The main points of this lecture

Two problems that need to be finally solved in sales work

22 sales networks of Coca-Cola products

The result depends on the retail store.

Sales work includes many contents, from developing dealers to promoting sales, to distributing and sorting goods, and finally to closing accounts and collecting money. The workload is very heavy. So what are the problems to be solved in doing these jobs? such as

Two problems that need to be finally solved in sales work

How to show products to consumers?

Consumers don't buy products in manufacturers' warehouses, nor in dealers' warehouses, not to mention roadside ones. Consumers buy products in thousands of retail stores in Qian Qian. So the first problem to be solved in sales work,

What kind of sales network does the manufacturer use to put the products from the manufacturer's warehouse into supermarkets, chain stores, specialty stores, grocery stores and retail stalls, so that consumers can see them if they want to buy them. This is the first problem to be solved in sales work.

1. Traditional sales network

Sales network refers to the channel through which products are transferred from production to consumption. The traditional sales network consists of manufacturers, wholesalers and retailers. Every member of the system is an independent economic entity, and every member pursues the goal of maximizing profits, even at the expense of the profits of the whole network system. No network member can completely control other members.

Figure 5- 1 Diagram of Traditional Sales Network Types

2. Vertical sales network

Vertical sales network is a unified system composed of manufacturers, wholesalers and retailers.

Any member of the vertical sales network either owns or grants exclusive rights to other members, or has great power to force other members to cooperate. Vertical sales network can be dominated by manufacturers, wholesalers or retailers.

Figure 5-2 Vertical Sales Network Type Diagram

How to make products penetrate the hearts of consumers?

Faced with a wide range of products, how can enterprises let consumers buy their own products instead of those of other enterprises? This is always the center and key of enterprise marketing, and this problem needs to be solved through terminal market operation.

Terminal market network is the most important network in enterprise sales network. An enterprise can omit the first-class wholesaler, the second-class wholesaler and the third-class wholesaler, but it cannot omit the terminal market. The terminal market is not only the place where enterprise products are finally sold, but also the place where consumers buy enterprise products.

1. Only when you see the product can you increase the chances of buying the product.

Procter & Gamble has a saying in the sales representative training manual: The best products in the world, even with the best advertising support, cannot be sold unless consumers can buy them in stores.

This sentence is very meaningful. Even if the enterprise has the best products in the world and the strongest advertising support in the world, if consumers come to retail stores and can't see the products of the enterprise, they can't buy the products of the enterprise and can't sell them.

2. The best display products in retail stores

Nowadays, the shelves of retail stores have become a valuable commercial resource, and it is very difficult to place products in retail stores, because the battle for shelves is becoming more and more fierce. Many enterprises are considering how to get their products into retail stores and how to strive for more shelf area and better display position for their products. But the display space of retail stores is very limited. If enterprises don't make extra efforts, they can't let consumers see their products in retail stores, and the products can't be sold.

■ Expand the display of products in the terminal market.

The first problem that an enterprise should consider when doing the terminal market is to improve the coverage of products in the terminal market, expand the display of products in the terminal market, and make the products of enterprises meet more consumers, thus facilitating consumers to buy.

situation

Enlightenment from the failure of "Hao Hao" fruit tea

In the 1990s, there was an enterprise in China that produced "Hao Hao" fruit tea, and its sales were very prosperous. Products are in short supply, and dealers have to wait more than a week to get the goods. In the face of such a good sales situation, the boss of the company gloated and boasted that he defeated Jianlibao in three years and Coca-Cola in five years. However, after more than ten years, Jianlibao Group has successfully transformed, Coca-Cola has stood still, and this enterprise has long since closed down. One of the important reasons is that enterprises ignore the construction of terminal network.

■ Coca-Cola's "Three A" Strategy

Coca-Cola's products can sell well in the world for more than 100 years because it has many unique marketing secrets. Coca-Cola's marketing secret is its "three A" strategy: affordable, affordable and happy. Among them, availability means that no matter whether consumers are in the daytime or at night, whether consumers are in cities or rural areas, as long as consumers want to drink Coca-Cola, they can ensure that consumers can buy Coca-Cola. Coca-Cola's "Three A" strategy seizes the terminal market.

situation

Coca-Cola increases consumers' buying opportunities by increasing the coverage of the end market.

