I will give you a planning book format, you can write according to it
Planning book writing template
1. Cover
2. The table of contents is usually placed after the cover. It is actually a brief outline of the planning book. After reading the catalog, you will have a complete understanding of the contents of the planning book and can easily grasp the clues of the planning.
3. Preface
Briefly explain the reason and significance of formulating this plan, or point out the situation or problems faced by the company, and what problems it hopes to solve through planning.
4. Market analysis
Market analysis mainly includes three aspects:
(1) Market background: market conditions related to the planned products, such as national policies for a certain industry, Trends in market changes and development, changes in people's consumption concepts and improvements in consumption levels, etc.;
(2) Product situation: market share of the product, comparative analysis of similar products;
(3) Competition situation: Comparing the market situation with major competitors, it can be divided into domestic market and international market.
5． Company analysis
The company's profile, strengths and weaknesses, the company's image in society, the company's goals, etc. The goals of an enterprise can be divided into short-term and long-term goals. Short-term goals can be one year, and long-term goals are three to five years.
6. Product analysis
Detailed analysis of the advantages and disadvantages of the product, mainly including:
(1) Product personality connotation: from the product’s raw materials, origin, variety, performance, use, and life cycle , packaging, service and other elements, discover the uniqueness of the product in the existing market;
(2) Product spiritual significance: From the personality of the product, extend, excavate, and enlighten the possible Spiritual satisfaction in consumption;
(3) Comparison of product pros and cons: Compare with similar domestic and imported products.
7. Sales
Analysis of sales situation analysis includes the following contents:
(1) Sales channel analysis: sales regions, channels and quantities of similar products, and the establishment of retail outlets;
(2) Competitor sales status: analyze the sales strategies of major competitors;
(3) Current sales problems.
8． Enterprise marketing strategy
In order to achieve the business goals of the enterprise, the enterprise must adopt a comprehensive strategy in overall marketing, which includes the following contents:
(1) Enterprise marketing focus: identify the right enterprise To seize the breakthrough point in the market, how to expand market share; whether to focus on factual appeals or emotional appeals in product promotion.
(2) Product positioning: Based on the consumer psychology of consumers in different periods, establish a competitive and differentiated market position for the product. Product positioning can start from the high, medium or low grade of the product, or it can also be considered from the perspective of psychological position and consumption concept.
(3) Sales target: including the main sales areas and purchase objects of the product. The more specific the analysis of the purchase objects, the better. Analyze their demand characteristics, psychological characteristics, lifestyle and consumption patterns, etc., in order to make the advertising targets more accurate.
(4) Packaging strategy: the tone of the packaging (modern or classic? Elegant or popular?), standard colors, etc.; the quality and shape of packaging materials; the information dissemination and design focus of packaging (Trademarks, symbols, words, graphics), etc.
(5) Retail point strategy: the strategic distribution of retail outlets and the establishment of specialty stores; the style and image design of retail points; the coordination of POP publicity and other promotional means at retail points, etc.
9． Obstacle analysis
Through the above research and analysis of the market, products, sales, corporate goals and marketing strategies, we can find out the "difficult" points in the market sales of our company's products. Eliminating these obstacles is the next step in advertising planning. Obstacle analysis can be divided into problem points, opportunity points, support points, etc., so that the context is clear and the center of the problem can be clearly grasped.
10． Advertising strategy
(1) Advertising objectives: Based on the aforementioned corporate business objectives, determine the goals that advertising should achieve in terms of increasing visibility, reputation, and market share. Advertising goals can be expressed as a certain numerical value or ratio. Once the goals are determined, the advertising campaign must consider how to achieve them.
(2) Advertising areas: Which areas should the advertising mainly target? You can also propose regional communication goals in stages.
(3) Advertising target: Based on sales analysis and positioning research, the customer groups with the greatest consumption potential can be identified, and the age, gender, occupation, income, quantity, etc. of such groups can be further clarified in order to Conducive to the selection of advertising content, media and determination of publication timing.
(4) Advertising creativity: Advertising performance ideas based on the advertising theme. Such as determining the focus of advertising appeals or highlighting certain concepts or tendencies, the use of advertising slogans, the selection of models or the design of symbols, innovative expression ideas, etc.
(5) Advertising implementation stage: Propose a staged advertising implementation strategy, including advertising themes, creativity, slogans, strategies, etc. at each stage, to enhance the pertinence of the advertising campaign.
(6) Competitive advertising analysis: Analyze the advertising demands, advertising forms, advertising slogans, advertising communication timing and offensive strength of major competitors, so as to timely adjust your own advertising strategies and plans.
11. Public relations strategy
Public relations activities aim to establish a good corporate image and reputation, communicate the relationship between the company and the public, and enhance consumers' favorable impression of the company. The public relations strategy should be closely coordinated with the advertising strategy to promote product sales and promotion by organizing a series of socially influential activities, including public relations news reports, dealer activities, sponsorship activities, celebrations, etc. Charity activities, etc.
12. Advertising media strategy
Develop an advertising media usage strategy based on the goals and objects of advertising. Projects include:
(1) Selection and combination of media: which media should be the main one, which media should be supplemented, the combination plan of media use, etc.;
(2) Media objectives : In line with the marketing needs of the product, it can be divided into key or non-key areas;
(3) The location and layout of the media: which radio and television stations choose the best time to spread; what date and layout to choose for newspapers and periodicals etc.;
(4) Frequency of media: it can be divided into key period and maintenance period in a year, arrangement of the number of times different media are used per week or month, etc.;
( 5) Media budget allocation: Allocate the budget for the media costs of advertising activities. This part can be listed as an independent part of the entire budget allocation.
13. Advertising budget allocation
Advertising budget should be allocated by project, and the cost calculation for each project should be as accurate as possible. And try to save costs while ensuring advertising effectiveness. Items in the advertising budget include: research and planning fees; advertising production fees; media usage fees; promotion fees, management fees; mobility fees, etc.
14. Unified advertising design
Based on the above comprehensive requirements and in accordance with unified themes, slogans, creativity or expression strategies, we design advertising releases for newspapers, magazines, radio, television, POP and other required media. This can improve the influence of the corporate image or product image.
15. Advertising effectiveness evaluation
This is a means of checking and evaluating advertising plans before and after they are implemented.
Feedback or measurement of advertising effectiveness can be made from time to time through questionnaires, seminars, etc., so that the advertising plan can be revised at any time.