practical case: what should the ultra-high-grade liquor market do?

first, lay a solid foundation and do a good job in network construction:

network construction is an important guarantee to improve product market share, product display rate and product sales, and it is also one of the important prerequisites to carry out market promotion activities.

1. Market survey:

1.1 Geographical location, population status, economic status, relevant policies of local government, per capita consumption level and consumption habits;

1.2 humanistic environment: market purchasing power, consumption habits of high-grade and ultra-high-grade liquor, the number, names, location distribution, contacts and cultural literacy of target consumers of 3A stores and high-grade hotels and restaurants;

1.3 basic information of the distributor: company profile, marketing concept, financial strength, personnel structure, network distribution, liquor brand and sales situation, satisfaction of the distributor, personal data of the distributor, etc.

1.4 The market channels for investigation are: special channels, supermarkets, restaurants, famous hotels and window channels;

1.5 cost survey: terminal entrance fee, promotion fee, etc. in the target market;

1.6 others: personalized situation in local market (especially the most cost-saving and effective scheme).

2. On the basis of obtaining perfect market information and materials, local markets make clear the indicators of network construction according to the data of the submitted Market Survey Report, and break them down into quarters and months, which will serve as the work tasks and assessment indicators of market personnel.

at the beginning of network construction, each market should fill in the time advance table according to the network construction index of the local market, and complete it in stages strictly according to the time of the advance table.

3. Network construction method:

3.1 For traditional dealers, it is necessary to borrow their original network resources and selectively promote them.

219: It focuses on international hypermarkets, and there are no more than three super stores in the early stage of hotel network construction in megacities (such as Beijing, Shanghai, Guangzhou and Shenzhen);

218: A-class shops specializing in catering and supermarkets;

216: catering, supermarkets, A and B stores, large wholesale companies.

3.2 for non-traditional dealers: make full use of their superior social resources and network resources (such as making full use of the heads of local health, fire and other functional departments to introduce, etc.) for network construction.

3.3 for dealers between traditional and non-traditional, the network construction is carried out by combining the methods of 3.1 and 3.2.

3.4 objectives and tasks should be formulated differently according to the actual situation of the market and the variety of products.

4. Network construction steps:

4.1 City managers train marketing directors and account directors in business skills, including: how to contact customers and communication skills; How to introduce Wuliangshen series wine to customers, how to maintain customer sentiment, plan regional maps, compile visiting routes, and how to organize regular return visits, etc.

4.2 divide the local market into several areas, each area is managed by a marketing person, and randomly check the network construction status of marketing personnel;

4.3 the city manager should formulate the network construction goals and plans of the network construction personnel in stages, and the network construction personnel should advance according to the network construction goals and plans. If they are not completed in the current period, they should report the reasons and the next steps to the city manager in time. During the network construction, they should pay attention to the terminal display, form a return visit system and establish customer files. Marketing personnel are required to register all outlets in the form of tables, and truthfully report the customer's name, address, contact information, contact person, distribution specifications and quantity, so as to form a database that is easy to manage;

4.4 establish a fixed visiting system for marketing executives, make daily visiting routes, and implement different visiting frequencies for terminals, so as to improve the marketing enthusiasm of terminal sales staff on the basis of mutual communication.

5. Price strategy: Set different prices for different channels, and require each market to strictly implement the company's price system.

6. the city manager should assist the dealers to set up a special supply channel team, which is mainly responsible for the construction of special supply channels (such as group purchase by the army, enterprises and institutions).

the goal of network and channel construction is to help dealers quickly cover regional target catering channels, supermarkets, wholesale channels, retail channels and special supply channels with the highest working efficiency in the shortest time.

Note: For dealers and distributors, we need to do:

1) provide meticulous and thoughtful management and after-sales service;

2) provide a complete and systematic planning scheme and expert services, and provide systematic marketing training;

3) provide terminal management solutions and sales assistance;

4) Provide the sales model and promotion method closest to consumers;

5) promoting personalized service;

6) strong promotion support in stages;

7) Complete customer management mode and huge customer database;

8) Promote intensive distribution and assist dealers to directly control terminals;

9) Fast channel feedback and response.

second, target consumer groups, and fully cultivate consumer leaders

1. Methods of target consumer groups:

1.1 Target consumer groups through social relationships of dealers;

1.2 target consumer groups through various public relations activities;

1.3 find and lock the target consumer groups (diamond card, gold card and silver card users) through cooperation with the account managers of VIP service department (major customer department) of China Mobile and China Unicom;

1.4 by cooperating with the catering terminal, invite its guests to the hotel for consumption in the name of the hotel, and the expenses can be borne through negotiation with the hotel, so as to target the consumer groups;

1.5 Marketing personnel must fill in various forms on time and report to the Marketing Department to establish a database of target consumer groups, and lock the consumer leaders through the analysis of the database.

