In order to ensure the smooth development of things or work, it is essential to plan in advance, which is the method plan obtained before filing a case. So what is an excellent plan? The following are three marketing plans that I have collected and sorted out, hoping to help everyone.
Marketing Plan 1 I. Preface
Network marketing scheme is a comprehensive and specific network marketing strategy and activity plan formulated by enterprises to achieve certain marketing goals under specific network marketing environment and conditions.
Network marketing planning is a complex systematic project, which belongs to thinking activity, but it is a thinking movement in the rational form of strategy, strategy and plan, which is directly used to guide the network marketing practice of enterprises. Including the modification and improvement of website page design, as well as the integration of search engine optimization, paid ranking, interaction with customers and many other aspects, is the result of the synergy of network technology and marketing experience. It is also a long-term project, and it is unrealistic to expect the marketing of the website to change dramatically overnight. The implementation of a successful network marketing scheme needs careful planning and design.
According to different network marketing activities and problems to be solved, marketing schemes will also be very different. We should make an effective network marketing plan according to the current international popular e-commerce and network marketing concepts, which is in line with the enterprise itself. However, from the general law of network marketing planning activities, some basic contents and compilation formats are * * * the same or similar.
Second, the basic principles of network marketing planning
1。 System principle
Network marketing is a systematic business activity that uses the network as a tool to manage the information flow, business flow, manufacturing flow, logistics, capital flow and service flow of marketing under the network environment. Therefore, the planning of network marketing scheme is a complex system engineering. Planners must be guided by system theory to integrate and optimize various elements of enterprise network marketing activities, so that the' six streams' are prepared and complement each other.
2。 Innovation principle
The network brings great convenience for customers to compare the utility and value brought by products and services of different enterprises. In the network marketing environment where personalized consumption demand is becoming more and more obvious, it is the key to improve utility and value to create product functions and service features suitable for customers' personalized needs through innovation. Special efforts can bring special returns. Innovation brings characteristics, which not only means being different, but also means extra value. In the planning process of network marketing scheme, we must deeply understand the network marketing environment, especially on the basis of customer demand and competitors' trends, and strive to create product features and service features that are popular with customers with the goal of increasing customer value and utility.
3。 Operating principle
The first result of network marketing planning is the formation of network marketing plan. The network marketing plan must be operable, otherwise it is worthless. This operability is manifested in that in the network marketing plan, the planner has made careful arrangements, detailed explanations and specific arrangements for what to do, when, where, who and how to do it in the future network marketing activities according to the objectives and environmental conditions of the enterprise. In other words, the network marketing plan is a series of concrete, clear, direct and interrelated action plan descriptions. Once put into practice, every department and employee of an enterprise can be clear about their goals, tasks, responsibilities and ways to accomplish tasks, and know how to cooperate with other departments or employees.
4。 economic principle
Network marketing planning must take economic benefits as the core. Network marketing planning not only consumes certain resources, but also changes the allocation state and utilization efficiency of enterprise management resources through the implementation of network marketing planning. The economic benefit of network marketing planning is the ratio of the economic benefit brought by planning to the cost of planning and scheme implementation. Successful network marketing planning should be to obtain the maximum economic benefits under the condition that the planning and scheme implementation costs are fixed, or to obtain the target economic benefits at the minimum cost.
Third, the basic steps of network marketing scheme design
The planning of network marketing plan is to make clear the starting point and basis of planning, that is, to make clear the network marketing objectives of enterprises and the advantages, opportunities and threats faced by enterprises in a specific network marketing environment (that is, SWOT analysis). Then, on the basis of determining the starting point and basis of planning, the network is often subdivided and the target market of network marketing is selected for network marketing positioning. Finally, design and integrate various specific network marketing strategies.
(A clear corporate mission and vision
To design a network marketing plan, we must first clarify or define the task and vision of the enterprise. Tasks and visions play an encouraging and guiding role in the decision-making behavior and business activities of enterprises. The task of an enterprise is unique to the enterprise, which also includes the overall goal, business scope and the general policy of future management actions. Different from the basic purpose of other companies, it is usually determined in the form of task report.
(B) determine the enterprise's network marketing objectives
The task and vision define the basic goals of the enterprise, and the formulation of online marketing goals and plans will be guided by these basic goals. To express reasonable network marketing objectives, we should state specific marketing objectives, such as "profit increased 12% over the previous year" and "brand awareness reached 50%". The goal of network marketing should also specify the time limit for achieving these achievements.
