Liquor promotion and marketing plan

Liquor Promotion and Marketing Planning Plan Part 1

1. Sales Planning Plan Operation Platform

The company has set up a specialized agency to be responsible for the research and development of marketing planning plans for new products. , formulate marketing strategies and sales plans, and use the economic concepts of market sales plans to comprehensively build the first terminal network for liquor. Equipped with marketing plan management and financial personnel, breaking the traditional employment mechanism and recruiting several business elites from society. Determine regional market sales plan business representatives, business supervisors, business directors, and business managers, form a professional marketing team, establish key market sales plan sales teams, implement dedicated management of customers, implement contract sales for single products, and complete sales before new products are launched. Marketing team mix.

2. Design of sales planning products

Due to the transparent price and aging structure of old products, it is difficult to meet the needs of consumers and support high marketing expenses. The products cannot form Marketing solution advantages, therefore, the need to develop combination products.

1. Develop according to the flavor of liquor, and strive to make the product more personalized and make it a flagship brand.

2. Develop products according to the alcohol content of liquor to form a series of high, medium and low alcohol products.

3. Develop products in a targeted manner, continuously conduct market sales plan surveys during the sales process, follow up on products, and achieve the best combination of product structures.

4. Develop products according to market sales plan prices and establish a reasonable product pricing system.

3. Establish a sales planning plan for the network system

Effectively integrate the original dealer network, first help the original dealers to assist in sales, and master first-hand information , find out the details of the marketing plan. Lay a solid foundation for the next step of marketing work. The new product launch work can be advanced to the market sales plan according to the following sales plan planning steps.

1. Establish a main market sales plan, establish a feasible county-level target market sales plan, and formulate a market sales plan development plan. The sales staff directly serve the first-level merchants, who evaluate the business personnel, select reputable hotels, supermarkets, and stores for the sales plan in the sales area, and conduct comprehensive and centralized marketing of the products. Create a model sales plan and strive to achieve a distribution rate of more than 80%. After a month of marketing, we will strengthen and screen customers, identify first- and second-level customers, and establish and improve customer files.

2. Downline customers managed by first-level dealers shall be managed with the assistance of business personnel, and a supply card management system for first- and second-level customers shall be implemented; supply cards shall be printed and issued to first- and second-level customers . The purpose is to grasp and control the flow of goods in market sales plans, effectively control market sales plans for price-cutting and cross-selling goods, and completely eliminate the appearance of fakes.

3. Make a reasonable distinction between the reward policies for first- and second-level dealers, protect first-level dealers, and cultivate and support second-level customers. Reward secondary customers based on their performance.

4. Adopt promotion management methods for customers. When the performance of the second-level customers reaches or exceeds that of the first-level dealers, the second-level customers can be directly promoted to the first-level dealers, and the benefits they enjoy will change accordingly. Eventually, a strong primary and secondary sales network with the ability to expand was formed.

4. Utilization of sales planning and marketing plan resources

1. Configure delivery vehicles and produce vehicle body image advertisements.

2. Business personnel should wear uniform clothing, business cards, and badges.

3. Appoint business representatives, business supervisors, business directors, and business managers.

4. The resources that the company can control are uniformly dispatched and managed.

5. Cost of product profit distribution and sales planning plan

(1) Product profit distribution and sales planning plan

Reasonably allocate the interests of each link, To achieve maximum utilization of resources, resources will be allocated layer by layer according to the spatial relationship of product prices.

1. Develop a unified market sales planning plan for sales prices, including hotel prices, supermarket prices, retail store prices, etc., reasonably allocate profit margins, and provide dealers with monthly rebates and annual rewards. Commendation.

2. Organize the organic combination of sales products and formulate the operation methods of the marketing plan for single products.

3. For periodic promotional activities, set reward standards based on the total quantity shipped.

4. As the marketing plan gradually matures, the costs in each link will be reduced or eliminated accordingly.

(2) Management of marketing expenses in sales planning plans

1. Adopt a lump sum method for selling products, and the company will bear the basic salary, business trip expenses, telephone expenses, etc. of the business personnel.

2. Vehicle expenses, office expenses, and warehouse expenses.

3. The treatment of business personnel is based on basic salary + commission + reward. Basic salary is guaranteed for basic tasks, and there is no cap on business commission.

4. Promotional expenses such as roll-up banners, posters, public service advertisements, etc.

5. Expenses incurred from publicity and momentum building activities in the market launch stage and periodic sales activities.

