd. Fish, such as herring, crucian carp and silver carp. These foods can clear away heat and relieve fatigue, and have certain preventive effects on heatstroke and intestinal diseases.

Summer diet should replenish qi. You can choose appropriately.

Choose some foods that nourish yin and benefit qi, such as carrots, spinach, longan, litchi, peanuts and tomatoes. Summer is full of energy, which easily hurts people's feelings. In this season, we should focus on invigorating qi and nourishing yin, clearing away heat and relieving summer heat, such as melon, watermelon, lotus root and duck meat, and should not eat more warming products.

3. Autumn: The lunar calendar starts from autumn to winter.

Product design background:

In autumn, the yang gradually closes and the yin gradually grows. At this time, the human body should also conform to the laws of the four seasons and enter the opportunity to protect yin. In terms of diet, we should prevent dryness, nourish yin and moisten the lungs.

The diet should be moist in autumn. More products with sweet and cold taste should be selected, such as lily, tremella, yam, pear, grape, water chestnut, glutinous rice, sugarcane, soybean milk, sesame, lotus root, spinach, pig lung, nail fish and olive. These foods have the functions of moistening lung, promoting fluid production, nourishing yin and clearing dryness. Products should contain less pungent taste, such as onion, ginger and pepper.

Diet should be nourishing in autumn. Tonifying in autumn is one of the key points of TCM health care, which lays a good foundation for tonic in winter and avoids the occurrence of depletion in winter. Proper use of Radix Adenophorae, Radix Ophiopogonis, Lily, Almond, Bulbus Fritillariae Cirrhosae and other Chinese herbal medicines has a good effect on relieving autumn dryness. Autumn should be less pungent and more sour. Eat less spicy products such as onions, ginger, garlic, leeks and peppers in autumn to avoid hurting the lungs; Choose sour foods such as apples, pomegranates, grapes, mangoes, pomelos, lemons and hawthorn to prevent autumn dryness.

4. Winter: the winter solstice in beginning of spring in the lunar calendar.

Product design background:

Winter is the season when all life lurks and hides. At this time, it's cold, and the human blood circulation slows down. () Chinese medicine believes that at this time, cold pathogens are strong, which is easy to hurt the yang of the human body. Therefore, winter health care focuses on nourishing.

Diet should be nourishing in winter. The basic principle of dietary health in winter is to conform to the principle of storing yang in the body, gathering yang and protecting yin. Mutton, shrimp, leeks, longan, fungus, chestnuts, walnuts, turtles and other foods can be properly selected; Eat more potatoes, such as sweet potatoes and potatoes; Vegetables such as Chinese cabbage, cabbage, white radish, soybean sprouts, mung bean sprouts, rape and so on.

Avoid eating cold things in winter. Therefore, we should eat less cold food such as water chestnut, persimmon, raw radish, raw cucumber, watermelon and duck in winter.

The above are the principles of new product design, and the specific dishes should be designed according to the above seasonal and taboo ingredients. Pay special attention to the supply of raw materials and increased costs.

Fourth, the promotion and listing of new products.

Main forms of publicity:

The main form of new product promotion still follows the rural base's new product promotion form, that is, making large posters at the entrance of restaurants and ordering places for promotion.

Other forms:

1. Among other suggestions planned here, we suggest setting up a display board at the door to announce the recent suggestions made by customers and the solutions for rural areas. At the same time, an area can be opened on this exhibition board to promote new products. At the same time, during the period when new products are just listed every season, you can choose multiple questions related to new products to increase the popularity of new products.

2. Set a small plastic ordering board similar to a coffee shop on each table, on which new products can be properly promoted. New product release form:

A small number of pilot sales can be carried out first to test the reaction of the market and customers. After establishing a certain customer group to absorb customer suggestions and make improvements, new products can be fully launched.

Model marketing plan 5 I. Activity background

In view of the open class of marketing in our class on May 5th, at the request of teacher Ji Hong, our class will hold a marketing activity to integrate a product on May 5th. This group chooses tangible products such as red bull drinks for marketing.

Second, the purpose of the activity

Through this activity, let's experience marketing, open a new chapter in learning and accumulate bits and pieces in life.

III. Purpose of the activity

Experience marketing, marketing red bull drinks, marketing ourselves; Through open classes, we can also market our 07 Classic 3.

Fourth, the activity time

May 5, 20__

Verb (abbreviation for verb) activity place

Comprehensive building 3 13

The preparation process of intransitive verb activity

Planning stage: This marketing activity of Red Bull Beverage will use various materials.

1. Shoot advertisements after class with real life scenes as the background, so as to achieve the purpose of visual merchandising and be closer to life and reality.

2. Write humorous plays to enhance the atmosphere of the scene.

3. Conduct market questionnaire survey, which will be conducted in a random way. The purpose of this questionnaire survey is to get a preliminary understanding of everyone's understanding of Red Bull, which is convenient for us to explain on the spot.

Seven. Publicity of activities

The publicity of this activity is mainly in the stage of shooting advertisements and distributing questionnaires.

Eight. Resource requirements for activities

Red bull drink, 5 bottles of roses and a digital camera.

Nine. Activity funds

Red Bull Beverage 5 bottles of 5.3 yuan/bottle total: 26.5 yuan.

A rose, one yuan and three yuan.

Funds are shared by team members through negotiation and agreement.

X. The specific process of the activity

1, showing commercial advertisements of appropriate activities (hosted by team member Xue Huanmei)

2. Transition to the stage of humorous drama to mobilize the atmosphere.

3. Take the questionnaire as the carrier to explain.

Conclusion: We paid a lot in this activity, but we also gained a lot. We believe that,

Young people, if we decorate our life with colorful colors, we can better market ourselves!