On the planning scheme of marketing activities

After the date of a marketing activity is determined, are you all worried about writing an activity planning plan? How should I write it? The following is the activity planning scheme about marketing that I have compiled for you, for your reference only, and you are welcome to refer to it.

? Activity planning scheme about marketing 1

? First, commodity distribution: carpet distribution is implemented.

? For many daily necessities and food stores in terminal retail stores, it is an effective marketing strategy to implement carpet distribution when new products and varieties are listed. In the stage of products entering the market, enterprises cooperate with dealers to deliver goods to terminals actively, and through the implementation of carpet distribution, the distribution rate of terminals is rapidly improved.

? (1) Features of liquor marketing scheme of carpet distribution:

? 1, centralized marketing plan. Concentrate manpower, material resources and financial resources to implement carpet marketing plan to distribute goods, which is magnificent and has a strong short-term influence on each region, and it is easy for end customers and consumers to remember the promoted brands.

? 2. Quick marketing plan. Carry out carpet distribution, the distribution time is very concentrated, and develop wholesalers and retailers in the target area efficiently and quickly. It usually takes less than 30 days to complete 80% distribution in the target market.

? 3. Intensive marketing plan. The liquor marketing planning scheme of carpet layout is adopted, and retail stores such as grocery stores, couples' shops, small and medium-sized supermarkets, chain stores, hotels and restaurants are intensively developed in the target regional market, that is, one by one, and there is no vacancy in the layout, so as to realize dense coverage in space.

? 4. Systematic marketing plan. During the implementation of carpet distribution, the working system is meticulous and requires one step in place.

? (2) The key to the success of liquor marketing plan for carpet distribution:

? Carpet distribution can only succeed, not fail. If the distribution fails, it will dampen the enthusiasm of salesmen and dealers to promote products and increase the difficulty of follow-up work. In order to successfully sell carpets, we must do the following:

? 1. Choose dealers carefully.

? In order to quickly spread the products to retail terminals in a short time, it is necessary to have the cooperation of dealers, mainly dealers, and the factory should cooperate with dealers to take the initiative to give play to its own network advantages.

? Dealers should have a hard-working spirit, a desire to learn, and salesmen with rich sales experience.

? When choosing distributors, we should choose growth distributors with terminal management consciousness and development desire. Marketing planning can't choose a "wait-and-wait" merchant who waits for customers to come to the door.

? 2. Make clear distribution objectives and plans.

? Before "distribution", the salesman should conduct spot checks to understand the characteristics of the wholesale market and retail market in the target area, including the price difference between wholesale and retail products, payment methods, promotion methods of similar products, consumption trends and their * * * characteristics, and grasp the distribution of distribution objects.

? According to the survey results, formulate detailed distribution objectives and plans, so that sales personnel can follow the rules. Clearly define the following items:

? A. in which area should the goods be distributed;

? B, how long will it take;

? C, how many points to spread;

? D, what is the issuance rate;

? E. What standards should the promotion of terminal stores meet?

? F. What are the supply prices and preferential delivery methods of customers at all levels?

? G, estimate the quantity of goods of the distribution products;

? Make specific advertising and promotion plans.

? When making distribution objectives and plans, the liquor marketing plan should follow the following principles:

? ★, clear. The "distribution target" cannot be general, but must be specific and clear.

? Such as: supermarket-home, hotel-home, second batch-home, county-level outlets-home, public relations direct selling units-and so on.

? ★, can be achieved. According to the reasonable allocation of manpower, material resources and financial resources, the goal can be realized.

? ★, Target Wizard. The reward standard is determined by the distribution object. The first "distribution" emphasizes "distribution surface" rather than sales volume, and the main criterion for assessment is the number of transactions (the number of customers). In this way, the reward and punishment system for salespeople can improve their work enthusiasm.

? ★, timetable. Determine the specific time limit for all kinds of customers to complete the "distribution".

? 3, commodity distribution personnel selection and training

? Shoppers should have rich experience, strong driving force, skilled promotion skills and good oral expression skills.

? Before commodity distribution, it is necessary to conduct formal training for distribution personnel to avoid problems and negative effects in commodity distribution, carefully study and analyze various difficulties that may be encountered in the process of commodity distribution, and formulate corresponding countermeasures. Training can be conducted in two ways: personnel discussion and scenario drills.

