In order to achieve the company's urgent annual sales target of 6.5438+million yuan, according to the current liquor market situation and the actual situation of the company's products and Wuliangye (Sifang Jianxi) products, the following suggestions are put forward for the sales of this product in Sichuan market:

First, improve the sales organization.

Establishing a complete sales organization is conducive to the development of the company's sales work, and making corresponding marketing plans according to the company's product structure. In order to achieve the company's sales target, therefore, it is suggested that the company organize the staffing of the sales department as follows:

1. The company has a sales director who is responsible for:

(1), responsible for organization establishment and personnel assessment.

(2) Formulate the company's annual sales plan and arrange the work of sales managers in all districts. ③ Divide the goals and tasks of regional managers,

(4) Make different sales plans according to the sales situation of the company's products at different stages, strive to complete the annual sales targets and tasks, and be responsible to the general manager of the company.

There are three sales managers in this company. With the development of the company and the continuous enrichment of the product structure, three sales managers can be the sales managers of three departments and the heads of three branches, which are the backbone of the company's development and growth. The sales manager is responsible for:

(1) Assist the Marketing Director to formulate and subdivide the annual sales tasks of each region of the company.

(2) Develop and improve the distribution network according to the sales plan, directly implement the company's various sales models, and actively feedback to the company, constantly adjust and improve.

(3) According to the network development plan, rationally allocate personnel and directly recruit sales personnel. Lead the sales team to actively complete the sales tasks assigned by the company.

(4) Assist the director to complete the sales task and daily assessment of subordinate employees.

⑤ Responsible for the implementation of the company's sales policies and promotional activities.

⑥ Summarize market information and make suggestions on product improvement or customer management. Participate in major sales negotiations and sign contracts; Directly manage key customers and assist the marketing department in sales training for customers. Organize the establishment and improvement of customer files.

⑦ Guide sales staff to actively develop new customers in the region, and assist local customers to carry out product distribution and sales training activities.

Able to travel frequently, supervise and inspect, guide and improve the sales level of salesmen in various regions, and propose improvement plans.

Pet-name ruby organize regular meetings every week, and organize business and training meetings of the sales team of this department.

It is suggested that the company assign three sales representatives to each sales manager, a total of nine. The duties of the sales representative are: ① Responsible to the sales manager. Undertake the all-round development of the regional market under the jurisdiction of the company, organize the implementation of marketing promotion plans, and achieve regional sales targets.

② Manage sales channels and customers, conscientiously implement the company's rules and regulations, and make corresponding implementation plans according to the established regional annual sales targets.

(3) Responsible for business negotiation and contract/agreement signing in the region;

(4) according to the content and implementation of the sales contract/agreement, timely recover the payment;

⑤ Predict the market demand of products and make plans;

⑥ Assist customers in product training and implement various promotional activities of the company.

⑦ Actively carry out various market research activities and put forward opinions and suggestions on the company's sales model and policies.

Second, the market positioning

The online sales price of our company's product Wuliangye (Sifang Jianxi) is 358 yuan/bottle (12 bottle sets). In combination with the current liquor consumption market, for the liquor below 100 yuan/bottle, it is: life drinking type; 100-300 yuan/bottle, midsole banquet type; 300 yuan and above/bottle, medium and high-grade banquet type. Therefore, the company's products are positioned in the middle and high-grade banquet wine.

The competitors of this kind of liquor price are: 52-degree Wuliangye 370 yuan/bottle: 39-degree Wuliangye 290 yuan/bottle: 53-degree Tian Fei Maotai 360 yuan/bottle: 52-degree Fang Shuijing ordinary 450 yuan/bottle: Guojiao 1573 ordinary 468 yuan/bottle ~ ~ So the customer base is positioned in:

1, high-end restaurants, restaurants.

2. The restaurant in the hotel.

3. government canteen.

4. Wine for company banquets.

5. Wine for the wedding banquet.

6. Wine for gifts.

7. Wine for company banquets.

Third, the implementation measures

According to different customer groups, adopt different sales methods to occupy the market and achieve the purpose of selling the company's products.

1. For high-end restaurants, you can adopt the usual liquor sales method of restaurants and reach a cooperation agreement with them. We may have to pay the entrance fee, about 5000 yuan. ) By extracting the bottle opening fee of the restaurant, the restaurant staff are attracted to the sales enthusiasm of Wuliangye in the restaurant, so as to increase the sales of the company's products. If you don't talk about the entrance fee, you can cooperate with the marketing staff of the restaurant to attract the marketing staff of the restaurant to recommend the company's products at the reception, such as wedding banquets, company banquets, wine for meetings, etc., so as to achieve the purpose of promoting the company's products.

