Marketing: the key point for an executive coating company to make marketing plan

Core tip: most coating business operators know the importance of marketing and attach great importance to the marketing strategy of the enterprise However, in practice, many coating enterprises have entered into a misunderstanding when they make marketing plans For example, some enterprises think that marketing plans are about what to do, who to do it, when to do it, and how to do it, and how to spend more Less money Another is the thinking of the planner: make a grand prelude and analysis, compare n modes and cases, and make a clear statement, planning, creativity, strategy, communication, channel, terminal, promotion, training, personnel & Paint knowledge how about Akzo Nobel Powder Coating Recommended introduction: powder coating is a kind of coating with different form from general coating, which is in powder form It is a new type of coating, because of its own advantages and more and more known by people Let's introduce Akzo Nobel Powder coating Akzo Nobel Powder coating is a cost-effective coating solution, which can be applied to different kinds of products After the treatment of static electricity and fire baking, a tough and durable coating surface will be formed, with the least impact on the environment Since the introduction of this technology, powder coating has been able to continue to maintain the Home of coatings: Most coating business operators know the importance of marketing and attach great importance to the marketing strategy of the enterprise However, in practice, many coating enterprises have entered into a misunderstanding when formulating marketing plans For example, some enterprises think that marketing plans are: what to do, who to do it, when to do it, how to do it, and how much money to spend The other is the thinking of the planner: make a grand prelude and analysis, compare n modes and cases, and make a good point of planning, creativity, strategy, communication, channel, terminal, promotion, training, personnel But companies and executives don't know how to start after reading it There are still several kinds: some have written the plan as an idea and orientation; others have integrated the marketing plan into an analysis report, and some have just listed the problems without the ideas and strategies to solve them The marketing plan formulated by the executable coating enterprise is the key The other is "talking on paper" Sitting at home with an idea and second-hand materials, as well as some scattered experience, the company has started "creation" The plan is well written, with very detailed information and a large number of data Many models are used, and PPT is also very logical and exquisite However, after several hundred pages of PPT, only a strategy and positioning is obtained That is to say, "it seems to be very powerful", but in fact, it is useless Why? First, the executable marketing plan can't be made at home or in an interview It needs to communicate with customers repeatedly, visit the first-line market in person, look at the current situation, and find problems Second, the "strategy" of the plan is often either the best or the best, depending on the position of the enterprise and the overall situation of resources, which requires more communication and consultation; Third, the situation of the channel and the team, whether the whole channel can support such a plan; fourth, the importance of the leadership, if the senior management attaches great importance to it, it can often double the result with half the effort, otherwise it is difficult; finally, don't just write a plan for writing a marketing plan, the plan must be able to be implemented at the end, otherwise what's the use? A beautiful plan is not the purpose, what can be implemented is First-class There is also a key point to understand: the whole marketing plan must be under the overall marketing strategy, in order to achieve one or two goals and formulated, do not forget the final assessment and correction There are a lot of company, team, tools and operation process introduction in front of some schemes I don't want to see the schemes after reading them This is probably the common fault of planning and consulting companies The other is to pursue the form too much and give up the content In order to be strong, we need to stack up a large number of materials, cases and tools In fact, there are general contents that can be omitted Find the key problems, make strategies, and then have a problem-solving step and plan, which is enough for planning For example, brand planning case is difficult to solve all problems For example, how can a product listing case solve all the disadvantages of channels 2 The theory is not as good as the experience resources Before that, we often saw that the sales department and the marketing department criticized and shuffled each other at the year-end meeting Now we see that the people who have done sales are not in line with the "pure planners" when they enter the planning industry People with pure sales experience will think that planning is very empty If they don't know what to say after half a day's talking, it's better to do a direct job And the planners and consultants think that the salesperson has a short vision, has no planning and planning, only knows the sales thinking However, if the implementation of the executable program, I think the theory is not as good as the experience resources For example: a new product needs to be sold Do you know how to do it, what to do, what the strategy is and what to pay attention to? The planner probably doesn't know how to do it You have to have marketing and thinking For example, the development idea, trend, taste, combination and packaging of new products, and the plan and schedule; market part: the strategy of selling point refining and promotion; channel investment promotion, terminal distribution and promotion, so-called dynamic marketing part How can we handle the key points if we haven't done it 3 If the high-level attaches great importance to communication and coordination, the pressure to push forward will naturally be much less, but it cannot always rely on the high-level pressure If most middle-level people don't have motivation and want to participate, they can't do it Therefore, to mobilize the middle level, as long as they have a sense of purpose and enthusiasm, the driving force is naturally strong John Nesbitt, a famous American futurist, said: "future competition is the competition of management The focus of competition lies in the effective communication between members of each social organization and with external organizations." Yes, we need to communicate more effectively or even efficiently Ineffective "communication" sometimes backfires The role of communication is to "understand needs, build mutual trust and make goals clearer" 4 It is better to have a grand goal by stages than by stages, but we should divide it into some phased goals Because the goal is too big, it makes people feel unattainable and lose the courage and interest to pursue For example, in a certain regional market, the distribution rate of new products in Wangqu and Wangdian should reach 40% in the first stage, and more than 60% in the second stage The product mix, display, publicity, promotion, trial drink, purchase and gift of other small stores, second batch merchants, special distributors and BC type terminals can all set stage goals Marketing is not about planning for solutions In order to achieve long-term marketing strategy and goal, we can give up short-term promotion and promotion All marketing programs must serve the long-term marketing strategy What is strategy? 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