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The structure of a complete planning book is divided into three parts: one is the analysis of the market situation of the product, and the other is the main content of the planning book. The third is the effect prediction, that is, the feasibility and operability of the scheme.
(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 13 items:
(1) The scale of the whole product on the market at present.
(2) Comparative analysis of sales volume and sales volume of competitive brands.
(3) Comparative analysis of market share of competitive brands.
(4) Market target analysis of consumers' age, gender, occupation, education level, income and family structure.
(5) Comparative analysis of the 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 sales channels of competitive brands.
(12) Analysis of financial gains and losses of the company's products in recent years.
(13) Comparative analysis of the advantages and disadvantages of the company's products and competitive brands.
(2) the text of the plan
The text of an overall marketing plan consists of seven major items, which are briefly described as follows.
(1) product launch policy
Before drawing up the planning case, the planner must communicate with the company's top leadership on the company's future business principles and strategies in depth and in detail to determine the company's main principles and policies. Both parties shall discuss the following details:
1。 Determine the target market and product positioning.
2。 Is the sales goal to expand market share or pursue profit?
3。 Formulate a price policy.
4。 Determine the sales method.
5。 Advertising performance and advertising budget.
6。 Key points and principles of promotion activities.
7。 The emphases and principles of public relations activities.
(2) the product sales target of the enterprise
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:
It provides a basis for testing the success or failure of the whole marketing planning case. Provide a basis for evaluating work performance goals. Provide a basis for formulating the next sales target.
(3) product 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 plan must clearly state the expected promotion objectives in order to achieve the sales objectives of the whole marketing plan. Generally, it can be divided into long-term, medium-term and short-term plans.
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 strategy, distribution channel utilization strategy, promotion price activity strategy and public relations activity strategy.
Advertising strategy: according to product positioning and target consumer groups, determine the theme of policy performance, and use newspapers, magazines, television, radio, leaflets, outdoor advertisements, etc. What kind of media do you want to choose? What is the proportion of each? What is the audio-visual rate and contact rate of advertisements? Let the characteristics and selling points of the products be deeply rooted in the hearts of the people.
Distribution channel strategy: At present, there are many kinds of distribution channels, and enterprises should choose the right channel according to their own needs and possibilities. Generally, it can be divided into two parts: dealers and terminals, and other forms of intermediary agents. In the choice, we follow the main principle of "targeted" and make full use of the company's limited resources and strength.
Promotion price strategy: the object of promotion, various ways of promotion activities, and what is the desired effect of adopting various promotion activities.
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.