proposal
1. The basic elements of a proposal
The types of proposals differ greatly in form and genre because of the different objects and contents. However, the composition of any kind of plan must have 8 basic elements: 5w2h1e, * * *:
what-the purpose and content of the plan.
who-planning related personnel.
where (where)-the planning implementation place.
when-the planning time.
why-planning reason and prospect.
how (how)-planning methods and operation implementation.
how much-planning budget.
effect-predict the planning results and effects.
any real proposal must have the above eight basic elements. It is worth mentioning that we should pay attention to the significance of how much and effect to the whole project. If we ignore the cost of planning and pay no attention to the prediction of the implementation effect of the plan, then this kind of planning is not a successful one. Only 5w1h's plan can't be called a plan, but a plan.
Second, the general format of the plan
The general format of the plan is as follows:
1. Name of the plan
The name of the plan must be clearly written. For example, the title of "How to Prevent Theft" is not complete and accurate enough, and it should be amended as "Anti-theft Plan for June-December 1994 in Chaoyang District, Beijing".
2. the name of the planner
the name, work unit and position of the planner should be clearly stated. If it is a collective plan, the names, work units and positions of all relevant personnel should be written.
3. the completion time of the plan
shall be truthfully filled in according to the date when the plan was completed. If the proposal is revised before it is finalized, in addition to filling in "completed on a certain day of a certain year, a certain month, and a certain day of a certain year, it should be revised and finalized."
4. Planning objectives
Planning objectives should be specific and clear. For example; From June to December, 1994, the number of thefts in Chaoyang District of Beijing decreased by 1%.
5. Contents of the plan
This is the most important part of the plan. Including planning reasons, prospects, problems, creative key and so on. The specific content varies with different types of planning, but it must be clear to readers at a glance. Don't be too detailed and miscellaneous, otherwise it will make readers feel boring. In addition, we should also pay attention to avoid the content of sophistry. 6. Budget table and schedule
Planning is a complex system engineering, which requires a certain amount of manpower, material resources and financial resources. Therefore, it is necessary to make a careful budget, so that when making all kinds of expenses, it is best to draw a table and list the expenditure contents of the general items and sub-items, which is not only convenient for accounting, but also convenient for later check.
The over-planning table is to make the whole process of planning activities seem to be a timetable, and clearly mark what to do, so as to check it in the future.
7. venues required for planning implementation
in the process of implementing the project, what venues, what kinds of venues and how to provide assistance should be explained.
8. Forecast effect
According to the information available, predict the effect after the implementation of the project. The effect of a good project is expected and predictable, and the result is often quite close to that predicted in advance.
9. References
All kinds of references, including newspapers, magazines, books, speeches, internal information of enterprises, government statistics, investigation reports, etc., which are helpful to complete this project should be listed one by one. On the one hand, it shows the responsible attitude of the planner, and on the other hand, it can increase the credibility of the project.
1. Other precautions
In order to make this project go smoothly, other important precautions should be attached to the business plan, such as:
the conditions for implementing this business plan.
support and cooperation from other departments must be obtained.
I hope that the business leaders will explain the significance of this case to all employees, so as to reach a * * * understanding and make full use of it.
The general format of the above proposal is summarized in Table 2-2:
General format of the proposal
Cover
(1) Name of the proposal
(2) The name of the planner is required to be specific. Clear
(3) Completion time of the plan
Text (4) Planning objective
(5) Planning content
(6) Budget table and schedule
Detailed content (7) Planning site
(8) Forecast effect
Attachment (9) Reference. :
Name:
Planning unit:
Planner:
Manuscript writer:
Completion date:
Foreword
With the development of economy and the renewal of ideas, people's living standards have gradually improved, and the consumption demand for health care products has also increased day by day, which has great market potential.
The market of oral liquid has been developed and impacted by "Sun God", which has ignited the fire of market growth in recent years. According to reports, there are more than 4 manufacturers producing oral liquid in China, with an output value of billions. Sun God, Wahaha and Robust occupy a strong market in Guangdong, and rising stars such as Natural Drink, Fushouxian, Yansheng Baobao Liquid and Taitai Oral Liquid also enter the market with strong offensive. It can be seen that the demand for oral liquid is great. The oral liquid with good curative effect is more popular with the public.
Therefore, how can Tiantianle oral liquid enter the Guangdong market and occupy a place in the face of powerful "Sun God", "Natural Drink" and "Fushouxian"?