? 4, the distribution of personnel organization and division of labor

? To implement carpet distribution, it is necessary to make overall arrangements, have a clear division of labor, and have unified command. The specific projects are as follows:

? Male ~ female superior ~ poor strong ~ weak

? 5. (Liquor Marketing Theory) Liquor Marketing Planning Practice

? Overall layout of vehicles

? ⊙ Supply scheduling, product warehousing control management

? ⊙ Explain and introduce to customers in detail

? Collection and IOU registration

? Point of sale advertisement posting

? Strive for the best shelf position

? Trial sample

? Give away promotional items

? Oral investigation

? Understand competitive products

? Moving goods

? ⊙ Fill in distribution records, distribution reports or distribution lists.

? Acceptance of goods distribution

? 6. Formulate the policy of "distributing rewards".

? In order to arouse the enthusiasm of end customers and reduce the main force of distributing goods, it is necessary to formulate corresponding incentive policies for distributing goods. The "reward policy for distribution goods" should not only be attractive, but also avoid negative effects and maintain good price order.

? There are two aspects of the "incentive policy for distributing goods":

? A. Give a certain number of free gifts to the promotional items of end customers or according to the order quantity.

? The cost of the product or article;

? B. Reward and punishment measures for salesmen;

? Problems needing attention in formulating "commodity distribution incentive policy";

? ★ There must be no loopholes in the distribution reward policy.

? If the distribution incentive policy is not perfect, some customers may take advantage of it. For example, the original intention of the "send one bottle in a box" activity is to encourage retailers and improve the "distribution rate" of retail stores, but some customers may buy in large quantities to earn the benefits of gifts, thus deviating from the original intention of enterprises and increasing the promotion cost in vain.

? In order to prevent wholesalers from "dumping" at reduced prices, gifts that cannot be cashed in cash are better when "distributing goods".

? ★ Avoid the impression of buying at a low price.

? When "distributing goods" to retailers at preferential prices, we must pay attention to accurate communication, and don't cause the misunderstanding of "low price" to retail stores, otherwise it will bring obstacles to dealers' future shipment work.

? ★ Coordinate dealers.

? The incentive policy for distributing goods is implemented through dealers, which requires dealers to be far-sighted and not to encroach on promotional items to implement them.

? 7, carpet distribution should have corresponding advertising support.

? Cooperate with local advertisements when distributing goods, so as to arouse the interest of the terminal, reduce the resistance of distributing goods and make the distribution work go smoothly. Advertisements are mainly low-cost storefront banners, cross-street banners and huge ones.

? 8. Do a good job in post-service and tracking management of goods distribution.

? After the goods are in place, the products enter the customer warehouse. In order to enter the normal sales track, we must make timely return visits and effective management. The follow-up visit is usually within three or four days after the first visit.

? The purpose of a return visit is to make customers feel your concern and cheer them up. Look at the reaction of consumers and retailers to products, find out the existing problems and shortcomings, and find the basis for the adjustment of promotion ideas in the future.

? At the same time, strengthen tally work, tally is as important as distribution. There are many products in every kind of products in a store, so it is difficult for the owner to take care of every product and the salesman needs to take the initiative. Every store tallies goods at least once a week, and good stores do it once every two or three days. We should put the products neatly in an eye-catching position, as high as the end of the shelf and the line of sight, so as to increase the visibility of the products and give consumers a strong visual impact, thus increasing the sales of retail stores.

? If you ignore the goods after they are put away, they will be put away for nothing. On the one hand, retailers are disgusted. If it sells well, they can't find anyone to buy it. If it sells badly, they can't find anyone to return it. On the other hand, if the product is distributed next time, it will definitely be rejected by the retailer, which is equivalent to leaving a back road for yourself.

? Second, promotion: continuous all the year round, pursuing innovation.

? Through different forms of perennial promotional activities, increase product sales, improve market share and create more profits for enterprises and businesses.

? Classification of promotion: Promotion can be divided into three categories: regular promotion, special channel promotion and traditional holiday theme promotion.

