24 marketing models that planners must have in 2020

Introduction: Model in hand, ideas at my disposal

If you don’t have ten or eight marketing models at hand, you are not called an experienced planner. Only with ideas can you buck the routine.

At the same time, we also remind ourselves that models are just tools to clarify and extend our thinking, not just to use tools for the sake of using them.

Next, I will share some of the models I often use:

1. Pyramid Principle

Applicable scenarios: Proposal communication thinking theory Source: Barbara Minto, McKinsey

1. Logic of expression

Follow the logic of the pyramid shape, state the conclusion first and then the arguments . All the content expressed can be summarized into one core argument. This core argument is supported by N arguments, and these arguments can also be independent arguments supported by N arguments at the next level.

2. Follow four basic principles

Conclusion first: express a central idea and put it first.

The above governs the following : each argument is a summary of the arguments at the next level.

Classification and grouping : Each group of ideas belongs to the same logical category.

Logical progression : Each group of ideas is arranged in a certain logical order.

2. 3W Golden Circle Rule

Applicable scenarios: The underlying logic of thinking Business model theory source: Simon Sinek, author of "Start with Why"

People whose thinking mode is at the outermost level know what they want to do , but rarely think about how to do it better. People in the middle know “how” to better complete tasks and goals, but rarely think about the reasons for doing so.

Only those who are at the center of the circle know clearly why they do something. Why is the core essence of doing this thing, and everything else revolves around this center.

3. PDCA Cycle

Applicable scenarios: Project quality management theory source: American quality management expert Dr. Deming Theory full name:
P 丨 Plan, D 丨 Execute Do,
C丨Check, A丨Action

The PDCA cycle, also known as the Deming cycle, is a scientific procedure that should be followed in total quality management .

• P "Plan" plan , specify the goals of the plan.
• D "Do" means to execute , to do it in practice and realize the contents of the plan.
• C "Check" to summarize the results of the execution plan, pay attention to the effects, and find out the problems.
• A "Action" is to process the results of the summary and inspection, affirm the successful experience and appropriately promote and standardize it; the lessons of failure need to be avoided to prevent their recurrence. Unresolved issues are carried forward to the next PDCA cycle.

IV. SWOT

Applicable scenarios: Enterprise strategy formulation, competitor analysis theory source: Professor Werick of management

SWOT analysis is a scientific analysis method used to determine a company's own competitive advantages, disadvantages, opportunities and threats in the external market, thereby organically combining the company's strategy with its internal resources and external environment.

5. STP

Applicable scenarios: Enterprise marketing strategy theory Source: Wendell Smith

STP target marketing consists of S market segmentation (Segmenting), T target market (Targeting) and P market positioning (Positioning).

1. Market segmentation

Segment a product or service in the market based on the types of customer needs.

2. Target Market

Based on market segmentation, identify one or more market segments that your product/service wants to enter.

3. Market positioning

Package your products/services according to their key features and selling points, and confirm their competitive position in the market.

STP is suitable for enterprises to make precise decisions on detailed business based on their own situations after understanding the internal and external environment and their strengths and weaknesses.

6. OIIC

Applicable scenarios: proposal writing Customer communication theory Source: SAATCHI & SAATCHI
Full name of theory:
O丨Objective goal, I丨Issue obstacle,
I丨Insight, C丨Challege Solutions

When writing a proposal, you must first understand what the client’s business goals are? What are the current obstacles to achieving this goal?

To address this obstacle, we conduct insights into consumers and find the core direction for communicating with them. Based on this, what actions should we take to remove consumer barriers? And this Action itself is a challenge.

7. 4P Marketing Theory

Applicable scenarios: Business model theory Source: Philip Kotler Theory Full name: P丨Product Product, P丨Price Price,
P丨Channel Place, P丨Promotion

Marketing is centered on the product, and consumers buy the product's use value.

How much should this product sell for (price)? Where to sell? (Channel place) What kind of promotional method is used to form a closed loop of marketing.

