Marketing planning scheme

Practical marketing plan: model (5 pieces)

In order to ensure that things or work are carried out in an orderly and powerful way, we need to make a plan in advance, which is a written plan and the detailed rules and steps of specific actions. Do you understand the plan? The following are five marketing schemes that I have carefully sorted out, hoping to help everyone.

Foreword of marketing planning scheme Chapter 65438 +0

Zongzi is the traditional food with the deepest cultural accumulation in the history of China so far, and it is also a wonderful flower in the food culture of China. For thousands of years, the traditional customs of eating zongzi, rowing dragon boats and commemorating Qu Yuan not only enriched the cultural life of China people, but also reflected the good wishes of China people for prosperity and national security through zongzi.

On the fifth day of May, during the Dragon Boat Festival, people in China have a tradition of dragon boat races, hanging mugwort leaves, drinking realgar wine, eating zongzi, salted eggs and mung bean cakes. Seizing the opportunity of this festival promotion, the supermarket planned this promotion.

First, market research and analysis

Second, the promotion goal

Third, promotion suggestions

1, promote the theme

2. Promotion time

3. Promotion place

4. Promotional products

5. Promotion methods

6. Promotion media

7. Promotion activities

Four. Activity arrangement

Verb (abbreviation of verb) cost budget

catalogue

First, market research and analysis

Dragon Boat Festival is concentrated in XXX. The main competitor is not the large Zongzi Festival, but the large food companies or trading companies. Compared with the nearby supermarkets, our zongzi is closer to family production, producers and consumers know better, win the trust of consumers, and the price and various promotions are relatively flexible. However, due to the high popularity of several zongzi shops, but only in a small scope, facing consumers all over the world, we can increase sales and visibility by increasing publicity.

Second, the promotion goal

1. In order to celebrate the Dragon Boat Festival, activities such as offering profits at low prices, telling emotions and interacting with activities are used to create a festive atmosphere and improve the reputation of the store.

2, expand customer participation in activities, let customers participate in activities, cause emotions * * *, and close the distance between shopping malls and customers.

3. Through various activities, attract popularity, increase the number of stores, boost sales, and improve store operation efficiency.

Third, promotion suggestions

1, promotion theme Taste Jiaxing Zongzi and relive the Dragon Boat Festival culture. 2. The promotion time is from XX to XX.

3. Promotion place ××

4. Promotional products Jiaxing series seeds and Wufangzhai series zongzi.

5. Promotion methods, coupons and price discounts

6. Publicity media banners, posters, DM sheets, Yi Labao, stereos, etc. Contact radio stations, TV stations, newspapers, the Propaganda Department of the Municipal Party Committee, and neighborhood offices.

7. Promotion activities

Four. Activity arrangement:

Activity 1, free goods Jian 1, activity time.

2. Activity form: Customers who enter the supermarket can try zongzi for free in the promotion area, and we quit all kinds of zongzi. 3. Activity requirements:

four

(1) This activity is required;

(2) Require the supplier of zongzi to send one or two promoters to introduce and serve customers for on-site tasting; (3) tasting zongzi is sponsored by the supplier;

(4) Through DM sheets, in-store activity information boards and in-store broadcast publicity activities.

Activity 2. Send it again when the amount is full 1. Activity time:

2. Activity content: shopping at this supermarket at one time during the activity: 1 delicious zongzi (worth 2 yuan/piece, limited to 500 pieces) sent to 38 yuan nine times; Send 1 umbrella to 88 yuan (value 10 yuan/umbrella, limited to 200) 3. Activity requirements:

(1) This activity is required;

(2) The above activities will be distributed in the gift area. Customers participate on the same day with a computer sheet, without accumulation. Each person is limited to three tickets per ticket, and the number is limited while stocks last;

(3) Group buying customers, tobacco, alcohol, grain and oil do not participate in this activity. 4. Cost budget:

Delicious zongzi: 1.8 yuan/a× 500/day =900 yuan umbrella: 6.4 yuan/handle× 200 =1280 yuan, total: 2 180 yuan.

Activity 3: Opening Ceremony of Zongzi Culture Festival

Marketing planning scheme Part II: Background analysis:

Advantages:

1. The hotel is located in Susan Avenue, Meishan City, in front of the railway station, and then to the city center. Convenient transportation, surrounded by many middle and high-grade residential quarters;

2. There are few surrounding hotels and strong competitiveness;

This hotel is a newly renovated business hotel with outstanding decoration style and complete supporting facilities. The business projects are all at the forefront of consumption in Meishan City, with great development potential.

