Marketing: three key points of the paint marketing planning

Core tip: a marketing plan must be a systematic project In the past three years, the author has communicated with many internal marketers of paint enterprises They have also communicated with business owners, marketing executives or bottom-level marketers, as well as network professionals engaged in marketing planning They all agree with this theory, but they express their personal marketing theories When reading, I found that the more in the perspective of platform or industry to conceive marketing planning, the more high-altitude bridge, the more mistakes Especially in the network marketing promotion, because most of the small and medium-sized coating enterprises have no professional employment Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 Home of coatings: A marketing plan must be a systematic project In the past three years, the author has communicated with many internal marketers of paint enterprises They have also communicated with business owners, marketing executives or bottom-level marketers, as well as network professionals engaged in marketing planning They all agree with this theory, but when each person expresses his own marketing concept, I found that the more in the perspective of platform or industry to conceive marketing planning, the more high-altitude bridge, the more mistakes Especially in the field of network marketing and promotion, because most of the small and medium-sized coating enterprises don't hire professional relevant personnel, and the owners are doing it by themselves, but most of them don't know much about network marketing, so such a problem arises: the professional network marketing and promotion personnel don't know much about the situation of the enterprise, just stand at the level of personal understanding On the face of the introduction of professional marketing planning programs, so the more professional the more wrong situation, then professional marketing planners or internal marketing planners should do a marketing planning program to maximize the effect? I think there are mainly the following points On the three key points of paint marketing planning, click here to view all the news pictures Only the enterprise has the specialty first The author thinks that a good planning plan is a professional product, but it is not only a professional product No matter how good a planning plan is, it is useless It's all on paper Do you believe that with a professional planning plan, enterprises can rapidly achieve a qualitative leap from technology to equipment, from quality to cost, from talent to management? In fact, only those programs that can be implemented under the existing conditions are good ones The specialty pays attention to the axiom, while the solution pays attention to the particularity To deal with particularity with justice is like shooting a fly with a cannon At the end of 2009, the author put forward a sports marketing cooperation plan for famous brands in the paint industry The plan can be implemented after being evaluated by a professional planning company, but the cooperation degree of dealers and the simplification of process may not be taken into account, which may cause the marketing department to increase a lot of work, and the final plan is aborted Therefore, even if we grasp the particularity of customer needs, we still can not guarantee the feasibility of the planning scheme What do you really know about the business? If you don't solve this problem, the plan lacks pertinence; how much do you know about the industry situation and development trend? What are the key points of planning in the generation, growth, maturity and transition periods of the industry? Are you a leader, follower or Challenger? Different orientation, different market position, different planning Because of the different purposes of marketing planning, there are different plans To solve the problems of survival and sales of coating enterprises is one solution; to solve the problems of development and marketing is another solution If you say "in the long run, the two are the same", it's simply "sitting on the sidelines" Whoever only sees the unity of strategy and tactics will pay a heavy price; meanwhile, whoever ignores the unity of the two will pay a heavy price Is it a simple professional problem? Of course, the specialty is very important The professional network marketing personnel of paint net can say that they are very clear about the whole process and can issue a very professional marketing plan in a short time However, if the specialty is separated from the actual situation of the enterprise, the specialty will become a "systematic error" A good planning plan must be based on specialty, but a good planning plan is essentially based on innovative thinking and unique ideas, which are the soul of a good planning plan, and specialty is only a means Therefore, a good marketing plan must be the result of the interaction between the enterprise and the professional, and the final implementation effect of the plan must also reflect the quality of the interaction between the two sides From this point of view, paint network has many successful cases, such as painters, Zhongshan Tailai paint, jialish, Mickey paint and other companies, all keep close contact with paint network In addition, marketing planning is an entrepreneurial behavior, not a simple professional behavior Before making a marketing plan, you must make an accurate prediction of the trend of the coating industry for at least 2-3 years, and be prepared to understand the development goals of