Can you tell me about the county-level agent operation plan of liquor?

Start-up plan of county-level model market of a liquor brand 1. Target: brand agent.

1. Promote the realization of 8 million sales in Xiayi within two years of XX, and form a first-class or second-class leading brand locally;

2. Establish the sales channel of XX in Xiayi health system;

3. Create a replicable model market to lay the foundation for the expansion of XX;

4. Explore a truly two-way interest model for cooperation between manufacturers;

5. Collect resources for the development of the company and distributors, and guide consumers to drink high-quality liquor;

6. Fully show XX's brand image and corporate image to the society.

Second, the time and requirements:

This plan is a one-year market operation plan, which requires operability, comprehensiveness, flexibility and creativity; Based on the fundamental starting point of leaving a mark, let Xiayi market become the golden land for XXX and its dealers!

Third, the reasons for expansion:

Based on the investigation and analysis of liquor market in Xiayi county from June to June, and the research of the company's top management, it is agreed that Xiayi can be the company's key model market for several reasons: First, Xiayi market has a large consumption of liquor and a large population, and it is a county with a good economic level in Shangqiu area, with consumption capacity; Second, the product positioning launched by the company is consistent with the consumption level of Xiayi, and the price is in line with the local purchasing power and clothing store projects; Thirdly, according to the present situation and development trend of China liquor market, the consumption market of middle and low-grade liquor in the future is mainly in the county-level market, and with the improvement of rural consumption level, the consumption potential is great; Fourth, at present, the tertiary market has not been paid attention to by some large liquor companies, at least few of them are completely operated by companies, which reduces a lot of resistance for some medium-sized liquor companies to expand in the tertiary market and has a relatively high success rate in market operation; Fifth, after investigation, many terminal bosses reported that because some brands with earlier listing time have been sold transparently, they don't want to sell any more, and they really want to have new brands to sell, which is a good opportunity to cut into the market; Based on the above favorable factors, Xiayi is the key vehicle market of XX, and must win the Xiayi market!

Four. Resource requirements:

As a model market of the company, Xiayi has obvious importance and influence on the company. In order to win this battle, the company will increase investment in manpower, material resources and financial resources. Details are as follows:

(1) personnel:

There are 646 terminal networks in Xiayi. According to the division of channels, at least 1 person is responsible for each category. Such as supermarkets, supermarket chains, community stores and township stores; At least 7 salespeople are required to be responsible for the division of towns and hotels. In addition, there should be at least 20 promoters, 1 promotion director and 1 general controller, and the total sales team should be no less than 29 people.

(2) Material resources:

1. At least rent a facade and a house as office space for work.

2, equipped with vehicles to operate the market, is conducive to the development of market work, improve work efficiency.

3. Make enough promotional items with different patterns to promote product sales.

(3) Funds:

In the process of expanding the market, there will be certain expenses, such as the appearance of the vehicle. Customs expenses, entertainment expenses, publicity expenses, promotion expenses, daily expenses, etc. (The amount is divided according to the plan)

Verb (abbreviation of verb) market expansion stage

First, channel construction:

(1) Product introduction period:

The first stage:

1. Products: According to the mainstream consumption grade of liquor in Xiayi market, the company plans to put in three kinds of ten ××××××× liquor first, namely, 45 porcelain bottles with 500ml and 45 porcelain bottles with 480 ml in pure grain. OPS (new environmentally friendly village packaging biaxially oriented polystyrene); The third type is OPS250ml, with the specifications of boxed color box 1×6×500ml, OPS 1×6×480ml, 1× 12×250ml. Among them, the box has telephone security. The quality standard of liquor is implemented according to the national quality standard (all three products are based on this standard).

2. Price: ex-factory price of boxed pure grain products 1×6=99 yuan/box, hotel price 30 yuan/bottle, supermarket price 25 yuan/bottle.

The ex-factory price of pure grain technology OPS is 1×6×480ml54 yuan/box, the hotel price is 18 yuan/bottle, and the supermarket price is 15 yuan/bottle.

OPS ex-factory price 1× 12×250ml42 yuan/box, hotel price 5 yuan/bottle (tentative), 4.5 yuan/bottle pricing is too high.

