How to do a good job in brand planning?

Hello, there seems to be a word missing at the end of your question. Is it a good brand planning scheme or a good brand planner?

Personally, I think you are more likely to ask about the plan, but your question is too general. For different products and brands, the content of marketing plan is different. I can only write a few points briefly for reference.

First, the preliminary investigation and analysis of the project

1. Macro-environmental analysis:

It mainly includes macroeconomic situation, macroeconomic policy, fiscal and monetary policy, capital market trend, capital market situation and so on.

2. Analysis of the project market:

It mainly includes the market sales and demand of existing products or services, the potential demand of customers for new products or services, market share, market capacity, market expansion space, etc.

3. Inter-bank market conditions:

It mainly includes the institutions of the same trade, the target market of the same trade, the competitive means of the same trade, the marketing methods of the same trade, the possibility and degree of the same trade entering the market, and so on.

Different marketing plans need different market analysis data, which should be collected according to the needs of marketing planning and briefly explained in marketing planning.

Second, the basic problem analysis

The problems faced by marketing planning and the problems to be solved, what are the reasons for these problems? What is the main reason? How to determine the basic ideas to solve these problems, and what is the starting point? By what means and in what way? Wait a minute.

Third, SWOT analysis

1. Analysis of main advantages:

Advantage analysis is an internal factor of an organization, including: favorable competitive situation; Adequate financial resources; Good corporate image; Technical strength; Economies of scale; Product quality; Market share; Cost advantage; Advertising offensive, etc.

2. Analysis of main shortcomings:

Inferiority analysis is also an internal factor of the organization, including: equipment aging; Management confusion; Lack of key technologies; Backward research and development; Lack of funds; Poor management; Product backlog; Poor competitiveness.

3. Opportunity analysis:

Opportunity analysis is an external factor of the organization, including: new products; New market; New demand; Cancel foreign market barriers; Competitor mistakes, etc.

4. Threat analysis:

Threat analysis is also an external factor of the organization, including: new competitors; The number of substitute products has increased; Market tightening; Changes in industrial policies; Economic recession; Changes in customer preferences; Unexpected events, etc.

Four, marketing strategy planning:

Macroscopically speaking, there are four marketing strategies, namely, market leadership strategy, market challenge strategy, market following strategy and market filling strategy.

1. For market leaders, adopt market defense strategy. Because products occupy the largest market share in the market and are widely recognized by customers, leaders are easily attacked and challenged by other competitors. If a leader wants to maintain the competitive advantage of being the first in the market, he can only reduce the risk by retreating and launch a defensive war. As a market leader, the defensive war itself is not a passive war, but an offensive war. "Defending the market share dominated by enterprises" is its only goal, and defense is essentially a kind of reverse thinking, which needs to concentrate on defeating the challenger's offensive intention rather than being trapped by his own intention. Strive to expand market share when the market scale tends to be stable, upgrade products when products are mature, enhance customer experience, and establish service standard processes.

2. For market challengers, adopt offensive strategy. The concept of "picking soft persimmons" often tempts people to plunder the weak, not the strong. However, the opposite is true. As long as you attack the strongest in the market and seize some market share, you can completely weaken the position of the leader, improve your market share, and thus expand the influence of your products in the shopping mall. For example, Pepsi is like this. The market not only attacks Coca-Cola's weakness, but also tries its best to maintain its existing small market share.

3. For market followers, adopt flank following strategy. People often say: when immortals fight, ants suffer. Market followers should try to avoid wars with leaders and challengers and launch flank wars if necessary. Following the footsteps of leaders, you can also make small innovations in your own products and win the favor of potential consumers. Help yourself under the wings of the leadership, borrow chickens to lay eggs, and gradually expand your own strength. For example, Pinduo is an example. It never confronts Taobao and JD.COM, follows Taobao's e-commerce model closely, slowly develops and innovates its own business development model, and constantly attracts potential customers through socialization, cost performance and imitation.

4. Finally, the market guerrillas adopt the strategy of filling the gap. Because of its weak strength, it is impossible to form a big market competitive advantage, so we have to find a small market segmentation field, small enough to arouse the interest of other market leaders, but also enough to meet our own survival, segment the market, carve it carefully and survive and develop slowly. But at the same time, there is also the risk that the vacant niche market will be exhausted or hit, that is, the company must constantly innovate and create this market.

Of course, the above macro-strategy should also have detailed entry points, such as brand positioning, market tipping point, market layout, leading operation ideas, operation mode, market entry and operation ideas and design.

Verb (abbreviation of verb) marketing strategy planning;

Mainly including product strategy, product positioning and segmentation; Price strategy; Channel strategy, channel selection, channel expansion sequence, channel planning, channel proportion, channel sales forecast and analysis, listing time plan, etc.

A summary of the idea of popularizing intransitive verbs and detailed cases of popularization;

Listing channel marketing plan, listing terminal consumer marketing plan, listing terminal marketing plan, media promotion arrangement, post-promotion follow-up plan, including task time, place, personnel arrangement, funds, materials, responsible persons, etc. , should be listed in tabular form, so that people can see at a glance.

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