What Is an Annual Policy?

Annual Marketing Planning (Annual Marketing Planning), an annual marketing plan with practical value, not only has a profound impact on the company's marketing activities throughout the year, but also formulates production, finance, research and development, and human resources that are closely related to marketing activities. Such plans also have very important guiding significance, but in China at this stage, there are not many companies that can do their annual marketing planning scientifically.

Annual marketing plan

1.Extract a certain percentage based on experience

1. Systematic and complete structure.

A professional marketing plan should include: a summary of previous marketing work, reflection and analysis of marketing issues,

1. Review and analysis of sales performance

(1) Purpose: To understand the operation of the entire enterprise: to compare the achievement of goals and to express the degree of enterprise development.

(2) Review content: annual cumulative sales, monthly sales curve, quarterly sales comparison, regional sales and comparison, sales office sales comparison, annual sales completion rate, annual sales increase and decrease rate, and history Comparison of sales during the same period.

(3) Analysis: Find out the factors that increase or decrease the sales performance of the company, and provide a basis for marketing strategy planning. It mainly includes the trend of monthly sales, the reasons for sales differences in each quarter, the reasons for sales differences in various regions, the reasons for sales differences in each sales office, and the reasons for annual sales increase and decrease.

2. Review and analysis of cost input

(1) Purpose: To understand the use of funds by the enterprise, determine the efficiency of the use of funds by comparing the cost budget at the beginning of the year, and calculate the cost of sales of the enterprise.

(2) Review content: overall marketing investment, marketing classification investment (advertising, business,

1. Analysis of macro operating environment

(1) Role: It is mainly the domestic economic situation and policy direction. Although the role of the macro environment in corporate marketing strategy planning varies greatly from industry to industry, changes in macro policies are still important to corporate decision-making.

(2) Analysis content:

1. Enterprise's overall development goals

(1) This is a detailed description of the company's development in the coming year, including sales goals, profit goals, market share goals, market expansion goals, and brand development goals.

(2) Under the overall goal, classification goals can be divided according to different criteria, including monthly / quarterly sales goals, regional sales goals, product sales goals, etc., to ensure that the goal is achieved according to the maximum possible steps.

(3) The difficulty in setting goals is to take into account the reality and incentives of the goals. Therefore, it is necessary to comprehensively evaluate factors such as the market environment, competitive brands, industry rules, resource input, and management level to formulate a real and truly guiding overall development Goals.

2. Annual marketing expense budget

(1) The source of marketing expenses is the company's working capital, which depends on the company's overall capital investment plan. The most important thing is the strategic business direction of the company. Specifically, it is determined by the expense input ratio determined by the senior management of the company.

(2) Marketing cost items mainly include: advertising production costs, media investment costs, promotional materials costs, business costs, promotional costs, transportation costs, etc. The proportion of each cost to the total cost must be reasonably allocated, and the specific allocation is based on the overall marketing strategy To arrange, this part is placed in the content of marketing plan formulation.

3 Overall marketing strategy

(1) This is a directional description of how to achieve the goal. It is a systematic generalization from the overall height, which integrates and guides various classification strategies.

(2) Its production is based on the analysis of the company's annual marketing situation. It is the final conclusion on how to carry out marketing activities to win competitive advantages. Its accuracy and effectiveness depend on whether the previous basic work is rigorous, professional and objective.

4

1. Goals of the marketing plan

(1) Formulation of goals: Including the overall goals and classification goals of the marketing plan, the classification goals are actually the decomposition of the overall goals, including phase goals, regional goals, product goals, hard goals, soft goals and other items. Give a detailed description.

(2) Evaluation of goals: This is a very important element, which is related to the degree of completion of the goals. It is necessary to assign the goals to the corresponding departments and personnel, determine the requirements of duties and authority distribution, and formulate strict responsibility systems and assessment standards To ensure that the goal is successfully achieved.

2. Specific plan of marketing plan

(1) Product part: Formulate specific plans such as new product development, new product launch, product extension, packaging adjustment, and increase in product specifications, and implement product strategies accurately.

(2) Price part: Formulate specific product price policies, when to increase or decrease prices, and adjust the market price system to make price policies compatible with market expansion.

(3) Channel part: Formulate specific market network expansion, distributors

1. Cost analysis of marketing planning

2. Sales planning marketing analysis

3 Profit and loss analysis of marketing planning

(1) Profit and loss analysis

(2)

Who are the customers?
What products do you use to make money?
Who will earn it?
What mode or way?
How much does it cost?
The above logic is "customer value" driven, not simply pressure-oriented. This allows sales to be closely linked to customers.
Who are the customers? Just to answer: Where are the target customers and how many? Note that the so-called quantity is not a concept, but the number of customers each marketer must be able to reach effectively.
What products do you use to make money? What is the answer to our product strategy? According to statistics, the completion of 70% of the sales of most companies depends on powerful products, of which sales personnel will not contribute more than 30% of sales.
Who will earn it? This is actually the process of decomposing sales to each salesperson, and of course it also includes that each salesperson must provide its own target number of customers.
What mode? Mainly refers to the issue of channel sales, direct sales, or online sales. The last issue is the cost of sales. A marketing plan designed in this way will allow us to truly foresee the outcome of the plan.
The customer-oriented marketing plan emphasizes the premise of customer accumulation and customer development in the process, and discusses sales and staffing based on this. This will make the marketing plan highly visible and can quickly become daily Sales action. For example, if you simply decompose sales indicators into salespeople without decomposing them into customers, then the daily sales work of salespeople will not be directly implemented to customers, and you will not clearly understand: where are customers? Where is the sales revenue? What behavior is most effective? Everything will only stay on a digital level. Conversely, if customers are locked in, they will be able to capture the true source of sales and more accurately guide the daily actions of sales staff.