In recent years, with the massive increase in the production of liquor in China, the market competition has become extremely fierce, especially in the field of high-end liquor competition is increasing. The following is my white wine marketing program for you to organize, take a look!
White wine marketing program Part 1
Competition in the liquor market is becoming increasingly fierce, but looking at the operation of the liquor market, some companies are still in the rough state, and very little intensive cultivation. This leaves an effective space for the operation of liquor enterprises, as long as there are enterprises can make more efforts in this regard, in the market operation of all aspects of intensive cultivation, will be able to achieve gratifying results, get a huge harvest. According to the market work in recent years Experience, drawing on the operation of other industries, especially the development of this liquor marketing plan for the market reference action.
First, paving: the implementation of carpet paving
For the terminal retail stores are very many daily necessities, food stores, etc., in the new products, new varieties listed, the implementation of carpet paving is a very effective marketing strategy. In the product launch phase, the enterprise coordinates with the dealer to take the initiative, the goods will be delivered to the terminal, through the implementation of the carpet paving the way to rapidly enhance the terminal paving rate.
(a) carpet paving way liquor marketing plan program features:
1, centralized marketing plan. Centralized manpower, material and financial resources to implement the carpet marketing plan to lay goods, its momentum is grand, the short-term impact on each area is very strong, easy to let end customers and consumers to remember the brand promoted.
2, fast marketing program. The implementation of carpet paving, paving time is very concentrated, efficient and fast in the target area to develop wholesalers, retailers, a target area market to complete 80% of the paving is generally no more than 30 days.
3, intensive marketing program. The use of carpet paving way liquor marketing planning program, in the target area market intensive development of grocery stores, couples stores, small and medium-sized supermarkets, chain stores and other retail stores and hotels, restaurants, that is, a store to a store, paving no vacancies, from the space to achieve intensive coverage.
4, systematic marketing plan. During the implementation of carpet paving, the work is systematic and detailed, and requires a step.
(B) the implementation of carpet paving successful liquor marketing plan key:
Carpet paving can only be successful, not allowed to fail. If the pavement fails, will hit the salesman and dealer to promote the enthusiasm of the product, increase the difficulty of follow-up work. To make the carpet paving can be successful, we must do the following:
1, carefully selected dealers
To quickly spread the product to the retail terminal in a short period of time, there must be the collaboration of dealers, dealers as the main, at the same time, the factory with the dealers to take the initiative, to give full play to the dealer's advantages of the network.
Dealers should have a hard-working and practical spirit, to have the desire to learn and sales experienced salesman.
When selecting a dealer, choose a terminal business sense, have the desire to develop a growing dealer. Marketing plan Can not choose to sit and wait for customers to come to the door? Sitting? Business.
2, to develop a clear laying targets and plans
In the ? Store? Before, by the salesman should be stepping point survey, grasp the target area wholesale market and retail market characteristics, including product wholesale and retail price differentials, payment methods, promotional methods of similar products, consumer trends and their ****, etc., to grasp the distribution of the object of the distribution of goods.
According to the results of the survey, the development of a detailed paving goals and plans, so that the salesman has a chapter to follow. Specifically clear the following items:
A, to be in which a regional paving;
B, to spend how much time;
C, to lay how many points;
D, paving the rate to reach how much;
E, the terminal store publicity to achieve what standards;
F, to the customers at all levels of the supply price and paving preferential way is what?
G, the estimated number of products shopped;
H, to develop a specific advertising and promotional programs.
In the development of layaway goals and plans, liquor marketing plan program to follow the following laws:
★, clear. Pavilion goals? Can not be generalized, must be specific and clear.
Such as: supermarkets store - home, hotel - home, two batch - home, county outlets - - home, PR direct sales units - a and so on.
★, can be reached. According to human, material and financial resources to make a reasonable allocation, so that the goal can be achieved.
★, Target Wizard. To store the target to determine the incentive standard. In the first ? Store? When the focus is on? The first time I saw this, I was able to get a good deal on a new product. Instead of sales, the main criterion for assessment is the number of transactions (number of customers). In this way, the system of rewards and penalties for salesmen, to improve the enthusiasm of their work.
★, schedule. Determine the types of customers? Store? Completion of the specific time period.
3, the store staff selection, training
Shop staff should have a wealth of experience, a strong impulse, with skilled sales skills, good verbal skills.
Before laying goods, laying goods personnel to carry out formal training, to avoid problems in the laying goods and laying goods negative effects, carefully study and analyze the laying process may encounter a variety of difficulties, the development of corresponding countermeasures. Can take the staff to discuss and scenario exercises in two ways for training.
