Advertising plan

The listing plan of a rose wine product listing plan means that the temporary market balance is broken, the market share is redistributed, and the new products listed will inevitably be tested by various aspects, such as the boycott of competitive products and the rejection of channels. If consumers don't agree, etc., whether they can withstand the test means that the new product has vitality. Therefore, for a planner, the carefulness and overallity of the planning case and the subtlety and orderliness of various activities are related to the success of the new product.
The first part of the product market background I. Overview of market opportunities With the development of the economy, people's pursuit of personalized, diversified values ​​of consumption characteristics are increasingly prominent, at the same time, the proportion of people spending at night and consumer spending is also constantly expanding, thus stimulating The overall scale of China's nighttime consumer sites is constantly expanding. The drinks consumed in these nighttime places mainly include beer, beverages, red wine, juice, mineral water and the like. Among them, beer and beverages are the main varieties consumed at night. Consumers at nighttime demand for beer are based on “stimulating the senses” and solving the “thirst” and “tiredness”. However, the beer itself’s “small taste, bad, unhappy” conclusion, to a certain extent, affects The integration of consumers and the environment. Carbonated beverages solve the problem of beer "squeaky", but do not meet the "alcoholic" demand. This product is involved in the blank zone between carbonated beverages and beer, which can solve the "squeaky" of beer and the "non-alcohol" of beverages. At the same time, it highlights personalized and noble and romantic information, effectively matching the current consumers. Psychological needs.
Second, the status of competing products Drinks consumed at night can be generally classified as "Rose" competitors.
1. Beer competition situation: disco, bar, KTV square, ordinary fashion catering, high-end fashion dining places, cafes, night clubs, mid-range restaurants in the country, the main beer brands are Qingdao, Yanjing, China Resources. In 2002, Tsingtao Brewery's national market share was 12.8%, Yanjing and China Resources each accounted for about 10%, and the three occupied about 35% of the national market. In Shandong, the main beer brands are Qingdao, Lushan, Yantai, Baotu Spring, Sankong, Arctic Ocean, Le Cordon Bleu, Klitzer, Kedale, Yinmai, Guanghan Palace, etc., as well as other small local brands. . In Jinan, there are more than 40 beer companies participating in the market competition, including the strong attack of Tsingtao Brewery, and private enterprises such as Klitzer, Kedale and Yinmai have eroded the market.
In Jinan, beer is the biggest drink in nightclubs and the main competitor of rose wine. According to rough statistics, the annual sales of beer in Jinan nightclubs is more than 3.7 million bottles. The brands of beer sold include Qingdao, Budweiser, Corona and Yanjing. With the intensification of competition, various beer brands have been promoting personnel at the terminal, and there are relatively few advertising investments. Tsingtao Brewery once advertised on Shandong TV Station and held the “Hundred Years of Green Beer” essay activity in Qilu Evening News; other beer brands invested less in the Shandong media. The advertising of Tsingtao Brewery tends to be brand-advertised and has a long history. The promotion of various beer brands in the storefront is mainly POP posters. The promotion methods in the nightclubs are mainly tickets and special offers.
2. Beverage competition situation: Disco, KTV Plaza, ordinary fashion catering, high-end fashion catering establishments, the leading position of China's beverage industry, has long been occupied by Pepsi and Coca-Cola, across China. They can be seen in supermarkets, convenience stores, and street stalls. There is also a strong brand awareness in Shandong. In the sales place where rose wine is selected, these two brands are also often seen, and there is also the “Red Bull” brand, and the products are mostly in the state of cans. At present, the beverages consumed in Jinan in these fields are more than 1.6 million.
The advertising of Pepsi and Coca-Cola is mainly focused on TV media advertising, forming a high-altitude advantage. The cost of two brands investing in TV commercials per year is not more than 100 million yuan, which is conducive to the establishment of brand image and consumption. At present, these two brands have not actively attacked the nightclub market. The products that appear in nightclubs are mostly formed by the free development of agents, and there are almost no promotion measures in nightclubs.
