1, product display of star-rated hotels

The top three municipal hotel rooms are required to display French Bentley wines.

Display mode: display Bentley wine (dry red 1 bottle 2 liters, dry red 1 liter, dry white 1 bottle) in the original wine cabinet in the hotel room.

Cost: 398+ 198+ 198=794 yuan per room.

Key points of negotiation: We provide products to hotels, and hotels can show and sell them to us. (You can replenish with us after sale), and the hotel will give us the same room rate (for example, we will provide 300 rooms for display, and the value of drinks is 238,200 yuan. If the hotel standard room is 500 yuan/day, the hotel will give us a room for 476 days, and our company will give our VIP customers and customers who can't drink and drive a car a rest.

2, high-end home plaza product display

Generally, some wines will be displayed in the high-end home shopping plaza, and it is necessary to negotiate with the home plaza to change all the wines displayed into our products.

There are 3-5 companies at the municipal level and 1-2 companies at the county level, and the cost of each company is1-20,000 yuan. All investments should be exchanged with Home Plaza for equivalent cash coupons to our Bentley wine customers and take them to Home Plaza.

3. Bank wine cabinet display (gym, gold shop, wedding dress shop, etc. )

Generally, it is commercial banks such as Bank of Communications, China Merchants Bank and Industrial Bank. Will entertain high-end customers and hold cocktail parties at the bank every week. Our public relations staff will ask the bank to specify our wine, and they usually have wine cabinets to display our wine.

We can provide free product display. The bank takes our wine as an example, 20,000 yuan per month. We can use hotel room coupons, home cash coupons, free car wash cards, waxing cards, Bentley wine cash coupons and Bentley wine as gifts for high-end customers of the bank. (VIPs of bank customers can enjoy VIP service at several sales points designated by us, with 30% discount on gold cards, 60% discount on platinum cards and 50% discount on diamond cards, and enjoy free wine delivery service for promoters. )

4. Shang Chao monitor

It is required to take the top 3 supermarkets at the municipal level and 1 supermarkets at the county level as counters, and send shopping guides during the peak season and festivals. Each item should be displayed on the counter with 2 liters 1 liter * * 4 floors. (The retail price in Shang Chao must be 2L 398 yuan/bottle, 198 yuan/bottle 1L).

The exhibition expenses in Shang Chao should be controlled below 6,000 yuan per family per month.

5. Famous cigarette hotels

5 in each township, 30 at county level 10 and municipal level are used for counter display (each has two floors, and the monthly cost is controlled at 2000 yuan). We will designate banks, gyms, governments and other customers to buy our products from cooperative customers.

6. Sell our Bentley VIP cards through government officials (30,000 gold cards can be used up at 30%, 50,000 platinum cards at 60%, and 65,438+10,000 diamonds at 50%).

7. Shop advertising (as long as there are shops, storefronts and hotels selling our products on the roadside, you can apply to the company for shop advertising)

8. High-speed road sign advertisements, advertisements for the most prosperous sections in urban areas.

See 20 10 Oriental Tomorrow-Planning and Implementation of Bentley Wine Market for specific operation and implementation.

Bentley: Very product, very fun.

Among several brands, Bentley is the only special-shaped bottle packaging. Because local consumers are more sensitive to new, exotic and special product forms, Bentley has inherited the product idea of "special-shaped clothes" in product positioning, but it has upgraded to a higher level than Fengshiya and adopted bowling glass bottle packaging. At the same time, Bentley caters to the growing consumption trend of dry wine. Therefore, Bentley's product positioning is not only the inheritance of elegance, but also the transcendence of elegance.

According to Manager Wang of Sanming, Bentley operates in a flat channel, focusing on group purchase and direct sales, supplemented by tasting and newspaper promotion, so that products can directly radiate to consumers. In this way, it avoids the high advertising investment brought by simply taking the brand route in the early stage and the huge financial pressure brought to agents and distributors. Doing direct sales in the early stage ensures sufficient channel profits and enthusiasm for channel promotion, and also achieves the purpose of establishing brand and reputation. Its style of play is different from Romani and Nagulu.

In addition, in the operation of the cigarette hotel, Bentley designed a rebate policy for the cigarette hotel. For example, its special promotion policy for the wedding banquet market is: the cigarette hotel receives the wedding banquet, and whether it forms real consumption or not, it can get the rebate reward of 25 yuan/table. In addition, if the store opens the "counter" of the cigarette hotel, Bentley will give the cigarette hotel 2 bottles of wine/month.

