Regardless of size, marketing planning are essential and important part of business, but how to make the marketing plan to bring real business benefits for enterprises, but not every business be able to master the key.
According to the company's in-depth study, we found that companies develop marketing plans with the following common defects:
1, the lack of professionalism: a professional marketing plan is reflected in the professional departments, functions, personnel and processes, but many companies are often the CEOs according to their own experience and knowledge to do marketing planning, the success of this approach depends on the bosslevel of understanding of the market to determine the capacity and the necessary professional qualities, high risk, often the success or failure to send in a person.
2, a basket case: a lot of corporate marketing plan is only pro forma, worked out not to actually perform, but only the performance of enterprises to do things in this area, either in the actual work is the lack of interoperability, either random changes orcontinues to act in accordance with the experience to develop a marketing plan does not work out.
3, the data is not accurate: the role of marketing planning is not an important manifestation of the lack of data supporting a specific number is, the other is a natural phenomenon, companies planning to do these two aspects of marketing information often does not understandprecise analysis is not accurate, resulting in marketing planning guidance on the practical work is not meaningful.
4, the lack of strategic: many companies develop the marketing plan is focused on specific marketing tactics, marketing strategy on the overall idea is not clear, the overall market positioning is not clear, there is cause actual marketing work in the direction of the serious problemsdid not do the right thing.
5, is not systematic: that is the lack of integration of the marketing plan, each part of the conflicts, there is no idea of the overall marketing strategy and objectives to work on marketing, not allowed to grasp the priorities of work, practical work, often in conflict, use of resources is notreasonable, can not effectively deal with unexpected events.
These problems make the enterprise marketing plan can not really have effective guidance, but some companies think that marketing plans are useless, so this will provide a large number of enterprises planning to do a good job of marketing ideas, marketing plan to make everyone aware ofthe development of enterprises play a decisive role.
The first part of the annual marketing plan to do the foundation and guarantee
First, who do the annual marketing plan
Who are going to do the annual marketing plan? In the eyes of many enterprises, this is definitely something veterans, including veterans themselves think so, but in fact this is a misunderstanding.Company CEOs should do is just marketing strategy decision-making, and marketing planning, should be handed over to professional marketing departments and personnel to do so can only ensure that the professional marketing planning and effectiveness.
1 year professional marketing planning: data collection and analysis reflected in the professional, the professional handling of specific issues, work processes, professional and professional integration of different departments, which work only by professionals in different sectors togetherCollaboration is made.
2, the annual marketing plan is the core functions of marketing: in the early stage of development of many enterprises is the marketing department is not set, but with the expansion of enterprise scale, can not rely solely on the sales department to establish the core competitive advantage, the competitiveness of enterprises will eventuallyrise to the competitive strategy, marketing functions, is to ensure that enterprises can have a professional marketing strategy and planning capabilities.
3, must establish a suitable organizational system: corporate marketing department is not set, the functions of the annual marketing plan developed by the veterans themselves, so to do professional marketing plan, we must re-organization of enterprises, the core content of which is to setmarket sector, or the establishment of a professional marketing strategy planners, given the functions of a professional to assume overall marketing plan and developing marketing plans to promote the implementation of responsibility.
4, the organizational system of the dynamic development: in the process of small to large enterprises, the formulation of marketing plans with the expansion of business scale, should maintain a dynamic development, to meet the competitive requirements of the situation.Specifically, in the early development of enterprises, as first-line manager's focus on the market, the market is also more familiar with their own marketing plan is developed primarily, if necessary, can be equipped with an assistant; when the business expanded and CEOs of the respective roleschanged, and this time should be at least the functions of the establishment of a specialized market personnel responsible for planning marketing strategy formulation and marketing programs to promote; and when the company into the growth stage, enterprises should set professional market sector, with the market research, dissemination,promotions, brand management, strategic planning professional with extensive experience in the functions of personnel, responsible for business development of professional and systematic marketing strategy planning, and effectively promote the implementation of the plan.
