First, the format of the marketing plan
A complete marketing plan is divided into two parts. One is the market situation analysis, and the other is the plan text. (A) Analysis of market conditions
To understand the size of the whole market and the comparison between ourselves and the enemy, the market analysis must include the following 12 items:
(1) The size of the whole product market.
(2) Comparative analysis of sales volume and sales volume of competitive brands.
(3) Comparative analysis of market share of competitive brands.
(4) Analysis of consumers' age, gender, occupation, education level, income and family structure.
(5) Comparative analysis of advantages and disadvantages of competitive brands.
(6) Comparative analysis of market regions and product positioning of competitive brands.
(7) Comparative analysis of advertising expenses and advertising effects of competitive brands.
(8) Comparative analysis of promotional activities of competitive brands.
(9) Comparative analysis of public relations activities of competitive brands.
(10) Comparative analysis of pricing strategies of competitive brands.
(1 1) Comparative analysis of the sales channels of competing brands.
(12) Profit and loss analysis of the company in recent five years. (2) the text of the plan
The text of the marketing plan consists of six major items, which are explained as follows:
(1) Main policies of the company
Before making a business plan, the planner must communicate with the company's top leadership on the company's future business principles and strategies in depth to determine the company's main principles and policies. Both parties shall discuss the following details:
Determine the target market and product positioning.
Is the sales goal to expand market share or pursue profit?
Formulate a price policy.
Determine the sales method.
Advertising performance and advertising budget.
Key points and principles of promotion activities.
The emphases and principles of public relations activities.
(2) Sales target
The so-called sales target refers to the business target that the company's various products must achieve within a certain period of time (usually one year).
The quantification of sales targets has the following advantages:
Provide a basis for testing the success or failure of the whole marketing plan.
Provide a basis for evaluating work performance goals.
Provide a basis for formulating the next sales target.
(3) Promotion plan
The purpose of the planner's promotion plan is to help achieve the sales target. The promotion plan includes three parts: objectives, strategies and detailed plans.
① target
The proposal must clearly point out the promotion objectives to be achieved in order to achieve the sales objectives of the whole marketing plan.
② strategy
After deciding the goal of the promotion plan, the next step is to work out the strategy to achieve this goal. The strategies of promotion plan include advertising effect strategy, media application strategy, promotion strategy and public relations strategy.
Advertising performance strategy: according to product positioning and target consumer groups, determine the theme of policy performance.
Media strategy: There are many kinds of media, including newspapers, magazines, television, radio, leaflets, outdoor advertisements and so on. What kind of media do you want to choose? What is the audience rate and contact rate of advertisements?
Promotion strategy: the object of promotion, the various ways of promotion, and what the effect of various promotion activities is.
Strategy of public relations activities: the target of public relations, various ways of public relations activities, and what is the purpose of holding various public relations activities.
③ Detailed plan
Explain the implementation details of each strategy in detail.
Advertising performance planning: the design of newspaper and magazine advertising draft (title, text, pattern), TV advertising creative script, broadcast draft, etc.
Media use plan: choose popular or professional newspapers and magazines, as well as publication date and page size; Time and frequency of TV and radio advertisements. In addition, CRP (total viewing rate) and CPM (average cost of advertising information per thousand people) should also be considered.
Promotion plan: including commodity procurement and exhibition, exhibition, demonstration, lucky draw, giving away samples, tasting, discount, etc.
Public relations activities plan: including shareholders' meeting, issuing company press releases, company internal publications, staff association, love activities, contacting the media, etc.
(4) Market research plan
Market research is a very important content in marketing planning. Because market information and information obtained from market research are important basis for making marketing plan. In addition, most of the 12 data in the first part of market analysis mentioned above can be obtained through market research, which also shows the importance of market research.
However, market research is often ignored by senior leaders and planners. Many enterprises spend a lot of money on advertising every year without paying attention to market research. This misconception must be changed as soon as possible.
Like the promotion plan, market research also includes three major items: objectives, strategies and detailed plans.
