Planning design plans for automobile marketing

Planning a design plan for automobile marketing

In order to ensure that things or work are carried out smoothly, it is often necessary to prepare a plan in advance. The plan is to clarify the time, location, purpose, and expected effects of specific actions. Planning proposals such as budget and methods. So how should a plan be formulated? The following is a design plan for planning automobile marketing that I have carefully compiled. I hope it can help everyone.

Design plan for planning automobile marketing 1

1. Activity background

Since the promulgation of many national policies, automobile sales declined in the first half of xx, and the overall market Showing depression. The Mid-Autumn Festival and National Day are the shopping seasons for Chinese people and the peak season for the automobile market. Promotional activities are held here to stimulate consumers, boost sales, and complete the annual tasks.

2. The purpose of the Mid-Autumn Festival car promotion activities

To stimulate consumers, boost sales, and complete the annual tasks.

3. Activity Theme

"Mid-Autumn Car Buying Gifts and National Carnival" Theme Promotion

4. Activity Time

XX Year 9 September 1st - September 18th

5. Activity target

Potential customers, car buyers

6. Activity content

1. During the promotion period, anyone who purchases designated car models can get a discount of up to 20,000 yuan.

2. During the promotion period, anyone who purchases a car model from this site will receive a car ornament or a car maintenance card worth more than 1,000 yuan.

3. During the promotion period, anyone who purchases any car can participate in the lucky draw of the Mid-Autumn Festival event and receive Mid-Autumn gifts (gifts include car pads, car perfume, car gifts, moon cakes, etc.).

7. Advertising

1. Large advertisements in the automotive columns of major newspapers

2. Local TV advertisements

3. Outdoor vehicle mounts Advertisement

4. Elevator advertisements in office buildings

5. Advertisements on major automobile portals

8. Activity budget

xx RMB. Specific cost: xx

9. Supplementary issues of activities

1. Group personnel into responsibilities and work together.

2. Make emergency plans.

3. The purpose and purpose of the activity should be clearly stated to the staff.

10. Activity summary

1. After the activity is over, evaluate the effect of the activity

2. Recalculate the activity costs.

A good Mid-Autumn Festival car promotion plan requires not only a clear overall activity framework, but also a detailed analysis of the process. For example, the cost budget in Parts 8 and 9 should be as detailed as the cost statistics of a gift; the personnel arrangement in Part 9 should be as detailed as a specific person. The Mid-Autumn Festival activity plan must be completed as early as possible and publicity must be in place. Design plan for planning automobile marketing 2

1. Activity background

As the largest minicar manufacturer in China, xxxx Co., Ltd. currently has an annual production capacity of 180,000 units. The expanding company xxxx is expected to have an annual production capacity of 336,000 vehicles by x year.

The company's products include four series, including commercial vehicles, minivans, mini double-row trucks, and mini single-row trucks, with a total of 210 models. In December 2006, SAIC-GM-Wuling began producing the Chevrolet Spark mini car. This was also the first time that a Chevrolet brand car was produced in China.

SAIC-GM-Wuling*** has 400 dealerships and 400 after-sales service outlets densely distributed in 29 provinces, municipalities and autonomous regions across the country. In 2016, SAIC-GM-Wuling sold 180,188 vehicles, an increase of 22.8% over last year. Through the popularity and reputation of SAIC-GM-Wuling Automobile Co., Ltd. in the country, automobile sales have increased significantly over the years, which is well-known in the target market.

Nowadays, it is the ideal of SAIC-GM-Wuling Automobile Co., Ltd. to meet the needs of consumers at the right time with unique new models, so that people who know how to live can better experience life, and to provide the market with the best and the most favorable prices. and ambition. To build a mini car, you need word of mouth. Huzhou Lingtong Automobile Co., Ltd. seized the opportunity to conduct further publicity in three counties and two districts of Huzhou during the New Year's Day.

2. Purpose of the event

In view of the mini-car market and target consumers pursuing the characteristics of good reputation, strong power and good after-sales service, to meet the psychological needs of consumers.

Taking advantage of the relaxed and fashionable psychology that people yearn for, the new Chevrolet spark is launched with personality, fashion and splendor, allowing consumers to experience a relaxed mood after work.

Taking advantage of the Wuling Small Tornado’s concept of “able to pull and carry”, the company launched a new product – the single- and double-row “Little Tornado” vehicle, further improving the product’s extraordinary space concept.

