A complete marketing plan, marketing planning activities mainly focus on activities, new products, changing seasons and other timely publicity and marketing, and a good marketing plan should include the selling points of products. Let's take a look at a complete marketing plan.
A complete marketing plan 1 A marketing plan should include the following four aspects:
Market analysis: target users, product strength, competitive advantage, marketing objectives and measurement standards, marketing channels and budget marketing content planning/creativity.
Finally, summarize and sort out a complete marketing plan, and all marketing activities will be carried out around this map next year.
market analysis
The market analysis part needs to answer these questions: who (who is my target user) what (what is my product) and why (why do users choose me)-this is the basis of our follow-up marketing.
Marketing objectives and measurement standards
What are the business goals and challenges for next year? For example, the market share of xx products in xx places will increase by xx, and the turnover will increase by xx. The challenge to achieve this goal is that users know less about our product brand? Or distrust of product quality. Our marketing goal should be formulated around this business goal.
According to the company's business objectives, sort out the marketing objectives and measurement standards. General marketing objectives are divided into two categories: brand category (brand awareness, influence, etc. ) and effect category (sales volume, number of leads, etc.). There are differences between them, but their meanings are similar. The goal of qualified marketing strategy should be to conform to the SMART principle. This follow-up will introduce in detail how to set marketing goals.
Setting goals should conform to the SMART principle.
Please note that our customized marketing objectives must be clearly measured. For example, sales leads refer to the number of valid leads that have entered the company database and been verified by the sales department. Brand awareness rose from X to 1 through authoritative research. Various marketing tools can be used, such as SEO monitoring tool (SEMrush, buzzSumo), web analysis tool (GoogleAnalytics, Baidu Analysis) and website optimization tool (Crazyegg).
Marketing channels and budget
According to the target user portrait (explain in detail how to make a user portrait later? ), find out the catalyst habits of this group of people, the concerns and content form preferences when buying products at different decision-making stages. Then list the media plan from three latitudes.
PaidMedia: media that we pay to attract users, such as Google ads and social media ads.
OwnedMedia: refers to various content platforms operated by the company, such as websites, blogs and official accounts of various media platforms.
EarnedMedia: Generally, users spontaneously discuss the company's products, services and brands on forums and social media, which is equivalent to consumers giving publicity to the company for free, so it is called earned media or winning media. If this user has a great influence on consumers or in the industry, it is a strong promotion of enterprise products, so now more and more enterprises have taken celebrity marketing /KOL marketing as an important way. But it is paid.
After the media is sorted out, the budget of each media channel is estimated according to the various marketing objectives refined in the second step. This piece must be clearly written, spend xx money, and achieve xx goals. This is where our boss is most concerned about and most vulnerable to challenges when applying for a budget.
Marketing content/creativity
In this step, we need to sort out what marketing content is needed to help achieve marketing goals. In this step, we need to output a marketing content schedule, including the title, target, form and communication channel of the content.
A complete marketing plan 2 What is a marketing plan?
Definition of marketing planning: solve a problem, break it down into specific things to do, and achieve the goal step by step within the specific time and budget.
A complete marketing plan
Complete marketing planning process: a planning idea and goal: the purpose, thinking mode and operation mode of marketing planning scheme. B specific components, how to do background analysis, demo demonstration, scheme logic and display form, implementation objectives and resources of the scheme.
Schedule and budget: media schedule and expense quotation sheet. D show the scheme and its implementation: the needs and likes of people who look at the scheme, the idea of optimizing the scheme, and the immediate feedback of the second communication. Finally, a final report is needed. The operation mode can be divided into outsourcing or doing it yourself. Outsourcing process: self-operated process (suitable for those powerful big companies): pre-case preparation, scheme formulation and scheme implementation.
Wrong marketing strategy, planning and opening mode
Why is 90% of the planning work in vain? About doing what? Their promotion goal usually uses the word: exposure. About how to do it? Set of plans, find industry data, and write when you come up. How to do it well? Find a paragraph, chase hot spots and brush data.
Correct marketing planning and open mode
What should the correct planning work do? About doing what? There are clear goals, such as 15% conversion rate per minute and 2 1000 website visits per day in the third quarter. About how to do it? Write out the structure of the scheme with paper and pen first. About how to do it well. Carry out user survey content test data feedback.
The ultimate goal of marketing planning
Clarify the purpose and type of planning scheme. There is only one purpose of marketing plan, that is, effective flow and effective transformation. Purpose is divided into strategic purpose, testing purpose, drainage purpose and brand purpose.
