Year-end work summary of beverage sales in 2019
Summary of work in the first quarter and first quarter In the first quarter of this year, with the efforts of all sales personnel and dealers, the company achieved a good start. The production and sales increased by 16.77% over the same period of last year, including 26.4% of bottled water and 8.52% of formulated milk. 15.66%, carbonated beverages increased by 29.97%, juice beverages increased by 62.36%, tea beverages increased by 45.09%, Babao porridge increased by 32.58%, pure milk and fancy milk decreased by 49.33%; but compared with the growth of the whole beverage industry, we are obviously behind The whole industry, the overall beverage is 5.21 percentage points less than the national increase, including 2.76 percentage points of bottled water, 27.11 percentage points of carbonated beverages, 26.13 percentage points of eight-treasure porridge, and 49.33% of pure milk and fancy milk. The negative growth was 34.99%, and the contrast was great. The juice drink was 11.82 percentage points behind, and the increase from January began to decrease month by month. It is likely to have negative growth in April. Therefore, the situation is not optimistic, and the problems are indeed quite a lot. It must be carefully analyzed and improved. Otherwise, this year's planning tasks cannot be completed and will affect the company's sustainable development.
Second, the current main problems
1The number of dealers and the ability to operate are insufficient to support the sales business of our company. The proportion of small and medium-sized customers in the country accounts for 67.24% of the total number of customers, and sales only account for 27%. These customers obviously feel that the financial strength and operational ability are not enough to help me. The company controls the market. At the same time, it may not be the main selling of our products. It is not the main profit source of our products. The profitability of our products can not meet the needs of its survival and development. At the same time, 32.76% of the large and medium-sized customers also do not sell our products mainly, which will result in low loyalty of the overall customers, lack of network anti-risk ability, lack of ability to control the market, and therefore sales to the market. Brings great hidden dangers.
2 Dealers and salesmen cannot carry out all-product sales. The company believes that each product has its life cycle and certain market capacity. When it reaches the peak, the price is low, and the profitability of the manufacturers is also low. Going downhill, we must constantly update our products and introduce new products to make up for them. At the same time, as the company's scale continues to grow and develop, the requirements for competition are also high. If the annual increase is 10%-20%, it will increase sales by 10-20 billion, and it is not enough to increase sales with world-class brands. Competition, so the company's varieties have developed very fast in recent years. It should have been a room for maneuver to increase our sales. In fact, because our salesmen and dealers are not used to the ability to play this piano, they cannot balance. The development of various varieties has no ability to open up the market, and the company cannot develop the market of many products at the same time in the country. As a result, the current new products have not progressed rapidly or even died, affecting the military's heart and confidence, and even bringing aftereffects.
3 Dealers have affected the sales of our company. Recently, many dealers have found that many dealers have withdrawn the policy in order to win high profits. Some have given up the two batches of direct terminals, but they have no ability to fully distribute the goods to the terminal. As a result, the dealers are relaxed. However, we have made a lot of money, but our market has been lost. Recently, Yantai, Shandong and Guizhou Zhangzhou are an obvious example, and the company believes that this situation is not a minority. This is also an important reason for the current two batches of short positions and is not willing to accept the goods. If not corrected, our market share will drop sharply, affecting our competitive advantage, because the provinces must seriously investigate and immediately take measures and rebuild The second batch of networks unloaded the goods. If the dealer is unwilling to implement it, he can clearly tell him that we will do the second batch directly, and we will not be responsible for its inventory. Since it harms our interests, we certainly will not consider taking care of its interests.
4 The relationship between the manufacturers is not normal. At present, the relationship between the dealers and the salesmen is not normal. The main performance is in three aspects: First, our salesmen are not subject to the requirements of the company to operate according to the requirements of the dealers; The business is bullied by our salesmen, and it does not operate according to the requirements of the company. Sometimes it will not bring losses to the dealers. Third, the relationship between the dealers and the salesmen is too close, and even become a community of interests, defrauding the company's policies and capturing Private interest. These phenomena are not normal and must be resolutely banned! Recently, several regional manager joint dealers and sales personnel have been reported in succession. The company believes that this situation is absolutely unnormal. It is incompatible with the style of the company. Once the truth is found and the investigation is resolutely investigated, the company believes that there is any problem directly. It is reflected to the superiors, but it is never allowed to help the faction; the company believes in the facts, not the belief that there are many people and the verbal appearance, the provinces must be correct, the relationship between our manufacturers should be honest, equal, sincere Partnerships, and there should be no other forms of relationship.
5 The quality level of the salesman is not suitable for the current market competition. Recently, the regional manager meeting of several provinces was held in the market. It was found that our regional manager and above sales personnel did not understand the company's notification spirit policy, and there was almost no marketing strategy. The only magic weapon is to dump at a low price, the more the business is dead, and the lack of confidence and passion. I thought that our sales team was indeed a team that was drawn, played, and hard. It was a sales team that made competitors feel frustrated. It was a team that started a new product and started a new product. The CEO heard that we had to fax the tea to the company immediately, hoping that we would rather post our fees, so that we would not involve tea drinks, but now we are out of a new product and lose a new product, making dealers horrified. Moreover, when there were not many people at the beginning, the sales staff did not have much income, but the efficiency and performance were much higher than now. Moreover, before the investigation, the notification was not communicated to the salesmen and dealers at all levels. Of course, it is even harder to say how. Execution of the company's orders and policies, the company has not implemented many rules and regulations and work procedures since last year. Therefore, the company believes that it is imperative to quickly rectify the team and motivate the salespersons to be passionate and fighting. Otherwise, it is not good.
6 Advertising is not in place, the status of the promotion is not changed. The current sales products are not planned, there is no whole set of promotion and promotion programs, the advertising planning selling points are not prominent, the phenomenon of unreasonable delivery has hardly changed, and the painless propaganda is I didn’t achieve the results, I wasted my money, and I didn’t have any money to vote for. I didn’t know how much I did. I didn’t know how much it’s effective. Even the provinces gave up advertising, and the expenses were transferred to the price promotion, causing the brand foundation to decline. The expansion will not open, the decline in the sales of old products, the old eaten up, it will be even more difficult in the future.
7 The internal and external cooperation is not good, the situation affecting sales has not been improved, the station is unreasonable, the delivery is not delayed, and the sales opportunities are not delayed. In the first quarter, some provinces have not arrived in the market for more than one month. How can sales in these places go up? ? The rhythm of the delivery of the station is also not well grasped. When it arrives, it will not be available when it is not available, or it will cause a backlog or cause the goods to be out of stock. The salesperson will seize the policy and over-press the funds, and the backlog of funds will affect other. Variety sales, dealers on behalf of the cost, policy cashing is not timely, sales staff travel expenses reimbursement, wages and bonuses are not timely, these factors affecting sales have not improved, but more and more serious, affecting the mood of dealers and sales teams.
Three current policies
1 Clean up and rectify the sales network. After the provinces analyze the financial strength, operational capability, loyalty to the company and the enthusiasm of selling our products, the provinces will reorganize and improve the network according to the following requirements.