(3) Steps of sales planning and direct selling work

1. Plan direct selling operation methods (one product, one strategy);

2. Open recruitment of business personnel, Conduct short-term training and arrange specific positions;

3. Formulate a campaign plan for direct selling product launches.

Through direct sales operation, we can effectively control the market sales planning plan, continuously supplement and improve the market sales plan, achieve the flattening of Taibaijiu network, and lay a solid foundation for the operation of large market sales plans. Base. Liquor Promotion and Marketing Planning Plan Part 2

1. Purpose of the event

To take advantage of the National Day holiday and the national celebration to drive market sales, reduce inventory, and pave the way for sales in the second half of the year. At the same time, Strengthen the company's external brand image.

2. Activity theme

"Celebrate National Day together, have fun with your family"

3. Event time

September 29 Date - October 5 (the four days before the official promotion is the publicity period)

4. Activity format

Gift; lottery draw.

5. Activity content

1. During the promotion period, anyone who purchases the xx wine National Day gift box will get a xx tea box.

2. During the promotion period, anyone who purchases a box of xx wine will receive a barrel of sunflower oil as a gift.

3. During the promotion period, if you purchase xx wine xx series, buy one and get one free.

4. During the promotion period, you can participate in the lottery by collecting two different tea boxes or spending more than 200 yuan.

First prize: a laptop

Second prize: a ticket to the xx stage play

Third prize: an mp3 player

< p> Fun Prize: Collect two tickets with the word "Thank you" and you will get an MP3 player.

6. Event promotion

1. Promotional leaflet, DM single delivery.

2. The display layout should be novel and eye-catching. Liquor promotion and marketing planning plan Part 3

1. Enterprise goals and tasks

Guowuye and Platinum Liquor are another time-honored domestic brewing company Wuliangye Co., Ltd. and Kweichow Moutai Group. The core brands have a history of nearly a thousand years, and the overall pattern of China's liquor industry is: while the overall decline is occurring, the share of famous and high-quality liquors continues to expand, and the liquor industry is in the stage of internal adjustment and upgrading; regional brands compete with national brands and are divided into one party. ; Large liquor groups are moving from product management to brand and capital management, and are striving to find new economic growth points. Based on the current domestic situation, comprehensive upgrades will be carried out across the country.

2. Analysis of market conditions

Wine has experienced mixed rise and fall in China for thousands of years. But generally speaking, Chinese people feel that the advantages of wine outweigh the disadvantages. Modern people’s consumption and concepts of wine are more wise and mature. At present, liquor is changing and developing in the direction of high quality, low alcohol and nutrition. Consumers no longer drink binge-drinking, but become more rational and begin to pay attention to the quality of wine. Low-alcohol wine has accounted for more than 65% of total alcohol sales. In contemporary cities, the number of traditional booze drinkers is decreasing, while the number of drinkers is increasing. The combination of "drinking" and "leisure" has become a new concept of modern people's consumption.

(1) The place where consumers purchase alcohol

is shifting from food stores, grocery stores, and small stalls to supermarkets, discount stores, and specialty stores. However, different cities have different purchasing locations due to differences in economic levels.

(2) Competitor analysis

The main competitors of Guowuye and Platinum Liquor are brands such as Jiannanchun, Jiugui, Liuyanghe, and Jinliufu. However, from the perspective of market analysis, the brands created by Wuliangye and Moutai Group are relatively well-known and have been recognized by consumers, so they can obtain a good market share.

(3) Research on consumer psychology

According to the research on consumer psychology, customers’ purchasing behavior can be divided into “attention, interest, desire, purchasing motivation, purchasing behavior, consumption behavior, Satisfaction evaluation” seven stages. At present, large-scale advertising of the above products in well-known media such as CCTV can attract customers' attention in a short time, arouse customers' interest and desire to purchase, and stimulate purchasing motives.

1. Consumer purchasing motivations

(1) Drink frequently and taste by yourself (lifestyle)

(2) Drink when receiving and entertaining guests

(3) Giving gifts

(4) Drinking needs for festive events

(5) Purchase and drink during holidays.

(6) Drink when you are happy or troubled

2. Consumer Personality Analysis

(1) Show off desire: In terms of status, wealth, reputation, and love, they all want to be better than others.

(2) Ordinary mind: A recognized brand will generally not change.

(3) Relatively rational, pay attention to nutrition and health and make choices.

?3. Consumption habits

(1) Living habits (relatively fixed)

(2) Advertising influence

(3) Listening

4. Consumer classification

(1) The general subsistence type is a consumer group of low-priced products.

