20 17 model essay on liquor marketing planning.

In recent years, with the substantial increase of liquor production in China, the market competition has become extremely fierce, especially in the field of high-end liquor. The following is my liquor marketing plan for everyone. Let's have a look!

Liquor marketing plan 1 Liquor market competition is becoming increasingly fierce, but looking at the operation of liquor market, some enterprises are still in an extensive state and rarely carry out intensive cultivation. This has left an effective space for the operation of liquor enterprises. As long as enterprises can make more efforts in this respect and intensively cultivate in all aspects of market operation, they will certainly achieve gratifying results and gain a lot. According to the market working experience in recent years and the operation methods of other industries, this liquor marketing plan is specially formulated for market reference.

First, commodity distribution: carpet distribution is implemented.

For many daily necessities and food stores in terminal retail stores, it is an effective marketing strategy to implement carpet distribution when new products and varieties are listed. In the stage of products entering the market, enterprises cooperate with dealers to deliver goods to terminals actively, and through the implementation of carpet distribution, the distribution rate of terminals is rapidly improved.

(1) Features of liquor marketing scheme of carpet distribution:

1, centralized marketing plan. Concentrate manpower, material resources and financial resources to implement carpet marketing plan to distribute goods, which is huge and has a strong short-term impact on various regions, and it is easy for end customers and consumers to remember the promoted brands.

2. Quick marketing plan. Carry out carpet distribution, the distribution time is very concentrated, and develop wholesalers and retailers in the target area efficiently and quickly. It usually takes less than 30 days to complete 80% distribution in the target market.

3. Intensive marketing plan. The liquor marketing planning scheme of carpet layout is adopted, and retail stores such as grocery stores, couples' shops, small and medium-sized supermarkets, chain stores, hotels and restaurants are intensively developed in the target regional market, that is, one by one, and there is no vacancy in the layout, so as to realize dense coverage in space.

4. Systematic marketing plan. During the implementation of carpet distribution, the working system is meticulous and requires one step in place.

(2) The key to the success of liquor marketing plan for carpet distribution:

Carpet distribution can only succeed, not fail. If the distribution fails, it will dampen the enthusiasm of salesmen and dealers to promote products and increase the difficulty of follow-up work. In order to successfully sell carpets, we must do the following:

1. Choose dealers carefully.

In order to quickly spread the products to retail terminals in a short time, it is necessary to have the cooperation of dealers, mainly dealers, and the factory should cooperate with dealers to take the initiative to give play to its own network advantages.

Dealers should have a hard-working spirit, a desire to learn, and salesmen with rich sales experience.

When choosing distributors, we should choose growth distributors with terminal management consciousness and development desire. Marketing planning can't choose to wait for customers to come to the door? Sitting? Business.

2. Make clear distribution objectives and plans.

Are you online? Issue? Previously, the salesman had to conduct spot checks to understand the characteristics of the wholesale market and retail market in the target area, including the price difference between wholesale and retail products, payment methods, promotion methods of similar products, consumption trends and their * * * characteristics, and grasp the distribution of goods distribution objects.

According to the survey results, formulate detailed distribution objectives and plans, so that sales personnel can follow the rules. Clearly define the following items:

A. in which area should the goods be distributed;

B, how long will it take;

C, how many points to spread;

D, what is the issuance rate;

E. What standards should the promotion of terminal stores meet?

F. What are the supply prices and preferential delivery methods for customers at all levels?

G, estimate the quantity of goods of the distribution products;

Make specific advertising and promotion plans.

When making distribution objectives and plans, the liquor marketing plan should follow the following principles:

★, clear. ? Issue target? You can't be general, you must be specific.

Such as: supermarket-home, hotel-home, second batch-home, county-level outlets-home, public relations direct selling units-and so on.

★, can be achieved. According to the reasonable allocation of manpower, material resources and financial resources, the goal can be realized.

★, Target Wizard. The reward standard is determined by the distribution object. In the first place? Issue? When? What's the point? Pavement? The main criterion of assessment is not sales, but the number of transactions (the number of customers). In this way, the reward and punishment system for salespeople can improve their work enthusiasm.

★, timetable. Identify various customers? Issue? The specific time limit for completion.

3, commodity distribution personnel selection and training

Shoppers should have rich experience, strong driving force, skilled promotion skills and good oral expression skills.

