# Book Letter # Introduction Plan is a kind of transactional document that the party and government organs, enterprises, institutions and social organizations make predictions and arrangements for the work and activities in the future. The following is a sample text of liquor marketing plan compiled and shared. Welcome to read it. I hope it will help you!

The competition in the liquor market is becoming increasingly fierce. However, looking at the operation of the liquor market, some enterprises are still in an extensive state and rarely carry out intensive cultivation. This has left an effective space for the operation of liquor enterprises. As long as enterprises can make more efforts in this respect and intensively cultivate in all aspects of market operation, they will certainly achieve gratifying results and gain great gains. According to the market work experience in recent years and the operation methods of other industries, this liquor marketing plan is specially formulated for market reference.

1. Goods distribution: carpet distribution

For many daily necessities and food stores in terminal retail stores, carpet distribution is a very effective marketing strategy when new products and varieties are put on the market. In the stage of products entering the market, enterprises cooperate with dealers to take the initiative to deliver the goods to the terminal, and quickly improve the distribution rate of the terminal by implementing carpet distribution.

(1) Features of liquor marketing plan by carpet distribution:

1. Centralized marketing plan. Concentrate manpower, material resources and financial resources to implement carpet marketing plan to distribute goods, which has great momentum and strong short-term influence on each region, and is easy for end customers and consumers to remember the promoted brands.

2. Rapid marketing plan. Carry out carpet distribution, the distribution time is very concentrated, and develop wholesalers and retailers in the target area efficiently and quickly. It generally takes less than 31 days to complete 81% distribution in a target area market.

3. Intensive marketing plan. The liquor marketing planning scheme of carpet distribution is adopted, and retail stores such as grocery stores, couples' shops, small and medium-sized supermarkets, chain stores and hotels and restaurants are intensively developed in the target area market, that is, one store is next to another, and there is no vacancy in the distribution, so as to achieve dense coverage in space.

4. systematic marketing plan. During the implementation of carpet distribution, the work is systematic and meticulous, and it requires one step in place.

(2) The key to the successful liquor marketing plan of carpet distribution:

Carpet distribution can only be successful, and it is not allowed to fail. If the distribution fails, it will dampen the enthusiasm of salesmen and dealers to promote products and increase the difficulty of follow-up work. In order to make carpet distribution successful, we must do the following:

1. Carefully select dealers

In order to quickly spread products to retail terminals in a short period of time, we must have the cooperation of dealers, mainly dealers, and at the same time, the factory should cooperate with dealers to take the initiative to give full play to their network advantages.

dealers should have a hard-working spirit, a desire to learn and a salesman with rich sales experience.

when selecting distributors, we should choose growth distributors with terminal management awareness and development aspirations. Marketing planning can't choose "sitting" merchants who wait for customers to come to the door.

2. Make a clear distribution target and plan

Before "distribution", the salesman should make a spot check to know the characteristics of the wholesale market and retail market in the target area, including the price difference between wholesale and retail products, payment methods, promotion methods of similar products, consumption trends and their * * * characteristics, and grasp the distribution of distribution objects.

according to the survey results, make detailed distribution objectives and plans, so that salesmen can follow the rules. Specifically define the following items:

a. In which area should the goods be distributed;

B, how long will it take;

C, how many points should be paved;

D, what is the distribution rate;

E, what standard should the promotion of terminal stores reach;

F, what are the supply prices and preferential distribution methods for customers at all levels;

G, estimate the quantity of products to be distributed;

H, formulate specific advertising and promotion plans.

When making the distribution target and plan, the liquor marketing plan should follow the following rules:

Clear.

The "distribution target" cannot be general, but must be specific and clear.

such as: supermarkets-stores, hotels-stores, two batches-stores, county-level outlets-stores, public relations direct selling units-stores and so on.

, can be achieved. Make reasonable allocation according to manpower, material resources and financial resources, so that the goal can be achieved.

, target wizard. The reward standard is determined by the distribution target. In the first "distribution", the emphasis is on "distribution surface" rather than sales volume, and the main criterion for assessment is the number of transactions (the number of customers). In this way, the reward and punishment system for salesmen can improve their enthusiasm for work.

, timetable. Determine the specific time limit for all kinds of customers to complete the "distribution".

3. Selection and training of distribution personnel

Distribution personnel should have rich experience, strong drive, skilled sales promotion skills and good oral expression skills. Before the distribution of goods, we should conduct formal training for the distribution personnel to avoid problems and negative effects in the distribution of goods, carefully study and analyze all kinds of difficulties that may be encountered in the process of distribution of goods, and formulate corresponding countermeasures. Training can be carried out in two ways: personnel discussion and situational exercise.

4. Organization and division of labor of the distribution personnel

To implement carpet distribution, it is necessary to make overall arrangement, clear division of labor and unified command. The specific items are as follows:

Male ~ female superior ~ poor strong ~ weak

5. (Liquor marketing theory) Liquor marketing plan for actual combat

⊙ Overall arrangement of vehicles

𕬙. Product warehousing control management

⊙ Detailed explanation and introduction to customers

⊙ Collection, IOU registration

⊙ Advertisement posting at point of sale

⊙ Strive for shelf position

⊙ Trial samples

⊙ Giving promotional items

⊙. The "reward policy for distributing goods" should not only be attractive, but also avoid negative effects and maintain a good price order.

