How to plan a marketing plan

How to plan a marketing plan, it is essential to plan activities in advance when working outside. The plan is a written plan, and it is the detailed rules for the implementation of specific actions, so that the work can be carried out better and more effectively. How to plan a marketing plan is shared below.

How to plan a marketing plan/background of contemporary imported red wine market1;

People in the industry have two outstanding feelings about the current situation of imported red wine in China market. One is the rapid growth of consumer market demand, and the other is the uneven market supply. Enterprises investing in imported red wine come from different industries. In the past year or two, nearly 1,000 enterprises in Beijing alone have set foot in the wine market.

In popular terms, it is "too messy" and "too impetuous"! In the current market, the growth of fake and shoddy red wine market has seriously affected the sales channels of genuine red wine. Therefore, if you want to make a breakthrough in the growth of red wine sold by your own enterprise, you must have a complete sales network and clear sales methods.

I. Overview of the imported red wine market:

At present, the market area of imported wine is centered on first-class cities such as Guangzhou, Shenzhen, Shanghai and Beijing, radiating the market trajectory of second-class central cities. The acceptance of coastal areas is higher than that of inland areas, and that of economically developed areas is higher than that of underdeveloped areas.

However, as a special economic zone, Shenzhen mainly focuses on the service industry of the tertiary industry, including hotels, KTV and wineries, so the demand for imported red wine will inevitably increase. However, in Shenzhen, there are mostly white-collar workers, gold collars and private enterprise bosses, and these groups have sufficient economic conditions.

With the continuous development of economy, the living standard in this area is constantly improving, and the phenomenon of pursuing spiritual enjoyment is endless. In people's impression, tasting red wine belongs to an advanced, fashionable and healthy living standard, so Shenzhen's red wine has great development potential.

Second, competitors who import red wine:

Our company is an importer of red wine, and it has just started to develop, and first develops in the direction of sales, so we want to know how to understand the red wine market in a region and from what channels to understand our competitors. So as to know yourself and know yourself. The following are my views on the competitive products in this area:

Domestic red wine: (using 4P strategic analysis)

(1) Price advantage: Mainly, (Changyu, Great Wall, Dynasty), their advantage lies in the low-end red wine, like the dry red wine of the old dynasty, which occupies a large share in the market. Domestic red wine sales price is relatively low, tens of dollars can be bought, but cheap wine lacks texture.

So all these red wines are sold in nightclubs. In that consumption situation, there is almost no need to look at the quality of wine. Nightclubs will strongly recommend mixing drinks into red wine to improve the taste of wine, which can make low-grade red wine sell several times of profits. "

(2) Regional advantage: Generally, the domestic red wine production is relatively large, so it has an advantage in transportation. Imported red wine is affected by national policies and related wine taxes. In the case of high taxes and fees, many dealers get their goods through different channels, which leads to unfair competition in quality and price and disrupts the market order. "

3. My brief summary of selling red wine is as follows:

1. What do we sell? (Learn more about your own corporate wine)

Who should we sell it to? (Target group classification of our company)

Third, how do people who want to buy? (Marketing methods and publicity means)

Fourth, how do you want to buy it? (Proficient in marketing skills and brand influence)

5. What do you think after purchase? (Return visit and service of sales staff)

6. How to establish a long-term cooperative relationship? (Services and benefits provided by enterprises to terminals)

Seven, how to build a brand? (Sales staff's integrity and product quality)

Eight, how to give back to customers? (Combination of product preference and promotion means)

Four, I sell imported red wine means:

First of all, we should choose our own profit model, locate our target customers and understand the unique selling points of our products.

Second, make a website in the name of the company, but this website must have marketing power, credibility and communication power (online sales).

Third, choose to recruit agents again. However, for the promotion of red wine, we should make a detailed budget, minimize the cost as much as possible, and at the same time make a detailed plan for our own promotion. Then develop an agent through some relationships at home, gradually lay out your own outlets, and take every step seriously. (Shop counter sales)

Fourth, choose a base camp. First, do a good job of infiltration around the base camp. First, investigate high-end hotels, restaurants and supermarkets. Do a good job in advertising promotion around yourself and this base camp. (business development)

Fifth, locate your own customers.

Make group purchase concessions, such as giving gifts to some enterprises and banks on holidays.

