Not that something about the marketing plan, I do not know how much to write small programs, among them, some schemes perform very well; there are basically no effect; in general, most programs have not been implemented, which of course also plan itself; there are enterprise resources, strength and team execution problems.
So, how can we develop workable and workable solutions?
The marketing plan mentioned in this article includes: brand, marketing strategy planning, marketing plan, product listing, promotion, promotion program and so on. It basically covers all aspects of marketing text and implementation details.
Here are some typical understanding of marketing programs. Enterprises think: marketing program well, that is what to do, what people do, when to do, what way to do, how much money to spend?. The other one is planning thinking: to engage in a grand prelude and contrast analysis, N model and case, speak of planning, creative, closely reasoned and well argued, strategy, communication, channel, terminal, promotion, training, personnel - - - - - - but companies and executives do not know how to read the start. There are several: some are planning to write a creative and positioning; others put the marketing program into an analysis report, and some more just listed the problem, there is no solution to the problem of ideas and strategies.
The above are several typical program mistakes.
Enterprise sales staff program, simple is simple, but the problem is obvious. The main thing is that there is no analysis, no strategy and method, that is, the system is not enough. A customer once told me, "your scheme is too complicated, and the part of analysis and the part of the data can not. Just tell us how to do it.". After these, as the annex, submitted a revised plan, he added: "you plan the program can not ah, always feel almost anything.".
Do you see where the problem is?
I said to him, why do you think what it is because of lack of plan, take off those analysis and data, because it is these analysis and data is the result of "strategy" basis, that is to tell you why. Without these analyses now, you will naturally feel "missing something". At this moment, he seemed to have realized! Yes, why do you have to be persuasive?.
Another is the "empty talk", sitting at home with an idea and second-hand data, as well as some scattered experience the beginning of the "creation" scheme to write very detailed information, but also closely reasoned and well argued, a lot of data, use a lot of models, PPT has done very logical and exquisite beyond compare. But after hundreds of pages of PPT, it was only a strategy and positioning. That is, "seemingly very powerful", but actually useless.
Why? First, marketing plan execution is not at home or in an interview can be made out of the need to repeatedly communicate to a customer, market situation, find the problem; second, the "strategy" is not an optimal strategy is the best, to see the location of enterprise resources and the whole the case may be, the more the need to communicate and discuss; third, channel and team, the whole channel can support such a plan; fourth, is the leader's attention, if very high-level attention, often can be more effective, it is difficult to otherwise; finally, not just to write a marketing plan and write program the final scheme must can be implemented, otherwise what is the use? A good plan is not an end, but a landing is the best. Another key point must be understood: the entire marketing plan must be under the overall marketing strategy, in order to achieve one or two goals, and do not forget the final assessment and correction.
Several points that can be executed:
1, good-looking is better than practical.
Some programs in front of a large number of companies, teams, tools, operations processes introduced, see the basic do not want to see the program, and this probably planning, consulting company's common problem. The other is to abandon content in pursuit of form. In order to appear strong, blunt pile up a large push information, cases, tools, looked at the head are big, in fact, there are general content can be omitted. Find the key issues, formulate strategies, and then have a problem solving process and plan, which is enough for planning. For example, brand planning, it is difficult to solve all the problems, for example, a product listing, how can solve the long-standing channels all.
2, the routine is not as good as the key point.
Any problem will be in accordance with the usual method to analyze, from the survey, planning, communication, product, marketing, Executive - - - - - - finish work, as if, how, how, nobody, anyway, plan well. In fact, a lot of times, customers don't need to do anything, and sometimes customers may not know what they really need. If you know yourself well and you give a set of universally accepted routines, the customer will stop you; it will be difficult if the customer doesn't know what he really wants.
