How to write a complete set of marketing planning copy?

Let me give you an example and try it yourself:

China Unicom: Brand Marketing of a Telecom Operator Sample

Generally speaking, telecom operators have much more difficulty in brand marketing, advertising, and marketing than other companies. In addition to corporate brands, there are a lot of complicated business brands and industry applications. Brands, plus the descendants and grandson brands under the business brand, how to sort out the relationship between these brands and embody them in advertising, marketing and other behaviors at the level of market competition is a difficult problem faced by domestic telecom operators.

Among the six major domestic telecom operators, China Unicom is a relatively special sample. In addition to changing the chronic problem of traditional state-owned enterprises having no brand awareness, they also have to start from scratch to re-plan their brand image and are still exploring. Establishing new business brands for different consumer groups. At the same time, the brutal competition from China Mobile has forced China Unicom to adopt a defensive strategy and compete tit-for-tat in terms of branding, especially in terms of terminal marketing and advertising to attract users to the Internet.

The 2004 China Print Media Advertising Annual Report shows that in the advertising brand ranking list, the top 20 are basically occupied by the four major industries of telecommunications, automobiles, computers, and electrical appliances. Among them, the four major industries of China’s telecommunications industry operators have entered the top fifteen in terms of total advertising volume, and China Mobile, China Unicom, and China Telecom occupy the top four positions, which shows that the "big brother" status of the communications industry in the advertising industry is temporarily difficult to shake. These large-volume advertisements basically include the shaping of the operator's brand, the promotion of business brands, the release of preferential tariff policies, and many other aspects.

Operator brand building is difficult

Regarding brand building and promotion, Wang Jianjuji, deputy general manager of the Marketing Department of China Unicom, told reporters that market aspects are often transformed into business promotion. and sales, and branding is a key part of it, but in turn, the promotion of business brands also supports the shaping of the company's overall brand image. According to Wang Jianjuji, China Unicom's brand image promotion expenses account for 1/3 of the total. However, regarding some specific indicators such as the annual advertising volume, Wang said that it involves the financial arrangements of listed companies and cannot be disclosed.

However, according to common sense, China Unicom spent 1 billion yuan on brand promotion in 2002 and about 2 billion yuan in 2003. Therefore, China Unicom’s overall brand promotion expenses should be maintained at tens of billions every year. On the order of billions. In the early days of recruiting a large number of users for the CDMA network, China Unicom adopted the strategy of "telephone subsidy and free phone activities". Therefore, the promotion expenses remained high. Wang Jianjuji said that this year China Unicom has basically stopped the activities of subsidizing phone bills and giving away mobile phones. In the past, it was excessive competition regardless of cost, and in the end it was a loss-making transaction. In the future, it will rely more on brand, business and services to expand users.

According to the reporter’s understanding, China Unicom currently has six brands: World Wind, UP New Force, Uni, Ruyi Tong, Baoshitong, and China Unicom New Space. World Wind is positioned in dual-mode mobile phones and is the key to coordinating China Unicom’s G network. , C network dual network implementation of the brand, users can use a dual-mode mobile phone to freely switch between G network and C network. From the end of last year to the beginning of this year, China Unicom put a lot of advertising on the world-style brand to build momentum. UP New Force is a fashion brand launched by China Unicom in February this year for young people. Its business includes virtual chat, mobile video, mobile QQ, Magic Ring, music games, etc. It can be seen that UP New Force is a brand in China Unicom’s advertising this year. It is a hot field and we have seen more and more advertisements of UP’s new forces in some print media.

In addition, Uni is a 3G-oriented value-added service brand that China Unicom has spent a lot of money to build, covering the fields of entertainment, life, and business multimedia, including mobile navigation, "Video Shinkansen" mobile TV and other signature services. For example, Ruyitong is a brand that carries China Unicom's penetration into low-end mass users. Therefore, its advertising strategy uses rational marketing with favorable prices and cheap tariffs, focusing on promotions to attract users to the Internet.

As a special business of China Unicom, Baoshitong has a large market in the field of enterprise and home video phones. It is a brand that China Unicom has invested in promoting for a long time.

