Old-fashioned shortcomings of the annual marketing plan

1. It is unscientific to extract a certain proportion of sales according to experience. In the process of marketing activities of enterprises, such a situation often occurs. Due to the sharp drop in product sales and sales price, the company's top management suddenly cuts the marketing budget, and the planned or ongoing marketing activities can only stagnate (for example, when I was a marketing manager in a mobile phone manufacturer, I once encountered a sharp reduction in product promotion expenses, which led to many advertising companies.

2. The flexibility of marketing budget adjustment is not enough, and it is easy to be too much or too little. Too much is undoubtedly a loss of profits, too little will lead to the lack of sufficient resources for valuable marketing activities;

3. The marketing department tends to invest the marketing budget in the direction that is difficult to measure with the actual sales volume, such as brand promotion, which leads to the lack of sufficient resources to support the promotion activities linked to the actual sales volume;

4. At the end of the business year, it is easy to see that the marketing budget is completely spent, but the sales and profit targets are far from being realized. Therefore, the marketing department is a department that spends a lot of money and is also the most vulnerable to criticism.

In a word, this marketing planning method lacks the mechanism of combining marketing activities with profits, and it is difficult to effectively monitor the marketing input and output throughout the year.