With the development of market economy, the marketing of clothing products continues to expand and extend, and new ideas and trends of marketing development have emerged in planning marketing. It is a higher level art on the basis of general marketing, and it is more practical. With the increasingly fierce market competition, good marketing planning of clothing products has become a decisive weapon for enterprises to build famous brands and face the market. The planning book is a reflection of the marketing planning of clothing products. Here, I want to talk about the preparation of the marketing plan for clothing products. How to write marketing plan for clothing products?

First, the principles of making the marketing plan of clothing products.

In order to improve the accuracy and scientificity of the writing of clothing product planning book, we must first grasp several main principles of its writing;

(a), the principle of logical thinking. The purpose of planning is to solve the problems in enterprise marketing and prepare the planning book according to the thinking of logical thinking. Firstly, set the situation, explain the planning background, analyze the current situation of clothing products market, and then tell the whole story of the purpose of the planning center; Secondly, the specific planning content is elaborated in detail; The third is to clearly put forward the countermeasures to solve the problem.

(2) Simple and clear principles. We should pay attention to highlight key points, grasp the core problems to be solved in enterprise marketing, deeply analyze and put forward feasible corresponding countermeasures, which are highly targeted and have practical guiding significance.

(3) Operating principles. 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.

(4) the principle of originality. 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.

Second, the basic content of clothing product marketing plan.

According to the truth, there is no fixed format for the plan book. According to the different requirements of products or marketing activities, the planning content and format have also changed. However, from the general law of clothing product marketing planning activities, some elements are the same.

Therefore, we can * * * discuss some basic contents and writing formats of clothing product marketing plan. Cover > the cover of the plan book can provide the following information: ① the name of the plan book; 2 plan customers; (3) The name of the planning organization or planner; (4) Planning completion date and planning applicable time period. Because the marketing planning of clothing products has certain timeliness, the market situation in different time periods is different, and the marketing implementation effect is different.

The main body of the product marketing plan mainly includes:

(A), the purpose of clothing product marketing planning

It is necessary to establish a clear view on the goals and objectives of the marketing planning of this clothing product (such as: improving market share; Expand product awareness; Set up a good image of scale, high quality, professionalism and service), as the driving force for the implementation of this plan or emphasize the significance of its implementation, so as to require all employees to unify their thinking and coordinate their actions, and Qi Xin will work together to ensure the high-quality completion of the plan.

There are many problems in enterprise marketing, but in a word, there are only six aspects:

At the beginning of the opening of> enterprise, there was no systematic marketing strategy, so it was necessary to plan the marketing scheme of clothing products according to the market characteristics.

& gt With the development of enterprises, the original marketing scheme has not adapted to the new situation, so it is necessary to redesign a new marketing scheme for clothing products.

& gt Enterprises need to adjust their marketing strategies accordingly and reform their business direction.

& gt The original marketing plan of the enterprise is seriously wrong and can no longer be used as the marketing plan of the enterprise.

& gt The market situation has changed, and the original distribution scheme has not adapted to the changed market.

& gt Under the general marketing plan, enterprises need to design new phased plans in different time periods according to market characteristics and market changes.

For example, firstly, it is emphasized that "the marketing of clothing products is not just the marketing of an ordinary product of the company", and then it is explained that the success or failure of clothing product marketing is very important for the company's long-term and short-term interests to influence the Great Wall series, requiring all levels of personnel and departments of the company to reach a * * * understanding and complete the task well, making the goal direction of the whole scheme very clear and prominent.

(2) Analyze the current marketing environment of clothing products.

Have a clear understanding of the market, competition and macro environment of similar products. It provides a basis for formulating corresponding marketing strategies and adopting correct marketing methods. "Know yourself and know yourself", so this part needs planners to know more about the market. This part mainly analyzes:

1, current market situation and market prospect analysis:

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

(2) Market growth, which stage of the market life cycle the product is currently in. 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.

