The purpose of marketing planning, the real success of marketing lies in the strategic thinking of the market, the method is very important, and different ideological frameworks will have different results. What is the purpose of marketing planning? Come and have a look with me.
The purpose of marketing planning 1 The purpose of planning marketing is to maximize the social value of enterprises and the market value of products or services. There are two main contents of enterprise planning and marketing: one is the overall image of the enterprise; The second is the products or services produced by the enterprise. There are differences and connections between the two. The purpose of establishing the overall image of an enterprise is to improve its social status, social value and influence in the market. The ultimate goal of establishing the overall image of the enterprise is to better and longer-term market the products or services produced by the enterprise. There are a series of means and tools to establish the overall image of the enterprise and market the products or services of the enterprise, and at the same time, there are also their common means and tools.
I. Planning and marketing of enterprise products or services
(1) The task of enterprise product planning and marketing First, determine the main objectives of enterprise product or service marketing; Secondly, determine the market positioning of enterprise products or services, that is, the orientation to be spread in the market! Thirdly, determine the all-round positioning of enterprise product or service marketing; Finally, determine the best mode to realize all-round marketing positioning. Generally, there are three main objectives of enterprise product or service marketing: (1) increasing market share-planning with increasing market share as the main objective; (2) Pursuing profit maximization-putting immediate interests in the first place, and taking the safe recovery of funds and ideal prices as the starting point; (3) Beat the competitors-spare no effort to beat the competitors.
(2) To determine the market positioning of an enterprise's products or services, we must first clarify the following four questions: (1) Region-where are the potential customers; (2) Population-how many potential customers there are; (3) Psychology-the internal psychological characteristics of potential customers; (4) Behavior-the external behavior of potential customers. After clarifying the above four questions, the system can master the terminal market environment of the product.
(3) The omni-directional positioning of enterprise product or service marketing mainly includes four aspects, namely, the traditional marketing 4P positioning theory: (1) Product positioning An enterprise, based on its own conditions such as technology, talents, supply, production and investment, determines the positioning that best meets the enterprise's interest expectations from the aspects of product efficacy, quality and competitiveness, so as to clarify the connotation and content of the product. Product positioning can be understood as the intersection of three lines: sufficient market demand, allowable enterprise capacity and weak competitors. (2) The price positioning enterprise determines the current price, price realization method and price change direction of listed products according to the customer's affordability, product cost and price positioning of competitive products. (3) channel positioning's marketing channel positioning refers to drawing up the way of product distribution or distribution, that is, determining the tangible and intangible links through which products or services are transferred from producers to consumers. (4) Promotion Positioning In order to open up market space and level and expand product sales, it is necessary to determine a systematic plan in advance, aiming at conveying products, enterprises and their market information to target customers or channels, stimulating customers' enthusiasm for buying or buying goods through channels, and promoting customers' buying or buying behavior through channels.
(D) Determining the best mode to realize all-round marketing positioning refers to combining various applicable promotion concepts with the actual situation of the enterprise to realize the planned marketing positioning scheme. The typical marketing concept is as follows: (1) Integrated marketing communication is a marketing model centered on establishing a long-term, interactive and immediate business-customer communication mechanism. The development of Internet technology promotes the application of this marketing model. (2) Service marketing provides customers with excess value by attaching intangible services to products, thus producing better sales results. (3) Relationship marketing promotes sales by establishing and maintaining good relationships between enterprises and customers, governments, other enterprises and other social sectors. (4) Brand Marketing Establish and use the influence of corporate brands or product brands to market products or services.