8. AISAS

Applicable scenarios: Consumer behavior analysis model Theoretical source: Dentsu theory Full name: A丨Attention, I丨Interest,
S丨Search, A丨Action, S丨Share

The AISAS model is a new consumer behavior analysis model summarized by Dentsu in response to changes in traditional shopping behaviors caused by the Internet. This model is well reflected in social networks and forms a closed loop.

The product content shared by friends will attract the user's attention , then stimulate the user's interest , and search for the product, which will eventually lead to purchasing behavior. After the purchase is successful, the information will be shared with their friends, completing the closed loop.

9. 3C Strategic Model

Applicable scenarios: Enterprise management strategy theory Source: Kenichi Ohmae

The 3C strategic model was proposed by management scientist Kenichi Ohmae. He believes that when formulating any marketing strategy, these three factors must be considered: customer demand , competitor situation , and the company's own capabilities or resources .

Strategy , in essence, is a company's ability to effectively meet customer needs and effectively differentiate itself from its competitors.

10. The right time, right place, and right people

Applicable scenarios: Program writing, career planning, business thinking, theoretical source: Evolution of "The Art of War"

When making any corporate strategy, you need to consider the timing (the general environment the market is facing) and cannot go against the flow. Geographical advantage (the company’s own capabilities), whether we have geographical advantages. Harmony among people (consumer demand), whether the products we make can win people's hearts.

11. PEST Model

Applicable scenarios: company strategic planning, market planning, product operation and development, research report writing, theoretical source:

PEST analysis is a method used by strategic consultants to help companies examine their external macro-environment. It refers to the analysis of the macro environment, which is also called the general environment, and refers to the various macro forces that affect all industries and enterprises.

• Political factors include political system, government policies, national industrial policies, relevant laws and regulations, etc.;
• Economic factors include economic development level, scale, growth rate, government revenue and expenditure, inflation rate, etc.;
• Social factors include population, values, moral standards, etc.
• Technological factors include breakthroughs in high-tech, process technology and basic research.

12. OKR

Applicable scenarios: Enterprise goal management Personal goal management Theory source: Intel Theory full name: Objectives and Key Results

Many large companies are using it, such as Alibaba. The main purpose is to clarify the goals, how to better achieve the goals, and how to effectively implement them between various levels. KR (key results) are split out through O (goal) . The next level O is the KR of the previous level, which ultimately ensures that everyone has the same goal direction.

13. HBG

Applicable scenarios: Brand marketing theory Source: Professor Bryon Sharp Theory full name: How brands grow

HBG reveals patterns of user purchase and sales growth. This model can be expressed as a formula: Brand growth = penetration rate × affordability × availability , that is, big brands, big media, and big channels .

In other words, if you want to achieve brand growth, you must first increase the penetration rate of your products, and then make consumers want you when they have a need, and then have a desire to buy and be able to buy your products.

14. AIPL

Applicable scenarios: Quantification of brand crowd assets Linked operation theory Source: Alibaba Theory Full name: A丨Awareness, I丨Interest,
P丨Purchase，L丨Loyalty

The AIPL model is a marketing model originated from the United States. AIPL means cognition, interest, purchase and loyalty, which means that users see you (exposure, click, browse), tend to you (follow, interact, search, collect, add to cart), buy you (pay and order), and be loyal to you (positive comments, repeat purchases).

Because of Alibaba’s promotion, many brands that use e-commerce channels are using it. The idea of ​​link-based purchasing is more in line with the current ROI-oriented marketing approach.

15. FAST

Applicable scenarios: Consumer asset management Theory source: Alibaba Theory full name: F丨Fertility, A丨Advancing,
S丨Superiority，T丨Thriving

The FAST indicator measures the long-term health of the business by penetration into the population dimension, and can more accurately measure the efficiency of brand marketing operations. At the same time, FAST also shifts the perspective of brand operations from temporary GMV to the healthy and long-term maintenance of brand value.

16. GROW

Applicable scenarios: Targeted growth model for large FMCG categories Theoretical source: Alibaba

GROW breaks down the brand's complete GMV increment into three major growth factors: penetration (Gain), repurchase power (Retain) and price power (bOOst). The absolute value of the incremental GMV driven by each factor is the brand’s index score.

