Three sample essays on the work plan of the marketing department

Time is fleeting, and we will face the work challenges of the new year. In order to carry out the work smoothly in the new year, let's quickly make a plan. Below are three sample articles about the work plan of the marketing department that I have shared with you for reference. You are welcome to refer to them.

? Sample work plan for the marketing department

? As a real estate salesperson in the company, my sales in the past few months were not particularly good, although I have achieved The minimum performance standards required by the company were also affected by some family reasons. However, as an old employee who has been in the real estate sales industry for many years, such performance obviously does not meet my own requirements and is not acceptable. In line with my own career development plan. Moreover, due to the impact of declining performance in the past few months, commissions have been reduced a lot, and I am under great pressure to repay the mortgage. Therefore, I feel that it is necessary and necessary for me to make a detailed plan for my work in April, so that I can The sales job is getting better. The specific plans are as follows.

? 1. Sales target

? 1. Because the sales situation in the previous few months was not optimistic, the knowledge barely reached the company’s minimum requirements, and then in April, I will talk about my own personal matters Almost everything has been dealt with, so I can set a higher goal for April, and try to make up for the previous few losses, so I plan to sell xx sets of real estate in April, and in the middle of renting out the house. This area reaches xx households.

? 2. Sales people need to have a good understanding of the market conditions of the products they sell, so in April, I must continue to learn more housing knowledge in order to achieve a better position. Customer service allows customers to better understand relevant consultation and use market turmoil to stimulate customers' desire to buy houses. Of course, in this industry, we must pursue truth and not deceive customers. Through knowledge, we can use our own understanding of the industry market to allow customers to better use information to make judgments that are beneficial to our sales.

? 2. Personal sales growth plan

? 1. Because I had a lot of understanding problems in my life and work in the past few months, I suffered from sales problems. There was a situation where the performance was not good, so in April I prepared to make a summary of my work at the end of every day's work, and a big summary every week, so that I could better analyze my performance at work. Thereby promoting one's own understanding of oneself, discovering problems and correcting them.

? 2. Do a good job of your own image before going to work every day, and show your best side to customers.

? 3. Visit more customers every day on the basis of company regulations, so I plan to make more phone calls to customers in April and keep in touch with them.

? 4. Correct your work attitude. As an old employee who has been working hard in society for many years, my performance in the past few months has been very problematic. Things in life and work have not been handled well, so the two have been at odds with each other. Impact, this is something very wrong. In April, I will reflect on myself and correct my attitude. Things in life should not be brought to work, so as to reduce the impact of personal matters on work.

? April is a new beginning, and I have to face it with a new look!

? Sample work plan of the marketing department

? 1. Review and vision

? The company established the marketing department in 20xx, which is the company's exploration of new management models major changes. But after a year, the marketing department became useless and tasteless, and it was a pity to abandon it. In addition to doing a lot of seemingly specious marketing activities, the marketing department did not meet the needs of the market, which increased a lot of direct or indirect costs. It doesn't seem to be of much help to the market. However, with the support of the company's top leaders and our continuous learning, we also explored our path of survival and development in the next few months of work. In the company's various market activities and the company's resource integration process, we continued to make progress.

? 2. Work ideas

? 1. Clarify the work content

? First of all, the marketing department must be transferred from revolving around the sales department to playing the role of sales back office It has rapidly changed over time and freed itself from transactional office functions. It has truly given the marketing department basic job functions such as strategic planning, strategy formulation, market research, and product development. It focuses on consumer needs and responds to different market environments according to different market environments. Plan and guide market operations.

? 2. Stationary marketing

? The promotion of stationary marketing not only exercises and improves the marketing department personnel themselves, but also provides personal service to the front-line business personnel. The marketing department only provides this Only with personal, consulting and coaching-style tracking services can the marketing department completely change the one-sided view of front-line staff.

(This work strategy needs to be implemented under the conditions that the marketing department has relatively loose and redundant free working hours and reasonable staffing)

? The marketing department station must complete six aspects of work: < /p>

? a. Through comprehensive research, discover market opportunities and come up with targeted market improvement plans;

? b. Collect competitive brand products and activity information, and capture market consumption Propose new product development ideas based on industry development trends;

? c. Guide the market in the construction of terminal standardization and promote the healthy and stable development of terminal stores;

? d. Targetedness Develop and organize the implementation of promotional activity plans, verify and implement market promotions, expenses and policy usage, and report any situations found in a timely manner.

