Marketing Department Marketing Manager Debriefing Report

In 2004, it will be over, and the case will be contemplative. In the past year, as the head of the marketing department of the city, under the guidance of Deng Xiaoping Theory and the important thinking of the "Three Represents", under the correct leadership of the bureau, the implementation of the guidelines issued by the higher authorities has been earnestly implemented. Policy, always adhere to the economic efficiency as the center, with the "decisive battle network construction" as the driving force, and strive to pursue "three satisfactions", strengthen department management, down-to-earth, continuous learning, and work together with the department staff to better complete the company's various The task of the indicator, the initiative to transform to the "market manager." I will report on my work, thoughts, and studies in the past year as follows. Please review the leadership:
First, take economic benefits as the center, and better accomplish the tasks of various indicators
1. Be down-to-earth, ensure the completion of the target tasks. With the continuous deepening of the network construction work, the interviewer will make a transition to the account manager. How to change the target tasks of the sales department in the transformation of this function is a problem I think more this year. . Under the correct leadership of the bureau, I led the staff of the department to change their mindset and learn the spirit of Shanghai Tobacco people's "advance with the times, forge ahead, dare to be first, and strive for first-class", and strictly implement each sales strategy of the marketing department. Deepen the service while down-to-earth to ensure sales. Firstly, the marketing plan is reasonably formulated, and the departmental tasks are scientifically and reasonably decomposed into the head of each account manager, which improves the enthusiasm of the account manager; and uses the morning meeting to summarize the arrangement and asks the account manager to compare the customer's sales cycle changes at any time to help in the visit. Customers clean up inventory, seize promotional opportunities, increase publicity, timely replenishment and other measures, with the slogan of “not letting go of a sales opportunity”, and refining the functions of the salesperson by refining every aspect of the sales work. The change did not affect sales: the total sales volume reached 30,519.21 cases in the first ten months of this year, accounting for 99.41% of the plan, an increase of 2,857.07 cases or 9.39% over the same period of last year.
2. Grasping implementation, making great efforts to do a good job in brand cultivation. With the continuous restructuring of industrial enterprises and the continuous reduction of brands, the contradiction between supply and demand in the market is becoming more and more prominent. I deeply understand that to solve this problem, we must make a good goal. Brand cultivation and promotion work. According to the requirements of the “three key points in three directions”, the staff of the department will be guided to seize the target brand and not relax, and work hard to make brand replacement and new brand work, through unified caliber promotion, zero package, and early morning. It will focus on selecting and selecting key business households to take advantage of the advantages of promotion activities and customer inventory, and require account managers to explain the work from the perspective of customer interests, and bring industry information to the business owners to change their concepts. , interact to do a good job in brand cultivation. Through this series of positive work, the brands such as “Fashion Macro” and “Morry Red Plum” have successfully replaced “Gaihong River”, which has reduced market pressure and improved customer satisfaction. The former has risen from the original 1548 to Today's 10,642; "red and white cover" on the rate of more than 90%, other target brands on the rate of arrival also meet the requirements of the branch and bureau.
Increase the promotion of key brands. The key brand is the support of the company's interests. As the city market manager, I am always aiming at improving the sales of key brands. I require the account manager to integrate the key brands into the daily visits and customer analysis, and to publicize them. Not only that, but also requires the account manager to be familiar with the gross profit of each brand, to promote the high-margin brand in a targeted manner, and to create greater economic benefits as much as possible. From January to October, the department's profit-making accounted for 44.79% of the company.
Second, with the "decisive battle network construction" as the driving force, pay close attention to basic work and improve service quality
1. Strict requirements and improvement of the quality of various basic work I deeply realized that the style of “fine, rigorous, solid and innovative” in Shanghai network construction runs through all aspects of the work. Therefore, I first strictly demand the standardization and standardization of basic work such as marketing reports and early meeting records, and improve the quality in the continuous learning and summarization, and lead the entire marketing department to do the basic work of network construction, so that the marketing department of Yanjiang City The basic level of network construction has always been at the forefront of the city, and has been well received by the city's network construction inspection.
2, do a good job in the initial stage of telephone ordering, electronic settlement promotion as a city market manager, I did not dare to relax the telephone ordering, electronic settlement work. Lead the account manager to collect customer basic information, maintain the information of the cigarette sales system, and ensure the normal operation of the telephone ordering software. We took measures such as in-depth and meticulous publicity work, tight brand attraction, and patient and considerate service to vigorously develop electronic settlement. We have 604 households withholding online and successfully completed the 40% target issued by the bureau. And while improving the network access rate, there are problems in the positive feedback settlement, strengthen the contact with the bank, do a good job in customer thinking, and strive to improve the settlement success rate.
3. Strive to pursue “three satisfactions” and vigorously improve service quality. From sales centering to customer-centered, the marketing department's functions have undergone fundamental changes. I am deeply aware that customer relationship management is the key to improving the quality of network construction. Leading account managers to handle customer relationships anytime and anywhere, and advocating the service concept of “serving others and being happy”. Sincerely for customers: on the one hand, actively cooperate with the factory to carry out the brand. Publicity activities, and timely feedback of sales information, so that the factory sales staff to cooperate with us happy; on the other hand, try to solve the problem for retailers, properly handle customer service conflicts, so that business owners and our hearts are closer. The average customer score of the current customer satisfaction survey has reached 70 points or more. The dissatisfaction is mostly due to the lack of supply and profitability of the tight brand, and there is no dissatisfaction with my personnel.
