Brand planning: it is to guide the choice of target groups through the negation, difference and distance of competitors in the brand. It is the competition of the internal market (psychological market) corresponding to the external market. Brand planning pays more attention to the description of thoughts and psychology, that is, planning, guiding and stimulating consumers' psychological market. Brand planning itself is not a process out of nothing, but a process of clarifying people's vague understanding of brands.
Marketing planning is to design and plan the products, services and ideas, prices, channels and promotions of the enterprise according to the marketing objectives of the enterprise, with the core of meeting the needs and desires of consumers, so as to realize the exchange process between individuals and organizations. Marketing planning is based on the existing marketing situation of enterprises, with the help of scientific methods and innovative thinking, to change the current situation of enterprises, achieve marketing goals, and make strategic decisions and guidance for the future marketing development of enterprises, which is forward-looking, overall, innovative and systematic. Marketing planning is applicable to any product, including intangible services. It requires enterprises to make corresponding plans according to the changes of market environment and their own resources in order to improve product sales and obtain profits. The content of marketing planning includes four aspects: market segmentation, product innovation, marketing strategy design and marketing combination 4P strategy.
Refer to some professional books for more details.
Question 2: What is marketing planning? Marketing plan is to design and plan the code of conduct, objectives, strategies, punishment schemes and specific measures of marketing activities of enterprises in a certain period on the basis of accurate analysis of the internal environment of enterprises and effective utilization of business resources.
To put it bluntly, it is a strategy to promote product or brand sales.
(1) marketing opportunities analysis. Including: the quantity and amount analysis of the whole commodity or consumer goods market; Sales volume and sales volume analysis of each competitive brand or brand; Sales volume and sales volume analysis of each competitive brand or brand commodity structure; Comparative analysis of market share of competitive brands or brands; Analysis of age, gender and family income of customers and consumers; Analysis of the advantages and disadvantages of each competitive brand or brand; Comparative analysis of market segmentation and commodity positioning of competitive brands or brands; Comparative analysis of advertising expenses and advertising performance of competitive stores or brands; Comparative analysis of promotional activities of competitive brands or brands; Comparative analysis of public relations activities of competitive stores or brands; Comparative analysis of pricing strategies of competitive stores or brands; Comparative analysis of competitive brands or brand distribution strategies; Comparative analysis of the layout of competitive stores or brand stores; Analysis of enterprise's profit structure and expenses.
(2) Target market positioning. Including determining the target market and commodity positioning; Business objectives; Price strategy; Distribution strategy; Advertising form and investment budget; The focus and principles of promotional activities; The emphases and principles of public relations activities.
(3) Promotion planning. Including: defining the goal of promotion; Choose the form and content of promotion.
(4) Distribution activity plan. Include: price strategy; Distribution channels; Shop display; Quality of service.
(5) Sales management plan. Including: the duties and authority of supervisors; Sales target plan; Selection and training of personnel; Salary standard of sales staff; Incentive measures for sales staff.
(6) Market feedback and adjustment. Including: the feedback mode of marketing information; 3. Feedback arrangement of marketing information; Business objective accounting; Adjustment of business behavior.
Question 3: How to do brand marketing well? Are you a general marketing planner or a salesman, going out to sell products?
If you are a salesman, you should not only practice your eloquence, but also fall in love with your product. "Fall in love with the product and tell the customer the value of your product and the benefits it can bring to him (from Teacher Yang Jian, the planner of Tianchuang)". Never think that customers are helping you by buying your products. Instead, do it with the mentality of helping customers solve problems.
If you want to upgrade the brand and promote the product market, it is recommended to find a professional marketing planning company.
Planning companies are mainly divided into the following categories: first, advertising film shooting, such as marketing planning agencies, Ye Maozhong, which is quite famous in the industry; Second, design companies, also known as planning companies, mainly do VI, including some applications, product packaging and so on. These are all very good; Third, do the overall marketing planning, from internal and external market research to integrated marketing planning, including the listing and promotion of new products, such as Tianchuang Marketing Planning Company. I have worked in the field of planning 10 for many years, and my reputation is still very good. Fourth, I am doing training. Some planners are hungry, but they have little operational significance, such as Cheng Ju.
