The Successful Experience of Mars Company

Mars Triangle: Terminal operation takes brand building as the ultimate goal.

In today's era of terminal success, major manufacturers are desperately investing in terminals, which leads to an increasing appetite for terminals. Not only are all kinds of expenses on various pretexts increasing (a foreign-funded commercial enterprise charges more than 30 items), but each item of expenses is also rising in a straight line (the entrance fee of a foreign-funded commercial enterprise is as high as 3,000 yuan/bar code, and it will be 65,438+10,000 during the Spring Festival).

Like other multinational giants entering the China market, Mars also attaches great importance to terminal management, and competes fiercely with its competitors in the limited shelf space. However, compared with competitors, especially local enterprises in China, Mars' terminal management always adheres to two principles: first, the terminal market does not invest huge entrance fees and exhibition fees; Second, terminal promotion does not take the pursuit of short-term sales as the ultimate goal. Mars can adhere to these two principles and make the terminal work outstanding because of its famous "Mars Triangle" rule:

Rule 1: The total marketing expenses of a company are limited. If the three angles of terminal expenses, personnel salary and advertising investment are to be balanced, the center of gravity of the triangle must be stabilized, that is, the marketing expenses are inclined to the two angles of personnel salary and advertising investment.

Rule 2: In the market competition, only the brand is the only thing that distinguishes it from competitors. Only the brand is the biggest bargaining chip that can compete with retailers, and advertising investment is an important weapon for brand building of fast-moving consumer goods. Therefore, only by increasing advertising investment and firmly establishing the position of the first brand in the industry can we have an absolute advantage in the negotiations with the terminal. M& ranks first in advertising investment in China candy industry over the years with absolute advantage, and each advertising film is carefully planned and produced with unique creativity and unique production technology. M&A; M's "only soluble in the mouth, but not in the hands", Dove's "listening to Dove's silk", "milky silky" and Matesa's "biting/chewing/tasting/grinding/licking" are all amazing advertisements.

Rule 3: Mars believes that human resources are the most important strategic resources for a company to participate in market competition. Only first-class people can do what others can't do and make first-class achievements. Therefore, Mars always insists on recruiting the best salespeople with the highest salary in the industry, and recruits fresh graduates with strict standards in domestic first-class colleges and universities every year. Mars has five principles in selecting talents: quality: "customer first" is our belief; It is our job to maintain high quality; It is our goal to make the products worth the money. Responsibility: as individuals, we ask everyone to do their best; As colleagues, we support other colleagues to do their jobs well. Reciprocity: Reciprocity is benefit sharing; The benefits that can be shared will last. Efficiency: We make full use of all resources and never waste them; Make full use of people and materials. Autonomy: We need independence to shape our future; We need profits to remain independent. It is precisely because of this principle and the highest salary in the consumer goods industry that Mars' sales staff are all elites in their peers.

Rule 4: The tilt of personnel salary and advertising investment will inevitably lead to the reduction of terminal expenses, but this does not mean that the working quality of Mars terminal will decline. First of all, Mars' brand firmly occupies the first place in consumers' minds. Mars' sales staff are all first-class talents, which makes Mars do what other competitors can't do: Mars never has to pay any entrance fee and shelf display fee when entering any supermarket.

Rule 5: Mars believes that terminal operation should not rely too much on sales, but should take promoting brand building as the ultimate goal. Over-reliance on sales can only make terminal personnel use vicious competition to force the terminal, resulting in excessive development of the terminal, especially by means of price reduction and discount sales, which can only bring short-term sales growth, which will do great damage to the brand image and performance in the long run and have great lethality to brand building. Once the brand power is greatly reduced, the company loses its position in the forefront of the industry. The company will not only become worthless in front of the terminal, but also lose its market competitiveness and even suffer from extinction. Vivid market: the winning weapon of Mars terminal

The so-called market vividness refers to all activities at the point of sale that can influence consumers to buy Mars products.

Three principles of Mars market vividness: widely distributed-available; Obvious-visible; Within reach.-within reach.

1, the meaning of vivid works: vividness is the life of candy.

Candy chocolate is an impulse to buy goods;

The impulse purchase rate of candy chocolate is as high as 70%;

The impulsive expenditure of consumers at the terminal is as high as11.4%;

90% impulse buying interest drops after 10 second;

Consumers usually stay in front of the shelves for no more than 2 minutes.

2, the goal of vivid work

Strengthen advertising sales and raise awareness;

Attract consumers' attention to Mars products;

Make it easy for consumers to see Mars products;

Stimulate consumers to buy impulsively;

Maintain the image of brands and products in front of consumers and play the role of ground advertising;

The best display position;

Optimal shelf position;

Regional display;

A plurality of display surfaces;

Display products correctly;

Correct and clear price;

Use promotional materials as much as possible;

Strive for cashier display;

Look for opportunities for promotional display;

Places with large customer flow: places where you can see the entrance directly opposite the door, the direction of people flow and the places you must pass before the dynamic intersection (exit, entrance, corner, cashier, main passage);

Close to fast-selling products: close to biscuits, instant noodles, drinks, bottled water, etc.

