Six steps to make a marketing plan
Clear marketing plan. So how to make a marketing plan?
1, data collection, inductive analysis
When solving any problem, the first thing is to grasp the facts and face them. One of the important bases of data collection marketing plan is the historical data of industry, market, sales and macro-economy. Collecting data is mainly related to solving marketing solutions. Too much specious data not only affects the accuracy of judgment, but also wastes time.
2. Formation of objectives and strategies
When making a plan, it is necessary to form certain goals and strategies, and the ultimate goal of plan implementation is the realization of strategic goals. Without certain goals, we don't know what kind of planning and implementation steps are needed.
Step 3 find a way
Action plan is an important content of marketing plan, and it is the concrete embodiment of achieving the goal. The action plan is put forward from the aspects of time sequence, implementation of responsible persons and resources to be allocated. , explaining the measures taken for products/services at each stage/time.
4. Forecast financial results
In the process of making a plan, we need to budget the expenses in the process of implementation, and a feasible plan must be supported by funds. Without financial support, all plans are empty talk.
Step 5 coordinate
After the plan is completed, it needs to be reviewed, the budget is balanced and unanimously approved by the top management before it can be implemented. This requires you to promote your marketing plan in advance and get the support of all departments. Of course, this also laid a foundation for the coordination of various departments in the later implementation process, which is conducive to the smooth progress of the plan.
6, the implementation of the plan control
No matter how good the marketing plan is, it will not have a good result if it deviates. Therefore, it explains the important control periods/time points in the later implementation, and lists the indicators as quantified as possible for comparison and quality control.
Make a marketing plan
(1) Marketing analysis Marketing is also called marketing, marketing or marketing. Abbreviation? Marketing? Taiwan Province Province is often called? Marketing? ; It refers to the process that individuals or collectives obtain what they need by trading their own products or values, so as to achieve a win-win or win-win situation. It contains two meanings: one is verb understanding, which refers to the specific activities or behaviors of enterprises, which is called marketing or market operation at this time; The other is noun understanding, which refers to the study of enterprise marketing activities or behaviors, and is called marketing, marketing or marketing. Marketing analysis includes: ① marketing ability and marketing data? Boston Boston matrix. How to improve the marketing ability should do the following: (1) According to the retail plan determined by the sales department, office and point of sale, achieve the sales target through promotion.
(2) Constantly improve their own quality, make full use of the resources provided by the company, and strive to achieve the expected sales effect.
(3) Fully understand the consumption characteristics of the region and the advantages and disadvantages of competitive brands, seize every sales opportunity, and effectively expand the scope of shopping guide.
(4) According to the requirements of the company's logistics management system, do a good job of sales ledger and do a good job of information feedback on time and quality.
(5) Feedback competitive market information and problems and difficulties in sales to the store manager and retail director in time. (6) Feedback the rate and quantity of product samples and promotional materials at the point of sale to the company in time for replenishment.
(7) Responsible for the daily maintenance of the point of sale.
(8) Abide by the company's management system related to commuting and put an end to disciplinary actions.
(9) Pay attention to personal image, improve personal quality and highlight the company and brand image.
② Analyze the strengths, weaknesses, threats and opportunities faced by enterprises? SWOT analysis method. SWOT analysis is an internal analysis method of enterprises, that is, according to the established internal conditions of enterprises, find out the strengths, weaknesses and core competitiveness of enterprises. Where S stands for strength, W stands for weakness, O stands for opportunity and T stands for threat, where S and W are internal causes and O and T are external causes. According to the complete concept of enterprise competitive strategy, strategy should be enterprise? What can be done? (that is, the strengths and weaknesses of the organization) and? Maybe do it? (i.e. environmental opportunities and threats).
3 competitor analysis? Porter's calculus model. Competitor analysis means that enterprises identify competitors through some analytical methods and evaluate their goals, resources, market forces and current strategies.
(B) marketing tasks
Marketing tasks include the following three points:
(1) marketing task. Task marketing refers to the process of organizing various business activities in a planned way under the premise of formulating certain marketing tasks, providing customers with satisfactory goods and services and realizing enterprise goals. Task marketing can play a powerful auxiliary role in the development and rise of enterprises. The competitive development and scientific and technological progress of contemporary enterprises have greatly reduced the product defects of enterprises, but in comparison, many enterprises seem to have made some efforts to improve the relationship with customers, employees, nature and social environment.
Enough, they put profits above employees, customers and the natural environment, are slow to respond to customers' complaints or questions, ignore the care for employees, turn a deaf ear to the demands of environmental protection, and so on. It is divided into the following four points: (1) market scope (2) market segments (3) core business (4) foreign business.
(2) Market Segmentation is the concept of American marketer Wendell? It was put forward by Wendell R. Smith in the mid-1950s. Market segmentation refers to the market classification process that marketers divide the whole market of a product into several consumer groups according to the differences of consumers' needs and desires, buying behaviors and buying habits through market research. Every consumer group is a market segment, and every market segment is a group of consumers with similar demand tendencies. include
(1) strategic goal (1) marketing goal (2) market share goal (net profit) (2) marketing investment. In exchange for greater influence and economies of scale.
③ Innovation goal: innovation goal demand (1) Maslow's hierarchy of needs theory (2) product life cycle theory.
④ Resource objectives: Resource objectives include (1) production resources and (2) labor talents.
⑤ Productivity goal: Productivity goal refers to production management driving or product cost reduction.
⑥ Profit target: Profit target refers to financial analysis.