1Assess the fixed salary level and calculate the total fixed salary 2Evaluate the bonus coefficient 3 Develop the scoring standard 4 The total salary and salary minus the total fixed salary = Total bonus 5 Total bonus divided by the total score of the province's bonus = Score 6 score × score = Everyone bonus
c Several management systems that must be implemented 1 organize customer manager meetings three times a month to convey learning company instructions, summarize the work experience and lessons learned in the first ten days, and implement the tasks of the next ten years.
2 Follow the daily, per-day, and monthly work requirements standards.
3Each inventory inventory and dealers analyze the situation every time, implement accurate reporting on the second quarter, every five funds in place, and consider the delivery method to track delivery when reporting.
4 Do a good job in the promotion activities and customer relations in the region 5 Accurately understand the market dynamics, timely feedback reports and take countermeasures.
The above requirements must also be implemented after the completion of the report to the sales company before April 30.
Summary of work in the first and first quarters
In the first quarter of this year, with the efforts of all sales personnel and dealers, the company achieved a good start. The production and sales increased by 16.77% over the same period of last year, including 26.4% of bottled water, 8.52% of formulated milk, 15.66% of fermented milk, and 28.97 of negative growth of carbonated beverages. %, juice drinks increased by 62.36%, tea beverages increased by 45.09%, eight-treasure porridge increased by 32.58%, pure milk and fancy milk decreased by 49.33%; but compared with the growth of the whole beverage industry, we obviously lag behind the whole industry, the overall beverage ratio The national increase was 5.21 percentage points less, including 2.76 percentage points of bottled water, 27.11 percentage points of carbonated beverages, 26.13 percentage points of eight-treasure porridge, 49.33% of pure milk and fancy milk, and 34.99% of negative growth of our company. Juice drinks are 11.82 percentage points behind, and their growth rate has been decreasing month by month since January, and it is likely to have negative growth in April. Therefore, the situation is not optimistic, and the problems are indeed quite a lot. It must be carefully analyzed and improved. Otherwise, this year's planning tasks cannot be completed and will affect the company's sustainable development.
Second, the current main problems
1The number of dealers and the ability to operate are insufficient to support the sales business of our company. The proportion of small and medium-sized customers in the country accounts for 67.24% of the total number of customers, and sales only account for 27%. These customers obviously feel that the financial strength and operational ability are not enough to help me. The company controls the market. At the same time, it may not be the main selling of our products. It is not the main profit source of our products. The profitability of our products can not meet the needs of its survival and development. At the same time, 32.76% of the large and medium-sized customers also do not sell our products mainly, which will result in low loyalty of the overall customers, lack of network anti-risk ability, lack of ability to control the market, and therefore sales to the market. Brings great hidden dangers.
2 Dealers and salesmen cannot carry out all-product sales. The company believes that each product has its life cycle and certain market capacity. When it reaches the peak, the price is low, and the profitability of the manufacturers is also low. Going downhill, we must constantly update our products and introduce new products to make up for them. At the same time, as the company's scale continues to grow and develop, the requirements for competition are also high. If the annual increase is 10%-20%, it will increase sales by 10-20 billion, and it is not enough to increase sales with world-class brands. Competition, so the company's varieties have developed very fast in recent years. It should have been a room for maneuver to increase our sales. In fact, because our salesmen and dealers are not used to the ability to play this piano, they cannot balance. The development of various varieties has no ability to open up the market, and the company cannot develop the market of many products at the same time in the country. As a result, the current new products have not progressed rapidly or even died, affecting the military's heart and confidence, and even bringing aftereffects.
3 Dealers have affected the sales of our company. Recently, many dealers have found that many dealers have withdrawn the policy in order to win high profits. Some have given up the two batches of direct terminals, but they have no ability to fully distribute the goods to the terminal. As a result, the dealers are relaxed. However, we have made a lot of money, but our market has been lost. Recently, Yantai, Shandong and Guizhou Zhangzhou are an obvious example, and the company believes that this situation is not a minority. This is also an important reason for the current two batches of short positions and is not willing to accept the goods. If not corrected, our market share will drop sharply, affecting our competitive advantage, because the provinces must seriously investigate and immediately take measures and rebuild The second batch of networks unloaded the goods. If the dealer is unwilling to implement it, he can clearly tell him that we will do the second batch directly, and we will not be responsible for its inventory. Since it harms our interests, we certainly will not consider taking care of its interests.
4 The relationship between the manufacturers is not normal. At present, the relationship between the dealers and the salesmen is not normal. The main performance is in three aspects: First, our salesmen are not subject to the requirements of the company to operate according to the requirements of the dealers; The business is bullied by our salesmen, and it does not operate according to the requirements of the company. Sometimes it will not bring losses to the dealers. Third, the relationship between the dealers and the salesmen is too close, and even become a community of interests, defrauding the company's policies and capturing Private interest. These phenomena are not normal and must be resolutely banned! Recently, several regional manager joint dealers and sales personnel have been reported in succession. The company believes that this situation is absolutely unnormal. It is incompatible with the style of the company. Once the truth is found and the investigation is resolutely investigated, the company believes that there is any problem directly. It is reflected to the superiors, but it is never allowed to help the faction; the company believes in the facts, not the belief that there are many people and the verbal appearance, the provinces must be correct, the relationship between our manufacturers should be honest, equal, sincere Partnerships, and there should be no other forms of relationship.
5 The quality level of the salesman is not suitable for the current market competition. Recently, the regional manager meeting of several provinces was held in the market. It was found that our regional manager and above sales personnel did not understand the company's notification spirit policy, and there was almost no marketing strategy. The only magic weapon is to dump at a low price, the more the business is dead, and the lack of confidence and passion. I thought that our sales team was indeed a team that was drawn, played, and hard. It was a sales team that made competitors feel frustrated. It was a team that started a new product and started a new product. The CEO heard that we had to fax the tea to the company immediately, hoping that we would rather post our fees, so that we would not involve tea drinks, but now we are out of a new product and lose a new product, making dealers horrified. Moreover, when there were not many people at the beginning, the sales staff did not have much income, but the efficiency and performance were much higher than now. Moreover, before the investigation, the notification was not communicated to the salesmen and dealers at all levels. Of course, it is even harder to say how. Execution of the company's orders and policies, the company has not implemented many rules and regulations and work procedures since last year. Therefore, the company believes that it is imperative to quickly rectify the team and motivate the salespersons to be passionate and fighting. Otherwise, it is not good.
6 Advertising is not in place, the status of the promotion is not changed. The current sales products are not planned, there is no whole set of promotion and promotion programs, the advertising planning selling points are not prominent, the phenomenon of unreasonable delivery has hardly changed, and the painless propaganda is I didn’t achieve the results, I wasted my money, and I didn’t have any money to vote for. I didn’t know how much I did. I didn’t know how much it’s effective. Even the provinces gave up advertising, and the expenses were transferred to the price promotion, causing the brand foundation to decline. The expansion will not open, the decline in the sales of old products, the old eaten up, it will be even more difficult in the future.
7 The internal and external cooperation is not good, the situation affecting sales has not been improved, the station is unreasonable, the delivery is not delayed, and the sales opportunities are not delayed. In the first quarter, some provinces have not arrived in the market for more than one month. How can sales in these places go up? ? The rhythm of the delivery of the station is also not well grasped. When it arrives, it will not be available when it is not available, or it will cause a backlog or cause the goods to be out of stock. The salesperson will seize the policy and over-press the funds, and the backlog of funds will affect other. Variety sales, dealers on behalf of the cost, policy cashing is not timely, sales staff travel expenses reimbursement, wages and bonuses are not timely, these factors affecting sales have not improved, but more and more serious, affecting the mood of dealers and sales teams.
