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Interpretation Of The 4 Steps And Adjustment Direction Of Doubling Of Marketing Performance

2014/1/5 20:04:00 41

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Marketing Performance Marketing Strategy Direction Of Adjustment

most of the marketing management of Chinese enterprises is not mature enough. As long as the < a href= "http://www.91se91.com/news/index_s.asp" > PDCA < /a > is applied to marketing management, through continuous optimization of the various points of the management process, finally, these independent and belonging to a whole point, complete the process of qualitative change, quantitative change and qualitative change, so that management can be further upgraded, so as to achieve competitive advantage.

Success is the result of a pattern and the result of a thought. Therefore, as long as we constantly use the PDCA method, we will find a new and more suitable mode even when the business environment changes dramatically.

The process and application of

P > first step: Plan (Plan) /p >

The importance of strict planning has never been questioned. However, during the actual operation, many people think that the standard marketing plan template is just going through the motions, completing the tasks assigned by the boss, or considering the eight strands of pedantry written in the form of P, which is actually done, not 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 can not be completed. It is often difficult to maintain the trust between the management and < a href= "http://www.91se91.com/news/index_c.asp" > financial control > /a >.

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.

second steps: execution (Do) /p >

after the plan is formulated, it is the implementation of the eight steps of the sales process, the route visit, face-to-face communication, vivid display, and the sale negotiation of chain supermarkets.

even marketing company, marketing management is not independent of the normal operation of enterprises, it often requires financial, procurement, production, management and other aspects of the coordination, and marketing organization content, there are sales department, marketing department, the coordination between the sales team weaving.

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.

third steps: check (Check) /p >

inspection during the marketing process includes inspection by superiors on the execution of subordinates, supervision by functional departments of 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.

fourth steps: Processing (Action) /p >

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

in the marketing process, compared with the sales department, 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%.

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< --EndFragment-- > strong > adjustment and direction /p >

strong > direction 1: management maintenance (continuous)

there are many enterprises. When they take inventory at the end of the year, they always feel that the "a href=" http://www.91se91.com/news/index_s.asp "marketing management /a" is not satisfactory because of the lack of a better method. Therefore, they often think about how to make changes or adopt new means in the next year's operation. In the coming year, these new means are not good enough or frustrated 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 on the basis of the 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 qqa, 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. The FMCG industry did a lot of business, and the company also used it 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.

strong > direction three: management change (radical) /p >

when the development of the enterprise has been stagnant for a long time or if it wants to break the limitation of the growth mode of the industry, it is necessary to manage the pformation.

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 P, 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 constantly use the magic of PDCA, you will believe that this is by no means a miracle.