Rose wine product launch planning plan

The launch of a new product means a break in the temporary market equilibrium and a redistribution of market share. The launch of new products will also inevitably Being tested by various aspects, such as boycott of competing products, rejection of channels, disapproval of consumers, etc., whether it can withstand the test means whether the new product has vitality. Therefore, for a planner, the thoroughness and overallity of the plan and the ingenuity and orderliness of various activities are the key to the success of new products on the market.

Part 1 Product Launch Background

1. Overview of Market Opportunities

With the development of the economy, people are increasingly pursuing personalized and diversified values. At the same time, the number of people who consume at night and the proportion of consumption expenditure are also constantly expanding, which has stimulated the continuous expansion of the overall scale of my country's night consumption venues. Drinks consumed in these nighttime venues mainly include beer, soft drinks, red wine, juice, mineral water, etc. Among them, beer and beverages are the main varieties consumed at night places. The demand for beer among consumers in night venues is based on "stimulating the senses" and resolving "thirst" and "tiredness". However, the conclusion that the beer itself has "bad taste, astringency, and unpleasantness" affects, to a certain extent, The integration of consumers and environmental atmosphere. Carbonated drinks solve the "astringent" problem of beer, but do not meet the "alcoholic" demand. This product intervenes in the blank area between carbonated drinks and beer, which can solve the problem of "astringent" beer and "non-alcoholic" drinks. At the same time, it highlights personalization, noble and romantic information, and effectively meets the needs of current consumers. psychological needs.

2. Status of competing products

Drinks consumed in night venues can be generally classified as competitors of "rose wine".

1. Beer competition situation: discotheques, bars, KTV squares, ordinary fashionable restaurants, high-end fashionable dining establishments, coffee shops, nightclubs, mid-range restaurants

Across the country, the main beer The brands are Qingdao, Yanjing and China Resources. Among them, in 2002, Tsingtao Beer's national market share was 12.8, Yanjing and China Resources each had about 10, and the three companies occupied about 35 of the national market. In Shandong, the main beer brands are Qingdao, Laoshan, Yantai, Baotuquan, Sankong, Arctic Ocean, Le Cordon Bleu, Klitzer, Kedel, Yinmai, Guanghan Palace, etc., as well as some other small local brands. . In the Jinan area, there are more than 40 beer companies participating in the market competition, including the strong attack of Tsingtao Brewery, and the encroachment of the market by private companies such as Klitzer, Kedale, and Yinmai.

In Jinan, beer is the most consumed drink in nightclubs and is also the main competitor of rose wine. According to rough statistics, the annual sales volume of beer in Jinan nightclubs is more than 3.7 million bottles. The beer brands sold include Tsingtao, Budweiser, Corona, Yanjing, etc. As competition intensifies, various beer brands have carried out personal promotions at the terminal, with relatively little investment in advertising. Tsingtao Beer has advertised on Shandong TV and held a "100-year-old Tsingtao Beer" essay competition in the "Qilu Evening News"; other beer brands have relatively little investment in Shandong media. Tsingtao Beer's advertising tends to be brand promotion and has a long history. The promotion of each beer brand in the store is mainly POP posters. The main promotion methods in nightclubs are ticket gifts and special prices.

2. Beverage (Cola) competition situation: discos, KTV plazas, ordinary fashionable restaurants, high-end fashionable catering establishments

The leading position of China’s beverage industry has long been dominated by Pepsi and Coca-Cola Occupy and conquer all parts of China. They can be found in supermarkets, convenience stores, and street stalls. It also has strong brand awareness in Shandong. In selected sales places for rose wine, these two brands can often be seen, as well as the "Red Bull" brand, and the products mostly appear in cans. Currently, more than 1.6 million cans of beverages (Coke) are consumed annually in these venues in Jinan.

Pepsi and Coca-Cola’s advertising mainly focuses on television media advertising, forming a high-altitude advantage. The two brands invest no less than 100 million yuan in TV advertising every year, which helps to establish the brand image and stimulate consumption.

At present, these two brands have not taken the initiative to attack the nightclub market. Most of the products that appear in nightclubs are freely developed by agents, which also results in almost no promotional measures in nightclubs.

