Marketing Plan Format

A good one.

First, the principles of the compilation of marketing plans.

In order to improve the accuracy and scientificity of planning writing, we should first grasp several main principles of its compilation.

1) logical thinking principles.

The purpose of the plan is to solve the problems in the marketing of enterprises, and compile the planning books according to the logical thinking.

The first is to set the situation, explain the background of the planning, analyze the current situation of the product market, and make a clear account of the purpose of the planning center; secondly, elaborate the specific planning content; and three, make clear the countermeasures to solve the problem.

Two) simple and simple principle.

We should pay attention to the key points, grasp the core problems that need to be solved in the enterprise marketing, analyze deeply, and put forward the corresponding countermeasures for the feasibility, with pertinence and practical guiding significance.

Three) operational principles.

The planning book is intended to guide marketing activities, and its guidance involves the work of everyone in marketing activities and the handling of links.

Therefore, its operability is very important.

The idea of inoperable solutions is no good at all.

It is not easy to operate, but it will cost a lot of people, money and goods.

Four) innovative principles.

The "idea" (creativity) required for planning is new, content is new, and the way of expression is new. It gives people a brand-new feeling.

Originality is the core of planning books.

Two, the basic content of marketing planning book.

According to the reason, there is no fixed format for planning books. According to different requirements of products or marketing activities, there are also changes in the content and format of planning.

However, from the general rule of marketing planning activities, some elements are common.

Therefore, we can discuss some basic contents and format of marketing plan.

Cover * the cover of the planning book can provide the following information: (1) the name of the planning book; second, the client being planned; (3) the name of the planning institution or the planner; 4. The completion date of the plan and the time when the plan is applied.

Because marketing planning has a certain timeliness, the market situation is different in different time periods, and the marketing execution effect is also different.

The main body of the planning book includes:

1) the purpose of planning.

It is necessary to set a clear view on the objectives and tenet of marketing planning as a motive force to carry out this plan or to emphasize the meaning of its execution, so as to require the whole staff to unify their thoughts, coordinate actions and make joint efforts to ensure that the planning is completed in a high quality.

There are many problems in the marketing of enterprises, but generally speaking, there are six aspects:

* at the beginning of the opening of the business, there is no systematic marketing strategy, so we need to plan a marketing plan according to the market characteristics.

* enterprise development and expansion, the original marketing plan has not adapted to the new situation, and therefore needs to redesign the new marketing plan.

* enterprises need to adjust their marketing strategies accordingly.

* the enterprise's original marketing plan is seriously wrong and can no longer be used as an enterprise's marketing plan.

* the market has changed, and the original distribution scheme has not adapted to the changed market.

* under the overall marketing plan, enterprises need to design new phased plans according to market characteristics and market changes at different time intervals.

For example, in the case of the the Great Wall computer marketing plan, the purpose of the proposal is very specific.

First of all, it emphasizes that "9000B's marketing is not only a marketing of a common product", then explains the importance of 9000B marketing success or failure to the long-term and short-term interests of the company on the the Great Wall series. It requires the leaders at all levels and departments at all levels to reach a consensus and accomplish a good task. This part makes the goal of the whole plan very clear and prominent.

Two) analyze the current marketing environment.

We should have a clear understanding of the market situation, competition situation and macro environment of similar products.

It provides the basis for the corresponding marketing strategy and the correct marketing methods.

"Knowing one's own knowledge and one's own ability can fight a hundred battles", so this part needs a better understanding of the market by the planners.

1, current market situation and market prospect analysis:

(1) market, real market and potential market of products.

(2) market growth, and the product is in the stage of the market life cycle.

For different stages of the market, how does the marketing focus of the product company affect the product market?

(3) the acceptability of consumers, which requires the planners to analyze the prospects of product market with the information they have already possessed.

Such as the mouthwash of a brand in Taiwan, the planner of "de Nai" marketing and advertising planning, analyzes the market risk of downer, and the product market is quite brilliant.

For example, in the analysis of product market growth,

(1) with the good performance of "Listerine" of similar products, it is clear that the risk of "Virtue" entering the market is small.

2. Another similar product, "quick and clean" listing, is generally accepted as "Listerine" defective.

Mouthwash is used by family members, and the market is large.

(4) the improvement of living standard and the increase of middle and upper class indicate that the market will grow in the future.

2, analyze the influencing factors of product market.

It mainly analyzes the uncontrollable factors that affect products: for example, macro environment, political environment, residents' economic conditions, such as the level of consumer income, the change of consumption structure, consumption psychology, and so on, and it also needs to consider the influence of the direction of Technological Development on the marketing planning of products that are greatly influenced by the development of science and technology, such as computers and household appliances.

Three), market opportunities and problem analysis.

The marketing plan is the grasp of market opportunities and the use of strategies. Therefore, the analysis of market opportunities has become the key to marketing planning.

