How to write marketing plan? Give 200 points

1. Cover: program name/producer

××××××× Overall Marketing Plan

Xxxx output

Second, the program directory

List the major projects in the plan.

Third, the content of the program.

(1) Planning target environment

1. Macro environment (political environment, legal environment and economic environment) of the planning object.

2, the local planning environment (social and cultural environment, science and technology environment, natural environment, population environment).

3. Opportunities and threats provided by the above environmental conditions and trends.

(2) Basic information of competitors

1. competitor profile: past sales, market share, sales volume, profit and other economic indicators.

2. Sales concept and culture: company concept, common values, business policy, business style, corporate mission and objectives.

3. Overview of planning project.

(3) Market analysis

1, market research

2. Market research: research topics, research methods and research results (data and charts).

3. Market planning.

4. Market characteristics.

5. Competitor queuing-superior, peer and subordinate competitors (based on market share or sales).

6, competition pattern identification-whether to form a market leader, challenger, follower, vacancy.

7. Market performance, marketing plan, competitive strategy and competitive advantage of major competitors.

8. marketing opportunities of this project.

9. Market analysis of similar projects around (market size and trend of specific regional industries, market structure of specific regional industries, market environment of specific regional industries).

10, distribution map of similar planning objects around.

1 1. Comprehensive market analysis of the project (market statistics of industries such as market share and sales).

12, project advantages and disadvantages analysis (overall advantages and disadvantages; Advantages and disadvantages in marketing. The best and worst aspects in marketing, the best and most successful aspects or fields in marketing. )

13, Market Opportunities and Obstacles

(D) Project Positioning

1, project location and theoretical support

2. Project requirements and theoretical support

(V) Market positioning

1, main market (target market) positioning and theoretical support point

2. Positioning and theoretical support of the secondary market (auxiliary market)

(6) Owner's information

1. Classification/distribution of owners.

2. Characteristics of the owners (What are these owners like? How do they live and receive services and related services? )

3. How many owners are there?

4, the owner's consumption behavior/psychology (why decoration, decoration process to pursue what characteristics? Decoration process, influencing factors before decoration).

5. Decoration incentive measures.

(vii) Developing marketing activities

1, the target of the marketing campaign.

2. Target market.

3. Face the problem.

4. Competitive strategy, competitive advantage and core competitiveness.

5. Marketing positioning (determination of differences in differentiated competition).

(8) Marketing strategy

1, planning strategy:

(1) planning concept;

(2) Brand and packaging planning.

2. Price strategy:

(1) pricing ideas and price determination methods;

(2) price policy;

(3) the management of the price system.

3. Channel strategy:

(1) channel selection;

(2) channel system construction/management;

(3) Channel support and cooperation;

(4) Channel conflict management.

4. Promotion strategy:

(1) The general idea of promotion;

(2) Selection of promotion means/methods;

(3) Promote the concept

Reading and theme;

(4) Promotion objectives

(5) Original promotion scheme/plan, advertising planning, advertising strategy and advertising script;

(6) Promotion process;

(7) the effect of promotional activities;

(8) Promotion expenses.

5. Development strategy of planning activities

(1) Activity opportunities

(2) Countermeasures

(3) effect prediction

(9) Marketing/sales management

1, marketing/sales plan management.

2. Marketing/sales organization management:

(1) Organizational functions, job responsibilities and working procedures;

(2) Personnel recruitment, training, assessment and remuneration;

(3) sales area management;

(4) Motivation, supervision and leadership of marketing/sales personnel.

3. Control of marketing/sales activities:

(1) financial control;

(2) Commodity control;

(3) personnel control;

(4) control of marketing/business activities;

(5) Marketing/business activity control indicators, methods and usage tables.

(10) sales service

1, service concept, slogan, policy and goal.

2. Service commitments and measures.

3 service system (organizational structure, responsibilities, procedures, processes and resources).

4. Service quality standards and control methods.

(eleven) the overall cost budget

(12) effect evaluation

Demonstration marketing plan

First, the format of the marketing plan

A complete marketing plan is divided into two parts. One is the market situation analysis, and the other is the plan text.

(A) Analysis of market conditions

To understand the size of the whole market and the comparison between ourselves and the enemy, the market analysis must include the following 12 items:

(1) The size of the whole product market.

(2) Comparative analysis of sales volume and sales volume of competitive brands.

(3) Comparative analysis of market share of competitive brands.