? A, wholesalers, retailers, supermarkets, restaurants, their owners are concerned about economic profits, and their promotion should be considered from the interests. By investigating the market, we can understand the profits of other brands, and then formulate specific promotion policies to make this product more profitable than other similar products. Formally, we can give away products or more practical items related to this product that are more popular in the local market. Because the gifts are bought in bulk, we can negotiate with the merchants to get the lowest price, which reduces the promotion cost. Such as beer, drinks, electrical appliances, lighters, etc.

? B, consumption promotion is to let consumers get unexpected gains and increase consumers' fun. Some interactive activities can be designed to let consumers participate in the activities in the process of consumption, enhance their memory and promote secondary consumption.

? C, waiters and salespeople, after the products enter the end, waiters or salespeople need to recommend to consumers, so it is necessary to give certain benefits to waiters and salespeople and strengthen emotional construction. Methods: Giving practical or collectible small gifts and holding sales competitions can be adopted.

? Special channel promotion: refers to the promotion of group buying, meetings and banquets. Organs, enterprises and institutions.

? Organs, enterprises and institutions can take the form of giving away VIP cards and free consumption to achieve the purpose of public relations and guiding consumption.

? Can be combined with professional hotels, large and medium-sized restaurants and other institutions for banquet promotion, and establish the image of the first brand of banquet wine.

? Traditional festival theme promotion: according to traditional festivals, carry out promotional activities with different themes to improve product visibility and brand image.

? Marketing activity planning scheme 2

? I. Overview of the plan

? 1, the annual sales target is 6 million yuan.

? 2.50 dealer outlets.

? This company has a certain reputation in the market of automatic control products.

? Second, the marketing situation

? Air-conditioning automatic control products belong to the supporting products of central air-conditioning and other industries, and are restricted by the upstream product consumption market, but the total demand is still considerable. With the continuous improvement of urban construction and people's living standards, as well as the arrival of the product upgrading period, it has driven the sustained growth of the market, thus driving the expansion of the overall market capacity. Hunan is located in the middle of China, and the demand for air-conditioning automatic control products is relatively large: 1, with hot summer and autumn and cold spring and summer. 2. In the past two years, the real estate industry in Hunan has developed rapidly, especially the construction of middle and high-grade commercial houses and villas. 3. Hunan's inclusion in the western development will increase the construction of various basic projects. 4. Changsha-Zhuzhou-Xiangtan Financial City. 5. Chenzhou, Yueyang and Changde have built a large number of industrial parks and development zones. 6. The improvement of people's requirements for their own lives. To sum up, air-conditioning automatic control products, especially high-grade air-conditioning automatic control products, have great development potential in Hunan.

? Generally speaking, there are three ways to sell air-conditioning automatic control products: project bidding, real estate group purchase and private projects. Project bidding channels occupy a large share, but real estate group buying and private projects have developed rapidly and have shown a diversified development trend.

? Judging from the sales channels of enterprises, most companies adopt the model of office plus dealer. In 20xx, domestic air-conditioning automatic control products enterprises increased their efforts to lay out the national marketing network and consolidate traditional channels, and strengthened their public relations cooperation with design institutes and management departments. For air-conditioning automatic control products enterprises that entered the market late, because the market accumulation time is relatively short and they are eager to open the market quickly, the channel mode of office plus distribution system is basically adopted. In order to respond to the market quickly, all automatic control products entering the Hunan market are stocked in Hunan. Hunan air-conditioning automatic control products have a large market capacity and great potential, and the overall development trend is promising. Therefore, for brands that have not yet entered the Hunan market, there are great market opportunities. As long as they adopt appropriate marketing strategies, they can squeeze into the Hunan market. At present, Shanghai Zhengyi has a weak market base in Hunan air-conditioning automatic control products, and its team is still relatively young, so its brand influence needs to be consolidated and expanded. In the sales process, we must be very clear about our company's advantages and give full play to them. And we should find out the weaknesses of our own company, put forward them in time to overcome them and realize the greatest value. Improve the service level and quality, infiltrate the service consciousness into every link of communication with customers, and pay attention to various services such as pre-sale, in-sale and after-sale return visits.

