Key Steps Of Some Incremental Marketing Methods

　　 Process and Application

　　 Step one: Plan (Plan)

In the process of marketing management, there are five plans to do. plan The three year plan and one year plan will also be broken down into monthly plan, weekly plan and even daily plan. Various units of marketing organization also need to make various plans. There are new product launch plans, annual promotion plans and so on. Plans are everywhere.

No one has ever doubted the importance of the plan, but in the course of the actual operation, many people think that the standard marketing plan template is just a walk through, the task that is done by the boss, or the eight piece of pedantic writing - the performance is done, not the planned. Therefore, at the end of the year, when compared with the previous year's marketing plan, when the boss asks for a comparison of what has been achieved and which has not been realized, it will find the difference between the marketing plan and the reality is huge. And because the budget of the plan is not enough, the marketing task is unable to complete, and it is often constrained by management and financial control, and trust between each other is difficult to maintain. Moreover, it is precisely because marketing is too important that it can not be done solely by the marketing department. The correct way is to solidify the format of the "marketing plan". If anyone wants to change the format, he should put forward the reasons for the optimization so that he can change.

　　 The second step: Implementation (Do)

After the plan is made, that is implement There are eight steps in the sales process, the route visit, face-to-face communication, vivid display, and the sale negotiation of chain supermarkets.

Even marketing companies, marketing management is no longer independent of the normal operation of enterprises, it often requires financial, procurement, production, management and other aspects of cooperation, and marketing organization content, there are sales department, marketing department, the coordination between small sales organizations. So, how to cooperate, this is the process and system should be formed, so that this coordination effect can be solidified, and in the actual process, we can constantly optimize the efficiency through dealing with the problem, so as to enhance the efficiency of organization operation. The organization and coordination of enterprises, no matter how important they are when the business and market environment is calm, and when enterprises are having problems, they will find it hard to realize that enterprises have never been aware of "coordination" or even basically prepared. Enterprises have been running naked all the time.

　　 The third step: check (Check)

Inspection in the marketing process includes inspection by superiors on the execution of subordinates, supervision of functional departments by the company's supervision department, inspection of marketing expenses in channels, and interviews with concurrent visits.

To ensure the achievement of the plan, the effect of inspection is reflected in several aspects: first, is the plan implemented forcefully? The bankruptcy of many great plans is often due to the relaxation of inspection links and the laissez faire of execution. Management sage is right: employees are not what you do for them, but what you do to check what they do. Secondly, the necessity of inspection is to find out some parts of the plan that can be optimized, such as the changes in the execution environment caused by the new circumstances, the deviation of the possible directions, the emergence of new opportunities, the imbalance of resource allocation, and the emergence of new methods. We can even say that inspection is the second life of the plan.

　　 The fourth step: deal with (Action)

There are two ways to deal with problems. One is to correct irregularities and the other is to correct problems in the plan itself. These will eventually form feedback reports and eventually form new systems and implementation texts.

In the marketing process, comparing the sales department and the marketing department seems to be more critical in the application of PDCA. Because the function of the marketing department is to decide the marketing direction of the enterprise and the investment involving a lot of expenses, if there are any deviations in the details, there are many problems in the sales execution, and at the same time, it will cause more losses of money, time and manpower. Generally speaking, managers often pay close attention to the salaries and expenses of employees. However, from the financial statements, the expenses actually used on people account for only about 4% of the total expenses of enterprises, while the marketing expenses are 10% to 20%. A large number of facts show that the marketing cost spent in the marketing process will be 5% or even more wasteful. If PDCA's analysis is reviewed again and again, this waste will be reduced to less than 3%. {page_break}

　　 Adjustment and direction

　　 Direction 1: management maintenance (continuous)

There are many enterprises, when year-end year-round inventory, always feel that year. marketing management Because of the lack of a better way, we often think about how to make changes or adopt new means in the coming year. In the coming year, these new means are not good enough, or are disappointed or continue to find new ways, while the employees in the company are constantly changing, and gradually become Handan, but in the end they do not know how to go.

Marketing management, even in the most successful enterprises, is often achieved by solid basic skills. Therefore, enterprises should first reflect on whether the marketing management system established by their own enterprises is effectively and thoroughly implemented. GM, Johnson and P & G world-class companies do not believe salesmen make such a case, even because of the poor market environment or the limited purchasing power of consumers. They prefer to believe that this is related to the effective implementation of marketing plans. Therefore, the management and control methods they adopt to ensure performance are first-line surveys. First line surveys can be conducted in two ways: one is to make joint sales visits through supervisors and lower level executives; the other is to conduct on-site unannounced visits by executives.

　　 Direction two: Management Innovation (progressive)

Management innovation is the result of optimizing the current system based on the formation of an inherent marketing management system. This result has inherited and developed the original system, and it often brings a comfortable atmosphere of up and down, and is also advancing smoothly. Many of the company's market leaders will ask the members of the marketing department to make a variety of dazzling promotional schemes, because they are faced with a problem, if sales stop, sales will stop. If they continue to use previous schemes, they may think that the plan is out of date.

In the training conducted by Guangzhou famous road consultant to qqqa, we found that many promotional activities of qqa were carried out on the front of the outer packaging with the main color yellow stickers. Compared with the normal packaging, it also appeared striking and prominent. There were so many enterprises in the fast-moving consumer behavior industry, and the enterprises also used them for a long time. After our inspiration, the product leaders of qqa gradually realized that if the Yellow activity notices were directly printed on the original stickers, the stickers would be as obvious as the original stickers, and they would also save a lot of money and save the hours spent on the "sticky glue" action, all of which were saved under this small change.

　　 Direction three: management change (radical)

When the development of the enterprise is stagnant for a long time or if it wants to break through the limitation of the growth mode of the industry, it needs Management reform Here we go. Whether it is "the desire to practice magic skills, the determination to first take part in the palace" or the courage to break the wrist, all are the decisions made by the managers who are determined to change their fortunes. Management changes are usually achieved through revolutionary or external involvement, such as Gerstner airborne IBM, or initiated by new leaders who are very familiar with the deep situation of enterprises, such as Jack Welch in general power, or by the think tank's close guidance to enterprises, such as McKinsey's guidance to Master Kang.

Before July 1998, the marketing management mode of Kangshifu was a large dealer system. In the same industry, almost all competitors adopt the same marketing mode. However, according to Kangshifu, it is impossible to emphasize the tight encirclement according to this mode. In 1998, Kangshifu decided to invite an internationally renowned consulting firm, McKinsey, to help itself. McKinsey consulting company, based on the understanding of the Chinese market, combined with the status quo of Kangshifu, provided a solution called "road intensive farming". This scheme has made the Master Kong flower blossom everywhere and has developed a large number of small regional distributors. This mode helps Kangshifu to defeat one of its strong enemies in the Chinese market. Even if the industry is losing money, the master can maintain the growth of two digit sales volume and profits. It is a miracle of management. If you can use it constantly, PDCA You will believe that this is no miracle.