3. Red wine competition situation: bars, KTV squares, ordinary fashion restaurants, high-end fashion restaurants, cafes, nightclubs as one of the "diseases" of the Chinese wine market, the lack of wine consumption has been criticized by the industry. Figures show that in 2002, the per capita consumption of Chinese wine was about 0.35 liters, less than 20% of France. The annual consumption of about 300,000 tons makes the manufacturers look "heroic short-lived": 300,000 tons of consumption is less than 1% of beer, about 1/20 of that of white wine, even less than the annual consumption of vinegar. /4.
A group of unofficial survey data shows that in China's most economically developed cities of Beijing, Shanghai, and Guangzhou, the average person who regularly drinks red wine is about 5%. Even in Guangzhou, where wine consumption is the most hot, this figure is only 8 %. In other words, among the current urban residents, there are a large number of consumer groups that have the ability to consume but for various reasons, there is currently no consumption of red wine.
This also determines that our product positioning must not be wine, it should be defined as wine.
In Shandong, common red wines include Changyu, Weilong, Tonghua, Dynasty, and Great Wall. Among them, Changyu wine is the best-selling brand. The main sales points of these wine brand products are in supermarkets and high-end restaurants. The point of sale chosen by Rose Wine is its auxiliary sales network, which does not enter the sight of these manufacturers. In these sales places in Jinan, basically there are relatively few Chinese red wines, most of which are well-known foreign wines. The prices are thousands and the few are few. It is typically a fashion and trendy consumption. As a domestic wine, Zhang Yugan's brand and geographical effects have become the first choice for mass consumption.
4. Juice competition situation: ordinary fashion catering, high-end fashion dining places, nightclubs [first paradigm § network to organize the article, the copyright belongs to the original author, the original source. 】
Since the birth of concentrated juice production and trade in the 1950s, the juice market has grown substantially. Due to improvements in production technology and production equipment, the fresh taste of concentrated juice has been improved and the industry is more closely linked. In the Shandong market, the main juice drinks are Huiyuan, Laiyang pear juice, farmers, and mountain village orchards. In the Jinan market, among the above-mentioned sales points selected by Rose Wine, the juice brands are mainly Huiyuan and Shancun Orchard, and the promotion methods adopted are mainly counter displays.
5. Competitive situation of mineral water: disco, ordinary fashion catering China's mineral water industry appeared earlier, but it has been accepted and popularized by consumers for a long time. At present, the development of mineral water enterprises across the country is relatively fast and the competition is becoming more and more fierce. The competitive situation has shifted from the competition in the sales network to the full range of competitions such as brands, services and prices. In Jinan and other Shandong markets, the main common mineral waters are Nongfu Spring, Wahaha and Lebai, accounting for about 75% of the total sales of mineral water.
Third, the arrow is on the string, and it is possible to see through the previous market opportunities and competition analysis that the drinks currently sold at night have not been specifically differentiated for the consumer level, which also shows that the competitive brands are for the entire nighttime venue. Consumption has not attracted enough attention, but this does not mean that manufacturers will give up forever. Once our competitors adjust their consumption links and product structure, the "blank zone" on which our "rose wine" depends depends. being threatened. According to the principle of first-in, the forefront is always recognized first. Time is money. "Rose wine" can borrow the competitive products and build a good market and competitive products are currently weak and good, quickly enter the market and get the most. Economic benefits.
The second part of the strategic planning and market strategy strategic planning is to help a company to select and organize its business, so that the company develops healthily, even in the unforeseen events in its specific field or product line.
I. Definition of Enterprise Mission The goal of the company is to become the most distinctive enterprise in every market served in Jinan, Shandong, the whole country and even the world. We will be the leader in this market by providing our distributors and end customers with innovative, high quality, cost effective and health enhancing beverages. We will increase the value of our products by providing services to specific customers through our commitment to customer satisfaction.
Second, the strategic choice of the enterprise indicates where the enterprise wants to develop; the strategy explains how to achieve the goal. Every business must develop an appropriate strategy to achieve its goals, including technology strategy and resource strategy. Many of the strategies that can be proposed are grouped into three types: total cost leadership, differentiation or centralization.
