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1. Operating platform of sales planning scheme

The company has set up a special organization to investigate, develop, formulate marketing strategies and sales schemes for new products, and comprehensively build the first terminal network of liquor with the economic concept of marketing scheme. Equipped with marketing plan management and financial personnel, break the traditional employment mechanism and recruit a number of business elites from the society. Determine the business representatives, business directors, business directors and business managers of regional marketing plans, form a professional marketing team, establish a sales team of key marketing plans, manage customers by special personnel, contract sales of single products, and complete the combination of marketing teams before the new products go on the market.

second, the design of sales plan products

because of the transparent price and aging structure of the old products, it is difficult to meet the needs of consumers and support the high marketing expenses, and the products cannot form the advantages of marketing plan, so it is necessary to develop combined products.

1. Develop according to the flavor type of liquor, and strive to make the product personalized and obvious, so as to make it a main brand.

2. Develop products according to the degree of liquor, and form a series of high, medium and low-alcohol products.

3. Develop products in a targeted way, constantly investigate the marketing plan during the sales process, follow up the products, and achieve the best combination of product structure.

4. Develop products according to the market sales plan price and establish a reasonable product price system.

Third, the network system establishes a sales planning scheme

Effectively integrate the original dealer network, first help the original dealers to help them sell, master the first-hand information, and find out the details of the market sales scheme. Lay a good foundation for the next marketing work. The listing of new products can be promoted to the marketing plan according to the following sales plan planning steps.

1. establish the marketing plan of the main attack market, establish a feasible county-level target marketing plan, and formulate the development plan of the marketing plan. The sales staff directly serve the first-class merchants, who will assess the business personnel, select hotels, supermarkets and shops with good reputation in the sales regional market, and comprehensively and centrally market the products. Create a model marketing plan, and strive to achieve a distribution rate of more than 81% in the marketing plan. After a month's marketing, strengthen and screen customers, determine first-class and second-class customers, and establish and improve customer files.

2. The off-line customers managed by the first-class dealers are assisted by business personnel, and the management system of first-class and second-class customers' supply cards is implemented; Print and issue supply cards to primary and secondary customers. The purpose is to master and control the flow of goods in the marketing planning scheme, effectively control the price-smashing and goods-jumping of the marketing scheme, and completely put an end to the appearance of counterfeit goods.

3. Differentiate the incentive policies of first-class and second-class dealers reasonably, protect the first-class dealers and foster and support the second-class customers. Reward secondary customers according to their performance.

4. adopt the promotion management method for customers. When the performance of secondary customers reaches or exceeds that of primary dealers, secondary customers can be directly promoted to primary dealers, and the benefits they enjoy will change accordingly. Finally, a strong and expandable sales first-class and second-class network will be formed.

fourth, the use of marketing plan resources

1, configure delivery vehicles and make car body image advertisements.

2. Business personnel should wear uniforms, business cards and badges.

3. Appoint business representatives, business directors, business directors and business managers.

4. The resources that the company can control are uniformly scheduled and managed.

V. Cost of product profit distribution and sales planning scheme

(I) Product profit distribution and sales planning scheme

Reasonable distribution of interests in all links to maximize the use of resources, which will be distributed layer by layer according to the spatial relationship of product prices.

1. Make a unified marketing plan and sales price, including hotel price, supermarket price, retail store price, etc., reasonably allocate profit space, and reward dealers in two forms: monthly rebate and annual reward.

2. Make an organic combination of sales products, and work out the operation method of marketing plan for single products.

3. For staged promotion activities, set the reward standard according to the total quantity shipped.

4. With the gradual maturity of the marketing plan, the expenses in each link will be reduced or cancelled accordingly.

(II) Management of marketing expenses of sales planning scheme

1. The company adopts the method of lump-sum expenses for sales products, and the company bears the basic salary, business trip expenses and telephone expenses of business personnel.

2. Vehicle expenses, office expenses and warehouse expenses.

3. The salary of business personnel shall be paid by the method of basic salary+commission+reward, and the basic salary shall be guaranteed for basic tasks, and the business commission shall not be capped.

4. Yi Labao, posters, public service advertisements and other publicity expenses.

5. expenses incurred from publicity and publicity activities in the paving stage and sales activities in stages.

