Marketing planning scheme

In order to ensure that things or work are carried out in an orderly and effective manner, it is often necessary to make plans in advance according to specific conditions. The contents of the plan are mostly the work of superiors and subordinates or involving a large area, and are generally distributed in the form of "file headers". How to make a plan? The following are four marketing plans I collected for you, which are for reference only and I hope they will help you.

Marketing planning scheme 1 1. purpose of the activity: explain the current market situation and the purpose of the activity. What is the current market situation? What is the purpose of this activity? Is it to crack down on competitors? Or enhance brand awareness and reputation? Only when the purpose is clear can the activity be targeted.

Second, the target audience: is the activity aimed at everyone in the target market or a specific group? Who is the main target of the promotion? Who is the secondary target of promotion? Whether these choices are correct or not will directly affect the final effect of promotion.

Third, the theme of the event: this part mainly solves two problems: 1, and determines the theme of the event 2, the theme of the packaging event.

Fourth, the way of activity: This part mainly expounds the specific way of activity. There are two key issues to consider: 1. Determine the partner: pull the government as the backing, or hang the media's "sheep head" to sell their own "dog meat"? Does the manufacturer act alone or jointly with the distributor? Or is it jointly promoted with other manufacturers? Cooperation with the government or the media will help to build momentum; Combine with dealers or other manufacturers to integrate resources and reduce costs and risks. 2. Determine the degree of stimulation: In order to make the promotion successful, it is necessary to make the activity stimulating and stimulate the participation of the target object. The higher the degree of stimulation, the greater the reaction to promote sales. But this stimulus also has marginal effects. Therefore, it is necessary to analyze and summarize the promotion practice, and determine the appropriate degree of stimulation and the corresponding cost input in combination with the objective market environment.

5. Time and place of activities (sometimes this will be placed after the second point): promotion activities.

Choosing the right time and place will get twice the result with half the effort, and choosing the wrong place will be thankless. Try to let consumers have free time to participate, and make the location convenient for consumers, and communicate with urban management, industry and commerce departments in advance. Not only is the timing and place of the promotion important, but how long it lasts and the best effect is also important. The duration is too short, and repeated purchases cannot be realized within this time, and many benefits that should be obtained cannot be realized; If it lasts too long, it will cause high cost, the market will not be hot, and the value of customers will be reduced.

6. Advertising cooperation mode: A successful promotion needs all-round advertising cooperation. What kind of advertising creativity and expression do you choose? What kind of media hype do you choose? These all mean different audience arrival rates and cost inputs.

Seven. Pre-preparation: Pre-preparation is divided into three parts, 1, personnel arrangement 2 and material preparation.

3. In terms of personnel arrangement, the experimental scheme should be "everyone has something to do, everyone is in charge", with no blank and no intersection. Who is responsible for communication with the government and the media? Who is in charge of copywriting? Who is in charge of site management? Who is responsible for distributing gifts? Who is responsible for customer complaints? Every link should be considered clearly, or you will be in trouble if you get cold feet and lose sight of one thing. In terms of material preparation, everything from vehicles to screws should be listed, and then counted according to the list to ensure foolproof, otherwise there will be a hectic scene. More importantly, because the activity plan is determined on the basis of experience, it is necessary to carry out necessary experiments to judge whether the selection of promotion tools is correct, whether the degree of stimulation is appropriate and whether the existing channels are ideal. The test method can be to ask consumers, fill out questionnaires or try in specific areas.

Circuit diagram, etc.

Eight, medium-term operation: medium-term operation is mainly activity discipline and field control. Discipline is the guarantee of combat effectiveness and the prerequisite for the perfect implementation of the plan. In the plan, all aspects of participants' discipline should be specified in detail. On-site control is mainly to arrange all links clearly and make them busy and orderly. At the same time, in the process of implementing the plan, we should adjust the scope, intensity, quantity and focus of promotion in time to keep the promotion plan controllable.

Nine, the late continuation of the late continuation is mainly a matter of media propaganda. In what way and through what media will the incident be followed up? Melatonin is a master in this field, even if it is a less successful promotion, it will be on fire in the media with unprecedented pomp.

X. cost budget: without benefits, there is no meaning of existence. The cost input and output of promotional activities should be budgeted. At that time, the "Sunshine Action Plan B" of Aiduo VCD ended in failure because there was no budget for the cost. It was not until afterwards that it was discovered that the planning company had no financial support at all. A good idea is not enough for a good promotion.

