Marketing Specialist’s Promotion Plan

After obtaining the exclusive regional sales rights, dealers, like manufacturers, mainly focus on two issues:

(1) How to spread the products in front of consumers.

(2) How to spread the product into the hearts of consumers.

The essence of the first issue is the construction of sales channels (channels), with the goal of establishing a lower-level distribution network, increasing terminal coverage, making it convenient for consumers to purchase, and effectively managing channels and terminals. and maintenance to ensure the stability and smoothness of channels (pathways) at all times. The second problem for dealers is to adopt effective promotional methods, such as advertising, business promotion, personal selling, public relations, services, etc., to guide consumers to buy our products, or when consumers are faced with multiple products When choosing, let consumers choose our products. This is a systematic work, which is inseparable from the participation of manufacturers and requires good collaboration and planning among manufacturers.

Each product has its marketing life cycle. Generally, we divide it into the introduction period, the rise period, the growth period, the maturity period and the decline period. The characteristics of marketing in different periods are different, and the focus of marketing work is also different. On the whole, water purifiers are still in the introduction stage for most cities in my country, and people have potential large demands. The marketing characteristic of the introduction stage is that the product has not yet been widely recognized and accepted by consumers. Therefore, informing consumers of the functions and benefits of the product is the focus of advertising in the early stages of the product entering the market. In some big cities, water purifiers may be on the rise. The marketing characteristics of this period and the focus of marketing work that should be considered are different. In short, market conditions vary from place to place. Dealers should consider actual conditions, adapt measures to local conditions, and work with manufacturers to formulate effective regional marketing plans based on sufficient market research. Including determining channel strategy, price strategy, promotion strategy, advertising strategy, public relations strategy, service strategy, etc. The core of marketing strategy is of course market-oriented and consumer-centered, integrating all promotion methods and strategic behaviors to satisfy consumers needs.

1) Channel strategy

The water purifier is a civilian product, how to promote it to consumers? For prefecture-level dealers, the following channel models are available for reference:

① Focusing on retail terminals, the channel model is:

Distributors to retail terminals to consumers

Dealers to retail terminals to group customers

Dealers to group customers

② Second-level wholesalers (such as wholesale water dispensers, water heaters, range hoods , rice cookers and other small household appliances or kitchenware), the products are distributed through an intermediary network. The channel model is:

Distributors to second batch merchants to retail terminals to consumers

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Dealers to second batch merchants to group customers

Dealers to second batch merchants to retail terminals to group customers

Dealers to group customers

③ Set up a store to sell in the wholesale market.

④ Mixed type. On the one hand, dealers supply directly to retailers, and on the other hand, they distribute products through wholesalers. The channel model is:

Distributors to second batch merchants to retail terminals to consumers

Distribution Business to second batch of business to group customers

Dealers to retail terminals to group customers

Dealers to group customers

⑤ Mainly direct sales, through their own The exclusive sales points or business personnel directly face various direct consumers.

Dealers to consumers

Dealers to group customers

Dealers should base their decisions on local market conditions, such as customer purchasing habits, market distribution, and market conditions. The size of the demand and combined with its own resource status determine the channel strategy, that is, the business model. Water purifiers are relatively unfamiliar products to most cities, and there are no relevant available dealer resources.

Therefore, it is recommended that dealers directly engage in the local consumer market and choose between terminal or direct sales models. Those with strong economic strength and experience in terminal operations can consider a terminal-based sales model. However, due to the characteristics of the water purifier, it is not a product that consumers can recognize at a glance. Therefore, the operation of the terminal should do the following:

① Selection and layout of terminals in local cities. You should choose one with good efficiency and reputation and the local layout should not be too dense.

② Training and management of sales promotion personnel. As the last step in achieving sales, promoters play a very key role in terminal sales. Because the water purifier is not a familiar product, consumers cannot recognize it when it is placed on the shelf. Even if they notice it, they have to understand the necessity of purchasing, the product itself, and which product should be chosen for them. Etc., these all require promoters to answer customers proactively, enthusiastically and sincerely. Therefore, product training, business training and incentive management for promotional personnel are the key to terminal operation.