Second, develop marketing plan should do first before
1, an effective marketing plan What are the requirements
(1) systems, the complete structure: a professional marketing plan should include: a summary of past marketing efforts on the reaction and analysis of marketing problems, the analysis of the macro business environment, the analysis of industry trends, product developmentSituation analysis, competitor analysis, analysis of the situation their own development, the overall marketing strategy ideas and objectives identified, the system of market analysis and market positioning, specific marketing strategy, marketing strategy into concrete plans offinancial analysis of marketing plans, marketing planning and implementation of assessment and monitoring.
(2) sufficient data to support: hard data to support include: total sales (volume), regional sales, by product sales, market share, sales growth, marketing costs amount (rate), market distribution rate, the brandvisibility (loyalty, etc.); soft data support, including: psychological and behavioral characteristics of consumers to buy products on the market trends, competitors, (marketing policy, input costs, sales, product mix, etc.).With these data, companies can market situation and corporate careful analysis of the situation and formulate a targeted marketing strategy and plans.
(3) The idea of a clear strategy and objectives: effective marketing strategy must be single, only one may be easy to understand and operate it, the focus of development is conducive to seize it, but also more likely to rational allocation of all resources, to strengthen against theand increase efficiency of resource use; strategy embodied the clarity of positioning in the market, that is not wishful thinking to meet the needs of all consumers, but only to give enterprises to meet the best interests of the consumer demand, and in the clearon the basis of market position, formulate specific segmentation strategy and marketing plans.
(4) integrated policy system: a clear strategy and limited resources need to be protected through the integration, that is, under the guidance of the whole idea of marketing strategy, product strategy, pricing strategy, channel strategy, promotional strategy that four major strategiessystem integration, while the specific marketing and promotion should be integrated accordingly, so that all resources around a unified strategy and objectives reasonable arrangements to promote and strengthen the power and effectiveness of the enterprise to improve its brand strength.
(5) effective tactics conversion: the successful marketing strategy for the enterprise provides a directional protection is focused on doing the right things, and make the strategy truly be effective, must be to translate them into specific operational methods,focused by means of innovative strategies to enable enterprises to achieve the required results, the key requirement is to do things correctly, or can not be good strategy to enable enterprises to gain advantage.
(6) structured implementation procedures: the implementation of marketing plans is the operation of a system, one hand on each link to make reasonable arrangements to maximize the use of resources, the other is to effectively deal with emergencies arising, so that there are plans to respond to change, and will not suffer the loss of opportunity or risk; but also conducive to business marketing strategy and plan for the implementation of effective monitoring and evaluation, to identify problems and make adjustments.
2, how to achieve these requirements
(1) systems, the complete structure: requires professionals to be the format required to develop annual marketing strategic planning, and business leaders must also be audited in accordance with the requirements of marketing planning report.
(2) sufficient data to support: requirements of professionals in the marketing plan or plans for each conclusion must have the appropriate hard or soft data to be supported, which is the key business leaders should speak to the requirements of the dataReport on the marketing plan to make proper assessment, the reality on the one hand, many business leaders concluded a subordinate to do to the data, but on the other hand to make decisions only according to their own experience Shique and judgments to proceed, did not consider professional or departmentprovided a favorable basis, so often left in a negative internal emotions: even the best marketing professionals that make their own marketing plan is useless, unless the idea is just consistent with CEOs, executives make decisions by themselves or otherwise, so only half-heartedly doing marketing planning, marketing planning so that lost its rigor and professionalism.
(3) The idea of a clear strategy and objectives: This is a problem of strategic direction, corporate executives often depends on the awareness of the performance in reality and diversity of the fight for the professional, brand penetration and brand extension of the dispute, one of the most essentialfactor is corporate earnings and maximize the timeliness, as long as eyes are the fastest way possible to make money, companies often make contrary to the objectives of the original marketing strategy decision-making, so that future development plans fuzzy, particularly likely to causebusiness direction and brand management chaos.
