What does it take to be a regional food manager?

In modern marketing wars, if advertising is compared to a spear for building a brand, then Sales Promotion (SP) for channels and terminals is a dagger for competing for the market. As the intensity of market competition intensifies, channel promotions are everywhere, pervasive, and present all the time.

Among the various ways to hit the market, promotion is a market expansion tool that is more widely used than advertising and requires more investment.

There is a saying that marketing staff often say: If you don’t promote, you won’t sell. If you promote, you will sell. Big promotions will make big sales, small promotions will make small sales. This is a good explanation of the phenomenon of market promotion.

Therefore, it is the normal state of the market that there are more and more methods of marketing promotions.

When a regional marketing manager makes a promotion plan, he must grasp several key elements:

The first is the background analysis of promotional activities. This requires a more detailed market survey, preferably Go deep into the market with the dealer's business representatives to jointly investigate and analyze the market situation, and more importantly, aim at the competitors' promotion themes, promotion strategies, promotion forms and promotion efforts, so that we can be more targeted. Beat the competition.

The second is to clarify the purpose of promotion, whether it is to promote channel promotion, or to promote terminal consumers, or both. It should be noted that the channel members on the channel here mainly refer to second- and third-level distributors and terminal dealers, salespersons and waiters on the terminal, etc. For example, when a liquor company is making a hotel promotion plan, it explains that this activity is to use public relations promotion to persuade the hotel's outstanding waiters to do secret promotion, so as to increase quantity and save costs. Secondly, on the first day of opening, At one time, we can seize the habitual consumption of consumers, and then we can cultivate reserve promoters for covert promotion. The entire promotion is designed to kill three birds with one stone.

The third is the theme design of promotional activities, which is a critical part of promotion. Only by having a good name can you speak smoothly, and only by having a good name can you do things well. Especially in the era of explosion of advertising information and overflow of product information, to seize consumers' attention, you really need a good concept. A good concept not only competes for eyeballs, but also captures people's hearts. . For example, Gujing Gongjiu used to carry out channel promotion activities with the theme of "Experience the world, people and people, experience happy life", seize the peak liquor consumption season, and continuously launch the "Gujing Gongjiu Romantic Journey" in key regional markets in stages. There are three major marketing activities with themes: "Experience the dream of life", "Gujing tribute wine gift, heaven and earth and people have fun at home", "Heaven, earth and people pay tribute to Gujing, give gifts with deep love and righteousness". Another example is Wuliangye's development of wine Chang'an Star Wine, which closely adheres to the concept of "star" in the product, hits representative "star" figures in society, and continuously carries out experiential promotions in the form of "star service, star enjoyment" and other forms. . In this summer promotion offensive, Mengniu proposed the theme of "experience the nature journey" for consumers, and launched a comprehensive tourism activity to experience the Mongolian prairie among 18,000 selected consumers.

The fourth is the design of promotional content. The most critical principle here is: simplicity, conciseness and clarity. Any regional manager of a mature company is opposed to complicating simple things when making a promotion plan. When making a plan, he must consider operability and avoid being idealistic, bookish, or even working behind closed doors. There is a saying in the circle: 30% planning, 70% execution, which well illustrates that the content design of the promotion plan should pay attention to its executability.

The content of the plan must leave a deep impression on the target audience. It cannot be too complex, too advanced, too fancy, too ambiguous or too difficult to understand. The promotion case must be a simple concept, expressed in concise language, and can be quickly understood and accepted by salesmen, promoters, distributors, terminal merchants and the majority of consumers.

The fifth is the design of promotion time. There is an unwritten rule in the wine industry called "the off-season is for the market, and the peak season is for the sales."

The off-season is mainly about building a distribution network and distribution terminals. If the basic work is done solidly in the off-season, it will be possible to be proud of the golden autumn and achieve fruitful results in the peak season. The accelerator is the designed promotion plan.

Therefore, the time for formulating promotion plans is basically concentrated in the peak season, and intermittent promotions are implemented. The wine industry sector is mainly concentrated in the three stages of May Day Dragon Boat Festival, Mid-Autumn Festival and National Day, and New Year's Day and Spring Festival. In addition, the one-to-one promotions in the off-season in the wine industry are mainly concentrated in the special terminal of hotels.

The sixth is to design detailed implementation plans and rules for promotional activities and monitor them in table format. That is, there are several "W" questions that people often talk about, such as when, who will do it, what will be done, what will be the result, etc. At the same time, do the necessary training on plan implementation so that everyone understands how to implement the promotion plan.

Excellent companies implement full-process monitoring and tracking services during the execution of plans, and always shout a slogan: "Follow-up, follow-up, and follow-up." Only in this way can the company implement full-process monitoring and tracking services from top to bottom. Only when the implementation is in place can the execution of the promotional plan be fully reflected. Only in this way can existing problems be discovered and corrected in a timely manner and the maximum effect of promotion can be achieved.

