How to plan a marketing plan paper

How to plan a marketing plan paper

How to plan a marketing plan paper, it is essential to make an activity plan in advance in the outside work. The plan is a written plan, which is the detailed rules for the implementation of specific actions, so that the work can be carried out better and effectively. The following shares how to plan a marketing plan paper. How to plan a marketing plan Paper 1

Background of the contemporary imported red wine market:

People in the industry have two particularly outstanding feelings about the current situation of imported red wine in China market. One is that the demand in the consumer market is growing rapidly, and the other is that the supply in the market is mixed. Enterprises investing in imported red wine come from different industries. In the past year or two, nearly 1, enterprises have set foot in the red wine market in Beijing alone.

in common words, it's "too messy" and "too impetuous"! Under the current market, the growth of fake and shoddy red wine market has seriously affected the sales channels of genuine red wine. Therefore, if we want to make a breakthrough in the growth of red wine sold by our own enterprises, we must have a complete sales network and clear sales methods.

1. Market overview of imported red wine:

At present, the market area of imported red wine is centered on the first-class cities such as Guangzhou, Shenzhen, Shanghai and Beijing, radiating the market trajectory of the second-class central cities. The acceptance of coastal areas is higher than that of the mainland, and that of economically developed areas is higher than that of underdeveloped areas.

However, as a special economic zone, Shenzhen mainly focuses on the service industry of the tertiary industry, including hotels, KTV and wineries, so the demand for imported red wine is bound to increase. However, in Shenzhen, there are many white-collar workers, gold collars and private business owners, and these groups have sufficient economic conditions.

With the continuous development of economy, the living standard in this region has been constantly improved, and the pursuit of spiritual enjoyment has emerged in an endless stream. In people's impression, tasting red wine belongs to a high-level fashionable and healthy living standard, so it has great development potential for red wine in Shenzhen.

Second, competitors of imported red wine:

Our company is engaged in importing red wine, and it has just started to develop, so we should first want to develop in the direction of sales, so I want to know how to understand the market of red wine in a region and how to understand our competitors. So as to achieve, know yourself and know yourself, and win every battle. The following are my views on competing products in this region:

Domestic red wine: (analyzed by 4P strategy)

(1) Price advantage: mainly, (Changyu, Great Wall, Dynasty), their advantage lies in the low-end red wine, such as the dry red wine of the old dynasty, which occupies a large share in the market. The sales price of domestic red wine is relatively low, and it can be bought for tens of dollars. However, cheap wine has a certain lack of texture < P > So these red wines are sold in nightclubs. In that consumption situation, it is almost unnecessary to look at the quality of wine, and nightclubs will strongly recommend mixing drinks with red wine to improve the taste of wine, which can make low-grade red wine sell at several times the profit. "

(2) regional advantages: generally, the output of domestic red wine is relatively large, so it has advantages in transportation. Imported red wine is affected by national policies and related wine taxes. In the case of high taxes and fees, many dealers get goods through different channels and compete unfairly in quality and price, disrupting market order. "

3. My brief summary of selling red wine is as follows:

1. What are we selling? (I have a deep understanding of my company's red wine)

Second, who shall we sell it to? (our company's classification of target groups)

Third, how to make it available to people who want to buy it? (marketing methods and propaganda means)

Fourth, how do people want to buy it? (Proficiency in marketing skills and brand influence)

V. What do you think after buying? (salesman's return visit and service)

VI. How to establish long-term cooperation? (Services and benefits provided by enterprises to terminals)

VII. How to establish a brand? (integrity of salesmen and quality of products)

VIII. How to give back to customers? (Combination of product discount and promotion means)

Fourth, my means of selling imported red wine:

First, we should choose our own profit model, do a good job in positioning our target customers, and understand the unique selling point of our products

Second, we should make a website in the name of the company, but this website must have marketing power, credibility and communication power (online sales)

Third, we should make it again. However, we should make a detailed budget for the promotion of red wine, minimize the cost as much as possible, and at the same time make a detailed plan for our own promotion. Then develop an agent through some relationships at home, and gradually lay out your own outlets, and take each step seriously. (store counter sales)

4. Choose a base camp. First, you should do a good job of infiltrating around the base camp. First, you should investigate the high-end hotels, restaurants and supermarkets around you, and you should also do a good job of advertising promotion around this base camp. (business development)

5. Identify your own customers.

group purchase discount, such as giving gifts on holidays for some enterprises and banks.