1. Key points of this suggestion
1. In view of the fact that Tiantianle oral liquid has the characteristics of anti-aging, beauty and longevity, and that "Sun God" and "Wahaha" occupy the children's market, Tiantianle oral liquid should first face the market of adults, especially the elderly, with adults and the elderly as the key sales targets.
2. hold a product promotion meeting, carry out holiday giving activities, publish product advertisements through TV and newspapers, and quickly establish sales points, so as to make Tiantianle products well-known and convenient to buy.
3. In order to ensure that the products are not imitated, please register Tiantianle packaging graphics with the industrial and commercial department as soon as possible or apply for design patents (graphics and colors) from Liuzhou Patent Office.
4. Before new products enter the market, enterprises should introduce "CIS" (corporate image strategy system), change their original name from "Liujiang" to "Tiantianle", and develop new trademarks at the same time, so as to make the enterprise name, trademark and product trinity and appear in front of the society and the public as a whole.
5. The proposed implementation period of this proposal: 1993, October-1993 and December
6. The advertising budget of this proposal is RMB 41,.
2. Market analysis and research
1. According to statistics, the number of elderly people over 6 in Guangdong Province has exceeded 6 million, accounting for 1% of the total population, including 6, in the central city of Guangzhou and 3, in the neighboring city of Foshan. The elderly are a rapidly expanding consumer group. "Old people should live a long life", and its market prospect is broad.
2 The competition in Guangdong is fierce, and both business and official business are busy. In addition, environmental pollution makes adults prone to fatigue, illness and premature aging of some middle-aged people. "Be healthy in middle age" is expected to win the middle-aged market.
3 At present, the competition in Guangdong oral liquid market is fierce, and various oral liquids emerge in an endless stream, giving people a wide range of choices. Therefore, it is necessary to choose the right time and advertise the offensive to the society. Because people are not satisfied with general commodity advertisements and tend to spend emotionally, Tiantianle should seize people's consumption psychology, move people with emotion and strive for the market.
III. Marketing Mode
Tiantianle oral liquid is a new product put on the market in the second half of this year. Because of its scientific and reasonable formula and definite curative effect, although it has not been put on the market for a long time, its market potential and social demand are promising. In order to introduce the products to consumers, expand the Guangdong market and let the society know about Tiantianle Oral Liquid in a short time, we plan to select the key points and gradually expand them at different levels. The marketing methods are considered from the following aspects.
1. Give Tiantianle oral liquid to the Senior Citizens Committee. On the occasion of the annual Senior Citizens' Day, the Guangdong Provincial Senior Citizens Committee will hold a conference in Guangzhou to celebrate the 5th Senior Citizens' Day. Seize this opportunity, present 2 boxes of oral liquid to the Senior Committee, and initially establish the corporate image and the brand image of "Tiantianle" through the activities of respecting the elderly and showing love, so that Tiantianle can form a perceptual understanding among key sales people. The specific methods are as follows:
1. Give 2 boxes of Tiantianle oral liquid to the Guangdong Provincial Committee on Aging and distribute them to the old Red Army, old heroes, old models and veteran cadres who participated in the celebration of the fifth festival for the elderly.
2 factory leaders are invited to participate in the celebration activities, and the factory distributes promotional materials.
3. Please ask the General Assembly to make a unified slogan of the factory name.
4. Please invite the factory leaders to attend the lucky draw ceremony held by the conference and give away oral liquid prizes.
5 hold a promotion meeting in Guangzhou. Guangzhou is the main sales area of this product, and the consumption level in this area is relatively high, but at present, the market competition for health care products is fierce. Therefore, Guangzhou is the first choice for the breakthrough point.
6. The promotion meeting includes the factory leaders introducing the enterprise, the factory inviting relevant experts to introduce the prescription, pharmacology and clinical situation, and the distribution unit signing the contract. It is planned to invite relevant personnel from commercial and medical units and large department stores to participate.
7. scale and time: the scale is planned to be 25-3 people, tentatively scheduled for early December.
3. After promotion and advertising in Guangzhou, select some small and medium-sized cities step by step to expand gradually, and spend a small amount of money on advertising or promotion meetings in these areas. Select the second-level exhibition point.
3, 4, after advertising in Lingnan Pine magazine, hold a questionnaire activity on knowledge of Tiantianle in Lingnan Society magazine at the end of the year or early next year. Objective to invite relevant personnel to discuss the lottery through a quiz. According to the relevant social activities in Guangdong, sponsor and participate in relevant social activities appropriately, and gradually establish the corporate image.
