Three articles on wine marketing activity plans

Chapter 1

In order to achieve the company’s urgent annual sales target of 10 million yuan, based on the current liquor market and the actual situation of the company’s products and Wuliangye (Sifang Jianxi) products, this paragraph For the sales of products in the Sichuan market, the following recommended plans are made:

1. Improve the sales organization

Establishing a complete sales organization is conducive to the development of the company's sales work. According to the company's products structure and formulate corresponding marketing plans. To achieve the company's sales target, for this reason, it is recommended that the company organize and build a full staffing structure for the sales department as follows:

1. The company has a sales director whose responsibilities are:

①. Responsible for the establishment of the organization and the assessment of personnel.

②. Formulate the company's annual sales plan and arrange the work of sales managers in each district. ③. Divide the goals and tasks of each regional manager.

④. According to the sales of the company's products at different stages, formulate different sales plans, strive to achieve the annual sales goals and tasks, and be responsible for the company's general manager.

2. The company has three sales managers. With the development of the company and the continuous enrichment of product structure, the three sales managers can be respectively the sales managers of three departments and the heads of three branches, serving the company To develop and expand the backbone of the reserve, the sales manager's responsibilities are:

①Assist the marketing director to formulate and subdivide the company's sales tasks for each area throughout the year.

② Develop and improve the distribution network according to the sales plan, directly implement the company's various sales models, actively provide feedback to the company, and continuously adjust and improve.

③ Carry out reasonable staffing according to the network development plan and directly recruit sales department subordinates. Lead the sales team to actively complete the sales tasks assigned by the company.

④Assist the director to conduct sales tasks and daily assessment of subordinates.

⑤ Responsible for the implementation of various sales policies and promotional activities of the company.

⑥ Summarize market information and submit product improvement or customer management suggestions. Participate in major sales negotiations and sign contracts; directly manage major customers, and assist the marketing department in conducting sales training for customers. Organize the establishment and improvement of customer files.

⑦ Guide sales staff to actively develop new customers in the region, and assist local customers in product distribution and sales training activities.

⑧ Often able to travel to various places, supervise and inspect, guide salespeople in various regions to improve their sales level, and propose improvement plans.

⑨ Organize regular meetings every week, and organize business and training meetings for the sales team of the headquarters.

3. It is recommended that the company assign three sales representatives to each sales manager, for a total of nine. The responsibilities of the sales representatives are: ①Responsible to the sales manager. Responsible for the company's comprehensive expansion of the market in the specified regional areas, organize the implementation of marketing promotion plans, and achieve regional sales targets.

②Manage sales channels and customers, and should conscientiously implement the company's rules and regulations, and formulate corresponding implementation plans based on the regional annual sales targets.

③Responsible for this department Conduct business negotiations within the region and sign contracts/agreements;

④Recover payment in a timely manner based on the content and implementation of the sales contract/agreement;

⑤Estimate the market demand for products and formulate Plan;

⑥Assist customers in product training and implement various promotional activities of the company.

⑦ Actively conduct various market research activities and be able to provide opinions and suggestions on the company's sales model and sales policy.

2. Market positioning

Between the online sales price of our company’s product Wuliangye (Sifang Jianxi), 358 yuan/bottle (minimum order of 12 bottles), combined with the current consumption of liquor The market, targeting liquor priced below 100 yuan/bottle, is: daily drinking type; 100-300 yuan/bottle, mid-to-low-end banquet type; and above 300 yuan/bottle, mid-to-high-end banquet type. Therefore, the company's products are positioned as mid-to-high-end banquet wines.

Competitors for liquor at this price range include: 52-degree Wuliangye 370 yuan/bottle: 39-degree Wuliang 290 yuan/bottle: 53-degree Feitian Moutai 360 yuan/bottle: 52-degree Shuijingfang ordinary bottle 450 yuan/bottle: Guojiao 1573 ordinary bottle is 468 yuan/bottle~~, so the customer group is positioned at:

1. High-end restaurants and restaurants.

2. The hotel restaurant.

3. Government canteens.

4. Wine is used for company banquets.

5. Wine for wedding banquet.

6. Wine as a gift.

7. Wine is used for corporate banquets.

3. Implementation methods

According to different customer groups, use different sales methods to occupy the market and achieve the purpose of selling the company's products.

