20 Marketing Models that Planners

20 marketing models that planners must have Today, we share 20 common marketing models and some case studies. Although these are all theoretical knowledge, it is undeniable that each model has unique application scenarios and values. When you deeply study and master the underlying logic of these models, you can apply these marketing knowledge more systematically and bring more ideas and methods to actual marketing work. 1. USP theory USP stands for "Unique Selling Proposition". This theory emphasizes that a product or service must have a unique selling point that competitors do not have or cannot provide, and this selling point must be able to impress consumers and make them want to buy. It mainly includes three parts: one is uniqueness, emphasizing the difference between itself and competitors; the second is sales power, which can effectively promote sales; the third is proposition, which is a clear promise of benefits. Applicable scenarios 1. Product positioning stage. When developing new products or repositioning existing products, determine the unique position of the product in the market by looking for USP. 2. Advertising. When creating advertising copy and marketing communication content, highlighting USP can make the advertisement more attractive and persuasive. 2. Pyramid Principle The pyramid principle is a way of thinking, communication and standardized writing mode that is focused, logical, hierarchical, simple and easy to understand. One thing can be summarized into a central argument, and this central argument can be supported by 2-7 arguments. Each argument itself can be used as an argument, and is also supported by 2-7 arguments... Repeatedly going back and forth like this will form a pyramid-like structure. 1. Conclusion first When expressing your opinion, put the most important conclusion at the beginning. For example, in a market research report, it is written at the beginning that "after investigation, we found that the market share of our company's products in XX market is declining", instead of listing various survey data and processes first, and then summarizing the conclusion. The same is true when you are in a meeting. Don't let others listen for a long time without understanding the key points. When others ask: So what key points do you want to express, you only say the conclusion, which will make the listeners feel very strenuous. 2. Above and below The viewpoints of the upper layer can lead the content of the lower layer. For example, when explaining the reasons for the decline in the market share of the company's products, each specific reason (such as competitors launching new marketing strategies, problems with the quality of their own products, etc.) can support the upper viewpoint of "declining product market share". 3. Classification and grouping Group the content with the same attributes. Taking the decline in product market share as an example, the reasons can be divided into external factors (competitor factors, market environment factors) and internal factors (product itself, sales channels, after-sales service) and other categories. 4. Logical progression The groups and levels are arranged in a certain logical order. Common logical orders include time order (such as the successive stages of product sales), space order (such as market conditions in different regions), degree order (such as from the most important reason to the least important reason), etc. Applicable scenarios Proposal Communication Problem analysis Project management Three. 3W Golden Circle Rule The 3W Golden Circle Rule aims to help companies and individuals convey their core concepts and values ??more effectively. 3W stands for "Why", "How" and "What". This model emphasizes the communication method from inside to outside, that is, starting from "Why" and gradually extending to "What to do". Many people start to do things as soon as they get them, instead of thinking about the purpose of doing this thing and how to do it better. Just like a friend would ask me: How should I evaluate social media? I usually ask back: What is the core purpose of your social media operation? Then the other party can't answer for a long time... SO, first think about why you do it, then think about how to do it around the purpose you want to achieve, and finally what to do specifically. This is the basic logic of doing things. In short: before doing things, understand the goal clearly, then set the strategy, and then talk about execution. Applicable scenarios Brand positioning Marketing strategy formulation Advertising Product development Market segmentation Customer loyalty cultivation Team motivation Personal development IV. 5W2H analysis tool 5W2H analysis is a commonly used management and decision-making tool, mainly used for problem analysis, project planning and strategy formulation. Its name comes from the following seven elements: – 5W – What: Define the problem or task to be solved. – Why: Analyze the reason for the existence of the problem or the necessity of the task. – Who: Identify the people or teams related to the problem or task. – When: Determine the time frame or deadline. – Where: Clarify the location or environment in which the problem or task occurs. – 2H – How: Describe the specific methods or steps to achieve the goal. – How much: Evaluate the resources, budget or cost required. Applicable scenarios Market research Product planning Marketing strategy Event planning Brand management Problem solving Performance evaluation V. PDCA cycle The PDCA cycle is a management tool for continuous improvement, representing the four stages of plan (Plan), do (Do), check (Check) and act (Act). It helps organizations to systematically reflect and optimize when conducting project management, quality control and process improvement. Four stages of the PDCA cycle 1. Plan Determine goals and develop plans to achieve them. This stage requires market research and data analysis to clarify key indicators and expected results. 