Liquor Promotion and Marketing Planning Scheme

Liquor Promotion Marketing Plan 1 1. Operating Platform of Sales Plan

The company set up a special organization to investigate and develop new products, formulate marketing strategies and sales plans, and build the first terminal network of liquor in an all-round way with the economic concept of marketing planning. Equipped with marketing plan management and financial personnel, break the traditional employment mechanism and recruit a group of business elites from the society. Determine the business representatives, business directors, business directors and business managers of regional marketing programs, set up a professional marketing team, set up a sales team for key marketing programs, manage customers by special personnel, sign sales contracts for single products, and complete the combination of marketing teams before the new products go on the market.

Second, the design of sales planning products

Because of the transparent price and aging structure of the old products, it is difficult to meet the needs of consumers and support the high marketing expenses, and the products cannot form the advantages of marketing programs. Therefore, it is necessary to develop combined products.

1, according to the flavor type of liquor to develop, and strive to make the product personalized and obvious, so as to become the main brand.

2. Develop products according to the degree of liquor to form high, medium and low-grade series products.

3. Develop products in a targeted way, constantly research marketing plans in the sales process, follow up products, and realize the best combination of product structure.

4. Develop products according to the planned market price and establish a reasonable product price system.

Third, the network system establishes a sales planning scheme.

Effectively integrate the original dealer network, first help the original dealer to help them sell, master the first-hand information, and find out the details of the marketing plan. Lay a good foundation for the next marketing work. The listing of new products can be upgraded to marketing plan according to the following sales plan planning steps.

1, establish a master marketing plan, establish a feasible county-level target market sales planning scheme, and formulate a marketing plan development plan. The sales staff directly serve the first-class merchants, and the first-class merchants will assess the business personnel, select hotels, supermarkets and shops with good reputation in the regional market, and conduct comprehensive centralized marketing of the products. Create a model marketing plan, and strive to achieve more than 80% distribution rate in the marketing plan. After a month's marketing, strengthen and screen customers, determine first-class and second-class customers, and establish and improve customer files.

2. The offline customers managed by the first-class dealers are assisted by business personnel, and the management system of first-class and second-class customer supply cards is implemented; Print and issue supply cards to primary and secondary customers. The purpose is to master and control the flow of goods in the marketing plan, effectively control the price-breaking and goods-jumping of the marketing plan, and completely put an end to the appearance of counterfeit goods.

3. Reasonably distinguish the incentive policies of primary dealers and secondary dealers, protect primary dealers and cultivate and support secondary customers. Reward according to the performance of secondary customers.

4. Take promotion management measures for customers. When the performance of secondary customers reaches or exceeds that of primary dealers, secondary customers can be directly promoted to primary dealers, and their benefits will change accordingly. Finally, a strong and extensible sales first-class and second-class network will be formed.

Fourth, make use of the marketing planning resources in the market.

1. Configure delivery vehicles and advertise the body image.

2. dressing the, a business person, wears a business card and a badge.

3. Appoint business representatives, business directors, business directors and business managers.

4. The company can control the unified scheduling and management of resources.

Five, product benefit distribution and sales expenses planning scheme

(a) product profit distribution and sales planning scheme

Distribute the benefits of each link reasonably, so as to maximize the use of resources, which will be distributed layer by layer according to the spatial relationship of product prices.

1. Make unified marketing plan and sales price, including hotel price, supermarket price, retail store price, etc. , reasonably allocate profit space, and reward dealers in two forms: monthly rebate and annual reward.

2, the organic combination of sales products, formulate the operation method of single product marketing plan.

3. For staged promotion activities, the reward standard shall be formulated according to the total delivery amount.

4. With the gradual maturity of the marketing plan, the cost of each link will be reduced or cancelled accordingly.

(B) marketing expenses management of sales planning scheme

1. All expenses are paid for selling products, and the company bears the basic salary, business trip expenses and telephone charges of business personnel.

2. Vehicle expenses, office expenses and warehouse expenses.

3. The salary of business personnel shall be paid in the form of basic salary+commission+reward. The basic salary of basic tasks is guaranteed, and the business commission is not capped.

