How to carry out precision marketing in grass-roots marketing departments

For the tobacco industry, the key to precision marketing is to pursue "based on the status quo, comprehensive coverage, dynamic matching and full service", and to ensure "uninterrupted stalls, no backlog, stable prices and promotion of sales" in sales strategy formulation and market regulation. The indicators to measure precision marketing are sales volume, inventory, price and share. Precision marketing has four meanings in grass-roots marketing departments: the first is to establish accurate marketing ideas. The second is to implement accurate services. The third is to establish an accurate marketing database and break through the limitations of traditional marketing positioning through quantifiable and accurate market positioning and service positioning. The fourth is to interact closely with customers and constantly meet their individual needs. So as a grassroots marketing department, how to promote precision marketing? First, establish an accurate marketing concept and enhance the comprehensive market grasping ability of grassroots marketing departments. With the deepening of tobacco market reform, the market demand-oriented thinking mode puts forward higher requirements for cigarette marketing. "Precision marketing" has become an important starting point for the level of economic operation. Only by doing this article well can we promote the enterprise to be refined, strong and sustainable. 1. If you want to grasp the market demand quickly and accurately, you must be as close to consumers as possible. Therefore, the grass-roots marketing department is the vanguard of precision marketing. Marketing department is also the first link of information transmission, which can be uploaded to decision-making department after many links of dissemination and filtering, which requires grass-roots marketing departments to pay selective attention to, understand, remember and feedback market information. For example, when account managers cultivate new brands for retail customers, retail customers often fail to correctly convey new brand information or achieve marketing recommendations. Therefore, precision marketing should build a consumer-oriented service marketing system, realize the extension of terminal marketing and strengthen the effect of brand cultivation. Because of the different interests of the subjects in each link, they often exaggerate or narrow the information for their own interests, which leads to the information being artificially distorted. For example, in order to obtain more goods in short supply, retail customers exaggerate and falsely report the market demand, which often leads to the problems of over-reporting tight cigarettes and under-reporting frequent sales of cigarettes. Therefore, the marketing department needs to regularly collect and analyze social inventory and customer sales progress data, monitor cigarette prices in the market, and provide data support for brand cultivation and accurate supply. 2. Precision marketing is a marketing method with the shortest channel, which can directly match the supply from manufacturers to the needs of consumers, or form the best matching scheme. Therefore, as a grass-roots department directly facing customers, tobacco companies must focus on grasping the market demand, find out the changing trend and types of market demand through daily market visits and market surveys, and upload them to decision-making departments through information transmission channels, so as to realize the matching of commodity supply with customers' personalized needs and ensure that retail customers have a high supply satisfaction rate. For example, the business guidance of the account manager is to fully tap the market demand potential, mobilize cigarette prices, and ensure the improvement of the profitability of retail customers. Through our feedback on the market situation, the decision-making department can grasp the supply rhythm, keep the market supply "slightly tight balance", make the supply meet the market demand, stabilize the market price, and make the retail customers get reasonable profits. 3. Fine management is the key to precise marketing. The marketing department can get more customer information through the account manager's market visit, understand the actual market demand and brand development trend, and use our professional knowledge to provide customers with more accurate services. For example, introducing new brands to supplement the shortage of product lines, using external websites, self-service voice systems, short message platforms and other information systems for publicity and marketing, and placing orders online is convenient for retail customers to place orders, reducing and optimizing service processes, improving service efficiency and realizing two-way interactive communication with customers. For example, classify customers hierarchically, refine service standards, and accurately serve the direction. By paying attention to customer segmentation and customer value, we emphasize customer relationship management and adopt face-to-face and one-to-one personalized service and guidance to meet the individual needs of customers. By providing services that exceed customers' expectations, we can retain customers, improve customers' loyalty, build family service brands, provide customers with highly satisfactory services, and realize the chain reaction of customers through word-of-mouth publicity. Two, the implementation of accurate service content, improve the comprehensive service market ability of grassroots marketing departments. 1. To implement accurate service, customers must be classified layer by layer, and the classification criteria can be classified according to the comprehensive situation of customers. Class A customers: retail customers with strong business ability, rich experience and sufficient funds in downtown and market towns. Most of these retail customers mainly sell cigarettes as a whole and are sensitive to the company's price information. Based on the interpersonal relationship accumulated in long-term business, I have a good reputation, and also have certain cooperative marketing ability and enthusiasm. Class B customers: retail customers with medium and high business scale, relatively rich experience and good geographical location. This kind of customers generally deal in cigarettes and non-staple food, and there are all kinds of cigarettes. It is an important information feedback source for cigarette sales, new product promotion and market price, and also an important bridge for new brands to go to market. AB customers: retail customers in suburbs, rural areas and mountainous areas with low academic qualifications, weak business strength and poor geographical location. These customers are highly cooperative and enthusiastic, and regard the cigarette business as a sideline (mainly women). O-type customers: key road customers with medium and high education and operational potential. This kind of customers have flexible business minds and relatively junior cigarette business experience, and mainly rely on the advantages of convenient geographical location, storefront image, gathering entertainment (watching movies and chatting) and value-added personalized services to attract consumers. N-type customers: new retail customers, generally younger and more receptive, but lack of sales experience. The business model of such customers has not yet solidified, and the sales potential needs to be continuously tapped. W-type customers: illegal retail customers, generally operating illegally, but with strong business ability. This kind of customer has flexible management mode and rich management knowledge, and sales need to be tracked continuously. 