I also need to remind you that if you haven't positioned yourself in the market, you must position yourself first, and then do the detailed work (such as packaging or advertising), because the starting point of all work is to formulate strategies first, and then study tactics.
Question 4: How to do a good job in brand marketing planning? Brand marketing planning is mainly divided into two aspects: strategy and implementation.
The strategy mainly focuses on the following points:
Market positioning, marketing strategy, brand image of competitors, etc.
Target consumers' preferences, consumption behavior characteristics, etc.
The implementation mainly focuses on the following points:
Division of labor, schedule, etc.
Marketing material preparation, etc.
This is a systematic operation that requires professional knowledge and experience. Of course, it is also possible to find a giant brand that specializes in this.
Question 5: What is marketing planning? I. Format of Marketing Plan The structure of a complete marketing plan is divided into three parts: one is the market analysis of the product, and the other is the text of the plan. The third is the effect prediction, that is, the feasibility and operability of the scheme.
(A) Analysis of market conditions
To understand the size of the whole market and the comparison between ourselves and the enemy, the market analysis must include the following 13 items:
(1) The scale of the whole product on the market at present.
(2) Comparative analysis of sales volume and sales volume of competitive brands.
(3) Comparative analysis of market share of competitive brands.
(4) Market target analysis of consumers' age, gender, occupation, education level, income and family structure.
(5) Comparative analysis of advantages and disadvantages of competitive brands.
(6) Comparative analysis of market regions and product positioning of competitive brands.
(7) Comparative analysis of advertising expenses and advertising effects of competitive brands.
(8) Comparative analysis of promotional activities of competitive brands.
(9) Comparative analysis of public relations activities of competitive brands.
(10) Comparative analysis of pricing strategies of competitive brands.
(1 1) Comparative analysis of sales channels of competitive brands.
(12) Analysis of financial gains and losses of the company's products in recent years.
(13) Comparative analysis of the advantages and disadvantages of the company's products and competitive brands.
(2) the text of the plan
The text of an overall marketing plan consists of seven major items, which are briefly described as follows.
(1) product launch policy
Before drawing up the planning case, the planner must communicate with the company's top leadership on the company's future business principles and strategies in depth and in detail to determine the company's main principles and policies. Both parties shall discuss the following details:
1。 Determine the target market and product positioning.
2。 Is the sales goal to expand market share or pursue profit?
3。 Formulate a price policy.
4。 Determine the sales method.
5。 Advertising performance and advertising budget.
6。 Key points and principles of promotion activities.
7。 The emphases and principles of public relations activities.
(2) the product sales target of the enterprise
The so-called sales target refers to the business target that the company's various products must achieve within a certain period of time (usually one year).
The quantification of sales targets has the following advantages:
It provides a basis for testing the success or failure of the whole marketing planning case.
Provide a basis for evaluating work performance goals.
Provide a basis for formulating the next sales target.
(3) product promotion plan
The purpose of the planner's promotion plan is to help achieve the sales target. The promotion plan includes three parts: objectives, strategies and detailed plans.
① target
The plan must clearly state the expected promotion objectives in order to achieve the sales objectives of the whole marketing plan. Generally, it can be divided into long-term, medium-term and short-term plans.
② strategy
After deciding the goal of the promotion plan, the next step is to work out the strategy to achieve this goal. The strategies of promotion plan include advertising strategy, distribution channel utilization strategy, promotion price activity strategy and public relations activity strategy.
Advertising strategy: according to product positioning and target consumer groups, determine the theme of policy performance, and use newspapers, magazines, television, radio, leaflets, outdoor advertisements, etc. What kind of media do you want to choose? What is the proportion of each? What is the audio-visual rate and contact rate of advertisements? Let the characteristics and selling points of the products be deeply rooted in the hearts of the people.
Distribution channel strategy: At present, there are many kinds of distribution channels, and enterprises should choose the right channel according to their own needs and possibilities. Generally, it can be divided into two parts: dealers and terminals, and other forms of intermediary agents. In the choice, we follow the main principle of "targeted" and make full use of the company's limited resources and strength.
Promotion price strategy: the object of promotion, various ways of promotion activities, and what is the desired effect of adopting various promotion activities.
