2017 Liquor Marketing Plan Sample

In recent years, with the substantial increase in my country's liquor production, market competition has become extremely fierce, especially in the field of mid-to-high-end liquor. The following is the liquor marketing plan I compiled for you, let’s take a look!

Liquor Marketing Plan 1

The competition in the liquor market is becoming increasingly fierce, but looking at the operation of the liquor market, Some enterprises are still in an extensive state and rarely carry out intensive farming. This leaves effective space for the operation of liquor companies. As long as a company can put more effort in this area and carry out intensive cultivation in all aspects of market operation, it will surely achieve gratifying results and gain huge gains. Based on the market work experience in recent years and learning from the operating methods of other industries, this liquor marketing plan is specially formulated for market reference.

1. Distribution: Carpet distribution method

For daily necessities and food stores with many terminal retail stores, when new products and new varieties are launched, carpet distribution method is implemented. Distribution is a very effective marketing strategy. During the product introduction stage, the company collaborates with dealers to take the initiative to deliver the goods to the terminal, and quickly improves the terminal distribution rate through carpet distribution.

(1) Characteristics of the carpet-type liquor marketing plan:

1. Concentrated marketing plan. Concentrate manpower, material resources, and financial resources to implement a carpet marketing plan to spread goods. It is grand and has a strong short-term influence on each area, making it easy for end customers and consumers to remember the promoted brand.

2. Rapid marketing plan. Carpet-style distribution is implemented, the distribution time is very concentrated, and wholesalers and retailers are developed in the target area efficiently and quickly. It usually takes no more than 30 days to complete 80% of the distribution in a target regional market.

3. Intensive marketing plan. The liquor marketing planning plan adopts a carpet distribution method to intensively develop grocery stores, mom-and-pop stores, small and medium-sized supermarkets, chain stores and other retail stores and hotels, restaurants in the target area market, that is, one store after another, leaving no vacancies. Achieve dense coverage in space.

4. System marketing plan. During the implementation of carpet distribution, the work is systematic and meticulous, and requires one step to complete the work.

(2) The key to implementing a successful liquor marketing plan for carpet distribution:

Carpet distribution can only succeed and cannot fail. If the distribution fails, it will dampen the enthusiasm of salesmen and dealers to promote products and increase the difficulty of subsequent work. To make carpet distribution successful, the following points must be done:

1. Carefully select dealers

To quickly spread products to retail terminals in a short period of time, there must be The cooperation between dealers is mainly based on dealers. At the same time, the factory cooperates with dealers to take the initiative and give full play to the dealers' network advantages.

Distributors must have a hard-working spirit and be salespeople with a desire to learn and rich sales experience.

When selecting dealers, choose growth dealers who have terminal management awareness and development aspirations. In marketing planning, you cannot choose to sit back and wait for customers to come to your doorstep.

2. Develop clear distribution goals and plans

Before distributing goods, the salesperson should conduct a site survey to understand the characteristics of the wholesale market and retail market in the target area. Including product wholesale and retail price differences, payment methods, promotion methods of similar products, consumption trends and their popularity, etc., to understand the distribution of distribution objects.

Based on the survey results, detailed distribution goals and plans are formulated so that salespeople have rules to follow.

Specifically clarify the following items:

A. In which area should the goods be spread?

B. How much time will it take;

C. How many points should be spread ;

D. What is the distribution rate?

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

F. Supply to customers at all levels What are the product prices and distribution discounts;

G. Estimate the quantity of products to be distributed;

H. Develop specific advertising and promotion plans.

When formulating distribution goals and plans, the liquor marketing plan should follow the following rules:

★、Clear. ?The distribution target cannot be general, it must be specific and clear.

For example: supermarket distribution - home, hotel - home, second batch - home, county-level outlets - home, public relations direct sales unit - home, etc.

★, achievable. Make reasonable allocations based on human, material and financial resources so that goals can be achieved.

★、Target guide. Determine reward standards based on distribution goals. When distributing goods for the first time, the focus is on the distribution area rather than sales volume. The main criterion for assessment is the number of transactions (number of customers). This is a reward and punishment system for salesmen to increase their enthusiasm for work.

★、Timetable. Determine the specific time limit for completion of distribution for various customers.

3. Selection and training of distribution personnel

Distribution personnel should have rich experience, strong motivation, proficient sales skills, and good oral expression skills.

Before distributing goods, conduct formal training for distribution personnel to avoid problems and negative effects during distribution, carefully study and analyze various difficulties that may be encountered during the distribution process, and formulate corresponding countermeasures. Training can be conducted in two ways: personnel discussions and situational exercises.

