Liquor marketing plan

How to face the severe competition situation and increasingly complex competitive environment, change our long-term liquor sales model, always maintain the offensive trend, and achieve the overall growth of sales revenue in the shortest time and the most convenient way, will become the future The top priority of marketing work. In order to further help the wine companies to consolidate and effectively develop the market, quickly form the market's flagship products, and achieve a leap-forward development of product sales, the following planning proposals are proposed for discussion:

First, the sales operation platform

The company set up a specialized agency responsible for the market research, development, marketing strategy, and sales plan of new products, and comprehensively built the first terminal network of liquor with the concept of market economy. Equipped with market management and financial personnel, breaking the traditional employment mechanism and recruiting several business elites from the society. Determine the regional market business representatives, business executives, business directors, business managers, form a professional marketing team, establish key market sales teams, implement special management for customers, implement contract sales for individual products, and complete the marketing team combination before new products are listed. .

Second, the design of sales products

Because the price of old products is transparent and the structure is aging, it is difficult to meet the needs of consumers, and it is difficult to support high marketing expenses. Products cannot form a market advantage. Therefore, it is necessary to develop a combination product.

1. Develop according to the flavor of liquor, and strive to personalize the product, making it the main brand.

2. Develop products according to the liquor of liquor, forming high-middle and low-grade series products.

3. Targeted development products, continuous market research in the sales process, follow-up products, and achieve the best combination of product structure.

4. Develop products according to market prices and establish a reasonable product price system.

Third, the establishment of the network system

Effectively integrate the original dealer network, first help the original dealers to assist sales, master the first-hand information, and find out the market details. Lay the foundation for the next step of marketing. New product launches can be promoted to the market in the following steps.

1. Establish a main attack market, establish a viable county-level target market, and formulate market development plans. The sales personnel directly serve the first-level merchants, and the first-tier merchants evaluate the business personnel, and select reputable hotels, supermarkets, and stores in the sales regional market to comprehensively concentrate the products on the market. Create a model market and strive to achieve a market distribution rate of more than 80%. After one month of paving the market, strengthen and screen customers, identify first- and second-tier customers, and establish and improve customer files.

2. The downline customers managed by the first-level dealers are assisted by the business personnel to manage the first- and second-level customers' supply card management system; the first- and second-tier customers are printed and issued the supply cards. The purpose is to master and control the flow of goods in the market, effectively control the market price, stockpile, and completely eliminate the emergence of counterfeit goods.

3. Make a reasonable distinction between the incentive policies of the primary and secondary dealers, protect the primary dealers, and support and support the secondary customers. Reward secondary customers based on performance.

4. Adopt the method of promotion management for customers. When the performance of the secondary customer reaches or exceeds the first-level dealer, the secondary customer can be directly promoted to the first-level dealer, and the treatment enjoyed changes accordingly. The result is a strong, scalable sales of primary and secondary networks.

Fourth, the use of market resources

1. Configure the delivery vehicle to create a car image advertisement. 2, business personnel uniform clothing, business cards, wearing a badge. 3. Appoint business representatives, business executives, business directors, and business managers. 4. The resources that the company can control are uniformly dispatched and managed in a unified manner.

V. Product benefit distribution and sales expenses

Product profit distribution

Reasonably allocate the interests of each link and make the maximum use of resources. In this regard, the spatial relationship of product prices will be allocated at different levels.

1. Formulate a unified market sales price, including hotel price, business price, retail price, etc., rationally distribute profit margin, and reward dealers in two forms: monthly rebate and annual reward. 2. The organic combination of sales of products, and the development of market operations for single products. 3. For the staged promotion activities, the reward standard is set according to the total amount of shipments. 4. As the market matures, the costs on each link will be reduced or cancelled accordingly.

Management of marketing expenses:

1. The method of using the cost package for the sales of products, the company bears the basic salary, travel expenses, telephone charges, etc. of the business personnel.

2. Vehicle expenses, office expenses, and warehouse expenses.

3. The treatment of business personnel shall be paid by the method of basic salary + commission + reward, and the basic tasks shall be to maintain the basic salary, and the business commission shall not be capped.

4. Promotional expenses such as roll-up, posters, and public welfare advertisements.

5. The expenses incurred by the publicity and mobilization activities during the market stage and the staged sales activities.

The direct sales step: the direct sales operation method. 2. Openly recruit business personnel, conduct short-term training, and arrange specific positions. 3. Formulate plans for the listing of direct selling products.

Through the direct sales operation, the market can be effectively controlled, and the market can be continuously supplemented and improved to achieve the flattening of the Taibai liquor network and lay a solid foundation for operating the big market.