Tasting operation manual

The primary function of liquor tasting meeting is to solve the problem of consumers' taste breaking ice, establish a good reputation among core consumers and cultivate the brand loyalty of core people. Through the "public relations" and brand experience of consumers, the focus is not on frequency, but on the influence, status, consumption ability and diffusion ability of the invited people, thus driving themselves and others around them to consume brands!

The first part is the type of tasting meeting and the purpose of tasting activities.

About the types of wine tasting

1, new product launch tasting-for channel customers/group customers.

Time: within three months of the launch of the new product.

Invited objects: high-quality channel customers in the business development area, group purchase customers of dealers, and core consumers behind the terminal.

Tasting purpose: Through listing tasting, initially cultivate the target population and build the influence of products in the regional market.

2. Go out and have a tasting meeting-channel customer tasting meeting

Tasting time: held irregularly according to market conditions.

Invited object: high-quality customers of tobacco and liquor hotel channels (including cooperative terminals and target cooperative terminals)

Tasting purpose: enhance the confidence of channel customers, promote cooperation or make products the first choice recommended by terminal stores.

3. Please invite a table for tasting-channel/group purchase tasting.

Tasting time: held irregularly according to market conditions.

Invited object: Dealers buy customers and resources behind tobacco hotels.

Tasting purpose: to cultivate core loyal consumers and form lasting sales of products.

The purpose of tasting activities

1. The main purpose of tasting meeting is to conduct group public relations for core target consumer groups and formulate on-site sales policies to sell products.

2. Build a platform for the group purchase and public relations of the target group of liquor brands in the next step, and at the same time take advantage of the situation to carry out vivid publicity of liquor brands.

3. The tasting will be product-oriented, based on the emotional contact of the target group, and at the same time carry out public relations communication on the quality and interests of liquor brands.

4. Give play to the important role of small tasting meeting in establishing, maintaining and cultivating "small-sized" consumers.

The second part is the basic requirements for the operation of wine tasting.

1, site selection

Choose a Class A core hotel terminal and a new store of B+ chain store from the hotel terminals operated by regional distributors or with good relationship with customers, decorate the qualified rooms, increase the publicity elements of liquor brands, and decorate them into "liquor brand" image rooms as long-term fixed venues for holding tasting activities.

Convenient transportation, it is best to choose the location of regional landmarks, which is easier to find. In principle, you should choose a hotel that can be reached within 30 minutes' drive. There are plenty of parking spaces outside the store to ensure that customers who drive can park.

2. Tasting fee standard

Meal fee standard: the standard of each table tasting meeting is about 1000 yuan (according to county level, city level and provincial capital level);

Wine standard: a wine for tasting will be presented at each tasting (according to the number of people invited and the market classification of different grades);

Remarks: the dealer determines the hotel, box, meal fee and dishes according to the local actual situation; The meal fee is prepaid by the dealer, and the follow-up information is written off (there are also many manufacturers who directly invest in cash). 3. Requirements for the site (refer to the standard, which can be carried out according to the actual situation of the local regional market)

There should be a pre-meal tasting area (that is, a rest area) and a dining area in the private room, and the rest area should be separated from the dining area in principle;

Appropriate number of people: 8- 10 customers are invited to participate in each tasting, and it is more appropriate to choose a room with a table of 15. Moreover, the room should have projection space, which can be used to play product videos and explain product courseware.

Suitable type: the dining table is a round table, which is convenient for communication and creates an atmosphere. The total area should be not less than 30 square meters.

4. Venue cooperation mode

When a hotel signs a contract, it can negotiate with the hotel about how much it will cost each month or sign a designated room by other means. It is best to decorate the designated room into an image private room of liquor brand. If you need extra fees, you can exchange wine for coupons, which are used for meals at the tasting.

5, the choice of time

In principle, dinner is mainly held on Saturday and Sunday: specific time:18: 00-21:00; 18: 00- 18: 30 is the pre-meal tasting time; 18: 30-2 1: 00 is dinner time.

6. Selection and classification of participants

Government officials and business people who have the role of consumption leaders, presidents or leaders of associations who have certain influence in a certain region or industry, white-collar workers who have certain liquor consumption ability and hobbies, etc. Specifically, it can be divided into:

Government agencies: directors of bureau-level offices of functional departments (public security law, finance and taxation departments, development and reform commission, etc.). ), section chief, metre cadre, section chief, etc.

Finance: Vice President of Bank, Minister of Credit Department, etc.

Business category: president-level managers of various industry associations, corporate executives, private entrepreneurs, etc.

Real estate: vice president of real estate developer, director of office, supplier of real estate related industries, etc.

Other industries: such as manager of automobile 4S shop.

Other types of consumers: local influential community managers, who often buy other brands of liquor consumers at the same price as liquor brands.

7. Tasting materials: material details (reference)