There is a plot in the film No Child Left Behind directed by Zhang Yimou: In a very poor and backward mountainous area, primary school students can buy Coca-Cola locally when they want to drink it. Coca-Cola is to increase the sales opportunities of products by increasing the coverage of the terminal market and putting products in front of more consumers. Today's Coca-Cola has developed its network strategy, from the past "3a" strategy to "3b" strategy; From emphasizing that consumers can buy it in the past to emphasizing that Coca-Cola products should be everywhere today.

22 sales networks of Coca-Cola products

Coca-Cola's products are sold through 22 kinds of networks. It is through this cobweb-like dense sales network that Coca-Cola's products are spread all over the world, so that every consumer in every market and region in the world can see Coca-Cola and buy Coca-Cola anytime and anywhere if they want to drink it.

1. Traditional Network-Food Retail Network

That is, trading through fixed places and counters is served by sales staff. This channel is generally a store dealing in daily necessities such as food, drinks, cigarettes, wine and non-staple food, such as food stores, food shopping malls, grocery stores and vegetable markets. This kind of network mainly serves family consumers.

2. Supermarket network

That is to say, there is a fixed place, the goods are displayed on open shelves, packaged quantitatively, clearly marked, consumers choose their own goods, there is no salesperson service, and the export is settled by one-time payment and electronic settlement, with lower price and larger sales volume. Dealing in food,

Supermarkets for drinks, daily necessities and other commodities mainly serve family consumers. The network includes independent supermarkets, chain supermarkets, hotels and shopping malls, wholesale supermarkets, self-service supermarkets, storage supermarkets and so on.

3. Affordable shopping center network

That is, the mode of operation is basically the same as that of supermarkets, but the difference is that the scale of operation is larger. Compared with supermarkets and self-service markets, it attracts consumers at lower retail prices, so it is also called a fair-price shopping mall. The gross profit margin of cheap shopping malls is generally controlled at 5% ~ 10%. This kind of shopping malls make profits through large passenger flow and high sales, so they often adopt the strategy of encouraging purchases and reducing prices in beverage management.

4. Grocery store network

Small shops, such as convenience stores, convenience stores, lovers' shops, grocery stores, etc. , usually located in residential areas, uses residents or temporary buildings and kiosks to handle daily necessities such as food, drinks, cigarettes, wine and condiments. The characteristics of grocery stores are extremely wide distribution, convenient for residents to buy nearby, small window, less commodity display, indoor display, long business hours and great randomness.

5. Department stores and department store networks

That is to say, comprehensive retail stores, mainly engaged in various daily industrial products, are mostly located in bustling commercial areas, generally large and medium-sized, with relatively complete varieties, colors and specifications. The store has a commodity department and a commodity counter, which are managed by multiple departments. With complete service facilities and advanced management, it can meet the diverse shopping needs of consumers and is suitable for consumers to travel, relax and shop. In addition to food supermarkets and food counters, there are also fast food restaurants, rest and cold drinks rooms, cafes, cold food cabinets and so on.

6. Shopping and service network

That is, shops and service industries that operate all kinds of non-catering professional goods. Network can improve the quality of technology and service because of its few varieties. Because of its important geographical location, it also deals in drinks for the convenience of consumers.

7. Restaurant network

It is all kinds of restaurants, restaurants, restaurants, including cafes, bars, cold drinks shops and so on. This kind of network provides consumers with dining out and beverage services, which are always served by service personnel and finally settled in a unified way.

8. Fast food network

That is, when consumers eat in fast food restaurants, they are also provided with beverage services. Fast food network places are fixed, well-equipped, sold by waiters, varieties are selected by consumers, and catering expenses are settled uniformly. Fast food restaurants tend to have lower prices, greater passenger flow, shorter meal time and higher sales.

