1. Marketing planning scheme
I. Preface With the economic development of our county, more and more small and medium-sized enterprises are newly born. Credit evaluation, guarantee and counter-guarantee, recovery, liquidation and reorganization, and house purchase guarantee for small and medium-sized enterprises came into being. Its business opportunities are limitless. This advertising campaign is mainly carried out from four aspects: network, TV media, entity advertising and public information, in order to improve the company's popularity and expand its business.
Two. market analysis
(A) Analysis of the operating conditions of enterprises
Through the joint efforts of company leaders and employees, our company has made good profits. Asset operation is stable. However, one of the main problems that the company is currently facing is its lack of visibility. In order to further develop, the company must increase its business expansion, further publicize its brand and improve its popularity.
② product analysis
The company's main products are credit evaluation, guarantee and counter-guarantee, recovery, liquidation and restructuring, and small and medium-sized enterprises' house purchase guarantee. There are few enterprises in our county that can supply this business (the specific figures can be written), so the competition we face is not strong, and the company's business occupies a considerable share in the market. We should pay more attention to brand development. Because when the industrial development enters a mature stage, the brand becomes an increasingly important factor in the competitiveness of products and enterprises.
⑶ Market analysis
In recent years, the number of small and medium-sized enterprises in our county has been increasing (the specific data can be supplemented here), but the initial capital chain of enterprises is incomplete, and small and medium-sized enterprises are prone to capital shortage in the initial stage and development process, so we have a huge customer base.
Consumer research
Small and medium-sized enterprises mainly learn about the services provided by the company through the media. For small and medium-sized enterprises, the services provided by the company are also necessary at this stage, and there is bound to be a market if there is demand.
Three. advertising strategy
Obey the company's overall publicity strategy, establish the product image, and pay attention to establishing the company image at the same time.
In the long run, launch continuous advertising campaigns when necessary.
Extensive, choose a variety of publicity methods, pay attention to the way with good publicity effect.
Seize the opportunity and be flexible.
Four. advertising strategy
Online publicity
Advertise on websites where enterprises are concentrated. Such as information platforms, local information websites, portals, etc. In addition, you can also enable a group of network promoters to promote in the major forums that enterprises pay attention to.
Television media publicity
Advertising in our county TV station. The form is flexible. (1) Do ordinary advertisements in prime time, and play them circularly. (2) Business leaders participate in TV programs to promote corporate culture. Invite TV stations to interview our company. This can show the company's business and corporate culture more deeply.
③ Paper media publicity
Publish articles in newspapers and business magazines in our county. Ask the reporter to make a special report.
Entity advertisement
Physical advertising is divided into two parts. ① Design publicity color pages and distribute them to small and medium-sized enterprises in our county.
The design of color pages must reflect the company's corporate culture and business scope. The design is novel and unforgettable. (2) Advertising space along the street and electronic screen publicity.
Verb (abbreviation of verb) advertising expense budget
(Fill in according to the actual situation)
Prediction of advertising effect of intransitive verbs
Can determine the advertising effect through questionnaires, seminars and other means. Modify the advertising plan from time to time.
2. Marketing planning scheme
1) enterprise background analysis. Fun card was founded in 1999. Since its establishment, the company has been adhering to the service tenet of sincere hospitality, adhering to the business philosophy of "having you, having me and being interesting" and striving to expand the regional market in East China. After years of efforts, the company has not only built a high-quality management team and a perfect management system; And in Jiangsu, Zhejiang, Anhui, Henan, Hubei, Jiangxi, Hunan and other provinces, more than 200 interesting chain compound leisure restaurants with a business area of more than 400 square meters have been developed. UES is the abbreviation of brand "fun", which literally means "simple chain system", but the real meaning is "simple and easy-to-use franchise chain system".
2) the purpose of marketing planning
Achieve the purpose of enhancing brand awareness, increasing attendance, attracting repeat customers and expanding market share.
3. Analysis of marketing environment
① Analysis of current market situation and market prospect:
A. the marketability, actual market and potential market conditions of the products.
Ues's food is mainly aimed at the leisure catering market. Mainly engaged in snacks, tea, and Chinese and Western fast food. Maanshan catering market is relatively mature, with a number of Chinese food, snacks, fast food and other restaurants operating. At present, there are not many restaurants specializing in snacks, tea and Chinese and western fast food in Maanshan area. Their forms are just like those in Hong Kong, but they combine the advantages of some fast food restaurants.
B. Market growth.
Leisure catering in Maanshan started soon, and the food in ues restaurant is constantly running in with the market, which belongs to the growth period. For the growing catering market, ues should adhere to a relatively positive marketing trend, focusing on the launch of new products, promotional activities, expanding product visibility, and improving customers' understanding of ues' advantages over traditional catering.