According to the analysis of the advantages, disadvantages, opportunities and threats of the enterprise as a whole, the differentiation strategy should become the main direction of the long-term development of the enterprise.
Third, the product determines that rose wine products are new products, to start the consumer market, the initial positioning must be accurate, can really touch the hearts or emotions of consumers, the feeling of its own packaging, advertising, promotional materials to be simple and powerful, strong impact .
1. The product line launches different product lines for different nightclub consumer needs:
225ml inflatable small bottle 375ml bottle 750ml large bottle
2. The consumer groups of the target consumer group bar, disco, and KTV are relatively young, ranging from 16 to 45 years old. This group of people is mostly students, young people, and white-collar workers. This group is heavily playful, fashionable, and enjoyable, often in the form of group consumption. This part of the population is greatly affected by price factors and flexible promotion methods, and reasonable product prices are often more attractive.
The ages of dance halls and nightclubs are higher, and the coverage population is basically from 25 to 55 years old. This group of people is mainly based on various enterprises and institutions. The main purpose of consumption is business entertainment, public consumption is more, and the price factor is not high.
3. Product Name The name of the product should indicate the unique advantages and uses of the product, and be easy to read, understand, easy to remember, and unique. Only in this way can a fixed "brand memory point" be formed among consumers.
225ml inflatable vial - "Ice Rose"
375ml bottle - "love rose"
750ml large bottle - "Rose Manor"
4. Trademark
225ml inflatable small bottle - the style of the trademark is unrestrained and unrestrained. Under the dim light, the name and pattern of the "ice rose" can be highlighted from numerous products.
Bottled in 375ml - the logo is exquisite and slender, highlighting exotic flavors.
750ml large bottle - the trademark is noble, generous and romantic as the main melody.
5. Taste All products have a "sweet rose fragrance" as a uniform fragrance, and take a different style on the taste.
225ml inflatable vial - enhances the "killing" sense as the first alternative to beer and beverage. While "thirst quenching thirst", it satisfies the difference between "containing alcohol" and pursuing individuality.
375ml medium bottle and 750ml large bottle - sweet and sour, the fragrance of the rose should not be too strong, with "fragrance" is appropriate.
7. The color of the uniform color is “light red”, which is consistent with the color of common wines.
8. Alcohol
225ml inflated vials - 4 or 5 degrees; 375ml in bottles - 8, 10 or 12 degrees; 750ml in large bottles - 10 or 12 degrees.
IV. Price Formulation There are many ways for companies to set product prices. The commonly used methods are cost-oriented pricing, demand-oriented pricing, and competition-oriented pricing. As a new product, rose wine should also consider rouge pricing or penetration pricing.
We recommend both cost-oriented and competitive-oriented, and consider the price of the rose wine series to determine the price of the rose wine series.
The main reference price of Qingdao beer ex-factory price: 2.48 yuan / bottle agent shipping price: 5 yuan or 6 yuan / bottle terminal sales price: KTV is 10 yuan, 15 yuan / bottle; bar is 15 yuan, 20 yuan / bottle.
Personnel promotion commission: 1 yuan or 2 yuan / bottle manufacturer year-end rebate: Uncertain, the agent directly negotiates with the manufacturer according to the sales volume.
Mode of operation: Tsingtao beer sales in nightclubs, mainly rely on agents to operate. According to the survey, Tsingtao Brewery adopts the decentralization method for the operation of the vials, and there is no special promotion activity. The manufacturer transfers the agent to the agent at the lowest price, and the agent operates on its own.
Among the domestic wines, the wines are still dominated by Changyu, Dynasty and Great Wall. In the foreign market, such as Guangzhou, the similar names of "Wada Rose King" and "Rose Incense" sell very well, especially the Rose King. The price of each bottle is about 32 yuan, and the hotel is at least 50 or 60 yuan.
This is mainly due to a series of promotional activities currently held by Hotan. In addition to vigorous publicity, it also gives dealers certain preferential measures. If you buy 10 boxes of rose king, give a box of rose incense.
