Can you talk about the county-level agency operation plan for liquor?

A certain liquor brand county-level model market launch plan 1. Goals: , brand agent

1. Promote 10××× to achieve sales of 8 million in Xiayi within two years, And form the first and second leading brands in the local area;

2. Establish the sales channels of the Xiayi health system in Xiayi;

3. Create a model market that can be copied, Lay the foundation for the expansion of Ten×××;

4. Explore a model for cooperation with manufacturers that can truly benefit both sides;

5. Accumulate funds for the development of the company and dealers resources to guide consumers to drink high-quality liquor;

6. Fully demonstrate the brand image and corporate image of Ten××× to the society.

2. Time and requirements:

This plan is a one-year market operation plan, which requires operability, comprehensiveness, flexibility, and creativity; The fundamental starting point makes Xiayi Market a golden place for dealers and dealers!

3. Reasons for expansion:

After the company’s investigation and analysis of the liquor market in Xiayi County from June 1st to June 20th, and after the research and consensus of the company’s senior management It is believed that Xiayi can be used as the company's key model market for several reasons: first, Xiayi market has a large liquor consumption and a large population. It is a county with a good economic level in Shangqiu area and has spending power; second, The positioning of the products launched by the company is consistent with the consumption level of Xiayi, and the price is in line with the local purchasing power, clothing store project; thirdly, based on the current situation and development trend of China's liquor market, the consumer market for mid- to low-end liquor in the future will mainly be in the county-level market. And with the improvement of rural consumption level, the consumption potential is huge; fourthly, the tertiary market has not been paid attention to by some larger liquor companies so far, at least there are almost none that are fully operated by the company, which leaves some medium-sized The expansion of liquor companies in the tertiary market has reduced a lot of resistance, and the success rate of market operations is relatively high; fifth, after investigation, many terminal bosses reported that because the prices of some brands that were launched earlier have become transparent, There is no profit, I don’t want to sell anymore, I really want to have a new brand to sell, this is a good opportunity to enter the market; taking into account the above favorable factors, Xiayi is a key model market for the ten ×××, and we must get it Go to Xiayi Market!

IV. Resource requirements:

As a model market for the company, Xiayi’s importance and impact on the company are obvious; in order to ensure that this battle is won , the company will strengthen investment in human, material and financial resources. The details are as follows:

(1) Personnel:

There are 646 terminal networks counted in Xiayi. According to the division of channels, at least one person is responsible for each category. Such as stores, chain supermarkets, community stores, township stores; township regional divisions, hotels, etc., at least 7 salesmen are required to be responsible. In addition, there need to be at least 20 promoters, 1 promotion supervisor, 1 general controller, and a total sales team of no less than 29 people.

(2) Material resources:

1. It is necessary to rent at least one storefront and one set of housing as an office space to carry out work.

2. Equipped with a market operation vehicle, it is conducive to carrying out market work and improving work efficiency.

3. Produce enough promotional items of different styles to promote product sales.

(3) Funds:

In the process of market expansion, certain expenses will be incurred, such as the phase of the vehicle? Customs expenses, entertainment expenses, publicity expenses, promotion expenses, daily expenses, etc.

(The amount will be divided according to the plan)

5. Market expansion

1. Channel construction:

(1) Product introduction period:

The first stage:

1. Products: According to the mainstream consumption level of liquor in Xiayi market, the company plans to first launch three categories of ten××× liquors. One is pure grain boutique boxed 45°500ml roasted vase , the second is OPS (biaxially oriented polystyrene new environmentally friendly packaging) 45°480ml; the third is OPS 250ml, the specifications are boxed color box 1×6×500ml, OPS packaging 1×6×480ml, 1×12×250ml . The box contains phone anti-counterfeiting. The standard of wine quality is implemented according to the national quality standard (all three products comply with this standard).

2. Price: The factory price of pure grain boxed products is 1×6=99 yuan/box, the hotel price is 30 yuan per bottle, and the supermarket price is 25 yuan/bottle.

