Because your mood is relaxed.
The flow of people in tourist attractions annoys you.
People who meet in the desert will hug warmly.
The same thing feels different in different situations.
Situational marketing provides services when people need them.
1, update the collected data and conduct inductive analysis.
When solving any problem, the first thing is to grasp the facts and face them. The data is updated because one of the important bases of the annual plan is the historical data of industry, market, sales and macro-economy. For historical data, we can only get the data of last year this year, and rarely get the data of last year, which means that we must extrapolate the data when making plans. Collecting data is mainly related to solving marketing solutions. Too much specious data not only affects the accuracy of judgment, but also wastes time. Data analysis is very important, it must be able to support the conclusion, and it can be seen from the data whether the formulated goals and strategies have experienced rational thinking.
2. Formation of objectives and strategies
With regard to marketing objectives, it is generally measured by numerical indicators. How to determine the goal is very important. Among the marketing objectives, sales volume/volume, brand awareness, brand promotion rate and cash flow are often set goals, among which the sales target is the most critical and closely related to other goals, and it is the direct presenter of these goals. There are generally three ways to set sales targets. The first one only uses historical data, which is called "time series method", such as moving average method, exponential smoothing method, extrapolation method, correlation method, regression analysis method, econometric model and so on. Among them, regression analysis is the most commonly used method in enterprises. The second type is to use customer/consumer survey, which is more complicated and is usually used by some multinational companies because they can allocate a lot of resources for lengthy and accurate research. However, how to reduce the error is still a headache for them. The third method is to set goals according to the judgment of managers or experts. For example, in many enterprises, it is customary to estimate the sales of the previous year by adding or subtracting X% based on the characteristics of resource allocation, competition and product life cycle, but it will be more in China enterprises.
Strategy is to serve the goal. Different enterprises face different situations, some may be harvesting strategies, some may be growth strategies, and some may be "inaction". For different goals, the chosen scheme is naturally different. For example, if our goal is to increase sales/market share, then the strategy may be to develop new markets, make customers who were not in our industry in the past become our new customers, or increase the consumption frequency of existing customers, or compete for customers with competitive brands; If our goal is to pursue short-term profits, we may reduce investment, reduce costs, raise product prices or improve asset use efficiency and so on. Of course, these choices are sometimes used repeatedly.
Goals and strategies must be consistent. Generally speaking, you can't ask for increasing sales and market share, nor can you ask for maximum profit. Irrational enterprises often make such "unreasonable demands" on managers, which makes people at a loss and makes investors and operators unable to unify their thinking.
Step 3 develop an action plan
Action plan is an important part of the annual marketing plan, and it is the concrete embodiment of the goal/implementation strategy. The action plan is put forward from the aspects of time sequence, implementation of responsible persons and resources to be allocated. , explaining the measures taken for products/services at each stage/time.
4. Forecast financial results
Predicting financial results usually requires listing various cost/expense budgets and profit and loss amounts, including cash flow statements. This process usually needs the assistance of financial personnel to be completed effectively. Financial results are very important for senior managers to approve the annual marketing plan, which must match the company's resources.
Step 5 coordinate
The summary of the financial results of the overall marketing plan at the company level must be consistent with the expectations of shareholders, that is to say, the annual marketing plan formulated by the marketing manager must be reviewed and balanced. In my impression, there are few target valuations of annual marketing plans that are fully recognized by the company immediately. In many companies, you must compete for marketing resources, so you must be good at selling your plan.
Some brand managers are very skilled. Before the formal meeting, they will send the documents to the relevant personnel in advance for private discussion. For example, your plan may need to increase the investment in production funds. If you don't communicate in advance, it is likely that the production manager will tell you that the financial support is not enough. Without such information and preparation, public opposition is likely to make your plan "disastrous". Now, before the formal discussion, you have been told that this may be a problem and you should take action. One possible action is to seek the support of financial personnel. After receiving support, the result of the speech at the meeting is likely to be: the financial staff said, "Mr. XXX, I have arranged the additional funds needed for production, so don't worry."
It is really not very skilled to bring it up for on-site discussion without prior communication and understanding.
6, the implementation of the plan control
No matter how good the plan is, if there is deviation in its implementation, it will not have a good result. In the annual plan, the time limit of the action plan should be carefully and scientifically arranged, and the important control periods/time points for later implementation should be explained, and quantitative indicators should be listed as much as possible for comparison and quality control.