Conceptual interpretation
Marketing planning, first of all, to determine the marketing concept, followed by planning on the basis of the marketing concept. Marketing planning is based on the marketing objectives of the enterprise to meet consumer needs and desires as the core, design and planning of enterprise products, services and ideas, prices, channels, promotions, so as to achieve the process of personal and organizational exchange. Marketing planning is in order to change the current situation of the enterprise, to complete the marketing objectives, with the help of scientific methods and innovative thinking, based on the existing marketing situation of the enterprise, the future development of the enterprise's marketing to make strategic decisions and guidance, with foresight, global, innovative, systematic. Marketing planning is suitable for any product, including intangible services, which requires enterprises to make appropriate planning according to changes in the market environment and their own resources, so as to improve product sales and obtain profits. The content of marketing planning contains market segmentation, product innovation, marketing strategy design, marketing mix 4P tactics and other four aspects of the content.
The main contents of marketing planning
The main contents of marketing planning are as follows: 1. marketing strategy planning. 2. product promotion in the national market. 3. front-line marketing team construction. 4. promotion policy development. 5. monopoly system and other special sales model building. 6. terminal sales performance improvement. 7. model market building. 8. distribution system establishment. 9. channel construction. 10. 10. direct system construction. 11. price system construction. 12. investment planning. 13. new product launch planning. 14. product planning. 15. market positioning. 16. marketing diagnosis. 17 the creation of the network marketing platform.
Marketing Planning Process
Philip Kotler believes that marketing begins before the business planning process. Unlike the manufacturing and selling viewpoints, that business process consists of value creation and subsequent delivery, a process that consists of three stages. The first stage is the selection of value. Before any product can be created, a marketing "job" must be done. The marketing process of segmentation, targeting, and positioning - STP - is the essence of strategic marketing. Once the business unit has selected the value it will deliver to the target market, it is ready to deliver value. Tangible products and services must be specified, target prices must be established, and products must be manufactured and distributed to the market. In the second stage, the performance, price and distribution of a specific product are developed, which is also what tactical marketing (tactical marketing) is all about. The third stage is the task of communicating value. Tactical marketing in extension: organizing sales forces, promotion, advertising and other promotional efforts to make that supply known to the market. The marketing process begins before the product, continues during product development, and should continue after the product is sold. Note: Regarding marketing planning, at present, European countries have been positioning, marketing, planning is divided into very fine, each has a professional operating company. In China, many marketing planning organizations are still in pursuit of full operation, from positioning to design and promotion of the integration process, inevitably affecting its professionalism. In recent years, the domestic Shanghai, Guangzhou and other places have gradually appeared in the segmentation of marketing planning companies, such as specializing in positioning, specializing in design, specializing in marketing hosting, etc., which is bound to be the general trend of the marketing industry. --Excerpted from Marketing Management, by Philip Kotler. (New Millennium Edition, Tenth Edition. People's University of China Press)
Basic requirements of marketing planners
A qualified marketing planner should have the following requirements: 1, marketing planners need to master a comprehensive knowledge and skills, including economics, behavioral sciences, mathematics, statistics, psychology, sociology, ecology, trademarks, advertising and law and other disciplines. 2, marketing planners must have a good understanding of marketing management, and the marketing industry. 2, marketing planners must have a wealth of experience and marketing experience, the enterprise in all aspects of marketing problems can make accurate judgment. 3, marketing planners should have a keen insight into the ability to grasp the market opportunities and avoid the risks in the market. 4, marketing planners should have the ability to think systematically, can use comprehensive knowledge to solve complex problems. 5, marketing planners must have a fanatical enthusiasm for work, planning as part of their lives, in order to have a strong motivation and interest in the work to the extreme. 6, marketing planners must have a keen sense of network insight, today is a network era, the network of insight into the sensitivity to be higher than normal, which makes the marketing more handy.