3. Channels: hotels, supermarkets, the second batch of towns and some retail stores:

Hotel:

Class a stores:

(1) Hu Cheng Fishing Village 18, more than 8 private rooms, under the pressure of hotels, entered the stores in the form of distribution (all expressed their willingness to enter the wine after early communication). 500ML pure grain fine box and 480ML pure grain fine wine OPS box. The way of display is: the boxes are lined up on the second floor of the hotel bar, and the clothing store has 2 bottles of each kind to increase the visual effect. If there is room in front of the bar, fold it with four boxes. This part was laid by the company in the early stage and supplied by the dealer in the later stage (90 boxes in total).

Model shop selection:

(2) In six popular stores, namely Family, China Garden, Jinweiyuan, Xiangsihai, Zhenyuan Spine and Sunshine Store, each store company first stores six products, namely three boutique boxed products and three boutique brewing ops. The exhibition form is to put two bottles in a conspicuous position on the second and third floors of the bar. Put it up and down, OPS can hold 3 bottles, which is the shape of a product. These stores can stack the first four boxes in the store, two boxes each. Choose "Family", "Chinese Garden", "Sunshine Store" and "Xiangyuan" as model stores. On the ground floor of these model shops, two bottles of pure grain boxed ops will be displayed on the sideboard of each private room. The entrance fee and bedding are invested by the company, and the model store is operated by a buyout system, with a total amount of 60 boxes.

Class b stores:

In all B-class hotels in urban areas and towns, 480ML and 250ML boutique OPs are laid, and each store displays two pieces. On the second floor of the bar, they all lined up. Boxed beer is stacked at the top of all beer stacking places or near the beer stacking head to attract attention and enhance the brand impression.

CD shop:

In the early stage of urban CD shops, OPS250ML wine was laid, and the display mode was that each store put 3 bottles in the place where the wine was put, and the distribution volume of each store was 2 boxes. The stacking standard of boxes is stacked near the ordering place.

Shang Chao:

Stores, supermarket chains, suguo supermarket, Ice Crystal Supermarket, Li Kelong, Hualian and Tianguan all entered, that is, 500ML pure grain products were boxed, and 480 ml and 250ML pure grain products were packed in OPS. The display standard is: in the middle layer of the supermarket shelf near the third bottle at the entrance, 3 bottles of each type are placed in a row. On the container stacking dock, each category in the first row of the liquor stacking dock area adopts the standard of four boxes of horizontal stacking. Let the big characters in the box point to the eight entrances of the wine area. OPS480ML and 250ML are close to boxes in the shape of goods to increase the scale of shelf display. All three stores are installed according to this standard. The standard of bedding is per family 12 boxes. Roadside supermarket in residential area: If there are two storefronts in residential area and roadside, each store will enter the store in all categories, namely, boxed 500ML, OPS480ML and OPS 250ML. The display standard is to display the wine in the middle of the wine display area in the store from the end facing the door, which is L-shaped. The display quantity is 3 bottles of each category, 3 bottles of OPS480ML and 3 bottles of OPS 250ML, which are arranged in finished fonts and in turn. Regarding the stacking head, empty boxes are placed on both sides of the store door, and real boxes are used in the store and placed in the nearest position to the store door (the specific position is determined according to different stores). The first batch of market quantity is 3 boxes per store and category.

Community retail stores: due to the limitation of their own sales ability, only two categories are selected to enter these stores, one is OPS480ML and the other is OPS250ML. There are two bottles and two products on the shelves of each store, and there are two boxes of piles at the door of the store.

Two batches of villages and towns:

Six villages and towns were selected from 26 villages and towns as the company's products, which led to the strategic explosion point of the development of the village and town market. Each village and town chose a hotel and a group of powerful second-batch merchants. These six towns are Huiting, Station, Guodian, Wang Ji, Jiyang and Huodian. The method of loading goods is to give all kinds of goods to each township in two batches, and the bottom of each store is three boxes of each sample. In the second batch of stores, 3 bottles of each category are placed on the shelves, lined up in the middle, and boxes are piled on both sides of the store door, at the outermost end of all liquor piles. Township hotels are directly supplied by the second batch of towns and villages, and the number is Class B stores. All categories in each store enter the store, and two bottles are lined up at the bar. Boxes should be stacked near the bar. (Note: 165438+ 10, at least two products will be added to the second batch of villages and towns at the price of 40-60 yuan per box).

