Traditional Culture Encyclopedia - Traditional culture - White wine promotion marketing plan
White wine promotion marketing plan
Second, sales planning program product design
As the old product price transparency, structure aging, difficult to meet consumer demand, but also difficult to support the high marketing costs, the product can not form a market sales program advantage, therefore, the need to develop a combination of products.
1, according to the aroma of liquor to develop, and strive to personalize the product obviously, so that it becomes the main brand.
2, according to the degree of liquor to develop products, the formation of high school and low degree series of products.
3, targeted development of products, in the sales process, constantly market sales program survey, follow up products, to achieve the best combination of product structure.
4, according to the market sales program price to develop products, the establishment of a reasonable product price system.
Third, the network system to establish a sales planning program
The original dealer network for effective integration, first help the original dealer to help sales, to grasp first-hand information, to find out the bottom of the market sales program. For the next step in the marketing work to lay a good foundation. New products can be listed according to the following sales program planning steps to market sales program to promote.
1, to establish the main market sales program, the establishment of a feasible county-level target market sales planning program, the development of market sales program development planning. Sales staff directly for the first level of business services, by the first level of business assessment of business personnel, in the sales area market sales program to select reputable hotels, superstores, stores, the product is a comprehensive focus on market. To create a model market sales program, and strive to market sales program paving rate of more than 80%. Through a month of paving the market, strengthening and screening of customers, to determine the first and second-tier customers, establish and improve the customer's file.
2, the management of the first-class distributors of downline customers by the business staff to assist in the management, the implementation of one or two customers supply card management system; one or two customers to print and issue supply cards. The purpose is to grasp and control the market sales planning program flow of goods, effective control of the market sales program smashing, tampering, and completely eliminate the emergence of fake goods.
3, a reasonable distinction between one and two dealers incentive policy to protect the first dealer, fostering and supporting secondary customers. Depending on the size of the performance incentives for secondary customers.
4, the customer to take the promotion management approach. When the performance of the second customer reaches or exceeds the first dealer, the second customer can be directly promoted to the first dealer, enjoy the treatment changes. Eventually form a strong, with the ability to expand the sales of one or two networks.
Fourth, the sales planning program market sales program resource utilization
1, the configuration of delivery vehicles, the production of car body image advertising.
2, business personnel uniform clothing, business cards, wearing a badge.
3, the appointment of business representatives, business executives, business directors, business managers.
4, the company can control the resources unified scheduling, unified management.
Fifth, the distribution of product benefits and the cost of sales planning program
(a) product profit distribution sales planning program
Reasonable distribution of the relationship between the interests of each link, to achieve the maximum utilization of resources, this will be in accordance with the spatial relationship of the product price to be allocated layer by layer.
1, the development of a unified market sales planning program sales price, including hotel prices, supermarket prices, retail store prices, etc., a reasonable distribution of profit space, according to the monthly rebates and annual incentives in two forms of awards to dealers.
2, the organic combination of sales products, the development of single product market sales program operation.
3, for the stage of promotional activities according to the total amount of shipments to set the incentive standard.
4, with the gradual maturation of the market sales program, the cost of each link to be reduced or canceled accordingly.
(B) sales planning program marketing cost management
1, the sales of products using the cost of dry approach, the company bears the basic salary of business personnel, travel expenses, telephone costs.
2, vehicle costs, office costs, warehouse costs.
3, the treatment of business personnel to take the base salary + commission + incentives to be issued, the basic tasks to ensure that the basic salary, business commission is not capped.
4, easy to pull the treasure, posters, public service advertising and other publicity costs.
5, paving the way for the stage of publicity and promotional activities and phases of the sales activities incurred costs.
(C) sales planning program direct sales work steps
1, counting direct sales operations (one product, one policy);
2, open recruitment of business personnel, short-term training, the arrangement of specific positions;
3, the development of direct marketing products listed on the momentum of the activity program.
Through direct marketing operations can effectively control the market sales planning program, the market sales program for continuous supplementation and improvement, to achieve the flattening of too liquor network, for the operation of large market sales program to lay a solid foundation.
Activity purpose
Borrowing the National Day, the occasion of the celebration of the country, pulling the market sales, reduce inventory, for the second half of the sales to do the pavement, while strengthening the company's external brand image.
