I. Understanding the current situation.
1, the market situation. Including market size and growth, the total number of the past few years, sales in different regions, the trend of customer consumption changes.
2, the product situation. Including the price, sales volume and profit of the product in the past few years.
3, competition. Including competitors' market size, target consumers, product quality, price, channels and so on.
4, distribution channels. The enterprise's sales of each channel, the relative importance of each channel and changes in the situation, the changes in the operating capacity of each distributor and incentives to invest, etc..
5, changes in the macro-environment.
Two, the use of SWOT analysis to analyze the situation.
1, through the opportunity, threat analysis, to find out the external factors affecting the future of the enterprise.
2. Describe the internal situation of the company through strengths and weaknesses analysis.
3. Through the above analysis, identify the parts of the marketing plan that must be emphasized and highlighted.
Three, clear objectives. What kind of goal or objective the company wants to achieve through this marketing campaign.
Four, develop a development strategy. Development strategy mainly includes the following three aspects:
1, target market strategy. That is, the enterprise is ready to enter the market segments, consider how much resources, power.
2, marketing mix strategy. For the target market, what kind of price, product, channel, promotion.
3, marketing budget.
Fifth, the development of action programs. Including task time, location, staffing arrangements, funding, materials, responsible person, etc., it is best to list in the form of a table, so that people can see at a glance.
Sixth, predict the effect. After the completion of the above steps, should be predicted for its economic effects (such as the preparation of profit and loss report, etc.).
VII, the development of regulatory measures and contingency plans.
VIII, the preparation of marketing campaign plan. Contents mainly include:
1, preface.
2, outline (catalog).
3, the body. Including the description of the current market situation, market analysis, marketing mix and strategy, budget costs, effect estimates, contingency plans and so on.
4, annexes. Including a variety of manuscripts, sub-event planning and so on.
The above is the whole process of writing a marketing plan, you just need to follow the steps is not wrong. Marketing Plan Standard Format
I. Cover
II. Table of Contents
III. Content of the Program
(I) Planning Object Environment
1. Planning Object Macro-Environment (political environment, legal environment, economic environment).
2, the local planning object environment (social and cultural environment, technical environment, natural environment, demographic environment).
3. Opportunities and threats provided by the status and trends of the above environment.
(2) Competitors
1, competitor profile: past sales, market share, sales, profits and other economic indicators.
2, sales philosophy and culture: the company's philosophy, *** with the values, business policy, business style, corporate mission, goals.
3, planning project overview.
(C) market analysis
1, market research
2, market research: research topics, research methods, research results (data, charts).
3, market planning.
4, market characteristics.
5, competitor ranking - upper, same, lower competitors (based on market share or sales).
6, competitive landscape identification - whether the formation of market leaders, challengers, followers, fillers.
7, the main competitors' market performance, marketing programs, competitive strategy, competitive advantage.
8. Marketing opportunities for the project.
9, market analysis of similar projects in the surrounding area (market size of the industry in a specific region and its trends, the market structure of the industry in a specific region, the market environment situation of the industry in a specific region).
10, the distribution of similar neighboring planning clientele
11, the project's comprehensive market analysis (the industry's market share, sales and other industry market statistics).
12, the project's strengths and weaknesses analysis (overall advantages and disadvantages; advantages and disadvantages in marketing. In marketing to do the best and do the worst aspects of marketing, the best in marketing, the most successful aspects or areas.)
13, market opportunity points and obstacle points
(D) Project Positioning
1, project positioning points and theoretical support
2, project appeals and theoretical support
(E) Market Positioning
1, the main market (target market) positioning and theoretical support points
2, sub-markets (auxiliary market) positioning and theoretical support points
(F) Owners
1, owners classification/distribution.
2. Characteristics of owners (What are these owners like? How do they live and how do they receive the service and related services?)
3. How many owners are there?
4, the owner's consumer behavior/psychology (why renovation, in the process of renovation to seek what characteristics? (Renovation process, influencing factors before renovation).
5, the setup of decoration incentives.
(7) Development of marketing activities
1, the objectives of marketing activities.
2. Target market.
3. Problems faced.
4, Competitive strategy, competitive advantage, core competencies.
5, marketing positioning (differentiated competitive points of difference identified).
(H) marketing strategy
1, planning strategy: (1) planning concept; (2) branding and packaging planning.
2, price strategy: (1) pricing ideas and price determination methods; (2) price policy; (3) the management of the price system.
3, channel strategy: (1) channel selection; (2) channel system construction / management; (3) channel support and cooperation; (4) channel conflict management.
4, promotion strategy:
(1) promotion of the general idea;
(2) promotion means / methods to choose;
(3) promotional concepts and themes;
(4) promotional targets'
(5) promotional programs / plans original, advertising plan, advertising strategy, advertising scripts ;
(6) The process of promotional activities;
(7) The effect of promotional activities;
(8) The cost of promotion.
5, planning activities to carry out the strategy (1) the timing of the activities (2) response (3) effect prediction
(IX) marketing / sales management
1, marketing / sales program management.
2, marketing / sales organization management:
(1) organizational functions, job responsibilities, work procedures;
(2) personnel recruitment, training, assessment, compensation;
(3) sales area management;
(4) marketing / sales staff incentives, supervision, leadership.
3. Control of marketing/sales activities:
(1) Financial control;
(2) Commodity control;
(3) Personnel control;
(4) Control of marketing/business activities;
(5) Indicators of control of marketing/business activities, methods, and the use of forms.
(x) Sales service.
(1) Service philosophy, slogan, policy, and objectives.
(2) Service commitments and measures.
(3) Service system (organizational structure, responsibilities, procedures, processes, and resources).
(4) Service quality standards and methods of control.? (XI) Overall cost budget. (XII) Effectiveness evaluation.