2. Do Implement relevant activities and strategies as planned. 3. Check Evaluate and analyze the implementation results. Check whether the predetermined goals have been achieved and identify problems through data monitoring, customer feedback, etc. 4. Act Take improvement measures based on the results of the inspection. It can be to adjust strategies, optimize processes, or expand on the basis of success. Applicable scenarios Market strategy optimization Customer relationship management New product development Project quality management VI. SWOT analysis SWOT analysis is a strategic planning tool used to evaluate the internal strengths and weaknesses of an organization or project as well as external opportunities and threats. – S (Strengths): Strengths – W (Weaknesses): Weaknesses – O (Opportunities): Opportunities – T (Threats): Threats Applicable scenarios Enterprise strategy formulation (such as marketing strategy formulation, STP, product positioning and development, etc.), competitive product analysis Image source: Canva VII. STP STP is the abbreviation of "Segmenting, Targeting, Positioning" (market segmentation, target market selection and market positioning), and is an important strategic tool in the field of marketing. 1. Market segmentation (Segmenting) The entire market is divided into different sub-markets or market segments. Segmentation can be based on a variety of criteria, such as geographic location, demographic characteristics, psychological characteristics and behavioral habits. Through segmentation, companies can have a deeper understanding of the needs and preferences of different consumer groups. 2. Target market selection (Targeting) Based on the segmented market, the company selects one or more market segments as target markets. The selection of target markets usually takes into account the size of the market, growth potential, competition, and the company's own resources and capabilities. 3. Positioning Develop a clear positioning strategy to establish a unique brand image and value proposition in the target market. Companies can stand out from the competition by communicating the uniqueness of their brands to consumers through differentiated product features, prices, services, etc. VIII. AIPL Model AIPL is the abbreviation of "Awareness, Interest, Purchase, Loyalty", which is a model that describes the consumer decision-making process. In marketing, the AIPL model is used to help companies understand and optimize the customer journey and improve the brand's market performance. 1. Awareness A stands for awareness. At this stage, consumers first come into contact with the brand or product and have a preliminary understanding. This is the initial stage of consumers' connection with the brand. They may learn about the existence of the brand through various channels such as advertising, word of mouth, and news reports. For example, when consumers see brand advertisements on the street while shopping, or accidentally see a brand's promotional information on social media, consumers have a preliminary understanding of the brand. 2. Interest I stands for interest. Consumers become interested in a brand or product and begin to actively seek more information. After consumers have a preliminary understanding of a brand, some consumers will be attracted by certain characteristics of the brand and thus become interested in learning more. This may be because the brand's product functions, appearance design, brand concept and other factors meet the consumer's preferences. 3. Purchase P stands for purchase. After consumers become interested in a brand or product, they make a purchase decision after a series of processes such as comparison and evaluation. This stage is the process of consumers turning their interests into actual actions. For example, after a consumer compares the price of a certain pair of sports shoes and checks other consumers' reviews, he feels satisfied in all aspects, so he buys this pair of sports shoes in the brand's official online store or offline store. 4. Loyalty L stands for loyalty. After purchasing, consumers become loyal to the brand and are willing to make repeated purchases and recommend it to others, completing the closed loop. After purchasing a product, if the consumer has a good experience with the product and brand, they are likely to buy the brand's products again and recommend it to others, becoming a loyal customer of the brand. For example, after buying that pair of sneakers, the consumer finds that they are very comfortable and of good quality, so he will give priority to this brand when buying sports equipment in the future, and will also recommend this brand's products to his friends. Applicable scenarios Consumer behavior analysis IX. FAST model FAST is a consumer operation indicator system proposed by Alibaba. It is a model that measures the health of a brand's crowd asset operation from two dimensions: quantity and quality. It is based on the AIPL model and further refines the evaluation of consumer operations. The FAST model includes four main indicators: Fertility (total number of operational population, total number of consumer population on the entire network), Advancing (conversion rate of AIPL population), Superiority (total number of high-value population, i.e. total number of members), Thriving (active rate of high-value population, i.e. active rate of members) Applicable scenarios Consumer asset management Ten. KISS review method KISS is a scientific, concise and