Open the first page of PPT, sit all morning without writing a word, and my hair is almost scratched. This is a feeling that many planners often send out. Why do you always feel simple when you look at other people's plans, but you can't start when you do it yourself? That's because you only saw the content and didn't see the basic framework of the plan. What is the basic framework? Many people can give many answers to a specific question. For example, when a product goes on the market, we need to hold a press conference. Do you have any ideas? Invite stars, make forums, engage in interaction, broadcast live, etc. Maybe everyone will have many different ideas. The presentation of the press conference here is a basic framework, and everyone's different ideas are to fill in the basic framework. The biggest difficulty in writing a scheme is the basic framework. Once the framework is established, it is much easier to fill in the content. This is the same reason that the fill-in-the-blank question is simpler than the composition question. Based on six years of product marketing experience, the author summarizes a set of basic framework of the whole product marketing case, hoping to help everyone. Generally speaking, the whole product marketing case can be roughly divided into the above four parts, and most products can apply this framework. 1. product analysis Only by fully understanding your own products can you maintain your own personality and not be disturbed in the whole marketing process. 1.R&D background R&D background can be understood as why you want to make this product, which can be national advocacy, policy support, social pain points, personal experience and so on. For example, the brand flower is an oriental makeup with traditional culture as the background. 2. Design concept Design concept refers to the dominant idea of products. Different products under the brand will have different design concepts. For example, Hua's concentric lock lipstick is based on the eternal unity and unremitting design concept of Oriental concentric lock. 3. Design originality Design originality is a process of continuously extending ideas and concepts. For example, concentric lock lipstick is presented as a classical concentric lock, and King Diane's two-color interpretation presents an oriental quaint texture. 4. The form of expression is the concrete expression of creativity. Concentric lock lipstick, with "Zhang Chang Thrushcross" as the carving pattern and Dongfanghong as the color scheme, perfectly shows the oriental romance. 5. Technology is not necessarily a high-tech frontier that cannot be copied. Concentric lock lipstick adopts micro-relief technology, which makes the pattern more stereoscopic, vivid, exquisite and realistic, but as far as the technology itself is concerned, it is not created by China and has been applied in many industries. 6. The same is true of materials. Follow the principle that things are rare, the rarer they are, and the more precious they are. Concentric lock lipstick extracted from hibiscus mutabilis, Saussurea involucrata and Lilium candidum can nourish the skin of lips and reduce wrinkles and dullness of lips. 7. Practical functions Some functions are superficial, while others need to be explored. Lipstick, for example, is the function of beauty. However, Huaxizi lipstick also meets the gift-giving function well. 8.SWOT (strengths, weaknesses, opportunities and threats) The strengths, weaknesses, opportunities and threats of a product are sometimes not in an absolute position, but can be converted to each other. Advantages of concentric lock lipstick: rich connotation, novel design, unique technology, exquisite materials and elegant color selection; Disadvantages: high price, unique style and limited crowd; Opportunity: The rise of oriental culture can expand the high-end gift market of Guo Chao beauty cosmetics; Threat: imitation by competitors. 2. Market analysis After you know yourself, you need to know your opponent, so that you can win every battle. The market analysis in the early stage is to find product opportunities, and the market analysis in the marketing period is to cater to the market and avoid competition. This paper mainly talks about the market analysis in the marketing period, which can be carried out from the following aspects: 1. Macro background Macro background includes national policy orientation, such as supporting, restraining or guiding development. It also includes the overall market trend, whether it is growth, flat, slowdown or structural development. For example, the gold and jewelry industry. At present, it is in the stage of upgrading products with technological innovation, such as 5G gold and ancient gold, which are popular in recent two years. From the perspective of consumption, the gold jewelry industry as a whole is still in a growing trend. Young people have joined the gold buying tide, and products with themes, creativity, connotation and style are increasingly favored by the market. 