Second, the overall corporate image planning tasks
Corporate overall image planning and marketing is to give consideration to the actual market interests and long-term strategic interests of the enterprise, improve the visibility of the enterprise to a certain extent, improve the reputation of the enterprise to a certain extent, and improve customer loyalty to a certain extent. The main tasks are:
(A) the establishment and introduction of image recognition system (CIS) CIS basically consists of three elements. They are MI (mental identity), BI (behavioral identity) and VI (visual identity). MI is the highest-level ideological system and strategic system of an enterprise. Including enterprise purpose, enterprise spirit and creed, business philosophy and principles and strategies, market strategy and so on. MI is the soul of an enterprise and the foundation and core of CI design. The design of behavior system and visual system must fully reflect the spiritual essence and connotation of business philosophy. BI is all the rules and strategies of enterprise operation. Including enterprise standards, behavior, management, organization, product development direction, public relations promotion means, public welfare, cultural activities, etc. Behavior system is a dynamic identification form, which regulates the organization, management, education and all social activities within the enterprise, and is actually the operation mode of the enterprise. Through this mode of operation, it not only realizes the business philosophy of the enterprise, but also produces an identification function, that is, people can identify and recognize the enterprise through its behavior. VI refers to everything in corporate visual identity. Including corporate logo, name, trademark, standard words, standard colors, office supplies, media, vehicles, uniforms, etc. VI is a static identification symbol, the most exposed and intuitive form of CIS, and the most direct part of CIS transmitting information to the society. Its function is to reflect the business philosophy and spiritual culture of the enterprise through organized and systematic visual programs, thus forming a unique corporate image. CI planning refers to corporate image identification planning, which is to establish a good corporate image, on the basis of fully investigating the current situation of the enterprise, to carry out strategy, design and planning for the overall corporate image strategy and specific corporate image building activities. CI system is a trinity of business philosophy, code of conduct and visual communication design. It is the company's overall business strategy and an all-round enterprise development strategy and tactical system.
(2) Establishing corporate brand image Brand is the name and code designated by commodity producers or sellers for their products, and it is an integral part of the products, consisting of names, signs and trademarks, so that consumers can distinguish similar products. A good brand has the following characteristics: it embodies the characteristics of products; Easy to remember; Significantly different from other brand logos; Reflect the space and flexibility of new product characteristics; Protected by law. To build a brand, enterprises have to pay several times more than general marketing, but once the brand is established successfully, its follow-up effect is beyond the reach of non-brand marketing. However, brand is a powerful and fragile marketing tool. For example, if it is not properly used and maintained, it will depreciate rapidly and even appear negative.
(3) Establishing a good public-private relationship environment With the development of China's market economy, corporate image has become a new driving force to promote the development of enterprises, and image competition has become a real strategic competition and a commanding height and goal of enterprise competition. Far-sighted entrepreneurs are crossing the sea in the Eight Immortals, showing their magical powers and striving to establish a corporate image. An article in American Weekly wrote: "In an affluent society, products are more similar than different. People don't care too much about the price of goods, so the image of the company becomes more important than goods and prices. " An important aspect of enterprise planning and marketing in the overall image of the enterprise is to let the enterprise have a good public-private relationship environment. (1) The corporate image of goodwill, sincerity and dedication should be reflected in the overall thinking of corporate public-private relations planning, so that the public can see that the enterprise is operating honestly and fairly, win the goodwill of all sectors of society, and make it consciously cooperate with the company's work and solve problems for the company. (2) Pay attention to establishing public relations with consumers, customers, the public, industries, news media and the government, which is different from key and general public relations fields and priority levels. Public relations activities are arranged in chronological order, and the high tide and low tide of public relations activities are distinguished. High tide and low tide appear alternately, and there is tension and relaxation, and waves move forward. (3) In order to maintain the openness of the enterprise, we can consider absorbing external directors and supervisors and establishing an expert advisory group to facilitate the integration of the enterprise organization system into the overall social change. (4) Disseminating the public information of enterprises to the outside world in time (even making company news constantly), frequently appearing in front of the public, making enterprises always the focus of people's attention. Press conferences, seminars and trade fairs can be held regularly and irregularly. (5) By sponsoring and initiating public welfare activities, we emphasize public participation in enterprise projects, win social goodwill and be close to people's lives. Provide all kinds of affordable and meticulous services to customers and consumers, and spread corporate image through good word-of-mouth effect. (6) Many management activities of enterprises are consciously packaged into sensational public relations activities again and again; But there must be enough emergency measures. (7) Implement the "three-name" public relations strategy, give full play to the effects of service, product brand (famous brand), "enterprise name" (famous enterprise), company leaders and service stars (celebrities), reflect the brand effect of corporate visual image and the value-added effect of intangible assets, and form an overall effect. For example, in 1994, the intangible assets of Coca-Cola, the world's first beverage, reached $35.95 billion, equivalent to three times the turnover of that year, and the intangible assets far exceeded the tangible assets of that year. A few years ago, the famous British brand "Rolls Royce" was sold to Volkswagen and BMW respectively. Volkswagen spent more than one billion German marks and only bought a company that produces Bentley car engines. German BMW spent 6,543.8+billion Deutsche Mark and only bought the naming rights of Rolls-Royce, which can only be used after 2000, because the former is a world-famous automobile engine enterprise and the latter is a world-famous automobile brand.