(4) integrated policy system: This requires enterprises to set up the appropriate form of organization to be protected, marketing and sales, such as headquarters and divisions within and between all the departments have different conflict of interest and evaluation criteria, to makecorrect implementation of marketing strategy planning, we must first integrate the functions of various departments, business processes and communication requirements, and marketing plans to ensure integration in the implementation of the results.
(5) effective tactics conversion: The key is to ask the marketing professionals to take full account of the operability of marketing strategy, the details of the market must be clearly and fully consult with other relevant departments, make marketing plans easy to understand and implement.
(6) the implementation of structured steps: To do this, first, the need to implement marketing plans for specific departments to prepare the responsibility and authority to require, two market professionals must pay close attention to the process of marketing programs, synchronization of relatedguidance and assistance to executive departments, the timely assessment and adjustment of marketing effectiveness, and timely reporting to the corporate decision-making progress and status of implementation of the scheme, in order to ensure the successful marketing strategy to reach goals.
3, how to ensure that market professionals can make an effective marketing plan
Assessment of a market assessment of professional standards and criteria for different sales staff, sales staff have very clear indicators: sales, while the market is difficult to assess the staff hard indicators to assess, largely subjective approach to higher, but for the entire enterprise, how to assess, motivate and ensure that the market professionals make an effective marketing strategy planning report?
(1) establish an annual marketing plan formulation process: through the necessary process to ensure an effective marketing plan must provide the contents of the report contains, at least in the marketing plan and overall strategic direction of the data provided there are no major discrepancies; a goodplanning process mainly includes: data collection and analysis (sales data, financial data, market data, competitive data, etc.), communication with relevant government departments, a description of the existing operating conditions, the analysis of existing problems, previous marketing systemsummary description of the situation on the market and analysis, description and analysis of competitive situation, marketing ideas and objectives of the overall determination of 4P marketing strategy formulation, marketing plan development, marketing, financial analysis and control, implementation of marketing plans with the other.
(2) the establishment of marketing communication plan development and implementation of norms: the development of marketing strategy planning process of the report, marketing professionals need the support of various departments, such as market research, advertising, sales, sales offices, product research and development, the Finance Ministry and senior corporate leaders and other departments and personnel, the efficiency of this process, the level of the overall operation of the enterprise by the considerable influence; to ensure efficiency of this process, in addition to in-house to create a culture of teamwork, the more importantcollaboration in various sectors between the liability system, manipulation of series in the business processes of various departments to complete their work correctly, to avoid internal wrangling recurring phenomenon, reduce internal transaction costs, improve market responsiveness.
The second part of the core content of the annual marketing plan
An annual summary of the work of marketing
1 Review and Analysis of sales
(1) review of sales is coming to an end a year of inventory, so that business-related departments and personnel the operations of the entire enterprise an intuitive understanding of the situation to achieve targets while also make a comparison, the performance level of development of enterprises.
(2) Review of sales include: the annual total sales, monthly sales curve, comparison of the quarterly sales, regional sales and contrast, compare the sales of each sales office, the completion rate of annual sales, annual sales growthreduced rate, compared with sales over the same period of history and so on.
(3) sales performance review is a systematic analysis to identify factors that increase or decrease corporate sales, marketing, strategic planning for the next available basis.Sales analysis of the contents include: monthly sales trend condition, reason for the difference in quarterly sales, the reasons for differences in regional sales, the sales office sales reasons for the differences, the reasons of changes in annual sales, sales on the wholeChange a brief description of factors.
2, Review and analysis of investment costs
(1) review of investment in marketing costs, the focus is to understand the usage of enterprise funds, and compare the beginning of the budget, thereby to determine the efficiency of capital use, and calculate the business cost of sales.
