1. Marketing planning scheme
I. Preface With the economic development of our county, there are more and more newly-born small and medium-sized enterprises. Credit evaluation, guarantee and counter-guarantee, recovery, liquidation and reorganization, and house purchase guarantee for small and medium-sized enterprises came into being. Its business opportunities are limitless. This advertising campaign is mainly carried out from four aspects: network, TV media, entity advertising and public information, in order to improve the company's popularity and expand its business.
Two. market analysis
(A) Analysis of the operating conditions of enterprises
Through the joint efforts of company leaders and employees, our company has achieved good returns. Asset operation is stable. However, one of the main problems that the company is currently facing is its lack of visibility. In order to seek further development, the company must increase its business expansion, further publicize its brand and improve its popularity.
(2) product analysis
The company's main products are credit evaluation, guarantee and counter-guarantee, recovery, liquidation and restructuring, and house purchase guarantee for small and medium-sized enterprises. There are few enterprises in our county that can supply this business (the specific figures can be written), so the competition we face is not strong, and the company's business occupies a considerable share in the market. We should pay more attention to brand development. Because when the industrial development enters a mature stage, the brand becomes an increasingly important factor in the competitiveness of products and enterprises.
(3) Market analysis
In recent years, the number of small and medium-sized enterprises in our county has been increasing (the specific data can be supplemented here), and the initial capital chain of enterprises is incomplete. Small and medium-sized enterprises are prone to capital shortage in the initial stage and development process, so we have a huge customer base.
Consumer research
Small and medium-sized enterprises mainly learn about the services provided by the company through the media. For small and medium-sized enterprises, the services provided by the company are also necessary at this stage, and there is bound to be a market if there is demand.
Three. advertising strategy
Obey the company's overall publicity strategy, establish the product image, and pay attention to establishing the company image at the same time.
Long-term, launch a consistent advertising campaign when necessary.
Extensive, choose a variety of publicity methods, pay attention to the way with good publicity effect.
Seize the opportunity and be flexible.
Four. advertising strategy
Online publicity
Advertise on websites where enterprises are concentrated. Such as information platforms, local information websites, portals, etc. In addition, a group of network promoters can be used to promote in the major forums that enterprises pay attention to.
(B) TV media publicity
Advertising in our county TV station. The form is flexible. (1) Do ordinary advertisements in prime time, and play them circularly. (2) Business leaders participate in TV programs to promote corporate culture. (3) Invite TV stations to interview our company. This can show the company's business and corporate culture more deeply.
(3) Paper media publicity
Publish articles in newspapers and business magazines in our county. Ask the reporter to make a special report.
Entity advertisement
Physical advertising is divided into two parts. ① Design publicity color pages and distribute them to small and medium-sized enterprises in our county.
The design of color pages must reflect the company's corporate culture and business scope. The design is novel and unforgettable. (2) Street advertising space promotion and electronic screen promotion.
Verb (abbreviation of verb) advertising expense budget
(Fill in according to the actual situation)
Prediction of advertising effect of intransitive verbs
Be able to determine the advertising effect through questionnaires, symposiums, etc. From time to time, so as to modify the advertising plan at any time.
2. Marketing planning scheme
1) enterprise background analysis. Interesting brand was founded in 1999. Since its establishment, the company has been adhering to the service tenet of sincere hospitality, adhering to the business philosophy of "having you, having me and being interesting" and striving to expand the regional market in East China. After years of efforts, the company has not only created a high-quality management team and a perfect management system; And in Jiangsu, Zhejiang, Anhui, Henan, Hubei, Jiangxi, Hunan and other provinces to develop more than 200 interesting chain compound leisure restaurants, business area of more than 400 square meters. UES is the abbreviation of brand "fun", which literally translates as "simple chain system", but it really means "simple and easy-to-use franchise chain system".
2) the purpose of marketing planning
Achieve the purpose of enhancing brand awareness, increasing attendance, attracting repeat customers and expanding market share.
3) Analysis of marketing environment
① Analysis of current market situation and market prospect:
A. the marketability, actual market and potential market conditions of the products.
Ues cuisine is mainly aimed at the leisure catering market. Mainly engaged in snacks, tea, and Chinese and Western fast food. Ma 'anshan catering market is relatively mature, with many Chinese food, snacks, fast food and other restaurants operating. At present, there are not many restaurants in Ma 'anshan, which mainly focus on snacks, tea and Chinese and western fast food. Their form is just like Hong Kong's, but they combine the advantages of some fast food restaurants.
