Alcohol promotion plan

In 20** years, the liquor industry in China shrank in an all-round way. The annual sales volume was only 420 19000 tons, down 1 1.75% year-on-year, down 50% compared with 1996 in the boom period, and the sales revenue also fell below 40 billion yuan. The liquor market is still confused: price war, advertising war, brand war, terminal war and promotion war are all cut together; The reshuffle of the industry is not over yet, and the new pattern cannot be called out; Tasly, Lifan, Jianlibao and other foreign capitals. In the face of the aura of profit, they all fell into the jar, making wine and speculating the market in a big way, which undoubtedly made the disorderly liquor industry worse. ...

Under the impact of multiple unfavorable factors, the top famous mouths in the liquor industry are still ridiculously watching the world go away and I am still standing still; And some powerful brands are willing to sacrifice profits to clear the way, fight their way out and win market space; If small and medium-sized liquor enterprises with poor strength want to break through and survive in the cracks, hand-to-hand combat is only a dead end, so it is a marketing coup to find new ways to outsmart cakes from market segments.

Through the objective analysis of its own resources and macro-competitive environment, the wine company decided to take the wedding banquet market as a breakthrough and Weifang prefecture-level city as a pilot, which lasted nearly one year and achieved remarkable results. At the same time, it also opens up a brand-new idea for the marketing of weak liquor brands in adversity.

An analysis of wedding banquet market opportunities

First, the wedding banquet market has a huge consumption capacity of liquor.

As the saying goes, no wine is no feast. Whether it is family reunion, business banquets, weddings and funerals, or friends drinking wine, it is necessary to add interest to the table, especially for wedding banquets, and liquor is indispensable. According to the folk custom in China, April to the end of April in the lunar calendar is a good day to get married. Located in the vast rural areas of Qingzhou, weddings often require three days and six meals, with a large amount of alcohol. Although it runs counter to the new marriage office advocated a few days ago, it is difficult to change the old habits and customs for many years in a short time. It can be seen that the wedding season lasts for a long time and the liquor market has a large space available, which has laid a good capacity guarantee for our key involvement in the wedding banquet market.

Second, the wedding banquet market lacks a strong leading brand of liquor.

Many enterprises have long coveted the cakes in the wedding banquet market. In the field of candy, but in the field of liquor, the "Red Bean Destiny" of Wuliangye Winery, the "Today Destiny" of Wenzhou, Jiangsu, the "Centennial Celebration" of Beijing Yansha, and the "So-and-so Wedding Wine" of various grades of other wineries are all trying to grab the wedding banquet market. However, market segmentation is not only the segmentation of brand names, but also the result of extensive marketing. Looking back, there are many kinds of liquor placed at people's wedding banquets, from Wuliangye, Jiannanchun and Gumianchun to Kouzijiao, Jinliufu and Liuyang River, and it is impossible to determine a leading brand of liquor. Therefore, the low-level competition in the liquor wedding banquet market and the lack of leading brands have strengthened our determination and confidence to seize this segment.

Third, the wedding banquet market has a wide influence and a high frequency of word-of-mouth communication, which is conducive to creating a market atmosphere.

The entry threshold of liquor industry is low, and the product homogeneity is high. Since Qin Chi won the title of CCTV, the liquor industry has started advertising and promotion wars. Brand demands are varied, all kinds of media bombard each other, and information overlaps and floods, which makes consumers sit on pins and needles, and the large amount of money invested by enterprises will ripple at most, and soon return to calm. The survey data shows that among the factors affecting consumers' brand choice, the recommendation function of word of mouth has a great influence on liquor brand choice, ranking before advertising and promotion; Especially on wedding occasions, people flow like crucian carp. The grade of restaurant, the quality of dishes, the brand of drinks and the choice of candy are all topics that people talk about after dinner. The word-of-mouth established through the wedding banquet market has great credibility, less information interference and high communication efficiency. Therefore, how to put our brand liquor into more wedding occasions is the highlight of this year's marketing work.