? Third, the marketing objectives

? 1. Air conditioning automatic control products should aim at long-term development and strive to take root in Hunan. In 20xx, we will focus on establishing a perfect sales network and model projects, with a sales target of 6 million yuan.

? 2. Squeeze into the first-class supplier of air-conditioning automatic control products. Become a fast-growing and successful brand.

? 3. Drive the sales and development of the whole air-conditioning products with air-conditioning automatic control products.

? 4. Short-term marketing goal: make the marketing performance grow rapidly in a short time, and make its own products become well-known brands in the industry by the end of the year, replacing some markets of products of the same level in the province.

? 5. Committed to developing the distribution market. By the end of 20xx, there will be 50 distribution partners.

? 6. Regardless of mental and physical strength, we should devote ourselves to our work, so that our work can develop with high efficiency, high income and high salary.

? Fourth, marketing strategy.

? If air-conditioning automatic control products want to grow rapidly and gain competitive advantage, the best choice must be the overall competitive strategy of "target concentration". With the rapid development of Hunan's economy and the continuous expansion of urbanization scale, the consumption potential of air-conditioning automatic control products market is huge, and the target concentration strategy is our wise competitive strategic choice. Focusing on the overall competitive strategy of "target concentration", we can adopt specific tactical strategies including: market concentration strategy, product belt concentration strategy, dealer concentration strategy and other supporting strategies for target concentration. To this end, we need to divide Hunan market into the following four categories:

? Strategic Core Markets-Changsha, Zhuzhou, Xiangtan and Yueyang

? Main development markets-Chenzhou, Changde, Zhangjiajie and Huaihua.

? Cultivate the market-Loudi, Hengyang and Shaoyang

? Waiting to develop markets-Jishou, Yongzhou, Yiyang,

? Overall marketing strategy: the combination of all-staff marketing and direct marketing and channel marketing.

? 1, target market:

? Blooming everywhere, central cities and small and medium-sized cities break through at the same time, focusing on developing industry model projects, vigorously developing key regions and key agents, and rapidly promoting product sales and sales.

? 2. Product strategy:

? Drive overall sales with overall solutions: Our products are required to form a complete solution with successful cases, thus driving the sales of all products. Size interaction: sales of air-conditioning automatic control products drive sales of valves and other products, and products such as valves promote sales of air-conditioning automatic control products.

? 3. Price strategy:

? High quality, high price and high profit rate are the principles. Make a realistic price list: the price list is divided into two layers, the media public quotation and the lowest market price. Formulate higher monthly and quarterly rebate policies and control the marketing system. Strictly control the price system to ensure the profit space of first-class dealers, second-class dealers, project engineers and end users. In order to adapt to the market, the price policy should be positive.

? 4. Channel strategy:

? (1) Distribution partners are divided into two categories: First, distribution customers are our key partners. Second, engineering customers are our basic customers.

? (2) Channel establishment mode: a. Take a step-by-step approach, first initialling the agreement, then making the sales forecast table, and then formally signing the agreement to order the first batch of goods. You can't sign an agency agreement without purchasing goods. B. Find important customers, push the goods to the dealers through negotiation, and then our sales and market support will keep up. C choose a competitive attitude among the agents, so that we can take the initiative and take a high profile in the negotiation because of a potential local customer. Can't enter the market with a low profile. D. After initialling the agreement, the name of the initialling agent can appear in our advertisement, provoking the contradiction between the distributor and the original manufacturer, and we take the opportunity to enter the market. E. In the local regional market, always ensure that a local secondary agent can become a primary agent, so as to threaten and promote the primary agent.

? (3) The market has the power to push and pull. To achieve rapid growth, the driving force must be adopted. Pulling requires a long period of cultivation. To this end, we will focus on developing channel distribution. In addition, the personnel in charge of key customers and engineers will focus on the industry market and engineering market, and strive to complete 4-5 model projects within three months to build confidence for internal personnel and distributors. By the end of the year, complete your own marketing quota.

? 5. Personnel strategy:

? The basic concept of marketing team: A. Open mind. B. beat yourself. C. professionalism.

? (1) vertical contact between business teams, efficient communication and quick response. Team building is flat.

? (2) Internal reporting system and sales reward system.