Marketing planning workflow
Correctly do the work flow and time allocation of the scheme. The wrong time ratio is 5% time strategy, 15% time for media planning, 10% time for execution planning and 70% time for vagrancy planning. This will cause many problems. Correct, marketing planning time allocation. 35% time for strategy, 35% time for traffic planning, 20% time for media planning and 10% time for implementation planning.
Target decomposition of marketing planning
Decompose marketing objectives step by step and formulate marketing strategies. For example, the target earned 654.38+0 million in March, with a unit price of 40,000 and a conversion rate of 654.38+0%. Then, in various channels such as Weibo WeChat Forum, we need to know what kind of content is more suitable, articles, pictures, videos and activities. Product positioning determines the core selling point and target audience of the product.
A complete marketing plan 3 i. Overall process
Marketing planning should introduce the marketing activities of the marketing team in the marketing practice competition in detail, including the introduction of the project and marketing team, marketing market survey, marketing strategy analysis, project execution summary, financial analysis, marketing effect evaluation and marketing risk and control.
Second, highlight the strategy
The main purpose of the marketing practice competition is to promote product brands and increase the sales volume of enterprise products. Therefore, different marketing teams will not have special differences in the formulation of marketing strategies. Therefore, marketing strategy is the most distinctive, creative and critical part of marketing planning scheme, and it is also the most important part in marketing.
There are many kinds of marketing strategies. This paper mainly chooses the classic 4P theory in marketing theory to formulate marketing strategies.
Three. Introduction to the project and marketing team
First of all, marketing planning should introduce the events and themes of this competition, and introduce the basic content and process of the competition. Then introduce the team members. At present, because students often participate in competitions in the form of sales teams, there are two main positions: captain and team member.
Marketing planning, advertising design, project display and promotion, product sales, inventory and financial management, after-sales service and other work should be divided. After introducing the members of the marketing team, we should design the cultural construction of the marketing team, including the team name, team logo, team marketing concept, team marketing slogan and other cultural construction achievements. A marketing team with culture and ideas can leave a deeper impression on customers.
Fourth, market research.
Marketing market research mainly includes product research, competitor research and consumer research. Product research refers to looking for product information in the market and analyzing the characteristics, product specifications and retail prices of the products provided by the organizers. Competitor research mainly investigates the number and characteristics of competitors in the competition, generally including campus merchants, e-commerce and other competition teams. Consumer research mainly investigates consumers' basic information (grade, gender, school), favorite product types, product packaging forms, product sales places, product sales models and other consumer preference information.
Five, marketing strategy analysis
Through the information of market research, many teams will use SWOT comprehensive analysis method to analyze the opportunities and threats, strengths and weaknesses of the team and formulate corresponding strategies. After comprehensive SWOT analysis, the participating teams will use STP marketing strategy analysis for market segmentation, target market and market positioning, but the STP strategy here is more microscopic and specific, and it is a strategic analysis of this competition.
Six, product and product purchase quantity selection
According to the results of the previous market survey, the team members rank and score the product popularity, product popularity, product price (different packaging units) and product bundling degree, with the highest score being the first and the lowest score being the last (parallel ranking is allowed), and the product score table of this competition is obtained:
In the table, the team can clearly see the great advantages of some products in all products, and the team chooses these products as the main sales products of the team in this competition. Secondly, in order to diversify the products sold by the participating teams, the participating teams also chose the products with the second score as the auxiliary sales products of this competition. In addition, if it is really because of customer demand, we can replenish some products during the second replenishment.
In combination with all kinds of marketing practice competitions in previous years and the actual situation of the school, in order to urge the team members to sell, the team should first set everyone's product sales target, and then choose 25%~30% of the main sales products as the purchase volume of the auxiliary sales products.
Seven. financial analysis
The marketing team strives for small profits in the case of high sales volume. Therefore, marketing planning should advocate attracting consumers with prices and services, reduce the network marketing costs and other activities marketing costs as much as possible in addition to the necessary transportation costs and labor costs, and strive to maximize profits. In the financial analysis of marketing planning, it is mainly to predict the sales volume and sales cost and make the profit statement of the sales team.
Eight, marketing effect analysis
The evaluation standard of marketing competition is mainly based on the sales of the marketing team in the competition, so the purchasing volume of the marketing team should be kept at the forefront of the participating teams. Secondly, the marketing team should strive to sell all the goods bought by the team as much as possible, and strive to achieve zero return. Finally, the marketing team will count the inventory after the game and calculate the sales quantity of the goods. At the same time, the marketing team should also set profit targets. After the competition, the participating teams will conduct final financial accounting, calculate the actual profit, and compare it with the expected profit to evaluate the marketing effect.