The following is the "Selected Model Articles of Marketing Plan" compiled by me for you. You are welcome to read it, for your reference only, and I hope it will help you. More articles are in the model essay column, I hope you will pay attention to and read. Selected model articles of marketing plan I
I. Overview of planning purpose
At the beginning of the opening of an enterprise, there is no systematic marketing strategy, so it is necessary to plan a marketing plan according to market characteristics.
second, analyze the current marketing environment
(a) market situation analysis and market prospect forecast?
1. marketability, actual market and potential market conditions of products. ?
2. Market growth, which stage of the market life cycle the product is currently in. What is the marketing focus of product companies in different market stages, the effect of corresponding marketing strategies, and the impact of demand changes on product markets. ?
3. consumer acceptance, which requires planners to analyze the product market development prospects with the information they have mastered.
(II) Analysis of uncontrollable factors affecting products
Such as macro-environment, political environment, residents' economic conditions, such as changes in consumers' income level, consumption structure, consumption psychology, etc. For some products that are greatly influenced by technological development, such as computers, household appliances and other products, the influence of technological development trend direction should also be considered.
Third, SWOT analysis
Marketing plan is the grasp of market opportunities and the application of strategies, so analyzing market opportunities has become the key to marketing planning. Only by finding the right market opportunity, the planning is half the battle. ?
(1) Advantages
(2) Disadvantages
The specific problems/disadvantages existing in general marketing are manifested in many aspects:
The company's low visibility and poor image affect product sales.
the product quality is not up to standard, and its function is not complete, so it is neglected by consumers. ?
the product packaging is too poor to arouse consumers' interest in buying.
improper product price positioning.
poor sales channels or wrong channel selection hinder sales.
the promotion method is not good, and consumers don't understand the products of the enterprise.
the poor service quality makes consumers dissatisfied. ?
Lack of after-sales guarantee and consumers' worries after purchase can all be problems in marketing.
Find disadvantages from problems to overcome, find opportunities from advantages, and explore its market potential. Analyze the characteristics of each target market or consumer group, subdivide the market, try to meet different consumer demands, focus on major consumer groups, find out the gap with competitors, and make good use of market opportunities.
(3) Opportunities
(4) Threats
4. Marketing objectives
Marketing objectives are the specific objectives that the company will achieve on the basis of the previous objectives and tasks, that is, during the implementation of the marketing planning scheme, the economic benefits will be achieved: the total sales volume will be * * * * million pieces, the estimated gross profit will be * * million yuan, and the market share will be * * *.
v. marketing strategy (specific marketing plan)?
(1) marketing purpose?
general enterprises can pay attention to the following aspects:
expand the market smoothly with a strong advertising campaign, accurately position products, highlight product features, and adopt differentiated marketing strategies.
focus on the main consumer groups of products.
establish a wide-ranging sales channel, and constantly expand the sales area.
(II) Product Strategy
Through the analysis of the opportunities and problems in the previous product market, reasonable product strategy suggestions are put forward to form an effective 4P combination and achieve the best results. ?
1. product positioning. The key to product market positioning is to find a vacancy in the customer's mind, so that the product can start the market quickly. ?
2. product quality function scheme. Product quality is the market life of products. Enterprises should have a perfect quality assurance system for products.
3. product brand. To form a certain popularity, reputation and establish a well-known brand in the eyes of consumers, we must have a strong sense of brand creation.
4. product packaging. As the first impression of products to consumers, packaging needs a packaging strategy that can cater to consumers' satisfaction.
5. products and services. Attention should be paid to the improvement and improvement of product service mode and service quality in planning. ?
(3) Price strategy
Here are only a few general principles:
1. widen the price difference between wholesale and retail, and mobilize the enthusiasm of wholesalers and middlemen.
2. Give an appropriate amount of discount to encourage more purchases. ?
(IV) Sales channels
What are the current sales channels of products? What are the plans for the expansion of sales channels? Take some affordable policies to encourage the sales enthusiasm of middlemen and agents or formulate appropriate incentive policies.
(5) Promotion strategy
(personnel promotion, advertising, business promotion, public relations)
1. Principles:
① obey the company's overall marketing strategy, establish the product image, and pay attention to establishing the company image at the same time.
② long-term: the individuality of advertising products should not change and become multifunctional. Consumers will not know the products, but will make their regular customers feel strange. Therefore, consistent advertising should be launched in a certain period of time. ?