Bentley also cooperates with local star-rated hotels to promote products. Bentley and star-rated hotels reached a cooperation intention through negotiation. The hotel displayed four Bentley dry red and white products with different specifications in each room, and these four products were directly presented to star-rated hotels by Bentley agents. The market price of the four products should be around 1.200 yuan, which is almost equivalent to the cost of staying in a hotel for three days. If a room gives Bentley three days' stay, then if a room gives Bentley three days' stay, Bentley will return the room stay time exchanged for wine to the consumers who are restricted by drunk driving. This method not only echoes the promotion of hotel terminals, but also effectively solves the product display problem of star-rated hotels.

According to Zhong Junyong, the regional manager of its agent Oriental Tomorrow (Jinjiang) Import and Export Co., Ltd., since the Longyan market was launched in June last year, its sales have reached more than 3.7 million yuan. With the current development momentum, Bentley's sales in Longyan market this year are 5-6 million yuan; Bentley's sales in Sanming reached 4-5 million in the same period.

Sifram: "in bud"

The survey results show that Sifram is more influential in Longyan than in Sanming. However, according to its local agent, Manager Deng of Longyan Trading Co., Ltd., Sifram only put an advertisement on Longyan TV Station once, and there is a big gap in advertising strength, network channels and product sales. According to Longyan wine merchants, Sifram mainly focuses on group buying, and consumers are doing the market. There are a large number of cigarette hotels in the local area, which mainly focus on cigarettes, wine and tea. Sifram takes the gift route for these "gift shops" and explores the relationship between them and group buying resources.

This print observation

First of all, consumers have become "the target of public criticism"

Through the market survey in western Fujian, it is found that several mainstream brands put "consumers" in the first place. Because western Fujian has the characteristics of a typical semi-mature market, on the one hand, it has a high acceptance of imported wine, but its consumption concept is not yet fully mature. On the other hand, consumers follow the trend obviously. Therefore, most imported wine agents strive to maximize the "power" of promotion directly on consumers, rather than channels or terminals. This is a knowledge of local mainstream wine merchants.

Second, competition in group buying channels has intensified.

On the one hand, the hotel terminal charges the wine suppliers who enter the store, on the other hand, it sells the drinks at a higher price, but the final consumers still have to pay for these expenses. This industry situation is well known to local consumers. In addition, due to the local people's high recognition of the brand, some products juxtaposed with the best-selling brands fish in troubled waters, misleading consumers. Therefore, the self-contained rate of drinks in western Fujian is very high, which has become a trend. In the eyes of consumers, even if the hotel charges a certain bottle opening fee for its own drinks, it is much more cost-effective than buying them directly from the hotel. Therefore, terminals and channels such as cigarette hotels and group purchases by government agencies have become the focus of competition for imported wine brands. At the same time, it is an inevitable choice for imported wine merchants to reduce intermediate links and promote them directly to consumers.

Because many wine merchants put the market breakthrough on group buying in the early stage, although each has its own relationship resources and operation mode, the competition for group buying channels is inevitable. Manager Guo of Sanming said that there is some competition in group buying at present. To win the group buying market, the key is to look at the brand power and consumers' taste preferences.

Third, the competition in the county-level market is fierce.

In addition to the urban areas, the county-level market is another battlefield for the imported wine market in western Fujian. The above-mentioned major brands all show great attention to the county-level market and basically form the layout of the county-level market. In the county-level market, Yong 'an County of Sanming, Shaxian County, Shanghang County of Longyan and Liancheng County have outstanding consumption of imported wine, with high consumption and fierce momentum.

Manager Chen, the agent of nylon rock, said that the consumption concept and level of county-level market in Longyan area are different from those in urban areas. The price of main products in urban areas ranges from 100 to 200 yuan/bottle, and the price of main products in county-level markets ranges from 20 to 30 yuan/bottle. In addition, xinluo district in Longyan City has an obvious radiation effect on the county-level market, and the characteristics of local consumers' follow-up consumption are very prominent. The consumption trend in xinluo district will directly affect the county-level market.

Manager Guo, a wine merchant in Sanming, also believes that the price of main products in the county-level market is 20, 30 yuan/bottle. Compared with the urban area, the county-level market is more competitive than the urban area. There are few people in the county-level market, but there are many imported wine brands, and the competition is bound to be fierce. In addition, it is impossible for the county-level market to improve the consumption concept and level overnight, and it is impossible for imported wine to rise in the county-level market through promotion.

The manager of Bentley Longyan office said that the demand for imported wine in the local county-level market is relatively large, so this year, special dealers will be developed at the county level, and the office will assist in the development.

French Bentley wine is considered by many people in the industry to be one of the most potential wine brands at present. To become a leading brand in this battlefield full of smoke, brand operators and agents need superior market operation ability.