(2) Mid-range price popular type

(3) Ceremonial type, which has no absolute relationship with price. This group of consumers is not very fixed.

Consumers’ choice of liquor is generally greatly affected by factors such as brand, price, advertising, taste, etc. The effect of alcohol advertising is relatively obvious, which is an important factor affecting people’s purchase of liquor.

3. SWOT analysis

(1) The company’s advantages

1. The liquor products it operates are relatively well-known.

2. There are many types of products, covering high, middle and low-end consumer groups.

3. At present, Lianhua Supermarket has not introduced this series of liquors, and the profit margin is broad.

4. First-level agents, with a settlement and payment period of up to 70 days, the working capital can be fully utilized.

(2) Disadvantages of the company

1. The liquidity of newly established companies is still relatively tight. Supermarket payment methods are directly related to the company's capital operations.

2. Most of the products produced are medium and low-end products.

3. The sales network is backward and lacks market.

4. Lack of market influence. Liquor promotion and marketing planning plan Part 4

Off season. In this case, the XXX series of liquors are facing severe tests. Therefore, they should choose the entry point to enter the market and carry out a series of promotional activities to gain a firm foothold in the fiercely competitive market in a short period of time.

1. The background of Mid-Autumn Festival promotion

As a traditional festival, the Mid-Autumn Festival has always attracted the attention of the whole society. Although it is not the peak of consumption at this time, it is a comparison of "reciprocity" period of concentration. During this period, if practical promotional activities are carried out, it is a very important time window to increase product brand awareness and increase market share.

Based on this, we propose this promotion plan.

2. Several issues that need to be solved for Mid-Autumn Festival promotions

1. Preferential policies for Mid-Autumn Festival promotions;

2. Marketing network promotions The degree of cooperation;

3. Product terminal distribution situation;

4. The strength of support for promotional activities;

5. The ability to organize promotional activities.

3. Suggestions for Mid-Autumn Festival promotional activities

(1) Promotional theme

1. Healthy desire XXX liquor

2. Examples Cup to invite the bright moon to be unforgettable Function, while highlighting the XXX brand, it can be used as an auxiliary advertising slogan for promotional activities, and can also be used in long-term advertising.

2. Raise a glass to invite the bright moon, unforgettable XXX:

This theme is aimed at the traditional festival - Mid-Autumn Moon Appreciation, and skillfully uses ancient poems to create a cultural atmosphere and highlight "Every The scene of "Missing relatives even more during the festive season" affects people's feelings of missing people after seeing things. It ends with "Unforgettable XXX" cleverly, which is thought-provoking and easy to spread.

(3) Promotion methods

Community promotion: Choose warehouses and grocery stores in residential areas for buy-two-get-one-free promotions.

(4) Promotion time

This promotion time is one week before and after the Mid-Autumn Festival, that is, from xx 28th to xx 7th, 20XX. Liquor promotion and marketing planning plan Part 5

1. Purpose of the event

As Christmas and New Year’s Day approach, many liquor manufacturers are doing their best to focus on holiday promotions. Christmas and New Year's Day are the iconic periods when liquor sales peak. Everyone hopes to be able to outshine the competition in "skills" during the peak season, because whether this "battle" can be fought successfully will often directly affect the entire peak season. The success or failure of corporate liquor sales. For example, New Year's Day is a traditional festival of the Chinese nation. It is a joy to reunite at home and celebrate the festival together, and its meaning is also particularly profound. For liquor companies, how to explore the selling points of holiday promotions and develop ideas around "the warm and happy atmosphere of family reunion" is naturally the first priority.

In recent years, affected by the holiday economy, New Year’s Day travel, weddings, shopping, and gift-giving have continued to flourish. Enterprises should fully consider based on their own resource conditions whether they can use holiday and tourism resources to promote the unique positioning of their products (gifts, holiday sales, special price purchases, etc.), and also consider whether they can find more detailed selling points around the wedding banquet market to highlight their products. Sales concept.

This time, the two major promotional themes are the New Year's Sansan Wine reward activities that run throughout the New Year's Day and Sansan Liquor-Wuliangye series of mid-to-high-end boutique liquor purchases and gifts. It proposes the pursuit of high-quality and fashionable life, and the concept of "Sansan Liquor, friendship lasts forever" Brand new concept.