3. Red wine (wine) competition situation: bars, KTV squares, ordinary fashionable restaurants, high-end fashionable dining venues, coffee shops, nightclubs

As one of the "stubborn diseases" of the Chinese wine market First, the insufficient consumption of wine has been criticized by industry insiders. Figures show that in 2002, China's per capita wine consumption was about 0.35 liters, less than 20% of France's. The annual total consumption of about 300,000 tons makes many manufacturers look "heroic": the consumption of 300,000 tons is less than 1% of beer, about 1/20 of liquor, and even less than 1% of the annual consumption of vinegar. /4.

A set of unofficial survey data shows that in Beijing, Shanghai, and Guangzhou, the three most economically developed cities in China, the average number of people who drink red wine regularly is about 5%. Even in Guangzhou, where red wine consumption is the most popular, , this data is only 8%. In other words, among the current urban residents, there are a large number of consumer groups who have the purchasing power but do not currently consume red wine due to various reasons.

This also determines that our product positioning must not be wine, but should be defined as dew wine.

In Shandong, common red wines include Changyu, Weilong, Tonghua, Dynasty, Great Wall, etc. Among them, Changyu Wine is the best-selling brand. The main sales points of these wine brand products are in supermarkets and high-end restaurants. The sales point chosen by Rose Wine is its auxiliary sales network, which does not enter the sight of these manufacturers. In these sales places in Jinan, there are basically relatively few Chinese red wines, and most of them are well-known foreign red wines. The price can easily range from thousands to hundreds, which is typically a fashionable and trendy consumption. As a domestic wine, Changyu Dry Red has become the first choice for mass consumption due to its brand and regional effect.

4. Juice competition situation: ordinary fashionable restaurants, high-end fashionable dining establishments, nightclubs

Since the birth of concentrated juice production and trade in the 1950s, the juice market has experienced substantial growth . Due to improvements in production technology and production equipment, the fresh taste of concentrated juice has become more perfect, and industry links have become closer. In the Shandong market, the main juice drinks include Huiyuan, Laiyang Pear Juice, Nongfu, Shancun Orchard, etc. In the Jinan market, among the above-mentioned sales points selected for rose wine, the juice brands are mainly Huiyuan and Shancun Orchard, and the promotion method adopted is mainly counter display.

5. Mineral water competition situation: discos, ordinary fashionable restaurants

my country's mineral water industry emerged relatively early, but it took a long time to be accepted and popularized by consumers. At present, mineral water companies across the country are developing rapidly and competition is becoming increasingly fierce. The competition situation is transitioning from competition in sales networks to competition in the full range of brands, services, prices, etc. In Jinan and other Shandong markets, the main common mineral waters are Nongfu Spring, Wahaha, and Le Pepsi, accounting for about 75% of the total mineral water sales volume.

3. The arrow is on the string and it is bound to be launched

Through the previous market opportunities and competition analysis, it can be seen that the drinks currently sold in night venues have not been specifically targeted at the consumer level. The difference, this also shows that competing brands have not paid enough attention to the consumption of the entire night place. However, this does not mean that manufacturers will give up forever. Once our competitors make adjustments in the consumption process and product structure, The "empty space" on which our "rose wine" survival depends is bound to be threatened. According to the first-in principle, the first thing is always recognized first, and time is money. "Rose Wine" can take advantage of the market that competing products have worked hard to build and the good opportunities that competing products are currently weak to quickly enter the market and gain access to Maximum economic benefits.

Part 2 Strategic Planning and Market Strategy

The main goal of strategic planning is to help an enterprise select and organize its business so that the enterprise can develop healthily, even in its specific field Or an unforeseen event occurs on the product line.

1. Define the corporate mission

The company's goal is to become the most distinctive enterprise in every market it serves in Jinan, Shandong, the country and even the world.

We will earn our leadership position in this market by providing our distributors and end customers with continuously innovative, high-quality, cost-effective and health-enhancing beverages. We will increase the value of our products by providing services to specific customers through our unwavering commitment to customer satisfaction.

2. Enterprise strategic choice

Goals describe where the company wants to develop; strategy explains how to achieve the goals. Every enterprise must develop appropriate strategies to achieve its goals, including technology strategies and resource strategies. The many strategies that can be proposed fall into three categories: total cost leadership, differentiation, or concentration.

Based on the analysis of the overall strengths, weaknesses, opportunities and threats of the enterprise, the differentiation strategy should become the main direction of the enterprise's long-term development.

