Marketing program for liquor brands?

How to face the province's severe competitive situation and increasingly complex competitive environment, change the liquor sales model, always keep the offensive posture, with the most convenient way to achieve comprehensive growth in sales revenue. To this end, the following by me for you to organize the relevant content, welcome to see.

Part 1

● The competition in the liquor market is becoming increasingly fierce, but looking at the operation of the liquor market, some enterprises are still in the rough state, and seldom carry out intensive cultivation. This leaves an effective space for the operation of liquor enterprises, as long as there are enterprises can make more efforts in this regard, in the market operation of all aspects of intensive cultivation, will be able to achieve gratifying results, get a huge harvest. According to the market work experience in recent years, drawing on the operation of other industries, especially the development of this white wine marketing plan program for market reference action.

A, paving: the implementation of carpet paving

For the terminal retail stores are very many daily necessities, food stores, etc., in the new products, new varieties listed, the implementation of carpet paving is a very effective marketing strategy. In the product entry stage, the enterprise coordinates with the dealer to take the initiative, the goods will be delivered to the terminal, through the implementation of carpet laying way to rapidly enhance the terminal of the laying rate.

A carpet paving way liquor marketing plan program features:

1, centralized marketing plan. Concentrate manpower, material and financial resources to implement the carpet marketing plan to lay goods, the momentum of its huge set of large, short-term impact on each area is very strong, easy to let the end customers and consumers to remember the brand promoted.

2, rapid marketing program. The implementation of carpet paving, paving time is very concentrated, efficient and fast in the target area to develop wholesalers, retailers, a target regional market to complete 80% of the paving is generally no more than 30 days.

3, intensive marketing program. The use of carpet paving way liquor marketing plan, in the target area market intensive development of grocery stores, couples stores, small and medium-sized supermarkets, chain stores and other retail stores and hotels, restaurants, that is, a store to a store, paving the way to leave no vacancies, from the space to achieve intensive coverage.

4, systematic marketing plan. The implementation of the carpet during the laying of goods, the work system and detailed, and the requirements of a step.

The second implementation of the carpet paving successful liquor marketing plan program key:

Carpet paving can only be successful, not allowed to fail. If the pavement failed, will hit the salesman and dealer to promote the enthusiasm of the product, increase the difficulty of follow-up work. To make the carpet can be successful, must do the following:

1, carefully selected dealers

To quickly spread the product to the retail terminal in a short period of time, there must be the collaboration of dealers, dealers as the main, at the same time, the factory with the dealers to take the initiative, give full play to the dealer's network of advantages.

Dealers should have a hard-working spirit of practical work, to have the desire to learn and sales experienced salesman.

Selection of dealers, to choose a terminal business sense, there is a desire to develop

growing dealers. Marketing plan can not choose to sit and wait for customers to come to the door of the "sitting" business.

2, to develop clear goals and plans for the laying of goods

In the "laying of goods" before, should be carried out by the salesman to step on the investigation, to master the target area of the wholesale market and the characteristics of the retail market, including the product wholesale and retail spreads, payment methods, promotional methods of similar products, consumer trends and their ****, etc., to grasp the distribution of goods pieces of the distribution situation. Grasp the distribution of goods pieces.

Based on the results of the survey, the development of detailed paving goals and plans, so that the salesman has a chapter to follow. Specifically defined as follows:

A, to store in which area;

B, to spend how much time;

C, to pave how many points;

D, paving the rate of how many;

E, the terminal store publicity to achieve what standards;

F, to the customers at all levels of the supply price and paving preferential way is what? G. Estimate the number of products to be stocked;

H. Develop a specific advertising and promotional program.

In the development of laying goals and plans, liquor marketing plan program to follow the following rules:

, clear. "Pavilion target" can not be generalized, must be specific and clear. Such as: supermarkets store - home, hotel - home, two batch - home, county outlets - home, public relations direct marketing Unit - one and so on.

, can be reached. According to human, material and financial resources to make a reasonable allocation, so that

The goal can be achieved.

, target guide. To store the target to determine the incentive standard. In the first "store", focusing on "store surface" rather than sales, the main criterion for assessment is the number of customers number of transactions. This system of rewards and penalties for salesmen to improve the enthusiasm of their work.