(C) SWOT analysis
In addition to the tasks, visions and goals of enterprises, the resources of enterprises and the network marketing environment are two major factors that affect the network marketing planning. As a strategic planning tool, swot analysis is helpful for company managers to critically evaluate the situation, correctly evaluate the possibility and reality of the company's completion of basic tasks, help to correctly set network marketing goals, and formulate network marketing plans aimed at making full use of network marketing opportunities and achieving these goals. According to the data analysis results of the online questionnaire in the first two weeks, the advantages and disadvantages of the company's development are written in detail.
(D) Design of network marketing platform
Platform refers to a system that can complete certain functions by the interaction of people, equipment, programs and activity rules. A complete network marketing activity needs five basic platforms: information platform, manufacturing platform, trading platform, logistics platform and service platform.
(E) Network marketing mix strategy
This is the theme part of network marketing planning, including the design of 4P strategy-online product strategy; Design of online price strategy; Design of online distribution channels; Design of online promotion strategy.
(VI) Website promotion mode
Use network technology to promote the company's website to achieve the purpose of advertising. At present, the most commonly used promotion methods are: newsgroups, chat platforms, BBS, forum marketing, e-mail, blog marketing and so on. One or several models are combined, and at the same time, you can use your imagination to come up with more promotion methods.
(7) Team planning
Composition and division of labor of design team members.
Team members' majors, grades, student numbers, names, etc.
(8) Network marketing plan
Form a written network marketing plan.
Marketing plan 2 XX years XX months
I. Background of the event
The Dragon Boat Festival is celebrated on the fifth day of the fifth lunar month every year, which is a rich content of traditional folk culture in China. This year is June 20th (Saturday). The origin of the Dragon Boat Festival was originally to commemorate the patriotic poet Qu Yuan, but in modern life, it is more important to symbolize eating zongzi, drinking yellow wine and inserting cattail cotyledons. To satisfy people's psychology of "exorcising evil spirits, disinfecting and avoiding epidemics" and to celebrate the festive atmosphere. Therefore, according to the characteristics of this festival, in order to improve the profit and popularity of supermarkets, this promotion plan is specially formulated.
Second, the activity time
XX years, XX months, XX days ~XX months, XX days
III. Contents of activities
The promotion process is divided into three stages: before, during and after the festival:
1. Pre-holiday stage:
First of all, make a good budget
Make a good promotion budget in advance, use operational research and statistics, and combine the experience of enterprises to reasonably calculate the optimal results of investment and return of this promotion.
Second, do a good job in publicity.
Publicity began one week before the holiday, including POP advertising, media publicity, color page publicity, etc.
1, two "Zongzi Hanging Flags" stores hang publicity;
2. Promotion of our DM newsletter (see annex for distribution quantity); There are 40,000 DM newsletters in the first and second phases, and 40,000 single newsletters in the third phase, with an average of 1800 per store (such as Zumiao Liyuan,
The number of lotus shops near Yichu can be reduced appropriately from the cost point of view)
3. Off-site posters and on-site radio publicity.
Third, choose and arrange promotion sites.
The store attaches great importance to this product and has a strong willingness to cooperate. It is willing to cooperate with the factory in promotion, stocking, display, profit-making, publicity and pricing. (especially supermarkets famous for their price-smashing); A place with a large flow of people, a good image and a good geographical location. The layout of the store can follow the magnetic dot effect, which requires: highlighting the theme, setting off the atmosphere, attracting attention, being innovative and creative, etc.
Fourth, the promotion of goods storage
Find a good inventory point that is easy to promote, which is convenient for delivery and replenishment. We should also pay attention to the safety and quality of goods promoted for several days.
Five, establish a variety of promotion programs, so as to avoid sudden problems affecting the promotion progress.
2. In the medium term:
I promotional activities (article 3)
On-site zongzi promotion
Activity time: XX years, x months, XX days to xx days.
Activity mode: stacked display in the store, bundled sales, enough to buy gifts, free goods as a guide, and now sold.
1) Anyone who has shopped all over 50 yuan in this supermarket these days will get the first special zongzi.
Bags (prizes can be sponsored by manufacturers) and the like, buy more and give more.
