In urgent need of an alcohol marketing plan

Foreword of a certain food beverage marketing plan (focused on execution, for reference) "***" 2007 Urban Regional Market Operation Plan (Provincial Manager's Reader)

1. " ***" brand's strategic positioning: first-tier brand in market segments and second-tier brand in large beverage industry.

2. Market goals in 2007: open up 120 urban regional markets; annual sales of more than 50 million yuan.

3. In accordance with the strategic positioning of the "***" brand and the 2007 market goals, combined with the existing resource conditions, we established a "mixed marketing" model: test marketing + regional model market + regional Exclusive distribution.

4. For markets outside the province, the provincial manager is the responsible unit, and for the market within the province, the area manager is the responsible unit. The area manager for the intra-provincial market is equivalent to the provincial manager for the market outside the province. The same below. The direct supply channels in the provincial market are managed by the "***" Investment Promotion Department.

5. The company requires every provincial manager to become an "investment consultant" for dealers. Therefore, it is the responsibility of every manager to help dealers successfully launch trial sales, distribution and regional model markets, and to ensure the successful sales of dealers' first batch of purchases.

6. The content of this plan is divided into two parts. Contents such as market cost control and product strategy are mandatory regulations, and the market operation model is guiding opinions. This plan will be implemented from the date of announcement.

7. The attachments to this case are "*** Regional Market Fee Usage Specifications", "*** Product Knowledge", "*** Regional Market Promotion Plan", "*** Terminal Advertising Tools", "***Regional Market Management Form", etc.

1. Test sales

1. Test sales area: Any city in the country, any enterprise that meets the requirements of dealers can test sales. The test marketing area is based on cities. For trial sales in the national primary market, when the monthly purchase volume reaches a certain scale (for example, monthly sales volume is 100,000 yuan), the flow of goods must be controlled.

2. Purpose and objectives: For the sake of distribution, test marketing must first ensure that dealers gain benefits from trial sales (at least visible benefits), and secondly, summarize a successful market model for dealers. Both new and old dealers can participate in the trial sale. Taking the prefecture-level market as a unit, each city market can find about 3 dealers for trial sales. Note: In the future, only one exclusive dealer can be selected in each city, and other dealers participating in the trial sales can be integrated into distributors.

3. Purchase quota: minimum 10,000 yuan, maximum 20,000 yuan. Ensure dealers’ investment security.

4. Material matching: The company will match the promotional materials for free according to the dealer’s first purchase amount. 5,000 single pages, 1,000 toothpick boxes, 500*2 posters, 500 catering terminal cooperation letters, 200 self-adhesive stickers, one VCD advertising tool CD, and one DVD TV advertising CD. Promotional materials and sales aids other than the initial payment will be sold to Party B at cost price.

5. Trial sales rewards: The purpose of trial sales is to help trial sales dealers become exclusive dealers in the region. Therefore, market testing work must be carried out. In order to reward test marketers for their market testing, the manufacturer will return 20% of the purchased goods for market promotion testing. If the merchant cannot provide test marketing data, the manufacturer has the right to deduct the amount of goods in subsequent purchases.

6. Test marketing plan: Set the time target for purchase amount to complete sales to about 2 months; provincial managers and dealers determine the test marketing terminal plan (including distribution terminals and promotion terminals); provincial managers The manager must pay attention to the sales progress of each test dealer (submit reports within a period of 15 days). If sales have not improved by one month, he must come up with an improvement plan; if the sales are successful, he must also summarize on a monthly basis. experience.

7. Test marketing procedures: Find dealers - Understand the product and generate interest - Encourage to become an exclusive dealer directly - If you are not confident yet, you can conduct trial sales - Determine the trial sales amount - Evaluate the effectiveness of dealer terminals (catering + supermarkets) - develop a plan for trial sales of terminals (catering + supermarkets) based on the goal of completing purchase sales within 2 months - determine the number of terminals (commercial stores) for the promotion plan formulated by the organization company Super: Duitou, free tasting, POP, single page; Catering: Haokoucai lottery promotion), requirements: KA Duitou promotion, distribution of single page no less than 1, Class B business super Duitou, free tasting, distribution There should be no less than 3 single pages, and no less than 5 community stores should post posters and distribute single pages.