Three current policies
1 Clean up and rectify the sales network. After the provinces analyze the financial strength, operational capability, loyalty to the company and the enthusiasm of selling our products, the provinces will reorganize and improve the network according to the following requirements.
1Assess the fixed salary level and calculate the total fixed salary 2Evaluate the bonus coefficient 3 Develop the scoring standard 4 The total salary and salary minus the total fixed salary = Total bonus 5 Total bonus divided by the total score of the province's bonus = Score 6 score × score = Everyone bonus
c Several management systems that must be implemented 1 organize customer manager meetings three times a month to convey learning company instructions, summarize the work experience and lessons learned in the first ten days, and implement the tasks of the next ten years.
2 Follow the daily, per-day, and monthly work requirements standards.
3Each inventory inventory and dealers analyze the situation every time, implement accurate reporting on the second quarter, every five funds in place, and consider the delivery method to track delivery when reporting.
4 Do a good job in the promotion activities and customer relations in the region 5 Accurately understand the market dynamics, timely feedback reports and take countermeasures.
The above requirements must also be implemented after the completion of the report to the sales company before April 30.
4 Implementing the travel expense reimbursement system and the salary and bonus distribution program Recently, many provinces have reflected that the sales company's travel expenses reimbursement quota is not enough to affect business trips, reimbursement is more troublesome, and wages and bonuses are not paid in time. The company believes that travel expenses must be strictly controlled and saved. But instead of doing this for less, this is tantamount to putting the cart before the horse. At the same time, wages and bonuses must be paid in time. The following regulations are currently in place:
a Each province has three client manager meetings, three regional manager meetings, and the account manager in the responsible sales area, the regional manager in the responsible sales area, and the provincial manager in the province's activities to develop the necessary travel budget and specific reimbursement standards. After the confirmation of the sales company, the foreign companies will be notified according to the standard and the reimbursement according to the standard, and will be cashed out and reported to the sales company for random inspection. If the foreign company fails to seriously review and the discretionary reimbursement is to be ex-gratia, the same amount of travel expenses to the provinces. The provincial manager should be assessed by the provincial manager.
b The company requires wages to be paid on time. If no change is made before the payment is made, the regional manager will be deducted for the loss, and the provincial manager will not report the penalty to the provincial manager. After the bonus is assessed, each salesperson must sign and approve. After the report is submitted, the bonus will be issued. Then the sales company will return the bonus issue slip to each salesperson. If there is any mistake, you can directly check and correct it. The sales company must specify the evaluation time and audit time. , issue time, and then issue it on time.
Four current and May policies and plans
a Strictly implement the spirit of notification No. 37. In March, the bonus vouchers will be honored according to the completion of the unloading replenishment task before April 15, and the unfinished part will be cancelled. On April 25, the April delivery fee will be settled. Cashed before May 10, the unfinished person canceled the cash. Please go to the provinces to clear the list of bills that were redeemed before April 15 and redeem them. Before May 10, the bills will be released to the provinces by April 30 and will be redeemed before May 10.
b The product price policy for May is temporarily fixed according to the April price policy.
c Marketing strategy of various products The milk company believes that the sales volume of formulated milk is still very large. The key is that the difference between the price difference and the infringement and counterfeit products impacts two major factors, resulting in sales failure. Therefore, the company requires the provinces to take the initiative to crack down on counterfeiting and crack down on infringement. Counterfeit products, at the same time require the provinces to increase the retail price to 4 yuan / board, to 32 yuan / box, the company to 100ml milk per box to put a 1.5 yuan scratch card to increase the retailer's profits. For the provinces whose price is less than 4 yuan/board, the xx to the terminal is 25-25.5 yuan/box, the retail price is 4 yuan/board, and the dealer and the second batch are guaranteed to be 2-2.5 yuan/carton. At the same time, carry out large-scale publicity and promotion activities to open the market. The company will also launch yogurt and new packaging xx, set a reasonable price difference, promote infiltration, and gradually expand milk sales.
The xx series company is preparing to introduce xx series carbonated beverages with juice, change the packaging, the price remains unchanged, and an average of 1.5 yuan scratch card is placed in each box for promotion, the amount is 3 million boxes, then reduced to 1 yuan / box, xx cola and other The xx series is promoted for one month per box, and will be fixed afterwards depending on the situation.
Xx
Xx must ensure the retail price of 3 yuan / bottle of the reserve price, the original promotion policy remains unchanged, and take out 100,000 short-sleeves plus the original has issued a total of 177,900 pieces, according to 5-10 boxes with a piece of goods to the terminal, and required The sales company shall conduct a careful check according to the issued promotional clothing and shipments. The provinces shall not allow the dealers and the second batch of dealers to use them for future use. Once they are found to be seriously investigated, they shall be doubled. At the same time, the Ministry of Advertising is required to focus on advertising, and the provinces must organize large-scale promotional activities. It is necessary to start xx in May.
The current inventory of bottled water and the second batch of dealers is too large, and the sales season has not yet arrived. The current low price is actually caused by the promotion of the fake pressure store after the Spring Festival. After we stop the promotion, the pressure from the people is also slowly increasing. Therefore, the company believes that there is no need to promote it in the near future. At present, the main problem is that the retail price is low, and the retail price is 1.5 yuan/bottle. Please ask the provinces to distribute the goods at this price. When distributing the goods, send the boxes to the terminal in the form of four boxes, and never fold them into prices. Every dealer is required to go to the trial sales. The company thinks it can be pushed open. The price of the farmer’s new packaging to retail last year has reached more than 3 yuan. It is still sold for a while, and we are 1.5 yuan/bottle. Consumers’ curiosity should still be Acceptable.
At present, there are many varieties of our products. Because there is no special account sales, there is no concern from beginning to end. Before the sales are not carefully planned, they are not sold, but cause troubled inventory and negative impact. The company believes that it is not sold, but we did not sell it. Therefore, the sales company is required to submit various types of plans to the provinces, and the provinces are designated to designate special personnel and special accounts for sales, and to formulate salary and bonus policies for sales personnel. Some varieties should not be considered for development in order to facilitate delivery. After the specific plan is issued, the provinces must also report the planning measures to the sales company to follow up the supervision and inspection.
