I, the format of the plan

The construction of a complete plan is divided into two major parts. One is the market situation analysis, the second is the body of the plan.

(A) market situation analysis

To understand the size of the entire market and the comparison between the enemy and us, the market situation analysis must contain the following 12 items:

(1) the size of the entire product market.

(2) A comparative analysis of the sales volume and sales of each competing brand.

(3) Comparative analysis of the market share of each competing brand.

(4) Analysis of consumers' age, gender, occupation, education, income and family structure.

(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) Profit and loss analysis of the company for the past 5 years.

(2) The body of the plan

The body of the plan consists of 6 major items, which are explained as follows:

(1) The company's main policies

Before the planner draws up the business plan, he must make in-depth communication with the company's top leadership on the company's future business policies and strategies in order to determine the company's main policies. Both sides to discuss the following details;

Determine the target market and product positioning.

Whether the sales goal is to expand market share or to pursue profits.

Determine the pricing policy.

Determine sales methods.

Advertising performance and advertising budget.

Focus and principles of promotional activities.

Focus and principles of public relations activities.

(2) Sales target

The so-called sales target is the business target that must be achieved by the company's various products within a certain period of time (usually one year).

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 developing the next sales target.

(3) promotion plan

The purpose of the planner to draw up a promotion plan is to help achieve sales targets. Promotion plan includes three major parts of the objectives, strategies, detailed plans.

①Objectives

The plan must clearly indicate the objectives of the promotional activities that are desired in order to achieve the sales objectives of the entire plan.

②Strategy

After deciding on the objective of the promotional program, the next step is to formulate a strategy to achieve that objective. Promotion program strategy includes advertising performance strategy, media strategy, promotional activities strategy, public relations activities strategy and other four major items.

Advertising performance strategy: for product positioning and target consumer groups, to determine the theme of the policy performance.

Media strategy: There are many types of media, including newspapers, magazines, television, radio, leaflets, outdoor advertising and so on. What kind of media to choose? What is the percentage of each? How much is the rate of advertising and the contact rate?

Promotional activities strategy: the target of promotional activities, 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: public relations objects, 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 plan: whether to choose popular or specialized newspapers and magazines, as well as the date of publication and the size of the page, etc.; the time slot and number of times to choose 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 activities: including shareholders' meetings, release of company newsletters, internal publications, staff associations, charity events, and contact with the communications media.

(4) market research program

Market research in the plan is very important content. 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 data, 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 plan is viewed 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, still must 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) profit and loss estimate

The sales target that any plan hopes to achieve is actually to realize profits, and profit and loss estimate is to estimate the pre-tax profit of the product beforehand. As long as the expected total sales of the product minus the cost of goods sold, marketing costs (distribution costs plus overhead), promotional costs, you can get the pre-tax profit of the product.