2. Adjust mentality and correct service attitude. Always keep in mind our service responsibilities, correct our service attitude, and first say hello to customers during the visit, so that customers can feel respect for them and gain their good feelings. After getting to know customers' personalities, we can sometimes chat with them and make some jokes to bring them closer. Serve attentively and extend the service content. In the service process, we should not only complete the "specified actions" according to the requirements of the company's service plan, but also help customers as much as possible. However, we must try our best to meet the requirements of our customers. If not, we must explain to them why. We should politely refuse him on the spot, don't take a perfunctory attitude, and don't do it after agreeing. This will directly lead to the distrust of customers, and it is difficult to get the support and cooperation of customers in our work. 3. Strengthen guidance and improve customers' business ability. On the basis of finding out the weak links of customer management, we will deeply analyze the customer management and market changes in the jurisdiction to help customers get familiar with the changes of surrounding consumer groups and discover and tap new sales growth points. By paying close attention to customers' price execution, procurement, sales and data storage, we can guide customers to objectively locate their own needs while ensuring normal sales, so as not to overstock, out of stock and stop, and gradually guide customers to change their business philosophy and improve their business capabilities. Strengthen the monitoring of large households and protect the business interests of customers. The poor implementation of rural market prices is largely due to the influence of "big households". We should adhere to the working principle of "controlling large households and supporting small and medium-sized households". While controlling the "large households", the account manager should track whether the business conditions of the surrounding small households have improved, and verify the work effect, find out the reasons and sum up experience through the combination of data tracking and interview investigation. Third, establish a precision marketing database to improve the ability of grass-roots marketing departments to understand the market. 1. At present, CRM mainly collects, maintains and extracts the basic information of customers, and its function is only data. Under the concept of cigarette precision marketing, CRM improves the marketing process related to customer relationship within the scope of marketing, customer service and support, deeply develops target customers, supports the company's development strategy, realizes the management and application of group information, and establishes a centralized marketing management platform centered on consumption. The purpose of cigarette precision marketing is to create and retain customers. Customer loyalty refers to the persistence of consumer behavior of customers looking for brands. Customer loyalty is manifested in three aspects: customers' perception, attitude and behavior towards brands. Customer loyalty determines that customers will maintain a long-term consumption relationship with brands without losing to competitive brands, even if brands have short-term faults in price or marketing services. 2. Among the numerous customer databases, it is necessary to integrate, dredge channels and classify the customer databases. Categories can be divided into ordinary customers, maintenance customers and monitoring customers. Collect market information and sales data according to customer category level, and summarize the sales data, market information and customer category level to form a customer category level database. In fact, the above classification of customers serves the establishment of user database, and precision marketing is also based on database, but we have made it clear that the key of enterprise precision marketing is not to use the existing database, but to establish a user database suitable for its own marketing needs. Therefore, we should first use the existing database resources to achieve our marketing goals, and then establish a personalized database to optimize customers at the class level. Therefore, in the market visit, we should get more information about effective customers and expand the boundaries of potential customers. 3. Database is the supporting point of cigarette precise marketing. Database is an effective means to maintain customer relationship and increase sales. In market visits and market surveys, we can understand the buying scenes, buying frequency and buying amount of customers and consumers, formulate effective marketing plans by calculating the customer's value, and enhance the customer's value through effective guidance, thus improving the customer's loyalty and satisfaction with us. The key to the establishment of the database is to directly face customers and consumers, and to develop and implement long-term and effective interactive communication with retail terminals and consumers through data mining to cultivate consumers' brand loyalty. Through the core retail terminal database and consumer database, we will gradually build four major consumer groups: salespersons who actively promote cigarette brands, middle and high-end brand consumers, specific consumers (such as weddings and conferences), and core retailers of retail terminals. We will use data to calculate customer value, make market forecast and operation, and get real-time customer response, so as to establish a long-term and effective relationship between consumers and retail terminals. Fourth, realize the interaction between customers and me through accurate communication, and improve the ability to meet the individual needs of customers. 1, two-way communication with customers. Two-way communication is standing on the consumer's point of view, grasping the consumer's psychology and opening up two-way channels. While grasping the loyalty of consumers, it not only satisfies the sense of achievement of consumers' participation, but also increases the actual sales of products. Accurate cigarette marketing is to use DM (e-mail), EDM (online mail), direct return advertising, telephone, SMS, network promotion and other ways to achieve personalized communication, and further realize the traceable growth of brand consumption scale according to customers' consumption psychology and behavior. 2. At present, account managers use one-to-many communication. One-to-many communication mode is usually to divide the customer's business circle, select the target business circle after subdividing the customers, and transmit information to a group of target customers at the same time according to the characteristics of the business circle to achieve communication purposes. In the choice of media, it is more accurate and closer to the actual needs of customers. One-to-many communication needs to meet the following conditions. First of all, it is necessary to divide the target market into business districts to ensure that the selected target market has certain similarity and conforms to the positioning of enterprise products. Secondly, after determining the more accurate target business circle, for customer communication, it is to determine the accurate communication target. Study the determined communication target, choose effective communication media and convey our message. Third, we must have accurate information organization ability. According to the characteristics of the selected target customers, the information to be conveyed is strategically organized, which can attract customers' attention when the information reaches customers and fully express the purpose of communication between the company and customers. Finally, it has the ability to track customer information. One-to-many communication and one-to-one communication coexist. It is also the basis of one-to-one customer communication. Tracking the information transmitted by customers and further understanding its characteristics are of great significance to improve the customer information base and improve the effect of one-to-one customer communication. 3. One-to-one communication mode is the concretization of one-to-many communication. One-to-one direct communication theory is one of the theoretical foundations of precision marketing. One-to-one direct communication is the most ideal communication mode, which not only realizes the shortest communication distance, but also strengthens the communication effect, and is easy to spread according to the hope of the information disseminator, thus greatly reducing the distortion in the process of information dissemination. One-to-one direct communication mode is based on accurate positioning of target customers.