③ Store display layout. Vivid and intuitive product layout can attract customers' attention. For new water purifier products, the first step in shopping mall sales is to find ways to make customers interested in learning about the product. Therefore, the design of product booths and the availability of promotional materials are also very important.

④ Organization of shopping mall promotional activities. Consumer purchases generally need to go through several processes of cognition, understanding, trust, and purchase. Because of the characteristics of new water purifier products, it is also very necessary to organize some promotional activities in shopping malls in a timely manner, such as on-site demonstrations, prize purchases, etc. .

⑤ Advertising in local cities. If consumers can go to the mall with a purpose to buy a certain product, that would be the best result. Therefore, in order to further improve the sales performance of the mall, dealers cooperate with some local advertising and publicity, which is very helpful for terminal sales.

If your own financial strength is not enough and you have no terminal operation experience, you can consider direct sales as the main method, and representatively choose one or two local large and very influential terminals as your window. There are also various methods of direct sales, including direct sales at your own store, community promotions, group purchase public relations for various enterprises, institutions, and government agencies, project public relations for newly built properties, purification needs of service industries such as hotels, guesthouses, and hospitals, etc. Dealers are required to set up an effective sales team, select and recruit business personnel, product training and business training, profit distribution, and target customer segmentation, carefully produce promotional materials or plans for different target customers, and formulate installation service policies. Development, training, etc., these are the keys to doing a good job in direct selling.

2) Determine the price system and sales policy

The key to market operation is to operate the price system and channel channels. Both channels and prices serve sales. After dealers choose a channel model, they should formulate sales policies for channel members at all levels based on market conditions, such as price, payment, service, advertising, etc., and sign agreements with second batch merchants and retail outlets. One goal is for everyone to operate. In addition to the commodity power of the manufacturer's products, incentive sales policies are also key. This requires dealers to have an understanding of the characteristics of second batch merchants and retailers:

① Second-level wholesalers: The so-called second-level wholesalers refer to wholesalers who purchase goods from the manufacturers’ direct customers (i.e. general distributors in various places) and then sell them to retail outlets. It is divided into three types: state-owned secondary wholesale, individual scattered wholesale, and individual wholesale market. Among them, the individual wholesale market is the main regulator of the entire secondary wholesale market and has become an increasingly important part of the secondary wholesale market. However, in some cities, the individual wholesale market is not very developed or even non-existent, and is mainly dominated by individual retail wholesale and state-owned wholesale.

In my country, more than 90% of individual secondary wholesalers play dual roles, that is, as wholesalers supplying goods to retail outlets, and as retail outlets selling directly to consumers. And currently, most secondary wholesalers (especially individual wholesale markets) wait for customers (such as retail outlets, group purchases, or individuals) to come to order. Only a few state-owned wholesalers and individual retail wholesalers have salespeople to visit their customers door-to-door.

The cooperation between secondary wholesalers and dealers is purely based on interests, especially for individual secondary wholesalers. What they pursue is price advantage, low profits, and fast turnover. Second-level wholesalers generally distribute multiple products at the same time, and their loyalty to manufacturers and general distributors is very low. They will distribute the products of whose products are more profitable, whose products sell well, and whose products have greater support.

② Retailer: Also known as the retail terminal, it faces consumers directly and is the most important part of the channel members. The decisive factor is the terminal. Whoever does the terminal well will occupy the market. The importance of the terminal link is explained. For water purifiers, the sales terminals can be: shopping malls, supermarkets, shopping malls, home appliance stores, plumbing equipment stores, Wujinjiaodian stores, water treatment equipment and equipment specialty stores, and currently rapidly developing chain stores, etc. The characteristic of retailers is that they mainly make money from wholesale and retail price differences, and generally their profits are relatively high.

Regarding the importance of the retail terminal, Boston Company believes that the retail terminal is the most important link in the entire supply system because it is related to all aspects of the supply: users, salesmen, and buyers. , distributors, and publicity and promotion units are all connected with retail points. Effectively influencing and controlling activity at retail outlets is extremely important to establishing a competitive advantage in the face of aggressive competitors. This is true both at home and abroad, without exception.

