liquor store marketing planning scheme

In order to ensure that things or work can be carried out smoothly, it is often necessary to carry out detailed scheme preparation in advance, and the scheme can clearly define a general direction for an action. How to make a plan? The following is my carefully organized liquor store marketing planning scheme for your reference, hoping to help friends in need.

liquor store marketing planning scheme 1

1. Operating platform of sales planning scheme

The company has set up special institutions 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 the old products are transparent in price and aging in structure, it is difficult to meet the needs of consumers, and it is also difficult to support 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 the main brand.

2, according to the degree of liquor development products, forming a series of high, medium and low-grade 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 for the main attack, establish a feasible planning plan for the county-level target marketing, and formulate the development plan for 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.

(2) management of marketing expenses of sales planning scheme;

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

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.

(2) steps of direct selling of sales planning scheme; Direct selling operation method (one product, one policy);

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

2. 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 store marketing planning scheme 2

Macro environment

China's liquor industry can be called "the best in the world" in terms of scale, product output and number of enterprises. Liquor, as a unique traditional liquor with a long history in China, shines brightly in the world's liquor products and occupies a very important position in the eyes of customers. China has a history of 5,111 years of civilization, and it has a wine culture of 5,111 years. At weddings, funerals, festivals, gatherings of friends, and visits to relatives and friends, wine should be respected and celebrated. While wine is integrated into people's daily diet, wine culture is deeply rooted in people's thoughts.

With the improvement of people's living standards, people pay more attention to nutrition and science in diet, and pay more attention to taste and personality. In today's audience where blind consumption has been replaced by rational consumption, liquor industry has a far-reaching national and cultural significance from ordinary citizens to high-level society, from small cities to large and medium-sized cities, from enriching dining tables to fine gifts.

Micro-environment

Faced with the liquor market flooded by numerous liquor brands, customers are no longer blind when purchasing. Many people pay attention to the actual needs that the products themselves can provide for them, and gradually begin to pay attention to the spiritual needs of the brands. Therefore, while paying attention to brand management, having a practical and personalized sales proposition is the magic weapon to expand and enhance the terminal sales force, and it is also the strategic focus of the future development of liquor production enterprises.

Opportunity analysis

Advantages of XX liquor brand:

A. Backed by characteristic culture;

B. take the road of characteristic marketing;

C. brand affinity;

D. the packaging has its own characteristics;

e. integrating resources

f. planning far-reaching

marketing strategy

1. Our core thinking is to win by quantity, seize the business pulse on the basis of quantity, and seize the high point of the terminal. Earn the profit space you deserve first and recover the operating cost as soon as possible!

Any enterprise needs profits to support its daily operation, so it is absolutely correct to do sales first and then brand! We mainly promote core commodities, and do the quantity by promotion, with small profits but quick turnover. If we can make the quantity bigger, then the profit can't run! Manage steadily, strive for victory in stability, and expand the market step by step.

2. During the listing of super-large shopping malls, supermarkets, mass-selling stores and shopping plazas, the way of bundling sales is adopted, with posters, POPs, noodles or end racks. A sales promotion girl with rich comprehensive quality and technical experience, beautiful appearance and good expression ability should be sent to the venue to guide and induce the purchase! Hold free tasting outside the venue, distribute relevant publicity materials and introduce product features.

3. When all the medium-sized stores are listed, they will not be given any poster fees, POP fees, noodle arrangement and end shelf fees, and only agree to cooperate with other promotional activities! Of course, the first step is successful, and the second step can create benefits.

fourth, set up a public relations team to communicate with the cabinet leaders, business managers, store managers and purchasing personnel of major shopping malls, supermarkets, volume-selling stores and shopping plazas. Long-term support and cooperation with our promotion plan for Shanghai Daily, POP, Paimian and End Rack! If you don't agree to support the store, you will not be given the support of marketing preferential policies such as price change promotion.

5. Sun Tzu said: A soldier is in a good position, and he who is good at putting on airs wins. Strengthen the terminal maintenance, management and after-sales service, so as to keep the goods in stock, make the display position ideal, and make the POP neat and rigorous. The most important thing is to make all the supermarkets hype Qin Yang.

Step-by-step active price reduction method

1. Main ideas:

A. In the lead-in period, cash will be put into the market with reasonable price and high promotion to quickly start the market.

B. combine explicit and implicit rebates to deal with the rush of goods, do not follow the trend of price reduction, and win the time for products to enter the growth period.

C. Take the initiative to reduce the price by stages, reduce the risk of rush goods, win the trust of distributors, and accelerate the maturity of products.

