(A) market situation analysis
To understand the size of the entire market as well as the comparison of the enemy, the market situation analysis must include the following 13 items:
(1) the size of the entire product in the current market.
(2) Comparative analysis of sales volume and sales of competing brands.
(3) Comparative analysis of market share of competing brands.
(4) Market target analysis of age, gender, occupation, education, income and family structure of consumer groups.
(5) Comparative analysis of the strengths and weaknesses of competing brands.
(6) Comparative analysis of market areas and product positioning of competing brands.
(7) Comparative analysis of advertising costs and performance of competing brands.
(8) Comparative analysis of promotional activities of competing brands.
(9) Comparative analysis of public relations activities of competing brands.
(10) Comparative analysis of pricing strategies of competing brands.
(11) Comparative analysis of sales channels of competing brands.
(12) Financial profit and loss analysis of the company's products in recent years.
(13) Comparative analysis of the strengths and weaknesses of the company's products with those of competing brands.
(B) the body of the plan
The general marketing plan body consists of seven major items, now a brief description.
(1) the company's product into the market policy
Planners in the preparation of the plan before, must be with the company's top leadership on the company's future business policy and strategy, do in-depth communication to determine the company's main policy. Both sides to discuss the following details;
1. Determine the target market and product positioning.
2. Whether the sales goal is to expand market share or to pursue profits.
3. Setting the pricing policy.
4. Determine the sales method.
5. advertising performance and advertising budget.
6. Focus and principles of promotional activities.
7. Focus and principles of public relations activities.
(2) the company's product sales target
the so-called sales target, is the company's various products in a certain period (usually one year) must achieve the business objectives.
The quantification of sales targets has the following advantages:
To provide a basis for testing the success or failure of the entire marketing plan.
Provides a basis for evaluating performance objectives.
Provides a basis for formulating the next sales target.
(3) product promotion plan
Planners to draw up the promotion plan is to help achieve sales targets. The promotion plan includes three major parts: objectives, strategies, and detailed plans.
①Objectives
The plan must clearly indicate, in order to achieve the sales objectives of the entire marketing plan, the objectives of the promotional activities hoped to achieve. Generally can be divided into: long-term, medium-term and short-term plan.
②Strategy
After deciding on the objectives of the promotional program, the next step is to develop a strategy to achieve the objectives. Promotion plan strategy includes advertising strategy, distribution channels using strategy, promotional price activities strategy, public relations activities strategy and other four items.
Advertising strategy: product positioning and target consumer groups, decide the theme of the policy performance, the use of newspapers, magazines, television, radio, leaflets, outdoor advertising. What kind of media to choose? What is the percentage of each? How much is the audio-visual rate and contact rate of the advertisement? To make the product features and selling points y rooted in people's hearts.
Distribution channel strategy: the current distribution channels of many kinds, enterprises should be based on the need and the possibility of choosing the appropriate channels for their own, generally can be divided into: dealers and terminals of the two blocks, and other intermediary agents, such as Germany and other forms. In the choice of us, follow the main principle is "targeted", make full use of the company's limited resources and strength.
Promotional pricing strategy: the object of promotion, promotional activities in various ways, as well as to take a variety of promotional activities to achieve the desired effect is what.
Public relations activities strategy: the object of public relations, public relations activities in various ways, as well as organizing a variety of public relations activities to achieve the purpose is what.
3) Detailed plan
Detailed description of the implementation of each strategy carried out in detail.
Advertising Expression Plan: Design of newspaper and magazine advertisement scripts (headlines, text, graphics), creative scripts for TV commercials, radio scripts, etc.
Media use planning: the choice of popular or specialized newspapers and magazines, as well as the date of publication and the size of the page, etc., and the choice of time slots and frequency of programs for TV and radio advertisements. In addition, it is also necessary to consider the CRP (total audience rate) and CPM (the average cost per thousand people reached by the advertising message)
Promotional activities plan: including product purchase displays, exhibitions, demonstrations, lotteries, sample giveaways, tastings, discounts, and so on.
Public relations activity plan: including shareholders' meetings, release of company press releases, internal publications, staff associations, love activities, and contact with the media.
(4) market research program
Market research is very important in the marketing plan. Because the market information and intelligence obtained from market research is an important basis for the development of marketing plan. In addition, the first part of the aforementioned market situation analysis of the 12 information, most of which 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 companies invest large sums of money each year in advertising, but do not pay attention to market research, this misconception must be changed as soon as possible.
Market research is the same as a promotional plan, but it also includes goals, strategies, and detailed plans.
(5) sales management program
If the marketing plan is seen as a kind of land, sea and air combat, the sales target is the purpose of the landing. Market research program is responsible for providing intelligence, promotion program is the Navy and Air Force cover, and sales management plan is the Army action, in the effective support of intelligence and strong Navy and Air Force cover, but still have to lead the Army's siege, in order to obtain a decisive victory. Therefore, the importance of sales management program is self-evident. Sales management plan includes sales supervisor and staff, sales plan, salesman selection and training, incentives for salesmen, salesman compensation system (wages and bonuses) and so on.
(6) Financial Profit and Loss Estimation
The sales goal that any marketing plan hopes to achieve is actually to realize a profit, and profit and loss estimation is to estimate the pre-tax profit of the product beforehand. The pre-tax profit of the product can be obtained by subtracting the expected gross sales of the product from the cost of goods sold, marketing expenses (distribution costs plus overhead), and promotional expenses.
(7) Feasibility and operational analysis of the program.
This is the implementation of the program of the policy of the further process, from a certain sense, he is the implementation of the plan "outpost", on the one hand, the feasibility of the entire program with the operational feasibility of the necessary analysis beforehand, on the other hand, the implementation of the necessary supervision of the work of the aftermath of the laying of the groundwork. This also determines whether the final program through one of the important measurement standards.