XI。 Accident prevention: Every activity may have some accidents. For example, the intervention of government departments, consumer complaints, and even the sudden change of weather have made it impossible to continue outdoor promotion activities. Necessary human, material and financial preparations must be made for all possible accidents.

12. effect prediction: predict what effect this activity will achieve, so as to compare it with the actual situation after the activity, and summarize the success or failure from the aspects of stimulation degree, promotion opportunity and promotion media.

Marketing plan Part II Project background introduction:

There are two computer cities in Lhasa, but both are relatively small. During the newly established period of "Lhasa Computer Mall", it is necessary to make the computer store quickly famous among Lhasa residents and stand out among the three major computer cities. The customers of Computer City are mainly young and middle-aged, and the main consumers are the demand for digital products such as computers, MP3, MP4 and digital products, among which the most important consumers are students at school. Their demand for digital products and digital products has accounted for more than 60% of the market, and they have a strong desire to buy.

Based on the above factors, the customer group of "Lhasa Computer Mall" is targeted at young and middle-aged people who want to buy, and the activity planning tends to be mainly young and middle-aged, with a strong sense of fashion and modernity;

First, the opening promotion activities:

Through this opening activity, it quickly ignited the war of "Lhasa Computer Mall" in the Lhasa computer market, challenged the other two computer cities, demonstrated its own strength, seized the Lhasa market, formed popularity in the hearts of Lhasa citizens, and established the image of "Lhasa Computer Mall" in the eyes of citizens.

(1) Opening hours: 20xx65438+1October1-20xx65438+1October 7;

65438+ 10/National Day, that is, the first day of the holiday, it is easy to get considerable data on the passenger flow and attention of the computer city;

(2) Preparatory stage for business opening:

(1) Distribute leaflets: distribute leaflets to the target population in the main commercial streets of Lhasa, mainly aiming at the contents of the day of the event;

(2) Print media launch: three days before the event, publish 1/2 or full-page colorful advertisements in mainstream newspapers in Lhasa, and at the same time cooperate with the previous soft-text publicity;

(3) Radio advertisement: Focus on improving the popularity of "Lhasa Computer Mall" in the hearts of urban citizens, and consider arranging broadcasting in the internal broadcasts of major campuses, which is more targeted;

(4) Posting billboards along the line: On both sides of the road along the computer city, we can consider using light box advertisements and large billboards in bus shelters to attract people.

(3) The specific contents of the opening promotion activities:

Courtesy of entering the store: During the opening period, customers entering the store will give small gifts (mouse pad, desk calendar, etc.). ), customers whose birthdays are 65438+1 October1give big gift packages (CD, mouse, USB flash drive, etc.). );

② Free major maintenance: During the opening period, Lhasa Computer Mall will provide customers with large-scale service activities such as machine maintenance and software troubleshooting free of charge (except hardware failure);

3. Installation discount: customers who install equipment within one month during the opening period can enjoy the lowest price in the city, and provide three-year hardware warranty and one-year free software maintenance value-added services;

④ Birthday Gift Package: On the opening day, customers born on June 65438+1 October1may enjoy preferential treatment, home delivery service or reimbursement of one-way tolls.

(4) Open Day activities:

(1) 7: 00-8: 50: 00: 00: 00: 00: 00: 00: 00: 00: 00: 00: 00: 00: 00: 00: 00: 00: 00: 00: 00: 00: 00: 00: 00: 00: 00: 00: 00: 00: 00: Audio, power supply, microphone and small balloon are in place, and the host and other meeting personnel make preparations;

② 8: 50-9: 00: 00: Guests arrive, sign and distribute gifts, and the staff guides the guests to the stage;

At 9: 20, the host introduced the guests and announced the opening of Lhasa Computer Mall.

4 9: 30-9: 45 guest congratulations;

⑤9:45-9:55 Speech by the General Manager of Lhasa Computer Mall;

At 6.9: 55, the host announced the opening ceremony; Guest tailor, miss stage manners;

⑦10: 00 ——10:10 shearing begins, scissors fall, firecrackers sound, colorful bullets are released, balloons are released, music starts, and the dance begins;

⑧10: 30 —— The staff shows the guests around the computer mall, and the outdoor stage performance begins.

