Due to different enterprises, different brands, different methodologies and different stages, brand marketing planning schemes show strong individual differences. However, the core thinking remains unchanged, running through the whole scheme of "background-strategy-strategy-landing".

first, background research

background research, that is, a comprehensive and in-depth insight into the industry, competitors, consumers, brands themselves, policy status, from national policies to consumer behavior, is like slicing the overall background, showing trends, opportunities, interests, pain points and difficulties at a glance.

second, strategic insight

strategic insight, that is, on the basis of background research, combined with brand instinct, careful analysis, strict audit and comprehensive insight, so as to find a breakthrough opportunity for the brand.

third, strategy refining

strategy refining, that is, the creative realization of strategic insight, is a concentrated expression of the strategic creativity of brand marketing planning scheme and a key link to test the level of marketing planning.

fourth, landing matching

landing matching is a series of marketing blasting actions of brand marketing planning scheme. It is the landing of strategy and strategy. This is a brand marketing plan, from an armchair strategist to a battle to kill the enemy.

Taking Chinese tea as an example, Zhuo Pu first conducted in-depth research on Chinese tea companies and key markets all over the country. Then, through in-depth research, combined with the strategic objectives of Chinese tea brands and the current situation of Chinese tea brands, Zhuo Pu formulated a brand strategy for Chinese tea: "Focus on Chinese tea brands, break through the opportunity market, strengthen all tea categories, and lead tea consumption."

then, the whole marketing planning scheme, around this insight, carries out follow-up strategy refining and marketing landing matching.