Wine has become very common in our daily life, as a sales person who sells wine, a good marketing plan can make us better to accomplish the sales target. The following is the "marketing plan for selling wine planning sample", which is only for reference, welcome to read.

I. Background

China is the kingdom of wine. Wine, the shape of thousands of different colors; many varieties, the abundance of production, are known as the world's top. China is a wine people's paradise, the land is not divided into north and south, people are not divided into men and women, young and old, ethnic groups are not divided into Han, Manchu, Mongolia and Tibet, the wind of drinking wine, after several dry years and not decline. More wine culture, the significance of drinking is far more than physical consumption, far more than the pleasure of the mouth and stomach; on many occasions, it is as a cultural symbol, a cultural consumption, used to express a kind of etiquette, an atmosphere, a kind of interest, a state of mind; wine and poetry, has never been a bond. Not only that, China's many famous wines not only give people the enjoyment of beauty, but also give people the revelation of beauty and the encouragement of strength. The development of each kind of famous wine is inclusive of the laborers' exploration and struggle from generation to generation and their heroic sacrifice. Therefore, the spirit of famous wine is closely related to the national pride, and closely connected with the fearlessness.

Second, the marketing model

With the growth of the imported wine market, the development of the marketing model of imported wines and trends, we are concerned about and trying to find ways to market the market, and at present the main point of view is that these are the ways to expand (for the nightclubs):

1, the bar.

This form is led by the wine handle, through the bar each marketing personnel to guide consumption, singularity is relatively strong, allowing consumers to directly consume, choose to be more targeted, security is also higher. Zhuhai bar wine sales a month too about 400-500 bottles or so, but also the rapid sale of liquor place

2, nightclubs.

Nightclubs are the most capable of consumption, through the economic linkage with the manager mode of bundled sales, procurement of most of the products for high-grade wine, the sales price is relatively higher than other places.

3, KTV places.

At present, many people are optimistic about this market, it has sufficient market information, in the wine selection channels, there are enough advantages in the consumption of KTV venues can be designated as a single choice of customers, and can be in the form of alcohol and the price of the private room bundled consumption.

4, medium and high-end restaurants.

The main source of consumption from the guest table, need to be linked with the service and sales staff sales. But in what form in the future, the Chinese wine market will be better.

Three, marketing planning

1, the development period strategy.

(1) the media focus on placement, choose the newspaper to do promotional print ads, road signs continue to increase, TV advertising focused on prime time, key cities, major routes body advertising, key terminals to do store advertising combination of media methods.

(2) in the terminal establishment to strengthen the brand image of the sample terminal packaging;

(3) even with the nightclubs to organize large-scale consumer promotional activities;

2, consolidation of the period strategy.

Appropriately held series of public relations activities, such as cultural performances, Liu Laogan platform, nightclubs related associations, social attention to the combination of other activities and so on;

3, promotional activities: (Note: the following promotional activities are only an outline of the specific implementation of the program to the program shall prevail)

(1) access promotions:

Promotional methods of content payment method cost budget Role.

Fourth, the marketing strategy

(1) consumer-themed promotions (such as 1 + 2 mode, prize mode): April-July terminal consumption of the purchase of gift activities to draw, gifts, and other ways to drive consumption of the key market, and effectively increase the brand's visibility in the consumer.

(2) regular consumer promotions: time activity mode activity location cost budget effect prediction promotional clothing, liquor license plate, posters, DM sheets, X display racks, gifts

(3) public relations style.

Whether in politics or in the economy need political PR strategy, but in product promotion PR is an indispensable element of promotion.

We are in the formation of the sales team, the first to consider the product promotion staff must have a wealth of social resources must also have the ability to integrate and drive. The so-called talk about the integration of social resources and social resources driving ability is public relations.

Once the liquor market reaches the summer, its sales will be greatly reduced, which is the industry insiders called liquor "off-season" arrival.

Some liquor companies, especially small and medium-sized liquor companies, the market once the off-season, immediately compressed the expenditures, the knife and gun into the warehouse, the horse on the South Mountain (layoffs), a supine scene, a hopeless position. This practice is not only easy to tamp down the market foundation to ruin in one day, more likely to other good use of the opportunity to provide opportunities for competitors.

So liquor companies should completely change the "off-season" awareness, set up "off-season is not bad" new concept, as long as the "city" in the people, the off-season can be avoided, can win market opportunities through a series of methods. The company's main goal is to provide the best possible service to its customers.