China Unicom has spent the most effort on the China Unicom New Space brand. This can be seen from the fact that sports star Yao Ming signed a contract with China Unicom New Space to become the image spokesperson. China Unicom has specially customized a series of advertisements for Yao Ming. Highlight China Unicom’s brand appeal of “youth, vitality and future” in the new era. From 2003 to 2004, various versions of advertisements performed by Yao Ming were broadcast in turn on CCTV during various important periods. In conjunction with CCTV's "aerial bombing", billboards promoting the image of "Little Giant" Yao Ming have been erected everywhere in airports, buildings, and roadsides across the country.

China Unicom and China Mobile compete

gt; Obviously, among the six major telecom operators, China Netcom and China Telecom have been concentrated in the fixed-line field, while the fixed-line market has been expanding both in terms of brand development and tariffs. Promotional activities are relatively quiet, so brand building is far less complicated than in the mobile communications field. On the other hand, the fight between mobile operators China Mobile and China Unicom is much more intense. The outside world simplifies the battle between the two parties into the three main battles for the market: network competition, price competition, and bickering. Advertising is the top priority. The reason is very simple. Without advertising, how will users know that your network is good? , your rates are cheap? In the past few years, if there is a main line of competition between China Unicom and China Mobile, it is an overwhelming advertising war.

A joke circulating in the industry is that in a certain place, China Unicom erected a billboard "Ten thousand people shouted in unison - CDMA New Time and Space". Tens of meters away, China Mobile erected another billboard. A bigger billboard said, "Replaced, all replaced by GPRS!" Furthermore, China Mobile took the "128 Chinese tourists were rescued in the Vietnam Sea on October 6, 2002" as an example, and launched "One Phone Call" on CCTV It’s equal to a life. At critical moments, trust Global Communications!” The advertisement promotes that its network coverage is better than that of China Unicom. This move can be described as cruel. Of course, China Unicom was not to be outdone, and it took up the banner of CDMA's green environmental protection and launched a TV advertisement "Prevent radiation, care for health, use CDMA".

Recently, China Unicom’s advertising in outdoor and print media has been replaced by the slogan “The Internet is not what it used to be, and wonderful things are everywhere”, which is obviously to erase what the outside world thinks about China Unicom. Bad impression of bad internet. In addition, the smell of gunpowder between China Unicom and China Mobile is even stronger when it comes to regional advertising themes such as price concessions, promotions, and package offers for end users.

For example, in 2003, China Mobile appeared on its sub-brand "M-Zone" with a series of advertising words that are often used for fashionable consumer goods, such as "the coolest, the most dazzling, the most dynamic", and were designed by international advertising masters. Knife, the "M-Zone" advertisement endorsed by the "rebellious and alternative" singer Jay Chou was repeatedly broadcast during CCTV's prime time advertising period. But in 2005, China Unicom finally began to compete with China Mobile with great fanfare and launched the "UP New Power" brand for fashionable young people.

Undoubtedly, China Unicom’s goal of launching the “UP New Force” customer brand is to move the user base of the “M-Zone”. According to an insider at China Unicom, the UP New Force will use campus students as its main means of competition. Simultaneously, we will launch some package services, terminal mobile phones, etc. tailored for teenagers, and China Unicom does not rule out the possibility of selecting a brand spokesperson for the new forces of UP, and this spokesperson should also be as popular among teenagers as Jay Chou of Mobile "M-Zone" of idols. In comparison, Yao Ming, who endorses China Unicom New Space and Time, is a bit older. It can be seen that China Unicom will start another advertising war with China Mobile in the competition for young people.

The new telecommunications marketing era has arrived

Wang Jianjuji, deputy general manager of the marketing department of China Unicom in charge of brand strategy, said that there is no doubt that the implementation of customer-centered marketing theory is The biggest change for the carrier. The huge investment in brand advertising shows that operators have shifted their attention from "technology platform development and user account allocation" to customer marketing.

Wang Jianju also gave an example that some of China Unicom’s development slogans have also changed during development. Now the theme of some advertisements is “Let everything be connected freely”, while in the past it was “Leading the future of communications”, “Emotional communication”. "Tie China? China Unicom connects the world", the advertisement has a theme change, which is actually an adjustment of China Unicom's entire strategy.

In addition, China Unicom has also invested a lot of advertising in event marketing to build its brand, such as the 2002 CCTV World Cup advertisement, the title of the CCTV Olympic special program "Unicom Athens", and this year's sponsorship of the Hoh Xil scientific expedition team. Wait, this series of advertising is also a kind of "exercise" for the brand image. But has a new marketing era for domestic telecom operators begun?

