Outline of Integrated Market Reserch Plan
The General
Market research is an important part of marketing management, also is the premise of marketing strategy, marketing plan, is the guarantee of successful strategy and plan, the purpose of marketing research implementation specification is to provide data support for enterprise decision-making, marketing, research is to analyze market conditions, grasp the market opportunities, develop marketing strategy plan to the first level.
In order to make marketing research rules to follow, this specification is specially formulated.
This specification mainly applies to marketing center and its overseas branches, development department and planning department.Each department according to the specific situation, choose to use.This code relates to the implementation of external research projects and internal research standards.
Research process:
Propose research requirements according to decision requirements;
Relevant departments discuss and approve projects;
Organizing research;
To prepare research reports;
The research type
The research department shall conduct research according to the needs, and the research shall be classified as follows:
Market research (product status, competitive situation);
Consumer research (buying behavior, mentality, decision-making process, consumption evaluation);
Promotion research (advertising, promotion and channel strategy of similar products);
Product special research (product update forecast, other alternative products).
Research institutions
The daily market research tasks are undertaken by the following two departments:
The market center
Mainly responsible for the marketing environment (six aspects) research.
Through the induction of secondary materials;Data provided by front-line personnel and database establishment provide decision-making basis for company strategy decision, marketing planning and new product research and development.
Product Development Department
Mainly undertake product special research.Through secondary data, literature, experts, classification to establish a special database.
The decision-making department chooses the following methods according to its needs:
Special research of my department;
Entrust the marketing center and development Department to assist;
Collected through the field offices;
Report to the company, establish special research projects.
Establishment of research methods:
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Outline of Integrated Marketing Budget Plan
The general
Market demand forecast and budget are an important part of marketing management, the premise of marketing strategy and marketing plan, and the core part of project feasibility evaluation.The purpose of marketing budget specification is to determine the project requirements according to the enterprise business strategy;On the basis of market research, scientific and reasonable evaluation and prediction of market opportunities are made to provide scientific decisions for marketing strategy planning.
In order to make the marketing budget work to follow, this specification is specially made.
This standard is applicable to Marketing Department, general engineering office, planning department, development department, finance department, each department according to the specific situation, selective use.
Prediction process:
Industry Demand Forecast:
Company demand forecast:
Regional demand forecast:
Demand forecasting: Demand function
Market forecast: Expected market demand.
Market potential: The limit to which market demand tends in a given environment when industry marketing efforts reach infinity.
Company demand: The company's estimated share of market demand based on marketing efforts.
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Outline of Integrated Sales Plan
An overview
Overview of situation Analysis
Overview of Marketing Objectives
Overview of Marketing Strategy
Budget Strategy Overview
The situation analysis
Industry status
Industry and company business definition
Industry History
Advances in technology
The development trend
Industry development model
The demand curve
Per capita consumption
Growth potential
Industry characteristics
Distribution model and traditional channels
Industry regulations and management system
Typical promotion potential
Geographical features
Profit model
The company
History:
The business scope
Current scale, growth status, profit status
reputation
Competitiveness in different areas
power
weaknesses
Products/Services
The product description
Development and Experience
Product stages in different life cycles
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Outline of Integrated Marketing Channel Plan
The General
Marketing network is an important part of marketing management. One of the keys to the successful implementation of marketing strategy lies in the quality of network.In order to standardize the operation of marketing network, this specification is made.
This standard marketing network mainly refers to manufacturers, distributors, agents network.
This specification applies to all branches of Marketing Department and financial Department.
This specification does not cover customer networks (consumer networks).
Duties and responsibilities
According to the development stage of the enterprise, the Marketing Department set up the allocation of responsibilities, and strive to be safe, economic and efficient
Marketing: responsible for establishing distribution strategy, channel design, adjustment, evaluation, promotion and audit.
Sales: responsible for channel development, training, management, assessment and incentive
According to the development stage of the enterprise and the market situation, the marketing center set up channel planning supervisor responsible for channel design, adjustment, evaluation and audit;Sales center set channel supervisor, responsible for channel development, management and maintenance.
Distribution strategy management
Distribution strategy is a part of the enterprise's overall strategy.In order to survive and develop in the long run, enterprises choose to formulate appropriate distribution channel plan to guide the distribution management of the whole enterprise.
The Marketing Department organizes the formulation of marketing strategy and distribution strategy.
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Outline of Inlegrated Marketing Communications Plan
The situation analysis
market
The industry situation
Product categories
trend
competition
The primary competition
The secondary competition
General competition
Sales and market share
Promotion spending and advertising share
Enterprise situation
background
Sales/market share
Promotion spend/advertising share
Product record analysis
Brand and positioning image
Market segmentation - database analysis
Primary target market -- loyal users
Brand Networks that identify Consumers -- How to form consumer perception
How current customers/potential customers feel about the product
How to buy and use
Mentality and attitude towards products and brands
The feeling of the company behind the brand
Competitive advantage
Primary reasons for buying
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MAR6002CN_Outline of Inlegrated Marketing Communications Plan
MAR6002EN_Outline of Inlegrated Marketing Communications Plan
Outline of Integrated Advertising Plan
An overview of the
Premise - An overview of the information provided by the marketing plan
Overview of Advertising objectives
Overview of Advertising Strategy
Summary of the budget
The situation analysis
The current marketing situation of the enterprise (or product)
Business or industry information
Company product or service description
The stage in the product life cycle
Classification of goods
Competition or market positioning
A general description of the market
Sales records and market share
Description of consumer purchase process
Distribution method
The pricing strategy adopted
Marketing survey Results
Communication record
Target Market Description
Identify market segmentation
The main market
The secondary market
The market characteristics
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