2. For the restaurant in the hotel, the same method as above can also be adopted to achieve the purpose of selling the company and increasing the sales of Wuliangye.

3. For government canteens, you can connect with customers by purchasing recommendation, sponsoring banquet wine for government Mozambique project activities, or giving back commission to the competent leaders, so as to achieve the purpose of selling Wuliangye, the company's product for a long time.

4. For the company's banquet wine, you can choose a company with good benefits. By cooperating with the company's marketing department, we use our products when the company entertains customers, and achieve the purpose of selling the company's products Wuliangye in the form of commission or discount.

5. For wedding wine, we can cooperate with the banquet department of the restaurant, or with wedding companies, photo studios and other places to obtain information and recommend the company's products to customers. Combined with the actual situation, we can sell Wuliangye (see everywhere) by giving rebates and discounts to relevant responsible persons.

6. According to different festivals in China, such as Mid-Autumn Festival, Dragon Boat Festival, Spring Festival, etc., gift wine can be promoted in the established local customer network or through local newspapers and magazines to achieve the purpose of gift sales.

7. For the wine used for corporate banquets, the business personnel can provide the company's products to the enterprises through purchasing and office consultation with the enterprises, and through rebate or discount, so as to achieve the purpose of selling the company's products Wuliangye.

Fourth, price strategy.

1, price: unified retail price, and customers with different sales volume will be given annual stepped rebate.

2. Promotion resources can also be invested according to customer sales.

Verb (abbreviation of verb) customer sales policy

1, the unified retail price of customers in the province.

2. Settlement: cash spot policy shall be implemented in principle. Under special circumstances, under the control of the sales manager, notify the sales director, and the finance department will cooperate with the flexible operation.

Six, prefecture-level city, county (township) district sales target and sales task distribution

The company's total sales return target is100000 yuan. According to the annual sales volume, the sales outlets are divided into three grades. In ...

The annual sales of Grade A market is more than 654.38+10,000 yuan. (refers to the municipal district of Chengdu)

The annual sales of Grade B market is 50,000-65,438+10,000 yuan. (refers to county-level cities)

The annual sales of C market point is less than 50,000 yuan. (township)

Seven, the prefecture-level cities and counties (townships) sales targets and sales tasks are as follows:

1, Chengdu's annual sales task is 2.3 million yuan.

2. Deyang City, Mianyang City and Guangyuan City: annual sales task 1.7 million yuan.

3. Suining City, Nanchong City, Guang 'an City, Bazhong City and Dazhou City, with an annual sales task of 3 million yuan.

4. Leshan City, Neijiang City, Ya 'an City, ziyang City and Meishan City have an annual sales task of 3 million yuan.

Target network point

Total:100000. Among them, there are 47 in class A, 665,438 in class B and 0 in class C..

Tentative plan: 70.

Goal:120,000 yuan, strive to increase by 20 percentage points on the basis of their respective tasks, and achieve the sales target.

Eight, operation method

According to the above regional division, the sales director will drive the whole team to carry out the sales work in Sichuan market in combination with the third implementation mode, in which the division of responsibilities is clear as follows:

1. sales director: responsible for market development centered on Chengdu, with an annual sales task of 2.3 million.

2. Sales Manager: Lead three sales representatives to carry out sales work in their respective areas. Sales tasks shall be implemented with reference to Article 7. Strive to achieve the company's sales goals and tasks.

3. Sales staff should follow up daily orders, holiday promotions, off-season promotions, and train promoters. After-sales service, etc. To improve the sales volume and brand image of products in this region as the working goal. Go back to the company every month to attend the monthly meeting of the sales department and report to the sales department. The sales department takes the regular meeting as the platform to summarize and arrange the sales matters every month.

Nine, the wage standard

Basic salary+telephone subsidy+car subsidy+meal supplement+bonus+commission+housing subsidy+business trip subsidy.

Meal supplement standard: Meal supplement for business trip shall be uniformly distributed according to the daily standard of 20 yuan and the daily standard of 65,438 yuan +00 yuan/person in the whole city.

Bonus: According to the benefit of the current month and the comprehensive performance of employees, the company and the sales department will issue individual Excellence awards and outstanding performance awards, and the bonus standard will be implemented according to the company's regulations.

Commission: the Commission ratio is uniformly distributed to the sales department according to the standard of 65,438+05% of the total sales, and uniformly distributed to the sales staff according to the employees' comprehensive performance and personal performance ability, and the sales staff does not enjoy the personal performance commission.

X. Reward and punishment measures

1, in the sales work, put forward good suggestions to the company and adopt them, and reward those who have achieved good sales results.

