1, product positioning
Product Features Coca-Cola has realized that its beverage products are cool and refreshing, and have a wide market space and time. More exciting, suitable for all ages, professional groups and various occasions in social life. (Don't pay special attention to its time-honored brand and famous brand factors).
Consumption is characterized by the first impulse purchase; If you have a good impression after use, you will habitually repeat the purchase; After deepening the impression of the brand, repeated purchases are selective and fixed. The purchase of restaurants, entertainment places, families, schools and units is slightly affected by seasonality.
2. Market research
Enter a community Coca-Cola sales company or business hall, hire students or professional investigation companies to do the investigation, and then the business representative (salesman, the same below) will do it. Coca-Cola Marketing Department gets a large-scale map of a region and a city, cuts and divides it according to the density of commercial blocks, gives it to investigators to follow the map alone, goes deep into the community, including all places where Coca-Cola products may be sold, such as supermarkets, hotels, grocery stores, restaurants, and even schools, institutions, hospitals, stations, entertainment places, etc., visits the department point by point, marks the survey objects and results on the map, and records them.
The contents of the questionnaire design include name, address, scale, characteristics, flow of people, sales methods and so on. There are several small items that have not been studied under the big items such as sales methods. In order to reduce the information that respondents can't get because of uncooperative, such as the name of the person in charge (or contact person) and related information, contact number, sales volume, etc. , relax the assessment requirements when designing questionnaires and arranging investigation tasks.
First, large-scale maps are collected by civil affairs, planning and other government departments as a basic reference for formulating long-term strategies and implementing specific tasks. Second, at the same time of questionnaire survey, there is no need to collect statistical data such as population density and per capita income in a certain area from the government statistical department. The reference period of each survey data is 2 years.
3. Market analysis
Distinguish levels, on the basis of obtaining detailed survey data, choose the key points for analysis, and calculate the comprehensive index according to purchasing power, marketing ability, market potential and other factors, so as to really focus on the attack. For example, a survey conducted by Jinan Commercial Office found that there are more than 8,000 beverage outlets in the city. After analysis, 2,500 of them were selected as the key points, and each salesman was responsible for fully overcoming them.
Determining the appropriate product appearance means determining the attack mode. According to the different habits of different regions, different sales places and different consumer groups, choose to provide large bottles or small bottles, glass bottles or plastic bottles, bottles or cans, or use on-site machines or equip frozen display cabinets.
4. Market segmentation
Potential and Reality According to the number of all sales points in the target market, population density, purchasing power level and other factors, calculate and list the maximum market potential of this product in each region; Now list the occupied sales points and sales volume one by one, and compare them. From the whole to each sub-region, we can clearly see the market development task.
Division of responsibility area The sales area of Coca-Cola Qingdao Company is limited to Shandong Province. The company divides Shandong Province into two sales regions along the proportion from Weifang to Zibo, namely, eastern Shandong and western Shandong, and radiates around Qingdao and Jinan respectively. Each sales area is divided into 12 sales films and offices are set up; Each sales film is subdivided until someone is appointed to take charge. For example, a Jinan city is divided into 12 blocks, and each block has a special person in charge. All business units and salesmen are not allowed to sell across regions and films.
Second, market network cultivation.
1, commodity distribution
Goal: Being able to buy, being able to afford and willing to buy "three buys" (3A) as the measurement goal of marketing effect. It is obviously impossible to sell by a few people themselves or by several wholesalers. It is necessary to have a sufficient number of goods widely distributed in various regions, which is bound to be completed by cultivating a market network.
The basic requirement of satisfying consumers to deliver goods is to be able to satisfy consumers directly at the point of sale, rather than staying in the warehouse of the wholesaler. This is especially true for beverage products that require strict quality and timeliness.