Zhang Yu Jie Baina, the supermarket price is 40 yuan / bottle, the bar sales is 130 yuan / bottle, other nightclubs are maintained at 80 yuan, the wholesale price is 26.60 yuan / bottle. At present, if there are no effective promotions, we mainly rely on some promotional items to maintain customer relationships.
The wholesale price of the Great Wall is 23.30 yuan / bottle, the promotion is basically the same as Zhang Yu.
Preliminary estimation of product cost calculation:
225ml inflatable small bottle - direct cost is 4 yuan / bottle, machine depreciation and site costs are 0.30 yuan / bottle, box 0.20 yuan / bottle, the total cost price should be 4.50 yuan / bottle.
375ml bottled - direct cost is 8 yuan / bottle, machine depreciation and site costs are 0.30 yuan / bottle, box 0.20 yuan / bottle, the total cost price should be 8.50 yuan / bottle.
750ml large bottle - direct cost is about 11.50 yuan / bottle, machine depreciation and site costs are about 0.30 yuan / bottle, box 0.20 yuan / bottle, the total cost price should be about 12.00 yuan / bottle.
Product price positioning
The ex-factory price of 225ml inflatable products is 10 yuan / bottle; the distributor recommended the shipping price is 12.50 yuan / bottle; the terminal suggested retail price is 30 yuan / bottle.
The ex-factory price of 375ml product is 35 yuan / bottle; the distributor recommended the shipping price is 42 yuan / bottle; the terminal suggested retail price is 199 yuan / bottle.
The ex-factory price of the 750ml product is 40 yuan / bottle; the distributor recommended the shipping price is 59 yuan / bottle; the terminal suggested retail price is 299 yuan / bottle.
V. Channel design
1. Market segmentation adopts the method of dividing the usual origin factors: the Jinan market is initially classified as a kind of “base” market, the other regions in Shandong are the second category “infiltration” market, and the provincial market is the three types of “radiation” market.
2. Sales channel structure The choice of enterprise distribution channels is restricted by factors such as market, product, management, financial resources, and middlemen. Therefore, we must carefully analyze and measure various factors when designing channels, for each channel and The selection and layout of members should be based on the demand characteristics, demand potential and profit scale of the target market. Based on a comprehensive consideration of various factors, we can conduct channel design.
Make it clear whether the company is using direct channels or through intermediary distribution.
Considering the complex background of the night market operators and the strength of our company, we recommend a unified use of middlemen for distribution. However, the selected dealer must have the following three basic requirements.
The first choice, there is a certain nightclub network, whether it is its own control, or its offline control;
The second choice has a strong background, such as the Public Prosecution Law Division, taxation, and industry and commerce;
The third choice has strong financial strength.
Determining the number of intermediaries There are usually three strategies to choose from: exclusive distribution, intensive distribution, and selective distribution.
Exclusive distribution is the exclusive operation of selecting only one middleman in a region. Intensive distribution is looking for as many middlemen as possible to sell products. The choice of distribution is to select a number of intermediaries for distribution in a region.

Enterprises can implement “one land, one policy” according to actual conditions at different times and regions. The exact number of distributors is determined by the strength of the dealer.
In the early stage of entering the market, the “base area” market for Jinan can use exclusive distribution or selective distribution according to the actual situation of the dealers. At the same time, it adopts in-depth marketing control, establishes regional managers, and provides agents and agents to assist agents under the agents. Develop, maintain and promote the terminal sales network; for the “infiltration” market in Shandong, it also adopts exclusive distribution or selective distribution, and adopts semi-depth marketing methods to set up regional managers to provide industry representatives under the agents to assist them in developing and maintaining terminals. Sales network; the “radiation” market outside the province, set up the sales sales area manager, which confirms the exclusive agent or selects distribution according to the actual situation, and does not have other promotion personnel.
The “base area” market in Jinan is the first time to start the market. At the same time, it is also necessary to actively contact agents across the country. Especially in big cities such as Shanghai, Beijing, Chengdu, or some of the larger cities in the South, because these places have larger nightclubs, and local consumers have stronger nightclub spending habits than the North, and may be more acceptable. product. Therefore, we can operate these markets with the help of mature agents, and we can quickly increase our sales and generate better benefits.