The factory price of Pure Grain Craft OPS is 54 yuan/box for 1×6×480ml, the hotel price is 18 yuan per bottle, and the supermarket price is 15 yuan/bottle.

The factory price of OPS packaging is 42 yuan/box for 1×12×250ml, the hotel price is 5 yuan/bottle (tentative), and the store price is 4.5 yuan/bottle.

3. Channels: hotels, supermarkets, township second batch, some retail stores:

Hotels:

Class A stores:

(1) There are 18 hotels in Chenghu Fishing Village, all with more than 8 private rooms, and a low-pressure distribution method is implemented in each hotel. Available in 500ML pure grain premium box and 480ML pure grain craft beer OPS. The display method is: the boxes are lined up on the second floor in a prominent position at the hotel bar, with 2 bottles of each type, to increase the visual effect. If there is free space in front of the bar, mark the pile with four boxes. This part is prepared by the company in the early stage and supplied by the dealer in the later stage (the total volume is 90 boxes).

Model store selection:

(2) "One Family", "China Garden", "Jinweiyuan", "Xiangsihai", "Zhenyuan Spine", " For each of the 6 popular stores called "Sunshine Shop", each store will sell 6 pieces of goods first, namely 3 pieces each of premium boxed and craft OPS packages. The display format is to place two bottles each on the second and third floors in prominent positions on the bar. Placed up and down, the OPS can hold 3 bottles in a "pin" shape. These stores can stack the first four boxes in the store, two boxes of each kind. Select "One Family", "China Garden", "Sunshine Shop" and "Fragrant Garden" as model stores. At the bottom of these model stores, two bottles of pure grain premium boxed OPS will be displayed on the sideboard of each private room. The company will invest in store entry fees and floor coverings, and a buyout system will be implemented to operate the model store, with a total volume of 60 boxes.

Class B stores:

In all Class B hotels in cities and towns, two kinds of high-quality OPS bottles of 480ML and 250ML of Ten××× wines will be displayed in each store. Two pieces. On the second level of the bar, they are placed in a straight line. Boxed ones are stacked at the top of all the beer piles or next to the beer pile to attract attention and strengthen the brand impression.

CD stores:

In the early stage of CD stores in the city, OPS 250ML bottles of wine are placed. The display method is that each store puts 3 bottles on the place where the wine is placed. The distribution capacity of each store is 2 boxes, and the standard for stacking boxes is to stack them close to the ordering area.

Supermarkets:

Shopping malls, chain supermarkets, Suguo Supermarket, Bingzhongjing Mass Merchant, Likelong, Hualian, Tianguan, among these stores, all categories are adopted. , namely Chunliang Premium Boxed 500ML, Chunliang Craft OPS 480ML, 250ML. The display standard is: place 3 bottles of each category in a row on the middle floor of the supermarket shelf near the entrance after the third bottle. On the box stacking head, four boxes of each category are stacked horizontally in the first row of the wine stacking area. Let the large face of the box enter the eight mouths of the wine area. OPS480ML and 250ML are packed in a product shape close to the box to increase the shelf display size. All three stores are stocked according to this standard. The base standard is 12 boxes per house.

Community roadside supermarket: There are two store business areas in the community and on the roadside. Each store sells all categories, that is, boxed 500ML, OPS 480ML, and 250ML. The display standard is to display in the middle layer of the shelf in the wine display area of ??the store, in an "L" shape from the end facing the door. The number of displays is 3 bottles of each category, and 3 bottles of OPS 480ML and 250ML are arranged in a straight-line shape, in order. . In terms of stacking heads, empty box stacking heads are placed on both sides of the store door, and real box stacking heads are used in the store. They are placed closest to the store door (the specific location is determined according to different stores). The first batch of sales quantity is 3 boxes of each category in each store.