For catering terminals, no less than 1 large hotel will have lottery promotions and hand out single pages and business cards; no less than 2 mid-range restaurants will have lottery promotions and hand out single pages and business cards; and no less than 5 community catering posters will be posted - for the above-mentioned terminals Conduct terminal performance evaluation and promotion effect evaluation, submit semi-monthly reports - market diagnosis, fill in gaps to ensure success - coordinate dealers to sign exclusive distribution agreements - follow up on subsequent development work.

8. Two key points in test marketing: 1. How to find the required terminal quality and quantity. Dealers may not necessarily bring out the best terminals for test sales from the beginning. They must calculate the input-output ratio between the cost and performance of the terminal. When conditions permit, find the terminals needed for trial marketing to ensure sales of the purchased amount. 2. How to ensure the implementation of promotion work. It is necessary to fully communicate with dealers and urge dealers to implement promotions in terms of people, money and materials. Tell the dealers clearly: The final decision to establish an exclusive dealer depends first on the size and strength of your network, and secondly on how good your promotion work is.

9. The end of trial marketing and the beginning of exclusive distribution: During the trial marketing process, the investment promotion department evaluates each trial dealer based on the semi-monthly report of the provincial manager, and then based on the dealer's exclusive distribution willingness, network scale and strength, establish exclusive dealers and propose corresponding dealer resource integration plans. Once an exclusive distributor is established, the trial sale ends.

If after two to three months, there is only one test marketer and he is unwilling to sign an exclusive distribution agreement, you can continue to test the product for one round. The company also continues to attract investment locally.

If the national primary market needs to continue trial marketing because the distribution time is not mature, the trial marketing policy will continue. But when the monthly purchase volume reaches more than 100,000 yuan, the company also assigns a special person (provincial manager) to control the flow of goods in the region.

2. Distribution

1. Regional selection: National first-level cities, municipalities directly under the Central Government, cities under separate state planning, and some provincial capital cities are not included in the "distribution" content of this section. They belong to the following The section "Boilerplate" discusses area objects. The regional cities involved in "distribution" in this section are only cities below the "model" cities.

2. Channel model: regional exclusive dealer + (district, county, industry, special channel) distributor. The structure of local distributors is complex. Mainly include: exclusive distribution in districts and counties (mainly responsible for the development and sales of catering and supermarket terminals in districts and counties); filling in gaps in urban catering and supermarket terminals; special channels for urban markets; future circulation and wholesale (covering all areas of the city) wholesalers) etc. Provincial managers not only assist exclusive dealers in developing terminals directly, but also assist exclusive dealers in distribution. Seize the territory, and those who have the channels will win the world!

3. The first batch of purchase amount: the minimum first batch purchase amount is 50,000 yuan; the maximum is the "start-up period sales target"; it is recommended that the first batch of purchase amount is one-half of the "start-up period sales target" .

4. Investment model: The manufacturer will invest in market development expenses at the same time. Market development expenses include: terminal construction expenses, promotion expenses, advertising expenses, etc., excluding the manufacturer's personnel expenses. The prerequisite for investment is the number of terminals that "dealers provide for free without incurring new costs or with very small costs", which is the "merchant investment source".

Market development is divided into three periods: pre, middle and post. The entire period is 12 months. Among them, the early stage is the market launch period, which lasts for 3 months; the middle stage is 3 months; and the late stage is 6 months.

5. Expense budget: In the first three months, the company’s terminal construction costs, promotion fees, and advertising costs are approximately 20% of the purchase amount, of which the terminal construction cost is not less than 15% of the purchase amount. . The company's total expenses are controlled within 30%.