(3) Steps of direct selling of sales planning scheme

1. Operation method of direct selling (one product and one policy);

2. Publicly recruit business personnel, conduct short-term training and arrange specific positions;

3. Make a campaign plan for listing direct selling products.

through direct selling operation, the marketing planning scheme can be effectively controlled, and the marketing scheme can be continuously supplemented and improved, so as to achieve the flattening of Taibai liquor network and lay a solid foundation for the operation of large-scale marketing scheme. Liquor promotion and marketing plan 2

1. Purpose of the activity

During the National Day holiday, when the whole country is celebrating, it will boost market sales, reduce inventory, pave the way for sales in the second half of the year, and strengthen the company's external brand image.

second, the theme of the event

"Celebrate the National Day, Happy Family"

third, the event time

September 29th-October 5th (four days before the official promotion is the publicity period)

fourth, the form of the event

giving away; Lucky draw.

V. Contents of activities

1. During the promotion activities, anyone who buys xx wine National Day gift box will get a xx tea box.

2. During the promotion period, anyone who buys a box of xx wine will be given a bucket of sunflower oil.

3. During the promotion period, anyone who buys xx series of xx wines will get one free.

4. During the promotion period, you can participate in the lucky draw by collecting two different tea boxes or spending more than 211 yuan.

first prize: a notebook

second prize: a ticket for xx stage play

third prize: an mp3 player

Fun Prize: collect two "thank you" lottery tickets and you will get an mp3 player.

VI. Promotion of activities

1. Delivery of leaflets and DM sheets.

2. The display layout should be novel and attractive. Liquor promotion and marketing planning plan 3

I. Objectives and tasks of the enterprise

Guowuye and Platinum Liquor are another core brand built by Wuliangye Co., Ltd. and Kweichow Moutai Group, which have a history of nearly a thousand years. The overall pattern of China liquor industry is: while the overall decline, the share of famous liquor continues to expand, and the liquor industry is in the stage of internal adjustment and upgrading; Regional brands compete with national brands, and one side is divided; Large-scale liquor groups have moved from product management to brand and capital management, striving to find new economic growth points. According to the current domestic situation, it will be comprehensively upgraded nationwide.

second, analysis of the market situation

wine has experienced different ups and downs in China for thousands of years. But on the whole, China people's feelings about wine outweigh the disadvantages, and modern people's consumption and concept of wine are more wise and mature. At present, liquor is developing in the direction of high quality, low alcohol and nutrition. Consumers no longer binge drinking, but tend to be rational and begin to pay attention to the quality of wine. Low-alcohol wine has accounted for more than 65% of the total sales of alcohol. In contemporary cities, the number of traditional heavy drinkers is decreasing, while the number of people enjoying it is increasing. The enjoyment of "drinking" and "leisure" has become a new consumption concept of modern people.

(1) The place where consumers buy alcohol

is changing from grocery stores, grocery stores and small stalls to supermarkets, cheap stores and specialty stores. However, due to the differences in economic levels, different cities have different places to buy.

(II) Analysis of competitors

The main competitors of Guowuye and Platinum Liquor are Jiannanchun, Jiugui, Liuyanghe, Jinliufu and other brands. However, from the market analysis, the brands created by Wuliangye and Maotai Group are well-known and have been recognized by consumers, so they can gain a good market share.

(3) Research on consumer psychology

According to the research of consumer psychology, customers' purchasing behavior can be divided into seven stages: attention, interest, desire, purchasing motivation, purchasing behavior, consumption behavior and satisfaction evaluation. At present, large-scale advertising of the above products in famous media such as CCTV can attract customers' attention in a short time, arouse customers' interest and desire to buy, and stimulate their motivation to buy.

1. Consumers' purchasing motivation

(1) Drinking frequently and tasting by themselves (living habits)

(2) Meeting guests and entertaining guests

(3) Giving gifts

(4) Drinking on festive occasions requires

(5) Buying and drinking on holidays.

(6) Drink when you are happy and upset

2. Analysis of consumers' personality

(1) Show off your heart: I hope to be better than others in terms of status, wealth, reputation and love.

(2) Normal mind: a recognized brand will generally not change.

(3) Being rational, paying attention to nutrition and health and making choices.

　? 3. Consumption habits

(1) Living habits (relatively fixed)

(2) Influence of advertising

(3) Hearing and speaking

4. Consumer classification

(1) The masses have enough to eat and wear, which is the consumer group of low-priced products.

(2) Mid-range price popular type

(3) Etiquette type, which has nothing to do with price, and this part of consumers is not fixed.