Pan Wangbo, general manager of the Beijing branch of McKinsey Management Consulting, emphasized that in order to increase product sales, the most important thing is to control the terminal, that is, the retailer.

Most consumers make purchase decisions at retail terminals. Therefore, in the future promotion of water purifiers, dealers should choose appropriate retail terminals based on the purchasing habits of local consumers and focus on terminal promotion and terminal construction. In the regional market, dealers have three strategies to increase product sales:

A. Increase product distribution rate and allow more retail terminals to sell products;

B. Increase Store share allows each store to sell more products;

C. Do a good job in large store sales, that is, some important retail stores, whose sales volume accounts for the total product sales of dealers. Occupying a large proportion, dealers must do a good job in sales to key retailers.

To do the last two points well, we must attach great importance to the construction of terminals. Huiren Shenbao, which has quietly emerged in the market in recent years, adheres to the four-one construction standards for terminals, that is, the product is placed in a conspicuous position, there is a display board, a desk card, and a terminal. Good customer relations. Someone has summarized the experience of making terminals for your reference:

1. Shelf display. Requirements: rely on routes with strong consumer mobility, shelves and counters with equal sightlines, proximity to well-known brands and similar products, horizontal display or vertical display.

2. Paint the product to the top. Requirements: Each variety and specification should be displayed in 2-3 rows, and the bigger the better. There must be more than your competitors.

3. Product packaging. Requirements: Depends on the actual situation of each retail store. For example, retail stores in administrative districts, hospitals and other places must display gift box packaging, while other stores should consider simple packaging.

4. Product inventory. Requirements: The shelves should be constantly replenished, and the inventory should be at least one week longer than the purchase period.

5.POP layout. Requirements: shelf cards, store flags, hanging flags, banners, posters.

6. Floor display. Requirements: Display 1-2 representative products at the ends and stacks of your own products.

7. Maintenance. Requirements: Sales staff should replace POPs, keep shelves tidy, and replenish supplies when visiting customers, and ask store staff to assist with the above work and maintenance.

Of course, while doing the above-mentioned hard terminal work, we should also pay attention to the construction of soft terminals. The so-called soft terminal refers to people who are frequently active and changing: mainly promotion personnel, salespersons, shopping mall leaders, expert promotion consultants and on-site promotion personnel. Measures such as promotion and product training for sales staff, formulating incentive policies, and improving customer relations can be taken.

In short, interests are the key link between dealers, second batch dealers and retailers. To establish stable distribution channels and cope with the fierce competition of similar products in the market, dealers must first design a good sales strategy The price system of each link in the channel allocates how much to each member according to the characteristics of the members at each level, ensuring the interests of channel members at all levels. And manage and control through sales policies to maintain the stability of the price system, channel stability and market stability.

3) Promotion strategy

Promotion is the Promotion in the 4P of marketing mix (product, price, channel, promotion). For enterprises and dealers, they must not only develop (or operate) marketable products, provide complete services, formulate attractive prices, and design channel models to ensure that products flow smoothly to target customers, but also require enterprises or Dealers control their image in the market, design and disseminate information about the product's appearance, performance, features, purchase conditions and benefits to target customers to promote product sales and ensure the success of marketing activities.

From a definition point of view, promotion means that companies that provide products and services disseminate information to consumers, intermediaries and other publics in a variety of ways, establish an image, win favor, and influence and promote People’s purchasing behavior and consumption activities. The essence of promotion is a communication activity, in which the product provider sends out information as a stimulus and transmits the information to one or more target objects to influence their attitudes and behaviors. The functions and effects of promotion are:

(2) Persuading to buy, deepening target customers’ understanding of products through promotional activities, persuading and prompting consumers to purchase products, and achieving the purpose of expanding sales.

(3) Strengthen the competitive position, that is, through promotional activities, the differences and unique advantages of this product from other competitors' products can be recognized by consumers and consolidate the market position.

