58 innovative plans for marketing

Chapter 1 Preface
Marketing planning is science, and marketing planning is productivity!
"Forewarned is forearmed, without prejudging the waste".In marketing activities, this "pre" is planning.Marketing planning is the advanced decision-making of the future marketing behavior of the enterprise. It is the strategy and planning made by the enterprise for the enterprise's marketing activities through the effective allocation and use of its own limited resources in order to achieve certain marketing goals.As a means, marketing planning is to aggregate all kinds of economic resources of the enterprise and expand the small market of the enterprise into a large market; if there is no market, it will create a new market for the enterprise through marketing planning.Building a market is to create new lifestyles and consumption concepts on the basis of market research and analysis, arouse consumers' desire to buy, and provide consumers with satisfactory products or services through the production and operation activities of enterprises. guide them to consumption.

It can be seen that marketing planning is not only an activity, but also an intelligent project and an innovative activity that cannot be cloned.Philip Kotler, a famous professor at Harvard Business School and a marketing guru, said, "The shortest explanation of marketing planning is to discover unmet needs and satisfy them. This is an overall thinking system. Your success is not to follow others. Already doing what’s successful, but finding something that people want to buy but only you can sell.”

Therefore, marketing planning is a pioneering and creative activity that requires the condensation of wisdom.Modern marketing planning is a challenging career, but also a very creative activity.Creativity has always been the driving force for the existence and development of modern marketing activities, no matter from the impact on society or from the perspective of promoting production, guiding consumption, and expanding the market.

Marketing planning originates from the basic principles of marketing, and resolves marketing concepts into targeted operating procedures in a novel form, and expands all issues involved in marketing from the perspective of planning, which is more suitable for enterprises Marketers and managers use it in practice.Successful marketing is inseparable from correct marketing planning, and a successful marketer must know how to plan, know how to use the "weakness" of human nature to plan, and be good at insight and grasp of people's motivation and psychological characteristics in different places.

The content of marketing planning must be unique and novel. If it is flat and lacks freshness, it will become a planning arrangement, and there will be no planning.

Marketing planning activities are undoubtedly a creative professional practice. Creativity comes from life and is higher than life. Creativity needs to be novel and unique.However, marketing planning is not a kaleidoscope that can be done at will. Marketing planning has its own unique connotations and requirements.First of all, marketing planning must be a comprehensive application of the basic elements of marketing. These basic elements include at least five aspects: positioning strategy, product strategy, price strategy, channel strategy and promotion strategy; Good ideas are worthless; thirdly, planning ideas must be possible and feasible; fourthly, marketing planning must produce ideal benefits, or promote the growth of benefits.That is to say, the quality of a marketing plan can be measured by five elements: creativity, comprehensiveness, positiveness, feasibility and effectiveness.

Creativity comes from the accumulation of life.Creativity innovation requires creators to observe life deeply, accumulate information, and improve knowledge and literacy. Literature, aesthetics, economics, management, technology, structure, psychology, etc. must be fully involved, pay attention to everything, think about everything, and accumulate over time , thick accumulation and thin hair.As a kind of dialectical thinking, creativity has characteristics different from other thinking, which requires marketing planners to have wise inspiration, keen insight, and rich competitiveness.

Inspiration is the light of wisdom that flashes when people are touched by the outside world. It is the creativity that bursts out when people are touched under special circumstances on the basis of their usual knowledge accumulation. Inspiration bursts out at will and cannot be deliberately pursued. of.But inspiration is the accumulation of thinking, the accumulation of knowledge and materials, and the burst of inspiration.Inspiration comes from a prepared mind.

Insight is the ability to accurately observe and recognize the interrelationships between complex and changeable things with a critical eye, and to ask correct questions.Sharp insights are the basis for creatives to come up with ideas and successfully solve problems.In the absence of insight, a great deal of creative resources are abandoned and missed.

Imagination is the deepening of appearance, and imagination is the foresight and imagination that people produce by virtue of perception.Imagination is the source of knowledge and the source of creativity.Imagination includes association, imagination, and fantasy. It is the free gallop of thinking without restraint, and it is also the divergence and radiation of wisdom.Imagination should be fantastic.Only by surprise, can "the willows and flowers brighten another village" when "mountains and rivers are full of doubts and no way out"; only wonderful imagination can produce a seductive and colorful world.

Creativity is the life of corporate image planning.Planning without creativity is blunt patchwork or uninteresting imitation.Only planning that contains creativity is planning that is full of vivid personality and lasting influence, and it is planning in the true sense.

