Marketing Department's work plan for the second half of 2019

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.

2. Strengthen the operation guidance of cigarette retailers in the jurisdiction to improve the profitability of customers. Throughout the year, the account manager is required to provide more than 60 cigarettes to the customer's business guidance, effective guidance of more than 80%, and focus on the assistance and requirements of account managers who have not caught up with the business guidance. The marketing manager's assessment of the account manager focuses on the supervision and supervision of effectiveness. According to the business manager's business guidance, the marketing manager implements the field investigation to improve the profit level, increase the sales structure, and enhance customer recognition. Conduct an assessment to achieve service and promotion.

3. Strengthen the management of 80% collaborative management customers and improve their awareness of compliance and cooperation. The number of retailed 80% cigarette retailers managed by the account manager is a relatively large group. The management of the client manager should not only be on the inventory check, check the cigarette barcode, but also how to grasp the customer's cigarette sales trend. In terms of abnormal conditions, more attention should be paid to the implementation of the retail guide price of cigarettes and boxes, and effective management should be carried out, but it cannot be used as an effective punishment.

4. Strengthen the management of large households in the jurisdiction and further standardize business operations. The management of large households is strictly managed in accordance with the requirements of the Lanzhou Company's Large-scale Management Measures. In particular, large-scale cigarette sales , supervision and inspection, visit quality, law-abiding awareness, and degree of cooperation must be managed in accordance with the requirements of large Lanzhou companies.

5. Strengthen the interaction of three members and improve the supervision of the market. The problems raised by the effective communication of the current three-member interaction have not been solved in a timely and effective manner; the information returned by the account manager cannot be verified; the monopoly inspection is not in place, the customer manager is not in place; the delivery personnel are not delivered in time, and the county marketing department It will be the key content of key supervision and assessment in the second half of this year. First, strengthen the implementation of information, clues, and authenticity issues. The inspector team will conduct key inspections on some important unfounded clues and information to improve the authenticity of customer manager information and clues. Secondly, strengthen the inspection team of the monopoly inspection team in the jurisdiction as a hard indicator to assess the strength. Once again, further strengthen the verification of the delivery time of the delivery staff, ensure that the delivery staff will deliver the cigarettes to the customer at the specified time, improve the customer's awareness of receiving the goods on time, and eliminate the problem of receiving goods on behalf of others.

Fourth, strengthen brand cultivation and increase market share. In the second half of the year, marketing personnel further changed their concepts and raised their awareness. In terms of the cultivation of cigarette brands, marketing personnel strictly followed the requirements of the notice issued by the State Bureau on the “Notice of the State Tobacco Monopoly Administration on the Evaluation of the Top 20 National Key Tobacco Key Brand Evaluation Results”. Effectively cultivated. Make each marketing person aware of the direction and goals of the cigarette brand. In particular, this year's "Lanzhou" brand cigarettes are regarded as the cultivation of the top 20 national key cigarette brands.

1. In the seat of the county: focus on the cultivation of cigarette brands on the brand of 10 yuan or more; rural township: the brand of more than 5 yuan or 8 people as the focus of cultivation. The rural market has strengthened the cultivation of cigarettes around 5 yuan as a key point to increase market share. And after writing a new brand new listing, write a written analysis of the brand, analyze the brand's sales trends in the market, consumer opinions, customer ordering and so on.

2. According to the area under the jurisdiction of each account manager, each customer service department has targeted the number of cabinets on the cigarette brand, so that each customer can clearly understand the direction of sales and development of cigarette brands in the future, and improve the promotion, sales and ordering of cigarettes by customers. Purpose.

3. To promote the “slightly tight balance” supply policy for the fourth and fifth types of cigarettes in the vast rural market, and to improve customer satisfaction. Eliminate the customer's feelings of touch.

Fifth, strengthen management and further standardize business order. After the Lanzhou Company signed the "Informed Commitment Letter" with the employees this year, the conscious awareness of the employees' standardized operation was greatly improved, and the behavior of the customer manager's ordering, the delivery of the purchaser, and the interception of the cigarettes were eliminated.

1. The normative management of the account manager: When the account manager visits each day, some retail account managers who cannot order cigarettes on time in the jurisdiction must collect the cigarette brands and quantity of the customers' own needs, and report to the marketing manager to verify the signature. The fulcrum is ordered in a unified manner, and customers who do not have an order must be processed without demand. Curb the situation in which the account manager blindly reports the demand and prevent the occurrence of black-box operation.

2. Further standardize the job responsibilities of the account manager. The account manager shall not assign orders and distribute the goods to the cigarette retailers; may not negotiate the cigarette brands and quantities with the customers, and may not require or imply that the customers report the orders and requirements according to the specified brand and quantity. Require the account manager to free himself from the specific work of taking the order, and better play the role of the account manager to serve the customer and market the brand. Strictly implement the "six inaccuracies".

3. Implement total floating control. The account manager shall not stipulate the lower limit of the customer and shall not stipulate sales according to the specifications. According to the actual needs of the market, the customer negotiates the total supply with the retailer. On a secondary basis, according to the customer's business scale, it is large, medium and small, and carries out floating management according to regulations.