Second, the theme of the event
"National Day with the celebration, Carrefour family happy"
Third, the time of the event
September 29 - October 5 (four days before the official promotion for the)
Fourth, the form of activities
gift; lottery.
V. Activities
1. During the promotion period, anyone who buys a xx wine National Day gift box will get a xx tea box.
2, during the promotional activities, any purchase of xx wine a box, you can get a bucket of sunflower oil.
3. During the promotion period, buy one get one free for every purchase of xx wine xx series.
4. During the promotion period, you can participate in the lucky draw if you collect two different tea boxes or consume more than 200 RMB.
First prize: a laptop
Second prize: a ticket to the xx stage play
Third prize: an mp3
The same prize: collect two tickets with the word "thank you", you can get an mp3.
Six, the activities of the publicity
1, leaflets, DM single distribution.
2, the display layout should be novel and attention-grabbing.
Baijiu promotion marketing plan Part 3
First, Enterprise goals and tasks
State Five Liquor and Platinum Liquor is the domestic old brewing enterprise Wuliangye Joint Stock Company and Guizhou Moutai Group to build another core brand with nearly a thousand years of `history, and China's Baijiu industry's overall pattern is that: the overall slippage at the same time, the famous liquor The overall pattern of China's liquor industry is: the overall slump, while the share of famous liquor continues to expand, the liquor industry is in the internal adjustment and upgrading stage; regional brands and national brands to fight against the cut one side; large liquor groups from the product management to brand and capital management, and strive to find a new point of economic growth. Based on the current domestic situation, a comprehensive upgrade in the country.
Second, the market situation analysis
Wine, the rise and fall of wine in China for thousands of years. But on the whole, the Chinese people feel more good than bad about wine, and modern people are more sensible and mature in their consumption and concept of wine. Currently, white wine is moving towards the direction of quality, low-temperature, and nutritional changes. Consumers are no longer binge-drinking, but tend to be more sensible and begin to emphasize the quality of liquor, with low-grade liquor accounting for more than 65% of total liquor sales. In contemporary cities, there are fewer traditional binge drinkers and more people enjoying themselves. "Drinking" and "leisure "**** enjoyment has become the new concept of modern consumption.
(a) Consumers are buying alcohol from food stores, grocery stores and stalls to supermarkets, bargain stores and specialty stores. However, the place of purchase varies from city to city due to differences in economic levels.
(B) Competitor Analysis
The main competitors of National Wuliangye and Platinum Wine are series of brands such as Jennanchun, Jugui, Liuyanghe and Jinlufu. However, from the point of view of market analysis, Wuliangye and Moutai Group to create a higher brand awareness, has been recognized by consumers, and thus can achieve a good market share.
(C) the study of consumer psychology
According to the study of consumer psychology, the customer's purchasing behavior can be divided into "attention, interest, desire, motivation to buy, purchase behavior, consumer behavior, meet the evaluation of" seven stages. At present, the above product advertising in the CCTV and other famous media to put a large-scale advertising campaign can be a short period of time to attract the attention of customers, cause customer interest, desire to buy, stimulate the purchase of motivation.
1. Consumer purchase motives
(1) often drink, their own taste (habits)
(2) guests, hospitality drinking
(3) gift
(4) celebrations drinking needs
(5) holidays to buy and drink.
(6) Drinking when you are happy or in trouble
2. Consumer personality analysis
(1) Show off: status, wealth, reputation, love, all want to be better than others.
(2) The usual heart: a brand identified generally will not change.
(3) More rational, focusing on nutrition and health and have a choice.
?3. Consumption habits
(1) habits (more fixed)
(2) the influence of advertising
(3) heard
4. Consumer Classification
(1) the masses of the subsistence type, is the consumer group of low-priced products.
(2) mid-range price popular type
(3) ceremonial type, and the price is not absolutely related to this part of the consumer is not too fixed.
Consumers choose liquor generally by brand, price, advertising, taste and other factors have a greater impact, alcohol advertising and publicity effect is more obvious, is an important factor affecting people to buy liquor.
Third, SWOT analysis
(a), the company's advantages
1, the operation of putting liquor products with high visibility.
2, a wider range of products, covering high, medium and low-end consumer groups.
3, the current Lianhua supermarket has not introduced the series of varieties of liquor, profit margins are broad.