2, in the sales work, outstanding personal performance, be rewarded.

Reward those who work hard, unite with comrades and actively engage in sales work.

4, in the sales process, conceal the actual situation of sales, resulting in sales losses, should be severely punished.

5. In the sales process, those who work negatively and bring bad influence to the team will be severely punished.

XI。 Company support

Customer groups (high-end restaurants, government agencies, industrial and mining enterprises, hotels, etc. ) The sales department targets Wuliangye products as a special group with strong consumption power. In order to better carry out the sales business, achieve the expected sales performance and establish a good corporate image, it is suggested that the company equip the sales department with a car for public relations use. At the same time, the company can give the sales department a certain activity fee in proportion for the sales staff to use on business trips, so as to avoid the inconvenience caused by the sales staff's inability to carry out their work due to personal financial constraints.

Twelve. Annual bonus

According to the objectives and tasks set by the company, if the sales department completes the annual sales task of 654.38+million yuan, in addition to the normal commission of 654.38+05%, the company will give the department a bonus of 654.38+0% of the total sales amount, and reward the outstanding employees of the department through the sales department to arouse their sales enthusiasm.

If the sales target of120,000 is achieved, the sales department will be rewarded with a commission of 20% for the excess, and the bonus payment standard of the department will remain unchanged.

Thirteen. personnel management

In the personnel management mechanism of the sales department, the company does not interfere with the employment authority of the sales department in normal personnel deployment. The management and employment of sales personnel are decided by the sales department, and the sales director has the right to decide the management and employment of personnel.

The above plan is specially formulated for the company's product Wuliangye (Sifang Jianxi) with an annual sales volume of 654.38+million units. The sales market is the whole Sichuan market. For the company, it is the sales of red sprinkles and yellow rice wine in Sichuan market. If it does not affect the company's liquor sales, it is necessary to increase sales staff and develop special channels. Fourteen, red wine, rice wine marketing, action.

Red wine: mainly engaged in bars, western restaurants, shopping malls and so on.

Yellow rice wine: it can be carried out through local advertising and investment promotion, and its methods are as follows:

1, through media advertising

Advertise investment promotion in Chengdu Metropolis Daily, Chengdu Evening News and Morning News. In addition, large-scale outdoor investment advertisements can also play a good role in attracting investment in the main positions of clothing wholesale markets in cities. If possible, advertise in local newspapers and attract local investment.

2. Merchants Association

City investment promotion meeting is the most effective way to attract investment directly to target customers, and it can often have better results when combined with product launch (fashion show). It is very effective to attract regional investment in the form of investment promotion meeting, and it is relatively easy to organize and operate, and the cost is not very high.

3. Personnel input

Personnel investment directly faces the target customer groups, mainly because the sales staff explore and cultivate customers in the process of product sales and become the company's distributors.

The company's investment model combines the above three forms. Let advertisements attract the investment of sales representatives. To achieve the purpose of attracting investment and promoting the company's products, combined with the marketing model of liquor, I believe that the sales department will be able to achieve the company's urgent sales goals and tasks by improving the sales mechanism and clarifying the sales market with the company's full cooperation.

the second

One: Activity sales

Sticking to regular bar activities can play a good marketing strategy, retain old customers and develop new customers.

Event planning:

(1) During the publicity period, if the activity day is in June 10, it will be publicized 1-2 weeks in advance. First, the VIP activity information in the store will be notified one by one; Then publicity inside and outside the store, external main advertisement and oral publicity among guests, internal publicity mainly depends on posters and sales staff. When each guest 10 comes to the store for consumption, he will inform the time and theme of the event, and at the same time give or publicize the invitation card for the event. So * guests come to participate in activities that day, and the time, authority and purpose must be indicated on the card. Note: the form of the card

A: Free gift-you can get a bottle of beer or a glass of wine for free if you take this card to participate in the activity.

B: Fixed face value-this card has a certain face value. The way to get this card is to buy it from a salesperson or a store, such as 50 or 100 face value. On the day of the event, you can buy half a dozen beers with a face value of 100 in the store, or use them as drinks of 120 yuan-150 yuan for cash or other preferential treatment. Try to leave guest information when selling.

(2) If the implementation plan is table A card, the guests will come to the event with a card on the day of the event, and they will be given a card for the next event when they enter the store or exchange their cards for beer; If it is a B card, after the guests exchange beer, the sales staff in the store will promote the consumption card of the next activity for them when they leave the store, or every table guest will go to the table to promote such a card immediately.

During the activity, there should be performances, various interactive games, instant promotion and lottery to ensure the interest and attraction of each activity.