, schedule. Determine the types of customers "store" to complete the specific time period.

3, the store staff selection, training

Shopping staff should have a wealth of experience, a strong impetus, with skilled sales skills, good verbal skills.

Pre-shopping, the store personnel to carry out formal training, to avoid problems in the store and store the negative effects, carefully study and analyze the process of store the various difficulties that may be encountered, the development of appropriate countermeasures. Can take personnel discussion and scenario exercises in two ways for training.

4, pavement staff organization division of labor

Implementation of carpet pavement to achieve the overall arrangement, clear division of labor, unity of command specific projects are as follows:

Men ~ women Excellent ~ poor strong ~ weak

5, liquor marketing theory liquor marketing plan plan

Vehicle arrangements

⊙ scheduling of the source of the goods, the product of the control of access to management

Schedule, product access to management

The first time I have seen this, it is the first time that I have seen this, and it is the first time that I have seen this.

Detailed explanation and introduction to customers

Registration of receipts and debts

Posting of advertisements at the point of sale

Getting the best shelf position

Trying of samples

Giving of promotional items

Verbal survey

Knowledge of competing products

Relating of load and unloading of cargo

These are the main reasons why the company is so important in the marketplace. "Shop incentives" should be attractive, but also to avoid negative effects, to maintain good price order.

"Shop incentive policy" has two aspects:

A, to the end-customer promotional items or according to the order quantity to give a certain number of free products or items;

B, the salesman's incentives and penalties;

In the development of the "store Reward policy" to pay attention to the problem:

Shopping reward policy can not have a loophole

If the store reward policy is not perfect, some customers may be drilling the policy of the loophole. Such as "a box to send a bottle" activity is intended to incentivize retailers to improve the retail

Sales stores, "stocking rate", but some customers may be a large number of goods in order to earn the benefits of the gift, thus making the activity deviates from the original intention of the enterprise, in vain, increasing the promotional The cost of the promotion will be increased in vain.

In order to prevent wholesalers from price cuts "dumping", "store" when the gifts can not be cashed in cash gifts is preferred.

Avoid creating the impression of low-priced goods

In the implementation of preferential "store" for retailers, we must pay attention to precise communication, do not give the retailer to create a "low-priced" understanding of the misunderstanding, otherwise it will give the dealer later The work of the shipment brings obstacles.

Coordination of dealers

Shopping incentive policy is implemented through the dealers, dealers are required to have a vision, not encroach on the promotional products, so that it is put into practice.

7, carpet paving to have the appropriate advertising support

Paving with local advertising to arouse terminal interest, reduce resistance to paving, so that paving work smoothly. Advertising to lower cost store banners, street banners, giant banners and so on.

8, do a good job of paving the late service and tracking management

Paving in place, the product into the customer's warehouse. In order to enter the normal sales track, it must be timely return visits and effective management. The return visit is generally within three or four days after the first.

Part 2

One, if the paving of goods after it no longer pay attention to, the goods are equal to the white store. On the one hand, the retailer is disgusted, good selling can not find people into the goods, bad selling can not find people to return. On the other hand, if the next time the product is still going to store, will certainly be rejected by the retailer, equal to their own to break the way back.

Two, promotion: year-round, the pursuit of innovation

Through the form of different, year-round promotional activities to increase product sales, increase market share, for enterprises and businesses to create more profits.

Categorization of promotions: promotions are divided into three categories: conventional promotions, special channel promotions and traditional holiday theme promotions

A, wholesalers, retailers, supermarkets, catering, its owners concerned about the economic profits, its promotions should be considered in terms of benefits. Through the market survey, to understand the profits of its business other brands, and then develop specific promotional policies, so that the interests of its business this product is greater than other similar products, in the form of gifts The local market is the best-selling products associated with the product or more practical items. As gifts are bulk purchases, you can negotiate with merchants to get the lowest price

Grid, thus reducing promotional costs. Such as beer, beverages, electrical appliances, lighters, etc. .