Community retail stores: In this type of store, due to limited sales capabilities, only two categories are selected to enter, one is OPS480ML, and the other is OPS250ML. The display format is two products on the shelves of each store. There are two bottles in each row, and two boxes are placed in front of the store.

Second batch of townships:

Select 6 out of 26 townships as the company’s products, strategic breakthrough points for the development of the township market in the introduction period, and select one hotel and one hotel in each township. The second batch of merchants with strong strength. These six towns are Huiting, Zhanzhan, Guodian, Wangji, Jiyang and Huodian. The loading method is that each township will be given two batches of all categories into the store, and each store will have three boxes of each product. In the second batch of stores, 3 bottles of each category are placed on the shelves, lined up in the middle, and boxed bottles are piled on both sides of the store door, at the outermost end of all the wine piles. Township hotels are directly supplied by the second batch of township hotels. The quantity is B-category stores. For each store, two bottles of each product are placed on the bar in a straight shape. The boxed ones should be close to the bar and marked with a pile head. (Note: The second batch of townships will add at least two more products before November, with prices ranging from 40 to 60 yuan per box)

The above is the operation method of the ten ××× wines in the process of being put on the market. The work is jointly performed by the company's business personnel and the dealer's business personnel. In the marketing work of the above types of channels, we must strictly adhere to the first cleanliness, second diligence, third neatness and fourth timeliness. That is to say, the first cleanliness is to ensure that no dust remains on the products in all terminal channels; the second cleanliness is that the salesmen must be diligent with their legs, hands and mouth during the work process; the third cleanliness is that all the company's products must be in each terminal. The shelves should be displayed neatly and not scattered into one, and the piles should be neat and conspicuous. The Internet figures are also crazy about medical advertising; the fourth is timely distribution, ensuring delivery within 20 minutes in the city, and ensuring the terminal Problems that arise must be dealt with in a timely manner, and all problems that arise must be resolved within 24 hours.

3. Channel supporting publicity and promotion materials: Materials: store signs, banners, X display racks, red lanterns, bullet cards, private room murals, ashtrays, and kettles.

Support methods:

Hotels:

Type A stores:

Hang a banner in front of each store after the store arrives at the hotel A 6-meter red banner, and a red lantern hung outside the door. X display racks are placed at the entrance and stairs of the hall. There are at least 4 X display racks in each store; each private room is equipped with murals, kettles, and ashtrays and other promotional items. .

Class A model stores: It is planned to include "One Family", "China Garden", "Jinweiyuan", "Xiangsihai", "Zhenyuan Spine" and "Sunshine Shop" as the first batch Model stores, these 6 stores put a rainbow door in front of the store for 3 days. Four X display racks are placed in the lobby, one X display rack is placed at the stairwell of each floor, small red lanterns are hung in the corridors of the floors, and hanging in the private rooms A mural with a size of 35×50, a welcome card made of crystal placed on the bar counter, and a kettle, ashtray or wine glass with the ten××× logo in each private room.

Category B stores: For stores without store signs or with older store signs, we will provide free signage according to the size of the store, hang a banner on the door, and provide a kettle and ashtray in the private room. , Jiu Huai, put 2 types of X display racks in the hall, one for Pure Grain Premium Box 500ML and one for OPS.

CD store: Hang a banner of the same size as the store (3.3m) on the door of each store, and make a light box with the company logo in the main color of the company, in the store A 4-in-1 POP card is posted on the wall of each table, along with a kettle.

Chenghu Fishing Village: Make a cross-street sign at the entrance to the fishing village, and use wires to hang red light boxes on both sides of the road. Hang a lantern on both sides of the private room door of each store, hang a mural in the private room, and put an X display rack in the private room of each store, equipped with ashtrays, wine sets, and kettles. Place 6 rainbow gates within the fishing village when listed. (The time is this day)

Township hotels: Hang a banner in each hotel, post POP in each private room, and hang 6-8 banners at the entrance of the store according to the size of the store. acting.

