(A) Project Overview
Summary of key marketing program is a brief summary of objectives and measures,
the purpose is to make top executives quickly understand the main elements of the
plan to seize the elements of the plan. For example, a retail store the contents of the
annual marketing plan outline is: &quot;This year sales for the 5000 scheme
million, the profit target of 500 million, an increase of 10% over the previous year.
The goal of improved service and flexibility. Pricing, advertising and enhance
promotion efforts can be achieved. To achieve this goal, this year&#39;s
marketing budget to reach 100 million, representing 2% of planned sales, increased by
12% over the previous year. &quot; &quot;
(B) Marketing Analysis
This provides some of the major markets, products, competition, distribution and
macro-environmental factors relevant background information. Details are:
1, the market situation. List of the target market size and growth of the data, customer
demand conditions. If the target market in recent years and its annual sales growth in
the share of the market and so on.
2, the product status. Listed company portfolio in recent years, each species of the
sales price, market share, costs, expenses, profit margin, the relevant information.
3, competitive situation. Identify the main business competitors, and listed the size of
competitors, target, market share, product quality, price, marketing strategy and other
relevant characteristics, to understand the intentions of competitors, behavior,
determine the trend of competitors.
4, distribution status. Describe the selected product types and distribution channels on
a variety of sales distribution channels. If a product in department stores, specialized
stores, discount stores, mail and other channels of distribution ratio.
5, the macro environment. Mainly on the macro-environment situation and major
trends to a brief introduction, including population, environment, economic
environment, technological environment, political and legal environment, social and
cultural environment from which to judge a product&#39;s fate.
(C) opportunities and risk analysis
First of all, the plan faced during the business marketing major opportunities and risks
analysis. Marketing resources and then on the advantages and disadvantages of
systems analysis. The opportunities and risks, advantages and disadvantages based on
the analysis, companies can determine in the program must pay attention to major
(D) development of marketing objectives
Marketing objective is to develop the core content of corporate marketing plan, based
on the analysis in the market to make decisions on the marketing objectives. Plan
should establish financial goals and marketing objectives, target number of indicators
to use to express, pay attention to the actual target, reasonable, and should have some
1, financial goals. Financial targets that identified a strategy for each business
unit&#39;s financial return goals, including return on investment, profit margins,
profits and other indicators.
2, marketing objectives. Financial goals must be translated into marketing objectives.
Marketing goals can be constituted by the following indicators, such as sales revenue,
sales growth, sales volume, market share, brand recognition, distribution range.
(E) marketing strategy
Development of enterprises will adopt the marketing strategy, including target market
selection and market positioning, marketing mix strategies. A clear target market of
business marketing is what the market, how to market positioning, to determine what
the market image; companies intend to use what kind of product, channel, pricing and
(F) Action Plan
The implementation of various marketing strategies to develop a detailed action plan,
which elaborated the following questions: What will you do? When to start? Be
completed? Who do? Cost? List of the action plan can be illustrated in the table
specify Each period of activity should be implemented and the timing of the
completion of the task requirements and cost of expenses. The implementation of the
entire marketing strategy in action, and can gradually implemented.
(7) marketing budget
Shown a substantial marketing budget that projected profit and loss account. In the
income side to show the expected sales volume and average realized prices are
expected to total income from sales; the expenditure side shows production costs,
physical distribution costs and marketing costs, and further breakdown of expenditure
details, the expenditure expected. The conclusion that the profit is expected that the
difference between income and expenditure. Enterprise business unit of the
preparation of the marketing budget, sent to top managers for approval. Upon
approval, the budget is the purchase of materials, production scheduling, labor and
personnel, as well as the basis for the marketing activities.
(8) marketing control
Inspection of the implementation of marketing plans and control plans for monitoring
the process. In order to facilitate supervision and inspection, concrete methods is to
plan for the marketing goals and Yusuan month or quarter Zhi Ding, director of
marketing, sales &amp; marketing departments each have Shencha the Yewu
performance, check Shipiwancheng Le expected to achieve target marketing. Fan Wei
departments completed the program should analyze the cause of the problem and
propose improvements in order to secure the desired goals, the enterprise marketing
plan objectives and tasks can be implemented.
Marketing plan consists of six steps: situational analysis, objectives, strategies, tactics,
budget and control.
① scenario analysis: the environment in which businesses must first clear the various
macro-forces (economic, political / legal, social / cultural, technological), and insiders
- company, competitors, distributors and suppliers. SWOT analysis of enterprises can
be (edge Strengths, weaknesses Weaknesses, Opportunities Oppo rtunities, threats
② goal: for scenario analysis identified the best opportunities for those enterprises to
their sort, and then start from this point, the definition of target market, set goals and
complete the schedule. Enterprises also need to stakeholders, corporate reputation,
technology and other relevant parties to establish goals.
③ strategy: to achieve any goal, there are many ways, the strategic task is to choose
the most effective means of action to accomplish the goals.
④ Tactics: Strategic fully expand into the details, including the 4P and the
department staff schedules and tasks.
Concept in the marketing mix in, 4P are products (product), price (price), channel
(place), marketing (promotion).
Product portfolio, including products, entities, services, branding, packaging. It refers
to the target market enterprises of goods, services, collection, including the
product&#39;s effectiveness, quality, appearance, style, brand, packaging and
size, but also services and guarantees and other factors.
Combination of pricing, including the basic price, discount price, payment time,
lending conditions. It refers to products sold by companies seeking economic returns.
地点 often referred to as distribution of the portfolio, which includes distribution
channels, storage facilities, transport facilities, inventory control, Ta Dai Biao Jin Ru
business to its products and Dadaomubiao market Suo organization, implementation
of various activities, including channel, Huanjie , site, storage and transportation.
Marketing mix refers to the business use of various information carriers to
communicate with the target market dissemination activities, including advertising,
personal selling, sales promotion and public relations.
Above 4P (product, price, channel, promotion) is the marketing factors that can
control the process, but also enterprise marketing activities, the primary means for
their specific application, the formation of a corporate marketing strategy.
⑤ Budget: business plans to achieve its objectives and activities need to conduct
⑥ Control: companies must set up measures to check the time and the timely
detection of program completion. If you plan to delay the progress of the enterprise
must correct objectives, strategies, or a variety of acts to correct this situation.
A plan for online marketing
1, Internet Marketing
2, event speculation
3 Topics manufacturing
4, crisis public relations
Second, the traditional marketing plan
1, the new products to market: market research, product positioning, investment
planning, market launch;
2, the marketing plan: marketing diagnosis, marketing, sales improve, marketing
planning, brand promotion, brand promotion;
3 Advertising: Print advertising creative planning, creative planning television
advertising, television advertising film production;
4, Corporate Planning: brand lift, brand planning, brand promotion;
5, the terminal building: establishment of the terminal manual planning, terminal sales
staff training, end-image design, marketing terminal maintenance;
6, brand promotion: the old brand promotion strategy, upgrading the old brands, old
brand end up strategy;
7, to enhance sales: sales of products to enhance different cycles, market diagnosis,
new products, enhance sales, market diagnosis;
8, product agent, sales: sales of new products, regional, national distributor, to
develop new products.