How to write a complete set of marketing planning copy?

Give you an example and try it yourself:

China Unicom: a sample of brand marketing for telecom operators

Generally speaking, telecom operators are very important in brand marketing, Advertising and marketing are much more difficult than other companies. In addition to the corporate brand, there are a lot of complicated business brands, industry application brands, plus descendant brands under the business brand. How to sort out the differences between these brands? The relationship is embodied in advertising, marketing and other behaviors at the level of market competition. This is a difficult problem faced by domestic telecom operators.

Among the six major domestic telecom operators, China Unicom is a relatively special sample. In addition to changing the chronic problem of traditional state-owned enterprises having no brand awareness, they also have to start from scratch to re-plan their brand image and are still exploring. Establishing new business brands for different consumer groups. At the same time, the brutal competition from China Mobile has forced China Unicom to adopt a defensive strategy and compete tit-for-tat in terms of branding, especially in terms of terminal marketing and advertising to attract users to the Internet.

The 2004 China Print Media Advertising Annual Report shows that in the advertising brand ranking list, the top 20 are basically occupied by the four major industries of telecommunications, automobiles, computers, and electrical appliances. Among them, the four major industries of China’s telecommunications industry operators have entered the top fifteen in terms of total advertising volume, and China Mobile, China Unicom, and China Telecom occupy the top four positions, which shows that the "big brother" status of the communications industry in the advertising industry is temporarily difficult to shake. These large-volume advertisements basically cover many aspects such as operator brand building, business brand promotion, and the release of preferential tariff policies.

It is difficult to build an operator's brand

As for brand building and promotion, Wang Jianhong, deputy general manager of the marketing department of China Unicom, told reporters that the market aspect is often transformed into business promotion and sales. Branding is a key part, but in turn, the promotion of business brands also supports the shaping of the company's overall brand image. According to Wang Jianhong, China Unicom's brand image promotion expenses account for 1/3 of the total. However, regarding some specific indicators such as the annual advertising volume, Wang said that it involves the financial arrangements of listed companies and cannot be disclosed.

However, according to common sense, China Unicom spent 1 billion yuan on brand promotion in 2002 and about 2 billion yuan in 2003. Therefore, China Unicom’s overall brand promotion expenses should be maintained at tens of billions per year. On the order of billions. In the early days of attracting a large number of users for its CDMA network, China Unicom adopted the strategy of "telephone subsidy and free phone activities". Therefore, its promotion expenses remained high. Wang Jianhong said that this year, China Unicom has basically stopped the activity of subsidizing phone bills and giving away mobile phones. In the past, it was excessive competition regardless of costs, and in the end it was a loss-making business. In the future, it will rely more on brand, business, and services to expand users.

According to the reporter’s understanding, China Unicom currently has six brands: World Wind, UP New Force, Uni, Ruyi Tong, Baoshitong, and China Unicom New Space. World Wind is positioned in dual-mode mobile phones and is the key to coordinating China Unicom’s G network. , C network dual network operation brand, users can use a dual-mode mobile phone to freely switch between G network and C network. From the end of last year to the beginning of this year, China Unicom put a lot of advertising on the world-style brand to build momentum. UP New Force is a fashion brand for young people launched by China Unicom in February this year. Its business includes virtual chat, mobile video, mobile QQ, Magic Ring, music games, etc. It can be seen that UP New Force is a brand in China Unicom’s advertising this year. It is a popular field and we have seen more and more advertisements of UP’s new forces in some print media.

In addition, Uni is a 3G-oriented value-added service brand that China Unicom has spent a lot of money to build, covering the fields of entertainment, life, and business multimedia, including mobile navigation, "Video Shinkansen" mobile TV and other signature services. For example, Ruyitong is a brand that carries China Unicom's penetration into low-end mass users. Therefore, its advertising strategy uses rational marketing with favorable prices and cheap tariffs, focusing on promotions to attract users to the Internet. As a special business of China Unicom, Baoshitong has a large market in the field of enterprise and home video phones. It is a brand that China Unicom has invested in promoting for a long time.

China Unicom has spent the most effort on the China Unicom New Space brand. This can be seen from the fact that sports star Yao Ming signed a contract with China Unicom New Space to become the image spokesperson. China Unicom has specially customized a series of advertisements for Yao Ming. Highlight China Unicom’s brand appeal of “youth, vitality and future” in the new era.

From 2003 to 2004, various versions of advertisements performed by Yao Ming were broadcast in turn on CCTV during various important periods. In conjunction with CCTV's "aerial bombing", billboards promoting the image of "Little Giant" Yao Ming have been erected everywhere in airports, buildings, and roadsides across the country.