(2) marketing costs into review include: the overall cost of marketing investment, marketing costs into categories (advertising, business expenses, dealer incentives, promotional materials costs, transportation, etc.), the marketing costs of the regional comparison, the sales officemarketing expenses at the comparison, comparing costs of various types of product marketing, headquarters and offices are the cost of inputs, investment in media advertising costs.
(3) investment in marketing costs through the review, you can analyze the cost efficiency and rationality, the main indicators are: rate of change in the total cost of sales, marketing fees and sales ratio, the classification rate of change in marketing costs, etc.These indicators can be used to evaluate the cost efficiency, but also can cause all kinds of further analysis of the reasons for changes in marketing costs.
3, Review and analysis of product sales
(1) When an enterprise with multiple product, it is necessary for each (class) product sales attention and understanding in order to master the different products in the sales and share of profits, and their respective resourcesuse efficiency, such analysis can be eliminated by the lack of competitiveness of products, focus resources on bringing maximum benefit to the development of products or maximum.
(2) Sales of review include: the overall sales of different products, the regional sales comparison of different products, each month's sales compare different products, the Office of the comparative sales of different products, with sales over the same period of historycontrast, the cost ratios of different products.
(3) According to the sales data of different products can be analyzed: ABC analysis of product sales, product cost-effectiveness analysis, the product development trends, product differentiation in the analysis of different regions, the Office of the differentiation of product salesand product quality advantages and disadvantages of qualitative analysis.
4, internal management and operation of the Review and Analysis
(1) internal management and operation of primarily refers to collaboration between the marketing departments to sum up the situation, such as marketing and sales collaboration, collaboration between headquarters and offices, which is the most critical assessment of key business processes.
(2) the operation of the internal management review and sum up include: the implementation of marketing plans sales offices in the case, marketing professional support to the sales office situation, sales planning department collaboration and supply situation of the production sector, logistics departments and officescooperative situation, information between headquarters and branch communications and so on.
(3) Based on the above marketing management can analyze the operational efficiency of the system, including: critical business processes and link the length of time, the number of different departments of communication links, marketing, the speed of policy implementation, marketing carried out by the time the marketresponse to changes in speed, the speed of the flow of market information.
5, the annual marketing plan on the implementation of the main content
(1) marketing plan for the implementation of the previous year's summary, mainly on product, price, place and promotion of these four aspects of the work reviewed, with emphasis on grasp of the overall marketing activities related to marketing metrics, impact on the situation.
(2) to assess the effectiveness of the annual marketing plan include: products on the market penetration and expansion of the degree of effect the delivery of new products, price increases, decrease or remain the impact on sales, distribution network construction, onthe effect of dealer management to carry out the impact of channel sales promotion, media advertising impact on sales, consumer promotions such as the impact on sales.
(3) in the assessment based on the marketing plan is important in a competitive situation and the changing environment, dig out the fundamental factors affecting sales, marketing, strategic planning for the future to provide a solid basis for the formulation; analysis focused on competitorswith competitors in the product, price, channel, promotion of all aspects of the detailed comparison, find the difference between points to determine the reasons for the differences result in sales, and make the necessary adjustments.
6, description and analysis of the problems
(1) This is their overall marketing activities cause problems in a comprehensive description of the problem itself may be hidden solution, so to understand the ins and outs of each issue and the relationship between the issues, and found the most fundamental reason.
(2) issues arising from marketing activities include: marketing, personnel issues, marketing methods, marketing resources, marketing, logistics, marketing coordination problem, the marketing organizational system problems.
(3) Each question may have been interrelated, so the analysis is not just a "headache medicine head", but from the perspective of the whole system analysis to find the whole business chain, the most fundamental solution.