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

(5) Comparative analysis of advantages and disadvantages of competitive brands.

(6) Comparative analysis of market regions and product positioning of competitive brands.

(7) Comparative analysis of advertising expenses and advertising effects of competitive brands.

(8) Comparative analysis of promotional activities of competitive brands.

(9) Comparative analysis of public relations activities of competitive brands.

(10) Comparative analysis of pricing strategies of competitive brands.

(1 1) Comparative analysis of the sales channels of competing brands.

(12) Profit and loss analysis of the company in recent five years.

(2) the text of the plan

The text of the marketing plan consists of six major items, which are explained as follows:

(1) Main policies of the company

Before making a business plan, the planner must communicate with the company's top leadership on the company's future business principles and strategies in depth to determine the company's main principles and policies. Both parties shall discuss the following details:

Determine the target market and product positioning.

Is the sales goal to expand market share or pursue profit?

Formulate a price policy.

Determine the sales method.

Advertising performance and advertising budget.

Key points and principles of promotion activities.

The emphases and principles of public relations activities.

(2) Sales target

The so-called sales target refers to the business target that the company's various products must achieve within a certain period of time (usually one year).

The quantification of sales targets has the following advantages:

Provide a basis for testing the success or failure of the whole marketing plan.

Provide a basis for evaluating work performance goals.

Provide a basis for formulating the next sales target.

(3) Promotion plan

The purpose of the planner's promotion plan is to help achieve the sales target. The promotion plan includes three parts: objectives, strategies and detailed plans.

① target

The proposal must clearly point out the promotion objectives to be achieved in order to achieve the sales objectives of the whole marketing plan.

② strategy

After deciding the goal of the promotion plan, the next step is to work out the strategy to achieve this goal. The strategies of promotion plan include advertising effect strategy, media application strategy, promotion strategy and public relations strategy.

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

Media strategy: There are many kinds of media, including newspapers, magazines, television, radio, leaflets, outdoor advertisements and so on. What kind of media do you want to choose? What is the proportion of each? What is the audio-visual rate and contact rate of advertisements?

Promotion strategy: the object of promotion, the various ways of promotion, and what the effect of various promotion activities is.

Strategy of public relations activities: the target of public relations, various ways of public relations activities, and what is the purpose of holding various public relations activities.

③ Detailed plan

Explain the implementation details of each strategy in detail.

Advertising performance planning: the design of newspaper and magazine advertising draft (title, text, pattern), TV advertising creative script, broadcast draft, etc.

Media use plan: choose popular or professional newspapers and magazines, as well as publication date and page size; Time and frequency of TV and radio advertisements. In addition, CRP (total viewing rate) and CPM (average cost of advertising information per thousand people) should also be considered.

Promotion plan: including commodity procurement and exhibition, exhibition, demonstration, lucky draw, giving away samples, tasting, discount, etc.

Public relations activities plan: including shareholders' meeting, issuing company press releases, company internal publications, staff association, love activities, contacting the media, etc.

(4) Market research plan

Market research is a very important content in marketing planning. Because market information and information obtained from market research are important basis for making marketing plan. In addition, most of the 12 data in the first part of market analysis mentioned above can be obtained through market research, which also shows the importance of market research.

However, market research is often ignored by senior managers and planners. Many enterprises spend a lot of money on advertising every year without paying attention to market research. This misconception must be changed as soon as possible.

Like the promotion plan, market research also includes three major items: objectives, strategies and detailed plans.

(5) Sales management plan

If marketing planning is regarded as a joint operation of land, sea and air, then the sales target is the purpose of landing. The market research plan is responsible for providing information, the promotion plan is under the cover of the navy and air force, and the sales management plan is the action of the army. With the effective support of information and the cover of powerful navy and air force, it is still necessary to lead troops to attack the city and plunder the land in order to achieve a decisive victory. Therefore, the importance of sales management plan is self-evident. Sales management plan includes sales supervisor and staff, sales plan, selection and training of sales personnel, and salary system (salary and bonus) to motivate sales personnel and salesmen.

(VI) Profit and loss forecast

The sales target that any marketing plan hopes to achieve is actually to realize profits, and profit and loss prediction is to predict the pre-tax profits of products in advance. As long as the expected total sales of the product is subtracted from the sales cost, marketing expenses (distribution expenses plus management expenses) and promotion expenses, the pre-tax profit of the product can be obtained.