Last year, a customer service, customers believe that their products and brands are very good, but also to the channel network and terminals are relatively satisfied, the only feel that the gap is: team. It is not difficult to understand that the old state-owned enterprises, staff problems are generally the main problem. Why? Enter this team to do sales, are some relationship households, mostly there is no way to refuse, and then, even if a bit of ability, has been suppressed. A lot of things go on, of course, will be out of shape, the senior leadership will certainly feel that the team's ability is not enough.
Since the team is not competent, of course we must train. High level decided to introduce some training topics, contact down, found that training can not solve the fundamental problems. Why? First of all, the concept and mentality in the short term, but the long-term adjustment, have to rely on automatic target and incentive system; secondly, the channel problem, rather than the team; third team, as long as do three things: one is to plan, two is the content of the work, the three is the work of standards; the incentive mechanism.
Three ax down, the majority of the problem resolved, as for the terminal, product lines, new products, promotion problems are basically solved.
3, the theory is inferior to the experience resources.
Before, I often saw sales departments and marketing departments blaming each other on the year-end meetings and prevarication. Now I see people who have been involved in marketing have been out of tune with "pure planning personnel". Net sales experience of people think that planning is true, about half day does not know what to say, rather than do a best; and planning and consulting people and that sales people are short-sighted, not only know the sales planning and planning, thinking. But if the implementation of the program can be implemented, I think the theory is not as good as empirical resources. For example: a new product to trader, you should do, what to do, what is the strategy, what should pay attention to, you know?
Planning people probably don't know how to do it. Marketing and thinking. Such as new product development ideas, trends, tastes, and packaging, list the plan and schedule; Market: selling refined, promotion strategy; investment channels, terminal distribution, promotion, the so-called pin part. Grasp the key points, if not done, how can you operate it?.
4, strong communication and coordination as.
If the high level attaches great importance to the promotion of pressure naturally a lot less, but it can not always rely on the upper pressure. If most people in the Middle East do not have the motivation and do not want to participate, they can not do it. Therefore, to mobilize the middle level, as long as they have a sense of purpose and enthusiasm, the driving force is very strong.
"Future competition is the competition of management, and the focus of competition lies in the effective communication between members of each social organization and its external organizations," said John Naisbitt, a famous American futurist". Yes, to communicate, more effective communication, even efficient communication, ineffective communication is sometimes counterproductive. The function of communication is to understand needs, to build trust with each other, and to make goals clearer".
5, the grand is better than the phased steps.
Ambitious goals, but divided into some phased goals. Because too much, but people feel lost the courage to chase too high to be reached, and interest. For example: a new regional market, in Mong Mong District, the first phase distribution rate to reach 40%, the second stage to reach more than 60% - - - - - - other shops, two wholesalers, distributors, special type BC terminal product portfolio, display, publicity, promotion, tasting, buy gifts and so on can set the stage goal.
Executable need to see the effect:
First, the effect of the implementation depends on what? Does your plan tell your client what to do, how to do it, how to do it in a few steps, who will do it, and be coherent, well organized, well planned, and well organized?.
Second, the effect is the only standard to check the marketing plan, a lot of problems, not to consider some may be roughly done before, but the real operation there will be many unexpected problems, so it is necessary to adjust and revise.
Third, the assessment, phased assessment, not only need to adjust and amend, but also need to achieve the expected goal, no, how to do, how to do, how to do, what is the main problem and so on.
Should not be separated from the overall marketing strategy and objectives:
Don't just plan for the program. For long-term marketing strategies and goals, you can abandon short-term promotions and promotions. All marketing programs must serve long-term marketing strategies. What is strategy? Strategy is to maintain the advantages of competitors and their own competitiveness.
The short-term sales and long-term marketing goals, is the fundamental purpose we formulate executable programs, no future, the moment is hang by a thread. In this sense, you don't care where you are now, the key is where you are going. With purely sales thinking to solve long-term marketing problems, but also will be rebuffed, Overlord herbal tea is not the best example of it?! Well, someone threatens to threaten me to "value my reputation," but I still want to say, because I want to defend my right to speak, but not personally, that's all.