Second, regularly promote:

The periodic promotional activities in the late opening period are time-sensitive, and different activities can be launched in different periods to expand the visibility and reputation of Lhasa Computer Mall in the region. By organizing all kinds of fresh activities that young people like, we can gather popularity and finally promote sales.

Activities, fresh, easy to be accepted and liked by young people, interactive, attractive and persistent.

Description of specific activities:

(1) Free service

During the activity, provide customers with free computer software and hardware fault maintenance, free cleaning, anti-virus, software upgrade and other related services, consult related issues, and improve the after-sales guarantee of shopping malls;

(2) Lottery gifts

During the activity, customers who have bought a certain amount in the computer mall can get a lottery ticket with the shopping invoice, draw at the designated place, and give away anti-virus software, mouse, USB flash drive and other prizes;

(3) 9.9 yuan sale

At the entrance of the computer mall, various brands of mice, USB flash drives, software and other small commodities are displayed for sale, selling 50-80 pieces at a time for 60 -90 minutes;

(D) Game confrontation

Invite young customers to play some live games regularly (such as CS, Warcraft, Raytheon and other stand-alone or online games), and the winner or winning team will receive prizes. The activity is decided by the game master, and answers the questions and consultations of the coming game lovers, and makes good publicity and arrangements for the activity.

(5) Holiday opportunities

In view of the opportunity of the festival, the activities are divided into several stages, which are arranged appropriately to form a momentum period, a climax period and a continuation period. In the early stage, small-scale, easy-to-operate and continuous activities were the main activities to promote the activities; The key period adopts fresh and distinctive activities, and the later period continues simple and sustainable activities, which is a perfect curtain call.

Third, customer return visit activities:

The customer return visit activities of the computer mall are mainly aimed at consumer customers. After customers buy goods in shopping malls, they will strengthen the second purchase desire of mature customers and establish new customers by holding preferential activities from time to time or aiming at the total return of customers.

By holding large-scale activities, the popularity of the computer city will be enhanced, the perfect image of the computer city will be reshaped, and the fashion value and modernity of the computer city will be spread.

Description of specific activities:

(1) Lhasa Digital Competition

With major universities as the main participants, including social organizations as the supplement, DV, FLASH and web design selection will be carried out, and awards will be provided by the computer mall to improve visibility and reputation and expand the customer base;

(2) Sponsoring activities

You can choose to participate in the activities of college students in all cities, such as college basketball league activities, which can appear in the form of titles, such as the "Computer Mall Cup" college basketball league. Through the activities, the contact between the computer city and college students has been brought closer, and it has truly integrated into the students.

Chapter 3: Marketing Plan According to the investigation of nightclubs in Jiyuan and the communication with employees in this industry, we know that most nightclubs in Jiyuan are in a helpless and helpless situation, and there is no plan to implement. The reason is that a good marketing plan is not implemented enough. The analysis can be divided into the following points:

1. The interests of investors in nightclubs are not accurately divided, so it is impossible to accurately distribute profits, and they are more eager to maximize profits.

2. The investors in nightclubs don't pay enough attention to the management and marketing plan and carry it out, but they pay more attention to public relations. Public relations is an indispensable part of business, but it is not the key. How to attract customers' consumption, how to stabilize customers and how to realize a locked consumption concept are the focus of my work now.

3. For various reasons, investors in nightclubs attack each other, resist each other and do some vicious competition at the bottom, which will lead to today's market.

From its establishment at 8 o'clock tonight to 20xx, the business has been in a stable situation, and it can be invincible within three years, relying on the marketing planning and excellent management ability of managers. However, in recent years, there has been a significant decline. The reason is that the whole nightclub market is a dime a dozen. If we want to be stable and keep rising, we must have better management talents, marketing programs and public relations services. High-quality marketing programs and public relations services will attract more customers, more customers will bring more profits, and more profits will attract more people. Only in this way can the virtuous circle of marketing be stabilized normally. However, the success or failure of a good scheme depends on the tough execution of managers and their grasp of details.

The specific marketing plan is as follows:

1, charge 1000 yuan, send 1000 yuan.

2. Employees of the company, regardless of their level, can get a commission of 100 yuan as long as they swipe their cards.

