Book marketing plan Book marketing plan Marketing planning is the business book market changes and the enterprises themselves according to the strength of the company's products, resources and product markets points to the overall planning of the program of written material. The role of marketing planning books 1, accurate and complete content of the performance of marketing plan Planning the content of the book is accurately convey the true intentions of the planners, becomes extremely important. 2, fully and effectively to convince decision makers Qualified as a book marketing plan, we must first make sure that readers believe; On this basis, then make the reader agree. For a planner, the first to pursue are: the adoption of marketing planning decision-makers to view the content according to marketing plan to implement marketing programs. The preparation of the book the principles of marketing planning 1, the principles of logical thinking. 2, simple, simple principle. 3, operational principles. 4, the principle of creative novelty. The writing skills of marketing planning 1, to find a theoretical basis. 2, an appropriate example. 3, using figures illustrate the problem. 4, the use of charts to help understand. 5, reasonable use of layout arrangements. 6, attention to detail and eliminate errors. Elements of marketing planning book format 1, cover. ¢Ù Name of the planning book; ¢Ú is planning clients; ¢Û planning agency or the name of the plan; ¢Ü planned completion date and time of the planning application. 2, Preface. Commissioned a brief case, planning the destination meaning, and the planning of the profiles. 3, the directory. 4, outline tips. The reader through the summary of tips, we can roughly understand the contents of the elements of planning. 5, the body. Here the overall planning of the book as an example a general brief. 1) The purpose of marketing planning: for example, companies began opening Yin, there is no set system of marketing strategy, market characteristics and therefore need to plan out a marketing plan. 2) Corporate Status. 3) Marketing Environment Analysis: ¢Ù current market situation and market analysis: A, product-market, real market and potential market conditions. B, market growth conditions, product life cycle is currently in the market which stage. Stage for different markets focus on how the marketing of products, the corresponding effect of how the marketing strategy, demand changes in the product market. C, consumer acceptance, this content requires the planners with the available data analysis, market prospects for development. If a brand of mouthwash in Taiwan "," Dehn-resistant "case of marketing and advertising campaign," Dunn in mastermind of the resistance to enter the market risk analysis, product market to judge quite wonderful. If the market growth of products that: A similar product "Listerine" good performance that "virtue" into the market risk; other similar products, "speed to the net," listed by the general acceptance that "Listerine" defective; Mouthwash is a family member to use products, large market; living standards improve, middle and upper classes increased, indicating its future market growth. ¢Ú The analysis of market factors. Affecting mainly the product of uncontrollable factors: such as the macroeconomic environment, political environment and economic conditions of the residents, such as consumer income levels, changes in consumption structure, consumer psychology, some influenced by the technological development of products such as: computers, household appliances and other products of the marketing plan also needs to consider the direction of technology trends. 4) Market Opportunities and Problems Marketing program, is to grasp market opportunities and strategies for the use of market opportunities, therefore, has become a key marketing planning. Just found the right market opportunities, planning is half success. ¢Ù status for the product is currently marketing problem analysis. General marketing of specific problems, manifested as many: Company profile is not high, poor image impact sales; Product quality tests, failure, cold-shouldered by consumers; Packing too bad, I could not get consumers to buy interest in improper price positioning; Ineffective marketing channels, or channel selection is wrong, so that sales of impeded; Promotions do not service, consumers do not understand the enterprise product; Bad quality of service, consumers dissatisfied; ª¥ Warranty lack of concern over the consumer after purchase and so can be a marketing problem. ¢Ú features of the products advantages and disadvantages. From the problem to find weaknesses to be overcome, from the advantages for an opportunity to explore its market potential. Analysis of the characteristics of the target market or consumers for market segmentation, consumer demand for different be met as far as possible, to seize the main consumer group as a marketing focus, identify the gap with competitors, take advantage of good market opportunities. 5) Marketing objectives Marketing objective is to aim the task in front of the company based on specific objectives to be achieved, namely, during the implementation of marketing planning programs, economic objectives are achieved: The total sales of ¡Á ¡Á ¡Á 10000, ¡Á ¡Á ¡Á million forma gross margin, market share Shi Xian ¡Á ¡Á. 6) marketing strategy (specific marketing program) ¢Ù marketing purposes, companies can focus on such general areas: Advertising campaign to successfully develop a strong market for products with precise position and product features to differentiate their marketing strategy; To major consumer product marketing for the product focus groups; Starting point for a broad prospect for the establishment of extensive distribution channels, continue to expand sales territories. ¢Ú Product Strategy: The opportunities and issues in front of market analysis, product strategy and reasonable proposal, the 4P form an effective combination to achieve the best results. Product positioning. Market positioning of key customers, mainly in the minds of looking for a vacancy, to make our products to quickly launch market; ª¥ Quality function program. Product quality is the product of market life. Enterprises should improve product quality assurance system; Brand. To a certain reputation, reputation, and establish a well-known consumer brand in mind, we must create a strong brand awareness; Product packaging. Packaging as the product to the consumer's first impression, it needs to meet the satisfaction of the consumer packaging strategy; ª¥ Products and services. Planning products and services should pay attention to ways to improve and enhance the quality of services. ¢Û pricing strategies. Here only to emphasize several universal principles: Pull a large number of zero difference, mobilization, wholesalers, brokers active; Appropriate quantity discount, to encourage the purchase; ª¥ Cost-based to the same price as a reference. To make our products more price competitive. If the price of enterprise product marketing advantage of even more price-oriented strategy should be developed. ¢Ü sales channels. Currently the state of product distribution channels to expand the sales channel plans to take a number of benefits policies to encourage brokers, agents or sales initiative to develop appropriate incentives. ¢Ý advertising. A, principle: to obey the company's overall marketing, promotional strategies, establish a brand image, focusing on establishing the company's image; long-term: the advertising of goods not changed his personality, become multi-functional, and consumers will not know for commodities, thereby making a regular customer feel strange, therefore, should be introduced in a certain time line advertising; wide: the choice of advertising media in style, while emphasizing the effect of publicity good way; time to time with the stage of promotion, the proper time, timely and flexible to, such as major holidays, the company has commemorative activities. B, the implementation of these steps can be carried out as follows: pre- planned product launch during the image of advertising; sales agent after the timely availability and Wanted ads; holidays, major events to launch promotions; grasp the opportunity to carry out public relations activities, contact the consumer; active use of media, good use of news events to create awareness to improve their products. ¢Þ concrete programs of action. During the time period under the plan characteristics, with the development of specific action plans. Action plan to detail, careful, and feasible they lack flexibility. Also consider costs, all within our capabilities, lower costs as much as possible the principle of good results. Pay particular attention to short seasonal products, season marketing focus, marketing advantage to seize the season. 7) the cost of the program budget plan. This part of the entire marketing program recorded in advance of cost investment, including marketing process, the total cost on the Cost of the project cost of Deng, the Yuan Ze is Jiaoshao into Huode optimum effect. Cost budget method is no longer dwell in the enterprise by virtue of experience, specific analysis of the development. 8) program to adjust. This part of the supplement as part of the planning program. In program implementation may appear incompatible with the reality where it was implementing the program at any time based on market feedback to the program in time to adjust. ª¥ The preparation of the book marketing plan generally constitutes more than a few. Enterprise products, the marketing objectives are the focus of the different elements in the preparation of detail also have a choice 6, Conclusion. 7, Appendix.