B, consumer promotion is to allow consumers to get unexpected gains and increase the fun of consumers, you can design some interactive activities, so that consumers in the consumption of activities to participate in, enhance their memory, drive secondary consumption.

C, attendants and salesmen, the product into the end, the need to recommend to consumers through the attendants or salesmen, so the need for attendants and salesmen to give certain benefits and strengthen the emotional construction. Methods can be taken to give practical or collectible small gifts, sales competitions and other activities.

Special channel promotion: the promotion of group purchases, meetings, banquets, etc.

The promotion of banquets can be carried out jointly with professional hotels and large and medium-sized restaurants in order to set up the image of the first brand of wine for banquets.

Theme promotion for traditional festivals: according to traditional festivals, carry out promotional activities with different themes to increase product awareness and brand image

Third, advertising

Adopt accompanying and effective advertising strategy to fully serve the sales of products.

Products are divided into the convergence period, the growth period, the maturity period

1, in the streets of the relatively large flow of people, catering industry is more concentrated in the place of hanging banner ads. The local market is generally in the 10-20 more appropriate. Uniform design

Design, text, color, pattern unity.

2, in each restaurant retail stores, wholesale stores, etc. hanging cloth banner ads, unified text, patterns, colors, etc..

3, in each sales terminal at the posting of drawings, hanging POP advertising, the location should be conspicuous, outside the store can be seen at a glance.

4, in the catering sales terminal on the table set up product samples, display pamphlets.

5, printed on behalf of the calendar, the local Bailey's azalea scenic travel book, commonly used unit phone number brochures, in the sales terminal to do "so-and-so wine free gift Bailey's azalea scenic travel book or commonly used unit phone number brochures," to play the role of advertising and publicity. Note: This method can be carried out at the same time to the terminal paving.

6, television, radio, cell phone newsletters, newspapers, in order to release the event information.

Advertising should be closely for the purpose of product sales services, each release should have a distinctive theme and activities. Therefore, the first year of advertising should be centered around the promotional activities to carry out, so that it does not appear hollow in the dissemination process. The form of low-cost and wide range of media is the main.

Part 3

Time still follows its unchanging laws continue, another year of history, still as many years in the past, has become history of 2015, also has many good memories and many feelings. 2016 is an eventful year for the liquor industry, although 10 years of the impact of the global financial crisis in the gradual weakening of, but the overall The economic rebound still needs a period of time to be excessive. The adjustment of the national excise tax on liquor also caused a period of commotion in the industry, followed by a nationwide crackdown on drunk driving and local bans, adding insult to injury for the liquor industry. In such a bumpy year, we stumbled all the way, which the joy and sorrow, *** and helpless, confused and touched, really unlimited emotions -----

I, responsible for the regional sales performance review and analysis

I, performance review

1, the annual total cash back of 1.1 million, exceeding the company's task;

2, the successful development of four new customers;

3, laid the company in Southwest Shandong, Jining as the center of the operation of the key regional markets of the groundwork;

Two, the performance analysis

1, although the completion of the company's cash back to the task, but from the 2 million I set the goal, a far cry. The main reasons are:

a , the first half of the focus of the market positioning is not clear and firm, the first is located in Pingyi, but due to the special nature of the Pingyi market local protection and later the dealer's focus shifted to the beer, and ultimately changed my original intention. Secondly, I was optimistic about the Sishui market, although the market environment is very good, but the dealers are too poor to cooperate, and gave up. Until later chose the Jinxiang "Tianyuan side dishes", has nearly the end of the year!

b, new customers to expand too slowly, and poor customer quality is mostly small customers, small strength;

c, the company lagging behind in service, especially shipping, which not only affects the market, but also affects the dealer's confidence in sales;

2, the new customer open face, although the implementation of the four new customers, but from the six I personally formulated the goal of the difference between the two, and the four customers, three of which are small. Three of the four customers are small customers, sales are also very general. This is mainly due to my own subjective cause, in order to return the money and do not pay much attention to the quality of customers. As the saying goes, "choice is more important than effort", the dealer's "strength, network, distribution capacity, cooperation, commitment to consciousness" and so on, directly determines the quality of market operations.

