2019 company product marketing plan

In order to allow products to flow into commercial channels as soon as possible, further improve the various distribution networks of products, seize market share, increase product sales and market share, the special plans are as follows:

I. Distribution of the Jiuzhoutong system

Serial number

company name

Branch company

Agreement signing time

Purchase time

Remarks

China Jiuzhoutong Group Co., Ltd.

1

Hubei Jiuzhou Tong Pharmaceutical Co., Ltd.

Wuhan

Need strong support from the company

Match:

Preparation of advertising materials.

Corporate brochure,

Tote bag,

ball-point pen,

Advertising umbrella,

Notebook, etc.

Jingzhou

Xiangfan

Enshi

Jiangxi

Large pharmacy chain

Kyushu Fangyuan

Kyushutong Hospital

2

Beijing Fengkecheng Pharmaceutical Co., Ltd.

Beijing

Hohhot

Large pharmacy chain

3

Shanghai Jiuzhou Tong Pharmaceutical Co., Ltd.

Shanghai

Nanjing

Large pharmacy chain

4

Henan Jiuzhou Tong Pharmaceutical Co., Ltd.

Zhengzhou

Large pharmacy chain

5

Xinjiang Jiuzhou Tong Pharmaceutical Co., Ltd.

Urumqi

Yi pear

Large pharmacy chain

6

Shandong Yaoshan Pharmaceutical Co., Ltd.

Jinan

Qingdao

Linyi

Large pharmacy chain

7

Fujian Jiuzhou Tong Pharmaceutical Co., Ltd.

Fuzhou

Wenzhou

Large pharmacy chain

8

Guangdong Jiuzhou Tong Pharmaceutical Co., Ltd.

Guangzhou

Zhongshan

Large pharmacy chain

9

Chongqing Jiuzhou Tong Pharmaceutical Co., Ltd.

Chongqing

Large pharmacy chain

10

National Kyushu Tongda Pharmacy Chain Co., Ltd.

Large pharmacy chain

Second, the choice of distributors in Hubei market

1. Hubei Jiuzhoutong Pharmaceutical Co., Ltd. Its network is relatively complete, its distribution ability is very strong, and its radiation surface to the surrounding market is relatively wide, which is our preferred distributor;

2. Sinopharm Holding Xinlong Co., Ltd. Although most of its network is coincident with Kyushu, it is a powerful supplement to the network of Kyushu, and it is not worried that the company will collapse and bring risks to the purchase price;

3. Wuhan Tianxiaming Pharmaceutical Co., Ltd. is located in the north of Wuhan City. The customers from the 107 National Road south of the country cannot be admitted to the city due to traffic control. Most of them were intercepted. Secondly, his predecessor was “Wuhan New Special Medicine Co., Ltd., has strong distribution ability in Wuhan otc terminal;

4. Hubei Yangshuo Pharmaceutical Co., Ltd. Its third-terminal private terminal, community health service center, individual clinic, township hospital and other third terminals have strong distribution capabilities.

Third, promotional activities

1. Determination of the rebate of the purchase;

◆The relationship with the responsible person and purchaser of the procurement is cleared;

◆ In-depth communication with the dealer company owner.

2. Communication and implementation of the marketing department's invoicing staff;

◆ Distribute leaflets and business cards to promote the selling points of the company's products;

◆ Inform each billing officer and business personnel of our company's product policy;

3. Explain the company's corporate profile and products at the business meetings of each dealer;

◆ Grasp the opportunity for each company to hold a business meeting and explain the company's product policies and product knowledge in about 30 minutes;

◆ Introduce the company's profile and development prospects, and increase their confidence and enthusiasm in selling our products.

4. The distribution and communication of the marketing page of the marketing department.

◆We issue it ourselves;

◆ Issued through the distributor's internal promoters.

Fourth, the analysis of the surrounding market

The whole market around Hubei is divided into four main lines: Southwest Line, Enshi→Yichang→Jingzhou→Jingmen; Northwest Line, Shiyan→Xiangfan→Suizhou→Xiaogan; Southeast Line, Huangshi→ Huanggang→Ezhou→Xianning; Jianghan Plain Line, Qianjiang→Tianmen→ Xiantao. Among them, four core cities with strong radiation capacity are Yichang, Jingzhou, Xiangfan and Huangshi.

Fifth, the channel is dredged and merged

After the Spring Festival, relying on the strong first-class dealers such as Hubei Jiuzhoutong, fully utilize his network resources and distribute the products to Jingzhou, Yichang, Xiangfan, Huangshi, Enshi and other regions, first ensuring that the channels are in stock, and then proceeding. The terminal follows up. Among them, Hubei Jiuzhoutong branch in the province, Enshi Jiuzhoutong, Xiangfan Jiuzhoutong, Jingzhou Jiuzhoutong can lead the advanced goods, Yichang Kangxin Pharmaceutical Distribution Co., Ltd., Ezhou Wudu Pharmaceutical Co., Ltd. is also the first echelon of the channel.

According to the spirit of this province's tobacco conference, the Yongdeng Marketing Department adheres to the overall requirements of the work conference at the beginning of the year, adheres to the overall requirements of “stable progress, efficiency, vitality and quality service”, combined with the county office's work ideas throughout the year and combined with the jurisdiction. In actual situations, we will focus on deploying tasks for the second half of the year. Below, we will make the following arrangements for the second half of the marketing department.

First, strengthen learning, change concepts, and build a high-quality marketing team. At present, the quality of market managers and account managers is uneven. Some people have relatively low ability and level of industry policies, work processes, analysis of cigarette sales trends, customer guidance, etc., and it is difficult to adapt to the current development requirements of the tobacco industry. In order to adapt to the new form, it is inevitably required to have a marketing team with excellent business.