Through activities, we will bring consumers closer to cars and improve the brand image of Huzhou Lingtong Automobile Co., Ltd.

3. Focus of the activity

Targeting customers: pursuing the consumption needs of relaxation, fashion and taste, experiencing the true meaning of life and highlighting individual taste. (Chevrolet blue spark), pursuing consumer demand for high efficiency, strong power, and low risk. (Wuling Microcar)

Targeted at the company: Understand consumer psychology, clearly see market demand, build confidence, strive to achieve great results, and enhance brand image.

Targeting the industry: Do not underestimate the competition from other brands, recognize the brand positioning and functional value of the product, and do not fall behind.

IV. Activity plan

Activity plan: By holding small auto shows in various areas of Huzhou, we will attract target customers, promote purchasing behavior, and enhance the brand image.

Activity content: Create a relaxed event atmosphere, giving people a feeling of relaxed and free car buying, and creating differentiation from the same industry.

Specific operations:

1. Huzhou urban area

Flyers first

Option 1. ① In Huzhou Lingtong Automobile Co., Ltd. (No. 98 Lingyang Road) Place a large arch (large balloon if possible) at the door, ② colorful flags ③ slogans, and event discount reminders.

Option 2, Huzhou Qian Village, reason: Due to the land expropriation in the east of Huzhou, it belongs to the new rural area. Farmers have expropriation money in their hands, and buying a car to transport or carry passengers is a good way to make a living.

2. Changxing area: leaflets go first

Heading towards Jiapu, the Three Gorges Resettlement Area. Reason: Consumers in the Three Gorges Resettlement Area have no living security, no job, and no financial resources. Buying a car for transportation or carrying passengers is one way. In addition, the country has preferential policies for three years (saving some handling fees).

3. Anji area: leaflets first

Hold car shows, arches, and banners in county squares, in front of county governments, and in areas with high population density. ps: For example, in remote mountainous areas such as Xiaofeng and Hanggai, when promoting townships and villages, leaflets will go first. Because the journey is far, you can contact us by phone in advance. Design plan for planning automobile marketing 3

1. The company provides a product promotion

During the National Day, not only cars are easy to sell, but also automotive supplies. In order to better sell to our customers during the National Day, Huanze Automotive Supplies is in progress. Our company has specially come up with the product Fox Mesh Grille to cooperate with the promotion plan during the National Day: to increase sales and achieve better performance.

300 RMB for the upper grille of the Focus center grille, 400 RMB for the lower grille of the Focus grille during National Day. Order the Fox grille for 700, excluding tax, buy 5 and get 1 free, and for 800, including tax, buy 5 and get 1 free. Our company will be closed for 5 days during the National Day holiday. Hurry up and order. .

1. New car launches

Many manufacturers will launch their own new models during the National Day to expand their product lines and increase competition. Holding this series of promotional activities requires vigorous publicity as a prelude, otherwise it will be difficult to make people trust the new products. In addition, there must be certain discounts on price.

The disadvantages of National Day promotions for new cars are: there is no comparison in price. Most people think that new cars may not be the most favorable, and more favorable ones should come later.

2. Price reduction promotion

Due to the seriousness of homogeneous competition, the word "reduction" has become the main promotion method. Price reduction promotion is the most common activity plan in National Day promotion activities. During the event, depending on the car model, a discount of 1,000 yuan will be offered on the basis of the original price, with the maximum discount reaching 10,000 yuan.

There is a premise for price reduction promotions: avoid selling cars at higher prices before the National Day, and take the opportunity to reduce prices during the National Day. This method of first increasing the price and then lowering the price is not sincere in the eyes of most customers.

3. Gift packages for car purchases during National Day

In order to attract consumers to buy cars, dealers often give gifts when buying cars. Gift packages that can be given include: fuel cards, car wraps, car damage insurance, commercial third-party insurance, theft insurance, vehicle personnel liability insurance, and no deductible insurance.

This is the most commonly used method by car dealers, which is to give gifts worth a certain amount of money to car buyers. Recently, more and more people are giving away GPS. If a car dealer's advertisement contains words like "super value gift package", then it basically falls into this category. Of course, there are also 4S stores that give away stocks.

