Marketing plan

In order to ensure the high starting point, high quality and high level of things or work, we need to start making plans in advance, and the content and form of the plans should be carried out around the theme, and finally achieve the expected results and significance. So how to make a scientific plan? The following are eight marketing plans I collected, hoping to help you.

Marketing planning Article 1 Building materials marketing does not need to be limited to those old marketing plans. Looking at the marketing innovation of all walks of life, there are still many places worth learning from in the building materials industry. Through the author's blog practice for more than one year, it is proved that the building materials marketing scheme can play a role in eight aspects: blog brand, website promotion, information release, sales promotion, sales channels, customer service, customer relationship and online research. These eight functions are the eight functions of building materials marketing planning, and the formulation of building materials marketing planning strategy and the implementation of various building materials marketing planning means are also to play these functions.

First, brand building materials marketing planning. One of the important tasks of building materials marketing planning is to establish and promote the brand of enterprises on the Internet. The offline brands of well-known enterprises can be extended on the Internet, while ordinary enterprises can quickly establish their brand image and enhance their overall image through the Internet. Blog brand building is based on enterprise website construction, and through a series of promotion measures, customers and the public can realize their cognition and recognition of the enterprise. To a certain extent, the value of blog brand is even higher than the direct income obtained through blog.

Second, the website promotes the marketing plan of building materials. This is one of the most basic functions of building materials marketing planning. A few years ago, I even thought that building materials marketing planning was website promotion. Compared with other functions, website promotion is more urgent and important. All the functions of the website should be based on a certain number of visitors. Therefore, website promotion is the core work of building materials marketing planning.

Third, information release building materials marketing plan. Website is a kind of information carrier, and publishing information through website is one of the main methods of building materials marketing planning. At the same time, information dissemination is also the basic function of building materials marketing scheme, so it can also be understood that no matter which way of building materials marketing scheme is adopted, the result will be to convey certain information to the target population, including customers/potential customers, media, partners, competitors and so on.

Four, sales to promote building materials marketing program. The basic purpose of marketing is to help increase sales, and building materials marketing scheme is no exception. Most of the methods of building materials marketing plan are related to promoting sales directly or indirectly, but promoting sales is not limited to promoting online sales. In fact, the building materials marketing plan is very valuable for promoting offline sales in many cases.

Five, sales channels, building materials marketing program. An enterprise website with online trading function is itself an online trading place, and online sales is an extension of enterprise sales channels on the Internet. The construction of online sales channels is not limited to the website itself, but also includes online stores built on the comprehensive e-commerce platform and different forms of cooperation with other e-commerce websites.

Six, customer service building materials marketing program. Internet provides more convenient online customer service means, from the simplest FAQ (Frequently Asked Questions) to mailing lists, as well as instant messaging services such as BBS and chat rooms. The quality of customer service has an important influence on the effectiveness of building materials marketing plan.

Seven, customer relationship building materials marketing program. Good customer relationship is a necessary condition for the success of building materials marketing plan. Through the interaction of the website and the participation of customers, customer service is carried out, and customer relationship is also enhanced.

Eight, online research building materials marketing program. Online market research can be done by online questionnaire or email. Compared with traditional market research, online research has the characteristics of high efficiency and low cost. Therefore, online research has become one of the main functions of building materials marketing planning.

The significance of building materials marketing planning lies in giving full play to various functions of blogs and maximizing the overall benefits of online operations. The function of building materials marketing planning is realized through various methods of building materials marketing planning. The functions of building materials marketing planning are not independent of each other. The same function may require the interaction of multiple methods of building materials marketing scheme, and the same method of building materials marketing scheme may also be applicable to multiple functions of building materials marketing scheme.

Marketing plan 1 chapter 2. Analysis of network marketing environment

At present, the overall online marketing level of feed additive industry in China is still in the primary stage. The reason is that most enterprises do not have a systematic and strategic understanding of the online marketing project of feed additives and do a good job in the overall pre-planning of the project. Looking at the whole feed additive industry in China, the effect of online marketing of feed additive enterprises still has a lot of room for improvement.

