Marketing planning, we must first determine the marketing concept, and then plan on the basis of the marketing concept.
Marketing planning is to design and plan the products, services and ideas, prices, channels and promotions of the enterprise according to the marketing objectives of the enterprise, with the core of meeting the needs and desires of consumers, so as to realize the communication process between individuals and organizations.
Marketing planning is to change the current situation of enterprises, achieve marketing goals and use scientific methods.
Marketing design
And innovative thinking, based on the existing marketing situation of enterprises, make strategic decisions and guidance for the future marketing development of enterprises, which is forward-looking, overall, innovative and systematic.
Marketing planning is applicable to any product, including intangible services. It requires enterprises to make corresponding plans according to the changes of market environment and their own resources in order to improve product sales and obtain profits. The content of marketing planning includes four aspects: market segmentation, product innovation, marketing strategy design and marketing combination 4P strategy.
Edit the main content of this marketing plan.
Marketing planning company refers to a professional service company that specializes in marketing services and uses professional marketing experience to help enterprises open the market in a more economical and faster way through "wisdom and creativity", belonging to commercial service companies.
Teacher Su, senior consultant of Tianchuang Marketing Management Planning Company, summarized the main contents of marketing planning as follows:
1. Marketing strategic planning. 2. National marketing of products. 3. First-line marketing team building. 4. Promotion policy formulation. 5. Create a special sales model such as monopoly system. 6. Terminal sales performance improved. 7. Demonstration market construction. 8. Establishment of distribution system. 9. Channel construction. 10. Construction of direct selling system. 1 1. Construction of price system. 12. Investment planning. 13. New product launch planning. Product planning. 15. Market positioning. 16. Marketing diagnosis, etc.
Marketing planning process
Philip kotler believes that marketing begins before the business planning process. Different from the viewpoint of manufacturing and sales, business process consists of value creation and subsequent delivery, including three stages.
The first stage is to choose value. Marketing "homework" must be done well before any product is produced. The marketing process is market segmentation, targeting and positioning)-STP, which is the essence of strategic marketing.
Once a business unit chooses the value it will provide to the target market, it is ready to provide value work. Tangible products and services must be specific, target prices must be established, and products must be manufactured and put on the market. In the second stage, the performance, price and distribution of specific products are formulated, which is also the content of tactical marketing.
The task of the third stage is to spread the value. Tactical marketing is expanding: organizing sales force, promotion, advertising and other promotional work to make the supply known to the market. The marketing process begins before the product and continues in the product development, and should continue after the product is sold.
Note: With regard to marketing planning, at present, European countries divide positioning, marketing and planning very carefully, and each has its own professional operating company. In China, many marketing planning agencies are still pursuing the whole case operation, and the integration process from positioning to design promotion will inevitably affect their professionalism. In recent years, subdivided marketing planning companies, such as professional positioning, professional design and professional marketing trust, have gradually emerged in Shanghai and Guangzhou, which will surely be the general trend of the marketing industry.
-Excerpted from philip kotler's Marketing Management. (New Millennium Edition, tenth edition. Renmin University of China Press)
Standards of Excellent Marketing Planning Talents
Three suggestions for newcomers
1. If you are content with mediocrity, then don't make a plan. Creating value for enterprises and creating legendary brands is the only reason why marketing planners exist. Therefore, an excellent marketing planner should not only be satisfied with the innovation in the field of communication, but also realize the innovation of brand and communication and the innovation of products and marketing models on the basis of accurate and effective marketing strategies! Make a natural star, win first and then fight.
2. Excellent marketing planners are honest, responsible and open, respect everyone's talents and talents, and advocate finding a sense of accomplishment and happiness from work and life.
Marketing design
Learn to be a man first, then learn to do things. Excellent marketing planners are optimistic, mature, honest and brave people;
Excellent marketing planners are enterprising, not satisfied with mediocrity, and have a firm belief in the pursuit of goals;
Learn to do small things before doing big things and keep an open mind;
Versatile, keep pace with the times, and refuse the self-sealing of "half a bucket of water".
