The annual marketing report - one of the basic and most important documents, which is included in the list of tasks to be solved by the marketing department at the firm, enterprise, modern production. To the time of writing (usually the beginning of the year following the reporting year) for employees of the marketing department has all the necessary information to analyze in an accessible and visible form, is necessary to form a monthly marketing reports, which include the main points of the annual. It should be monthly reports on sales, efficiency, assortment, advertising effectiveness on consumers, competitors and suppliers.
Keep in mind that different areas of activity - wholesale and retail trade, manufacturing, services, consulting, etc. - Content marketing reports should be adjusted according to the specific activities of the relevant company, factory, industrial and commercial units. It is proposed, for a summary of different types of business activities using the term "project".
The annual marketing report usually includes the following main points:
Introduction
Basic concepts and definitions
General information about the project
Description of the selected market niches
Types of production, trade practices or other type of business activity
Description and characteristics of consumers
Description of the location of the corresponding production / commercial unit
Trade policy (analysis of the effectiveness of range)
Pricing Policy
Additional services, additional activities
Methods of sales promotion (advertising, RP-events vendors work - for retailers, providing quality products and services, customer service)
Competition and market
The conclusions, projections and recommendations
Consider the content of each item in more detail.
1. INTRODUCTION
Report Purpose: The purpose of the report can be an analysis of industrial / commercial activities, or the development of plans and recommendations for the next period, etc.
Links to previous reports or documents
Description of the original data on which the analysis is done, methods of making, storing and updating
2. BASIC CONCEPTS AND DEFINITIONS
This section should provide a description of the basic concepts and definitions that will be used in the report. For example, it is useful to define and summarize the key consumer groups that exist on the market in question; classifier showing the main characteristics and price ranges of the relevant product / product / service; offer interpretations of key terms and concepts.
3. GENERAL INFORMATION ABOUT THE PROJECT
Starting date of the project
Description of the main business activities involved in the project
The objectives of the project, the development strategy
Key financial and economic indicators for the last period
Level of technology, service
Brief description of the main types of products / services
4. Description of the selected market niches
? The presence of a group of potential consumers interested in manufactured / offered products / services
? Market Segmentation:
- Geographic segmentation
demographic segmentation (age, gender, family composition,
income, occupation, education)
psychological segmentation (lifestyle, hobbies, leisure activities, etc.)
Behavioral segmentation (the reasons for the purchase,
the expected benefits from the purchase, consumption rate,
willingness to buy, and so on.)
? A summary of the selected competitive market
? Brief description of the activities and characteristics of the suppliers of goods, components, raw materials, etc. (The reasons for choosing a particular supplier, the benefits of working with specific suppliers, difficulties in dealing with some suppliers)
5. Types of production, trade practices or other type of business activity
An outline description of the type of organization of business activities. For example, for the production of:
series, small-scale, single, continuous or discontinuous
sources of raw materials and components
the technologies with a focus on the possible competitive advantages
secondary production, the use of waste
For retail / wholesale:
chain store or a few stores not associated to the range, pricing, style, etc. in a single network
the unity of the trading process in stores
Work vendors / sales managers with customers (communication style, appearance, qualification and competence, knowledge of the characteristics of the proposed product, communication, mobility, availability of instructions for the sellers
clearance outlets stores
6. Description and characteristics of consumers
Retail Customer:
social portrait of the consumer (age, income, education, employment and activity, marital status)
more complete information about the user (interests, hobbies, viewed TV programs, read the literature, the press, favorite radio station, car, place of residence of potential customers; accommodation - apartment, villa, etc.)
motivation for the acquisition of the relevant goods / products / services (provision of physiological needs, ensuring their own safety or the safety of loved ones, self-assertion, taking care of loved ones, respect from others, membership of a particular social group)
description of the process of consumer decision-making when purchasing the goods / products / services
the benefits that the customer when purchasing the goods / products / services
analysis of consumers' places of residence (these data will form the guidelines for placement, for example, an address or a billboard advertising locations for new commercial and industrial areas, etc.)
Wholesale consumer
Description of the groups of wholesale customers (production, trade, brokerage firms, foreign companies, etc.)
a more detailed description of each large-scale consumers
description of the use of purchased products to wholesale customers
a brief description of the final consumer of goods sold
description of the basic principles of the organization and work with wholesale customers (billing system, supplies the most popular models or products, brand products, the frequency and nature of the complaints, the degree of satisfaction with range, quality and technical and technological characteristics of the goods)
7. Please MESTARASPOLOZHENIYA RELEVANT INDUSTRIAL COMMERCIAL UNITS
Retail
location of outlets
The streams of vehicles, pedestrians, assessment of the intensity of flows (number of vehicles or pedestrians per hour, with changes in intensity depending on the time of day)
convenience of driving to the point of sale on a vehicle or other means of transport (the presence of nearby subway stations, bus, trolleybus, tram stops, railway stations)
ability to reach a flow of vehicles passing from other areas that are not the closest to the point of sale
the presence in the immediate vicinity of large offices, banks, industries, commercial centers, markets
description of the degree of solvency of residents of nearby areas, their level and style of life, income level, social portrait
valuation of 1 sq.m rental housing or commercial and industrial buildings in nearby areas
assessment of the potential scope of the analyzed point of sale (in population of the areas)
location in the immediate vicinity of shops competitors
Wholesale
analysis of the location in terms of ease of entrance wholesale customers
the location of potential wholesale clients on appropriate production / commercial unit
location relative to competitors in the analyzed industrial / commercial unit
Production
Analysis of the location in terms of convenience and cost of delivery of raw materials, components
analysis of the location in terms of ease of delivery of products to the wholesale or retail buyer
Analysis of the location of their own retail outlets of the product relative to the location of the production
the location of potential wholesale / retail clients in relation to the relevant production
analysis of the locations of the business partners
analysis of the position of competing industries
8. COMMODITY POLICY
analysis of the reasons that formed the existing range, the evaluation of its optimality
a brief description of consumer, technical, and technological properties of the main product groups or products
Assessment of the volume of sales (in value and volume terms) for each product or product
cost-benefit analysis, the rate of profit by product group or product
identify unprofitable products or groups of products, the analysis of the causes of low profitability
sales analysis for a similar assortment groups or products of competitors
analysis of seasonal sales
analysis of the reasons for the increase / decrease sales by assortment groups or products during certain periods of time
effectiveness analysis in the presence of a certain product or range of products (including production costs, demand, selling prices, difficulties in the production or delivery, convenience, suppliers or partners, etc.)