As new products increasingly become the trigger point for brand growth, new product power (Widen) is also regarded as an important indicator to measure the brand's growth ability. In addition, this indicator can be broken down into dimensions of different strategic groups, exploring brand performance and growth potential from the granularity of key groups.

• Penetration (Gain): The increase in GMV brought about by increased penetration (attracting new consumers). Penetration (G) can be divided into penetration improvement of existing categories and penetration improvement of category expansion;
• Retain: The increase in GMV brought about by increased consumption frequency. Repurchase power (R) can be further refined from the perspective of new and old customers. For loyal categories such as maternal and infant products and pet food, repurchase power (R) is particularly important;
• Price power (bOOst): The incremental GMV brought about by purchasing price upgrades. Price power (O) can be further refined according to the perspective of new and old customers. For categories with obvious consumption upgrade trends such as beauty and personal care, especially those with strong upgrading mentality such as sophisticated mothers and senior middle-class people, the importance of price power (O) has increased;
• New product power (Widen): A non-GMV incremental indicator that comprehensively evaluates the effectiveness of new products through multiple dimensional indicators, including the contribution of new products to new customers and GMV (the proportion of new customers and the proportion of GMV contribution), the explosiveness of new products (GMV performance during the initial launch) and the agility of new product launches (the frequency of new product launches).

17. AARRR

Applicable scenario: Internet user growth User conversion funnel model theory source: /
The full name of the theory: A丨Acquisition, A丨Activation,
R丨Improve retention, R丨Get revenue, R viral referral

For products and users, we design a cyclical fission system so that users will want to come when they see the product, want to stay when they come, want to pay when they stay, and want to invite friends after paying.

• Acquisition: How do users find us?
• Activation: What is the user’s first experience like?
• Improve retention: Will users come back?
• Increase Revenue: How to make more money?
• Virality (Ref): Will users tell others?

18. MVP

Applicable scenario: Product launch theory source: "Lean Startup: Growth Mindset for Startups" | Eric Ries Theory full name: MVP = Minimum Viable Product Minimum Viable Product

Unlike conventional products, MVP focuses more on exploring unknown markets and verifying your business feasibility at the lowest cost. First, launch a minimalist prototype product to the market, and then through continuous experimentation and learning, verify whether the product meets user needs in an effective way with minimal cost, and flexibly adjust the direction.

If the product does not meet market demand, it is better to "fail quickly and fail cheaply" rather than "fail expensively"; if the product is recognized by users, it should be continuously iterated and upgraded to explore user needs and iteratively optimize the product.

Minimization = reducing the cost of trial and error, speed > perfection, and constantly approaching perfection in the process.

19. P/MF

Applicable scenario: Product launch theory Source: Marc Anderson Theory Full name: Product / Market Fit Products meet market demand

1. Satisfy an existing market with a better product experience

The demand already exists, but a better product experience is needed; P/MF: Provide products with a better experience; Focus: Very good user experience + large investment in marketing and promotion; eg. Luckin Coffee.

2. Use a product to meet the needs of an existing but partially unmet market

Some of the users’ needs are not met; P/MF: meet the segmented needs of users; focus: use more sophisticated marketing and promotion strategies to attract new users; eg. Uber.

3. Satisfy a new market with one product

There will undoubtedly be many obstacles in making this kind of product, because before the product is born, users do not know that they need this product, so the demand does not exist and the market does not exist. At this time, create new markets with your products.

P/MF: Innovation based on existing needs. Key points: Valuable user experience, persuading users to experience it, stimulating users' existing needs, and forming a hot phenomenon. Eg. Weibo (Take Weibo as an example. The popularity of Weibo has made it possible for most people to interact with celebrities or brands, which they never imagined, by “@了”.)