This part of the work is completed jointly by the company, dealer business personnel, and advertising company ***.

Supermarkets:

Shopping malls and chain stores in the city:

In Suguo, Hualian, Bingzhonghong, Likelong, and Tianguan channels , a banner is hung outside the store, an The format is a World Cup-type football or cartoon character image (the content can be printed to cheer for XXX star, with company logo) and the number of pasting is all the places where wine is displayed on supermarket shelves, (excluding Duitou)

Community stores and roadside supermarkets:

Hang banners in front of each store and make a batch of light boxes with the same color as the company's main color. The specification is 1m long x 0.6m wide. The light tube on the face reads: "Ten××× Genuine Direct Sales Store", jointly awarded by the industrial and commercial quality inspection. For those who don’t have store signs, make store signs and stick bullet cards on the shelves; add an X display stand.

Second batch of townships and towns:

For the first batch of confirmed key stores in the second batch of townships and towns, if each store does not have a signboard, the company will make a store sign, and hang it on the right side of the hotel with a signboard. There are light boxes on the roadside in the same city, with colorful banners and lanterns hung in front of the doors. At the same time, cross-street banners were hung on the main roads in each town, and colorful flags were placed in front of the stores.

Community retail stores:

Post POP in a line on both sides of each store door, and hang a banner above the store door.

This part of the work is also completed by the company and dealer business personnel together with the advertising agency ***. When creating a channel sales atmosphere, we must also strictly adhere to the communication principles of refinement, standardization, eye-catching, and uniformity. Partitioning, classification, and grouping are point-to-point responsibility systems.

4. Promotion: In the early stage of product introduction, using some activities and methods that can attract consumers' desire to buy is an important factor in the successful launch of the market. 36578 Xiaoben Entrepreneurship Network, start my wealth life, based on the above Based on the information obtained from this survey report, we planned promotional activities from three aspects, one is promotional activities, the second is promoters, and the third is promotional products, targeting consumers, waiters, and channel bosses as promotional targets; implement these three The work is prepared to adopt several strategies, namely the three-part, four-continue and five-advance approaches. The details are as follows:

1. Trio:

The first level: When the product is launched, a free product week activity will be carried out. The method is: giving away products for one consecutive week at all large and small terminals in Xiayi. The 250ml packaging is delivered to each terminal store, and a banner is hung on the door to explain. In order to prevent gifts from being intercepted by terminals as profits, a control measure should be introduced to brand women's clothing. There are two ways to supervise. For the first type of stores above Category A, we ask promoters to recommend them to customers. It is said that the hotel gives it to the guest for free. This can leave a sense of trust to the guest because the hotel recommends it. Second, for BCD stores, we will recycle the bottle caps and give away all the bottles as compensation, and then send 4 bottles to the hotel owner for free.

Second level: When the product enters the hotel, you should vigorously promote the product to drink ten × The key point is to operate within a limited time and strive to create a market atmosphere in the short term.

Third level: Launch an unboxing prize-winning activity before the Mid-Autumn Festival, that is, prepare to set five prizes in the box before the Mid-Autumn Festival. The highest prize is a refrigerator worth 3,000 yuan, two The first prize is a ring worth 1,500 yuan, the third prize is a watch worth 500 yuan, the fourth prize is 2 boxes of pure grain products worth 160 yuan, and the fifth prize is a box of OPS.

2. Four consecutive lines:

The first company: Jointly organize an outstanding waiter pacesetter evaluation activity with the hotel, set awards and standards, the prizes will be awarded by ten ××× and certificates will be issued (with The hotel establishes a stable relationship and gives the boss motivation to recommend)

Second Company: Jointly launch a business skills evaluation activity with supermarkets, covering business level, service awareness, and product knowledge (not just Limited to liquor) etiquette etiquette, etc. The method is to print questionnaires and hold them at the same time in each store. Those who win first, second and third place will be awarded prizes and certificates by 10××× (mobilizing all terminal sales factors).

