In
order to ensure that things or work are carried out in a solid manner, it is often necessary to prepare a plan in advance, which is a written plan that specifies the time, place, purpose, expected effect, budget and method of action. How should the plan be formulated? The following is a sample marketing plan (5 general articles) that I have compiled, for reference only, I hope it can help you.
Marketing Planning Plan Template 1I. Planning Purpose/Overview.
At the beginning of the company's opening, there is no set of systematic marketing strategies, so it is necessary to plan a set of marketing plans according to the characteristics of the market.
2. Analyze the current marketing environment.
(1) Market situation analysis and market prospect forecast
1. The marketability, actual market and potential market conditions of the product.
2. Market growth status, which stage of the market life cycle the product is currently in. For the products at different market stages, what is the marketing focus of the company, what is the effect of the corresponding marketing strategy, and the impact of demand changes on the product market.
3. Consumer comprehension, this information requires planners to analyze the market development prospects of products with the data they have mastered.
For example, the planner's analysis of the risk of entering the market in the mouthwash of a brand in Taiwan ""Deennai" Marketing and Advertising Planning Case, the decision of the product market is quite wonderful. As pointed out in the analysis of the growth of the product market:
(1) The good performance of similar products "Listerin" shows that "De" has little risk of entering the market.
(2) The listing of another similar product, "Sukejing", is generally understood to indicate that "Listerine" is defective.
(3) Mouthwash is a product used by family members and has a large market.
(4) The improvement of living standards and the increase of middle and upper classes indicate their future market growth.
(2) Analysis of uncontrollable factors affecting products
Such as macro environment, political environment, residents' economic conditions, such as consumer income level, changes in consumption structure, consumer psychology, etc., for some products that are greatly affected by the development of science and technology, such as computers, household appliances and other products, it is also necessary to think about the impact of the direction of technological development trends in the marketing planning.
3. SWOT analysis.
Marketing plan is the grasp of market opportunities and the use of strategies, so the analysis of market opportunities has become the key to marketing planning. Just identify the market opportunity, and the planning is half the success.
(1) Advantages
(2) Disadvantages
Specific problems/disadvantages in general marketing are manifested in many aspects:
The company's popularity is not high, and the poor image affects product sales.
The product quality is off, the function is incomplete, and it is ignored by consumers.
The product packaging is too poor to arouse consumers' interest in purchasing.
Improper price positioning of the product.
The sales channel is not smooth, or the channel selection is wrong, so that the sales are blocked.
The promotion method is not business, and consumers do not understand the company's products.
The quality of service is too poor, which makes consumers dissatisfied.
Thelack of after-sales guarantee and consumers' concerns after purchase can be problems in marketing.
Find disadvantages from problems to overcome, find opportunities from advantages, and explore their market potential. Analyze the characteristics of each target market or consumer group for market segmentation, try to meet different consumer needs, seize the main consumer groups as the focus of marketing, find out the gap with competitors, and grasp the market opportunities.
(3) Opportunity
(4) Threat
Fourth, marketing objectives
Marketing objectives are specific goals to be achieved by the company on the basis of the previous objectives and tasks, that is, during the implementation of the marketing planning plan template, the economic benefit target is reached: the total sales volume is __ million pieces, the gross profit is expected to be __ million yuan, and the market share is realized.
5. Marketing strategy (specific marketing plan)
(1) Marketing purpose
General enterprises can pay attention to the following aspects:
Smoothly expand the market with a strong advertising offensive, accurately position the product, highlight the product characteristics, and adopt differentiated marketing strategies.
Focus on the main consumer groups of the product.
Establish a wide range of sales channels, and constantly expand the sales area.
(2) Product strategy
Through the analysis of market opportunities and problems of the previous products, reasonable product strategy recommendations are put forward to form an effective 4P combination to achieve the best results.
1) Product positioning: The key to product market positioning is mainly to find a vacancy in the minds of customers, so that the product can quickly start the market.
2) Product quality and function scheme. Product quality is the market life of the product. Enterprises should have a perfect quality assurance system for products.