4. Strengthen the combination of special sales and sales to ensure that the combination of special sales and sales should achieve the goal of “decisive battle network construction”. The combination of special sales is the key. As the host of the special sales association, I strictly adhere to the company's requirements to hold a special sales meeting once a week, and exchange information with the call center, the audit squadron, and the person in charge of the distribution center, and have records, analysis, measures, and results. . In the usual time, we also closely contact with various departments to deal with emergencies in a timely manner, and formulate a "question and answer" system to truly solve problems and solve problems. Establish a "all-person monopoly" awareness, requiring account managers to provide their market conditions in the management and service to the inspectors in a timely manner, and cooperate with each other to purify the market and increase market share.
Third, strengthen internal management, promote the transformation of account managers, strengthen management, standardize the behavior of account managers, and ensure that the work is in place is also the focus of my work this year. The renewal of ideas is the primary factor. I first communicate the relevant knowledge I have acquired to the account manager in various forms, so that all members can change their concepts and cultivate work consciousness. Secondly, they can regulate the behavior of customer managers through interviews, market inspections, and usual work surveys, and analyze each client manager. Highlights and deficiencies in the work, publicity highlights, lack of guidance, try to make all the staff's business quality comprehensively improved; in order to make the customer manager visit really valuable, I will find the most suitable method of visit through the actual visit, visit the initial average daily visit 40 Up to now, 40 households focus on key points and focus points, which not only ensures the daily visit frequency of the account manager, but also reduces the fatigue of the account manager, eliminates the phenomenon of visiting the flowers and improves the quality of visits. It emphasizes that the account manager of Linjiang District is Improve the quality of visits and do a good job of transferring households; require the catering group to vigorously develop new markets and reduce market blindness while the old customers' visits and services are in place; pay attention to customer complaints, especially to strengthen management of tight supply allocation. Combined with the quality of the work of the account manager, such as the investigation and severe punishment . Strengthen self-supervision, and all the staff of the department should reasonably formulate daily, weekly and monthly work arrangements and supervise each other so that the work gradually develops into a stylized one. Through a series of management measures, the account manager basically knows what to do and how to do it.

Fourth, to strengthen learning and improve quality I know that "net construction in Shanghai", learning is not only "form", but more importantly, "God", to reach this height, truly become a "market manager", " What the account manager wants is continuous learning and accumulation to improve the overall quality of the business. To this end, I have set up a departmental meeting every Friday. The content of the meeting mainly includes the transmission of archives, market analysis, and learning business knowledge. The establishment of this fixed model has improved the overall quality of all employees and cultivated good study habits. Through these measures, our department has a higher sense of urgency, improved quality, and increased learning habits. I also use my spare time to learn about industry trends through the Internet and magazines, learn to collect marketing knowledge, learn while doing, and learn from the "market manager".
5. Dedicated to work, obeying the law and obeying the law, played a leading role for party members and enhanced the cohesiveness of the department. I believe that a person can only exert his potential if he has great enthusiasm for his own business and his own work. Businesses create greater value and have fun at work. I use this attitude to face my work and business, strictly follow the functions and duties of the marketing manager, and do my duty to do my job well; when personal interests conflict with the company's interests, I do not hesitate to give up personal interests. In view of the characteristics of the female marketing staff in the urban marketing department, I correctly handle the relationship between each other. First, lead by example, abide by various rules and regulations, and play a good leading role; no small group, anyone who violates the principle, never protects the cover, handle it correctly, but when they have difficulties, they actively provide help and support. Through such measures, a disciplined, objective and fair but humane departmental rule is branded in everyone's mind, standardizing the behavior of all employees, thereby enhancing the team's cohesiveness and enhancing the overall combat effectiveness. As the person in charge of the first-line sales department, the "five bans" are kept in mind, and they have never received any gifts from the factory. This year, I have officially become a glorious member of the Chinese Communist Party. I have always demanded myself with the high standards of an outstanding party member. I am honest and strict, and have played a leading role in party members.
Sixth, the existing shortcomings Although continuous learning, but to become a qualified "market manager" there is still a certain distance; doing things seriously but the thinking is still not rigorous; enthusiasm, but the sense of innovation is still less.
7. Future efforts
1. Continue to strengthen learning, focus on “connotation”, take the initiative to transform, and meet challenges; 2. Strengthen brain-thinking ability, think more ways and ideas in work; 3. Strengthen organizational and coordination skills; 4. Lead employees to improve service levels and help Customer profitability, improve customer loyalty; 5, continue to strengthen the target brand cultivation work.
In the above positions, if you have insufficient knowledge, please guide me and help. I will work harder and bring a good team in the future work. In the historical process of Ziyang Tobacco's leap-forward development, we will create our beautiful with our honesty, diligence and wisdom. life.
November 13, 2004