How to calculate the marketing expense budget and how to calculate the sales budget

Marketing expense budgets include variable marketing expense budgets and fixed marketing expense budgets.

1) Variable marketing expense budgeting.

A variable marketing expense budget is a budget for variable sales expenses that need to be paid in order to achieve the sales volume of a product. The variable marketing expense budget is determined by expense item based on the estimated sales volume.

2) Fixed marketing expense budget.

The fixed marketing expense budget is the budget of the fixed sales fee that needs to be paid to achieve the sales of the product. The determination of the above-mentioned expenses requires an analysis of the above-mentioned expenses incurred in the past, an examination of the necessity and effect of the above-mentioned expenses, or the use of a zero-based budgeting method to determine the budgeted amount of the above-mentioned expenses.

The marketing expense budget should be matched with the sales revenue budget, and there should be a specific budget amount according to the product variety, sales area, and expense purpose.

Newcomers do budgeting, when you don't know how much a certain expense should be listed. You can refer to last year's budget, or similar ratios in the same industry.

Based on the sales revenue budget, we strive to achieve the most effective use of sales expenses by analyzing the relationship between sales revenue, sales profit and sales expenses. After the sales revenue budget and sales cost budget are determined, the sales tax determined according to the sales revenue budget and the target profit degree determined in advance are combined.

Selling expense budgets can be divided into variable selling expense budgets and fixed selling expense budgets. A variable selling expense budget is a budget for variable selling expenses that need to be paid in order to achieve the sales volume of a product. The variable selling expense budget is determined by expense item based on the estimated sales volume.

A fixed selling expense budget is a budget for a fixed selling fee that needs to be paid to achieve product sales. The determination of the above-mentioned expenses requires an analysis of the above-mentioned expenses incurred in the past, an examination of the necessity and effect of the above-mentioned expenses, or the use of a zero-based budgeting method to determine the budgeted amount of the above-mentioned expenses.

1.Estimate annual or phased sales targets.

2.Calculate the marketing cost according to the proportion, such as 1%.

3.List marketing channels, including but not limited to fixed advertising space, electronic advertising, events, roadshows, printing materials, gifts, staff salaries, logistics costs, and related dotting costs.

4.Roughly plan the channel arrangement in the marketing cycle, that is, arrange the things that you think you need to do and are useful in the above article according to the week.

5.Calculate how much it will cost to make a marketing promotion table according to Article 4, and how much can you spend on the corresponding deletion compared to Article 2.

6.If you feel that you don't need to be scolded by the leader when you do a good job, write the logic, plan, and cost composition in the marketing promotion table into word or ppt, and finally pay the marketing push button to block the wide table and send it to your boss.

7.Waiting to be scolded, and further cutting the budget, it will be almost the same if you change it three or five times.

The algorithms of sales budgeting include the equal competition method, the marginal income method, the zero-based budgeting method, etc.

1. Equal Competition Law.

Equal competition law is based on the sales expenses of major competitors in the industry. Sales managers who agree with this method believe that sales results depend on competitive strength, and that this method must have a full understanding of the industry and competitors, which requires timely access to a large amount of industry and competitor information, but usually, the information obtained reflects the market and competition conditions of previous years. In this way, the allocation of sales budgets sometimes does not achieve the purpose of equal competition.

2. Marginal income method.

The marginal benefit here is the benefit gained for each additional salesperson. Because the sales potential is limited, with the increase of salespeople, its benefits will be less and less, and the cost of each salesperson is roughly the same, therefore, there is a point, and then add a salesperson, its benefits and expenses are close, and then increase salespeople, the cost is greater than the income. The marginal income approach requires that the salesperson's marginal return is greater than zero.

3. Zero-based budgeting.

An activity starts from scratch in a budget period. The sales manager proposes the necessary expenses for the sales activity, and conducts an input-output analysis of this activity, giving preference to those activities that contribute to the organization's goals. This is repeated until all activities are sorted by contribution size, and then the expenses are distributed according to this sequence.

In this way, sometimes projects with small contributions may not get paid. In addition, the use of this method requires repeated arguments to determine the required budget.

What is a marketing budget???

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We are glad to answer for you, the concept of 37 marketing budget is: marketing budget refers to the implementation of various marketing strategies, policies required for the most appropriate amount of budget and budget allocation in various marketing links and various marketing means. The role is:

Marketing budget is usually the first budget item to be determined by a company, and it is an important control tool for the company's operation. Generally speaking, for companies that rely mainly on products or services to obtain revenue, it can be seen that the company's expected profitability for the year, each project is fully and the food service instructions j recipe expressed, once a year, and at the same time to do a good job of rolling budget for the next two years. Rolling budgets for the next two years are generally not very detailed, as long as a rough trend** of approximate income and expenditure is sufficient.

Once the marketing budget is carried out, it means that the director of the most business section is directly responsible for the budget and the commitment to the management of the county, and it will not change in the case of a single situation. There has been a huge love affair. The existing budget is no longer applicable.

There are nine aspects in total.

First, the "marketing planning" model marketing planning and partial implementation.

1. Marketing master plan: 20 300,000 yuan per year;

2. Adjustment and partial implementation of the plan: sales 3 5 commission, monthly settlement;

3 Partial advertising** fee 15 .

Second, the "consultant participation" model of marketing consultants and advertising directors.

1. Monthly prepaid marketing planning consultant fee: 20,000 30,000 yuan per month;

2 Advertising and event creativity and ** fee: 20 lines of tomato fingers;

3 Sales Proceeds 3 5 Commissions.

3. TV advertising creativity, shooting and production costs: 20 800,000 yuan 30 sets.

Fourth, ** activity creativity and implementation:

1. Creative fee: 1 30,000 yuan;

2 Implementation fee: $2 30,000 or linked to benefits.

5. Graphic creativity and design fee: 5,000 50,000 yuan.

6. **General planning type:

1 Increase in revenue from Namin's advertising and activities: 20 commissions, billed monthly;

2 Advertise or post an article at a special price.

7. Market Research:

1. Market research fee: 12-150,000 yuan;

2. Special market research fee: 8-100,000 yuan.

8. Marketing planning consulting fee:

To the company consultation: 1000 2000 yuan per hour;

Door-to-door service: 5000 10000 yuan per day;

Marketing lectures: 10,000 20,000 yuan per day.

9. E-commerce charges:

1. Domain name registration

International: 2000 yuan per year.

2. Web page production:

Homepage: $2000 page.

Page ordinary page file: 200 yuan page.

Database support: 3000 yuan.

Real enterprise domain name, 100m space, 10 free mailboxes: 2000 yuan per year.

Database maintenance fee: 10,000 yuan per year.

10. Other items are negotiable.

Net sales = sales revenue - sales returns and discounts.

Cost of goods sold budget: the cost of goods sold per unit of product (or the cost of purchase per unit of goods) of sales.

Gross profit budget for sales: The budget for gross profit from sales can be obtained by subtracting the cost of sales budget from the budget of sales revenue.

A sales budget is a conservative estimate of the size of a sales estimate and is primarily used for current purchase, production, and cash flow decisions. Obviously, the sales budget should not only consider the sales **, but also avoid the risk of being too high, and the general sales budget should be slightly lower than the enterprise ** value.