Two: daily cocktail promotion and sales plan

Cocktail is a kind of wine with small quantity, low cost and high profit, because of its unique production method and practicality, it has attracted many friends' love. Doing some cocktail promotion in the bar indefinitely will increase our cocktail sales, thus improving the operational efficiency of our bar.

1: Guests who arrive from 9: 30 to 12 every night and spend a certain amount in the bar will be presented with carefully prepared cocktails by the bartender. The main feature of this cocktail promotion scheme is that there is a time limit. Generally speaking, although there are few people during this period, they are all frequent visitors to the bar. )

During the bar time, every customer who comes to this bar for a birthday party will get a set of banquet cocktails or half a dozen angel cocktails or half a dozen beach cocktails prepared by the bartender, and will also light fireworks to celebrate. 3: Sunday is ladies' night, and ladies can enjoy free cocktails from 9: 30 to 23: 59 that night. Make a wine plan every Monday, and indicate on the cocktail promotion card on the dining table that a cocktail will be sold at half price this week.

5. Customers who have booked a table by the marketing staff and spent a certain amount of money will be given a set of cocktail glasses by the marketing manager, which can be made by the bartender himself in his seat.

6. Give fruit bowls or snacks to customers who buy banquet cocktails or bullet cocktails or test-tube cocktails in bars.

7: The service department is responsible for promoting cocktails and giving the waiter a 5% commission (or something else to be determined).

8. Recruit barley to better communicate with male guests sitting at the bar.

9: Guests who come to the store for consumption can leave a friend card for the bar to keep.

10: Post cocktail pictures and information throughout the bar, such as toilets and walls.

1 1: The bartender and the bar staff tell the story of the origin of classic cocktails to every customer who sits at the bar and orders.

12 bar staff should master some magic and some interesting games to increase the atmosphere, so that guests can feel different bar culture when interacting with guests.

13: Every guest can give our bartender suggestions and dissatisfaction, which will help us to improve our countermeasures more effectively in future business.

Liquor Marketing Activity Plan 3

I. Background

China is the kingdom of wine. Wine has various shapes and colors; Variety and output rank first in the world. China is also a paradise for drinkers. Regardless of north and south, regardless of men, women and children, regardless of nationality. Drinking has been going on for several years. This is also the most prosperous place of wine culture. The significance of drinking is far more than physical consumption and the pleasure of eating. On many occasions, as a cultural symbol and a cultural consumption, it expresses a etiquette, an atmosphere, an interest and a mentality. Wine and poetry have always been inextricably linked. Moreover, many famous wines in China not only give people beautiful enjoyment, but also give people beautiful inspiration and inspiration. The development of each famous wine contains the exploration and struggle of generations of workers and their heroic dedication. Therefore, the spirit of famous wine is closely related to national pride and fearless spirit.

Second, the marketing model

With the growth of the imported wine market, everyone is concerned about the development and trend of the marketing model of imported wine, and they are trying to use what marketing methods. At present, it is mainly expanded through these ways (for night shows):

1.bar

This form is dominated by bars, and consumption is guided by bar marketers. Relatively simple, let consumers consume directly, and the choice is more targeted and safer. Zhuhai Bar sells about 400-500 bottles of wine a month, which is also a place where drinks are sold quickly.

2.*

* is the most consumed. Through the economic model linked with the manager's sales, most of the products purchased are high-grade wines, and the sales price is slightly higher than other places.

3. Keyboard tape hole inspection machine

At present, many people are optimistic about this market, with sufficient market information and sufficient advantages in wine selection channels. In terms of consumption, KVT places can specify a single choice for customers, and can consume in the form of wine and the price of private rooms.

4. High-end restaurants

Consumption mainly comes from the guest table and needs to be linked with service and sales staff. But in the future, China wine market will be better.

Third, marketing planning.

1, development strategy

(1) Focus on the media, and choose the combined media mode: use newspapers to promote print advertisements, and the number of street signs will continue to increase. TV advertisements will be concentrated in prime time, advertisements for main routes in key cities, and advertisements for shops in key docks.

(2) Strengthen the brand image packaging of model terminals in the terminal establishment;

(3) Holding a series of large-scale consumption promotion activities in conjunction with the party;

2. Consolidation period strategy

Properly organize a series of public relations activities, such as cultural performances, Liu Laogen platform, evening parties and other activities of social concern;

3. Promotion activities: (Note: The following promotion activities are only outlines, and the specific implementation plan is subject to the plan at that time)

(1) channel promotion:

Promotion method, content, payment method and expense budget function.

Fourth, marketing strategy.

