How to do the marketing plan?
Marketing opportunities analysis: the quantity and amount analysis of the whole commodity or consumer goods market; Sales volume and sales volume analysis of each competitive brand or brand commodity structure; Comparative analysis of market share of competitive brands or brands; Analysis of age, gender and family income of customers and consumers; Analysis of the advantages and disadvantages of each competitive brand or brand; Comparative analysis of market segmentation and commodity positioning of competitive brands or brands; Comparative analysis of the layout of competitive stores or brand stores; Analysis of enterprise's profit structure and expenses.
Target market positioning: determine the target market and commodity positioning; Business objectives; Price strategy; Distribution strategy; Advertising form and investment budget; The focus and principles of promotional activities; The emphases and principles of public relations activities.
Promotion planning: define the promotion objectives; Choose the form and content of promotion.
Distribution activity plan: price strategy; Distribution channels; Shop display; Quality of service.
Sales management plan: the responsibilities and authority of the supervisor; Sales target plan; Selection and training of personnel; Salary standard of sales staff; Incentive measures for sales staff.
Market feedback and adjustment: the feedback mode of market sales information 3. Feedback arrangement of marketing information; Business objective accounting; Adjustment of business behavior.
Characteristics of marketing planning scheme
Overall situation: Marketing planning should have overall awareness, start from the development of enterprises, make clear the key points, make overall plans, handle the relationship between local interests and overall interests, and formulate correct marketing planning schemes as appropriate.
Strategic: Marketing planning is a strategic decision, which plays a guiding role in future enterprise marketing.
Stability: As a strategic behavior, marketing planning should be relatively stable and cannot be changed at will under normal circumstances. If the planning scheme lacks stability, it will not only lead to a huge waste of marketing resources, but also seriously affect the development of enterprises.
Expedient measure: Any marketing plan is formulated in a certain market environment, so there is a certain correspondence between the marketing plan and the market environment. When the market environment changes, the applicable conditions of the original marketing plan may no longer exist.
Feasibility: A marketing plan that cannot be implemented in practice is worthless. Marketing planning must first satisfy the economy, that is, the benefits of implementing marketing plan are greater than the cost of the plan itself; Secondly, the marketing plan must adapt to the strength of the enterprise, that is, the enterprise can correctly implement the marketing plan and make it possible.