4, first-class agents, up to 70 days payment period, liquidity can be fully utilized.
(B) the company's disadvantages
1, the newly established company liquidity is still relatively tight. Supermarket settlement directly related to the company's capital operation.
2, the production of products are mostly low-end products.
3, the sales network is backward, lack of market.
4, lack of market influence.
White wine promotion marketing plan Part 4
XXX series of white wine belongs to the just listed, and almost mature market for similar products are also more, coupled with the current season of declining consumption of white wine, will soon enter the off-season consumption. In this case, XXX series of white wine is facing a serious test, therefore, should be selected to enter the market entry point, to carry out a series of promotional activities, and strive for a shorter period of time in the highly competitive market to gain a firm foothold.
First, the background of the Mid-Autumn Festival promotions
Mid-Autumn Festival as a traditional holiday, has been the attention of society as a whole, although this is not the peak of consumption, but it is the "gift" more concentrated period. During this time, if you carry out practical promotional activities, to improve product brand awareness, increase market share is very important time window.
Based on this, we propose this promotion program.
Second, the Mid-Autumn Festival promotional activities need to solve several problems
1, the Mid-Autumn Festival promotional activities to introduce preferential policies;
2, the degree of cooperation with the marketing network promotional activities;
3, the terminal of the product store;
4, promotional activities to support the strength of;
5, promotional activities to organize capacity;
6, the promotion of the first two years of life of the company's business. p> 5, the promotional activities of the organizational capacity.
Third, the Mid-Autumn Festival promotional activities proposed
(a) promotional theme
1, the desire for health XXX white wine
2, raise a glass to invite the moon unforgettable XXX
(b) promotional theme description
1, the desire for health, XXX white wine:
The purpose of this theme is to emphasize the health care function of XXX liquor, while highlighting the XXX brand, can be used as a promotional activity auxiliary advertising slogan, can also be used in long-term advertising.
2, raise a glass to invite the moon, unforgettable XXX:
This theme is aimed at the traditional festivals - Mid-Autumn Moon Festival, cleverly borrowing ancient poems to create a cultural atmosphere, highlighting the scene of "twice as much as the festivals," which pulls people's feelings of seeing things that remind them of others to "unforgettable XXX" cleverly ending the sentence with "unforgettable XXX". XXX" clever ending, thought-provoking, easy to circulate.
(C) promotional methods
Community promotions: choose the residential neighborhoods of the warehouse to buy, grocery stores to buy two free one promotion.
(D) promotional time
The promotion time for a week before and after the Mid-Autumn Festival, i.e., 20XX xx month 28 - xx month 7.
Activity purpose
With the Christmas and New Year's Day approaching, many liquor manufacturers are doing their best to busy themselves with holiday promotions. Christmas, New Year's Day is a liquor into the peak season sales peak landmark period, who all hope that in the peak season of liquor can be in the "technology" pressure group, proud of the world, because this "battle" can play a good often have a direct impact on the entire peak season enterprise liquor sales success or failure. Such as New Year's Day is the traditional festival of the Chinese nation, family reunions, together to celebrate the holiday of the fast things, the meaning is also particularly profound. For liquor companies, how to tap into the holiday promotional selling points, around the "family reunion of warmth, happiness atmosphere" to develop ideas is naturally the most important.
In recent years, under the influence of the holiday economy, New Year's Day tourism, marriage, shopping, gift giving wave is everlasting. Enterprises should be combined with their own resources to fully consider whether the holiday, tourism resources to the derivation of the unique positioning of enterprise products (gifts, holiday sales, special buy more, etc.), and at the same time to consider whether around the wedding market to find a more subtle selling point to highlight the concept of product sales. This time to throughout the New Year's Day New Year's Day San San liquor pay guest activities and San San liquor - Wuliangye series of high-grade boutique liquor as two major promotional themes, put forward the pursuit of high-quality fashionable life, have "San San liquor, friendship forever" new concept.
Second, the overall program
1, the form of the event
Host: xxxx general agent
host: xxx planning
planning organization: xxx planning
time: 20xx x to x days
location: xx hotels and Catering places (consumer terminal)
1) activities in the city during the xx medium and high-end hotels and catering establishments jointly launched the New Year's Day "xxx wine sale and special privileges for guests" as the main content, the main form of export purchase and giveaways, interspersed with free tasting, prizes and other forms of participation.
