Regarding marketing, ask for a detailed answer from the master!!

One. Positioning is a concept, and on Cai Distillery"Champion Red"There is no inherent concept in Shanghai, and it is regarded by consumers as a simple medicinal wine, indicating that there is a serious problem in marketing"Champion Red"Origin: "Longquan red wine" to the Yongzheng period of the Qing Dynasty, Shangcai people Tanhua Cheng Yuanzhang was the governor and governor at the time, and suggested that the emperor taste this wine.

After drinking, the emperor praised the good wine, and ordered that all those who won the examination must feast guests with "Longquan red wine", and later changed "Longquan red wine" to "champion red wine". Therefore, the champion red is a wine to celebrate success, which can be extended to the success of drinking the champion red. The above description clearly does not give an idea of its positioning.

Only its function is illustrated is a medicinal wine.

Two. There is no need to reposition, the advantage of Zhuangyuanhong is the long history and ancient method of production, which can be reminiscent of the ancient literati who drank this wine, which is a selling point.

Three. Marketing strategy, the concept of the product subdivided, and corresponding to different markets, (that is, market segmentation + market selection + market positioning meaning), in the packaging for different concepts and new packaging, crimson based on the classic packaging, can exude a long-standing atmosphere (product strategy), for different products divided into different grades, mainly high-end, because of Shanghai's high consumption capacity (** strategy), there is also how to ** products, direct sales or find**, or specialty stores, The last one is promotion, how to sell advertising, and the best thing is to create news, such as sky-high prices"100 years"Champion Red(Explain that promotion is the concept of promotion, and the concept of hype is similar).

The winery did not really grasp the product positioning of his consumer group, and at the same time did not take into account the Shanghai market, so it was out of reality, so in the next time, it is necessary to re-make a clearer positioning of his products, and you can also use a vague positioning to let everyone understand that this wine is suitable for all ages, from the name, focus on the promotion of middle-aged people and young people, and open the market for the elderly for the history and efficacy of wine, but each of these aspects must be integrated. However, there will be two extremes in this approach, one is that the sales of the product will increase greatly and be accepted by everyone; One is that it will make the product positioning more confusing, so the best way is to make a clear choice at the consumer group and consumption level.

A good product for the elderly, not very clear.

It is necessary to further clarify that the champion red seems to be the wine to celebrate drinking.

Intensify publicity efforts and highlight positioning.

Cost-plus pricing.

** Unit cost. （l

Cost-to-profit margin.

10*(1+10%)=11 yuan.

2. Target revenue pricing method: selling price = (total cost +

Target profit. Estimated sales volume.

1200 + 1200 * 10%) 120 = 11 yuan.

1. Snow plows only work in the north, I am a southerner, from the perspective of marketing, first of all, we should know that the market of the product is in the version! From the perspective of option buying, there is a demand to buy, but now in China, it seems that the ** is doing these things, and there are relatively few families buying.

In September, it should belong to the promotion of brand and product attributes, and there are many ways to generalize, which can best be reflected in promoting product sales and brand promotion.

3. The channel should take key customer marketing, public relations, and enterprise research.

4. Tailor-made according to their own positioning. The new product is multi-functional (from the basis of relatively stable quality), and the natural positioning is more high-end.

Target market: small convenience stores, housewife consumers.

Product strategy: packaging strategy - you can use the packaging strategy with gifts, give away the model of making sorbet, and at the same time use exquisite packaging to attract customers;

Product line - broaden the product line, produce a variety of flavors, to meet the diversified consumption needs of consumers.

**Strategy: According to the goal of market penetration, adopt the strategy of low price penetration, and at the same time use pricing techniques such as quantity discounts for convenience stores and mantissa pricing for consumers.

Channel strategy: Extensive distribution strategies can be adopted to increase market coverage.

Strategy: Since it's a small business, you can't spend too much money. Therefore, it is mainly carried out in the form of sales promotion. For example, discounts are offered to wholesalers, samples are given to consumers, etc.

Hopefully!

Because of the specific geographical location and the number of problems, it is recommended to adopt a diversified or personalized business model, specifically to investigate the surrounding **, try not to find those who are more competitive! Because the excavation and expansion of the market must be analyzed according to the local environment, there are only two ways to give it strategically, one is diversified operation, and the other is personalized marketing, such as characteristic pastries or snacks, to make up for the market or innovate!

The specific business methods are:

1. The store must be neat and clean;

2. Service must be good, because service marketing is becoming more and more important in today's society;

3. The principle of management is: you have no me, you have me, do a good job in personalized marketing;

4. The name of the store is also very important, don't be too cliché, and don't be awkward;

5. Keep learning from others, keep innovating, and constantly surpass;

I don't know if there are stores in the alley, why is it so lively, it's a pedestrian street? Or an ordinary street, in addition to not just the geographical location to decide the marketing plan, so too reckless, to develop a good marketing plan, must be combined with local customs, customs, and the local environment, so, just by virtue of the above geographical location after a certain judgment do not dare to take the liberty of advice. Therefore, I also hope that you can carefully analyze it in combination with the local environment, and I hope that my foolish words will have some effect on you.