(5) Sales management plan
If marketing planning is regarded as a joint operation of land, sea and air, then the sales target is the purpose of landing. The market research plan is responsible for providing information, the promotion plan is under the cover of the navy and air force, and the sales management plan is the action of the army. With the effective support of information and the cover of powerful navy and air force, it is still necessary to lead troops to attack the city and plunder the land in order to achieve a decisive victory. Therefore, the importance of sales management plan is self-evident. Sales management plan includes sales supervisor and staff, sales plan, selection and training of sales personnel, and salary system (salary and bonus) to motivate sales personnel and salesmen.
(VI) Profit and loss forecast
The sales target that any marketing plan hopes to achieve is actually to realize profits, and profit and loss prediction is to predict the pre-tax profits of products in advance. As long as the expected total sales of the product is subtracted from the sales cost, marketing expenses (distribution expenses plus management expenses) and promotion expenses, the pre-tax profit plan of the product can be obtained.
Due to different objectives and contents, various proposals are quite different in form and style. However, any proposal must have eight basic elements: 5W2H 1E, * * *:
What (what)-the purpose and content of the plan.
Who-planning related personnel.
Where (where)-Planning implementation place.
When?-the planned time.
Why?-the reason and prospect of planning.
How-the method and operation of planning.
How much?-planned budget.
Effect-predict the planning results and effects.
Any real proposal must have the above eight basic elements. It is worth mentioning that we should pay attention to the significance of the amount and effect to the whole project. If we ignore the cost of planning and do not pay attention to the prediction of the implementation effect of planning, then this kind of planning is not successful. A proposal with only 5W 1H cannot be called a proposal, but only a scheme. Second, the general format of the proposal.
The general format of the proposal is roughly as follows:
1. Name of proposal
The name of the proposal must be clearly written. If the title of "How to Prevent Theft" is not complete and accurate, it should be revised as "Beijing Chaoyang District 65438,1June-February 1994 Anti-theft Scheme".
2. Name of the planner
The name, work unit and position of the planner shall be stated. If it is a collective plan, the names, work units and positions of all relevant personnel should be written.
3. Time for completion of the proposal
Fill in according to the planned completion date. If the proposal is revised before it is finalized, the final version shall be revised except that it was completed on a certain day of a certain year and a certain day of a certain year.
4. Planning objectives
The goal of planning should be specific and clear. For example; From June 1994 to February 12, the number of thefts in Chaoyang District of Beijing decreased by 10%.
5. The content of the plan
This is the most important part of the proposal. Including planning reasons, prospects, problems, creative priorities and so on. The specific content varies with different types of planning, but it must be clear to readers. Don't be too fine and miscellaneous, otherwise it will make readers feel boring. In addition, we should also pay attention to avoid sophistry.
6. Budget and timetable
Planning is a complex system engineering, which requires certain manpower, material resources and financial resources. Therefore, it is necessary to calculate carefully, so that when spending all kinds of expenses, it is best to draw a table, listing the total and sub-items of expenditure content, which is convenient for accounting and later verification.
The purpose of exceeding the schedule is to make the whole process of planning activities look like a timetable, clearly marking what to do for future inspection.
7. Planning and implementing the required site
In the process of implementing the project, it is necessary to explain what venue, what venue and how to provide help.
8. Prediction effect
According to the information, predict the effect after the project is implemented. The effect of a good project can be expected and predicted, and the result is often quite close to that predicted in advance.
9. Reference
Various reference materials, including newspapers, magazines, books, speeches, internal information of enterprises, government statistics, investigation reports, etc. , which contribute to the completion of this project, should be listed one by one. On the one hand, it shows the responsible attitude of the planner, on the other hand, it can increase the credibility of the project.
10. Other preventive measures
In order to make the project go smoothly, the project should also consider other important factors, such as:
Conditions for implementing this project.
We must get the support and cooperation from other departments.
I hope that the business leaders will explain the significance of this case to all employees, so that they can know and use it wisely. Now Table 2-2 summarizes the general format of the above suggestions:
General format of proposal
front cover
(1) Name of proposal
(2) The name of the planner should be specific and clear.
