Part I: Model essay on liquor marketing planning scheme
The competition in liquor market is becoming increasingly fierce, which leaves 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 author's market work experience in recent years and the operation methods of other industries, this liquor marketing planning scheme is specially formulated for market reference operation.
liquor marketing planning scheme 1: distribution: carpet distribution is an effective marketing strategy for many daily necessities, foods, etc. in terminal retail stores, 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 planning scheme by carpet distribution:
1. Centralized marketing planning. Concentrate manpower, material resources and financial resources to implement carpet marketing planning and distribution of 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 planning. Carry out carpet distribution, the distribution time is very concentrated, develop wholesalers and retailers in the target area efficiently and quickly, and it generally takes less than 31 days to complete 81% distribution in a target area market.
3. Intensive marketing planning. Thldl.org.cn, a liquor marketing planning scheme with carpet distribution, intensively develops retail stores such as grocery stores, couples' shops, small and medium-sized supermarkets, chain stores and hotels and restaurants in the target market, that is, one store is next to another, and there is no vacancy in the distribution, thus achieving intensive coverage in space.
4. systematic marketing planning. 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 planning scheme of carpet distribution: carpet distribution can only succeed, but 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. To make carpet distribution successful, we must do the following.
1. Carefully select distributors. In order to quickly spread products to retail terminals in a short period of time, it is necessary to have the cooperation of distributors, mainly distributors, and at the same time, the factory should cooperate with distributors to take the initiative to give full play to their network advantages. Dealers should have hard-working spirit and experienced salesmen. Vehicles with delivery service to ensure marketing planning and transportation services. When selecting dealers, we should choose the growth economy with terminal management consciousness and development desire. Dealer. Marketing planning can't choose to wait for customers to come to the door
2. Make a clear distribution goal and plan. Before "distribution", the salesman should conduct a spot check to grasp 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, formulate detailed distribution objectives and plans, so that salesmen can follow the rules.
specify 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 planning scheme should follow the following rules: "Distribution target" should not be general, but must be specific and clear.
★ clear. Such as: supermarket distribution _ _ home; Hotel _ _ home; Two groups of _ _ families; County-level outlets _ _ home; Public relations direct selling units _ _ and so on.
★ achievable. 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 (customers). In this way, we can formulate a reward and punishment system for salesmen and improve their enthusiasm for work. Quantity)
★ Timetable. Determine the specific time limit for all kinds of customers to complete the "distribution".
3. The selection and training of goods distributors should have rich experience, strong drive, skilled sales promotion skills and good oral expression skills. Before the distribution of goods, the distribution personnel should be trained formally to avoid problems and side effects in the distribution of goods. Carefully study and analyze all kinds of difficulties that may be encountered in the process of distributing goods and formulate corresponding countermeasures. Training can be carried out in two ways: personnel discussion and situational exercise.
4. The organization and division of labor of the goods distribution personnel should make overall arrangement, clear division of labor and unified command when implementing carpet distribution. The specific items are as follows:
5. Liquor marketing theory: liquor marketing planning scheme
⊙ overall arrangement of vehicles
⊙ scheduling of goods sources, control and management of products in and out of the warehouse
⊙ Detailed explanation and introduction to customers
⊙ collection, Iou registration
⊙ point-of-sale advertisement posting
⊙ striving for the best shelf position
⊙ trial samples
⊙ giving promotional items
⊙ oral investigation
⊙ understanding the competing products
⊙ moving and unloading goods < 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 that should be paid attention to when formulating the "distribution reward policy" in liquor marketing planning scheme:
★ There should be no loopholes in the distribution reward policy. If the distribution reward policy is not perfect, some customers may take advantage of it. The original intention of "one, but one bottle per box" activity is to motivate retailers and improve the "distribution rate" of retail stores. Some big customers may purchase a large amount of goods to earn the benefits of gifts, which makes the activity deviate from the original intention of the enterprise and increase the promotion cost in vain. In order to prevent wholesalers from "dumping" and "distributing goods" at reduced prices, it is better to give gifts that cannot be cashed.
★ Avoid the impression of low-priced shipment. When "distributing goods" at preferential prices 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 shipment work.
★ The coordination of the distributor's distribution reward policy is implemented by the distributor, which requires the distributor to be far-sighted and not to encroach on the promotional items to make them implemented.