Finally, I hope that the provincial managers must recognize the situation. Although we are still in an advantage, we have already had many problems. We must improve them in time. Don’t wait until the hardships are difficult to correct. It may be too late. Second, we must recognize the benefits of management. The management of dealers and salesmen has been strengthened, the natural performance has come out, and the sales situation will change. Thirdly, to implement the executive force, the company’s instructions must be executed without compromise. Timely reflection, never do anything, but must be vigorous and vigorous in execution, do not delay the fighter, the company deeply feels that many provinces have been in trouble because they did not implement the company's instructions, many good strategies are not in place due to implementation Follow-up is faster than our execution and is passive. It is necessary to seriously reflect on reforms. I hope that sales personnel at all levels will earnestly study the spirit of this circular, understand thoroughly, and put them into action carefully, and ask the provinces to carefully convey the spirit of the briefing to each dealer and unite the dealers to act together as soon as possible. Turn the situation around.
a Implementing the strategy of distribution of counterfeit business intensive or second batch of intensive business. According to the completion of the project tasks in each province, region and customer responsibility sales area in the first quarter, the analysis of the funds is sufficient to confirm the strength of the existing distributors. The outlets are not enough. Are there sufficient funds and operational capacity to complete the plans issued by our company? If the adjustments and supplementary plans are to be made, the methods adopted are to adjust, increase customers and add two batches of network. The ultimate goal is to ensure that the gold is in place and that the sales plan is completed.
b Implementing the strategy of building networks by sub-category and sub-channels In view of the current variety of companies, dealers and salesmen cannot simply operate the whole product, and the distributors are unwilling to operate or operate poorly to find new distribution. Businesses to operate, in the process of distributing varieties should pay attention to the mix of new and old varieties. Because the old varieties have a sales base, but the benefits will certainly be relatively small; although the new varieties have no sales base, they have a greater interest; the two balance dealers are more willing to accept the sales strategy of the varieties; at the same time, it is necessary to develop catering channels, business super and In the channel sales of chain supermarkets, some big cities have already removed many retail stalls in the city rectification and added many chain supermarkets and small convenience stores. Pay attention to this change and develop sales of these channels in a timely manner. All provinces must strictly implement the company's instructions. , to develop outlets as required.
c The adjustment of this network should be discussed with the dealers in an open and honest manner. Which method should be used to adjust, even through the dealers to adjust, it is necessary to make clear that the purpose of adjusting the network is not to make the existing dealers small, but It is necessary to make it bigger. The company's original 5 million-year sales plan is considered to be the standard of qualified dealers. In the future, it should be improved to be beneficial to the development of dealers. It is beneficial to the development of the network. Only large distributors can be loyal to the company and sell. Our products can guarantee their profit and ensure the survival and development of their products, so that they can have more confidence and enthusiasm to operate our products. The purpose of adjusting the network now is to do what we have not done. If there is no place to do well, we must do a good job in the place where the sales volume is small. It is not to see how much the number of dealers increases, but to see How much sales increase, it is our goal to turn 60% of small customers into big customers as soon as possible, and don't go wrong. At the same time, another key factor to be aware of during the adjustment process is the dealer's business philosophy and a win-win attitude of integrity.
The above adjustment plans and plans must be reported before April 25, and completed before May 10, and will be adapted to the needs of sales during the peak season.
2 Adjusting the spread strategy and marketing strategy The company believes that the company and several major rivals have fallen into the strange circle of low-price competition in the past two years. In particular, Kangtong’s policy on retail terminals has caused the terminal to restrict the status quo of dealers and manufacturers, and because of the products The homogenization is serious, it is difficult to jump out of this strange circle, causing the dealer and the second batch of merchants to reduce the price difference, the manufacturer's profit is thinned and can not support the high sales expenses, but helplessly reduce the advertising expenses to support the channel promotion. At present, it has reached the point where major manufacturers can't support it. Therefore, they are all changing their strategies and jumping out of the strange circle. The company has actually prepared to jump out of this strange circle last year, and proposes a strategy of differentiation and combination of pull and pull, but the actual provinces. It is not really understood or implemented. The specific deployment notice that will be implemented in May is as follows:
a Steps to implement differentiated strategies and product face-changing The company believes that it is necessary to implement a product differentiation strategy in order to jump out of the cycle, that is, to develop new products and products to continuously enrich our product chain. At the same time, we also take into account the current situation of our products and the wide distribution of the market. In the launch of the product, we adopt the two methods of blitzkrieg and infiltration, and the national push and sub-regional key push strategies, that is, every year or every The stage re-pushes 1-2 varieties, adopts the method of blitzkrieg, and operates in all directions. The sky, underground, and consumer channels are pushed together, and the method is tracked in the end. The method is completed in one go to ensure the effect of one shot. In May, we start with xx and the baby. . Another method is the method of permeability, which can mainly be promoted in the form of over-prefectures, shopping malls, supermarkets, sales and commercial advertisements, and gradually promoted methods. It is found that there are development hopes and signs and then transferred to the next round of re-pushing forms. To ensure that the dealer has no burden and loss. At the same time, the salesperson is required to take full responsibility for the development of new products. It is necessary to track the responsibility of opening the market in the end. At the same time, it is also required that the dealers should take responsibility for developing new products, and still fail to pass the three-month real effort. The product companies that open the market are fully responsible, but they must control the osmotic products and do not pursue blind delivery.
b Develop a reasonable spread strategy to mobilize the sales enthusiasm of dealers at all levels. At present, our mainstream products are relatively high in consumers. Bottled water and formulated milk should be the first brand, but low-priced dumping has caused The spreads of dealers at all levels are not enough, and the enthusiasm is lost, which affects sales. Therefore, it is necessary to straighten out the price difference, especially the retail price is at least important. It is necessary to stabilize the retail sales price to ensure the difference between the dealers and the second batch of dealers. Profit. The company believes that the products with large sales volume of the old varieties should be guaranteed by the provinces according to the actual situation. The difference between the dealers is 0.5-0.7 yuan/carton, the difference between the second batch of suppliers is 1.0-1.2 yuan/carton, and the retailer is around 3 yuan/bottle. The product has a price difference of 0.5 yuan / bottle, milk products have a difference of about 5 yuan per box, other pet bottle products have a price difference of 0.3-0.4 yuan / bottle, and have the enthusiasm to sell our products. For the new product company, it is believed that the dealer should have a price difference of 1-1.5 yuan/carton, and the difference between the second batch of 1.5-2 yuan/carton, so that the new and old products can mobilize the enthusiasm of the dealers and the second batch of merchants. In the future, we must pay careful attention to this price difference.
c To implement advertising, increase the consumer market, start the company to increase the intensity of advertising in May, according to the company and the province's main varieties, implement the mandatory advertising program and promotion program in each province, request the provinces Carefully implement and organize the distribution of goods on the ground, and cooperate with each other to promote the sales of various products. After the specific proposal is issued, the provinces must also report to the advertising department for confirmation before April 21st.
3 Adjusting the sales team and the salary and bonus policy, implementing the rules and regulations The company believes that the current sales team is large and not refined, the mission objectives and responsibilities are not clear, the rewards and punishments are not clear, the team is relatively aging and has no passion, and must continue to adjust relevant policies, specific ideas and Requirements are as follows:
a Responsibility system must be implemented. According to the current scale of dealers, 1558 customers should implement one person to manage all the business, 1558 people, 488 customers can manage one family and two people, 732 people per household, 271. The number of customers is 678 per capita, plus 334 regional managers, 37 provincial managers, 49 internal affairs managers, a total of 3,388 people. There are still 4,680 people in the arrangement, and there are still 1,292 people, who can arrange new customers. Development, management of supermarket shopping malls. What we need to do in the future is that everyone must have indicators to assess and everyone has a job goal, so that we can distinguish between good and bad, in order to reflect the value of everyone.
b To change the current salary and bonus policy, the company believes that there is a certain problem in assessing bonus income based solely on sales revenue, which will result in the newly developed regional and product sales revenues being difficult to reach a certain level at once. The workload is low, and there is no enthusiasm. The sales of negative growth in regions and products with high sales volume are also high, resulting in unbalanced and unreasonable workload and income. Therefore, the provinces are required to re-evaluate the distribution plan of wages and bonuses, and put forward the following principles:
The salary level and bonus factor are determined according to the size and size of the customer in charge of the area.
