What is the format and model essay of the proposal?

First of all, the cover

1, name of proposal

2. The name of the planner should be specific and clear.

3. Time for completion of the proposal

Second, the text

1, planning target

2. Planning Contents The main contents of this plan.

3. Budget and timetable

Third, refine the content.

1, planning site

2. Prediction effect

Four. additional

1, reference

2, other matters needing attention

Fan Wen:

XXX marketing and advertising plan

Name: XXX Marketing and Advertising Plan

Planning unit: XXXXXX

Planner: XXX

Author: XXX

Completion date: 1993 10 month

order

With the development of economy and the renewal of ideas, people's living standards are gradually improving, and the consumption demand for health care products is increasing, with great market potential.

The development and impact of "XXX" on the oral liquid market has ignited the fire of market growth in recent years. According to reports, there are more than 400 manufacturers of oral liquid in China, with an output value of billions.

There are "XXX", "XXX" and "XXX" who occupy the Guangdong market strongly, and rising stars "XXX", "XXX" and "XXX" also enter the market with strong offensive. It can be seen that the demand for XXX is great. And XXX with good curative effect is more popular with the public.

1, the main points of this proposal

1. 1. In view of XXX's characteristics of anti-aging, beauty and longevity, "XXX" and "XXX" occupy the children's market, XXX must first face the market of adults, especially the elderly, mainly adults and the elderly.

1.2. Hold product promotion meeting, carry out holiday giving activities, publish product advertisements through TV and newspapers, and quickly establish sales points. Ensure that "XXX" products are well-known and easy to purchase.

1.3. In order to ensure that the product will not be copied, please register "XXX" packaging graphics with the industrial and commercial department as soon as possible or apply for a design patent with Liuzhou Patent Office.

2. Market analysis and research

2. 1. According to statistics, the population over 60 years old in Guangdong Province has exceeded 6 million, accounting for 10% of the total population, including 600,000 in the central city of Guangzhou and 300,000 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.

2.2. The competition in Guangdong is fierce. Business and official business are very busy. In addition, environmental pollution makes adults prone to fatigue and illness, and some middle-aged people have premature aging. "Be healthy in middle age" is expected to win the middle-aged market.

3. Marketing methods

XXX is a new product put on the market today. Because of its scientific and reasonable formula and exact curative effect, although it has not been listed for a long time, its market potential and social demand are promising. In order to introduce the products to consumers in a short time, expand the Guangdong market and let the society know about XXX, we plan to choose the key points and gradually expand them at different levels. Marketing methods are considered from the following aspects.

3. 1. Give XXX to the Senior Citizens Committee. On the occasion of the annual "Day for the Elderly", the Guangdong Provincial Committee on Aging will hold a conference in Guangzhou to celebrate the fifth "Day for the Elderly". Seize this opportunity, present 20 boxes of XXX to the old committee, initially establish the corporate image and "XXX" brand image through the activities of respecting and loving the elderly, and let Tiantianle form a perceptual knowledge among key sales people. Specific practices are as follows:

3. 1. 1. Give 20 boxes of XXX 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 fifth celebration of the Day for the Elderly.

3. 1.2, invite factory leaders to participate in celebration activities, and the factory will distribute promotional materials.

3. 1.3. Please ask the General Assembly to make the factory name propaganda slogan in a unified way.

3. 1.4. Please invite factory leaders to attend the lucky draw ceremony held by the conference and present XXX prizes.

3.2. Hold a promotion meeting in Guangzhou. Guangzhou is the main sales area of products, and the consumption level in this area is high, but the competition in the health care products market is fierce. Therefore, Guangzhou is the preferred breakthrough point.

3.2. 1. The promotion meeting includes the introduction of the enterprise by the factory leaders. The factory invited relevant experts to introduce the prescription, pharmacology and clinical situation, and the distribution unit signed a contract. The plan invites relevant personnel from commercial and medical units and large department stores to participate.

3.2.2. Scale and time: The scale plan is 250-300 people, tentatively 65438+early February.

4. Disadvantages and advantages in marketing

4. 1, disadvantages

4. 1. 1, "XXX" and other major competitors have a long history, a large market, sufficient financial resources and sufficient advertisements.

4. 1.2, the enterprise is not well-known in Guangdong.

4.2 advantages

4.2. 1 and XXX contain healthy human placental tissue fluid, which is significant.

4.2.2, good taste.

4.2.3. The sales prospect in Guangxi is promising.

4.2.4. Won the international gold medal in Beijing.

5. Advertising suggestions

5. 1, set the policy

5. 1. 1, in order to attract high advertising attention rate, we use suspense to attract attention to products by using people's curiosity.

5. 1.2, highlight the blessing and affection of enterprises to society and people, and show affection to people.

5. 1.3, emphasizing the unique personality of the product.

5. 1.4. To say the least, try to avoid exaggerated advertisements.

6. Advertising design, production and release

6. 1, newspaper

6. 1. 1 It is planned to publish a series of advertisements in Yangcheng Evening News and Guangzhou Daily 7 times each. The specific method is as follows: publish it for three days in a row, and then publish it four times a week for one month (* * * seven times).

6.2, magazine advertising

6.2. 1. It is planned to publish an advertisement (one page) in Lingnan Pine, a magazine sponsored by Guangdong Committee on Aging.

6.3, TV advertising

6.3. 1. It is planned to be broadcast on Guangdong TV Station Lingnan TV Station and Guangzhou TV Station (P118: 31-22: 45), once a night, and continuously broadcast for one month (30 times).

7. Expenditure budget

7. 1. Donation to the Committee on Aging for respect for the elderly: Total expenditure: 23,000 yuan, of which: in kind: 20 boxes ×14.00 =17,000 yuan, media publicity, labor, activity expenses, etc. : 5000 yuan

7.2. Advertising expenses:

7.2. 1, the advertising planning fee (including series of creative designs and manuscripts) is 20,000 yuan.

7.2.2 Media fees shall be charged according to specific media.

7.3. Promotion expenses: both parties shall determine according to the determined scale and requirements.

7.4. Corporate image design: including logo (trademark), product packaging, etc. 30,000 yuan (this expense is not included in the budget of this proposal).

Extended data:

In the process of planning, it is not only a discipline, but also a good method to formulate logical thinking procedures to follow every step of completing the plan. A well-prepared plan can greatly improve the company's ability to continuously achieve various business objectives, which is the most beneficial approach for all owners (business owners and shareholders), employees and investors of the company.

There are various forms of expression of the plan, but in essence, the plan is a document that explains the company's long-term goal/overall goal, stage goal/sub-goal, business strategy and tactics. The purpose of the proposal is to explain the future development direction of the company, how to reach the destination and what will happen after the goal is achieved.