Few people in China know about Xiamen Meierji Biotechnology Co., Ltd., and of course they know little about its products. In view of this main problem, we implement the network marketing plan, the most fundamental purpose is to publicize the enterprise online! Establish a brand-new website in a short time (about a month) and put it into use quickly. It will take one year to raise the popularity of the enterprise website to the forefront of the same industry in China, and finally improve the sales performance of the enterprise.

Strategic focus: focus on the network, supplemented by other relevant media for advertising and market expansion, in order to accurately locate products, highlight corporate image and product characteristics, and adopt differentiated online marketing competition strategies.

Second, the profit model of network marketing

(A) marketing objectives

1, project benefit

With the help of the network, quickly improve your company's brand awareness in the domestic feed industry, increase website traffic, thereby improving traffic conversion rate and promoting sales performance growth.

With the help of the internet, we can quickly bring enough interested customers to recruitment agents.

Quickly obtain the customer information of the main purchasing companies of feed additives with the help of the network.

The final sales need to rely on offline.

2. Holistic thinking

Plan and establish a marketing website for purchasing customers and agent customers.

Based on search engines, bidding and SEO are two ways to maintain the network channels of target groups. Assist to actively spread to the target group through industry websites, forums, groups and other related network circles.

3. Target customers

Feed additive enterprises are at the upstream end of the feed industry chain, and the customers of feed additive enterprises are mostly feed production enterprises, large-scale breeding companies, large provincial and municipal distributors and small and medium-sized farmers.

4, product positioning

Health care promotes growth, safety and environmental protection.

(B) Channel strategy

In view of the fact that the online sales of feed additives in China are not ideal at present, and the online payment of feed additives is large, which requires high network security, most consumers still prefer to buy them in the traditional way. We will focus our strategy on establishing publicity websites and promoting websites.

1, business process

Website planning and construction → website promotion → target customers get information → visit websites → online or telephone consultation → offline interview → transaction → after-sales service → recommendation.

The network only brings initial communication to customers, and at the same time successfully shortlists customers and obtains customer information. Offline interviews are more important.

2. Website information planning

The website mainly consists of seven parts, namely: home page, company profile, product center, technology center, industry trends, customer service center and contact us.

Website home page-company profile, industry trends, product center and technology center

Company profile-company profile, management introduction, organization chart, corporate culture (corporate strategy, business philosophy, honor recognition), contact information, links to various related websites, recruitment training (recruitment information, training, human resources email).

Product center-product features, product ingredients, product efficacy and price introduction

Technical center-production equipment and technicians

Industry trends-comprehensive finance, feed additive market, website announcements, industry topics, market analysis, professional comment customer service center-user registration and authorization, echo column (consultation and answer), complaints and suggestions, general manager's email address, contact us.

Contact us-company name, company address, telephone number, fax number, email address and website address.

(3) 400 telephone calls (completed by your company)

400 telephone can enhance corporate image, improve advertising effect, increase trust, strengthen customer satisfaction and avoid the loss of customer resources. It is an upgraded version of 800 toll-free telephone and has become one of the necessary marketing tools for many enterprises and companies.

400 calls should be successfully applied before the website is completed.

Third, the website promotion strategy

Take targeted network communication and promotion. Goal: let the industry spread all over the company's product information, and think of your company as soon as there is demand. The main network promotion and communication strategies are as follows:

1, Baidu

Baidu bidding, SEO optimizing natural ranking, Baidu understanding, Baidu Post Bar, Baidu Encyclopedia, etc.

2. Industry websites

Feed additives and related websites and community forums.

3. News portal

Put news on Sina, Netease, Sohu, Tencent and other portals to establish a brand image and seize the entrance of Baidu's home page.

4.B2B platform

In Ali, HC network and other large and small B2B platforms for promotion.

5, other auxiliary

Do regular daily promotion through other forums, classified information and wholesale website platforms.

Fourth, the website promotion effect evaluation

After 3 months of website operation, it is preliminarily estimated that the daily IP will be above IP400 and the daily consultation will be above 20. Whether the transaction can finally be completed depends mainly on offline communication, which cannot be measured at present. But according to our previous project experience, if we consult 20 people every day, at least 50% of them will leave their contact information. In other words, after 6 months, the website can accumulate 10 deep intention customers every day, with more than 200 customers every month.

At the same time, whether wholesale or procurement, the transaction amount is relatively large, so the final transaction is relatively slow.

