Marketing activity planning book

Time is passing by, never ending, and a period of work has come to an end. In order to meet the new work goal and make a good plan, you can go into battle lightly and strive for the first place in the future. Let's refer to how the planning book is written. The following is the template of marketing activity planning book I compiled for you, for reference only. Welcome to reading.

Marketing Activity Plan Template 1 I. Product Overview

The main selling point of snack food is not supplementing nutrition, but its unique delicacy or something that gives consumers a good leisure enjoyment. There are three main consumption characteristics of snack food: flavor, nutrition, enjoyment and characteristics. Consumers cover all groups: children's snacks, teenagers' enjoyment and leisure interests of adults and the elderly. As a huge and rapidly expanding market, China's snack food market has the following characteristics, which is also the mainstream direction of snack food:

(A) more and more close to people's eating habits and psychology, become palatable.

1. With soup, it is easy to chew and facilitate swallowing and digestion, such as binding potato chips with mineral water.

2. To satisfy the mentality of innovation and change, people's taste buds must be constantly stimulated by new tastes or tastes in order to maintain a continuous sense of satisfaction.

3. Health, although consumers are not very clear about it, is very important among the influencing factors of their purchase decision. Consumers will have a certain demand for the functionality of food, and different functions become the premise of market segmentation.

(2) Judging from people's purchasing habits and psychology, it should be pleasing to the eye and satisfy the dominant ideology.

1. The concept of convenience, proximity to selling points and leisure should be embodied in the purchase process.

2. timeliness, to meet their irrational needs on a whim.

3. Observability, leisure is a comprehensive concept, not only delicious but also beautiful. Where is the most beautiful place in the shop? Bulk product area.

4. participation, everyone has the dominant position, and it is even better to eat and have fun.

Second, the market environment analysis

1, environmental conditions of snack food industry

Since 1990s, foreign leisure has entered China on a large scale. 10 years later, the snack food market has undergone earth-shaking changes. Cookies alone reached 6.5438+0.5 million tons a year, and the annual sales revenue was over 65.438+0.5 billion, up 654.38+0.8% year-on-year. In recent years, China's snack food industry has developed rapidly, benefiting from the continuous improvement of production technology and the continuous expansion of downstream demand market. The development situation of snack food industry in domestic and foreign markets is very promising.

2. Online consumer analysis:

(1) Network User Analysis

With the popularity of the Internet, more and more people have joined the ranks of netizens. As of March, the number of Internet users in China was 5,965,438+million. In just half a year, the number of Internet users in China increased by13.3 million. Among netizens, young people aged 18-24 account for 37.3%, followed by 18 years old (17.6%) and 25-30 years old (17.0%). The age structure of netizens still shows the characteristics of younger age. Middle school students account for the largest proportion of netizens, reaching 28%.

(2) The rapid popularization of online shopping consumption.

With the popularity of the Internet, online shopping has gradually become one of people's consumption patterns. Online shopping is safe, convenient and fast, which is the future development trend. At present, there are two main service modes of online shopping: c2c platform, that is, e-commerce between individuals, that is, the mode of individual merchants to consumers; B2c platform is an e-commerce between businesses and individuals, that is, the mode of enterprises (or units) to consumers.

3. Analysis of the characteristics of snack food;

① The rise of young consumer groups.

② Health food is the main food.

③ Different types of snack foods have different popularity.

④ High-income families have become the mainstream of snack food consumption.

⑤ The product update speed is fast.

Thirdly, the analysis of snack food customer groups.

Children and young women are the mainstream consumers of snack food at present. Correspondence analysis shows that fashionable food, especially snack food, is no longer a patent for children, and adults, especially young women, have become mainstream consumers. The survey shows that 65,438+08 ~ 24-year-old young women with high school/technical secondary school or college education are the mainstream group to guide the consumption of fashionable food, and they like to buy more fashionable brands when buying food; On the contrary, men aged 3 1 ~35 are not interested in fashionable food.

Fourthly, the profit model of network marketing.

1, the traditional profit model of network marketing: establishing enterprise product websites; Open an online shop on the commercial platform of the network; Network advertising promotion, etc.

2. Students' new profit model: blog marketing, microblog promotion, cooperation with large group buying websites and so on.