Some experts said that the current brand marketing of operators is still in its infancy. Although feedback from the sales frontline of companies in various operators and provinces states that advertising has achieved significant results, it cannot cover up brand advertising and specific business marketing. There is still a lack of systematic cooperation. For example, the current operators' brand marketing and advertising strategies still focus on simple product and business promotion and bloody battles with competitors, rather than truly conducting in-depth marketing exploration based on their own corporate brands, customer brands, and business brands. .

In fact, we can learn from the experience of South Korea's leading operator SK Telecom. Every time SK launches a value-added telecommunications service, it tries to create a good user experience environment. For example, the CARA "Care" service, which is specially tailored for married women, not only provides female users with customized women's pages and news and pictures about women's beauty and skin care on mobile phones, but also cooperates with a large number of services specially designed for women. * Merchants provide CARA female users with membership services and discounts including beauty, catering, shopping, culture, travel, etc.

Looking at domestic operators, the full-page advertisements still revolve around some business, price concessions and other themes. It can be seen that domestic operators still have a long way to go in terms of brand marketing and advertising strategies. Walk.

The following is for your reference:

Marketing planning plan sample

1. Cover: Plan name/Program maker ××××Full marketing plan×× ×Production 2. The program catalog lists the main projects in the program. 3. Plan content (1) Planning object environment 1. Planning object macro environment (political environment, legal environment, economic environment). 2. Local planning object environment (social and cultural environment, technological environment, natural environment, population environment). 3. The opportunities and threats provided by the above-mentioned environmental status and trends. (2) Basic information on competitors 1. Overview of competitors: past sales, market share, sales, profits and other economic indicators. 2. Sales philosophy and culture: company philosophy, shared values, business policy, business style, corporate mission, and goals. 3. Planning project overview. (3) Market analysis 1. Market survey 2. Market research: research topic, research methods, research results (data, charts). 3. Market planning. 4. Market characteristics. 5. Ranking of competitors - upper, same, lower competitors (based on market share or sales). 6. Identification of the competitive landscape—whether market leaders, challengers, followers, and fillers are formed. 7. Market performance, marketing plans, competitive strategies, and competitive advantages of major competitors. 8. Marketing opportunities for this project. 9. Market analysis of similar projects in surrounding areas (specific regional industry market size and trends, specific regional industry market structure, specific regional industry market environment situation). 10. Distribution map of similar planning objects in the surrounding area 11. Comprehensive market analysis of the project (market share, sales and other industry market statistics of the industry). 12. Analysis of project advantages and disadvantages (overall advantages and disadvantages; advantages and disadvantages in marketing. The best and worst aspects in marketing, the best and most successful in marketing aspects or areas.

) 13. Market opportunities and obstacles (4) Project positioning 1. Project positioning points and theoretical support 2. Project appeals and theoretical support (5) Market positioning 1. Main market (target market) positioning and theoretical support points 2. Vice Market (auxiliary market) positioning and theoretical support points (6) Owner situation 1. Owner classification/distribution. 2. Characteristics of the owners (What do these owners look like? How do they live, how do they receive this service and related services?) 3. How many owners are there? 4. Owner’s consumption behavior/psychology (why decoration, what characteristics are sought during the decoration process? Decoration process, influencing factors before decoration). 5. Setting of decoration incentives. (7) Development of marketing activities 1. Objectives of marketing activities. 2. Target market. 3. Facing problems. 4. Competitive strategies, competitive advantages, and core capabilities. 5. Marketing positioning (determination of differentiated competitive points of difference). (8) Marketing strategy 1. Planning strategy: (1) Planning concept; (2) Brand and packaging planning. 2. Price strategy: (1) Pricing ideas and price determination methods; (2) Price policy; (3) Management of the price system. 3. Channel strategy: (1) channel selection; (2) channel system construction/management; (3) channel support and cooperation; (4) channel conflict management. 4. Promotion strategy: (1) Overall promotion idea; (2) Promotional means/method selection; (3) Promotional concept and theme; (4) Promotional objects' (5) Promotional plan/original plan, advertising plan, advertising strategy, Advertising instruction code; (6) Promotional activity process; (7) Promotional activity effect; (8) Promotional expenses. 5. Strategy for planning activities (1) Event timing (2) Countermeasures (3) Effect prediction (9) Marketing/sales management 1. Marketing/sales plan management. 2. Marketing/sales organization management: (1) organizational functions, job responsibilities, and work procedures; (2) personnel recruitment, training, assessment, and compensation; (3) sales area management; (4) motivation and supervision of marketing/sales personnel ,lead. 3. Control of marketing/sales activities: (1) Financial control; (2) Product control; (3) Personnel control; (4) Marketing/business activity control; (5) Marketing/business activity control indicators, methods and usage forms . (10) Sales service 1. Service concept, slogan, policy and goals. 2. Service commitments and measures. 3. Service system (organizational structure, responsibilities, procedures, processes, resources). 4. Service quality standards and control methods. (11) Overall cost budget (12) Effect evaluation How many steps does a complete marketing plan have?

