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22126568 2009 年 02 月 22 日 21:26 Reading (loading. ..) Comments (0) Category: Personal Diary
a copies of the complete structure of the book marketing plan is divided into two parts, analysis of market conditions
First, second, planning book text.
(a) to understand the market conditions of
the size of the market situation and the balance of forces,
mens timberland boots, the market situation analysis must include the following 12 items:
(1) the size of the market.
(2) the competitive sales of the brand and the sales comparison analysis.
(3) the market share of the competitive brands compared.
(4) the consumer age, gender, occupation, education, income, family structure analysis.
(5) the comparative advantages and disadvantages of competing brands of products.
(6) of the competitive market area of brand and product positioning of the comparative analysis.
(7) of the competitive brand advertising costs and comparative analysis of advertising performance.
(8) promotion of the competition comparative analysis of the brand.
(9) of the competing brands comparative analysis of public relations activities.
(10) of the competitive pricing strategy for comparative analysis of the brand.
(11) of the competing brands Comparative Analysis of sales channels.
(12) the company's profit and loss analysis over the past 5 years.
(b) of the Planning book text book text
marketing plan constituted by the six major events, respectively, are as follows:
(1) the company's key policy
in the development of business case planning, you must with the the company's top leadership to the company's future business policy and strategy, do in-depth and detailed communication to determine the company's main policies. Both sides should discuss the following details;
identify target markets and product positioning.
sales target is to expand market share or profit.
pricing policy.
determine sales.
ad performance and advertising budget.
the focus of promotional activities and principles.
the focus and principles of public relations activities.
(2) sales target
so-called sales targets, meaning the company's various products in a certain period (usually one year) must achieve business goals.
quantify the sales target has the following advantages:
case to test the success of the marketing plan to provide evidence.
to provide the basis for assessment of performance goals.
sales target for the development of the next available basis.
(3) Promotion
planning to the promotion aims is to help achieve sales targets. Promotion plan includes objectives, strategies, detailed plans of three parts.
① target
project proposals must be clear that the marketing business case in order to achieve sales targets, the desired goal of promotion.
② strategy aims to promote
decision, the next step is to develop a strategy to achieve that goal. Promotion strategies include advertising performance strategy, media use strategies, promotion strategies, public relations activities such as the four key strategies.
advertising performance strategy: for product positioning and target consumer group, decided to approach the performance of the theme. Media use of strategy: Many different types of media,
timberland boots, including newspapers,
timberland outlet, magazines, television, radio, flyers,
timberland uk, outdoor advertising. To choose which media? Ratio of each number? Audio-visual advertising rates and contact rate how much?
promotion strategy: the object of marketing, promotional activities in various ways, as well as various promotional activities to achieve the desired effect is.
public relations strategy: the object of public relations, public relations activities in various ways, and organize public relations activities to achieve the desired purpose is.
③ detailed description of the implementation of detailed plans
strategy for each of the details.
advertising performance plan: Newspaper and magazine advertising artwork design (title, text, graphics), television scripts creative advertising, broadcasting draft and so on.
media use plan: choose popular or specialized newspapers and magazines, as well as date of publication and page size, etc.; television and radio advertising time and the number of selected programs. In addition, we must consider the CRP (the total ratings) and CPM (advertising message across to the average cost per thousand)
promotion programs include: purchase of goods on display,
cheap timberland boots, exhibitions, demonstrations, raffle, gift samples, tastings, discounts and so on.
public relations plan: including the shareholders, the company news release is issued, internal publications, staff associations, caring activities, the linkages with the media.
(4) market research market research marketing program
business case is very important content. As obtained from market research data and market intelligence, develop marketing plan is an important basis for the case. In addition, the above analysis of market conditions in the first part of the 12 items of information, big can be obtained through market research, which also shows the importance of market research.
However, market research and planning high-level leaders are often ignored by the book officer. Many companies invest large sums of advertising each year, without paying attention to market research, this misconception must be changed as soon as possible.
as market research and promotion programs, also includes the objectives, strategy and detailed plan of three items.
(5) Sales Management Scheme
case if the marketing plan as a land, sea, joint operations, then the landing is the purpose of sales targets. Market research program is responsible for providing information, promotional programs cover the sea air, while the sales management program is the Army's action, effective intelligence support and under the cover of a strong navy and air force, still leading the army to conquer new territories in order to obtain a decisive victory. Therefore, the importance of sales management program is self-evident. Sales management plans, including sales director and staff, sales planning, selection and training of salesmen, encouraging salesman, the salesman's pay system (salary and bonus) and so on.
(6) loss estimate
want any marketing business case to achieve sales targets, in fact, to achieve profits or loss estimates is to estimate in advance of the product's pre-tax profits. As long as the expected total sales of the product minus cost of sales, marketing costs (distribution costs plus administrative costs), marketing expenses,
timberland boots sale, you can get the product pre-tax profits.
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