effective project review method. It summarizes and reflects on past experiences through four key steps: Keep, Improve, Start, Stop, so as to achieve continuous improvement and growth. K (keep) - what needs to be kept: what is done well, continue to keep it in the future. I (Improve) - what needs to be improved: what is not ideal, needs to be improved later. S (Stop) - what needs to be stopped: what unfavorable behaviors need to be stopped. S (Start) - what needs to be started - what is missing, needs to be started. This is a thinking model that can make your life rapidly improve. A person's growth rate depends on his or her ability to review. If you want to make rapid progress, do more effective review. Applicable scenarios Project management Personal summary Event planning Eleven. RFM model The RFM model is a commonly used user stratification model in user operation scenarios, that is, the user stratification is divided by the user's recent consumption time (R), consumption frequency (F), and consumption amount (M). Help marketers to achieve customer segmentation and identify valuable customers. 1. R (recency) The last consumption time (Recency) refers to the time when the user last made a purchase, that is, the number of days from the last purchase to today. In theory, the closer the last consumption time is, the better the user is. This part of users has a closer relationship with the company and is easier to reach; the farther the user is from the last consumption, the greater the risk of loss. 2. F (Frequency) Consumption frequency (Frequency), consumption frequency refers to the number of times a user makes a purchase within a limited period. It can be said that the most frequent purchasers are the most satisfied users and the most loyal users. Increasing the purchase frequency of users means increasing the contribution of user lifetime value. 3.M (Monetary) Monetary refers to the order amount paid by users for purchasing goods. The consumption amount is the most direct reflection of user contribution. All the operational activities we do are to increase the user's consumption amount. Applicable scenarios Customer segmentation/optimization Marketing activity refinement Product optimization Twelve. Brand Five Forces Model The brand five forces model is an important tool for evaluating the brand strength of an enterprise. In marketing, the brand five forces model can help enterprises comprehensively evaluate the strength of their own brands, identify their positioning in the market, and formulate targeted brand development strategies. Through this model, enterprises can better understand their performance in products, channels, marketing, management and brands, so as to gain advantages in the fiercely competitive market. 1. Product power Refers to the comprehensive cost-effectiveness of the product, including the relationship between the functional attributes of the product and the price. Product power is the basis of brand power and the carrier that drives other forces. 2. Channel power Refers to the business awareness, management and management capabilities, market structure, financial strength and brand loyalty of first-level/second-level distributors. A strong channel force helps products reach the target market better and enhance brand influence. 3. Marketing force Refers to the strategic layout, integrated marketing capabilities, media resource capabilities, and crisis public relations capabilities of the enterprise at all levels. An efficient marketing strategy helps to enhance the brand image and attract more potential customers. 4. Management force Refers to the ability of the executive team (all levels of the enterprise, dealer executive level) to organize, control, follow up, and summarize marketing projects. An efficient management team can ensure the smooth implementation of various marketing strategies and promote the continuous improvement of brand power. 5. Brand power Refers to the brand's popularity, reputation, and other brand The accumulation of assets, the influence of goodwill, and the recognition of culture are all comprehensive capabilities that drive consumers to buy. Brand power is the ultimate force, which is equivalent to the core driving force. Applicable scenarios Brand building 13. SMART principle The SMART principle is an effective tool for setting goals. It can help people set clear, measurable, achievable, relevant and time-limited goals. For enterprises, it is conducive to employees working more efficiently and managers providing clear assessment goals and measurable assessment standards when evaluating employee performance. S (Specific) - Clarity The goal must be specific and not vague. A clear goal should be able to clearly answer questions such as "who", "what", "where", "when", "why" and "how". So as a manager, please think about whether you are ambiguous when setting goals? Have you effectively communicated the goals to relevant members? Do you only tell employees what you should do instead of telling them why you should do it first? M (Measurable) - Measurability The goal should be measurable in some way so that you can know whether it has been achieved. The measurement criteria can be quantitative, such as numbers, percentages, etc., or qualitative, such as quality, satisfaction, etc. A (Attainable) - Achievability The goal should be within the capabilities of the individual or team, taking into account actual resources, time and environment, and should be challenging but achievable. R (Relevant) - Relevance The goal should be related to the overall strategy, values ??and other goals of the individual or organization. It does not exist in isolation, but can have a positive driving effect on the whole. T (Time-bound) - Time-bound The goal should