Second, the annual marketing situation analysis and forecast
1, the macro business environment analysis
(1) the analysis of the macro business environment, mainly the domestic economic situation and policy direction, strategic planning on the role of corporate marketing for the industry differs greatly different, influenced by the macro environment, consumer goods industry: home appliances, ITindustry, pharmaceutical industry, health care, retail, etc., and general food industry, cosmetics industry, the impact is less than the previous types of trades, but the change of macroeconomic policy is still important business decisions.
(2) analysis of the contents of the macro business environment include: the growth of gross domestic product GDP, the financial macro-control policy, national policy to stimulate consumption growth, the state policy to encourage development of the industry, changes in unemployment and income status and asome major events and so on.
2, industry trend analysis
(1) This is a judge how much business is currently profitable and important part of future development potential, determines the direction of the enterprise resource inputs.
(2) the analysis of industry trends, including industry, market size and market characteristics of the two elements.Conducting market capacity analysis, market capacity of the industry over the years to list the curve also indicates the background of this change, and under certain data to support the development trend of the next 2-3 years to make forecasts; features on the marketanalysis, the first from the macro level to determine the nature and characteristics of the industry, then competition in the industry characteristics of the micro brief description, and sketched out a simple and clear situation.
3, product development trend analysis
(1) trend analysis of product development, in essence, the analysis of trends in consumer demand, the overall marketing strategy and business plan have the most direct relationship is that an enterprise basis to develop specific marketing plans, but this part is not directly to consumerspsychology and behavior research, but rather the product of an internal nature and external form and describe the form of market performance and reflects the state of development of the most intuitive product features.
(2) Product Development Trend of the contents included: product of an internal nature, the external shape and form of the three aspects of market performance characteristics of the development.Varieties of products are mainly internal nature, structure, content, functionality and other core elements, is the most essential needs of the consumer; product morphology is mainly packaging, specifications, shapes and other auxiliary elements, the core consumer demand for external performance; product marketform of sale of products is mainly a way, such as sales channels, displays, flow characteristics, etc., by way of sale depends on the product of an internal nature and external form, by way of sale of different products is different, this formulation of marketing plans for businesses isimportant consideration.
4, competitive analysis of the situation
(1) the role of competitive analysis of the situation is to establish corporate benchmarking, and competitive brands through marketing activities in detail the various aspects of contrast, found themselves the nature and competition among different brands of the company's marketing activities targeted adjustmentultimately competitive advantage.
(2) competitive situation analysis is the first description of the competitive landscape, including: market characteristics of the overall competition, the definition of competitive brands, the main brand's market share performance, the performance of the major regional brands, the main trend of the brand's annual sales, the main brandssales comparison, comparing the major brands such as advertising costs.
(3) Second, is the overall strategy, product, price, channel, promotion, fees and other parties directly describe the face of competing brands, and strive to compete in all directions to show the brand's marketing activities, competitive brand strategy intended to make a brief analysisand the promotion of competitive brands in marketing methods to predict possible changes.
5, business development analysis (SWOT analysis)
(1) S-strength analysis: mainly from the marketing organization, management, resources, products, price, channel, promotion, branding and other aspects with which to analyze their own strengths and weaknesses with competitive brands or strengths to compete, but fromMany businesses practical analysis, subjective judgments on the advantages of a strong, often lack sufficient data to support, depending on the kind of pragmatic approach, rather than self-pleasing.
(2) W-weakness analysis: mainly from the marketing organization, management, resources, products, price, channel, promotion, branding and other aspects with which to analyze their own weaknesses, the weaknesses of the analysis is more generally known, but the key iscorporate decision-making can really determined to transform weaknesses.
(3) O-Opportunity Analysis: The main change from the industry and competitive environment in the blind spot in the mining market, brand, opportunity analysis difficult is the enterprise itself that is often difficult to translate into real opportunities for competitive advantage or benefit, manyWhen this analysis is to their morale fills in, this time in terms of corporate executives need is a calm state of mind and objective judgments.