SWOT analysis of brand

Because the wedding banquet market was not included in the company's original brand development plan, the strategy has changed now, and the product planning and promotion strategy should be adjusted. What we have to do is to find a way to minimize the loss. In view of the limited capital, manpower and other resources, the company adopts the strategy of "walking on two legs", that is, outsourcing the targeted development of new wedding liquor products to professional design units, which will be completed this year and promoted next year; General mobilization within the company, SWOT analysis of G brand, determined to find a bright spot under limited resources, combined the existing packaging products with the concept of "wedding wine" and digested it through wedding channels.

First, advantages

1, the product packaging is mainly red, and the appearance is festive, which conforms to the lively atmosphere of folk customs and wedding occasions;

2. The brand name implies auspiciousness, which is a good oral color commonly used in happy events;

3. The product pricing is reasonable and the price distribution is scientific, which is in line with the psychological affordability of most consumers;

4, five grains brewing, excellent quality, rich aroma, high taste acceptance, not on the head after drinking;

5, Guizhou, Yunyan expensive wine has always been famous and has the advantage of producing area;

6. The market has been invested in the early stage, and it has a certain popularity among the target consumer groups;

7. Marketing personnel at all levels have rich market experience, professionalism, enthusiasm and drive;

8. Flat management structure and quick response to the market.

Second, the shortcomings (w)

1, the brand personality is not distinct, and it is not directly related to the wedding;

2. The existing product packaging lacks obvious pertinence, and competing products with similar packaging abound;

3. The early investment is not combined with the wedding, which wastes resources and weakens the financial strength of the future transportation market;

4. It belongs to upstart liquor, and the target consumers' trying purchase rate is low, and brand trust has not yet been established;

5. The existing customer channel network is not perfect, and the market product coverage is low;

6. There is no uniform standard for terminal display and maintenance, and the market quality is generally not high;

7. The development of the second batch of merchants is difficult, and dealers are generally cautious about choosing new brands of liquor as agents.

Three. Opportunity (o)

1, the wedding banquet market is one of the important occasions for liquor consumption, with huge capacity;

2. At present, the liquor wedding banquet market lacks strong leading brands, which is a good time to intervene;

3. The wedding banquet market has a wide influence and a high frequency of word-of-mouth communication, which is conducive to creating a market atmosphere;

4. Save the high terminal cost, go astray, and strive to produce greater benefits;

5. Lay the foundation for the wedding banquet, and then expand it to wedding banquets such as birthday banquets, New Year's Eve dinners and celebrations, and gradually expand the market share.

6. The competition level of liquor in the wedding banquet market is low, and the barriers to entry are relatively small.

Four. Threat (t)

1, this market segment basically has no previous experience to learn from, and the process of self-exploration may encounter unpredictable difficulties and hinder market development;

2. Marketing tactics and means are reproducible, and there is the possibility of being followed and imitated by competing products;

3. The company's own resources are limited. Once we are targeted by strong competing products and the competition escalates, our company will once again fall into a passive situation;

4. Liquor has a short epidemic period, so it is called "drinking one brand a year". A little carelessness in brand planning and market operation will lead to "short life" at any time.

After the above analysis, it can be predicted that the opportunities for wedding banquets outweigh the challenges! Company leaders immediately took action to demand "fast, ruthless and accurate" to seize the wedding banquet market in Y city, quickly transferred some elite soldiers from all over the country, set up Y city office, and personally ran the market, and put forward "three changes" in marketing strategy:

◎ Market operation changes from randomness to planning;

◎ Market support has changed from broad target consumer groups (male, aged 20-60) to specific target consumer groups;

◎ The channel policy has changed from one or two dealers to regular terminals and special terminals.

Marketing Strategy of G Brand Liquor for Wedding Banquet in Y City in 20** years.

First, brand image remodeling:

Brand personality: cheerful, confident, mature, helpful, with intellectual beauty and affinity.

