Market planning

Summary of six marketing plan planning templates

In order to ensure that things or work are carried out scientifically and orderly, it is usually necessary to formulate a complete plan in advance. A good plan will definitely focus on the audience. participation and interactivity. So the question is, how should the plan be written? Below are 6 marketing plans that I have carefully compiled. You are welcome to share them.

Market Plan Planning Part 1

Part 1: Market Research Planning Plan

●Summary Tips:

On the third floor of Canteen No. 2 Piaoxiangyuan Rice Noodles is a new rice noodle shop opened by classmates from our school. As a snack with national characteristics, Crossing the Bridge Rice Noodles has always been popular with everyone. However, the customer flow of Piaoxiangyuan Rice Noodles is not ideal. We discussed the reasons and Analyze the problem and make some solutions.

●Market situation analysis:

1 Marketing environment analysis: The catering industry for college students is a very good market. There is a large flow of people here, and the consumption is relatively concentrated. Based on these advantages, whether it is near a school or a school cafeteria, it is very profitable to open a catering business. Rice noodles, a southern specialty snack, are very popular in this market and have more opportunities.

2 Product analysis: Our store’s rice noodles are divided into many types in terms of portion size and taste. Pricing is diversified, divided into 6 yuan, 10 yuan, 15 yuan, 20 yuan, 25 yuan and 30 yuan. There are various types of meat dishes, including beef, mutton, fish balls, chicken balls, sausages, etc., as well as special sesame cakes, vinegar, sesame oil, chili and other condiments, which can suit different consumer groups.

3 Competitor analysis: Some students are willing to eat outside the school. Most students eat in the school canteen. Girls are close to Canteen 1, so girls basically eat in Canteen 1. As far as Canteen No. 2 is concerned, there are several companies that make rice noodles, but the characteristics are not obvious and the taste is average. Piaoxiangyuan rice noodles have a more competitive advantage

4 Consumer analysis: The consumption habits of students determine Price is a relatively sensitive factor. Therefore, additional value should be added so that students consider their consumption to be worthwhile. In addition, students have demand for taste

●Market opportunities and problem analysis

1 Marketing status analysis: There are several rice noodle vendors in the cafeteria, and Piaoxiangyuan Crossing the Bridge Rice Noodles is a new store , a lot of publicity work has been done, but it has not really reached the target customers. Few people have read the leaflets posted by Shuifang, and the publicity has not achieved the expected effect. In addition, the price is on the high side, and many students cannot accept this price. The promotion method is not novel enough and cannot attract customers. And they do not sell soda, cola and other beverages

2 Market opportunity analysis: Piaoxiangyuan rice noodles have unique taste, delicious taste, strong competitiveness, and the location is chosen in the school cafeteria, the window of the cafeteria

The slot is full, and new competitors will not enter for the time being. The customers are students. As long as these consumers accept the product, they will be more loyal and avoid a lot of unnecessary troubles. There are more girls in the school. , rice noodles are very popular among girls, and there are still a large number of people who have never tasted this rice noodles, so there are still many potential customers, and there is great market potential and business expansion.

●Specific marketing plans:

Based on the above analysis, the following marketing plans can be formulated

1 Product plan: Through observation and investigation, it was found that Daopiao Many of the people who dine at Xiangyuan Rice Noodles are couples, so we can introduce suitable set meals for couples. For girls who eat less, they can put more vegetables and less rice noodles. They should also add some supporting meals (such as those that start promotions). Some sodas and cokes were given as gifts during the school year, but were no longer sold) to meet more needs of consumers

2 Price plan: According to the consumption habits of students, the ingredients of meat dishes can be appropriately reduced, and the price can be reduced slightly. In order to conform to the consumer psychology of students. Or at the same price point, add weight or new items to give the character a feeling of great value for money.

3 Promotion plan: Piaoxiangyuan Rice Noodles implemented several promotional techniques at the beginning of its opening, including free soda and sesame seed cakes, etc., which were very effective. In the future, these promotional methods can be implemented during weekends and festivals, and a simple membership system can also be implemented. Now there are many regular customers who go to Piaoxiangyuan. Through the membership system, we can retain these customers for a long time and add new customers. .