Consumer acceptance, which requires planners to use their own information to analyze the development prospects of the product market.

2. Analyze the influencing factors of product market.

This paper mainly analyzes the uncontrollable factors that affect the product, such as macro-environment, political environment and residents' economic conditions, such as consumer income level, consumption structure change and consumption psychology. Marketing planning of some products (such as computers and household appliances). ) Those who are greatly influenced by technological development also need to consider the influence of technological development trends.

(3), market opportunities and problems analysis

The marketing planning of clothing products is the grasp of market opportunities and the application of strategies. Therefore, the analysis of market opportunities has become the key to the marketing planning of thldl.org.cn clothing products. Only by finding the right market opportunity, planning is half the battle.

1. Analyze the marketing status of clothing products. The specific problems existing in general marketing are manifested in many aspects:

& gt company is not well-known and its poor image affects product sales.

& gt The quality of clothing products is not up to standard, and their functions are incomplete, so they are left out by consumers.

& gt The packaging of clothing products is too poor to arouse consumers' interest in buying.

& gt Improper price positioning of clothing products.

& gt Poor sales channels or wrong channel selection hinder sales.

& gt The promotion method is useless, and consumers don't understand the products of the enterprise.

& gt Poor service quality makes consumers dissatisfied.

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

2. Analyze the advantages and disadvantages according to the product characteristics. 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.

(D), clothing product 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 implementation process of the marketing planning scheme of clothing products, To achieve the goal of economic benefits: the total sales volume is ××× years × months × days × months × days × months × days × months × days × months × days × months × days × months × days × months × days × months × days × months × days × months × days × months × months × days × months × days × months × months × days × months × months × days × months × months × months × days × months × months Industry mainly refers to the target customers with a certain procurement scale, such as mining, transportation, construction, fire protection, manufacturing, factories and so on. Channel sales mainly refer to county-level franchisees or agents.

(5), clothing product marketing strategy (specific marketing plan)

1, clothing product marketing purpose:

General enterprises can pay attention to the following aspects:

& gt successfully expand the market with a strong advertising offensive, accurately locate products, highlight product characteristics, and adopt differentiated marketing strategies.

& gt Pay attention to the main consumer groups of clothing products.

& gt Establish a wide range of sales channels and continuously expand the sales area.

2. Clothing product strategy: By analyzing the market opportunities and problems of the previous products, put forward reasonable product strategy suggestions, form an effective 4P combination, and achieve the best results.

1) clothing product positioning. The key to product market positioning is to find the vacancy in customers' hearts and let the products start the market quickly.

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

3) Brand of clothing products. In order to form a certain popularity and reputation and establish a well-known brand in the minds of consumers, we must have a strong sense of brand-name clothing products.

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

5) Clothing products and services. Attention should be paid to the improvement and improvement of product service mode and service quality in planning.

3. Price strategy. Only a few general principles are emphasized here:

& gt Enlarge the price difference between wholesale and retail and arouse the enthusiasm of wholesalers and middlemen.

& gt Give appropriate discounts to encourage more purchases.

& gt Based on cost, with the price of similar products as reference. Make the product price more competitive. If enterprises take the price of clothing products as their marketing advantage, they should pay more attention to the formulation of price strategy.

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

5. advertising.

1) principle:

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

(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, it is necessary to put consistent advertisements in a certain period of time.

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 commemorative activities of the company.

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

6, clothing product marketing 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.

(six), the cost budget of clothing product planning scheme

This part records the cost input in the whole marketing scheme promotion process, including the total cost, stage cost and project cost in the marketing process of clothing products. The principle is to obtain the best effect with less input.

(7), sales growth forecast and benefit analysis

This part analyzes the benefits of the marketing action plan, including the sales growth, profit and income analysis, cash flow analysis and return on investment of clothing products in the next 1-5 years after marketing.

(8), clothing product marketing plan adjustment

This part is a supplementary part of the clothing product 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.