1. For high-end restaurants and restaurants, we can adopt the commonly used methods of selling wine in restaurants and reach a cooperation agreement with the restaurant (you may have to pay an entry fee, which costs about 5,000 yuan) By charging corkage fees to the restaurant, the restaurant staff were attracted to be enthusiastic about the company's Wuliangye (Sifang Jianxi) sales in the restaurant, thereby achieving the purpose of increasing the company's product sales. If you don’t talk about entry fees, you can cooperate with the hotel’s marketing department staff. By giving commissions to the marketing department staff, you can attract the hotel’s marketing department staff to use wine when hosting wedding banquets, company banquets, and conferences. Recommend company products to achieve the purpose of selling company products.

2. For hotel restaurants, the same method as above can also be adopted to achieve the purpose of selling the company and increasing the sales of Wuliangye (Sifang Jianxi).

3. For government agency canteens, you can connect with customers through purchasing recommendations, or sponsorship of banquet wine for government project activities, or by giving commissions to supervisors to achieve long-term sales. The purpose of the company's product Wuliangye (Sifang Jianxi).

4. For company banquets, you can choose a company with good profits. By cooperating with the company's marketing department, you can use the company's products when the company banquets customers, and use the company's products in the form of rebates or discounts. Achieve the purpose of selling the company's product Wuliangye (Sifang Jianxi).

5. For wedding banquet wine, you can cooperate with the banquet department of the restaurant, or cooperate with wedding companies, photo studios and other places to obtain information, recommend company products to customers, and combine the actual situation with commissions to the relevant person in charge. , the purpose of selling the company's product Wuliangye (Sifang Jianxi) is achieved through discounts.

6. For gift wine, you can use activities according to different festivals in China, such as Mid-Autumn Festival, Dragon Boat Festival, and Spring Festival, in the established customer network, or through local newspapers and magazines. Wait for the news to be spread and promote it locally to achieve the purpose of gift sales.

7. Regarding the use of wine for corporate banquets, business personnel can negotiate with the corporate procurement and office, and use rebates or discounts to cooperate when the corporate banquets with customers to provide corporate products for the corporate. The purpose of selling the company's product Wuliangye (Sifang Jianxi).

IV. Price strategy

1. Price: Unified retail price, and annual tiered rebates for customers with different sales.

2. Promotional resources can also be invested based on customer sales.

5. Customer sales policy

1. Unified retail price for customers across the province.

2. Settlement: In principle, a cash and spot policy is implemented. Special circumstances are under the control of the sales manager, who will notify the sales director and cooperate with the finance department to operate flexibly.

6. Sales targets and sales task distribution for prefecture-level cities, counties (townships) and districts

The company’s total sales collection target is 10 million yuan. The sales outlets are divided into three levels based on annual sales volume. Among them,

Class A markets have annual sales of 100,000 yuan or more. (Referring to municipal-level cities and districts in Chengdu)

The annual sales of Class B markets are 50,000 to 100,000 yuan. (Referring to county-level cities)

The annual sales of market point C are less than 50,000 yuan. (Townships)

7. The sales targets and sales task distribution of various cities, counties (townships) and districts are as follows:

1. The annual sales task of Chengdu is 2.3 million yuan.

2. Deyang City, Mianyang City, Guangyuan City: annual sales task is 1.7 million yuan.

3. Suining City, Nanchong City, Guang'an City, Bazhong City, and Dazhou City have an annual sales target of 3 million yuan.

4. Leshan City, Neijiang City, Ya'an City, Ziyang City, Meishan City, with an annual sales task of 3 million yuan.

Target outlets

Total: 10 million. Among them, 47 are in Category A, 61 are in Category B, and 61 are in Category C.

Tentative total: 70.

Target: 12 million. Based on their respective tasks, strive to increase by 20 percentage points to achieve the sales target.

