1、SOSTAC PLANNING SYSTEM /運用 SOSOTAC 系統撰寫策略性營銷傳播策劃方案StageSecti on of pla nWhich answers /步驟/策劃階段/ 所解決的問題SSituation/ 現狀Where are we now? /我們現在在哪里？r7OObjectives/ 目標Where do we want to b8 /我們準備去哪里？4SStrategy/策略How do we get there broad steps' /我們如何到達那里-主要的步驟是哪些？JlTTactics/ 戰術How do we get there in di

2、vidual steps？ /我們如何達到那里-每一個詳細步驟是哪些？1AActi on/ 行動What are the specific acti ons required for each in dividual tactical step？ How do we get people to do them？ /每一個詳細的戰術步驟需要采取哪些具體行動？如何安排人力資 源去完成任務？°CControl/ 控制How do we know we have arrived ？ /我們如何知道是否已經到達目標？S°STAC Stage 1：Situation Analysis

3、(Internal) 1.1 performanee. Competencies And PoliciesSOSTAC 步驟 1 :現狀分析(內部)1.1 業績，競爭能力和競爭方針Key Result Area關鍵參數Specific area具體參數Past/prese nt performa nee 過去/現在的業績參數Stre ngth優勢Weak ness弱勢Trendimprov ing or趨勢，改善或Performa nee業績Profits /利潤Sales /銷售額Market ' s sha/e 市場份額 Market segme nts/ 市場細化 Positi

4、oning/市場定位Product portfolio/ 產品組成Return/tre nd利潤率/趨勢Turno ver trend營業額趨勢Leader/follower市場領導/跟隨者Market spread市場覆蓋率N0.1 or No.10?第一或第十位Si ngle or spread單一或系列產品Compete ncies競爭能力Market ing市場營銷Producti on生產Finan cial資金Tech no logy技術Human resource 人力資源 Man ageme nt管理Particularly good or bad? 很差或好？ Operati

5、 ng efficie ncy生產效率Profitability利潤率Lead ing edge or follower?領先或跟隨？ Skill base man ageme nt? 技能管理？Policy 競爭方針Risk seeker/averse冒險/回避冒險Disc on ti nu ous/c on ti nu ous 1、可斷 / 連續 inno vatio ns/exte nsions倉U新 /擴張Key Result Area關鍵參數Specific area具體參數Past/prese nt performa nee 過去/現在的業績參數Stre ngth優勢Weak ne

6、ss弱勢Trend improvi ng or趨勢，改善或Marketing Mix營銷組合Product 產品Price 價格Place通路Promoti on 促銷Quality產品質量Product portfolio產品組成Costs成本Prices價格Distribution pen etration 分銷網絡建設 In tegrated Communi catio n audit 整合傳播審核 Mix促銷組成Positi oning促銷定位Service Mix服務組合People人員Processes 流程Physicals 標識系統Skill base and motivati

7、 on技能和干勁Staff turnover人均營業額Front coun ter and back全程服務流程Office processesPhysical evide nee標識物(build in gs/u niforms)(建筑 / 制服)Customers客戶分類Segme nts市場區隔Size of segme nt區隔規模Pote ntial目標市場潛 力Profitability (high, medium or low)利潤率(高、中、 低)Distributi on cha nn els (accessible through ?)鋪貨渠道(通過何種 渠道到達市場終 端

8、？)Media (trough which target market can be reached)媒體運用(通過何種 媒體傳播到目標市 場受眾)Rank (each market ' attractive-ness in terms of profitability)排序(按照各目標市場的 利潤率排序)Target market 1目標市場1Defin e/specify the target market:定義/確認目標市場Target market 2目標市場2Defin e/specify the target market:定義/確認目標市場Target market 3目

9、標市場Defin e/specify the target market:定義/確認目標市場TargetProfileCustomer satisfact ionLoyalty levelsInten tio n toPareto prin ciplemarketTrendTrendrepurchasei【endBeco ming moredepe ndent目標市場工作內容Current score compared to:Current score Compared to:Trendon few customers(eggs ina. previous year' sa. prev