The purpose of marketing planning 2 1, the main tools and methods of marketing planning:
First, SWOT analysis
SWOT analysis represents the analysis of enterprise strengths, weaknesses, opportunities and threats. The analysis of advantages and disadvantages mainly focuses on the strength of the enterprise itself and its comparison with competitors, while the analysis of opportunities and threats focuses on the changes of the external environment and its possible impact on the enterprise.
1, advantages and disadvantages analysis (SW)
When two enterprises are in the same market or have the ability to provide products and services to the same customer group, if one of them has a high profit rate or profit potential, then we think that this enterprise has a competitive advantage over the other enterprise. The so-called competitive advantage refers to the ability of an enterprise to surpass its competitors and help realize its main goal-profit. However, the competitive advantage is not necessarily fully reflected in the higher profit rate, because sometimes enterprises are more willing to increase market share or reward managers or employees.
In fact, competitive advantage means that an enterprise has a stronger comprehensive advantage than its competitors, but it is more meaningful to clarify which aspect of the enterprise has advantages, because only in this way can we foster strengths and avoid weaknesses, or attack the virtual with real ones. Therefore, when analyzing their own strengths and weaknesses, enterprises must make a detailed comparison with their competitors from every link of the whole value chain.
Whether an enterprise and its products have competitive advantages can only be measured from the perspective of existing potential users, not from the perspective of enterprises.
2. Opportunity and threat analysis
Environmental analysis:
(1) Politics/Law: Monopoly Law, Environmental Protection Law, Tax Law, Foreign Trade Law, Labor Law and Government Stability Law;
(2) Economy: economic cycle, GNP trend, interest rate, money supply, inflation, unemployment rate, disposable income, energy supply and cost;
(3) Social culture: demography, income distribution, social stability, lifestyle changes, education level and consumption;
(4) Technology: the government's investment in research, the importance attached by the government and industry to technology, the invention and progress of new technologies, the speed of technology dissemination, depreciation and scrapping.
Structured environmental analysis method;
(1) The threat of new industry entry: What are the barriers to local entry? How effective are they in stopping new entrants? How does this enterprise determine its position (to enter by itself or to prevent competitors from entering)?
(2) the bargaining power of suppliers: the brand or price characteristics of suppliers, the position of enterprises in supplier strategy, the relationship between suppliers and the cost transferred from suppliers all affect the relationship between enterprises and suppliers and their competitive advantages.
(3) The bargaining power of the buyer: the proportion of spare parts or material products of the enterprise in the buyer's cost, whether there is common danger between the buyers, and whether there is a strategic cooperative relationship between the enterprise and the buyer.
(4) the threat of substitutes: substitutes limit the highest price of products of enterprises, which not only pose a threat to enterprises, but also may bring opportunities. What measures can enterprises take to reduce costs or increase added value to reduce the risk of consumers buying substitutes?
(5) Competition of existing enterprises: The degree of competition of an industry is determined by factors such as the degree of balance, growth rate, fixed cost rate, product or service differentiation, and exit barriers. For enterprises, the most dangerous environment is the industrial environment with entry barriers, substitutes, being controlled by suppliers or buyers and fierce competition in the industry.
Second, core competitiveness.
Core competence refers to the knowledge and skills integrated within an organization, especially about how to coordinate various production skills and integrate different technologies. Figuratively speaking, a diversified enterprise is like a big tree, with trunk as the core product, branches as the business unit, and leaves, flowers and fruits as the final products needed by customers. What supports all this is the different combination of internal capabilities of enterprises. In fact, core competitiveness is knowledge and skills hidden in core products (core components) or their collections.
