In order to ensure the quality of marketing planning, the realization of marketing planning must be carried out according to certain procedures or steps. It is often said that only the quality of the working process can guarantee the quality of the working results. Marketing planning, in particular, is a creative work in itself. Only through standardized working procedures can a suitable scheme be made. Marketing planning has a set of standardized procedures and scientific methods from the conception, implementation and evaluation of marketing schemes. The following is the knowledge I brought to you about marketing planning procedures. Welcome to reading.
I. Gathering information
Doing a good job of data collection is the initial stage of marketing planning, and it is also the basis of marketing planning. Data collection can be divided into two parts, namely first-hand data collection and second-hand data collection.
The collection of first-hand information includes conducting market research, holding symposiums and attending product or service introduction meetings. Second-hand data collection includes literature retrieval, statistical reports, sales reports, financial reports, business plans, etc. Generally speaking, second-hand materials look at the trend, first-hand materials look at the specific situation, and verify the authenticity of second-hand materials.
Remind you
Data collection includes not only the collection of current data, but also the collection of historical data, because the understanding of historical data can see the trajectory of things' changes and development, which is helpful to the formulation of marketing plans.
Second, the analysis of data.
The collected data should be systematically sorted out and carefully analyzed. Through analysis, we can sum up the problems from the complicated data, sort out the clues, grasp the real situation of the marketing environment in which the enterprise is located, analyze the data and predict the future development trend and direction.
Third, determine the planning objectives.
According to the existing resource information, judge the changing trend of things and determine possible goals and budget results. Target design should make people feel targeted, practical, clear and specific, which can also be called the basic principle of target design.
Fourth, design an effective scheme.
Scheme design is the key stage of marketing planning, which determines the success and quality of marketing planning. Because the core content of marketing planning is embodied in the design of marketing objectives and schemes, for marketing planning managers, their main energy and planning focus should be placed at this stage, and people need to use various thinking methods to conceive. Planning is essentially a rational behavior using brain power, and it is a strategic plan about honesty and future. It must go through the process from conception, decomposition, induction, judgment to making strategies and plans. According to the planning objectives, design and select the resource allocation and action plan that can produce the best effect.
Verb (abbreviation for verb) Budget related expenses
Expense budget refers to the budget needed to implement marketing plan in order to achieve marketing objectives, and the budget is calculated according to the objectives and the contents of the plan design. The expense budget can't only have a general total amount. To decompose it, we must calculate the expense of each marketing action. For example, when calculating the promotion expenses, besides listing the total amount, we should also calculate the advertising expenses, salesman expenses or business promotion expenses. In terms of advertising fees, it is also divided into TV advertising fees and radio advertising fees. In fact, cost estimation is closely related to the previous goal and scheme design, and they are inseparable. When designing marketing plan, we should consider the cost itself. The marketing plan regardless of cost has actually violated the basic principle of practicality.
In fact, the cost budget should be considered together with the goal and scheme design. The general practice is to design the marketing plan first, then calculate the cost, and then adjust the marketing plan according to the cost until a marketing plan with less investment and good output effect is determined.
Marketing plan fund budget project
The main items included in the marketing planning budget are:
1. Market research expenses
Market research is usually carried out by entrusting a professional investigation company or hiring professional investigators. Therefore, this is an important expenditure. Lack of funds will distort the research data and make the research results wrong. Therefore, it is necessary to accurately budget the required expenses according to the scale and difficulty of market research.
2. Information collection fee
Information collection fees mainly refer to information retrieval, data purchase and reproduction fees, information consultation fees, information processing fees, etc. The information collection fee is determined according to the scale and difficulty of information collection.
3. Manpower input cost
In order to complete different division of labor, it is necessary to invest a certain amount of manpower. This cost is relatively easy to calculate.
4. Planned salary
There are two kinds of planning rewards: first, marketing planners plan by themselves, which can be distributed in the form of bonuses, and the cost is relatively low; The second is to entrust the "outside brain" to plan, and it is necessary to agree on the amount and payment rules of the planning fee in advance, and then issue it accordingly.
Sixth, communication plan
After completing the above procedures, the marketing planning manager will communicate with the enterprise decision makers and relevant management personnel on the response plan, listen to their opinions, further understand the intentions of senior decision makers, and make the marketing planning content more realistic.
Seven, do a good job of program adjustment.
Marketing planning is based on a certain period of time. In this time frame, the marketing environment will change frequently. If this change is beyond the scope of the original marketing plan forecast, the reliability of the implementation of the marketing plan will be reduced. In addition, through communication with decision makers or managers of enterprises, it may be found that the original marketing plan is unreasonable. Therefore, in the planned time, the marketing planning manager should adjust the marketing plan in time according to the ever-changing marketing environment to ensure the reliability of the marketing plan.
Eight, feedback control
After completing the marketing activities within the planned time, we should evaluate the marketing plan according to the results to see whether the marketing objectives have been achieved and whether there is a gap. If there is a gap, it is necessary to find out the reasons so as to adjust the marketing plan at the next planned time. Under normal circumstances, this procedure is meaningful only if it is continued after the end of a planned time of the marketing plan.
;