(1) Consumer-themed promotion (such as 1+2 mode and prize-winning mode): From April to July, end consumers buy and give gifts, and there are lucky draws.

Gifts and other ways to drive key consumer markets, effectively improve the brand's popularity among consumers.

(2) General consumption promotion: time activity mode, activity place, cost budget effect estimation, promotional clothing, wine labels, posters, DM sheets, X channels, and gifts.

(3) Public relations style

Both politics and economy need political public relations strategy, but public relations is an indispensable promotion element in product promotion. When we set up a sales team, we must first consider that product promoters must have rich social resources and must also have the ability to integrate and control. The so-called ability to integrate and control social resources is public relations.

Article

I. Theme of the event

Double-aged spring wine industry gives back to hometown, (mainly focusing on resources)

Second, the background of the event (our sales network has been fully distributed, and the distribution rate of 14 agents in towns, cities, restaurants and circulation exceeds 80%), but the distribution of goods is basically one or two goods per store, which is not a big promotion.

As the Spring Festival approaches, consumers will inevitably visit relatives and friends during the festival, and drinks are an indispensable necessity for giving gifts to relatives and friends. Due to the improvement of living standards, consumers are accustomed to shopping malls, supermarkets and convenience stores to buy gifts needed for festivals. I hope to take this opportunity to carry out promotional activities in the circulation field, comprehensively promote the market, carry out strong marketing and sales, make a good start for the arrival of the market peak season, and strive to occupy the local wine market share.

III. Purpose of the activity

Occupy the local wine market share and enhance the brand image of products in the eyes of consumers.

Fourth, the activity time

201165438+1October 20-201865438+1October 25.

Verb (abbreviation of verb) activity channel

Township agents and city dealers

Forms and contents of intransitive verb activities

(A) the form of activities

Originally in the form of buying gifts, it was divided into agency and distribution.

(2) Activity content (agent)

There is a discount for buying 50-year and 30-year red golf series liquor during the activity time (one-time consumption/kloc-agents with more than 0/00000 yuan). Specific preferential activities are as follows:

Note: This preferential policy is applicable to agents, subject to the payment arrival time during the activity.

(3) Promotion activities in urban areas

If you buy 12 pieces within 50 years, you will get 4 pieces of this product and 1 electric car, and if you buy 15 pieces within 30 years, you will get 5 pieces of this product and 1 electric car.

(4) control principle

All agents in this promotion must realize the network terminal, and interception is not allowed. If found, all rebates of the agent will be deducted.

Seven. Detailed rules for the implementation of activities

(1) Conditions for issuance activities

1, the activity is subject to payment within the specified time (see the specific activity notice).

2. After the audit, the company uniformly distributed the products and gifts of agents in various villages and towns of Kaiyuan Road, with TV news videos.

(B) promotional activities publicity arrangements

1. Broadcast as TV news.

2. Unified delivery and momentum transfer to urban areas.

3. Set up a booth outside the venue, and the promoters will wear advertising shirts to sell and expand publicity.

Eight. Time course of activity execution

(1) 10 month 1 16 days ago to determine the policies of various activities and complete the examination and approval.

(2) 1 1.20 Complete the preparation of all required projects.

(III) Formal implementation stage 165438+ 10/2/0/-25.

Requirements:

Each salesman must complete the statistics of customer orders in this region before 10/0/6. 165438+1inform all agents that the payment is in place before October 20, and the payment of agents in each region is at least 654.38+ten thousand yuan.

L The donated products must be registered in detail in the report (attached to the report).

L the proportion of varieties ordered by each agent shall not be less than 3-3-4.

(4) Personnel arrangement

1. Principal: Li Changjun

2. The whole sales department (responsible for the preparation of pre-promotional materials and the supervision and coordination during the activities).

Nine. Executive report

L activity report

L gift reservation registration form

L sales table

XI。 Items and expenses required for the activity (estimated sales: 6000 pieces in 50 years, 6000 pieces in 30 years and 4000 pieces of red golf),

Sales: 630,000+600,000+540,000 = 1.77 million.

Sales cost:1000000 yuan (just find a cheap electric car, now it is11000 yuan (good quality).

(1) 960 prize-winning electric vehicles are needed.

Note: 1, just find a cheap electric car, now 1 100 yuan (good quality).

Doing this activity is a powerful promotion, and the quality of wine must be good before it can be done. We have this, so the advantages of doing this are:

1, there is no imitation brand in the whole market.

All dealers will use cash to fully promote their products, which will put pressure on him.

3. Market share occupied

4, the momentum can also be an instant hit.

5. Let consumers really drink our wine.