Summary of the first half of the marketing department

In 2019, Yuhang Marketing Department under the correct leadership of the Municipal Bureau and the District Bureau, with the help and support of the company's various departments and the Brothers Marketing Department, guided by Deng Xiaoping Theory and xx Comrades' "Three Represents" and other important ideas, The common values ​​of the industry, where the interests are paramount and the interests of consumers are supreme, are the starting point and the foothold, conscientiously implement the spirit of the 17th National Congress of the Communist Party of China, thoroughly implement the scientific development concept, and focus on the construction of the tobacco industry with strict standards, efficiency and vitality, and Zhejiang Tobacco. The service tenet of “Responsible for you and satisfying you” further emancipates the mind, actively explores, pays close attention to standard management, deepens outstanding services, pays attention to innovation and development, and ensures that all work develops in a healthy and stable direction.

I. Operation status of economic indicators in 2019

Operational status of economic indicators in 2019: From January to November 2019, Yuhang Marketing Department completed sales of cigarettes of 10,110.64, completed 93.47% of annual sales tasks, achieved sales of gross profit of 66,509,800 yuan, and completed 90.61% of annual gross profit index, of which low-grade cigarette sales 1398.42 cases, completed 101.33% of the annual target, is expected to successfully complete the annual work indicators, single-box sales increased from 23,200 yuan / box in the same period last year to 25,800 yuan / box; single-box gross profit increased from 5,675 yuan / box last year To 6,576 yuan / box; 1548 boxes of cigarettes sold outside the province, 1548 cases, compared with 1125 cases in the same period last year, an increase of 37.6%, the proportion of one or two categories of cigarettes outside the province increased from 32.18% last year to 36.02%, a year-on-year increase 3.84%, all economic indicators and management indicators have achieved outstanding results. These achievements are derived from the joint efforts of the cadres and workers of the marketing department, showing a good momentum of sustainable development and further promotion of cigarette sales and customers next year. The service work has laid a solid foundation.

Second, the main work carried out in 2019.

On the basis of reform and improvement in XX, the work in 2019 will take the opportunity of regional marketing and distribution integration to strengthen the marketing of cigarette services, enrich the service content, strengthen the coordination of industry and commerce, and vigorously promote the "two leapfrogs". Standardize the retail terminal, consolidate the network foundation, focus on operational safety, and achieve harmonious development; at the same time, strengthen the understanding of the "pure" culture of Zhejiang smoke and the "quality and quality" culture of Hangzhou smoke, strengthen its own quality improvement, and continuously improve the grassroots departments. Execution and innovation will gradually advance toward the goal of all-round development, innovation and development, and sustainable development.

The construction of standardized retail terminals has been further advanced.

In XX, the company carried out the construction of standardized retail terminals, and carried out a lot of work on cigarette display image, clear price and clear price, store environment rectification, and promotion of retail retailers. The terminal construction work in 2019 was deepened and promoted on the basis of good results in XX.

1. The store's appearance is further beautified, and the cigarette display is more standardized. Continue to improve the level of standardized terminal construction. Standardize the construction of retail terminals. As the innovation work of our Yuhang Tobacco, all the comrades in the marketing department attach great importance to their thinking and participate in this work with a high sense of responsibility and mission. Strengthen communication with retail customers, strive to make retailers understand and support the development of standardized retail terminals, accelerate the rectification of the business environment on the basis of the previous publicity, and rectify more than 300 retail households. The demonstration street effect is gradually expanded to Various marketing lines, and received praise from retailers.

2, clear code price to achieve the customer from passive use to active use of the process. With the further development of the price tagging work, from the application of the clear price tag to the popularization of the demonstration street, it is gradually accepted by the majority of retailers and consumers, whether the price tag display is in place, and whether the retail customer can stabilize and improve the business performance. Important means. In the jurisdiction, some customers who were not willing to cooperate with the price tag clearly felt that their own operations were threatened under the general environment of clear price tagging. They experienced the process from rejection of display to active request, and the standardization of price tag display was further improved. One cigarette and one sign, one-to-one correspondence work carried out smoothly. After using the small price tag, the phenomenon of missing, missing and worn out of the price tag has been alleviated, and the work efficiency of terminal maintenance has been improved.