4. Organizational division of labor among distribution personnel

To implement carpet distribution, overall arrangements, clear division of labor, and unified command must be achieved. Specific projects are as follows:

Male ~Actress~Poor Strong~Weak

5. (Liquor Marketing Theory) Liquor Practical Liquor Marketing Plan

⊙Vehicle Coordination Arrangement

⊙Scheduling of Supply Sources , product inbound and outbound control management

　⊙Detailed explanation and introduction to customers

　⊙Collection and IOU registration

　⊙Posting of point-of-sale advertisements

　⊙Strive for the best shelf position

　⊙Try samples

　⊙Gift promotional items

　⊙Verbal surveys

⊙Understand competing products Situation

⊙Moving goods

⊙Filling in distribution record, distribution report or distribution list

⊙Acceptance of distribution

6. Formulate a distribution reward policy

In order to mobilize the enthusiasm of end customers and reduce the main distribution force, it is necessary to formulate a corresponding distribution reward policy. ?Distribution incentive policy? It should be attractive, avoid negative effects, and maintain good price order.

The distribution reward policy has two aspects:

A. Promotional items for end customers or a certain number of free gifts based on the order quantity

Free products or items;

B. Reward and punishment methods for salesmen;

Issues to pay attention to when formulating a "distribution reward policy":

★Distribution There must be no loopholes in the product reward policy

If the product reward policy is not perfect, some customers may take advantage of the loopholes in the policy.

For example, the original intention of a "one bottle for one box" activity is to motivate retailers and increase the "distribution rate" of retail stores. However, some customers may purchase large quantities to earn benefits from gifts, thus making the activity deviate from the original intention of the company and waste money in vain. Increased promotional costs.

In order to prevent wholesalers from cutting prices or dumping products, it is better to give gifts that cannot be cashed when distributing goods.

★. Avoid the impression of low-price purchases

When implementing "distribution" with discounts to retailers, we must pay attention to accurate communication and avoid creating "low-price" to retail stores. misunderstanding of the position? Otherwise, it will cause obstacles to the dealer's future shipment work.

★Coordinate with dealers

The distribution reward policy is implemented through dealers, and dealers are required to have foresight and not to usurp promotional items to implement them effectively.

7. Carpet-style distribution must have corresponding advertising support

When distributing goods, cooperate with local advertising to arouse terminal interest, reduce resistance to distribution, and make the distribution work smooth. conduct. Advertisements are mainly low-cost store banners, cross-street banners, giant banners, etc.

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

After the distribution is in place, the products enter the customer's warehouse. In order to enter the normal sales track, timely return visits and effective management must be carried out. The return visit is usually within three or four days after the first visit.

The purpose of return visits is to make sales updates, to make customers feel that you care, and to encourage customers. Look at the reactions of consumers and retailers to the product, identify existing problems and deficiencies, and find a basis for adjusting future promotion ideas.

At the same time, we will strengthen the tallying work, which is as important as the distribution of goods. There are multiple products of each type in a store, and it is difficult for the store owner to take care of every product, so salespeople need to take the initiative. Every store should sort out goods at least once a week, and good stores should do so every two or three days. The products should be placed neatly and in a conspicuous position, at the end of the shelf and at eye level, to increase the number of products. The visibility will give consumers a strong visual impact and increase sales at retail points.

If you ignore it after distributing the goods, the goods will be sold in vain. On the one hand, retailers are very disgusted. If the goods are good, they can’t find anyone to buy them, and if they don’t sell well, they can’t find anyone to return them. On the other hand, if this product is sold next time, it will definitely be rejected by retailers, which means that you will cut off your own retreat.

2. Promotion: Continuous and Pursuing Innovation

Through different forms and continuous promotion activities all year round, we can increase product sales, increase market share, and create more for enterprises and merchants. profit.

Classification of promotions: Promotions are divided into three categories: regular promotions, special channel promotions and traditional holiday theme promotions

A. Wholesalers, retailers, supermarkets, and catering industries. Owners are concerned about economic profits, and their promotions should be considered in terms of interests. Through market research, we can understand the profits of operating other brands, and then formulate specific promotion policies to make the benefits of operating this product greater than other similar products. This can be in the form of giving away products related to this product that are relatively popular in the local market. products or more practical items. Since the gifts are purchased in bulk, you can negotiate with the merchants to obtain the lowest price, thereby reducing promotional costs. Such as beer, drinks, electrical appliances, lighters, etc.

