How marketing managers write annual work summaries and new marketing plans

The marketing manager of the year-end company must write an annual work summary. But we must understand that the annual work summary is by no means a simple description of daily work: what to do and how to do it. It’s not because of the good sales volume, but because of the poor sales volume, it’s frustrated and criticized the review. The marketing manager should not be passive and instructed to write the annual work summary. Instead, he should actively and actively analyze the overall market situation and market operation in the system, deeply introspect and explore existing problems, and then propose the new year in a targeted manner. The marketing plan is the only way to ensure the sound and sustainable development of marketing. The two are closely related and closely related.

First, summarize the overall environmental status of the market this year, such as changes in industry market capacity, brand concentration and competition, changes in competitive market share rankings, changes in channel patterns and characteristics, changes in terminal patterns and characteristics, changes in consumer demand, The characteristics of regional markets, etc., aim to understand the current situation and development trend of the overall market environment, and grasp the pulse of the market environment.

Secondly, profound analysis of the main competing products in the market in terms of product series, price system, channel model, terminal image, promotion, advertising, marketing team, strategic partners and so on, to know each other and know what to do. The purpose is to find an excellent marketing model for benchmarking companies and to explore the gaps and deficiencies between themselves and benchmarking companies.

Finally, it is a summary analysis of its own marketing work, analyzing sales data, target market share, product mix, price system, channel construction, sales promotion, brand promotion, marketing organization, marketing management system, compensation and incentives. . It is necessary to carry out swot analysis on key projects, and strive to comprehensively system, the purpose is to extract the key problems existing and conduct preliminary cause analysis, and then it is possible to formulate corresponding solutions.

In the midst of the battle, the winner is thousands of miles away. The marketing plan for the new year is to emphasize the priority of the work, and systematically comprehensively plan and deploy the overall marketing work for the new year of the enterprise. However, we also need to understand that the annual marketing work plan is not a marketing plan, but a strategic work idea based on the annual analysis and summary. The detailed and detailed marketing plan needs to be decomposed into quarters or months to make it. Only in this way can it be realistic. .

Goal orientation is the key to marketing. In the marketing plan for the new year, the first thing to do is to formulate the marketing objectives, which are specific and data-oriented goals, including the overall sales target, cost target, profit target, channel development goal, and terminal construction goal. , staffing goals, etc., and refine the decomposition. For example, the sales target of the terminal products is decomposed into each region, each customer, each system, etc. according to the product; the circulation products are decomposed into each region, each customer, and the like.

The second is product planning. New product development plans and product improvement plans based on consumer demand analysis; analysis of regional leading products through sales data, production of regional product sales portfolios; production of regional products based on market characteristics of different regions and existing customer network resources Channel targeting. Then it is necessary to formulate a standardized price system, from the CIF price to the suggested retail price, including the price fluctuation range of all intermediate links. Sometimes it is necessary to formulate a price-level adjustment plan in conjunction with the product life cycle.

If the company still has a blank area to fill, or the existing distributor can not afford to sell new products, etc., you need to develop a regional investment plan or customer development plan. Terminal products also need to improve the Shangchao store development plan.

Then we will develop a brand promotion plan, aim to expand the brand influence, enhance the brand's well-known supervision, reputation, loyalty, and need to divide the terminal image construction, promotion activities, advertising, public relations activities, etc. to clearly promote the planning theme, promotion combination form

Finally, it is the marketing expense budget, which sets out the distribution ratio of each project cost, the distribution ratio of each product expense, and the proportion of cost allocation in each stage.

In this way, the overall annual work summary and the new annual marketing work plan can be considered complete and systematic. However, in order to ensure the smooth and efficient implementation of marketing, it is also necessary to cultivate organizational execution by strengthening key workflows and key systems from within the enterprise.