Disadvantages: 1 There are not many high-income people around, and their popularity is insufficient;

2. The popularity is not high, and the target group does not know enough about the hotel; 3. The hotel's core competitiveness is not clear, and its characteristics are not prominent.

Second, the marketing purpose:

Establish hotel popularity, enhance popularity, establish a relatively stable consumer group, and increase income steadily. Based on the local area, create a local first-class hotel image.

Lock target group:

Local high-income people, night tourists seeking fresh excitement, enterprises and institutions, government organizations, major travel agencies and foreigners.

Third, the project analysis:

As a special commodity, hotel marketing is different from other commodities. The key is how to create consumer demand correctly. Nowadays, the hotel industry in China is increasingly prosperous and the competition is fierce. But there are only a few varieties. Economy, luxury and business class. Economic price war, luxury type pays attention to service and luxury, business type pays attention to supporting perfection. Pay little attention to the taste. Our hotel can make up for the lack of taste at this time. Paying attention to taste will be the core competitiveness of our hotel.

Advantages: pay attention to the environmental atmosphere, which is to create a good atmosphere. This is almost a blank hotel concept in China. A variety of romantic environmental choices.

Membership management, to a great extent, protects consumers' privacy, convenient traffic environment, flexible house selection and obvious geographical advantages.

Challenge tradition and meet modern people's psychological demand for novelty.

Disadvantages: There are many security risks.

Not dominant in policy

Fourth, the specific marketing strategy:

1. Release the opening information and specific activities to the target consumer groups in advance;

2. Advocate the membership system and increase the number of members;

3. Marketers sell directly to customers by phone or door-to-door. Cooperate with professional companies to sell. Sign a key unit consumption agreement. Conduct follow-up activities and after-sales visits at any time, and all departments should establish and improve the customer file system and summarize the work in time. In order to cooperate with the smooth progress of this marketing activity, the leaders of all departments and marketers need to carry out sales-related work such as telephone marketing and contract sales at the same time, so as to achieve full-time marketing, and all teams should cooperate with each other and do their best to fight this battle.

Publicity:

1. Pre-heating of activities [news, soft articles, advertising, DM and POP distribution in place].

2. The choice of newspaper media.

3. Selection of TV media.

4. The choice of network media.

5. Choice of outdoor media.

6. Choice of radio station.

7.DM issuance [focusing on taxi drivers and car owners, issuing a letter of commitment for opening concessions].

8. Publicity outside the store [hydrogen balloons, lanterns, banners, POP, etc. Used to open]. Set off the opening atmosphere]

9. During the opening ceremony, the top five customers have more surprises every day.

10, there is a lucky draw every day.

Promotional gifts:

1, lighter

2. Sculpture (small relief with collection and ornamental value).

3. flowers.

4. Crystal products (small crafts).

5. Discount card or free experience card.

Verb (abbreviation of verb) Specific implementation: (omitted)

Budget of intransitive verbs: (omitted)

Seven. The expected effect of this marketing:

1. Improve the visibility of the hotel.

2. Let half the local people know.

Both the driver and the master know this hotel.

4. And the target group came to this route. You will choose this hotel when you spend money.

5. Develop and increase the frequent customers of the hotel.

6. Let local enterprises and business leaders know about this hotel. We will choose this hotel when there is demand.

7. Improve customer satisfaction, reputation and loyalty. Make it an old customer and member of the hotel.

8. Through the promotion and sales of the main products (rooms), the sales and popularity of the affiliated industries will be promoted at the same time.

This scheme is mainly conceived to open marketing, and the marketing strategy is only a small framework. In market analysis, I believe that investment companies have a well-thought-out plan. Looking forward to teaching and communication.

Chapter III of Marketing Planning Human body promotion is designed by beauty salons to meet people's emotional needs, which can impress consumers and establish long-term and stable customer groups in beauty salons. Usage: beauty salons carry out promotional activities such as: anniversary reception, greeting promotion (customers send greetings by computer or mobile phone on holidays), customer file holiday greetings (customers' birthdays), etc. Let customers feel the care of beauty salons and close the distance between beauty salons and customers. Occasionally docking: according to the actual situation of beauty salon management, choose human feelings to promote various hairstyles.

