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Went to the autumn in October, went to the end of each company marketing From EMKT.com.cn planning. In October the company will usually started the second year of the annual marketing plan, including objectives, strategies, major events, costs and resource allocation. Here, Mexico to share with you yet, for three consecutive years for the D company's annual marketing plan case, expect to be for everyone, especially those just beginning to do annual planning company, providing a little bit of reference. I. Background D company is a well-known cosmetic companies in the world 500 Procter & Gamble, Unilever and other foreign-funded enterprises, the competition prestashop almost 20 years, is not they strive to become the domestic toothpaste industry has carried the tripod persons. Although D is a stock company currently has, but because it is derived from state-owned enterprise restructuring, doing the annual marketing plan, there are still many problems Second, the main problem first of all, the whole marketing planning is not systematic. Marketing Center does not integrate all the resources, the lack of systematic planning, so all departments are planning the annual work of the department, even the marketing department, sales department and sales support among the very great differences in annual planning; Second, the objectives and strategies, action plans lack logic linkage. The formulation of objectives and strategies associated with the lack of logic, goals to become empty talk; marketing strategy action plan is also a lack of support, when implementation of the Action Plan is particularly chaotic; third goal of a single, non-marketing objectives. Target is just a simple sales targets, non-marketing objectives, not the target market, sales process targets, there is no overall objective system; Fourth, strategy and action plan mix. Some strategies such as action plans, the lack of refining strategy is difficult to guide the action plan; and some action plan is not detailed enough, more like a marketing strategy, not landing more difficult assessment and implementation. At the same time implement the action plan is not responsible. Finally, the marketing budget difficult to control, lack of planning. Doing the budget, cost items are not unified, centralized difficulties; but also because of confusing names, the entire marketing budget is difficult to control, do not know what costs the more, what costs the least; in the use of fees, are too cautious in opening tight cost end of the year cost too loose situation. Third, the guiding ideology of the annual marketing plan in order to improve the problem, our annual marketing plan D company formed advisory cooperation. We focused on the status of D Company, the following guiding principles of cooperation. 1, long-term result of D Company's annual long-standing problem of marketing planning, while limited to the institutional factors, to conduct a thorough improvement of their annual planning problems require long-term cooperation. We signed a three-year cooperation period, mainly in the first year we, D supplement to the annual corporate planning; the second year is the annual joint planning; third Zeyi D company based, we as a guide to annual marketing plan. Actual operation from the rear view, three years of cooperation can solve the D company's long-term problems accumulated, made a very significant effect. 2, gradually progressive annual marketing plan to improve the standard of the first year, from extensive technology to standardization. Change the past, each department of marketing planning their own situation, establish a set of D Company standardization of the annual marketing plan, focusing on the annual marketing plan and criteria of the systemic. The next year, by the standard to precise. Precision performance in the annual planning of the objectives, strategies and action plans accuracy,virtuemart template, in line with the actual situation of the year D company, focusing on the precise guidance of the annual marketing plan. The third year, by the precision to the fine. Refinement of the annual marketing plan focused more on regional participation and guidance, and focus for the annual marketing plan to provide protection in the implementation. IV, the first year of operation, standardization, and D management in depth interviews and D companies of the past, the annual marketing plan analysis, we focused on the status of D company, has taken several measures to the company's annual marketing plan D transition from extensive to standardization. Measures one: to emphasize and clearly the meaning and principles of the annual plan. Annual marketing plan the company's sense of D major is: through the annual marketing plan, D is able to shift marketing marketing strategy strategic thinking; to clear the second year of the company's overall development strategy and operational objectives; to clear the various departments / centers The annual targets and matching resources; to clear the various departments / centers of the annual action plans; to guide the effective guidance of the various departments / centers of operation, allowing the company to the system in the second year of marketing. To formulate the annual marketing plan, we have enlisted prestashop the D company, and developed the following principles of an annual marketing plan, top-down principle, from the company to the marketing centers; from the marketing center to the various departments; from the sales department to the various regions to ensure that the annual marketing ideas, objectives, strategies and action plans can be decomposed and implemented step by step. 2, system integration and total scores with their plan to change the past situation, to plan the year from the company's overall marketing efforts, both the marketing department, there are production, finance and other departments involved; first determine the center of marketing objectives, strategies, and total resources , prestashopn the center of each department in accordance with marketing objectives, strategies prestashop resources, the goal decomposition of their respective departments and to develop strategies and action plans. Measures II: identifying the target system 1, the target system is perfect addition to sales and sales targets, but also increased the target market, including: brand objectives, product promotion goals; sales process goals, including: terminal channel objectives, customer development goals, regional market development objectives. To form a system of marketing objectives, rather than simply sales (amount) of the target, but also facilitate the completion of the process control target 2, regulate the targeting, changing the simple executive order. D company targeting the previous executive order is based on the company with How to set annual goals? We think that we should from prestashop industry trends, company performance and the overall performance of the various departments to analyze prestashop D company is facing internal and external conditions, and then re-established under these circumstances the annual marketing objectives. According to AC Nielsen data and our D Company the previous year's sales data, analyze trends in the toothpaste industry, the company's operating condition, D; and were reviewed sales, marketing, sales support the work of the performance; the use of SWOT analysis model , of D Company of the advantages and disadvantages, opportunities and threats, determine the out years of marketing guidelines and direction, and turning them into the annual marketing objectives.