(4) T-threat analysis: an analysis of competing brands more to the enormous pressure of their own, often companies can cite a lot of the threats they face the facts, but really useful or needed in all aspects of competing brandsa careful comparison in order to find the threat of competition from the weakness of the brand and seize the opportunity to change the situation.
Third, the overall marketing strategy for the year
1, the company's overall development goals
(1) This is 1 year on the future development of a detailed description of business, including sales targets, profit targets, market share goals, target market expansion and brand development goals.
(2) The overall objective of the enterprise, it is also divided into categories according to different standards goals, including the March quarter sales target, regional sales goals, sales targets, according to the steps to ensure the greatest possible target.
(3) the difficulty is how to set goals do not reach, not readily available, to meet the business objective law of development, combined with some degree of incentives to consider, so the need for an effective target market, competitionbrand, industry rules, allocation of resources, management of a comprehensive assessment of such factors, and ultimately work out a realistic, truly guiding the overall development goals.
2, the annual marketing budget
(1) on the part of the overall budget cost, because the cost as the company's most important financial resources, will greatly influence the formulation of an overall strategy of enterprises, and enterprises of any marketing activities, they should limited resourcescarried out under the conditions.
(2) marketing costs is the source of the liquidity, it depends on how much their overall capital investment plan is the most critical strategic business direction of the enterprise, specifically determined by the cost of corporate executives to determine the input ratioThe.
(3) marketing costs of the project include: advertising production costs, media placement fees, publicity, business expenses, marketing costs, transportation fees, the fees for the proportion of total cost should be reasonable distribution of specific allocation will be based on the overallmarketing strategy to organize, in part on the development of content in the marketing plan.
3, the overall marketing strategy thinking
(1) thinking of the overall marketing strategy is a direction on how to achieve this objective description of the overall height of stand systemic made general, it plays an integration of the classification strategy, guiding role.
(2) thoughts in the overall marketing strategy is based on annual sales before the company through a profound analysis of the situation on how to carry out marketing activities to gain competitive advantage in a final conclusion, it depends on the accuracy and validity of previous work is based on rigorous,professional and objective.
4, the market positioning strategy
(1) the effective segmentation of the market: This is the basis of market positioning strategies, market segmentation determines the reasonableness of the success of market positioning, the validity of the so-called market segmentation, refers to both the market was reflected bymarket segments of a similar nature, but also have the necessary market consumption capacity, while in contact through certain channels, this segment is an effective and meaningful.The most widely used standard demographic market segmentation data, market opportunities more effectively always hidden in consumer buying behavior psychology and buy them, which requires in-depth consumer observation and understanding.
(2) define the target market: the market segment selected from the company's target market is a difficult thing, many companies are always trying to sell the same product to all consumers, even if the market is doing finepoints, there are always many choices to meet only a few market segments.The key here is that companies need to have a clear understanding of resource status, more importantly, is to market penetration and expansion strategy into products, but suppressed the urge.In the formulation of marketing planning, market professionals to the company manager should provide convincing data to support.
5, product strategy
(1) product positioning: This is the premise of market orientation in the strategic direction of product definition, but also products on the market position of specific performance, you need to do is the integration of product and target market, the most common is high,and low standards of three different grades of distinction.
(2) The combination of product categories: To meet the different needs of target customers to develop the appropriate category of products, the form can be the difference between the specific packaging, specifications and brand to the performance, product portfolio is the key to market positioning mustdetermine the length and width of product lines, while establishing the leading products, and a series of products features and specifications of the reasonable control of the number of product categories.
(3) product line expansion: is the increase in different product categories, which often is the enterprise to meet the needs of different consumers, or the result of the pursuit of diversity, companies making such decisions, we must consider the resources, market position andBrand management issues, to avoid damage to the core of enterprise management and brand value.
(4) product line extension: is the same product specifications, packaging, brand, and this is a business trying to use the products to meet consumer demand more strategy, product line extension is still in the specialized field of business,The key is to distinguish between different brands, the value of the product was transformed into a different brand, forming a complete range of products and brands.