2. Localization of employment
Localization of landlord advantage is one of the two principles of Coca-Cola's system management strategy. Wherever Coca-Cola's network extends, it selects and hires employees. They think: First, local salespeople are familiar with local business conditions, including neighborhoods, businesses, buying habits and so on. Can make Coca-Cola's sales work integrate into the local environment as soon as possible; Second, the scope of influence is large, and relatives and friends of local salesmen will be affected by their work and help them expand their work; Third, the team is stable. Local salesmen have complete family conditions and stable working mentality, so they can concentrate on their work. These innate advantages are unmatched by outsiders.
The above advantages of cost saving and localization can maximize the ratio of work efficiency to cost. For example, in Jinan business hall, except that the manager is temporarily held by a foreigner, more than 100 salesmen are locals. In addition to saving a lot of dormitory expenses, everyone uses bicycles instead of walking, and only subsidizes a few cents a month.
3, salesman update
Recruiting new people as salesmen as soon as they enter the company can cultivate their work consciousness and habit of focusing on field work; If you are an old salesman who is used to doing business in other companies, you are not welcome to join. The average age of all salesmen in Jinan business hall is less than 25 years old, and high school education also accounts for a considerable proportion.
Daily progress statistics the daily business volume completed by each salesman, and there is a daily schedule in their respective names, which will be reviewed by the business director, office director and branch manager around 5 pm. On the one hand, we can grasp the proportion of current progress in the monthly or annual plan, on the other hand, we can compete with each other under the guidance of a piece of paper. The daily schedule of each point of the whole marketing network is faxed to the company headquarters at about 5 pm that day for the general manager to read. This is the main basis for salesmen to survive the fittest.
Adhering to the daily morning meeting system is an effective form for Coca-Cola Company to manage sales staff and even marketing work. The main content of the morning meeting is to comment on yesterday's marketing work, including sales volume, payment back, customer development, efforts and so on. Praise the advanced, encourage the backward, constantly enhance everyone's sense of competition, but also play a role in checking and strengthening the concept of organizational discipline. This is the main mechanism of the salesman's survival of the fittest, and the daily schedule above is what managers have to look at every day, so the elimination and renewal mechanism of Coca-Cola Company is harsh. The salesman who can do it has really developed excellent qualities such as hard work and wit, eloquence and other business abilities; After a period of time, most salespeople who can't do it will take the initiative to resign.
4. Upgrade of outlets
The commercial penetration of Coca-Cola's point of sale is based on the theory of commercial penetration and distribution. When the business (customers) increase to a certain amount, the distribution of goods increases to a certain extent, and long-distance transportation and business trips of salesmen are no longer economical, which arises at the historic moment. In essence, the business volume entering this point is enough to support the operating cost of this point. On the other hand, when the business penetration is insufficient, the subjective fixed point does not exist, and it will be difficult to last for a long time because of the cost of setting up.
The upgrading mechanism of institutions and personnel is the key to the continuous expansion, encryption or hematopoiesis and growth of Coca-Cola's marketing network. The organization is divided into four grades: direct sales point, office, business hall and branch office. Among them, offices and institutions above have resident personnel, places and warehouses, and direct sales outlets are frequently contacted by office salesmen according to the division of labor; When the number of direct sales outlets in a certain area reaches a certain level, it will be upgraded to an office according to the needs of economic cost-effectiveness and management span; Similarly, you can continue to upgrade to a business office or branch. In the marketing network marked on the map of Shandong Province hung by Coca-Cola Qingdao Company, four grades of institutions are marked with blue, yellow, orange and red, and the change of color indicates that the institutions have been upgraded. For example, the yellow and orange dots around Jinan and Qingdao are relatively dense, indicating that the business volume in this region is developing rapidly and it is necessary to set up a resident office. There are only sparse blue spots in the vast area of southern Shandong, which shows that there is little business in this area at present, and there is no need to set up permanent sites for the time being. Salesmen are divided into three levels: business representatives, business directors and managers. When a salesman's business has developed to a certain extent in the area he is responsible for and it is necessary to increase the number of new salesmen to 4-6, the original salesman may be promoted to business director, and so on until he is promoted to manager. Therefore, in the Coca-Cola system, from the business director, manager to general manager, the confidence and pride in marketing work comes from the personal experience from the salesman.
