Because the essence of planning is out of nothing and changeable, in principle, a planning should not have a fixed format, structure and outline.
However, it is difficult for inexperienced planners to understand the format or structure of the project. Therefore, according to the different nature, this paper has compiled several common projects with different formats for planners to refer to when writing projects. In fact, the format of these plans is also of reference value to senior planners. Based on these formats, planners can increase or decrease according to their own needs to perfect a new format that they are satisfied with.
Format 1, general plan
(1) Each project is called.
The name of the project must be clearly written. If the name "How to guard against theft" is not complete and clear enough, it should be revised as "community anti-theft project in a city 65438+June 0990 65438+February."
(2) the name of the planner
The name, subordinate unit and position of the project sponsor shall be stated. If it is a planning group, write the name, unit and position of each member. If anyone outside the company is involved, it should also be listed.
(3) Project completion date
Fill in according to the date of project completion. If it is a revised and finalized project, in addition to "completed on a certain day in a certain year", it should be added with "completed on a certain day in a certain year" and "revised on a certain day in a certain year".
(4) Project objectives
The clearer, more specific and more ideal the goal of the project will be.
(5) A detailed description of the project.
This is the focus of this paper and the most important part of this project. The content of the project must include: planning origin, background information, problems and opportunities, creative key, etc. , have a detailed explanation.
(vi) Predictive effect
The expenses required for the implementation of this project and the scheduled schedule, as well as the necessary manpower and equipment are listed in detail.
(seven) according to the information at hand, predict the effect after the implementation of the project. The effect of a good enterprise draft can be expected and predicted, and its result is often quite close to that predicted in advance.
(8) References
Various reference materials that are helpful to complete this project, including: newspapers, magazines, books, speeches, internal information of enterprises, statistical information of government agencies, etc. , should be listed, which shows that the responsible attitude of planners can increase the credibility of the project.
(9) A brief description of other records.
Because there must be more than one way to achieve the goal, there will be some plans under the encouragement of many ideas. Therefore, in addition to explaining the reasons for choosing this scheme in detail, other records should also be listed to avoid unexpected situations.
(10) Other precautions
In order to make the business plan go smoothly, other important matters need to be added to the business plan, such as:
Conditions for implementing this project
It is necessary for others to explain the significance and importance of this project to all employees in order to cultivate the knowledge of the group.
Format 2 Marketing Plan
The structure of marketing plan can be divided into two parts, one is the analysis of market conditions, and the other is the plan text. Market situation analysis
In order to know the size of the whole market and the competitors, the market situation analysis must include a list of 14 items.
1, the size of the whole product market.
2. Comparative analysis of sales volume and sales value of competitive brands.
3. Comparative analysis of sales volume of competitive brands and sales value of counterfeit goods in various business channels.
4. Comparative analysis of market share of competitive brands.
5. Analyze consumers' age, gender, native place, occupation, education level, income and family structure.
6. Comparative analysis of the advantages and disadvantages of famous competitive brand products.
7. Comparative analysis of market segmentation and product positioning of competitive brands.
8. Comparative analysis of advertising expenses and advertising performance of competitive brands.
9. Comparative analysis of promotional activities of competitive brands.
10, Comparative analysis of public relations activities of competing brands.
1 1. Comparative analysis of sales channels of competitive brands.
12, Comparative Analysis of Competitive Brand Sales Strategies.
13, analysis of the company's operating structure.
14. Profit and loss analysis of the company in the past five years.
Project text
A complete marketing plan, in addition to detailed market analysis data, must also include the company's main policies, sales objectives, promotion plans, market research plans, sales management plans, profit and loss estimates and other six major items. These six items are the text of the marketing plan, which are explained separately below.
(a) the company's main policies
Before drawing up the marketing plan, the planner should communicate and confirm with the company's top management on the company's future business policies and strategies, so as to determine the company's main policies. The following are the details to be discussed by both parties.
Determine the target market and product positioning.