9. PRICING
the basic principles of pricing policy (with regard to the specifics of purchasing power and income consumer groups, which focuses on the relevant industrial / commercial unit)
peculiarities of the cost of the relevant goods / services
assessment of the degree of influence on their own pricing policy and price level pricing from competitors
reasons for the change in the price level that occurred during the analyzed period
analysis of the pricing policy of suppliers of raw materials, components and related products
discounts, discount cards
Description of shares on sales, which passed over the analyzed period
description of the features of the system of settlements with customers (credit cards, cash / non-cash payments, payment amount, customer lending, vacation goods on consignment, etc.)
analysis of the relevant settlement system with customers from competitors
10. ADDITIONAL SERVICES ADDITIONAL ACTIVITIES
This section should provide a brief description of additional services or additional activities. It is possible to adhere to the basic points that make up the description of the main types of activities:
reasons for the appearance of additional activities
a brief description of additional activities
assessment of the level of demand for the results of additional activity
the level of prices and pricing
description of market conditions, competitors
Description of consumers for additional activities
the movement of goods from additional activity on the market
11. Methods of sales promotion
? description of the main marketing goals and objectives for the plant / business unit
? a brief description of the advertising concept, which was adopted at the respective reporting period
description of the main types of advertising and PR-actions of shares used for the reporting period
advertisement in the press
radio ads
advertising on television
outdoor advertising; appearance of the point of sale or manufacturing, office
billboards
targeted advertising
joint advertising
participation in exhibitions and trade fairs
Advertising on the Internet
Print advertising (brochures, catalogs, press releases)
Merchandise with the logo of the company, address, and methods of their distribution
? internal advertising (point of sale, industrial /
commercial units)
? PR-activities
sponsorship
dissemination of information about the company through television, radio, press, speech management representatives in the media
corporate communications
press conferences, seminars
presentation
? promotion
discounts, price cuts
availability of discount cards
prizes, gifts to customers and clients
free samples, testing products, wine
Warranty
demonstration of goods in the places of their implementation
sales promotion / Sales Manager
encourage business partners and sales agents
joint promotion with other firms
? analysis of the effectiveness of advertising
? ensuring the quality of products, services, customers
12. Competition and market
? levels of competition relevant to the occupied market:
competitive products, product groups
competitive brands
Production Competition
industry competition
formal competition
general competition
? information about competitors that operate on the selected segment of the market:
analysis of the locations of the competing industrial / commercial unit
Commodity and assortment policy of competitors
pricing policies of competitors
competitors' advertising policy, methods of sales promotion and PR-activities
description of the consumers they work with rivals
Methods and techniques for working with competitors consumers
analysis of the characteristics of the organization of production / trade competitors
especially human resources policy at competitors
Additional services offered by competitors
clearance outlet / manufacturing / office competition
assessment of the scope of the competition
innovations, additional activities of competitors
analysis of the strengths and weaknesses of competitors
? analysis of our competitive advantages
13. Conclusions, forecasts and recommendations
The conclusions, projections and recommendations appropriate to do in accordance with the main points of the report. Here it is always done overall conclusion about the effectiveness of the activities of the project during the analyzed period.
14. APPENDIX - indicated graphs, tables, diagrams and other additional materials that clearly illustrate the contents of the report. It may be:
? chart of market segmentation
? organizational structure of the respective production / commercial unit
? interaction scheme appropriate production / commercial unit with suppliers, partners, retail outlets, wholesale customers
? arrangements of their own retail outlets, offices or industries showing traffic flows, pedestrian entrance ways (for supply of raw materials and components); mapping potential coverage by district, region, province
? diagrams, drawings, images produces / sells products, their technical and operational characteristics
? graphics seasonal sales
? cost structure diagrams relevant product / product / service
? change the dynamics of profitability by product or product group
? Image advertising layout, the locations of billboards, describing the content of radio and TVC, other visual promotional materials
? trade arrangement / production sites of competitors with their areas of coverage by district, region, regions (can be compared with the territories of coverage proprietary trading / manufacturing network)
? charts and graphs of sales forecasts by product or product group
In conclusion, it should be noted that the marketing report for each individual case must not be limited to the above enumerated paragraphs. Specificity of the relevant industry, manufacturing or areas of trade, of course, will require adjustments content marketing report on the specific conditions of industrial / commercial activities.
The authors of this material will be grateful for the feedback, happy to hear your opinion and to answer questions related to the topic of the article.
References
For preparation of this work were used materials from the site http://www.marketing.spb.ru/
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