Edit the strategic process of marketing planning:
The main task of the strategy of marketing is to stand in the strategic business unit's point of view to analyze the form, develop goals and plans. The strategy of marketing planning is crucial in marketing planning with directional, global and comprehensive planning. 1, market positioning planning 2, market competition planning 3, corporate image planning 4, customer satisfaction planning
Edit the steps of marketing strategy
Marketing planning consists of six steps: situational analysis, objectives, strategies, tactics, budgets and control. 1. Scenario Analysis: A company should first identify the various macro forces (economic, political/legal, social/cultural, technological) and insiders of the environment in which it operates - the company, its competitors, distributors and suppliers. A firm can perform a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). [1] But this method of analysis should be modified somewhat and modified to become a TOWS analysis (Threats, Opportunities, Weaknesses, Strengths) for the reason that the order of analytical thinking should be from the outside in, rather than from the inside out.The SWOT method of analysis may give undue importance to internal factors and mislead the business to think in terms of their The SWOT analysis may give undue importance to internal factors and mislead the company to selectively recognize external threats and opportunities based on its own strengths. This step should also include the major issues facing each division of the company. 2. Objectives: The best opportunities identified in the scenario analysis need to be prioritized, and from there, target markets need to be defined, goals set, and timelines met. Companies also need to set goals for stakeholders, corporate reputation, technology, and other relevant aspects. For example, Haier's slogan "Sincere service forever", Folsom's "make transmission simpler, make transmission more energy efficient" and so on. 3. Strategy: any goal has many ways to achieve, the task of the strategy is to choose the most effective way of action to complete the goal. 4. Tactics: the strategy is fully developed into details, including the 4P and the timetable and tasks of each department. 5. Budget: the cost of the behavior and activities that the enterprise plans to achieve its goals. 6. Control: the enterprise must set up checking time and measures to find out the completion of the plan in time. If the plan is behind schedule, the company must correct the situation by correcting goals, strategies, or behaviors.
Edit this section of the five ways of marketing planning innovation:
1, out of the industry to see the industry 2, out of the channel to see the channel 3, out of the competition to see the innovation 4, out of today to see tomorrow 5, out of the function to see the emotion
Edit this section of the four elements of marketing planning
Market environment analysis
The main purpose of conducting the market environment analysis is to understand the potential market and sales volume of the product. The potential market and sales volume of the product, as well as information on competitors' products. Only by mastering the market demand, can we achieve the target, reduce mistakes, so as to minimize the risk. Take herbal tea as an example, herbal tea has always been keen for the South, which has a climate, dietary differences, and therefore should focus the main marketing force in the southern cities, if you will carry out the wrong positioning, will be transferred to the North, no matter how much manpower and financial resources invested in the marketing will not achieve good results.
Consumer psychology analysis
Only after grasping the consumer will be because of what reason, what purpose to buy the product, in order to develop a targeted marketing ideas. Most of the current marketing is consumer-oriented, according to the needs of consumers to develop products, but only so is not enough, the consumer capacity, the analysis of the consumer environment in order to make the whole marketing activities to achieve success. Brain Platinum can sell well for decades, from its intermittent advertisements and advertisement slogans can be seen: no gifts for the holidays is precisely to take advantage of the characteristics of the national people who love to give gifts during the holidays, and as a health care product, the image of the two lively old people in the invisible drive the younger generation to choose Brain Platinum in the holidays, and I believe that if it is replaced by two young people in the advertisement slogans, the influence will drop a lot.
Product Advantage Analysis
The product advantage analysis here includes the analysis of this product and the analysis of competing products. Only by knowing the enemy and knowing yourself can you be invincible. In marketing activities, the product will inevitably be used to compare with other products, if you can not understand the product and competitors respective advantages and disadvantages, will not be able to impress consumers. In Tao Tao international a marketing course has occurred in such a situation, the course of the practical simulation, two students for sales situation simulation, one of the students playing the role of sales staff throughout the process of the product and competing products lack of sufficient understanding, resulting in another student can only be intuitively feel to hand over the product characteristics, and ultimately lead to the failure of the entire sales process. The purpose of marketing is also the same, through marketing means, so that consumers understand the advantages of this product, and then produce the desire to buy is an important part of marketing activities.
Selection of marketing methods and platforms
The selection of marketing methods and platforms should be done both in terms of the company's own situation and strategy as well as taking into account the preferences of the target group. For example, for the national children's products, according to the characteristics of children, in the CCTV children's channel in the form of animated short films, so not only in line with the corporate strategy, the product will be conveyed to the children of the country, but also to attract the attention of children. For some FMCG products, you can choose and product relevance of the way, for example, the current SNS platform is very popular in the competition for parking spaces, happy farms and other games, has attracted a lot of automobile companies and beverage companies to join, and has achieved very good results. [2]
Edit the format of marketing planning
(1) marketing opportunity analysis. Including: analysis of the volume and amount of the entire market for goods or consumer goods; analysis of the sales volume and sales of each competing store brand or brand of commodity structure; comparative analysis of each competing store brand or brand of market share; analysis of customer and consumer age, gender, household income, etc.; analysis of the strengths and weaknesses of each competing store brand or brand of commodities; comparative analysis of each competing store brand or brand of market segmentation and positioning of commodities; comparison analysis of each competing store brand Comparative analysis of advertising costs and performance of each competing store or brand; Comparative analysis of promotional activities of each competing store or brand; Comparative analysis of public relations activities of each competing store or brand; Comparative analysis of pricing strategies of each competing store or brand; Comparative analysis of distribution strategies of each competing store or brand; Comparative analysis of store layout of each competing store or brand; and analysis of profit structure and expenses of the enterprise. (2) Target market positioning. Including: determining the target market and product positioning; business objectives; pricing strategy; distribution strategy; advertising forms and investment budget; focus and principles of promotional activities; focus and principles of public relations activities. (3) Promotional activities planning. Including: clarifying the objectives of promotion; choosing the form and content of promotion. (4) Distribution activity planning. Including: price strategy; channels of distribution; store display; quality of service. (5) Sales management plan. Includes: supervisor's responsibility and authority; sales target plan; selection and training of personnel; salary scale for salesmen; incentives for salesmen. (6) Market feedback and adjustment. Including: the feedback method of market sales information 3 market sales information feedback organization; accounting for business objectives; adjustment of business behavior.