4. Reward old customers heavily

Recommendations from friends and colleagues are the decisive factors that influence most consumers to purchase cars. In automobile marketing, this is called the word-of-mouth effect. So car dealers have started thinking about this. For example, FAW Toyota dealers have launched such activities: old customers who successfully introduce new customers to buy cars will receive thousands of yuan in rewards. If there are friends or colleagues who are really talking about how good the car he drives is, it would be strange not to be moved.

5. Licensed sales

Licensed sales means obtaining a license before selling. When Hangzhou issued the "88" license plate, Tianjin FAW dealers used a sales promotion method of guaranteed license plates. Since the license plate number started with "88", these vehicles were very popular. The dealer only had 8 licensed vehicles. Grab and sell out.

6. Buy a car with an interest-free mortgage

After the car buyer pays 50% of the car payment, the balance must be paid off within two years. If you buy a car worth about 200,000 yuan with an interest-free mortgage, you can save at least 10,000 yuan in interest.

The central point of the holiday promotion plan must be "really giving discounts to customers", which is also the premise of promotion. By holding activities to attract more consumers and related people, car promotion activities are becoming more and more abundant and wider in scope, gradually forming a group activity. In addition, for National Day preferential activities, free autumn promotions can also be carried out. The testing activities include 21 testing items. The National Day automobile promotion activities not only play a publicity role, but also boost business and boost morale in the second half of the year.

I wish our customers a happy National Day in advance! Sales performance has reached a new high. Design plan for planning automobile marketing 4

1. Purpose of the activity: The purpose of carrying out the activity is to deal with inventory products? Is it to increase sales? Or to promote promotion? Only when it is clear can the activity be targeted.

2. Activity target: Is the activity targeted at everyone in the target market or a specific group? What is the scope of the activity? Who is the main target of promotion? Who is the secondary target of promotion? Goal? Whether these choices are correct or not will directly affect the final effect of the promotion.

3. Activity theme: Is it mainly for promotion? Publicity? Or to thank consumers?

4. Activity method: This part mainly explains the specific method of carrying out the activity. There are two issues to consider: identifying the crowd and determining the level of stimulation.

5. Event time and location: Proper selection of the time and location of promotional activities will result in twice the result with half the effort, whereas improper selection will result in a thankless effort. In terms of time, try to allow consumers to have free time to participate, and in terms of location, we should also make it convenient for consumers, and communicate with urban management, industrial and commercial departments and other departments in advance. Not only is the timing and location of launching a promotional campaign important, but also how long it lasts to achieve the best results also requires in-depth analysis. If the duration is too short, repeat purchases cannot be achieved during this period, and many of the benefits that should be obtained cannot be realized; if the duration is too long, the cost will be too high, the market will not be popular, and the value in the minds of customers will be reduced.

6. Advertising cooperation methods: A successful promotional activity requires all-round advertising cooperation.

What kind of advertising creativity and expression techniques should be chosen? What kind of media hype should be chosen? These all mean different audience reach rates and cost investments.

7. Preparation: Preparation is divided into three parts, personnel arrangement, material preparation, and test plan.

8. Mid-term operations: Mid-term operations are mainly about activity discipline and on-site control. Discipline is the guarantee of combat effectiveness and a prerequisite for the perfect execution of the plan. The plan makes detailed provisions on the discipline of all aspects of personnel participating in the activities.

9. Later continuation: Later continuation is mainly a matter of media publicity. What method will be used to carry out follow-up publicity in which media for this event? Melatonin is a master in this aspect, even if it is not very good Successful promotions also generate significant media hype.

10. Cost budget: Without benefits, there is no meaning of existence. The cost input and output of promotional activities should be budgeted. The reason why Aido VCD's "Operation Sunshine Plan B" failed was that there was no budget for expenses. It was only after the activity was launched that it was discovered that the company had no financial support for this plan. For a good promotion, a good idea alone is not enough.

11. Accident prevention: Some accidents may occur in every activity. For example, intervention by government departments, consumer complaints, or even sudden changes in weather that prevent outdoor promotions from continuing, etc. Necessary preparations in terms of manpower, material, resources and financial resources must be made for all possible unexpected events.

12. Effect estimation: predict what kind of effect this event will achieve, so as to facilitate comparison with the actual situation after the event, and summarize the success from various aspects such as stimulation level, promotion timing, promotion media, etc. points and failures.