C. consumer understanding.
There are more and more modern young leisure customers, and the demand for leisure catering is gradually strengthening. Ues should naturally seize the opportunity and give full play to its product advantages mainly in leisure catering. Of course, the needs of different consumers are different, but the characteristics of ues are compound, which basically covers the leisure and catering needs of drinks, tea, snacks, western cakes, Chinese and western simple meals and so on.
② Analyze the influencing factors of product market.
At present, the environment of Maanshan catering market is quite good, and the government's policy support for the catering industry is also quite strong. The consumption level of ordinary urban residents in Maanshan area is also in the middle and upper reaches of Anhui area. The main support points of consumption structure are young and middle-aged people. Consumer psychology has also changed from the previous satiated food. Become the current diet, environment and brand.
4) Analysis of market opportunities and problems
Marketing planning is the grasp of market opportunities and the application of strategies, so the analysis of market opportunities becomes the key to marketing planning. Only by finding the right market opportunities, the planning is half the battle.
① Analyze the marketing status of products.
Product features and brand awareness are lower than most audiences in Maanshan market. The location of this store is also in a location with few people flowing. The sales method is relatively simple, and there is no effective sales channel. Promotional activities have not been carried out on a large scale, resulting in a considerable number of consumers not understanding the characteristics and advantages of UE.
② Analyze the advantages and disadvantages according to the product characteristics.
Advantages: compound, leisure, suitable for tea chat, friends gathering and shopping. The price is moderate, suitable for mass consumption, rich in food types, and the consumer groups are completely aimed at ordinary people.
Disadvantages: remote geographical location, inadequate publicity measures and lack of initiative in sales methods. The lack of promotion methods also makes consumers know little about the brand ues and its catering products.
5) Marketing objectives
The marketing target is the specific target to be achieved by the company on the basis of the above objectives and tasks, that is, in the process of implementing the marketing planning scheme, the economic benefit target will be achieved: the total sales volume will be.
6) Marketing strategy (specific marketing plan)
① Marketing purpose
Expand the market smoothly through strong advertising, accurately locate products, highlight product characteristics, and adopt differentiated marketing strategies; Focus on the main consumer groups of products; Establish a wide range of sales channels and continuously expand sales areas.
② product strategy
Product positioning. For the mass consumer groups, what is abnormal is the mainstream group of catering consumption, young and middle-aged groups.
Product quality. Product quality is the market life of products, and the product quality of catering industry is hygienic, safe, delicious and memorable.
Product brand. In order to build ues brand into a well-known brand and establish a well-known brand in the minds of consumers, we must have a strong sense of brand creation.
Product packaging. As the first impression of products to consumers, packaging needs a packaging strategy that can cater to consumers' satisfaction. (As the product packaging is directly provided by ues headquarters, it is not explained. But it can enhance details, such as the beauty of the knot. )
Products and services. It is necessary to improve and improve the service mode and service quality when selling products.
③ Price strategy.
The price difference between widening and similar products is based on cost and refers to the price of similar products. 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.
4 sales channels.
What are the sales channels of products at present? What are the plans for the expansion of sales channels? Take some affordable promotion policies to stimulate consumers' desire for consumption. It should be novel, unique and eye-catching to adopt a variety of channels different from similar businesses. The main effect can not only attract consumer groups, but also promote brands and gain popularity.
(5) advertising.
A principle: obey the overall marketing and publicity strategy of the headquarters, establish the product image, and pay attention to establishing the company image at the same time; Longevity: Advertising should not change the individuality and versatility of commodities. Consumers don't know about goods, but they will make their regular customers feel strange. Therefore, consistent advertisements should be launched at the necessary time; Extensiveness: when choosing multi-style advertising media, pay attention to the way with good publicity effect; Cooperate with periodic promotion activities from time to time, seize the appropriate opportunity and carry out them flexibly in time, such as major festivals and commemorative activities of the company.
B, the implementation steps can be carried out in the following ways: placing product image advertisements in the early stage of the planning period: placing promotional advertisements before holidays and major events; Seize the opportunity to carry out public relations activities and reach out to consumers; Actively use news media and be good at creating and using news events to improve the visibility of enterprise products.
7) Cost budget of planning scheme.
3. Marketing planning scheme
Since its establishment, xx has always regarded mail business as the "master of Hua Dan". Xx business is also an important social public utility of the country, and xx network is also an important communication infrastructure of the country. And xx greeting card business is the main highlight to promote the development of letter business. According to the unified deployment and strategic requirements of xx Bureau of Ji 'an City, in order to achieve the sales target of xx greeting cards, the Forest Public Security Bureau plans to adopt the following scheme for xx greeting card marketing:
First, the marketing concept.