4 channel plan: The current sales method of Piaoxiangyuan Rice Noodle Shop means that students can only eat in the restaurant and cannot take away. In the school environment, we can add food delivery as a sales method, and it is very popular in schools to let students bring meals. Takeaway rice noodles should be added.

●Concluding remarks:

We hope to find out the reasons for its poor sales through the questions reflected in the questionnaire and personal inquiries, as well as the communication with the Piaoxiangyuan Rice Noodles store manager. Various improvement measures are put forward based on the results obtained. At the same time, through the joint efforts and cooperation of Piaoxiangyuan's store managers and employees, through the above specific marketing plans, the shortcomings in its operations are corrected and the goals of this plan are achieved. Purpose. I firmly believe that through this planning, Piaoxiangyuan Guoqiao Rice Noodles can improve the efficiency of the rice noodle shop in the short term and bring it into a regular state.

Part 2: Market Research Plan

(1) Research Background

In recent years, P&G has relied on its strong brand operation capabilities and financial strength to The water supply market has firmly secured its first position. However, as competition intensified, the situation gradually changed. Unilever followed up strongly, and many shampoo brands such as Sunsilk and Lux ??took away many consumers from P&G. Kao's brands Oni and Shulei occupy the mid-range market, while the low-end market belongs to rising stars such as Lafang, Liangzhuang, Dihuazhixiu, and Haodi. At this point, China's shampoo industry has presented a typical pyramid brand pattern. Through market segmentation, Xi'an Janssen launched Caile in 20xx and found an intersection between the two industries of medicine and shampoo. In order to increase its share in key cities across the country and provide a scientific basis for its future marketing development plan, Liurenxing Market Research Company will conduct a special marketing survey in key cities across the country.

(2) Research purpose

The main goals of this market research work are:

1. Analyze the preliminary marketing plan of Caile Shampoo (including its sales channels, media placement, product terminals and product situation) and consumers’ product expectations, clarify its own strengths and weaknesses, as well as the opportunities and threats it faces.

2. Understand consumers’ awareness of anti-dandruff shampoos and explore their acceptance of anti-dandruff shampoos.

3. Understand the popularity and reputation of the product and determine the focus of future marketing plans.

(3) Research content

Based on the above research purpose, we determined that the content of this survey mainly includes:

1. Conduct a comprehensive analysis of its marketing plan analysis to provide scientific basis for its future marketing plans. The main information points required in this section are:

(1) Consumers’ use of Caile shampoo – whether they have used it, satisfaction, and which aspects of the product they think are more attractive to consumers .

(2) Understanding of Caile's early marketing plan - how to know Caile, through what channels to buy Caile, whether there is a situation where Caile cannot be purchased, how to use Caile How you feel after enjoying it, and where you think the product can be improved.

(3) Consumers’ awareness of dandruff removal.

2. Understand consumers’ concepts and conduct a survey on the depth of Caile’s early promotion.

3. Do a survey on the early sales promotion of the product. The main information points to be mastered are:

(1) The degree of understanding of Caile - whether you know it and whether you use it Pass.

(2) Evaluation of the impression of Caile (five-point scale)

In addition, we will also collect information including the consumer’s age, gender, income, occupation, and the consumer’s Background information including hair quality for statistical analysis.

(4) Definition of target respondents

Since this survey is a feedback on the effectiveness of its early marketing plan implementation, we follow the following principles when defining the sample: 1. The first is that the sample must be broadly representative, in order to basically reflect consumers' views on Caile shampoo, as well as the implementation of Caile's early marketing plan; second, the sample must be targeted. Since Caile is a daily necessities, and it is mainly targeted at people with dandruff, and its price is also relatively high, so you need to have a certain ability to purchase and pay. Therefore, this survey is mainly aimed at people with experience in using it, and is mainly conducted in key cities across the country.

Based on the above principles, we recommend using the following criteria to select target respondents:

1. Urban residents aged 20-45.

2. I and my relatives do not work in the corresponding units (such as market research companies, advertising companies, shampoo industry, etc.).

3. Have not accepted or participated in any form of relevant marketing research in the past six months.

(5) Data collection method

The data collection method for this project is as follows:

The length of the questionnaire is controlled at about half an hour, and the questionnaire will be determined after discussion by both parties. Officially launched.