1. Select planning objects

2. Targeted market research

3. Detailed market analysis

4. Find the market Breakthrough point

5. Propose a solution

6. Demonstrate the feasibility of the solution

For reference only, please tell me how to write an Internet marketing plan

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Just make corresponding promotion plans according to different products, different platforms, or different events. How can small and medium-sized companies establish a complete integrated brand marketing planning system?

If an enterprise wants to develop, it must have a complete brand system. If your company does not have talents who are good at brand management, you can actually choose to hire external talents from the Marketing Planning Co., Ltd. Brand steward.

When companies build brands, whether online or offline, they actually need a steward. Liujin Marketing Planning Co., Ltd., as a brand steward, helps companies formulate overall brand strategies and implement overall brand planning.

Liujin Marketing Planning Co., Ltd. helps brand companies or brand products sort out their positioning and planning, and stipulate how to do it.

This also includes establishing a brand structure. Brand structure means building a structure that can attack and block by products with different positionings, such as promotional products, image products, main products, etc. I am engaged in advertising. I am a marketing planner for a company. How do I write this marketing plan?

I am a marketing planner for our company and my position may be similar to yours

Marketing planning is basically to promote your company’s brand

For example, write some soft articles and publish them in relevant magazines to hold media receptions

Do some advertisements on the website, etc. to increase your company's sales

You can also start from Do some training internally, just don’t let yourself be idle

But don’t do too much, because the company’s development leadership has a clear mentality, so just follow her instructions and execute them

What does a complete set of Internet marketing include?

Let me talk about the courses I studied, including SEO, SEM, SMM, MMM, and Taobao SEO. In fact, these are all interrelated, and the effect of putting them together is much stronger than doing them individually. Whether your company sells physical or virtual products, they need to be promoted. You cannot wait for orders every day like traditional companies. That will definitely be eliminated. Too many. I won’t explain them one by one. I need a complete wine planning plan for reference. Where can I download it?

Directly delivered wine planning plan

Foreword: As the New Year approaches, various wines The marketing campaign has begun to take shape. In order to promote the better development of the direct delivery magazine, a special issue on wine is planned to achieve the expected goals.

Market analysis: (1) Current alcohol marketing forms, status, and information on beer, liquor, and red wine.

(2) Analysis of current Lanzhou marketing and consulting magazines

Target audience positioning: Position this direct special issue on wine merchants, but in terms of communication, it can make the audience more accessible. Broader, as will be explained below.

Direct delivery goal: Through the planning of this wine special issue, we will enhance the brand content of Direct Delivery and make it a leading position in the market segment.

Product analysis: (1) Opportunities and threats: The external environment is suitable for the development of this type of consulting magazine, but the early development ideas of direct delivery have reduced its reputation.

(2) Advantages and Disadvantages: As an express magazine, Direct Delivery is fast and convenient, has good timeliness, and is free of charge. Direct Delivery also has the credibility, pertinence, and knowledge of a magazine. sexual characteristics. However, direct delivery currently does not have a brand advantage and still lacks authority and appeal.

Suggestions for product thinking innovation: (1) Magazine combination: direct delivery should have its own CI image manual to promote its own business philosophy, etc. The CI image manual should be combined with direct delivery during delivery. This gives people a brand psychology, enhances its image value, and greatly improves its credibility.

(2) The magazine cover externalizes the brand: In this wine issue, the cover has only one word "wine". The word "wine" uses free calligraphy, giving people an elegant feeling, and the background uses the sky and the earth. The scenery gives people the feeling of seeing the universe while drunk, attracting the attention of both the wine public and the wine merchants.