Edit the three stages of development of marketing planning
I. Product planning stage
Customers need good quality and cheap goods, so the main marketing planning work of the enterprise is to focus on improving the product, without focusing on the customer's needs and desires, and ignored the distribution, promotion and other aspects of the marketing work, which leads to once the new technology and substitutes appeared, the enterprise's products then stagnation occurs.
The second stage of promotion planning
In the age of massification, commodities are more abundant, and the focus of the enterprises in marketing planning is how to promote their products, so each enterprise sets up a sales staff and formulates an incentive system to encourage the sales staff to sell more products and at the same time, they use the advertising wars and price wars to stimulate the consumers' demand without considering the consumer's liking and degree of satisfaction.
Three, system marketing planning stage
Economic development, consumer demand on the transformation, mass market goods are not recognized by consumers, so the focus of enterprise marketing planning is to continue to analyze the psychological and behavioral characteristics of consumers, and market segmentation, through the design of the product, pricing, distribution and promotion of a series of systematic means to meet the needs and desires of consumers.
Edit this paragraph system marketing planning and traditional marketing planning difference
Traditional marketing is in the sales promotion concept based on the upgrading of the key emphasis on the marketing mix means of innovation and the dissemination of brand concepts, in a period of time, many Chinese enterprises do through traditional marketing means to achieve brilliant results, but once the consumer demand changes, the enterprise will be in a confusing and no The way back. System marketing planning is a marketing system work based on consumer demand, which requires more perfect and precise marketing work, including four parts: market segmentation, product innovation, marketing strategy design, and control of 4P tactics of marketing mix, which can effectively solve the problems of the enterprise in marketing, improve the enterprise's marketing management ability, and build the core competitiveness of the enterprise with three major advantages. System marketing planning is based on consumer needs and desires as the core, make full use of internal and external resources, with a more comprehensive, more three-dimensional, more long-term marketing planning mode to solve the fundamental problems of enterprise marketing, so that the enterprise steady operation. Marketing planning is to play the various "P" resources, to find the most suitable crowd, the use of the most suitable price, lay the most suitable channels, the use of the most suitable promotional techniques and promotional tools, the various "P" resources best suited to the enterprise's marketing environment is the most successful! The most successful marketing plan is the one that each "P" resource is best suited to the marketing environment of the enterprise. As I have always insisted, "only the most harmonious subversion".
Edit paragraph marketing planning analysis
Marketing planning is a kind of marketing activities and rational behavior using wisdom and strategy, marketing planning is in order to change the status quo of the enterprise, to achieve the ideal goal, with the help of scientific methods and innovative thinking, analysis, research and innovation, design and development of marketing programs of rational thinking activities. This is for the implementation of marketing objectives and the practical application of marketing strategy activities, is an important part of the whole process of marketing management. About marketing: camp: refers to the operation, sales: refers to sales. Learn marketing, talk about marketing, do marketing a lot of people, but not many sales masters, both know how to sell and know how to operate even less. Marketing is a systematic project that integrates many elements. About planning:策：是指计策、谋略； 划：是指计划、安排；连起来就是：有计划的实施谋略。 Usually need organizers for the time, according to the local conditions, set the time, location, people and the integration of a variety of resources and a well-arranged activities. Good planning, can be interlocked, before and after the echo. Planning can be large or small, time can be long or short.
Edit the prerequisites of marketing planning
I, the establishment of the enterprise's marketing objectives, that is, the enterprise wants to achieve the desired goal. Second, to study the marketing environment and marketing situation in which the enterprise is located.