have a clear time limit, which can increase the sense of urgency of the goal and help better plan and arrange tasks. Application scenario Strategic planning Performance appraisal Teamwork Fourteen. Ogilvy brand positioning triangle model Ogilvy's brand positioning triangle model mainly revolves around brand positioning, target consumers TA and brand unique selling point RTB. To state the brand positioning in a simple sentence is: I (xx brand) is for what kind of people and what kind of benefits to provide. For example: For (target consumers), the XXX brand is the one in (product category) that has (benefits brought by the product's unique selling point). "For people who care about tooth decay, Crest is the most effective toothpaste in the toothpaste category. MBA Think Tank Encyclopedia Application scenarios Brand positioning Fifteen. Creative syllogism The creative syllogism is a method used to test whether an idea is a good idea. It is mainly measured around three factors. Creative Explosion The idea itself can trigger dissemination, which means that the idea needs to be attractive and spreadable enough to attract public attention and discussion. Brand-related content Content dissemination is brand dissemination. Creativity needs to be closely related to the brand to ensure that the brand image and brand awareness can be strengthened during the dissemination process. Drive purchase The idea itself can drive consumers to buy in the short term/long term, that is, the idea should not only attract attention, but also be able to be converted into actual sales and promote consumer purchasing behavior. Sixteen. 4P Marketing Theory The 4P theory is a classic framework in marketing. It helps companies formulate and implement effective marketing strategies through four key elements: product, price, channel and promotion. 1. Product Product refers to any goods or services provided by an enterprise to the market, including physical objects, content and information. Enterprises need to clarify the characteristics, positioning and differentiation of products to meet the needs of consumers. 2. Price Price is the amount consumers pay to obtain products. Pricing strategies should take into account market demand, cost and competition. Enterprises can attract specific consumer groups through different pricing strategies. For example, when entering the market for the first time, they may adopt a strategic low-price strategy to achieve the purpose of gaining market share first. 3. Channel Channels involve the circulation path of products from producers to consumers, including online and offline sales channels. Enterprises need to choose appropriate channels to ensure that products can effectively reach target consumers. 4. Promotion Promotion refers to the communication between enterprises and target markets through various means to stimulate consumers' desire to buy. Common promotional methods include advertising, public relations activities and promotional activities. Application scenarios New product launch Brand reshaping Competitive product analysis Market segmentation XVII. 4C marketing theory The 4C theory was proposed by American marketing expert Robert F. Lauterborn proposed it in 1990. It is a marketing theory oriented towards consumer demand. Different from the traditional 4P theory (product, price, channel, promotion), the 4C theory resets the following four basic elements of the marketing mix. 1. Consumer Enterprises should first understand and focus on the needs and desires of customers, rather than just focusing on the characteristics of the product. Enterprises need to study the behavior, psychology, preferences and purchasing motivations of customers in order to provide products and services that can meet customer needs. 2. Cost Includes not only the price of the product, but also the time, energy and psychological cost that consumers pay in the purchase process. Enterprises need to consider consumers' purchasing power and the cost they are willing to pay in order to provide competitive prices and value. For example, when consumers buy a complex electronic product, in addition to paying the purchase price, they may also need to spend time learning how to use it, which is the time cost. 3. Convenience Enterprises should strive to make the purchase process as convenient as possible, including providing multiple purchase channels, optimizing the shopping experience, etc., to meet consumers' needs for convenience. Enterprises also need to consider whether the product packaging is convenient to carry and store, and whether the purchase process is simple and fast. 4. Communication Enterprises need to establish good relationships with customers through effective communication strategies, convey the value of products, collect customer feedback, and provide timely services. Emphasize two-way communication between enterprises and consumers. This communication is not only about enterprises conveying product information to consumers, but also about consumers giving feedback and suggestions to enterprises 18. Maslow's Hierarchy of Needs Maslow's Hierarchy of Needs divides human needs into five levels from low to high like a ladder, namely physiological needs, safety needs, social needs, respect needs, and selfactualization needs. Physiological needs are the lowest level of needs, including people's needs for food, water, air, sleep, sex, etc. These needs are the most basic requirements for maintaining life. When these needs are not met, human life will be threatened, and other needs will become less important. Safety needs appear after physiological needs are met. It includes personal safety, health protection, resource ownership, property ownership, moral protection, job security, family safety, etc. For