The "distribution reward policy" has two aspects:

a. Promotional products for end customers or giving away a certain number of free products or articles according to the order quantity

; B. Reward and punishment measures for salesmen

; Problems to be paid attention to when formulating the "distribution reward policy":

There should be no loopholes in the distribution reward policy

If the distribution reward policy is not perfect, some customers may take advantage of the loopholes in the policy. For example, the original intention of the "send a bottle in a box" activity is to motivate retailers and improve the "distribution rate" of retail stores, but some customers may purchase in large quantities to earn the benefits of gifts, thus deviating from the original intention of enterprises and increasing the promotion cost in vain.

in order to prevent wholesalers from "dumping" at reduced prices, it is better to give gifts that cannot be cashed when "distributing goods".

avoid the impression of buying goods at a low price

when implementing "distributing goods" with preferential treatment for retailers, we must pay attention to accurate communication, so as not to cause misunderstanding of "low price" for retail stores, otherwise it will bring obstacles to dealers' future delivery work.

Coordinating the distributor

The distribution reward policy is implemented by the distributor, and the distributor is required to be far-sighted and not to encroach on the promotional items to make them implemented.

7. There should be corresponding advertising support for carpet distribution.

Cooperate with local advertising when distributing goods, so as to arouse the interest of the terminal, reduce the resistance of distribution and make the distribution work go smoothly. Advertising is mainly based on low-cost storefront banners, cross-street banners and huge ones.

8. Do a good job in post-service and tracking management of goods distribution

After goods distribution is in place, the products enter the customer's warehouse. In order to enter the normal sales track, we must pay a timely return visit and effectively manage it. A return visit is usually within three or four days after the first visit. The purpose of the return visit is to make customers feel your concern and cheer them up. Look at the reaction of consumers and retailers to products, find out the existing problems and shortcomings, and find the basis for the adjustment of promotion ideas in the future. At the same time, strengthen tally work, which is as important as distributing goods. There are many products in each type of product in a store, so it is difficult for the owner to take care of every product, so the salesman needs to take the initiative. Every store should tally goods at least once a week, and a good store should do it every two or three days. It is necessary to put the products neatly and put them in an eye-catching position, which is as high as the end of the shelf and the line of sight, so as to increase the visibility of the products and give consumers a strong visual impact, which will increase the sales of retail outlets. If you ignore the goods after they are laid, the goods will be laid for nothing. On the one hand, retailers are disgusted. If they sell well, they can't find anyone to buy goods, but if they sell badly, they can't find anyone to return them. On the other hand, if the product goes to distribute goods next time, it will definitely be rejected by retailers, which is equivalent to giving yourself a way out.

second, promotion: pursuing innovation all the year round

through different forms of promotion activities all the year round, we can increase product sales, increase market share and create more profits for enterprises and businesses.

classification of sales promotion: sales promotion can be divided into three categories: regular sales promotion, special channel sales promotion and traditional festival theme sales promotion

A. Wholesalers, retailers, supermarkets and catering industries, whose owners are concerned about economic profits, should consider their sales promotion from the perspective of interests. By investigating the market, we can understand the profits of other brands, and then formulate specific promotion policies to make the profits of this product greater than other similar products. In the form, we can give away the products related to this product that are more popular in the local market or more practical items. As the gifts are purchased in bulk, they can be obtained through negotiation with the merchants, thus reducing the promotion cost. Such as beer, drinks, electrical appliances, lighters, etc.

B, consumer promotion is to let consumers get unexpected gains and increase consumers' fun. Some interactive activities can be designed to let consumers participate in activities during consumption, enhance their memory and promote secondary consumption.

C, waiters and salespeople, after the products enter the market, they need to be recommended to consumers through waiters or salespeople, so they need to be given certain benefits and strengthen emotional construction. Methods: Giving practical or collectible small gifts, launching sales competitions and so on can be adopted.

Special channel promotion: refers to the promotion of group purchase, meetings, banquets, etc. for institutions, enterprises and institutions.

For institutions, enterprises and institutions, VIP cards can be given away and free consumption can be used to achieve the purpose of public relations and guiding consumption. Banquet promotion can be jointly carried out with professional hotels, large and medium-sized restaurants and other institutions to establish the image of the first brand of banquet wine. Theme promotion of traditional festivals: according to traditional festivals, carry out promotional activities with different themes to improve product popularity and brand image

Third, advertising

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

The products are divided into introduction period, growth period and maturity period

1. Hanging cloth advertisements in the streets with large traffic and places where the catering industry is concentrated. Generally, 11-21 prefecture-level markets are more suitable. Unified design, text, color and pattern.

2. Hang cloth label advertisements in restaurants (retail stores, wholesale stores, etc.) to unify words, patterns, colors, etc.

3. Post pictures and hang POP advertisements at all sales terminals, with conspicuous positions, which can be seen at a glance outside the store.

4. Set up product samples on each dining table of the food and beverage sales terminal, and publicize the brochure of Fang Chen.

5. Print a calendar, a travel brochure of the local Baili Du Fu Scenic Area and a brochure of the telephone number of a common company, and make a "free travel brochure of a certain wine or a brochure of the telephone number of a common company" at each sales terminal to play an advertising role. Note: This method can be carried out at the same time when the goods are distributed to the terminal.

6. TV, radio, SMS, newspapers mainly publish activity information.

advertising should closely follow the purpose of serving product sales, and each release should have a distinct theme and activity content. Therefore, the first year's advertising should be carried out around various promotional activities, so that it does not appear empty in the process of communication. Formally, it is dominated by low-cost and wide-ranging media.