4, pavement staff organization division of labor
The implementation of carpet pavement to achieve the overall arrangement, a clear division of labor, unified command specific projects are as follows:
male ~ female superior ~ poor strong ~ weak
5, (liquor marketing theory) liquor actual liquor marketing plan
⊙ vehicle co-ordination
⊙ scheduling of goods. The company's goal is to provide the best possible service to its customers by providing them with a detailed explanation and introduction
Receipt of payment and registration of debts
Posting of point-of-sale advertisements
Securing of optimal shelf space
Trial of samples
Giving of promotional items
Verbal survey
Knowledge of competing products
Taking away of goods from customers
The company is also responsible for the management of the company's business and the management of its business and the management of the company's business. Fill in the store record, store report or store list
Acceptance of the store
6. Develop a store incentive program
The company's goal is to provide the best possible service to its customers. The company's business is to provide a wide range of products and services to its customers.
In order to mobilize the enthusiasm of the end customers, reduce the main force of the store, need to develop the appropriate store incentive policy. Store incentive policy? Both attractive, but also to avoid negative effects, maintain good price order.
? Shopper incentive policy? There are two aspects of the content:
A, to the end customer promotional items or according to the order quantity to give a certain number of free
Free products or items;
B, the salesman's incentives and penalties;
In the development of? Store reward policy? When to pay attention to the problem:
★ Shop incentive policy can not have loopholes
If the store incentive policy is not perfect, some customers may be drilling the policy gap. Such as? A case to send a bottle? The intent of the campaign is to incentivize retailers and increase retail stores'? Store rate? But some customers may purchase large quantities of goods to earn the benefit of the gift, thus making the activity deviate from the original intention of the enterprise, and increase the cost of promotion for nothing.
To prevent wholesalers from lowering prices?
To prevent wholesalers from lowering prices and dumping?
This is the first time I've ever seen a product in the market. The first time I saw this was when I was in the middle of a shopping spree. When the giveaway to not be able to cash in on the gift is preferred.
★, to avoid creating the impression of low-priced goods
In the implementation of preferential retailers? The store? When, be sure to pay attention to precise communication, do not give the retailer to create? Low price? Misunderstanding, otherwise it will bring obstacles to the dealer's work in the future shipments.
★, coordinated dealers
Shopper incentive policy is implemented through the dealers, the dealers are required to have a vision, not to encroach on the promotional items, so that it is put into practice.
7, carpet paving to have the appropriate advertising support
paving with local advertising to cause terminal interest, reduce paving resistance, so that paving work smoothly. Advertisements are based on lower-cost store banners, cross-street banners, giant banners and so on.
8, do a good job of paving the late service and tracking management
After paving in place, the product into the customer's warehouse. In order to enter the normal sales track, it must be timely visits and effective management. The return visit is generally within three or four days after the first.
The purpose of the return visit is to sales dynamics, so that customers feel that you care, but also to give customers encouragement and cheer. Look at consumers and retailers on the product reflection, to find out the existence of problems and shortcomings, for the future promotion of ideas to find the basis for adjustment.
At the same time to strengthen the work of stocking, stocking work is as important as laying goods. Each category of products in a store has a number of products, the owner is difficult to care for each product, and therefore the need to take the initiative of the salesman. Each store at least once a week stocking, a good store every two or three days, to put the product neatly arranged, the product will be placed in a conspicuous position, and shelf end, and the line of sight at the same height, to increase the visibility of the product, to give consumers a strong visual impact, which will make the retail point of sale increased.
If the pavement after the goods, no longer pay attention to it, the goods are equal to the white store. On the one hand, the retailer is disgusted, good sales can not find people into the goods, bad sales can not find people to return. On the other hand, if the next time the product is still going to store, will certainly be rejected by the retailer, equal to their own to break the way back.
Second, the promotion: year-round, the pursuit of innovation
Through the form of different, year-round promotional activities, to increase product sales, increase market share, for enterprises and businesses to create more profits.
Classification of promotions: promotions are divided into three categories: conventional promotions, special channel promotions and traditional holiday theme promotions
A, wholesalers, retailers, supermarkets, restaurants, their owners care about economic profits, their promotions should be considered from the benefit side. Through the market survey, to understand its business Other brands of profits, and then develop specific promotional policies, so that the interests of the operation of the product is greater than other similar products, in the form of gifts can be taken to the local market, the more popular and the product has a correlation with the product or more practical items. As gifts are bulk purchases, you can negotiate with merchants to get the lowest price, thereby reducing promotional costs. Such as beer, beverages, electrical appliances, lighters and so on.