? e. Promote and implement company policies in a timely and comprehensive manner to enhance the combat effectiveness of front-line personnel; formulate targeted employee incentive plans for different periods to enhance employee enthusiasm and further enhance the company's competitiveness;

? f. Collect and organize highlight cases in market practice, focus on summarizing methods and experiences, and timely recommend them to the market for replication;

? 3. Cooperate with the sales department, and the operation department cooperates with each other to promote To improve and establish a brand promotion team, the marketing department must truly play a role in the front line of the market. In addition to adjusting the positioning of the marketing department and improving its own service level, it is also inseparable from the support and cooperation of front-line departments. If it is not recognized and effectively implemented by the front line of the market, no matter how good the plan is, it will ultimately be nothing more than a piece of paper. The brand team is composed of the directors and backbones of the marketing department and the sales department. The marketing department determines the event planning plan, and then the brand team members express their opinions, mainly putting forward opinions and improvement suggestions on the plan. For plans that need further modification and improvement, the brand team will The marketing department is responsible for adjustments; for the plan discussed and approved at the meeting, the general manager's office will finally confirm the implementation and hand it over to the sales department for implementation. The brand team will be responsible for tracking the implementation progress and effects. The company's attitude and practices determine whether the marketing department and the sales department can achieve perfect harmony and prosperity.

? The main execution tasks of the brand team plan:

? 1. Standardize the brand image of terminal stores. From April to May 20xx, we will formulate unified store image standards for Jiajiazhi chain stores, including store display Standards, music playback (music for different seasons and festivals), Jiajiazhi unified service etiquette, Jiajiazhi terminal promotional materials use specifications and other terminal store unified images to facilitate the standardization of the uniformity of the Jiajiazhi chain brand;

? 2. The store audit management system consists of members of the brand team and members of the general manager's office. A store inspection team is formed to establish a store audit system. The content specified in the first article above is audited from time to time. The audit results are included in the store managers and responsibilities During employee performance appraisal, help the company establish a unified terminal image and manage and maintain the later brand image;

? Brand team composition:

? Team leader: Marketing Manager Deputy Team Leader: Director of Operations Department

? Consultant: Deputy General Manager

? Executive Team Leader: Sales Department Manager

? Team Members: Store Supervisor

? Note: Each standard system is formulated by the entire brand team through consultation, and will be implemented for a long time after being approved by the General Manager Office. In the later store operation management, every time a member of the brand team visits the store is an audit process. , the audit content is as above. During the audit process, the store manager and person in charge will be graded on-site based on each audit content (corresponding store inspection forms and scoring standards will be attached to various regulatory systems), and finally the store manager and person in charge will Sign on-site to confirm rewards and penalties.

? 3. Management team

? 1. Reasonable allocation of personnel:

? a Market information administrator responsible for market research, information statistics, and market analysis Work; assist in the execution of relevant brand promotion activities.

? b A planner is responsible for new product promotion planning, sales promotion planning, advertising slogan extraction and data compilation; publicity plan formulation, etc.;. c. A designer is responsible for the design, ordering, distribution and supervision of the company's daily promotional materials.

? A customer service specialist is responsible for the company's daily online and offline business consultation, complaint reception, bulk business customer data management, etc. At present, the first three tasks of the marketing department are uniformly carried out by market specialists and market managers who have just joined the job. The marketing work is limited to passive coping and execution, and cannot take the initiative to complete the responsibilities of the leading department that the marketing department should fulfill. In 20xx, there was an indirect shortage of staff in the marketing department, and many tasks of the marketing department were limited to a certain extent. In 20xx, we hope to complete the strategic planning role that the marketing department should play based on reasonable and complete staffing.

? 2. Give full play to the potential of personnel and emphasize process control and final results in their work.

? 3. Carry out the work of this department in strict accordance with the requirements stipulated by the company and the marketing department, and strive to improve the management level so that the marketing department gradually becomes an execution-oriented team.

? 4. Coordinate department functions and proactively provide services to each branch.