③ Generalization: While choosing diversified advertising media, we should pay attention to ways with good publicity effect. ?
④ irregularly cooperate with staged promotional activities, grasp the appropriate opportunity, and conduct them in a timely and flexible manner, such as major holidays and commemorative activities of the company.
2. the implementation steps can be carried out in the following ways:
① product image advertisements are launched in the early stage of the planning period.
② after the sales, timely launch the wanted agent advertisement.
③ Promote 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 and be good at creating and using news events to improve the visibility of enterprise products. ?
(VI) Specific action plans
According to the characteristics of each time period in the planning period, various specific action plans are launched. The action plan should be meticulous, thorough, operational and flexible. We should also consider the expenses, do everything according to our abilities, and try our best to achieve good results at a lower cost. In particular, we should pay attention to the marketing emphasis of seasonal products in light season and peak season, and seize the marketing advantage in peak season.
VI. Cost Budget of Planning Scheme
This part records the cost input in the whole marketing scheme promotion process, including the total cost, stage cost, project cost, etc. Its principle is to obtain the best effect with less input. The cost budget method is not discussed in detail here, and enterprises can make specific analysis and formulation based on experience. Selected model articles of marketing plan II < P > I. Plan summary
1. The annual sales target is 6 million yuan.
2. 5 dealer outlets.
3. The company has a certain reputation in the market of automatic control products.
II. Marketing Situation
Air-conditioning automatic control products belong to the supporting products of central air-conditioning and other industries, which are constrained by the upstream product consumption market, but the total demand is still considerable. With the continuous improvement of urban construction and people's living standards, and the arrival of the product upgrading period, it has driven the sustained growth of the market, thus driving the expansion of the overall market capacity. Hunan is located in the middle of China, and the demand for air-conditioning automatic control products is relatively large: 1. It is hot in summer and autumn, and cold in spring and winter; 2. The real estate industry in Hunan has developed rapidly in recent two years, especially the construction of middle and high-grade commercial residential buildings and villas; 3. Hunan will be included in the western development and will increase the construction of various basic projects; 4. The financial city of Changsha, Zhuzhou and Xiangtan; 5. A large number of industrial parks and development zones have been built in Chenzhou, Yueyang and Changde. 6. The improvement of people's requirements for their own lives; To sum up, air-conditioning automatic control products, especially high-grade air-conditioning automatic control products, have great development potential in Hunan.
marketing methods generally speaking, there are only three ways to sell air-conditioning automatic control products: project bidding, real estate group purchase and private projects. The project bidding channel occupies a large share, but the two channels of real estate group purchase and private projects have developed rapidly and have shown a diversified development situation.
from the sales channels of various enterprises, most companies adopt the mode of adding offices and distributors. In 27, domestic air-conditioning automatic control products enterprises intensified their efforts to deploy national marketing networks and consolidate traditional channels, and strengthened public relations cooperation with design institutes and management departments. For air-conditioning automatic control products enterprises that entered the market relatively late, because the market accumulation time is relatively short and they are eager to open the market quickly, they basically adopt the channel mode of office plus distribution system. In order to respond to the market quickly, all automatic control products that enter the Hunan market are in stock in Hunan. The market capacity of air-conditioning automatic control products in Hunan is relatively large and has great potential, and the development trend is generally optimistic. Therefore, there are great market opportunities for brands that have not yet entered the Hunan market. As long as appropriate marketing strategies are adopted, they can squeeze into the Hunan market. At present, Shanghai Zhengyi has a weak foundation in Hunan air-conditioning automatic control products market, and its team is still young, and its brand influence needs to be consolidated and expanded. In the sales process, we must be very clear about our company's advantages and bring them into play to the extreme; And we should find out the weaknesses of our company and put forward them in time to overcome them and realize the greatest value; Improve the service level and quality, infiltrate the service consciousness into every link of communication with customers, and pay attention to various services such as pre-sale, mid-sale and after-sale return visits.
Third, marketing objectives
1. Air-conditioning automatic control products should aim at long-term development and strive to take root in Hunan. In 29, we focused on establishing a perfect sales network and model projects, with a sales target of 6 million yuan.
2. To become a first-class supplier of air-conditioning automatic control products; Become a fast-growing and successful brand.
3. Drive the sales and development of the whole air-conditioning products with air-conditioning automatic control products.