First, innovative sales products

Enterprises for liquor "off-season" market, to grasp the psychological needs of consumers, product development and innovation, the development of marketable products. That is, before the arrival of liquor companies in the summer, you can develop a drink without hindrance and can be cooled down to drive the heat, different from the beer summer liquor, change the liquor simply "fire forced people" inherent style, give the liquor hot and cold compatible with the new characteristics of the new summer hot selling points. And then use the hot summer in the opposite direction to promote hype, may achieve a new, exciting, unexpected effect.

Such as xx Group xx year for summer research and development of summer liquor - xx wine. The wine is xx Group according to the Tang and Song dynasties - xx state "xx" brewing basis, plus from the xx water successfully brewed. xx wine respectively to "wind, flowers, snow, moon" The name of the wine is "wind, flower, snow, moon", which reproduces the ancient culture of xx, and creates a medium-high-end white wine containing the culture of xx. xx wine, this kind of cultural wine specifically for the summer season, soon occupied a lot of market space, coupled with the quality of the product and the packaging is also good, the market was very popular in the summer of that year.

Two, innovative promotional model

In the off-season, if the launch of a large-scale, powerful promotion of the terminal consumer groups and promotional activities, back to the people, there may be a counter-seasonal consumption, to achieve unexpected results.

1, occupy the terminal "headlines".

The enterprises basically have their own promotional posters, hanging flags, easy to pull the treasure and other promotional materials, as long as these promotional materials can occupy the terminal eye-catching position, occupation of the terminal "front page headlines", even if it is the sales off-season, the form of publicity will affect the consumer's habits, so that consumers have a kind of impulse to consume. desire. If conditions allow liquor products, you can also plan some creative promotional activities in conjunction with the terminal, so that consumers take the initiative to participate in, contact, drink the product, but also for the future sales growth to lay the groundwork.

2, strengthen the community promotion.

At present, the liquor terminal competition is exceptionally fierce, the only marketing channel that can still be called a weak link in the competition is the community. As the community promotion is facing consumers, therefore, let the product directly with consumers "face to face", can greatly increase the dissemination of product information.

xx summer, xx a liquor factory on the use of July a month of time, in xx various counties, cities, districts for special cultural performances, choose the location of most of the residents in the more centralized cultural plaza, open-air performances, the use of the summer people cool time at night, publicity, the field is full, they also issued a number of small gifts, very popular with the local residents, and win the residents of the "Heart".

Some small and medium-sized liquor companies, by touring the community in some cities to play the film, to attract the attention of the residents of this enterprise, some use the timing of the song and dance party held at the scene at the same time to engage in a free tasting activities, in order to stimulate people's interest and hobbies, but also engaged in the prize quiz, give small gifts, so that the residents of the heart has left a deep impression.

3, promotional giveaways innovation.

In the summer terminal promotions, many white wine used pure juice drinks as gifts, such as xx used to buy a bottle of 500ml cans of xx "xx" series of pure juice; and xx wine is to buy a bottle of wine to give a can of 1lxx pure juice.

There are also some liquor brands in the gift is quite ingenious. For example, half an acre of "xx" packaging bottles of liquor, the use of three-pronged white porcelain bottles of small "xx" for the packaging is already very personalized, and another four with their matching small wine marigolds, held in a box of rustic elegance full of flavor, has long made people love it. They also launched a "buy wine tea" activities, buy two boxes of wine to give a pot of tea, tea canisters and wine crop, wine calendars are the same white porcelain texture, the same delicate chic, so that through the connection between wine and tea to make the consumer's desire to buy a further increase.

Third, innovative sales channels

In the sales off-season comes, for some liquor companies, may need to adjust their own channel center of gravity, from the mass market, transferred to the group buying channel above.

For high-grade liquor for the political and business market group purchase, low-grade liquor for the ordinary working class, construction site workers of the group purchase, the wedding market group purchase, and even nightclubs, can become the main channel of off-season sales.

Such as in the off-season hosted a variety of banquets: wedding banquets, birthday banquets, hometown meetings, large-scale meetings, etc., white wine is still the main hospitality wine, banquets, the market is the off-season sales of white wine, a major market.

Although the group purchasing market is an important sales channel for off-season liquor, however, this channel is unclear, is invisible, although we generally know the direction of group purchasing consumption, but we can not easily find specific group purchasing consumption units.

Group purchasing consumption resources are scarce, proprietary, hidden, it relies on networking resources, relationship resources, power resources and information resources. These resources need to be accumulated over time, and each person in this regard, the resources are limited, it is generally not easy to find people with more group purchasing resources. Therefore, enterprises to do group purchasing work must go to look for people with human resources, relationship resources, power resources and information resources, the dispersed resources centralized, for their own use.