3. The renewal card is the same as above.

4. Bonuses range from 100-500 yuan as long as the drinks designated by the company are promoted.

5, all aspects of media advertising, publicity to keep up.

6. Keep up with the audience's entertainment atmosphere and environment.

7. Keep up with the marketing training of card charging.

8. Keep up with the training of punching consumption patterns.

9. Keep up with the quality training of operation department and public relations department.

10, keep up with the training of all employees in the company.

The best marketing is to strengthen and improve the internal quality, win customer satisfaction with quality, pay attention to the grassroots, serve employees and improve their comprehensive quality. The reason is that they are service in the eyes of consumers and corporate image in the eyes of customers and marketers.

Marketing Planning Chapter IV Activity Theme: Today, Mom and Dad accompanied me on June 1st.

Activity content: parent-child interaction (experience childhood fun together)

Activity slogan: My festival, mom and dad come together.

Activity time: 9: 00 am-11:30 on June 20xx.

Venue: Huguang Mountain House Pastoral Farm Cultural Square

Complete a small game with parents and children. Parents in most families are busy with work now, and they may care less about their children than in the future. Through this small activity, children and parents can be more closely United and increase their feelings. At the same time, it is also a good memory shared by parents and children.

Parent-child interactive game:

(1) unite and move forward

Taking the family as a unit (leggings running), the father or mother and the child tie one foot together with a rope and run a specified distance. The winning family in a round of 5-person family competition can get a farm entertainment pass package and give a nice little gift to the participating families.

(2) Kiss my baby

Children line up in a row, raise their hands, parents cover their eyes and identify children through hand contact. Finally, the winning families can get exquisite gifts or give coupons, and the participating families will get exquisite small gifts.

Send a small gift

Customers who participate in the activities will be given small gifts such as cartoon pens and toys (Happy and Big Big Wolf, a popular cartoon these days, is an animated character that children and even adults are very fond of and familiar with, so it is recommended to give all kinds of small toys shaped by characters in cartoons).

● Give a small cake.

Give the child a small cake according to the consumption situation.

The waiter in charge of giving gifts smiled, held out his hand and said the words of blessing: Happy holidays, children. May you grow up healthily and happily. These actions seem insignificant, but they represent the image and attitude of the whole villa, which makes consumers feel that we are serving with our heart and naturally get their affirmation.

(3) Happy vegetable garden

After the game, we arrived at the next stop and planted vegetables in the Happy Garden. Children and their parents have experienced the joy of being farmers and working together! We commemorate Children's Day in this special way!

Children who come to participate in vegetable planting activities can get a hydrogen balloon and a tiger puppet presented by the villa!

Take a photo as a souvenir:

In order to take photos of parents and children who participated in the activities, the villa printed and developed the photos to make a cultural wall, pasted them on the cultural wall, and prepared pens with different colors for children and parents to write down their wishes seriously as a small cultural attraction in the villa for tourists to visit and participate.

Example: Make the Children's Day Cultural Wall in the form of the above picture.

Background music: The square can play positive songs centered on children.

Reading lang, singing and laughing, only mom is good, dad is good and dad is bad.

Young Pioneers, Bunny Bunny, whenever I walk past the window of teacher Waipoqiao.

How happy we are! Give me a hug if you love me. Don't treat me like a sheep, three bears.

Activity decoration:

(1) Decorative balloons, plastic sunflowers

(2) Background music

(3) Posters (posted at the farm entrance and in the farm)

(4) 2 banners:

1. Warmly celebrate "June 1st" International Children's Day

2. National oceans. An idyllic farm with lakes and mountains. I work, I am happy.

(5) Rainbow Gate: Warmly celebrate Children's Day on June 1st.

Cost budget (cost should be actually accounted for):

1, decorative balloons, plastic sunflowers

2. Background music

3.2-3 banners

4. Children's toys

5. Cupcakes

6. Prizes (Farm Entertainment Pass Package)

Consumer groups: mainly schools and communities, carry out publicity and join groups.

Before the media release:

1, newspaper advertisement, put 1/6 page advertisement in Nanchang Evening News.

2. Online publicity, publishing event news on various websites.

Expected effect:

(1) activities have the characteristics of attracting children, thus driving parents to spend money on farms and improving their competitiveness in the same industry.

(2) Through the emotional appeal of this public welfare activity marketing, it will enter the consumer's thinking as soon as possible.

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