Questionnaire sampling method: 400 people were selected as survey subjects in each of 7 cities: Beijing, Harbin, Shanghai, Guangzhou, Changsha, Chengdu, and Xi'an, and 400 numbers were randomly selected from the phone book of each city. , call to verify the respondent. While continually eliminating respondents, random selections were made multiple times until 400 people were selected.

Using a structured questionnaire to conduct household surveys.

(6) Sample size

According to past experience, the maximum allowable error should be controlled to less than ±2. Taking into account the requirements for sample size and cost economy of statistical analysis, we It is recommended that the sample size required for this study is 400 per city.

(7) Quality control and review (review is to check the authenticity of the questionnaire again)

1. The review rate of this visit is 30, including 15 telephone reviews and 15 on-site reviews ;

2. We will implement one-vote veto power, that is, if an interviewer is found to have cheated on a questionnaire, all questionnaires of the interviewer will be invalid;

(8) Data entry and processing

All data entry and coding personnel participating in this project will participate in questionnaire production and survey training; during the entry process, 10 samples need to be selected for review to ensure the quality of entry; SPSS software is used for data processing conduct. Market Plan Planning Chapter 2

1. Purpose of Investigation: In order to grasp the pulse of the product market, communicate the company's various advantages and concepts, corporate culture, high-quality products, etc. with all sectors of society, so that the planned actions can be understood by all People understand it and move everyone at the same time, so that future planned actions can proceed smoothly.

2. Investigation date: 20xx year

1. Main investigation: September 1st to September 15th,

2. Secondary investigation: 9 From November 16th to November 30th, we will conduct a 7-day market survey preparation work and a 60-day market survey to ensure nothing goes wrong

3. Survey content: 2. Secondary survey content: use observation , Analysis method

1. Investigation of user characteristics: population, scale, distribution, composition, changes, urban, rural, main users, secondary users, address, phone number.

2. Factors affecting users: purchasing power, social customs, habits, cultural level, national characteristics, purchasing characteristics and what kind of products to buy.

3. Survey of user needs: actual needs, potential needs, aware but not purchased in time, not aware but will purchase in the future, or not purchased.

4. Whether the product is exclusive in the sales area, not multiple, are you satisfied with the product? What are the reasons for dissatisfaction? The reason why the product sells well or is sold on loan.

5. At which stage of the product life cycle does the product have a sense of crisis?

6. Is the price competitive in the market? How do users react to the price? Which products are benefited by the favorable price situation in the market? Which products are disadvantageous? Which products are easy to buy? Which consignments? How big is the price fluctuation and what is the development trend.

6. Does the company’s sales volume adapt to environmental needs, and are the existing channels reasonable? How to expand sales channels and reduce intermediate links? How to choose advertising media correctly and how effective is the advertising? How effective is the marketing mix strategy? 8. What is the competitive environment, the strength of competition, the structure and planning of competition, the content and means of competition, and the basic situation of opponents.

4. Survey locations: markets, dealers, distribution points, stores. 6. The following questions can be added to the questionnaire card:

1. Where did you get this news?

2. Have you heard about our new product "Jinyue Sobering Pill"?

3. Do you have a history of diabetes?

4． Do any of your relatives or friends have a history of diabetes?

5. Do you want treatment as soon as possible?

6． Do you want to help relatives and friends get treatment as quickly as possible? ;

7． Do you also agree with giving gifts to bring health? ;

8． Are you willing to buy our "Jinyue Tangke Nutrient Tablets"? ;

9. What are your other thoughts_______________. Please leave the patient’s specific name ______, age _____, address _____, and phone number _____ so that we can send gifts and follow up on treatment in the future. Thank you for your participation. We appreciate it very much. Please leave your name ______, address _____, and phone number _____. We will give you gifts or surprises from time to time in the future. Market Research Planning Plan Feixue Market Plan Planning Chapter 3

(1) Hotel Introduction

"XXX Boutique Couple Theme Hotel" is a hotel dedicated to middle- and high-income people and couples. A high-end theme hotel for groups. The hotel mainly serves couples and couples, and has set up various themes for packaging, including four major themes: Chinese classical, French romantic, underwater roaming, and jungle adventure. Its core is to provide high-quality services and alternative themes to the majority of lovers. They provide a better platform for emotional communication and entertainment.