3) Product brand: In order to constitute a well-known brand and reputation, and to establish a well-known brand in the minds of consumers, it is necessary to have a strong sense of brand creation.
4) Product packaging: Packaging, as the first impression of the product to consumers, needs a packaging strategy that can cater to consumers and make them satisfied.
5) Product service: In the planning, we should pay attention to the improvement and improvement of product service mode and service quality.
(3) Price strategy
There are only a few general principles emphasized: Pull
a large number of zero price differences, and mobilize wholesalers and intermediaries.
Give appropriate quantity discounts to encourage more purchases.
Based on cost, the price of similar products is used as a reference. Make the product price more competitive. If the enterprise takes the product price as its marketing advantage, it should pay more attention to the formulation of price strategy.
(4) Sales channels
What is the current situation of the sales channels of the product, what are the plans for the expansion of sales channels, and some affordable policies are adopted to encourage the sales intentions of intermediaries and agents or formulate appropriate incentive policies.
(5) Promotion strategy
(personnel promotion, advertising, business promotion, public relations)
Take advertising as an example:
1. Principles:
(1) Obey the company's overall marketing and publicity strategy, establish a product image, and pay attention to establishing the company's image.
(2) Long-term: The personality of advertising and advertising products should not change around, become multi-functional, consumers will not know the goods, but make the old customers feel strange, so the necessary time should be launched consistent advertising.
(3) Extensive: while selecting multiple styles of advertising media, pay attention to the way of good publicity effect.
(4) Cooperate with phased promotional activities from time to time, grasp the appropriate time, timely and flexible, such as major holidays, activities with commemorative benefits of the company, etc.
2. The implementation steps can be carried out in the following ways:
(1) Product image advertising is launched in the early stage of the planning period.
(2) After the sale, we will launch advertisements for agents in a timely manner.
(3) Promotional advertisements are launched before holidays and major events.
(4) Seize the opportunity to conduct public relations activities and reach out to consumers.
(5) Make careful use of the news media, and be good at creating and using news events to improve the visibility of enterprise products.
(6) Specific action plans
According to the characteristics of each time period during the planning period, various specific action plans will be launched. The action plan should be meticulous, thorough, operable and flexible. It is also necessary to think about the cost expenditure, do everything within our means, and try to achieve good results at a lower cost. In particular, we should pay attention to the marketing focus of seasonal products and peak seasons, and seize the marketing advantages of peak seasons.
Sixth, the planning plan of the cost budget
This part records the cost of the entire marketing plan to promote the cost of investment, including the total cost of the marketing process, stage costs, project costs, etc., the principle is to obtain the best effect with less investment. The cost budget method will not be discussed in detail here, and enterprises can use their experience to analyze and formulate it in detail.
7. Plan (or program adjustment)
Summary
(or program adjustment: This part is used as a supplementary part of the planning plan. In the implementation of the program, there may be places that are not suitable for the actual situation, so the implementation of the program must be adjusted in a timely manner according to the feedback of the market. Marketing
Planning Plan Template 2I. Overview
The full name of "____" is ____ Technology Co., Ltd., is a private enterprise, established in 20__, the company mainly produces and sells all kinds of electronic products. We have conducted relevant surveys for different groups of people, and the main survey groups are college students, who have a certain understanding of the actual situation. Through these three or four months of market research and research, we learned about the electronic product market, and completed the company's marketing plan on June 12.
This program can help companies understand the current electronics market and can also guide us in developing the actual marketing efforts for this market.
2. Analysis of the current market situation
(1) User analysis
1. Target market
Through the market survey questionnaire, the results of random sampling show that most of the consumers of our products are people who pursue fashion and are at the forefront of fashion, mainly fashion young people who are mainly students. In addition, some middle-aged and elderly people and teenagers will also become our customers.