2. Overall Plan

1. Activity Form

Hosted by: xxxx general agent

Undertaken by: xxx planning

< p>Planning organization: xxx planning

Time: x month x to x day, 20xx

Location: xx hotels and catering establishments (consumer terminals)

1) During the event, xx mid-to-high-end hotels and catering establishments throughout the city jointly launched the New Year's Day "xxx wine sales and special discount activities" as the main content, with export purchases and gifts as the main form, interspersed with free tastings, prizes and other forms of participation.

2) If you purchase different series of xx wines during the event, you can enjoy the buy two and get one free discount, and get a lifetime VIP card as a gift (you can get a 15% discount on future purchases).

3) All prizes, venues and related municipal coordination costs during the event will be borne by the organizer.

2. Media promotion

1) Produce special advertising tapes and broadcast them at stores and events.

2) Broadcast period: all-weather broadcast/event site.

3) Online media interactive promotion ("x Media" pop-up advertisements, prizes for participation).

4) Outdoor image promotion of important ports in the city for x months.

3. DM publicity

1) Launch DM "xx wine" hot sale special edition advertisement to show the inherent quality and new image of x wine, and integrate the continuous activities of xx wine with Promotional arrangements will be informed in detail.

2) DM needs to reflect the strategy of xx liquor - Wuliangye series of fine mid-to-high-end liquor (quality, affordability), issue 10,000 copies for widespread publicity (beautifully printed, the paper should not be less than 128g coated paper, you can Used for posters in terminal stores).

4. Atmosphere layout

1) The overall atmosphere layout inside and outside the store to exaggerate the shopping atmosphere with special offers (rainbow doors, banners, etc.).

2) Hang a large number of banners and vertical banners; set up a set of speakers and color TVs to play promotional feature films in a loop to create a store atmosphere; the sales promotion lady will introduce xx wine series products at the event site and be responsible for event consultation and on-site Product promotion.

Activity format: buy and give promotion

Activity content:

1. Carry out free tasting activities of "xx wine" at any event venue during the event.

2. Customers who purchase the "xx Wine" series of liquor during the event can enjoy the "buy two and get one free" discount.

3. Any customer who purchases "xx wine" for more than xx yuan during the event will receive a lifetime VIP card printed uniformly by the Guangyuan general agent (at any time except for promotional activities, Anyone who purchases our company's xx wine series products can enjoy a 15% discount), and at the same time, you can participate in the lottery held by the xx general agent in the sales department from 3:00 to 4:00 pm on x month x, 20xx.

4. Award settings: x first prizes (win a brand-name camera and mobile phone) x second prizes (win a brand-name 1P air conditioner) 3 third prizes (win two "xx wines" bottle) Lucky Prize x (get a special gift). The lottery must be drawn by ticket in public at the lottery site in an objective and fair manner, and the winning prizes will be given out immediately. Liquor promotion and marketing planning plan Part 6

1. Purchase and giveaway activities

Targeting high-end products (products with a retail price of 200 yuan/bottle or more) and mid-range products (retail price of 30-199 Yuan/bottle products) and low-end products (products with a retail price of less than 29 Yuan/bottle) can provide wine or other gifts with the purchase of wine. Each level has different promotion activities, such as “buy one, get one free” and “buy one, get three free”. , "buy wine and get coupons" and other activities to increase the brand's exposure, stimulate consumers' desire to buy, prompt consumers to take purchasing actions, and increase sales.

2. Store promotions

When it comes to National Day promotions, most marketers will immediately think of National Day store promotions. Yes, many companies have launched them early Arranged personnel to contact major stores to negotiate displays such as stacking or end shelves. They were very busy and the business was booming. The sales volume of liquor during festivals is particularly large, so it is also called festival liquor. Major supermarkets and stores are one of its main sales places. The sales methods it adopts are: buying Duotou, using personnel to explain it, and carrying out purchase and gift promotions. Promotions to drive consumers to take purchasing action.

3. Duotou packaging

The Duotou theme should be combined with festivals and specific promoted products. The theme should be clear and easy to understand, and the meaning should be intuitively expressed; the effect and color should be bright and visual. Impact. Duotou packaging should be both beautiful and convenient. Liquor products can be made into a trapezoidal shape to ensure that customers can pick up the goods from three or four directions at the same time. You should take out at least one gift from the package, open the package, and hang the gift or place it on top of the pile so that customers can see it at a glance.

Displaying bottles on the pile head can improve the visual impact and increase consumers' desire to buy. Liquor Promotion and Marketing Planning Plan Part 7

1. Activity Background

National Day is the beginning of the peak sales season for liquor in the second half of the year. The off-season is for the market and the peak season is for sales. Therefore, this National Day With the theme of "National Celebration", we will open up the market, boost market sales, and make a good start for the arrival of the market peak season.