The third company: The company organized a two-batch wine sales competition, and the Internet figures were also crazy about medical advertising. When the horse race was going on, the cumulative sales of ten ×××1,000 before May 1, 2007 Those who sell 800 pieces will be awarded a motorcycle worth 5,000 yuan, those who sell 800 pieces will be awarded an air conditioner worth 3,000 yuan, and those who sell 500 pieces will be awarded a travel bonus of 1,000 yuan.

The fourth company: Set up a patron award, which is carried out in all hotels at the same time. Customers who visit for 5 times and drink at least one bottle of XXX will be based on the bar check-in statistics. , the hotel will give away a bottle of XXXX wine for 20 yuan.

3. Five advancements:

The purpose of this step is to segment the consumer groups. It is a way to add emotional recognition, so that consumers can face us on the one hand. The brand generates emotions, and on the other hand, it also allows consumers with different consumption habits and consumption levels to buy our different wines. The details are as follows:

Yijin joined the county education committee to launch Teachers’ Day among the teachers in Xiayi For condolence gift giving activities, the gifts should have a certain commemorative significance, such as an exquisite wedding photo album with the logo of the ten ××× company printed on it. The standard can be 20×28cm.

Erjin holds a gift-buying event during New Year’s Day, that is, if you buy pure grain premium boxed products, you will get 4 bottles of “Mengniu” pure milk for each item; if you buy OPS480ML, you will get 2 bottles of “Mengniu” pure milk; The time is one week.

Sanjin In the Xiayi Public Security Bureau, the brand women's clothing franchise took advantage of the New Year's Day period in 2007. The company made a batch of specially made wine, named "Heartwarming Wine", and presented it to the families of these staff members.

Fourth Entrance In all towns and villages, any family whose family has passed the university entrance examination in 2006 can go to various sales points to receive two bottles of celebratory wine (only for government units) with their admission notice.

As long as there are people getting married in each administrative village of Wujin, anyone who purchases our ten × Provide a gift of 100 yuan as a gift (can be made uniformly)

At each step of the implementation of these three strategies, a separate operation plan will be drawn up to ensure the effectiveness of the activity.

6. Brand building

The first conference promotion, the second outdoor group, the third media communication, and the fourth promotion activity will be carried out in four parts within the Xiayi market.

(1) The first part, meeting publicity (market warm-up)

The first meeting:

The company held a meeting in Xiayi City before the product was launched A brand presentation meeting was held to give a comprehensive and systematic introduction to the reasons why XXXXX operates Xiayi County, the company's business ideas, market operation strategies, and the company's development prospects to the political and business consumer groups in Zhengyi. The format of the meeting is as follows :

Meeting time: 9:00 am on June 18, 2006

Meeting theme: Ten×××Xiayi Brand Briefing Session

Participants : Xiayi County Party Committee and County Government leaders, leaders of various functional departments, media representatives, dealers, marketing experts, company leaders, key customers, and consumer representatives.

Meeting location: Kongzu Hotel, Xiayi County

Meeting scale: 300 participants are planned to be invited.

The atmosphere of the meeting was created: there were colorful flags, banners, hydrogen balloons, and rainbow gates outside the venue, and 50 cross-street banners were hung on each main street in the market. Shangqiu Daily was invited to conduct a live interview on the entire meeting, and Xiayi County TV Station conducted a live interview on the meeting. The entire process was recorded live and broadcast in the form of news that night for a week. In addition, a week before the meeting, the company's 30-second commercial was broadcast on the county TV station at a high frequency of 10 times a day, and was accompanied by text to inform Xia. Information about the Yi People’s Ten××× Brand Briefing Conference held in Xiayi.

Key points: A training session on how to successfully operate liquor in the tertiary market will be arranged at the venue. Brewing experts will be invited to explain the brewing process and wine quality control of the ten ×××.