6. Do a good job in integrated marketing, look for some shopping malls to cooperate, and launch activities such as buying fruit baskets and distributing wine glasses.

To sum up, these are some of my methods for selling red wine. In view of the need to learn and accumulate more in the initial contact with this industry, the plan will always change, but I will improve my marketing methods with the change of the plan. How to plan a marketing plan 2

1. Purpose of the activity:

Through the public welfare activity with the theme of "Farewell the old year and send love", the new and old owners are invited to nine gardens to maintain customer feelings, explain the latest developments of the project and strive for the referral of the old owners; Invite new customers of Modian to understand the project and facilitate the intentional transaction.

II. Activity content:

The property consultant informed the former owners and customers of the company that they would come to nine gardens at the specified time to participate in the charity activity of "Farewell the Old Year and Send Love" organized by Taibai Impression.

after sorting the love items sent by customers, send customers a New Year gift package.

show the old owners around the product recommendation room and update them on the latest developments of the project; Recommend products to Modian customers.

Take photos and choose the best smile to be the "ambassador of love image" with Taibai impression.

III. Time and place of the event:

Time: 2 p.m. on December 3th, 2xx-January 3rd, 2xx

Location: xxxx

IV. Inviting customers:

In order to ensure the largest number of customers arrive at the site, the invitation is conducted twice; The first invitation time is: Friday, December 28th, 2xx. SMS will inform all customers who have completed the transaction and the time and place of the event in advance. The second invitation time is Sunday, December 3, 212, and customers are invited by phone at 2 pm.

old landlord's invitation: Mr. xxxx, I'm your property consultant Xiao xx. Did you receive the message I sent you yesterday? The activity of "Farewell the Old Year and Send Love" organized by our community and Xi 'an Love Alliance is scheduled for 2 o'clock this afternoon. Let's gather some idle clothes at home. One is to give our love, and the other is to save us time. At that time, we will also select an "ambassador of love" with a white impression and send gifts for the New Year. What time do you think you will arrive in the afternoon?

Motel customer invitation statement: Mr. xxxx, I'm Xiao xx, the property consultant of Taibai Impression. Did you receive the message I sent you yesterday? Well, the activity of donating old clothes and offering love organized by Xi 'an Love Alliance will be held at two o'clock this afternoon. You are cordially invited to participate. You must be a caring person. I'll make an appointment with you this afternoon. How to plan a marketing plan paper 3

1. Planning purpose/overview.

at the beginning of the business, there is no systematic marketing strategy, so it is necessary to plan a marketing plan according to the market characteristics.

second, analyze the current marketing environment.

(1) Market situation analysis and market prospect forecast

1. Marketability, actual market and potential market conditions of products.

2. Market growth, which stage of the market life cycle the product is currently in. What is the marketing focus of product companies in different market stages, the effect of corresponding marketing strategies, and the impact of demand changes on product markets.

3, consumer's understanding, this information needs planners to analyze the product market development prospects with the information they have mastered.

For example, the planner's analysis of the risk of entering the market in Taiwan Province's mouthwash "The Marketing and Advertising Planning Case of DENNET" shows that the product market decision is quite wonderful. For example, in the analysis of product market growth, it is pointed out that:

① The good performance of similar product "Li Shidelin" shows that the risk of "Germany" entering the market is small.

② Another similar product "Su Kejing" is widely understood on the market, which shows that "Li Shidelin" is defective.

③ mouthwash is used by family members and has a large market.

④ The improvement of living standard and the increase of middle and upper classes indicate its future market growth.

(II) Analysis of uncontrollable factors affecting products

Such as macro-environment, political environment, residents' economic conditions, such as changes in consumers' income level, consumption structure, consumption psychology, etc. For some products that are greatly influenced by technological development, such as computers, household appliances and other products, it is necessary to consider the influence of technological development trend in marketing planning.

third, SWOT analysis.

the marketing plan is to grasp the market opportunity and use the strategy, so analyzing the market opportunity has become the key to marketing planning. Only by finding the right market opportunity, the planning is half the battle.