Strategy of public relations activities: the target of public relations, various ways of public relations activities, and what is the purpose of holding various public relations activities.
③ Detailed plan
Explain the implementation details of each strategy in detail.
Advertising performance planning: the design of newspaper and magazine advertising draft (title, text, pattern), TV advertising creative script, broadcast draft, etc.
Media use plan: choose popular or professional newspapers and magazines, as well as publication date and page size; Time and frequency of TV and radio advertisements. In addition, CRP (total viewing rate) and CPM (average cost of advertising information per thousand people) should also be considered.
Promotion plan: including commodity procurement and exhibition, exhibition, demonstration, lucky draw, giving away samples, tasting, discount, etc.
Public relations activities plan: including shareholders' meeting, issuing company press releases, company internal publications, staff association, love activities, contacting the media, etc.
（......& gt& gt
Question 6: How to do brand marketing planning for new brands? First of all, a lot of market research and analysis
Any product, if it can't meet the needs of consumers, if it doesn't have characteristics different from other competitors, if it doesn't have its own strength support, and if it doesn't have well-known selling points, appeal points and interest points, it is difficult to become an instant hit in the market.
Market research includes general environmental research, industry research and internal company research;
Second, the product packaging design
Including product concept refining, product name, product specifications, internal and external material selection, and external packaging design. Product naming is a very important part. Just like a girl, Liu Xiaohua and Ruyan Liu have different feelings. A good product name itself is a straightforward advertising language, which directly shows the uniqueness of the product and can also give consumers a positive association.
Third, the market forecast
1. Concept prediction: Is the product concept consistent with the product quality? Does the product quality meet the needs of consumers?
2. Sales volume forecast: On the one hand, sales volume forecast comes from the product strategic objectives of the enterprise organization; On the other hand, it comes from the combination of market capacity and consumer demand; On the other hand, it comes from fierce competition; Finally, we should consider the resource strength of the enterprise organization itself.
3. Opponent prediction: Opponent prediction mainly predicts its reaction and the degree and intensity of the reaction. If the opponent does not respond, of course, it is the best; If the other party's reaction is average, if the other party's reaction is quick, it is very strong.
Fourth, positioning
1. Which market are you going to divide? Where is the product/brand differentiation?
2. Where are the consumers? What is the consumption scene? Looking for sales opportunities by tracking the behavior track of potential consumers;
3. Product selling point: Why do others buy your products instead of competitors'? What's the difference between yours and his, good, good? Fill in the product content.
Verb (abbreviation for verb) sales plan
1. How to promote the product before it goes on the market, is it to train consumers in free goods or in other forms?
2. Product repurchase and product evaluation;
Sixth, listing and promotion.
1. How to promote and advertise online? Since media or?
2. How to push offline and take the channel? Or advertising and so on. , are to be considered.
Question 7: How to do brand marketing planning for new brands? The purpose of brand marketing planning is to provide scientific guidance for brand marketing activities of enterprises, make brand marketing activities more efficient, thus successfully shaping and spreading brand image and ultimately generating brand value. Hu Yue Marketing has rich experience in this field. They pay attention to the shaping and dissemination of brand image, and follow the principles of systematicness, feasibility, pertinence and creativity on the premise of mastering a lot of information, so as to provide a scientific decision-making process for the overall marketing activities of enterprise brands. You can contact and see.
Question 8: What is the marketing model? It refers to the different modes adopted in the marketing process.
The core of marketing model is how to implement it, put a good marketing plan in place and achieve the greatest marketing effect, which is the best marketing model. This is the marketing concept that Brand Network has been pursuing since its establishment in 2003.
Brand simulcast divides marketing execution into online and offline. Offline marketing costs a lot, and the effect is difficult to monitor, while online marketing has been paid more and more attention by enterprises through the advantages of fast broadcast and accurate positioning of the network. Brand simulcast divides network marketing into news marketing and word-of-mouth marketing.
Brand simulcast uses the official media and the first-line portal to synchronize the vertical local media, realizing brand-new marketing value for enterprises in a three-dimensional and all-round way, standing at the forefront with the most official posture and the widest voice, and achieving more authoritative, broader and more influential communication effects.