8. Operation method

According to the above regional division, the sales director will lead the entire team and combine the third implementation method to carry out sales work for the Sichuan market. The division of responsibilities is clearly as follows:

1. Sales Director: Responsible for market development centered in Chengdu, with an annual sales task of 2.3 million.

2. Sales manager: Lead three sales representatives each to carry out sales work in their respective areas. Sales tasks are carried out in accordance with Article 7. Strive to complete the company's sales targets and tasks.

3. Sales staff should do a good job in daily order follow-up, holiday promotions, off-peak and peak season promotions, and promoter training. After-sales service and other work. The work goal is to enhance product sales and brand image in the region. Return to the company every month to attend the monthly meeting of the sales department and make a work report to the sales department. The sales department uses regular meetings every month as a platform to summarize and arrange sales matters.

9. Salary standards

Basic salary + telephone subsidy + car subsidy + meal subsidy + bonus + commission + housing subsidy + business trip subsidy

Meal subsidy standards: Meal allowances for business trips are uniformly distributed at the standard of 20 yuan/person per day and in the city at the standard of 10 yuan/person per day.

Bonuses: Based on the monthly profits and comprehensive performance of employees, the company and the sales department will issue individual excellence awards and outstanding performance awards. The bonus standards are implemented in accordance with the company's regulations.

Commission: The commission ratio is based on 15% of the total sales and is distributed to the sales department. The sales department will distribute it to the sales staff based on the employees' comprehensive performance and personal performance capabilities. Sales staff do not enjoy personal performance. Commission.

10. Reward and Punishment Measures

1. In the sales work, make good suggestions to the company and adopt them. Those who achieve good sales results should be rewarded.

2. Rewards should be given to those who have outstanding personal performance in sales work.

3. Rewards should be given to those who work hard, unite with comrades, and work actively in sales work.

4. Those who conceal the actual sales situation during the sales process, causing sales losses, must be severely punished.

5. Those who work negatively during the sales process and have a negative impact on the team must be severely punished.

11. Company Support

The sales department provides consumer services for the customer groups (high-end restaurants, government agencies, industrial and mining enterprises, hotels, etc.) targeted by the company’s product Wuliangye (Sifang Jianxi) For special groups with strong abilities, in order to better carry out sales business, achieve expected sales performance, and establish a good corporate image, it is recommended that the company allocate a car to the sales department for public relations use by the sales department. At the same time, the company can give the sales department a certain amount of activity expenses in proportion to the use of traveling sales personnel to avoid inconvenience to the company's sales work due to sales personnel being unable to carry out their work due to tight personal funds.

12. Year-end rewards

According to the company’s target tasks, if the sales department completes the annual sales task of 10 million, in addition to the normal 15% commission, the company will give the total sales 1% of the salary is used as a department bonus. Through the sales department, outstanding employees in the department are rewarded to mobilize employees' sales enthusiasm.

If the target sales task of 12 million is completed, the sales department will receive a commission of 20% for the excess amount, and the department bonus payment standards will remain unchanged.

13. Personnel Management

In terms of the personnel management mechanism of the sales department, the company does not interfere with the sales department’s employment authority, management of sales department personnel, and personnel during normal personnel allocation. Recruitment is decided internally by the sales department. In terms of personnel management and recruitment, the sales director has the right to make decisions.

The above plan is specially formulated for the company’s product Wuliangye (Sifang Jianxi) with an annual sales volume of 10 million. The sales market is the entire Sichuan market. For the company’s sales of red wine and rice wine in the Sichuan market, if Without affecting the company's liquor sales, it is necessary to increase sales personnel and develop specialized channels. 14. Market promotion and actions of red wine and rice wine.

Red wine: Mainly engaged in bars, western restaurants, shopping malls, etc.

Yellow wine: It can be carried out through local advertising and investment promotion. The methods are as follows:

1. Through media advertising

In Chengdu City Metropolis Daily and Publish investment advertisements in the Chengdu Evening News and Morning News. In addition, publishing large-scale outdoor investment advertisements at major locations in clothing wholesale markets in various cities can also have a good investment effect. If possible, place advertisements in local newspapers to promote local investment.