Popularity index: ★★★★★★★

Chapter IV of Marketing Plan I. Name of the event

XX University of Traditional Chinese Medicine 5th Medicine Marketing Simulation Competition

Second, the background of the incident

As a mature industry, medical representative was born in foreign countries 1820, and the concept of medical representative was introduced into China for a long time. As a bridge to transmit drug information, medical representatives play a dual role: not only to transmit drug knowledge to medical professionals, but also to collect clinical drug safety information and feed it back to drug research and development enterprises, providing clues for further improvement or research and development of new drugs. To be a qualified medical representative, we must know a lot of medical knowledge, medical analysis skills and professional marketing skills, and at the same time deeply understand and abide by the laws, regulations and codes of conduct that must be followed in drug promotion. Therefore, only medical representatives who have received professional training, standardized behavior and fulfilled their duties can undertake these two responsibilities.

For the industry of medical representation, perhaps many students in the University of Traditional Chinese Medicine are confused-how to become an excellent medical representative? As a member of our school marketing association, we want to know more. The Marketing Association specially held this simulation contest for medical representatives, hoping to help everyone solve their doubts through the meager strength of the Association, and at the same time let more friends know more and better about medical marketing and appreciate its charm. In order to reflect the professional connotation of medical representatives more truly and profoundly, the activity is to simulate PPT explanation and marketing practice in the process of medical marketing. If the students are still in the fog, then I hope that this simulation contest for medical representatives will let everyone clear the fog and find the direction.

III. Purpose of the activity

Through the simulation contest of medical representatives combining drug explanation with marketing actual combat, it helps college students to understand medical representatives in depth and provides a platform for students who want to know medical representatives.

Four. organizer

XX University of Traditional Chinese Medicine Marketing Association XX Medicine (China) Co., Ltd.

Verb (short for verb) participant in an event.

Students of XX University of Traditional Chinese Medicine and its surrounding colleges, regardless of professional level, are composed of 1~3 people (no more than 3 people are required), and the group leader (principal responsible person) can be determined across majors and grades.

Duration of intransitive verb I-word

20xx1June15 ——110/October 30th.

Preliminaries: 165438+ 10/0/.

Rematch:165438+1October 8th.

Final:165438+1October 29th.

Seven, preliminary preparation

(1) Outreach preparation

1 time: 65438+1October 20th-65438+1October 25th.

2 coordination

(1) School contact: submit the activity plan to the association.

(2) Media contact:1October 20-25 10 get in touch with the school newspaper, department newspaper and school radio station. And with this newspaper (XX newspaper), Youku, yomi, etc.

(3) Corporate contact: focusing on the period from 654381October 20 to1October 25, 165438, focusing on the marketing department, gathering the strength of the association, and contacting Wuhan XX Pharmaceutical Co., Ltd. on the principle of sincere cooperation and mutual benefit to provide the drugs needed for the preliminary competition of the fifth pharmaceutical marketing competition.

(2) Pre-publicity

(1) Physical publicity: exhibition boards, posters and leaflets.

(2) Campus publicity: Send invitations to school radio stations, department newspapers and school newspapers, and follow the contest all the way.

(3) Online promotion: It is planned to make the whole process of promotion planning of the event and the finals into videos and upload them to video websites such as Youku.

(4) Media publicity: Wuhan Morning Post, Wuhan Evening News and Chutian Metropolis Daily are invited to make post-match reports and photo news reports on the finals of this competition.

(3) Organization registration

(1) Time: 65438+1October 22nd-165438+1October 25th.

(2) Participants:

Students from four universities in XX are composed of 1~3 members regardless of professional level. It is required to determine the group leader (principal responsible person). It is recommended that each team seek guidance from teachers in marketing management and pharmacy. On the evening of June 26th 10, the association organized a meeting to systematically explain the theme of this event to the participating teams (it is suggested that XX Pharmaceutical can send representatives to give a simple training and explanation to our participating teams).

(3) Registration method:

① Get the registration form at the fixed registration point on campus, fill it out and hand it in.

(2) registered by the director of the association secretariat.

= 3 *GB3 ③ Sign up at the secretary of the League branch of each class. There is no limit to the number of teams in each class, and the secretary of the League branch submits the registration form in a unified manner.

Eight. Activity content and process

This activity is mainly divided into three parts: preliminary, semi-final and final.

