How to do wine marketing well

Mr. Yu Fei, a well-known brand marketing expert and CEO of Lanzhiyang International Marketing Consulting Agency, pointed out that the following eight aspects can bring enlightenment to many wine marketing directors: forming a kind of * * * knowledge. If the wine business owner is a strategic decision-maker, then the marketing director is the commander and practitioner of policy formulation and tactical application. Even more often, the latter assumes the role of decision maker, because it is close to the market and knows the market better. As a famous marketing director, he should have his own unique views on the company's development strategy and brand planning, especially on the basis of full communication with the company's boss, in order to maintain a high degree of consistency between market concepts and management methods. It should be said that the marketing director has a keen sense of smell and unique insights on product positioning, opportunity innovation and promotion because he is often in the market, which is precisely the concrete embodiment of formulating business policies, defining marketing strategies and implementing team management. Communicate with the boss in time, get support and help, be good at gaining team understanding and work hard for it. There is no doubt that as the boss of the company, he is in charge of the overall situation, and he should devote himself to product research and development, production and sales. The responsibility of the marketing director is how to form a high degree of unity between the comprehensive advantages of market experience developed over the years and the strategic intention of the boss. It certainly doesn't exist. I come from the market. I know more about the market and consumer psychology than my boss, so I am self-righteous and go my own way. This will not only get the corresponding support from the boss, but also get the real understanding of the following employees. Once something goes wrong, the first thing that gets into trouble is yourself. Leading a team marketing director is the soul and benchmark of the whole marketing staff. In addition to their own responsibilities, they should also have a global and holistic concept, stand on high and be strict with themselves, instead of equating themselves with regional managers and fighting alone. On the contrary, they should lead the team Qi Xin to work together and earnestly implement it on the premise of understanding the company's policies. Therefore, as a team leader, we must be tolerant and broad-minded. Even if we are very capable, we should pay attention to unity and mutual assistance and work together. In the attitude towards employees, we should not only encourage but also encourage them, and we should not publicize our achievements, because the market is changeable and we are not discouraged when encountering setbacks. Just think, winter is almost over, can spring be far behind? We should understand that people's hearts are made of meat, and people are eager for emotional comfort. Therefore, in the specific work, we should not just complete the task with a straight face, but try our best to unite people and find the market breakthrough. In the era of shortage economy, marketers are often passive groups, and their behavior role seems to be to win living space and development opportunities through hard work and sweat. However, times are different, and the track of rapid economic development can't contain the memory of the past and the echo of history. Now is the era of surplus economy. The high homogeneity of products and the convergence and segmentation of the market often make enterprises look for a window of hope in the confrontation between ice and fire. Unfortunately, there are some people around us. Marketing is just a transit point where they have no choice but to make a living passively. The condensed years are nothing more than the superposition of experiences, the accumulation of age and other quantitative machinery. They don't have a long-term plan, and they don't really consciously understand the essence of marketing. In practical work, they don't want to creatively adjust their strategies according to the dynamic changes of the market. They just blindly carry out them and sometimes even blindly follow them. Once the work is not satisfactory, I immediately think of the next port, so job-hopping becomes inevitable. In this case, as a marketing director, he should deeply understand the essence of marketing, gain insight into the drastic changes in the market, plan the career of marketers from a long-term perspective, implement the selection measures of "excellent, equal and inferior" from the perspective of corporate values, scientifically quantify the talent standards, closely combine salary with performance, and at the same time do more help and persuasion, strengthen training at ordinary times, further emancipate the mind, put down the burden and go into battle lightly. Otherwise, behind short-sightedness, there is bound to be a bleak prospect. Formulating a set of planned tasks and indicators is a common practice for marketers in the front line. Basically, performance indicators are required to increase or double every year, and the rationality of indicators is often the weight to test the real efforts of marketing directors. Setting the price too high violates the objective law, which can satisfy the boss's blind vanity. It seems that there is light on the leader's face, but the market personnel know that endless cakes will not cooperate, and sometimes they will try their best to disrupt the market by cross-selling at low prices, which will eventually damage their prestige and make it difficult to have the right to speak in the future. The order is too low for the boss to explain, which breeds the inertia of the marketing staff, step by step, and does not seek progress. Therefore, how to make a reasonable decomposition task plan should be based on a clear understanding of the market development trend and the real situation of existing product sales and operation. Set goals as the saying goes, there is pressure to have motivation. A product should have a long-term goal besides a clear positioning. Every step and detail in marketing work should be scientifically planned and reasonably decomposed according to the objectives and tasks. Because of the goal, our cause has a head start; With the goal, the operation of each task will not deviate from the course, and it will be revised and improved anytime and anywhere. Therefore, it is very important to control and manage the business in each stage and period according to the objectives. Once it is not done well, it will delay the market process. To find a successful way, there must be a way. Why do some alcoholic products rise in the market, while others come and go in a hurry and soon disappear? This is the charm of the method. As the soul of the whole marketing team, the marketing director should stand tall and look far in the face of homogeneous competitors. How to avoid risks in your products and how to improve the enthusiasm of the team need to find a correct method. Especially the marketing director, facing the strong competitors, needs to boldly highlight the differentiation and innovation in product concept, positioning and packaging. For example, many imported wines emphasize the winery culture and royal background, which makes it difficult for consumers to feel attractive and fresh. On the contrary, the products planned by a Lange intellectual care organization highlight differentiation and originality, remind beauty and health care in publicity, and put forward the brand proposition of "nourishing heart, mood and life". Others specialize in market segmentation for women and strengthen the concept of personalized customization. Look, this is a unique way to get ahead of the competitors. This is just like in the automobile market, Mercedes-Benz has the most distinguished position, BMW has the best driving performance, Hyundai has the lowest price, and Volvo has the safest position. Summarize a model In the era of economic surplus, the marketing director is under heavy pressure. The channel cost is getting higher and higher; Higher and higher advertising costs; Faced with the "three highs and one low" market situation, the traditional marketing model of "big advertisement+big thoroughfare" should be adopted to make a big fuss about refinement, or the database marketing model of "technology+service" should be adopted to make a big fuss about refinement, or other ways such as direct selling, experiential marketing, network and group buying should be adopted. , to avoid the edge of competitors. These are all decisions that the marketing director needs to make after careful consideration. For example, some time ago, a brand market was hot because it armed the wine industry with the marketing model of health care products, thus achieving a successful model. Mr. Yu Fei, a famous brand marketing expert, believes that as a famous marketing director, you should never use personal preference, empiricism and bookishness to replace system management. You should know that the team you lead is lazy and never expects employees to be conscious. If there is no reasonable process, good working principle and perfect system, then all levels of the company are fighting for their brains and abilities. How can it be implemented well at this time? The art of establishing brand marketing is roughly the art of establishing brand. The marketing director should have such an understanding that making wine products should be upgraded to making brands. As we all know, when a product is marketed, its value is only a product name at most. In fact, it is not enough for a product to have a brand name. What matters is what the brand name stands for. What association, performance and expectation will it evoke? How much preference can it create? If it is just a brand name, it will eventually go into history. Therefore, the establishment of a brand is not only to establish a brand image, but also to manage every contact between customers and brands. As a marketing director, we should deeply understand that when a team operates a brand, it implies the relationship between products and customers, and implies a set of special products and services that customers expect. Therefore, brand loyalty is established by meeting or even exceeding customers' expectations, that is, by conveying customers' pleasure. Since all employees, dealers and agents of the company may have an impact on brand experience, the challenge of brand management lies in mastering the quality of all brand contacts.