In-depth marketing planning scheme of Jinxing beer in Zhengzhou high-end market

Since 2112, Jinxing Group has further strengthened the development of Zhengzhou market, the coverage and share of Jinxing beer in Zhengzhou market have obviously increased, especially the middle and low-grade wine market has undergone earth-shaking changes. Although the coverage of Jinxing beer in the high-end wine market has also increased significantly compared with the previous one, the market share is still low and the situation is not optimistic.

1. Analysis of Zhengzhou high-end beer market situation

1.1 Analysis of competitors: At present, although there are many high-end beer brands in Zhengzhou, such as Oak, Qingdao, Yanjing, Budweiser, Blue Ribbon and Pearl River, there are only two competitive brands that pose a direct threat to Venus, namely Oak and Qingdao.

1.1.1 Oak: The main varieties of Oak in the high-end market are Golden Oak and Silver Oak. The sales of Golden Oak are extremely limited, which does not pose a threat to Venus, while Silver Oak poses a greater threat to Venus. The advantages of Yinaoke are: reasonable price, terminal price of 5-the retail price of 6 yuan can be generally accepted by high-end beer consumers in Zhengzhou market; The coverage and occupancy rate are relatively high. At present, Yinaoke has a relatively high coverage and occupancy rate in Zhengzhou terminal stores. According to our survey, the market coverage rate of Yinaoke is about 32%. There is a certain degree of consumer loyalty. Due to the long listing time of Yinaoke and the active promotion of the market, a group of consumers with high loyalty are formed at present. Disadvantages of Yinaoke: the brand image is aging, because Yinaoke is an old product, and the recent publicity and promotion of this variety is not strong, the brand connotation is not rich and innovative, and there is no obvious brand personality, which is equivalent to eating the old money; Loyal consumer groups are declining. Because Yinaoke's own brand is not attractive, the number of other consumers who become loyal consumers of Yinaoke is extremely limited. At present, the loyalty of existing loyal consumers of Yinaoke has further declined due to the continuous emergence of new varieties of other competitive brands, resulting in a decline in loyal consumers of Yinaoke. There are only two kinds of high-grade products of Oak: Golden Oak and Silver Oak. Golden Oak has entered the decline period of product life cycle, and now only Silver Oak is struggling to support it, but Silver Oak has also entered the maturity period of product life cycle and is only in the maintenance stage. If Yinaoke also falls, new substitute products will not be listed in time, and Aoke will lose the high-end wine market.

1.1.2 Qingdao. This year, Qingdao took the opportunity of the centennial celebration to increase the operation of the national market. Zhengzhou market Qingdao has also operated for many years, but it has never been as strong as this year. Advantages of Qingdao in Zhengzhou market: brand advantage. As the first beer brand in China, Qingdao's brand awareness and reputation are obvious, and its brand competitiveness is relatively strong in the high-end beer market. Although Qingdao's investment in entrance fees is not large in Zhengzhou, its distribution rate is indeed high, and even some stores take the initiative to request the distribution of Tsingtao beer to reflect the hotel grade; Price advantage: Tsingtao Brewery's leading product in Zhengzhou, Qingdao special 9-degree terminal, is only sold in 6 yuan, which is very competitive, and has a great impact on products such as Silver Oak, Venus China brand with green tin foil. At present, this wine has a high coverage rate in Zhengzhou and a large sales volume. According to our survey, the coverage rate of Qingdao products is 29%, including 61% in Jinshui District. Advantages of terminal promotion and sales promotion: Qingdao put a large number of publicity materials such as billboard advertisements and shopping guide desk cards in Zhengzhou terminal store, coupled with the investment in display cabinets and standardized product display, which made the promotion effect of Qingdao terminal better. Qingdao also put wine on the table for the terminal, and the promotion method of giving it to the hotel free of charge after January was welcomed by many terminal stores. In addition, Qingdao invested in sales promotion girls in some large A-level stores to directly promote consumers, and redeemed the bottle caps for the waiters in terminal stores, which fully mobilized the owners, waiters and consumers of terminal stores. Qingdao disadvantage: cost and profit disadvantage. Due to the high transportation cost and promotion expenses, the terminal price of Tsingtao Brewery is higher than that of Venus, and the 9-degree special terminal is only sold in 6 yuan. The profit per bottle of the terminal is not higher than that of Venus, and the expected profit can only be realized through the increase of sales volume. The market base is inferior. As a foreign brand, Qingdao's ability to operate Zhengzhou market on a large scale is limited. At present, the market base is not stable. Some terminals have just entered and have not yet reached the ideal sales state. Among these Qingdao permeable terminals, there are still many terminals with high loyalty to Venus.