Marketing plan 3 First, marketing ideas:

March 8 is International Women's Day, which is a festival to show the status of modern women and care for them. After the Lantern Festival, the flavor of the year gradually faded. In March, the year's work and plan were officially on the right track. Spring has arrived, the temperature has risen, and clothes have changed in different seasons. Spring clothes are selling well. The festive atmosphere dominated by "women" makes this dull day warm and extraordinary.

Second, the marketing purpose:

Give back to customers through large-scale commodity activities; Give back to the society through the "women's season"; Attract customers to repeat customers by improving the experience; With a unique marketing perspective and innovative ideas, it caused a sensation in the business circle, created an explosion point, attracted the attention of the public, and then promoted sales.

Third, the theme of the event: Romantic Women's Season

Four. Activity time: March 4-March 10 (***7 days).

DM arrangement: 8P 6000 copies (theme fresh 3P/4P action/department store 1P)

Verb (abbreviation of verb) marketing strategy:

SP 1 theme: the queen's thirty-six plans

Activity time: March 4-March 6.

Activity content: During the activity, female customers can participate in the "Queen's Thirty-six Strategies" activity when they spend 138 yuan in department stores or 48 yuan in supermarkets. 2-65,438+00, a total of 2 playing cards (***36 cards), from which 2 cards are randomly selected. If the match is successful (such as two sixes), they will be given a sun roll paper. If the numbers of two cards are consecutive (such as 7, 8), you can get a drink!

Rules of the game:

① In the game, all playing cards face up with their backs, and customers randomly select two cards for pairing;

② The single collection is limited to 3 times at most, and the group purchase does not participate in this activity.

Gift quantity: paper towels: 3 days * 150/ day * 10 yuan/day =4500.

Drinks: 3 days *200 pieces/day *2 yuan/piece = 1200.

Cost estimate: 5700 yuan

SP2 theme: When the goddess arrives, there must be no "ceremony".

1) Activity time: March 8, 20xx (the day of March 8)

2) Location: supermarket service desk

3) Activities:

A. On the day of the event, all female customers born on March 8th can present 1 carnation (limited to the top 20) at the service desk with their ID cards, on a first-come-first-served basis while stocks last! Cost: 200 yuan

B On the day of the event, all female customers can apply for 1 membership card free of charge when they enter the store.

Total cost budget of intransitive verbs:

8PDM fee is 0.58 yuan/piece (6,000 yuan), and the total cost of activities and publicity.

3480 5900 100 9480

Marketing Plan 4 I. Parking information

Shihe Yujing has 750 households and 200 parking spaces, and only 64 parking spaces have been sold so far. In order to facilitate customers to buy parking spaces, we cooperated with CCB to launch parking space installment payment to promote parking space sales.

Second, the promotion strategy

In the process of parking space marketing, in order to ensure the good digestion of parking spaces, we have formulated a promotion strategy suitable for parking space sales of Shihe Yujing Project.

1. Advertising slogan: You can buy a parking space by installment.

2. Specific strategies:

Formulate measures for related promotion activities. Increase preferential treatment.

One-time payment discount of 5000 yuan

Third, promote the rhythm.

1. Call the owner to inform him that the parking space can be paid in installments.

2. Set up a truss at the entrance of the community.

3. X-frame of sales department

Chapter 5 of the marketing plan. In addition to the basic package and single channel subscription, cancel the original program package and no longer subscribe.

2. In view of the completion of the whole transfer period, the original basic package will be cancelled as a gift of B+C products for one year and two months.

Thirdly, due to copyright issues, the original NVOD quasi-VOD is no longer ordered separately, but given away with the program package.

Fourth, the new sales plan implemented in 20xx.

1, basic package, 70 programs, annual price of 300 yuan, unchanged.

2. The annual price (28 yuan per month) of 90 sets of economic packages for presenters is 336 yuan.

Channel composition: 70 programs in the basic package, plus 20 programs such as family finance, new animation, treasure house of cultural relics, urban construction, lottery online, photography channel, people's health, DV life, CCTV boutique, family health, disc market, career guide, happy old-age care, painting and calligraphy, modern food, modern women, women's fashion, beauty cosmetics, excellent babies and old stories.