2) Combined with the characteristics of the Dragon Boat Festival, other related cakes and other foods are sold at special prices to stimulate consumers' desire to buy. There are about 100 items, including 50 food items, 25 non-food items and 25 fresh items.
3) Using some marketing techniques, such as snapping up some commodities in a limited time, zongzi and preserved egg gift boxes can be "on sale" three days before the Dragon Boat Festival.
Smell the delicious zongzi.
Activity time: June19-June 2 1.
Activity content: During the promotion period of June1September-June 2 1, customers who have spent 55 yuan in this supermarket (the fifth day of the Dragon Boat Festival in May) can participate in the activity of "Smelling Zongzi" with their computer receipts.
Activity mode: Customers who spend all their money in 55 yuan in the supermarket can sign up for the competition at the front desk of the supermarket with the receipt. The staff will issue goggles to each contestant, and the competition will be divided into groups of 5 people. At the beginning of the competition, the contestants will be blindfolded, distinguish the stuffing according to the fragrance of zongzi, and smell the most winners within the specified time. The first three contestants will receive gifts.
First prize: a Dragon Boat Festival gift package (value 100 yuan)
Second place: a box of Gaoyou duck eggs (worth 50 yuan)
Third place: a vacuum-packed roast duck (worth 20 yuan)
Send a affectionate gift.
Activity time: June 20xx19 ~ June 2 1.
Activity content: Anyone who has shopped all over 55 yuan in this supermarket during the activity period 17: 30 to 2 1: 30 can participate in the activity.
Activity rules: customers can participate in this lucky draw with small tickets. In the prize box prepared in advance, there are table tennis balls representing different gifts, and different numbers are printed on the balls, which can be exchanged for different gifts.
Give 200 copies/day from the ball 15 value 1 yuan.
The 25th ball is worth 100 yuan/day, which will be delivered from 2 yuan.
Ball 35 is a gift worth 5 yuan 20 times a day.
The value of the 45th ball is 10 yuan, and a gift is 40 pieces/day.
The 55th ball is worth 40 cents/day as a gift from 20 yuan.
Second, the activity support
1. The purchasing department contacted and discussed 5000 zongzi as gifts for customers.
2. The purchasing department contacted to discuss 1000 kg of zongzi materials and held a zongzi smell contest;
3. Post-holiday stage
1. Summarize the promotion activities of this promotion (combined with fixed procedures for analysis).
Second, customer satisfaction tracking survey.
etc
cost budgeting
Marketing Plan 3 I. Purpose and significance of the activity
(A) their own purposes
By attending this diabetes knowledge lecture, participants' understanding of diabetes lifestyle will increase. Instruct patients how to better control blood sugar in daily life and how to better choose their own diet and exercise style. Through this expert lecture, we can improve the quality of life of diabetic patients, change their jittery diet mentality every day, and treat diabetes with a positive, healthy and optimistic attitude.
(B) the purpose of the enterprise
Through this special lecture, the coverage of "xxx" products in this community and surrounding communities will be increased by 30%. After the lecture, through follow-up and follow-up, the sales volume of Jinhua Pharmacy increased to 50 boxes/month, and 5- 10 patients were added every month.
(iii) Significance of the activity
Through this special lecture on diabetes, we will improve the popularity of "xxx" among patients and establish the image of Lu Kang in Qinghai. Through this lecture, our own patients can better control their blood sugar, and through diet adjustment and our drug treatment, the reputation of our products in the surrounding communities and patients will be improved.
Second, SWOT analysis
(A) Advantages
1. National Medicine Zhunzi, exclusive nationwide, valid for three years.
2. A drug that can lower blood sugar and treat complications.
Chinese medicine is second to none.
(2) Disadvantages
1. Compared with western medicine, the price is higher.
2. The effect is very slow.
3. The lifting range is small.
4. Small advertising efforts
(3) Opportunities
1. Now patients are very concerned about the liver and kidney damage of western medicine and hope to switch to traditional Chinese medicine.
2. There are not many kinds of pure Chinese medicines that can lower blood sugar, and there is a lot of room for growth in the future.
3. The push of old patients in the community provides great growth potential for the increase of new patients in the future.
(4) threats
1. There are different kinds of hypoglycemic health products and traditional Chinese medicines on the market. Their strong promotion and low price have a great influence on us.
2. The doctor urged the patient to stop using traditional Chinese medicine and told the patient that traditional Chinese medicine did not lower blood sugar.