Third, marketing strategies and methods
1, deepen the channel
Coca-Cola Company, which is oriented by direct selling, believes that only by realizing direct selling can we grasp the authenticity of market information. The sales information obtained directly by salesmen from several grocery stores is more accurate, faster and more useful than the sales information obtained indirectly from agents. The life and death performance of market competition is to seize the opportunity, and the false and slow information will lead to the deviation of marketing decision, which will have serious consequences for the survival of the company. It is the most reliable to get information from the most basic point of sale through your own tentacles, and the demand for this information is endless. Only by realizing direct sales in a large area can we start with ensuring the authenticity of market information, promote the correct and rapid sales decision, and realize a virtuous circle of marketing work. Secondly, it can realize the economy of marketing work. Reducing sales links will inevitably save sales expenses, thus expanding the space for implementing product price tactics, mobilizing the enthusiasm of sales to a greater extent, and laying a good foundation in the competition with similar goods. Therefore, even if the sales in a certain place start from wholesale, the direction and trend of direct sales are firm.
Coca-Cola Company believes that the heavier the dependence on wholesalers, the higher the level of wholesalers, the greater the space for the company to lose market control, and the more unstable its market share and market share. If the wholesaler has any problems, the company's market share and market share will have problems. However, it is not a day's work to realize direct sales on a large scale, and it is still necessary to deal with wholesalers from time to time. The so-called deep cultivation means that after dealing with wholesalers, it is by no means so far, but immediately pay attention to inquire about the next sales channels of wholesalers, and then contact them directly to try to overcome them. If you keep ploughing layer by layer, you will shift your focus to that layer, and at the same time dilute the original upper layer until you dig deep into the direct sales point. Only in this way can the company truly consolidate its market share and market share, and fully control its own destiny in the market.
Step 2 supplement
In order to firmly consolidate its occupied position, Coca-Cola Company will never allow other people's products to be put on its own shelves or containers because of insufficient supply. To this end, all salesmen go to various sales points every day according to their respective division of labor. When they find vacancies, they immediately negotiate replenishment requirements with the merchants, implement the orders, and return them to the office the same day.
According to the replenishment demand order collected that night, the special car delivery office informed the warehousing and transportation personnel to prepare the goods, selected the route, and sent a special car to deliver the goods the next morning.
Because the office can accurately grasp the daily order quantity, it can reasonably arrange the storage quantity, which not only avoids the backlog, but also sends an application for goods to the company in advance, so that the stock goods can be handled smoothly. In addition, production enterprises can also arrange and adjust the production plans of various varieties in time and accurately according to the timely and accurate summary of supply and demand.
3, grasp the typical
Establish member stores, strengthen business and emotional ties with customers with certain business strength and great influence in the form of membership, and consolidate the market.
Set up model customers For customers who can help the company to do a good job in promotion at the point of sale, settle the payment in time and sell more, the company will set them up as model customers, which will be given priority by the company, publicly recommended and commended, and influenced by other customers. Customers also need to win the trust of the market management department and the goodwill of consumers, and expand their word of mouth and sales.
4. Visit customers every day
Customers who have sold our products but have not yet distributed them, but may distribute them, need to visit customers. Visiting customers is the daily, routine and main task of business visits. If each salesperson visits at least 35 customers every day, after the morning meeting every day, the salesperson will start his daily visit in his own area and must submit the visit record form to the business director for feedback to the office in the afternoon. For customers who have already sold our products, the contents of the inspection mainly include: understanding yesterday's sales situation, implementing replenishment requirements, and listening to consumers' feedback and suggestions to businesses. And pay special attention to personally arrange the shelf display mode of our products and wipe the low-temperature display cabinets. , so as to deepen the friendship with merchants, consolidate and expand sales. For customers who have not yet distributed our products but are likely to distribute them, they have been included in the market development plan according to the market research results and fulfilled their responsibilities, so they are also included in the daily tour. They also have to go door-to-door every day to promote products, contact feelings and strive to enter our products as soon as possible.