Basic requirements of marketing planners
A qualified marketing plan should meet the following requirements:
1. Marketing planners need to master comprehensive knowledge and skills, including economics, behavioral science, mathematics, statistics, psychology, sociology, ecology, trademark science, advertising and law.
2. Marketing planners must have rich experience and marketing experience and be able to make accurate judgments on all aspects of marketing.
3. Marketing planners should have keen insight, seize opportunities and avoid risks in the market.
4. Marketing planners should have systematic thinking ability and be able to use comprehensive knowledge to solve complex problems.
5. Marketing planners should have fanatical work enthusiasm and regard planning as a part of life, so as to have strong motivation and interest to do their work to the extreme.
Edit the strategic process of marketing planning in this paragraph:
The main task of marketing strategy is to analyze the form from the perspective of strategic business units and formulate goals and plans. Marketing planning strategy is a directional, overall and comprehensive key planning.
1, market positioning planning 2, market competition planning
3, corporate image planning 4, customer satisfaction planning
Edit the format of this marketing plan.
(1) marketing opportunities analysis. Including: the quantity and amount analysis of the whole commodity or consumer goods market; Sales volume and sales volume analysis of each competitive brand or brand; Sales volume and sales volume analysis of each competitive brand or brand commodity structure; Comparative analysis of market share of competitive brands or brands; Analysis of age, gender and family income of customers and consumers; Analysis of the advantages and disadvantages of each competitive brand or brand; Comparative analysis of market segmentation and commodity positioning of competitive brands or brands; Comparative analysis of advertising expenses and advertising performance of competitive stores or brands; Comparative analysis of promotional activities of competitive brands or brands; Comparative analysis of public relations activities of competitive stores or brands; Comparative analysis of pricing strategies of competitive stores or brands; Comparative analysis of competitive brands or brand distribution strategies; Comparative analysis of the layout of competitive stores or brand stores; Analysis of enterprise's profit structure and expenses.
(2) Target market positioning. Including determining the target market and commodity positioning; Business objectives; Price strategy; Distribution strategy; Advertising form and investment budget; The focus and principles of promotional activities; The emphases and principles of public relations activities.
(3) Promotion planning. Including: defining the goal of promotion; Choose the form and content of promotion.
(4) Distribution activity plan. Include: price strategy; Distribution channels; Shop display; Quality of service.
(5) Sales management plan. Including: the duties and authority of supervisors; Sales target plan; Selection and training of personnel; Salary standard of sales staff; Incentive measures for sales staff.
(6) Market feedback and adjustment. Including: the feedback mode of marketing information; 3. Feedback arrangement of marketing information; Business objective accounting; Adjustment of business behavior.
Edit the three development stages of marketing planning in this paragraph. Product planning stage
Customers need goods with good quality and low price, so the main marketing planning work of enterprises is to concentrate on improving products, not paying attention to customers' needs and wishes, ignoring marketing work in distribution and promotion, resulting in unsalable products once new technologies and substitutes appear.
Second, the promotion planning stage
In the era of popularization, goods are more abundant, and the focus of enterprise marketing planning is how to promote their own products. Therefore, enterprises set up sales staff, formulate incentive systems, encourage sales staff to sell more products, and at the same time use advertising wars and price wars to stimulate consumer demand, regardless of consumers' liking and satisfaction.
Third, the system marketing planning stage
With the continuous development of economy, the demand of consumers has changed, and popular goods cannot be recognized by consumers. Therefore, the focus of enterprise marketing planning is to constantly analyze consumers' psychological and behavioral characteristics, segment the market, and meet consumers' needs and desires through a series of systematic means such as product design, pricing, distribution and promotion.
In this paragraph, the difference between editing system marketing planning and traditional marketing planning.
Traditional marketing is an upgrade on the basis of promotion concept, focusing on the innovation of marketing combination means and the spread of brand concept. In a period of time, many enterprises in China did achieve brilliant results through traditional marketing methods, but consumers demanded.