Understand the products, put forward highlights, attract customers, take the initiative to attack, publicize and promote, and ensure the completion of the task.
Second, the marketing objectives
Planning goal: sell xx cards.
Third, marketing methods.
(a) Understand the meaning of xx greeting cards
Every greeting card is born like a newborn, and every sentence and word has a very profound meaning. We should believe that "there are no unsalable goods in the world, only unsalable people", but if we don't know our own products, how can we promote them?
Put forward the highlights of attracting customers
After we fully understand the meaning of xx greeting cards, we should put forward highlights according to its meaning to attract customers. Nowadays, most people use computer greeting cards, but computer greeting cards have many shortcomings and cannot fully express the wishes of the well-wishers. Making greeting cards independently on the computer is not a simple process, and many people don't have this technology. The characteristics of xx greeting cards are embodied here. It is not just a card and a piece of paper, but a sender who can fully reflect the wishes of the well-wishers. Our greeting cards are mainly to promote forest safety, which can not only express our wishes, but also show our concern for each other's life safety and promote forest safety in a unique way. For customers who like to collect, this unique forest safety publicity greeting card is even more unique.
(3) Understand customers and take the initiative.
Our ultimate target customers are all the people in Ji 'an, and the purpose is to publicize the knowledge of forest safety to the people. Then we should fully understand the people's thoughts. In fact, the idea of ordinary people is very simple: family safety, we can grasp this key point, and combine the characteristics of our forest safety publicity greeting card, which can not only publicize forest safety, but also improve everyone's awareness of forest safety. Everyone pays attention to forest safety, so we can ensure the safety of our families.
(4)
Because our xx card has the shortcoming of still life, we can't jump out and tell everyone that it was born and it is there. To this end, we need to increase publicity. We can publicize its existence and value, strengthen its distinctive features, let its value penetrate into customers' hearts and attract customers to take the initiative to buy.
4. Marketing planning scheme
1. product overview wallpaper paint, also known as liquid wallpaper, magic paint or printing paint, is a new type of water-based artistic paint used for interior wall decoration. This product fills the defect of monochrome without painting on the wall, and has the advantages of better quality and lower price than wallpaper. Products are green and environmentally friendly. In the process of construction, they can realize real seamless connection through the special mold of products and with their unique construction technology and technology. This product also has the advantages of not easy peeling, peeling, cracking and easy cleaning, and will gradually replace the traditional wallpaper.
2. Product characteristics
Health and environmental protection
This product is specially developed by extracting the inner and outer layers of natural shells and various environmentally friendly emulsions and additives. Non-toxic and tasteless, healthy and environmentally friendly. Because the product is made of environmental protection raw materials with comprehensive quality, the raw materials have natural environmental protection performance, and the product will certainly be truly natural and environmentally friendly.
Unique color
The pattern decorated with wallpaper paint has uniform color and strong gloss, and presents different gorgeous colors under the reflection of natural light, creating a warm and harmonious emotional space.
Rich graphics
Colorful flower patterns are unique and lead the fashion style, which can meet the different needs of consumers at all levels and design flower patterns according to the special needs of users.
Rational advantage
The base material with excellent durability and high-quality alkali-resistant and mildew-proof materials are adopted to prevent alkaline substances from precipitating on the base material, resulting in the coating film falling off or soaking, and the product construction is seamlessly connected. The physical and chemical properties of not easy to fall off, peel off and crack are beyond the reach of wallpaper. Moreover, the stains on the surface are easy to clean, and the walls can always be kept perfect and tidy.
Easy to build
The simple construction process is easy to learn and easy to use. Two people cooperate in construction, and hundreds of square meters of walls can be completed in one day on a complete construction surface. The dreamy effect can be achieved by one-time construction, and the second construction is convenient, just covering the paint.
3. Product coating
Liquid wallpaper coatings are widely used in homes, offices, hotels, villas, teahouses and western restaurants. It is a substitute for traditional wallpaper, and it is more widely used.
