proposal [edit this paragraph] 1. The basic elements of the proposal. The types of the proposal differ greatly in form and genre because of the different objects and contents. However, any kind of proposal must have 8 basic elements: 5w2h1e and * * *:

what-the purpose and content of the plan.

who-planning related personnel.

where (where)-the planning implementation place.

when-the planning time.

why-planning reason and prospect.

how (how)-planning methods and operation implementation.

how much-planning budget.

effect-predict the planning results and effects.

any real proposal must have the above eight basic elements. It is worth mentioning that we should pay attention to the significance of how much and effect to the whole project. If we ignore the cost of planning and pay no attention to the prediction of the implementation effect of the plan, then this kind of planning is not a successful one. A plan with only 5w1h can't be called a plan, but a plan. [Edit this paragraph] II. General format of the plan The general format of the plan is as follows:

1. Name of the plan

The name of the plan must be clearly written. For example, the name of "How to Prevent Theft" is not complete and accurate enough, and it should be revised as "Anti-theft Plan for June, 1994 to February, Chaoyang District, Beijing".

2. the name of the planner

the name, work unit and position of the planner should be clearly stated. If it is a collective plan, the names, work units and positions of all relevant personnel should be written.

3. the completion time of the plan

shall be truthfully filled in according to the date when the plan was completed. If the proposal is revised before it is finalized, in addition to filling in "completed on a certain day of a certain year, a certain month, and a certain day of a certain year, it should be revised and finalized."

4. Planning objectives

Planning objectives should be specific and clear. For example; From June to February, 1994, the number of thefts in Chaoyang District of Beijing decreased by 11%.

5. Contents of the plan

This is the most important part of the plan. Including planning reasons, prospects, problems, creative key and so on. The specific content varies with different types of planning, but it must be clear to readers at a glance. Don't be too detailed and miscellaneous, otherwise it will make readers feel boring. In addition, we should also pay attention to avoid the content of sophistry. 6. Budget table and schedule

Planning is a complex system engineering, which requires a certain amount of manpower, material resources and financial resources. Therefore, it is necessary to make a careful budget, so that when making all kinds of expenses, it is best to draw a table and list the expenditure contents of the general items and sub-items, which is not only convenient for accounting, but also convenient for later check.

The over-planning table is to make the whole process of planning activities seem to be a timetable, and clearly mark what to do, so as to check it in the future.

7. venues required for planning implementation

in the process of implementing the project, what venues, what kinds of venues and how to provide assistance should be explained.

8. Forecast effect

According to the information available, predict the effect after the implementation of the project. The effect of a good project is expected and predictable, and the result is often quite close to that predicted in advance.

9. References

All kinds of references, including newspapers, magazines, books, speeches, internal information of enterprises, government statistics, investigation reports, etc., which are helpful to complete this project should be listed one by one. On the one hand, it shows the responsible attitude of the planner, and on the other hand, it can increase the credibility of the project.

11. Other precautions

In order to make this project go smoothly, other important precautions should be attached to the project case, such as:

the conditions for implementing this project case.

support and cooperation from other departments must be obtained.

I hope that the business leaders will explain the significance of this case to all employees, so as to reach a * * * understanding and make full use of it.

the general format of the above proposal is summarized as follows:

the general format of the proposal

the cover

(1) the name of the proposal

(2) the name of the planner is required to be specific. Clear

(3) Completion time of the plan

Text (4) Planning objective

(5) Planning content

(6) Budget table and schedule

Detailed content (7) Planning site

(8) Forecast effect

Attachment (9) Reference. Fan Wen: Marketing and Advertising Plan of Tiantianle Oral Liquid

Name: Marketing and Advertising Plan of Tiantianle Oral Liquid

Planner: Guangdong South China Pharmaceutical Products Exhibition Center

Planner: Yiu-Fai Law, Wesley Chan

Drafter: Yiu-Fai Law

Completion Date: 1993 11

Foreword

With the development of economy and ideas,

The market of oral liquid has been developed and impacted by "Sun God", which has ignited the fire of market growth in recent years. According to reports, there are more than 411 manufacturers producing oral liquid in China, with an output value of billions. Sun God, Wahaha and Robust occupy a strong market in Guangdong, and rising stars such as Natural Drink, Fushouxian, Yansheng Baobao Liquid and Taitai Oral Liquid also enter the market with strong offensive. It can be seen that the demand for oral liquid is great. The oral liquid with good curative effect is more popular with the public.

Therefore, how can Tiantianle oral liquid enter the Guangdong market and occupy a place in the face of powerful "Sun God", "Natural Drink" and "Fushouxian"?