(2) Market positioning

The target group of "XXX Boutique Couple Theme Hotel" is mainly positioned at middle and high-level people with certain spending power in various places. It will also regularly target college students and recent graduates. Special discounted housing is provided for young people with lower incomes entering society. The theme of the hotel is creative, with an antique style that is different from the urban development model, as well as the exotic romance of France, as well as the mystery and tranquility of the deep sea and jungle... It is in line with the characteristics of young people pursuing novelty factors and fashionable elements. Compared with similar products such as Home Inns, Seven Days Inn, etc. are also affordable in terms of price.

(3) Operation and marketing

The hotel’s initial investment is mainly in the hotel’s architecture and design. The hotel's first store will be located at xxxxx. The main consumer groups of all levels in Liupanshui are concentrated here, and it has a stable and large customer base, making it easy to attract customers in the early stage.

The daily operation of the hotel is mainly accommodation. For new customer groups, we will attract customers' attention through in-car advertising, Internet and other media promotions, discount promotions, group purchases, and regular traditional activities related to various themes. When we absorb a certain group of old customers, we will stabilize this group of consumers through membership card discount points, membership activities or more creative forms.

In the initial stage, investment will be the main focus, and sales and profits will gradually pick up when it reaches a certain scale within two years. Market Plan Planning Chapter 4

Conception, on April 20, **, with the guidance and help of the school leaders, the first flea market was successfully held. As a result, the parents and children were very enthusiastic and put our The event moved forward. The first time is just to experience happiness, but in this activity we will use it to train children's abilities, and we want to turn it into a comprehensive practice venue that benefits everyone. Mobilize more departments and personnel to participate.

1. Basic information of the event

Topic: Campus Flea Market

Time: October 20, 20xx (once per semester)

Venue: Patio of XX Middle School

Sponsor: Resource Center Library

Co-organizer: Young Pioneers

Facilitator: Seventh Grade Comprehensive Practice Class

Supporters: all teachers and students of the school

2. Activity content

Call on students to take out their unused things and exchange them with other students.

3. Purpose and significance of the activity

In order to revitalize campus cultural resources, enrich campus cultural life, help students experience market economic life, and let children learn financial management, communication, and Learn integrity, learn to reuse resources, learn to protect the environment, and experience the fun of creating value.

IV. Activity slogan

What is sold is happiness, what is bought is benefits

V. Activity preparations

1. and the Young Pioneers Cooperate with teacher Zhang Chao to apply for school projects.

2. Communicate with the seventh-grade comprehensive practice teacher (Zhang Xiuling) and design with them: a comprehensive practice class at the flea market.

3. Send a notice to solicit poster designs and volunteers for this event.

4. We are recruiting volunteers on September 11th (responsible for venue order, photography, video shooting, interviews, poster evaluation, and test paper surveys). We want to train students’ abilities and provide opportunities for social practice.

5. Volunteer training

6. Design survey papers

7. Students prepare their own items and design stalls.

8. Notify the teacher through QQ and let the teacher notify the students. The Young Pioneers informed the students through the radio.

9. Design a cultural wall for the event (post collected posters, flea market knowledge points, and good book recommendations). Hang a banner saying "Huashan Middle School Flea Market".

6. Activity site

7. Summary and reflection after the activity

Poster selection after the activity and appropriate comments on the students’ posters, pointing out the posters the correct approach. Collect students' impressions of this activity, analyze this test paper survey, and interview results. Market Plan Planning Part 5

1. Investigation Purpose and Tasks

1. Purpose: Conduct market research on the feasibility of KFC before entering the Chinese market.

2. Tasks

(1) Chinese people’s acceptance of foreign fast food and conduct advanced brand promotion.

(2) Formulate strategies and decisions for developing the Chinese market based on the acceptance level of the Chinese people.

2. Survey objects and survey units

Adopt a sampling survey to survey tourists playing in Beijing parks. We chose to conduct the survey in Beijing because Beijing is the capital of China and an international metropolis. People are more willing to accept new things and their acceptance of foreign culture is relatively high. There are three reasons for choosing to conduct market survey in a park.

First of all, the park has a large flow of people, so survey sampling is more convenient; secondly, the types of survey objects in the park will be wider, because the tourists who play in the park have different age groups, occupations, etc., so the survey objects will be more diverse. Comprehensive, it will be of great help to subsequent research work; thirdly, people playing in the park indicate that they prefer to go out for consumption, which has considerable investigative significance for KFC, a fast-moving consumer goods company.

