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Marketing planning book template

Marketing planning book template

(Summary description)The structure of a complete marketing plan is divided into two parts: one is the analysis of market conditions, and the other is the body of the plan.

Marketing planning book template

(Summary description)The structure of a complete marketing plan is divided into two parts: one is the analysis of market conditions, and the other is the body of the plan.

Information

The structure of a complete marketing plan is divided into two parts: one is the analysis of market conditions, and the other is the body of the plan.

(1) Analysis of market conditions
To
To understand the size of the entire market and the comparison between ourselves and the enemy, the analysis of market conditions must include the following 12 items:

(1) The scale of the entire product market.

(2) Comparative analysis of sales volume and sales volume of each competing brand.

(3) Comparative analysis of the market share of each competing brand.

(4) Analysis of consumers' age, gender, occupation, education, income, and family structure.

(5) Comparative analysis of the advantages and disadvantages of various competitive brand products.

(6) Comparative analysis of market area and product positioning of each competing brand.

(7) Comparative analysis of advertising costs and advertising performance of various competing brands.

(8) Comparative analysis of promotional activities of various competing brands.

(9) Comparative analysis of public relations activities of various competing brands.

(10) Comparative analysis of pricing strategies of various competing brands.

(11) Comparative analysis of sales channels of various competing brands.

(12) The company's profit and loss analysis in the past 5 years.

(2) The text of the plan

The main text of the marketing plan is composed of 6 major items, which are explained as follows:

(1) The company's main policies

Before formulating a business plan, planners must conduct in-depth and detailed communication with the company's top leadership on the company's future business policies and strategies to determine the company's main policies. Both parties should discuss the following details:

Determine the target market and product positioning;

The sales goal is to expand market share or pursue profit;

Develop price policy;

Determine the sales method;

Advertisement performance and advertising budget;

The key points and principles of promotional activities;

The focus 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 (usually one year). The quantification of sales targets has the following advantages:
To
Provide a basis for testing the success or failure of the entire 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 planners to develop a promotion plan is to help achieve sales targets. The promotion plan includes three parts: objectives, strategies, and detailed plans.

① Goal: The plan must clearly state the goal of the promotion activities that it hopes to achieve in order to achieve the sales goal of the entire marketing plan.

② Strategy: After deciding on the goal of the promotion plan, the next step is to formulate a strategy to achieve the goal. The strategy of the promotion plan includes four major items: advertising performance strategy, media use strategy, promotion strategy, and public relations strategy:

A. Advertising performance strategy: Determine the theme of the policy performance based on product positioning and target consumer groups.

B. Media use strategy: There are many types of media, including newspapers, magazines, TV, radio, flyers, outdoor advertisements, etc. What kind of media should I choose? What's the percentage of each? What is the viewing rate and contact rate of the advertisement?

C. Promotion strategy: the object of the promotion, the various methods of promotion, and the desired effect of various promotion activities.

D. Public relations activities strategy: the objects of public relations, the various methods of public relations activities, and what is the goal of holding various public relations activities.

③ Detailed plan: specify the details of the implementation of each strategy.

A. Advertising performance plan: design of newspaper and magazine advertisements (headlines, text, patterns), creative scripts for TV advertisements, broadcast drafts, etc.

B. Media application plan: choose popular or professional newspapers and magazines, as well as publication dates and page sizes; the time period and frequency of programs selected for TV and radio advertisements. In addition, CRP (total viewing rate) and CPM (average cost per thousand people for advertising information) should also be considered.

C. Promotion plan: including merchandise purchase display, exhibition, demonstration, lottery, sample presentation, tasting, discounts, etc.

D. Public relations activities plan: including shareholder meetings, release of company news releases, internal company publications, employee associations, love activities, contacts with the media, etc.

(4) Market research plan

Market research is a very important content in a marketing plan. Because the market information and intelligence obtained from market research is an important basis for drafting a marketing plan. In addition, most of the 12 data in the first part of the market analysis can be obtained through market research, which also shows the importance of market research. However, market research is often overlooked by senior leaders and planners. Many companies invest large amounts of advertising expenses 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 the marketing plan is regarded as a land, sea and air joint operation, the sales target is the purpose of landing. The market research plan is responsible for providing intelligence, the promotion plan is the cover of the navy and the air force, and the sales management plan is the army action. Under the effective support of intelligence and the cover of the powerful navy and air force, it must still lead the army’s siege and land grab to obtain decisiveness. Victory. Therefore, the importance of the sales management plan is self-evident. The sales management plan includes sales executives and employees, sales plans, salesperson selection and training, incentive salespersons, salesperson salary system (salary and bonus), etc.

(6) Profit and loss estimation

The sales target that any marketing plan hopes to achieve is actually to achieve profit, and the 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 minus the cost of sales, marketing expenses (distribution expenses plus management expenses), and promotion expenses, the pre-tax profit of the product can be obtained.

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