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In order to achieve the company's urgent annual sales target of RMB 11 million, according to the current liquor market, combined with the actual situation of the company's products and Wuliangye products, the following suggestions are made for the sales of this product in Sichuan market:

First, improve the sales organization

. To achieve the company's sales target, it is suggested that the company organize the establishment of complete staff for the sales department as follows:

1. The company has a sales director whose duties are:

①. Responsible for the establishment of the organization and the assessment of personnel.

②. Make the company's annual sales plan and arrange the work of sales managers in each district. ③ Divide the objectives and tasks of regional managers,

④ Make different sales plans according to the sales situation of the company's products at different stages, strive to achieve the annual sales objectives and tasks, and be responsible for the company's general manager.

2. The company has three sales managers. With the development of the company and the continuous enrichment of the product structure, the three sales managers can be the sales managers of three departments and the heads of three branches respectively, which are the backbone of the company's development and expansion. The responsibilities of the sales managers are:

① Assist the marketing director to formulate and subdivide the sales tasks of each district of the company throughout the year.

② Develop and improve the distribution network according to the sales plan, directly implement the company's various sales models, give positive feedback to the company, and constantly adjust and improve.

③ Make reasonable staffing according to the network development plan and directly recruit the subordinates of the sales department. Lead the sales team to actively complete the sales tasks assigned by the company.

④ Assist the director to carry out sales tasks and daily assessment of subordinates.

⑤ Responsible for the implementation of various sales policies and promotion activities of the company.

⑥ summarize market information, and make suggestions on product improvement or customer management. Participate in major sales negotiations and sign contracts; Directly manage key customers, and assist the marketing department to conduct sales training for customers. Organize the establishment and improvement of customer files.

⑦ Instruct sales staff to actively develop new customers in this region and assist local customers to carry out product distribution and sales training activities.

⑧ I can often travel around, supervise and inspect, guide and improve the sales level of salesmen in various regions, and propose improvement plans.

⑨ Organize regular meetings every week, and organize business and training meetings of the sales team of this department.

3. It is suggested that the company should have three sales representatives for each sales manager, totaling nine. The responsibilities of the sales representatives are: ① Responsible for the sales manager. Undertake the comprehensive expansion of the company's regional market under the jurisdiction of the regulations, organize the implementation of marketing promotion plans, and achieve regional sales targets.

② Manage the sales channels and customers, and conscientiously implement the company's rules and regulations, and formulate corresponding implementation plans according to the established regional annual sales targets.

③ Be responsible for business negotiations and signing contracts/agreements in this region;

④ according to the contents and implementation of the sales contract/agreement, timely recover the payment;

⑤ Estimate the market demand of products and make plans;

⑥ Assist customers to carry out product training and carry out various promotional activities of the company.

⑦ Actively carry out various market research activities, and put forward opinions and suggestions on the company's sales model and policies.

Second, market positioning

It is between the online sales price of Wuliangye (Sifang Jianxi), a product of our company, 358 yuan/bottle (from 12 bottles). Combined with the current liquor consumption market, it is aimed at liquor below 111 yuan/bottle, which is: life drinking type; 111-311 yuan/bottle, middle-and-bottom banquet type; 311 yuan and above/bottle, medium and high-grade banquet type. Therefore, the company's products are positioned in the middle and high-grade banquet wine.

The competitors for this kind of liquor price are: 52-degree Wuliangye 371 yuan/bottle: 39-degree Wuliang 291 yuan/bottle: 53-degree Feitian Maotai 361 yuan/bottle: 52-degree Shuijingfang ordinary 451 yuan/bottle: Guojiao 1573 ordinary bottle of 468 yuan ~ ~, so the customer group is positioned at:

2. The restaurant in the hotel.

3. Government canteen.

4. Wine for company banquets.

5. Wine for the wedding banquet.

6. Wine for gifts.

7. Wine for corporate banquets.

Third, the implementation method

According to different customer groups, different sales methods are adopted to occupy the market and achieve the purpose of selling the company's products.

1. For high-end restaurants and restaurants, we can adopt the usual sales methods of alcohol in restaurants and reach a cooperation agreement with restaurants. (We may have to pay the entrance fee, which is about 5,111 yuan.) By extracting the bottle opening fee from restaurants, we can attract restaurant staff to be enthusiastic about the sales of Wuliangye, and achieve the goal of increasing the sales of the company's products. If we don't talk about the entrance fee, we can cooperate with the marketing staff of the restaurant, and attract the marketing staff of the restaurant to recommend the company's products when receiving, for example, wedding banquets, company banquets, and wine for meetings, so as to achieve the purpose of selling the company's products.