3. Product Determination

Rose wine products are new products. To launch the consumer market, the early positioning must be accurate and can really touch the hearts or emotions of consumers. The packaging, The feeling conveyed by advertisements and promotional materials should be simple, powerful and impactful.

1. Product line

In response to the needs of different nightclub consumers, different product series are launched:

(1) 225ml inflatable small bottle (2) 375ml Medium bottle (3) 750ml large bottle

2. Target consumer group

The consumer groups in bars, discos, and KTVs are of a lower age group, ranging from 16 to 45 years old. This group of people is mostly students, young people, and white-collar workers. This group values ??fun, seeks fashion, and likes excitement, and often appears in the form of group consumption. This group of people is greatly affected by price factors and flexible promotion methods, and reasonable product prices are often more attractive.

The age group of dance halls and nightclubs is higher, covering people basically from 25 to 55 years old. This group of people are mainly people from various enterprises and institutions, their consumption purposes are mainly business entertainment, they consume more public funds, and they are not very concerned about price factors.

3. Product name

The name of the product should be able to express the unique advantages and uses of the product, and should be easy to read, understand, remember, and unique. Only in this way can a fixed "brand memory point" be formed among consumers.

(1) 225ml small inflatable bottle - "Ice Rose"

(2) 375ml medium bottle - "love rose"

(3) 750ml Large bottle - "Rose Manor"

4. Trademark

(1) 225ml inflatable small bottle - the trademark's outstanding style is unrestrained and alternative. Under dim lighting, the name and pattern of "Ice Rose" stand out from the crowd of products.

(2) 375ml medium bottle - the trademark is delicate and slender, highlighting the exotic flavor.

(3) 750ml large bottle - the trademark is noble, generous and romantic as the main melody.

5. Taste

All products have a unified fragrance of "light rose fragrance" and adopt different taste styles.

(1) 225ml inflatable small bottle - to enhance the "mouth-killing" feeling, as the first alternative to beer and drinks. While "quenching thirst", it also satisfies the differences in "alcohol content" and pursues individuality.

(2) 375ml medium bottle and 750ml large bottle - sweet and sour, the rose fragrance should not be too strong, and should be "fresh".

7. Color

The uniform color is "light red", which is consistent with the color of common wine.

8. Alcohol content

(1) 225ml inflatable small bottle - 4 or 5 degrees; (2) 375ml medium bottle - 8, 10 or 12 degrees; (3) 750ml large bottle - 10 or 12 degrees.

4. Price setting

There are many ways for enterprises to set product prices. The commonly used methods are cost-oriented pricing, demand-oriented pricing, and competition-oriented pricing. As a new product, rose wine should also consider skimming pricing (gaining profits) or penetration pricing (low price to attract volume).

We recommend adopting both cost-oriented and competition-oriented methods, while considering the skimming pricing method to determine the price of rose wine series products.

Main reference prices

(1) Tsingtao Beer

Ex-factory price: 2.48 yuan/bottle (375ml bottle)

Agent Shipping price: 5 yuan or 6 yuan/bottle

Terminal sales price: KTV is 10 yuan, 15 yuan/bottle; bar is 15 yuan, 20 yuan/bottle.

Personnel promotion commission: 1 yuan or 2 yuan/bottle

Manufacturer's year-end rebate: Unsure, the agent will directly agree with the manufacturer based on sales volume.

Operation mode: Tsingtao Beer’s sales in nightclubs mainly rely on agents to operate by themselves. According to the investigation, Tsingtao Beer adopts a decentralized approach to small bottle operations and has no special investment in promotional activities. The manufacturer transfers it to the agent at the lowest price, and the agent operates it on its own.

(2) Wine

Among the domestic wines, Changyu, Dynasty and Great Wall are still the main brands in the high-end market. In foreign markets, such as Guangzhou, "Hotian Rose King" and "Rose Fragrance" with similar names sell very well, especially Rose King. Each bottle of Rose King is sold at about 32 yuan in supermarkets and at least 50 or 60 yuan in hotels.

This is mainly due to Hotan currently carrying out a series of promotional activities. In addition to vigorous publicity, it also provides certain preferential measures to dealers. If you buy 10 boxes of Rose King (186 yuan per box, 6 bottles), you will receive a free box of rose fragrance (108 yuan per box, 6 bottles).