3, the best shelf position

Shelf height: strive for the human eye parallel position (70cm- 170cm). If the sales index of 10cm shelf position is 100, the index of 70cm is 169, the index of 95cm is 208, the index of 120cm is 129, and the index of 170cm is 90.

Shelf level: generally, there are five shelves, of which the first and second floors are suitable for placing gift box series, the third floor is suitable for placing single packaging series, the fourth floor is suitable for enlarging packaging and family clothes, and the fifth floor is suitable for placing children's wear and children's gift box series;

Shelf length: strive for the position from 1/4 to 1/2 in the direction of people flow. If the sales index of the initial position of the shelf is 100, the sales index of the position of 1 4 is 106, the position index of 1/2 is 104, the position index of 3/4 is1,and the final position is 98.

4. Regional display

Three centralized display: concentrate on brands, specifications and tastes, and products with different brands, specifications and tastes are not allowed to be placed alternately; The best shelf position for the fastest-selling products;

Multiple exhibition surfaces can improve the impulse purchase rate: the purchase rate of a single exhibition surface is 100, then the purchase rate of two exhibition surfaces is 123, three exhibition surfaces are 140 and four exhibition surfaces are154;

All Dove and M & amp； Chocolate, Snickers and Dekos chocolates have at least three display surfaces, and the more the better.

5, the correct placement of products

Putting the products on the front of the package and the products on the side for consumers led to a 25% drop in sales;

Different varieties of products should be placed in different rows, and different varieties should not overlap, otherwise the sales volume will drop16%;

The goods in the same row are placed according to the principle of "first in, first out" to ensure the freshness of the goods. The order of placing the goods is second-hand goods in front, intermediate inventory in the middle and new goods in the back;

Ensure the integrity of shelf products and keep sufficient inventory.

6. Correct and clear price

All products have corresponding price tags;

The price tag should reflect the accurate price;

The price tag is clear and eye-catching;

The effect of publicity materials plus display is much stronger than that of single display: the sales volume is 1.8 times that of single display;

Use the latest promotional materials;

Use promotional materials of corresponding brands;

Regularly update publicity materials;

Apply promotional materials to all places that can attract consumers: shelves, promotional displays, shops, etc.

According to other products, increase the use of promotional materials;

Types of Mars publicity materials: posters, flags, stickers, plastic shelves, shelves, floating objects, display filing cabinets, Dovette exhibition shelves, cashier shelves, hot shelves, bulk shelves, etc.

7. Strive for cashier display

Cashier is the last sales opportunity;

Choose the right cashier: a channel with large customer flow and a channel that is often opened;

Display suitable products: small packages, best-selling varieties, and each cashier has the same variety for sale;

Establish regional display: the best place to display the fastest-selling varieties.

8. Look for opportunities for promotional display.

Promotional display can greatly promote product sales: simple floor display can promote sales growth by 65,438+042%, floor display with posters can promote sales growth by 65,438+060%, floor display with posters and special cards can promote sales growth by 65,438+083%, and floor display with posters and special cards can promote sales growth by 225%.

Promotional display has an obvious life cycle, which generally does not exceed 15 days: the effect of promotional display is 100 in the first week, and it drops to 75% in the second week and 65% in the third week;

Choose the best display location: the mainstream channel facing consumers and enough space;

Choose suitable varieties: best-selling varieties and seasonal products;

Highlight key points: suitable brands and varieties;

Have an accurate and clear price tag;

Regional display;

Proper use of publicity materials: booths of corresponding brands, latest posters ...

Consumers have diverse needs and like to choose: we must increase the number of distribution varieties as much as possible;

Product line principle: sell the whole line as much as possible. If there are difficulties, use the "variety sales ranking" to give priority to the sales of larger varieties;

Candy chocolate belongs to fast-moving consumer goods, and its price sensitivity is higher than that of durable consumer goods.

Candy chocolate is a kind of fast-moving consumer goods, and consumers will buy it only if the price is reasonable and the value is worth it.

Three principles of price consistency:

The internal price of the product series is consistent: if the price of all 47 grams is consistent, the internal price of the product category is consistent: the price ratio of similar products of competitors is consistent; If the price ratio of products in the store is consistent;

To let consumers buy, we must first let him see that the number of distribution points must be as many as possible;

Strive for the largest market coverage;

Strive for various sales channels;

Strive for the most distribution points;

The role of promotion: promoting sales, stimulating interest in brands, providing reasons for asking stores for larger display area, and offsetting the influence of competitors' promotion;

Terminal promotion types: price concessions, winning prizes or sweepstakes, instant prizes, repurchase prizes and promotion packages;

Promotion principle: store cooperation is very important. Explain the benefits of promotion to customers, put the promotion display in a place with large passenger flow, strive for the greatest opportunity, use special promotional materials to promote sales, display reasonable product series, clearly mark the price, and comprehensively review the promotion effect with customers after promotion.