3. Similar products also do activities in the community, often organizing patients to travel and get together.
Third, the object of the activity
This activity is mainly aimed at all diabetic patients in the community, focusing on new patients who have not taken our products (including those who use some western medicines such as insulin and metformin).
Fourth, the theme of the event
Theme 1: Pay attention to "sweet" life and care for diabetics!
Theme 2: "gather the focus of life and care for diabetics"!
Verb (abbreviation for verb) The place and time of activity.
(1) Venue
Xi Anju Temple Junjing Garden, North Zhangjiayuan and Shan Jian Community.
(2) Schedule of activities
Person in charge of main contents of serial number and time matters
12 19 statistics, registration of diabetic patients in various communities, and registration of hypoglycemic business departments.
1February 26th, arrange the meeting place, receive patients, arrange lectures and other activities for the hypoglycemic department.
Action plan of intransitive verbs
(1) Activity content
1. The host first introduces the general situation of the enterprise and the teaching situation of this lecture.
2. The hospital professor will explain all aspects and precautions of diabetic lifestyle to diabetic patients.
3. Increase small game links, lottery links and gift distribution that interact with patients.
(2) Preliminary preparation
1. material preparation
(1) A meeting room with 100 people. Company logo (promotional materials and information), six X stations (company promotion, product promotion, activity promotion, etc. ) and a banner are posted in the conference room.
(2) Bring your own computer and related audio-visual equipment, and try out and debug the equipment before the activity to ensure the smooth progress of the activity.
(3) Prepare product samples, demonstration props, publicity materials, leaflets, product orders and other pop panels for customers.
(4) Prepare pens, paper, lottery boxes, lottery tickets, notebooks, double-sided tape, scissors, balloons and drinking water.
2. Community consultation
Find the person in charge of the neighborhood Committee, discuss the lease of the conference room and convene the community residents.
3. Personnel preparation
(1) Personnel arrangement during the event:
Moderator: Mainly with Guo, because the two leaders have good communication skills and image, and they are good at organizing activities.
Rich experience.
Organizer: nnn, mm, because she has certain organizational experience, the ability to drive the atmosphere at the scene and strong adaptability.
Assistants: aaa, bb, cc, dd, because they have tacit cooperation experience and activity assistance experience.
Logistics personnel: Hou Jixiang, because he has firm execution.
(3) Everyone will wear clothes (clothes printed with the Qinghai Earth logo).
(4) Pre-meeting training must be given to all post personnel before the activity (the training contents include: the overall process of the activity, the purpose of the meeting, order distribution, product knowledge explanation, sales speech, clearing the field after the activity, etc.
(5) Be psychologically prepared, such as customer rejection, ice silence, safety accidents, unsuccessful community consultation when looking for a venue, etc.
(6) In order to prevent the silence during the activity, we should first find several trustees (preferably those who are more inflammatory in the community), arrange them to actively participate in our community activities and hold small games, so as to encourage other onlookers to participate in our lectures.
(III) Medium-term operation
1. Before the event
(1) All personnel must arrive at the activity site before 7: 00 a.m., and make the site layout according to the design scheme and the prepared materials.
(2) Before 8: 00, the products delivered by the enterprise to the activity venue shall be displayed according to the design scheme.
2. While the lecture is in progress
(1) The staff should do their work well according to the previous work arrangement.
(2) At 8: 30-12: 00, give a lecture to the target community audience, and the activity ends at12.
(3) During the activity, if customers need help, they can temporarily register their special needs or suggestions.
(4) In order to get more sales and promote xxx brand, it is necessary to promote products in the neighborhood.
(4) Late summary
1. Pay attention to the preservation of gifts and the safety of goods, venues and equipment during the lecture activities to prevent theft, destruction and loss.
2. During the lecture, whether the exhibitors dress neatly and pay attention to maintaining a good image and mental outlook.
3. Make a list of items before the lecture, and arrange things according to the list to prevent omissions; After the end, the goods should be checked and inspected.
4. After the lecture, a summary meeting will be held to summarize the work of community lectures and solve problems in time.
Seven. Promotion budget
The company provides: posters, brochures, tables and chairs, sun umbrellas, lottery tickets, etc.
Banner: 2* 120=240 (yuan)
Small items: scissors, tape, ballpoint pen, balloon, paper and other 300 yuan.
Transportation: 300 yuan.
Total =240+300+300=840 (Yuan)