As an excellent series of products in xx product line, xx brand liquor occupies a very important position in xx product strategy. At least it can raise the connotation of xx brand and make xx brand form an overall brand impression and outline in the eyes of consumers. We should also see that the rich historical and cultural background of xx liquor is enough to support the marketing operation of xx brand in the high-end liquor market. Xx Good Cat Wine, which was jointly developed by xx Liquor Co., Ltd. and Shaanxi Baoji Cigarette Factory, is a successful model. The successful operation in Shaanxi Province not only established our confidence in the business, but also provided us with a reference case.
Shaanxi Province is the home of xx wine, and its brand support, marketing power and product profitability are in a very important strategic position in the national market map. How far the development of Forever Series wine in Shaanxi regional market can go will directly affect the strategic planning and deployment of the overall market. The core problems brought to us by product positioning strategy and regional market planning ideas are: how to make our everlasting series products cut into Shaanxi market quickly and accurately, how to ensure the success of our product marketing model, and how to make our marketing actions enter a virtuous circle quickly. To solve these problems, we need to consider them from a global perspective. "Those who do not seek the overall situation are not enough to seek a domain; Those who do not seek eternal life are short of time. " When drawing up this plan, we will try our best to integrate all kinds of marketing resources in line with the principles of comprehensiveness, comprehensiveness, objectivity, fairness and strong operability, so as to make our products "a blockbuster"; If you don't fly, you will fly to the sky. "
Market background analysis:
At present, the liquor industry is in a highly competitive marketing field, especially in the middle and low-grade liquor product camp, and the competition is more intense. According to the analysis in China Liquor Industry Development Report, among liquor products, the output and profit of high and medium-grade liquor are pyramid and inverted pyramid respectively, and the proportion of high-grade liquor is small, about 20%, but the profit created is the largest, accounting for more than 50%; The proportion and profit of mid-range liquor is about 35%; Low-grade liquor accounts for the largest proportion, but the profit is the smallest. At present, although enterprises mainly rely on low-grade wine to occupy the market and shape their brand image, where is the growth point of profits? The answer lies in the high-end liquor market.
Under this background, "xx Brand" constructs the marketing management system of the company with two important strategic ideas of "integration of strategic alliance" and "maximization of profit center" in order to achieve strategic win-win with distributors. Xx brand liquor series will surely occupy an important position in the middle and high-end liquor market with its unique product positioning and price positioning.
Shaanxi Province is divided into three regions, namely, the northern Shaanxi Plateau, the Guanzhong Plain and the area south of the Qinling Mountains. The 52-degree liquor sold well in Shaanxi-Kunming and Guanzhong areas, and the 46-degree liquor sold well in the south of Qinling Mountains. From the perspective of flavor type, Fengxiang liquor in Hanzhong accounts for a large proportion, and Luzhou-flavor liquor in southern Shaanxi and Qinling is dominant. From the perspective of the whole province, Luzhou-flavor liquor can account for 70-80%, and Fengxiang liquor can account for about 20%.
As one of the seven major consumer cities in China, Xi 'an has gathered many well-known liquor brands in China. As an important protected brand in Shaanxi Province, xx wine is the representative of Fengxiang, with a long history and a wide range of consumer groups. Xi 'an is the main sales city of xx wine, and its market share can reach 17 according to the survey. 1%, which shows that Xi people are paranoid and loyal to xx wine.
Situation analysis
Advantages:
1) is supported by intangible assets of xx brand.
2) Classic quality assurance.
3) Adopt advanced "strategic alliance integration" and profit center maximization marketing mode to minimize dealer risks.
4) A marketing team with profound theoretical foundation and rich marketing experience assists dealers to jointly explore the market.
5) Hire a well-known domestic liquor marketing planning company to track and plan the whole process.
6) Terminal management is the core idea of marketing strategy and tactics, and an in-depth and meticulous marketing network has been built.
Disadvantages:
1) has strong regional characteristics. Although it is one of the four famous wines in China, its development trend and influence are far less than those of Maotai, Wuliangye and Jiannanchun.
2) Compared with similar competitive products, the policy space given to dealers is obviously inferior.
Opportunities:
1) The high-end market of XX brand has been performing poorly all over the country, and the entry of XX brand series wine just fills this gap.
