Marketing planning scheme for selling wine 1

I. Background

China is the kingdom of wine. Wine has a variety of shapes and colors; The variety and yield are the highest in the world. China is also a paradise for drinkers. There is no distinction between the north and the south, men and women, old and young, and ethnic groups. The wind of drinking has been enduring for several years. It is also the most prosperous place of wine culture, and the significance of drinking is far more than physiological consumption, far more than the pleasure of eating; On many occasions, it is used as a cultural symbol, a cultural consumption, to express a kind of etiquette, an atmosphere, an interest and a state of mind; Wine and poetry have always had an indissoluble bond. Moreover, many famous wines in China not only give people beautiful enjoyment, but also give people beautiful inspiration and inspiration. The development of each famous wine includes the exploration and struggle of workers from generation to generation, and their heroic dedication. Therefore, the spirit of famous wine is closely related to national pride and fearless spirit.

second, the marketing model

with the growth of the imported wine market, everyone is paying attention to and trying to market in what way. At present, it is mainly to expand in these ways (for night shows):

1. Bar.

this form is dominated by the bar, and the consumption is guided by the bar marketers. It is relatively simple, allowing consumers to consume directly, and it is more targeted and safer to choose. The monthly sales volume of wine in Zhuhai Bar is about 4-5 bottles, which is also a place for quick sales of drinks

2. Nightclubs.

Nightclubs have the most consumption power. By bundling sales with the manager's economic linkage model, most of the purchased products are high-grade wines, and the sales price is slightly higher than other places.

3. KTV places.

At present, many people are optimistic about this market. It has sufficient market information and sufficient advantages in wine selection channels. In terms of consumption, KTV places can specify a single choice for customers, and can be bundled with the price of private rooms in the form of alcohol.

4. High-end restaurants.

the main source of consumption comes from the guest table, which needs to be linked to the service and the salesperson. But in terms of the future form, China wine market will be better.

3. Marketing planning

1. Development strategy.

(1) The media will be put in a centralized way, and the combined media mode will be selected, where newspapers will be used for promotional print advertisements, street signs will continue to increase, TV advertisements will be concentrated in prime time, body advertisements for major routes in key cities, and advertisements for shops will be made at key terminals.

(2) Strengthen the brand image packaging of the model terminal in the terminal establishment;

(3) holding a series of large-scale consumer promotion activities in the evening show;

2. consolidation period strategy.

Hold a series of public relations activities appropriately, such as cultural performances, Liu Laogen's platform, evening related associations and other activities of social concern;

3. Promotion activities: (Note: the following promotion activities are only outlines, and the specific implementation plan shall be subject to the plan at that time)

(1) Channel promotion:

Promotion method, content payment method and expense budget function.

iv. marketing strategy

(1) consumer-themed promotion (such as 1+2 mode and prize mode): terminal consumption buying and giving activities from April to July, which will drive key consumer markets by means of lottery and gifts, and effectively improve the brand's popularity among consumers.

(2) regular consumer promotion: time activity mode, activity place cost budget effect estimation, promotional clothing, wine labels, posters, DM sheets, X-display stands, gifts

(3) public relations type.

Political public relations strategy is needed both in politics and economy, but public relations is an indispensable promotion element in product promotion.

when we set up a sales team, we should first consider that product promoters must have rich social resources and must also have the ability to integrate and control. The so-called integration of social resources and the ability to control social resources are public relations. Marketing plan for selling liquor 2

Once the liquor market reaches summer, its sales will be greatly reduced, which is the arrival of the so-called "off-season" of liquor in the industry. "Off-season" is actually a vague concept, because "only weak products, no weak market", if enterprises blindly believe in off-season, they will fall into the misunderstanding of marketing.

some liquor enterprises, especially small and medium-sized liquor enterprises, once the market enters the off-season, they immediately cut down all expenses, put their swords and guns into storage, and let the horse go south (lay off employees), which was a scene of resignation and helplessness. This approach is not only easy to destroy the solid market foundation in the early stage, but also easier to provide opportunities for other competitors who are good at taking advantage of opportunities.

Therefore, liquor enterprises should completely change the consciousness of "off-season" and establish a brand-new concept of "off-season is not weak". As long as the "market" is artificial, the off-season can be completely avoided and market opportunities can be won through a series of methods.