7. Carpet distribution should be supported by corresponding advertisements. When distributing goods, it should be accompanied by appropriate advertisements, 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 the goods are in place, the products enter the customer's warehouse.
in order to enter the normal sales track, it is necessary to pay a return visit in time and manage it effectively. 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 point should be tallied at least once a week, and the good points should be tallied every two or three days. The products should be placed neatly, in the most eye-catching position, at the end of the shelf, in the line of sight, etc., to increase the visibility of the products and give consumers a strong visual impact, which will increase the sales of retail stores.
if you ignore the goods after distribution, 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 don't, they can't find a return. On the other hand, if the product goes to distribute goods next time, it will definitely be rejected by the retailer, which is equivalent to giving yourself a way out.
liquor marketing planning scheme
promotion: through different forms of promotion activities all year round, the sales volume of products will be increased, the market share will be increased, and more profits will be created 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 restaurants, whose owners are concerned about operating 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 benefits of this product greater than other similar products. Formally, we can give away the best-selling products or practical items related to this product in the local market.
since the gifts are purchased in bulk, we can negotiate with the merchants to get the lowest price, thus reducing the promotion cost. Such as beer, drinks, cigarettes, electrical appliances, etc.
B, consumer promotion is to let consumers get unexpected gains and increase the fun of consumption. Some interactive activities can be designed to let consumers participate in the activities during consumption, enhance their memory and promote secondary consumption.
C, waiters and salespeople, after the products enter the terminal, they need to be recommended to consumers through waiters or salespeople, so it is necessary to give certain benefits and strengthen emotional construction to waiters and salespeople. 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 purchases, meetings and banquets of organs, enterprises and institutions, which can take the form of giving away VIP cards and free consumption to achieve the purpose of public relations and guiding consumption; Banquet promotion can be carried out jointly with related professional hotels and wedding photo studios 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 visibility and brand image.
Liquor marketing planning scheme
The accompanying and effective advertising strategy is adopted in the advertising scheme, so that it can fully serve the sales of products. It is divided into product 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, characters, colors and patterns.
2. Hang cloth label advertisements in restaurants (retail stores, wholesale stores, etc.) to unify words, patterns, colors, etc.
3. Put up posters 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 brochures with calendars, local train schedules, common telephone numbers, and common telephone number lists, so as to play the role of "giving train schedules free of charge for ×× wine" at all sales terminals for advertising. Note: This method can be carried out at the same time when the goods are distributed to the terminal.
6. Television, radio and newspapers mainly publish activity information. Advertising should be closely linked to 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. Chapter 2: liquor promotion scheme
The marketing miracle of a half catty of low-grade liquor in the county-level market
A county-level market with a population of less than 411,111, an agent with the first shipment of less than 21,111 yuan, achieved an annual sales of 3 million for a half catty of low-grade liquor in just two years?
market background
s city, Jilin province is located at the border of Horqin prairie in northeast China, where Jilin, Liaoning and Inner Mongolia autonomous region meet. The whole city covers an area of 3,121.2 square kilometers, with the east and west Liao rivers passing through, with a total population of 411,411. At the end of 2112, the customer of S-wang xing represented Longquan Spring series wine, with the first batch of delivery of 21,111. (Note: At that time, Longquan Spring Wine was generally a prefecture-level city, and the first batch of money could not be less than 211,111 yuan, which made the factory unwilling to be the agent of customer Wang, but the attitude of customer Wang was very sincere, and the enterprise had just been restructured successfully, so there were not many agents, so the factory signed an agency contract with customer Wang in a "high-handed" way. ) Because Wang's company is a state-owned supply and marketing company, the scale is not large and the funds are insufficient. Although the company's brand was upgraded on a large scale in 2113, the performance of Longquan Spring Wine in the S market has not improved, and the sales of all products in the whole year are only over one million yuan. ? Discover the crux of the market
Where is the crux of the market?
this is the first problem that the company's salesman in S market needs to think about.
from the agent's point of view, the agent once operated a local low-grade liquor-T liquor, and in one year, the sales volume reached more than 1 million, making it the first local brand. It should be said that the agent's operation experience and execution are beyond doubt;
from the perspective of market investment, the products are excellent in image, taste and quality, and the company has also made a large-scale brand promotion as a whole, and the market has not invested less.
If you want to find the problem, you should ask the market often.
After several days of market visits and terminal interviews by salesmen, the problem gradually surfaced:
At the initial stage of product listing, the agent thought Longquan Spring Liquor was a new brand in S market, so he formulated a low-price policy to make it easy for the terminal to accept, which led to a much lower supply price of Longquan Spring Liquor than that of the same grade liquor in hotels. In the local market, there are 2-5 yuan/month promotional items in mid-range wines. According to the market situation, Wang's customers also have promotional items in I and Samsung. Due to the low supply price and insufficient price operation space, only 1.5-2 yuan/month promotional items can be invested in I and Samsung, and their grades are far less than those of competing products at the same price. In the county-level market in Northeast China, liquor consumption is very rational, and promotion is still the focus of consumers' attention. Therefore, when customers get the rough and low-priced promotional items in the leading product One Star and Samsung, they show great dissatisfaction, and the click-through rate is naturally not high. What is even more frightening is that the agent has basically no room for investment except the bottle cap fee of the waiter.
It seems that the crux of the problem lies in the fact that the leading products in the market, One Star and Samsung, have no market operation space due to improper operation of the terminal price system. ? How to break through
Liquor is generally priced at the bottom.