3. The annual price of188 programs (basic package+median, Shi Ding) is Jiajiale package (monthly price in 33 yuan) is 396 yuan.

4. Warm Home Package (monthly price in 60 yuan) 134 program (basic package+median package, Shi Ding package, Flower City package) will be delivered to VOD with annual price in 720 yuan.

In principle, all products sold must be ordered for one year, and cannot be ordered separately. Among them, three or four packages were given away during the Spring Festival promotion.

Five, high-definition package

Hd bundling

Buy a high-definition set-top box and send a high-definition movie for one year (original price 1800 yuan/year) and give a remote control.

Price: Motorola set-top box 960 yuan gives CHC HD movies for one year.

Sixth, the second terminal

Anyone who handles the second and third terminals will be given a remote control without additional terminal fee 50 yuan.

Give away the second and third terminals and HD.

Chapter 6 of the marketing plan has reached the stage of annual work summary and planning. In an automobile 4S shop, usually the completion of the sales and after-sales department and the business department and the planned indicators will be treated with courtesy and attention by the superior leaders. The marketing department does not have too many quantifiable assessment indicators, and it is not the core indicator of the business. Usually, leaders are concerned about how much money the system has spent this year and whether it has exceeded the budget target. Therefore, the annual plan of the marketing department is basically about how to spend the money to deal with it. According to the marketing propaganda and activity routine of previous years, the operability and feasibility of these plans can only be discussed next year. In fact, when making the annual marketing plan, the marketing department will also allocate the budget quota according to the quantitative data, and make a feasible annual plan supported by data according to the rhythm of marketing nodes, which will play a guiding role in the annual marketing work.

First, establish an annual budget quota.

First of all, the marketing manager should study the amount that the OEM can support in marketing promotion in the annual business policy week, which usually includes online advertising offline activities, outdoor big names, roving promotion, brand support, network collection and so on. The project names supported by brand OEMs may be different, but the actual content covers most of these aspects. The marketing manager supports the advertising policy through OEM. You can calculate the budget amount of the marketing plan that can be used in the next year, and then report the expense budget of the next year to the general manager in combination with the marketing expenses of this year. After approval, once the annual budget amount is determined, you can start to make the marketing plan for the next year.

Second, how to allocate the annual budget quota.

Take 654.38+00000 as an example. If the planned budget for the next two years is 654.38+00000, then the marketing manager of the franchise store can get the distribution value of 654.38+00000 expenses according to the sales proportion obtained from the sales statistics in the last three years (including 20xx years), and then get the distribution amount of monthly marketing expenses. Of course, if you are a new store, you can be sure that the cost of publicity support will not be too much. You can get the distribution value of the marketing budget according to the proportion of the annual sales plan. This monthly marketing quota allocated according to the proportion of sales is not obtained by slapping the head, but will also be recognized by the leaders when reporting the work.

Before the rise of new media such as WeChat and Weibo, franchisees mainly put advertisements in traditional media such as newspapers, television and radio. These daily and weekly online advertisements are brought into normal marketing, accounting for a considerable proportion of the annual advertisements, even half of the country. Marketing based on holidays, seasons and consumption habits is called node marketing. Node marketing usually focuses on offline activities, and its main purpose is to cater to the holiday market, promote sales and promote sales. After 20xx years, franchisees reduced the amount of paper advertisements in newspapers and magazines. In 20xx, they basically gave up newspaper advertisements and turned to WeChat Weibo's powder-sucking circle of friends. Television advertising is also tilted with the mobile end of the Internet crowd, and the advertising price has been prohibitive, so it turns to TV channel switching, a lower-priced form of television advertising, and sinks into county-level areas. Wechat Weibo is mainly launched by franchisees, and friends circle push does not generate fees. The marketing manager can list the annual list of radio stations, outdoor famous brands, online centralized procurement and pre-store activities as normal marketing expenses. If these expenses account for 400,000 yuan and the annual budget expense is 6,543,800 yuan, then the remaining 600,000 yuan will be allocated to each month according to the allocated amount.

Third, the use of monthly marketing budget expenses.

Discard normal marketing expenses for fixed use, and the remaining expenses are mainly applicable to offline activities and a small amount of online extra expenses that match the characteristics of node activities.