2) The recognition of high-grade liquor products by mass consumers is getting higher and higher.
3) The competition pattern of high-end liquor market in Shaanxi Province is not very clear, and the barrier for xx brand liquor to enter the market with the geographical advantage of xx will not be great.
Question:
1) The high original cost of the product leads us to be in a passive position when formulating the dealer policy.
2) The product line is short and there is no shift. The content of the product line must be rich and the price level must be obviously different. The products of the product line with terminal price between 50-200 should be incorporated into the company's strategic planning as soon as possible.
3)3)xx brand is not strong in the national market, and it is regional.
Marketing strategic planning
The core idea of the strategy: "The enemy wins the war, and the water controls the flow because of the land". The formulation and implementation of marketing strategy must be based on the principle of "adapting to local conditions and guiding according to the situation", and on the basis of following the basic guiding ideology of marketing strategy, we should constantly innovate and seek differences in tactics, and constantly seek and discover contents different from other competing products. Use the tools of integrated marketing communication to spread the brand content of xx brand series products widely and deeply.
1) Strategic objectives:
1. 1 Shaanxi province will ensure the sales revenue150,000 from February 20** to the end of February 20**, and strive to achieve180,000, with a sprint of 20 million. The proportion of annual advertising expenses is controlled between 10- 15%.
1.2 ensure that the brand awareness and market share of xx brand series wines reach the first place among similar competitive products.
1.3 Take prefecture-level cities as marketing strategic units, and basically complete the network construction of 1 1 city.
2) Strategic planning:
2. 1 Determine the strategic position of four regions in Shaanxi Province: xi, Yulin, Weinan and Baoji.
Xi municipality: Xi city and Shangluo city.
Yulin jurisdiction: Yulin and Yan 'an.
Weinan has jurisdiction over Weinan, Tongchuan, Xianyang and Hancheng.
Baoji governs: Baoji, Hanzhong and Ankang.
2.2 Xi 'an is determined as the marketing command center of Shaanxi province and designated as the strategic center market of five northwest provinces.
2.320** The network deployment rate in the four regions will reach over 80% from 10 to the end of 20 * * from 165438.
2.4 The marketing managers in the four regions have completed the role transformation from the regional market management at the prefecture level to the regional market management at the provincial level, and truly become the talent training base.
3) Strategic alliance:
Implement the marketing model of integration of manufacturers' strategic alliance and maximization of profit center. From the perspective of strategic alliance, build a first-class marketing network. Develop primary and secondary networks and retail terminal manufacturers into strategic alliance members. From the point of view of maximizing profit center, try our best to flatten channels.
4) Strategic deployment:
The core of promoting strategic deployment is "three-step implementation of campaign".
World War I is the network channel war of product line.
Three-step implementation is based on sub-activities, and the next stage should be strategically divided into three steps:
The first step is to establish a primary marketing network of xx brand products in Shaanxi Province in three months, that is, to establish a strategic center market with prefecture-level cities as the unit.
The second step is to build a terminal marketing network in four strategic regions of Shaanxi Province in four to six months, that is, to establish a tactical center market with terminals as the regional markets and extend it to the terminals in the county markets under the jurisdiction of each region. Cultivate the market scale of annual sales10 million RMB.
The third step is to build the terminal marketing network of 1 1 city in Shaanxi province in six months, including the county market under its jurisdiction, that is, to establish a tactical center market with the terminal as the regional market and extend it to the county market. Cultivate the market scale of annual sales15 million-20 million.
The strategic steps are as follows:
market strategy
1, product strategy
Product packaging specification strategy:
Following the central idea of the company's marketing strategy, it is planned to take xx brand as the main brand and Huashan Lunjian and Yuebainian as the sub-brands. With sustainable growth, it will promote the development of Huashan Lunjian and Centennial Meeting sub-brands. In the degree promotion of products, considering consumers' preference for wine quality, taste and flavor in Shaanxi Province, the recognition ratio of high-grade wines is large, and it is planned to preliminarily determine the product items that mainly promote 45 degrees or 52 degrees.
price strategies
Xx brand fine wine series enriches the content of xx product line and ensures the support of high-end market of xx products. Considering the special target consumer group and target market of xx wine, the terminal price is set between 300 yuan and 450 yuan. We feel that the brand connotation of xx wine and the current marketing performance of xx wine also need more marketing efforts and support to support the effective operation of products in this price segment.