(3) In terms of magazine content: Direct delivery is not an ordinary advertisement, but appears in the form of potential advertising, with soft appeals and articles promoting the culture, connotation and sensitivity of wine. And at the end of the wine article, an interesting little showcase is opened, such as introducing the origin of the wine, magical stories, legends, etc. Attach a consumer survey form to the direct delivery magazine to show consumers' recognition of direct delivery and make wine merchants more convinced. This is of course based on the fact that the investigation effect is relatively good.

(4) Brand focus, touching marketing: It is necessary to conceptualize the direct brand and diversify its value. Emphasizing its resource dedication with the slogan "What's Mine is Yours", serving customers wholeheartedly, shortening the distance with customers, and laying the foundation for the future development of the direct delivery brand.

Marketing suggestions: (1) As the New Year approaches, direct-delivery magazines can discuss with restaurants to divide the magazine into columns for wedding wine, birthday wine, party wine, etc., and combine them with interesting small windows in the front to concentrate efforts. , strengthen the offensive.

(2) Jointly develop gift boxes with restaurants. Direct delivery has its name on it, appearing as a "direct delivery partner". Mutual use of resources can also be held with restaurants to hold "wine tasting and wine discussion" activities. Manufacturers should present their flagship products, and direct delivery should help manufacturers attract reports from newspapers, magazines, TV, etc., and improve the image value of direct delivery.

(3) Uniqueness of the channel: Direct delivery cooperates with the post office, taking advantage of the post office's brand advantages and sound network advantages, to be responsible for distribution through some channels, and to deliver magazines to hotels, bars, restaurants, etc. for people to observe. , to help restaurants spread the word and increase their popularity. This can also better attract the attention of wine merchants.

(4) Utilization of other resources: advertisers’ letters, agency postcards, outdoor billboards, business letters, etc. For direct delivery, you need to work cleverly with the wine merchant to include a postcard or lottery card in the magazine (fill in and send it back as a free gift); you can also attach a fare reimbursement form. As long as you use the reimbursement form to purchase at a retail outlet, you can be reimbursed up to the limit. Taxi fare. If you use telephone consultation, the phone fee can also be reimbursed, and small gifts (postcards or commemorative stamps) can be sent. Taking advantage of DM's independence and flexibility, it has unique functions in supporting staff promotion activities, and in invitations to auctions and exhibition activities

Cost budget: magazine cost, marketing cost, etc.

How to write a full-year marketing plan?

Content and format of marketing plan: 1. Executive summary and essentials of marketing plan: trademark/pricing/important promotional methods/target market, etc. 2. Current marketing situation (1) Market situation: current product market/scale/advertising/market price/profit margin, etc. (2) Product status: varieties/features/price/packaging currently on the market. (3) Competition situation: the main competitors and basic situation in the current market. (4) Distribution status: sales channels, etc. (5) Macroview environmental conditions: consumer groups and demand conditions. 3. SWOT problem analysis Strengths: Advantages in sales, economy, technology, management, policy, etc. Disadvantages: Weaknesses in sales, economics, technology, management, policies (such as industry regulation and other policy restrictions), etc. Probability: Market probability and control. Threats: The biggest threats and risk factors in market competition. To sum up: how to maximize strengths and avoid weaknesses, give full play to your strengths, and avoid weaknesses and risks. 4. Goals achieved by marketing planning Financial goals: The company’s sales revenue forecast for the next 3 or 5 years (if financing is successful): (Unit: 10,000 yuan) Marketing goals: What is the gross profit margin of sales costs. 5. Marketing strategy adopted in marketing planning Target market: - Positioning: - Product line: - Pricing: The composition of product sales costs and the basis for setting sales prices, etc. Distribution: Distribution channels (including agency channels, etc.). Sales team: formation and incentive mechanism, etc. Service: After-sales customer service. Advertising: A form of promotional advertising. Promotion: Promotion method. R&D: Product improvement and new product development initiatives. Market research: main market research methods and measures. 6. Action plan Marketing activity (time) arrangement.

7. Estimated profit and loss statement and other important financial planning statements: - 8. Risk control: risk sources and control methods. What does a complete set of event operation planning ideas look like

A complete set of event operation planning ideas :

Planning of event creativity: In what form should the event be planned, such as combining hot topics, current affairs, etc.;

Event planning: the background of the event, what are the needs of the event? What, based on these, the planning work of the entire event is carried out;

Event copywriting planning;

Event rule setting, event participation, event interactive link setting, etc.;

Event copywriting planning;

Event rule setting, event participation, event interactive link setting, etc.;

For more detailed information on event operations and event planning, please refer to the event box