The above twelve parts are a framework for the promotional activity plan. In actual operation, you should boldly imagine, carefully verify, analyze, compare and optimize the combination to achieve the best benefits. Only with a persuasive and operable activity plan can the company support your plan, and can you ensure that the plan is perfectly executed, so that the promotional activities can have the effect of making a fortune.

Types of car promotions

Opening promotions

Generally, it is the opening of a new store, increased promotion efforts, or promotion of new models. The most direct activities of this kind are price reductions, discounts, free insurance, etc. There are also discounts such as zero-interest car purchases and free gift packages.

Promotional activities to thank consumers

In order to celebrate reaching a certain number of sales, as a thank you to consumers, you can enjoy a great value gift package when buying a car, buy a car at zero interest rate, what is the minimum down payment, etc. In addition, some businesses will launch some activities such as warranty and in-car gifts.

Holiday and special day promotions

Holiday promotions are common and highly effective activities, usually holiday price promotions. Activities such as test drives, tree planting, and voluntary activities are held for car enthusiasts during holidays. Planning the design plan for automobile marketing 5

1. Market analysis:

1. National market analysis:

Since my country joined the WTO in June XX, The tariff on complete automobiles has been reduced from the previous 70% to 80% to the current 25%, and the tariff on automobile parts has also been reduced to 10%. In addition, the country has introduced a series of preferential policies for automobiles and a dazzling number of new cars. After being launched on the market, joint venture cars have basically withstood the test. The companies that produce cars continue to be in line with international standards in terms of product quality and management. This is due to the 50:50 joint venture format in the mid- to high-end car market.

High-income earners in China are mainly concentrated in the following occupations: famous movie stars, singers, fashion models, writers and athletes, some individual and private business owners, mid- to senior-level employees in foreign companies and international institutions, Managers of financial institutions, developers and managers of the real estate sector, some corporate contractors and technology investors, leaders in high-tech industries, famous economists, lawyers, etc. High-income earners, who account for less than 1% of my country's total population, are precisely the current owners and actual buyers of mid- to high-end cars, and are also the most valuable users in the mid- to high-end car market.

The overall external environment of the joint venture car industry is getting better, and each manufacturer has a relatively broad market development space.

Especially in large and medium-sized cities in China, with their strong consumption power, advanced consumption concepts, and high-quality consumer groups, they have become the most attractive market in the mid- to high-end car sales industry, with extremely high market success rates and extremely high rates of return.

2. Dalian market analysis:

In XX, nearly 120 new cars were launched in Dalian, which made consumers feel excited but also added a sense of confusion: among the many Which new car is most suitable for them, which one is the most cost-effective, etc. have become the most troublesome issues for consumers. Today, as the automobile consumption environment becomes increasingly mature and consumers become more rational, personalized marketing has naturally become a specialty of businesses. For example, Dalian Wanhai Automobile launched a sign of "emotional marketing" at the beginning of the new year: "Everyone who purchases POLO during the event will receive dazzling fashion gifts." There are also Dalian Baorui Automobile's "Buy QQ3, get a free New Year's goods" campaign and Dalian Valin Automobile's "Buy Outlander Fashion Edition and get you 8 New Year fine decorations" campaign, both of which have won the favor of many consumers. It seems that this kind of Seemingly extravagant large investments are also one of the most effective marketing tools for businesses. But in addition to the above marketing strategies of buying cars and giving gifts, many businesses also said that they would put themselves in the interests of consumers, and on the basis of the most basic safety and environmental protection, they would attract customers through superior price, quality and service.

2. Environmental Analysis:

1. Dalian Environmental Analysis:

Dalian is a coastal city with a relatively developed economy and a city of immigrants. The high-income group is relatively dense and has a certain high consumption power. Dalian’s local historical and cultural heritage is relatively weak and its cultural accumulation is shallow. Therefore, Dalian is highly malleable and has a strong ability to accept new things. It advocates fashion consumption, especially for home environment, transportation tools, clothing and other supplies. It has a relatively avant-garde consumption concept.

Dalian is a world-famous tourist city. In 2009, Dalian received 22.2 million domestic and foreign tourists. In the strategic decision of "revitalizing the old industrial base in Northeast China" determined by the state last year, it was clearly stated that Dalian should be built into an important international shipping center in Northeast Asia. Therefore, good product marketing in Dalian will play a huge role in penetration and radiation from brand influence to corporate culture communication.

