Model essay on liquor marketing planning

The # Letter # Reading Guidance Plan is a transactional document for party and government organs, enterprises, institutions and social organizations to make predictions and arrangements for future work and activities. The following is a sample text of liquor marketing planning compiled and shared. Welcome to reading. I hope it helps you!

The competition in the liquor market is becoming increasingly fierce, but looking at the operation of the liquor market, some enterprises are still in an extensive state and rarely carry out intensive cultivation. This has left an effective space for the operation of liquor enterprises. As long as enterprises can make more efforts in this respect and intensively cultivate in all aspects of market operation, they will certainly achieve gratifying results and gain a lot. According to the market working experience in recent years and the operation methods of other industries, this liquor marketing plan is specially formulated for market reference.

First, commodity distribution: carpet distribution is implemented.

For many daily necessities and food stores in terminal retail stores, it is an effective marketing strategy to implement carpet distribution when new products and varieties are listed. In the stage of products entering the market, enterprises cooperate with dealers to deliver goods to terminals actively, and through the implementation of carpet distribution, the distribution rate of terminals is rapidly improved.

(1) Features of liquor marketing scheme of carpet distribution:

1, centralized marketing plan. Concentrate manpower, material resources and financial resources to implement carpet marketing plan to distribute goods, which is huge and has a strong short-term impact on various regions, and it is easy for end customers and consumers to remember the promoted brands.

2. Quick marketing plan. Carry out carpet distribution, the distribution time is very concentrated, and develop wholesalers and retailers in the target area efficiently and quickly. It usually takes less than 30 days to complete 80% distribution in the target market.

3. Intensive marketing plan. The liquor marketing planning scheme of carpet layout is adopted, and retail stores such as grocery stores, couples' shops, small and medium-sized supermarkets, chain stores, hotels and restaurants are intensively developed in the target regional market, that is, one by one, and there is no vacancy in the layout, so as to realize dense coverage in space.

4. Systematic marketing plan. During the implementation of carpet distribution, the working system is meticulous and requires one step in place.

(2) The key to the success of liquor marketing plan for carpet distribution:

Carpet distribution can only succeed, not fail. If the distribution fails, it will dampen the enthusiasm of salesmen and dealers to promote products and increase the difficulty of follow-up work. In order to successfully sell carpets, we must do the following:

1. Choose dealers carefully.

In order to quickly spread the products to retail terminals in a short time, it is necessary to have the cooperation of dealers, mainly dealers, and the factory should cooperate with dealers to take the initiative to give play to its own network advantages.

Dealers should have a hard-working spirit, a desire to learn, and salesmen with rich sales experience.

When choosing distributors, we should choose growth distributors with terminal management consciousness and development desire. Marketing planning can't choose a "wait-and-wait" merchant who waits for customers to come to the door.

2. Make clear distribution objectives and plans.

Before "distribution", the salesman should conduct spot checks to understand the characteristics of the wholesale market and retail market in the target area, including the price difference between wholesale and retail products, payment methods, promotion methods of similar products, consumption trends and their * * * characteristics, and grasp the distribution of distribution objects.

According to the survey results, formulate detailed distribution objectives and plans, so that sales personnel can follow the rules. Clearly define the following items:

A. in which area should the goods be distributed;

B, how long will it take;

C, how many points to spread;

D, what is the issuance rate;

E. What standards should the promotion of terminal stores meet?

F. What are the supply prices and preferential delivery methods for customers at all levels?

G, estimate the quantity of goods of the distribution products;

Make specific advertising and promotion plans.

When making distribution objectives and plans, the liquor marketing plan should follow the following principles:

, clear.

The "distribution target" cannot be general, but must be specific and clear.

Such as: supermarket-home, hotel-home, second batch-home, county-level outlets-home, public relations direct selling units-and so on.

, can be achieved. According to the reasonable allocation of manpower, material resources and financial resources, the goal can be realized.

, target wizard. The reward standard is determined by the distribution object. The first "distribution" emphasizes "distribution surface" rather than sales volume, and the main criterion for assessment is the number of transactions (the number of customers). In this way, the reward and punishment system for salespeople can improve their work enthusiasm.

, timetable. Determine the specific time limit for all kinds of customers to complete the "distribution".

3, commodity distribution personnel selection and training

Shoppers should have rich experience, strong driving force, skilled promotion skills and good oral expression skills. Before commodity distribution, it is necessary to conduct formal training for distribution personnel to avoid problems and negative effects in commodity distribution, carefully study and analyze various difficulties that may be encountered in the process of commodity distribution, and formulate corresponding countermeasures. Training can be conducted in two ways: personnel discussion and scenario drills.

4, the distribution of personnel organization and division of labor

To implement carpet distribution, it is necessary to make overall arrangements, have a clear division of labor, and have unified command. The specific projects are as follows:

Male ~ female superior ~ poor strong ~ weak

5. (Liquor Marketing Theory) Liquor Marketing Planning Practice

Overall layout of vehicles

⊙ Supply scheduling, product warehousing control management

⊙ Explain and introduce to customers in detail

Collection and IOU registration

Point of sale advertisement posting

Strive for shelf position

Trial sample

Give away promotional items

Oral investigation

Understand competitive products

Moving goods

⊙ Fill in distribution records, distribution reports or distribution lists.

Acceptance of goods distribution

6. Formulate the policy of "distributing rewards".

In order to arouse the enthusiasm of end customers and reduce the main force of distributing goods, it is necessary to formulate corresponding incentive policies for distributing goods. The "reward policy for distribution goods" should not only be attractive, but also avoid negative effects and maintain good price order.