The above is the operation method of XX wine in the marketing process. This work is completed by the business personnel of the company and the business personnel of the dealer. Strictly follow the principles of cleanliness, diligence, neatness and timeliness in the marketing of the above channels. In other words, a net cannot leave dust on the products of all terminal channels; The second diligence is that the salesman should be diligent in his legs, hands and mouth during his work; Third, neatness means that the products of each company are placed neatly on the shelves of each terminal, and the piles should be neat, conspicuous and prominent, and the network digital is also madly advertising medicine; Fourth, timely delivery means timely delivery, ensuring delivery in urban areas within 20 minutes, timely handling of terminal problems, and solving all problems within 24 hours.

3. Channel supporting publicity materials: materials: store signs, banners, X-stage, red lanterns, bullet cards, murals in private rooms, ashtrays and kettles.

Support method:

Hotel:

Class a stores:

After the goods arrive at the hotel, a 6-meter red banner is hung in front of each store, a red lantern is hung outside the point door, and X-display brackets are placed at the entrance of the hall and the stairs. Each store has at least 4 X-display brackets; Each private room is equipped with murals, kettles and ashtray promotional items.

Class A model shops: Family Shop, Chinese Garden, Jinweiyuan, Xiangsihai, Zhenyuan Spine and Sunshine Shop are planned as the first batch of model shops. These six stores will put a rainbow door in front of the store for three days, four X-display stands in the lobby, one X-display stand on each staircase, small red lanterns hanging in the floor corridors and private rooms.

Class B stores: For stores without store signs or older stores, store signs are given free of charge according to the size of the store, banners are hung at the door, kettles, ashtrays and wine glasses are equipped in private 500ML, and two kinds of X-display stands are placed in the lobby, one is pure grain boutique box, and the other is OPS.

CD store: Hang a banner (3.3m) the same size as the storefront at the door of each store, and make a light box with the company logo in the main color of the company. Stick a 4-piece POP on the wall of each counter in the store with a kettle.

Hu Cheng Fishing Village: Make a signpost at the entrance of the fishing village and hang red light boxes on both sides of the road with iron wire. Lanterns are hung on both sides of the private room door of each store, murals are hung in the private room, and an X-display stand, ashtrays, wine sets and kettles are placed in the private room of each store. Put six rainbow gates in the fishing village when listing. (The time is this day)

Township hotels: each hotel hangs banners and each private room sticks pop. Hang 6-8 banners in front of the store according to the size of the store.

This part of the work is done by companies, distributors and advertising companies.

Shang Chao:

Shops and chain stores in urban areas:

In Su Guo, Hualian, Bingzhonghong, Li Kelong, Tianguan and other channels, banners are hung outside the store, X exhibition stands are placed at the entrance of the store, and 16 double-sided printed pages are placed at the pile head. China Internet Company explores how to create wealth (reproduced) and sticks elastic cards on supermarket shelves. Elastic cards are made into the shape of football or cartoon characters of the World Cup (the content can be printed to cheer for XXX stars, with

Community stores and roadside supermarkets:

Banners are hung at the door of each store, and a number of light boxes are made, the color of which is the same as the main color of the company. Women's clothing wholesale network specification 1m× 0.6m, double-sided tube. The content is "Ten ××××× Authentic Direct Stores", which was awarded jointly with the industrial and commercial quality inspection. If there is no store move, do it and stick bullet cards on the shelves; Use an x-shaped bracket.

Two batches of villages and towns:

For the first batch and the second batch of key shops in towns and villages, if each shop has no signboard, the company will move the shops. On the right side of the hotel with signs, the same light box as the roadside in the same city will be hung, and color-printed banners and lanterns will be hung in front of the door. At the same time, banners crossing the street are hung on the main roads in the town, and colored flags are inserted in front of the shops.