2) During the activity period to buy different series of xx wine, you can enjoy buy two get one free, and give a lifetime VIP card (in the future consumption can be sold 8.5 percent discount).
3) All prizes, venues and related municipal coordination costs during the event will be borne by the organizer.
2, media promotion
1) The production of thematic advertising tape, stores and activities on-site broadcast.
2) Broadcasting time: all-weather broadcast/activity site.
3) Network media interactive promotion ("x media" pop-up ads, participation prizes).
4) x months of outdoor banner image promotion at important ports in the city.
3. DM publicity
1) Launch of DM "xx wine" hot special edition ads, showing the inner quality of x wine and a new image, and xx wine continuous activities and promotional arrangements in detail.
2) DM needs to reflect the xx wine - Wuliangye series of high-grade boutique liquor brand new image (quality, affordable) of the strategy to issue 10,000 copies for extensive publicity (fine printing, paper not less than 128g coated paper, can be used for the terminal stores to post publicity).
4, the atmosphere of the layout
1) inside and outside the store the overall atmosphere of the layout, rendering special hot shopping atmosphere (rainbow door, banners, etc.).
2) hang a lot of banners and vertical banners; set up a set of audio and color TV, play the promotional film cycle, create the atmosphere of the store; promotional lady in the activities of the scene to introduce xx wine series products, and is responsible for the activities of the consulting and on-site product marketing.
Activity form: buy and give promotions
Activity content:
1, in the activity period of any activity place to carry out "xx wine" free tasting activities.
2, where the activities of the purchase of "xx wine" series of white wine customers can enjoy buy "two free one" discount.
3, where the activities of the purchase of "xx wine" during the period of more than xx yuan of customers, will be able to obtain the general agent of Guangyuan unified printing of a lifetime VIP card (in addition to the promotional activities held at any time, the purchase of the company's xx wine series products, you can enjoy a discount of 8.5 percent), and at the same time, can be involved in the 20xx x month, 3:00-4:00 pm. x day 3:00-4:00 pm xx general agent in the store held a lottery.
4, awards: first prize x (won a brand-name camera phone) second prize x (won a brand-name 1P air conditioning) third prize 3 (won the "xx wine" two bottles) lucky prize x (won a special gift). Lucky draw activities must be in an objective and fair situation in the lottery site in the public with the ticket drawn, the winning prizes will be sent out immediately.
White wine promotion marketing plan Part 6
First, buy gift activities
For high-end products (retail price of 200 yuan / bottle of products), mid-range products (retail price of 30 - 199 yuan / bottle of products) and low-grade products (retail price of 29 yuan / bottle of products). 29 yuan / bottle of products) to buy wine free wine or give other gifts, each level of promotional activities are different, "buy one get one free", "buy one get three free", "buy wine to send coupons " and other activities to increase brand exposure, stimulate consumer desire to buy, prompt consumers to take action to buy, enhance sales.
Second, store promotions
A mention of the National Day promotions, most marketers will immediately associate the National Day store promotions, yes, there are a lot of companies early on the arrangement of personnel to go and major stores to contact to negotiate the head or end of the shelf and other displays, busy, get red hot. Baijiu holiday sales volume is particularly large, so it is also known as the holiday wine, the major supermarkets, stores is one of its main sales venues, it is taken by the way of sales: purchase of piles, with the personnel to explain, to carry out promotional activities to buy gifts, in order to prompt consumers to take action to buy.
Third, the header packaging
The theme of the header should be combined with festivals and specific promotion of the product, the theme should be clear and easy to understand, and the meaning of the expression of intuitive; the effect of the color should be clear, to have a visual impact. Pile head packaging should be both beautiful and convenient, alcohol products can be made into a trapezoidal shape to ensure that customers can pick up goods from three or four directions at the same time. Packaging giveaways should be taken out at least one, open the package, the giveaway will be hanging or placed on the top of the pile head, so that customers can see at a glance. Bottle display on the top of the pile can improve the visual impact and increase the consumer's desire to buy.
Activity Background
The National Day is the beginning of the second half of the peak season of sales of liquor, the off-season to do the market, the peak season to do the sales, so the National Day to "celebrate the country" as the theme to open up the market, pull the market The National Day is the theme of "celebrating the country together" to open up the market, pulling the market sales, and making a good start for the arrival of the peak season of the market.