Marketing design
Once the change happens, the enterprise will fall into confusion and no return.
Systematic marketing planning is a marketing system work oriented to consumer demand, which needs more perfect and accurate marketing work. It includes four parts: market segmentation, product innovation, marketing strategy design and 4P marketing combination strategy control, which can effectively solve the problems existing in marketing, improve the marketing management ability of enterprises and build the core competitiveness of enterprises.
Systematic marketing planning is to take consumers' needs and desires as the center, make full use of internal and external resources of enterprises, solve the fundamental marketing problems of enterprises with a more comprehensive, three-dimensional and long-term marketing planning model, and make enterprises operate steadily.
Marketing planning is to make good use of all "P" resources, find the most suitable people, distribute goods at the most suitable price, through the most suitable channels, and use the most suitable promotion methods and means. The most successful marketing plan is that all "P" resources are most suitable for the marketing environment of the enterprise. As I have always insisted, "only do the most harmonious subversion."
Edit the marketing planning analysis of this paragraph.
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.
About marketing: business: management, marketing: 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.
About planning: strategy: refers to strategy and strategy; Planning: refers to planning and arrangement; Together, it is
Marketing design
: Implement the strategy in a planned way. Usually, it is an activity that organizers need to integrate various resources and carefully arrange according to the weather, location and people. Good planning can be linked and echoed. Planning can be large or small, and the time can be long or short.
Edit prerequisites for this marketing plan.
First, establish the marketing goal of the enterprise, that is, the ideal goal that the enterprise wants to achieve.
Second, study the marketing environment and marketing situation of enterprises.
Principles to be followed in editing this marketing plan
The eight principles are strategic, knowledgeable, systematic, seasonal, contingency, operability, innovation and efficiency.
Marketing planning must be based on comprehensive information. It requires collecting all kinds of information related to decision-making and planning as comprehensively as possible by establishing a wide information network, so as to increase the accuracy of decision-making and planning and reduce its blindness and risk.
Marketing planning must be based on science and technology. It not only requires making full use of the principles and methods of various disciplines related to marketing planning, but also requires using modern high-tech means such as computers to assist marketing decision-making and planning as much as possible, so as to fully improve its efficiency and accuracy.
Marketing planning must be based on expert consultation. It requires experts from all walks of life to participate in marketing planning as much as possible, or entrust professional consulting agencies to carry out marketing planning, so that operators can brainstorm, evaluate and choose different marketing planning schemes, and ensure the optimization of marketing planning quality. Organization of marketing planning
Operating principle. The prepared plan is to guide the marketing activities, and its guidance involves everyone's work and the handling of the relationship between various links in the marketing activities. So its operability is very important. No matter how good the scheme idea is, it has no value. If it is not easy to operate, it will inevitably consume a lot of people, money and things, and the management is complicated and the effect is low.
The principle of novelty. The "idea" (creativity) that requires planning is new, the content is new, and the expression method is also new, giving people a brand-new feeling. Novel originality is the core content of the planning book.
How to edit this marketing plan
Marketing planning is the design and planning of marketing activities, which are the market development activities of enterprises and run through the management process of enterprises. Therefore, all commercial activities involving market development are the content of marketing planning.
Marketing design
1, ideas and methods
What is an idea? From the perspective of modern marketing, creativity refers to the ideas and methods that marketing planners with rich market experience come up with for the specific implementation of marketing programs after careful consideration.
2. Creative methods
Creativity refers to the process of consciously using new methods to combine old elements on the premise of market research, based on market strategy and through unique mental training.
3. Strategic approach
Strategy is to make decisions about something and lead the implementation plan.
Six steps to edit a marketing plan
Marketing planning includes six steps: scenario analysis, goal, strategy, tactics, budget and control.