Community retail stores:

POP is stuck on both sides of the front door of each store, and banners are hung on the top of the store.

This part of the work is also carried out by the company and dealer business personnel together with the advertising company. In the creation of channel sales atmosphere, we should also strictly follow the principles of refinement, standardization, eye-catching and unified communication. Division, classification and grouping point responsibility system.

4. Promotion: It is an important factor to use some activities and methods that can attract consumers' desire to buy in the early stage of product introduction. 36578 Small Business Network started my rich life. According to the information obtained from the last investigation report, I planned the promotion activities from three aspects: first, the promotion activities, second, the promoters, and third, the promotion products, aiming at consumers, waiters and channel owners; There are several strategies to implement these three tasks, namely trinity, four coherence and five promotion. Details are as follows:

1, trio:

First, when the product goes on the market, we will hold weekly compensation activities in free goods. The way is: all terminal stores in Xiayi will give a 250ml package for one week, and a banner will be hung at the door. In order to prevent gifts from being intercepted by the terminal as profits, a control measure, brand women's wear, should be introduced. There are two ways to supervise. First, we ask promoters to recommend to customers in stores above Class A, saying that they are given to guests by the hotel for free, which can leave a sense of trust for the guests because of the hotel recommendation. Second, BCD stores mainly recycle bottle caps, all of which are sent out for compensation, and then four bottles are sent to the hotel owner for free.

Second: when the products enter the hotel, you should vigorously promote drinking10××××10×××10×××10×××/kloc-0.

Third, the prize-winning activity of unpacking is launched before the Mid-Autumn Festival, that is, five prizes are set in the box before the Mid-Autumn Festival. The highest prize is a refrigerator worth 3,000 yuan, the second prize 1.500 yuan's ring, the third prize 500 yuan's watch, the fourth prize two boxes 1.60 yuan's pure grain products, and the fifth prize one box of OPS.

2, four continuity:

The first company: cooperate with the hotel to evaluate outstanding waiters and set awards and standards. The awards range from10×××10×××10×××10×××/kloc-0.

The second company: jointly carried out business skill appraisal activities with Shangchao, involving business level, service awareness, product knowledge (not limited to liquor) etiquette, etc. The way is to print the questionnaire and do it at all stores at the same time. Whoever wins the first, second and third place will be awarded prizes and certificates by XX (mobilizing all terminal sales factors).

The third company: the company organized the second batch of liquor sales competition, and the network number was crazy. When medical advertisements run around, if ten ×××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××

The fourth company: set up a customer award, which will be carried out in all hotels at the same time. Anyone who patronizes for five times and drinks at least one bottle10×××10×××10×××10×10×/kloc-0.

3.5. Moving forward:

The purpose of this step is to subdivide consumer groups, a way to increase emotional identity, on the one hand, let consumers have feelings for our brand, on the other hand, let consumers with different consumption habits and levels buy our different wines, as follows:

Once, among the teachers in Xiayi, the county education commission held a Teacher's Day condolence gift-giving activity, and the products presented were very memorable. For example, a beautiful wedding photo album with the corporate logo of10××××××××, with the standard of 20×28cm.

Secondly, during the New Year's Day, a gift buying activity was held, that is, four bottles of Mengniu pure milk were given to everyone who bought boxed pure grain. Buy OPS480ML and send 2 bottles of pure milk to Mengniu; The time is one week.

Sanjin joined the brand women's wear in Xiayi Public Security Law System. During the New Year's Day in 2007, the company produced a batch of special wines, named "Warm Heart Wine", which were presented to the families of these employees.

4. In all towns and villages, families admitted to universities in 2006 can get two bottles of celebration wine at all sales outlets with the admission notice (government units only).

As long as there is a wedding in every administrative village in the township, whoever buys our10×××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××

Each step of these three strategies will make another operation plan to ensure the effectiveness of the activities.

Sixth, brand building.

In Xiayi Market, the first conference promotion, the second outdoor combination, the third media communication and the fourth promotion activity are divided into four parts.

