1. Overall analysis: market characteristics, industry analysis, competitor analysis, consumption trend analysis and sales situation analysis.
Second, the SWOT analysis of this product (company): strengths, weaknesses, opportunities and threats
3. PEST analysis of the whole environment: policy, economy, society and technology.
4. Marketing strategic planning: market tipping point, market layout, leading operation ideas, operation mode, market entry and operation ideas and design.
Marketing strategy planning: product strategy, product positioning and segmentation; Price strategy; Channel strategy, channel selection, channel expansion sequence, channel planning, channel proportion, channel sales forecast and analysis, and time plan for listing.
A summary of the promotion ideas of intransitive verbs and detailed cases of promotion: marketing channel promotion scheme, marketing scheme of listed terminal consumers, marketing scheme of listed terminal, media promotion arrangement and post-promotion follow-up scheme.
Extended data
advertisement
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, 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 as follows:
(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.
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.
Reference: Baidu Encyclopedia? Marketing plan