With the advancement of sales work, enterprises should gradually adjust their key regional strategies, focus on investment in areas with better sales, and gradually increase the number of generations and generations in these areas to help distributors develop markets.
How to find the agent enterprise product listing in the startup stage, in the case of limited strength, the power of the agent is very important. The first step to establish cooperation with the agent is how to find enough agents for the enterprise to choose. There are a lot of technical problems involved here. Here we provide several more effective methods for enterprise reference, and can also be used as a platform for market development of late marketing personnel.
Media investment: basic investment information can use TV media and print media. The TV media of Jinan “base” market and Shandong “infiltration” market can consider Jinan TV Station and Shandong TV Station. Plane media can consider the three major newspapers of Jinan Times, Shangbao and Evening News. The “radiation” market outside the province can consider the newspaper industry in the local area. At the same time, it is also necessary to consider the promotion of investment in some professional magazines. Before the investment, you should start to prepare the tools necessary for the company to attract investment, such as company albums, handbags, and related exhibitions.
Backtracking: Businesses or salespeople visit their sales terminals based on the beer and wine that appear in the region, and trace back to their agents based on the information provided by their sales terminals.
Source recourse: The enterprise or salesperson inquires about the company's phone number based on the beer and red wine appearing in the region, and proposes the purchase price to the manufacturer as the “network terminal” in the region. The enterprise will contact the sales agent or salesperson. Way to tell.
Street search: Businesses or salespeople use bicycle search to find wine wholesale markets and distributors of “wine sales companies” in the sales area.
Borrowing chicken eggs: Using the information obtained from the sales staff of the wine companies, and contacting other sales personnel, using their original sales network.
Relationship introduction: Businesses or salespeople use the network of relationships to find wine distributors.
3. Establishment of a sales organization

While selling products through distributors' networks, enterprises must open up the national market, explore mature market operations, and build and train a hard-working marketing team.
The establishment of an internal marketing organization of an enterprise needs to set up a special sales department. At the same time, considering the current marketing ability of the company, it is recommended to hire a professional manager to be the person in charge of the sales department. According to the timetable for listing planning, the time for arrival should be in 2004. Before January 15 of the year.
The selection criteria of professional managers are undergraduate or above in business management or marketing, or have the same level of knowledge, and have experience in drinking and marketing;
The system masters the relevant knowledge of marketing, economic law and contract law, and is familiar with the company's product performance, industry related policies and marketing characteristics, as well as sales management, financial management, social public relations, consumer psychology and other knowledge;
Strong organizational and management skills, strong public relations, negotiation and decision-making skills, leadership and execution skills.
The establishment of an external marketing organization is based on the current sales location of the company and the long-term development of the company. It is very necessary to set up a strong marketing team and distribute it to the sales market selected by the company. The staff is in place in March 2004. before.
"The channel is king, the decision-making terminal" will become the general sales policy of the company. According to the general policy, companies must set up regional managers to add industry and resident generations in important markets.
It is very important for personnel promotion to be in the early stage of launching, and it is a powerful means to ensure that “channels are kings and winning terminals” can be carried out. Through the regional division of the entire market in Jinan, the detailed service and management of all the outlets in the sales channel will be fixed, fixed, fixed and quantitative, and the sales of the products in the market, the competition of similar products, and the promotion of personnel will be achieved. Control, so that this product has a competitive advantage in the sales channel. If other regions have better growth momentum, they can also implement follow-up promotion.
Implementation focus: The core of specific content and expression is the quantitative management of retail terminals:
Staffing: Determine staffing based on store size and business performance.
Work program: The work that should be completed every day, determine the content, frequency, feedback information of the work, complete certain sales tasks, product display.
Map management: sales network distribution map, including dealers, wholesalers, retail outlets, marked on the map.
Line management: according to the distribution map, the promotion staff's work line, customer number location.
Form management: record customer detailed information, including number, grade, invoicing status, store display, problems, similar products, indicating the work content and order of the promotion staff.
