Integrated Marketing

 

1. Preliminary market research

1) Industry status and trends (PESTEL model)

(1) Politics

Ø System Adjustment

Ø System Impact

(2) Economy

(3) Society

(4) Technology

(5) Environment

(6) Legislation

Ø Regulations

Ø Decree

2) Market Size

(1) Realistic Demand

(2) Potential Demand

3) Research on Competitors (Michael Porter's Five Forces Model)

(1) Industry rivalry (SWOT model)

(2) New entrants

(3) Bargaining power of suppliers

(4) Bargaining power of customers

(5) Substitutes

 

2. Internal and external integration of customer product (STP model)

1) Business pain points

2) Market segmentation

3) Market targeting

4) Market Positioning

 

3. Business model planning

1) Capital model

(1) Sole proprietorship

(2) Joint venture

(3) Mergers and Acquisitions

(4) Financial exit strategy

2) Sales model

(1) Direct supply

(2) General agency

(3) Consignment

(4) Warehouse

(5) Monopoly

(6) Composite

3) Operation mode (9-Square Grid Model)

(1) Value Proposition

(2) Customer Segmentation

(3) Key activities

(4) Channel access

(5) Customer Relationship

(6) Important Resources

(7) Partners

(8) Cost structure

(9) Revenue stream

4. Target consumer insight

1) Overall consumption trend

2) Existing consumers

(1) Consumer behavior

(2) Consumption attitude

(3) User pain points

3) Potential consumers

 

5. Product Planning (Creative Optimization)

1) Quality Function Framework

2) User pain points

3) Key value

4) Core highlights

5) Difference Analysis

6) Product Evolution

(1) Series update

(2) Consumer Packaged Goods

 

6. Marketing planning

1) Online promotion

2) Offline promotion

3) Staff promotion

4) Public Relations

(1) Cooperation with government agencies

(2) NGO Cooperation

(3) Brand Cooperation

5) Public media planning

(1) Traditional media

(2) New media

6) Pricing Strategy

7) Promotion Strategy

(1) Catalog

(2) Discount

(3) Gifts

(4) Cash back

(5) Voucher

(6) Trial

(7) Credits

(8) Lottery

(9) Exhibition

(10) Virtual currency rewards

8) Promotion effect test

(1) Online questionnaire

(2) Offline Questionnaire

(3) User Interview