The supermarket price of Changyu Cabernet is about 40 yuan/bottle, the bar sales price is about 130 yuan/bottle, other nightclubs maintain it at about 80 yuan, and the wholesale price is about 26.60 yuan/bottle. At present, if there are no effective promotional activities, we mainly rely on some promotional products to maintain customer relationships.

Great Wall’s wholesale price is 23.30 yuan/bottle, and its promotional activities are basically the same as Changyu’s.

Product cost calculation

Preliminary estimate:

(1) 225ml inflatable small bottle - direct cost is about 4 yuan/bottle, machine depreciation and site The cost is about 0.30 yuan/bottle, and the packaging box is 0.20 yuan/bottle. The total cost price should be about 4.50 yuan/bottle.

(2) 375ml medium bottle - direct cost is about 8 yuan/bottle, machine depreciation and site costs are about 0.30 yuan/bottle, packaging box is 0.20 yuan/bottle, the total cost price should be 8.50 About yuan/bottle.

(3) 750ml large bottle - direct cost is about 11.50 yuan/bottle, machine depreciation and site costs are about 0.30 yuan/bottle, packaging box is 0.20 yuan/bottle, the total cost price should be 12.00 About yuan/bottle.

Product price positioning

The factory price of 225ml inflatable products is 10 yuan/bottle; the distributor's recommended shipping price is 12.50 yuan/bottle; the terminal recommended retail price is 30 yuan/bottle.

The ex-factory price of the 375ml product is 35 yuan/bottle; the distributor's recommended shipping price is 42 yuan/bottle; the terminal recommended retail price is 199 yuan/bottle.

The ex-factory price of the 750ml product is 40 yuan/bottle; the distributor’s recommended shipping price is 59 yuan/bottle; the terminal recommended retail price is 299 yuan/bottle.

V. Channel Design

1. Market Division

Adopt the usual division method of origin factors: initially define the Jinan market as a type of "base" market. Other regions in Shandong are Category II "penetrated" markets, and markets outside the province are Category III "radiation" markets.

2. Sales channel structure

The choice of enterprise distribution channels is restricted by factors such as market, products, management, financial resources, middlemen, etc. Therefore, when we design channels, we must Carefully analyze and weigh various factors, and the selection and layout of each channel and its members should be based on the demand characteristics, demand potential and profit scale of the target market it targets. Only on the basis of comprehensive consideration of various factors can we carry out channel design.

(1) Clarify whether the company uses direct channels or distributes through intermediaries.

Considering the complex background of nightclub operators and the strength of our company, we recommend uniformly using middlemen for distribution. However, the dealer you choose must meet the following three basic requirements.

The first choice is to have a certain nightclub network, whether it is controlled by oneself or offline;

The second choice is to have a strong background, such as the Public Security Bureau, Taxation, etc. Industry and commerce;

The third choice is having strong financial strength.

(2) Determine the number of middlemen

There are usually three strategies to choose from: exclusive distribution, intensive distribution, and selective distribution.

Exclusive distribution means selecting only one middleman for exclusive operation in a region. Intensive distribution involves finding as many middlemen as possible to sell the product. Selecting distribution means conditionally selecting several middlemen for distribution in a region.

Enterprises can implement "one policy for one location" based on actual conditions at different times and regions. The exact number of distributors will be determined based on the strength of the distributors.

In the early stage of entering the market, for the "base" market in Jinan, the company can use exclusive distribution or selective distribution according to the actual situation of the dealers. At the same time, it can adopt in-depth marketing control, set up regional managers, and staff professional sales under the agents. Agents and assistant agents assist agents in developing, maintaining, and promoting terminal sales networks; for the "penetration" market in Shandong, exclusive distribution or selective distribution is also used. At the same time, a semi-depth marketing method is adopted, regional managers are set up, and industry agents are assigned under the agents. Assist it in developing and maintaining terminal sales network; in the "radiation" market outside the province, set up a responsible sales regional manager, who will confirm the exclusive agent or choose distribution according to the actual situation, and will not be equipped with other promotion personnel.

Jinan’s “base” market will be the first to launch the market. At the same time, we must also actively contact agents across the country. Especially in big cities such as Shanghai, Beijing, Chengdu or some larger cities in the south, because the nightclubs in these places are relatively large, and local consumers have stronger nightclub consumption habits than those in the north, and may be more accepting of this type of nightclubs. product. Therefore, we can use the power of mature agents to operate these markets, which can quickly increase our sales and generate better benefits.