Set salary levels and bonus factors according to new product development, new customers, and new regional development goals.
According to the growth ratio, each variety completes the project, each work performance score, and the bonus method according to the coefficient.
Follow the steps below when developing a plan.
Second, the current main problems
1The number of dealers and the ability to operate are insufficient to support the sales business of our company. The proportion of small and medium-sized customers in the country accounts for 67.24% of the total number of customers, and sales only account for 27%. These customers obviously feel that the financial strength and operational ability are not enough to help me. The company controls the market. At the same time, it may not be the main selling of our products. It is not the main profit source of our products. The profitability of our products can not meet the needs of its survival and development. At the same time, 32.76% of the large and medium-sized customers also do not sell our products mainly, which will result in low loyalty of the overall customers, lack of network anti-risk ability, lack of ability to control the market, and therefore sales to the market. Brings great hidden dangers.
2 Dealers and salesmen cannot carry out all-product sales. The company believes that each product has its life cycle and certain market capacity. When it reaches the peak, the price is low, and the profitability of the manufacturers is also low. Going downhill, we must constantly update our products and introduce new products to make up for them. At the same time, as the company's scale continues to grow and develop, the requirements for competition are also high. If the annual increase is 10%-20%, it will increase sales by 10-20 billion, and it is not enough to increase sales with world-class brands. Competition, so the company's varieties have developed very fast in recent years. It should have been a room for maneuver to increase our sales. In fact, because our salesmen and dealers are not used to the ability to play this piano, they cannot balance. The development of various varieties has no ability to open up the market, and the company cannot develop the market of many products at the same time in the country. As a result, the current new products have not progressed rapidly or even died, affecting the military's heart and confidence, and even bringing aftereffects.
3 Dealers have affected the sales of our company. Recently, many dealers have found that many dealers have withdrawn the policy in order to win high profits. Some have given up the two batches of direct terminals, but they have no ability to fully distribute the goods to the terminal. As a result, the dealers are relaxed. However, we have made a lot of money, but our market has been lost. Recently, Yantai, Shandong and Guizhou Zhangzhou are an obvious example, and the company believes that this situation is not a minority. This is also an important reason for the current two batches of short positions and is not willing to accept the goods. If not corrected, our market share will drop sharply, affecting our competitive advantage, because the provinces must seriously investigate and immediately take measures and rebuild The second batch of networks unloaded the goods. If the dealer is unwilling to implement it, he can clearly tell him that we will do the second batch directly, and we will not be responsible for its inventory. Since it harms our interests, we certainly will not consider taking care of its interests.
4 The relationship between the manufacturers is not normal. At present, the relationship between the dealers and the salesmen is not normal. The main performance is in three aspects: First, our salesmen are not subject to the requirements of the company to operate according to the requirements of the dealers; The business is bullied by our salesmen, and it does not operate according to the requirements of the company. Sometimes it will not bring losses to the dealers. Third, the relationship between the dealers and the salesmen is too close, and even become a community of interests, defrauding the company's policies and capturing Private interest. These phenomena are not normal and must be resolutely banned! Recently, several regional manager joint dealers and sales personnel have been reported in succession. The company believes that this situation is absolutely unnormal. It is incompatible with the style of the company. Once the truth is found and the investigation is resolutely investigated, the company believes that there is any problem directly. It is reflected to the superiors, but it is never allowed to help the faction; the company believes in the facts, not the belief that there are many people and the verbal appearance, the provinces must be correct, the relationship between our manufacturers should be honest, equal, sincere Partnerships, and there should be no other forms of relationship.
5 The quality level of the salesman is not suitable for the current market competition. Recently, the regional manager meeting of several provinces was held in the market. It was found that our regional manager and above sales personnel did not understand the company's notification spirit policy, and there was almost no marketing strategy. The only magic weapon is to dump at a low price, the more the business is dead, and the lack of confidence and passion. I thought that our sales team was indeed a team that was drawn, played, and hard. It was a sales team that made competitors feel frustrated. It was a team that started a new product and started a new product. The CEO heard that we had to fax the tea to the company immediately, hoping that we would rather post our fees, so that we would not involve tea drinks, but now we are out of a new product and lose a new product, making dealers horrified. Moreover, when there were not many people at the beginning, the sales staff did not have much income, but the efficiency and performance were much higher than now. Moreover, before the investigation, the notification was not communicated to the salesmen and dealers at all levels. Of course, it is even harder to say how. Execution of the company's orders and policies, the company has not implemented many rules and regulations and work procedures since last year. Therefore, the company believes that it is imperative to quickly rectify the team and motivate the salespersons to be passionate and fighting. Otherwise, it is not good.
6 Advertising is not in place, the status of the promotion is not changed. The current sales products are not planned, there is no whole set of promotion and promotion programs, the advertising planning selling points are not prominent, the phenomenon of unreasonable delivery has hardly changed, and the painless propaganda is I didn’t achieve the results, I wasted my money, and I didn’t have any money to vote for. I didn’t know how much I did. I didn’t know how much it’s effective. Even the provinces gave up advertising, and the expenses were transferred to the price promotion, causing the brand foundation to decline. The expansion will not open, the decline in the sales of old products, the old eaten up, it will be even more difficult in the future.
7 The internal and external cooperation is not good, the situation affecting sales has not been improved, the station is unreasonable, the delivery is not delayed, and the sales opportunities are not delayed. In the first quarter, some provinces have not arrived in the market for more than one month. How can sales in these places go up? ? The rhythm of the delivery of the station is also not well grasped. When it arrives, it will not be available when it is not available, or it will cause a backlog or cause the goods to be out of stock. The salesperson will seize the policy and over-press the funds, and the backlog of funds will affect other. Variety sales, dealers on behalf of the cost, policy cashing is not timely, sales staff travel expenses reimbursement, wages and bonuses are not timely, these factors affecting sales have not improved, but more and more serious, affecting the mood of dealers and sales teams.
Three current policies
1 Clean up and rectify the sales network. After the provinces analyze the financial strength, operational capability, loyalty to the company and the enthusiasm of selling our products, the provinces will reorganize and improve the network according to the following requirements.
1Assess the fixed salary level and calculate the total fixed salary 2Evaluate the bonus coefficient 3 Develop the scoring standard 4 The total salary and salary minus the total fixed salary = Total bonus 5 Total bonus divided by the total score of the province's bonus = Score 6 score × score = Everyone bonus
c Several management systems that must be implemented 1 organize customer manager meetings three times a month to convey learning company instructions, summarize the work experience and lessons learned in the first ten days, and implement the tasks of the next ten years.
2 Follow the daily, per-day, and monthly work requirements standards.
3Each inventory inventory and dealers analyze the situation every time, implement accurate reporting on the second quarter, every five funds in place, and consider the delivery method to track delivery when reporting.
4 Do a good job in the promotion activities and customer relations in the region 5 Accurately understand the market dynamics, timely feedback reports and take countermeasures.