? (3) Selling products in a professional spirit. Value = price+technical support+service+brand. What is actually sold is the solution.

? (4) Prepare the sales manual. Including the rules of the game, technical support, the scope and functions of the marketing department, the problems that can be solved and the support provided.

? V. Marketing Plan

? 1, the company should make good use of the Shanghai brand and adopt the brand development strategy.

? 2. Integrate various local resources in Hunan and establish a perfect sales network.

? 3. Cultivate a group of good customers and establish a good social network.

? 4. Establish a good marketing team.

? 5. Choose the market operation mode suitable for the company.

? 6. Grasp the characteristics of the company's products and find the selling points of the company.

? 7. The company should adopt the market operation mode of combining direct selling and distribution in Hunan. Direct selling is a model project, which promotes the development of distribution network, and distribution is the growth point of sales and profit of the company.

? 8. Direct selling uses a combination of personnel promotion and some media publicity to expand the market. For air conditioning automatic control products, community promotion method and demonstration project persuasion method of key construction machinery projects can be adopted.

? 9. In order to enter the market as soon as possible, which is conducive to the long-term development of the company, we should take Changsha as the center and March into the major cities in the province, with Changsha as the core and local cities as the profit growth point.

? 10, Hunan's channels should adopt a flat mode and do a good job in channel construction and management. In terms of channel construction, there can be no provincial general distributor, but it can be divided into cities as the basic unit. Each prefecture-level city has two first-level distributors, and the marketing tentacles have extended to the county-level market with market value, changing the long-term guerrilla mode of other air-conditioning automatic control products brands in Hunan, adopting positional warfare and establishing brand operation mode with distributors with long-term interests.

? 1 1. In order to ensure the realization of the above tactics, especially to strengthen the channel construction and management, a marketing team capable of fighting must be formed: to ensure the relative stability and reasonable flow of the marketing team, there should be no less than three qualified marketing personnel throughout the year. Do a good job in recruitment and training. Assign marketers with good trial performance to each region as regional supervisors.

? 12. strengthen the management of sales team: implement the three-a management system. Adopt competition and incentive factors. Hold regular sales meetings. Establish long-term development ideas and combine training with practice.

? 13. sales performance: the annual sales tasks assigned by the company are broken down according to the specific market conditions. The main means are: improving the quality of the team, strengthening team management, carrying out various publicity activities, and formulating reward and punishment systems and incentive schemes.

? 14. Management and relationship maintenance of engineers and agents: Effectively manage and maintain the existing engineers' customers and agents, establish customer files for all engineers' customers and agents, understand the pre-sales situation and strength, and spread the company's corporate culture and new products in 20xx. This work was completed at the end of June. Irregular transmission after the peak season and before the peak season. Understand the basic situation of various engineering contractors and agents, visit regularly and communicate effectively.

? 15, brand and product promotion: brand and product promotion In 20xx, we will carry out the company's regular brand promotion and product promotion activities, and plan some low-cost public relations publicity activities to enhance the brand image. If possible, joint promotion with various engineering companies and agents can not only expand the influence, but also establish a good customer relationship. Product promotion mainly includes some "roadshows" or outdoor static exhibitions for product promotion and normal business promotion.

? 16, terminal layout and channel expansion: According to the company's sales target in 2008, the popularity of channel outlets will be greatly improved. According to this situation, actively cooperate with the work of business departments at any time and anywhere, and actively cooperate with the image building of dealers.

? 17. Planning and implementation of promotional activities: flexibly plan some promotional activities according to market conditions and competitors' promotional activities. The theme idea avoids its advantages, attacks its disadvantages, and focuses on planning and implementation according to the company's product advantages and resource advantages.

? 18, team building, team management and team training.

? Intransitive verb equipment and budget

? 1. Marketing team: There are no less than 3 qualified marketing personnel throughout the year.

? 2. All work revolves around increasing sales volume, establishing a long-term employment system, and ensuring that the logistics work of marketing personnel is in place on time and in quantity.

? 3. In order to adapt to the market, the company must have a certain inventory in Hunan, ensure adequate and timely supply, coordinate the proportion, realize inventory optimization, and try to avoid out-of-stock or out-of-stock phenomenon. A dealer has been negotiated in Changsha, and the dealer will provide the facade and personnel free of charge.