In view of the comparison of xx good cats, xx brand series wines operate within the framework of this price policy system. Although a group of consumers are restricted, from the perspective of unit cost, our profit margin is much larger. If the strategy is proper, on the whole, this price system can also support the annual sales of Shaanxi regional market of 654.38+0.5 million to 20 million.
Channel strategy
Basic idea: According to the company's overall channel planning idea, combined with the current situation of high-end liquor market operation in Shaanxi Province, the basic channel strategy of Shaanxi Province is to take the prefecture-level regional market as the marketing strategy unit and extend downward.
The specific explanation is as follows: the prefecture-level regional market is a basic unit of marketing strategy and a basic carrier of the "1+ 1+N" model. For the regional market in Shaanxi Province, the first 1 stands for XX wine industry; The second 1 represents the total distribution of local and municipal regional markets; N stands for several retail terminal manufacturers, truly flattening the channels.
This model is different from the "1+ 1+N" model advertised by a century-old store, and directly omits the link of dealer. For the general distributors in cities and regions, although a lot of marketing work has been added, the profit space has been broadened a lot. Shaanxi Tian Ju Company's role positioning in our model is very suitable.
The strategic central ideas of "integration of strategic alliance" and "maximization of profit center" are also the essence of this model.
XX Liquor Industry is the logistics center of the whole country, which controls advertising, arranges unified promotion activities and monitors the healthy and benign development of the network. The regional general distribution is the regional logistics center and controls the terminal at the same time.
The basic flow of channel operation is as follows:
Establishment of regional management system;
1, organization chart:
Note: 2-3 people are tentatively scheduled in the initial stage of preparation.
Plan management system
1, marketing objectives and decomposition:
20 * * February 65438 to 20 * * February 65438, ensure that the sales revenue reaches150,000, strive for180,000, and sprint 20 million.
2, plan decomposition:
Monthly list of marketing plan target quantity in Shaanxi Province;
Model essay on the format of product planning book (2)
1. Sales plan
Conceptual explanation
The marketing plan of a private company is a written material for the enterprise to make specific arrangements for the sales of products or services in terms of people, money and materials according to certain standards (such as business objectives and market research).
Compilation points
Marketing plan usually includes the following contents: ① Plan summary. ② Marketing situation. (3) marketing objectives. ④ Marketing strategy. ⑤ Marketing plan. ⑥ Activity budget. ⑦ Marketing monitoring.
Model sales plan
Xx company's annual sales plan
chapter one
Basic object
The company's annual sales target is as follows:
1. Sales target: (1) All departments: 1 10,000 USD or more; (2) per employee/month: above ×× USD; (3) Personnel per sales department/month: above ×× USD.
2. Interest target (including tax): above ×× 10,000 USD.
Third, the new product sales target: more than ×× million dollars.
chapter two
basic policy
The business organization of the company will not make any changes until all personnel are proficient in its business, stable, crisis-conscious and effective.
Second, to promote minority elitism, we must devote ourselves to our work, whether mentally or physically, so that our work will develop in the direction of high efficiency, high income and high distribution (high salary).
Three. In order to strengthen the agility and rapidity of functions, the company will greatly delegate power to enable personnel to make decisive choices and achieve the above goals.
Four. In order to achieve the responsibility goal and establish the responsibility system, the company will implement the policy of clear rewards and punishments.
Five, in order to make the rules and regulations complete, the company will strengthen the management of various businesses.
Six, XXX Co., Ltd. and the company have a written agreement in the transaction, and shall abide by their respective responsibilities and obligations. Based on this positioning, the company should strive to achieve the budget target.
Seven, in order to promote the sales of retail stores, should establish a sales system, the original buyer's market into a seller's market, so that the company has the right to lead the agency and retail stores.
Eight, the target of the attack is on retail stores, and we are committed to training and guiding their promotion methods, thus further stimulating the increase of demand.
chapter three
Business organization plan
I. Internal institutions
(a) The XXX service center will be upgraded to a business office to promote sales activities.