Brand association: female, bosom friend, knowledgeable and polite, with a wide range of friends, like lively occasions.

◎ Slogan: (omitted, an auspicious and beautiful slogan that can closely link the brand name with the wedding occasion)

◎ Promotion theme: wedding consultant of wedding partner.

Description: Market research proves that in order to really expand the channels of wedding banquets, the target consumers need to get more goods and services with more benefits (both spiritual and material). Therefore, we can't simply sell wedding wine, but do a good job of combining wedding service-this is the key to really attract consumers and hopefully establish the brand position of "wedding wine" in the wedding market among target consumers. ※.

Second, the choice and design of marketing tools:

◎ Selection principle: beautiful and practical, novel and unique, often used in terminal layout, promotional activities or wedding occasions, it is best to keep it for a long time and the price is low.

◎ Design principles: festive, elegant, eye-catching, dilute the commercial atmosphere, the product logo is obvious but not stiff, and the human touch is strong.

Examples of tools: calendars, posters, product display stands, product leaflets, round and heart-shaped balloons, hi-word stickers, guest sign-in books, invitations, seating arrangements, etc. Brand slogans should be printed on all tools, but not over-publicized.

Third, advance into special terminals to compete for eyeballs, gain the right to speak, and promote indirect sales.

Selection requirements of dedicated terminals: wedding-related places or places with low cost that allow alcohol display or publicity (including hidden publicity and word-of-mouth recommendation) and can directly convey product information are necessary for target consumers to handle wedding matters. For example:

1, marriage registration offices of civil affairs bureaus of cities, counties and towns:

In principle, government agencies are not allowed to conduct commercial publicity, but they can try to win the cooperation of staff in distributing hidden publicity materials by giving small gifts such as wine samples and calendars. For example, after successful registration, each couple will be given an invitation with blessing words and product information and a set of red "hi" characters to decorate the new house, leaving a preconceived good impression on our liquor brand. Our company's exquisite annual calendar and desk calendar hanging on the desk of the registration office also inadvertently played a role in reminding brands.

2, wedding photo studio:

You can intervene in a two-way cooperation and joint promotion. First of all, in order to win the good impression of the studio, in the publicity of the studio, I offered to give G brand liquor as a gift to every couple who took pictures; Secondly, persuade the photo studio to set aside a special corner for wine display and layout, distribute wedding invitations and promotional materials, and strive to create a wedding atmosphere; In the choice of methods, we can bundle "G brand liquor+wedding photography" for promotion, set a larger profit margin, and give wedding supporting services at the same time, which will give real benefits to the target consumers.

3. Wedding company:

The basic operation idea is the same as that of "wedding photo studio", but it can be done more professionally and the service is more thoughtful and meticulous, thus improving the brand trust of the target consumers.

4, the local famous candy distribution point or business department:

Take Y city as an example, the wholesale of towns and urban areas has long been more than just a "channel" concept. 60% of their functions are end customers and the main places for consumers to buy wedding wine and candy. Therefore, it is the knowledge of FMCG to disperse products to wholesale distribution points and take the "big circulation" route. In the actual exercise, the sales situation of a chocolate business department is extremely hot, especially among the professional liquor wholesalers who have few stocks. After the visit, the visitor suddenly realized that the dealer was a little clever. He adopted the way of tying wedding candy and liquor at a discount, which allowed consumers to enjoy the benefits and convenience (wedding candy and liquor were enough at one time), but at the same time, he inadvertently squeezed out the competitive brands and seized the market opportunity. In view of this, we quickly refined and promoted this model, and also tilted to the distribution point of Xitang in terms of sales policy.