Five, 4p marketing mix

1. product: establish a healthy brand of snack food and actively promote green organic snacks.

2. Channels:

(1) Open online stores on various sales platforms.

(2) Establish the WeChat public service number, and launch and introduce the corresponding products.

(3) Establish Weibo and promote healthy and delicious leisure snacks.

(4) Cooperate with large group buying websites to carry out low-cost group buying activities.

3. Price:

(1) discount activities

(2) Regular and quantitative auction

(3) Points redemption activities

4. In terms of promotion:

(1) free goods appraisal activity

(2) WeChat big turntable lottery

(3) WeChat snack food knowledge question and answer

Marketing activity plan template 2 I. Activity content

1. "Me and my students": Use pictures and related words to show all kinds of wonderful moments when teachers and students are together in the daily teaching process, convey the information of love and share the joy of love.

2. "Me and My Teacher": I remembered a teacher who guided my life when I was growing up with words and related pictures, felt the feelings of teachers and students, and wrote the feelings of respecting teachers and attaching importance to Taoism.

Second, the participants

Pay attention to "_ micro-trade unions" and register _ public and private schools, kindergartens and employees in the city.

Third, the way of participation.

1. Scan the QR code below to participate.

2. Click on the graphic message recently released by the official account of _ Micro-Trade Union WeChat, "Collection of graphics and texts for Teacher's Day theme activities, all employees in the city can participate? It turned out to be ... "At the bottom," Read the original "participated.

3. Click on the sub-menu "Micro Activity"-"Teacher's Day Activity" at the bottom of the main interface of the official WeChat account of _ Micro Trade Union to participate.

Four. Participation requirements

1. Each work needs to submit a picture and related text. The text is limited to 500 words.

2. Choose one of the participating topics, and teachers can participate in two topics.

Everyone can only participate in each topic once.

4. Each micro signal can be submitted once. If you want to participate in both topics, you can change the micro signal to submit the work.

Verb (short for verb) timing

Graphic works: August 27th-September 7th.

Graphic works selection: September 8 -9

Exhibition of winning works: September 10-14.

Sixth, the selection method

From the perspective of literature and photography, the entries were selected ("My Students and I" focused on photography, "My Teacher and I" focused on words), and the first, second and third prizes were selected for each theme. The winning works were displayed on the platform of _ micro-trade union during Teacher's Day.

Seven. job requirement

(1) Pictures and written works must be original, and non-original works will not be rewarded.

(2) This activity is not only an important education of teachers' morality and style, but also an educational practice activity to show the comprehensive quality and style of teachers in our city. Trade unions of education offices in towns and districts and trade unions of schools directly under the municipal government should attach great importance to this activity and seriously organize teachers of their own units to participate.

Marketing activity plan template 3 I. Activity purpose

Take advantage of this good business opportunity, attract people through planned promotion activities, increase the sales of the whole store, enhance the reputation of the supermarket, and establish the image of "good quality and low price" in the hearts of consumers.

Second, the time period.

20xx year x month x day -x month x day, a week in all.

Third, the promotion theme

"Congratulate _ be polite to others and keep your promise to your relatives and friends".

Fourth, detailed plans.

(A) shopping has a "gift"

Main contents: The first 10 customers who have shopped in 200 yuan in this supermarket from X to X will get a bag of 5kg rice at the customer service desk for free with the shopping receipt. Each receipt is limited to one bag, and it will last every day 10.

(2) Key points of implementation

1. No matter what kind of publicity method is adopted, it must be marked with "one bag is limited for each receipt and 10 bag is delivered every day", otherwise it will easily lead to customer complaints.

2. The gift distribution office is set up separately, and attention should be paid to: patience and courtesy.

(3) Happiness comes from heaven.

Main contents: All customers who shop in this supermarket from X to X have the opportunity to get the purchased goods for free. During these five days, the supermarket will hold two "Happy Days" from time to time, every morning, noon and evening. At the beginning of the activity, the first customer in front of each cashier was the contestant. As long as the table tennis table shows your cashier number, you are the lucky one in this activity, and you will feel a kind of joy of "falling from the sky".

(4) Key points of implementation

The props needed for this activity are:

1, table tennis.