9. Street stall network

That is to say, there is no fixed house, and temporary stalls are set up on the street. The sales equipment is crude and operated by unemployed people. They sell stalls for activities such as drinks, food, tobacco and alcohol to serve pedestrians, with self-employment as the main sales method.

10. Network of industrial and mining enterprises and institutions

That is, industrial and mining enterprises and institutions solve the problem of drinks in the work of employees, heatstroke prevention and cooling during holidays and holidays.

The daily distribution of drinks, the provision of drinks to employees with public funds, and the summer heatstroke prevention and cooling fees stipulated by the state vary according to the different business conditions of enterprises.

1 1. Network of public institutions

That is, companies, enterprises, organizations, institutions and other offices use public funds to order and entertain guests, solve the problem of employees using drinks for work and heatstroke prevention, and distribute drinks on holidays.

12. Army Barracks Network

That is, it is supplied by the logistics department of the army to meet the daily life and training of officers and men, as well as the needs of army banquets and holiday parties. Generally, there is also a canteen, which deals in food, drinks and daily necessities. And retail to officers and soldiers and their families.

University network.

That is, canteens, canteens and coffee bars located in universities, colleges, technical secondary schools, junior colleges and other accommodation and education places provide drinks and catering services focusing on school activities for students, teachers and their families.

14. Primary and secondary school network

That is, it is located in the canteens of non-boarding schools such as primary schools, middle schools, vocational high schools and private primary and secondary schools to provide students with drinks and catering services after school. Some primary and secondary schools provide after-school drinks and food services; Some primary and secondary schools provide breakfast service, lunch service and drinks for students.

15. On-the-job training network

That is, it is located in the canteens of various party schools, staff education schools, professional and technical (professional skills) training schools and other on-the-job personnel re-education schools to provide drinks and catering services for on-the-job personnel studying at school.

16. Sports Fitness Network

That is, the counters selling drinks, food, tobacco and alcohol in sports and fitness venues are sold by waiters to serve people engaged in sports and fitness, or the food and beverage counters in competition venues provide beverage services for people watching the game.

17. Entertainment Network

That is, catering counters located in cinemas, concert halls, dance halls and other entertainment places provide beverage services for consumers in entertainment activities.

18. Traffic Station Network

That is, to provide beverage services to overseas tourists. The service location is in the commissary of airports, railway stations, docks, bus stations and other places, as well as providing beverage services on trains, planes and ships.

19. Hotel network

That is, hotels, restaurants, guest houses and other places that provide accommodation, catering and entertainment for outbound passengers, and places that provide beverage services are catering, entertainment and guest rooms bars or affiliated canteens.

20. Network of tourist attractions

That is, restaurants located in tourist attractions such as parks, natural landscapes, cultural landscapes, urban landscapes, historical landscapes and various cultural sites, which provide services for tourists, have fixed places, trade over the counter, have large sales volume and high prices.

2 1. Third-party consumer network

That is to say, all kinds of wholesalers, such as secondary wholesalers, wholesale markets, wholesale centers, commodity exchanges and other beverage sales networks with wholesale as the main form, are not consumer-oriented, but only transit links in product circulation.

Other networks

That is, products are exported, given away and sold directly to consumers, and drinks are sold in various forms and places such as product fairs, food fairs, fairs, temple fairs and various promotional activities.

Coca-Cola signed an agreement with China State Post Bureau in 2000, that is, consumers can buy Coca-Cola without leaving the post office if they are thirsty when sending letters to the post office.

Coca-Cola has 22 kinds of networks to distribute its products in China, so Coca-Cola's products are everywhere and it is the overlord of the food industry.

Self-check

The result depends on the retail store.

Analysis of Consumers' Purchasing Behavior

Can enterprises sell their products after putting them in retail stores? Not necessarily. There are all kinds of products on the shelves of retail stores. When consumers walk into retail stores, they are faced with a wide variety of products. Faced with so many products, how can we make consumers make a decision to buy their own products instead of those of other enterprises? However, consumers' buying behavior is often influenced by sales websites. Doing a good job in sales promotion can stimulate consumers' desire to buy and make them make up their minds to buy their own products, not those of other enterprises.