(3) the completion time of the proposal
main body
(4) Planning objectives
(V) Planning Contents The main contents of this plan.
(6) Budget Table and Schedule
Refine content
(7) Planning and site selection
(8) Prediction effect
attachment
9. References
(10) Other considerations in the planning process
System analysis is based on the basic problems in a system, thinking and reasoning from the perspective of the system, and exploring possible solutions under certain and uncertain conditions. Through analysis, comparison and dynamic correction, the satisfactory combination of external environment and internal conditions, current interests and long-term interests, overall interests and local interests, qualitative analysis and quantitative analysis is selected to achieve the expected goal. In order to find a satisfactory and feasible scheme, we should brainstorm, keep feedback and gradually improve it. Therefore, it is also a "learning" process.
The planning procedure can be basically divided into six steps: ① defining the purpose; ② Collecting development information; 3 manufacturing creativity; (4) Determine the production plan and key points (writing the planning book and agency design); (5) Defense and dynamic correction; ⑥ Implement summary and implement it. The following can be described separately.
1. Clear objectives
If there is no target, the program cannot be started; If the purpose is not clear, making a decision in a hurry is likely to lead to mistakes. Determine the goal according to the problem to be studied, which requires problem analysis and accurate explanation of the nature and scope of the problem. Pointing out the problem clearly is equivalent to solving half the problem. To define the problem, we should comprehensively consider the needs and possibilities of all aspects: in terms of possibilities, we should consider whether the objective environment allows it and whether the conditions of our unit are possible. Of course, conditions can sometimes be created unconditionally, but conditions must be created on a certain basis and cannot be created at will. Once the problem is clear, you can concretize the goal.
2. Develop information
There is a "data collection" project in the steps of system analysis. Collecting information is to get a lot of information from books, newspapers, government publications, enterprise files, accounts, production and operation processes, etc. Information, materials and energy are regarded as the three pillars of modern economic development. Enterprise is an organizational form of social and economic activities, so the planning work must also have close information exchange with the society.
The level of informatization development determines the level of planning; The modernization of information development and scientific analysis and reasoning are the basic work to improve the planning level. From this perspective, planning is a process of "computer+human brain" to develop information.
Information development should emphasize two points: ① development should be as modern as possible; ② Reasoning methods should be scientific.
Creative
Organized creativity is the core of the plan. A formal difference between planning and narrow concept lies in organizational consciousness. Organizational consciousness is to realize that creativity is not only dependent on personal "inspiration", but also a systematic work that can be organized and needs to be organized. For individuals, creative people generally have the following 1 1 conditions;
(1) To act quickly, you must have the ability of "immediate response"; ② Must have excellent "graphic sense"; (3) Must have rich "intelligence"; ④ There should be a "system concept" with clear thinking; ⑤ There must be a "strategic structure" or various interest structures that have strong control over the future; ⑥ Must have the ability of "conceptualization" and be able to summarize all relevant information into certain concepts; ⑦ Must have a keen "relevance" reaction, be sensitive to the relationship among people, products and markets, and be able to make comprehensive analysis; 8 must have a rich imagination; Pet-name ruby must have rich "perceptual" experience; Attending must have "multi-angle" thinking, and can adopt system concept and strategic structure; ⑾ Must have the ability to "perform various tasks at the same time", the whole line and the branch line can go hand in hand at the same time, and can properly handle the work even in a complex environment.
4. Make production plans and key points.
This step is equivalent to "feasible scheme" and "modeling" in system analysis. Through creativity, a variety of contour schemes can be formed. On this basis, we can make a plan, write the outline and main points of the plan book, and design the acting skills at the same time.
5. Defense and dynamic correction
After the basic plan of planning is determined, the outline of a planning case is formed. However, for each link and detail, further analysis and evaluation are needed to achieve better results in dynamic correction. Debate is to let others evaluate and let experts approve the advantages and disadvantages of each link; At the same time, self-evaluation is also carried out.
After the opinions are combined, there will be three different results-yes, no and imperfect. When it is "yes", we can go to the last step to implement the summary. Marketing offensive strategy