2. For the restaurant in the hotel, you can also adopt the same method as above to achieve the purpose of selling the company and increasing the sales of Wuliangye.

3. For government canteens, we can connect with customers by purchasing recommendation, or by sponsoring the banquet wine for the government's Mozambique project activities, or by giving back commissions to the competent leaders, so as to achieve the purpose of long-term sales of Wuliangye, the company's products.

4. For the company's banquet wine, you can choose a company with good benefits, and use the company's products when the company entertains customers through cooperation with the company's marketing department, so as to achieve the purpose of selling the company's products Wuliangye (see you everywhere) through rebates or discounts.

5. For the wine used for wedding banquets, we can cooperate with the banquet department of restaurants, or with wedding companies, photo studios and other places to obtain information, recommend the company's products to customers, and, in combination with the actual situation, achieve the purpose of selling the company's products Wuliangye (see you everywhere) by giving rebates and discounts to relevant responsible persons.

6. According to different festivals in China, such as Mid-Autumn Festival, Dragon Boat Festival and Spring Festival, wine for gifts can be promoted locally in the established customer network or through local newspapers and magazines, so as to achieve the purpose of gift sales.

7. With regard to the wine used for corporate banquets, the business personnel can provide the company's products to the enterprises through the negotiation with the purchasing and office of the enterprises, and cooperate with them when the enterprises entertain customers by way of rebates or discounts, so as to achieve the purpose of selling Wuliangye, the company's product.

IV. Price strategy

1. Price: unified retail price, and customers with different sales will give annual stepped rebates.

2. Promotion resources can also be invested according to customer sales.

V. Customer sales policy

1. Unified retail price of customers in the province.

2. Settlement: In principle, the cash spot policy is implemented. Under the control of the sales manager, the special circumstances are reported to the sales director, and the financial department is coordinated to operate flexibly.

VI. Sales target and distribution of sales tasks in prefecture-level cities and counties (townships)

The company's total sales rebate target is RMB 11 million. Divide the sales outlets into three grades according to the annual sales volume. In which

the annual sales of Class A market is RMB 1,111,111 yuan or more. (referring to municipal cities and districts in Chengdu)

The annual sales of Class B market is 51,111 yuan to 111,111 yuan. (referring to county-level cities)

The annual sales of market point C is less than 51,111 yuan. (township)

VII. The distribution of sales targets and sales tasks in prefecture-level cities and counties (townships) is as follows:

1. The annual sales task in Chengdu is 2.3 million yuan.

2. Deyang City, Mianyang City and Guangyuan City: the annual sales task is 1.7 million yuan.

3. Suining City, Nanchong City, Guang 'an City, Bazhong City and Dazhou City have an annual sales task of 3 million yuan.

4. Leshan City, Neijiang City, Ya 'an City, ziyang City and Meishan City have an annual sales task of 3 million yuan.

Target outlets

Total: 11 million. Among them, there are 47 in Class A, 61 in Class B and 71 in Class C..

goal: 12 million yuan, and strive to increase by 21 percentage points on the basis of their respective tasks to achieve the sales target.

VIII. Operation method

According to the above regional division, the sales director will drive the whole team, and in combination with the third implementation method, carry out sales work for the Sichuan market, in which the division of responsibilities is clear as follows:

1. Sales director: responsible for market development centered on Chengdu, with an annual sales task of 2.3 million.

2. sales manager: lead three sales representatives to carry out sales work in their respective responsible areas. Sales tasks shall be implemented with reference to Article 7. Strive to achieve the company's sales objectives and tasks.

3. Sales staff should do a good job in daily order follow-up, holiday promotion, off-peak season promotion and promoter training. After-sales service and other work. To improve product sales and brand image in the region as the working goal. Go back to the company to attend the monthly meeting in the sales department every month, and make a report to the sales department. The sales department takes the regular meeting as a platform to summarize and arrange sales matters every month.