2. Purpose of the event

Promote the sales of xx wine during the peak season.

3. Event time

During the National Day.

4. Activity content

1. Activity theme: Nationwide celebration.

On this National Day, when the whole country celebrates together, it is even more important to celebrate with liquor. When celebrating with liquor, it is a time to enjoy the wine as a gift.

2. Activity methods.

Anyone who consumes this product during the event time can get corresponding prizes by collecting one of the major series of this wine.

Big Family Series: Designated photo studio family portrait series packages.

Friendship Series: Designated photo studio friendship series packages.

Love Series: Designated photo studio love series packages.

Small family series: designated photo studio small family series packages.

3. Event promotion.

First, give full play to the role of POP such as promotional posters, and widely post posters at dealers and retail terminals in various places;

Second, make full use of TV, display board advertisements, and bus mobile advertise.

5. Effect of the activity

In this promotion, the winning amount is not high, but the winning rate is very high. In the atmosphere of the National Day, which is celebrated by the whole country, it stimulates consumers Carry out consumer activities to kick off peak season sales and lay a good foundation. Liquor Promotion and Marketing Planning Plan Part 8

1. Foreword:

It has become a common habit across the country to have banquets for students admitted to the college entrance examination. Each family may have at least two or three tables, or as many as dozens of tables. , the college entrance banquet has become an important part of individual group purchase of liquor consumption and plays a very important role.

First of all, it can increase market sales during the off-season of liquor consumption; secondly, the word-of-mouth communication effect of consumers at the Teacher Appreciation Banquet is very obvious. Often, students in the same area or classmates will have model trends, and word-of-mouth communication can be very good. Motivate other surrounding consumers; thirdly, the college entrance examination and admission period happens to be the off-season for liquor consumption. Through the promotion of consumer activities, consumers can increase their awareness of xx products and brands, create a market sales atmosphere, and prepare for the upcoming During the peak liquor consumption season, we should lay the foundation for market promotion.

Therefore, the operation of the thank-you banquet is not only reflected in the effect of promoting market sales in the off-season, but more importantly, it can create a good consumption atmosphere in the market and create good word-of-mouth communication among consumers, setting the stage for the peak season. Make basic preparations to achieve hot sales.

2. Activity theme:

National theme: "x gold list title xx"; "genuine teacher-student relationship, happiness xxx". Localities may develop specific subtitles based on event policies. Such as: Pin xx, win the first prize, travel to the World Expo.

3. Activity time:

June 7, 20xx - September 1, 20xx

Preparation period: June 1 - 6 June 6th

Dissemination period: June 7th - June 30th

4. Activity target:

Regional target: National high school students in 20xx A family banquet for the college entrance examination candidates admitted to the school.

Contact objects: Admitted students and their parents and teachers.

5. Activity content:

Adopt different promotion methods for core consumers and general consumers to achieve core consumer consumption x, and general consumers choose popular or popular products.

1. Core consumer policies.

Decision-makers and children of important influencers in various administrative agencies and public institutions adopt the practice of giving away free alcohol and do not participate in other forms of promotion.

2. Special policy for the number one scholar.

Set up a banquet for famous students to provide free wine sponsorship to local students who top the college entrance examination or are admitted to Tsinghua and Peking University.

3. Policies for general consumers (the following packages are for reference only).

Festive moment package.

Purchase 3 boxes of red products and get a trolley case worth 150 yuan as a gift.

Purchase 5 boxes of Hongfantian and get a free mobile hard drive worth 250 yuan.

Purchase 8 boxes of Hongmantian and get xx worth xx yuan as a gift.

(can be given away according to local resources)...

6. Activity execution:

The college entrance examination is one of the most affecting events in China, which involves teachers and students. The sadness of parting, the joy of being named on the gold list, the expectations of parents all over the world, the new students' vision for the future... Liquor is an indispensable part of the banquet, and the same is true for the teacher appreciation banquet. Even though its usage is much less than that of the wedding banquet, it is of extremely great significance. This time The publicity focuses on respecting teachers and the relationship between teachers and students, downplays commercial interests, highlights the emotional connotation of the Hongfuchun brand, and contributes to the establishment of the Hongfuchun brand image and the healthy and long-term development of the brand.

The emotional appeal of this theme promotion - "Healthy and delicious wine xx, xxx classmate on the gold list"; "Genuine teacher-student relationship, healthy xx".