1.2 Analysis of the advantages and disadvantages of Jinxing Beer:

1.2.1 Advantages of Jinxing Beer: Brand advantage, Jinxing Beer is the most well-known, and at the same time, the brand value and image have been enhanced due to the spread of brand resources such as Diaoyutai State Banquet and China famous brand, and the brand reputation is high. Cost-profit advantage: the terminal supply price of similar products of Venus is lower than that of foreign brands such as Qingdao, and generally speaking, the single bottle profit of terminal manufacturers is higher than that of foreign brands; Service advantage, the distribution capacity of Jinxing beer is greater than that of competitive brands, and the supply of terminal products is more secure.

1.2.2 disadvantages of jinxing beer: disadvantages of brand loyalty: jinxing beer has entered the high-end market for a short time, and it has always appeared as a low-end image before, so the loyal consumers of high-end jinxing beer are still small. Moreover, at present, there are many B-level stores, especially A-level stores, which are basically exclusive stores in the province. The existence of brands outside the province such as Qingdao and Budweiser makes the brand competitiveness of Venus more difficult to play; At present, there are two kinds of high-grade Venus beer varieties: one is horizontal label, with yellow label and green label, and the other is vertical label, with red gold label and green label. At present, the sales of these four products are not large except for the yellow label. The difference in selling points of the four products is only the design of the target, but there is no deep selling point. Moreover, the yellow label and the vertical green label terminals have the same price and the target markets overlap. Disadvantages of promotion: Although promoters are invested in the high-end market, the number of promoters is extremely limited. Compared with Qingdao, promotions such as the cover for waiters and the display promotion for terminal bosses are not fully promoted. The enthusiasm of terminal stores and waiters to promote Venus is not high; The disadvantage of terminal management is that the salesmen and terminal suppliers are not aware of terminal management, and the inspection and punishment of the market management office are not strong enough. At present, terminal management is not in place. First, there are many phenomena of other brands of wine in the display cabinet. Second, the placement position and display effect of Venus beer are not outstanding. Third, the return visit of the terminal is not timely, the distribution of promotional items is not in place, and the supply of a few stores cannot be fully guaranteed.

2. Thoughts on in-depth marketing of Jinxing Beer Zhengzhou high-end market

Zhengzhou market is the strategic market of Jinxing Group, and the high-end wine market is also the strategic market of Jinxing Group in Zhengzhou. It is of great strategic significance to occupy the high-end market for enhancing brand image and improving corporate profits. Therefore, we must adhere to the idea of "access, marketing, security and great development", and effectively solve the existing problems one by one on the basis of the rapid development of the current high-end wine market, so as to realize the deepening marketing and intensive cultivation of the high-end market and improve the competitiveness of Jinxing Beer in the high-end market.

3. Specific measures for in-depth marketing of Jinxing Beer Zhengzhou high-end market

3.1 Channel construction: As a management unit of high-end beer in the city, on the one hand, it should strengthen the development of direct selling business and give strong support and guarantee from the aspects of personnel quantity and quality, vehicle transportation and so on; On the other hand, it is necessary to enhance the enthusiasm of some powerful and passionate customers to distribute high-grade wine, and give some terminals to customers, but the terminal delivery price of customers should be well controlled to keep it consistent with the direct selling price.