3, the promotion of the vi image identification system. With the deepening of the construction of standardized retail terminals, the company plans to promote the vi image identification system in the Yuhang marketing department. On the basis of the experience gained by the Linping Marketing Department and the Tangqi Marketing Department, the retail customers will watch the topic of “Terminal Gate”. The film has generally been supported by retail customers. At present, 31 retailers have been identified as the first batch of vi image identification customers. The measurement of the size of the facade, the vi identification door and the vi logo counter production are already in full swing. The launch. The promotion and application of the vi image identification system provides a good opportunity to further improve the level of standardized terminal construction, enhance the competitiveness of cigarette sales network, and improve the profitability of cigarette retail customers.

Promote business collaboration and strengthen brand cultivation.

1. Fully tap the market potential. First, in line with the construction of standardized retail terminals, combined with the "Cigarette Display Standards" to promote retail customers' attention to the sales of cigarettes and low-grade cigarettes outside the province, the sales of cigarettes and low-grade cigarettes have a fast and convenient environment, and the second is to strengthen Inventory monitoring work, through the comparison of low-grade cigarette sales in the early stage and the same period of the customer, understand the market sales trend and consumer demand situation, grasp the consumption characteristics, reasonably arrange the supply and supply of goods, and ensure the availability of one or two types of smoke and low-grade smoke outside the province. Continued growth has laid a solid foundation for promoting the establishment of more than 20 key backbone brands and more than a dozen key brands.

2. Strengthen market sales management. Enhance the enthusiasm of retail customers for selling low-end cigarettes with the "Retail Customer Credit System Assessment". In the retail customer point system assessment, increase the proportion of cigarettes and low-grade cigarettes outside the province, prompt retail customers to change the sales structure, use the quantitative in the customer classification, and improve the retail sales of one or two types of smoke and low-grade cigarettes outside the province. Enthusiasm, guide market consumption to actively shift to key backbone brands.

3. Strengthen the management of sales progress of key brands. Combined with the secondary assessment of the branch and the third-level assessment of the marketing department, the sales progress of key brands is regarded as an important indicator of economic operation, and the task of cultivating key brands is released on a monthly basis, and the evaluation of the brand is carried out in the month of the cabinet rate and sales volume. Work, prompting account managers to strengthen the cultivation of key brands in daily market visits, further understanding market demand and consumption trends, grasping regional market sales characteristics and retail customer sales needs through customer manager's communication and communication with customers, and reasonably releasing for the company The sales indicator provides the basis.

4. The key brand cultivation effect is good. According to the "two leapfrogs" and the establishment of "big enterprises, big markets, big brands" strategic requirements, the company introduced a number of key brands outside the province in the first half of this year, Yuhang Marketing Department is cultivating the classic 100 Hongtashan, Ziyun, At the same time, the Yellow Crane Tower series, Guiyan, Baisha series and other key provincial brands have done a good job in market cultivation for new brands such as Taishan, Huangshan, Jinsheng and Quanqi Sunshine, which are listed this year, paying attention to retail customers' sales and inventory. In the case, summarize and analyze the problems that arise in the process of cultivating new brands. With the acceleration of the brand integration rhythm, the brand cultivation work of the marketing department is also closely carried out around the “key backbone” brand. So far, the national 100 Hongtashan, Yunyan and other national brands have grown into the main sales brands. In the province's brand, in response to Xin'anjiang's revision to the situation of Dahongying, increase market propaganda, relying on the market foundation laid by Xin'anjiang, through the distribution of leaflets, market visits and other work, so that Xin'anjiang smoothly achieved the big red eagle Excessive, at present, the big red eagle soft blue has basically reached the sales volume before the brand integration, achieving excessive success.

