Article 1
● The competition in the liquor market is becoming increasingly fierce, but looking at the operation of the liquor market, some enterprises are still in 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 a lot. According to the market working experience in recent years and the operation methods of other industries, this liquor marketing plan is specially formulated for market reference.
First, commodity distribution: carpet distribution is implemented.
For many daily necessities and food stores in terminal retail stores, it is an effective marketing strategy to implement carpet distribution when new products and varieties are listed. In the stage of products entering the market, enterprises cooperate with dealers to deliver goods to terminals actively, and through the implementation of carpet distribution, the distribution rate of terminals is rapidly improved.
Characteristics of liquor marketing planning of carpet distribution;
1, centralized marketing plan. Concentrate manpower, material resources and financial resources to implement carpet marketing plan to distribute goods, which is huge and has a strong short-term influence on every region, and it is easy for end customers and consumers to remember the promoted brands.
2. Quick 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 usually takes less than 30 days to complete 80% distribution in the target market.
3. Intensive marketing plan. The liquor marketing planning scheme of carpet layout is adopted, and retail stores such as grocery stores, couples' shops, small and medium-sized supermarkets, chain stores, hotels and restaurants are intensively developed in the target regional market, that is, one by one, and there is no vacancy in the layout, so as to realize dense coverage in space.
4. Systematic marketing plan. During the implementation of carpet distribution, the working system is meticulous and requires one step in place.
Second, the key to implementing carpet distribution, a successful liquor marketing plan:
Carpet distribution can only succeed, not 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 successfully sell carpets, we must do the following:
1. Choose dealers carefully.
In order to quickly spread the products to retail terminals in a short time, it is necessary to have the cooperation of dealers, mainly dealers, and the factory should cooperate with dealers to take the initiative to give play to its own network advantages.
Dealers should have a hard-working spirit, a desire to learn, and salesmen with rich sales experience.
When choosing dealers, we should choose those with terminal management consciousness and development desire.
Growth dealer. Marketing planning can't choose a "wait-and-wait" merchant who waits for customers to come to the door.
2. Make clear distribution objectives and plans.
Before "distributing goods", the salesman should conduct spot checks to understand the characteristics of the wholesale market and retail market in the target area, including the price difference of wholesale and retail products, payment methods, promotion methods of similar products, consumption trends and their * * * characteristics, and master the distribution of the goods distributed.
According to the survey results, formulate detailed distribution objectives and plans, so that sales personnel can follow the rules. Clearly define the following items:
A. in which area should the goods be distributed;
B, how long will it take;
C, how many points to spread;
D, what is the issuance rate;
E. What standards should the promotion of terminal stores meet?
F. What are the supply prices and preferential delivery methods for customers at all levels? G, estimate the quantity of goods of the distribution products;
Make specific advertising and promotion plans.
When making distribution objectives and plans, the liquor marketing plan should follow the following principles:
, clear. The "distribution target" cannot be general, but must be specific and clear. Such as: supermarket-home, hotel-home, second batch-home, county-level outlets-home, public relations direct selling units-and so on.
, can be achieved. According to the manpower, material resources and financial resources, reasonable allocation, in order to
The goal can be achieved.
, target wizard. The reward standard is determined by the distribution object. The first "distribution" emphasizes "distribution surface" rather than sales volume, and the main criteria for assessment are the number of transactions and the number of customers. In this way, the reward and punishment system for salespeople can improve their work enthusiasm.
, timetable. Determine the specific time limit for all kinds of customers to complete the "distribution".
3, commodity distribution personnel selection and training
Shoppers should have rich experience, strong driving force, skilled promotion skills and good oral expression skills.
Before commodity distribution, it is necessary to conduct formal training for distribution personnel to avoid problems and negative effects in commodity distribution, carefully study and analyze various difficulties that may be encountered in the process of commodity distribution, and formulate corresponding countermeasures. Training can be conducted in two ways: personnel discussion and scenario drills.