There are two aspects of the "incentive policy for distributing goods":

Promotional products for end customers or a certain number of free products or items provided according to the order quantity.

; B. Reward and punishment measures for sales staff

; Problems needing attention in formulating "commodity distribution incentive policy";

There must be no loopholes in the distribution reward policy.

If the distribution incentive policy is not perfect, some customers may take advantage of it. For example, the original intention of the "send one bottle in a box" activity is to encourage retailers and improve the "distribution rate" of retail stores, but some customers may buy in large quantities to earn the benefits of gifts, thus deviating from the original intention of enterprises and increasing the promotion cost in vain.

In order to prevent wholesalers from "dumping" at reduced prices, gifts that cannot be cashed in cash are better when "distributing goods".

Avoid the impression of buying goods at a low price.

When "distributing goods" to retailers at preferential prices, we must pay attention to accurate communication, and don't cause the misunderstanding of "low price" to retail stores, otherwise it will bring obstacles to dealers' future shipment work.

, coordinate dealers.

The incentive policy for distributing goods is implemented through dealers, which requires dealers to be far-sighted and not to encroach on promotional items to implement them.

7, carpet distribution should have corresponding advertising support.

Cooperate with local advertisements when distributing goods, so as to arouse the interest of the terminal, reduce the resistance of distributing goods and make the distribution work go smoothly. Advertisements are mainly low-cost storefront banners, cross-street banners and huge ones.

8. Do a good job in post-service and tracking management of goods distribution.

After the goods are in place, the products enter the customer warehouse. In order to enter the normal sales track, we must make timely return visits and effective management. The follow-up visit is usually within three or four days after the first visit. The purpose of a return visit is to make customers feel your concern and cheer them up. Look at the reaction of consumers and retailers to products, find out the existing problems and shortcomings, and find the basis for the adjustment of promotion ideas in the future. At the same time, strengthen tally work, tally is as important as distribution. There are many products in every kind of products in a store, so it is difficult for the owner to take care of every product and the salesman needs to take the initiative. Every store tallies goods at least once a week, and good stores do it once every two or three days. We should put the products neatly in an eye-catching position, as high as the end of the shelf and the line of sight, so as to increase the visibility of the products and give consumers a strong visual impact, thus increasing the sales of retail stores. If you ignore the goods after they are put away, they will be put away for nothing. On the one hand, retailers are disgusted, good.

No one can buy the goods, and no one can return them if they are not sold well. On the other hand, if the product is distributed next time, it will definitely be rejected by the retailer, which is equivalent to leaving a back road for yourself.

Second, promotion: continuous all the year round, pursuing innovation.

Through different forms of perennial promotional activities, increase product sales, improve market share and create more profits for enterprises and businesses.

Classification of promotion: Promotion can be divided into three categories: regular promotion, special channel promotion and traditional holiday theme promotion.

A, wholesalers, retailers, supermarkets, restaurants, their owners are concerned about economic profits, and their promotion should be considered from the interests. By investigating the market, we can understand the profits of other brands, and then formulate specific promotion policies to make this product more profitable than other similar products. Formally, we can give away products or more practical items related to this product that are more popular in the local market. Because the gifts are purchased in bulk, they can be obtained through negotiation with merchants, which reduces the promotion cost. Such as beer, drinks, electrical appliances, lighters, etc.

B, consumption promotion is to let consumers get unexpected gains and increase consumers' fun. Some interactive activities can be designed to let consumers participate in the activities in the process of consumption, enhance their memory and promote secondary consumption.

C, waiters and salespeople, after the products enter the end, they need to be recommended to consumers by waiters or salespeople, so they need to give certain benefits to waiters and salespeople and strengthen emotional construction. Methods: Giving practical or collectible small gifts and holding sales competitions can be adopted.

Special channel promotion: refers to the promotion of group buying, meetings and banquets. Organs, enterprises and institutions.

For institutions, enterprises and institutions, VIP cards and free consumption can be given to achieve the purpose of public relations and guiding consumption. It can be combined with professional hotels and large and medium-sized restaurants to promote banquets and establish the first brand image of banquet wine. Traditional festival theme promotion: according to traditional festivals, carry out promotional activities with different themes to improve product visibility and brand image.

Third, advertising.

Take effective advertising strategies to fully serve the sales of products.

Products are divided into introduction period, growth period and maturity period.

1. Hang cloth advertisements in streets with heavy traffic and places where catering industry is concentrated. Generally, 10-20 is more suitable for prefecture-level cities. Unified design, words, colors and patterns.

2. In restaurants (retail stores, wholesale stores, etc. ) Hang cloth advertisements and unify words, patterns and colors.

3. Post pictures and hang POP advertisements at all sales terminals. The location should be conspicuous, and you can see it at a glance outside the store.

4. Set product samples on each dining table of the catering sales terminal to publicize Chen Fang's brochure.

5. Print calendars, local travel brochures of Baili Du Fu Scenic Area and telephone number brochures of commonly used units, and make "free travel brochures of Baili Du Fu Scenic Area or telephone number brochures of commonly used units of a certain wine" at all sales terminals to play the role of advertising. Note: This method can be carried out at the same time when the goods are delivered to the terminal.

6. Television, radio, SMS and newspapers mainly publish activity information.

Advertising should closely follow the purpose of service product sales, and each release should have a distinct theme and activity content. Therefore, the first year's advertising should focus on various promotional activities, so that it will not appear empty in the process of communication. Formally, it is dominated by low-cost and wide-coverage media.