B. Market growth.
Leisure catering in Maanshan started soon, and ues restaurant food is also constantly running in with the market, which belongs to the growth period. For the growing catering market, ues should adhere to a relatively positive marketing trend, focusing on the launch of new products, promotional activities, expanding product visibility, and improving customers' understanding of ues' advantages over traditional catering.
C. consumer understanding.
There are more and more modern young leisure customers, and the demand for leisure catering is gradually strengthening. Ues should naturally seize the opportunity and give full play to its product advantages mainly in leisure catering. Of course, the needs of different consumers are different, but the characteristics of ues are compound, which basically covers the needs of leisure catering such as drinks, tea, snacks, western pastry and Chinese and western simple meals.
② Analyze the influencing factors of product market.
At present, the catering market environment in Maanshan is quite good, and the government's policy support for the catering industry is also quite strong. The consumption level of ordinary urban residents in Maanshan area is also in the upper reaches of Anhui area. The main support points of consumption structure are young and middle-aged people. Consumer psychology has also changed from the previous satiety and eating well. Become the current diet, environment and brand.
4) Analysis of market opportunities and problems
Marketing planning is the grasp of market opportunities and the application of strategies, so the analysis of market opportunities has become the key to marketing planning. Only by finding the right market opportunity, planning is half the battle.
① Analyze the marketing status of products.
Product function and brand recognition are lower than most audiences in Maanshan market. The location of the store is also in a location with sparse traffic. The sales method is relatively simple and there is no effective sales channel. Publicity activities have not been carried out on a large scale, resulting in a considerable number of consumers not knowing the characteristics and advantages of UE.
② Analyze the advantages and disadvantages according to the product characteristics.
Advantages: compound, leisure, suitable for tea chat, friends gathering, shopping. The price is moderate, suitable for mass consumption, rich in food types, and the consumer groups are completely aimed at ordinary people.
Disadvantages: remote geographical location, inadequate publicity measures and lack of initiative in sales methods. The lack of promotion methods also makes consumers unclear about the brand ues, and they don't know much about its catering products.
5) Marketing objectives
The marketing target is the specific target that the company will achieve on the basis of the above objectives and tasks, that is, the economic benefit target to be achieved in the implementation of the marketing planning scheme: the total sales volume is.
6) Marketing strategy (specific marketing plan)
① Marketing purpose
Expand the market smoothly with a strong advertising offensive, accurately locate products, highlight product characteristics, and adopt differentiated marketing strategies; Pay attention to the main consumer groups of products; Establish a wide range of sales channels and continuously expand sales areas.
② product strategy
Product positioning. For the mass consumer groups, what is abnormal is the mainstream group of catering consumption, young and middle-aged groups.
Product quality. Product quality is the market life of products, and the product quality of catering industry is hygienic, safe, delicious and memorable.
Product brand. In order to build ues brand into a well-known brand and establish a well-known brand in the eyes of consumers, we must have a strong sense of brand creation.
Product packaging. As the first impression of products to consumers, packaging needs a packaging strategy that can cater to consumers' satisfaction. (As the product packaging is directly supplied by ues headquarters, no explanation is given. But it can improve details, such as the beauty of the knot. )
Products and services. When selling products, it is necessary to improve and improve the service mode and quality.
③ Price strategy.
Widening the price difference with similar products is based on cost and refers to the price of similar products. Make the product price more competitive. If the enterprise takes product price as its marketing advantage, it should pay more attention to the formulation of price strategy.
4 sales channels.
What are the sales channels of products at present? What are the plans for the expansion of sales channels? Take some affordable promotion policies to stimulate consumers' desire for consumption. It should be novel, unique and eye-catching to adopt a variety of channels different from similar businesses. The main effect is to attract consumer groups, promote brands and gain popularity.
(5) advertising.
A principle: obey the overall marketing and publicity strategy of the headquarters, establish the product image, and pay attention to establishing the company image at the same time; Long-term: advertising should not change the personality of goods and become multifunctional. Consumers will not know the goods, but will make their regular customers feel strange. Therefore, consistent advertisements should be launched at the necessary time; Extensive: while choosing multi-style advertising media, pay attention to the way with good publicity effect; 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.
B, the implementation steps can be carried out in the following ways: placing product image advertisements in the early stage of the planning period: placing promotional advertisements before holidays and major events; Seize the opportunity to carry out public relations activities and reach out to consumers; Actively use news media, be good at creating and using news events to improve the visibility of enterprise products.
7) Cost budget of planning scheme.