(two) a new business office (or service center) within the jurisdiction of the business office.
(3) When the Food Department is dissolved, its subordinate personnel will be transferred to XX business office for promotion activities.
(4) The business institutions under the above-mentioned new system shall temporarily maintain the status quo and make no changes, so as to establish their respective responsibility systems.
(5) If there are any deficiencies in business processing, make improvements as appropriate.
Second, external institutions.
Trading organizations and systems will maintain the old sales model from companies to agents to retailers.
chapter four
Retailer's promotion plan
First, the new product sales system
(1) Divide the global powerful retail stores into regions, and adopt a new product sales system in each divided region.
(2) the way of selling new products, that is, each person is responsible for about 30 stores, and visits once a week or every other week, and uses the opportunity of visiting to supervise and reward sales, conduct investigation, service, sales guidance and technical guidance to promote sales.
(3) The total amount of products sold by the above-mentioned XX stores must be twice that of the past.
(4) The inventory of retail stores must be maintained at the boundary between 1 month inventory and the inventory of agent stores in February.
(5) Clarify the work content and treatment standard of the sales person in charge.
Second, the establishment and activities of the new product collaboration meeting
(1) In order to carry out the promotion activities promoted by new product sales, in addition, it is necessary to set up new product cooperation meetings by region with major retail stores around the world as the center.
(2) The main contents of the new product collaboration meeting generally include the following 10:
1. Distribute and send relevant magazines;
2. Send the tie clip to the person in charge of the company's products;
3. Install the signboards of the regional cooperative stores;
4. Issue trademarks to cooperative shops in the city;
5. Competitive sales between cooperative stores;
6. Distribute advertising leaflets;
7. Actively support dealers;
8. Holding workshops and seminars;
9. Add a counter for young people;
Introduction of new products.
(3) The existence of cooperation meetings is informal.
Third, improve the sense of responsibility of retail store clerks.
In order to strengthen the attention of retail clerks to our products and increase their willingness to sell, the following key points should be strengthened:
(1) Incentive measures of bonus-every time a retail clerk sells one of our products, he will get a sales card. When the sales card reaches 10, he will be given a bonus to boost his sales intention.
(2) personnel consultation
1. The person in charge can give education and guidance during the visit to improve the sales skills and product knowledge of the retail store clerk.
2. The person in charge of sales can personally stand at the head of the store to receive customers, demonstrate sales actions or give technical explanations, so that the clerk of the retail store can get indirect guidance.
chapter five
Expand customer demand plan
First, a clear advertising plan
(1) Before the new product sales system is determined, we will temporarily focus on personnel visits and take advertising activities as future activities.
(2) For the advertising media, check again, and make sure that the advertising planning can achieve the purpose of creating the greatest effect at the least cost.
(3) In order to achieve the above two goals, we should fully study the advertising and publicity technology.
Second, purchase survey cards flexibly.
(1) Check the recovery methods and investigation methods of purchasing survey cards, and truly grasp the real purchase motives of customers.
(2) Make use of the survey statistics of purchasing survey card, new product sales mode system and customer survey card management system to make demand forecast.
Chapter vi
Management and statistics of business performance
I. Customer Survey Card Management System
Make use of the customer survey cards sent back by the clerk of each retail store to count the sales performance, or carry out other management according to these reformed product sales model systems.
(a) according to the business office, regional office, statistical sales of xx stores;
(two) according to business statistics, sold outside the * * store;
(3) Other sales statistics must be conducted by each business office.
Secondly, according to the above statistics, we can observe the sales performance of each store, grasp the activity performance of each person in charge and the sales performance of each commodity type.
Chapter VII
Compilation and control of enterprise budget
First of all, we must establish business budget and budget, and the decision of budget usually adjusts up and down with business performance.
Second, the budget benchmark, key points, etc. It must be improved and become a model book, and the Ministry and various institutions need to exchange contracts.
Three, according to the budget, statistics, comparison and analysis made by various institutions, determine the countermeasures.
Four, the public sector manager should be divided into years, periods, months, respectively, to develop their own business policies and plans, and submitted to their own departments, revised and finalized.
Model essay on the format of product planning book (3)