4, the distribution of personnel organization and division of labor
To implement carpet distribution, it is necessary to make overall arrangements, have a clear division of labor, and have unified command. The specific projects are as follows:
Male ~ female superior ~ poor strong ~ weak
5, liquor marketing theory liquor marketing plan ⊙ overall arrangement of vehicles
⊙ Supply scheduling, product warehousing control management
⊙ Explain and introduce to customers in detail
Collection and IOU registration
Point of sale advertisement posting
Strive for the best shelf position
Trial sample
Give away promotional items
Oral investigation
Understand competitive products
Moving goods
⊙ Fill in distribution records, distribution reports or distribution lists ⊙ Accept distribution.
6. Formulate the policy of "distributing rewards".
In order to arouse the enthusiasm of end customers and reduce the main force of distributing goods, it is necessary to formulate corresponding incentive policies for distributing goods. The "reward policy for distribution goods" should not only be attractive, but also avoid negative effects and maintain good price order.
There are two aspects of the "incentive policy for distributing goods":
A. Give promotional items to end customers or give a certain number of free products or articles according to the order quantity;
B. Reward and punishment measures for sales personnel;
Problems needing attention in formulating "commodity distribution incentive policy";
There must be no loopholes in the distribution reward policy.
If the distribution incentive policy is not perfect, some customers may take advantage of it. For example, the original intention of the "send a box and a bottle" campaign is to encourage retailers to improve zero
The "distribution rate" of selling stores, but some customers may buy a lot of goods to earn the benefits of gifts, which makes the activities deviate from the original intention of the enterprise and increase the promotion cost in vain.
In order to prevent wholesalers from "dumping" at reduced prices, gifts that cannot be cashed in cash are better when "distributing goods".
Avoid the impression of buying goods at a low price.
When "distributing goods" to retailers at preferential prices, we must pay attention to accurate communication, and don't cause the misunderstanding of "low price" to retail stores, otherwise it will bring obstacles to dealers' future shipment work.
, coordinate dealers.
The incentive policy for distributing goods is implemented through dealers, which requires dealers to be far-sighted and not to encroach on promotional items to implement them.
7, carpet distribution should have corresponding advertising support.
Cooperate with local advertisements when distributing goods, so as to arouse the interest of the terminal, reduce the resistance of distributing goods and make the distribution work go smoothly. Advertisements are mainly 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 the goods are in place, the products enter the customer warehouse. In order to enter the normal sales track, we must make timely return visits and effective management. The follow-up visit is usually within three or four days after the first visit.
the second
First, if the goods are ignored after delivery, the goods will be paved for nothing. On the one hand, retailers are disgusted. If it sells well, they can't find anyone to buy it. If it sells badly, they can't find anyone to return it. On the other hand, if the product is distributed next time, it will definitely be rejected by the retailer, which is equivalent to leaving a back road for yourself.
Second, promotion: continuous all the year round, pursuing innovation.
Through different forms of perennial promotional activities, increase product sales, improve market share and create more profits for enterprises and businesses.
Classification of promotion: Promotion can be divided into three categories: regular promotion, special channel promotion and traditional holiday theme promotion.
A, wholesalers, retailers, supermarkets, restaurants, their owners are concerned about economic profits, and their promotion should be considered from the interests. By investigating the market, we can understand the profits of other brands, and then formulate specific promotion policies to make this product more profitable than other similar products. Formally, we can give away products or more practical items related to this product that are more popular in the local market. As the gifts are purchased in bulk, we can negotiate with the merchants to get the lowest price.
Grid, thus reducing the promotion cost. Such as beer, drinks, electrical appliances, lighters, etc.
B, consumption promotion is to let consumers get unexpected gains and increase consumers' fun. Some interactive activities can be designed to let consumers participate in the activities in the process of consumption, enhance their memory and promote secondary consumption.
C, waiters and salespeople, after the products enter the end, waiters or salespeople need to recommend to consumers, so it is necessary to give certain benefits to waiters and salespeople and strengthen emotional construction. Methods: Giving practical or collectible small gifts and holding sales competitions can be adopted.
Special channel promotion: refers to the promotion of group buying, meetings and banquets. Organs, enterprises and institutions.