B. Consumer promotion is to allow consumers to obtain unexpected gains and increase consumer fun. Some interactive activities can be designed to allow consumers to participate in the activities during consumption, enhance their memory, and drive the second generation. consumption.

C. Waiters and salespersons. After the product enters the terminal, it needs to be recommended to consumers through waiters or salespersons. Therefore, certain benefits and emotional building-up must be strengthened for waiters and salespersons. Methods can include giving small gifts that are practical or valuable for collection, conducting sales competitions, etc.

Special channel promotion: refers to the promotion of group purchases, conferences, banquets, etc. for agencies, enterprises and institutions

For agencies, enterprises and institutions, it can take the form of giving away VIP cards, free consumption, etc. , to achieve the purpose of public relations and guiding consumption

Banquet promotions can be carried out jointly with the agency's professional hotels, large and medium-sized restaurants, etc., to establish the image of the first brand of banquet wine.

Traditional festival theme promotion: Carry out promotional activities with different themes according to traditional festivals to improve product awareness and brand image Liquor Marketing Plan 2

According to Wenguanghui, he created Social financial marketing has been applied to Fujian Jinfeng Brewing Co., Ltd., the largest rice-flavored liquor company in Fujian Province, and has achieved good results, which has also enabled the brand power of Jinfeng Brewing to continue to improve, in Fujian, Guangdong, and The traditional rice-flavor liquor markets in Guangxi, Gansu, and Hunan are gradually gaining momentum, which will have a long-term impact on the development of Jinfeng Liquor. Therefore, I specially shared it with industry practitioners at the 5th China Wine Industry Market Forum.

The birth of social integration marketing has given liquor another marketing tool in the popular social community.

Community is a force that cannot be ignored

A community is simply a group, but a community needs to have some forms of expression of its own. For example, we can see that a community must have a chain of social relationships. It is not just a group but brings everyone together based on a point, need and hobby. We believe that such a group is a community. A community has a stable group structure and a relatively consistent group consciousness; members have consistent behavioral norms and sustained interactive relationships; members work together in division of labor and have the ability to act in unison. Community is a force that cannot be ignored.

In recent years, liquor companies have been testing the waters in social marketing, hoping to find a more convenient and effective way to connect with consumers. Today, we will listen to Mr. Wen Guanghui, general manager of Fujian Jinfeng Brewing, about his latest research results, a new community-based liquor marketing tool? Social integration marketing.

One of the things I want to talk about today is social integration marketing. Usually, most people talk about channel marketing. I will not talk about this aspect today. Today I will talk about integration. Marketing challenges the entire industry.

On December 6, 2009, the Amway North and Southwest District annual meeting was held grandly at Beijing Wukesong Stadium. More than 11,000 organization members attended the annual meeting at their own expense. This is a relatively typical community, an organic unity with Amway as the core.

How to gather so many people? Why do they come?

My analysis found that there are three reasons for them:

1. Because of organizational culture: motivation (motivation) The weak, enlarging the benchmark), belonging, dependence, and belief, they form a community, which is a way of life;

2. Due to career opportunities: build freedom, beauty, abundance, and concrete success;

3. Product consumption: personal long-term consumption dependence and the circle’s continued consumption interests.

Why can’t traditional industries build organizations like Amway, Ping An, WeChat Business Alliance, and Xiaomi? The reason is that there is no integration of consumption, investment, R&D, and manufacturers. The current common traditional wine industry cannot play , have no time to play, look down on playing, and the company culture has not achieved organizational stickiness, resulting in one-way product circulation and dissemination (manufacturers---channels---consumers), and so on.

So, what should we do if we encounter such a problem? We understand that it is necessary to build a new type of audience interconnection. The strategic principles can be summarized in four sentences: change concepts, build quality, establish credibility, and build organizations. . Doing social integration marketing requires several concepts and methods, as follows.

Seven major concepts and seven methods of social integration marketing

Concept 1: Good products are first-class marketing

Method 1: Do it well There are three keys to the product: 1. Quality threshold, a sense of security is the prerequisite for all models; 2. Product personality, giving consumers a clear and beautiful reason for consumption and experience; 3. Making the culture beautiful.