(4) Establish an image. While expanding sales, we should also establish the image of operators and products in the public mind, and cultivate consumers' loyalty to products and brands.

The promotion process is an information communication process. As a dealer, after obtaining the manufacturer's regional sales rights, it must communicate with lower-level distributors, consumers and the public through advertising, sales There are four methods: promotion, personal selling, and public relations. Dealers should make effective combinations based on local market conditions and the characteristics and impacts of the above four promotion methods to achieve the determined promotion goals.

(1) Advertising

Advertising is the most powerful weapon to open the market dam. Whether it is the promotion elements in traditional marketing, the communication elements of the now popular integrated marketing communication theory, or the relationship elements emphasized in new marketing theories, it is clear that they all depend on the construction of media channels. In particular, the currently popular and practical concept of communication as marketing further reflects the importance of advertising media channels. Advertising is divided into two types: soft advertising and hard advertising. It takes the form of television advertisements, newspaper advertisements, magazine advertisements, street sign advertisements, wall advertisements, leaflet distribution and other forms. Limited by their own conditions, dealers can choose different combinations of advertising forms. Advertising media channels are equally important as sales (channel) channels, and dealers must grasp both.

From the current theoretical and practical application, the concept of integrated communication is undoubtedly the most authoritative strategy with the highest input-output rate. The so-called integrated communication is to use all necessary communication media and tools that can reach consumers to spread the same theme and voice. The specific operation may be quite difficult: first, you don’t know which media and tools to use; second, you don’t know which sentence or topic to spread can summarize all the information you want to spread; third, your own management is lacking or difficult. Be highly systematic and have doubts about how to implement it. The root causes of these three problems are that one is that the core concept of the manufacturer's product is unclear, and the other is that dealers do not have enough understanding of local consumers' lifestyles and media contact habits.

Therefore, in terms of communication, dealers should conduct sufficient market research, communicate closely with manufacturers, coordinate designs, and convey the core concepts of products to consumers in an accurate and effective combination.

For new products such as water purifiers to enter the market at the initial stage, the first task is to increase the awareness rate of the product, that is, to let everyone know about the product as much as possible and create a market atmosphere. In terms of advertising and publicity methods for water purifiers, it is recommended that dealers focus on community publicity and terminal publicity, post posters in the community, send exquisite foldouts and product promotional materials to families, and do a good job in terminal publicity and construction. Of course, dealers can consider the organic combination of advertising forms such as television, newspapers, and outdoor tangible objects based on their own conditions and local conditions.

Making tap water cleaner is the core product concept proposed by Chengdelai Company for the introduction of water purifiers in most markets. It clearly positions the water purifier to improve the quality of tap water and highlights market details. points, clarify the main uses and potential benefits of the water purifier. During the market introduction stage, members of our entire sales network at all levels must have a unified understanding. Focusing on this core concept, we must convey consistent information to consumers so that consumers can generally understand it. Water purifier function in order to achieve the best consumption guidance effect.

(2) Business promotion

Business promotion is also called sales promotion, which is what we generally understand as promotional activities. It refers to a way for operators to use various short-term incentives to encourage purchases to promote the sales of products or services. Business promotion methods include promotion methods targeting consumers, promotion methods targeting intermediaries, and promotion methods targeting salespeople. There are forms such as gift coupons, discounts, paid gifts, displays, demonstrations, exhibitions, etc., which almost include the sum of various promotional methods except personal selling, advertising and public relations. The definition of the American Marketing Council is: in addition to personal promotion, advertising and publicity reports, various marketing behaviors that stimulate consumer purchases and dealer benefits. The characteristics of business promotion are discontinuity, various forms and immediate effects. When promoting new products or services or competing directly with competitors, the role of business promotion is very obvious. There are three types of business promotion tools:

1) Business promotion tools for consumers

① Samples. A certain number of products will be given to consumers for free. Samples can be delivered by door-to-door delivery, by mail, in stores, attached to another product, or indicated in product advertisements. Promoting a new product through samples is the most effective and most expensive method.