20. Maslow's Hierarchy of Needs

Applicable scenarios: Consumer insight theory source: American psychologist Maslow

Maslow proposed the theory of needs hierarchy from the perspective of human motivation , which emphasizes that human motivation is determined by human needs. The demand hierarchy is divided into five levels, which are formed and satisfied from low to high. Moreover, in every period of a person's life, there will be one demand that dominates, while other needs are subordinate.

21. Porter's Five Forces Model

Applicable scenarios: Competitive strategy theory Source: Michael Porter

1. The degree of competition among competitors in the same industry

Competition among enterprises is the direct confrontation among enterprises in an industry, and it is often the most important of the five forces.

2. Competitiveness of potential competitors

New entrants enter with the purpose of dividing up the market. While bringing new production capacity and new resources to the industry, they gradually lower corporate profitability and may even jeopardize the survival of existing companies. Sufficient competition enables consumers to achieve price equality, and generally they can buy the same products at a lower price.

The severity of the competitive entry threat depends on two factors: the size of the barriers to entry into the new field and the expected response of existing firms to entrants.

3. Bargaining power of suppliers

Suppliers mainly influence the profitability and product competitiveness of existing companies in the industry by increasing the price of input factors and reducing the quality of unit value. The strength of supplier power mainly depends on what input factors they provide to buyers. When the value of the input factors provided by suppliers constitutes a large proportion of the total cost of the buyer's products, is very important to the production process of the buyer's products, or seriously affects the quality of the buyer's products, the supplier's potential bargaining power over the buyer will be greatly enhanced.

4. Bargaining power of buyers

It depends on the bargaining leverage (means of bargaining) between the buyer and the enterprise and the buyer's sensitivity to price.

5. Substitution ability of substitutes

Substitute products are other products that can perform the same functions as products in this industry.

22. Boston Matrix

Applicable scenarios: Analysis and planning of product portfolio theory Source: American management scientist Bruce Henderson

By studying the market share and market growth rate of products, the company's existing products are divided into four different types. Product planning and different decisions are taken to ensure that the company's resources can be allocated reasonably and effectively.

The matrix coordinate chart with market share as the horizontal axis and market growth rate as the vertical axis divides the coordinate chart into four quadrants, namely: star products, cash cow products, problem products, and dog products.

Taurus products: low growth rate, high market share. Slow growth indicates that it is a mature product. High marginal profits can bring large cash flow to the company, and the company does not need to expand its scale through large investments. The cash flow from this business can be used to provide transfusions to other businesses.

Star products: high growth and high market share. The product is in its growth stage now, and its market share is relatively low compared to Taurus products. It is necessary to increase investment and expand its scale to develop it into a Taurus product.

Problem product: high growth, low market share. The trend is good, but the market share is low. The company should find out the reasons, make improvements, increase investment, increase market share, and further develop it into a star product.

Dog products: low growth, low market share. Obviously, if there is no competitiveness, production and development should be reduced and the products should be gradually eliminated.

23. Category empowers brand positioning

Applicable scenario: Brand positioning theory Source: Al Ries and Jack Trout (iterative version)

1. Create new categories

Starting from consumer demand, combined with competitor trends and your own strengths and weaknesses, discover demand categories.

2. Expand the product category

Segment the market, create category awareness, and shape consumer minds.

3. Brands harvest categories

Think in terms of consumer products and express them through brands. Take a leadership attitude and become the category representative in the minds of consumers.

24. Content Marketing 5A Model

Applicable scenarios: Content marketing theory Source: Alibaba Data Business Advisor First Financial Business Data Center

The system is based on the theory of "5A Customer Behavior Path" by Philip Kotler, the "Father of Modern Marketing", and sorts out data indicators in five dimensions: content visibility, content attractiveness, content traffic generation, content customer acquisition, and content conversion.

It can be used to evaluate the five impacts of content marketing on consumers - Awareness, Appeal, Ask, Act, and Advocate , helping brands track the effectiveness of content marketing across the entire chain and in different scenarios, and conduct targeted improvements and optimizations.

I will share it here for now and will update version 2.0 next time.

Author: Zang Feng

Source: Self-cultivation of strategic people

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