2. Investment Promotion Fair

Municipal investment promotion fair is the most effective way to directly target target customers for investment promotion. It can often be better combined with product launch conferences (fashion shows). effect. Regional investment promotion in the form of investment promotion conferences is very effective, it is relatively easy to organize and operate, and the cost is not very high.

3. Personnel recruitment

Personnel recruitment directly faces the target customer groups. It mainly involves sales staff discovering and cultivating customers during the product sales process and becoming company dealers.

The company’s investment promotion model adopts a combination of the above three forms. Let the advertising investment match the sales representative's investment. To achieve the company's purpose of attracting investment and promoting the company's products, combined with the liquor marketing model, I believe that by improving the sales mechanism, clarifying the sales market, and with the company's full cooperation, the sales department will be able to complete the company's urgent sales target tasks .

Part 2

1: Event sales

Insisting on regular bar activities can serve as a good market strategy to retain old customers and develop new customers.

Event planning:

(1) During the promotion period, for example: the 10th of a certain month is the event day, and the promotion will be carried out 1-2 weeks in advance. First, event information notifications will be sent to the VIPs in the store one by one. ; Then publicity inside and outside the store, mainly external advertising and word-of-mouth promotion among guests, and internal promotion mainly through posters and sales staff. When every guest comes to the store before the 10th to make a purchase, the event time and theme will be informed, and at the same time, gifts or promotion invitations will be given card. Therefore, if guests come to participate in the event on the same day, the time, permissions and usage methods must be indicated on the card. Note: Card form

A: Free gift--you can get a free bottle of beer or a glass of wine by participating in the event with this card.

B: Fixed face value - this card has a certain face value. The way to get this card is to buy it from the salesperson or in the store, such as 50 or 100 event face value. You can buy it with the 100 face value event card on the day of the event. Half a dozen beers in the store can be used as cash for 120-150 yuan of drinks or other discounts. Try to leave the customer's information while selling.

(2) If the implementation plan is an A-form card, the guests will come to participate with the card on the day of the event, and when entering the store or using the card to redeem beer, they will be given a card for the next event; if it is a B-card, the guest will be given a card for the next event. After the guests have redeemed the beer, the in-store sales staff will sell consumption cards for the next event to the guests when they are about to leave the store, or go to the table to sell such cards to every guest at the table.

During the event, there need to be performances, various interactive games, real-time promotions and lucky draws to ensure that each event is interesting and attractive.

Two: Daily Cocktail Promotion and Sales Plan

Cocktail is a small, cold, low-cost and high-profit wine. Because of its unique production method and practicality, it has attracted many friends. love. Conducting some cocktail promotions in the bar at irregular times will increase our cocktail sales, thus improving the operating efficiency of our bar.

1: Guests who come in before 9:30 to 12:00 every night and spend a certain amount of money at the bar will be given a carefully prepared cocktail by the bartender. (The main feature of this cocktail promotion plan is that it has a time limit. Generally, although there are fewer people during this period, they are all regulars of the bar.

)

2: During bar time, every customer who comes to the bar for a birthday party will be given a set of banquet series cocktails prepared by the bartender or half a dozen angels or half a dozen beach cocktails or a test tube cocktail , and lit fireworks to celebrate. 3: Sunday Wednesday is ladies night, ladies can enjoy free cocktails from 9:30 to 23:59 that night. 4. Develop a weekly wine plan and indicate in the cocktail promotion card on the table that a certain cocktail will be sold at half price this week.

5: Customers who have a table reserved by the marketing staff and whose consumption reaches a certain level will be given a set of cup tower cocktails by the table marketing manager, which can be made by the bartender in person at their seat.

6: Give free fruit plates or snacks to customers who purchase banquet cocktails, sets of bullet cocktails or test tube cocktails at the bar.

7: The service department is responsible for promoting cocktails and giving the waiter a 5% commission (or other to be determined).