Only by identifying the market opportunities, the plan was half successful.

1, analyze the current marketing status of products.

The specific problems in general marketing are manifested in many aspects:

* business reputation is not high, poor image affects product sales.

* the quality of products is not up to standard, the function is not complete, and consumers are left out in the cold.

* product packaging is too poor to interest consumers.

* improper product price positioning.

* sales channels are not smooth, or channel selection is wrong, resulting in blocked sales.

* sales promotion is not a good thing. Consumers do not understand the products.

* poor service quality makes consumers unhappy.

* the lack of after-sales guarantee and the worry of consumers after purchase can be a problem in marketing.

2, analyze the advantages and disadvantages of product characteristics.

We should overcome weaknesses in the problems, seek opportunities from strengths and tap their market potential.

We should analyze the characteristics of each target market or consumer group, carry out market segmentation, satisfy different consumption needs as much as possible, seize the main consumer groups as the focal point of marketing, find out the difference from competitors, and grasp the opportunity to make good use of market opportunities.

Four), marketing objectives.

The marketing goal is to achieve the specific goal of the company on the basis of the preceding objectives and tasks. That is to say, during the execution of the marketing plan, the target of economic efficiency is: the total sales volume is x * 10 million, the gross profit is estimated to be 10 million yuan, and the market share is realized by * *.

Five), marketing strategy (specific marketing plan)

1, marketing objective:

General enterprises can pay attention to these aspects.

* developing the market smoothly with strong advertising campaigns, positioning products accurately, highlighting product characteristics, and adopting differentiated marketing strategies.

* focus on product marketing as the main consumer group.

* establish a wide range of sales channels and expand sales areas.

2, product strategy: through the analysis of product market opportunities and problems in front, put forward reasonable product strategy suggestions, form effective 4P combination, achieve the best effect.

1) product positioning.

The key to product market positioning is to find a vacancy in the mind of customers, so as to enable the product to start the market quickly.

2) product quality and function plan.

Product quality is the market life of products.

Enterprises should have a perfect quality assurance system for products.

3) product brand.

We must have a strong sense of brand creation if we want to form a certain reputation and reputation and set up a well-known brand in the eyes of consumers.

4) product packaging.

Packaging as a product's first impression to consumers requires packaging strategies that cater to the satisfaction of consumers.

5) product service.

In planning, we should pay attention to the improvement of product service mode and service quality.

3, price strategy.

Only a few general principles are emphasized here.

* enlarge the wholesale price difference to mobilize the enthusiasm of wholesalers and middlemen.

* give an appropriate quantity discount and encourage more purchases.

* based on cost and price of similar products.

Make product price more competitive.

If an enterprise takes advantage of product price as marketing advantage, it should pay more attention to the formulation of pricing strategy.

4, sales channels.

What are the current sales channel status of the product and how to plan for the expansion of the sales channel? Take some effective policies to encourage the sales enthusiasm of the middlemen or agents or formulate appropriate incentive policies.

5, advertising.

1) principle:

1. Obey the overall marketing strategy of the company, set up the product image, and pay attention to setting up the company image.

(2) long term: advertising should not be changed and become versatile. Consumers will not know goods, but they will feel strange to old customers. Therefore, a consistent advertising campaign should be launched in a certain period of time.

Popularization: choose advertising media and diversity, while focusing on good publicity.

Fourth, untimely coordination of promotional activities, grasp the right time, timely and flexible, such as major holidays, the company has commemorative activities.

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

(1) launching product image advertisements at the early stage of the planning period.

2. Timely advertising agents should be launched after sale.

Promotion advertisements before holidays and major events.

Fourth, seize the opportunity to engage in public relations activities and contact consumers.

5. Actively using the media to create news events to enhance the visibility of enterprises.

6. Specific action plan.

According to the characteristics of each period in the planning period, specific action plans are launched.

The action plan should be meticulous, meticulous, operational and flexible.

We should also consider the cost and expenditure, and do everything according to our principle, and try to achieve good results at a lower cost.

In particular, we should pay attention to seasonal products and focus on marketing in the busy season, and seize the advantage of marketing in the busy season.

Six) plan the cost budget.

This part records the cost input in the whole marketing process, including the total cost, the stage cost and the project cost in the marketing process, and its principle is to get the best result with less investment.

The cost budget method is no longer detailed here, and enterprises can make specific analysis and formulation based on experience.

Seven) plan adjustment.

This part is a supplementary part of the plan.

In the implementation of the plan, there may be some problems that are not compatible with the actual situation. Therefore, the plan must be adjusted in time according to the feedback from the market.

The compilation of marketing planning books is generally composed of the above contents.

If the product is different, the marketing objectives are different, and the contents that are focused on can be chosen in detail.