So, in the off-season if you want to have outstanding results, you must have a group buying customer file, good customer relations.

For example: wedding banquets, meetings, parties are generally contacted through the reservation desk, often consume large units are also familiar with the reservation desk. If the hotel reservation desk staff can become our part-time salesman, this piece of business is also an off-season sales potential sales channels; if we give the hotel reservation desk staff a certain commission, I believe they will accept. At the same time, we establish contact with the hotel reservation desk than we look for major units of group purchasing is much easier to the person in charge. Since weddings and conferences don't usually use wine from hotels, there will be no conflict with hotel sales.

Fourth, to strengthen the development of retailers

There is a saying in the industry is called "peak season to do sales, off-season to do the market". In fact, if there is no market and where to sales? In the off-season continue to develop the market, not only means that you sell a bottle, he sold a bottle less, the key is also for the peak season competition to lay a solid foundation. To give a simple example, a city has 500 stores in the sale of your liquor products, but if you do not develop the market, in the off-season, perhaps not even 500, and if you increase the scope of the expansion, it is possible that far more than the number of 500, of course, refined to each store your sales may not be as good as in the peak season, and the marketing costs go up, but after all, your overall sales are still good, and more than a few pieces of turf, such as strategy! Properly, in the peak season will be more big output.

Suggestions in the off-season, we have to continue to expand sales blind spot, should pay special attention to the development of retailers, such as the community focused on convenience stores, stores and some of the stalls within the restaurant, these inconspicuous fragmented small store often through the development of a visit, visit, visit, promotions will be realized in more white wine retail.

Manufacturers should do the following:

1, after the completion of the first store, in-depth sales visits and in-depth promotions should be strengthened at the same time, so as to promote the product "off the shelf" speed.

2, in-depth sales visits, mainly through the form of multiple return visits with goods to enhance the sales of terminal stores, while promoting customers to deepen the impression of the business representatives and brands to stimulate their desire for distribution.

3, the business staff mainly through regular visits, consulting customers, understand the product sales form, after-sales situation, the difference between competing products, and through the owner of the store to understand the customer's feedback, while actively assisting the owner of the store to carry out the sale, and seriously collect, organize, report market feedback.

4, to introduce the performance of the product to the owner, the advantages, to assist the store to do a good job of promotion, guidance, cultivate the owner's active marketing awareness, to improve its trust in the brand, the confidence in the product.

5, through the depth of sales visits, optimize the network structure, eliminating vulnerable stores, to maintain a sustainable and stable terminal market.

Fifth, strengthen the training of marketing personnel

A company wants to be bigger and stronger, learning is indispensable, as the liquor business, now a few years is a buyer's market, in the peak season of the enterprise's marketing staff are in the market, very little time to learn, due to the long-term non-learning, so that some of the quality of the enterprise's marketing staff to keep up with the Changes in the market, so that they have the feeling of incompetence in the market. As the Chinese saying goes, if you want to do a good job, you must first sharpen your tools. Therefore, in the off-season should strengthen the training of marketing personnel, so that they continue to absorb new knowledge, new ideas, so that they can compete in the market in the future with ease, but also to make the enterprise from a production-oriented enterprises to grow into a learning enterprise. We all believe that "sharpening the knife is not wrong", but the cost of sharpening the knife is different, in the peak season to marketers in the company to learn a week, the cost is not hundred, and in the off-season this will be a very small part of the expenditure.

Sixth, the vendors fellowship to increase feelings

Off-season liquor sales tend to be weak, dealers have been able to relax for a moment, at this time the wine business should seize this opportunity to vendors fellowship to increase feelings. Dealers are the first consumers of the enterprise, their loyalty to the enterprise's products is particularly important to the liquor business. Dealers and liquor enterprises in addition to the profit relationship, should also focus on the cultivation of feelings. In the case of liquor supply exceeds demand, a large number of brands, liaison with dealers good feelings, the implementation of manufacturers to join forces to play the pattern of the mall, which is equal to half of the success. With dealers to contact the feelings of many means, you can visit, talks, parties and so on.

As the saying goes: "There is no recession, only do not compete", liquor companies want to enhance performance in the sales off-season, we must change the concept of business operations, set up a "sales without off-season" awareness, dare to think, dare to innovate, the only way to think!

There is a way out, so white wine in the off-season can also be sold in the market, but also for the peak season sales to lay a good foundation.