? 5. Increased preparation costs (increase 2 staff members)? 3,600 yuan * 2 people * 10 months (March-December) = 72,000 yuan

? 4. Market analysis Market research

? 1. Fierce competition

? In recent years, the company's colleagues have worked hard and effectively in production operations, laying the foundation for solid and rapid production

? Operation management experience, established terminal chain stores with certain customer resources, laying a solid foundation for the company to further expand the market. The company has always been positioned as a terminal community service. Product sales and store location selection are consistent with the company's business positioning. However, due to the vigorous development of certain brands in the same industry and successful marketing methods, plus the company's operating costs (raw material costs) this year , labor costs, rising shop rental and water and electricity costs, etc.) are increasing day by day, and the increase is large, making it difficult for the Jiajiazhi brand to advance in the market competition.

? 2. Integrate resources

? Our company has been based in Shenzhen for 23 years and is one of the earliest bakeries in the Shenzhen regional baking industry. All along, everyone knows Shenzhen Local traditional brands carry out brand management, and the advantages of traditional brands have successfully entered the minds of Shenzhen community residents and consumers. The company also has a strong talent advantage. It has gathered a group of outstanding talents in scientific research and development, sales and public relations, corporate management, finance and law, which provides guarantee for the company's development and market expansion. As the later development department of Jiajiazhi, the Marketing Department did not achieve significant results in the middle of 20xx. After one year of hard work, the Marketing Department began to take the initiative from being passive to responding to market changes and market changes. It is relatively simple and will occupy a corresponding dominant position in later activities.

? 5. Brand promotion

? After years of market operation, the company's products have already possessed certain market competitive advantages in the regional market that suits its own positioning. In order to be able to gain information

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? Quickly and effectively expand the market share of our products and achieve long-term development. In 20xx, we will take the company's development strategy as the core, from product brand image, product positioning, market network construction, marketing, etc. Systematically plan brand promotion strategies in four aspects.

? 1. Brand image

? In order to create a Shenzhen local traditional brand image that is known to everyone as a 20-year Shenzhen brand, it is recommended that all series of products of our company use this brand uniformly . Different types of product series adopt different packaging strategies. (Except for special markets) Strengthen the 20-year-old Shenzhen brand on all product packaging, highlight product features: freshness, deliciousness, and health; unify the company's store signboards and terminal display images to give consumers a unified vision of the brand chain Effect; formulate a unified advertising template, strictly review advertising, and resolutely eliminate errors and design products that do not meet the company's requirements from being sent to stores, and conduct relevant store inspections and maintenance of store promotional materials from time to time. In 20xx, the marketing department designer will Responsible for the management and maintenance of store image, conduct regular inspections of store image, and be fully responsible for the image of terminal stores (reviewed by the Marketing Department and reviewed by the General Manager Office).

? 2. Product positioning

? According to the current market situation, with the upgrading of products, the launch of new series of products and changes in sales areas, in order to improve the competitiveness with similar products Competitive advantage, expand market share, while ensuring profits, it is recommended to gradually adjust product prices, adopt medium and low price strategies, and increase product competitiveness; at the same time, further deepen the influence and competitiveness of Jiajiazhi brand, 20xx full-year plan Create Jiajiazhi brand products (leading products), enrich the types of competitive products, and make every effort to promote Jiajiazhi’s flagship products throughout the year (product promotions, store staff incentives, print publicity, and online promotion), and ultimately create a brand unique to Jiajiazhi Brand products to enhance brand and product competitiveness.

? Combined with the research results of product R&D, launch, and sales of competitors in the same industry, lead the company's product R&D and development direction, regularly launch new products, eliminate original products with poor sales, and ensure that everyone knows the products sales competitiveness. (For specific product research directions, please refer to the 20xx market research system)

? 3. Network construction

? Sales channels are the intangible assets of the enterprise. Years of market operations and the initial formation of the network, Network construction will continue to be the company's focus for future development, and efforts will be made to strengthen the construction of network channels, actively improve and update network channels, and make the sales network more stable. Further develop WeChat and Weibo promotion and publicity channels, enrich the content of online publicity activities, make online promotion more extensive and effective, and expand the scope of market competition. In response to the outsourcing work of Weibo and WeChat carried out in the second half of 20xx, the management and operation of the Weibo and WeChat platforms will continue to be outsourced in the first half of 20xx, and the publicity and promotion of these two platforms will be carried out relatively professionally.