4. Yi Labao, posters, public service advertisements and other publicity expenses.

5. Publicity expenses in the market preparation stage and sales activity stage.

(3) Steps of direct selling of sales planning scheme

1, direct selling method (one product, one policy);

2. Open recruitment of business personnel, short-term training and arrangement of specific positions;

3. Make a plan for the listing of direct selling products.

Through direct sales operation, we can effectively control the marketing planning scheme, constantly supplement and improve the marketing scheme, realize the flattening of Taibai liquor network, and lay a solid foundation for the large-scale marketing scheme operation.

Liquor Promotion and Marketing Planning Plan Part II: Purpose of Activities

Use the National Day holiday to boost market sales, reduce inventory, pave the way for sales in the second half of the year, and strengthen the company's external brand image.

Second, the theme of the event

"National Day Celebration, Happy Family"

Third, the activity time

September 29th-65438+1October 5th (four days before the official promotion is the publicity period).

Fourth, the form of activities.

Gifts; Lucky draw.

Verb (abbreviation of verb) activity content

1. During the promotion period, whoever buys xx wine National Day gift box will receive xx tea box.

2. During the promotion period, whoever buys a box of xx wine will be given a bucket of sunflower oil.

3. During the promotion period, anyone who buys xx series xx wine will get a free drink.

4. During the promotion period, you can participate in the lucky draw by collecting two different tea boxes or spending all over 200 yuan.

First prize: a notebook

Second prize: a ticket for xx stage play.

Third prize: an mp3 player.

Fun Award: Collect two "thank you" lottery tickets and you will get an mp3 player.

Popularization of intransitive verbs

1, leaflets, DM single delivery.

2. The display layout should be novel and attractive.

The plan of liquor promotion and marketing Chapter III I. Enterprise goals and tasks

Guowuye and Platinum Liquor are another core brand jointly built by Wuliangye Co., Ltd. and Kweichow Moutai Group, with a history of nearly a thousand years. The overall pattern of China liquor industry is as follows: while the overall decline, the share of famous liquor continues to expand, and the liquor industry is in the stage of internal adjustment and upgrading; Regional brands compete with national brands, and one side has points; Large-scale liquor groups have shifted from product management to brand and capital management, trying to find new economic growth points. According to the current domestic situation, it will be fully upgraded nationwide.

Second, the market situation analysis

Wine has experienced different ups and downs in China for thousands of years. But on the whole, China people's feelings for wine outweigh the disadvantages, and modern people's consumption and concept of wine are more wise and mature. At present, liquor is developing in the direction of high quality, low alcohol and nutrition. Consumers no longer binge drink, but tend to be rational and begin to emphasize the quality of wine. Low-alcohol wine has accounted for more than 65% of the total wine sales. In contemporary cities, the number of traditional heavy drinkers is decreasing, while the number of people enjoying it is increasing. The enjoyment of "drinking" and "leisure" has become a new consumption concept of modern people.

(a) the place where consumers buy alcohol

It is shifting from grocery stores, grocery stores and stalls to supermarkets, cheap stores and specialty stores. However, due to the difference of economic level, different cities have different places to buy.

(2) competitor analysis

The main competitors of Guoyuye and Platinum Wine are brands such as Jiannanchun, Fenjiu, Liu Yanghe and Jinliufu. However, from the market analysis, the brands created by Wuliangye and Maotai Group are well-known and recognized by consumers, so they can gain a good market share.

(C) consumer psychology research

According to the research of consumer psychology, customers' purchasing behavior can be divided into seven stages: attention, interest, desire, purchasing motivation, purchasing behavior, consumption behavior and satisfaction evaluation. At present, the large-scale advertising of the above-mentioned products in famous media such as CCTV can attract customers' attention, arouse customers' interest and desire to buy and stimulate their purchasing motivation in a short time.

1. Consumer's purchase motivation

(1) Drink it often and taste it yourself (life habit)

(2) Meeting guests and entertaining guests to drink

(3) Giving gifts

(4) the drinking demand of festival activities.

(5) Buy wine to drink on holidays.

(6) Drink when you are happy or unhappy.

2. Consumer personality analysis

(1) Show off your heart: I hope to be better than others in status, wealth, reputation and love.

(2) Normal mind: A recognized brand will not change generally.

(3) Be rational, pay attention to nutrition and health, and make choices.

? 3. Consumption habits

(1) Living habits (relatively fixed)

(2) Advertising influence

I heard.

4. Consumer classification

(1) The mass consumers are consumers of low-priced products.