In the first half of the year, the task of automobile 4S shop was heavy and stressful. After experiencing the shopping peak around the Spring Festival in1-February and the empty window period of the Spring Festival, with the warmer weather in March in the northern region, franchise stores have gone out and organized various touring auto shows. Large auto shows are exposed once a month, and twice a month in May, September and even the peak season. The venue fee is the main expenditure of the exhibition tour. In offline activities, May and September are the intensive periods of new car listing in a year, and the OEM's support for new car listing activities is mostly concentrated in first-and second-tier cities. Third-and fourth-tier cities can make use of the intensive dispatching plan of the new car listing of the main engine factory, or jointly hold a large-scale brand promotion new car listing conference with the auto show or store head to enhance brand awareness, increase the exposure of new cars, and promote sales at the same time, making the cost more reasonable. In addition to large-scale brand promotion, the pre-store activities planned by franchisees cater to holidays, seasons and consumption habits, and strive to be small and beautiful: the form of activities is clear, the cost is low, the details of activities are set to stick to customers, the interaction between customers and franchisees is increased, and customers are promoted to come to the store for transactions. When the marketing manager cooperates with the offline activities of these nodes, he can put in short-term online advertisements or new media developed by third-party platforms according to the needs of the activities, which is not expensive, effectively captures customer information, effectively promotes the coming to the store, and facilitates the later tracking of sales consultants until the transaction is completed. According to the northern season and consumption habits, the marketing manager can also put patch advertisements and new cars in the cinema during the Lunar New Year and Spring Festival, promote the models and expose the brands. It is also very important to hold membership activities in the franchise store plan, especially for franchisees that have been in business for more than three years, year-end appreciation meeting, car owners' lecture hall, outing to road trip, charity activities, etc., which can effectively enhance customers' brand loyalty. Offline activities, such as touring car shows, new car promotion, node activities, and thanking car owners who travel on the road, are wave after wave. Take turns to go into battle, and this year's pointer has also turned around.

Everything is established in advance, and it is abolished if it is not foreseen. The annual marketing plan made by the marketing manager according to the above three aspects is well implemented in the subsequent actual work process, and the marketing strategy of the main engine factory is adjusted or fine-tuned in time, and is constantly summarized and improved in the implementation of the plan and activities. I believe that the marketing manager will further improve the work of the marketing department after one year.

Chapter VII of Marketing Plan The annual marketing plan directly affects the annual marketing performance of an enterprise for several consecutive years and even the development speed of the enterprise, and cannot be taken lightly. We must seriously investigate, analyze, study and consider before we can work out a set of practical annual marketing plans.

1. Conduct sufficient market research.

No investigation, no right to speak. Every year, when making the annual marketing plan, the company needs to deploy elite personnel to investigate and screen the market information and company database. The content of the survey is mainly divided into two parts: I mainly know my family background, such as current sales performance, profit level, capital status, talent structure, product life cycle, market network (how many terminals are selling the company's products in each channel and how many are undeveloped). Whether I have reached the best match, how much potential I can tap, and so on. You can clearly understand the national industrial policy, local economic situation, consumption habits, etc. , as well as the analysis of competing products, promotion methods, communication methods, sales models and channel characteristics of major competitors. Make these problems clear, then do SWOT analysis and make a feasible annual marketing plan, the company's competitiveness will be improved and the annual sales target will be successfully completed.

2. Integrate all resources of the company.

The annual marketing plan is the blueprint for the overall situation of the company. When making this blueprint, we must mobilize all resources inside and outside the company, past and present, and even potential, and formulate a set of most efficient operation plans and plans to serve the marketing objectives, including: financial resources, product resources, distribution resources, human resources, network resources, community resources, media resources, government resources and so on.

3. Grasp the development degree of the company.

We should also grasp the problem of "degree" when making the annual marketing plan, because making the marketing plan too low is undoubtedly a waste of company resources and affects the company's development speed. But if the annual marketing plan is set too high, it will be difficult to implement. If the top-down pressure is too great, it will lead to "short-term behavior" by unscrupulous means for sales, which will lead to bad behaviors that affect the company's development, such as price reduction and goods smuggling.