(1) Scenario analysis: Enterprises should first make clear all kinds of macro forces (economy, politics/law, society/culture, technology) and insiders-enterprises, competitors, distributors and suppliers. Enterprises can conduct SWOT analysis (strengths, weaknesses, opportunities, threats). However, this analysis method should be modified to TOWS analysis (threats, opportunities, weaknesses, strengths), because the order of analytical thinking should be from the outside to the inside, not from the inside out. SWOT analysis may pay too much attention to internal factors and mislead enterprises to selectively identify external threats and opportunities according to their own advantages. This step should also include the main problems faced by all departments of the company.
② Objectives: For the best opportunities confirmed in scenario analysis, enterprises should rank them, and then take this as a starting point to define the target market, set targets and complete the progress. Enterprises also need to set goals for stakeholders, corporate reputation, technology and other related aspects.
③ Strategy: There are many ways to achieve any goal, and the task of strategy is to choose the most effective action to achieve the goal.
④ Tactics: The strategy is fully developed to details, including the schedules and tasks of 4Ps and personnel of various departments.
⑤ Budget: The cost of actions and activities planned by the enterprise to achieve the goal.
⑥ Control: The enterprise must make inspection time and measures to find out the completion of the plan in time. If the plan is behind schedule, the enterprise must correct its own goals, strategies or various behaviors to correct this situation.
Edit network marketing plan's basic principles in this paragraph.
All technologies and channels are just means of execution. Only unique creativity, meticulous analysis, accurate positioning and excellent planning are the essence of planning services, and they are also the links that are really of vital significance to customers. Resolutely abandon flashy promotion means and pure technical means that only data has no practical effect. In addition to the commonly used hard advertising model, Jin advocates "original creativity, soft marketing, characteristic hype, and audio communication", infiltrating the target group imperceptibly in a subtle way, while paying attention to wide publicity and deep penetration.
1. system principle
Network marketing is a systematic business activity that uses the network as a tool to manage the information flow, business flow, manufacturing flow, logistics, capital flow and service flow of marketing under the network environment. Therefore, the planning of network marketing scheme is a complex system engineering. Planners must be guided by system theory to integrate and optimize various elements of enterprise network marketing activities, so that the' six streams' are prepared and complement each other.
2. The principle of innovation
The network brings great convenience for customers to compare the utility and value brought by products and services of different enterprises. In the network marketing environment where personalized consumption demand is becoming more and more obvious, it is the key to improve utility and value to create product functions and service features suitable for customers' personalized needs through innovation. Special efforts can bring special returns. Innovation brings characteristics, which not only means being different, but also means extra value. In the planning process of network marketing scheme, we must deeply understand the network marketing environment, especially on the basis of customer demand and competitors' trends, and strive to create product features and service features that are popular with customers with the goal of increasing customer value and utility.
3. Operating principles
The first result of network marketing planning is the formation of network marketing plan. The network marketing plan must be operable, otherwise it is worthless. This operability is manifested in that in the network marketing scheme, planners will discuss what to do, when, where, who and how to do it in the future network marketing activities according to the objectives and environmental conditions of enterprise network marketing.
Marketing design
It has been carefully deployed, elaborated and arranged. In other words, the network marketing plan is a series of concrete, clear, direct and interrelated action plan descriptions. Once put into practice, every department and employee of an enterprise can be clear about their goals, tasks, responsibilities and ways to accomplish tasks, and know how to cooperate with other departments or employees.
4. Economic principles
Network marketing planning must take economic benefits as the core. Network marketing planning not only consumes certain resources, but also changes the allocation state and utilization efficiency of enterprise management resources through the implementation of network marketing planning. The economic benefit of network marketing planning is the ratio of the economic benefit brought by planning to the cost of planning and scheme implementation. Successful network marketing planning should be to obtain the maximum economic benefits under the condition that the planning and scheme implementation costs are fixed, or to obtain the target economic benefits at the minimum cost.
Edit this paragraph for further reading: planning classification 1. the network marketing plan
1, network marketing
2. Event hype
3. Theme manufacturing
4. Crisis public relations
Second, the traditional marketing planning
1, new product launch: market research, product positioning, investment planning and market start-up;
Classic cases: Jiang Zhong Jianwei Xiaoshi Tablet, Golden Wine and Wang Laoji.