(2) The mid-range price is popular.

(3) Etiquette has nothing to do with price. For this part of consumers, etiquette is not fixed.

Consumers' choice of liquor is generally influenced by brand, price, advertisement, taste and other factors. Liquor advertisement has obvious effect and is an important factor affecting people's purchase of liquor.

Third, SWOT analysis

(1) Advantages of the company

1. The liquor products put into operation are well known.

2. There are many kinds of products, covering high, medium and low-end consumer groups.

3. At present, Lianhua Supermarket has not launched this series of liquor, which has a broad profit margin.

4. A first-class agent, with a payment period of 70 days, can make full use of working capital.

(B) the company's disadvantages

1, the liquidity of the newly established company is still relatively tight. The payment method in the supermarket is directly related to the operation of the company's funds.

2. Most of the products produced are middle and low-grade products.

3. The sales network is backward and lacks market.

4. Lack of market influence.

Liquor Promotion and Marketing Planning Chapter IV XXX series liquor has just been listed, and there are many similar products in almost mature markets. In addition, the current consumption of liquor is declining, and it is about to enter the off-season of consumption. In this case, XXX series liquor is facing a severe test. Therefore, we should choose the entry point to enter the market and carry out a series of promotional activities in order to gain a foothold in the fiercely competitive market in a short time.

First, the background of Mid-Autumn Festival promotion

As a traditional festival, Mid-Autumn Festival has always been concerned by the whole society. Although it is not the peak of consumption at this time, it is a relatively concentrated period of "reciprocity". During this period, if feasible promotion activities are carried out, it will be a very important time window to improve product brand awareness and market share.

Based on this, we propose this promotion plan.

Second, the Mid-Autumn Festival promotional activities need to solve several problems

1. Mid-Autumn Festival promotion preferential policies;

2. The cooperation degree of marketing network promotion activities;

3. Product terminal distribution;

4. Support promotional activities;

5. Ability to organize promotional activities.

Three. Suggestions on Mid-Autumn Festival Promotion Activities

(1) Promotion theme

1, healthy desire XXX wine

Until, I raised my glass and asked the bright moon to forget XXX.

(2) Description of the promotion theme

1, healthy desire, XXX liquor:

This theme aims to emphasize the health care function of XXX wine and highlight XXX brand, which can be used as an auxiliary advertising language for promotional activities and long-term advertisements.

2, until, I raise my glass and ask the moon, unforgettable XXX:

This theme is aimed at the traditional festival-Mid-Autumn Festival, skillfully using ancient poetry to create a cultural atmosphere, setting off the scene of "thinking about relatives during the festival", thus affecting people's feelings of seeing things and thinking about people, and ending with "unforgettable XXX" skillfully, which is thought-provoking and easy to spread.

(3) Promotion methods

Community promotion: choose warehouse purchase and residential area grocery store to promote one get one free.

(4) Promotion time

The promotion period is one week before and after the Mid-Autumn Festival, that is, from XX 28th to XX 7th, 20xx.

The liquor promotion marketing planning scheme Chapter 5 I. Purpose of the activity

With the approach of Christmas and New Year's Day, many liquor manufacturers are going all out to focus on holiday promotion. Christmas and New Year's Day are the landmark periods for liquor to enter the peak sales season. Everyone wants to be the leader of liquor technology in peak season, the legendary swordsman, because whether this "campaign" can be played well will directly affect the success or failure of liquor sales in the whole peak season. New Year's Day, for example, is a traditional festival of the Chinese nation. It is especially meaningful for a family to get together and spend the holidays together. For liquor enterprises, how to tap the selling points of holiday promotion and develop ideas around the "warm and happy atmosphere of family reunion" is naturally the first to bear the brunt.