The product is 1, and the others are 0. Future marketing will be experiential marketing, so a good product is the basis of all strategies and the best strategy to optimize marketing costs. However, good products have costs, are scarce, and have thresholds. The quality threshold refers to the guarantee of back-end factors such as R&D investment, old wine storage scale, process persistence, and industrial investment. At the same time, it does not mean that the age of the raw materials, etc. are authentic, but also To form a unique gene, sensory evaluation and cultural carrier innovation are indispensable. We have studied many indicators and characteristics of Japanese wine, and we must recognize the role of Japanese winery-style craftsmanship in the quality and personality of the product. Throughout our so-called innovations, we have chosen shortcuts, which are bound to be short-lived. For example, the current "younger" small wine has entered the misunderstanding of innovation. Is the distance from the new era just the packaging? It is certainly not just these, sales Promotion can only solve the first purchase, but cannot solve the second or continuous purchase. So, how to solve these problems? I think we should not make up selling points, strengthen internal quality control standards, and bear the time cost of good products. Just like the Jinfeng 80,000-meter series, in order to make a good bottle of wine, single-bodied aging is required It took three years to prepare and finalize the seasoning. In order to pursue the unique rice flavor of the ancient method, the company finally decided to restore the traditional handmade small jar brewing. In this way, the area would have to be expanded many times, and the subsequent new land acquisition would reach 270 acres. Secondly, there is culture. We are working hard to rediscover the beauty of Chinese wine culture. What we build is not a utilitarian culture in a social atmosphere, but one that is fresh, warm and able to sing. Cultural revitalization is also an important booster for industrial prosperity. At present, China's wine culture has been destroyed after reform and opening up. Now how to reconstruct the cultural beauty of liquor is an important matter at the moment. The distance between us and young consumers is getting farther and farther. With good products, We also need to reshape China’s wine culture.

Concept 2: Create customers first, then create channels

Method 2: Focus on extending channels to the consumer end, forming a foundation and then boosting circulation channels

Traditional terminals are still Is it the engine of the market anymore? Obviously not anymore. Traditional channels are driven and carried by the basic consumption scale of customers. Therefore, we need to make it clear:

1. The further extension of in-depth distribution is customers. However, customer marketing is not about relationship group buying, face, kickbacks, or power. It is about the establishment of trust and the interconnection of interests. The expansion of consumer communities is obviously a shortcoming of the current traditional wine companies. The talent structure must be adjusted to adapt to customer marketing, especially It is the ability to organize road shows and other conference marketing in the community development process.

2. Demographic dividend, talent generation, and financial costs have put great pressure on traditional channels (management, communication, and time costs have exceeded the normal sales rate).

The problem between dealers and manufacturers is that neither of them can bear the time cost, financial cost and human resource cost of the brand.

Idea 3: Social communication is better than media communication

Method 3: Adjust communication paths and use media budget to buy public relations

Here, we must first Think about it, should we spend money to buy media or should we spend money to build a relationship. I want to adjust the communication path and use the media budget to buy public relations. For example, at that time, Jinfeng held a wedding ceremony wine event. Through the combination of the witness and the on-site ritual gift of wedding wine, it was possible to extend the advertising to the large banquet site, and finally continued the advertising through the wedding ceremony red altar with commemorative value. Extending to the customer's living room, a wedding ceremony wine served 1,200 wedding banquets in three months, accounting for 70% of the wedding banquet share, which is a typical social marketing case.

Concept 4: We must build social credibility

Method 4: Build quality credibility within a radius of 300 kilometers

At this point, we firmly believe that credibility = sales power. Social credibility requires building an experience platform, positioning core strategies, and forming social trust in consumption. Jinfeng proposed experiential marketing with a radius of 300 kilometers. Before the brand was established, we first established a sense of quality trust in the production backend. The current implementation has achieved excellent results, achieving more than tenfold growth in several towns in Zhangping City.

There is also the "Jinfeng Rice Field Project". In the entire Longyan area, we buy back rice on the basis of village committees, number the fields along the main highways, and form off-factory experience rights. What is actually established during the row numbering process is a subtle and silent quality communication. The original supply of tens of thousands of tons from a grain supplier is quantified and broken down into tens of millions of households. In this way, a kind of relationship with the farmers in the village committee is built. There is a supply and marketing relationship that both parties are happy with, and the daily drinking of wine in the village becomes much easier to solve because of this relationship. This kind of advertising is ten times more effective than self-proclaimed quality advertising through traditional media such as television and anti-aircraft guns. Let consumers know that my wine is brewed from their own rice, and spread the quality advertisement through repurchasing the rice. It does not increase much cost for me, but we can have a good social connection effect. .

Concept five: Build a channel-type equity platform organization

Method five: Channel allotment and integration at all levels

Build a channel-type enterprise organization, which is a unique Partial public interests are the same. Through the equity method to build a sales company platform, each second batch, key terminals, and wine units are allotted shares to enjoy the back-end benefits. This has greatly improved the financial integration compared with the traditional single-channel buying and selling relationship. Relationship, the sales company we established (Rongfeng Company) is a typical regional channel equity crowdfunding. We completed the organization construction in the morning and have paid dividends once. Through continuous dividend distribution, the stickiness of the organization members will not be short-lived. Construct the rules of rights and obligations relationship more perfectly.