1. Strengthen the study of industry and foreign-related knowledge and focus on improving the comprehensive capabilities of marketing personnel. In view of the current uneven quality of marketing personnel, the marketing department will further strengthen the training and training of personnel. Diversified training methods: group training, knowledge contests, speech contests, self-study, etc. Extensive content: In addition to industry policies, marketing knowledge, laws and regulations, the focus is on marketing personnel to learn other aspects of marketing knowledge, social etiquette, language communication, etc.; provide more space in time, give full play to morning and evening meetings, spare time, Ensure that each staff member has a more extensive study time. Make the talents of each marketing staff get better in the market and work.

2. Pay close attention to the improvement of business quality and ensure the smooth development of all work. With the further advancement of the network construction function, the quality of the work of the marketing staff, the quality of the service level, and the effectiveness of the business guidance directly affect the smooth development of the work. The marketing department will organize 1-2 marketing personnel trainings and exams each month, focusing on daily business, v3 system proficiency, laws and regulations, industry policies, and supply policies.

Second, go deep into the market, grasp the real needs of the market, and report the real needs of the first-hand market. First, since the implementation of the total amount of floating management in June, after the client manager and the total number of customers have been approved, the customer's awareness of the need for independent reporting has been greatly reduced, and the customer's understanding of the real demand of the market and the total amount of floating management has created a misunderstanding. As a result, in the process of market research, customers were found to have a misunderstanding of the total amount of floating and self-reporting needs. There are problems with the customer's understanding, as well as the promotion and guidance of the client manager. The real demand of the market has not been fully utilized in the order forecast. Second, the account manager did not have a good understanding of the total amount of floating management and self-reporting requirements, resulting in problems in daily publicity and guidance. In response to the existing problems, the following aspects will be rectified.

1. Marketing personnel and customers should have a correct and clear understanding of the total amount of floating management and independent reporting needs and distinguish them. In the second half of this year, this work was regarded as an important indicator for the evaluation of account managers. The main investigation results are mainly to investigate the customer's awareness rate and check the customer's self-reporting data.

2. Steadily promote the work of “organizing the supply of goods according to customer orders”. The account manager predicts the accuracy rate, focusing on the real needs of the market, the results of the top 20 national key cigarette brand evaluations, the launching, sales , analysis and forecasting of new brands as the key points to improve the ability of account managers to grasp the market. From the original total forecast accuracy rate assessment gradually put on the single-brand forecast accuracy rate, especially the top 20 national cigarette key backbone brands. Under the premise of guaranteeing the sales volume in the same period last year, we strive to increase the price of a single item by RMB/item compared with last year's yuan/item.

3. From the overall operation of the “total floating management” work, the account manager and the customer are not satisfied with the historical sales data and the current supply policy of the customer in the total amount of agreed work, resulting in a minority. The total amount of customers is too large or too small. In the process of actually ordering cigarettes, the sales at the beginning and end of the month are large and large, and even individual customers cannot order the actual sales of cigarettes in time. In response to the current situation, the account manager further adjusts the supply of agreed unreasonable customers while the total amount remains unchanged. In the end of the month, some customers could not order, and the supply at the beginning of the month increased too much. We will implement the basic requirements for order delivery, which is basically satisfied with market demand and retail customers have choices, and continuously improve the ability to adapt to the market. According to Lanzhou Company's supply of goods and tight cigarette supply management methods, the total amount of floating management of retail household orders can be reasonably controlled, but the sales quota must not be specified, nor can the sales volume be stipulated according to specifications; the number of retailers' demand for different brands Form a reasonable quantification of the science of each type of retailer and timely maintain and adjust according to market changes. Through reasonable quantification, it promotes the improvement of the level of scientific release and reflects the principle of market-oriented delivery.

4. The “Organization of Goods by Customer Order” and the “Total Floating Management” work can be effectively carried out smoothly. The county marketing department requires the account manager to focus on the basic situation of the business circle type, customer category, sales status, etc., and to grasp the first-hand information for the real needs of the customer. As a day-to-day job as an account manager. Incorrectly, the above two tasks are effectively carried out. The implementation of “capacity management” is an effective way to implement “organizing goods by customer orders”.

Third, improve services, strengthen management, and further improve customer relationship management. In order to further establish a good relationship between customers and customers, how to improve customer service quality, information transmission, profitability, emotional services, timely and effective supply; how to strengthen customer awareness, coordination, loyalty, etc.; The marketing staff carefully cares and builds.

1. Strengthen services and further create a good market environment. The communication between the heart and the heart needs to be realized by actions, so that the customers feel the care of the tobacco company, and we require our marketing personnel to fully understand the differentiated management and service concept. The customer's service is comprehensive, holiday greetings, birthday wishes, etc.; the delivery information is delivered to the customer on time; the industry policy and the number of cigarette brands cannot be obtained in the first time, and the customer cannot order in time. To the marketable cigarettes, the dependence on the account manager is greatly reduced. In the second half of the year, the Marketing Department required qualified account managers to open the “Feixin” business to the customers in the jurisdiction, and first launched the conditions in the county, key markets and other places where the conditions existed. The coverage of “Fetion” was used as the information transfer of customer managers and customer sentiment. An important indicator of service improvement is to assess and provide efficient and fast and effective information to customers in the jurisdiction at the first time. Solve the problem that the account manager cannot pass relevant information in time. The implementation of this work was completed by the end of September. The focus is on the customer service department in the city.

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