The sales goal is to expand market share or pursue profit.
Whether the price policy adopts low price, high price or follows the price.
Is the sales channel direct sales, distribution or both?
Advertising performance and broad 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 in a certain period of time.
A complete sales target should quantify the target, cost and time limit.
After quantifying the sales target, it has the following advantages:
1 can be used as the basis for auditing the success or failure of the whole marketing plan.
2. It can be used as the standard of performance evaluation and the basis of rewards and punishments.
3. It can be used as the basis for the next sales target.
(3) Promotion plan
The purpose of the planner's promotion plan is to help achieve the above sales targets. The promotion plan includes three parts: objectives, strategies and detailed plans.
1, target
Planners must clearly state the goals of their promotional activities to help achieve the sales goals of the whole marketing plan.
2. Strategy
After determining the goal of the promotion plan, the next step is to formulate a strategy to achieve the goal. The strategies of the promotion plan include advertising effect strategy, media application strategy and public relations activity strategy.
(1) advertising performance strategy: according to product positioning and target consumer groups, determine the advertising performance theme. In the previous example, then the theme of advertising performance must improve brand awareness.
(2) Media application strategy: There are many kinds of media, including newspapers, magazines, TV broadcasts, leaflets, outdoor advertisements and car advertisements. What kind of media do you want to choose?
(3) Promotion strategy: the target of promotion, various ways of promotion, and various promotion activities, and what is the desired effect.
(4) Strategy of public relations activities: various ways of public relations activities, the objects of public relations, and the purpose of holding various public relations activities.
3. Detailed plan
Explain in detail the details of implementing each strategy.
(1) advertising performance scheme: newspaper and magazine advertising design, TV advertising CF script, radio broadcasting, etc.
(2) Media utilization plan: newspapers and periodicals should choose popular or professional newspapers and periodicals, as well as publication date and page size. Television and radio advertisements, selected program time and time.
(3) Promotion plan: including POP, exhibition, demonstration, award, lottery, sample presentation, tasting, discount contest, etc.
(4) Public relations activity plan: including shareholders' meeting, company news release, company internal publications, staff association, love activities, contact with the media, etc.
(4) Market research plan
Market research is a very important part of marketing planning, because the market data and information obtained from market research are the most important basis for analyzing and judging marketing schemes. In addition, most of the 14 data in the first part of market analysis mentioned above can be obtained through market research, which 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, but they are stingy with market research, which is quite wrong.
(5) Sales management plan
The sales management plan includes the personnel of the sales supervisor system, the sales plan, the selection and training of sales personnel, the incentive of sales personnel, the salary system of sales personnel, etc.
(VI) Profit and loss forecast
In the final analysis, the sales target that any marketing plan hopes to achieve is the pursuit of profit, and profit and loss estimation is to estimate the pre-tax net profit of products in advance.
As long as the estimated total sales of products are deducted from the sales cost, operating expenses and innovation expenses, the pre-tax net profit of products can be obtained.
Format 3 New Product Development Plan
Internal consideration
(A) the choice of new products
Market intelligence. The nature of the new product. Estimate the potential market. Consumers accept this possibility. The amount of interest rate.
(2) Re-study of new products
Competition of similar products. Estimate the growth curve of new products. Research on product positioning.
Research on packaging and style. The study of advertising. Promotion research. Information about the manufacturing process. Product cost. Legal considerations. The possibility of success.
(3) Market plan
1, product plan
Determine the product positioning. Establish the target market. Quality and composition. Sales area. Sales quantity. New product launch schedule.
Step 2 name
Product naming. Trademarks and patents. Label.
Step 3 pack
The appearance is consistent with the product value. Product use. The style of installation. Cost.
4, personnel marketing
Sell skills and materials. Incentive measures.
Step 5 promote sales
New product launch conference. Various exhibition activities. All kinds of prize-winning activities.
Step 6 advertise
Choose an advertising company. The focus of advertising appeal. Advertising budget and timetable. Predict the effect of advertising.
