What is the whole case marketing planning?

Case marketing planning refers to a large-scale marketing planning based on products, brand as the core, market as the guide, strategy as the goal, and interactive marketing as the focus. The purpose is to realize the behavior of exchange process between individuals and organizations, and to meet the needs and desires of consumers as the core.

The marketing plan of the whole case includes:

1. Investigation on product marketing environment and market background: product's position in the market, product market demand (consumer psychological analysis), marketing channels, etc.

2. Brand planning: corporate culture, product concept, product advantage analysis, brand development strategy, etc.

3. Marketing strategy: the choice of marketing mode and platform.

Extended data

The core point of marketing planning in the whole case is to organically combine all the elements of planning to maximize brand equity. Brand identification system, brand strategy and brand structure are like the constitution, and the marketing communication activities of enterprises are like the daily political, economic and social activities of organizations and individuals. Marketing strategy, advertising creativity, terminal display and promotion are regarded as the work of brand strategic management.

The main contents of marketing planning are as follows:

Marketing strategy planning, national product marketing, front-line marketing team building, promotion policy formulation, monopoly system and other special sales model construction, terminal sales performance improvement, model market construction, distribution system construction, channel construction, direct sales system construction, price system construction, investment promotion planning, new product listing planning, product planning, market positioning, marketing diagnosis, and creation of online marketing platform.

Baidu encyclopedia-the whole case

Baidu encyclopedia-marketing planning