Competitiveness is the source of enterprise's sustainable competitive advantage, but it will not be automatically transformed into competitive advantage. If there is no corresponding mechanism and conditions to support it, the core competitiveness will be useless and worthless. It is also based on this point that the extension of core competitiveness now extends to all aspects of the enterprise, including various functional systems, rather than being mainly limited to research and development and product production as in the past.
2, the characteristics of core competitiveness:
Defining the characteristics of core competitiveness is conducive to identifying the core competitiveness within the enterprise, thus laying the foundation for the cultivation and promotion of core competitiveness.
First of all, core competitiveness is a collective ability. Generally speaking, it is a comprehensive combination of different capabilities within an enterprise, and few enterprises have a single capability to become the core competitiveness of enterprises. It is the integrated knowledge and skills formed by the continuous learning, acquisition, enjoyment and application of knowledge by cross-departmental personnel in enterprises. This is why the core competitiveness of enterprises is not easy to be imitated or copied by competitors. Individual ability is easy to imitate and copy, but it is much more difficult to imitate the integrated core competitiveness, because the integration mechanism and related environmental conditions of core competitiveness are difficult to imitate and copy. Core competitiveness is still intangible and can only be reflected through its carrier, such as core products. So core competitiveness is also impossible (because it is collective and intangible) or difficult to buy (because the cost is too high).
The formation and promotion of core competitiveness;
The mechanism of cultivating and upgrading core competitiveness and transforming it into competitive advantage generally includes enterprise organizational structure and process system, but what about management style, enterprise culture and resource status? It constitutes a transformation environment. Successful enterprises can often improve this transformation mechanism and environmental conditions, so as to win with core competitiveness.
Three. Article 80/20
The 80/20 rule is a major principle of marketing planning, and by extension, it is also a major principle of marketing promotion.
80% of sales come from 20% of customers.
80% of the performance comes from 20% of employees.
80% of the performance comes from 20% of the work.
Fourth, the 7-S model.
The 7s model points out that enterprises must fully consider all aspects in the development process, including structure, system, style, employees, skills, strategy and the same values. In other words, it is not enough for an enterprise to have a clear strategy and a well-thought-out action plan.
In the model, strategy, structure and system are considered as the "hardware" of enterprise success, while style, people, skills and the same values are considered as the "software" of enterprise success through marketing.
(A) Analysis of hardware elements
(1) policy
Strategy is the overall planning of enterprise development goals and ways and means to achieve them according to internal and external environment and available resources. It is the concentrated expression of enterprise management thought, the result of a series of strategic decisions, and the basis for making enterprise plans and schemes.
(2) Structure
The strategy needs a sound organizational structure to ensure its implementation. Organizational structure is the basis of enterprise organizational significance and mechanism, and it is the form of enterprise organization, that is, the effective arrangement and combination of organizational elements such as enterprise objectives, coordination, personnel, posts, mutual relations and information. It decomposes the enterprise's objectives and tasks into posts, and then integrates the posts into departments, and multiple departments form an organic whole of vertical rights system and horizontal division of labor and cooperation system.
(3) system
The development and strategic implementation of enterprises need perfect systems as the guarantee, but in fact, all kinds of systems are the concrete embodiment of enterprise spirit and strategic thinking.
(2) Software element analysis
(1) style
(2)*** Same value
The same values of enterprise members can play the role of guidance, restraint, cohesion, encouragement and radiation, and can stimulate the enthusiasm of all employees and unify the will and desire of enterprise members. Qi Xin works together to achieve the strategic goals of the enterprise.
(3) personnel
Manpower preparation is the key to strategy implementation.
(4) Skills
When implementing the company strategy, employees need to master certain skills. This depends on strict and systematic training.
In the process of enterprise development, we should fully consider the overall situation of the enterprise. Only when the seven elements of soft and hard can be well communicated and coordinated can the enterprise succeed.