Editing the principles to be followed in marketing planning
The eight principles are strategic, informational, systematic, seasonal, contingency, operability, innovation and efficiency principles. Marketing planning must be based on comprehensive information. It requires the establishment of a wide range of information networks, as comprehensive as possible with the decision-making and planning to collect a variety of information related to increase the accuracy of decision-making and planning, while reducing its blindness and risk. Marketing planning must take science and technology as a means. It requires not only to fully utilize the principles and methods of various disciplines related to marketing planning, and should be utilized as much as possible, such as electronic computers and other modern high-tech means to assist in marketing decision-making and planning, in order to fully improve its efficiency and accuracy. Marketing planning must be based on expert advice as the backbone. It requires as much as possible to use all aspects of the experts involved in marketing planning, or commissioned professional consulting organizations to carry out marketing planning, so that the operator can collect wisdom, can be a variety of different marketing planning programs to assess and select, in order to ensure that the optimization of the quality of marketing planning. The organization of marketing planning Operable principle. The preparation of the plan is to be used to guide the marketing activities, and its guidance involves the work of everyone in the marketing activities and the handling of the relationship between the various links. Therefore, its operability is very important. Can not be operated program is no better than a good idea has no value. Not easy to operate is also bound to cost a lot of people, money and materials, management complexity, low apparent effect. The principle of novelty. Requirements for the planning of the "ideas" (creative) new, new content, presentation methods should also be new, giving a person a new feeling. The novelty of the idea is the core content of the plan.
Methods of marketing planning
Marketing planning is the design and planning of marketing activities, and marketing activities is the enterprise market development activities, which runs through the business management process. Therefore, all business activities involving market development of the enterprise is the content of marketing planning. 1, point method What is the point? From a modern marketing point of view, points refers to a wealth of market experience in marketing planning personnel after careful consideration, for the specific implementation of the marketing program to come up with ideas and methods. 2, creative method Creativity refers to the premise of market research, based on market strategy, after a unique mental training, the conscious use of new methods to combine the old elements of the process. 3, strategy method Strategy is about a thing, things to decide and lead the implementation of the program.
Edit Marketing Planning - Scenario Analysis
Businesses should first identify the various macro forces (economic, political/legal, social/cultural, technological) and insiders of the environment in which they are located - the business, competitors, distributors and suppliers. A business can perform a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). But this method of analysis should be modified somewhat and modified to become a TOWS analysis (Threats, Opportunities, Weaknesses, Strengths) for the reason that the order of analytical thinking should be from the outside to the inside and not from the inside to the outside.The SWOT method of analysis may give undue importance to the internal factors and Misleading companies to selectively recognize external threats and opportunities based on their strengths. This step should also include the major issues facing each division of the company. Objectives: For those best opportunities identified in the scenario analysis, the company needs to rank them and from there, define the target market, set goals and timelines for completion. The company also needs to set goals for stakeholders, the company's reputation, technology, and other relevant aspects. Strategy: There are many ways to achieve any goal, and the task of strategy is to choose the most effective course of action to accomplish the goal. Tactics: The strategy is fully developed into details, including the 4Ps and the schedules and tasks of people in each department. Budget: the cost of the behaviors and activities that a business plans to achieve its goals. Control: The business must set up checking times and measures to find out how well the plan is being accomplished in a timely manner. If the plan is behind schedule, the business must correct the situation by correcting goals, strategies, or various behaviors. Marketing plans are either filled with outdated numbers and advertisements that lack a guiding strategy; tactics are not related to strategy; goals are unrealistic; marketing plans require large budgets; or controls are not adequate to allow for feedback and program modification. ibm audited its current set of marketing plans. Overall, the plans were well done, but after I questioned many of the assumptions and data, they were sent back to the marketing department for revisions. No marketing plan is guaranteed to work well, but a bad marketing plan certainly doesn't work well.