2. Competing enterprises in each industry have different types of enterprises, such as leading enterprises and following enterprises, which follow different business strategies. Some will form direct competition, some will form indirect competition and some will not form competition. According to the peers, this paper mainly analyzes whether there are new products listed in the near future, marketing ideas, future marketing action prediction, main market strategies, etc. 3. Competing products of the same kind For a single product, competing products of the same type are the key analysis objects, which will directly affect the success or failure of product listing. In today's diversified and rich market, there are almost no uncompetitive products. For example, Yuan Qi Forest recently launched "Coke-flavored bubble water". As soon as the word "coke" appeared, it already competed with Coca-Cola and Pepsi. Market scale, product connotation, taste, packaging, ingredients, marketing investment, etc. Yuan Qi forest certainly made a comprehensive analysis and comparison of these two kinds of coke. After careful consideration, we decided to put the product on the market with a low profile, but the success depends on the market choice. 3. product positioning product positioning specifically refers to what kind of image this product should establish in the market. Just like introducing a person, we will say that TA is engaged in brand marketing, that TA is thoughtful, that TA is self-disciplined and that products are the same. Product positioning can be carried out in the following aspects: 1. Before the product positioning, we must systematically sort out the product selling points and make a more accurate positioning. To sort out and build product selling points, please refer to the previous article: Formulas for building product selling points. 2. Customer Group Positioning Knowing who you want to sell your products to can make your products easier to sell. No product in the world is suitable for everyone, so you must make a clear positioning of the target customer base. Customer orientation can be carried out from gender, age, position, role, preference, habit and family structure. Such as young women, young men, novice parents, grandparents and so on. 3. product positioning product positioning can be carried out from the target market, consumer demand, competitive differentiation, product personality, emotion and so on. In today's commercial market, all walks of life have subdivided fields, and the product functions are similar. Different emotional needs have become the starting point for many product positioning. For example: young people's first watch; Investment funds accompany children to grow up; Noble water; Coke that young people drink; The first gift of a menarche girl and so on. 4. The most classic marketing strategy framework is the 4P theory put forward by Neil Boden of the United States and developed by philip kotler. However, with the complexity of the market environment and the diversification of marketing behavior, 4P has gradually evolved and developed, forming a multi-P theory that is more applicable in different industries. In the process of product marketing, we can focus on the following aspects: 1. The application scenario is easy to understand, that is, who uses the product in what scenario. For example, Huatongxin Lock is mainly used as gifts for girlfriends' birthdays, March 8th, Tanabata, anniversaries and other scenes. Find the application scenario, and the post-marketing metropolis will focus on the scenario. 2. Marketing direction Marketing direction is the tonality of the whole marketing content. Such as warmth, emotion; Cool and trendy; Creativity and personality; Culture and connotation; High-end, taste, etc. Under different marketing directions, its strategy presentation and influence crowd will be very different. 3. Activity strategy Activity is a relatively high-cost module in the marketing sector, and different marketing purposes have different holding strategies. For example, online and offline by channel, large, medium and small by scale, and performances, forums and interactions by form; According to the guests, there are celebrity stars, expert exchanges and so on. 4. Advertising Strategy From the perspective of overall marketing, there are many concepts of advertising strategy, but from a practical point of view, only one or two of them are used. What most operators need are executable strategies, such as holding high and fighting high, centralized bombing, channel specialization, full bloom and so on. 5. Channel strategy The channel mentioned here is the promotion channel. Even posters should be sent out through channels to generate information dissemination. Channels can be divided into online channels, offline channels, self-media channels, portals and so on. , need to choose according to different marketing purposes. 6. There are channels for content creativity. What kind of content can be produced to achieve marketing purposes and maximize communication. This part of the work is both important and difficult. The marketing and promotion departments of many enterprises will skip the analysis and jump directly to this part, because it is the final presentation after all the analysis and strategy formulation. Content creativity, first consider the form, such as posters, videos, articles, and then consider creativity, such as copywriting, design, forms of expression, topics, etc. 7. Promotion strategy Promotion is to use the temptation of limited-time benefits to attract attention and pursuit of products as soon as they are listed, forming hot sales and creating explosions, such as buying gifts, limited-time offers, crowdfunding offers, etc. If some products are scarce, this strategy should not be adopted. Different enterprises, different products and different sales channels will adapt to different frameworks, but the overall thinking logic and structure are similar, and the underlying logic of marketing is still the same.