(1) Analysis of market conditions
To understand the size of the whole market and the comparison between the enemy and ourselves, the analysis of market conditions must include the following 13 items:
(1) The size of the whole product in the current market.
(2) Comparative analysis of sales volume of competitive brands.
(3) Comparative analysis of market share of competitive brands.
(4) Market target analysis of age, sex, occupation, education, income and family structure of consumers.
(5) Comparative analysis of the advantages and disadvantages of products of various competitive brands.
(6) Comparative analysis of market regions and product positioning of competitive brands.
(7) Comparative analysis of advertising expenses and advertising performance of competitive brands.
(8) Comparative analysis of promotional activities of competitive brands.
(9) Comparative analysis of public relations activities of competitive brands.
(1) Comparative analysis of pricing strategies of competitive brands.
(11) Comparative analysis of sales channels of competitive brands.
(12) Analysis of the financial gains and losses of the company's products in recent years.
(13) Comparative analysis between the advantages and disadvantages of the company's products and the competitive brands.
(II) The text of the plan book
The text of a general marketing plan book consists of seven major items, which are briefly described.
(1) Policy of putting the company's products into the market
Before drawing up the planning case, the planner must have in-depth and meticulous communication with the company's top leadership on the company's future business principles and strategies to determine the company's main principles and policies. The two sides should 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。 The emphases and principles of sales promotion activities.
7。 The emphases and principles of public relations activities.
(2) 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).
quantification of sales target has the following advantages:
It provides a basis for testing the success or failure of the whole marketing plan.
to provide a basis for evaluating work performance objectives.
provide a basis for drawing up the next sales target.
(3) product promotion plan
The planner's purpose in formulating the promotion plan is to help achieve the sales target. The promotion plan includes three parts: objectives, strategies and detailed plans.
① Objectives
The plan must clearly state the objectives of the promotion activities 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, we should work out the strategy to achieve this goal. The strategies of the 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 ratio of each? What is the audio-visual rate and contact rate of advertisements? Make the characteristics and selling points of the products deeply rooted in the hearts of the people.
distribution channel strategy: at present, there are many types of distribution channels, and enterprises should choose their own channels according to their needs and possibilities, which can generally be divided into two parts: dealers and terminals, and other forms of intermediary agents. In the selection, we follow the main principle of "targeted" and make full use of the limited resources and strength of the company.
promotion price strategy: the target of promotion, various ways of promotion activities, and what the desired effect is by adopting various promotion activities.
strategy of public relations activities: the target of public relations, various ways of public relations activities, and what the purpose of holding various public relations activities is.
③ Detailed plan
Explain in detail the details of implementing each strategy.
advertising performance plan: the design of newspaper and magazine advertising draft (title, text, pattern), creative script of TV advertisement, broadcast draft, etc.
media utilization 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, we should also consider CRP (total viewing rate) and CPM (average cost of advertising information reaching per thousand people)
promotional activities: including commodity purchase and display, exhibition, demonstration, lottery, sample giving, tasting, discount, etc.
public relations activities plan: including shareholders' meeting, release of company news draft, internal publications of the company, staff association, caring activities, contact with the media, etc.
(4) Market research plan
Market research is a very important content in the marketing plan. Because the market information and information obtained from market research is an important basis for drawing up a marketing plan. In addition, most of the 12 data in the first part of the analysis of market conditions 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 wrong idea 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 the marketing plan is regarded as a joint operation of land, sea and air, 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 the powerful navy and air force, it is still necessary to lead the army in attacking the city and plundering the land in order to win 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 salesmen, salary system (salary and bonus) to motivate salesmen and salesmen, etc.
(6) financial profit and loss estimation
The sales target that any marketing plan hopes to achieve is actually to achieve profit, and profit and loss estimation is to estimate the pre-tax profit of the product 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 of the product can be obtained.
(7) Feasibility and operability analysis of the scheme.
this is a further process of implementing the policy of the plan. In a sense, it is an "outpost" for the implementation of the plan. On the one hand, it analyzes the feasibility and operability of the whole plan in advance, on the other hand, it paves the way for the necessary supervision of the implementation afterwards. This also determines whether the scheme is finally adopted or not.