Sixth, do a good job in integrated marketing, find some shopping malls to cooperate, and launch activities such as buying fruit baskets and sending wine glasses.

To sum up, the above are some ways for me to sell red wine. As I have just come into contact with this industry and need to learn more and accumulate more, the plan will always change, but I will improve my marketing method with the change of the plan.

How to plan a marketing plan Part II 1. Purpose of the activity:

Through the public welfare activities with the theme of "Farewell the old year and send love", invite new and old owners to Jiuyuan to maintain customer feelings, explain the latest developments of the project, and strive for the introduction of old owners; Invite some new customers to understand the project and facilitate the intentional transaction.

Second, the activity content:

The property consultant informed the former owners and customers of Modian to come to Jiuyuan at the specified time to participate in the charity event of "Farewell the Old Year and Send Love" organized by Taibai Impression.

After sorting out the love items sent by the customer, send the customer a New Year gift package.

Show the old owners around the product recommendation room to update the latest developments of the project; Recommend products to modern customers.

Take a photo and choose the best smile to be the "ambassador of love image".

Three. Time and place of activity:

Time: 2: 00 pm on February 30th, 20xx 65438 +20xx 654381October 3rd.

Location: xxxx

4. Invite customers:

In order to ensure that the largest number of customers arrive at the site, the invitation is divided into two times; The first invitation time is: Friday, February 28th, 65438+20xx. All customers who have already made a deal and those who have called will inform the time and place of the event by SMS in advance. The second invitation time is Sunday 20 12, 12, and customers are invited by phone at 2 pm.

Invited speech by the old owner: Mr. xxxx, I am your property consultant Xiao xx. Did you get the message I sent you yesterday? The activity of "Farewell the Old Year and Send Love" organized by our community and Xi 'an Love Alliance is scheduled for 2 o'clock this afternoon. Let's collect some idle clothes at home. One is to pay our love, and the other is to save our time. At that time, we will also choose an "ambassador of love" who is impressed by white people and send a New Year gift. When do you think you will arrive in the afternoon?

Mr. xxxx, I'm Xiao xx, the property consultant of Taibai Impression. Did you get the message I sent you yesterday? Well, the activity of donating old clothes and giving love organized by Xi 'an Love Alliance will be held at two o'clock this afternoon. Your participation is cordially invited. You must be a caring person. I will make an appointment with you this afternoon.

How to plan the marketing plan paper 3 1? Planning purpose/overview.

In the early stage of starting a business, there is no systematic marketing strategy, so it is necessary to plan marketing plans according to market characteristics.

Second, analyze the current marketing environment.

(1) market situation analysis and market prospect forecast

1. Marketability, actual market and potential market conditions of products.

2, the market growth, which stage of the product is currently in the market life cycle. What is the marketing focus of product companies in different market stages, the effect of corresponding marketing strategies, and the impact of demand changes on product markets.

3. Consumers understand that this information requires planners to analyze the product market development prospects with their own information.

For example, in the marketing advertising planning case of a brand mouthwash "DENNET" in Taiwan Province Province, the planner made a wonderful decision on the product market by analyzing the risk of DENNET's entry into the market. As pointed out in the product market growth analysis:

① The good performance of the similar product "Li Shidelin" shows that "Germany" has little risk of entering the market.

(2) Another similar product "Su" is widely understood in the market, which shows that "Li Shidelin" is defective.

(3) Mouthwash belongs to family members' products and has a great market.

(4) The improvement of living standards and the increase of the middle and upper classes indicate its future market growth.

(2) Analyze the uncontrollable factors that affect the product.

Such as macro-environment, political environment, residents' economic situation, such as consumer income level, consumption structure changes, consumption psychology and so on. For some products that are greatly influenced by the development of science and technology, such as computers, home appliances and other products, the influence of technological development trends should be considered in marketing planning.

Third, SWOT analysis.

Marketing planning is the grasp of market opportunities and the application of strategies, so the analysis of market opportunities has become the key to marketing planning. Only by finding the right market opportunity, planning is half the battle.

(A) Advantages

(2) Disadvantages

Specific problems/shortcomings in general marketing are manifested in many aspects:

The company's reputation is not high, and its poor image affects product sales.

The products are of poor quality and incomplete functions, and are left out by consumers.

The product packaging is too poor to arouse consumers' interest in buying.

Improper product price positioning.

Poor sales channels, or wrong channel selection, hinder sales.