7. Public relations
Public relations with relevant institutions. Public relations with upstream and downstream manufacturers. Labor relations in the company. Public relations with various media.
8. Price
Determine the price of new products. Discuss the profits of companies and consumers. Discuss a reasonable price policy.
9. Sales channels
Direct selling. Dealer. Chain store Supermarkets. Big department store. retail store
10, store display
Shop layout. Point of purchase display advertisement
1 1, service.
After sales service. After sales service. Handling of complaints. Training of various services.
12, product supply
Imported or locally manufactured. Quality control. Packaging. Safety stock of products.
Product supply plan.
13, transportation
Means of transport and systems. Conditions for maintaining good quality during transportation. Freight estimate. Loss rate. Control and disposal of consumer goods. Handling of returned goods.
14, credit management
Accounting procedures. Credit investigation. Understanding of bills. Credit limit. Collection skills.
15, income statement
Operating income. Operating costs. Operating expenses. Net profit before tax and net profit after tax.
external factor
(A) consumer behavior research
Demand, motivation, cognition and attitude of buyers.
Purchase decision makers, influence decision makers, product buyers and product users.
Time of purchase.
Place of purchase.
Quantity and frequency of purchases.
Buyer's income.
(2) Relationship with consumers
Product features and consumer interests.
The potential purchasing power of consumers.
(3) Comparison with competitors
Company size and organization. Management system. Salesman's standard. Product features and packaging.
The cost of the product. Price. Financial capacity and production capacity.
(4) government, social environment and cultural background
The law stipulates. Economic trends. Social structure. Population. Education. Cultural level. National income and living standard. Social customs and fashions.
Format 4 advertising plan
(A) market analysis
The size of the current market. Current market share. The future potential of the market. Visit situation. The situation of each competitive brand.
Consumer analysis
Decision makers, influence decision makers, buyers and users. Characteristics of consumers. Number and frequency of purchases by heavy and light consumers. Time for consumers to buy. Where consumers buy. Consumers' buying motives. Sources of data purchased by consumers. Brand conversion.
Refers to the degree of purchase. Brand loyalty. Consumer's use of products.
(3) product analysis
The life cycle of a product. Quality and function of products. Price. Packaging. High season and low season of products. Substitution of products.
Enterprise analysis
The history and business projects of the enterprise. The position of enterprises in the same industry. The impression that enterprises give consumers. The characteristics of enterprises and the advantages and disadvantages of competition. The position of this product in the company.
(5) Promotion analysis
Comparison with competitive brand advertisements. Compared with the sales of competitive brand personnel. Comparison between promotion and competitive brands. Comparison with competitive brand services. Comparison with competitive brand public relations.
(6) Problems and opportunities
(7) Market strategy
Target market. Market positioning.
(viii) Product strategy
New product development.
(9) Advertising strategy
1, target
Set the target level Set the target value to be achieved.
2. Set the object of appeal
The characteristics of the appellant: the general situation of media contact with the appellant.
3. Time and region
The duration of the advertising campaign, the weight of the advertising campaign and the area of the advertising campaign.
4. Budget
Budget allocation in different budget allocation areas during the total budget period
(10) advertising performance
Product features to be conveyed by advertisements. Characteristics of advertising media that choose the mode of communication.
(1 1) media strategy
Set the target of media: newspapers, TV, radio and magazines.
What kind of media do you choose? Select a media unit. The number of press releases is unclear.
(12) attachment
Newspaper manuscript and magazine manuscript CF
Format 5: Staff Training Plan, Education Training Plan
(1) Training needs assessment
Learning needs motivation to be efficient, so we should first evaluate the training needs.
Training should take into account the needs of the company and employees.
Through the investigation, we can understand the training needs of employees.
(2) Training planning and promotion personnel
Employee education and training must be top-down to be effective.
The training plan should not only get the participation and support of the supervisor, but also be vigorously promoted by the supervisor, otherwise everything will be empty talk.