2. A lottery box. (You can use a commodity packaging box, but it's not too big. The box should be sealed. There should be a small hole in the top of the box, which can just reach into an adult's hand and is basically seamless. )

3, an electric horn.

At the beginning of this activity, the person in charge who has the right to sign the bill (free shopping) needs to be present.

The operation process of this activity is:

1, broadcast the announcement to start the activity.

2. All cashiers stop the cashier operation.

3. The host briefly introduces the rules of the game.

4. Invite a customer to participate in the lucky draw.

5. After the host announces the winning cashier number.

6. After the host announces the number of commodities purchased by the winners.

7. The winning customer speaks.

8. Announce the end of the activity.

The birth of the Internet era has made people's lives simpler and faster. They can shop at home, without spending more time shopping or wasting more time on the shopping road. Lifestyle has changed, our business philosophy has also changed, and we have gradually embarked on the road of the Internet.

The essence of online marketing still lies in marketing, so the focus is on what online marketing methods we have adopted and what kind of effects these marketing methods have produced.

First, the target audience and consumer groups, netizens matching degree analysis

Everyone in marketing should know that the target audience is not necessarily the target consumer group. Target audience refers to those we appeal to through some media, but it is the target consumer group that buys our products.

So we need to match our audience and consumer groups correctly. The audience is not necessarily our consumer group, but it may be our potential consumer group.

First, the target audience analysis (to lay the foundation for promotion)

Main analysis: age, income, region, occupation, class, gender, behavior preference, hobbies and so on.

B, circle analysis (preparing for circle people)

Everyone has his own hobbies, mainly where he lives. This is what we want. For example, some people like to search Baidu, some people like to go to social networking sites, some people like to go to forums, and some people like to chat. That is, find the places where they often go to activities.

C, netizen matching degree analysis (improve the effective access rate)

This is to analyze the groups that are most likely to become the target audience and target consumer groups. The main analysis method is to go to some related Internet survey websites of CNNIC to find data. These data are considerable and reliable.

Second, the first step of network marketing-website itself optimization

The optimization of the website itself is equivalent to the decoration of a shop itself. If you can't even see the experience of the website, how can users like it? The optimization of the website itself has become the first step and the most important for an online marketing enterprise. At the same time, when optimizing itself, it is also to increase the collection of websites, which can bring natural traffic and improve the visibility and brand influence of the whole platform.

Main aspects of website self-optimization:

First, the mall user experience optimization (website optimization for users)

In order to increase the user experience and reduce the trouble to users as much as possible, the specific user experience optimization needs to be optimized according to the website's own situation.

B, website SEO optimization (search engine optimization)

SEO optimization is mainly to optimize the website's friendliness to search engines, increase the collection and ranking of websites, and naturally increase natural traffic.

1, title, keywords, description optimization: according to the user's search behavior, modify the home page, category page, product page, group purchase and promotion activity page. The descriptions on the product pages are not as beautiful as expected.

2. The overall structure of the website is optimized to reduce the tedious operation of users. The goods on the classified page can't be a single list of goods, but more is to recommend users to buy those goods to enhance the relevance. When users buy a product, they need to provide them with several packages to increase related products, not only for sales, but also to increase users' stickiness. Let users buy this time and have the desire to buy next time, remember our website. Please refer to JD for details. COM classification page and detailed product page.

3. Increase the sexual content of the website. Be a trustworthy platform.

C, other optimization (comprehensive optimization)

Website related industry cooperation, own customer service facilities management. Add industry-related friendship links, especially local websites in Chengdu. Increase the overall weight of the website, thereby increasing the overall collection of the website. Improve natural rankings and traffic.

Third, refine the advantages of our platform.

1, brand advantage

2. Market advantage

3. Mode advantage

4. Product advantages

5. Operational advantages

Being familiar with the advantages of the platform is conducive to the growth of each of us. And it is of great help to the final brand. There will be a lot of content that we need to create from the above angles. But from my personal soft text marketing, online marketing has always emphasized quality first and quantity second.

Then, the communication channels are industry-related. Related to consumer groups.

Four. Network marketing-network promotion

With the development of e-commerce, more and more networks are used by people to serve them. In order to achieve the expected results, it is necessary to do a good job in website promotion. Websites have become an important way to show their own or corporate image, but it is impossible to have only one website. The important thing is promotion. The essence of network promotion is to let more people know about the platform and what we do and what we can bring to them. This is why we should do network promotion.