Students-based young people buy our products, mainly mobile phones and computers, for the pursuit of fashion and function, the consumption level is not very high, generally around 1000~4000 yuan. Middle-aged and elderly people are mainly mobile phones and computers, pay more attention to practicality and quality, although they have the ability to buy, but they will not be easy to buy, but from the family affection, in the form of gifts into the market. Teenagers are mainly learning machines, mobile phones, computers, MP3, MP4, MP5, etc., and have almost no purchasing power, so they are consumed by their parents.
2. Consumer preference
In the market survey, it is found that consumers are generally easy to accept low-end products; Like imported brand products and domestic products with good quality; Consumers want personalized products and specially tailored electronic products; We produce different products according to the preferences of different consumers.
3. Purchase mode
In the market survey, it was found that the price of electronic products used by the public was 1000-5000 yuan; Usually purchased in specialty stores or hypermarkets; The most important thing is the function, brand and style of electronic products, to provide customers with the products they need, this is the advantage of our enterprise.
4. Information channels
In the market research, it was found that consumers understand a new electronic product on the market mainly TV, Internet, leaflets and mutual exchanges between classmates and friends, the effect of leaflets is poor, and consumers generally like to communicate with classmates and friends. Television and the Internet can increase the visibility of our electronic products among consumers. The media that consumers are most exposed to are TV stations, newspapers and magazines, and the media they trust the most is CCTV.
(2) Analysis of competition At
present, foreign brands in the market are: Dell, HP, Nokia, Motorola, HTC, Samsung, Sony Aison, Siemens, Philips, Panasonic, etc.; Domestic brands include: Xiaomi, Xiaxin, Tianyu, Lenovo, Bird, BenQ, TCL, CECT, ZTE, Huawei, Konka, etc.
Among these electronic products, the more popular foreign brands in the market are: Dell, HP, Nokia, Motorola, Samsung, Sony Ericsson, and the more popular domestic brands are: Lenovo, ZTE, Huawei, etc. In terms of mobile phones, these more popular domestic brands are only
a little more popular than other domestic brands. In fact, these popular domestic brands are far inferior to those foreign ones. The mainstream brands in the market are basically foreign brands, namely HTC, Nokia, Motorola, Samsung, and Sony Ericsson. Moreover, these brands of electronics are available in most chain stores.
3. Market Opportunity and Problem Analysis
SWOT Analysis:
Advantages: Featured services. Our electronic products are fully functional and affordable with high quality, which is very much in line with the requirements of consumer groups. And there is an additional product warranty period for the electronic products purchased from us, and there are some special electronic product care, such as: electronic product film, electronic product beauty.
Disadvantages: Popularity, worry about the handling of after-sales problems.
Opportunity: The electronics market is becoming increasingly saturated, but the needs of customers are diverse, and consumers are mainly looking for the experience of buying electronic products and their functional needs. The diverse uses of electronic products have changed people's lifestyles and brought great convenience to people's life communication. Chinese population base is large, people's income level is constantly rising, on the other hand, the maturity of technology, so that the price of electronic products is no longer sky-high. People tend to be nostalgic sometimes, and retro styles can become a fashion trend. However, according to the analysis of market competition, major chain enterprises are turning to electronic services, which is the most basic, but the value-added services of electronic products have not yet been involved. Competitors concentrate electronic product brands (including well-known foreign brands and domestic electronic product brands) with low prices and multiple functions. Failing to understand what customers really need creates an opportunity to compete for businesses that enjoy value-added business.
Threats: In terms of the current market situation, big brands of electronics companies (such as Lenovo) have a sizable market, so we are still under considerable pressure. According to the analysis of market potential and market consumption level, our consumer group is limited after all, so we must impress more potential customers with a certain unique service method.
Fourth, marketing objectives
According to the results of market research, our company in the early stage of entering the market, the sales that should be achieved are mostly determined by the main consumer groups. Seize market share and increase the visibility of your business.
In the early stage, according to the number of electronic products on the market and the promotion and publicity we will carry out after entering the market, our market share will increase by about 5%. With the promotion of the brand and the recognition of the public, I believe that the market share will reach a new height.
5. Marketing strategy
(1) Sales