Successful ideas will inevitably receive the following positive effects in marketing planning:

The corporate image is unique.Being unique is the performance of a company with a distinctive, distinctive and attractive image, and it is the goal pursued by the company to implement a differentiation strategy.A successful idea must manifest itself through this goal.For example, the ideas of KFC and McDonald's have produced such positive effects.

The corporate marketing campaign is compelling.Attractiveness is another social effect pursued by corporate image creativity.Being eye-catching must rely on its own characteristics, and let the public accept its image and related concepts and behaviors unconsciously and subtly.Being eye-catching is the expansion of the strength of the enterprise, and it is also a kind of radiation of the publicity of the enterprise atmosphere and the charm of the enterprise.Creativity is to solve the problem of how to publicize and publicize.When you get compelling results, your creativity is half the battle.

Famous all over the world by spreading reputation.Marketing planning also needs to be creative in terms of public relations, that is, how to use the power of the news media to publicize the company and its products to achieve the purpose of improving the company's reputation.Marketing planning is to improve the visibility, trust and reputation of the enterprise.Enterprises use the crown of the news media to improve their own three degrees, and the creativity will be successful.

In the fierce market competition, enterprises need the correct marketing plan to help them solve the problems in marketing and win the market competition.However, because some planning companies and planners irresponsibly promoted some so-called "superior solutions" for their own short-term interests in the past, many companies delayed marketing opportunities and even caused some direct economic losses.In the marketing practice of enterprises, there are indeed some misunderstandings: if you can come up with "ghost ideas", you can make a good plan.Some people have flexible minds and many "ghost ideas", so they think they can do a good job in planning and make good planning plans.There are many such people.This involves the relationship between ideas and planning, and ideas are a method of planning.In the war years, sometimes a single idea can kill the enemy, and an idea in the market may also dig a pot of gold.However, curation is a systematic approach to creativity according to a certain logical process.Therefore, planning is not equal to ideas, it is not as simple as a few ghost ideas.Therefore, we must correctly view the difference and relationship between planning and ideas.Planning is a kind of high-intelligence creativity, and it is true that some ideas are required.But as a planning method, it can only be completed after a strict logical thinking design according to certain procedures.That is, planning is much more complicated.

Planning programs can be imitated, which is actually a misunderstanding of the core of planning.The core of planning is creativity.That is to say, each planning scheme is a manifestation of a new thinking and a prerequisite for winning the competition.In the market competition, the market situation is complex and changeable. If an enterprise wants to gain a competitive advantage, it must innovate its own means of competition, so as to defeat its opponents.If the planning plan can be imitated, such a plan cannot be called a planning plan, and there is no strength to defeat the opponent, and it may even delay the opportunity and cause unnecessary losses to the enterprise.Therefore, the planning plan cannot be imitated, and the planning plan must be conceived from the basis of innovation. Every planning is an innovation of marketing concepts and marketing methods, and only in this way can the value of the planning plan be reflected.

Some people think that a good plan is a well-written plan, and a well-written plan is a good plan.This is related to the effect of planning. The effect of planning is determined by the marketing effect generated after the implementation of the planning plan.The marketing benefit is good, of course it can be said that the planning plan is good.Mr. Lei Ming, Secretary-General of the Planning Expert Committee of China Productivity Society, said: "Not every successful plan has a good result, but every good result must have a good plan." This sentence highly emphasizes the effect of planning summary.

By avoiding misunderstandings, we can do better!
The development of enterprises depends on innovation, so enterprises also need planning.Facts have proved that successful marketing of enterprises is inseparable from successful marketing planning.Such as Haier, Changhong, Shenzhen Vanke, Lenovo... The success of these enterprises can be said to be inseparable from their excellent corporate marketing planning.It is precisely because of the successful demonstration effect of these enterprises that marketing planning has become a hot spot in the current market. More and more enterprises attach importance to marketing planning and use marketing planning to seize the commanding heights of market competition.

Based on this, we compiled this book "58 Innovative Marketing Plans" in order to point out the way forward for the vast number of enterprise marketing planners.

Starting from reality, this book systematically expounds all aspects of marketing planning.However, in order to more clearly guide readers to obtain real knowledge, this book also eliminates some unnecessary cumbersome and redundant text, so that readers can understand at a glance when reading.Different from other marketing books, this book has many innovations in content and form.For example, in each section of the book, there are brand-new modules such as classic review, skillful touch, thinking innovation, actual combat points, and scene reproduction, etc., and there are quite a lot of new ideas in content.All in all, this book is a classic marketing planning book that combines practicality, fun, readability and operability.For the vast number of enterprise marketing planners, reading this book carefully will benefit you throughout your life!

Although we have compiled this book with care and meticulousness, there may still be omissions. Readers are welcome to provide valuable comments and suggestions, so that we can make revisions when republishing.

编著
April 2007

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