A. Product environment analysis (speed of technological change, product life cycle, technology protection, intellectual property, etc.)

B. Analysis of political and legal environment (political stability, tax policy, industrial policy, legal restrictions, etc.)

C. Economic environment analysis (economic growth rate, exchange rate, monetary policy, GDP, etc.)

D. Social environment analysis (population quantity and quality, geographical environment, lifestyle, values, etc.)

A. Competitors’ strategic development goals

B. Competitors’ marketing strategies (attention to the market/marketing strategies developed)

C. Brand image (brand image/brand positioning/advertising behavior/advertising performance)

D. The impact of competitors or competitive actions on the market image (how do consumers view a competing brand or a competitor’s behavior?)

A. Corporate brand development goals (the ultimate goal that the company wants to achieve, which is instructive for other goals) For example: We want to be the most professional local integrated marketing communication agency in the country.

B. Enterprise market development goals (regional expansion goals/market occupation goals)

C. Enterprise business development goals (growth rate/profit value/market share)

D. Others (technical reform/improving productivity/human resources/cohesion/social mission and other goals arising from the enterprise development process)

A. Analysis of consumer market environment and consumption trends

B. Analysis of consumer physical attributes (where is it? Which circle does it belong to? What kind of identity tag does it have?)

C. Consumption demand analysis (functional/psychological feeling)

D. Consumption touch point analysis (information receiving channel)

E. Unmet consumer demand

A. Corporate brand development goals (the ultimate goal that the company wants to achieve, which is instructive for other goals) For example: We want to be the most professional local integrated marketing communication agency in the country.

B. Enterprise market development goals (regional expansion goals/market occupation goals)

C. Enterprise business development goals (growth rate/profit value/market share)

D. Others (technical reform/improving productivity/human resources/cohesion/social mission and other goals arising from the enterprise development process)

1. Positioning based on a certain feature of the product. For example, the radar watch promotes its "never wear" quality characteristics.

2. Interest positioning strategy. Positioning based on a certain special benefit that the product brings to consumers. For example, Colgate highlights the effect of “no cavities”.

3. Use positioning strategies. Positioning based on a certain use of the product. For example, "No gifts will be accepted during the holidays this year, only melatonin will be accepted as gifts." The "melatonin" health care product positions itself as a gift and creates a positioning concept.

4. User positioning strategy. This is a positioning strategy that links a product to a specific user group. It attempts to give consumers a tailor-made feeling about the product. For example, "Tai Tai Oral Liquid" is positioned at the wife class.

5. Quality-price combination positioning. For example, "Haier" home appliances are positioned at high prices and high quality, "Hualian" supermarket is positioned at "low prices every day, no fakes", and "Huabao" air conditioners are positioned at "noble but not expensive".

For example, the American car rental company Avi's emphasizes that "we are the second largest company and we must work harder." The advertising slogan of 7-up beverage is "7-up is not Coke". my country's Yadu Company's constant-temperature ventilator appeal points such as "I am not an air conditioner" have strengthened its image in the minds of consumers to varying degrees.

For example, the classic cowboy image created by Marlboro; the Haagen-Dazs ice cream of "If you love her, treat her to Haagen-Dazs" gives the brand emotional proposition and brand personality.

It refers to the extraction of core value from a product perspective, that is, the quality, function, style, design, packaging, etc. of the product are different from other competing brands, and must be the unique selling point (USP) of the product. Three necessary conditions are required:

The most effective strategy for refining functional value is to associate the brand with its characteristics, giving consumers a reason to buy your product. This reason is condensed into a simple word and forms a strong differentiation from competitors. concept, thereby forming a strong brand association and creating a unique brand image.

It refers to the emotional satisfaction that consumers obtain in the process of purchasing and using a certain brand of products. In today's market where products are severely homogenized, if a brand only focuses on the appeal of product functions and lacks emotional appeals such as "love, true love, friendship, care", it will become very pale and it will be difficult to win the trust of consumers. loyalty.