Before commodity distribution, it is necessary to conduct formal training for distribution personnel to avoid problems and negative effects in commodity distribution, carefully study and analyze various difficulties that may be encountered in the process of commodity distribution, and formulate corresponding countermeasures. Training can be conducted in two ways: personnel discussion and scenario drills.

4, the distribution of personnel organization and division of labor

To implement carpet distribution, it is necessary to make overall arrangements, have a clear division of labor, and have unified command. The specific projects are as follows:

Male ~ female superior ~ poor strong ~ weak

5. (Liquor Marketing Theory) Liquor Marketing Planning Practice

Overall layout of vehicles

⊙ Supply scheduling, product warehousing control management

⊙ Explain and introduce to customers in detail

Collection and IOU registration

Point of sale advertisement posting

Strive for the best shelf position

Trial sample

Give away promotional items

Oral investigation

Understand competitive products

Moving goods

⊙ Fill in distribution records, distribution reports or distribution lists.

Acceptance of goods distribution

6. make it? Distribute rewards? policy

In order to arouse the enthusiasm of end customers and reduce the main force of distributing goods, it is necessary to formulate corresponding incentive policies for distributing goods. ? Distribution reward policy? It should be attractive, avoid negative effects and maintain a good price order.

? Distribution reward policy? There are two aspects:

A. Give a certain number of free gifts to the promotional items of end customers or according to the order quantity.

The cost of the product or article;

B. Reward and punishment measures for sales personnel;

Are you working hard? Distribution reward policy? Issues to be noted in the following situations:

★ There must be no loopholes in the distribution reward policy.

If the distribution incentive policy is not perfect, some customers may take advantage of it. Like what? A box and a bottle? The original intention of the activity is to motivate retailers and improve the quality of retail stores? Issue rate? However, some customers may buy a lot of goods to earn the benefits of gifts, which makes the activities deviate from the original intention of the enterprise and increases the promotion cost in vain.

To stop wholesalers from cutting prices? Dumping? ,? Issue? Gifts that cannot be cashed are better.

★ Avoid the impression of buying at a low price.

Is there any preferential treatment for retailers? Issue? Pay attention to accurate communication when communicating, and don't create a retail store? Low price? Misunderstanding, otherwise it will bring obstacles to the dealer's future shipment work.

★ Coordinate dealers.

The incentive policy for distributing goods is implemented through dealers, which requires dealers to be far-sighted and not to encroach on promotional items to implement them.

7, carpet distribution should have corresponding advertising support.

Cooperate with local advertisements when distributing goods, so as to arouse the interest of the terminal, reduce the resistance of distributing goods and make the distribution work go smoothly. Advertisements are mainly low-cost storefront banners, cross-street banners and huge ones.

8. Do a good job in post-service and tracking management of goods distribution.

After the goods are in place, the products enter the customer warehouse. In order to enter the normal sales track, we must make timely return visits and effective management. The follow-up visit is usually within three or four days after the first visit.

The purpose of a return visit is to make customers feel your concern and cheer them up. Look at the reaction of consumers and retailers to products, find out the existing problems and shortcomings, and find the basis for the adjustment of promotion ideas in the future.

At the same time, strengthen tally work, tally is as important as distribution. There are many products in every kind of products in a store, so it is difficult for the owner to take care of every product and the salesman needs to take the initiative. Every store tallies goods at least once a week, and good stores do it once every two or three days. We should put the products neatly in an eye-catching position, as high as the end of the shelf and the line of sight, so as to increase the visibility of the products and give consumers a strong visual impact, thus increasing the sales of retail stores.

If you ignore the goods after they are put away, they will be put away for nothing. On the one hand, retailers are disgusted. If it sells well, they can't find anyone to buy it. If it sells badly, they can't find anyone to return it. On the other hand, if the product is distributed next time, it will definitely be rejected by the retailer, which is equivalent to leaving a back road for yourself.

Second, promotion: continuous all the year round, pursuing innovation.

Through different forms of perennial promotional activities, increase product sales, improve market share and create more profits for enterprises and businesses.

Classification of promotion: Promotion can be divided into three categories: regular promotion, special channel promotion and traditional holiday theme promotion.

A, wholesalers, retailers, supermarkets, restaurants, their owners are concerned about economic profits, and their promotion should be considered from the interests. By investigating the market, we can understand the profits of other brands, and then formulate specific promotion policies to make this product more profitable than other similar products. Formally, we can give away products or more practical items related to this product that are more popular in the local market. Because the gifts are bought in bulk, we can negotiate with the merchants to get the lowest price, which reduces the promotion cost. Such as beer, drinks, electrical appliances, lighters, etc.