2. Marketing environment analysis:

The development of the automobile industry is closely related to the growth of the national economy’s GDP. According to the forecast data of the National Bureau of Statistics, China’s national GDP in the past five years has been The speed of economic development will show a steady increasing trend with the level of automobile growth. China's GDP growth rate will continue to grow at a relatively high rate in recent years and in the next 10 years. According to international experience, when the per capita GDP is around US$4,000, it is time for cars to enter households. This is the most common period for developed countries to enter the period of private consumption of cars. rules.

3. SWOT analysis:

Strengths advantages:

1. Zhongsheng Aotong was founded in x year and is the first Nissan 3S service center in China , and passed Dongfeng Nissan's acceptance in 2009, becoming the first Dongfeng Nissan 4S service center in Dalian, and also the general agent of Zhengzhou Nissan in Dalian.

2. Zhongsheng Aotong has the best wrenching and maintenance technicians in Dalian, as well as a superb sales team, currently serving more than 70% of Nissan car owners in Dalian.

3. Zhongsheng Aotong is equipped with a professional sales team for each brand. The salesperson’s explanations are more professional and the service is more considerate. All car owners who want to buy a Nissan car no longer have to travel here and there. Walk.

4. Zhongsheng Aotong has established a second-hand car business department in xxx, providing a full range of services such as second-hand car replacement, acquisition, and sales, and solving many needs of car owners.

5. Zhongsheng Group already owns seven 4S stores in Dalian: Zhongsheng Toyota, Yingbin Toyota, Huidi, Auton, Lexus, Yingbin Toyota and Guangzhou Toyota, and owns the most well-known 4S stores in the auto market. Several major car brands - Toyota, Nissan, Audi, Lexus, Dongfeng Honda, Guangzhou Toyota.

6. At all previous Dalian International Auto Shows, Zhongsheng Group’s booths were second to none. At the same time, they also won NO in terms of exhibition area, gift package value, test drive experience and number of cars sold.

Disadvantages of Weaknesses:

1. Compared with other car brands, from the appearance of the car to the penetration of the brand, American cars are famous for their luxury and grandeur, while French cars are famous for their fashion and art. German cars are famous for their sophisticated technology, while Japanese cars are characterized by their economy.

2. Due to some publicity and competition methods in the communication process, the impression left on consumers by Japanese car series is that they often focus on economy and ignore the improvement of grade and safety performance.

Opportunities:

1. European and American cars always give people a feeling of high-end and high price. The high fuel consumption of American cars also scares ordinary consumers. Japanese cars have a very high performance-to-value ratio and are more youthful in appearance. In a climate where global energy prices are rising, Japanese cars are selling very well around the world.

2. Japanese car operations in Europe made a big breakthrough last year. Before that, Nissan took the lead in announcing that it was profitable in Europe by taking advantage of its merger with Renault. This shows that Nissan’s International brand influence and appeal have been formed.

3. The automobile industry is known as the "engine" of the national economy in China and is a "1:10 industry". In other words, every 1 percentage point increase in the output of the automobile industry can boost the output of steel, petrochemicals, electronics, textiles, service industries and other related industries by 10 percentage points.

4. XX was the year when China introduced the most new automobile policies, which had an impact on both imported cars and domestically produced cars. In order to fulfill its commitment to join the WTO, on January 1, 2009, the tariff on imported cars, light buses, off-road vehicles and other complete vehicles was reduced from the previous 30% to 28%. As of July 1, 2009, the tariff on imported cars was reduced by another 3 percentage points from the 28% rate to 25%, completing the final reduction in my country's automobile import tariffs.

Threats: Threats:

1. The relationship between China and Japan has always been an issue that cannot be ignored affecting the Chinese auto market. Its impact may be very small, but sometimes it may become the most important. factors. When Sino-Japanese relations deteriorate, such as the Diaoyu dispute, tensions over oil and gas fields in the East China Sea, the Japanese government's attitude towards the war of aggression against China, and Japanese leaders' visits to the Jingx Shrine, etc., they will all affect the investment and expansion plans of Japanese companies in China, and consumers There will also be a shift in car purchasing choices. It is understandable why the relationship between China and Japan is so sensitive. The Chinese may never forget the Nanjing Massacre, the comfort women incident and other historical shadows. This sensitivity is relatively long-lasting, and the slightest touch may have an adverse impact on Nissan. . Dalian should be said to be a relatively "pro-Japanese" city. Unlike Beijing, Shanghai and some inland cities where the political atmosphere and citizens' political sensitivity are strong, Dalian's cultural atmosphere and political atmosphere are relatively tolerant to Japan, but after all, life in Dalian They are all Chinese. The turmoil in Sino-Japanese relations in recent years cannot but be said to have had a relatively negative impact on Nissan's marketing and brand.