Promotion means are useless, and consumers don't understand the products of enterprises.

Poor service quality makes consumers dissatisfied.

Insufficient after-sales protection and worries of consumers after purchase may be problems in marketing.

Discover the disadvantages from the problems to be overcome, the opportunities from the advantages, and explore its market potential. Analyze the characteristics of each target market or consumer group, segment the market, try to meet different consumer needs, seize the main consumer groups as the marketing focus, find out the gap with competitors, and make good use of market opportunities.

(3) Opportunities

(4) threats

Fourth, the marketing objectives

The marketing target is the specific target that the company will achieve on the basis of the above objectives and tasks, that is, the economic benefit target to be achieved in the implementation of the marketing planning scheme: the total sales volume is.

Verb (abbreviation of verb) marketing strategy (specific marketing plan)

(A) marketing purposes

General enterprises can pay attention to the following aspects:

Expand the market smoothly with a strong advertising offensive, accurately locate products, highlight product characteristics, and adopt differentiated marketing strategies.

Pay attention to the main consumer groups of products.

Establish a wide range of sales channels and continuously expand sales areas.

(B) product strategy

Through the analysis of the opportunities and problems in the previous product market, this paper puts forward reasonable product strategy suggestions, constitutes an effective 4P combination, and achieves the best results.

1) product positioning. The key to product market positioning is to find the vacancy in customers' hearts and let the products start the market quickly.

2) Product quality function scheme. Product quality is the market life of products. Enterprises should have a perfect product quality assurance system.

3) Product brand. If you want to form a well-known reputation in the minds of consumers and establish a well-known brand, you must have a strong sense of brand creation.

4) product packaging. As the first impression of products to consumers, packaging needs a packaging strategy that can cater to consumers' satisfaction.

5) Products and services. Attention should be paid to the improvement and improvement of product service mode and service quality in planning.

(3) Price strategy

Only a few general principles are emphasized here:

The intention of widening the price difference between wholesale and retail and mobilizing wholesalers and middlemen.

Give appropriate discounts and encourage more purchases.

Based on cost, with the price of similar products as reference. Make the product price more competitive. If the enterprise takes product price as its marketing advantage, it should pay more attention to the formulation of price strategy.

(4) Sales channels

What are the sales channels of products at present? What are the plans for the expansion of sales channels? Take some practical policies to encourage the sales intention of middlemen and agents or formulate appropriate incentive policies.

(e) promotion strategy

(personnel promotion, advertising, business promotion, public relations)

Take advertising as an example:

1, principle:

(1) Obey the company's overall marketing strategy, establish the product image, and pay attention to establish the company image at the same time.

(2) Long-term: the individuality of advertising products should not be changed, but should be multifunctional. Consumers will not know about the products, but they will make their old customers feel strange. Therefore, consistent advertisements should be placed when necessary.

③ Summary: While choosing diversified advertising media, we should pay attention to the ways with good publicity effect.

(4) Cooperate with regular promotion activities from time to time, seize the appropriate opportunity, and carry out them flexibly at the right time, such as major holidays and activities that the company has to commemorate welfare.

2. The implementation steps can be carried out in the following ways:

(1) product image advertising in the early planning period.

(2) After the sale, timely launch the advertisement of wanted agent.

(3) put promotional advertisements before holidays and major events.

④ Seize the opportunity to conduct public relations activities and reach out to consumers.

⑤ Make good use of news media, be good at creating and using news events, and improve the popularity of enterprise products.

(6) Specific action plan

According to the characteristics of each time period in the planning period, various specific action plans are put forward. The action plan should be detailed, comprehensive, operational and flexible. We should also consider the cost, do what we can, and try our best to achieve good results at a lower cost. Pay special attention to the marketing focus of seasonal products in off-season and peak season, and seize the marketing advantage in peak season.

VI. Planning cost budget

This part records the cost input in the whole marketing plan promotion process, including total cost, stage cost, project cost and so on. Its principle is to get the best effect with less investment. The cost budgeting method is not discussed in detail here, and enterprises can make specific analysis and formulation based on experience.

Seven. Program (or program adjustment)

abstract

(or scheme adjustment: this part is a supplementary part of the planning scheme. During the implementation of the plan, there may be places that are not suitable for the actual situation, so the plan must be adjusted in time according to the feedback from the market at any time. )