2. Training consumer leaders

2.1 Invite them to participate in local club activities for free, such as sending fitness cards and golf discount cards;

2.2 invite them to participate in various activities organized by "Five Grain Gods";

2.3 Give him the gold-plated eye sign of "Five Grain Gods";

2.4 Send flowers on his birthday or other festive days;

2.5 Send greetings to their children when they take the entrance examination; After entering a higher school, I went to congratulate you and sent a series of wines such as "Five Grain Gods".

Third, do a good job in terminal display and create a unique cultural atmosphere of Wuliangshen

1. Definition of terminal display place:

Product name

Terminal display place

Wuliangshen 219

series

international supermarkets, ultra-luxury restaurants, city mansions, villas,

five-star hotels <

Shangchao men's boutique (floor) elevator entrance

Wuliangshen 216

series

Class A and B Shangchao, Class A and B restaurants, elevator apartments, Wuliangye specialty store

2. Creativity of terminal display system.

The theme of p>2.1 and 219 is "Beyond the dignitaries", which should be creative and unconventional:

2.1.1 Choose the combination of the Forbidden City and the gods (the gates of the Forbidden City, the Temple of Heaven, etc.);

2.1.2 choose the perfect combination of masculine men in China and attractive women in western Europe;

2.1.3 choose the combination of god and earth god.

2.2 and 218 take "beyond verve" as the theme:

2.2.1 Choose the combination of China traditional gods and western ancient gods;

2.2.2 Choose different eyes of all nationalities in the world to combine together, which can highlight the eye sign of the Five Grains God and express profound and lofty eyes;

2.2.3 choose the ancient gods of China to combine with the charm of Wuliang God.

2.3 and 216 take "beyond success" as the theme:

2.3.1 Choose the combination of mountain peaks and stairs, the man tries to climb up, and the woman is on the escalator below. The successful man can't live without the woman, and the man can overcome the cold even if he has "her" high place.

2.3.2 nude body painting of a man with a woman painted on it. Advertising language: the rear is the most perfect, and behind the success is the woman

3. The material display in the terminal place.

3.1 and 219 mainly embody showcase, physical display, X-frame and mural painting.

3.2 and 218 mainly reflect the physical display, light box, ion display stand, picture frame painting, woodcut, VIP room in hotel, LCD display and Tiantan gift wine.

3.3 and 216 mainly reflect the physical display, light boxes, publicity materials, promotional gifts, LCD display and store signs.

3.4. Specialized stores and counters.

4. Pay close attention to the terminal construction, and give a good kick.

4.1 details of terminal construction:

4.1.1 strive for the best display point, and the first step of terminal construction is terminal display.

4.1.2 Pay close attention to terminal tally

Relatively speaking, tally is a weak link in terminal construction, but due to the requirements of brand competition for terminal vividness, tally is a basis to measure whether a liquor brand is active or not. Therefore, the terminal construction should pay close attention to the terminal tally link and maintain the terminal performance of the brand.

Specific tactics:

1. We should always check the sampling situation of Wuliangshen and keep the terminal products clean and orderly;

2. For products that need to be systematically displayed, some gaps should be left for consumers to take and give people a better feeling of sales, so as to stimulate the "bee colony" consumption effect;

3. In supermarkets, shopping malls, hotels, etc., we should strive to ensure the location update and vivid and systematic display in the peak season, so as to avoid the stale and dull feeling that gives people a refreshing feeling. Increase and stimulate consumption;

4. Make full use of terminal vivid activities on holidays to enliven brand performance and create a good sales atmosphere;

5. Strengthen the training of tally personnel or sales personnel and account managers who are responsible for tally, and ask them to realize the importance of tally, strengthen the relationship between stores and hotels, conduct competitive product surveys and consumption dynamic surveys, and give timely feedback on information such as replenishment.