measures three: focus on goals, develop strategies prestashop action plans

targeting annual marketing plan, the more the core job is to determine the marketing strategy and action plan, which is the important annual marketing plan in the weight. The first is the center of marketing objectives, strategies and the development of key marketing issues. As we aim to determine the perfect system, we develop marketing strategies to focus on the achievement of objectives was drawn up. Marketing strategies were developed, including: brand development strategies, product promotion strategies to help sales promotion strategies; sales strategy: including customer development strategy, the terminal channel development strategies, regional market development strategy, sales management strategy. These strategies must focus on setting goals, and strategy is a highly condensed summary of the passage, rather than the detailed description of the Action Plan. In strategy formulation, we then focus on strategies to develop a major marketing center marketing issues. These issues are the focus of marketing companies in the coming year, concentrating on the few issues to reach the target to play a role in 50-60%. And both support the marketing strategies of these matters, but also on marketing center action plans of various departments under the jurisdiction of the guidance. So they are neither able to summarize,prestashop, not to be too detailed. Followed by the various departments of the objectives, strategies and action plans. Thanks to the Marketing Center's overall objectives, strategies and key issues, break down the various departments and the target marketing strategy and the strategy of the sector, to develop their own departmental goals, strategies and action plans. In the department's annual planning, more focus on strategy and action plan for accuracy and detail. Four measures: cost of the first year because of budget before the D company names confusion exists in the budget with tight, too loose, we started from the first specification of its marketing budget, it is known as 1, standard cost categories according to the marketing process, we will costs be divided into three categories: basic costs, consumer costs of brand development, channel development costs. Which is the basis of costs: personnel and administrative costs, storage costs; consumer brand development costs is the online and offline costs, including media costs, promotion costs, also to marketing development costs, including rebate traditional channels, sales policies, costs, and the modern channels of various fees, travel expenses and the sales staff. In determining the cost of three categories, we further refine the cost of items in each category, so do expenses, centralized management of a unified, cost control and for the future budget setting to do the underlying database. 2, the cost allocation stability and change allocation of costs of the previous three years combined experience, according to market trends and changes in marketing strategy, adjusted for cost allocation. In general, the requirements of stability and change, not virtuemart template a drastic change, requiring changes in individual cost no more than 15%. 3, the relative concentration of planning major cost compared with foreign companies, D costs of the company's marketing is still relatively limited, the main marketing issues to ensure achievement of business, we propose the relative concentration of the major costs of planning, the past, the media by the local planning costs, channel costs focus to the marketing center of unified planning, to ensure the pooling of resources. 4, process monitoring, appropriate adjustment costs to establish quarterly monitoring evaluation system, marketing expenses in accordance with the quarterly payment, so that timely adjustments. Given D immaturity in marketing planning, we have standardized in the first year the annual marketing plan, the following steps to the main points of operation 1, we provide marketing center's annual planning templates, centralized analysis of data, to work out the annual marketing ideas and direction. In determining the ideas and direction, and then discuss with the D company marketing center objectives, strategies and key issues to determine the annual planning marketing center. 2, we are marketing center under the jurisdiction of the various departments to provide templates, marketing centers by the department under the plan, in our counseling, first drawing up the annual marketing plan, prestashop then focus on the case was finally heard. 3, in determining the annual planning of various departments, will be the center of the build-up and marketing, will become the headquarters of the marketing plan. The first year focused on the marketing planning and marketing center under prestashop jurisdiction of various departments, each sales region prestashop the annual planning is not mandatory requirements. The next year, the successful completion of precision in the first year after the annual marketing plan, D company's management have honed in the marketing plan, whether consciously or methods have been greatly improved. So the second year of the annual marketing plan, we not only optimize the first year of the planning template, but also focus on grasping the following two points to ensure that the annual marketing plan to enhance precision. 1, to discuss strategies to increase the first year will be completed by our data analysis and marketing ideas, determine the direction, get the strategy discussed, determined, and focus on the marketing ideas, direction into goals, focus on the company's marketing strategy to do discussion. Expand the policy discussion of the participants, the company's middle managers, some provinces and managers into the meeting, to discuss the identified strategies to ensure the strategy's effectiveness and accuracy. 2 year plan focused on managers of various departments and provincial level planning is the first year will focus on the marketing center and the various departments of the annual planning, to ensure the standardization of annual planning at the headquarters. The second year of the annual marketing plan to enhance the precision, we propose to focus on the planning of the various departments and provincial managers to determine the annual plan. We are in the development of the company's total annual planning, to absorb part of the province of managers involved; followed by the use of the national conference on the annual plan for each province, one by one manager, The third year, fine D company after two years of the annual marketing planning and consulting services, more involvement of provincial managers, carried out in the third year marketing plan appears to be getting on. Increase the annual marketing plan to achieve the refinement of our guiding idea is to simplify the marketing center of the annual plan, to focus more on key areas of annual planning, implementation of the key areas of the annual planning more sophisticated. 1, simplified marketing plan in the past year the center's marketing center plans to spend a year or so months, the company's annual marketing plan in the D more and more mature, we are marketing center to simplify the annual plan, first, to the marketing center analysis of some simplification, not exhaustive; Second, focus on marketing the center to determine the objectives, strategies, go beyond the main issues, could not proceed with the planning, this part of the refinement by the various departments. 2, fine annual marketing planning in key areas of key areas, the company sales department, provincial managers and our consultants, and common to the region and the dealers, distributors to develop the region's annual marketing plan, details of the implementation of regional the annual work, and gradually incorporated into the annual marketing outstanding dealers in the planning system, and the company projects another V. Conclusion After three years of cooperation in the post, D Company has been able to regulate, the scientific development of annual marketing plan; and operation of the previous two years, each department has a clear each other's strategies, action plans; companies made a historic breakthrough in the previous two years, the domestic toothpaste market continued to carry the tripod.