B, consumer promotion is to allow consumers to get unexpected gains and increase the fun of consumers, you can design some interactive activities, so that consumers in the consumption of activities to participate in, enhance their memory, and drive secondary consumption.
C, waiters and salesmen, the product into the end, the need to recommend to consumers through the waiter or salesman, so the need for waiters and salesmen to give certain benefits and strengthen the emotional construction. Methods can be taken to give practical or collection value of small gifts, sales competitions and other activities.
Special channel promotion: refers to the organs, enterprises and institutions of the group purchase, meetings, banquets and other promotions
The organs, enterprises and institutions can take the form of giving VIP cards, free consumption, etc., to achieve the purpose of public relations, guide consumption
Banquet promotions can be carried out in conjunction with the organs of the professional hotels, large and medium-sized restaurants, etc., to set up the image of the first brand of wine for banquets.
Traditional festival theme promotion: According to traditional festivals, carry out promotional activities with different themes to increase product awareness and brand image
Liquor Marketing Program Part 2According to Wenguang, the social **** integration marketing he created has been used in Fujian Jinfeng Brewery Co. Ltd. and has achieved good results, making the brand name of Jinfeng Brewery continue to improve, and gradually gain momentum in the local market of Fujian and the traditional markets of rice-flavored liquor such as Guangdong, Gui, Gan and Xiang, which has a long-term impact on the development of Jinfeng Brewery. Therefore, we are pleased to share our experience with industry practitioners at the 5th China Liquor Market Forum of Wine Industry Home***.
The birth of social **** integration marketing, so that liquor in the popularity of the community aspects of another marketing tool.
The community is a force to be reckoned with
The community is simply a group, but the community needs to have some of its own expression. For example, we can see that the community has to have a social relationship chain, not only to pull a group but based on a point, needs and hobbies will be together, we believe that such a group it is the community. The community has a stable group structure and a more consistent group consciousness; members have consistent behavioral norms, continuous interaction; members of the division of labor and collaboration, with the ability to act in unison. The community is a force to be reckoned with.
In recent years, there are white wine companies in the community marketing in the water, in order to find a more convenient, more effective and consumer docking path. Today, we will listen to the general manager of Fujian Jinfeng Brewing Mr. Wenguang will bring his latest research results, based on the community of liquor marketing new tools? Social **** integration marketing.
One of the things I want to talk about today is social **** integration marketing, usually most of us talk about channel marketing, this aspect I will not talk about today, today I will talk about **** integration marketing challenges to the whole industry.
December 6, 2009, Beijing Wukesong Stadium, Amway North China Southwest annual meeting was held, more than 11,000 members of the organization to participate in the annual meeting at their own expense. This is a more typical community to Amway as the core of an organic unity.
So many people how to convene? Why did they come?
I analyzed and found that their reasons are three:
1, because of the organizational culture: motivation (motivate the weak, amplify the benchmark), belonging, dependence, faith, they form communities, which is a way of life;
2, because of career opportunities: to build a free, beautiful, rich, embodied success;
3, because of the consumption of the product: the individual long-term consumption dependence and circle of continuous consumption benefits.
Why the traditional industry can not build similar to Amway, Ping An, micro business alliance, millet such organizations? The reason is that there is no formation of consumption, investment, R & D, manufacturers integration, the current prevalence of the traditional wine industry will not play, do not have time to play, can not afford to play, the company's cultural form did not reach the organizational stickiness, resulting in a one-way product circulation and dissemination (manufacturers - channels - consumers), so the cycle of repetition.
So, what to do when encountering such a problem? We understand the need to build a new type of audience interconnection, strategy principles are summarized in four sentences: change the concept, do quality, establish credibility, build the organization. Doing social **** integration marketing requires several concepts and several methods, as follows.
Social ****融营销的七大理念、七方法
Idea one: good product is first-class marketing
Method one: do a good job of the three keys to the product: 1, the threshold of quality, the sense of security is the prerequisite for all modes; 2, the personality of the product, to give the consumer a clear and beautiful reason for the consumption of the consumer and the experience; 3, to make the culture of the United States.