5. Marketing planning scheme
First of all, management should have innovative thinking. The more the society develops and the market is subdivided, the more professional the restaurant management should be. In recent years, the phenomenon that restaurant products are similar, similar and the same store is more prominent in China, which leads to intensified competition among restaurants, leading to higher costs and lower benefits. The diversification of consumer demand requires the diversification of restaurant products. Restaurant hardware can't be compared with luxury, style, size and integrity blindly, but we should try to design different styles, tastes, atmosphere and cultural characteristics on the basis of limited investment. Restaurant software should also be "new" (personalized, characteristic and visual) on the basis of "old" (standardization, standardization and programming). Restaurants will be ruthlessly eliminated by the market if they do not carry out this kind of innovation and transformation. Restaurant innovation should be carried out according to customers' requirements, fully solicit customers' opinions and listen to various reflections. For old customers, we should actively seek improvement opinions and improve our work in time, so that old customers can constantly feel new services and changes and enhance their loyalty to products. For new customers, it is necessary to strengthen the publicity of the functional characteristics of restaurants and highlight the differences with other restaurants. To retain customers, products must have changes, innovations and breakthroughs. If restaurants want to show different differences, the easiest breakthrough is culture. The regional characteristics of culture are extremely obvious. Most of the guests come from different places. The higher the distance between guests and restaurants, the greater the cultural differences. Restaurants can highlight local characteristics in architectural modeling, interior decoration, clothing of service personnel, service form, food culture, background music and entertainment activities, and attract customers to choose their own restaurant consumption. Restaurants provide life service, and the general psychology of guests is always innovative, different and changeable. They are often willing to learn about various cultures in different places. If you cater to the original lifestyle of the guests blindly in the service, you may not be able to achieve the dream effect. Because the guests come from all directions, the stylized mode can't adapt to all the guests, and sometimes the guests may think that this kind of catering is a bad service. Of course, innovative services cannot be imposed on others. We should provide our guests with a variety of choices, respect their choices and provide personalized services.
Second, lay a good business foundation.
The foundation of restaurant management can be summarized as "one center" and "two basic points".
1, the "one center" of restaurant management. The center of restaurant management is the market and target customers. Restaurants must pay attention to the market, be market-oriented, and work around the market. Market-centered restaurants follow market rules, do a good job in market research and understand market demand. We can't rely on subjective speculation to operate, but we should adjust our business strategy in time with market changes and carry out restaurant business activities purposefully.
2. The "two basic points" of restaurant management. There is always competition in the market economy, and sometimes the competition is very cruel. If restaurants want to win in the fierce competition, they must first practice their internal strength, manage and coordinate all aspects of the work within the enterprise, so as to enhance their operational strength and remain invincible in the unpredictable market. To this end, we must strive to cultivate and bring up a high-quality staff and establish a correct business philosophy. These are two basic points of restaurant management. The production and consumption of restaurant services occur at the same time, and the contact between guests and employees who provide services is multifaceted and extensive. Without first-class employees, there is no first-class service; Without satisfied employees, there will be no satisfied guests. Employees are the most valuable wealth and resource of the restaurant. Cultivating and bringing up a staff with good quality, rich knowledge, skilled skills, standardized etiquette, honest business ethics and enthusiastic working attitude is the most fundamental work of restaurant management. Restaurant is a traditional service industry, and the service should be customer-oriented, so that customers feel at home when they come to the restaurant and are satisfied everywhere. To do this, we must fully implement the business philosophy of "guests first" in restaurants, establish the working philosophy of "making customer satisfaction the first responsibility", consider and serve customers in all directions, and lay a good business foundation from ideological construction.
Third, do a good job in restaurant internal marketing.
Restaurant internal marketing is the promotion of all restaurant staff, the continuation and extension of restaurant marketing, and the form of saving marketing costs.
First of all, internal promotion is aimed at the promotion of guests or old customers who have already stayed. Stabilizing existing customers means stabilizing existing market share. Secondly, internal promotion does not need full-time staff, which is easier and more convenient than external promotion activities. From the general manager to the waiter, from the front desk to the backstage, everyone can participate, and all restaurant employees are voluntary salesmen. As long as all employees' initiative and initiative are mobilized and some methods and skills are properly mastered, the restaurant will form a strong internal sales force. Secondly, internal promotion does not require special funds. Unlike advertising, public relations, etc. It needs special funds, but at the same time, it loses no time to properly sell to customers, just by changing more flexible methods, language skills and forms. This is the lowest cost and the fastest way to promote sales. In addition, internal promotion is not subject to any restrictions, and it is very convenient to initiate promotion anytime and anywhere during the service process. Therefore, internal promotion is a very effective marketing method. It is an extension of external promotion. The guarantee of internal promotion is the quality of service. Only high-quality service will satisfy guests, and they will be willing to understand the incentives for internal promotion, increase consumption and spend again. In addition, establishing and perfecting an incentive internal promotion mechanism is the institutional guarantee for internal promotion and establishing the marketing awareness of all employees.