The general format of the planning book:
1. Cover
1. Name of the planning book
2. The name of the planner is required to be specific , clear
3. Completion time of the plan
2. Text
1. Objectives of the plan
2. Contents of the plan Main contents of the plan
3. Budget and schedule
3. Detailed content
1. Planning site
2 , Prediction effect
IV. Attachment
1. Referenced literature
2. Other matters needing attention
Sample essay:
XXX Marketing and Advertising Plan
Name: XXX Marketing and Advertising Plan
Planner: XXXXXX
Planner: XXX
Writer: XXX
Completion date: October 1993
Foreword
With the development of economy and the update of concepts, people’s lives have changed The level of health care products is gradually improving, and the consumer demand for health care products is also increasing day by day, which has great market potential.
The development and impact of "XXX" on the oral liquid market has ignited market growth in recent years. According to reports, there are more than 400 manufacturers producing oral liquids in our country, with an output value of several Billions.
The ones that dominate the Guangdong market are “XXX”, “XXX”, and “XXX”. The rising stars “XXX”, “XXX”, “XXX”, and “XXX” are also entering with a strong offensive. market. It can be seen that the demand for XXX is huge. And XXX with good curative effect is more popular among the public.
1. Key points of this recommendation
1.1. In view of the fact that XXX has the characteristics of anti-aging, beauty and longevity and that “XXX” and “XXX” occupy the children’s market, XXX should First of all, it is aimed at the market of adults, especially the elderly, with adults and the elderly as the focus of sales.
1.2. Hold product promotion meetings, carry out holiday gift activities, publish product advertisements on TV and newspapers, and quickly establish sales points. Make sure that "XXX" products are well-known and convenient to purchase.
1.3. To ensure that the product is not counterfeited, please register the "XXX" packaging graphics with the industrial and commercial department as soon as possible or apply for a design patent with the Liuzhou Patent Office.
2. Market analysis and research
2.1. According to statistics, the number of people over 60 years old in Guangdong Province has exceeded 6 million, accounting for 10℅ of the total population. Among them, the central city of Guangzhou There are 600,000, and the neighboring city of Foshan has 300,000. The elderly are a rapidly expanding consumer group. "The elderly want a healthy life", and its market prospects are broad.
2.2. Competition in Guangdong is fierce, both business and official affairs are very busy, and environmental pollution makes adults prone to fatigue and disease, and some middle-aged people suffer from premature aging. "Middle-aged people need to be healthy" is expected to win over the middle-aged market.
3. Marketing method
XXX is a new product launched on the market today. Due to its scientific and reasonable formula and accurate efficacy, although it has not been launched for a long time, the market potential and social demand are promising. . In order to introduce product promotion to consumers in the short term, expand the Guangdong market, and let the society understand XXX, we plan to select key points and gradually expand at different levels. The marketing method will be considered from the following aspects.
3.1. Present XXX to the Committee on Aging. On the occasion of the annual Elderly Day, the Guangdong Provincial Committee on Aging will hold a conference to celebrate the fifth Elderly Day in Guangzhou. Seizing this opportunity, we donated 20 boxes of XXX to the Senior Citizens Committee. Through the "Respect for the Elderly" show of love activities, we initially established the corporate image and "XXX" brand image, allowing Tiantianle to form a perceptual understanding among key sales groups. The specific methods are as follows:
3.1.1. Give 20 boxes of XXX to the Guangdong Provincial Committee on Aging for distribution to the old Red Army, old heroes, old models and veteran cadres who are participating in the celebration of the fifth Elderly Day.
3.1.2. Invite factory leaders to participate in the celebration, and the factory will distribute promotional materials.
3.1.3. The conference is requested to produce unified slogans for the factory name.
3.1.4. Invite factory leaders to participate in the lottery ceremony held at the conference and give away XXX prizes.
3.2. Hold a promotion meeting in Guangzhou. Guangzhou is the main sales area for products, and the consumption level in this area is relatively high, but the competition in the health care product sales market is fierce. Therefore, Guangzhou is the first choice as the breakthrough point.
3.2.1. The promotion meeting includes the factory leader introducing the company, the factory inviting relevant experts to introduce the formulation, pharmacology and clinical situation, and the distribution unit signs a contract. It is planned to invite relevant personnel from commercial and medical institutions and large department stores to participate.
3.2.2. Scale and time: The regulations stipulate 250-300 people, initially scheduled for early December.
4. Disadvantages and advantages in marketing
4.1. Disadvantages
4.1.1. Main competitive products such as "XXX" It has a long history, a large market, sufficient financial resources, and ample advertising.
4.1.2. The company is not well-known in Guangdong.
4.2. Advantages
4.2.1. XXX contains healthy tissue fluid of human placenta, which is unique.
4.2.2. Good taste.
4.2.3. Sales in Guangxi are promising.
4.2.4. Won the International Gold Award in Beijing.
5. Advertising suggestions
5.1. Set strategy
5.1.1. In order to create a high advertising attention rate, use suspense techniques , using human curiosity to draw attention to products.
5.1.2. Promote the company’s blessings and affection to society and people, and move people with affection.
5.1.3. Emphasize the unique personality of the product.
5.1.4. Use retreat to advance and try to avoid exaggerated advertising.
6. Advertising design, production and release
6.1. Newspapers
6.1.1 Planned to be published in "Yangcheng Evening News" and "Guangzhou Daily" A series of advertisements will be published seven times in each of the two major newspapers. The specific method is: publish them for three consecutive days, and then publish them once a week, four times for one month (*** seven times).
6.2. Magazine advertisement
6.2.1. It is planned to place an advertisement once (one page) in the magazine "Lingnan Pine" sponsored by the Guangdong Provincial Committee on Aging.
6.3. TV commercial
6.3.1. It is planned to be broadcast on Guangdong TV Lingnan Channel and Guangzhou Channel first time (P1/18:31-22:45) Out, once every night, for one month (30 times).
7. Expenditure budget
7.1. Donate to the Committee on Aging’s Respect for the Elderly activities: Total expenditure: 23,000 yuan, including: physical items: 20 boxes × 14.00 = 17 , 000 yuan media promotion, labor, activity fees, etc.: 5,000 yuan
7.2. Advertising expenses:
7.2.1. Advertising planning fees (including series of creative design, and manuscript) 20,000 yuan.
7.2.2. Media fees shall be based on specific media charging standards
7.3. Promotional meeting fees: determined by both parties based on the determined scale and requirements.
7.4. Corporate image design: including logo (trademark), product packaging, etc. 30,000 yuan (this cost is not included in the budget of this proposal).
Extended information:
In the planning process, following every step in completing the plan is not only a discipline, but also a good way to develop a logical thinking process. A well-prepared business plan can help the company greatly improve its ability to continuously achieve various operating goals. This is the most beneficial approach for the company's owners (business owners and shareholders), employees and investors.
The plan can be expressed in various forms, but in essence, the plan is a document that explains the company's long-term goals/overall goals, stage goals/sub-goals, business strategies and tactics.
The purpose of a business plan is to describe where the company is going in the future, how it is going to get there, and what it will look like when the goals are achieved.