The product is 1, the other is behind the 0, the future of marketing are experiential marketing, so the good product is the basis of all strategies, is to optimize the marketing cost of the best strategy. But good products are costly, scarce, and have a threshold, the quality threshold refers to the R & D investment, the scale of old wine storage, process adherence, industrial investment and other background elements of the guarantee, at the same time, not to say that the year of the raw materials and other real can be, but also the formation of a unique nature of the genes, including sensory evaluation and cultural carriers of the innovation of the lack of one. We have studied a lot of Japanese wine indicators and characteristics, the Japanese sake brewery-style craftsmanship in the quality of the product and personality of the role of power we have to agree. Throughout our so-called innovation have chosen shortcuts, is bound to be short-lived, such as the current? Be rejuvenated? The wine has gone into the innovation of the wrong area, and the distance between the new era is only packaging? Surely not only these, sales promotion can only solve the first purchase, can not solve the second or continuity of the purchase. So, how to solve these problems? I think we do not make up selling points, well strengthen the quality of internal control standards, bear the cost of time for good products, like Jinfeng eighty thousand rice series, in order to make a bottle of good wine, a single body aging and seasoning stereotypes are prepared for three years, in order to pursue the unique flavor of the ancient method of rice, the enterprise's final decision to restore the traditional handmade small altar brewing-based, so that the footprint will have to be enlarged by a factor of many times, followed by the new requisition of land up to 270 acres. Secondly, there is culture, we are trying to find the beauty of Chinese wine culture, we build is not a utilitarian culture under the atmosphere of entertainment, it is fresh, warm, and can be ****ing, cultural revival is also an important booster for industrial prosperity. At present, China's wine culture after the reform and opening up to the present has been destroyed, and now how to reconstruct the beauty of the culture of liquor is an important matter of urgency, we are getting farther and farther away from young consumers, in the case of good products, but also to reshape China's wine culture.
Idea two: first create customers and then create channels
Method two: focus on extending the channel to the consumer side, the formation of the foundation and then pull the circulation channel
The traditional terminal is still the engine of the market? Obviously not, the traditional channel is by the customer side of the basic consumption scale to pull and carry, therefore, we have to be clear:
1. deep distribution and then extended forward is the customer, but the customer marketing is not the relationship between the group purchasing, not the face, not the rebate, not the power, is the establishment of trust and the interests of the interconnection of the community of consumers to expand the expansion of the current traditional wine enterprises is obviously the short board, must adjust the talent The structure is adapted to customer marketing, especially the organization of community development process of roadshows and other conference marketing capabilities.
2. demographic dividend, talent generation, financial costs of the traditional channel pressure is great (management, communication, time costs have exceeded the normal rate of fees and sales).
The problem between dealers and manufacturers is that we can not afford the brand's time costs, financial costs and human resources costs.
Idea 3: Social communication is better than media communication
Method 3: Adjust the communication path and use the media budget to buy public relations
Here, we first have to think about whether we want to spend money to buy the media or spend money to build a connection. I want to adjust the communication path and use the media budget to buy public relations. As an example, at the time, Goldfung did a witness wine campaign through a witness? The combination of the wedding wine site ceremonial gift, you can achieve the extension of advertising to large banquets, and ultimately through the wedding red altar with a commemorative value of the ads continue to extend to the customer's living room, a wedding wine in three months to get 1,200 wedding feasts, accounting for 70% of the share of the wedding banquets is a typical case of social marketing.
Idea four: must build social credibility
Method four: build a radius of 300 kilometers of quality credibility
At this point, we firmly believe that credibility = sales force. Social credibility, to build a platform that can be experienced, to position the core strategy, the formation of social trust consumption. Jinfeng proposed a radius of three hundred kilometers of experience marketing, before the brand is not established, we put the production of the background of the quality of the trust first set up, and currently practicing excellent results, the realization of the Zhangping City, a few townships of more than ten times the growth.
And? The Jinfeng Rice Field Program? In the entire Longyan area, we buy back rice to the village committee as a unit, the number of fields along the main highway, the formation of the right to experience outside the plant, in the acquisition and field insertion rows in the process of numbering is actually the establishment of subtle silent quality dissemination of the original supply of tens of thousands of tons of a food supplier to the ten million households in the population, so that the construction of the village committee and the farmers are happy with a kind of each other's supply and marketing In this way, it builds up a kind of supply and marketing relationship with the farmers in the village committee that they are happy with, and the daily use of wine in the village becomes much easier to solve because of this relationship. This is ten times more effective than self-promotional quality advertising through traditional media such as TV and artillery. Letting the consumer know that my wine is brewed from his family's rice, and spreading the advertisement of quality by buying back the rice doesn't add too much cost to me, but we can have a very good effect of social association.
Idea five: build channel-type equity platform organization
Method five: allotment of shares in each layer of the channel **** melt
Construct channel-type business organization, which is the interest **** the same body with a local public. By way of equity to build the sales company platform, each two batch, key terminals, with the wine unit of the layer of stock allocation, *** enjoy the backstage benefits, which is more than the traditional single channel buying and selling relationship to enhance a great ***融关系, we set up a sales company (Rongfeng company) is a typical regional channel equity crowdfunding, one morning to complete the organizational structure, to now have been dividends, through the continuous dividends Subsequent will not be short to enhance the stickiness of the members of the organization, the rights and obligations of the relationship between the rules constructed more perfect.
