Alcohol marketing and promotion programs, alcohol marketing programs

First, complete the analysis of the national alcohol market, subdivide the distribution of sources, regional demand, situation, formation mechanism, advantages and disadvantages of the enterprise, and clarify the promotion quality strategy of the industry in different regions. Second, build a sales system. Internal structure, personnel process (information transmission, decision-making, order settlement, logistics, extension services, etc.), third, sales target setting, total sales volume (year, quarter, month), target revenue (sales volume of various varieties, regional sales, industry sales, quota decomposition sales, flexible scale, etc.), check the target market, call for business, stage order negotiation, follow-up, cooperation extension, etc.

Fourth, personnel management, core remuneration design, and incentives. Fifth, cost control (base salary, bonuses, personnel travel expenses, goods loss, commission, logistics costs, office expenses, entertainment expenses, etc.) Sixth, the stage inventory analysis, including the industry situation, the trend of the target market, the performance appraisal of personnel, the correlation between various expenses and sales progress, etc., put forward adjustment suggestions.

The marketing scheme for industrial consumer goods is basically like this, and there is nothing that can be done about specialized market issues and data gunners. In addition to fuel ethanol, the number of alcohol open competitive products, conditions permitting, on the basis of competition, order differentiation products and technical service extension of the target is a way out to carry out market penetration competition, but also in line with the blue ocean strategy! The international food crisis, China's cancellation of the alcohol export tax rebate policy, the world attaches importance to the conversion of non-food raw materials into ethanol, and there are not many export opportunities!

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1. Improve the sales organization.

The establishment of a complete sales organization is conducive to the development of the company's sales work, and the corresponding marketing plan is formulated according to the company's product structure. To achieve the company's sales target, it is recommended that the company organize and build a full staffing establishment for the sales department as follows:

1. The company has a sales director, and the responsibilities of the sales director are:

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

Formulate the company's annual sales plan and arrange the work of the sales managers in each district. According to the sales of the company's products at different stages, formulate different sales plans, strive to achieve the annual sales target tasks, and be responsible for the general manager of the company.

2. The company has three sales managers, with the development of the company, the continuous enrichment of the product structure, three sales managers, can be respectively three department sales managers, three branch heads, for the company's development and growth of the backbone of the reserve, sales manager responsibilities and Wang:

Assist the marketing director to formulate the company's annual sales tasks in each area, formulate and subdivide.

According to the sales plan, develop and improve the distribution network, directly implement the company's various sales models, and give positive feedback to the company, and constantly adjust and improve.

According to the network development plan, the staffing is reasonably carried out, and the subordinate personnel of the sales department are directly recruited. Lead the sales team to actively complete the sales tasks assigned by the company.

Assist the director in the sales tasks and daily assessment of subordinate personnel.

Responsible for the implementation of the company's various sales policies and activities.

Summarize market information and submit product improvement or customer management suggestions. Participate in major sales negotiations and contract signing; Directly manage key accounts and assist the marketing department to conduct sales training for customers. Organize the establishment and improvement of customer files.

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

Often able to travel to various places, supervise and inspect, guide to improve the sales level of salesmen in various regions, and put forward improvement plans.

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

3. It is recommended that the company assign three sales representatives to each sales manager, a total of nine, and the responsibilities of the sales representative are: Responsible for the sales manager. Undertake the company's comprehensive expansion of the regional market under the jurisdiction, organize the implementation of marketing and promotion plans, and complete the regional sales target.

The management of sales channels and customers, and should conscientiously implement the company's rules and regulations, according to the regional annual sales target to develop the corresponding implementation plan.

Responsible for business negotiations and signing contracts and agreements in the region;

According to the content of the sales contract agreement and the execution of the situation, timely payment;

Estimate the market demand for the product and make a plan;

Assist customers to carry out product training and implement various first-class activities of the company.

Actively carry out various market research activities, and be able to understand the company's sales model and sales policy.

Second, everyone understands that if there is no content, no one will pay attention to it, as long as there is content, there will be many people to watch it. And most importantly, content is king. Content does not mean that you can post what you have, but segmentation and selective sharing of content according to user positioning and product positioning, and keep pace with the times in popularity.

For example, Yuxiang Laojiao has opened a new operation model for itself by using the heat of the news according to its own characteristics. Wine culture has existed since ancient times. The content needs to adhere to the principle of "fine".

Take its essence and remove its dross, the traditional liquor culture is broad and profound, and when the liquor brand makes a fuss in the tradition, it needs to be screened and screened. Third, the operation of offline activities to promote the new ** cannot be taken into account of one or the other, only grasp the online, and lose the offline. In this process, we need to firmly grasp the role of baijiu in the audience, so as to be more effective content.

Details are a top priority. Offline promotion activities pay attention to every detail, but also need to be careful, and also need to control every risk. This represents the control and planning ability of a liquor brand, such as the Yuxiang Laojiao operated by Wu Xiaobu, which has paid attention to the timing and carried out activities such as "Love Wine Day" and "Wine Receiving Day" to celebrate Teacher's Day on September 9, intending to promote this innovative festival in depth and penetrate into the hearts of the people.