Idea Six: Build a Socially Influential Organization

Method Six: Establish a Public Equity Organization

Build a Socially Influential Organization It is the only way for enterprise development. It is the equity sharing oriented by the inevitable listing, allowing related parties to deeply integrate and form a public organization platform that actively integrates, acts in one, and is fast and efficient. In fact, as an organization, whether it is equity The most important thing is to form an organizational culture that recognizes each other and activates the ecology. On November 20th next month, we will solemnly hold the 60th anniversary celebration of Jinfeng Factory and the founding meeting and large-scale party of Fujian Jinfeng Investment Co., Ltd. At that time, everyone will feel the power of a socially integrated organization. We are bound to complete the construction of a social equity organization. Only the social sharing of organizational dividends supported by the credibility of good products, good companies, and good entrepreneurs is the most solid sustainable consumption power.

Concept 7: Deeply integrate all parties involved

Method 7: Establish a combined lifestyle and form a circle culture

To form a circle culture, you must To adjust the team structure and know how to activate the community, these things must be built. Otherwise, the communities proposed by many people will become utopian ideals, and many people's strategies will be ineffective in implementing the path. It must be grasped from the day the enterprise is born. The larger the enterprise, the greater the pressure for transformation decision-making, because the organizational structure and talent structure will not adapt to social marketing transformation after being formed for a long time.

At this stage, the first thing we need to solve is the problem of team structure transformation. Our conference marketing capabilities in the beverage industry are generally weak, and our one-on-one salon-style expansion capabilities for consumers are also lacking. In the future, our team will need With a certain proportion of members with strong infectious ability, all investment models and social marketing can be solved through collective conference marketing. How to express and control your entire business logic is very critical.

These seven concepts and the seven corresponding methods are the core components of social integration marketing. It was obtained during the practice of Jinfeng Brewing and has been repeatedly demonstrated and tested in practice. We hope it can be helpful to the industry in solving the problem of social marketing. Of course, we are also constantly exploring. Today, there are a lot of inconveniences due to time constraints. Amway just wants to share and contact us after the meeting if we have the opportunity. Liquor Marketing Plan 3

In the off-season market from May to October, there are exactly two peak points of collective consumption, which are the wedding banquet market and the college entrance banquet market. If wedding banquet consumption and college entrance banquet consumption are done well, it will not only bring huge product sales, but also play a strong leading role in the rapid development of the brand. In fact, many businesses are carrying out similar activities, but the results can only be said to be average and unsatisfactory. The following are wedding banquets, birthday banquets, and college entrance banquets carried out by a county-level dealer in Hunan for the off-season, and the results are quite significant.

This dealer is a weak local merchant and the products he sells are weak brands. Even if he adopts certain promotional methods, it will be difficult to impress consumers. After much thought, the dealer adopted the form of "gift package" in the wedding banquet market. He increased the price of a single box by 60 yuan, but in the wedding banquet channel, he bought a box of products worth 100 yuan as a gift, including: drinks and cigarettes. , Belang, Heiniu soy milk and other products allow consumers to have more intuitive access to promotional policies. And set up a full-time wedding banquet team to collect wedding banquet information and go directly to the host's house with the wine, let the host taste it and inform the promotion policy, and require that the visit be no less than 10 times if unsuccessful, and be in a certain place for five consecutive months. The local government conquered nearly 100 wedding banquets with wine.

Carry out marketing activities with the theme of "Love students and love xx" at the entrance banquet and teacher appreciation banquet. In the early stage, a special "Love Corner Shed" was set up near the test center, and free promotional fans, mineral water, anti-summer medicine, 2B pencils and other items with promotional content were given to candidates and their parents. After the exam, the candidates will receive a XXX Wine Gratitude Card with their admission ticket, write a few short words to thank their parents, such as: "Mom and Dad, thank you for your hard work, etc." and then send it along with the tasting wine. For parents, take photos as souvenirs. At the same time, we cooperate with hotels, supermarkets, tobacco hotels, wholesale customers, group purchase customers, etc. to carry out thank you banquet promotion activities. We hang banners, put up posters, display X display racks, etc. at these terminal sales outlets. As long as consumers want to have a thank you banquet, they can basically do so. Attracted by the brand's simple but large-scale promotion form, and then consumed. gt; gt; gt; More excitement on the next page? Liquor marketing planning plan?