the enterprise in the next 2-3 years In fact, we all know that the current coating industry is driven by marketing If the enterprise adopts your marketing plan, it may be a case to decide life and death In the current stage of development, enterprises can waste money, but they must not waste time If a concept is not right, at least one year's time will be lost, which may make enterprises step into a land of disaster Therefore, without the height of entrepreneurs, we can't really undertake the responsibility of marketing planning, especially strategic planning Professionalism is the most important thing to do marketing planning The responsibility is huge Professionalism is one thing and professionalism is another If there is a lack of professionalism, then the profession can only put on a legal coat for fallacies Marketing planning is a kind of intelligent behavior, not a technical professional behavior When the professional as a tool to lead marketing planning, planning will lose the professionalism Marketing planning should focus on space and potential At the end of 2008, the author put forward a cooperation plan for market investigation and channel promotion for the famous paint enterprise, timely ranked the top of the top 500 paint industry of China chemical industry, and planned to implement the WanDian plan The outside world paid great attention to the paint industry The author intended to use the real cases and data in the first line of the market to explore the development space and development of the horizontal and vertical direction of the paint industry Potential Today, this idea is still of great reference and implementation value to the company and even most large enterprises In the horizontal direction, we will investigate the market capacity and competitors in different regions, how to enter more and larger regions, how to import more businesses, and how to develop more perfect channels, which more support the growth of enterprise volume In the vertical direction, how to expand and improve the channel, and start to improve the business operation quality and sales volume of dealers Development space and development potential are two mutually supporting elements Without the continuous expansion of space, no matter how great the potential is, it will be hollowed out; without the support of potential, the larger the space, the more problems and the greater the burden As long as the enterprise loses the development space, then, the enterprise will soon find that the development potential is getting smaller and smaller In the same way, if an enterprise loses its development potential, it will lose its way in expanding its space The integration of sales and marketing can maximize the effect, which is more important? This is actually the most common problem we encounter in coating enterprises I'm often asked by enterprises, can you double my sales in half a year with such a good marketing case? This question often makes the author speechless In fact, we might as well ask from another angle: marketing and sales, which is not important? So, this is a false proposition Marketing is the knowledge of "production and maintenance", and sales is the knowledge of "use" In a sense, sales can determine the fate of enterprises more than marketing The reason is very simple, the enterprise energy is directly given by sales - without the support of sales performance, the enterprise can not earn satisfactory profits Even if the bull like Rolls Royce, not enough sales, have to be acquired by others The existing problems in marketing planning of Chinese coating enterprises are that, due to the lack of ability, poor foundation, low intention and not too many means The problems in sales are too arbitrary, lack of strategic planning, and eager for quick success and instant profits In 2009, paint network and classic paint jointly built the first dealer alliance platform in paint industry, which is a typical case of integrating marketing and sales It not only introduces a mode of manufacturer cooperation, but also realizes the purpose of channel expansion on the basis of improving dealers' quality Therefore, I believe that marketing planning is a knowledge to grasp the needs and industry changes, while sales is a knowledge to grasp the needs and industry continuity But if we grasp the change, the continuity and the source of innovation, we can achieve co generation better This is not a proposition of either marketing or sales, it should be a proposition of common development! Reasonable operation of rebate to achieve win-win results for coating manufacturers and brand building strategy are necessary for the survival and development of small and medium-sized coating enterprises Similar information is necessary for coating enterprises to learn from Sam's club mode After sales service of coating is maximized Consumers or "buy" and love each other deeply How can small and medium-sized coating enterprises make use of Spring Festival holiday consumption? O2o or coating e-commerce is another pit Paint industry integrates into the development of the Internet to promote the prosperity of the industry Paint marketing: not all paint products are suitable for holiday marketing Experiential marketing mode ------ you price it Micro marketing opens the era of precision marketing Paint enterprise culture, focusing on thinking The eight strategies for online marketing of paint enterprises are paint home, which focuses on paint, diatom mud and paint paint, Coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, decoration knowledge and decoration effect map of fire retardant coating,