B, consumption promotion is to let consumers get unexpected gains and increase consumers' fun. Some interactive activities can be designed to let consumers participate in the activities in the process of consumption, enhance their memory and promote secondary consumption.

C, waiters and salespeople, after the products enter the end, they need to be recommended to consumers by waiters or salespeople, so they need to give certain benefits to waiters and salespeople and strengthen emotional construction. Methods: Giving practical or collectible small gifts and holding sales competitions can be adopted.

Special channel promotion: refers to the promotion of group buying, meetings and banquets. Organs, enterprises and institutions.

Organs, enterprises and institutions can take the form of giving away VIP cards and free consumption to achieve the purpose of public relations and guiding consumption.

Can be combined with professional hotels, large and medium-sized restaurants and other institutions for banquet promotion, and establish the image of the first brand of banquet wine.

Traditional festival theme promotion: according to traditional festivals, carry out promotional activities with different themes to improve product visibility and brand image.

According to Wen Guanghui, the social marketing he initiated has been applied to Fujian Jinfeng Brewing Co., Ltd., the largest rice-flavored liquor enterprise in Fujian Province, and achieved good results, which also made Jinfeng's brand power continuously improve. In Guangdong, Guangxi, Jiangxi, Hunan and other Fujian local and traditional rice-flavor liquor markets gradually gained momentum, which had a long-term impact on the development of Jinfeng liquor-making. Therefore, in the 5th China Wine Market Brewers Forum, it was especially shared with the industry practitioners.

The birth of social * * * financial marketing has given liquor another marketing weapon in the mass community.

Community is a force to be reckoned with.

A community is just a group, but a community needs to have some forms of its own. For example, we can see that a community should have a social relationship chain, which not only pulls a group, but brings people together based on a point, demand and hobby. We think such a group is a community. The community has a stable group structure and relatively consistent group consciousness; Members have consistent behavior norms and continuous interaction; Members have the ability to act in concert with each other. Community is a force to be reckoned with.

In recent years, liquor enterprises have been testing community marketing in order to find a more convenient and effective way to establish contact with consumers. Today, we will listen to Mr. Wen Guanghui, general manager of Fujian Jinfeng Brewing, and his latest research results, a new community-based liquor marketing tool, social financial marketing.

Today I'm going to talk about social financial marketing, which is usually what most people call channel marketing. I won't talk about it today. Today, I will talk about the challenge of financial marketing to the whole industry.

On February 6th, 2009, the annual meeting of Beijing Wukesong Gymnasium and Amway North China Southwest Region was held ceremoniously. 1. 10000 more than organization members attended the annual meeting at their own expense. This is a typical community, an organic unity with Amway as the core.

How do so many people get together? Why did they come?

My analysis found three reasons:

1. Because of organizational culture: motivation (motivating the weak, magnifying the benchmark), belonging, dependence and belief, they form a community, which is a way of life;

2. Career opportunities: build a free, beautiful, rich and concrete success;

3. Product consumption: individuals rely on long-term consumption, and the circle continues to consume benefits.

Why can't traditional industries establish organizations like Amway, Ping An, WeChat Business Alliance and Xiaomi? The reason is that consumption, investment, R&D and manufacturers are not combined. At present, the common traditional wine industry can't play, has no time to play, and looks down on playing. Corporate culture has not reached organizational stickiness, which leads to one-way product circulation (manufacturer-channel-consumer), and so on.

So, what should I do if I encounter such a problem? We understand that to build a new type of audience interconnection, the strategic principles can be summarized as four sentences: changing ideas, making quality products, establishing public trust and establishing organizations. Social marketing needs several concepts and methods, as follows.

Seven Concepts and Seven Methods of Social Financial Marketing

Idea 1: Good products are first-class marketing.

Method 1: Three keys of a good product: 1, quality threshold, and safety are prerequisites for all models; 2, product personality, giving consumers a clear and beautiful consumption reason and experience; 3. Make culture beautiful.