Idea six: build social ****融组织
Method six: establish public **** enjoyment of the equity organization
Constructing a social ****融组织 is the road to enterprise development, is to inevitably listed oriented equity **** enjoyment, so that all parties involved in the depth of the integration of the composition of a proactive integration, the behavior of the unity of the fast and efficient public organization platform, in fact, as an organization, whether it is an equity **** enjoyment, so that all parties involved in the deep integration of a proactive integration, behavior unity of the fast and efficient public organization platform. An organization, whether it is equity ****financing or sales company allotment ****financing, the most important thing is to form a mutual recognition, active ecological organizational culture. Next month, on November 20, we will grandly hold the 60th anniversary celebration of Jinfeng factory and the establishment of Fujian Jinfeng Investment Co., Ltd. and a large evening party, when you will feel the power of a social ****融 type organization. We are bound to complete the construction of a social equity organization, only good products, good enterprises, good entrepreneurs credibility of the organization under the support of the dividends of social *** enjoyment, is the most solid sustained consumer power.
Idea 7: Let the associated parties y integrated
Method 7: Establish a combined lifestyle, the formation of a circle culture
A circle culture formation, to team restructuring, to know how to active community, these things must be constructed, or else a lot of people put forward the community have become utopian ideals, the path to landing on a lot of people on the strategy is lackluster. From the date of birth of the enterprise must be grasped, the larger the enterprise transformation decision-making pressure, because the organizational structure, the talent structure is not adapted to the transformation of social marketing after the formation of a long time.
At this stage, we have to first solve the problem of team structure transformation, our liquor industry's conference marketing ability is generally weak, the consumer one-on-one salon-style expansion ability is also lacking, the future of our team to have a certain proportion of members with a strong infectious ability, all investment models, social marketing may be resolved through the collectivization of conference marketing, your entire business logic How to express control, which is very critical.
These seven concepts and the seven methods that go with them are the core components of social ****** integration marketing. It is our Jinfeng Brewing in the process of practice to get, but also after repeated argumentation and practice test, I hope to help the industry in the process of solving the difficult problem of community marketing. Of course, we are also constantly exploring, today's time relations inconvenience on a lot of Amway only need to share, have the opportunity to contact the exchange after the meeting.
Liquor marketing program article 3In the May-October off-season market, there are exactly two collective consumption peak point, they are the wedding banquet market and the promotion of the banquet market. If you do a good job of wedding banquet consumption and school banquet consumption, not only can bring huge product sales, but for the brand's rapid momentum can play a very strong leading role. In fact, many businesses are carrying out such activities, but the effect can only be said to be general, unsatisfactory. The following is a county-level dealer in Hunan for the off-season wedding banquets, birthday banquets, promotion banquets activities, the effect is more significant.
This dealer for the local disadvantaged business, business products are also vulnerable brands, even if certain promotional means is difficult to move consumers. Dealers after much thought, in the wedding market to take? The first is the "big gift package", which is a large gift package for the wedding party. The form of activities, he put the price of a single box straight up 60 yuan, but in the wedding channels to buy a box of free products worth 100 yuan, including: beverages, cigarettes, betel, black chick soybean milk and other products, so that consumers are more intuitive contact with the promotional policy. And set up a full-time wedding team to collect wedding banquet information directly with wine to the office of the main home, so that the main family in charge of tasting and inform the promotional policy, and the requirements of the unsuccessful premise of not less than 10 visits, consecutively for five months in a certain place to conquer nearly 100 wedding banquets with wine.
In the promotion banquet, thank you banquet to carry out? The love of the students love to move xx? as the theme of the marketing activities. The front set up a special near the examination point? The first part of the program is to set up a special four-cornered shed in the vicinity of the examination point. The first phase of the campaign was to set up a special "Love Quadrangle Shed" near the examination center, where candidates and their parents were given free promotional fans, mineral water, summer medication, 2B pencils and other items. After the exam, candidates with the pass to receive a XXX wine thanksgiving card, write out a few short words of thanks to parents, such as? Mom and Dad, hard work, thank you, and so on and so forth. Then send it to the parents together with the tasting wine and take pictures to remember. At the same time, joint hotels, supermarkets, tobacco stores, wholesale customers, group-buying customers to engage in promotional activities, in these terminal sales outlets hanging banners, posters, X display racks, etc., as long as you want to engage in thank you to consumers, basically be able to be attracted by the brand's simple but large-scale form of promotion, and then consumption.
>>> > Next more exciting? White wine market promotion planning program?