How to write the marketing plan

I. Overview

II. Analysis of the current market situation

III. Objectives

IV. Marketing strategy

V. 4P combination strategy

VI. Action plan

Text

The text of the planning book mainly includes:

2) Analysis of current marketing environment

1. Analysis of current market conditions and market prospects:

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.

For example, the planner's analysis of the risk of DENNET entering the market in the mouthwash "DENNET Marketing and Advertising Planning Case" of a brand in Taiwan Province has made a wonderful judgment on the product market. For example, in the analysis of product market growth, it is pointed out that ① the good performance of the similar product "Li Shidelin" shows that the risk of "Germany" entering the market is small. ② The widespread acceptance of another similar product "Su Kejing" shows that "Li Shidelin" is defective. (3) mouthwash belongs to family members' products and has a large market. ④ The improvement of living standard and the increase of middle and upper classes indicate its future market growth.

2. Analyze the influencing factors of the product market.

it mainly analyzes the uncontrollable factors that affect products, such as macro-environment, political environment, residents' economic conditions, such as consumers' income level, changes in consumption structure, consumption psychology, etc. It also needs to consider the influence of technology development trend in the marketing planning of some products that are greatly influenced by technology development, such as computers, household appliances and other products.

3) Analysis of market opportunities and problems

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. Analyze the current marketing situation of products. The specific problems 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, the function is not complete, and it is left out 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 useless, and consumers don't understand the products of enterprises. The poor service quality makes consumers dissatisfied.

Lack of after-sales guarantee and consumers' worries after purchase can all be problems in marketing.

2. Analyze the advantages and disadvantages according to the product characteristics.

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.

iv) marketing objectives

marketing objectives are the specific objectives to be achieved by the company on the basis of the above objectives and tasks, that is, during the implementation of the marketing planning scheme, the economic benefit objectives will be achieved: the total sales volume will be ××××× 1, pieces, the estimated gross profit will be ××××× 1, yuan, and the market share will be ××××××××××××××××××××××××××××××××××××××××××××××××××××××××

5) marketing strategy (specific marketing plan)

1. marketing purpose: general enterprises can pay attention to the following aspects:

smoothly expand the market with strong advertising campaign, accurately position products, highlight product characteristics 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.

2. product strategy: through the analysis of the opportunities and problems in the previous product market, put forward reasonable product strategy suggestions, 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. Only a few universal principles are emphasized here:

widening the price difference between wholesale and retail, and mobilizing the enthusiasm of wholesalers and middlemen. Give an appropriate amount of discount and encourage more purchases.

based on cost, with the prices of similar products as reference. 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 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. Advertising.

1) Principle:

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 the 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 sale, timely launch the wanted agent advertisement. ③ Promotion advertisements are launched 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.

6. Specific action plan.

according to the characteristics of each time period in the planning period, put forward various specific action plans. 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) Budget of expenses of planning scheme

This part records the expenses in the whole marketing scheme promotion process, including the total expenses, stage expenses, project expenses, etc. Its principle is to obtain the best effect with less investment. The cost budget method is not discussed in detail here, and enterprises can make specific analysis and formulation based on experience.

VII) Scheme adjustment

This part is used as a `supplementary part' of the planning scheme. In the implementation of the plan, there may be places that are not suitable for the actual situation, so the plan must be adjusted in time according to the feedback from the market at any time.

the preparation of marketing plan is generally composed of the above contents. Different products and marketing objectives of enterprises can also be selected in detail.

marketing plan (1)

1. confidentiality requirements:

(It should be emphasized that the marketing plan is a confidential document, and it is not allowed to be copied by any technical method unless the author's consent is obtained in advance)

2. Basic information and management overview of the enterprise:

(Marketing plan is used to guide future marketing work and is also a basic document for making decisions. Therefore, first of all, we should list all the key issues, and of course, we will conduct more in-depth analysis and demonstration later.

1. Enterprises: (Some basic information, such as business scope (number of employees, sales volume, business performance), geographical location, history, reputation and future plans)

2. Important employees: (Who are the important employees in the enterprise and what achievements they have made? What is the future role?