China Unicom and China Mobile compete

> Obviously, among the six major telecom operators, China Netcom and China Telecom have been concentrated in the fixed-line field. The activities are relatively quiet, so branding is far less complicated than in the mobile communications field. On the other hand, the battle between mobile operators China Mobile and China Unicom is much more intense. The outside world simplifies the battle between the two parties into the three main battles for the market: network competition, tariff competition, and bickering. Advertising is the top priority. The reason is very simple. Without advertising, how will users know that your network is good? Are the rates cheap? In the past few years, if there is a main line of competition between China Unicom and China Mobile, it is an overwhelming advertising war.

A joke circulating in the industry is that in a certain place, China Unicom erected a billboard "Thousands of people are calling for change in unison - CDMA new time and space". Tens of meters away, China Mobile erected another billboard. A bigger billboard said, "Replaced, all replaced by GPRS!" Furthermore, China Mobile took the "128 Chinese tourists were rescued in the Vietnam Sea on October 6, 2002" as an example, and launched "One Phone Call" on CCTV It’s equal to a life. At critical moments, trust Global Communications!” The advertisement promotes that its network coverage is better than that of China Unicom. This move can be described as cruel. Of course, China Unicom was not to be outdone, and it took up the banner of CDMA's green environmental protection and launched a TV advertisement "Prevent radiation, care for health, use CDMA".

Recently, China Unicom’s advertising in outdoor and print media has been replaced by the slogan “The Internet is not what it used to be, and wonderful things are everywhere.” This is obviously to erase what the outside world thinks of China Unicom’s network. Bad bad impression. In addition, on some regional advertising themes such as price concessions, promotions, and package offers for end users, the smell of gunpowder between China Unicom and China Mobile is even stronger.

For example, in 2003, China Mobile appeared on its sub-brand "M-Zone" with a series of advertising words that are often used for fashionable consumer goods, such as "the coolest, the most dazzling, the most dynamic", and were designed by international advertising masters. Knife, the "M-Zone" advertisement endorsed by the "rebellious and alternative" singer Jay Chou was repeatedly broadcast during CCTV's prime time advertising period. But in 2005, China Unicom finally began to compete with China Mobile with great fanfare and launched the "UP New Power" brand for fashionable young people.

Undoubtedly, China Unicom’s goal of launching the “UP New Forces” customer brand is to move the user group in the “M-Zone”. According to an insider of China Unicom, the UP New Forces will use campus students as their main means of competition. It will launch some package services, terminal mobile phones, etc. tailored for teenagers, and China Unicom will not rule out the possibility of selecting a brand spokesperson for the new forces of UP, and this spokesperson should also be as popular with teenagers as Jay Chou of Mobile "M-Zone" Idol. In comparison, Yao Ming, who endorses China Unicom New Space and Time, is a bit older. It can be seen that China Unicom will start another advertising war with China Mobile in the competition for young people.

The new era of telecom marketing has arrived

Wang Jianhong, deputy general manager of the marketing department of China Unicom in charge of brand strategy, said that there is no doubt that the implementation of customer-centered marketing theory is what happens to operators The biggest change. The huge investment in brand advertising shows that operators have shifted their attention from "technology platform development and user account allocation" to customer marketing.

Wang Jianhong also gave an example that some of China Unicom's development slogans have also changed during development. Now the theme of some advertisements is "Let everything be connected freely", while in the past it was "Leading the future of communications", "Connecting with China?" "China Unicom connects the world", the advertisement has a theme change, which is actually an adjustment of China Unicom's entire strategy.

In addition, China Unicom has also invested a lot of advertising in building its brand through event marketing, such as the 2002 CCTV World Cup advertisement, the title of the CCTV Olympic special program "Unicom Athens", and this year's sponsorship of the Hoh Xil Scientific Expedition Team. Wait, this series of advertising is also a kind of "exercise" for the brand image.

But has a new marketing era for domestic telecom operators begun?

Some experts said that the current brand marketing of operators is still in its infancy. Although feedback from the sales frontline of companies in various operators and provinces states that advertising has achieved significant results, it cannot cover up brand advertising and specific business marketing. There is still a lack of systematic cooperation. For example, the current operators' brand marketing and advertising strategies still focus on simple product and business promotion and bloody battles with competitors, rather than truly conducting in-depth marketing exploration based on their own corporate brands, customer brands, and business brands. .