Organs, enterprises and institutions can take the form of giving away VIP cards and free consumption to achieve the purpose of public relations and guiding consumption.
Can be combined with professional hotels, large and medium-sized restaurants and other institutions for banquet promotion, and establish the image of the first brand of banquet wine.
Traditional festival theme promotion: according to traditional festivals, carry out promotional activities with different themes to improve product visibility and brand image.
Third, advertising.
Take effective advertising strategies to fully serve the sales of products.
Products are divided into introduction period, growth period and maturity period.
1. Hang cloth advertisements in streets with heavy traffic and places where catering industry is concentrated. Generally, 10-20 is more suitable for prefecture-level cities. Unified hypothesis
Design, characters, colors and patterns are unified.
2 in restaurants, restaurants, retail stores, wholesale stores hanging cloth advertising, unified text, pattern, color.
3. Post pictures and hang POP advertisements at all sales terminals. The location should be conspicuous, and you can see it at a glance outside the store.
4. Set product samples on each dining table of the catering sales terminal to publicize Chen Fang's brochure.
5. Print calendars, local travel brochures of Baili Du Fu Scenic Area and telephone number brochures of commonly used units, and make "free travel brochures of Baili Du Fu Scenic Area or telephone number brochures of commonly used units of a certain wine" at all sales terminals to play the role of advertising. Note: This method can be carried out at the same time when the goods are delivered to the terminal.
6. TV, radio, SMS and newspapers mainly publish activity information.
Advertising should closely follow the purpose of service product sales, and each release should have a distinct theme and activity content. Therefore, the first year's advertising should focus on various promotional activities, so that it will not appear empty in the process of communication. Formally, it is dominated by low-cost and wide-coverage media.
Article
Time still follows its eternal law, and another year has become history. Just like many years in the past, it has become a historical year of 20 15, with many good memories and many regrets. 20 16 is an eventful year for liquor industry. 10 although the impact of the global financial crisis is gradually weakening, it will take some time for the overall economic recovery to be excessive. The adjustment of liquor consumption tax by the state also caused a period of turmoil in the industry, followed by a nationwide crackdown on drunk driving and a local prohibition of alcohol, which made the liquor industry even worse. In such a bumpy year, we stumbled all the way, and the joy and sadness, * * * and helplessness, confusion and emotion were really infinite.
Review and analyze regional sales performance.
I. Performance review
1, the total cash payment for the whole year 165438+ ten thousand, exceeding the tasks specified by the company;
2. Successfully develop four new customers;
3. It laid a foundation for the operation of the key regional market in southwest Shandong centered on Jining;
Second, performance analysis
1. Although I have completed the cash distribution task stipulated by the company, I am still far from my goal of 2 million yuan. The main reasons are:
A. The positioning of key markets in the first half of the year was not clear and firm, and Pingyi was the first one. However, due to the particularity and local protection of Pingyi market, and later the focus of dealers turned to beer, my original intention finally changed. Secondly, I am optimistic about Surabaya market. Although the market environment is very good, but the cooperation of dealers is too poor, I gave up. It was not until later that I chose Jinxiang "Tianyuan non-staple food", which was near the end of the year!
B, the speed of new customers is too slow, and the customers with poor quality are mostly small and weak;
C, the company's service lags behind, especially the delivery time, which not only affects the market, but also affects the sales confidence of dealers;
2. Explore new customers. Although four new customers have been implemented, they are still two short of the six goals set by myself, and three of these four customers are small customers, and the sales volume is also very average. This is mainly caused by my own subjectivity, and I don't pay much attention to customer quality in order to pay back the money. As the saying goes, "choice is more important than hard work", and the strength, network, distribution ability, cooperation and investment awareness of dealers directly determine the quality of market operation.
Our company has been operating in Shandong for three years, and the mistake in these three years is that it has not "grasped the key points". So I learned the lessons from previous years, and this year I personally put the search for key markets into my daily work. Finally, it was decided to operate the Jining market with Jinxiang as the core in June 2009 +065438+ 10. After two months of market operation, I have also explored some experiences for next year.