5, the original developed restaurants, supermarkets and other conventional docks:

In recent years, in the FMCG industry, it has been generally accepted that "the terminal is king" and "the terminal wins". G brand liquor entered Y city for more than a year, and some conventional terminals such as restaurants and supermarkets have been developed one after another. However, due to weak brand power and poor terminal maintenance, it has never produced ideal sales. This time, taking the opportunity of brand renaming, the terminal outlets were cleaned and screened, and the display and maintenance of Class A terminals were strengthened with limited human resources. And around the theme of "wedding partner, wedding consultant", we provided balloons, ribbons, wedding stickers, flowers and other materials to help the hotel arrange the wedding banquet, which won the favor of consumers, hotel owners and waiters, and also won a good reputation for G brand liquor. The relationship between customers is close, and the subsequent sales volume is not improved enough.

Four, 20** annual event marketing and special promotion plan example:

(1) Large-scale promotion activities throughout the year: wedding partner and wedding consultant-G wine industry provides real returns for the couple.

1, time: continuous throughout the year, and strive to become a special service of G brand liquor.

2. Open a wedding hotline, set up wedding experts and provide free consultation on wedding-related issues.

3. Provide reasonable suggestions for the couple's wedding plans, such as: what grade restaurant to choose, honeymoon travel route consultation, etc. And plan the whole wedding according to the wedding budget of the couple.

4. Acting for wedding services, such as renting floats, inviting hosts, shooting and making VCD, and contacting related honeymoon trips.

5. Enjoy discounts, such as: those who hold a wedding in a designated hotel can enjoy special banquets and G brand liquor discounts; Because of the variety of names, I won't give examples one by one.

(B) Promotion of "Buy Wine and Draw a Lottery to Send Tourism": Shangri-La honeymoon adventure-the true testimony of G wine industry (1)

1. Time: the wedding peak around May Day.

2. Objective: Since most newlyweds have honeymoon plans, the "Buy Wine and Draw a Lottery to Send Tourism" activity was launched at the wedding peak, which not only expanded the share of G brand liquor in the May Day wedding banquet market, but also strengthened brand communication.

3. Process: information dissemination → buying wine to send lottery tickets, filling out forms → drawing lottery, notarization by notary office → informing winners → media announcement → returning from tourism, winners talk about their feelings and publish them in the media in soft form.

(C) Event Marketing "Sponsoring Collective Weddings": Rose Weddings, October Love-True Witness of G Wine Industry (II)

1, time: wedding peak around October 1st.

2. Opportunity: Y Municipal Government, Women's Federation and Wedding Company plan to hold a collective wedding in June+10, 5438, inviting 100 couples to participate and soliciting sponsors for the society. With the good customer relationship with the wedding company, G brand liquor obtained the naming right of the event and the only designated brand liquor on quite favorable conditions, and skillfully arranged its own publicity materials at the wedding scene, which received good visual and publicity effects.

3, information dissemination: catch a ride on the collective wedding publicity, the mainstream media rushed to report, saving money and effort, high communication efficiency.

(4) Roadshow: Love should be spoken out loud-the true testimony of G wine industry (3)

1. Time and place: during the three weekends from September to June at 5438+00, it will be held in crowded places such as squares, department stores and supermarkets.

2. Target population: the husband-wife file is the main file, supplemented by the mother-child file.

3. Planning ideas: The era of "I love you hard to open my heart" has become a thing of the past. Young people in the new century should dare to express their love, and if they have love, say it. As a "wedding partner and wedding consultant", G brand liquor hopes to encourage and witness your sincere and sweet love for your lover, so as to plan this case, awaken your inner feelings that are difficult to reveal, and achieve the purpose of enhancing the affinity and reputation of G brand liquor.

4. Activity mode: With the emotional encouragement of the host, invite any one of the couples or couples to take the stage to express their true love and compassion for their lover. The winner with the most touching, creative and enthusiastic words will be rewarded for the top three. Participants can get a souvenir printed with G brand logo; There is another booth at the scene to offer preferential sales of products.

5. Activity response: It attracted a large audience, the host was humorous and enthusiastic, the contestants were enthusiastic, and the atmosphere was warm, relaxed and healthy, popular but not vulgar. G brand liquor left a good impression on everyone and effectively promoted on-site sales.