example, people buy insurance to meet safety needs and prevent possible risks. Social needs are also called belonging and love needs. People need friendship, love and affiliation, and hope to be cared for and taken care of by others. The widespread use of social software is a manifestation of satisfying people's social needs. People make friends and share their lives through these software. Respect needs are divided into internal respect and external respect. Internal respect means that a person hopes to be strong, competent, confident and independent in various situations. External respect means that a person hopes to have status and prestige, and to be respected, trusted and highly evaluated by others. For example, buying luxury goods can satisfy people's needs to be respected by others to a certain extent. Self-actualization needs are the highest level of needs. It refers to people's pursuit of realizing their own abilities or potential and perfecting them. For example, an artist constantly creates to reach the peak of his art, which is to meet the need for self-actualization. Maslow believes that people's needs are gradually ascending in levels. When the lower-level needs are met, they will pursue higher-level needs. But this order is not absolutely fixed. In some special cases, such as facing major setbacks or noble spiritual pursuits, people may skip lower-level needs and directly pursue higher-level needs. Application scenarios Consumer demand insights and user portrait analysis 19. Brand House Brand House is an organizational leader for the enterprise, providing a clear framework for the enterprise to ensure that all brand information and marketing activities are consistent with the core strategy of the enterprise. For the external information, it is information unification. Brand House helps enterprises effectively manage and control the dissemination of brand information to avoid information confusion or inconsistency. Through consistent and transparent brand information, consumers can build trust in the brand. 1. Brand Positioning Brand positioning refers to the unique position or image that a brand occupies in the minds of consumers in the target market. It is to shape the unique position of the brand in the minds of consumers by distinguishing and differentiating from competitors. 2. Brand Proposition Brand Proposition refers to the unique value proposition or promise that a brand conveys to target consumers. It reflects the core advantages, characteristics or mission of the brand to attract and retain target consumers. 3. Brand Tone Brand Tone refers to the tone, emotion and style adopted by the brand when communicating with consumers. It reflects the brand's personality and the emotional connection with the target consumers. Example: Coca-Cola's brand tone is "joy, sincerity and friendliness". The brand conveys positive emotions and life attitudes in advertising and publicity, emphasizing the connection between happiness and social scenes. 4. Brand Slogan Brand Slogan is the brand's slogan or slogan, which is used to summarize and convey the brand's core information, ideas or values. It is usually concise, easy to remember, and has inflammatory and agitating words that can resonate with consumers and enhance brand recognition. 5. Core target population The core target population is the object of brand service. The core target population of the brand house does not need to be as detailed as the user portrait. It is mainly necessary to determine basic information such as age, gender, and social role. 6. Benefit points Benefit points are the specific benefits provided by the brand to consumers, which are divided into functional benefits and emotional benefits. These benefit points are the reasons why consumers choose your brand instead of competitors. 7.RTB RTB system refers to "Reason To Believe", that is, "reason for belief". It refers to the reasons why a brand can occupy a certain niche and the arguments behind it. These arguments usually include technical advantages, product advantages, resource advantages and a combination of related advantages. By clarifying the RTB system, brands can clarify their positioning and provide consumers with credible reasons to support their brand claims. 20. Product House We often hear or mention brand houses, but few people mention product houses. Product House (Product Message House) is a tool to effectively convey product strategic information. As a bridge between brand houses and consumers, product houses are the landing of brand houses and the core logic that drives consumer purchases. 1. Mind Occupancy This is the top layer of the product house, involving product positioning, product slogans and product styles. Product positioning is a different positioning set according to the needs of different groups under brand positioning. Product slogans are more specific, focusing on the communication of rational interests, and mainly communicating the logic of purchase with consumers. Product style is the design or copywriting style of the product, such as concise version, high-end feeling, etc. 2. Benefit Expression This layer involves target groups, usage scenarios and consumer interests. The target population refers to the specific group that needs to be framed to buy the product, such as their gender, age, city, income level, etc. The usage scenario refers to the situation in which consumers need to use the product and what problems the product can solve. Consumer interests focus on the interests that consumers really care about when buying products. 3. Argument support This layer answers the question of "why" consumers buy products. It includes the support points of product positioning, that is, why the product can occupy its position.