3. Marketing planning scheme
Since its establishment, xx has always regarded mail business as the "master of Hua Dan". Xx business is also an important social public utility of the country, and xx network is also an important communication infrastructure of the country. And xx greeting card business is the main highlight to promote the development of letter business. According to the unified deployment and strategic requirements of Ji 'an xx Bureau, in order to achieve the sales target of xx greeting cards, the Forest Public Security Bureau xx greeting card marketing puts forward the following scheme:
First, marketing ideas.
Understand products, put forward highlights, attract customers, take the initiative to attack, promote publicity and ensure tasks.
Second, the marketing objectives
Plan objective: to sell xx cards.
Third, marketing methods.
(A) understand the meaning of xx greeting cards
Every greeting card is born like a newborn, and every sentence and word has a very profound meaning. We should believe that "there are no unsalable goods in the world, only unsalable people", but if we don't know our own products, how can we promote them?
(B) put forward highlights to attract customers
After we fully understand the meaning of xx greeting cards, we should put forward highlights according to its meaning to attract customers. Nowadays, most people use computer greeting cards, but computer greeting cards have many shortcomings and cannot fully show the wishes of the well-wishers. Making greeting cards independently on the computer is not a simple procedure, and many people don't have this technology. The characteristics of xx greeting cards are embodied here. It is not just a card and a piece of paper, but a sender who can fully reflect the wishes of the well-wishers. Our greeting cards are mainly to promote forest safety, which can not only express our wishes, but also express our concern for each other's life safety, and at the same time promote forest safety in a unique way. For customers who like to collect, this unique forest safety publicity greeting card is even more unique.
(3) Understand customers and take the initiative.
Our ultimate target customers are all the people in Ji 'an, aiming to publicize the knowledge of forest safety to the people. Then we should fully understand the people's thoughts. In fact, the idea of ordinary people is very simple: family safety, we can grasp this key point, combined with the characteristics of our forest safety publicity greeting card, not only can promote forest safety, but also can improve everyone's awareness of forest safety. Everyone pays attention to forest safety, so that we can ensure family safety.
(D) to promote publicity to ensure the completion of the task.
Because our xx card has the shortcoming of still life, we can't jump out and tell everyone that it was born, and it is there. To this end, we need to increase publicity. We can publicize its existence and value by means of external newspaper, strengthen its distinctive features, let its value penetrate into customers' hearts and attract customers to take the initiative to buy.
4. Marketing planning scheme
1. product overview wallpaper coating, also known as liquid wallpaper, magic paint or printing paint, is a new type of water-based artistic coating used for interior wall decoration. This product fills the defect that the wall is monochrome without pictures, and has the advantages of better quality and lower price than wallpaper. Products are green and environmentally friendly. In the process of construction, they can realize real seamless connection through the special construction mold for products and their unique construction technology and technology. The product also has the advantages of not easy peeling, peeling, cracking and easy cleaning, and will gradually replace the traditional wallpaper.
2. Product characteristics
Health and environmental protection
This product is specially developed by extracting the inner and outer layers of natural shells and various environmentally friendly emulsions and additives. Non-toxic and tasteless, healthy and environmentally friendly. Because the product adopts comprehensive environmental protection raw materials with natural environmental protection performance, the product will certainly achieve real natural environmental protection.
Unique color
The pattern decorated with wallpaper paint has uniform color and strong gloss, and presents different gorgeous colors under the reflection of natural light, creating a warm and harmonious emotional space.
Rich graphics
Colorful flower patterns are unique and lead the fashion style, which can meet the different needs of consumers at all levels and design flower patterns according to the special needs of users.
Rational advantage
The base material with excellent durability and high-quality alkali-resistant and mildew-proof materials are adopted to prevent alkaline substances from precipitating on the base material, resulting in coating shedding or flooding, and the product construction is seamless. The physical and chemical properties of not easy peeling, peeling and cracking are beyond the reach of wallpaper. Moreover, the stains on the surface are easy to clean, and the walls can always be kept perfect and tidy.
Easy to build
The construction process is simple and easy to learn. With the cooperation of two people, hundreds of square meters of walls can be completed in one day on a complete construction surface. The dreamy effect can be achieved by one-time construction, and the second construction is convenient, just covering the paint.
3. Product coating
Liquid wallpaper coatings are widely used in homes, offices, hotels, villas, teahouses and western restaurants. It is a substitute for traditional wallpaper and has a wider range of uses.