1. Innovatively selling products

In view of the arrival of the "off-season" liquor market, enterprises should grasp the psychological needs of consumers, carry out product research and innovation, and develop marketable products. That is, before the arrival of summer, liquor enterprises can develop a kind of summer liquor that can cool down and drive away heat, which is different from beer, change the inherent style of liquor that is simply "angry", endow liquor with new characteristics of cold and heat compatibility, and create a new selling point of summer sales. Using the hot summer to promote the hype in the opposite direction may achieve a new, exciting and unexpected effect.

For example, xx Liquor, a summer liquor developed by xx Group for summer in XX. This wine was successfully brewed by xx Group based on the famous Tang and Song Dynasty wine-xx in xx state, and water collected from XX. Xx liquor is named after "wind, flower, snow and moon" respectively, which reproduces the ancient culture of xx and makes it a medium-and high-grade liquor with xx culture. Xx wine, a cultural wine specially designed for summer, quickly occupied a lot of market space, and the product quality and packaging were also good. The market was very popular that summer.

second, innovative promotion mode

in the off-season, if large-scale and powerful promotion and promotion activities are launched for end-users and rebates are given to the people, off-season consumption may occur and unexpected results may be achieved.

1. occupy the "front page headline" of the terminal.

Every enterprise basically has its own promotional materials such as promotional posters, flags and Yi Labao. As long as these promotional materials can occupy the eye-catching position of the terminal and occupy the "front page headlines" of the sales terminal, even in the off-season of sales, this form of publicity will affect consumers' consumption habits and make consumers have an impulse to spend. If conditions permit, we can also plan some creative promotional activities in combination with the terminal, so that consumers can actively participate in, contact and drink this product, and at the same time lay the groundwork for future sales growth.

2. Strengthen community promotion.

At present, the competition of liquor terminals is extremely fierce, and the only marketing channel that can be called the weak link of competition is the community. Because community promotion is aimed at consumers, it can greatly increase the dissemination effect of product information by letting products "face to face" with consumers directly.

In the summer of xx, a liquor factory in xx used a month in July to give a special performance in various counties, cities and districts of XX. Most of the selected places were in the cultural square where residents were concentrated, and they performed in the open air. In summer, people took advantage of the opportunity of enjoying the cool at night to publicize and make the venue full. They also distributed some small gifts, which were very popular with local residents and won their hearts.

some small and medium-sized liquor enterprises attract residents' attention by touring movies in' communities' in some cities, and some take advantage of the opportunity of holding song and dance parties to hold free tasting activities on the spot at the same time. In order to stimulate people's interests and hobbies, they also hold prize-winning questions and answers and give small gifts, thus leaving a deep impression on residents' hearts.

3. Innovation of promotional gifts.

In summer terminal promotion, many liquors use pure fruit juice drinks as gifts. For example, if you buy a bottle of xx, you can get a 5ml bottle of XX series pure fruit juice. Xx wine is to buy a bottle of wine and give a can of 1lxx pure juice.

Some liquor brands are even more ingenious in giving away gifts. For example, it is very personalized to use the small "xx" of triangular white porcelain bottles as the packaging for the liquor in the "xx" packaging bottle of half an acre of land, and four small wine cups matched with it are given in a box, which is full of simple and elegant charm and has long been fondled. They also launched the activity of "buying wine and giving tea", buying two boxes of wine and giving a pot of tea. The tea pot is the same white porcelain texture as the wine cup and the wine lamp, and it is as delicate and chic as it is, so that consumers' desire to buy is further enhanced through the connection between wine and fragrant tea.

Third, innovative sales channels

When the off-season comes, some liquor companies may need to adjust their channel focus from the mass market to the group purchase channel.

for the group purchase of medium and high-grade liquor for the political and commercial market, the group purchase of low-grade liquor for ordinary wage earners, migrant workers on the construction site, the group purchase in the wedding market, and even the night show, all can become the main channels for off-season sales.

For all kinds of banquets hosted in off-season, such as wedding banquets, birthday banquets, hometown meetings, large-scale conferences, etc., liquor is still the main hospitality liquor, and the banquet market is a major market for liquor sales in off-season.

Although the group purchase market is an important sales channel for off-season liquor, this channel is unclear and invisible. Although everyone knows the direction of group purchase and consumption, it is not easy for us to find a specific group purchase and consumption unit.

Group purchase consumption resources are scarce, exclusive and hidden, and they rely on network resources, relationship resources, power resources and information resources. These resources need to be accumulated for a long time, and everyone's resources in this area are limited, so it is generally not easy to find people with more group buying resources. Therefore, in order to do group buying, enterprises must look for people with network resources, relationship resources, power resources and information resources, and concentrate scattered resources for their own use.