Coca-Cola Company believes that the lowest-level personnel are the key to implementing high-level decisions. First, in order to ensure the management span and strength, the Coca-Cola system limits the number of people under the jurisdiction of each manager to no more than six, and whoever chooses (there is no human right without definite human rights). The daily work of the sales staff is supervised by the business supervisor. Because the business directors are all promoted by excellent salesmen, they are easy to manage, and most of them can be managed through spot checks. The performance and problems of salesmen directly affect the immediate interests of business directors from time to time, so business directors are almost demanding of salesmen. Second, business orders and physical delivery are handled separately, the former is completed by the salesman, and the latter is completed by the transport driver (who is also a salesman). The third is to implement the method of salary plus commission. The basis for determining the commission is the completion ratio of the sales plan, and the basis for confirming whether the sales plan is completed is whether the payment is recovered. As whether the payment is recovered is directly related to whether all the hard work of the business is recovered, it is urgent for the salesman to oppose the payment recovery. Third, there are two lines of revenue and expenditure, and the sales amount of salesmen and sales outlets must be returned to the company's financial department in time. The required expenses are allocated by the finance department under the instruction of the general manager of the company, and no expenses are allowed.
Fourth, brand promotion.
1, corporate image design
Prominent brands are the wings of commodities, and commodities fly away with the loudness of brands. After the brand is deeply rooted in the hearts of the people, first, it can be extraordinary, get on the stage of high-taste sales, and get rid of the quagmire of similar products; Second, it can affect future generations, resulting in many varieties of products of this brand being recognized by the market and increasing sales. Brand promotion and the establishment of marketing network promote each other. When both of them have made achievements, it is no longer important for consumers where the production enterprises are. Therefore, the core of the company's accumulation of intangible assets is to establish a brand, and all the planning of corporate image design (CIS) should focus on highlighting the brand, otherwise it will be too much for this.
Unifying visual image and paying attention to the unification of visual image are effective ways to strengthen, accelerate and deepen the publicity effect. Coca-Cola Company has uniform standards and strict requirements. If the Coca-Cola Company chooses red as the logo color, then the whole multinational system supplies are red, from employee dress to product packaging. Over time, people will think of cola products when they see scarlet, which may lead to the possibility of buying music. Or once you have the desire to buy Coca-Cola products, you will go to the red marked sales point.
2. Promotion planning
Effectiveness of advertising Coca-Cola Company is willing to invest heavily in product promotion. All promotion schemes are based on strictness and effectiveness, and each cost decomposition scheme is put forward by the market planner on the basis of fully soliciting the opinions of business personnel. For example, according to their analysis, the advertising of our products in some news media is not the focus at present, but advertising at the right point is conducive to improving the promotion concentration. Therefore, they declined the repeated advertising contact of some big media, and instead included the promotion expenses that have not been determined by relevant departments in the budget in full, so as to prepare for the attack as soon as possible.
Taking advantage of the consumption characteristics of its beverage products, Coca-Cola Company has always insisted on giving away drinks as a long-term promotion strategy. The main target of giving drinks is students and athletes, and it is implemented by sponsoring regional school activities, sports activities and public welfare activities (such as garden activities). On the back of cultivating the growing consumers' goodwill towards Coca-Cola products, the promotion purpose of inducing consumption has been achieved.
Vividly affect the promotion work of Coca-Cola Company throughout the year, and promote the implementation with reference to the progress chart. However, there is still a climax in the promotion work throughout the year, which is called vivid impact.
3. Brand awareness
Community coverage With the development of distribution and marketing network in a certain area, the basic requirement and effective way of product promotion is to achieve a certain brand awareness. For example, Qingdao Company provided a large number of awnings with strong Coca-Cola color for the point of sale free of charge, and ran delivery trucks with mobile advertising effect on the street, which covered the communities with concentrated beverage consumption to a great extent, making Coca-Cola brands everywhere in this area.