4. Define the product and emphasize its function.

When making the annual marketing plan every year, combining with the actual performance of products and markets, determine which channel products are "not profitable" in order to build a sales network and stabilize customers; Which gold products are "favorable in quantity" to ensure the company's profit target; What sunrise products need to be cultivated? What are the "cannon fodder products" that stop competitors? What are "seasonal products" and so on to highlight the role of each product. What is the market share and profit that these products can bring to the company respectively? What is the life cycle of these products? Can you keep the current price and sales volume? What if the sales and profits of these products decrease due to market competition? These factors will be taken into account when making the annual marketing plan.

5, a clear division of labor, a clear goal

Some dealers make the annual marketing plan too extensive, with only big frames and total figures. How much will our company's sales increase this year, exactly? Which product is growing? Who will complete the growth and so on. There is no specific marketing plan implementation plan, and the marketing objectives are not implemented in specific departments and specific responsible persons. If the organizational structure is wrangling with each other, the division of labor is unclear, the employment is ineffective or the personnel in key positions are misplaced, the marketing plan will not be implemented smoothly. Just like a war, a handsome man needs a good general, and a good general needs good soldiers to win the battle. Unclear division of labor or unclear goals will cause serious waste of human resources and affect the completion of sales targets.

Therefore, when making the annual marketing plan, let all employees of the company clearly know the annual target of this year, take into account the uncertain factors of the market, refine the annual sales target to quarters, months, weeks and days, then make it clear to each department and person in charge, and then calmly respond, follow the trend and stick to every day. Deduct one day a day, deduct one day a day, and ensure the completion of the annual sales plan by ensuring one day a week, one month a month, and one month a year.

6. Ensure that the marketing system should match.

Marketing management system, like military discipline, is a law that all marketers must abide by. Ensure that the marketing plan is coordinated with the marketing system.

When making the annual marketing plan, we should establish and improve various management systems, assessment systems and reward and punishment systems according to the needs of completing the annual marketing plan, clarify the work requirements, work contents and workflow, and strengthen the integrity of the four links of "planning, execution, inspection and feedback". In particular, establish an objective and effective inspection system to track the implementation in real time and on the spot to ensure that it is in place. That is to say, establish standards in advance, control in the process, and summarize afterwards, so as to realize standardized management of "restraining people by system" and ensure the completion of marketing plan. For example, for each salesperson's daily goals broken down according to the sales plan, it is necessary to see the standards in advance, control them in the process, and summarize them afterwards.

Establish standards in advance: establish standards for the daily work objectives of sales staff, and establish all problems that should arise in the form of systems, such as:

1. Working time standard: morning meeting time, commuting time and off-duty work summary time every day.

2. Visit standard: Every salesperson must visit XX terminal stores in strict accordance with the eight steps of terminal visit every day.

3. Vivid standards: the standards of publicity outside the store of each terminal, the standards of publicity in the store, and the standards of product display in the store.

4. Standards for selling products: down to the project.

5. Customer standard: The relationship between the terminal boss and the salesperson is very warm.

6. Reward and punishment standard: fines of X yuan for being late and leaving early, fines of X yuan for not completing the sales on that day, and rewards of X yuan for exceeding the sales on that day.

In-process control: the realization of all the above standards should be based on monitoring and tracking, and the whole process should be under the control of the company.

After-the-fact summary: Reward those who have done well according to the reward mechanism and share their experiences. Those who do not do well shall be punished according to the punishment standard, and lessons shall be summarized.

7. Fully consider the threat of competitors.

Know yourself and know yourself, and you will win every battle. When making a marketing plan, don't ignore the existence of major competitors. Sometimes, simply considering your own plan and ignoring the counterattack of major competitors may also lead to the failure to achieve the marketing plan objectives. Especially after the marketing objectives are decomposed into specific products and specific markets, the deterrent and destructive power of competitors must be considered.

8. Formulate reasonable and controllable marketing expenses.

Marketing expenses are the necessary conditions to ensure the completion of the annual marketing plan, so when making the annual marketing plan, we should fully consider complex marketing expenses, such as direct sales expenses, wages, bonuses, travel expenses, training fees, etc. Promotion expenses: advertising expenses, gift expenses, salary of promotion personnel, etc. Storage expenses, rent, etc. Moreover, dealers must ensure the rationality, timeliness and controllability of marketing expenses.