In the mid-term three months, terminal construction costs, promotion costs, and advertising costs are approximately 20% of sales, and the company invests half of them, or 10%. The terminal construction cost is not less than 12%, and manufacturers and merchants each share 6%; advertising and promotion expenses (about 8% of sales) are invested by manufacturers and merchants at a ratio of 1:1 (i.e. 50%:50%). The company's total expenses are controlled within 18%.

In the next 6 months, the terminal construction costs will be agreed upon based on the needs of both parties, and will be approximately 1% of sales, invested by the merchant. Ground advertising costs are approximately 10% of ground sales, and manufacturers and merchants invest at a ratio of 1:1 (i.e. 50%:50%). The company's total expenses are controlled within 11%.

6. Settlement and payment of market fees: The manufacturer prepays the market fees with 20% of the first batch of purchases. The market development fees are advanced by the dealer and reimbursed to the manufacturer according to the monthly plan and actual expenses.

After the manufacturer verifies the authenticity, the fees paid by the merchant can be offset against the payment for the goods.

In the middle and later stages, the first 20% of the prepaid fee by the manufacturer can be converted into advertising investment by the manufacturer, and can also be used to offset the channel expenses of the merchant. During the three-month start-up period, the prepaid fee manufacturer shall not offset the market fees approved and reimbursed by the merchant.

7. Sales target during the launch period: The time is calculated from the 15th day after the exclusive dealer agreement is signed, and the market launch period ends on the 105th day. During the start-up period, sales targets for the start-up period are established based on city size. The sales target for the start-up period is 600,000 yuan for first-class cities (population of about 2 million), 400,000 yuan for second-class cities (population of about 1 million), and 200,000 yuan for third-class cities (population of about 500,000). For details, please refer to the "City and Regional Sales Targets during the "***" Launch Period".

8. Form a team: Within 3 days after the "Regional Exclusive Distribution Agreement" takes effect, the provincial manager will be in place and recruit 2 to 3 city (channel) supervisors for trial use, and retain 1 to 2 people. The company's investment department, The marketing department appoints 1 person, and the dealer appoints 1 to 2 people. Jointly form a "three-in-one" team. Merchants also set up corresponding sales teams.

When the provincial market development takes shape in the future, the provincial office will be moved to the provincial capital city, with one provincial channel manager, one provincial promotion manager, and one city manager in each city. Provincial channel managers and promotion managers provide market execution services to city managers under the leadership of provincial managers.

9. Market planning: Provincial managers and dealers will work together to evaluate the effectiveness of dealers’ existing channels based on the target of selling out the first batch of purchases within 2 months (combined with trial sales) - Determine the scale of the first batch of networks, formulate the first batch of network plans - formulate terminal promotion plans - terminal negotiations, adjust channel plans and promotion plans - market expense budget plans - market plans and expense budgets are submitted to the company for approval. The job will take 5 to 7 working days to complete.

10. In order to reduce the risk of dealers entering the market, within 90 days from the date of distribution of the first batch of products in the regional market, if the sales of the first batch of products purchased by dealers are not smooth, the following calculation formula can be used to agree on exchange of goods. Amount: Exchange amount (less than or equal to 50% of the first amount) = balance of the first batch of actual purchases - actual purchase amount of the first batch * 50%.

After the confirmed transfer amount is within the amount and the packaging is intact, the company will unconditionally accept the dealer's transfer. Within 3 days after the remaining freight arrives at the company, the company will calculate the dealer's payment based on the sales price and adjust other goods produced by Weijiasi Company. The transportation costs for transferring goods shall be borne by the dealer himself.

The act of exchanging goods shall be regarded as the dealer giving up the distribution rights of the "***" brand. The company can attract investment by itself in the area of ??this contract.

The above is the market research stage, and the key words are "budget" and "planning".