(iii) Sources of funds
Education and training is a long-term investment.
The company should make an annual budget to support all kinds of training.
(4) Training objectives
Determine the training objectives. To meet the requirements of the company? Personal needs of employees? Or cooperate with the promotion of new works?
Long-term goal or short-term goal.
Trainees must fully understand the training objectives.
(5) Training period
Routine training
Irregular training
The off-season is a good time for training.
(6) Training methods
Traditional teaching methods.
Discussion mode
Role-playing mode
The above three methods are suitable for group training, and individual training can participate in seminars outside the enterprise.
(7) Curriculum design
It aims to meet the training needs and achieve the training objectives.
Be sure to fully communicate with the lecturer in advance.
Courses should focus on practice and avoid theorization and unrealistic.
(8) Hiring lecturers
Select or employ outstanding cadres from the company.
Instructors must fully understand the trainees and training objectives.
Please ask the lecturer to write the teaching materials in advance.
Familiarize the lecturer with the teaching place in advance.
(9) Training places
Own or rent.
Spacious, quiet and light are the precautions.
The platform, microphone and blackboard are important teaching AIDS.
(10) Training effect evaluation.
In principle, the training results are evaluated according to the training objectives.
After the training, you should test the monster to find out how much the students have absorbed.
Observe the growth and work effect of the training to evaluate the results of the training.
(eleven) reward system
Those who do well in the test will be awarded prizes and bonuses to motivate them.
Test scores are included in individual performance appraisal.
Those with excellent personal growth and work performance after training will be given priority in salary increase or job adjustment.
Format 6 Sales Staff Training Plan
Significance of training
Who will be a salesman? The general view is that both cats and dogs can be salesmen. In other words, only those who can't find a good job and have no choice will become salesmen.
Due to the worship of the above concepts, general companies do not attach importance to the training of salesmen. After the new salesman reports for duty, he will give them a product introduction, several product manuals and price lists, and then go out to promote sales. The training of salespeople is so sloppy that it is certainly impossible to expect good performance.
Later, the company's operators and business executives gradually discovered that sloppy training made the salesman and the company suffer losses. They gradually understand that in order to require excellent performance of salespeople, new employees must be trained strictly and comprehensively. Just like soldiers on the battlefield, it is like a mess without training; Only after strict training and high morale can we win the battle.
Purpose of training
Rich commodity knowledge and exquisite sales skills are the two cornerstones of any successful salesman. Therefore, the main purpose of new salesman training is to instill commodity knowledge and impart excellent marketing skills, such as; The characteristics of goods, the benefits that goods bring to customers, the target of new products entering the market, the methods and steps of new products entering the market, etc.
In addition, trained salespeople will abandon their professional inferiority and have self-esteem and confidence in themselves.
Elements of training
First-class salespeople are not born, but cultivated and trained. When drafting the salesman training plan, at least 5W and 1H should be included.
What are 5W and 1H? That means: why? Who (who)? What time? Where (where)? What (what)? How?
(1) Why?
Training and education of new salespeople.
On-the-job continuing education of salespeople.
Corrective training for problem salespeople.
(2) Who?
1, who has been trained?
Newcomer or incumbent?
Normal salesman or problem salesman?
What is the educational procedure for trainees? Gender? Age?
Number of trainees
2. What is the lecturer?
Head of business department? Head of training department? Or, an excellent salesman?
Lecturer of external management company or professor of university.
The above two items can be used alternately according to actual needs.
(3) When?
According to the same object, consider training time and training time.
1, training opportunity
New employees and new salespeople must be held immediately after entering the company.
On-the-job salespeople should receive continuing education at least once a year.
When on-the-job sales encounter difficulties, individual or group discussion training can be adopted.
2. The length and length of questions during training.
The time for a new salesman varies from one week to several months.
The continuing education of on-the-job salespeople takes about seven to ten days.