Editing the six steps of marketing planning
Marketing planning consists of six steps: situational analysis, objectives, strategies, tactics, budgeting and control. ① Scenario analysis: The company should first identify the various macro forces (economic, political/legal, social/cultural, technological) and insiders of the environment in which it operates - the company, competitors, distributors and suppliers. A firm can perform a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). But this method of analysis should be modified somewhat and modified to become a TOWS analysis (Threats, Opportunities, Weaknesses, Strengths) for the reason that the order of analytical thinking should be from the outside to the inside and not from the inside to the outside.The SWOT method of analysis may give undue importance to the internal factors and Misleading companies to selectively recognize external threats and opportunities based on their strengths. This step should also include the major issues facing each division of the company. ② Objectives: For those best opportunities identified in the scenario analysis, the company needs to rank them, and from there, define the target market, set objectives, and establish a timeline for completion. The company also needs to set goals for stakeholders, the company's reputation, technology, and other relevant aspects. Strategy: There are many ways to achieve any goal, and the task of strategy is to choose the most effective way of action to accomplish the goal. ④Tactics: The strategy is fully developed into details, including the 4Ps and the timetable and tasks of the personnel in each department. ⑤Budget: the cost of the behaviors and activities that a company plans to achieve its goals. ⑥ Control: the enterprise must set up checking time and measures to find out the completion of the plan in time. If the plan is behind schedule, the firm must correct the situation by correcting goals, strategies, or various behaviors. [2]
Edit this section of the basic principles of network marketing planning
Overview
All the technology, channels are only means of implementation, the only unique creativity, meticulous analysis, accurate positioning, excellent planning, is the essence of planning services, but also the real customers have a vital significance of the link. We resolutely abandon the flashy and unrealistic promotion methods, as well as the pure technical means that only have data but no actual effect. In addition to the commonly used hard advertising model, Lapel Tong more advocate "creative ingenuity, soft marketing, characteristics of the hype, *** Ming sex communication", to the silent way to the target group clever penetration, and at the same time focus on the breadth of publicity and depth of penetration.
1. Systematic principle
Network marketing is a systematic enterprise business activities with the network as a tool, it is in the network environment of marketing information flow, business flow, manufacturing flow, logistics, capital flow and service flow management. Therefore, the planning of network marketing program is a complex systems engineering. Planners must be guided by system theory, the various elements of the enterprise network marketing activities for integration and optimization, so that the 'six streams' are ready to complement each other.
2. Principle of innovation
The network brings great convenience for customers to compare the utility and value of products and services of different enterprises. In the network marketing environment where personalized consumer demand is becoming more and more obvious, it is the key to increase the utility and value through innovation to create product features and service features that are compatible with customers' personalized needs. Special dedication can only be rewarded with special rewards. Innovation leads to specialness, and specialness means not only being different, but also additional value. In the planning process of the network marketing program, must be in-depth understanding of the network marketing environment, especially customer demand and competitor trends, based on efforts to create product features and service features designed to increase customer value and utility, welcomed by customers.
3. The principle of operability
The first result of network marketing planning is the formation of network marketing program. Network marketing program must be operable, otherwise worthless. This operability, expressed in the network marketing program, planners according to the objectives of the enterprise network marketing and environmental conditions, the enterprise in the future network marketing activities, what to do, when to do, where to do, who do, how to do the problem of the careful deployment, detailed elaboration and specific arrangements. In other words, the network marketing program is a series of specific, clear, direct, interlinked action plan instructions, once put into practice, each department of the enterprise, each employee can be clear about their own goals, tasks, responsibilities, as well as ways and means to complete the task, and know how to collaborate with other departments or employees.
4. The principle of economy
Network marketing planning must be centered on economic efficiency. Network marketing planning not only consumes a certain amount of resources itself, but also through the implementation of network marketing programs, change the state of configuration and utilization efficiency of business resources. The economic benefits of network marketing planning, is the planning of the economic benefits brought about by the ratio between planning and program implementation costs. Successful network marketing planning, should be in the planning and program implementation costs are set to achieve maximum economic benefits, or spend a minimum of planning and program implementation costs to achieve the target economic benefits.
Edit paragraph planning classification
One, network marketing planning
1, network marketing 2, event hype 3, the topic of manufacturing 4, crisis public relations
Two, the traditional marketing planning
1, the new product launch: market research, product positioning, investment planning, market start-up; Classic case: Jiangzhong gastric suppression tablets, gold wine, Wanglaoji 2, marketing planning: marketing diagnosis, market promotion, sales promotion, promotion planning, brand enhancement, brand promotion; 3, advertising planning: print advertising creative planning, film and television advertising creative planning, film and television advertising filming and production; 4, corporate planning: brand enhancement, brand planning, brand promotion; 5, terminal construction: terminal manual planning and compilation, terminal promotional staff training, terminal image design, sales Terminal maintenance; 6, brand enhancement: the old brand enhancement strategy, the old brand sales promotion, the old brand terminal follow-up strategy; 7, sales promotion: product sales promotion in different cycles, market diagnosis, new product sales promotion, market diagnosis; 8, product agency, sales: new product regional sales, national general agent, new product development cooperation.
Three, the 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 association; 2, brand modeling: strategic planning for enterprise development, brand model, industrial model planning, capital strategy planning, Profit model planning, project and product planning, industrial integration planning.
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