Network promotion, because network promotion is the foundation and the most basic step of network marketing. This step is good, everything is basically safe.

First, search engine bidding promotion

According to the company's own situation, do corresponding bidding promotion, Baidu keyword ranking promotion, Baidu alliance promotion, sogou keyword ranking bidding promotion and sogou alliance promotion.

B, promotion outside the station

This part is promoted by full-time promoters. For example, Baidu Encyclopedia, Baidu Know, sogou Know, 360 Know, Baidu Space, Blog and so on.

C. New self-media marketing

New self-media promotion: WeChat, Weibo, QQ application and other new self-media applications.

D, soft text marketing

Soft text marketing is a marketing method with less investment, wide scope and long effect in many enterprises at present. Including news, stories, public relations and other ways to create an image brand for the platform. The focus is on the news.

CPS advertising marketing

CPS advertising is based on sales volume. Generally speaking, there are CPS alliances in shopping malls. For example, JD.COM Alliance, Taobao Alliance, Yixun Alliance and so on. Because this is a very effective promotion method, it is a natural thing to promote the website with the help of everyone's efforts.

CPS alliance includes third-party CPS alliance and self-built CPS alliance. With the third-party CPS alliance, a relatively large advertising alliance can be built quickly. However, members of these alliances will not take the initiative to put in your instant advertisements or promotions. Then the promotion effect will be affected. Through the self-built CPS alliance, you can control and respond quickly to promotional activities. It is very helpful for the whole website. At the same time, because it is a self-built CPS alliance, it is easier to communicate with these members. They also take the initiative to grab some promotional information from the mall to make these promotional activities effective.

F, other marketing methods

For example, email marketing, SNS and so on.

Do it selectively according to the above methods: bidding promotion, soft text marketing, self-media marketing and SEO optimization.

Fifth, the third step of network marketing-effect index analysis.

In order to achieve a good effect, network influence needs a good measurement index. Main effect indicators:

1, search performance of hot search keywords

How many keywords rank in Baidu?

2. Baidu brand keyword collection

In Baidu, 360, sogou and other search engines, how many pages are included in search engines when searching for brand keywords?

3, the amount of media communication (soft text promotion)

How many planned media have been invested, how many have been reprinted by other media, what channels are the contents, where are they, whether they have become hot spots, and so on. (Have the effects of these launches achieved the expected goals? )

4. Forum communication volume

How many times have you put it on the forum and reprinted it? (Reflect exposure)

5. The target audience affects the number of people.

That is, the number of clicks, how many people clicked on the content.

6. Number of participating users

If the forum refers to the number of replies and votes.

7. Activity participation

Activity participation reflects the promotion effect of the whole activity and the feedback of activity exposure.

8.IP number, PV number

IP is more accurate, what is the daily traffic of the mall platform and what is the main source of browsing those pages.

9. Consultation volume

Is to reach out to your target customers. For example: QQ contact, telephone contact, email contact, etc.

10, volume

The initiative of this turnover lies in the communication ability of sales staff. Because of the consulting volume, there is no turnover, and that is the problem of sales ability.

Marketing activity planning book template 5 I. Marketing strategy planning

1. Market situation: refers to the market share, market capacity, consumption status and changing trend of major competitive products.

2. Consumer demand: mainly refers to consumer demand for products. For example, consumers' demand and change direction in product concept, benefit, function, price, packaging, purchase convenience and so on. This is one of the important bases for refining the selling points of products.

3. Competition: analyze the marketing strategies of competitors, and compare the advantages and disadvantages of the main competitive products in the global market and the regional market.

4. The current situation of the product: the market position, sales situation, advantages and disadvantages in various regional markets, and advantages and disadvantages in various marketing links of the product.

5. Existing problems and reasons: What are the reasons why the product is in the current market position, and what are the marketing shortcomings that restrict the market development?

6. Market opportunities: Through the comparative analysis of market conditions, consumer demand and competition, find out the opportunities to realize the future market growth of enterprises and products.

7. Market strategy: Plan the market for the enterprise from a strategic level, such as market objectives, market positioning, market focus, selection of regional markets, and competition strategies with major competitors.

