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Five Standard Services Provided By Marketing Planning Agencies

2014/3/5 15:39:00 15

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enterprise needs are different, < a href= "http://www.91se91.com/news/index_c.asp" > marketing < /a > planning agencies will provide different marketing planning services for different enterprises, which is why marketing planning agencies can not become customized consulting service institutions.

Ren Lijun, chief expert of Beijing Li Jun century marketing planning organization, participated in the "China brand development forum". Entrepreneurs raised their hands to ask: what kind of consulting and planning services can marketing planning agencies provide for enterprises? In this regard, Ren made detailed answers, and summed up the five major standard service systems.

standard service 1: marketing strategy

the lack of marketing strategy is the core issue of marketing for most Chinese enterprises.

we have met many enterprises to make their vision or marketing objectives as marketing strategies, including many large and medium-sized enterprises, and even enterprises like COFCO, Wahaha and Mengniu. There are different degrees of unclear marketing strategy. Enterprises basically rely on the marketing inertia formed by inherent channels, and there is no subjective or mandatory marketing strategy to support them. Obviously, this will bring great risks to the future marketing of enterprises.

Therefore, when we make marketing proposals for these enterprises, we will give lectures on marketing strategy knowledge for these enterprises.

the issue of marketing strategy has been elaborated by other authors.

But it is important to emphasize the importance of marketing strategy to enterprise's marketing. Once an enterprise lacks clear, accurate and scientific marketing strategy, the enterprise may lose its way.

in the process of marketing strategy service, marketing planning organizations usually help enterprises to clarify several things: first, STP strategy, that is, the market segmentation, target market and market positioning faced by enterprises. This is something that enterprises must clarify. It is not dependent on the leaders' words in two words. The four is about the strategy of 4P, that is, how to make a combination of four aspects, such as products, prices, channels and promotion, so as to achieve marketing objectives.

The misunderstanding of marketing strategy is that enterprises often take some unsentimental perceptual judgment as an integral part of marketing strategy.

Until now, most enterprises still lack a scientific attitude towards marketing. Zong Qinghou, chairman of Wahaha, once said that he always makes decisions according to his own feelings when he makes business decisions. Fortunately, the boss himself has a very keen sense of business.

standard service two: brand strategy

the planning service of the brand strategy is the most important part of the service provided by the marketing planning company. The reason is that the enterprise basically has no brand awareness or a biased brand awareness.

For example, some enterprises regard trademarks as brands and regard brand elements as brand names. Some enterprises regard brand SLOGAN as brand and so on, but ignore the construction of brand equity completely, and do not build up a complete brand equity model, let alone a systematic brand marketing system. The brand has little effect on the marketing of the whole company.

therefore, when marketing planning agencies provide services for enterprises, we must pay attention to the mutual promotion between brands and sales.

Beijing Li Jun century marketing planning agency chief expert Ren Lijun pointed out that the brand and sales are similar to the two leg of enterprise marketing, an ambitious enterprise, lack of any leg can not participate in the market competition.

In order to ensure that these two legs can play a role in promoting the marketing, the marketing planning agencies should fully consider the relationship between brand and landing execution in the process of building brand equity for enterprises, and not make the brand into a beautiful castle in the air.

in short, brand is an important part of the marketing system. It is one of the important activities in the whole marketing process. The best brand assets must be built on the basis of strong marketing execution power. Through strong marketing execution, the brand assets will become stronger. In turn, strong brand assets can effectively influence customers.

standard service three: Marketing Management

a lot of enterprises are in the process of marketing negotiations with a href= "http://www.91se91.com" > Planning < /a >. The eyes only focus on the marketing strategy system, but ignore the construction of marketing management system. Obviously, there is no effective marketing management, and no good marketing strategy can be truly implemented.

in the specific marketing practice, many enterprises often neglect the matters of marketing management. They often sum up the unfavorable factors of marketing as factors such as improper marketing strategy, insufficient marketing communication and so on, but rarely find out the cause from the aspect of marketing management.

Especially in recent years, a large number of marketing planning companies have emerged. Many companies have focused their attention on marketing strategies. They believe that a strong marketing strategy system can accomplish marketing objectives, but neglect the most important tool of management.

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another point is that the marketing management of enterprises often adopts extensive operation and lacks a certain degree of refinement. As a result, the efficiency of marketing is low.

To give a simple example, the performance management of an enterprise's marketing team is implemented according to the sales commission method. As the enterprise is in the stage of regional market expansion, the sales team is divided into two factions, one is those who still adhere to the regional market that the enterprise has developed, and the other is the marketing personnel who are arranged to develop new regional market. The former can get a high commission because of the stable sales volume, and the latter can not get or only get a small amount of commission due to the unstable sales volume or even no sales volume.

This lack of serious thinking and comprehensive marketing thinking and the establishment of performance management and incentive mechanism, artificially led to the entire marketing team because of the division of personal interests distribution, for the marketing of enterprises is extremely unfavorable.

from the point of view of marketing management, any other factors that affect marketing should be paid enough attention to. Through integration of management activities into marketing operation, enterprises can play an important role in marketing operation.

Therefore, there is not a very high degree of marketing management system for the enterprise's marketing operation is quite dangerous, of course, it will inevitably lead to marketing strategy and marketing strategy can not be achieved and achieved.

standard service four: marketing standard

when we are doing the marketing plan, we often formulate corresponding norms for the whole marketing operation process. At the same time, enterprises must set up enough prudent marketing plans to prevent those who do not follow the marketing rules, and, of course, prevent the phenomenon of failing to achieve the predetermined goal according to the marketing standard.

from the marketing practice, we often find that in the process of enterprise operation, the most need to make a clear specification is the marketing department, but on the contrary, the vast majority of enterprises do not have the standard marketing standard. The execution industry of the marketing team is very casual, which leads to the frequent occurrence of various marketing uncertainties. Some of the action lines that seem to be correct have failed because of the marketing operation problems, and the enterprises even find it difficult to find the root cause of the failure.

we know that enterprises have production norms, safety regulations, financial regulations, and research and development norms. Many enterprises do not have marketing standards.

This point is not that enterprises will make such a mistake, even a lot of marketing planning agencies will make the same mistake.

According to Li Jun century marketing planning agency, some cases of poor execution of marketing planning plan of some enterprises have found that the main reasons for the failure cases of marketing planning scheme come from two aspects. About 80% of them come from the lack of corresponding marketing standards, and about 20% come from the reluctant strategy system of marketing programs.

Therefore, the marketing planning expert Ren Li emphasizes the standardized execution of marketing plan, and requests that the end of marketing plan must be related to the implementation standard of this plan. The marketing plan without marketing standard is not a complete and qualified marketing plan.

standard service five: marketing execution

Ren Lijun, chief expert of marketing planning agency of Beijing Li Jun century, pointed out that marketing planning agencies must pay attention to the construction of the strategy system for marketing strategy implementation. From a certain point of view, marketing execution strategy is even more important than other marketing strategy systems. Based on this, an important marketing planning principle of Li Jun century is "doing personalized marketing execution". Based on this, every marketing planning plan will develop a set of systematic standard marketing execution strategy system, although this strategy system does not have the compulsion of marketing standard, but it provides a strong marketing execution strategy support for the whole enterprise marketing team.

concluding remarks .

marketing planning is a systematic marketing project. It contains very complicated contents, but in any case, a good marketing planning service must have the above five a href= "http://www.91se91.com/news/index_q.asp" > Standard < /a > service system, so as to ensure the maximum effect of marketing planning services.