1, the main points of this suggestion

1, 1 In view of the fact that Tiantianle oral liquid has the characteristics of anti-aging, beauty and longevity, and that "Sun God" and "Wahaha" occupy the children's market, Tiantianle oral liquid should first face the market of adults, especially the elderly, and focus on the sales targets of adults and the elderly.

1, 2, hold product publicity meetings, carry out holiday giving activities, publish product advertisements through TV and newspapers, and quickly establish sales points, so as to make Tiantianle products well-known and convenient to buy.

1. 3. In order to ensure that the products are not imitated, please register Tiantianle packaging graphics with the industrial and commercial department as soon as possible or apply for design patents (graphics and colors) from Liuzhou Patent Office.

1. 4. Before new products enter the market, enterprises should introduce "CIS" (corporate image strategy system), change their original name from "Liujiang" to "Tiantianle", and develop new trademarks at the same time, so as to make the enterprise name, trademark and product trinity and appear in front of the society and the public as a whole.

1, 5, the proposed implementation period of this proposal: 1993, 11—1993, 12

1, 6, the advertising budget of this proposal is RMB 411,111.

2. Market analysis and research

2. 1. According to statistics, the number of elderly people over 61 in Guangdong Province has exceeded 6 million, accounting for 11% of the total population, including 611,111 in the central city of Guangzhou and 311,111 in the neighboring city of Foshan. The elderly are a rapidly expanding consumer group. "Old people should live a long life", and its market prospect is broad.

2. The competition in Guangdong is fierce, and both business and official business are busy. In addition, environmental pollution makes adults prone to fatigue and illness, and some middle-aged people have premature aging. "Be healthy in middle age" is expected to win the middle-aged market.

2, 3 At present, the competition in Guangdong oral liquid market is fierce, and various oral liquids emerge one after another, giving people a wide range of choices. Therefore, it is necessary to choose the right time and advertise the offensive to the society. Because people are not satisfied with general commodity advertisements and tend to spend emotionally, Tiantianle should seize people's consumption psychology, move people with emotion and strive for the market.

3. Marketing mode

Tiantianle oral liquid is a new product put on the market in the second half of this year. Because of its scientific and reasonable formula and definite curative effect, although it has not been put on the market for a long time, its market potential and social demand are promising. In order to introduce the products to consumers, expand the Guangdong market and let the society know about Tiantianle Oral Liquid in a short time, we plan to select the key points and gradually expand them at different levels. The marketing methods are considered from the following aspects.

3. 1. Give Tiantianle oral liquid to the Senior Citizens Committee. On the occasion of the annual Senior Citizens' Day, the Guangdong Provincial Senior Citizens Committee will hold a conference in Guangzhou to celebrate the Fifth Senior Citizens' Day. Seize this opportunity, present 21 boxes of oral liquid to the Senior Committee, and initially establish the corporate image and the brand image of "Tiantianle" through the activities of respecting the elderly and showing love, so that Tiantianle can form a perceptual understanding among key sales people. The specific methods are as follows:

At 3, 1 and 1, 21 boxes of Tiantianle oral liquid were presented to the Guangdong Provincial Committee on Aging for distribution to the old Red Army, old heroes, old models and veteran cadres who participated in the celebration of the fifth festival for the elderly.

on 3rd, 1th and 2nd, factory leaders were invited to participate in the celebration activities, and the factory distributed promotional materials.

3, 1, 3. Please ask the General Assembly to make the factory name propaganda slogan in a unified way.

3, 1, 4. Please invite the factory leaders to attend the lucky draw ceremony held by the conference and give away oral liquid prizes.

3, 2, hold a promotion meeting in Guangzhou. Guangzhou is the main sales area of this product, and the consumption level in this area is relatively high, but at present, the market competition for health care products is fierce. Therefore, Guangzhou is the first choice for the breakthrough point.

3, 2, 1, the promotion meeting includes the factory leaders introducing the enterprise, the factory invites relevant experts to introduce the prescription, pharmacology and clinical situation, and the distribution unit signs the contract. It is planned to invite relevant personnel from commercial and medical units and large department stores to participate.

3, 2, 2, scale and time: the scale is planned to be 251-311 people, tentatively scheduled for early February.

3. After promotion and advertising in Guangzhou, select some small and medium-sized cities step by step to expand gradually, and spend a small amount of money on advertising or promotion meetings in these areas. Select the second-level exhibition point.

3, 4, after advertising in Lingnan Pine magazine, hold a questionnaire activity on knowledge of Tiantianle in Lingnan Society magazine at the end of the year or early next year. Objective to invite relevant personnel to discuss the lottery through a quiz. According to the relevant social activities in Guangdong, sponsor and participate in relevant social activities appropriately, and gradually establish the corporate image.