2. Specific operation:

A. Market paving stage:

B. Second stage:

C. Third stage:

D. Fourth stage:

E. Fifth stage:

F. Sixth stage: In a word, who will occupy the rural market first?

Pre-publicity campaign is in place

The promotion activities need more people to know, recognize and even directly take action-buying products. Naturally, many people need to know and participate in this activity to achieve our promotion and sales purposes.

therefore, it is necessary to spread the event notice to the largest extent, which requires the cooperation of advertisements and the penetration of advertising media.

moreover, it is more interesting and effective to publicize the functional mechanism of the product while releasing the activity notice than the pure product advertisement. Liquor store marketing planning scheme 3

As we all know, the Spring Festival is the prime time for liquor sales, and all wineries are racking their brains to make plans for Spring Festival promotion activities to maximize product sales. Shangchao channel has always been an important battlefield for liquor sales channels in the Spring Festival, combining the characteristics of liquor products and the actual situation of Shangchao. Only by taking precautions and making good preparations for the promotion of Shangchao during the Spring Festival can we ensure that we can achieve good results in the Spring Festival sales war.

1. Make the liquor promotion plan for the Spring Festival ahead of time

Because of the strong planning of store sales, liquor manufacturers should determine the content and schedule of the event with the store at least one and a half months in advance, because the gold display position of the stacking head and end shelf of each store is limited (generally only 2-3 positions), and the good stacking positions are the main channel of liquor, the middle area of liquor shelves, the stacking head area of shopping malls and the stacking head of cashier. During the two festivals, each store will generally divide the stalls of Duitou and DM into three or more stalls, with the stall being Christmas (mostly red wine), the second stall being New Year's Day and the third stall being Spring Festival, in order to attract consumers' interest in buying with rich promotional activities, and at the same time, let manufacturers provide support for various expenses. Therefore, manufacturers should make corresponding preparations in advance, and make a clear promotion plan and investment budget.

(1) Promotional activities are mainly divided into the following two forms

1. People buy gifts (for the activities of the purchasing department heads and store managers of Shangchao)

Purchasing personnel who have the right to order are rewarded with ordering sales, that is, a ladder reward is set according to the number of goods ordered by the main products during the Spring Festival (the reward is executed according to the actual order quantity after the goods are returned from the Spring Festival store). The reward is calculated according to the actual order (pre-holiday order-post-holiday return) by the number of pieces or the order amount. Rewards can be divided into tourism or cash commission. The purpose is to ensure that the store will not stop selling goods during the Spring Festival and have sufficient supply of goods for sale, which will depress the store and force the store to sell more.

B, sales reward: sales reward for department heads who perform specific activities in the store. Purchasing has booked the goods of promotional products, and spent the exhibition fee to put out the piles to make posters. How to sell the products to consumers mainly depends on how the store manager promotes them. The department head or manager who has direct decision-making power in the store display should be rewarded with sales ladder, and commission should be made according to the actual number of pieces sold in the store after the festival (the method is the same as above), so as to promote the accumulation of the person in charge of the store and arouse strong concern and attention to our products.

C, our group purchase policy for customers should be received from the group purchase department or the head of the department in each store, and then the policy can be given to the customers or the supermarket managers who operate the group purchase, so as to increase product sales.

2. Product buying and giving (activities for customers): giving gifts/returning things with corresponding value according to the amount of products purchased by customers

A. Voucher returning: shopping vouchers returned to customers (exchanged with cash receipts);

B, cash back: cash returned to customers (exchanged by receipt);

C, sending mobile prepaid cards to the shopping card: rewarding the customers according to their purchase proportion (receiving them with the cashier's note);

D, publish advertisements for Spring Festival promotion activities in newspaper media, and the accumulated amount of XX products consumed by holding advertisements can be exchanged for the above rewards at fixed points with cash receipts;

E, send this product, small wine, light bottle wine, red wine and high-grade gifts (tea sets, handicrafts, wallets) to a certain amount or quantity.

ii. stocking of supermarkets (headquarters ordering and store ordering)

after the promotion plan is made, we should prepare the goods in advance according to the sales situation of each store and the product variety of this promotion, so as to cope with the shortage or incomplete variety caused by the sales blowout during the Spring Festival.

(1) Because each supermarket system has inventory days assessment and inventory capacity assessment, whoever prepares the goods to the supermarket's warehouse first can get twice the result with half the effort, so our activities should be confirmed with the store as soon as possible, and the products for promotional activities should be sent to the warehouse designated by the store as soon as possible.

(2) It is a good time to complete the delivery of Shangchao promotional products before the end of 11, and the goods must be delivered to the designated warehouse of the store before February 11, otherwise the display and sales during the Spring Festival will be affected. (In normal years, it will be a little later this year)

(3) We should coordinate the delivery of dealers and promise to have a large number of stores.