What does a complete marketing plan include? Most marketing planning activities are based on timely publicity and marketing of activities, new products and seasons. A good marketing plan should include the selling points of the products. Let's see what a complete marketing plan has.
What does a complete marketing plan include? 1 The main contents of the marketing plan are as follows:
Marketing strategy planning, national product marketing, front-line marketing team building, promotion policy formulation, monopoly system and other special sales model construction, terminal sales performance improvement, model market construction, distribution system construction, channel construction, direct sales system construction, price system construction, investment promotion planning, new product listing planning, product planning, market positioning, marketing diagnosis and online marketing platform building.
Marketing planning process:
Philip kotler believes that marketing begins before the business planning process. Different from the viewpoint of manufacturing and sales, business process consists of value creation and subsequent delivery, including three stages.
First: choose value. Marketing "homework" must be done well before any product is produced. Marketing process is market segmentation, target and positioning)-STP, which is the essence of strategic marketing.
Second: Once a business unit chooses the value it will provide to the target market, it is ready to provide value work. Tangible products and services must be specific, target prices must be established, and products must be manufactured and put on the market. In the second stage, the performance, price and distribution of specific products are formulated, which is also the content of tactical marketing.
Third: The task at this stage is to spread the value. Tactical marketing is expanding: organizing sales force, promotion, advertising and other promotional work to make the supply known to the market. The marketing process begins before the product and continues in the product development, and should continue after the product is sold.
Note: Regarding marketing planning, European countries divide positioning, marketing and planning very carefully, and all have their own professional operating companies. In China, many marketing planning agencies are still pursuing the whole case operation, and the integration process from positioning to design promotion will inevitably affect their professionalism. In recent years, subdivided marketing planning companies, such as professional positioning, professional design and professional marketing trust, have gradually emerged in Shanghai and Guangzhou, which is bound to be the general trend of the marketing industry.
What does a complete marketing plan include? 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, and their concerns and contents 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.
What does a complete marketing plan include? 3 A complete brand marketing plan generally includes at least the following six parts:
1, Enterprise Status and Target Analysis
First of all, analyze and evaluate the current situation of the enterprise to determine whether the brand is clear, whether the significance is positive, whether the consumer's positioning is accurate, whether the consumer's cognition and impression of the brand are consistent with the original intention, the effect that the enterprise hopes to achieve and the current state.
Finally, the shortcomings and problems are summarized.
2. Industry analysis
Analyze the market environment, competitor brand positioning, strategic choice and strategic pattern of this industry.
3, brand strategy choice
Analyze the advantages and disadvantages of enterprises, and formulate development direction and goals for enterprises.
4. Brand planning
Consumer market segmentation and research, market positioning, brand category positioning, brand structure ...
Summarize the advertising language of product description, brand image, and determine the brand image spokesperson, Logo, packaging, channel design, terminal materials, etc.
5. Brand management
Plan the brand development stage, determine the stage goal, subdivide the goal, and be specific to the products of the enterprise.
Clarify the strategic significance of the brand, unify the internal cognitive concept, unify the behavior and unify the image.
Implement brand management, establish performance evaluation indicators that match the requirements of brand management, improve the incentive and restraint mechanism, and implement brand management.
Brand audit, publicity and packaging specifications, market share, sales volume, etc.
6. Brand promotion and marketing strategy
Continuously enhance brand image and maintain brand assets.