Verb (abbreviation of verb) PDCA cycle
PDCA cycle, also known as "pdsa", is a logical working procedure that can make any activity effectively.
P (plan)-plan. Including setting policies and objectives and formulating activity plans;
D(do)- execute. Execution is the specific operation to realize the plan content;
C (check)-check. It is to summarize the results of the implementation plan, distinguish which is right and which is wrong, clarify the effect and find out the problems;
A (action)-action (or treatment). Deal with the results of the summary inspection, affirm and standardize the successful experience, or formulate work instructions to facilitate future work; We should also sum up the lessons of failure to avoid repeating the same mistakes. Unresolved problems should be submitted to the next PDCA cycle for solution.
China Tobacco Puhua has in-depth research and a large number of successful cases in marketing planning, and looks forward to working closely with you.
Marketing planning purpose 3 marketing planning scheme
First, market analysis.
The basis of making the marketing plan of Lvfuyuan food in the new market is the analysis of the market situation and present situation in the past year, that is, the analysis of the advantages and disadvantages of enterprises and the threats and opportunities of competition. Through analysis, we can understand the pattern and situation of market competition, combine the defects and opportunities of enterprises, integrate and optimize resource allocation, and maximize its utilization rate. For example, through market analysis, we can clearly know the current situation and future trend of the market: products (grades) are rising, channels are moving down (intensive channels and in-depth distribution), oligopoly competition is emerging, and marketing mix strategy will become the hot spot of the next round of competition, and so on.
Second, marketing ideas.
Marketing concept is the "spiritual" program based on market analysis to guide the annual sales plan, the direction and "soul" of marketing work, and also the marketing operation concept that needs to be instilled and implemented frequently in our sales. In view of this, formulate specific marketing ideas, including the following aspects:
1, establish the concept of all-staff marketing, and truly embody "marketing in life, marketing in life".
2, the implementation of deep distribution, establish the idea of decisive battle terminal, and guide dealers to directly operate the terminal market in a planned and focused way.
3, comprehensive use of products, prices, channels, promotions, communication, services and other marketing strategies to form a strong marketing force.
4. In terms of market operation, it embodies "two highs and one difference", that is, it should adhere to the principle of "operation differentiation, high price and high promotion", foster strengths and avoid weaknesses, and embody unique operational characteristics.
The determination of marketing ideas fully combines the reality of enterprises, which is not only informative and operable, but also keeps pace with the times and embodies the innovative marketing spirit. Therefore, it has played a good guiding role in the previous annual sales plan.
Third, the sales target.
Sales target is the starting point and destination of all marketing work. Therefore, scientific and reasonable sales target formulation is also the most important and core part of the annual sales plan.
1, according to the sales amount of the previous year, according to a certain growth ratio, such as 20% or 30%, determine the sales amount of the current year.
2, the sales target is not only reflected in the specific monthly, but also the responsibility to people, quantitative to people, subdivided into specific markets.
3. Weigh the relationship between sales target and profit target, and be an operation marketing talent. The specific performance is a reasonable product structure, and the product sales target is subdivided into products at all levels. For example, according to the ABC classification of enterprise products, the product structure ratio is positioned at A (high-priced, image-profitable products): B (low-priced, low-profit products): C (low-priced, strategic cannon fodder products) = 2: 3: 1, so as to better control the relationship between product sales and profits. The confirmation of sales target makes the tracking of sales target have a foundation, which is conducive to the smooth achievement of sales target.
Fourth, marketing strategy.
Marketing strategy is the tactical decomposition of marketing strategy and a powerful guarantee for the smooth realization of enterprise sales objectives. According to the industry operation situation, combined with market operation experience, the following marketing strategies are formulated:
1, product strategy, adhere to differentiation, take the road of characteristic development, products enter the market, fully embody the characteristics of the cluster, give play to the core competitiveness of products, form a strong product combination battle group, and avoid individual combat.
2. Price strategy: high quality and good price. The product price conforms to the industry model. At the same time, it emphasizes the transportation radius of products and implements "one price system and two rebate modes", that is, the price is the same, but the rebate standard varies according to the distance.