(A) The first part, conference publicity (market preheating)

First meeting:

Before the product went on the market, the company held a brand promotion meeting in Xiayi City, and made a comprehensive and systematic introduction to the whole city's business consumer groups on the reasons why XX operated Xiayi County, the company's business ideas and market operation strategies. The meeting was held in the following form:

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

Conference theme:10 ××××× Xiayi brand briefing.

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

Venue: Kongzu Hotel, Xiayi County

Conference scale: It is planned to invite 300 people to attend.

The atmosphere of the venue: There are colorful flags, hydrogen balloons, rainbow doors and 50 banners hanging across the street on the main street outside the venue. Shangqiu Daily was invited to interview the whole process, which was recorded live by Xiayi County TV station and broadcast in the form of news that night for a week. In addition, a week before the meeting, the company's advertising film was broadcast on the county TV station at a high frequency of 10 times a day, and then Xia Yi was informed by text.

Key points: arrange a training on how to successfully manage liquor in the third-class market, and invite winemakers to explain the brewing technology and liquor quality control.

Second meeting:

On July 8th, 2006, the company will hold another signing ceremony for strategic partners in Xiaba County.

Meeting time: July 8, 2006

Venue: Kongzu Hotel, Xiayi County

Content of the meeting: Sign cooperation agreements with local distributors and the second batch of key merchants of travel companies.

Participants: leaders of local government departments, representatives of media and enterprises, and company leaders (200 people).

Create a meeting atmosphere: hang 50 banners across the street on the main roads, invite the media to report the whole process and broadcast it in the form of news, and invite local government leaders to speak. The publicity instructions inside and outside the venue will be arranged in the same scale and presided over by the company.

(B) Part II: Outdoor combination (creating market atmosphere)

Six kinds of outdoor media, such as billboards on the main roads of Xiayi, banners on the main roads across the street, billboards on buildings in busy areas, township buses, city taxis and walls on the main roads of villages and towns, were put on, as follows:

1, main road light pole billboard: 100 light pole billboard will be put on the east section of Xianfu Road from May 26th, 2006 to May 26th, 2007.

2. Street crossing banners on main roads: In addition to the 65,438+050 street crossing banners released by the Company in the Third Session, the Company will also release at least 50 banners on the main roads of cities during festivals and new product releases, and the release time shall be no less than 65,438+00 days each time.

3. Billboards for buildings 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 the communication carrier of the company's brand image for one year. (August 2006 to August 2007).

4. Township Bus: Advertise the whole bus body on both sides of the bus bound for 24 townships in Xiayi. Every township plans to produce at least 65,438+0 cars from September 2006 to September 2007.

5. Urban taxis: The company will choose 50 Alto taxis in good condition in urban areas. After the taxi advertisement is released, Glass will be released from June 2006 10 to April 2007 for a period of 6 months.

6. Wall of villages and towns: In June, 2006 165438+ 10, the company will put 6000 square meters of wall advertisements on both sides of the main road leading to villages and towns in Xiayi for one year.

Media combination

7. TV advertisement: The company will put a 30-second TV advertisement in prime time of Xiayi TV Station from June 20, 2006 to June 20, 2007, and co-sponsor some special topics, public welfare activities and hot reports.

8. Newspaper advertisements: Shangqiu Daily chooses to publish at least 20 quarterly print advertisements throughout the year, and continuously publishes 20 corporate culture soft advertisements. The delivery method is: twice a week in the listing period and three times a week in the peak season; In the form of hard advertisements and soft texts.

Advertising language:

Theme: Ten China wine towns.

Qu Hao Haoshui Brews Good Wine.

Special language for the briefing: X××××× Xiayi Brand Briefing.

Auxiliary slogan: drink ten cups to fulfill your dream of going abroad.

Ten ××××, the taste of hometown.

Xxxx Xiayi Strategic Partner Signing Ceremony and Launch Ceremony of Product Free Week.

Fashion feeling OPS packaging new taste

Ten XXX are waiting for you to go home.