The above requirements must also be implemented after the completion of the report to the sales company before April 30.
Summary of work in the first and first quarters
In the first quarter of this year, with the efforts of all sales personnel and dealers, the company achieved a good start. The production and sales increased by 16.77% over the same period of last year, including 26.4% of bottled water, 8.52% of formulated milk, 15.66% of fermented milk, and 28.97 of negative growth of carbonated beverages. %, juice drinks increased by 62.36%, tea beverages increased by 45.09%, eight-treasure porridge increased by 32.58%, pure milk and fancy milk decreased by 49.33%; but compared with the growth of the whole beverage industry, we obviously lag behind the whole industry, the overall beverage ratio The national increase was 5.21 percentage points less, including 2.76 percentage points of bottled water, 27.11 percentage points of carbonated beverages, 26.13 percentage points of eight-treasure porridge, 49.33% of pure milk and fancy milk, and 34.99% of negative growth of our company. Juice drinks are 11.82 percentage points behind, and their growth rate has been decreasing month by month since January, and it is likely to have negative growth in April. Therefore, the situation is not optimistic, and the problems are indeed quite a lot. It must be carefully analyzed and improved. Otherwise, this year's planning tasks cannot be completed and will affect the company's sustainable development.
Second, the current main problems
1The number of dealers and the ability to operate are insufficient to support the sales business of our company. The proportion of small and medium-sized customers in the country accounts for 67.24% of the total number of customers, and sales only account for 27%. These customers obviously feel that the financial strength and operational ability are not enough to help me. The company controls the market. At the same time, it may not be the main selling of our products. It is not the main profit source of our products. The profitability of our products can not meet the needs of its survival and development. At the same time, 32.76% of the large and medium-sized customers also do not sell our products mainly, which will result in low loyalty of the overall customers, lack of network anti-risk ability, lack of ability to control the market, and therefore sales to the market. Brings great hidden dangers.
2 Dealers and salesmen cannot carry out all-product sales. The company believes that each product has its life cycle and certain market capacity. When it reaches the peak, the price is low, and the profitability of the manufacturers is also low. Going downhill, we must constantly update our products and introduce new products to make up for them. At the same time, as the company's scale continues to grow and develop, the requirements for competition are also high. If the annual increase is 10%-20%, it will increase sales by 10-20 billion, and it is not enough to increase sales with world-class brands. Competition, so the company's varieties have developed very fast in recent years. It should have been a room for maneuver to increase our sales. In fact, because our salesmen and dealers are not used to the ability to play this piano, they cannot balance. The development of various varieties has no ability to open up the market, and the company cannot develop the market of many products at the same time in the country. As a result, the current new products have not progressed rapidly or even died, affecting the military's heart and confidence, and even bringing aftereffects.
3 Dealers have affected the sales of our company. Recently, many dealers have found that many dealers have withdrawn the policy in order to win high profits. Some have given up the two batches of direct terminals, but they have no ability to fully distribute the goods to the terminal. As a result, the dealers are relaxed. However, we have made a lot of money, but our market has been lost. Recently, Yantai, Shandong and Guizhou Zhangzhou are an obvious example, and the company believes that this situation is not a minority. This is also an important reason for the current two batches of short positions and is not willing to accept the goods. If not corrected, our market share will drop sharply, affecting our competitive advantage, because the provinces must seriously investigate and immediately take measures and rebuild The second batch of networks unloaded the goods. If the dealer is unwilling to implement it, he can clearly tell him that we will do the second batch directly, and we will not be responsible for its inventory. Since it harms our interests, we certainly will not consider taking care of its interests.
4 The relationship between the manufacturers is not normal. At present, the relationship between the dealers and the salesmen is not normal. The main performance is in three aspects: First, our salesmen are not subject to the requirements of the company to operate according to the requirements of the dealers; The business is bullied by our salesmen, and it does not operate according to the requirements of the company. Sometimes it will not bring losses to the dealers. Third, the relationship between the dealers and the salesmen is too close, and even become a community of interests, defrauding the company's policies and capturing Private interest. These phenomena are not normal and must be resolutely banned! Recently, several regional manager joint dealers and sales personnel have been reported in succession. The company believes that this situation is absolutely unnormal. It is incompatible with the style of the company. Once the truth is found and the investigation is resolutely investigated, the company believes that there is any problem directly. It is reflected to the superiors, but it is never allowed to help the faction; the company believes in the facts, not the belief that there are many people and the verbal appearance, the provinces must be correct, the relationship between our manufacturers should be honest, equal, sincere Partnerships, and there should be no other forms of relationship.
5 The quality level of the salesman is not suitable for the current market competition. Recently, the regional manager meeting of several provinces was held in the market. It was found that our regional manager and above sales personnel did not understand the company's notification spirit policy, and there was almost no marketing strategy. The only magic weapon is to dump at a low price, the more the business is dead, and the lack of confidence and passion. I thought that our sales team was indeed a team that was drawn, played, and hard. It was a sales team that made competitors feel frustrated. It was a team that started a new product and started a new product. The CEO heard that we had to fax the tea to the company immediately, hoping that we would rather post our fees, so that we would not involve tea drinks, but now we are out of a new product and lose a new product, making dealers horrified. Moreover, when there were not many people at the beginning, the sales staff did not have much income, but the efficiency and performance were much higher than now. Moreover, before the investigation, the notification was not communicated to the salesmen and dealers at all levels. Of course, it is even harder to say how. Execution of the company's orders and policies, the company has not implemented many rules and regulations and work procedures since last year. Therefore, the company believes that it is imperative to quickly rectify the team and motivate the salespersons to be passionate and fighting. Otherwise, it is not good.
6 Advertising is not in place, the status of the promotion is not changed. The current sales products are not planned, there is no whole set of promotion and promotion programs, the advertising planning selling points are not prominent, the phenomenon of unreasonable delivery has hardly changed, and the painless propaganda is I didn’t achieve the results, I wasted my money, and I didn’t have any money to vote for. I didn’t know how much I did. I didn’t know how much it’s effective. Even the provinces gave up advertising, and the expenses were transferred to the price promotion, causing the brand foundation to decline. The expansion will not open, the decline in the sales of old products, the old eaten up, it will be even more difficult in the future.
7 The internal and external cooperation is not good, the situation affecting sales has not been improved, the station is unreasonable, the delivery is not delayed, and the sales opportunities are not delayed. In the first quarter, some provinces have not arrived in the market for more than one month. How can sales in these places go up? ? The rhythm of the delivery of the station is also not well grasped. When it arrives, it will not be available when it is not available, or it will cause a backlog or cause the goods to be out of stock. The salesperson will seize the policy and over-press the funds, and the backlog of funds will affect other. Variety sales, dealers on behalf of the cost, policy cashing is not timely, sales staff travel expenses reimbursement, wages and bonuses are not timely, these factors affecting sales have not improved, but more and more serious, affecting the mood of dealers and sales teams.
Three current policies
1 Clean up and rectify the sales network. After the provinces analyze the financial strength, operational capability, loyalty to the company and the enthusiasm of selling our products, the provinces will reorganize and improve the network according to the following requirements.