The product is 1, and the rest is the last 0. Future marketing is experiential marketing, so good products are the basis of all strategies and the best strategy to optimize marketing costs. However, good products have costs, are scarce and have thresholds. Quality threshold refers to the background factors such as R&D investment, storage scale of old wine, technical durability and industrial investment. At the same time, it is not enough to say that the year of raw materials is true, but also to form unique genes, including sensory evaluation and cultural carrier innovation. We have studied the indexes and characteristics of many Japanese wines, and we should agree with the effect of Japanese winery-style craftsman spirit on product quality and personality. Looking at our so-called innovation, choosing a shortcut is bound to be short-lived, such as the current? Younger? Our wine has gone into the misunderstanding of innovation. Is the distance from the new era just packaging? There must be more than that. Promotion can only solve the first purchase, not the second or continuous purchase. So, how to solve these problems? I don't think we should invent selling points, strengthen quality internal control standards and bear the time cost of products like Goldwind 80 thousand meters series. In order to make a good bottle of wine, monomer aging and seasoning stereotypes have been prepared for three years. In order to pursue the unique rice flavor of the ancient method, the enterprise finally decided to resume the traditional manual small jar brewing, so the area will be expanded many times, and the subsequent new land acquisition will reach 270 mu. Secondly, there is culture. We are trying to find the beauty of Chinese wine culture. We are not building a utilitarian culture under the social atmosphere, but it is fresh, warm and can sing. Cultural revival is also an important booster for industrial prosperity. At present, the wine culture in China has been destroyed by the reform and opening up. Now, how to rebuild the cultural beauty of liquor is an urgent and important thing. We are getting farther and farther away from young consumers. In the case of good products, we must rebuild the wine culture in China.

Idea 2: Create customers first, and then create channels.

Method 2: focus on extending the channel to the consumer side, and then pull the circulation channel after forming the foundation.

Is the traditional terminal still the engine of the market? Obviously not. Traditional channels are driven and carried by customers' basic consumption scale. Therefore, we must be clear:

1. The further extension of deep distribution is customers, but customer marketing is not related to group buying, face, kickbacks or power, but to the establishment of trust and the interconnection of interests. The expansion of consumer community is obviously the shortcoming of traditional wine enterprises at present, and it is necessary to adjust the talent structure to adapt to customer marketing, especially to organize roadshows and other conference marketing capabilities in the process of community development.

2. Demographic dividend, talent blind date and financial cost have great pressure on traditional channels (the cost of management, communication and time has exceeded the normal expense rate).

The problem between dealers and manufacturers is that no one can bear the time cost, financial cost and human resource cost of the brand.

Idea 3: Social communication is better than media communication.

Method 3: adjust the communication path and use the media budget to buy public relations.

Here, we should first think about whether we should spend money on the media or establish contacts. I want to adjust the communication path and buy public relations with the media budget. For example, at that time, Jinfeng held a wedding wine activity and passed the witness? The ceremony combination of giving wedding wine on the spot realized the extension of the advertisement to the large banquet scene, and finally extended the advertisement to the customer's living room by commemorating the wedding red altar. A wedding banquet wine won 1200 wedding banquets in three months, accounting for 70% of the wedding banquet share, which is a typical social marketing case.

Idea 4: We must establish social credibility.

Method 4: Establish quality reputation with a radius of 300 kilometers.

At this point, we firmly believe that reputation = sales force. Social credibility, building an experiential platform, positioning core strategies and forming social trust consumption. Jin Feng proposed experiential marketing with a radius of 300 kilometers. Before the establishment of the brand, we first established the quality trust of the production background. At present, the practice effect is excellent, and it has achieved a ten-fold increase in many towns and villages in zhangping city.

What else is there? Jinfeng rice field project? In the whole Longyan area, rice is repurchased by the village Committee, and the fields along the main roads are numbered, forming the right to experience outside the factory. In the process of purchasing rice rows in Hotan, what is actually established is subtle quality communication, which quantifies the supply of tens of thousands of tons from a grain supplier to thousands of households, thus establishing a mutually willing supply and marketing relationship with farmers in the village Committee. Because of this relationship, the daily use of wine in the village has become much easier to solve. This kind of high-quality advertisement is ten times stronger than traditional media such as TV and anti-aircraft guns. Let consumers know that my wine is brewed by his rice, and spread quality advertisements by buying back rice, which does not increase the cost too much for me, but we can have a good social correlation effect.

Idea 5: Build a channel equity platform institution.

Method 5: Share allotment at all levels.