10、ious year' sCurrent score compared to:one basket/pareto prin ciple)b. in dustry averageb. in dustry averagea. previous year' sc. in dustry bestc. in dustry bestb. in dustry averaged. any other in dustry bestd. any other in dustry bestc. in dustry bestd. any other in dustry best20/80原理客戶的滿意來自

11、客戶的忠誠度客戶的重復購買率趨勢趨勢趨勢趨勢當前客戶滿意程度與。比較：當前客戶滿忠誠度與。比較：當前客戶重復購買度與。比較：變得愈加依賴少數客戶（把a.去年所有雞蛋放在一個籃子里，a.去年b.同行業平均水平a.去年20/80原理）b.同行業平均水平c.同行業最好水平b.同行業平均水平c.同行業最好水平d.各行業最好水平c.同行業最好水平d.各行業最好水平d.各行業最好水平TargetDefine/ specifymarket 1the target market:目標市場1定義/確認目標市 場TargetDefine/ specifymarket 2the target market:目標市場

12、2定義/確認目標市 場TargetDefine/ specifymarket3the target market:目標市場3定義/確認目標市 場SOSTAC步驟 1:現狀分析 （內部）1.5客戶決策者和提議者Target market目標市場Segme nts市場細化DMU(Decisio nMak ingUnit)Who are the key players in the decisi on making un it? 決策者誰是決策層中的關鍵人物？Access to DMUDefine how to reach the DMU接觸決策者(DMU)確定如何與決策者接觸Opi nion Fo

13、rmers (OF)Define OF for reach target提議者(OF)確定各市場的提議者Access to OFDefine how to reach the OF in each target marketTarget market 1目標市場1Define/ specify the target market:定義/確認目標市場Target market 2目標市場2Define/ specify the target market:定義/確認目標市場Target market3目標市場3Define/ specify the target market:定義/確認目標市場

14、Sostac步驟 1:現狀分析(外部)1.6市場不可控制因素的外部分析Key Result Area項目Specific area特定區域Future uncon trolled不可控制的未來因素Impact-opportu nity機會的影響Impact-threat威脅的影響Step 1Near or competitive en vir onment 步驟1近期或微觀競 爭環境Structure/market結構/市場T rends in market市場的趨勢Econo mics (micro)經濟(微觀方面)Power forces外來力量SOSTAC 步驟 1 (續):現狀分析(外

15、部)1.7市場不可控制因素的外部分析Key Result Area項目Specific area特定區域Future uncon trolled不可控制的未來因素Impact-opportu nity機會的影響Impact-threat威脅的影響Step 2Far or wide en vir onment 步驟2遠期或宏觀競 爭環境Sociological 社會因素T ech no logical技術因素Econo mics (macro)經濟因素(宏觀)Political政治因素sOSTAC Stage 2:Objectives 2.1 Marketing and Developing M

16、arketing Communications ObjectivesHierarchy of objective目標金字塔組成Invo Ives包括內容Specific items found in each type of objectives (complete this sect ion) 每一層目標包括的具體項目(完成本部分)Busin ess業務Over all visi on and direct ion 理念和發展方向Corporate positi oning, leadership and vales (in clud ing ethics)公司定位，領先地位和價值觀(包括職

17、業道德。OOO)Busin ess objectives業務目標All departme nts with in the orga ni zati on 組織內所有部門Survival; growth; ROL; acquisiti ons生存，成長，收購。OMarketi ng objectives eg Ansoff營銷目標如：Ansoff矩陣分析Market pen etrati on市場滲透Grow sales; market; share; distributio n pen etrati on增加銷售；市場份額；鋪貨渠道的滲透發展Market developme nt市場發展En

18、ter new markets; new market segme nts進入新市場；進入新市場的新區隔。Product developme nt 產品發展Develop and launch new products; expa nd range開發或推出新產品；擴大產品線Diversificati on多元化Move into new product / services and markets生產新產品或提供新服務，開發新市場。Marketi ng com muni cati ons objectives eg AIDA營銷傳播目標如,AIDAAtte ntio n注意In crease

19、 aware ness.增加知名度。In terest興趣Liking, attitudes, preference 喜歡，態度，偏愛。Desire渴望Intentions to purchase, likelihood to有意購買,可能購買。Action購買Repurchase, enq uiries, trial purchase重復購買，詢問，試買SOSTAC Stage 2:Objectives 2.2 Quantifying ObjectivesTo為了Specific aspect確定的行動Target market目標市場From從To到When何時Eg to in creas