In fact, we can learn from the experience of South Korea's leading operator SK Telecom. Every time SK launches a value-added telecommunications service, it tries to create a good user experience environment. For example, the CARA "Care" service, which is specially tailored for married women, not only provides female users with customized women's pages and text messages and pictures about women's beauty and skin care on mobile phones, but also cooperates with a large number of merchants that specifically serve women. , providing CARA female users with membership services and discounts including beauty, catering, shopping, culture, travel, etc.

Looking at domestic operators, the full-page advertisements still revolve around some business, price concessions and other themes. It can be seen that domestic operators still have a long way to go in terms of brand marketing and advertising strategies. Walk.

The following is for your reference:

Sample marketing planning plan

1. Cover: Plan name/Program maker××××Full marketing plan×× ×Production 2. The program catalog lists the main items in the program. 3. Plan content (1) Planning object environment 1. Planning object macro-environment (political environment, legal environment, economic environment). 2. Local planning object environment (social and cultural environment, technological environment, natural environment, population environment). 3. The opportunities and threats provided by the above-mentioned environmental status and trends. (2) Basic information on competitors 1. Overview of competitors: past sales, market share, sales, profits and other economic indicators. 2. Sales philosophy and culture: company philosophy, shared values, business policy, business style, corporate mission, and goals. 3. Planning project overview. (3) Market analysis 1. Market survey 2. Market research: research topic, research methods, research results (data, charts). 3. Market planning. 4. Market characteristics. 5. Competitors line up - upper, same and lower competitors (based on market share or sales). 6. Identification of the competitive landscape—whether market leaders, challengers, followers, and fillers are formed. 7. Market performance, marketing plans, competitive strategies, and competitive advantages of major competitors. 8. Marketing opportunities for this project. 9. Market analysis of similar projects in surrounding areas (specific regional industry market size and trends, specific regional industry market structure, specific regional industry market environment situation). 10. Distribution map of surrounding similar planning objects 11. Comprehensive market analysis of the project (market share, sales and other industry market statistics of the industry). 12. Analysis of project advantages and disadvantages (overall advantages and disadvantages; advantages and disadvantages in marketing. The best and worst aspects in marketing, the best and most successful in marketing aspects or fields.) 13. Market opportunities and obstacles (4) Project positioning 1. Project positioning points and theoretical support 2. Project demands and theoretical support (5) Market positioning 1. Main market (target market) positioning and theory Support point 2. Secondary market (auxiliary market) positioning and theoretical support point (6) Owner situation 1. Owner classification/distribution. 2. Characteristics of the owners (What do these owners look like? How do they live, how do they receive this service and related services?) 3. How many owners are there? 4. Owner’s consumption behavior/psychology (why decoration, what characteristics are sought during the decoration process? Decoration process, influencing factors before decoration). 5. Setting up decoration incentives. (7) Development of marketing activities 1. Objectives of marketing activities. 2. Target market. 3. Facing problems. 4. Competitive strategies, competitive advantages, and core capabilities. 5. Marketing positioning (determination of differentiated competitive points of difference). (8) Marketing strategy 1. Planning strategy: (1) Planning concept; (2) Brand and packaging planning. 2. Price strategy: (1) Pricing ideas and price determination methods; (2) Price policy; (3) Management of the price system.

3. Channel strategy: (1) Channel selection; (2) Channel system construction/management; (3) Channel support and cooperation; (4) Channel conflict management. 4. Promotion strategy: (1) Overall promotion idea; (2) Promotional means/method selection; (3) Promotional concept and theme; (4) Promotional objects' (5) Promotional plan/original plan, advertising plan, advertising strategy, Advertising script; (6) Promotional activity process; (7) Promotional activity effect; (8) Promotional expenses. 5. Strategy for planning activities (1) Event timing (2) Countermeasures (3) Effect prediction (9) Marketing/sales management 1. Marketing/sales plan management. 2. Marketing/sales organization management: (1) Organizational functions, job responsibilities, and work procedures; (2) Personnel recruitment, training, assessment, and compensation; (3) Sales area management; (4) Incentives and supervision of marketing/sales personnel ,lead. 3. Control of marketing/sales activities: (1) Financial control; (2) Product control; (3) Personnel control; (4) Marketing/business activity control; (5) Marketing/business activity control indicators, methods and usage forms . (10) Sales service 1. Service concept, slogan, policy and goals. 2. Service commitments and measures. 3. Service system (organizational structure, responsibilities, procedures, processes, resources). 4. Service quality standards and control methods. (11) Overall cost budget (12) Effect evaluation