Five, the media optimization combination promotion

Facing the information-rich Y city, how to make the G brand spread to the target consumer groups and highlight the positioning of the brand as "wedding partner and wedding consultant"? Based on the life characteristics, consumption behavior, media exposure rate and other factors of the target consumer groups, an effective media optimization combination was tailored for G brand liquor with the principle of low consumption and high efficiency, focusing on ground communication and supplemented by newspaper support.

1, newspaper soft text landing plan

◎ Objective: To introduce the connotation of products, enterprises and brands to target consumers and build consumers' trust.

◎ Requirements: continuity, timeliness, pertinence, year-round visibility, rationality, and no flattering or inaccurate reports.

◎ Five writing directions of soft text series, especially the first three:

A. Introduce the production technology and excellent quality of products from different angles;

B. Tracking and serializing reports of event marketing and special promotion activities;

C, refining and summarizing the feelings and suggestions of the target consumers;

D. affirmation and support from special end customers;

E. introduction to common sense of liquor.

2. Newspaper supplements set up a column of "wedding partner, wedding consultant" to introduce wedding etiquette knowledge on a regular basis and publicize the brand information of the tag on an irregular basis.

3. Radio broadcasting: choose traffic stations and life channels to spread brand information in the form of hard advertising or soft reading. It has been used in rural markets with less information interference and achieved good results.

4. Publish product preferential information on the promotion DM of Class A supermarket. If possible, persuade Shang Chao to add DM wedding color pages in the wedding season and spread wedding-related products (such as candy, cigarettes and wine) among the target consumer groups.

5. Press releases published in provincial economic journals, the main content of which is to interview business leaders and introduce advanced marketing concepts; Relying on establishing the personal image of entrepreneurs, it will produce "linkage effect" and promote brand development.

6. Terminal display: Novel, beautiful and visual product display is one of the secrets to attract customers and the key to play a good marketing role. Knowing this, enterprise G has formulated exhibition standards, designed a number of terminal exhibition tools with wedding elements as the main elements, and strengthened the exhibition assessment of terminal managers, so that the terminal exhibition work can be standardized within 20 years, thus enhancing the brand image and promoting sales.

Summary and thinking-marketing execution, do plus points, not minus points.

Marketing "positioning theory" tells us that the concept or product that first enters consumers' minds will occupy the largest share in this kind of products and can easily establish a leading position. G wine industry accurately grasped the blank points through market segmentation for 20** years, and took the lead. In the wedding channel of Y city, it staged a good show of alternative marketing of weak brands, and completed the annual sales task ahead of schedule in the tenth month; The promotion theme of "Wedding Companion, Wedding Consultant" has also successfully passed the lead-in period, and is advancing healthily to the growth period and maturity period.

The success of G brand liquor pilot is the result of excellent marketing planning and strong execution, among which execution is more critical. Ye Maozhong once said with emotion in advertising production: The poor production and execution of local companies often stifle a good idea, while international companies often hide their eyes and ears because of their excellent production, even if their ideas are not good. Therefore, with good marketing planning, you must also have strong execution to add points, otherwise it is a castle in the air and useless. There are many elements in execution, which run through every link of marketing. In addition to the quality of sales staff we often mention, it also covers the quality of human resources in headquarters, the management of sales details, the packaging and quality of products, the expression of advertisements, the creative display of terminals, the design of marketing tools and so on. And G company has done a series of supporting work in Y city, and insisted on taking the wedding route in the market segment, which made it see the spring of the enterprise in the jittery liquor industry.

Liquor Promotion Plan (2)

First, the macro analysis of the market structure of high-grade liquor brands

In recent years, all the well-known wine manufacturers in China are launching their own high-end brands. The original pattern of Wuliangye and Maotai dominating the world in the high-end liquor market has been broken. A number of new brands, such as Fang Shuijing, century-old shops and national pits, have been dividing their spheres of influence in the target market, and new brand members have joined in the new pattern, such as Shede launched by Tuopai, Dacheng Mingjiao Boutique Series of LU ZHOU LAO JIAO CO.,LTD Co., Ltd. and Jin Jiannan of Jiannanchun.