Specific operations:
first step:
Work with the dealer to collect basic data, collect all nightclubs, create files, and draw maps, including: store name, person in charge, address, phone number, etc.
Rationalize the A, B, and C customers and determine the development goals based on the above information.
In consultation with the dealers, the route setting and frequency of visits are initially determined, and the key developments of A, B, and C are differentiated, so that the distribution rate is over 30%.
The second step:
Mainly for the first stage of the summary, data revision, reasonable revision, customer level, stationed promotional staff, core sales-based data analysis, data analysis: according to sales data, calculation of each store sales and sales percentage analysis, to obtain the necessary products Business information.
Customer ratings are based on sales volume and potential. Different customers are treated differently, and long-term stable possession of large customers; medium-sized customers are firmly possessed, tapped and promoted, and sales are increased. Small customers: speed up turnover, digestion, and if objective reasons cannot be changed, they will give up decisively.
Organization and implementation supervision: The regional manager is responsible for tracking, as the basis for personnel work assessment and resource support. The company's special inspectors check the coverage on a regular or irregular basis according to the confirmed schedule. A, B store display publicity, wholesalers and distributors, as well as changes in product sales.
The third part of the new product listing deployment I. Time to market: January 15, 2003 Second, the listing area:
It is centered on Jinan, Qingdao, Yantai, Weihai, Zibo, Dezhou and other provinces, covering its jurisdiction, and including developed cities such as Chengdu, Beijing, Tianjin, Shanghai and Shenzhen.
Third, the listing strategy deployment:
1. Propaganda support
In January 2004, the theme advertisement of "Rose Rose, I Love You" was launched, and the company's publicity and recruitment agency advertisements were reported to save the largest area. The first stage of the broadcast was mainly 225ml and 375ml products. The target of communication, in early February, with the "Valentine's Day" began to have prize essay activities, and continued to be released until the end of March.
In February 2003, the ice rose/rose manor/love rose poster, hanging flag, banner was launched for posting/hanging at various retail outlets.
2. Pathway:
The main idea of ​​dealers: Since this product belongs to emerging products, in the case of limited marketing resources, relying solely on the strength of enterprises to bring products to market, its timeliness will not be significant and risky, so it is decided to implement corporate profits. Promote the use of distributors' funds and inventory by distributors to bring products to market, as follows:
The first stage: from January 15 to March 31, 2004, the amp level is 225ml series of 300 boxes, 500 boxes, 1000 boxes, the reward for the Yikan level is 5 yuan / box, 7 yuan / box And 10 yuan / box, the first stage of launch, the level of the level is lower, but the reward range is large, mainly considering the need to enhance product awareness in the early stage of new products.
The second stage: from April 1st, 2004 to September 31st, 2004, the scale of the canteen is 1000 boxes, 2000 boxes, and 3000 boxes. The reward for the Yikan level is 7 yuan/box, 10 yuan/box. And 13 yuan / box; this stage of the new product has been well received in the city, and radiated to the outside, should raise the level of the can, take care of the interests of the Chinese households, at the same time, follow up our company's promotional products series.
The third stage: from October 1, 2004 to December 31, 2004, the regional sales competition will be held according to the sales situation of each region, and the qualifications for the finalists and the amount of rewards will be established. The incentives for high bonuses greatly mobilize the enthusiasm of customers and make customers a large number of customers. The goods, the most likely to occupy the customer's inventory and funds; this move is designed to use the customer's stocks to lighten the season when the off-season comes. The successful completion of the sales competition, a wonderful end to the listing plan.
Qualification for finalists: monthly sales, return amount, and development network points reach a certain amount, which will be determined by the company according to the actual situation of the market.
Reward Amount: The amount of the award should not exceed the maximum level of rewards mentioned above.
Leading ideas in retailing: increase the distribution rate as much as possible and increase the exposure of products, as follows:
The first stage: from January 15th, 2004 to March 31st, 2004, the retail store will carry out cash back cash activities, each 225ml box skin can be returned for cash 2 yuan, 375ml box skin can be returned cash 5 yuan, 750ml box Leather can be returned to cash for 7 yuan.