Beginning in November 2019, the Hangzhou area implemented the integrated operation of cigarette marketing and cigarette distribution. On the basis of full attention, the Yuhang Marketing Department began preparatory work from the end of September, aiming at the regional marketing and distribution integration operation and the original operation mode. Differently, a series of marketing lines and distribution lines were launched. According to the “Marketing Integration Plan”, relevant program adjustments were made to the customer categories, and the integrated operation of cigarette marketing and logistics was successfully realized.

1. Integrate distribution lines and marketing lines. Because the order line is highly correlated with the marketing line, after marketing and listening to the opinions of the delivery person, account manager and cigarette retailer, the retailers of one, two, three and four groups are marketed. Re-segmentation, the original six distribution lines are integrated into three, on the one hand, it is convenient for the order work to be carried out smoothly, on the other hand, it is convenient for the customer manager and the delivery person to visit the market and the delivery line is smooth, and for each group The adjustments were made in the case of ordering in the afternoon and afternoon. Prior to the adjustment, strengthen the promotion work for retail customers, issue the “Tobacco Retail Customer Book of the City”, notify the retail customers of the ordering time and delivery time of each retail customer, through the communication between the delivery staff and the account manager. Cooperate with the new customer of the account manager and the new delivery customer of the delivery staff to ensure the smooth progress and development of regional marketing and distribution integration.

2. New customer classification methods and limits. At the same time as the implementation of regional marketing and distribution integration, according to the requirements of the regional marketing integration operation plan, the original seven categories of customer classification methods were extended to 46 sub-categories. Because the new customer classification method does not take into account the factors of the point system management, the original customer cooperation factor is neglected. After the marketing integration operation, there is a certain difference in the supply of goods, some of which can be obtained by some customers. There are more effective sources of supply than at the same time, and a number of customers have received less supply than originally. This led to some customers' dissatisfaction. Under such circumstances, on the one hand, the account manager explained the work to the retail customer. On the other hand, the active department recommended to continue the point system management. At the same time, the point system management work was still pressed. The original plan was carried out.

Improve service quality and increase customer satisfaction.

1. Information communication. In addition to the face-to-face communication of the account manager's market visit and the distribution staff to distribute all kinds of publicity materials, the use of the “Bai Shi Tong” audio information publishing platform will be strengthened to ensure timely information exchange, broaden communication content and enhance communication depth. All kinds of important content guarantees such as cigarette business information, new cigarette brand recommendation, cigarette price adjustment, cigarette arrival, out of stock information, cigarette delisting information, temporary notice, and retail customers are in place to strengthen cigarette anti-theft, anti-adjustment package, Propaganda of safety and storage knowledge such as mold prevention, so that there is no blind spot in information promotion.

2. Business guidance and profit guidance. Focusing on the construction of standardized retail terminals, the foundation of cigarette sales network will be strengthened, and the profitability of cigarette retail customers and the analysis ability of the market will be improved through effective business guidance. The first is to strengthen the use of the "Customer Service Notepad", so that the relevant content in the customer service notebook is valued by the retail customers, and interact with important items such as the cigarette product plan and the brand cultivation in the month. In response to the problems and problems encountered by retail customers in the operation, such as the second half of this year, the long mouth Liqun series, and the ternary four-yuan cigarette shortage, the account manager from a realistic point of view, according to the current supply situation And the retail characteristics of the retail area where the retailer is located, encouraging retail customers

Expand business ideas and expand the display width to achieve the purpose of alleviating the pressure of the main selling cigarettes and increasing the market share of auxiliary brands. At the same time, we pay attention to the personalized service for retail customers. We focus on the retailer's personality, business type, and consumption characteristics, and provide targeted guidance to customers to help retail customers improve their business capabilities. In combination with the application of the “Customer Management Guidebook”, the company conducts relevant business analysis on the inventory monitoring customers every month, and points out the advantages, shortcomings, opportunities and deficiencies of the customers in the operation, and points out in the “management guidebook”. The profitability of the month provides suggestions for customers to better improve their business performance.

3. Customer training. The marketing department organizes retail customers to participate in special training on terminal construction and maintenance and brand cultivation to enhance retail customers.