The seventh is to do a good job in evaluating promotional activities. There are both quantitative and qualitative analyses. Only in this cycle can we get better improvements. For example, a wine company makes good use of tables to scientifically evaluate promotional effects. Reference form attached.

Case 1: Promotion to channel members

1. Activity background:

Sanming Market is a market where the in-depth distribution operation of XX tribute wine is relatively in place. Lao Ci Gong has always been relatively popular. However, due to its popularity, transparent channel prices, and thin profits for second- and third-tier wholesalers, wholesalers' enthusiasm for promoting Lao Pigong has been affected. Based on this, Sanming Sihai Liquor Store planned and launched the "Million-dollar Prize, Unboxing Gift" promotion activity with the theme of "Shocking Winter, Brilliant Spring", making full use of the XX Gong brand pull to comprehensively promote the market volume during the peak season.

2. Purpose of the activity:

1. Promote the sales of Lao Cigong in the peak season;

2. Mobilize the enthusiasm of the second and third batches of Lao Cigong;

3. Increase the profit margins of the second and third batches of dealers;

4. Stimulate terminal retailers to purchase goods and increase the gross profit margin of single boxes.

3. Activity content:

1. Activity theme:

Shocking winter, brilliant spring!

XX tribute wine unboxing and courtesy event is now being launched across the board in Sanming!

XX tribute wine is one of the eight most famous wines in China. Over the years, it has been deeply loved by consumers for its excellent quality. In order to repay the society and consumers, XX Gong Liquor sincerely launched the "million-dollar prize, unboxing gift" promotion activity.

2. Activity method:

Every time a box of 6 bottles of milk glass is opened from December 15, 2002 to March 31, 2003, For the tribute wine, you can see a gift list. The scratch cards on the gift list are respectively marked: the first prize will be given a flat-screen 2988DTCL color TV; the second prize will be given a box of XX tribute wine puree wine in a 50-proof porcelain bottle; the third prize will be given a 30-proof puree. A box of XX tribute wine in a porcelain bottle.

The more boxes you open, the more chances you have to win.

Prize redemption location: The first prize winner in the box must register at the local XX tribute wine distribution office with the prize redemption gift slip and the original ID card, and then collect it at the designated location. The second and third prizes can be claimed directly at distribution offices in various places with the gift voucher.

Reward redemption time: from now until June 30, 2003. Overdue prizes will not be redeemed.

Telephone number for prize redemption: (omitted)

Anhui XX Gong Liquor Co., Ltd. has the final right to interpret this event.

3. Event publicity:

The promotion targets of this event are the second and third batches of dealers. According to the characteristics of the promotion targets in receiving information, some cost-effective publicity measures have been adopted, and Dealers are happy to hear about it.

The first is to give full play to the role of POPs such as promotional posters, and the second and third batches of dealers and retail terminals across Sanming have widely posted posters; the second is to make full use of Sanming TV's evening prime time TV series and put moving subtitles below them: "Shocking Winter, brilliant spring! The XX tribute wine unboxing and courtesy campaign is now underway across Sanming! Hotline: "Through these two publicity measures, the arrival rate of this promotional information is quite high, and it has formed a good reputation among dealers. effect.

IV. Activity effect:

According to market information feedback, this activity has greatly stimulated the enthusiasm of distributors and terminal merchants, and improved the peak season market sales situation of XX series products. . Completed the planned order of 45,000 boxes. The shortcomings are uneven distribution of prizes and low winning rate, which to a certain extent affected the enthusiasm of the second and third batches of dealers. After summing up experience, in the second phase of the "China's Famous Wine XX Tribute, Lighting Up Summer Passion" activity, the winning amount was reduced and the winning rate was increased. The winning rate in the early stage was not less than 70.

Tusday: Modern marketing focuses on channel competition, and the main channels are distributors and retail terminals, large and small. The most effective way to stimulate pathways is profit-driven. Sanming Market is a traditional market. The brand influence of XX Gong Liquor is relatively high. Consumers have also formed healthy consumption habits and have a high degree of loyalty to the XX Gong brand. Therefore, this plan uses separate channel promotions in a targeted manner, placing scratch cards in the box, so that the promotion efforts can directly reach the sales terminals, increasing the enthusiasm of distributors at all levels, and forming a joint force to recommend to consumers. Promotional information is disseminated using low-cost media, which greatly improves the arrival rate of promotional information and creates word-of-mouth communication, which also plays a key role in the success of this promotion.

Case 2: Promotion to end consumers

1. Activity background:

Affected by SARS in 2003, throughout May, XX agent Changshu The purchase amount of Dayou Food Store is only more than 70,000 yuan. After the SARS epidemic eased, business in the catering industry gradually picked up. How to take advantage of this opportunity to promote liquor products?