Building a channel enterprise organization is an entity with local public interests. Through the way of equity, the platform of the sales company is set up, and the shares are distributed in two batches at different levels, key terminals and wine-using units, and * * * enjoys the backstage benefits, which greatly enhances the relationship with * * compared with the traditional single-channel trading relationship. Our sales company (Rongfeng Company) is a typical regional channel equity crowdfunding. It completed the organizational structure in one morning and now it has paid dividends once. Through continuous dividends, improve the stickiness of organization members.

Idea 6: Establish a social organization.

Method 6: Establish a public equity institution.

Building a social * * integrated organization is the only way for the development of enterprises, and it is an inevitable listing-oriented equity sharing, which allows relevant parties to deeply integrate and form a fast, efficient, active and unified public organization platform. In fact, as an organization, the most important thing is to form a mutually recognized and ecologically active organizational culture, whether it is the integration of equity or the distribution of shares by sales companies. Next month165438+1October 20th, we will hold the 60th anniversary celebration of Jinfeng Factory, the founding meeting of Fujian jinfeng investment Co., Ltd. and a large party. At that time, everyone will feel the power of a social organization. We must complete the construction of a social fair organization. Only organizations with good products, good enterprises and good reputation of entrepreneurs can enjoy social dividends, which is the strongest sustainable consumption power.

Concept 7: Let related parties deeply integrate.

Method 7: Establish a combined lifestyle and form a circle culture.

If we want to form a circle culture, we must adjust the team structure and know how to activate the community. Otherwise, the community put forward by many people becomes a utopian ideal, and many people's strategies are powerless. We must grasp it from the day when the enterprise was born. The bigger the enterprise, the greater the pressure of transformation decision-making, because the organizational structure and talent structure can not adapt to the social marketing transformation after long-term formation.

At this stage, the first thing we need to solve is the transformation of team structure. Our wine industry's conference marketing ability is generally weak, and consumers' one-on-one salon development ability is also lacking. In the future, there should be a certain proportion of members with strong infectious ability in our team. All investment modes and social marketing can be solved through group meeting marketing. How to express and control your whole business logic is very critical.

These seven concepts and corresponding seven methods are the core components of social financial marketing. Originated from Jinfeng's brewing practice, and repeatedly demonstrated and tested in practice, hoping to help solve the industry problem of community marketing. Of course, we are also constantly exploring. Time is much more inconvenient today. Amway only needs to share and have the opportunity to contact and communicate after the meeting.

In the off-season market from May to June, 65438+ 10, there are just two peaks of collective consumption, namely the wedding banquet market and the school banquet market. If the wedding banquet and school banquet are well spent, it will not only bring huge product sales, but also play a powerful leading role in the rapid rise of the brand. In fact, many businesses are carrying out such activities, but the effect can only be said to be average and unsatisfactory. The following is the wedding banquet, birthday banquet and school banquet of a county-level dealer in Hunan Province, and the effect is remarkable.

This dealer is a local weak merchant and its products are also weak brands. Even if certain promotion measures are taken, it is difficult to impress consumers. After many considerations, dealers adopted it in the wedding banquet market. Gift package? Form to carry out activities, he raised the price of a single box to 60 yuan, but in the wedding channel, he bought a box of products worth 100 yuan, including: drinks, cigarettes, Penang, black girl soybean milk and other products, so that consumers can more intuitively contact with the promotion policy. And set up a full-time wedding banquet team to collect wedding banquet information, directly take the wine to the owner's home, let the owner taste it, inform the promotion policy, and ask for at least 10 times without success. In May, nearly 100 wedding banquet wines were conquered in a certain place.

At the school party, Xie Shi party? Love to live and love to move xx? Theme marketing activities. Set up a special one near the test center in the early stage? Love quadrangle shed? Free distribution of promotional fans, mineral water, summer medicine, 2B pencils and other items to candidates and parents. After the exam, candidates will receive a XXX wine gratitude card with the admission ticket and write a few short words of thanks to their parents, such as? Mom and dad, thank you for your hard work. Wait? Then send it to your parents with wine tasting and take photos as a souvenir. At the same time, joint hotels, supermarkets, tobacco and liquor stores, wholesale customers, group customers and other promotional activities such as holding thank-you banquets, hanging banners, putting up posters, and placing X-stands. In these terminal sales outlets, consumers who want to hold a thank-you banquet can basically be attracted by the simple but large-scale promotion form of the brand, and then consume.

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