Judging from the strategic actions of Xifeng and LU ZHOU LAO JIAO CO.,LTD series, as one of the four famous wines, they intend to find back their former coordinates and the true embodiment of brand value.

Through the operation of the high-end liquor market in recent years, the competitive pattern of the high-end liquor market can be roughly divided into four camps: Wuliangye and Maotai are in the first camp; The strong brands represented by Fang Shuijing, Centennial Store, Guojiao 1573 are in the second camp; Sub-strong brands represented by Shede, Xifeng-Forever and Dacheng Mingjiao Boutique Series are in the third camp; The fourth camp is the sphere of influence of weak brands with miscellaneous brands.

Of course, this competitive pattern is always in a state of dynamic change, and the old pattern may be replaced by the new one at any time. For example, the "willing" market has developed rapidly recently, and it has completely jumped from the third camp described above to the second camp.

Second, the brand positioning of "* *"

* * As one of the eight famous wines in China, it is also the leader of Anhui wine industry. At the moment when high-end brands of Sichuan wine are attacking the market in succession, there is no reason why * * should not take advantage of its own advantages to occupy many blank market shares of high-end brands. The launch of high-end brands is not only to maximize profits, but also to greatly enhance Jingzhi's original brand image.

"* *" is our liquor brand tailored for Jingzhi Group.

1. At present, high-grade liquor is a brand strategy with "quality+culture" as its core concept. () Not to mention the quality; The key is culture. It can also be seen from Jingzhi's recent interpretation of the brand concept of "harmony between man and nature", but Jingzhi's brand concept has a distance that consumers can't accept at the moment. This is the so-called contradiction between concept and support object. From the old healthy image of "quiet and long life" in the past to "harmony between heaven and earth" today, the brand concept has a long span, but the new products are not well followed up. If a good brand concept is not supported by good products, I believe this concept is also empty.

2. Brand name positioning: "* *" means "the best well in the world". But there are the following connotations in the depth of the name: Buddhism's theory of harmony between man and nature; The pride of the world is boundless, and this name perfectly explains the brand concept of "harmony between man and nature".

3. Product price positioning: the terminal price is RMB * * */bottle.

Third, **SWOT analysis

1, S- strength analysis

* * As a listed brand, it spans many industries and has strong financial backing. After years of brand operation, Jingzhigong brand has a wide brand awareness and reputation. Good marketing organization and extensive channel network provide the best platform for operating high-end brands.

2.W- weakness analysis

* * Pre-positioning mainly starts with the healthy image of "quiet and long life" of the elderly. According to market research, the mid-range price of * * is only the choice for ordinary families to give gifts to their parents and the elderly. Business people rarely choose * * for social banquets, and there is no strong brand in hotel terminals. In recent years, product development has always been in the name of "Jingzhi", and consumers can't get rid of the pre-positioning of Jingzhi Palace. The name positioning of "Old Eight, Wild Sun" did not show the great spirit of Jingzhi at all, and was completely divorced from Jingzhi.

Therefore, in the face of Jingzhi's urgent need to develop new high-end products and reshape the brand concept and image. By the way, we think that the brand marketing integration of Jingzhi is rather confusing now: Does the soft-text publicity of the "History of Jingzhi" series of Huashang Daily coincide with "the sum of heaven and earth"? Is the span of brand concept promotion achieved overnight? Marketing integration is not all-round publicity, but integration by concentrating resources, brand creativity, optimizing network and optimizing contact points.