2. Marketing planning: marketing diagnosis, marketing promotion, sales promotion, promotion planning, brand promotion and brand promotion;
3. Advertising planning: print advertising creative planning, film and television advertising creative planning, film and television advertising production;
4. Enterprise planning: brand promotion, brand planning and brand promotion;
5. Terminal construction: terminal manual planning, terminal promotion personnel training, terminal image design and sales terminal maintenance;
6. Brand promotion: time-honored brand promotion strategy, time-honored brand sales promotion and time-honored brand terminal follow-up strategy;
7. Sales promotion: product sales promotion, market diagnosis, new product sales promotion and market diagnosis in different periods;
8. Product agency and sales: regional sales of new products, national general agent and cooperative development of new products.
Third, new marketing planning.
1, brand public relations: brand public relations mechanism, organization establishment, brand public relations strategy, implicit communication, explicit communication, crisis management,
Crisis public relations, non-traditional marketing, word-of-mouth marketing, interactive marketing, brand alliance;
2. Brand model: enterprise development strategic planning, brand model, industrial model planning, capital strategic planning, profit model planning,
Project and product planning, industrial integration planning.
Edit this classic marketing case of China Nongfu Spring.
Around 2000, the competition pattern of water market in China basically became a fixed trend. The national brands dominated by Wahaha and Robust have basically achieved the division and encroachment on the China market! At the same time, many regional brands are constantly impacting the water market, but it is often difficult to make a big breakthrough. At that time, the representative aquatic products were Shenzhen Jing Tian Space Water, Guangzhou Ipoh, Grand Canyon and so on. And some high-end water brands, such as Watsons and Master Kong. However, the dominant and mainstream position of water market competition in China has not changed. It was at this time that Hainan Yangshengtang began to enter the water market, and the appearance of Nongfu Spring changed the competitive pattern of China water market and formed a powerful rising star brand in China market. Moreover, with the intensification of market competition, Nongfu Spring has gradually replaced Robust as the second largest brand in China market in a sense, thus creating a famous war case in which a brand with weak resources beats a brand with strong resources. In the specific operation process, firstly, Nongfu Spring bought out the exclusive exploitation right of Qiandao Lake water quality for 50 years. During this period, no water enterprise can use the water quality of Qiandao Lake to develop aquatic products, not only innovating on the bottle cap, but also using the unique opening sound to create differentiation and create the concept of "sweetness". "Nongfu Spring is a little sweet" has become a differentiated selling point; Secondly, in order to further develop and clean up the industry portal, Nongfu Spring announced that it would no longer produce pure water, but only produce healthier and more nutritious natural water from Nongfu Spring, and made a "daffodil contrast" experiment, putting three plants in pure water, natural water and polluted water respectively. We will find that the growth rate of plants in pure water and polluted water is obviously not as good as that in natural water. So Nongfu Spring came to a conclusion that natural water is nutritious water. His view that "natural water is healthier than pure water" has been spread by scholars and children, thus winning influence. Nongfu Spring firmly occupied the top three positions in the bottled water market in one breath. The success of Nongfu Spring lies in its planning and momentum. On the one hand, the selling point is constantly refined, from the opening sound of the bottle cap to a little sweet, from a little sweet to the current PH value test, claiming to be weak acid and weak base; On the other hand, he is good at hype and momentum, forming differences through comparison, and then improving himself.
Wong Lo Kat
From 65.438+0.8 billion yuan in 2002 to 2.5 billion yuan in 2005, it is a rapid growth. As a kind of herbal tea, Wang Laoji was born in Daoguang period, and rapidly developed from a regional brand to a national brand. First, I changed my mind. "Herbal tea" is sold as a "beverage", refining the core selling point and not getting angry. "I am afraid of getting angry and drinking Wang Laoji. Second, with the help of the influential media-CCTV, it has spread and enhanced its influence and image. Of course, its red packaging has also gained enough visual impact and attraction, and Wang Laoji has achieved rapid development in terminal and channel design.