Seven, market maintenance:

The health of the market and the smooth channel are related to the quality and speed of product sales. In terms of market maintenance, it is carried out as a health care doctor to enhance the vitality and functionality of the channel. The most common problems in the market are: 1. Uneven distribution of benefits; Second, chaotic prices; Third, the off-season alternates. The solution is as follows:

Uneven distribution of benefits: this is the problem of uneven distribution of benefits between dealers and the second batch of merchants in the main channel; The main reason is that the price and rebate fee are intercepted. To solve this problem, we should start from two aspects. First, through the policy of the head office, the price is clearly marked, and the manufacturer directly supports the terminal and directly issues material rewards; The second is to send personnel to communicate and supervise in time.

Indiscriminate pricing: mainly reflected in the smaller the terminal store, the less indiscriminate pricing in the big store. In this regard, we will implement price control incentives, give material rewards to terminals that do not mess with prices, and send salesmen to visit us irregularly.

Alternating between off-season and peak season: In the off-season from July to August this year, we will first build XX's brand image in Xiayi, and organize a training meeting on liquor and sales skills in the form of inviting terminal store owners and the second batch of merchants in villages and towns to participate. The company and distributors will each bear part of the expenses and take the form of free lunch.

In addition to these major problems, brand agents often send business personnel to visit, communicate, tally goods and collect competitive information in their respective responsible areas on a regular basis.

Eight, market management

I. Personnel management:

There will be three types of people in Xiayi market: 1, salesman, 2, promoter and 3, shopping guide. The following measures should be taken for the management plan of these personnel:

First, the performance appraisal system is implemented. According to three different types of work, the target appraisal system is formulated according to the work requirements, and the assessment standards are formulated from the aspects of target completion rate, attendance rate, work attitude and creativity. Promote the enthusiasm and effectiveness of employees and formulate different incentive measures to combine them.

Two, the implementation of the meeting system, plans to implement the regular meeting, weekly meeting, monthly meeting, annual meeting four times. The regular meeting is to summarize the daily work and arrange the next day's work, and solve the problems in the day's work in time; The weekly meeting is a summary of the week's work; The monthly meeting is a monthly assessment. Encourage advanced and backward; The annual meeting is the work plan for the next year after summarizing the annual sales situation of Xiayi market, and clothing stores will join. Make use of the power of the meeting to make the sales staff full of energy and passion, and adjust the mentality of the sales staff.

The third is the form and process. The table focuses on sales plan, daily, weekly and monthly sales reports, etc. To control the working conditions of salespeople. The process is to prevent the links in the sales staff's work process from being out of touch, so that the work in each stage is interlocked and circulated smoothly.

Fourth, build feelings. All the salespeople in Xiayi will record their birthdays, parents' birthdays, hobbies and so on. One by one. Every holiday, they will give gifts with the honor of XXX.

Second, the cost management:

This is mainly the management of market input cost, starting from several key links. The distributor's investment and the manufacturer's investment are separated, and each fee is paid according to the agreed percentage rate. The two sides do not owe each other and do not advance each other. On three occasions, that is, the borrowed expenses, such as admission fees and advertising fees, must be paid according to the contract, and there must be a formal tax invoice. If the expenses are too large, they must be transferred to the account.

Third, channel management:

Here we should focus on key links, focusing on dealers, hotels, supermarkets and small towns.

1. The prevention and control of cross-selling among dealers can use special or codes, and the corresponding punishment system can be formulated.

2. Shangchao focuses on stacking and display, which is regularly maintained by shopping guides and salespeople, and a standard display method has been formulated.

3. The hotel focuses on managing the comprehensive quality of promoters, starting with regular training, and vigorously improving and guiding their work efficiency.

4. Strengthen the management of sales and distribution in supermarkets and hotels. The control of sales status is mainly in the form of sub-regional, sub-regional, classified and phased control.

4) Promotion activities: The company will organize a roadshow team to arrange some popular programs and brands in Xiayi County, and conduct advertising performances in the county square from time to time during the festival. And toured 24 towns and villages, and performed with local dealers at the rally. Create the brand image of ××××× for consumers from the emotional point of view.

The above advertisements must be strictly standard, standardized and eye-catching, and cannot be biased, oblique, fuzzy or damaged; In advertising materials, we should select excellent materials and highlight the grade.