(5) in marketing planning report made the need for more detailed description of product strategy, marketing strategy which must be emphasized that the overall product strategy is to determine the thinking of the only guiding principle.
6, the pricing strategy
(1) price position: This is dependent on market positioning and product positioning, pricing strategy as a whole, the core idea, which is the formulation of pricing policy guidelines.Price positioning in the most critical factor is the price of competing brands to consider positioning as a major adjustment of the standard.
(2) price Combination: According to the types of products, specifications, packaging, branding and other factors, can formulate a set of price series, which is to meet the needs of the market segment for consumers to buy the same product is intendeddifferent price combinations can provide them with a variety of choices, more importantly, companies can bring a different level of profitability.
(3) pricing strategy: the need for the price of the enterprise to make a general description of the policy is an explanatory framework of content, as a whole, an important part of marketing strategy.
(4) profitability: based on the price of existing portfolio system, a detailed analysis of each product, specifications, packaging or brand gross margin level and a comprehensive summary of the gross margin level, which will provide a very intuitive decision-making judgments based on.
7, channel strategy
(1) channel strategy thinking: This is the direction of a description of channel strategy, the reaction is the core strategic principles to measures of specific guidance and interpretation.
(2) construction of distribution networks: the combination of the distribution network system, level of coverage, and several other elements of the channel construction of key enterprises, and to consider the distribution network construction cost and efficiency of the entire channel system on the basis and objectivesdetermine the business direction of a series of policy-making channels.
(3) distribution network management: a description of how to manage brokers, including the dealer's business model, the implementation of the management of dealers, the dealer to integrate other content, its ultimate effectiveness depends on the distribution of the implementation ofunderstanding of network characteristics, ie different levels of distribution system needs proper management, should be clear on this point presentation.
(4) regional market management: This is the business direction of the regional market development and expansion of the description, of course, the construction of distribution network to meet the target, its role is to better promote the distribution network construction and management, so mainly for businessown sales branches and sales force management requirements, to develop a standardized requirements of the professional functions.
(5) promote the distribution network: mainly refers to the promotional activities carried out for the brokers, which aims to achieve by the interests of the incentive distribution network construction and sales promotion, the promotion of strategies to promote the ideas and the main means of description,tactical support as part of channel strategy.
8, the promotion strategy
(1) the overall marketing strategy: The main focus is to determine the sales and marketing strategies and promotional programs integrated thinking, as promotions, diversity, integration has become a critical factor, and the effective completion of integration must be to seize the key, soneed to explicitly describe this.
(2) sales and marketing in the form: including media, advertising, consumer promotions, theme promotion, termination and other promotional activities, specific needs to address is how to determine the form of promotions carried out by different stages in the overall promotion of the content in thethe proportion accounted for, and promotion of different stages of market development focus.
(3) to promote content integration: the key is to determine the market development stage and specific objectives, and then determine the stage of promotion focus, and then determine the stage of the marketing theme, and then choose a major in the subject promotions under way, andThe form of the center to integrate with other promotions, which form a set of overall sales and marketing programs.
Fourth, the implementation of annual marketing plan
1, the target marketing plan
(1) the formulation of objectives: the overall marketing plan, including goals and target classification, in the classification of the target, in fact, is the overall objective of the decomposition, including milestones, regional goals, product goals, hard goals, soft targetsproject, the need for detailed description.
(2) objective evaluation: This is a very key factor, the relationship between the degree completion goals, objectives need to be allocated to the appropriate departments and personnel to determine the allocation of responsibilities and authority requirements, and to develop strict standards of accountability and assessmentin order to ensure the realization of the goal.
2, the marketing plan of specific programs
(1) Product part: to develop specific, such as new product development, new products, product extensions, packaging adjustment, increasing the variety of specifications to program, accurate implementation of product strategy.