20、eaware nessamong ABC1 wome nfrom 20% to 30% with in 12 mon thsEg to in creasesalesamong ABC1 wome nfrom 15m to 16.5m within 12 mon ths比如，在ABC1婦女中的認知度，在12月內從20%提高到30%比如，在ABC1婦女中的銷售額，在12月內從1500萬增加到1650萬制定目標應該有數字和具體細節制定目標應該遵循SMART原則Objectives should have nu mbers and detailsObjectives should be SMARTSp

21、ecific特定M easurable可測Achievable可達Releva nt相關Timed定時Strategic option nu mber供選擇的各種 策略方案編號Gen erate alter native strategiesTaking the objectives specified on previous page, now determine how you are going to achieve them. Write a strategy which basically summaries how you are going to get there' .

22、 Then develop at least three optional strategies. Write dothree differe nt strategies or strategic opti ons. Then rank them on the n ext page.編寫各種策略：參照前頁所述之目標，決定你如何達到目標。圍繞“你如何到達那里”，總結、編寫策略。然后，至少編寫三種可供選擇的策略方案。編寫、并比較三種不同的策略或策略性方案，然后在下一頁排序列出。123wn and comp;NB Remember strategy must fulfil a specific ob

23、jective.Whe n the strategic optio ns have gen erated, use the checklist on the n ext page to rank them and choose.注釋：記住策略必須完成一個特定的目標。當完成策略性方案后，使用下一頁的檢核表，把各種方案逐一列出并作出選擇。A Checklist To Help The Developme nt Of Market ing Com mun icatio ns Strategies.Tick which dime nsions are covered by each strategy.

24、 This should help you to choose which strategy is the best one.下面是輔助編寫市場營銷傳播策略的檢核表。檢查每一策略是否涉及下述所列的內容并打鉤，可幫助您選擇最佳策略性方案StrategicOption number策略序號Segmentation (Does the strategy break up the market)區隔化(該策略是否 把市場細 化？)Targeting (Does it select specific targets including stakeholders and DMUS?)目標市場確定 (是否選

25、擇諸如 持股人和決策 人在內的特定 目標?)Objectives (Will the strategy succeed, it will it fulfil the objectives? will it beat Competition?) 目標 (策略能否成功， 并實現目標？贏 得競爭?)Postitioning (Is there a clear Positioning?)定位(定位是否清 晰?)Exploit sustainable competitive advantage?(cost leader/ differentiate focus/niche)是否存在持續性 的競爭優勢？

26、(成本優勢/差異化 賣點/特殊地位?)Buying Process (Does it cater for the buying stages (high involve/low involve) mu-tsta ge strategy?)購買行為過程特征 (是否考慮購買步驟 (深度介入/低度介 入)-多步引導驟策 略?)Tools(Range of communications tools to be used)采用的工具 (打算采用的各 類傳播工具種 類和范圍)Sequence (And timing of tools to be used?)時間計劃 (打算采用的各類 工具的實施時間 表?

27、)Integration Are all the communications tools integrated?整合 是否整合所有的傳播 工具?Global or local?全球或地 方性？Rank/ score?排名/得分？123SOSTAC步驟4: 戰術(實現策略的具體步驟)4.1制定戰術StrategyDoes the tactic fit with the over all strategy?策略 戰術是否適應 整體策略？Target market Definetargetmarkets, DMUS, stakeholders目標市場 確定目標市場，決 策人，持股人。MethodC

28、ommu ni cati ons tools (eg adverts, sales promoti on, exhibiti ons and salesforce, in ternet)方法各類傳播工具的運 用(比如：廣告， 促銷和個人銷 售。網上銷售)MediaFor each tool,Eg adverts-TV, press and sales promoti on-coup ons , competi ons媒體運用 充分運用每一種媒體， 比如，電視廣告，平面 廣告，有獎促銷，競爭MessageWhat is the message?銷售信息準備傳遞何種信息給 受眾？Timi ngAn