With the advancement of sales work, companies should gradually adjust their key regional strategies and make key investments in areas with relatively good sales. They can gradually dispatch more business agents and resident agents to these areas to assist distributors in developing new products. market.

(3) How to find agents in the startup stage

When a company’s products are launched, it is very important to rely on the power of agents when its strength is limited. Establish cooperation with agents The first step is how to find enough agents for the company to choose from. This involves many technical issues. Here we provide several more effective methods for reference by enterprises, and can also be used as an outline for later marketers to develop the market.

Media investment promotion: Basic investment promotion information can use television media and print media. For TV media in Jinan’s “base area” market and Shandong’s “penetrated” market, Jinan TV Station and Shandong TV Station can be considered. For print media, the three major newspapers, Jinan Times, Commercial Daily and Evening News, can be considered. For the "radiation" market outside the province, the newspaper industry in local areas can be considered. At the same time, investment promotion in some professional magazines should also be considered. Before attracting investment, you should start to prepare the necessary tools for business investment, such as company brochures, handbags, participation in relevant exhibitions, etc.

Backward tracing method: Based on the beer and wine appearing in the area, companies or sales personnel visit their sales terminals and trace the information back to their agents based on the information provided by their sales terminals.

Source tracing: The company or salesperson inquires the company’s phone number based on the beer and red wine that appear in the area, and makes purchase requests to the manufacturer as a “network terminal” in the area, and the company will sell them The contact information of the agent or salesperson will be informed.

Street search: Enterprises or sales staff use bicycle searches to look for alcohol wholesale markets and dealers with "alcohol sales companies" in the sales area.

Borrowing chickens to lay eggs: Use the obtained sales personnel information of wine companies to contact other sales personnel and make use of their original sales network.

Relationship introduction: Enterprises or sales staff use interpersonal networks to find wine distributors.

3. Establishment of sales organization

While selling products through the distributor network, enterprises must open up the national market, explore mature market operation models, establish and exercise a A marketing team capable of fighting tough battles.

(1) Establishment of an internal marketing organization

The company needs to establish a dedicated sales department. At the same time, considering the company's current marketing capabilities, it is recommended to hire professional managers to serve as the head of the sales department. The person in charge, and according to the listing planning schedule, his arrival time should be before January 15, 2004.

Selection criteria for professional managers

Bachelor degree or above in business management or marketing, or equivalent level of education, and experience in alcohol marketing;

Systematic mastery of marketing, Relevant knowledge of economic law and contract law, familiar with the company's product performance, industry-related policies and marketing characteristics, as well as knowledge of sales management, financial management, social public relations, consumer psychology, etc.;

Have strong Excellent organizational and management skills, strong public relations skills, negotiation and decision-making skills, leadership and execution skills.

(2) Establishment of external marketing organization

According to the current sales venues chosen by the enterprise and the needs of the enterprise’s long-term development, a strong marketing team will be established and distributed to the locations chosen by the enterprise. The sales market is very necessary, and the time for the personnel to be in place is before March 2004.

"Channel is king, the decisive victory is terminal" will become the company's general sales policy. According to the general policy, companies must set up regional managers and add business agents and resident agents in important markets.

Personnel promotion is very important in the early start-up stage and is a powerful means to ensure that "channel is king, the decisive victory is terminal" can be implemented. Through the regional division of the entire market in Jinan City, all outlets in the sales channel will be provided with detailed services and management of designated areas, fixed points, designated people, and quantitative analysis, so as to achieve a comprehensive understanding of market product sales, competition of similar products, personnel promotions, etc. Control gives this product a competitive advantage in the sales channel. If the growth momentum in other areas is relatively good, personnel promotion and follow-up can also be implemented.

Implementation focus: The core of the specific content and manifestation is the quantitative management of retail terminals:

Staffing: Determine staffing based on the size and operating performance of the store.

Working program: The work that each person should complete every day, determine the content, frequency and feedback information of the work, complete certain sales tasks and product display.

Map management: Sales network distribution map, including dealers, wholesalers, and retail points, marked on the map.

Line management: based on the distribution map, the working lines of the promotional personnel, and the location of the customer number.

Form management: record customer details, including number, grade, purchase, sale and inventory status, store display, existing problems, similar products, indicating the work content and ordering of promotional staff.