? The operation of group buying channels in 20xx will also be a major focus of the marketing department. In view of the shrinkage of the group buying market in 20xx and the operation situation of group buying in 20xx, the group buying promotion in 20xx will insist on uninterrupted multiple orders (at least Three orders) Group buying online (to ensure sufficient group buying channels), do a good job in auditing the group buying reception services in stores, and insist on responding to and solving group buying comments in a timely manner. This can not only ensure the income of group buying, but also promote the well-known brands on the Internet. Good advance planning.

? In the last quarter of 20xx, Jiajiazhi Weibo and WeChat public platforms were managed outsourced, but the initial results were not ideal (main reasons: no solid fan base in the early stage; unsystematic network promotion positioning ; There was no good business communication with the outsourcing company in the early stage), the outsourcing management fee in xx was 12,000 yuan/quarter, and the outsourcing management fee in 20xx is expected to be 60,000-80,000 yuan.

? 4. Customer service reception

? Customer service is the link between the company and its customers. Maintain customer resources, prevent customer loss, and provide high-quality product follow-up services. It is necessary not only to actively promote the purpose, services, concepts and products of the company's brand management among customers, but also to absorb and coordinate customers' suggestions, needs, complaints, etc., so that both parties can achieve mutual benefit, coordinated development, and harmonious win-win in cooperation, ensuring The company's brand's unified and formal external services allow the company to develop through consumer guidance, which is a powerful mass consumption foundation for the company's brand to grow.

In 20xx, we will focus on developing the company's brand culture and standardizing the company's brand management. We must pay attention to consumers' suggestions and public awareness of the company's brand. Special customer service specialists will focus on recording consumers' opinions on the company's brand. Regarding business suggestions, needs, complaints, etc., the consumer complaints will be delivered to the relevant departments on the day of the complaint. The relevant departments will handle the relevant complaints within 12 hours, and the customer service specialists will reply to the consumers within 36 hours at the latest. Resolve consumer complaints.

? 5. Marketing

? The marketing work in mid-20xx was basically zero, mainly because the marketing department sought too few external cooperation opportunities and was less interested in

< p>? Conduct external visits and cooperation to understand. In the middle of 20xx, the marketing department will focus on arranging visits and understanding of the external market. In response to the lack of external market promotion cooperation in 20xx, the market manager of the marketing department in xx will arrange external research and external cooperation negotiations to be more focused, and strive to sign long-term promotion contracts. The cooperation is with one company per quarter (*** four companies, including brand promotion, business promotion, etc.).

? The 20xx marketing project work mainly focuses on new product release, channel recruitment, media communication, marketing activities, integrated marketing, and sales public relations. Among them, channel recruitment, media will be added on the basis of xx The four major sections of communication, integrated marketing, and sales public relations plan to promote the company as a traditional brand in Shenzhen, spread the brand connotation to a wider range, and expand the influence of Jiajiazhi brand; and help through channel recruitment, sales public relations and other means Stores seek more business partnerships to help improve store performance.

? Marketing expenses are estimated to be 80,000-150,000 yuan.

? 6. Work progress

? Regular node promotion activities are omitted here

? First quarter:

? 1. Confirmed This year’s advertising strategy (daily promotion of flagship products).

? 2. Develop an activity plan based on market conditions.

? 3. Do a good job in market information and customer file construction (market research).

? 4. Formulate marketing strategies and implementation directions.

? 5. Implementation of membership card/shopping card promotion plan.

? 6. Launch the market research system in xx (complete the macro market survey around the store and competitor business research around the store)

? Second quarter:

? 1. Plan and launch second quarter promotional activities and brand promotion.

2. Cooperate with the company to launch market activities.

?

? 3. Carry out in-site marketing work based on the market conditions of each branch.

? 4. Formulate the Mid-Autumn Festival marketing plan and prepare for the execution of related work.

? 5. Quarterly promotion activities for key products.

? 6. The second wave of market research in xx (a survey on the consumption behavior of general consumers in stores and a survey on the company’s product information).

? 7. Execute the brand media promotion plan according to the company's brand needs and implement it accordingly.