3.2 promotion: this is an important means to realize the link of "selling well" in the thinking. Looking at the current terminal promotion methods of all beer enterprises, they are almost the same, and there is no new trick. The key is to be in place. Recently, although the promotion of displaying and giving wine to the terminal has achieved the goal of getting in to a certain extent, the display position is either a bar or a display cabinet, and its display effect is not directly displayed on the table like Qingdao. Now we have made the platform card according to Qingdao, and we have done it more beautifully than Qingdao. We should change the bar display to desktop display in combination with the release of the platform card to improve the display effect, and at the same time, cooperate with the guiding consumption of the platform card, which has played a good role in terminal promotion. Therefore, it is suggested that about 211 stores with good business should be selected in Zhengzhou B-class or above, and some kinds of display and promotion should be adopted. After one month, the wine on the table will be owned by the store. For the waiter, the effect of capping the prize is the best. Through investigation, it is found that Qingdao and others set up capping prizes (privately exchanged for the waiter). Although the profit of a single bottle in Qingdao is not the highest, the waiter is willing to promote it because of the interests. At present, we are also putting in the capping prize, but because the timeliness of redemption is not strong, there is no difference between different bottle caps, and the waiter cheats to use other bottles as capping prizes, which harms the company's interests. Therefore, effective measures should be taken to strengthen management and highlight the promotion effect of redemption on waiters.

3.3 product integration. On the one hand, we should strengthen our own product integration. At present, the Venus State Banquet, which is mainly composed of the above four varieties and 481 ml, has not opened a good situation in Zhengzhou's high-end market. It is suggested that the high-end products should be integrated, and on the basis of not interrupting the sales of other brands, it is suggested that the red gold label and the green label of the vertical label should be promoted mainly, and the yellow label of the horizontal label should be promoted vigorously as a main product. On the other hand, we should strengthen the integration of end products. Especially in non-exclusive or provincial exclusive stores, we must choose our competitive products according to competitors' products. For example, in a shop, we found that only one brand of our vertical green label China was sold in the showcase, and the retail price was 8 yuan, while there were a lot of Silver Oak and Qingdao 9 degrees in the showcase, and the retail prices were 5 yuan and 6 yuan respectively. As a result, the sales of Silver Oak and Qingdao 9 degrees were better because of the price advantage, but we put in the showcase again, and the sales volume could not go up. In some non-exclusive B-class or A-class stores, we put in display cases, and some even paid the entrance fee. However, the product structure is not ideal, and the middle and high-grade wines of competitive brands sell well, while we only have wheat beer to support, and the middle and high-grade wines are nowhere to be seen.

3.4 terminal publicity. On the one hand, the promotion of the terminal should strengthen the POP (point-of-sale advertising) promotion. The paper and plastic posters we recently printed are beautifully made, reflecting the good image of big enterprises and brands. We should speed up the launch, but the posting of the posters will be resisted in some B-level stores, especially A-level stores, because these stores have high decoration grades, and the posters will affect their overall image. In view of this situation, we have also made a billboard advertisement (X-stand), which is attractive and generous and has a good display effect. It should be actively put on the market. At present, Qingdao has put more advertisements, so we must catch up. On the other hand, we should strengthen word-of-mouth publicity. Salesmen should fully publicize our brand to terminal vendors and waiters when visiting terminals, and promoters should fully introduce the knowledge about enterprises and products of Venus Group to customers when selling products to consumers, and deepen consumers' brand impression through guided consumption, improve consumers' loyalty to the brand, and promote Venus Beer to friends and relatives around them to maximize consumer groups.

3.5 terminal management. Terminal management should be further strengthened. First, we should strengthen product display management, strengthen inspection of product placement rules and whether there are competitive brands in display cabinets, and formulate perfect reward and punishment standards for strict implementation. This link is our weak link at present; The second is to strengthen the number of return visits by salesmen, solve the terminal sales situation and terminal demand in time, and feed back the terminal information in time.

3.6 price management. It is a prominent problem that the price of high-grade wine is not uniform because of the large profits in each link. For this reason, on the one hand, we must strictly control and standardize the supply price to the terminal, and the supply price of the same variety of terminals, whether direct sellers or distributors, must be unified, otherwise suppliers will compete to reduce prices for sales, and terminal manufacturers will have great opinions because of the price inconsistency, which will affect product sales; On the other hand, the retail price of the terminal should be strictly controlled. Too high or too low sales by terminal operators will affect the normal sales of products, and the retail price of terminal operators must be controlled within our guiding price range.

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