Individual and group discussion training for problems ranges from one hour to several hours.
(4) Where?
Meeting room, dining room, auditorium, etc.
If the company is easily disturbed, it can be rented from a business management consulting company.
If you attend the training that requires accommodation for a few days, you need to make other arrangements.
(5) What?
The inner space of training includes: knowledge, attitude, skills and habits.
1, knowledge
Basic knowledge; The evolution, rules, policies, organization, welfare, business philosophy, location of branches, location of factories, etc.
Commodity knowledge: commodity name, category, price, quality, performance, characteristics, raw materials, ingredients, design, structure, manufacturing technology, expiration date, use method, etc. In addition, market status, competitive commodity information, relevant laws and regulations, etc.
Practical knowledge; Valuation methods, purchase orders, contracts, payment orders, receipts, invoices, checks, promissory notes, etc.
2. Attitude
Attitude towards the company; Proud and absolutely loyal.
Attitude towards products; It's worth the customer's money.
Attitude towards customers; Meet their needs.
Attitude towards others; Like others and believe that human nature is good.
Attitude towards oneself; Absolute honesty, full of confidence and self-esteem.
Attitude towards the future; Seek truth from facts and be optimistic.
3. Skills
How to sell yourself?
Methods of developing potential customers.
Preparations before the visit.
Skills of meeting customers.
Talk about Ken's skills.
Skills of demonstration.
Selling skills.
Credit investigation and collection skills.
Skills to deal with rejection.
Skills of handling customer complaints.
Step 4 get used to it
Set goals, work plans, time management, visit reservation forms, visit record forms and self-training.
(6) How to proceed?
Training methods can be group training or individual training.
1, group training mode
Traditional teaching methods
Case study method
Role-playing mode
2. Personalized training methods
That is, individual training is adopted, which is often used in the training of problem sales personnel or on-site sales training.
(7) Teaching materials and teaching AIDS
1, textbook
Handouts, reference books, courses, teaching evaluation forms, case discussions, lecturer self-evaluation forms, role-playing analysis evaluation forms, etc.
2. Teaching AIDS
Blackboard, chalk, wall charts, loudspeakers, projectors, slides, films, audio tapes, etc.
Training stage
Salesman training can be divided into the following five stages;
(A) psychological preparation
Emphasizing the training of salesmen is of great benefit to the company and to him personally. Never let salespeople feel compelled to train, because only salespeople have a strong desire to learn can they achieve the maximum effect of training.
2. Description
What does the salesperson want to do? Why do you want to do it? How? Make it clear in the training course.
(3) Demonstration
After explaining in detail and ensuring that the trainees fully understand, they must prove it with actions. Because demonstration is not only easier to understand than oral explanation, but also will not be misunderstood.
(4) observation
The above three stages belong to "knowledge", and after "knowledge", we must "do". If you haven't done it, "knowledge" equals "ignorance"
On-site sales visit is an important training stage for salesmen, and it is usually observed by senior salesmen. If you don't understand, guide immediately; If it is wrong, correct it immediately.
(5) supervision
Supervision is the evaluation of the training effect. How effective has the training been? Does the course content need to be supplemented? How did the lecturer do? How many new salesmen meet the standard? What is the shedding rate?
Format 7 Public * * * Relationship (PR) Project
Targets and target groups
(A) the objectives of public relations
The first part of public-private relationship planning is to determine the actual work objectives.
The goal of public relations must be rooted in the results of public relations survey.
The contents of the public * * * relationship survey include: (1) the company's organization, the company's overall goal, development direction, personnel quality and current main work. (2) Understand the image of the company in the eyes of consumers. (3) Understand the relationship between competitors.
(2) Target groups of public relations.
After setting the goal of public relations, you should choose the target group according to the goal.
The target groups of public relations include: consumers, communities, employees, distributors, suppliers, media and so on.
According to the importance of the selected target groups, divide the order of the target groups, for example; Major influencers, secondary influencers, secondary influencers, etc.