In recent years, influenced by the holiday economy, the wave of New Year's Day travel, marriage, shopping and gift-giving has been enduring. Enterprises should fully consider whether they can use holiday tourism resources to extend the unique positioning of products (gifts, holiday sales, special purchases, etc.). ), and consider whether they can find more delicate selling points around the wedding banquet market to highlight the concept of product sales. This time, on the basis of the two major promotional themes of New Year's Day's New Year's Day's New Year's Day's New Year's Day's New Year's Day's New Year's Day's New Year's Day's New Year's Day's New Year's Day's New Year's Day's New Year's New Year's Day's New Year's Day's New Year's Day's New Year's Day's New Year's Day's New Year's Day's New Year's Day's New Year's

Second, the overall planning

1, activity form

Sponsor: xxxx general agent

Undertaking: xxx planning

Planning organization: xxx planning

Time: 20xx years, x months, x days to x days

Venue: xx Hotel and Restaurant (Consumer Terminal)

1) During the activity, the "xXX wine sale and special reward activity" jointly launched by high-end hotels and restaurants in XX city was the main content, with export purchase as the main form, interspersed with free goods's experience and prize-winning participation.

2) If you buy different series of xx wines during the event, you can enjoy two get one free discounts, and you can get a lifetime VIP card (you can enjoy a 15% discount for future consumption).

3) During the activity, all prizes, venues and related municipal coordination expenses shall be borne by the organizer.

2. Media promotion

1) Make special advertising tapes, which will be broadcast live in stores and activities.

2) Broadcast time: all-weather broadcast/event site.

3) Interactive promotion of online media ("X Media" pop-up advertisement, with prizes for participation).

4) X-month outdoor publicity at important urban ports.

3.DM publicity

1) launched a special advertisement for DM "XX wine" to sell well, showing the internal quality and brand-new image of X wine, and detailing the continuous activities and promotion arrangements of XX wine.

2)DM needs to embody the brand-new image (quality and material benefit) of xx wine-Wuliangye series fine wine, and issue 10000 copies for wide publicity (beautifully printed, the paper is not less than 128g coated paper, which can be used for posting and publicity in terminal stores).

4. Atmosphere layout

1) overall atmosphere layout inside and outside the store, rendering special shopping atmosphere (rainbow doors, banners, etc. ).

2) Hang many banners and vertical banners; Set up a set of audio and color TV, and play promotional feature films in cycles to create an atmosphere in the store; The sales promotion lady introduces xx wine series products at the event site, and is responsible for event consultation and on-site product promotion.

Activity form: buy and give promotion

Activity content:

1. Conduct "xx Wine" tasting in free goods at any activity place during the event.

2. Customers who buy "xx Liquor" series liquor during the activity can enjoy the "two get one free" discount.

3. Customers who buy "xx wine" for more than xx yuan during the activity can get a lifetime VIP card uniformly printed by Guangyuan general agent (at any time except for holding promotional activities, they can enjoy a 15% discount on the purchase of xx wine series products of our company), and they can also participate in the lucky draw held by the general agent in the sales department from 3: 00 to 4: 00 pm on XX day.

4. Awards setting: X first prize (a brand-name camera phone), X second prize (a brand-name 1P air conditioner), 3 third prizes (two bottles of xx wine) and X lucky prize (a special gift). The lottery must be held in an objective and fair way at the lottery site, and the prize will be given immediately after winning the prize.

Liquor Promotion Marketing Planning Scheme 6 I. Buying and Giving Activities

For high-end products (products with retail price above 200 yuan/bottle), mid-range products (products with retail price of 30- 199 yuan/bottle) and low-end products (products with retail price below 29 yuan/bottle), buy wine and get other gifts. Every level of promotion activities is different, such as "buy one get one free", "buy one get three free" and "buy wine and get coupons".

Second, store promotion

When it comes to national day promotion, most marketers will immediately associate it with national day store promotion. Yes, many enterprises have arranged personnel to contact with major supermarkets early to discuss the display of stacking goods or end shelves, and they are very busy. The holiday sales of liquor are particularly large, so it is also called holiday wine. Supermarkets and shopping malls are one of its main sales places. Its sales methods include: buying piles, explaining by personnel, and carrying out promotional activities of buying gifts to urge consumers to take buying actions.

Third, stacking and packaging.

The theme of the pile head should be combined with festivals and specific promotional products, the theme should be clear and easy to understand, and the expression of meaning should be intuitive; The effect should be colorful and have visual impact. Stacking and packaging should be beautiful and convenient, and alcoholic products can be made into trapezoid to ensure that customers can pick up goods from three or four directions at the same time. At least one gift should be taken out of the package and hung or placed on the top of a pile of gifts for customers to see at a glance. The bottle-shaped display on the pile head can improve the visual impact and increase consumers' desire to buy.