In the preliminary competition, the organizer's marketing association will designate a Chinese patent medicine or western medicine (provided by the organizer) and provide the relevant information of the medicine (the relevant information of Chinese patent medicine mainly includes: drug name, composition, nature, functional indications, specifications, usage and dosage, adverse reactions, taboos, precautions, etc.). ). Western medicine related information mainly includes: drug name, composition, nature, indications, specifications, usage and dosage, adverse reactions, contraindications, etc. In the preliminary competition, the participating teams will explain the drugs through PPT, focusing on the pathological mechanism, indications and contraindications of the drugs. The imaginary objects are hospital medical staff and related physicians in pharmacy. Enter the semi-finals according to the proportion of 30% or the principle of merit-based admission.

The rematch takes the form of marketing practice, requiring the team entering the rematch to go to the pharmacy (arranged by the organizer and the organizer through consultation) to simulate the process of communicating with the person in charge of the pharmacy as a medical representative or selling to guided consumers as a pharmacy, or to explain the team's feelings and experiences in marketing practice, or to complete this task in any form that can reflect the communication ability of medical representatives. Record and edit it into a video of about 2 minutes (for final use), and do a half-day drug terminal promotion. In the rematch, it is planned to leave eight teams to enter the finals.

The final is divided into three parts: PPT presentation of drugs, video presentation of marketing actual combat and defense (or teams can explain their feelings or supplement the first two parts in the preliminary and semi-finals). Finally, the winners of the first, second and third prizes were awarded.

Detailed process

(1) preliminary round

The preliminary competition is mainly about the team explaining the drug PPT. Pharmaceutical PPT works should be submitted to the Secretariat of Marketing Association before the afternoon of June 3 1 Sunday 12, and the Association will invite 1 marketing management and pharmacy teachers to pre-evaluate the PPT works. 1 1.2 preliminaries.

(1) Time:165438+1October 2.

(2) Location:

(3) Pre-preparation:

(1) Notify each team and draw lots to decide the preliminary order.

(2) Determine the evaluation committee (president of the Association and directors of all departments, 9 persons), scoring committee and unification committee.

③ Find a good classroom.

(4) Invite the host, organize on-site order maintenance personnel, and welcome the receptionist, cameraman and emergency team.

⑤ Site layout and multimedia debugging.

(4) Preliminary form:

PPT demonstration of drugs. The PPT presentation of drugs is 3 minutes, and the defense is 2 minutes, which is required to be no more than 5 minutes.

(5) Process:

(1) The teams, judges, raters and unified personnel are seated.

(2) The host made a speech on the stage and announced the official start of the contest.

③ Introduce the competition rules and scoring rules.

(4) Participants show PPT and defense of drugs. The PPT presentation of drugs is 3 minutes, and the defense is 2 minutes, which is required to be no more than 5 minutes.

⑤ The judges scored.

⑥ Unified scoring.

⑦ Select the teams that enter the semi-finals, and notify them by SMS before1the evening of October 3rd 165438+.

(6), evaluation rules, scoring standards:

PPT exquisiteness and content coverage. (20)

(1) Explain the degree of professionalism. (30)

② The on-site mental outlook of each player. ( 10)

③ The skill, rationality and accuracy of the defense. (30)

(4) the performance of the captain. ( 10)

2 review principle:

The principle of removing the highest score and the lowest score is adopted, and the scoring group takes its average score.

3. Judges: (1 former president of marketing association, 1 student guest, 2 presidents of other associations, 1 director of strategy department of the association, 1 director of practice department).

(7) Later work

Pre-publicity: photo collection, blackboard newspaper and broadcast draft.

Material arrangement.

(2) rematch

(1), Pre-competition preparation: 165438+ 10. Starting from 4 October, I will experience what the medicine representative did in the pharmacy designated by XX Medicine (China) Co., Ltd. ... I will simulate the sales of medicines to the person in charge of the pharmacy as the medicine representative of the host company, or simulate the sales of medicines to customers as the shopping guide of the pharmacy (customers). Followed by a half-day drug trial and promotion experience (provided by XX Medicine).

(2) Competition: Write a practical report on drug promotion, and submit the work to the Association before 10/16 (inclusive). In order to ensure the authenticity and reliability of the promotion practice report, the report must indicate the promoter, the trial time and place, the text must include the reaction and promotion experience of the trial users, and attach photos during the trial promotion in or after the text.

Note: the whole process should be recorded for about 2 minutes for the final demonstration.