The second stage: From April to October 2004, the "Rose Fortune Project" was launched, that is, one bottle of each bottle of rose wine was delivered for each bottle/pack of designated products. The "Rose Fortune Project" was executed for 7 months.
3. The main idea of ​​consumer promotion: Through consumer promotion activities, enhance the taste acceptance and popularity of products, and expand consumer groups.
Cutting box display: Product stack display activities at various retail outlets to increase product exposure.
"邂逅 Passion" promotion: Within one week before and after a specific holiday, you can use the promotional card printed by the company to drink the designated "rose wine" product for free at the designated nightclub. The front of the promotional card is the theme and picture of “Rose Wine”, which has a strong impact and temptation. The name and logo of the joint event nightclub. The distribution of the promotional card can be determined by the distributor. The company prints it and delivers it to the distributor for distribution. It can also be issued by the company itself, but it needs to reach an agreement with the confirmed nightclub.
Enterprises need to provide a part of the product for free during the event. If the agent provides it, it can be deducted from the purchase price according to the recycled promotional card.
On-site activities: Companies can conduct "Rose Wine Throwing Competition" and "Welfare Lottery Giving Events" at specific sales terminals. The "Rose Wine Throwing Competition" is where the audience buys a bottle or bottles of ice roses to participate in the event. Every time you buy a bottle of "Rose Wine" you will get a chance to throw a point. In the end, whoever has a large number of points will be free to participate in a certain number of "Rose Wine" and our promotional items. The Welfare Lottery Giving Event is a joint venture with the Instant Welfare Lottery Center or a certain number of Instant Welfare Lotteries. At the terminal nightclub, consumers who purchase the “Rose Wine” products are free to choose a few open-ended Welfare lottery, the company gives the spot cash, but also the company can make its own lottery, design number and corresponding cash amount.
Part IV Performance Objectives and Benefit Analysis

1. Jinan market share: 10% in the first year; 20% in the second year and 30% in the third year.
Sales: 250,000 bottles in the first year; 500,000 bottles in the second year and 750,000 bottles in the third year;
2. Market share of other markets in Shandong: 5% in the first year; 10% in the second year and 15% in the third year.
Sales: 60,000 bottles in the first year; 120,000 bottles in the second year; 180,000 bottles in the third year;
3. Market share of the provincial market: 5% in the first year; 10% in the second year and 15% in the third year.
Sales: 30,000 bottles in the first year; 60,000 bottles in the second year and 90,000 bottles in the third year;
4. The total market sales volume is 340,000 bottles in the first year; the next year is 680,000 bottles, and the third year is 1.02 million bottles;
Based on the above market target, conduct a benefit analysis, taking the first year as an example.
Sales income: 225ml inflation 2.1 million yuan, 375ml product 3.5 million yuan, 750ml product 1.2 million yuan; total 6.8 million yuan; 4.46 million yuan after tax deduction;

Manufacturing cost: 225ml inflatable 1 million yuan, 375ml product 850,000 yuan, 750ml product 360,000 yuan; total 2.21 million yuan;
Sales gross profit: 2.43 million yuan;
Management expenses: 300,000 yuan sales expenses: sales staff salary 300,000 yuan promotion activities cost 250,000 yuan promotion staff commission 350,000 yuan other personnel promotion 150,000 yuan freight 100,000 yuan rebate 650,000 yuan total: 1.8 million yuan before tax profit: The plan of more than RMB 330,000 is designed by the consulting company according to the market and the actual situation of the enterprise. It needs further confirmation and revision by both parties.
Promotional products In view of the upcoming listing of this wine product, in order to expand the marketing channel, it will stand out in the same category in a short period of time and be familiar to the consumers. According to the mastery of the situation, please Jinan Runjie Business Co., Ltd. tailor the following sets of promotional items. To match the sale of the product.
First, alloy kitchen gadgets

Second, the exquisite seal: a variety of styles, showing elegant cultural characteristics.

Third, Valentino • Cooper heart-shaped cosmetic bag – communication begins with the heart