4. Disadvantages and advantages in marketing
4, 1. Disadvantages
4, 1, 1. The main competitors such as "Sun God" have a long history, a large market, sufficient financial resources and enough advertising.
4. 1. 2. The enterprise is not well-known in Guangdong.
4, 1, 3 and Tiantianle are slightly more expensive (21 yuan per box) than products such as Sun God (about 1 yuan per box), Natural Drink (about 17 yuan per box) and Fushouxian (about 18 yuan per box).
4, 2, advantages
4, 2, 1, Tiantianle contains healthy tissue fluid of human placenta, which has its own characteristics.
4, 2, 2, the taste is good.
4. 2. 3. Sales in Guangxi are promising.
4, 2, 4, won the international gold medal in Beijing.
5. Advertising suggestions
5, 1. Setting strategies
5, 1, 1. In order to cause high advertising attention rate, people use suspense techniques and make use of human curiosity to attract attention to products.
5, 1, 2, highlight the enterprise's blessing and affection to society and people, and move people with emotion.
5, 1, 3, emphasize the unique personality of the product
5, 1, 4, take a back step and try to avoid exaggerated advertisements.
5, 2, advertising theme
5, 2, 1, please tell everyone that every day is coming.
5, 2, 2, everyone has the right to enjoy every day.
5, 2, 3, take the placenta essence, burn the morning glow of life.
5, 2, 4, the biggest drawback of this product: it can't cure all diseases, and the biggest advantage of this product: anti-aging, beauty and longevity.
5, 3, advertising copy: take the essence of placenta and burn the essence of life.
Tiantianle oral liquid is a pure Chinese medicine preparation which was developed exclusively by Guangxi Liujiang Pharmaceutical Factory after three years' painstaking exploration.
Tiantianle oral liquid is composed of more than ten kinds of precious Chinese herbal medicines, such as pearls, healthy placenta and wolfberry fruit. It has the effects of relieving convulsion, relieving fever, caring skin, resisting aging, promoting wound healing, improving anti-stress ability and improving immune function. Especially for all kinds of neurasthenia, anemia, post-illness disorder, elderly patients with physical weakness.
the biggest disadvantage of tiantianle oral liquid is that it cannot cure all diseases.
The biggest advantages of Tiantianle oral liquid are: anti-aging, beauty and longevity
6. Advertising design, production and release
6. 1. Newspapers
6. 1. It is planned to publish a series of advertisements in Yangcheng Evening News and Guangzhou Daily for seven times each. The specific methods are as follows: for three days in a row, once a week thereafter.
6, 1, 2, Guangzhou and Yangcheng Newspapers (counted as seven times)
(1) The area is 8x17.5cm, with black and white of about 91,42 yuan and set red of 124,446 yuan.
(2) The area is 12x17cm, with black and white of about 141,96 yuan and set red of 192,948 yuan.
6, 1, 3, newspaper advertisement design (omitted)
6, 2, magazine advertisement
6, 2, 1, it is planned to publish an advertisement once (one page) in Lingnan Pine, a magazine sponsored by Guangdong Committee on Ageing
6, 2, 2, and advertising price of Lingnan Pine: Seal 2: 7, yuan; Seal 3 6 yuan; 8, yuan for Feng Si. It is suggested to choose cover 3
6, 2, 3, and the magazine advertisement design should be designed after the advertisement is decided.
6, 3, TV advertisements
6, 3, 1. It is planned to be broadcast at the first-class time (P1/18: 31-22: 45) of Guangdong TV Lingnan Station and Guangzhou Station, once every night, and continuously broadcast for one month (3 times).
6, 3, 2, the cost is about 153. yuan, the production cost is about 15. yuan. (For example, Lingnan TV and Guangzhou TV continuously broadcast 3 times a month, and the cost is 153. yuan, while Zhujiang TV and Guangzhou TV are 195. yuan. If it is broadcast twice a night, it will be doubled).
6, 3, 3, TV advertising originality (see figure)
7, expense budget
7, 1, giving the activities of respecting the elderly to the Committee for the Aged: total expenditure: 23, yuan, of which: in kind: 2 boxes ×14.=17, yuan for media promotion, labor and activities, etc. yuan
7, 2, 2, media fees according to specific media charging standards
7, 3, promotion fees: both parties will determine according to the determined scale and requirements.
7, 4, corporate image design: including logo (trademark), product packaging, etc. 3, yuan (this expense is not included in the budget scope of this proposal).