Specific operations:

Step one:

Work with dealers to collect basic information, collect the number of all nightclubs, create files, and draw maps. The file includes: store name, person in charge, address, phone number, etc.

Rationally classify A, B, and C-level customers, and determine development goals based on the above information.

Consult with dealers to initially determine the route setting and visit frequency, and develop differentiated and differentiated products for A, B, and C grades to achieve a distribution rate of more than 30%.

The second step:

Mainly summarize the first stage, data revision, reasonable revision, customer level, and dispatch of promotional personnel. The core is sales-based data analysis and data analysis: Based on the sales data, calculate the sales volume and sales percentage analysis of each store, and obtain the necessary operating information for the product.

Customer levels are determined by sales volume and potential.

Treat different customers differently, and secure long-term possession of large customers; secure hold of medium-sized customers, tap potential for promotions, and increase sales; small customers: speed up turnover and digestion, and give up decisively if there are objective reasons that cannot be changed.

Organization and implementation supervision: The regional manager is responsible for tracking, which serves as the basis for personnel work assessment and resource support. The company's specialized inspectors will check the coverage regularly or irregularly according to the confirmed plan schedule. Display and promotion of stores A and B, wholesalers and distributors, and changes in product sales.

Part 3: New product launch deployment

1. Launch time: January 15, 2003

2. Launch area:

Centered on Jinan, Qingdao, Yantai, Weihai, Zibo, Dezhou and other provinces, covering the areas under their jurisdiction, and including developed cities outside the province such as Chengdu, Beijing, Tianjin, Shanghai and Shenzhen.

3. Listing strategy deployment:

1. Publicity support

(1) In January 2004, the theme advertisement of "Rose Rose, I Love You" was launched , strive to cover the largest area with corporate publicity and recruitment agent advertisements in provincial and municipal newspapers; the first stage of broadcasting mainly focuses on 225ml and 375ml products. In early February, in conjunction with "Valentine's Day", a prize-winning essay collection activity was launched. And will continue to be launched until the end of March.

(2) In February 2003, ice rose/rose manor/love rose large posters, hanging flags, and banners were launched for posting/hanging in various retail locations.

2. Channel aspects:

(1) Distributor aspects

Leading idea: Since this product is an emerging product, with limited marketing resources, Simply relying on the power of the company to bring products to the market would not be timely enough and would be risky. Therefore, we decided to implement corporate profit sharing and use the distributor's funds and inventory to carry out promotional activities by having the distributor push the product to the market. , the details are as follows:

The first phase: from January 15 to March 31, 2004, the threshold levels are 300 boxes, 500 boxes and 1000 boxes of the 225ml series (12 bottles/box). The rewards are based on the level of 5 yuan/box, 7 yuan/box and 10 yuan/box. In the first stage of launch, the level is set at a lower level, but the reward range is larger. This is mainly due to the need to increase product awareness in the early stage of new products. .

The second stage: from April 1, 2004 to September 31, 2004, the hurdle levels are 1,000 boxes, 2,000 boxes, and 3,000 boxes respectively, and the rewards are 7 yuan for different levels. / box, 10 yuan / box and 13 yuan / box; at this stage, the new products have received good response in the urban area and radiated to other places. The threshold level should be raised to take care of the interests of middle households. At the same time, we should follow up on our company's promotional product series.

The third stage: from October 1, 2004 to December 31, 2004, regional sales competitions will be held according to the sales status of each region, and the qualifications and reward amounts will be set up. The inducement of high bonuses will be greatly mobilized. This initiative stimulates customers' enthusiasm and enables them to stock up on large quantities of goods, occupying customers' inventory and funds as much as possible. This measure aims to use customers' stockpiles to fight the off-season when the off-season arrives. The successful completion of the sales competition brought a wonderful conclusion to this listing plan.

Qualification: Monthly sales volume, repayment volume, and development network points reach a certain number, which will be determined by the company based on the actual market situation.

Amount of reward: The amount of reward should not exceed the maximum level reward limit mentioned above.

(2) Retail points

The leading idea: to increase the distribution rate as much as possible and increase the exposure of the product, as follows:

The first stage: From January 15, 2004 to March 31, 2004, there will be a cashback activity for cash back on box leather for retail stores. Each 225ml box can give you 2 yuan in cash, 375ml box can give you 5 yuan in cash, and 750ml box can give you cash back. 7 yuan.