29、y particular seque nee of methods and media?時間進度統籌 運用的方法和媒體有無統籌 考慮時間順序計劃？SOsTaC步驟4:戰術（策略的具體細節）4.2甘特圖-完成策略細節進度表Communi cati ons Tool傳播工具運用內容Jan一月Feb二月Mar三月Apr四月May五月Jun六月Jul七月Aug八月Sep九月Oct十月Nov十一月Dec十二月Cost成本Market research 市場研究Packag ing redesign包 裝設計POS preparation 售點建設Advertising 廣告 TV電視Press報紙/平面

30、 Poster海報Ci nema照片 Radio廣播Sales promoti on 促銷活動Press lau nch新聞發布Direct mail直郵銷售Sales conference銷售會議Sales drive銷售獎勵Exhibitions 展覽會Website網上銷售Total spe nd 總費用SOStAc步驟5:戰術(具體戰術細節的執行)5.1甘特圖-行動計劃執行進度表Each tactical communications tool needs to be planned as a mini project, eg direct mail campaign，每一次戰術性傳播

31、工具的運用應該把她作為一個小型項目來對待，比如直郵銷售運動Stage of product ion制作流程內容Who resp on sible ?誰負責？Wk1周一Wk2周二Wk3周三Wk4周四Wk5周五Wk6周六Wk7周七Wk8周八Wk9周九Wk10周十Wk11周十一Wk12周十二Cost成本Creative and media briefi ng創意和媒介簡報Database list Preparatio n 數據準備處理Laser printing 激光打印Print product ion (brochure, en velopes) 印刷生產(如，宣傳手冊)Lettershop(

32、collat ing, foldi ng, pack ing)直郵信函印刷(裝訂，折疊，包 裝)Maili ng郵寄Resp onse mon itori ng收集反饋意見Resp onse action 工作改進Follow-up sales call 跟蹤拜訪Evaluate mailshot 效果評估Total spe nd 總費用SOSTAC 步驟6:控制 6.1控制檢核表Quan tified objectives State each Quantified Objective and its time period量化目標 闡述每一經量化的目標 和其完成的時間期限Means of

33、measuri ngHow will it be measured: survey, sales?衡量方式如何衡量是否已實現目 標，市場調研或銷售 額？Freque ncy of measureme nt Quarterly, weekly, daily?衡量的頻率 每季度，每周， 每天？Acco un tability- who does it?誰負責做？How much does it cost to measure?花費多少，完成 前述衡量工作Actio nWho needs to be alerted if sig nifica nt varia nces are found?工作安排

34、若出現較大差錯，誰負責糾正？Type of in tegrati on整合類型Check控制檢核Yes/No是/否How do you en sure in tegrati on?What acti on do you n eed to take?如何確保整合性？你準備米取何種措施？1Vertical in tegrati on縱向整合性Do the communications objectives fit with the marketing objectives and the over all corporate objective?傳播目標是否與營銷目標和企業目標一致？2Horiz

35、on tal/fu ncti onal mix橫向/功能性組合Dodiffere ntdepartme nts andbus in ess fun cti onsin corporatemarketi ngcommu ni cati ons, eg trucks with logos? Finance in voices with messages? Etc.各部門和業務職能是否與營銷傳播目標配合默契，比如，卡車是否印有企業標志？財務發票是否有視覺系統要求的信息？等等3Marketi ng mix 營銷工具運用組合Is the marketing mix consistent with req

36、uired messages, eg low price versus top quality image?4Commu nicatio ns mix傳播工具運用組合Are all the commu ni cati ons tools being used to guide the buyer through each stage of the buying process? Do they all give the same over all messages (eg consistent positi onin g?)所采用的引導消費者的各類傳播工具是否貫穿每一步購買過程？消費者是否接受

37、到全面一致的信息(如，一致的定位信息?)5Creative desig n mix 創意設計表現組合Is the logo, typeface, pantone colors used in a con siste nt manner? 標志”字體，色標的運用是否保持一致？6Exter nal/in ternal creative departme nts內/外部各創意部門Do all the exter nal age ncies (advertis ing, direct mail, PR) and all in ter nal departme nts meet and plan together? Run monthly strategic and weekly tactical meetings? Attend the same briefi ngs?所有的外