3. Access strategy, innovatively put forward the idea of sub-item and sub-channel operation. In addition to intensive cultivation, we should do a good job in traditional access, concentrate resources such as material resources, financial resources, manpower and transportation capacity of enterprises, vigorously develop some special access, and implement all-round and three-dimensional breakthroughs.
4. Promotion strategy. On the basis of "high price and high promotion", the marketing concept of "chain promotion" is creatively put forward, which has the following characteristics:
First, the promotion embodies "linkage", which leads to the whole body. Its purpose is to greatly contain dealers, make full use of all available resources such as funds and networks, and effectively squeeze competitors.
Second, there are at least two ways of chain promotion to fully attract the attention of dealers and end consumers.
Thirdly, the selection principle of promotional products is novelty, novelty and differentiation, that is, to "sell" the market through attractive promotional products and activate promotional channels.
5. Service strategy, details determine success or failure. Under the concept of "no one has me, no one has me, no one has me, no one has me, no one has me, and no one has me", we will work hard on the service details. Put forward the "5S" warm service commitment, establish the service concept of "close-fitting" and "nanny", and strive to provide warm and sincere service before, during and after sale. Through the formulation of marketing strategy, it has made a good start for the smooth realization of its goals.
Fifth, team management.
In this module, we mainly lock in two aspects:
1, personnel planning, that is, according to the annual sales work plan, reasonable staffing, personnel recruitment and training plan, with specific planning details.
2, team management, clearly put forward the slogan of building a "so-and-so" team, and according to this goal, took the following measures:
First, improve and perfect the rules and regulations, from the "laws" and regulations of enterprises to the "sub-laws" of marketing management systems, all of which have been revised and supplemented. For example, the daily behavior norms and management regulations of marketers, the "Three Ones" day monitoring system of marketers, the marketing operation process of marketers, and the marketing management manual are formulated.
Second, strengthen training to improve the overall quality and combat effectiveness of the team. For example, make a training plan for the whole year. Training can be divided into internal training and external training, and internal training can be divided into potential stimulation, skill improvement and operational practice. Foreign training is to send excellent marketers to some large enterprises or universities and training institutions for training.
Three, strict rewards and punishments, establish a good incentive assessment mechanism. Stimulate the internal vitality of marketing personnel through regular promotion, exceptional promotion, encouraging competition for posts, and selecting marketing pacesetters.
The purpose of this series of team integration is to strengthen the team's joint efforts and truly build an "iron team" with strong cohesion, centripetal force, combat effectiveness, explosiveness and deterrence.
Sixth, the cost budget. The last item in the sales plan is the budget of sales expenses. That is, after reaching the sales target, the output ratio of enterprise input expenses. If the sales target is 500 million yuan, including 5 million yuan for salary, 3 million yuan for travel expenses, 6,543.8+0,000 yuan for management expenses and 6,543.8+0,000 yuan for training, entertainment and other miscellaneous expenses, totaling 6,543.8+0,000 yuan, accounting for 2% of the expenses. Through the cost budget, the cost can be reasonably controlled and allocated.
When making a sales plan, make full use of tables, such as sales target decomposition, personnel planning, training outline, expense budget, etc. These are reflected in the form of tables, which are not only clear at a glance, but also comparative and referential, making the above contents more intuitive and easy to understand.
The formulation of the annual sales plan can achieve the following objectives:
1. defines the marketing plan and development direction of the company. Through the formulation of marketing plan, not only the sales idea is clarified, but also the direction for the specific operation of the market is pointed out, which makes the annual sales plan change from subjective to rational.
2. Realize the basic marketing management such as digitalization, institutionalization and process. It not only quantifies the annual sales target, but also refines it to personnel and month through reasonable decomposition of the sales target, which provides technical support for the formulation of monthly marketing planning scheme.
3. Integrate the marketing mix strategy of the enterprise, and determine the new one-year marketing execution mode and means through the annual sales plan, so as to provide strategic support for effective market expansion.
4. It sounded the horn of "Green Fuyuan" team construction, and determined the construction plan of "Green Fuyuan" through the drafting of sales plan, which laid a solid foundation for the rapid development of excellent marketing team and the establishment of learning and consulting marketing team.