2. Activity theme:

After discussion, we focused on the original quality of the puree liquor and the wishes of consumers to pray for safety. Due to psychological needs, the promotion theme of "Drink puree and bring peace" was finalized.

3. Activity content:

1. For every bottle of 500ml or two bottles of 250ml XX tribute wine puree, Ping An Insurance Company will give away 10,000 yuan of home property insurance. The term is one year.

2. For each 10,000 yuan home property insurance policy, we pay a 10 yuan premium to Ping An Insurance Company.

Since the minimum insured amount of Ping An Insurance Company’s home property insurance is 30,000 yuan, after negotiation, Changshu Ping An Insurance Company specially created a batch of 10,000 yuan home property insurance for us. The insurance premium of 10 yuan is 5 yuan each borne by our company and Changshu Dayou Food Store. Dayou Food Store makes an insurance policy redemption card and puts it in the puree wine box. When consumers get the redemption card, they fill in their home address and contact number, etc., and then hand it over to our promotion staff to redeem the policy; consumers can also Go directly to Ping An Insurance Company to redeem a 10,000 yuan property insurance policy.

IV. Implementation and Effects

This activity was officially implemented on June 5, 2003. We carried out comprehensive publicity in major supermarkets and major hotels through Changshu-related newspapers and media, produced leaflets, and set up advertisements, supplemented by word-of-mouth publicity by dozens of promoters from Dayou Food Store, and established a strong reputation among local consumers. generate a strong response. During this period, we focused on building nearly 100 hotels in urban and rural areas of Changshu, as well as more than ten second batches and 22 supermarkets.

After one stage of activity implementation, through understanding, this promotion has produced the following three major effects.

1. We seized the opportunity of the rising business momentum of the catering industry after SARS to carry out promotions. We were ahead of our peers, catching our competitors off guard, seizing the commanding heights of the market and forming a certain degree of influence.

2. Through this activity, the market share of XX tribute wine puree wine among products of the same price range has been expanded; the brand image of the company's products in the Changshu market has been better improved; and other products of the company have been promoted. Sales of products on the market. Currently, about 100 boxes (1×6) of original puree wine and new porcelain are sold every day. The sales volume of Dayou Food Store in June was more than four times that of the previous one. With normal inventory this month, the purchase amount was 406,000 before tax. yuan, five times that of May.

3. In summer, a season that is not conducive to liquor sales, we managed to stay in the off-season, which laid the foundation for the company's further increase in product volume and product line extension in the Changshu market in the second half of the year.

5. Experience and shortcomings

1. Experience: Seizing the hotel as the leader in liquor terminal marketing is the key. This event received very good results in the hotel and played a positive role in promoting market expansion. Through visits to hotels, we learned that consumers are very interested in the value-for-money promotion of getting 10,000 yuan of home property insurance for a bottle of wine. Nowadays, people are accustomed to promotions such as small gifts and scratch cards, but this type of activity has achieved surprising results.

2. Shortcomings: The response of this event in supermarkets is relatively mediocre. Supermarkets frequently hold purchase and gift activities. Many manufacturers conduct activities with a lot of fraud, and most shoppers are suspicious. Psychologically, consumers in supermarkets generally consume their own purchases and are more cautious. Consumers of high-end wines such as puree wine generally buy them when giving gifts during the three festivals of the year, so the effect is not obvious. To a certain extent, From a practical point of view, this is also an inevitable result.

Enlightenment: The essence of experiential promotion is that experience providers must continue to plan updated experiences: changing or adding things to keep the product new, exciting, and worth paying to experience again.

The Changshu Market’s promotion format of “buy puree, get safety free” may seem ordinary and simple, but it is actually a brand-new experiential marketing that breaks the trend of alcohol terminals such as giving away lighters, keychains, and scratch pads. Scratch cards and other cookie-cutter promotion forms. In the process of purchasing and using puree wine, consumers not only have the functional experience of "original flavor" of wine, but also the emotional experience of "safety is blessing", and experience an unforgettable memory from both physical and psychological aspects.

This promotion case has provided an idea and inspiration for terminal practitioners. Focus on the psychological needs of consumers, find a good "theme concept", carry out experiential promotions, and constantly surprise and surprise customers. Surprise is the key to the alcohol terminal revolution.

Beyond thinking and breaking stereotypes, the terminal revolution no longer asks consumers "what do we do for you", "what do you need" and other service content, but asks "what do you remember" and "next What else will you get at once?" This kind of feeling of surprise and joy and the suspense of excitement and excitement. ——This is the experience!

In most cases, the growth of a regional manager is a vertical and clear process, that is, five stages