IX. Salary standard

Basic salary+telephone supplement+car supplement+meal supplement+bonus+commission+housing subsidy+business trip subsidy

Meal supplement standard: business trip meal supplement is uniformly paid according to the daily standard of 21 yuan/person, and the daily standard of RMB 11/person in the city.

Bonus: According to the benefits of the current month and the comprehensive performance of employees, the company and the sales department will issue individual excellence awards and outstanding performance awards, and the bonus standard will be implemented according to the company's regulations.

commission: the commission ratio is distributed to the sales department according to the standard of 1.5% of the total sales, and the sales department will distribute it to the sales staff according to the employees' comprehensive performance and personal performance ability, and the sales staff will not enjoy the personal performance commission.

X. Reward and punishment measures

1. In the sales work, if you put forward good suggestions to the company and adopt them, you will be rewarded if you achieve good sales results.

2. Those who have outstanding personal performance in sales work should be rewarded.

3. Those who work hard, unite with comrades and work actively in sales should be rewarded.

4. Those who conceal the actual sales situation during the sales process and cause sales losses shall be severely punished.

5. Those who work negatively in the sales process and bring adverse effects to the team will be severely punished.

XI. The company supports

The customer groups (high-end restaurants, government agencies, industrial and mining enterprises, hotels, etc.) targeted by the sales department on Wuliangye (a product of the company) are special groups with strong consumption power. In order to facilitate better sales business, achieve expected sales performance and establish a good corporate image, it is suggested that the company equip the sales department with a car for public relations use by the sales department. At the same time, the company can give the sales department a certain activity fee according to the proportion, which can be used by the sales staff on business trip to avoid the inconvenience caused by the sales staff's inability to carry out their work because of personal financial constraints.

XII. Year-end bonus

According to the objectives and tasks set by the company, if the sales department completes the annual sales task of 11 million yuan, in addition to the normal commission of 15%, the company will give 1% of the total sales amount as a departmental bonus, and reward outstanding employees in the department through the sales department to arouse their sales enthusiasm.

If the sales task with the target of 12 million yuan is completed, the sales department will get a commission for the excess part at 21%, and the bonus payment standard of the department will remain unchanged.

XIII. Personnel management

The company does not interfere with the employment authority of the sales department in the personnel management mechanism of the sales department. The management and employment of sales personnel are decided by the sales department, and the sales director has the right to decide on personnel management and employment.

The above scheme is specially formulated for the company's product Wuliangye (Sifang Jianxi) with an annual sales volume of 11 million. The sales market is the whole Sichuan market. For the company, it is the sales of red sprinkling and yellow rice wine in the Sichuan market. If it does not affect the sales volume of the company's liquor, it is necessary to increase sales staff and develop special channels. Fourteen, red wine, yellow wine marketing propaganda, action.

Red wine: mainly used in bars, western restaurants and shopping malls.

Yellow rice wine: it can be carried out through local advertising and investment promotion, and its methods are as follows:

1. Through media advertising

Advertisements for investment promotion are published in Chengdu Metropolis Daily and Chengdu Evening News and Morning News. In addition, large-scale outdoor advertisements for investment promotion can also play a good role in attracting investment in the main positions of clothing wholesale markets in various cities. If possible, advertise in local newspapers and attract investment locally.

2. Merchants' Meeting

The city merchants' meeting is the most effective way to promote investment directly to the target customers, and it can often have a good effect when combined with product launches (fashion shows). It is very effective to adopt the form of investment promotion meeting for regional investment promotion, and it is relatively easy to organize and operate, and the cost is not very high.

3. Personnel investment promotion

Personnel investment promotion directly faces the target customer groups, mainly because the sales personnel discover and cultivate customers in the process of product sales and become company distributors.

The company's investment promotion mode combines the above three forms. Let advertising attract investment with sales representatives. To achieve the purpose of attracting investment and promoting the company's products, combined with the marketing model of liquor, I believe that the sales department will be able to complete the company's urgent sales targets and tasks by perfecting the sales mechanism and clarifying the sales market with the company's full cooperation.

Part 2

1: Event sales

Sticking to regular bar activities can play a good market strategy to retain old customers and develop new customers.

Event planning:

(1) During the publicity period, for example, the 11 th of a certain month is the event day, and the publicity will be conducted 1-2 weeks in advance. First, event information notices will be sent one by one for the VIPs in the store; Then publicity inside and outside the store, external main advertisements and oral publicity among guests, internal