4. Disadvantages and advantages in marketing

4, 1, Disadvantages

4, 1, 1, "Sun God" and other major competitors have a long history, a large market, sufficient financial resources and enough advertising.

4. 1. 2. The enterprise is not well-known in Guangdong.

4, 1, 3 and Tiantianle are slightly more expensive (21 yuan per box) than products such as Sun God (about RMB 11 per box), Natural Drink (about RMB 17 per box) and Fushouxian (about RMB 18 per box).

4, 2, advantages

4, 2, 1, Tiantianle contains healthy tissue fluid of human placenta, which has its own characteristics.

4, 2, 2, the taste is good.

4. 2. 3. Sales in Guangxi are promising.

4, 2, 4, won the international gold medal in Beijing.

5. Advertising suggestions

5, 1. Setting strategies

5, 1, 1. In order to cause high advertising attention rate, people use suspense techniques and make use of human curiosity to attract attention to products.

5, 1, 2, highlight the enterprise's blessing and affection to society and people, and move people with emotion.

5, 1, 3, emphasize the unique personality of the product

5, 1, 4, take a back step and try to avoid exaggerated advertisements.

5, 2, advertising theme

5, 2, 1, please tell everyone that every day is coming.

5, 2, 2, everyone has the right to enjoy every day.

5, 2, 3, take the placenta essence, burn the morning glow of life.

5, 2, 4, the biggest drawback of this product: it can't cure all diseases, and the biggest advantage of this product: anti-aging, beauty and longevity.

5, 3, advertising copy: take the essence of placenta and burn the essence of life.

Tiantianle oral liquid is a pure Chinese medicine preparation which was developed exclusively by Guangxi Liujiang Pharmaceutical Factory after three years' painstaking exploration.

Tiantianle oral liquid is composed of more than ten kinds of precious Chinese herbal medicines, such as pearls, healthy placenta and wolfberry fruit. It has the effects of relieving convulsion, relieving fever, caring skin, resisting aging, promoting wound healing, improving anti-stress ability and improving immune function. Especially for all kinds of neurasthenia, anemia, post-illness disorder, elderly patients with physical weakness.

the biggest disadvantage of tiantianle oral liquid is that it cannot cure all diseases.

the biggest advantages of Tiantianle oral liquid are: anti-aging, beautifying and prolonging life

6. Advertising design, production and release

6, 1, and newspapers

6, 1 and 1 plan to publish a series of advertisements in Yangcheng Evening News and Guangzhou Daily seven times each. The specific methods are as follows: publishing for three days in a row, and then publishing once a week.

6, 1, 2, Guangzhou and Yangcheng newspapers (counted as seven times)

(1) The area is 8x17.5cm, with black and white about 91,421, and the set of red is RMB 124,446.

(2) The area is 12x17cm, with black and white of about 141,961, and set red of 192,948 yuan.

6, 1, 3, newspaper advertisement design (omitted)

6, 2, magazine advertisement

6, 2, 1, it is planned to publish an advertisement once (one page) in Lingnan Pine, a magazine sponsored by Guangdong Committee on Ageing

6, 2, 2, and advertising price of Lingnan Pine:. Seal 2: 7,111 yuan; Seal 3 6111 yuan; 8,111 yuan for Feng Si. It is suggested to choose cover 3

6, 2, 3, and the magazine advertisement design should be designed after the advertisement is decided.

6, 3, TV advertisements

6, 3, 1. It is planned to be broadcast at the first-class time (P1/18: 31-22: 45) of Guangdong TV Lingnan Station and Guangzhou Station, once every night, and continuously broadcast for one month (31 times).

6, 3, 2, the cost is about 153. 111 yuan, the production cost is about 15.111 yuan. (For example, Lingnan TV and Guangzhou TV continuously broadcast 31 times a month, and the cost is 153.111 yuan, while Zhujiang TV and Guangzhou TV are 195.111 yuan. If it is broadcast twice a night, it will be doubled).

6, 3, 3, TV advertising originality (see figure)

7, expense budget

7, 1, giving the activities of respecting the elderly to the Committee for the Aged: total expenditure: 23,111 yuan, of which: in kind: 21 boxes ×14.11=17,111 yuan for media promotion, labor services, activities, etc. And the manuscript) 21,111 yuan

7, 2, 2, the media fee is based on the specific media charging standard

7, 3, the promotion fee: determined by both parties according to the determined scale and requirements.

7, 4, corporate image design: including logo (trademark), product packaging, etc. 31,111 yuan (this