What are the basic elements of a complete marketing mix plan?

The structure of a complete marketing plan is divided into three parts: one is the analysis of the market situation of the product, and the other is the content of the body of the plan. The third is the cracking effect, that is, the feasibility and operability of the scheme.

1) Analysis of market conditions.

To understand the size of the overall market size and the comparison between friend and foe, the market situation analysis must include the following 13 items:

1) The size of the entire product in the current market.

2) Comparative analysis of the sales volume and sales volume of competing brands.

3) Comparative analysis of the market share of competing brands.

4) Market target analysis of age, gender, occupation, education, income and family structure of consumer groups.

5) Comparative analysis of the advantages and disadvantages of competing brand products.

6) Comparative analysis of the market region and product positioning of each competing brand.

7) Comparative analysis of advertising cost and advertising performance of competing brands.

8) Comparative analysis of the activities of various competing brands.

9) Comparative analysis of the PR activities of various competing brands.

10) Comparative analysis of the pricing strategies of competing brands.

11) Comparative analysis of the sales channels of competing brands.

12) Analysis of the financial profit and loss of the company's products in recent years.

13) Comparative analysis of the advantages and disadvantages of the company's products and competing brands.

A complete marketing plan should include the following aspects:

1. Analyze marketing opportunities.

Manage marketing communications and measure market demand, identify and respond to major macro environmental factors (including human and statistical environment, economic environment, natural environment, technological environment, political and legal environment, social and cultural environment), and analyze consumer market and purchasing behavior; Analyze the market vs. buying behavior (including the market vs. the consumer market, the participants in the buying process, the institution vs. the market).

2. Develop marketing strategies.

Marketing differentiation and positioning, challenges of new product development, including external environment analysis (opportunity and threat analysis), effective organizational arrangement, architecture design, management of new product development and sales process, including marketing strategy development, business analysis, market testing, commercialization; Market challenger strategy, identify strategic objectives and competitors, choose an offensive strategy, choose a specific offensive strategy.

3. Marketing plan.

Manage product lines, brands and packaging, product line decisions, including product line analysis, product line length, product line modernization, product line specialization, product line reduction, development including selection of pricing targets, determination of demand, estimation of costs, analysis of competitor costs, selection of pricing methods, selection of final products.

4. Manage marketing.

Marketing organization, evolution of the marketing department, methods of organizing the marketing department, relationship between the marketing department and other departments, establishing a company-wide marketing-oriented strategy; Marketing execution monitoring to ensure the effectiveness of marketing; control of marketing activities, annual plan control, profitability control, efficiency control; Strategic control based on information from the marketing department.

Tips for marketing planning.

First of all, enterprises should learn to locate and track the current market environment, in fact, it is a detailed analysis of Yuxun's own products, and summarize the information of the products in a targeted manner, so as to find the right people and suitable promotion enterprises and units.

To take a simple example, if the company is engaged in research and development in the science and technology industry, it needs to focus on the field of science and technology, such as first-tier cities such as Beijing, Shanghai and Guangzhou, where the purchase strength and desire for knowledge are very large, so it is more suitable for the publicity of such enterprises.

Secondly, you can focus on the promotion of their own corporate culture and technology in these first-tier cities in product marketing planning, which is measured from the perspective of positioning and accuracy, and has reached the ideal foundation and fundamental needs, bringing convenient conditions to more people, so as to realize the needs brought by marketing promotion, which is the advantage that many industries can learn from and choose.

A complete marketing plan should include the following aspects:

1. Analyze marketing opportunities.

Manage marketing communications and measure market demand, identify and respond to major macro environmental factors (including human and statistical environment, economic environment, natural environment, technological environment, political and legal environment, social and cultural environment), and analyze consumer market and purchasing behavior; Analyze the market vs. buying behavior (including the market vs. the consumer market, the participants in the buying process, the institution vs. the market).

2. Develop marketing strategies.

Marketing differentiation and positioning, challenges of new product development, including external environment analysis (opportunity and threat analysis), effective organizational arrangement, architecture design, management of new product development and sales process, including marketing strategy development, business analysis, market testing, commercialization; Market challenger strategy, identify strategic objectives and competitors, choose an offensive strategy, choose a specific offensive strategy.

3. Marketing plan.

Manage product lines, brands and packaging, product line decisions, including product line analysis, product line length, product line modernization, product line specialization, product line reduction, development including selection of pricing targets, determination of demand, estimation of costs, analysis of competitor costs, selection of pricing methods, selection of final products.

4. Manage marketing.

Marketing organization, evolution of the marketing department, methods of organizing the marketing department, relationship between the marketing department and other departments, establishing a company-wide marketing-oriented strategy; Marketing execution monitoring to ensure the effectiveness of marketing; control of marketing activities, annual plan control, profitability control, efficiency control; Strategic control based on information from the marketing department.

Tips for marketing planning.

First of all, enterprises should learn to locate and track the current market environment, in fact, it is a detailed analysis of Yuxun's own products, and summarize the information of the products in a targeted manner, so as to find the right people and suitable promotion enterprises and units.

To take a simple example, if the company is engaged in research and development in the science and technology industry, it needs to focus on the field of science and technology, such as first-tier cities such as Beijing, Shanghai and Guangzhou, where the purchase strength and desire for knowledge are very large, so it is more suitable for the publicity of such enterprises.

Secondly, you can focus on the promotion of their own corporate culture and technology in these first-tier cities in product marketing planning, which is measured from the perspective of positioning and accuracy, and has reached the ideal foundation and fundamental needs, bringing convenient conditions to more people, so as to realize the needs brought by marketing promotion, which is the advantage that many industries can learn from and choose.

Hello, it is a pleasure to communicate with you. A complete corporate marketing plan should include: the plan, the current business disruption (including market, product, competition, distribution, macro environment, etc.), opportunity and problem analysis, objectives (including financial goals, marketing objectives), marketing strategy, action plan, projected income statement, controls.

A complete marketing plan should include at least three aspects of the theme analysis, that is, the basic problems, the advantages and disadvantages of the project market, and the solution to the problem.

Marketing planning is a plan made for a customer development and a product marketing, and its task is to provide action guidelines for gradually changing the hazy "future tense" into an orderly "present continuous tense", and the resulting marketing planning plan is the blueprint for enterprises to carry out marketing activities.