8: Recruiting baristas to better communicate with male customers sitting at the bar.

9: Guests who come to the store to make purchases can leave a friendship card for the bar to keep.

10: Post small cocktail pictures and information everywhere in the bar, such as toilets, walls, etc.

11: The bartender and bar staff will tell the story of the origin of this cocktail to every customer who sits at the bar and orders a classic cocktail.

12. Bar staff must master some little magic and some interesting games to interact with guests to increase the atmosphere and allow guests to experience a different bar culture.

13: Every guest can provide our bartender with opinions and dissatisfaction, which will provide more effective help and improvement measures in our future operations.

Liquor Marketing Activity Plan 3

1. Background

China is the kingdom of wine. Wine comes in a variety of shapes and colors; the variety and output are among the best in the world. China is also a paradise for drinkers. There is no distinction between north and south, people are regardless of gender, old or young, and ethnic groups are Han, Manchu, Mongolian, Hui, and Tibetan. The trend of drinking has not declined for thousands of years. It is also the pinnacle of wine culture. The meaning of drinking is far more than physiological consumption, and far more than oral pleasure; on many occasions, it is used as a cultural symbol, a kind of cultural consumption, to express a kind of etiquette, a kind of Atmosphere, a taste, a state of mind; wine and poetry have always been inseparable. Not only that, China's many famous wines not only provide people with beautiful enjoyment, but also provide beautiful inspiration and powerful inspiration. The development of each kind of famous wine embraces the exploration, struggle and heroic sacrifice of workers from generation to generation. Therefore, the spirit of famous wine is closely connected with national pride and fearless spirit.

2. Marketing model

With the growth of the imported wine market, everyone is paying attention to and trying how to market the development and trends of the imported wine marketing model. At present, marketing is mainly expanded in the following ways (for nightclubs):

1. Bar

This form is dominated by wine handles, and through the bar's various Marketers guide consumption and are relatively single-minded, allowing consumers to consume directly. The choices are more targeted and safer. The sales volume of wine in Zhuhai bars is about 400-500 bottles a month, and it is also a place for rapid sales of wine

　2.*

Model* sales, most of the purchased products are high-end wines, and the sales prices are slightly higher than other places.

　3.KTV

At present, many people are optimistic about this market. It has sufficient market information and has sufficient advantages in wine selection channels. In terms of consumption, KVT venues can designate customers. Single selection, and can be consumed in the form of alcohol at private room prices*.

4. Mid- to high-end restaurants

The main source of consumption comes from the guest tables, and sales need to be linked to service and sales staff. But in terms of what form it will take in the future, the Chinese wine market will be better.

3. Marketing planning

1. Strategy in the development period

(1) Focus on media placement, choose newspapers for promotional print ads, continue to increase street signs, and TV ads A combined media approach focusing on prime time periods, car body advertising on main routes in key cities, and store recruitment advertising at key terminals.

(2) Strengthen the brand image packaging of model terminals in terminal construction;

(3) Organize a series of large-scale consumer promotions in conjunction with nightclubs;

2. Consolidation period strategy

Appropriately hold a series of public relations activities, such as a combination of theatrical performances, Liu Laogen platform, nightclub-related associations, and other activities of social concern;

3. Promotional activities: (Note: The following promotion activities are only an outline, the specific implementation plan shall be subject to the plan at that time)

(1) Channel promotion:

Promotion method, content, payment method, cost budget function.

IV. Marketing Strategy

(1) Consumer-themed promotions (such as 1+2 model, prize model): April-July terminal consumption purchase and gift activities, with lottery,

Gifts and other methods can drive consumption in key markets and effectively increase the brand’s popularity among consumers.

(2) Regular consumer promotions: time, activity, method, location, cost, budget, effect estimate, promotional clothing, drink cards, posters, DM orders, X display racks, gifts

(3 )Public relations style

Political public relations strategies are needed both in politics and economics, but in terms of product promotion, public relations is an indispensable promotion element. When we build a sales team, we first consider that product promoters must have rich social resources and must also have the ability to integrate and control. The so-called ability to integrate social resources and control social resources is public relations.