Such as: Haier - sincerity lasts forever; Psychic Emerald Diamond - diamonds last forever, one will be passed down forever;

When a brand becomes a carrier and medium for consumers to express their personal values, wealth, status and aesthetic taste, the brand has unique self-expression interests. The refining of a brand's self-expression value is essentially a process of shaping brand personality. The personality of such a brand should match its target consumers, giving consumers a strong sense of belonging and identity.

Such as: Mercedes-Benz - power, wealth; Rolex - achievement, elegance; Volvo - safety

The brand advocates the function and quality appeal of the product.

"Nongfu Spring, a little sweet"; "Master Kong's instant noodles are fragrant and delicious." "M&M chocolate only melts in your mouth, not in your hands" "Robust purified water, 27 levels of purification"; "At 60mph, all you can hear in a Rolls-Royce is the clock."

The brand advocates making emotional appeals to society or characters.

"Wahaha pure water, I only have eyes for you"; "Younger suits, men should enjoy them"; "Less serious, more moody, foreign monk - casual clothes"; "Confucius's wine makes people homesick"; "A cigarette after a meal is better than the living gods - Nanyang Brothers cigarettes."

Brand advocates carry out corporate philosophy or consumer philosophy appeals.

Corporate philosophy: "Haier, sincere forever"; "Wholeheartedly Little Swan"; "The sun is the reddest and the rainbow is renewed"; “Let’s do better – Philips” "Create value for customers - LG"

Such as the consumption concept: "Drink milk, drink freshness, drink nutrition - unified fresh milk"; "Absorb the American Winston and appreciate the American spirit"; "What you drink is not just a drink, it's energy - Verche grape juice."

The most obvious example is the brand proposition of Shanghai Special Effect Toothpaste: "The biting force of a human mouth full of teeth is 1,000 kilograms for men and 900 kilograms for women. If one tooth is missing, the biting force is reduced by one-third. ; If two teeth are missing, the biting force is reduced by one-half; if three teeth are missing, the biting force is only one-third, which is a complete collapse. In order to protect your teeth, welcome. You use Shanghai Special Effect Toothpaste.”

Set advertising effects and advertising purposes based on marketing goals. It is a limited, simple and practical The goal.

Starting from the core appeal of the product or brand, the product benefit points or brand propositions are converted into a message suitable for communication, so as to promote consumers' awareness, interest and resonance, purchase and loyalty to the product and brand. It is to determine the angle and direction of creative expression, which is the core of creative extension.

Based on creative strategies and creative concepts, extend and diverge a series of creative points.

Based on the promotion goals, the communication effects and communication purposes within a certain promotion stage are set.

According to the purpose of brand promotion, determine the rhythm, frequency, intensity, cost and other principles of communication, and combine it with the analysis of the touch point habits of the core target group of the brand to determine the optimal combination of media and touch points.

According to the media strategy, a media portfolio delivery plan is formulated for a period of time, and reasonable detailed planning and accurate calculation of costs are carried out for the rhythm, type, frequency, intensity, release cycle, etc. of the media.

Similar to the goals of advertising, it seeks to build brand awareness and brand recognition. Usually divided into the following categories:

The main idea that guides all public relations activities and behaviors.

What public relations activities or behaviors are used to achieve public relations goals?

A. Product portfolio strategy Expand product portfolio. Including broadening the breadth of the product portfolio and increasing the depth of the product portfolio Reduce product portfolio. Companies reduce their product portfolio in order to increase total profits Product extension. There are three types of extension: downward extension, upward extension, and two-way extension.

B. Product evolution strategy

C. Product life cycle planning and control

1. Pricing strategy 2. Price adjustment strategy 3. Price marketing

When will the price increase be carried out? When will the discount promotion start? When will you start developing, producing and releasing new products?

Determine the purchasing power of another good audience

The principle that the initial price can be set relatively high

Segment the niche market well and become the king of the category before making other layouts

1. Principles of channel planning

2. Channel selection method

3. Channel maintenance

4. Channel marketing

Product channel planning and integration goals are set based on marketing goals. four requirements

Based on marketing goals and channel planning goals, a series of channel planning, channel integration, channel Maintenance, channel marketing and channel selection strategies are formulated as guiding principles.

Provide suggestions and ideas for the integration and planning of channels and terminals for enterprises or products based on channel planning goals.