2. With the sudden increase in the number of motor vehicles, traffic problems have become increasingly significant. In cities like Beijing and Shanghai where the consumption of mid- to high-end cars is concentrated, the traffic situation has become unbearable. It is not that there are many vehicles in the city. For example, there are 2 million private cars in Beijing and 5 million cars in Hong Kong. However, Beijing is more congested than Hong Kong. , showing that Beijing’s traffic management level needs to be improved. Dalian currently has more than 500,000 motor vehicles, with private cars accounting for 1/3. The vehicle density is not very high.

The impact of traffic deterioration on mid- to high-end cars mainly depends on government policies. If the government adopts restrictive policies on cars, it will inevitably affect the sales of cars. If the government strengthens traffic management, the sales volume of cars will will steadily improve.

4. Purpose of the activity:

1. Determine the theme of the activity:

1). Wedding: One Hundred Romances for Crystal Lovers

( 1). Recruiting one hundred pairs of newlyweds on x, month, x, xx

(2) Organizing a parade of one hundred cars of the series operated by this case

(3), Romantic Xinghai Bay Grand Wedding Celebration, Binhai Road Nissan Series Cars Carrying Hundreds of Couples "Hiking" Conference

　2) Parade:

2. Packaging Activity Theme:

5. Activities:

1. Wedding Celebration: One Hundred Romantic Crystal Lovers

——“Zhongsheng Aotong” Dalian Hundreds of Couples’ Collective Wedding Celebration

(1) Through media releases and news campaigns, collect newlywed couples on x, month, x, xx;

(2) Through selection and selection, implement 100 pairs of collective wedding participants;

(3). Choose a venue with great publicity influence, convenient advertising release, and rapid media dissemination, and strive to create a sensational effect for the event;

(4) Organize one hundred vehicles of the series operated by this case The model car carries hundreds of newlyweds to parade along the main road in Dalian city;

(5). Each newlywed couple is given a crystal car model of this case, with the words "Crystal love, a happy marriage for a hundred years" engraved in small characters: Dalian 2007 "Zhongsheng Aotong" collective wedding commemoration;

(6) Invite government departments or influential public figures to deliver speeches;

2. Parade:

< p> A. Zhongsheng Aotong series car marathon relay race: Each group of 8 cars, the relay point is set in a famous scenic spot block in the city;

B. Zhongtian Risheng Olympic smooth flag (relay baton) ), with the theme of parade promotion.

(2) Commitment to "Zhongsheng's car purchase will maintain its value for life": In view of the price reduction and disguised price reduction of cars, do you dare to promise to buy the x car series in this case and maintain the price, that is: the supporting equipment of future generations of cars will be the same after they are launched? Although free installation is provided for previous-generation cars, this will cause a slight loss in tactical profits, but it will grasp the overall situation in terms of strategic control: under the influence of the consumer psychology of buying cars to preserve their value, it is bound to be able to achieve "brand preservation."

6. Advertising strategy:

1. Carry forward Dalian’s century-old culture

2. Engage the government and media with public welfare undertakings

3. Use interaction to attract more consumers to participate

4. Expand brand influence through scale

5. Use souvenirs to promote advertising extension and deepen brand communication influence

6. Use the Olympic Games as the biggest event in the history of Chinese sports to hype

7. Bind the brand of this case to Dalian’s participation in the Olympics

8. Promote the smooth flow project of the Ministry of Transport and expand this case The influence of car series

9. Use the most affordable promise to form dependence, trust and cohesion in the minds of consumers

10. Maintain the maintenance and extension of the brand while maintaining the price

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7. Preparation stage:

1. Personnel arrangement: omitted

2. Material preparation: omitted

3. Test plan: omitted

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8. Execution stage: omitted

9. Extension stage: omitted

10. Cost budget: omitted

11. Crisis planning: Omitted

12. Benefit Assessment: Omitted;