② Coupon. A coupon is a document that allows the holder to pay a certain amount free of charge when purchasing a certain product. Coupon distribution methods: mailing, attaching to other products, and inserting in magazine or newspaper advertisements. The recovery rate varies depending on the method of distribution. Typically, newspaper coupons have a return rate of about 2 within the expiry date, those distributed by direct mail have a return rate of about 8, and those included in other products have a return rate of 17. Coupons are effective at stimulating sales of established brands and encouraging the use of new products.

③ Cash discount. Paying cash for a discount is similar to a coupon, except the discount occurs after the purchase rather than at the time of purchase. After shopping, the customer will send a proof of purchase to the manufacturer, and then the manufacturer will refund part of the purchase price to the consumer by mail.

④ Give away prizes (or gifts). A giveaway is the sale of a product at a relatively low price or for free as an incentive to purchase a specific product. The forms include: 1. Attached gifts, which are included in the product or package; 2. Free mailing gifts, which means that consumers will send a product back when they send proof of purchase; 3. Natural gifts, that is, the product will be sold at a low price. Sold to consumers at normal retail prices, or provide consumers with a variety of gifts bearing the company's name.

⑤ Contests (lotteries, games). Contests offer opportunities to win cash, travel, merchandise, etc. as a result of purchasing something. A competition is when consumers provide the organizers with things to participate in the competition after purchasing a certain product, such as suggestions, advertising words, and product knowledge, which are reviewed by the evaluation team to determine the winner. A lottery is a lottery where consumers participate in prize draws after purchasing goods. The game refers to the guessing game that you can participate in when purchasing.

⑥Reward for patronage. When consumers purchase products from specific sellers, they receive cash or other rewards based on purchase volume.

For example, most airlines have a frequent flyer program, which stipulates a certain number of miles. Passengers who fly up to this number of miles can get a free flight.

⑦ Free trial. This refers to inviting potential buyers to try the product for free in the hope that they will make a purchasing decision.

⑧ Product guarantee. Product guarantees are an important promotional tool, especially when consumers value product quality. Can provide a longer quality guarantee period than competitors.

⑨ Purchase on-site (POP) displays and demonstration performances. POP display and demonstration performances refer to helping retailers arrange the scene at the sales site.

2) Business promotion tools for middlemen

① Purchase discounts. It refers to the direct discount the dealer receives from each purchase within a certain period of time against the quoted price. Such discounts can encourage middlemen to purchase a certain quantity of products or to carry new products that they would not normally stock.

② Subsidy. Subsidy means that because retailers have contributed to the company's products in certain places, the company gives them some form of benefit to encourage and reward them. For example, advertising allowances are used to reward dealers for advertising products; display allowances are used to reward dealers for displaying products and organizing special display activities.

③ Free products. When the middleman purchases a certain amount of a certain product, the company provides him with a certain amount of free product. Enterprises can also provide special advertising products with the enterprise name or advertising information, such as pens, pencils, calendars, notepads, ashtrays, lighters, stationery, etc.

3) Main business promotion tools

① Business exhibitions and conferences. National business organizations, regional business agencies and industry associations organize exhibitions and conferences every year, renting space to a certain range of enterprises to display their products at the exhibition.

② Sales competition. Sales competitions include salespeople and middlemen, with the purpose of motivating salespeople or dealers to increase sales results within a certain period of time and rewarding those who succeed. Most companies conduct one or more sales competitions each year, called incentive programs, in which top performers receive trips, bonuses, or gifts.

The above are business promotion tools for different targets. For dealers, when considering and choosing which tool to use to achieve their goals, they also need to comprehensively consider business promotion goals, product types, market environment, and competitive conditions. Based on various factors such as the effectiveness and cost of various tools, we will develop a specific business promotion plan based on the intensity, objects, channels, time and promotion budget of the promotion. Chengdelai Company will plan some promotional activities for dealers and consumers from time to time every year, or design some promotional plans for dealers' reference. Generally speaking, business promotions can stimulate a rapid increase in product sales in the short term and gain a certain competitive advantage. But in the long run, sales promotions are unlikely to build brand loyalty.