10. Market launch: Catering and supermarkets will distribute goods at the same time (recommended within 10 working days), divide areas for city managers, and require submission of terminal development plans, work schedules and development roadmaps - - For some catering terminal promotions and supermarket terminal promotions (within 15 days), it is required to provide the number and overview of promotional terminals, personnel costs, promotional items, material usage plans, promotional expense budgets, promotional effect evaluation reports, etc. - Recommendation: Provincial Manager The dealers and dealers will start the terminal sales statistics work in the period and put forward requirements for the terminals when distributing goods. In this way, the terminal sales data can be obtained by phone, and then spot-checked and the data fine-tuned based on the spot-check results - a market launch report (including: number of terminals, sales volume, problems, summary of the work of the previous stage and work plan of the next stage) is submitted every semi-monthly ).

The above is the market introduction stage, and the key words are "terminal" and "testing".

11. Market improvement and distribution: Start the market improvement work one month after the launch of the market. First, make partial adjustments to market terminals, promotions, and advertising based on the market response in the previous stage, especially the adjustment of the terminal structure, opening some new terminals, and improving the image and promotional methods of some terminals. For newly opened and improved terminals, they must be representative and influential. Second, help with distribution. Including county distribution, industry distribution, and special channel distribution.

The above is the market improvement stage, and the key words are "improvement" and "distribution".

12. Market improvement planning: 2 months after the launch of the market, the market improvement planning will be started. First, measure the achievable capacity of the local market. Refer to the launch of comparable new products, sales of comparable products, local per capita consumption characteristics, income level and population size, etc.

Second, determine the sales target for the next stage of market promotion. Combined with the market planning in the market research stage, and with reference to the achievable capacity and "maximum" market investment, promotion and advertising costs, market expenses and other related factors, the sales target for the second stage (3 months) is formulated and broken down into Various time periods and various types of terminal networks. At the same time, submit an expense budget report.

The following markets have entered the promotion stage, and the key words are "promotion" and "target".

13. Market improvement execution: The first point is that the expansion of terminal scale must maintain a certain speed. At the end of this stage, the overall market distribution rate of "***" must reach 85% above. That is to say, the distribution of goods is basically completed. The second key point is to increase investment in promotion and advertising. Drive sales through promotions and advertising. Promotion and advertising expenses at this stage are 12% of sales. As sales gradually increase, this ratio can achieve a relatively intensive effect. The third key point is to combine terminal efficiency improvement with in-depth distribution and promote each other.

Another key to market execution is whether promotion and promotion work can be carried out in conjunction with media hot spots and social resources in the local market. If combined well, you can get twice the result with half the effort.

14. Market growth period: From the 7th month after the market launch, the market will generally enter a stable growth period. As long as the previous work is done solidly and the current work is done steadily, market sales are expected to grow steadily.

The focus of the work at this time is twofold: first, to ensure effective growth, it is necessary to fill in the gaps in the terminal and even carry out product channel division; continue to innovate in promotion and advertising, and lead the continuous improvement of brand value ; Work intensively in market maintenance to ensure that each terminal continues to increase its volume. Second, block followers. Companies may launch new products, increase advertising efforts, or organize interception and anti-interception activities on terminals. It depends on the market at the time.

At this time, the company’s focus is on high-end advertising. At the same time, it promotes investment promotion across the country and leads "***" to sprint towards the first-tier brands in market segments.

The above is the market growth stage, and the key words are "growth" and "blocking".

15. Market maturity period: When a regional market enters the market maturity period, it depends on the specific market conditions. It will take about a year for small regional markets, and one to two years for provincial capital city markets. It will also depend on how well high-end advertising drives it. Regarding the sales work at this stage, it should be in 2008. Caution here.

3. Model

1. National Model Market: The planning and operation of the national model market shall be reported directly to the company for approval by the "***" Investment Promotion Department. Caution here.