The second phase: From April to October 2004, the "Rose God of Wealth Project" was launched, that is, every time 2 bottles/package of designated products are displayed, a bottle of each rose wine series product will be given. The "Rose God of Wealth Project" continues Implemented for 7 months.

3. Consumer promotion

Leading idea: Through consumer promotion activities, enhance the taste acceptance and popularity of the product, and expand the consumer base.

Cut box display: Carry out product box display activities at various retail locations to increase product exposure.

"Encounter Passion" promotion: Within a week before and after a specific holiday, you can drink designated "rose wine" products for free at designated nightclubs with a promotional card printed by the company. The front of the promotional card has the theme and picture of "rose wine", which should have a strong impact and temptation. The reverse side shows the name and logo of the nightclub for this joint event. Promotional cards can be issued by the distributor to determine the nightclub, and the company will print it and hand it over to the distributor for distribution; it can also be issued by the company itself, but it needs to reach an agreement with the confirmed nightclub.

Enterprises need to provide some products for free during the event. If provided by the agent, the recycled promotional card can be deducted from the purchase price.

On-site activities: Enterprises can conduct "Rose Wine Throwing Contest" and "Welfare Lottery Gift Activities" at specific sales terminals. In the "Rose Wine Throwing Contest", spectators can participate in this event by purchasing one or more bottles of ice rose. Every time you purchase a bottle of "Rose Wine" you will get a chance to throw points. Whoever has more points in the end will receive a certain amount of "Rose Wine" and our promotional items for free. The "Welfare Lottery Gift Activities" is to cooperate with the instant welfare lottery center, or purchase a certain number of instant welfare lottery tickets. In the terminal nightclub, consumers who purchase "rose wine" products can freely choose a few instant welfare lottery tickets. Welfare lottery tickets can be redeemed on-site by the enterprise, or the enterprise can design the lottery by itself, design the numbers and the corresponding redemption amount.

Part 4: Performance Targets and Benefit Analysis

1. Jinan Market.

(1) Market share: 10 in the first year; 20 in the second year, and 30 in the third year.

(2) Sales volume: 250,000 bottles in the first year; 500,000 bottles per year, 750,000 bottles in the third year;

2. Other markets in Shandong

(1) Market share: 5 in the first year; 10 in the second year, and 10 in the third year Year 15.

(2) Sales volume: 60,000 bottles in the first year; 120,000 bottles in the second year, 180,000 bottles in the third year;

3. Market outside the province

(1) Market share: 5 in the first year; 10 in the second year, 15 in the third year

(2) Sales volume: 30,000 bottles in the first year; 6 in the second year. 10,000 bottles, 90,000 bottles in the third year;

4. Total market sales

340,000 bottles in the first year; 680,000 bottles in the second year, 1.02 million bottles in the third year;

Based on the above expected market targets, conduct a benefit analysis, taking the first year as an example.

Sales revenue: 2.1 million yuan for 225ml inflatable products, 3.5 million yuan for 375ml products, and 120 yuan for 750ml products. 10,000 yuan; total 6.8 million yuan; 4.64 million yuan after tax;

(minus) manufacturing cost: 1 million yuan for 225ml inflatable product, 850,000 yuan for 375ml product, 360,000 yuan for 750ml product; total 2.21 million yuan ;

Gross sales profit: 2.43 million yuan;

(minus) administrative expenses: 300,000 yuan

(minus) sales expenses: (1) sales staff salary (10 people establishment) 300,000 yuan

(2) Promotional activity fee 250,000 yuan

(3) Promotional staff commission 350,000 yuan

(4) Promotion of 150,000 yuan for other personnel

(5) Shipping fee of 100,000 yuan

(6) Rebate of 650,000 yuan

Total: 1.8 million yuan

Profit before tax: 330,000 yuan

The above plan is designed by the consulting company based on the actual market and corporate conditions, and requires further confirmation and revision by both parties.

Promotional items.

In view of the fact that this alcoholic product is about to be launched, in order to expand marketing channels, stand out among similar products in a short period of time, and become familiar to the majority of consumers, we have asked Jinan Runjie Business Co., Ltd. to tailor the product based on the information we have. Customize the following sets of promotional items to coordinate product sales.

1. Alloy kitchen gadgets

2. Exquisite seals: various styles, showing elegant cultural characteristics.

3. Valentino Cooper heart-shaped cosmetic bag - communication starts from the heart

4.