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Marketing Budget Allocation Guide | PDF | Promotion And Marketing Communications | Financial Markets
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Marketing Budget Allocation Guide

The document outlines a total marketing budget of 6 billion with allocations across advertising, sales promotion, and communication channels. It then discusses reallocating the budget to meet project objectives, including allocating 1.5 trillion to digital marketing and 360 billion to ecommerce. The document also outlines allocation percentages for sales support, advertising, PR, digital marketing, and adjustments to sales support budget amounts.

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anhtuyethuynhchau0087
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244 views5 pages

Marketing Budget Allocation Guide

The document outlines a total marketing budget of 6 billion with allocations across advertising, sales promotion, and communication channels. It then discusses reallocating the budget to meet project objectives, including allocating 1.5 trillion to digital marketing and 360 billion to ecommerce. The document also outlines allocation percentages for sales support, advertising, PR, digital marketing, and adjustments to sales support budget amounts.

Uploaded by

anhtuyethuynhchau0087
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as XLSX, PDF, TXT or read online on Scribd
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6 billions

6 1,5 tỉ 1.64 tỉ 1 tỉ
Advertising Sales promotion Communication (by channel)
TVC production Promotion for consumer On air TVC

KOL/ actress - actor Gifts/ sample


Production fee POSMs
Labour force Print

(Promotion +gift <=30%)


Sponsorship

Promotion for customer Online PR - Online Media


Display contest
Pride
Labour force
POSMs Radio
Merchandising
Rental fee Audio ad
POSMs

TOTAL Total sum Total sum Total sum


6 1.5 1.64 1
Solution Reallocate the budget to meet the Project objectives

Gift
Mua ngoài ? %/ giá bán lẻ
Sản phẩm công ty = 70% giá bán lẻ
1.5 tỉ 360 triệu
Digital MKT Ecommerce
Online Ad Join in Brand day Sales bonus Sales team control

(phần này do Sales


Department trả nên
Youtube Ad Promotion không tính vào budget) Discount rate for customer
FB Ad Gifts Sales bonus
Google Adwords Discount

Online Banners (Gift + discount < 30%) Total Sale support


Vlogger video

Microsite Company policy


Online trial Ad
Games/ Activities Retargeting Ad fee
Mantainance fee

Social Media
FB/ Instagram/ Tiktok
Forum/ Page
Labour force

Total sum Total sum


1.5 0.36

12%
benefit

rate for customer 15-18% 100k 85k


1%

==> Sales and


Ecommerce partner will
30% negotiate the Policy

20%

Adjust the amount of Sales support budget


20% 20% 20%
6 1.2
Advertising PR Digital MKT
Production Prints
KOL fee KOL & article Livestream
Labor force Sample
KOL Fee
Airing budget Sponsorship Viral clip

Online Media Online Ad


Article Facebook Ad/ Insta.
Youtube Ad
Google Ads words
Tiktok
Banners

Microsite
Fee
Online sampling/
games/ activities
7.8 1.5 1.8 1
0.192307692307692 0.230769230769231 0.128205128205128

Sales
Discount rate

Com. Policy 20%


25%
20% 20%
bắt buộc
Sales promotion Ecommerce
For consumers Gifts
Fortmat: Small Events/ Sampling/ ... Discounts/ Bundle
Brand interactions (view/ interaction)
POSMs/ gifts/ Labor force
Scheme/ Term and condition
For customers - Chủ đại lý
Display contest
Pride
POSMs bảng hiệu,
Labor force
Scheme/ Term and condition
Merchandising hàng hóa, tăng nhận diện và doanh số
Rental fee
Labor force
POSMs

2.5 1
0.320512820512821 0.128205128205128

MKT
gift, money, …

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