6. Make the tally personnel or sales personnel responsible for tally to quantify the terminal stores, hotel return visits and tally indicators, and conduct assessment with relevant incentive and restriction mechanisms;

4.1.3 terminal promotion

At present, the terminal competition of liquor, the most direct performance is the escalating bottle opening fee, promotion fee, entrance fee and so on. This almost cruel and bloody price competition directly leads to the deterioration of the competitive environment of liquor terminal. In shopping malls and supermarkets, the competition for terminal publicity materials such as covered posters, various light boxes, store signs, water labels, desk cards and unique shelves is becoming increasingly fierce. However, we found that a lot of publicity has mostly become a decoration for publicity, and has not really interacted with sales.

The specific tactics to completely change this way are:

1. Terminal publicity, account managers should form real interactive communication with consumers.

use terminal promotional materials, promotional items and a series of thematic promotional activities aimed at hot issues that consumers are concerned about daily to attract consumers' attention, accept consumers' participation and impress consumers' hearts-instead of simply buying one get one free at the terminal.

2. Make the terminal vivid.

requirements for vivifying the terminal

The number of display rows of product A must be more than or at least equal to the rows of major competitors

The label of product B must face outwards.

C secondhand goods come first, and new goods come last.

brand d is displayed vertically (that is, the same brand is arranged in line according to the packaging).

E packaging is displayed horizontally (that is, the same brand is arranged horizontally according to different specifications, colors or performance).

F products are concentrated next to the first brand in the market.

G keep the product clean and tidy.

F the price tag is eye-catching and neat.

H if there are promotional activities, the products to be promoted must be highlighted.

principle of product display

principle 1: "get a permanent display position"

when a consumer goes to a store to buy the goods he needs, he usually looks for them in the familiar place he got last time, so we should ensure that our products have a fixed display position and display surface, or persuade the selling point to provide a fixed shelf, or we will start to display the products in the same position during the visit.

Principle 2: "Display in a high circulation area"

as mentioned earlier, a considerable part of consumers' purchases are impulsive, so the products should be displayed in the places where consumers stop most often and can easily get them, so as to strive for contact opportunities with more consumers. For the terminal point of sale, the best display locations are as follows:

A, next to the cashier: the real consumption behavior occurs at this time, and it is also the place where customers often contact.

b, the two ends of the passage: the places that buyers pass most and can easily see in the store, especially towards the end of the exit.

c, end racks: the end racks at both ends of the shelf are also high-flow locations for buyers, especially those facing the store door.

d, above the counter: for traditional non-open shops, products should be displayed on the counter where clerks often stand and reach.

e, window: displaying products in the display window has quite good publicity and reminding function. The best display point of the specific terminal point of sale depends on the actual situation of the point of sale. Therefore, the sales staff should carefully understand the situation during the visit, feel the purchase order of the point of sale and the walking route of the personnel on the spot, and determine and strive for the best product display position.

For a flat shelf, the order of customers' attention is:

111: 116: 114: 111: 98

The direction of customers' movement →→→→

Principle 3: "Concentrate on display and strive for arrangement"

Putting all kinds of our products together can not only occupy the arrangement, but also achieve the best influence and the strongest.

Principle 4: "Display the position that is the easiest to see and get"

Visible: According to people's scale habits, the position that is at eye level is the easiest to see. Too high or too low will increase visual difficulties. Therefore, it is best to display the products at a height of 1.3-1.8 meters from the ground, or put them on counters or shelves.

yes: according to daily life habits, it is easy to touch when standing within reach, so the display height of our products should also be placed between 1 and 2 meters from the ground. It is not good to touch consumers if you bend over or weigh your feet.

easy access: consumers generally shop around. If the products are not easy to access, they will lose the opportunity to be purchased. The display must be taken without causing overall display confusion due to carelessness.

a good display position can be said as follows: reach out and bend down.

Principle 5: "Strive for as much shelf space as possible"

Not only should we ensure that there is enough shelf space, but also ensure that there are enough display points for each specification variety, squeezing the display layout of competitive products, and displaying the momentum on the shelves, thus enhancing the visual impact and attraction.

Principle 6: "Charge