4. Short-term goal of marketing: make the marketing performance grow rapidly in a very short time, and make its own products become well-known brands in the industry by the end of the year, replacing part of the market of the same level products in the province.
5. Devote to developing the distribution market, and reach 5 distribution business partners by the end of 29.
6. both mentally and physically, we should devote ourselves to the work, so that the work can develop with high efficiency, high income and high salary.
iv. marketing strategy
if air-conditioning automatic control products want to grow rapidly and gain competitive advantage, the best choice must be the overall competitive strategy of "concentrating on goals". With the rapid development of Hunan's economy and the continuous expansion of urbanization scale, the consumption potential of air-conditioning automatic control products market is great, and the target concentration strategy is a wise competitive strategy choice for us. The specific tactical strategies we can adopt around the overall competitive strategy of "target concentration" include: market concentration strategy, product belt concentration strategy, dealer concentration strategy and other supporting strategies for target concentration. Therefore, we need to divide the Hunan market into the following four categories:
strategic core markets-Changsha, Zhuzhou, Xiangtan and Yueyang
key development markets-Chenzhou, Changde, Zhangjiajie and Huaihua
nurturing markets-Loudi, Hengyang and Shaoyang
waiting for development markets.
general marketing strategy: all-staff marketing combined with direct sales and channel marketing
1. Target markets
blossom everywhere, and central cities and small and medium-sized cities break through at the same time, focusing on developing industry model projects, vigorously developing key regions and key agents, and rapidly promoting product sales and sales increase.
2. product strategy
to drive the overall sales with the overall solution: it is required that our products can form a complete solution and have successful cases, thus driving the sales of all products. Interaction between size and size: sales of air-conditioning automatic control products drive sales of valves and other products, and projects of valves and other products promote sales of air-conditioning automatic control products.
3. Price strategy
The principle is high quality, high price and high profit margin; Formulate a realistic price list: the price list is divided into two layers, the media publicly quotes and the lowest price for market sales. Formulate higher monthly rebate and quarterly rebate policies to control the marketing system. Strictly control the price system, and ensure the profit margin of the first-class distributor, the second-class distributor, the project engineer and the end user. In order to adapt to the market, the price policy should be active.
4. Channel strategy
(1) Distribution partners are divided into two categories: First, distribution customers are our key partners. Second, engineering customers are our basic customers.
(2) Channel establishment mode: A. Take a step-by-step approach, first initialling the agreement, then making the sales forecast table, and then formally signing the agreement to order the first batch of goods. If you don't purchase goods, you can't sign an agency agreement; B. Find important customers, push the goods into the hands of distributors through negotiation, and then our sales and market support will keep up; C. Choose a competitive attitude among agents, so that we can take the initiative and have a high profile because of a potential local customer in the negotiation. Can't enter the market with a low profile; D. After initialling the agreement, the name of the initialling agent can appear in our advertisement, picking up the contradiction between the distributor and the original manufacturer, and we take the opportunity to enter the market; E. In the local regional market, always ensure that there is a local second-level agent who can become a first-level agent, so as to threaten and promote the first-level agent.
(3) There is a push and pull force in the market. To achieve rapid growth, we must adopt the driving force. Pulling requires a long period of cultivation. To this end, we will focus on developing channel distribution. In addition, the personnel in charge of major customers and engineers will focus on the industry market and engineering market, and strive to complete 4-5 model projects within three months to build confidence for internal personnel and distributors. By the end of the year, complete your own marketing quota.
5. personnel strategy
the basic concept of marketing team: a. open mind; B. overcome yourself; C. professionalism.
(1) The vertical contact between business teams and efficient communication can make a quick response. Team building is flat.
(2) internal staff reporting system and sales reward system.
(3) sell products in a professional spirit. Value = price+technical support+service+brand. What is actually sold is a solution.
(4) prepare a sales manual; It includes the rules of the game, technical support, the scope and functions of the marketing department, the problems that can be solved and the support provided.
v. marketing plan
1. The company should make good use of the Shanghai brand and adopt the brand development strategy.
2. Integrate various local resources in Hunan and establish a perfect sales network.
3. Cultivate a group of good customers and establish a good social network.
4. Build a good marketing team.
5. Choose a market operation mode suitable for the company.
6. Grasp the characteristics of the company's products and find the company's selling points.
7. The company is in Hunan.