Authoritative official media: CCTV, Xinhuanet, People's Daily, China and China. ...
First-line portal media: Sina.com, Tencent.com, Sohu.com, Netease 163, Phoenix.com. ...
Brand simulcast network marketing includes planning professional topics, maximizing and accurately spreading corporate brand information through Baidu marketing, word-of-mouth interactive marketing, blog marketing, forum marketing, information platform marketing, B2B e-commerce platform marketing, email marketing, QQ group marketing, Weibo marketing and WeChat marketing.
experiential marketing
From a macro point of view, the arrival of experience economy is due to the high wealth, civilization and development of society. For those who have just had enough food and clothing or barely reached a well-off life, "experience" is just a luxury. Secondly, from the microscopic point of view, the rise of experiential marketing is due to the excellent quality and function of products and services, which makes customers dilute their own characteristics and interests and pursue a higher level of "characteristics and interests", that is, "experience".
Experiential marketing is to redefine and design the thinking mode of marketing from five aspects: consumers' senses, emotions, thinking, action and relevance. This way of thinking breaks through the traditional assumption of "rational consumer" and holds that consumers are both rational and emotional when they consume, and the experience of consumers in the whole consumption process is the key to study consumer behavior and corporate brand management.
Coffee is sold as "goods", and a catty can sell 300 yuan; When coffee is packaged as a "commodity", a cup can sell for 10 to 20 yuan; When it joins the "service" and is sold in a coffee shop, a cup costs at least tens to one hundred yuan; But if we can make coffee a mellow and beautiful "experience", a cup can be sold for hundreds or even hundreds of dollars. Increasing the "experience" content of products can bring considerable economic benefits to enterprises.
Generally, we divide experiences into five kinds, but in reality, enterprises rarely use a single experience for marketing activities, and generally use several experiences in combination, which is called experience abnormity. Furthermore, if the experience provided by enterprises to customers involves all five types of experiences, it is called total experience. Generally speaking, experience can be divided into two categories: one is the individual psychological and physical experience of consumers, that is, personal experience, such as senses, emotions, thinking, etc.; The other is the inevitable experience of the interaction between related groups, that is, * * *, such as action, contact and other experiences.
Usually, in order to achieve the goal of experiential marketing, the marketers of enterprises need some tools to create experiences, which we call experiential media. As an executive tool of experiential marketing, experiential media includes: communication, visual and oral recognition, product display, brand building, space environment, electronic media and websites, and personnel.
In addition, the five experience modules have their natural order in use: sense-emotion-thinking-action-correlation. "Senses" attract people's attention; "Emotion" personalizes the experience; "Thinking" strengthens the cognition of experience; "Action" arouses the investment in experience; Relevance makes the experience meaningful in a wider context.
At present, many enterprises make a mess of the quality, characteristics and functions of products and services, which will not only bring brand-new experiences to customers, but also bring negative experiences, leading to consumers' disgust and disgust.
In the traditional marketing concept, enterprises emphasize "products", but consumers may not be satisfied with products that meet the quality requirements. Modern marketing concept emphasizes customer "service", but even with satisfactory service, customers are not necessarily loyal. The future marketing trend will advocate "experience". Only by creating "unforgettable experience" for customers can enterprises win the loyalty of users and maintain the long-term development of enterprises. Some excellent domestic enterprises can directly switch to experiential marketing, but most enterprises still need to communicate with each other ... >; & gt
Question 9: What is the difference between brand marketing and brand promotion? Brand marketing includes brand promotion.
Brand marketing includes brand positioning, brand planning, brand promotion and communication, as well as trademark registration, product packaging and channel model. This is a complete brand marketing system.
Brand promotion is to promote the brand and raise awareness, including TV advertisements, online advertisements and celebrity endorsements.
I just work in a brand marketing consulting company.
Question 10: What is brand planning and promotion? Brand planning and promotion is market analysis, competition analysis, audience analysis, brand and product analysis, unique sales proposition refining, creative strategy formulation, overall operation step planning, website planning, communication content planning and so on. , integrate and spread the brand, and quickly enhance brand awareness.
Therefore, Shanghai Bai Di Network has a strong team and a good reputation, and cooperates with hundreds of brands in brand planning and brand and product promotion.