Page 1

AMW Business Excellence

Department Name: Sales and Marketing
Title : Marketing Plan and Budgeting

Doc no.:
Rev No:
Rev Date:
Page no:

AMW-EL-2.1-01-P01
2
1/1/2013

1.0 Process Objectives:To allocate required resources for achieving Sales target as per annual operating plan and to facilitate better business planning in terms of Sales and
distribution Planning, Manufacturing and logistics Planning, and Financial Planning for Optimum utilization of resources.
2.0 Scope:
3.0 Responsibility:

HCV Sales
Head - Marketing

Optimum Utilization of resources, Allocation of resources for enhancing Sales

4.0 Customer Expectations:
5.0 SIPOC:
Start
PMG / Head Marketing
captures marketing
requirements .
Supplier
Procedure
Output
Input
- Long Term, Short Term and annual
- Product Segment level mkt. research data.
sales plan
- AMW-HCV business strategy
- Product gaps to R&D
- Competition data
- Network expansion requirements
- Customer data
RMs, AMs, PMG , R &
- Marketing Budgets to RM
- VOC/ QFD reports
D
- Human resources requirement
- Product demo / road show reports
- Sales targets to sales
- Government / regulations
(Volume + Mkt Share).
- New product launches planned
- Plan for NPI/ Product variant
- Past trend of sales volumes
execution

End
Release the same to R&D, Operations
, Materials, Finance & All concerned
functions.
Customer

Sales Team,
Network Development team

Page 2

Doc no.:

AMW Business Excellence

AMW-EL-2.1-01-P01
2
1/1/2013

Rev No:
Rev Date:
Page no:

Department Name: Sales and Marketing

Title : Marketing Plan and Budgeting
6.0 Procedure:
A

Annual Marketing plan and budget

Step
no

Activity

Flow Diagram (Department / Section / Function

PMG / Head Marketing captures marketing requirements .

PMG along with sales and market research collates and analyze the
data on customer requirements , application ,market trends,
technology and new products

RMs/AMs communicate all data on the sales , competitive sales,

market share gain/ Loss ,channel partner off take / retail sale/Stock
levels and customer requirements to the Head Sales.
Head Sales analyze the data received from all these sources
prepare short term (Annual) business plan (with the help of RMs,
PMG , Sales & Mkt.)
Get statewise-modelwise-monthwise event calendar along with
budget required from RMs
Plan activities that should be connected in ATL, BTL, Market

Prepare monthly marketing plan as per annual plan

4
5

8
9
10

Divide the budget allocated to each marketing activity over the

month of financial year as per planned activities
Allocate monthly budget of region specific activities : region wisemonth wise-model wise
- Share with RMs and other sales team
- Share with MD, President, CMO , Finance

11

Take final approval from CMO

12

Release the same to R&D, Operations , Materials, Finance & All

concerned functions.

PMG

Head
RMs/AMs
Marketing

CMO

MD/
President

Cycle
Time/ Date

Reference/ Formats /
Checklist

AMW-EL-2.1-01-P01-F01
(Annual Marketing Plan)

AMW-EL-2.1-01-P01-F01
(Annual Marketing Plan)
AMW-EL-2.1-01-P01-F02
(Monthly Budget Plan )

Page 3

AMW-EL-2.1-01-P01

Doc no.:

AMW Business Excellence

2
1/1/2013

Rev No:
Rev Date:
Page no:

Department Name: Sales and Marketing

Title : Marketing Plan and Budgeting
7.0 Process Measurement Metric (KPI) :
Metric

Sr.no
1

% Variance of Marketing Plan verses actual activities

% Variance of Marketing Budget verses actual Spend

2
8.0 Records :
Sr.no

Record Title

1
2
11.0 Symbols to be Used:

12.0 Abbreviations:
WI
: Work Instruction
F
: Format
C
: Checklist
KPIS : Key Performance Indicators

Custodian

Head- Marketing

Head- Marketing

% Variance

Monthly

Head- Marketing

Head- Marketing

Hard/Soft

Strategic Plan and Annual operating Plan

1
Marketing activity Plan
2
Marketing Budget Plan
3
Monthly Comparison of Budget verses actual Spend
4
Monthly Comparison of Planned verses actual activities
5
Monthly comparison of Planned verses actual Sales
6
9.0 Standard Clause Reference:
10.0 Process Revision History:
Sr.no

Owner

% Variance

Frequency of
Measurement
Monthly

Unit of Measurement

Soft
Soft
Soft
Soft
Soft
Soft

File Name / No

Backup
frequency
(If Soft)

Strategic Planning

Annual

Budget Monitoring

Quarterly
Quarterly
Quarterly

Maintained
by

Physical
Location

Retention Period

Mkting Head

Common
Server

3 Years

Details of Revision

Date of Revision

Revision no.

Updated process in new format

1/1/2013

Connector
NSM

National Sales Manager