3, my company has been operating in Shandong for three years, the three years of mistakes is not to do "focus on the key to grasp, grasp the key", so learn from the lessons of the previous few years, this year, I personally also look for key markets into my regular work, and ultimately in November 2009 decided to Jinxiang as the core of the operation! Jining market, through the two-month market operation also feel part of the experience for next year's operation laid the foundation.

Two, personal growth and shortcomings

In the company's leadership and colleagues care and support, in 2009, my personal business development, organization and coordination, management and other aspects of a great improvement, but there are also many shortcomings.

1, the mind of the self-adjustment ability to enhance;

2, the ability to learn, the market's foresight and control ability to enhance;

3, to deal with emergency issues, the ability to grasp the psychological state of others enhanced;

4, the overall market awareness of the height of the market needs to be improved;

5, the team's management experience and the overall regional market operation ability to be improved.

Three, the work of the mistakes and shortcomings

1, Pingyi market

While the local protection is serious, but we through the coordination of the relationship, coupled with the operation of the market on the low-profile, there is a certain market, and through a period of time in the market proved that dealers to develop a special song is still very much catering to the consumption of the rural market. In the off-season before the arrival of the dealer, because I was not able to do a good job with the dealer effective communication, coupled with the service is not in place, and ultimately, the dealer to the majority of the energy bias to the beer. More mistakes is that the agent took another white wine - Yimeng Laoxiang, and the manufacturer support is quite strong, we are even more diluted.

2, Surabaya market

While the dealer's character has a problem, but the market environment is really very good no local strong brand, no local protection ---- and more than a year of ten miles of wine lane hotel operation, there are certain positive factors in the market, and later expanded the circulation market, and the market response is very good. The mistake is not in advance in the cost of pressure on the dealer, so that later control imbalance, ultimately leading to the failure of cooperation, the loss of the ship. The key lies in my personal wrist is not hard enough, not enough foresight on things, not fast enough.

3, Tengzhou market

Tengzhou's market foundation is still very good, just dealers to invest in the awareness and management of the company is too poor, so that we people withdrew, the market serious decline. My mistakes in this market are a few points:

1, not able to guide the dealer in accordance with our ideas of their own operation of the market, too dependent on the manufacturer;

2, not at the appropriate time to find the right other potential high-quality customers as a complementary;

4, throughout the 09 years I visited the new customers, there are more than 10 intention is very strong, and most of them are coming to the company! visited. But the final implementation of very few, the reason is that the late tracking is not in place, their own confidence is also insufficient, a waste of good resources!

Four, 10 years ago, part of the old market work and problem handling

Because of our grasp of the market and the cost of the previous control is not strong, resulting in 10 years ago, the market has left the cost of contradictory issues. After consultation with the company's leadership, to "harmonious development" as the principle, to take "one place, one policy" approach, for different markets to solve each.

1, Tengzhou: although the company has the cost but must then pay back, to send more than part of the proportion of the goods in the form of a solution, the two sides can accept and understand;

2, Weishan: their own packaging and bottles, the company's costs as the use of liquor payments, their own sales;

3, Surabaya: the same as in Tengzhou

4, Yicheng: not yet solved

Through the above ways to solve the market problems one by one, although some resistance in the early stages, and later accepted and implementation of the smoother, and completely resolved the previous kind of manufacturers too dependent on the psychology.

Four, "office plus dealer" mode of operation of the regional market

According to the actual situation of the company and the market situation in recent years, we have been groping for a shortcut to the operation of the market, the real embodiment of the "office plus dealer" operation efficacy, but the "office plus dealer" operation, but the "office plus dealer" operation efficacy, but the "office plus dealer" operation efficacy. Really reflect to the role of co-sales;

Five, a few suggestions for the company

1, strengthen the product hardware investment, the first impression of the product to give people a "value for money, value for money" feeling;

2, improve the various rules and regulations and pay system, so that it is more able to fully utilize the initiative of the personnel. Give full play to the subjective initiative of the personnel;

3, focusing on the advantage of resources to focus on the model market;

4, focus on brand image shaping.

In short, the 2016 credit or not, have become history, to meet us will be a brand new 2012, standing on the threshold of 10 years, we see the hope, is a good harvest and fruitful!

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