2. Regional model market: The selection scope of the regional model market is provincial capital cities and cities specifically designated in the state plan. But this does not mean that provincial cities and cities under separate state planning must be regional model markets. Which city is determined to be a regional model market and when to launch the model? The provincial manager must submit a plan to the "***" investment promotion department and submit it to the company for approval.

3. Regional model policy: Regional model market policy is slightly more favorable than ordinary distribution city markets. The specific preferential method is: the "market start-up period" is allowed to be 1 to 3 months longer than the start-up time of the distribution market; but the cost control standards and assessment methods remain unchanged.

4. Development time: It is recommended that provincial managers do not necessarily open regional model markets first, but must successfully develop 1 to 2 distribution markets in the province before developing regional model markets. Use regional model markets to drive overall sales and market investment in the province.

5. Integration of provincial and district resources: The main function of the regional model market is the integration of provincial and district market resources. It is a regional model that uses the radiation effect of the regional model market to integrate resources in surrounding markets and complete urban area investment promotion, terminal distribution, promotion and advertising promotion work in the entire provincial market, thereby improving the sales performance of the entire provincial market. The ultimate goal of the market.

6. Sales and advertising plan: When the regional model market is successfully launched, the following changes will occur in sales and advertising promotion. First, the effectiveness of KA stores and local chain stores can be fully exerted; second, the radiation effect of provincial satellite TV and other provincial media can be revealed. Therefore, when formulating sales and advertising plans for regional model markets, efforts should be made to plan media and channels across the province and combine them with further investment promotion efforts.

7. Market launch and sales: The launch and sales of the model market are not much different from other "distribution" markets, and can be implemented as a reference. And since the overall situation is at stake, it is even more important to act with caution.

8. In order to reduce the risk of dealers entering the market, within 90 days from the date of distribution of the first batch of products in the regional market, if the sales of the first batch of products purchased by dealers are not smooth, the following calculation formula can be used to negotiate an exchange of goods. Amount: Exchange amount (less than or equal to 50% of the first amount) = balance of the first batch of actual purchases - actual purchase amount of the first batch * 50%.

If the confirmed exchange amount is within the amount and the packaging is intact, The company unconditionally accepts dealers' transfer of goods. Within 3 days after the remaining goods arrive at the company, the company will calculate the dealer's payment based on the sales price and adjust other goods produced by Weijiasi Company. The transportation costs for transferring goods shall be borne by the dealer himself.

The act of exchanging goods shall be regarded as the dealer giving up the distribution rights of the "***" brand. The company can attract investment by itself in the area of ??this contract.

[Attachment 1]:

"Specifications for the Use of Fees in ***Regional Markets"

1. General Principles: In order to standardize the use of fees by manufacturers in each regional market * To ensure the success and efficiency of market investment, this "Specification" is specially formulated. This "Specification" counts sales and market expenses based on urban markets, and local market expenses are not allowed to be used externally.

The person responsible for the implementation of this "Specification" is the company's provincial manager. Once a provincial manager is found to be committing fraud, his or her sales performance reward for the month will be immediately cancelled.

This "Standard" will come into effect from the date of formulation and will be effective until December 31, 2007. In order to ensure the continuity of the policy, all "dealer contracts" signed before December 31, 2007 can be implemented in accordance with this "Specification" for a full 12 months.

2. Investment model between manufacturers: manufacturers all invest at the same time, and the whole year is divided into three periods -

Calculated from the 15th day from the date of signing the contract, Within 90 days (i.e. 3 months) is the market launch period. Party A may approve and reimburse 50% of the terminal construction costs, marketing promotion and advertising costs incurred during the start-up period.

The next three months will be the market promotion period. Party A can approve and reimburse 30% of the terminal construction costs incurred during the promotion period. Both parties bear 50% of advertising and promotion costs.

From the 7th month to the 12th month, Party B shall bear the terminal construction costs, and Party A and Party B shall each bear 50% of the advertising and promotion costs in the regional market.