1. Six major problems of consumer buying behavior

Figure 5-3 Six Problems of Consumers' Purchasing Behavior

In real life, consumers' buying behavior will be influenced by many factors, such as personal factors such as age, gender, occupation, economic situation and lifestyle, psychological factors such as motivation, feelings, beliefs and attitudes, and social factors such as social class, related groups, family and culture.

2. Internal and external factors of consumers' purchase intention

Need, motivation, cognition and learning are the internal factors of consumers' purchase intention; Small groups, reference groups, society, family, culture and promotion activities are the external factors of consumers' purchase intention.

Figure 5-4 Internal and External Factors of Consumers' Purchase Intention

three

The so-called planned purchase means that consumers have a clear purchase intention before going out, that is, what brand products they want to buy today. So when they come to the retail store, they will go directly to the product counter and choose a product of the brand to pay, and their purchase activity will be over. However, the proportion of such consumers in the whole consumer group is very small.

■ Impulse purchase

The vast majority of consumers' buying behavior is random and impulsive, that is, after they come to retail stores, they have no clear buying intention in their minds and are vulnerable to the impact of advertisements and exquisite packaging.

So as to make a purchase decision.

Affected by various factors at the sales site, such as storefront display and advertising materials. A survey of 1994 shows that 83.6% people made unplanned purchases, that is, random purchases (impulsive purchases); 9 1.6% people make a decision to buy a brand product in retail stores. In developed countries, 28% of consumers have decided which retail store to go to and what brand to buy before going out; 72% of consumers' purchase decisions depend on accidental factors at the sales site.

Figure 5-5 Proportion of Consumers' Purchasing Behavior in Developed Countries

Since most consumers' purchase decisions are made at the sales site, enterprises can stimulate more consumers to buy their own products and give up buying products from other enterprises as long as they can do a good job in promoting the terminal market. Practice shows that rational consumers before entering retail stores will also have a certain degree of impulse purchase after entering retail stores.

Stand out from the competition brands.

There are many enterprises' products on the shelves of retail stores, including competitors' products. If the products of this enterprise are submerged in many competitive brands, consumers can't see the products of this enterprise after they arrive at the sales site, which means that the products of this enterprise don't exist for consumers.

How to make consumers buy the products of this enterprise? After the enterprise's products are put into the terminal store, it is necessary to distinguish the enterprise's products from the competitors' products through various promotional activities to attract consumers' attention. For example, products can be distinguished from competitors' products by various means such as display, packaging, POP, and counter packaging display, so that products stand out and attract consumers' attention immediately. Now is the era of attention economy, and the current competition is to attract consumers' attention. As long as you can attract consumers' attention more than your competitors, you have more chances of success than your competitors. Therefore, the promotion in the terminal market can make products stand out among the competitive brands, thus stimulating consumers' desire to buy.

Summary of this lecture

Due to the different products produced by enterprises, there are different types of sales networks, and there are five types of traditional sales networks. The latest development trend of sales network is the emergence of vertical sales network and its challenge to traditional sales network. Vertical sales network system can control network behavior and eliminate conflicts caused by independent network members pursuing their own goals. It mainly relies on its business scale, bargaining power and eliminating duplicate services to achieve economic goals.

Coca-Cola Company presents its products to consumers with the best image through 22 sales networks. In the marketing strategy of Coca-Cola Company, an effective sales network is one of the most important parts. Coca-Cola Company emphasizes that the success of the company can often be obtained from the sales network of Coca-Cola products in the market.

You can tell from the quality of the work. Coca-Cola Company's sales network (that is, terminal construction) attaches great importance to science and standardization, and its experience is worth learning.

Terminal promotion is to use the original advantages to create new advantages among many competitive advantages in the target market, and constantly establish and maintain the leading position of its own brand, so as to achieve the purpose of stimulating product sales.