1Assess the fixed salary level and calculate the total fixed salary 2Evaluate the bonus coefficient 3 Develop the scoring standard 4 The total salary and salary minus the total fixed salary = Total bonus 5 Total bonus divided by the total score of the province's bonus = Score 6 score × score = Everyone bonus
c Several management systems that must be implemented 1 organize customer manager meetings three times a month to convey learning company instructions, summarize the work experience and lessons learned in the first ten days, and implement the tasks of the next ten years.
2 Follow the daily, per-day, and monthly work requirements standards.
3Each inventory inventory and dealers analyze the situation every time, implement accurate reporting on the second quarter, every five funds in place, and consider the delivery method to track delivery when reporting.
4 Do a good job in the promotion activities and customer relations in the region 5 Accurately understand the market dynamics, timely feedback reports and take countermeasures.
The above requirements must also be implemented after the completion of the report to the sales company before April 30.
4 Implementing the travel expense reimbursement system and the salary and bonus distribution program Recently, many provinces have reflected that the sales company's travel expenses reimbursement quota is not enough to affect business trips, reimbursement is more troublesome, and wages and bonuses are not paid in time. The company believes that travel expenses must be strictly controlled and saved. But instead of doing this for less, this is tantamount to putting the cart before the horse. At the same time, wages and bonuses must be paid in time. The following regulations are currently in place:
a Each province has three client manager meetings, three regional manager meetings, and the account manager in the responsible sales area, the regional manager in the responsible sales area, and the provincial manager in the province's activities to develop the necessary travel budget and specific reimbursement standards. After the confirmation of the sales company, the foreign companies will be notified according to the standard and the reimbursement according to the standard, and will be cashed out and reported to the sales company for random inspection. If the foreign company fails to seriously review and the discretionary reimbursement is to be ex-gratia, the same amount of travel expenses to the provinces. The provincial manager should be assessed by the provincial manager.
b The company requires wages to be paid on time. If no change is made before the payment is made, the regional manager will be deducted for the loss, and the provincial manager will not report the penalty to the provincial manager. After the bonus is assessed, each salesperson must sign and approve. After the report is submitted, the bonus will be issued. Then the sales company will return the bonus issue slip to each salesperson. If there is any mistake, you can directly check and correct it. The sales company must specify the evaluation time and audit time. , issue time, and then issue it on time.
Four current and May policies and plans
a Strictly implement the spirit of notification No. 37. In March, the bonus vouchers will be honored according to the completion of the unloading replenishment task before April 15, and the unfinished part will be cancelled. On April 25, the April delivery fee will be settled. Cashed before May 10, the unfinished person canceled the cash. Please go to the provinces to clear the list of bills that were redeemed before April 15 and redeem them. Before May 10, the bills will be released to the provinces by April 30 and will be redeemed before May 10.
b The product price policy for May is temporarily fixed according to the April price policy.
c Marketing strategy of various products The milk company believes that the sales volume of formulated milk is still very large. The key is that the difference between the price difference and the infringement and counterfeit products impacts two major factors, resulting in sales failure. Therefore, the company requires the provinces to take the initiative to crack down on counterfeiting and crack down on infringement. Counterfeit products, at the same time require the provinces to increase the retail price to 4 yuan / board, to 32 yuan / box, the company to 100ml milk per box to put a 1.5 yuan scratch card to increase the retailer's profits. For the provinces whose price is less than 4 yuan/board, the xx to the terminal is 25-25.5 yuan/box, the retail price is 4 yuan/board, and the dealer and the second batch are guaranteed to be 2-2.5 yuan/carton. At the same time, carry out large-scale publicity and promotion activities to open the market. The company will also launch yogurt and new packaging xx, set a reasonable price difference, promote infiltration, and gradually expand milk sales.
The xx series company is preparing to introduce xx series carbonated beverages with juice, change the packaging, the price remains unchanged, and an average of 1.5 yuan scratch card is placed in each box for promotion, the amount is 3 million boxes, then reduced to 1 yuan / box, xx cola and other The xx series is promoted for one month per box, and will be fixed afterwards depending on the situation.
Xx
Xx must ensure the retail price of 3 yuan / bottle of the reserve price, the original promotion policy remains unchanged, and take out 100,000 short-sleeves plus the original has issued a total of 177,900 pieces, according to 5-10 boxes with a piece of goods to the terminal, and required The sales company shall conduct a careful check according to the issued promotional clothing and shipments. The provinces shall not allow the dealers and the second batch of dealers to use them for future use. Once they are found to be seriously investigated, they shall be doubled. At the same time, the Ministry of Advertising is required to focus on advertising, and the provinces must organize large-scale promotional activities. It is necessary to start xx in May.
The current inventory of bottled water and the second batch of dealers is too large, and the sales season has not yet arrived. The current low price is actually caused by the promotion of the fake pressure store after the Spring Festival. After we stop the promotion, the pressure from the people is also slowly increasing. Therefore, the company believes that there is no need to promote it in the near future. At present, the main problem is that the retail price is low, and the retail price is 1.5 yuan/bottle. Please ask the provinces to distribute the goods at this price. When distributing the goods, send the boxes to the terminal in the form of four boxes, and never fold them into prices. Every dealer is required to go to the trial sales. The company thinks it can be pushed open. The price of the farmer’s new packaging to retail last year has reached more than 3 yuan. It is still sold for a while, and we are 1.5 yuan/bottle. Consumers’ curiosity should still be Acceptable.
At present, there are many varieties of our products. Because there is no special account sales, there is no concern from beginning to end. Before the sales are not carefully planned, they are not sold, but cause troubled inventory and negative impact. The company believes that it is not sold, but we did not sell it. Therefore, the sales company is required to submit various types of plans to the provinces, and the provinces are designated to designate special personnel and special accounts for sales, and to formulate salary and bonus policies for sales personnel. Some varieties should not be considered for development in order to facilitate delivery. After the specific plan is issued, the provinces must also report the planning measures to the sales company to follow up the supervision and inspection.
Finally, I hope that the provincial managers must recognize the situation. Although we are still in an advantage, we have already had many problems. We must improve them in time. Don’t wait until the hardships are difficult to correct. It may be too late. Second, we must recognize the benefits of management. The management of dealers and salesmen has been strengthened, the natural performance has come out, and the sales situation will change. Thirdly, to implement the executive force, the company’s instructions must be executed without compromise. Timely reflection, never do anything, but must be vigorous and vigorous in execution, do not delay the fighter, the company deeply feels that many provinces have been in trouble because they did not implement the company's instructions, many good strategies are not in place due to implementation Follow-up is faster than our execution and is passive. It is necessary to seriously reflect on reforms. I hope that sales personnel at all levels will earnestly study the spirit of this circular, understand thoroughly, and put them into action carefully, and ask the provinces to carefully convey the spirit of the briefing to each dealer and unite the dealers to act together as soon as possible. Turn the situation around.
a Implementing the strategy of distribution of counterfeit business intensive or second batch of intensive business. According to the completion of the project tasks in each province, region and customer responsibility sales area in the first quarter, the analysis of the funds is sufficient to confirm the strength of the existing distributors. The outlets are not enough. Are there sufficient funds and operational capacity to complete the plans issued by our company? If the adjustments and supplementary plans are to be made, the methods adopted are to adjust, increase customers and add two batches of network. The ultimate goal is to ensure that the gold is in place and that the sales plan is completed.
