Expert advice:
First, the correct product positioning-a prerequisite for market success
It can be said that the correct positioning of products is the premise of successful marketing under any circumstances. The product positioning of liquor should first make clear the main flavor type, alcohol content and packaging capacity of liquor consumption in county-level areas; Secondly, it is necessary to clarify the price system of products, including supply price and retail price, so as to determine the entry point of products into the market. It should be emphasized that channel price difference is a very important issue, which needs to be determined according to the actual situation of county-level regions. If the price gradient design is unfair and the price difference is insufficient, it is impossible to control the terminal retail price of the product within the set range. For example, the terminal recycling bottle cap fee varies according to different markets. In some areas, the utilization rate of box covers is extremely high. If the price space is insufficient, the retail price of the product terminal will inevitably break through the original set range, making the product lose its price competitiveness.
Second, channel operation-according to the characteristics and positioning of products, determine the channel strategy.
The sales channels of liquor can be simply divided into three categories: one is the channel, that is, the traditional circulation channel; The second is the supermarket channel; The third is the catering channel. The channel through which liquor products are sold depends on the characteristics and positioning of the products. Low-priced products can start the market through circulation channels, but when high-end new products are listed, it is impossible to start the market through this channel, only through supermarkets and catering terminals. Especially the catering channel, almost all middle and high-grade liquor products must strive to enter the sales channel, otherwise the market will be impossible. Furthermore, supermarkets and catering terminals can be divided into high and low grades such as ABC. Low-middle-grade products can be promoted and sold in terminals below B, while high-grade products can only be sold through A-grade and KA-grade terminals.
For many liquor brands, the product lines are relatively complete, ranging from light bottles for rural markets to mid-range wines below 50 yuan sold by urban catering terminals, and high-end wines for high-level business and official banquets of several hundred yuan. At this time, it is necessary to determine which channel is the main attack channel and which product is the main attack product, thus driving the sales of all lines and channels. Therefore, finding out where products are suitable for sale and promotion is not only a question of channel planning, but also a strategic question of market operation, which must be taken seriously.
Third, the catering terminal network-the core is customer maintenance management.
Nowadays, the most important terminal of liquor marketing is catering terminal. The so-called "board-in-board" operation mode is also the liquor operation mode for catering terminals. For county-level dealers, because they have just changed from wholesalers to brand agents, the inertia of thinking leads to business ideas still staying in circulation, and the awareness of terminal management and control is not strong. For example, the most important thing in catering terminal management is customer management, which needs long-term work to be effective, but many county-level dealers do not pay attention to it. The management of end customers is simply given to the hired salesmen. On the one hand, the salesman's quality is not high, so it is difficult to do this job well. On the other hand, due to the high mobility of salesmen, the terminal customer service work is intermittent. With the departure of salesmen, customer service is interrupted and cannot be really done well. It is suggested that the management of catering terminal customers should be designated by the dealer's family or the core salesman who can work stably for a long time. As long as you can persist for a long time, the effect will naturally come out.
Fourth, advertising strategy-mainly outdoor media, effective use of POP advertising.
There are few advertising media to choose from in the county-level market. The more suitable advertising media are mainly outdoor and transportation. It is a good idea to choose a large billboard in a busy area or a storefront with a good location to move the store.
Effective use of POP advertising is one of the secrets of small regional market operation. POP advertising refers to selling some advertisements, such as posters, flags, booths, etc. In recent years, lantern advertisements initiated by liquor marketers have been widely used in liquor marketing. Its traditional significance and festival concept are effectively combined with the traditional culture of liquor and the atmosphere of restaurants, and it is a very good form of POP advertising.