In a company, product and marketing are the two most important parts. In my opinion, product comes first and marketing comes second. Congratulations, you have almost finished the most important part. So, how to effectively promote products and bring ideal benefits to the company? At this time, a detailed marketing plan is very important, which can play a proactive role in profit forecasting, goal realization and risk control. So, what parts does a complete marketing plan include? Here, I will share with you what I think is the most important part based on my experience.

First, the market description

1. market capacity: analyze the development trend of the industry in combination with product characteristics, conduct market research when necessary, and understand the market scale of the industry, so as to formulate macro marketing objectives, such as market share and brand influence;

2. Product status: mainly reflected in the cost, pricing, gross profit and marginal cost of the product;

3. Competition: Understand the market position, product advantages and disadvantages, channel strategy and price strategy of major competitors, so as to formulate exclusive corresponding strategies.

Second, SWOT analysis

Analyze the internal strengths and weaknesses, external opportunities and threats in detail, and improve and optimize them to ensure adequate preparation before the implementation of the marketing plan.

Third, the marketing objectives

Marketing objectives generally include several dimensions, such as market share, long-term, short-term and short-term sales objectives, and the number of target customers. Please make this point reasonably in combination with the company's shareholder objectives, team situation and market budget.

Fourth, marketing channels.

According to the product attributes and team situation, determine the marketing channel that suits you. There are many channels, so you must choose the most suitable one according to your own goals and budget. For example, your product is ToC, and your choice can be online e-commerce platform (Taobao, JD.COM. COM), WeChat, offline store direct sales or offline dealer development. There are more advertising channels, such as online search engines, information flow, offline buildings, anti-aircraft guns and so on. Pay attention, only choose the right one, not the expensive one.

Verb (abbreviation for verb) market budget

Make reasonable allocation according to the determined market budget, such as how much is invested in team building, how much is invested in channel A, and how much is invested in channel B. At the same time, specify the return on investment obtained according to the market budget (bosses are unwilling to spend money without seeing the expected return, haha).

Implementation plan of intransitive verbs

In order to implement the marketing plan well, you need a detailed implementation plan, in which indispensable factors include time nodes, responsible persons, process objectives, coordination matters and so on.

Seven. process control

This is the most easily overlooked part. Peter drucker, a management guru, and philip kotler, marketing guru, both regard process control as the top priority of management and marketing, because "execution" is the top priority of everything, and people are lazy. The complexity of the company organization determines that the implementation of any project will not be smooth sailing, so it is necessary to determine the process control plan in the marketing plan and get the approval of all departments and bosses. Process management should be combined with the implementation plan in the sixth point, and do a good job of process early warning, that is, when the goal of each process node is not completed, what alternatives can be made up.

I'm Xiaoyi. I hope I can help you. Welcome, too