Monday 14 December 2020

A model of a marketing plan

Here is a, can be used for your reference to a complete marketing planning book structure is divided into three major parts: 


First, the product market situation analysis, and second, the body of the planning document content. Third, the effect prediction is the feasibility and operation of the scheme.

Market condition analysis.

To understand the size of the market as a whole and how it compares with me, the market condition analysis must include the following 13 elements:

  1. The size of the entire product in the current market.
  2. A comparative analysis of the sales volume and sales of competing brands.
  3. Comparative analysis of competitive brand market share.
  4. Analysis of the market objectives of the age, sex, occupation, education, income and family structure of the consumer group.
  5. A comparative analysis of the advantages and disadvantages of each competing brand product.
  6. A comparative analysis of the market area and product positioning of each competitive brand.
  7. A comparative analysis of advertising expenses and advertising performance of competing brands.
  8. A comparative analysis of the promotion of competing brands.
  9. Comparative analysis of public relations activities of competing brands.
  10. Comparative analysis of competitive brand pricing strategies.
  11. Comparative analysis of competitive brand sales channels.
  12. Financial profit and loss analysis of the company's products in recent years.
  13. Analysis of the comparison between the merits of the company's products and the competitive brands.


The body of the proposal.

The body of the general marketing proposal consists of seven items, which are now briefly explained.

The company's products into the market policy Planners must work with the company's top leadership on the company's future business policies and strategies, to do in-depth and detailed communication to determine the company's main policy. 

Both sides will discuss the details below; 

  1. Identify target markets and product positioning.
  2. The goal of sales is to expand market share or pursue profit.
  3. Set a price policy.
  4. Determine how to sell.
  5. Ad performance and ad budget.
  6. The focus and principles of the promotion.
  7. The focus and principles of public relations activities.


The enterprise's product sales target

The so-called sales goal is the company's various products within a certain period of time (usually one year) must achieve the business objectives.

Quantification of sales objectives has the following advantages: To test the success or failure of the entire marketing plan to provide a basis. Provides a basis for evaluating performance goals. Provides the basis for developing the next sales goal.

Product promotion plan.


 The planner formulates the promotion plan for the purpose of helping to achieve the sales goal. The promotion plan includes three parts: goal, strategy, detailed plan, etc.

(1) Objective The proposal must clearly state that in order to achieve the sales target of the entire marketing plan, the desired promotional activity objectives. Generally divided into: long-term, medium-term and short-term plans.


After the strategy determines the goal of the promotion plan. 

The strategy to achieve it is developed. TThe strategy of promotion plan includes four major items, such as advertising strategy, distribution channel utilization strategy, promotional price activity strategy and public relations campaign strategy.

Advertising strategy: for product targeting and target consumer groups, determine the theme of policy performance, the use of newspapers, magazines, television, radio, flyers, outdoor advertising and so on. What kind of media do you want to choose? What percentage do you have? What is the audio-visual and contact rate of advertising? So that the characteristics of the product and selling points deeply in the hearts of the people.

Distribution channel strategy: the current distribution channels of many kinds, enterprises to choose according to their own needs and may choose the right channel, generally can be divided into: dealers and terminals two blocks, and intermediate agents and other forms. In our selection, we follow the main principle is "targeted" to make full use of the company's limited resources and strength.

Promotional pricing strategies: the object of the promotion, the various ways in which the promotion is conducted, and what the desired effect of various promotions is. 

PR campaign strategy: the object of public relations, the various ways of public relations activities, and the various public relations activities to achieve the goal of what.


Detail plan details the implementation of each strategy carried out in detail.

Advertising performance plan. 

The newspaper and magazine advertising design (title, text, pattern), TV advertising creative scripts, broadcast manuscripts, etc.

Media use plan: choose popular or professional newspapers and magazines, as well as the date of publication and layout size, etc. ; AAlso consider CRP (Total Audiovisual Rate) and CPM (Average Cost per Thousand People) Promotional programs: 

including merchandise purchase displays, exhibitions, demonstrations, sweepstakes, sample gifts, tastings, discounts, etc. Public relations activities: including shareholders' meetings, the release of company news, in-house publications, employee sororities, love activities, contact with the media and so on.


Market Research Program.


 Market research is a very important part of marketing planning. Because the market information and intelligence obtained from market research is an important basis for drawing up marketing plans. In addition, most of the 12 data in the first part of the above-mentioned market conditions analysis can be obtained through market research, which also shows the importance of market research. 


However, market research is often overlooked by senior leaders and planners. The misconception that many companies spend a lot of money on advertising each year, without paying attention to market research, must change as quickly as possible. Market research, like promotional programs, includes three main items: goals, strategies, and detailed plans.


Sales management plan.


If the marketing plan is regarded as a joint operation between land, sea and air, the sales target is the purpose of landing. The market research program is responsible for providing intelligence. 

The promotion plan is the cover of the air force, and the sales management plan is the army operation, under the effective support of intelligence and strong air force cover, still need to lead the army's siege to obtain a decisive victory. 

Therefore, the importance of the sales management plan is self-evident. Sales management programs include sales supervisors and staff, sales plans, salesman's selection and training, incentive salesmen, salesman's compensation systems (wages and bonuses), and so on.

Financial profit and loss estimate. 


The sales target that any marketing plan wishes to achieve is in fact to achieve profit. While the profit and loss estimate is to estimate the pre-tax profit of the product in advance. 

The Pre-tax profit for the product is obtained by subtracting the total expected sales of the product from the cost of sales, marketing expenses (distribution costs plus administrative expenses), and promotional expenses.

Feasibility and operational analysis of the scheme. 


This is a further process of implementing the policy of the programme, in a sense, he is the "outpost" of the planned implementation, on the one hand, to carry out the necessary pre-analysis of the feasibility and operability of the whole programme, and, on the other hand, to provide the necessary supervision for the implementation of the aftermath. This also determines whether the programme is finally adopted by one of the important measures.

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