? Third quarter:

? 1. Creation of Mid-Autumn Festival store atmosphere and execution of Mid-Autumn Festival marketing activities.

? 2. Implementation of annual new birthday cake launch.

? 3. Implementation of summer store promotion activities.

? 4. Plan and carry out promotions for high-volume products during peak seasons.

? 5. Formulate and execute third quarter promotion activities in conjunction with the launch of key products.

? 6. The third wave of market research in xx (market dynamics survey and other topic surveys).

? 7. Shooting and production of company promotional videos.

? The fourth quarter:

? 1. Complete the execution of promotional activities at regular nodes.

? 2. Summarize and analyze the market research results of the year, and formulate the development strategy and direction of the company and marketing department in XX.

? 3. Formulate and implement membership promotion activities before the year.

? 4. Prepare a summary of the entire year's work and a work plan for the coming year.

? 7. Resource allocation

? 1. Funds for marketing activities need to be coordinated and arranged by the marketing department, and implemented after strict review by the general manager office.

? 2. Promotions, new product promotions, and market cooperation promotion activities in each branch must be reported to the operations director for approval and carried out in a unified and coordinated manner by the marketing department.

? 8. Market expense budget (omitted)

? Based on the original 20xx market expenses, the marketing department expenses for 2014 will increase the preparation expenses by approximately 72,000 yuan;

< p> ? Online promotion (Weibo and WeChat) outsourcing costs 60,000-80,000 yuan;

? Marketing promotion expenses are estimated to be 80,000-150,000 yuan;

? Market research project costs 1- 15,000 yuan;

? There is no major change in other project costs compared with 20xx.

? It is estimated that market expenses will increase by 222,000-317,000 yuan in 20xx.

? In view of the characteristics of the company’s market expenses in xx (no annual and monthly market expense budgets, too many temporary expenses and no control over the company), the market expenses sector in 2014 should be determined by the marketing department based on monthly According to the market sales situation, an application for monthly market fees will be submitted. After approval by the General Manager Office, the marketing department will be responsible for the overall control of monthly market fees. For example, when a store needs to apply for market activities, the marketing department will approve the application as appropriate based on the use of market fees and have certain control over store activities. Leading and restrictive, and responsible for and supervising the results of store activities.

? Sample work plan of the marketing department

? With the completion of xx shopping mall, the marketing department has always believed that the company's strategy is clear, the positioning is accurate, and the decision-making is Correct? With the development, we will timely adjust the business marketing model that is suitable for the current development of the Chinese market and quickly determine the most appropriate marketing concept. Job analysis, Wanda Shopping Plaza Marketing Department, mainly responsible for planning the strategic goals of the shopping mall, predicting the development trend of the market, shopping malls, and battlefields, making judgments on the needs of target customers, and making decisions on the strategies of competitors and potential competitors. out analysis. Including advertising, public relations activities, promotional activities, lectures and exhibitions, as well as the production of online materials, printed materials, and audio-visual materials. Normally, they do not contact a large number of scattered customers, but focus on a target customer group to do their work to stimulate their potential needs. Therefore, in the work planning for next year, the following work will be carried out.

? 1. Analysis of major competitors

? At this stage, the sales of major shopping malls in our city mainly rely on the production of various forms of activities to benefit consumption. to attract consumers, thereby achieving the purpose of guiding consumers to consume and increasing their own sales. For us, market analysis is a top priority. How to grasp market development trends, stand out among many merchants and activities, attract more consumers, create more value, and win by surprise is very critical. It is also the focus of our work in 20xx.

? Last year we focused on investigating business models across the country. We were deeply inspired by Dalian Wanda’s model. We also learned more through online information and telephone consultation that Wanda’s overall planning was not done by themselves. It is completely dependent on the exhibition company in Dalian. The overall planning is based on the 4T business marketing model and consists of four elements: leisure, experience, interaction, and entertainment. It directly attacks the Achilles' heel of online shopping. They incorporate various exhibitions, tourism, culture, education, etc. into the planning plan to form mutual intersections and resources* In terms of marketing planning, **Xiang Shopping Plaza has gradually transformed into a commercial complex with service as the axis; it has greatly compressed the original investment in beauty and adopted a leasing model. Their planning plans are deeply inspiring and worthy of our study and reference.