The purpose of the activity
To promote the peak season sales of XX wine.
Third, the activity time
National Day period.
Fourth, the content of the activities
1, the theme of the event: the National Day.
The National Day, the occasion of the National Day, more should be celebrated with white wine, when the white wine is celebrated with the occasion, it is the time to drink wine to get a gift.
2, activity method.
Anyone who consumes this product during the activity time, as long as the collection of the major series of one of the wine, you can get the corresponding prize.
The big family series: the designated studio family family photo series packages.
Friendship Series: Designated studio friendship series packages.
Love Series: Designated studio love series packages.
Small family series: Designated studio small family series packages.
3, activity publicity.
First, give full play to the role of publicity posters and other POP, dealers around the world and retail terminals and other outlets, widely posted posters;
Second, make full use of the television, display board ads, bus mobile advertising.
Fifth, the effect of the activities
The promotion, the winning amount is not high, but the winning rate is very large, in the National Day Festival the atmosphere of celebrating with the country, stimulate consumers to consumer activities, for the peak season sales kick off, lay a good foundation.
Baijiu promotion marketing plan Part 8
First, the preamble:
The high school admitted students to the promotion of the banquet has become a common habit of the country, each family is less than two or three tables, more than dozens of tables, the promotion of the banquet has become an important component of the consumption of individual group purchases of white wine, has a very important role.
First of all, you can enhance the market sales in the off-season of liquor consumption; secondly, the word-of-mouth spread of thank-you banquets consumers is very obvious, often in the same area or the same class will be exemplary trend, through word-of-mouth dissemination can be very good to pull other neighboring consumers; again, the college entrance exams and the period of the admissions happen to be the off-season of the consumption of liquor, through the publicity and promotion of the consumer activities, you can improve the consumer's understanding of xx products and the brand. Consumers of xx products and brand awareness, to create a market sales atmosphere, for the upcoming peak season of liquor consumption to do a good job of market publicity foundation.
So the operation of the thank-you banquet is not only embodied in the effect of promoting off-season market sales, but more importantly, it can create a good consumer atmosphere in the market, resulting in a good word-of-mouth communication among consumers, and make basic preparations for the realization of the peak season x hot sales.
Second, the theme of the event:
The national theme: "x gold list xx"; "mellow real teachers and students love, happy xxx". Local can be based on the activities of the policy to develop specific subtitle. For example, the company's website has been updated with the latest information about the company's website, including its website, and the website's website.
Three, activity time:
June 7, 20xx - September 1, 20xx
Preparation period: June 1 - June 6
Dissemination period: June 7 - June 30
Fourth, the object of the activity:
Regional object: the national 20xx accepted by the higher education institutions of the college entrance examination candidates family banquets.
Contact object: admitted students and their parents, teachers.
V. Activities:
For core consumers and general consumers to take different promotional methods to reach the core consumer consumption x, general consumers choose red over the sky or red boutique.
1, core consumer policy.
The decision makers of various administrative organs and institutions, and the children of important influencers take the practice of free wine, and do not participate in other forms of promotion.
2, Scholar special policy.
The establishment of the famous student banquet, the local college entrance examination scholar or students who got into Tsinghua University for free sponsorship of wine.
3, general consumer policy (the following packages are for reference only).
Joyful Moment Package.
Purchase 3 cases of Red Boutique and get a free 150 RMB trolley case.
Buy Red Flip 5 cases, get a 250$ mobile hard disk for free.
Purchase Red Full Sky 8 cases and get a free xx worth of xx dollars.(Can be given away based on local resources) ......
Six, the implementation of activities:
The college entrance examination is China's influence, one of the most touching events, which contains to the teachers and students parting sadness, the joy of the gold list, the world's parents' expectations, newborns on the future of the longing for ...... white wine is an indispensable part of the feast The same is true for thank-you banquets, even if its use is much smaller than the wedding banquet, but the significance is extremely significant, the publicity to respect teachers, teachers and students feelings, downplaying commercial interests, highlighting the emotional connotation of the brand red Fuchun, red Fuchun brand image to establish a contribution to the brand's healthy and long-lasting development.
The emotional appeal of this theme publicity - "Healthy wine xx, gold list xxx students"; "Mellow true teacher-student love, health xx".
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