3. Products or services: (Introduce the most important products or services of the company)

4. Market and market strategy: (Briefly describe the market operated by the company, List the market position of market segments and enterprises in the past and present)

5. Finance: (list financial statements: forecast income statement, balance sheet and cash flow)

3. Enterprise:

(introduce more detailed information about the enterprise, such as the establishment and development process of the enterprise, its current situation and prospects, What are the strengths and weaknesses, opportunities and threats (SWOT))

1. Business objectives: (The objectives of all aspects of enterprise work: sales, personnel, products or services, market, etc.)

2. Enterprise history: (Enterprise history, including the background information of its establishment and its future prospects)

3. Organization and personnel: (List the organization chart of the enterprise. Not only management personnel, but also other employees)

4. Operating conditions: (current operating conditions, products or services of the enterprise)

5. Enterprise prospects: (Looking forward to the future of the enterprise. What will the enterprise be like in the future? () Where is the headquarters located? What is the business scope? Who will become an important person in the enterprise? How to improve products or services? )

IV. Important staff:

(Including all the information of important personnel of the company: Who are there? What's your professional experience? Their plans and tasks in the company)

1. Qualifications and responsibilities: (List personnel information for important people, including their qualifications, professional experience, scope of responsibilities and rights)

2. Vacancies of important positions: (Which important positions may be vacant now or in the future)

5. Products or services:

(What products or services does the company provide? What are their names? What needs do they meet for customers? What are the advantages for customers? How are they made or carried out? What are its characteristics? What are the possible uses? )

1. Introduction: (Describe each product one by one. Analyze their shapes, functions, characteristics, advantages, market opinions, production methods, and their history and development prospects)

2. Current situation: (Analyze its current stage by portfolio method)

3. Value to customers: (What is the value of each product to customers? What kind of benefits will it bring to customers? )

4. Production cost: (What is the design and production cost of each product? )

5. Care for customers: (For each product or service, you can do something to show your concern for customers, which can be such as after-sales service, quality assurance, product reliability and service life, etc.)

VI. Market:

(Describe the market operated by the enterprise in more detail. What are the market segments? What are their differences? What is the current situation of each important segment? What kind of development rules can be seen from these markets and their subdivisions? )

6.1. Demand: (Describe the current buyers of our products. Who buys them? How big is the customer base? )

1. Market life cycle: (What stage is the market at now? Is it a growth period or a mature period? Describe each product and service in detail)

2. Purchasers' purpose: (Explain why customers buy our products or services? Why don't they buy competitors' products or services? )

3. Market segments and distribution: (What are the characteristics of different market segments? How to distribute products or services in different market segments? )

4. Market size in the past, present and future: (Estimate the size of each market and market segment in these three periods)

5. External conditions: (What external conditions are worth paying attention to for enterprises? Why are they important? What impact will they have on enterprises? What aspects of the work of the enterprise are related to it? )

6. Buyers' choice: (There are usually various possible ways to meet customers' needs (such as substitutes), so how much choice does our product have in our business varieties (excluding competitors' products)? )

6.2. Marketing strategy: (It should be analyzed from multiple angles: product strategy, development strategy, growth strategy, market strategy, price strategy, distribution strategy, promotion strategy, caring for customers, etc.)

1. Target market: (In which target market, especially in which important market segment, the enterprise is conducting or will conduct its business activities in the short term)

2. )

3. Promotion strategy: (Explain in detail which promotion strategy the enterprise will adopt and what goal each promotion method will achieve. )

a, the image of the product or service: (What is the market image of the most important product or service of the enterprise? )

b, win over the public: (What methods are used to win over the public? Both paid and unpaid cases should be considered.

C. Advertising: (What is the advertising plan of the enterprise in the last 12 months? )

4. Price strategy: (What kind of price strategy is adopted for the most important products or services? Why do enterprises choose these strategies? What do these strategies want to achieve? )

5. Sales organization: (What is the sales organization like? )

6. Distribution channels: (First, list all possible distribution channels, and then describe the distribution strategies we have chosen (which ones? In what way? Why? )

7. Goods distribution: (Logistics work. Logistics is very important in internal and external distribution networks. What is the internal logistics work like, and how is the external logistics realized? Is it correct? Is it suitable for the future? )

8. Care for customers: (Most products or services need to ensure perfect after-sales service to customers. For our enterprise, what worries do customers have about logistics work? our/ours