? At this point, our marketing department has begun to study and implement the "Business 4T Marketing Theory". We have reorganized our original supplier system and introduced several suppliers from Dalian who specialize in exhibition equipment and exhibit rentals. In this way, we will greatly save investment in commercial presentation in 20xx. We also keep an eye on the development trends of Dalian Wanda and make immediate adjustments. The growth of shopping malls cannot be separated from the continuous material support of new and old customers.

Continuously turning potential customers into customers, and turning customers into old customers and loyal customers will also be the only way for the development of shopping malls. Therefore, developing members, promoting membership cards, and continuously promoting customers to become a part of the Shenyang Joy City family through relevant activities should be one of the strategic plans for 20xx, and membership cards will also be included in various activities in the next year. Embodied and applied concretely.

? 2. Advertising and Public Relations

? Our purpose of advertising is to first establish a good and solid corporate image in the minds of consumers and improve reputation and recognition; The second is to use advertising media to effectively transmit business information and improve effectiveness. The combination of the two is a relatively complete advertising campaign.

? For a long time, our advertising media has mainly used TV subtitle advertising as the mainstream media. From the perspective of effectiveness, it does have a certain effect. However, as a mainstream media, it lacks the ability to establish an image in In the minds of citizens, as for modern advertising and marketing, advertising media such as TV subtitles and text messages only play the role of releasing information, and do not fully play the role of "advertising image promotion". In 20xx, the first task is to conduct in-depth analysis of various advertising companies and advertising media collected in the past, determine the mainstream media that is really suitable for our company as a publicity platform, and formulate a long-term publicity strategy based on the characteristics of the media to make it effective Serve us for the purpose of true advertising. Secondly, while relying on mainstream media for image promotion, we should try our best to increase social influence through various methods, such as creating news highlights, developing large-scale cultural theme tours and other public welfare activities, etc., to enhance the shopping mall's reputation through public opinion. status and recognition among citizens.

? Key work planning

? 1. Do a good job in the company's external image promotion work, that is, the selection of the company's mainstream advertising media. Information, and conduct in-depth analysis based on the company's actual situation, to ensure that the advertising media selection plan is finalized and implemented before March 20xx, and to speed up the pace of corporate external image promotion;

? 2. In order to better enhance business In order to improve the city's visibility, reputation and social influence, in the new year we will explore and try to use public opinion propaganda, and promote word-of-mouth effects through low-cost publicity forms such as news reports;

? 3. Arrange well Approval and review of all relevant procedures for the company's external advertising releases to ensure the reliability and legality of advertising releases;

? 4. Promote the shopping mall's new round of large-scale advertising in 20xx on the Internet Cultural tour activities.

? 3. Image of the sales area of ??the shopping mall

? Taken together, the image of the sales area of ??the shopping mall generally includes display windows, internal atmosphere layout, product display, etc. Among them, as an individual, the image of the display window is immature in terms of design and matching. The display window is equivalent to the facade of the shopping mall, which plays a big role in attracting consumers. In the new year, in the display window In this aspect, we will work hard to study and combine practical training and exploration to make up for our weaknesses.

In the new year, the entire interior layout of the shopping mall is centered around the annual cultural theme, creating value space for consumers beyond commodities and real feelings worth experiencing. Actively plan and organize various cultural exhibitions and various theme activities with public welfare colors, emphasizing emotional communication with consumers and gaining recognition before consumption decisions. All the original flowers at the DP point were cancelled, and 20 interesting sculptures purchased from Dalian were distributed overall to improve the overall artistic atmosphere and grade of the shopping mall. All departments actively communicate and cooperate, including shelf placement, product placement, etc., learn as much as possible from various channels and implement it to the shopping guide.

? Key work planning

? 1. In order to make up for the shortcomings in the window display, for each change of window content, the design style and design of the window must be completed half a month in advance. Implement all aspects of materials to ensure the normal appearance of the windows;

2. Develop ideas, based on humanization and warmth, and combine culture with all aspects of the atmosphere design of the shopping mall, such as Elevators, ceilings, signs, etc., to improve the shopping environment of shopping malls;

? 3. Cooperate with shopping mall activities to do various design work related to the atmosphere of shopping mall activities to ensure the store atmosphere of shopping mall activities.