Consumers' choice of liquor is generally influenced by brand, price, advertisement, taste and other factors, and the effect of liquor advertising is obvious, which is an important factor affecting people's choice of liquor.

3. SWOT analysis

(1) Advantages of the company

1. The liquor products put into operation are well-known.

2. There are many kinds of products, covering high, middle and low-end consumer groups.

3. At present, Lianhua Supermarket has not introduced this series of liquor, which has a broad profit margin.

4. The first-class agent has a payment period of 71 days, and the working capital can be fully utilized.

(II) Disadvantages of the company

1. The liquidity of the newly established company is still relatively tight. The payment method of supermarket is directly related to the operation of company funds.

2. Most of the products produced are middle and low-grade products.

3. The sales network is backward and lacks the market.

4. Lack of market influence. 4

XXX series liquor is just listed, and there are many similar products in the almost mature market. In addition, it is the season of declining liquor consumption, and it will soon enter the off-season of consumption. In this case, XXX series liquor is facing a severe test. Therefore, we should choose the entry point to enter the market and carry out a series of promotional activities in order to gain a foothold in the fiercely competitive market in a short time.

1. Background of Mid-Autumn Festival Promotion

As a traditional festival, Mid-Autumn Festival has always been concerned by the whole society. Although it is not the peak of consumption at this time, it is a relatively concentrated period of "reciprocity". During this period, if feasible promotion activities are carried out, it will be a very important time window for improving product brand awareness and market share.

based on this, we propose this promotion plan.

2. Several problems to be solved in Mid-Autumn Festival promotion activities

1. Preferential policies for Mid-Autumn Festival promotion activities;

2. The cooperation degree of marketing network promotion activities;

3. Product terminal distribution;

4. Support for promotional activities;

5. Ability to organize promotional activities.

3. Suggestions for Mid-Autumn Festival promotion activities

(1) Promotion theme

1. Healthy desire XXX liquor

2. till, raising my cup, I asked the bright moon unforgettable XXX

(2) Promotion theme description

1. Healthy desire XXX liquor:

The purpose of this theme is to emphasize the health care function of XXX liquor and highlight the brand XXX, which can be used as a promotion.

2, till, raising my cup, I asked the bright moon, unforgettable XXX:

This theme aims at the traditional festival-Mid-Autumn Festival, creating a cultural atmosphere by using ancient poems skillfully, and setting off the scene of "thinking about your relatives twice during the festival", thus affecting people's feelings of seeing things and thinking about others, and ending with "unforgettable XXX" skillfully, which is thought-provoking and easy to spread.

(3) promotion methods

community promotion: choose warehouse and grocery stores in residential areas for two-for-one promotion.

(iv) Promotion time

This promotion time is one week before and after the Mid-Autumn Festival, that is, from xx 28th to XX 7th, 21XX. Liquor promotion and marketing plan 5

I. Purpose of the activity

With the approach of Christmas and New Year's Day, many liquor manufacturers are busy with holiday promotion with all their minds. Christmas and New Year's Day are the landmark periods for liquor to enter the peak sales season. Everyone hopes to be the leader in liquor technology in the peak season, the legendary swordsman, because whether this "battle" can be played well will directly affect the success or failure of liquor sales in enterprises throughout the peak season. For example, New Year's Day is a traditional festival of the Chinese nation, and it is especially profound to have a family reunion and celebrate the festival together. For liquor enterprises, how to tap the selling points of holiday promotion and develop ideas around "the warm and happy atmosphere of family reunion" is naturally the first to bear the brunt.

In recent years, influenced by the holiday economy, the wave of New Year's Day travel, marriage, shopping and gift-giving is even more enduring. Enterprises should fully consider whether they can use holiday and tourism resources to extend the unique positioning of their products (gifts, holiday sales, special purchases, etc.), and at the same time consider whether they can find more delicate selling points around the wedding banquet market to highlight the concept of product sales. This time, on the basis of the New Year's Day's New Year's Day's three-three-wine reward activities and the three-three-three-wine-Wuliangye series' buying and giving of high-grade fine liquor as two major promotion themes, a brand-new concept of "three-three-wine and everlasting friendship" was put forward.

II. Overall plan

1. Activity form

Sponsor: xxxx general agent

Undertaking: xxx planning

Planning organization: xxx planning

Time: xx to xx

Location: XX hotels and restaurants (consumer terminals)

1) During the activity, it will be in the whole city.