? 4. Conduct market research, market dynamic analysis and information feedback from time to time, and be a good communicator between enterprises and markets. Make every effort to establish a rapid response mechanism.

? 5. Coordinate the relationship between agents and distributors. According to the technical and personnel support, go all out to complete the dock task.

? 6. Broaden the company's product belt and increase profit points.

? 7, must establish the operating budget and budget, budget decisions are usually adjusted up and down with the operating performance.

? 8. In order to strengthen the agility and rapidity of the organization, the company will greatly delegate its authority so that personnel can make decisions decisively and quickly, but it is not allowed to disclose the company's price and other secrets to any outsiders. In the communication with customers, if it is difficult to make a decision on the price, it is necessary to ask the company leaders for instructions.

? 9, in order to achieve the purpose of responsibility and determine the responsibility system, the company can implement the policy of heavy rewards and heavy penalties.

? Marketing activity planning scheme 3

? I. Introduction

? With the development of China's economy, there are more and more new small and medium-sized enterprises. Credit evaluation, guarantee and counter-guarantee, recovery, liquidation and reorganization, and house purchase guarantee for small and medium-sized enterprises came into being. Its business opportunities are limitless. This advertising campaign is mainly carried out from four aspects: network, TV media, entity advertising and public information, in order to improve the company's popularity and expand its business.

? Two. market analysis

? (A) Analysis of the operating conditions of enterprises

? Through the joint efforts of company leaders and employees, our company has achieved good returns. Asset operation is stable. However, one of the main problems that the company is currently facing is its lack of visibility. In order to seek further development, the company must increase its business expansion, further publicize its brand and improve its popularity.

? (2) product analysis

? The company's main products are credit evaluation, guarantee and counter-guarantee, recovery, liquidation and restructuring, and house purchase guarantee for small and medium-sized enterprises. There are few enterprises in our county that can supply this business (the specific figures can be written), so the competition we face is not strong, and the company's business occupies a considerable share in the market. We should pay more attention to brand development. Because when the industrial development enters a mature stage, the brand becomes an increasingly important factor in the competitiveness of products and enterprises.

? (3) Market analysis

? In recent years, the number of small and medium-sized enterprises in our county has been increasing (the specific data can be supplemented here), and the initial capital chain of enterprises is incomplete. Small and medium-sized enterprises are prone to capital shortage in the initial stage and development process, so we have a huge customer base.

? Consumer research

? Small and medium-sized enterprises mainly learn about the services provided by the company through the media. For small and medium-sized enterprises, the services provided by the company are also necessary at this stage, and there is bound to be a market if there is demand.

? Three. advertising strategy

? Obey the company's overall publicity strategy, establish the product image, and pay attention to establishing the company image at the same time.

? Long-term, launch a consistent advertising campaign when necessary.

? Extensive, choose a variety of publicity methods, pay attention to the way with good publicity effect.

? Seize the opportunity and be flexible.

? Four. advertising strategy

? Online publicity

? Advertise on websites where enterprises are concentrated. Such as information platforms, local information websites, portals, etc. In addition, a group of network promoters can be used to promote in the major forums that enterprises pay attention to.

? (B) TV media publicity

? Advertising in our county TV station. The form is flexible. (1) Do ordinary advertisements in prime time, and play them circularly. (2) Business leaders participate in TV programs to promote corporate culture. (3) Invite TV stations to interview our company. This can show the company's business and corporate culture more deeply.

? (3) Paper media publicity

? Publish articles in newspapers and business magazines in our county. Ask the reporter to make a special report.

? Entity advertisement

? Physical advertising is divided into two parts. ① Design publicity color pages and distribute them to small and medium-sized enterprises in our county.

? The design of color pages must reflect the company's corporate culture and business scope. The design is novel and unforgettable. (2) Street advertising space promotion and electronic screen promotion.

? Four. Advertising budget

? (Fill in according to the actual situation)

? Five, advertising effect prediction

? Be able to determine the advertising effect through questionnaires, symposiums, etc. From time to time, so as to modify the advertising plan at any time.