(3) Strategic tasks
Strategic tasks refer to the objects, projects and expected goals of enterprise marketing services in a certain period of time. Strategic tasks and strategic objectives: strategic tasks are the decomposition of strategic objectives, which are detailed and specific, and can only be achieved through the completion of strategic tasks. A strategic task can be broken down into several specific subtasks and more detailed tasks. The manifestations of strategic tasks: first, service, that is, which buyers to serve;
The second is product structure, including quality structure, variety structure and grade structure, that is, what kind of products serve buyers;
Third, service items, that is, what services are provided to buyers;
The fourth is the market scope, that is, how big the market for enterprise services is.
The strategic task should be (1) portfolio analysis and strategic management (2) product category. Such as: tomorrow's bread winner, today's task, yesterday's task
(D) Marketing strategy
Marketing strategy: what must be paid attention to in the process of market transformation based on the established strategic objectives of enterprises? The determination of customer needs, the analysis of market opportunities, the analysis of their own advantages, the reflection of their own disadvantages, the consideration of market competition factors, the prediction of possible problems, the training and promotion of the team and other comprehensive factors. Finally, the strategy of growth, defense, reversal and comprehensive marketing is determined as the direction and criterion to guide enterprises to transform established strategies into markets.
Marketing strategy mainly focuses on market segmentation and product positioning.
Market segmentation: target market segmentation: lead product segmentation to meet customer differences.
Customer differences: Customer differences are manifested in ① different customers' sensitivity and ② different customers' needs. Market segmentation method 1. Select the product market range. Companies should be clear about their product market model in a certain industry.
Wai, and on this basis to develop market development strategy.
2. List the needs of potential customers. The variables that affect product market demand and customers' buying behavior can be listed from the aspects of geography, population and psychology.
3. Analyze the different needs of potential customers. The company should sample different potential customers and evaluate the listed demand variables to understand the customers' * * * needs.
4. Formulate corresponding marketing strategies. Investigate, analyze and evaluate all market segments, finally determine the market segments that can enter, and formulate corresponding marketing strategies.
Product positioning ① Research stage: target market selection, competitor identification, customer selection standard identification and customer evaluation.
② Strategic stage (market sensitivity) ① Actual positioning: Finding the actual differences of products ② Psychological positioning: Finding the psychological differences of customers and changing their understanding.
The actual positioning strategy should be the first one, creating new product functions, strengthening the existing positioning, and looking for a new psychological positioning strategy: psychological positioning strategy, changing the concept of brand and breaking the brand positioning of opponents. Effective marketing: Effective marketing has developed from a simple marketing website to a comprehensive website related to marketing. Provide corresponding entrepreneurship, literature, network marketing and marketing according to various contents, and provide network interaction, consultation and related information inquiry services for marketing enthusiasts at different levels.
Answered two questions: ① Who is the market segment ② Where can we satisfy our customers?
(V) Marketing mix Marketing mix: Marketing mix is a marketing tool and the most basic concept in marketing. It refers to an enterprise determining the best combination of controllable marketing factors according to the needs of customers and the marketing objectives of the enterprise. In the process of mining consumer demand, enterprises mainly mine-4p, 6p, 7p, 10p and 1 1p and 4Cs. The marketing mix mainly includes (1) products and brands. Products and brands include ① real products ② basic brands: including services, quality ③ value-added brands ④ potential brands (2) services ① Many companies have the same products ② Services depend on corporate culture and motivation ③ Poor service prices (3) Price: The price factors mainly include the following points: the price factors in the target market and the brand price. Price is inseparable, with high price and low quality.
Pricing strategy: Pricing strategy consists of enterprise pricing objectives, specific measures to achieve this goal and specific action plans to implement these measures. The formulation of strategy can enable enterprises to achieve their goals faithfully. According to the characteristics and marketing situation of the enterprise, under the guidance of pricing strategy, the enterprise can rely on the existing resource level to obtain more profits. Here are some possible pricing strategies
(4) Promotion: Promotion means that marketers convey all kinds of information about their enterprises and products to consumers to persuade or attract consumers to buy their products, so as to achieve the purpose of expanding sales. Promotional activities include: early advertising and public relations; Mature services and advertisements
(5) Distribution (channel) In western economics, the meaning of distribution is to establish sales channels, that is, to sell products to consumers through certain channels. From this perspective, we can call any sales method distribution. In other words, distribution is the process of products from the place of production to the place of sale, and products must reach consumers through certain distribution methods. Distribution guidance ① What is the target market of the enterprise ② Understand the advantages of product differentiation ③ Control and guidance ability to distributors. The commonly used methods to promote the reform of distribution model generally include the following five steps: the first step is to conduct marketing audit to find out its own strengths, weaknesses, opportunities and threats;
The second step is to find out the key factors that should be changed according to the analysis results and make a change plan; The third step is to train personnel and evaluate the effectiveness of existing distribution systems and members; The fourth step is to promote the reform of distribution system and evaluate the reform effect;
The fifth step is to enter the next cycle and continue to develop and improve its own distribution model. (6) Action plan
The marketing plan includes: budget, objectives, tasks and subtasks.
The first step to improve the sales promotion statement is to make up a set of "statements" in advance. Salespeople with several years of sales promotion experience usually unconsciously standardize part of the negotiation. In other words, he has memorized some of them and used them habitually in any negotiation when negotiating with different clients. Naturally, in the process of negotiation, we gave our sales promotion a certain "model".