3. Survey items

Survey the Chinese people’s acceptance of KFC’s taste and restaurant environment, and obtain reference data on the consumption power and level of Chinese people of different ages and occupations.

4. Investigation methods

Use interception, tasting, interviews and other methods to conduct investigations.

5. Investigation agencies and personnel

The 10th-level School of Communication of East China Normal University is responsible for the investigation. The members of the investigation team are as follows.

Team leader:

Deputy team leader:

Members: 10 students from the 10th-level Communication School of East China Normal University: Chen Zhe, Fang Zhiping, Zhang Mengyin, Zhai Juan, Guo Beirong, Li Qi, Zhu Yanliang, Xiong Yingkai, Xin Binhong, Yu Jun.

6. Investigation organization and investigation process

(1) Training: 20xx.5.20

(2) Division of personnel: 10 students are divided into 5 groups. Perform the responsibilities of their respective groups respectively.

The first group is composed of 4 cute and beautiful students. They are responsible for intercepting 100 tourists of all ages in the park and taking them into the restaurant built in the park. , ask them to conduct interviews.

The second group is composed of two students with good attitude and quick hands and feet. They guide tourists entering the restaurant to wash up and sit down, and place bagged towels in front of each tourist who conducts market research. Soda and boiled water are provided to eliminate the bad taste in the mouth, as well as excellent tender yellow chicken nuggets.

The last group consists of 4 students who are articulate and clear-thinking. After the tourists taste the chicken nuggets, they conduct interviews with the tourists and complete the market research content.

The second group of members will then give Kentucky Fried Chicken gifts to tourists who have completed the survey and send the tourists out of the restaurant.

Finally, Mr. Gao Fang, the deputy team leader of this market research activity, was responsible for review, summary and statistical analysis, and drafting the survey report.

(3) Investigation: 20xx.5.23

(4) Data compilation and analysis: 20xx.5.24-25

(5) Investigation report writing: 20xx. 5.26-31

7. Investigation fee:

Gift fee: 1,000 yuan

Transportation fee: 500 yuan

Investigation reward: 5,000 Yuan

Total: 6,500 Yuan

1. Background:

First, there are a large number of students, meal times are relatively consistent, and the school cafeteria can only accommodate a limited number of people dining at the same time. This has caused a series of problems such as crowded dining and long waiting times.

Second, the cafeteria has limited opening hours and cannot meet the requirements of the majority of students who postpone their meals due to special reasons.

Thirdly, off-campus restaurants have launched takeout services, which are increasingly favored by students.

2. Purpose of the survey:

Through this survey, we will understand the following main contents and achieve the following purposes:

(1) Understand the needs of college students for takeout degree, consumption opinions and habits;

(2) Grasp the conventional publicity and promotion methods of take-out services in off-campus restaurants;

(3) Analyze the consumption behavior and consumption of take-out by college students Consumption characteristics;

(4) Statistical data to predict the capacity and potential of the takeaway market.

3. Survey content:

(1) Food delivery market environment survey

1. Capacity and development potential of the food delivery market;

2. The consumption of takeaway food by different grades in the college;

3. The impact of school teaching and living environment on the development of the industry.

(2) Consumer survey

1. Consumer psychology (preference, economy, convenience, etc.)

2. Degree of understanding of takeaway products (Variety, taste, price, etc.)

3. Consumer loyalty

4. Statistics on consumer spending power, consumption level and consumption proportion

5. Description of consumers’ ideal take-out service

(3) Business survey

1. Main customer groups

2. Advertising strategy

3. Merchant’s description of existing takeout services

4. Survey objects and sampling methods

Research objects: all students of Hunan University of Humanities and Science and Technology, and off-campus restaurants that provide takeout services.

Sampling method: In order to ensure the representativeness, rationality and accuracy of the sample, and taking into account factors such as time, manpower, material resources and the economic status of consumers, the survey uses focused surveys and stratification Random sampling method.