5. Marketing planning scheme
First of all, management should have innovative thinking. The more the society develops and the market is subdivided, the more professional the restaurant management should be. In recent years, the phenomenon that restaurant products are similar, similar and the same store is more prominent in China, which leads to intensified competition among restaurants, rising costs and declining benefits. The diversification of consumer demand requires the diversification of restaurant products. Restaurant hardware can't be completely compared with luxury, style, size and proportion, but should try to design different styles, tastes, atmosphere and cultural characteristics on the basis of limited investment. Restaurant software should also be "new" (personalized, characteristic and visual) on the basis of "old" (standardization, standardization and programming). Restaurants will be ruthlessly eliminated by the market if they don't carry out this innovative transformation work. Restaurant innovation should be carried out according to customers' requirements, fully solicit customers' opinions and listen to various reflections. For old customers, we should actively seek improvement opinions and improve our work in time, so that old customers can constantly feel new services and changes and enhance their loyalty to products. For new customers, it is necessary to strengthen the publicity of the restaurant's functional characteristics and highlight the differences with other restaurants. To retain customers, products must have changes, innovations and breakthroughs. If restaurants want to show different differences, the easiest breakthrough is culture. The regional characteristics of culture are extremely obvious. Most of the guests come from different places. The higher the distance between guests and restaurants, the greater the cultural differences. Restaurants can highlight local characteristics in architectural modeling, interior decoration, clothing of service personnel, service form, food culture, background music and entertainment activities, so as to attract customers to choose their own restaurant consumption. Restaurants provide life services, and the general psychology of guests is always innovative, seeking differences and changes, and they are often willing to understand various cultures in different places. If you cater to the original lifestyle of the guests blindly in the service, you may not be able to achieve the dream effect. Because the guests come from all directions, the stylized mode can't adapt to all the guests, and sometimes the guests may think that this kind of catering is poor in service. Of course, innovative services cannot be imposed on others. We should provide guests with a variety of choices, respect their choices and provide personalized services.
Second, lay a good business foundation.
The foundation of restaurant management can be summarized as "one center" and "two basic points".
1, the "one center" of restaurant management. The center of restaurant management is the market and target customers. Restaurants must attach importance to the market, be market-oriented, and work around the market. Market-centered restaurants should follow market rules, do market research and understand market demand. We should not rely on subjective speculation to operate, but should adjust our business strategy in time with market changes and carry out restaurant business activities purposefully.
2. The "two basic points" of catering management. There is always competition in the market economy, and sometimes the competition is very cruel. If a restaurant wants to win in the fierce competition, it must first practice its internal strength, manage and coordinate all aspects of the work within the enterprise, so as to enhance its operational strength and be invincible in the unpredictable market. To this end, we must strive to cultivate and bring up a high-quality staff and establish a correct business philosophy. These are two basic points of restaurant management. The production and consumption of restaurant services occur at the same time, and the contact between guests and employees who provide services is multifaceted and extensive. Without first-class employees, there is no first-class service; Without satisfied employees, there will be no satisfied guests. Employees are the most valuable wealth and resource of the restaurant. Cultivating and bringing up a staff with good quality, rich knowledge, skilled skills, standardized etiquette, honest business ethics and enthusiastic working attitude is the most fundamental work of catering management. Restaurant is a traditional service industry, and the service should be customer-oriented, so that customers can feel at home everywhere. To do this, we must fully implement the business philosophy of "guests first" in restaurants, establish the working concept of "making customer satisfaction the first responsibility", consider and serve customers in all directions, and lay a good business foundation from ideological construction.
Third, do a good job in restaurant internal marketing.
Restaurant internal marketing is the promotion of all restaurant staff, the continuation and extension of restaurant marketing, and the form of saving marketing costs.
First of all, internal promotion is aimed at the promotion of guests or old customers who have already stayed. Stabilizing existing customers means stabilizing existing market share. Secondly, internal promotion does not need full-time staff, which is easier and more convenient than external promotion activities. From the general manager to the waiter, from the front desk to the background, everyone can participate, and the restaurant staff are all voluntary salesmen. As long as the enterprising spirit and initiative of all staff are mobilized and some methods and skills are properly mastered, the restaurant will form a strong internal sales force. Secondly, internal promotion does not require special funds. Unlike advertising, public relations and so on. It needs special funds, but at the same time it loses no time to sell it to customers properly, just by changing more flexible methods, language skills and forms. This is the lowest cost and the fastest way to promote sales. In addition, internal promotion is not subject to any restrictions, and it is very convenient to initiate promotion anytime and anywhere during the service process. Therefore, internal promotion is a very effective marketing. It is an extension of external promotion. The guarantee of internal promotion is the quality of service. Only high-quality service will satisfy guests, and they will be willing to understand the incentives for internal promotion, increase consumption and spend again. In addition, establishing and perfecting an incentive internal promotion mechanism is the institutional guarantee for doing internal promotion well and establishing the marketing awareness of all employees.