Therefore, if you want to make outstanding achievements in the off-season, you must have a group purchase customer file and a good customer relationship.

For example, wedding banquets, conferences and parties are usually connected through the reservation desk, and large units that spend a lot of money are also familiar with the people at the reservation desk. If the hotel reservation desk staff can become our part-time salesman, this business is also a potential sales channel for off-season sales; If we give a certain commission to the hotel reservation desk staff, I believe they will accept it. At the same time, it is much easier for us to establish contact with the people at the hotel reservation desk than for us to find the person in charge of the group purchase of major units. Because wedding banquets and conferences generally do not use wine from hotels, there will be no conflict with hotel sales.

fourth, strengthen the development of retailers

there is a saying in the industry called "selling in the peak season and marketing in the off-season". In fact, if there is no market, where can sales come from? Constantly developing the market in the off-season not only means that you sell one more bottle, but also that he sells one less bottle. The key is to lay a solid foundation for the competition in the peak season. For a simple example, there are 5 stores selling your liquor products in a city, but if you don't develop the market, there may not even be 5 stores in the off-season, and if you expand the scope, it may far exceed the number of 5 stores. Of course, if you refine it to each store, your sales may not be as good as that in the peak season, and the marketing cost will rise, but after all, your overall sales volume is still good, and you will have more sites. If you have proper strategies, it will be even bigger in the peak season.

It is suggested that in the off-season, we should constantly expand the blind spot of sales, and pay special attention to the development of retailers, such as convenience stores, small shops and restaurants in food stalls concentrated in the community. These small and scattered shops will often realize more liquor retail through some development, visits, return visits and promotions.

manufacturers should do the following:

1. After the first distribution, in-depth sales visits and in-depth promotion should be strengthened at the same time, thus promoting the "off-shelf" speed of products.

2. In the in-depth sales visit, the sales volume of terminal stores is mainly increased through multiple return visits with goods, and at the same time, customers are encouraged to deepen their impression of business representatives and brands, so as to stimulate their desire for distribution.

3. Business personnel mainly seek customers' opinions, understand product sales forms, after-sales situations and competing products differences through regular visits, and get customers' feedback through shopkeepers. At the same time, they actively assist shopkeepers to carry out sales, and carefully collect, sort out and report market feedback information.

4. Introduce the performance and advantages of the products to the shopkeepers, assist the shops to do a good job in promotion, guide and cultivate the shopkeepers' awareness of active promotion, and improve their trust in the brand and confidence in the products.

5. Through in-depth sales visits, optimize the network structure, eliminate weak shops and maintain a sustained and stable terminal market.

V. Strengthening the training of marketing personnel

Learning is indispensable for an enterprise to become bigger and stronger. As a liquor enterprise, it is a buyer's market in recent years. In the peak season, the marketing personnel of the enterprise are all in the market and have little time to study. Due to long-term non-learning, the quality of some marketing personnel of the enterprise can't keep up with the changes in the market, which makes them feel powerless when they fight for the market. As the saying goes in China, if a worker wants to do a good job, he must sharpen his tools first. Therefore, in the off-season, we should strengthen the training of marketing personnel, so that they can constantly absorb new knowledge and new ideas, so that they can be comfortable in the future market competition, and also make the enterprise grow from a production-oriented enterprise to a learning-oriented enterprise. We all believe in "sharpening the knife without cutting wood by mistake", but the cost of sharpening the knife is different. In the peak season, it will cost the marketers a week to study in the company, but in the off-season, it will be a small part of the expenses.

six, manufacturers' friendship increases feelings

In the off-season, the sales of liquor are weakening, and the dealers are also able to take a break. At this time, wine enterprises should seize this opportunity to make friendship with manufacturers and increase feelings. Dealers are the first consumers of enterprises, and their loyalty to the products of enterprises is particularly important for liquor enterprises. Besides the profit relationship between distributors and liquor enterprises, we should also pay attention to the cultivation of feelings. In the case that the supply of liquor exceeds demand and there are many brands, it is equal to half the battle to keep in touch with the feelings of dealers and implement the pattern that manufacturers join hands to play shopping malls. There are many ways to contact the dealers, such as visiting, discussing and getting together.

As the saying goes, "There is no recession, only disappointing". If liquor enterprises want to improve their performance in the off-season, they must change their business philosophy, establish the consciousness of "there is no off-season in sales", dare to think and innovate, and only by thinking can they have a way out, so that liquor can also sell well in the off-season and lay a good foundation for peak season sales.