The investment method is: the manufacturer prepays market expenses in the form of goods at a ratio of 20% of the first amount; newly generated terminal construction expenses, promotion expenses, etc. will be advanced by the merchant and reimbursed after approval by the manufacturer. Expenses that have been approved for reimbursement can be offset against the purchase price.

3. Market expense control ratio: The annual market expense is divided into 3 periods, which are controlled according to the proportion of local sales. The person in charge of the control is the provincial manager——

Startup period 3 Within one month (calculated 15 days after the exclusive distribution agreement takes effect), terminal construction costs, promotion fees, and advertising costs shall not exceed 20% of the purchase amount, of which terminal construction costs shall not be less than 15% of the purchase amount. Including personnel wages, travel expenses, and office expenses (about 5% in the early period and about 3% in the later period), the dealer's year-end rebate is 1.5%, employee sales incentives are 2%, and mobility expenses are within 3%. The total proportion is controlled within 3 months of cumulative sales. Within 30% of the amount (inclusive).

In the mid-term 3 months, terminal construction costs, promotion costs, and advertising costs are approximately 20% of sales. Among them, terminal construction costs are not less than 12%, and manufacturers and merchants share an average of 50%, which is 6% of sales; advertising and promotion expenses (approximately 8% of sales) manufacturers and merchants share 1:1 (i.e. 50%:50 %) investment. That is, the manufacturer’s investment in terminal construction costs, promotion costs, and advertising costs is within 10% of sales, plus personnel wages, travel expenses, and office expenses (about 3%). The dealer’s year-end rebate is 1.5%, and the employee sales bonus is 2 %, motor expenses are 2%, and the total proportion is controlled within 18% (including 18%) of the cumulative sales in 3 months.

In the next 6 months, the terminal construction cost will be agreed upon based on the needs of both parties, which is approximately 1% of sales, and will be invested by the merchant. Ground advertising costs are approximately 10% of ground sales, and manufacturers and merchants invest at a ratio of 1:1 (i.e. 50%:50%).

Including personnel wages, travel expenses, and office expenses (about 2%), dealers' year-end rebates are 1.5%, employee sales incentives are 2%, and mobility expenses are 1%. The total proportion is controlled within 11% of the cumulative sales in 6 months (inclusive) 11%).

4. Expense reimbursement procedures: Staff wages and office expenses are advanced and reimbursed according to the company's financial system; the procedures for market terminal construction, promotion and advertising expenses are as follows: first submit the plan and budget - then implement after approval - reimbursement Review - reimbursement (offset payment).

5. Reward and punishment system: Each provincial manager is responsible for controlling market expenses. For the overspending in the current month, the sales reward for the current month will be reduced by half; for the overspending in the previous three months, if the overspending amount reaches 150% of the remaining sales performance reward, the remaining sales reward will be withheld to make up for the overspending, and the shortfall will be included in the deduction in the next stage. ; If the overspending amount exceeds 200% of the remaining sales performance rewards, a yellow card warning will be given, and the provincial manager will be required to formulate a cost control plan and loss filling plan for the next stage; if the overspending amount exceeds 200% of the remaining sales performance rewards, a temporary The salary for the next period of time will be suspended or the employee will take the initiative to fill the portion exceeding 200% of the remaining sales performance reward.

If there is a periodic surplus in the market expenses controlled by the provincial manager, you can apply for continuation to the next period. If there is a surplus throughout the year, if the sales target achievement rate is more than 85%, a personal reward will be given based on 50% of the remaining part; if the sales target achievement rate is lower than 85% but higher than 60%, a personal reward will be given based on 50% of the remaining part; When the sales target achievement rate is less than 60%, no reward will be given.

6. Attachments to this "Specification": "*** Start-up Period Semi-Monthly Market Plan", "2007 *** Regional Market Monthly Development Plan and Cost Budget", "2007 *** Regional Market Plan" Market Expense Reimbursement Form" etc.