Media and activities
After the establishment of the target group, you can choose the media and activities for the target group;
(A) the media of public relations
1, mass media
newspaper
TV
magazine
broadcast
2. Minority media
Oral communication; Such as speeches, meetings, interviews, telephone contact, etc.
Written communication; Deliver letters, posters, leaflets, etc.
3. Media produced by the company
Corporate publications, company profiles, books, videos, audio tapes, slides, etc.
(2) Public relations activities.
1. Consumer-oriented activities
Organize various consumer groups to visit the company and let them know about the production process and enterprise scale.
Introduce the company's business philosophy, struggle course and management style to the public through newspapers, television, magazines, radio and other mass media.
Publish biographies of companies or founders, and introduce the management and struggle ideals of enterprises.
Continuously improve the quality of service and set up a special agency to answer all questions about the company's products.
Cooperate with the company's products, publish public welfare manuals and give them away in large quantities. These public welfare manuals.
Pay attention to complaints and set up specialized agencies to handle all kinds of complaints and appeals.
Chengchan Foundation sponsors or organizes sports activities, cultural activities, educational activities, charitable activities and other public welfare activities.
2. For the public in community activities.
The difference between consumers and communities is that the former refers to the whole country, while the latter refers to people in a region or city.
Through community newspapers and radio stations, let the community know about Zaye's operation, especially the treatment of public hazards such as waste gas, waste water and noise that they are most concerned about.
Through various leaders and opinion leaders in the community, the public in the community can understand the awareness of the existence of enterprises and their contributions to the community.
Provide funds to improve the level of community medical care, such as holding health talks, community disinfection, free clinics, etc.
Provide funds to improve the education level of the community, such as holding various skills and language workshops and continuing education for the elderly.
Provide funds to enrich the cultural life of the community, such as holding cultural lectures, exhibitions, concerts, ethnic dances, etc.
Provide funds to organize various sports activities to improve the sports level of the community.
Provide funds to strengthen the environmental awareness of the community and improve the quality of life.
In case of fire, flood, car accident, theft, disease and other accidents in the community, go to the rescue and express condolences quickly.
Sponsor other community public welfare activities.
3. Activities of company employees
Through internal publications, employees can learn about the company's business and future development goals, personnel changes, employees' work performance, employees' living conditions, and the revision and change of management regulations.
Establish employee proposal system and solicit employees' opinions.
Organize home visits to employees to understand their living conditions and work difficulties, and take the opportunity to ask employees for their opinions on the company.
Set up a suggestion box and pay attention to employees' opinions and suggestions.
The company must show great concern for employees' weddings, funerals, celebrations and injuries, and express congratulations and condolences in time.
Organize recreational activities, such as outing, sports meeting, singing and dancing.
4. Dealer activities
Arrange them to visit the factory, let them know about the production process, capacity, quality, quality, etc., and let them have confidence in participating enterprises.
Cooperate with dealers to handle customer complaints.
Organize distribution training activities to increase their product knowledge and marketing skills.
5. The main purpose of understanding and supporting the media is to gain public understanding and support for the project through media reports.
Public relations personnel must thoroughly study the basic characteristics of news, such as timeliness, proximity, particularity, importance and human touch.
The media are most afraid of being used by enterprises to promote enterprises, so public relations personnel should not only know the characteristics and styles of each media, but also have a deep understanding of the "news" they need.
The job of media reporters is to interview and dig news, and public relations personnel must provide the news or news clues they want in time.
The secret of establishing friendship with media reporters is "sincerity".
Budget and Evaluation (1) Public-private relationship budget
Make a budget for the activity mode of public relations.
Control the budget and schedule in time according to the public relations objectives.
(B) Evaluation of the effectiveness of public-to-public relations
Check the objectives and achievements of public relations and write an evaluation report.
The evaluation report explains the success and failure of this public relations project in detail, and reviews the reasons for success and failure, so as to serve as a reference for future project formulation.
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