(3) Scoring criteria:

1, completeness, authenticity and accuracy of the contents of the practice report (40 points);

2, the innovation and implementation of promotion methods (30 points);

3. Familiarity with and mastery of drug promotion knowledge (10 score)

4. The typesetting and exquisiteness of the internship report (10);

5. Teamwork ability (10 score)

After the game:

1, the shortlist and the water-washing rematch site are displayed with exhibition boards;

2. Upload the rematch videos and pictures to the websites such as School Post Bar and Youku, and conduct online voting in Baidu Post Bar. The voting results will be counted as the final results;

3 in the department newspaper, the school newspaper announced the rematch process, and broadcast on the school radio station;

4. Make full preparations for the final.

(iii) Finals

1 Time:165438+1October 29th.

2 Location: Academic Lecture Hall of XX University of Traditional Chinese Medicine

3 preparatory work:

(1) Invite faculty tutors, business representatives and student representatives to be the final judges; Notify relevant teams and hold meetings; Notify relevant media; Confirm the guests present.

(2) Prepare certificates and prizes.

(3) Debugging multimedia equipment and materials needed for various competitions.

(4) Invite the host, organize on-site order maintainers, welcome receptionists and cameramen to make an emergency response to the group.

(5) Site layout and multimedia debugging.

(6) Seating arrangement.

(7) Arrange the order of the finalists.

4. The final form:

(1) Online voting before the competition: Eight teams voted online. Upload the shooting videos of the rematch teams to Youku and vote on the website of Baidu Post Bar of XX University of Traditional Chinese Medicine. Voting time starts on1October 165438+ 18 and ends on1October 24th 12. The voting results will be announced in the final.

(2) On-site competition: The final is mainly composed of three parts: video clip of the rematch (2 minutes), PPT-related drug marketing explanation (3 minutes) and judge interaction. The total time shall not exceed 8 minutes.

5. Activity flow:

(1) The host made a speech on the stage and announced the official start of the contest. Introduce the guests and teams.

(2) The host delivered a speech, briefly introducing the process from the preliminary contest to the final contest.

(3) The participating teams took the stage in turn, and the jury scored the PPT demonstration of drugs, the video demonstration of marketing actual combat and the defense.

(4) the jury scored.

(5) After the game, the scorers will rank the teams.

(6) Invite enterprise representatives to speak.

(7) The final evaluation result of this contest will be announced by the representative of the enterprise as the representative of the evaluation guest.

Chapter 5 of Marketing Planning Scheme I. Activity Background

More and more people tend to shop online. Online shopping and door-to-door delivery are cheap, and you can also buy things that are not available locally. Compared with traditional online shopping, it has high efficiency and many kinds.

Of course, more and more young people are more and more inclined to open their own online stores. Compared with Taobao, the advantage of micro-store lies in its simple registration, no need for deposit and no need to worry about the supply of goods.

The popularity of micro-stores is bound to trigger another upsurge between consumers and producers.

Second, the theme of the event

To promote Youcai.com Dian Wei in Dalian Maritime University, we should not only achieve the purpose of publicity, but also rank the competitions.

Third, the purpose and significance of the activity

Now that the competition is just around the corner, how to ensure the victory of the first battle is the primary problem for all participating universities, and the initial promotion enthusiasm determines the result of the competition. In order to ensure the victory of the first battle, the key problem that must be overcome is to have both sensational scenes and real turnover, and to make the two contradictory, we must turn to the previous advertising rendering. For propaganda, it is refreshing to win the first battle, and it finally became an instant hit.

Fourth, activities and project arrangements.

The arrangement of verb (verb's abbreviation) activity place

In-community-online platform-campus fixed-point display.

Sixth, the object of activity.

Mainly for college students who want to start their own businesses and tend to buy online.

Seven. Activity flow

1. Preheating stage:

Since everyone is in a club, let's promote it internally first, do our best to promote it comprehensively, and promote it in the circle of friends with everyone as the axis.

2. Early stage:

In order to improve our popularity, we will promote it on WeChat, qq and other network platforms and design it as a network relay activity;

Make micro-store promotional slides and play them in front of major dormitories at night; Bring your own mobile APP to pull the registration amount in the restaurant and give each other small gifts; Publicity board painting, Yi Labao, leaflets, banners and other forms.

3. Mid-term stage:

Carry out fixed-point publicity in places where there are many people on campus, and there will be a lucky draw once you register, or you can send red envelopes or small gifts on the spot to collect words. At this time, you can sell strawberries at the same time.

4. Later activities

Reach a certain popularity, hold a presentation, which takes giving small gifts as the temptation, and in the name of college students' self-employment, "you open a shop, I will pay" and "zero pressure".

Eight. Personnel arrangement of the activity.

Nine. Incentive facilities.

X. Budget.

;