(1) Advantages

(2) Disadvantages

The specific problems/disadvantages existing in general marketing are manifested in many aspects:

The company's low visibility and poor image affect product sales.

the quality of the product is poor, and the function is incomplete, so it is left out by consumers.

the product packaging is too poor to arouse consumers' interest in buying.

improper product price positioning.

poor sales channels or wrong channel selection hinder sales.

The promotion method is useless, and consumers don't understand the enterprise products.

the poor service quality makes consumers dissatisfied.

Lack of after-sales guarantee and consumers' worries after purchase can all be problems in marketing.

Find disadvantages from problems to overcome, find opportunities from advantages, and explore its market potential. Analyze the characteristics of each target market or consumer group, subdivide the market, try to meet different consumer demands, seize the main consumer groups as the marketing focus, find out the gap with competitors, and make good use of market opportunities.

(3) Opportunities

(4) Threats

4. Marketing objectives

Marketing objectives are the specific objectives that the company will achieve on the basis of the previous objectives and tasks, that is, during the implementation of the marketing planning scheme, the economic benefits will be achieved: the total sales volume will be ××××× 1, pieces, the estimated gross profit will be ××××××××××××××××××××××××××××××××××××××××××××××××××××

v. marketing strategy (specific marketing plan)

(1) marketing purpose

General enterprises can pay attention to the following aspects:

smoothly expand the market with strong advertising campaign, accurately position products, highlight product characteristics and adopt differentiated marketing strategies.

focus on the main consumer groups of products.

establish a wide-ranging sales channel, and constantly expand the sales area.

(II) Product Strategy

Through the analysis of the market opportunities and problems of the previous products, reasonable product strategy recommendations are put forward to form an effective 4P combination and achieve the best results.

1) product positioning. The key to product market positioning is to find a vacancy in the customer's mind, so that the product can start the market quickly.

2) product quality function scheme. Product quality is the market life of products. Enterprises should have a perfect quality assurance system for products.

3) product brand. In order to form a well-known reputation and establish a well-known brand in the eyes of consumers, we must have a strong sense of brand creation.

4) product packaging. As the first impression of products to consumers, packaging needs a packaging strategy that can cater to consumers' satisfaction.

5) products and services. Attention should be paid to the improvement and improvement of product service mode and service quality in planning.

(3) Price strategy

There are only a few general principles emphasized:

Widening the price difference between wholesale and retail, and mobilizing the intentions of wholesalers and middlemen.

give an appropriate amount of discount to encourage more purchases.

based on cost, with the prices of similar products as reference. Make the product price more competitive. If the enterprise takes product price as its marketing advantage, it should pay more attention to the formulation of price strategy.

(IV) Sales channels

What are the current sales channels of products? What are the plans for the expansion of sales channels? Take some affordable policies to encourage middlemen and agents to make sales intentions or formulate appropriate incentive policies.

(5) Promotion strategy

(personnel promotion, advertising, business promotion, and public relations)

Take advertising as an example:

1. Principles:

① Obey the company's overall marketing promotion strategy, establish the product image, and pay attention to establishing the company image at the same time.

② long-term: the individuality of advertising products should not be changed and become multifunctional. Consumers will not know the products, but will make their regular customers feel strange. Therefore, consistent advertising should be launched at the necessary time.

③ Generalization: While selecting diversified advertising media, we should pay attention to ways with good publicity effect.

(4) irregularly cooperate with staged promotion activities, grasp the appropriate opportunity, and conduct them in a timely and flexible manner, such as major holidays and activities with commemorative benefits of the company.

2. The implementation steps can be carried out in the following ways:

① Product image advertisements are launched in the early stage of the planning period.

② after the sales, timely launch the wanted agent advertisement.

③ Promote promotional advertisements before holidays and major events.

④ Seize the opportunity to conduct public relations activities and reach out to consumers.

⑤ Make good use of news media and be good at creating and using news events to improve the visibility of enterprise products.

(VI) Specific action plans

According to the characteristics of each time period in the planning period, various specific action plans are launched. The action plan should be meticulous, thorough, operational and flexible. We should also think about expenses, do everything according to our abilities, and try our best to achieve good results at a lower cost. In particular, we should pay attention to the marketing emphasis of seasonal products in light season and peak season, and seize the marketing advantage in peak season.

VI. Cost Budget of Planning Scheme

This part records the cost input in the whole marketing scheme promotion process, including the total cost, stage cost, project cost, etc. Its principle is to obtain the best effect with less input. The expense budget method is not here.