Feelings and experiences

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How to operate the terminal of sales network?

The main points of this lecture

How to strengthen hard terminal

How to do a good job of soft terminal

How to display and display products well

Famous management vocabulary

Mastering the "effective terminal" is the overlord, and getting close to the "target customer" is the winner.

There is a saying in China enterprises, whoever completes the terminal and masters the terminal will become the winner of the market. The terminal is the point of sale and the gateway to realize the conversion of enterprise products into money. Terminal plays an important role in enterprise marketing activities, and terminal effect has become an important means to promote sales. At present, there are two main terminal operation modes in China enterprises: hard terminal and soft terminal.

How to strengthen hard terminal

Main publicity forms of hard terminals

Generally speaking, hard terminals mainly have the following forms of publicity: indoor publicity such as POP, table cards, posters, billboard cards, cabinet stickers, hanging flags, product models, light boxes, posters, promotional materials, packaging bags, price lists and so on. Exhibition boards, shopping guide cards, awnings, banners, road signs, car bodies and other outdoor products.

Each form of hard terminal facilities has its own different characteristics, different exhibition places and different exhibition contents, and each has its own advantages and disadvantages. In the implementation of specific operations, we should give full play to their respective advantages and adhere to the principle of unity; Adhere to long-term development and implement it in a planned way; Adhere to the pursuit of all-round and three-dimensional audio-visual packaging to form a brand atmosphere.

Successful cases of hard terminals

In the 1990s, Huiren Group started from a small pharmaceutical factory in a remote county in Jiangxi and developed into a pharmaceutical group with annual sales of more than one billion yuan today. One of the successful experiences of Huiren Group is to operate the terminal. Taking its flagship product Huiren Shenbao as an example, the "four ones" project was implemented in the terminal promotion.

The first one is a light box. In Zhengzhou market, Henan province, more than 95% pharmacies have light boxes of Huiren Shenbao. In this way, whether the consumer is sitting on a bus, driving a private car, riding a bicycle, or walking on the road, as long as he passes the door of the pharmacy, the consumer can see the Huiren Shenbao light box and immediately know that the pharmacy is selling Huiren Shenbao. The second "one" is an advertisement for a desk card or a display board. After the consumer walked into the drugstore, he saw the billboard advertisement of Huiren Shenbao at the door. He looked up and saw a propaganda banner declared by Huiren. When he walked into the store, he saw the POP advertisement of Huiren Shenbao and the publicity materials of Taiwan Province brand on the counter, and the display of Huiren Shenbao on the shelf. The third "one" is to put the product in a conspicuous position. Huiren Shenbao emphasizes the centralized display, large-scale display and good display position of products. The fourth "one" emphasizes the good relationship between customers. If the consumer asks the salesperson, what is the therapeutic effect of kidney medicine? The first brand product recommended by sales staff to consumers is Huiren Shenbao. Huiren Shenbao's light box, POP, desk card, publicity materials, display boards and banners are all hard terminals.

How to do a good job of soft terminal

Soft terminals are more important than hard terminals.

1. The difference between soft terminal and hard terminal

The difference between soft terminal and hard terminal is that hard terminal is tangible, tangible and can be evaluated and managed by quantitative indicators; Soft terminal is invisible, invisible and intangible, but it has rich connotation and extremely important content.

2. The key to the success of promotional activities lies in the soft terminal.

If enterprises do not have good soft terminals, then most hard terminals are difficult to implement and play their due roles. Now many enterprises have their own shopping guides and promoters in terminal stores. These shopping guides and promoters introduce products to consumers and recommend products to consumers. They play an irreplaceable role in terminal promotion. Terminal promoters are generally women, full-time and part-time. They carry out etiquette service and shopping guide service, product promotion, information collection, market research and public relations activities through promotion.

The position of a brand in similar products is reflected by market share, and the share is first manifested in the existence of terminals, that is, the distribution rate. How to improve the objective and reasonable distribution rate and build a hard terminal