3. O- opportunity analysis

At present, high-end brands are only successful in some regional markets, such as Fang Shuijing, but they are not successful in other regional markets except Guangzhou, and the phenomenon of goods smuggling is very serious; At present, Wuliangye, Maotai and other brands have a very extensive marketing operation mode, and the concepts of regional protection, network management and terminal operation are relatively faded, which leaves us with great opportunities to promote high-end brands in market share and integrated operation. After reasonable pricing, standardized marketing management, emphasis on the use of strategy and tactics, and in-depth operation of the terminal, the success of the brand market will be guaranteed.

4. T- threat analysis

* * Although famous, the market is gradually shrinking. Without new brands and new marketing models to operate the market, the eight famous wines will be carved up by regional brands one after another. The competition of middle and low-grade liquor products is more intense. Relying on the original marketing model and brand awareness, it has been difficult for smart workers to achieve profit growth of enterprises. Since Xiao Hunxian triggered the terminal war in the whole country, many famous wine series have been squeezed into certain channels by the terminal war of some regional brands. Now in the terminal era, for liquor, whoever withdraws from the hotel means whose products have withdrawn from the market. What is the threat that Jing Zhigong faces? I think you know better.

Fourth, "* *" brand marketing strategy.

1, the platform for brand operation

Anhui * * Liquor Industry Co., Ltd. was established independently, making effective use of resources and independently operating the * * brand. Anhui Tianyi Marketing Planning Company is responsible for comprehensive brand promotion (based on the overall brand planning of the Group) and marketing planning. Building Anhui's first high-grade liquor in an all-round way with the concept of responsible market economy.

2. Product strategy

Consumer psychological analysis

Liquor has always been inseparable from politics to some extent. Since the 16th National Congress of the Communist Party of China, Anhui's position in the eyes of national government officials has improved. On this basis, we timely launched the first high-grade liquor in Anhui. From the psychological analysis of consumers, it is a strategy to integrate nature and weather. At present, with the improvement of people's living standards, our reasonable positioning of the brand * * not only makes it have great potential in the gift market or catering consumer market.

Packaging factor

The overall color of the outer package is golden yellow, and the word "* *" is black. Is the overall shape a bite of Jingzhi, a pattern or a dragon pattern (in line with the product style of Jingzhi Palace)? The vase shape is the crown shape of the first emperor in China. From the packaging point of view, they all embody the concept of "the best in the world".

3. Price strategy

According to the survey data, the prices of high-end products also show different price ranges, and the prices of various brands are most concentrated in the price range from 300 yuan to 1500 yuan. Our positioning is that the terminal price is 200-300 yuan/bottle, which not only ensures the share of the gift market, but also makes the hotel terminal sales exceed other similar high-end products. Please refer to our price positioning: ex-factory price: 98 yuan/bottle, store price: 168 yuan/bottle, terminal price: 268 yuan/bottle. Using the "three big" price strategy, that is, the space for manufacturers is large, the space for merchants is large, and the space for hotel terminals is also large, the manufacturers' alliance is implemented, leaving a natural sales system for other high-end price products.

4. Channel strategy

In the original sales channel of * *, optimize and integrate it, and choose the dealer to consider the following factors:

First, choose terminal dealers with deep terminal network management.

Second, choose dealers with strong planning ability, strong execution ability and management in place.

Third, choose flat channels to minimize intermediate links.

The terminal operation ability of dealers is an important indicator of their assessment. In addition, we consider making the sales channel of the gift market directly to the hotel.

5. Promotion strategy

High-end products need to be fried, and the key is how to fry and what kind of carrier to choose. Every little promotion is an opportunity to communicate with consumers. When we choose the carrier, we mainly consider the habits and hobbies of consumers.

The choice of China Business Daily is undoubtedly good. Newspapers and some financial magazines with large circulation can be used as propaganda carriers of high-grade liquor. According to our observation, the key to the propaganda of newspaper media is to interact with consumers. Only in this way can we attract the attention of consumers, especially high-end brands, instead of spreading them blindly in brand and culture.

In terminal promotion, a series of hard display and soft communication are the main means of communication.