Store decoration and in-store furnishings In order to attract people's attention to the distribution points of Coca-Cola products and increase the opportunities for patronage and purchase, the store decoration adopts a strong red tone design and is regularly maintained and updated; The furnishings in the store need to be painstakingly arranged, such as putting the products in a favorable position and occupying enough space; Coke, Sprite and Fanta must be displayed in a ratio of 3: 2: 1, with Chinese trademarks outward; Set up low-temperature containers for display in large shopping malls, supermarkets, hotels and restaurants; Set up point-of-sale machines in densely populated areas. The above method is by no means a meaningless pursuit of form and pattern, but an effective way to maintain the good market image of Coca-Cola brand and products through long-term experiments.
Coca-Cola Company believes that the market image of commodities always needs to be paved with necessary expenses. Without this fee, or sometimes, the market image of the goods will be damaged, and the market share and occupancy rate will shrink. Saving this fee is definitely not worth the loss. For the products sold by Coca-Cola Company in Chinese mainland, even if the marketing is successful, each box of products must be supported by at least one yuan.
Verb (abbreviation for verb) marketing organization
1, institution
Marketing Department: Its main functions are unified planning of product brand promotion and corporate image establishment, creative collection of promotion methods, scheme design, formulation and implementation supervision of publicity and promotion expense budget.
Business department: put the plan into practice, and be directly responsible for distributing goods, ploughing deeply, bringing back orders and feeding back market information every day.
Quality Control Department: Maintain product reputation through all-round quality assurance. For example, the Coca-Cola system implements a strict certification system for supporting packaging products. In the process of certification, not only the quality of products but also the quality of the production process of products should be tested in order to obtain certification. Based on the same principle, the goal of the company's quality control department is not to control the reject rate and defective rate, but to improve the excellent and good rate. Therefore, from the entry of raw materials to the whole production process, and then to the export of finished products, it is closely monitored without interruption.
Finance department: standardize the turnover of revenue and expenditure line, the management of warehouse throughput and the management of payment collection, and conduct professional inspection on all points of the company's sales network according to the authorization of investors.
Administration Department: Ensure smooth business communication, take charge of accident handling, and pay special attention to coordinating relations with news media to minimize adverse effects.
Step 2 cultivate
The business skills training of Coca-Cola system is regular and comprehensive. For example, for new salesmen, business directors and managers of old business backbones will conduct business training regularly or irregularly in their own units; For the old business backbones (business directors and managers), they will go to the upper management department (called Coca-Cola Management College) in batches to participate in training, and constantly improve their business skills from the summary of practice and the guidance of theory.
Instilling enterprise concept is also the basic content of Coca-Cola system training. For example, the marketing concept of "three A's" and "three P's" and the professional concept of giving full play to individual talents and striving to realize self-worth are all subtly influenced by employee behavior. The teaching of the founder of Coca-Cola system that "the success of Coca-Cola comes from every employee doing everything seriously every day" has become everyone's creed and behavior guide.
3. Spirit of cooperation
As an employee of Coca-Cola, everyone has a sense of pride, which comes from firm belief in the strength of the company and optimistic about its development prospects. Under the action of pride, everyone has always maintained vigorous energy and consciously defended the company's reputation with words.
Transparent problem solving Coca-Cola Company can tolerate work mistakes caused by non-subjective factors, business progress delays caused by external reasons or imperfect internal systems, and failure to achieve the predetermined goals caused by insufficient skills of new salesmen. But we can't tolerate mistakes caused by subjective factors, such as work delay caused by wrangling between departments, false records of salesmen visiting customers and so on. Whenever there is a problem, the person in charge at the next higher level immediately holds a meeting of all parties to clarify the responsibilities, rectify and improve, and the process of handling the results is open and transparent without any ambiguity. So everyone is in a smooth mood and take the initiative to do a good job.
The comprehensive effect of the above work of Coca-Cola Company is that the responsibility is in place and the cooperation is smooth, and the connotation is to cultivate employees' loyalty to the company.