b Implementing the strategy of building networks by sub-category and sub-channels In view of the current variety of companies, dealers and salesmen cannot simply operate the whole product, and the distributors are unwilling to operate or operate poorly to find new distribution. Businesses to operate, in the process of distributing varieties should pay attention to the mix of new and old varieties. Because the old varieties have a sales base, but the benefits will certainly be relatively small; although the new varieties have no sales base, they have a greater interest; the two balance dealers are more willing to accept the sales strategy of the varieties; at the same time, it is necessary to develop catering channels, business super and In the channel sales of chain supermarkets, some big cities have already removed many retail stalls in the city rectification and added many chain supermarkets and small convenience stores. Pay attention to this change and develop sales of these channels in a timely manner. All provinces must strictly implement the company's instructions. , to develop outlets as required.
c The adjustment of this network should be discussed with the dealers in an open and honest manner. Which method should be used to adjust, even through the dealers to adjust, it is necessary to make clear that the purpose of adjusting the network is not to make the existing dealers small, but It is necessary to make it bigger. The company's original 5 million-year sales plan is considered to be the standard of qualified dealers. In the future, it should be improved to be beneficial to the development of dealers. It is beneficial to the development of the network. Only large distributors can be loyal to the company and sell. Our products can guarantee their profit and ensure the survival and development of their products, so that they can have more confidence and enthusiasm to operate our products. The purpose of adjusting the network now is to do what we have not done. If there is no place to do well, we must do a good job in the place where the sales volume is small. It is not to see how much the number of dealers increases, but to see How much sales increase, it is our goal to turn 60% of small customers into big customers as soon as possible, and don't go wrong. At the same time, another key factor to be aware of during the adjustment process is the dealer's business philosophy and a win-win attitude of integrity.
The above adjustment plans and plans must be reported before April 25, and completed before May 10, and will be adapted to the needs of sales during the peak season.
2 Adjusting the spread strategy and marketing strategy The company believes that the company and several major rivals have fallen into the strange circle of low-price competition in the past two years. In particular, Kangtong’s policy on retail terminals has caused the terminal to restrict the status quo of dealers and manufacturers, and because of the products The homogenization is serious, it is difficult to jump out of this strange circle, causing the dealer and the second batch of merchants to reduce the price difference, the manufacturer's profit is thinned and can not support the high sales expenses, but helplessly reduce the advertising expenses to support the channel promotion. At present, it has reached the point where major manufacturers can't support it. Therefore, they are all changing their strategies and jumping out of the strange circle. The company has actually prepared to jump out of this strange circle last year, and proposes a strategy of differentiation and combination of pull and pull, but the actual provinces. It is not really understood or implemented. The specific deployment notice that will be implemented in May is as follows:
a Steps to implement differentiated strategies and product face-changing The company believes that it is necessary to implement a product differentiation strategy in order to jump out of the cycle, that is, to develop new products and products to continuously enrich our product chain. At the same time, we also take into account the current situation of our products and the wide distribution of the market. In the launch of the product, we adopt the two methods of blitzkrieg and infiltration, and the national push and sub-regional key push strategies, that is, every year or every The stage re-pushes 1-2 varieties, adopts the method of blitzkrieg, and operates in all directions. The sky, underground, and consumer channels are pushed together, and the method is tracked in the end. The method is completed in one go to ensure the effect of one shot. In May, we start with xx and the baby. . Another method is the method of permeability, which can mainly be promoted in the form of over-prefectures, shopping malls, supermarkets, sales and commercial advertisements, and gradually promoted methods. It is found that there are development hopes and signs and then transferred to the next round of re-pushing forms. To ensure that the dealer has no burden and loss. At the same time, the salesperson is required to take full responsibility for the development of new products. It is necessary to track the responsibility of opening the market in the end. At the same time, it is also required that the dealers should take responsibility for developing new products, and still fail to pass the three-month real effort. The product companies that open the market are fully responsible, but they must control the osmotic products and do not pursue blind delivery.
b Develop a reasonable spread strategy to mobilize the sales enthusiasm of dealers at all levels. At present, our mainstream products are relatively high in consumers. Bottled water and formulated milk should be the first brand, but low-priced dumping has caused The spreads of dealers at all levels are not enough, and the enthusiasm is lost, which affects sales. Therefore, it is necessary to straighten out the price difference, especially the retail price is at least important. It is necessary to stabilize the retail sales price to ensure the difference between the dealers and the second batch of dealers. Profit. The company believes that the products with large sales volume of the old varieties should be guaranteed by the provinces according to the actual situation. The difference between the dealers is 0.5-0.7 yuan/carton, the difference between the second batch of suppliers is 1.0-1.2 yuan/carton, and the retailer is around 3 yuan/bottle. The product has a price difference of 0.5 yuan / bottle, milk products have a difference of about 5 yuan per box, other pet bottle products have a price difference of 0.3-0.4 yuan / bottle, and have the enthusiasm to sell our products. For the new product company, it is believed that the dealer should have a price difference of 1-1.5 yuan/carton, and the difference between the second batch of 1.5-2 yuan/carton, so that the new and old products can mobilize the enthusiasm of the dealers and the second batch of merchants. In the future, we must pay careful attention to this price difference.
c To implement advertising, increase the consumer market, start the company to increase the intensity of advertising in May, according to the company and the province's main varieties, implement the mandatory advertising program and promotion program in each province, request the provinces Carefully implement and organize the distribution of goods on the ground, and cooperate with each other to promote the sales of various products. After the specific proposal is issued, the provinces must also report to the advertising department for confirmation before April 21st.
3 Adjusting the sales team and the salary and bonus policy, implementing the rules and regulations The company believes that the current sales team is large and not refined, the mission objectives and responsibilities are not clear, the rewards and punishments are not clear, the team is relatively aging and has no passion, and must continue to adjust relevant policies, specific ideas and Requirements are as follows:
a Responsibility system must be implemented. According to the current scale of dealers, 1558 customers should implement one person to manage all the business, 1558 people, 488 customers can manage one family and two people, 732 people per household, 271. The number of customers is 678 per capita, plus 334 regional managers, 37 provincial managers, 49 internal affairs managers, a total of 3,388 people. There are still 4,680 people in the arrangement, and there are still 1,292 people, who can arrange new customers. Development, management of supermarket shopping malls. What we need to do in the future is that everyone must have indicators to assess and everyone has a job goal, so that we can distinguish between good and bad, in order to reflect the value of everyone.
b To change the current salary and bonus policy, the company believes that there is a certain problem in assessing bonus income based solely on sales revenue, which will result in the newly developed regional and product sales revenues being difficult to reach a certain level at once. The workload is low, and there is no enthusiasm. The sales of negative growth in regions and products with high sales volume are also high, resulting in unbalanced and unreasonable workload and income. Therefore, the provinces are required to re-evaluate the distribution plan of wages and bonuses, and put forward the following principles:
The salary level and bonus factor are determined according to the size and size of the customer in charge of the area.
Set salary levels and bonus factors according to new product development, new customers, and new regional development goals.
According to the growth ratio, each variety completes the project, each work performance score, and the bonus method according to the coefficient.
Follow the steps below when developing a plan.
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