Liquor Promotion Marketing Planning Scheme 7 I. Activity Background

National Day is the beginning of the peak season of liquor sales in the second half of the year, with the off-season as the market and the peak season as the sales volume. Therefore, the theme of this National Day is "Celebrating the whole country", which will open up the market, boost sales and make a good start for the arrival of the peak season.

Second, the purpose of the activity

Promote the sales of xx wine in peak season.

Third, the activity time

During the National Day.

Four. Activity content

1, activity theme: National Day.

This national day, when the whole country celebrates, it is even more important to celebrate with white wine. When liquor is celebrated, it is the time to get a big gift.

2. Activity method.

Anyone who consumes this product during the activity time can get the corresponding prize as long as one of the major series of this wine is collected.

Family series: family photo series package in designated photo studio.

Friendship series: designated photo studio friendship series package.

Love series: designated studio love series package.

Small family series: designated studio small family series package.

3. Promotion of activities.

First, give full play to the role of POP such as posters, which are widely posted in dealers and retail terminals all over the country;

The second is to make full use of TV, exhibition board advertisements and bus mobile advertisements.

The effect of verb (verb's abbreviation) activity

The winning amount of this promotion is not high, but the winning rate is high. In the national day atmosphere celebrated by the whole country, it will stimulate consumers' consumption and lay a good foundation for peak season sales.

The liquor promotion and marketing planning scheme Chapter VIII I Preface:

Admission banquets for college entrance examination students have become a common habit in China, ranging from two or three tables to dozens of tables in each family. The college entrance examination banquet has become an important part of individual group buying liquor consumption and plays a very important role.

First of all, it can increase the market sales of liquor consumption in the off-season; Secondly, the word-of-mouth communication function of banquet consumers in Xie Shi is very obvious, and there is often a patterned trend in the same area or classmates, which can stimulate other surrounding consumers well through word-of-mouth communication; Thirdly, the college entrance examination and admission period are just the off-season of liquor consumption. Through the publicity and promotion of consumption activities, consumers' awareness of xx products and brands will be improved, and a marketing atmosphere will be created, which will lay a good foundation for the marketing of liquor consumption in the coming peak season.

Therefore, the operation of Xie Shiyan is not only reflected in the effect of promoting sales in the off-season, but more importantly, it can create a good consumption atmosphere in the market, create a good word-of-mouth communication among consumers, and make basic preparations for realizing X sales in the peak season.

Second, the theme of the event:

National theme: "X should be the first in XX"; "True teacher-student relationship, happiness xxx". Local governments can formulate specific subheadings according to their own activity policies. Such as: product xx, champion, Expo.

Third, the activity time:

June 7, 20xx —— September 20xx 1

Preparation period: June1-June 6.

Transmission period: June 7-June 30.

Four. Target audience:

Regional object: Family banquet for college entrance examination candidates admitted to colleges and universities in 20xx.

Contacts: admitted students, their parents and teachers.

Verb (short for verb) activity:

Different promotion methods are adopted for core consumers and general consumers to realize core consumers' consumption X, and general consumers choose red sky or red boutique.

1, core consumption policy.

Children of decision-makers and important influencers in various administrative organs and institutions take the practice of giving away free wine and do not participate in other forms of promotion.

2. Special policies for champions.

Banquet for famous students, and free wine sponsorship for students who won the local college entrance examination or were admitted to Tsinghua Peking University.

3. General consumer policy (the following packages are for reference only).

Happy hour package.

Buy 3 boxes of red boutique and give away 150 yuan suitcase.

Buy 5 boxes of Red Sky to send to 250 yuan mobile hard disk.

Buy 8 boxes of Chitianhua, and give away xx with the value of xx yuan. (Can be given according to local resources) ......

Implementation of intransitive verb activities;

The college entrance examination is one of the most touching events influenced by China, which includes the sadness of teachers and students leaving, the joy of being the top scholar, the expectation of parents all over the world, the vision of freshmen for the future ... Banquet is indispensable, as is the banquet of thanking teachers. Even though its usage is far less than that of wedding banquets, it is of great significance. This publicity focuses on respecting the feelings of teachers, teachers and students, diluting commercial interests and highlighting the emotional connotation of Hongfuchun brand.

The emotional appeal of this theme propaganda-"healthy wine xx, be the first xxx classmate"; "Wine is really a teacher and a student, healthy xx".