Second, product line planning.

1. Category structure: a complete plan structure of the product line, including product category, brand and everything under the brand.

2. Product positioning: the competitive market position that products should occupy is different from the main competing products, which is an important link in product planning.

3. Target market: the market area that the product focuses on, and in this field, it can meet the needs of target consumers to the maximum extent and compete with competing products for consumption resources. The latest market broadcast and in-depth analysis of the marketing planning system of Yili Kazakh food enterprises are welcome to inquire.

4. Price positioning: the position of product prices in the market, including the position of all product prices in their respective markets and the specific pricing of each item.

5. Product appeal: Product appeal refers to the benefits or selling points that products can bring to consumers, which can generally be divided into emotional appeal and rational appeal.

6. Advertising slogan: advertising slogan, that is, advertising language. It is to express the parts that can touch consumers' needs most vividly in order to increase the attractiveness of products and consumers' memory.

7. Product form: the corresponding form of various products of enterprises suitable for target consumers. The main basis for determining the product form is firstly the convenience for consumers, and secondly the need for competition.

8. Product packaging: an important part of the external image of the product, mainly means that the text, pattern, color and shape of the product packaging should be coordinated with the positioning and appeal of the product, and there should be enough visual impact on the terminal shelf.

Third, channel planning.

1, channel mode: the way for enterprises to establish sales channels. For example, whether to adopt agency system, hierarchical distribution form or specialty store form, and the level and mode of setting up middlemen in various channel models.

2. Channel length and width: Channel length refers to the space where the center of gravity of the sales channel extends and sinks. What levels do enterprises involve from municipalities directly under the central government to towns and villages? Channel width refers to the number of sales terminal categories of enterprises in the same level of channels.

3. Dealer selection: according to the channel mode and the setting of channel length and width, the number and selection criteria of dealers are determined.

4. Sales policy: refers to the mode of cooperation between enterprises and distributors at all levels. For example, the company's relevant policies on dealers in pre-distribution, transportation, terminal maintenance, publicity, deduction, rebate and settlement.

Fourth, advertising planning.

1, advertising creativity: the expression of advertising. Use pictures, words and music to express the characteristics of brands and products.

2. Advertising language: Advertising language is to express the parts of brands and products that can touch the needs of consumers in vivid language.

3. Advertising budget: it is estimated that the total amount of advertising expenses that need to be invested in a certain period.

4. Media: advertising media.

5. Placement areas: determine which areas to place advertisements in and the advertising volume in each regional market.

6. Delivery combination: it mainly refers to the combination of delivery media category and delivery market area.

7. Effect evaluation: comprehensive evaluation of advertising creativity, delivery combination and advertising effect.

Verb (abbreviation for verb) terminal and promotion plan

1. Terminal selection: select the type, quantity and mode of products entering the terminal.

2. Terminal display: the display standard of products on shelves (ordinary shelves, palletizing heads, end shelves), such as display position, area, shape, quantity, etc.

3. terminal shopping guide: arrange special sales staff to introduce the selling points and eating methods of products to customers at the terminal to attract consumers to buy.

4. Terminal tally: according to the display standards, sort out the products selected by consumers in the purchase process on the terminal shelves, and timely arrange replenishment for the products that are almost sold out.

5. Terminal display: In addition to the basic display of products, some publicity materials such as POP, apron, cross eyebrows and exhibition boards are needed to create a good atmosphere in the store.

6. Terminal promotion: special promotion activities of manufacturers or distributors for certain or single products, such as discounts, price reductions, sales of gifts and sales with prizes.

Six, sales system planning

1. Sales system structure: it is the sales organization structure of the enterprise itself. For example, whether to establish branches or offices in regional markets; Division and scale of sales organizations in various regions, provinces and below.

2. Functions of sales organizations at all levels: personnel composition, functions, sales tasks and other corresponding functions of sales organizations at all levels.

3. Sales team training: the contents and methods of training related marketing knowledge and skills for all kinds of personnel in sales organizations at all levels.

4. Relationship between the sales organization and the dealers: The division of functions between the sales organization and the dealers at all levels should be defined, and the enterprise sales team and the dealers at all levels should form a cooperative relationship with complementary advantages.