Part 3

1. Activity theme

Shuanglingchun Liquor Industry gives back to hometown with family affection, (mainly focusing on resources)

2 , activity background (our sales network has been fully developed, with 14 agents in villages and towns, urban catering, and circulation distribution rate of more than 80%), but the distribution is basically one or two items per store, so it cannot form a strong promotion.

With the Spring Festival approaching, consumers will inevitably visit relatives and friends during the festival, and wine is an indispensable gift for relatives and friends. Due to the improvement of living standards, consumers are accustomed to going to shopping malls, supermarkets, and convenience stores to purchase gifts for festivals. I hope to take this opportunity to carry out promotional activities in the circulation field, attack the market in an all-round way, carry out strong marketing and sales, make a good start for the arrival of the market peak season, and strive to occupy the local alcohol market share.

3. Purpose of the event

To occupy the local alcohol market share and enhance the brand image of the product in the minds of consumers.

IV. Activity Time

November 20, 2018 - November 25, 2018

V. Activity Channel

All township agents and urban dealers

6. Activity format and content

(1) Activity format

It is initially determined to be a purchase and gift format, divided into Agents and Distributors.

(2) Activity content (agents)

Any purchase of 50-year, 30-year, and red golf balls during the activity period (agents with a one-time payment of 100,000 yuan or more) All series of liquors have discounts. The specific discounts are as follows:

Note: This preferential policy applies to agents and is subject to the time when the payment is received during the event.

(3) Urban promotion activities

Purchase 12 pieces of 50 years and get 4 additional products and an electric car; buy 15 pieces of 30 years and get 5 additional products and an electric car. One car.

(4) Control Principle

Each agent of this promotion must be implemented at the network terminal, and no interception is allowed. If found, all rebates of the agent will be deducted.

VII. Activity implementation details

(1) Activity distribution conditions

1. The activity is subject to the arrival of the payment within the specified time (see the specific activity notice) .

2. After review, the company will uniformly distribute products and gifts from various township agents on Kaiyuan Road, and there will be TV news videos.

(2) Publicity arrangements for promotional activities

1. Broadcast in the form of news on TV stations.

2. Unified delivery to create momentum and move to urban areas.

3. Set up a booth outside the venue, and sales staff will wear advertising shirts to sell, to expand publicity.

8. Activity execution time process

(1) Determine various activity policies before November 16 and complete the submission for approval

(2) Complete before November 20 Prepare all required items.

(3) Official implementation stage from November 21st to 25th

Requirements:

Each salesperson must submit his/her region before November 16th Customer order quantity statistics are completed. Notify all agents before November 20th that the payment for goods is in place, and the agent payment for each region is at least 100,000 yuan.

lThe donated products must be registered in detail in the report (attached to the report).

l Each agent’s ordering variety requirement is no less than 3-3-4.

(4) Personnel arrangement

1. Person in charge: Li Changjun

2. All sales department (responsible for the preparation of promotional products in the early stage and supervision during the event) coordination).

9. Execution Report

l Activity Submission Report

l Gift Reservation Registration Form

l Sales Table

< p> 11. Items and expenses required for the event (estimated sales volume: 6,000 pieces in 50 years, 6,000 pieces in 30 years, 4,000 red golf pieces),

Sales volume: 630,00600,0054 Ten thousand = 1.77 million

Sales expenses: 1 million (it would be better if you can find a cheap electric car, the one I contacted now is 1,100 yuan (good quality).

(1) The required prizes are 960 electric cars

Note: 1. It would be better if you can find cheap electric cars. The one I contacted now is 1,100 yuan (good quality)

2. Doing such an activity is a strong promotion, and the quality of the wine must be good. We have this, so the benefits of doing so are:

　1. There are no imitated brands in the entire market

　2 , Each dealer will fully promote the goods purchased with cash, putting pressure on him.

3. Occupy the market share

4. It can also be an instant hit in terms of momentum.

< p>5. Let consumers really drink our wine