Marketing Strategy Planning of Marketing Strategy

Generally speaking, marketing planning, like war, is divided into strategic planning and tactical planning, long-term, extensive, comprehensive and sustained strategy, short-term, partial, individual and specific tactics. The main content of marketing strategy planning is the famous 4P marketing mix put forward by Jerome Mokati in 1960s, including products, prices, channels and promotions. Tactical marketing means have two key points: first, various marketing means can form a seamless marketing combination according to the requirements of market positioning strategy; Second, according to the requirements of marketing mix, plan various marketing methods respectively to adapt to the characteristics and needs of the target market.

1. product planning

Enterprises should rely on products to meet the needs and desires of consumers and users and occupy the market. Product is the most important means in the marketing mix of enterprises, and it is the basis for enterprises to determine their price, distribution and promotion means. Product planning refers to the activities and plans of an enterprise from product development, listing, sales to scrapping. Product planning can also be called commodity planning. Product planning includes three aspects: new product development, old product improvement and new use expansion. From the perspective of modern marketing, its process and content should include product creativity, feasibility evaluation, product development and design, product marketing design, product objectives and other aspects of planning. Successful product planning can often bring enterprises back to life. For example, Jin Wang Lycium Juice of Hunan Hongdu Food Co., Ltd. was once in a wait-and-see state because it did not meet the needs of the market and consumers, and there was no reasonable and effective market expansion plan. However, under the planning of Beijing Ye Maozhong Marketing Planning Co., Ltd., the company developed a new product, namely Wang Jinchang Drink, which suddenly aroused the restlessness of the target consumers in the market and triggered their strong desire to buy. Especially go your own way and let others talk! Dante's famous words, as the advertising language of Golden Field Drink, just hit the ambivalent psychological state of teenagers in weaning period, which is the root of teen pop's cool culture in society. Later, this passionate poster with a fiery red background and white font was posted on the bedside by countless teenagers. The sales of Jin Wang Field beverage in this enterprise from 65438 to 0999 were very successful.

Brand planning plays an important role in enterprise marketing planning. It has become the focus and core issue of marketing, and it is also a new bright spot of marketing planning. The functions of brand planning are as follows: ① brands help consumers identify products and cultivate their loyalty; ② Reasonable brand strategy will produce good results in cooperation with agents; ③ Brand is beneficial to the sales of new products; (4) Brand helps to monitor and improve the product quality of enterprises. Brand planning includes brand design planning, brand strategy planning and brand image planning. The design of a good brand name and logo should not only be considered from the artistic effect, but also from the marketing effect. Brand design and planning should meet the following requirements: ① apply for registration and obtain the exclusive right to use a trademark; (2) The concept is novel and the shape is beautiful; 3 simple and eye-catching, easy to know and remember; ④ It has profound implications, or implies the utility of products, or embodies the personality and characteristics of enterprises and products. The former is like a snowflake refrigerator, and the latter is like a Yunyan cigarette; (1) conforms to the customs and cultural traditions of consumers. Brand strategic planning includes: ② brand strategic planning; Unified brand strategy planning; (3) personal brand strategic planning; ④ Brand extension strategic planning, etc.

2. Price planning

Price is one of the most important factors in marketing mix and an effective tool for enterprises to achieve marketing goals. Price planning is a series of activities, schemes and measures about how to use price factors to gain opportunities to enter the target market, then penetrate and even occupy the target market, and formulate corresponding price strategies to achieve marketing goals. Different pricing strategies should be adopted in the product entry stage, penetration stage and occupation stage. Whether an enterprise can use the price lever correctly to plan and implement an effective price strategy is related to the success or failure of enterprise marketing and its economic benefits. Therefore, George J.Stigler, the winner of the Nobel Prize in Economics and a famous American price theorist, pointed out that price has become a sharp weapon in the marketing war, which can defeat the enemy or hurt yourself. At the end of the 20th century, price wars appeared in China's watches, air conditioners, televisions, microwave ovens, gold and silver diamond ornaments, automobiles, air tickets and other markets. As a result, some people are happy and some people are excellent. This has many beneficial implications for our price planning: first, don't blindly follow the pricing and follow others. For example, at the 1988 ordering meeting, many watch manufacturers set their sights on Shanghai. This indecisive strategy can only make them fall into an unpredictable situation. Second, pricing should have clear and specific goals. Generally speaking, pricing planning must obey marketing objectives. Third, there is no fixed pricing formula, only a surprise victory. Enterprise pricing planning is a science, but also an art, which requires courage, insight and creativity. When the crisis of price war comes, what enterprises should do is to reflect deeply, adapt to the market as soon as possible and operate ahead of market demand.

3. Distribution planning

Products must go through certain ways, methods and routes before they can enter the hands of consumers and users. Distribution is the process by which an enterprise transfers its products from the place of production to the place of sale. In this process, enterprises should plan a series of activities. Professor philip kotler lamented that marketing channel decision-making is one of the most complicated and challenging decisions faced by the company. Enterprise distribution planning should be decided according to its own strength and environment. The entry period, penetration period and possession period of products have different characteristics, and the planning strategies are also different. When enterprises enter the stage of distribution channel planning, they first choose a certain market segment, such as a regional market, as a breakthrough, choose a specific dealer, and further penetrate into other regional markets on the basis of regional market distribution channels. For example, in the mid-1990s, American Duracell planned through a peculiar sales channel, that is, it chose Kelly Company, a local trade agent in Chongqing, and formulated a three-step marketing strategy (an American manufacturer, a Kelly company and a retailer). Duracell finally stood out in the battery market in Chongqing within half a year. With the deepening of market penetration, the distribution channel planning in the penetration stage can't rely entirely on middlemen to control their sales business, so it is imperative to establish their own marketing organization and distribution network. For example, Apple Computer initially established close contact with 750~800 independent distributors and promoted its products through independent distributors; With the increase of Apple's market share, since the 1980s, the company has sold directly to retailers through its own regional auxiliary centers, thus reducing intermediate links, making the company's products closer to end users, and facilitating the control and management of distribution channels.

4. Promotion planning

Promotion planning is an indispensable part of marketing tactical planning and an indispensable tool for enterprises to achieve marketing goals. The purpose is to promote product sales through certain promotional means. Promotion planning is the organic combination and comprehensive application of personnel promotion, advertising promotion, public relations and business promotion, and finally forms an overall promotion activity plan. Promotion planning generally goes through three stages.

(1) Formulate a specific and clear promotion plan. The outline mainly includes the following aspects:

(1) What is the task of enterprise promotion activities?

(2) What is the goal of enterprise promotion activities? (For example: increase sales, develop new customers, encourage customers to buy repeatedly, cultivate and enhance customer loyalty, shape public brand awareness, seek support from middlemen, etc.). )

(3) Which consumer groups should corporate promotion activities target?

(4) Where does the problem appear?

⑤ Which link has the greatest influence on the promotion activities?

⑥ Are all links coordinated?

⑦ How much did the enterprise spend on promotion?

(2) Determine the form of promotional activities. The main contents are as follows:

① Choose specific promotion activities, such as public relations promotion, personnel promotion, business promotion and advertising.

② Choose reward forms, such as prizes, bonuses, lottery tickets or tourism activities.

③ Determine the procedures and backup support for promotional activities.

(3) Determine the specific action plan of the promotion activities. The specific work is as follows:

Determine the regulations of related activities, design work, required advertising materials and prizes, management and auxiliary support work, necessary emergency measures, etc.