Second meeting:

The company will hold another strategic partnership signing ceremony in Xiaba County on July 8, 2006.

Meeting time: July 8, 2006

Meeting location: Kong Zu Hotel, Xiayi County

Meeting content: with local dealers and travel companies The second batch of key merchants signed a cooperation agreement

Participants: local government department leaders, media, business representatives, company leaders (200 people)

Meeting atmosphere creation: on each main road Hang 50 banners across the street, invite the media to interview the entire meeting and broadcast it in the form of news, and invite local government leaders to speak. The publicity briefings inside and outside the venue will be arranged on the same scale, and the company will entertain.

(2) Part 2: Outdoor combination (market atmosphere creation)

Light pole billboards on Xiayi’s main roads, street banners on main roads, building billboards in bustling areas, Investment will be made in 6 types of outdoor media such as township buses, urban taxis, and township main road walls. The details are as follows:

1. Main road light pole billboards: 100 will be placed on the east section of Xianfu Road The light pole billboards were released from May 26, 2006 to May 26, 2007.

2. Main road crossing banners: In addition to the 150 street crossing banners released in the company’s three meetings, the company will also display at least 50 banners each time on the city’s main roads during festivals, new product launches, etc. For delivery, the release time shall not be less than 10 days each time.

3. Building billboards in prosperous areas: The company plans to select a billboard with an area of ??150 square meters at the turntable of Xianfu Road and Kongzu Avenue as a carrier of the company's brand image for one year. (August 2006 to August 2007).

4. Township buses: Make advertisements on both sides of the entire package of buses on buses going to 24 towns in Xiayi. Each township plans to build at least one bus in September 2006. Until September 2007.

5. Urban taxis: The company will select 50 Alto taxis in good condition in the urban area. After publishing the taxi advertisements, the glass will be posted in a single-transparent manner in October 2006. By April 2007, it took 6 months.

6. Township walls: In November 2006, the company will invest 6,000 square meters of wall advertising on both sides of the main roads leading to each township in Xiayi. The color will be red for one year.

(3) Media mix

7. Television advertising: The company will launch a 30-second television advertisement during prime time on Xiayi TV station from June 20, 2006 to June 20, 2007. It also cooperates with TV stations to sponsor some special topics, public welfare activities, hot topics, etc.

8. Newspaper advertising: Choose Shangqiu Daily to publish no less than 20 quarter-page print advertisements throughout the year, and publish corporate culture soft-text advertisements in consecutive pages, with a total of 20 articles. The placement method is: 2 times a week during the listing period and 3 times a week during the peak season; it will be carried out in a cross-posting method of hard advertisements and soft articles.

Advertising language:

Main slogan: China’s Wine Country Ten ×××

Good music and good water make good wine

Special slogan for the briefing session: Ten×××Xiayi Brand Briefing Session

Auxiliary slogan: Drink Ten×××, fulfill your dream of going abroad

Ten×××, the taste of hometown

Ten×××Xiayi Strategic Partner Signing Ceremony and Free Product Week Launching Ceremony.

New taste of fashionable OPS packaging

Ten ××× are waiting for you to go home

7. Market maintenance:

Health of the market The smooth flow of channels is related to the quality and speed of product sales. In terms of market maintenance, it is carried out with the attitude of a health care practitioner to enhance the vitality and functionality of the channels. The main problems that are most likely to occur in the market are: 1. Uneven distribution of benefits; 2. Inflated prices; 3. Alternation of low and peak seasons. The solution is as follows:

Uneven distribution of benefits: This is an imbalance in the distribution of benefits between dealers and secondary dealers in the main channel; the main reason is that price and rebate fees are withheld. To solve this problem, we need to start from two aspects. One is to adopt clear price points through the head office's policy implementation management, and the manufacturers directly support the terminals and directly issue material rewards; the other is to send personnel to communicate and supervise in a timely manner.