Second, personal growth and shortcomings
With the care and support of company leaders and colleagues, in 2009, I personally made great progress in business development, organization and coordination, management, etc., but there are also many shortcomings.
1, and the self-regulation ability of mentality is enhanced;
2. The ability to learn, predict and control the market has been enhanced;
3. The ability to deal with emergency problems and grasp the psychological state of others has been enhanced;
4. The overall market awareness needs to be improved;
5. The management experience of the team and the operation ability of the overall regional market need to be improved.
Third, mistakes and shortcomings in the work.
Pingyi market 1
Although local protection is serious, we still have a certain market through the coordination of relations and the low-key operation of the market. Moreover, through a period of market proof, the special songs developed by dealers still cater to the consumption of rural markets. Before the off-season, because I failed to communicate effectively with the dealer and the service was not in place, the dealer finally focused on beer. What's more, the agent took another liquor-Yimeng fellow villager, and the manufacturer's support was quite strong, which was even more diluted for us.
2.Surabaya market
Although there is something wrong with the dealer's personality, the market environment is really good, there is no strong local brand, and there is no local protection-besides, the hotel operation of Shili Wine Lane for more than a year has certain market favorable factors, and later it expanded the circulation market, and the market response is good. The mistake is that the distributor was not suppressed in cost in advance, and then the management was unbalanced, which eventually led to the failure of cooperation and fell short. The key is that my personal wrist is not hard enough, my foresight is not enough, and my reaction is not fast enough.
3. Tengzhou market
Tengzhou's market foundation is still very good, but the dealers' investment awareness and company management are so poor that after we quit, the market declined seriously. My mistakes in this market are as follows:
1, failed to guide dealers to operate the market according to our ideas, and relied too much on manufacturers;
2. Not looking for other potential high-quality customers to supplement at an appropriate time;
4. Among the new customers I visited in 2009, there were more than 10 people with strong intentions, and most of them came to visit the company. But in the end, it was rarely implemented, because the late tracking was not in place, and I lacked confidence and wasted a lot of resources!
Four, 10 years ago, part of the work and problem solving in the old market.
Because we didn't grasp the market well in the past and didn't control the cost effectively, there was a problem of cost contradiction in the market before 10. After consultation with the company leaders, we take the principle of "harmonious development" and adopt the policy of "one place, one policy" to solve the problems in different markets.
1. Tengzhou: Although the company has expenses, it must pay back the money, and both parties can accept and understand the settlement in the form of multiple goods;
2. Weishan: make your own packaging and bottles, and sell them at the company's expense as drinks;
3. Surabaya: Tongteng Prefecture
4. Yicheng: Not yet solved.
Through the above methods, the market problems have been solved one by one. Although there was some resistance in the early stage, it was accepted and implemented smoothly, which completely solved the psychology of relying too much on manufacturers before.
Fourth, the operation mode of "office plus dealer" is used to operate the regional market.
According to the actual situation of the company and the market situation in recent years, we have been exploring a shortcut to operate the market, which truly reflects the effect of "office plus dealer" operation, but the following conditions must be met:
1, the market environment is better, even if it is not too good, it can't be too bad, for example, the local protection is too serious and the place is too strong;
2. The quality of dealers must be good, such as "strength, network, distribution and cooperation"; Specific matters related to the operation of the office:
1, management office, personnel localization;
2. Popularization of products, mainly aimed at mid-range consumers;
3. Channelized and personalized operation, focusing on circulation channels and focusing on major customers;
4. Focus on supporting first-class business, and the office truly reflects the role of joint marketing;
Verb (abbreviation of verb) gives some suggestions to the company
1, strengthen the hardware investment of products, and the first impression of products should give people a feeling of "value for money, value for money";
2. Improve various rules and regulations and salary system, and give full play to the subjective initiative of personnel;
3. Concentrate superior resources and focus on the model market;
4. Pay attention to the shaping of brand image.
In a word, the scores of 20 16 are both good and bad, and they have all become history. We will be greeted by a brand-new year 20 12. Standing on the threshold of 10, we see hope, bumper harvest and fruitful results!
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