5. Requirements and personnel of investigators

(1) Personnel requirements

1. Appearance must be correct and generous.

2. Be well behaved and have a cordial and enthusiastic attitude.

3. Have a serious, responsible and positive work spirit.

4. The interviewer must have the ability to grasp the atmosphere of the conversation.

(2) Personnel

Tang Yemei, Yan Lanhui, Zeng Yanhua

6. Market research methods

Consumers mainly use questionnaire surveys. Interviews are supplemented; interviews are mainly used for merchants. The specific implementation methods are as follows:

After completing the design and production of market survey questionnaires and the arrangement of investigators, you can carry out specific questionnaire surveys. Distribute the questionnaires evenly to each investigator, preferably after meal time when students are relatively free. Since students are more concentrated in the dormitory, which saves time and facilitates investigation, a visit to the dormitory where the target of the investigation is located is conducted. When entering the dormitory, you must explain your purpose of visit to ensure that the respondents actively participate and obtain correct and effective survey results. During the investigation process, investigators should wait patiently and must not rush. The interviewer can collect the questionnaire at that time or the next day (this enables the respondent to fully consider it and obtain more real and effective results).

After completing the market research interview outline and arrangement of interviewers and other related work, specific interviews can be carried out. Interviews were conducted with hotel managers and service staff during non-dining hours.

7. Survey scale

It is estimated that 200 questionnaires will be distributed and 20 students and 6 businesses will be interviewed.

8. Work content, time and personnel arrangements

(1) Survey planning discussion and writing: April 25, 20xx - May 5, 20xx, collective discussion , Zeng Yanhua is responsible for writing

(2) Design questionnaire and interview outline: May 4, 20xx - May 5, 20xx, Yan Lanhui is responsible, assisted by other personnel

(3 ) Questionnaire distribution: May 9, 20xx - May 11, 20xx, everyone participated, Tang Yemei was in charge

(4) Interview: May 14, 20xx, everyone participated, Yan Lanhui was in charge

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(5) Statistical questionnaire and summary interview: May 15, 20xx - May 20, 20xx, all participants, Zeng Yanhua is responsible

(6) Writing survey report: 20xx May 21st - May 25th, 20xx, collective discussion, Tang Yemei is responsible for writing

9. Budget

Printing fee: 1 yuan for planning book

Questionnaire 30 yuan

Interview outline 0.3 yuan

Survey report 1 yuan

Total: 32.3 yuan Market Plan Planning 6

1 , Survey purpose

: In order to grasp the pulse of the product market, communicate the company's various advantages (ideas, corporate culture, high-quality products, etc.) with all walks of life, so that the planned actions can be understood by all people Move everyone at the same time, so that future planned actions can be carried out smoothly, market research planning plan.

2. Investigation date:

1. Main investigation: September 1 to September 15,

2. Secondary investigation: September 16 On November 30th,

We will conduct a 7-day market survey preparation and a 60-day market survey to ensure nothing goes wrong

3. Survey content:

1. Main investigation content: Use convenience sampling and quota sampling methods to investigate the following main issues:

(1) Do you know the traditional brand "Jinyue Tangke Nutrient Tablets" ?

(2) What are the most popular functions and service promises of "Jinyue Tangke Nutrient Tablets"?

(3) What is the appropriate consumer price for "Jinyue Tangke Nutrient Tablets"? 18 yuan, 28 yuan, 40 yuan.

(4) What do you like and worry about most about "Jinyue Tangke Nutrient Tablets"?

(5) What is your consumer psychology? What are your buying habits?

(6) What is the unique selling point of "Jinyue Tangke Nutrient Tablets"?

(7) Is the packaging of "Jinyue Tangke Nutritional Tablets" popular?

2. Secondary investigation content: (using observation and analysis methods)

(1) Investigation of user characteristics: population, scale, distribution, composition, changes, city, Rural area, primary user, secondary user, address, phone number.

(2) Factors affecting users: purchasing power, social customs, habits, cultural level, national characteristics, purchasing characteristics and what kind of products to buy.

(3) Survey of user needs: actual needs, potential needs, aware but not purchased in time, not aware but will purchase in the future, or not purchased.

(4) Whether the product is exclusive in the sales area and not multiple, whether the product is satisfactory; what are the reasons for dissatisfaction; whether the product sells well or is sold on loan, the planning plan "Market Research Planning Plan".

(5) At which stage of the product life cycle does the product have a sense of crisis?

(6) Is the price competitive in the market? How do users react to the price? Which products are benefited by the favorable price situation in the market? Which products are disadvantageous? ;