Inflated prices: This is mainly reflected in the fact that smaller terminal stores and large stores have fewer irregular prices. In this aspect, price control rewards are implemented, and terminals that do not increase prices are given material rewards and distributed Sales staff will visit from time to time for supervision.

The alternation between off-season and peak season: During the off-season period from July to August this year, we first created the brand image of XXXXX in Xiayi. In addition, we organized a liquor and sales skills training session in the form of inviting terminal stores The bosses and the second batch of township dealers participated, and the company and dealers each borne part of the expenses, and a free lunch was adopted.

In addition to these major issues, brand agents must often send business personnel to the areas they are responsible for to regularly visit, communicate, tally, and collect competing product information.

8. Market Management

1. Personnel Management:

There will be three types of personnel in Xiayi Market: 1. Salesperson, 2. Promoter, 3. Shopping guides, adopt the following methods for the management plan of these staff:

First, implement a performance appraisal system, and formulate a target appraisal system according to the work requirements for personnel with three different work natures. From the goals Set assessment standards based on quantitative completion rate, attendance rate, work attitude, creativity, etc. Promote the enthusiasm and effectiveness of staff's work and develop different incentives to combine with it.

Second, implement the conference system and plan to implement 4 meetings, namely regular meeting, weekly meeting, monthly meeting and annual meeting. The regular meeting is to summarize the daily work and arrange the work for the next day, and to solve the problems that arise during the day's work in a timely manner; the weekly meeting is to summarize the work of the week; the monthly meeting is to conduct monthly assessment and evaluation. To encourage the advanced and encourage the backward; the annual meeting is the annual work plan based on the summary of the sales situation of the Xiayi market in the past ten years. Clothing store franchise. Use the power of meetings to make sales staff energetic and passionate in their work and adjust their mentality.

Third, there are forms and processes. The forms focus on sales plans, daily, weekly, and monthly sales reports, etc., to control the working status of sales personnel. The process is to prevent the disconnection in the work process of sales personnel, so that the work at each stage can be interlocked and smooth. cycle.

Fourth, establish emotions. All sales staff in Xiayi record their birthdays, parents’ birthdays, hobbies, etc. on every festival, and give gifts in the name of ten ×××, and when encountering difficulties Help solve problems from time to time, influence them from the depths of their souls, and enhance their loyalty. In this link, we adhere to the principle of giving full play to our strengths, motivating the advanced, and helping the backward to build an elite team that will serve the market for a long time.

2. Cost management:

This is mainly market investment cost management. This aspect starts from several key links. The dealer’s investment and the manufacturer’s investment are separated. According to the agreement, Each party pays its own expenses according to the percentage rate, and both parties do not owe each other loans or advances.

In the three cases of bill payment, the borrowed expenses, such as entry fees, advertising fees, etc., in addition to being paid according to the contract, must also have a formal tax invoice. If the expenses are too large, a reconciliation is required. .

3. Channel management:

Here we must focus on key links, focusing on dealers, hotels, large supermarkets, and the second batch of villages and towns.

1. The prevention and control of cross-stocking between dealers can be dedicated or coded, and a corresponding punishment system can be formulated.

2. Supermarkets focus on Duitou and display. These are regularly maintained by shopping guides and salesmen, and standard display methods are formulated.

3. The hotel should focus on managing the overall quality of promoters, starting with regular training, and vigorously improve and guide their work efficiency.

4. Strengthen the management of sales in supermarkets and hotels, and control the sales status by zoning, points, classification, and installments based on tables.

4) Promotion activities: The company will organize a road show team to arrange some programs and brands that are popular with the people of Xiayi County, and perform advertising performances from time to time in the county square during festivals. It also circulates in 24 towns and performs with local dealers during fairs. Create a brand image of XXX to consumers from an emotional perspective.

The above advertising must be strictly standard, standardized, and conspicuous, and must not be biased, slanted, blurred, damaged, etc.; the advertising materials must be well-selected to highlight the grade.