Insurance companies and repair shops cooperate to make oil activity plans.

● A company's product line should be like an offensive force, with main attack, cover and flank.

● Motorcycle oil and taxi oil are the easiest products for lubricating oil to establish popularity. Our company's SF/CC motorcycle oil and SG/CD products will be the main products, and its task is to sell, with a profit rate of not less than 8%. Its main market is the city. CD/SF products should also be vigorously promoted, and its target is mainly the truck market, that is, suburban and county-level markets, and its competitors are mainly Great Wall, Tian Fei, Castrol and Shell. As our cover, these three products can guarantee that they will not be attacked by other low-end products.

● Main products: used for profit, and SL, CF and CH products will be used for reasonable profit.

● Flange products are nursing products and auxiliary oils, which enrich the product line and strive for one-stop procurement and supply for customers.

● Take "Customer Oil Solution" as the marketing point. Education guiding enterprises to save is not equal to saving. Gradually establish "what is applicable is good". Save money for customers through product portfolio (lubricating oil and maintenance products).

Second, the price strategy:

● If new products want to enter the market quickly, their prices are generally lower than those of competing products 15-20 or so.

In terms of gasoline and engine oil, our competitors will mainly be Shell and Castrol. In terms of price, the agency price is about 15% lower than theirs, the wholesale price is low 10%, and the retail price is flat. The competitors of diesel engine oil are mainly domestic brands, and our price is 20~30% higher than theirs. We support high prices with the selling point of "cleanliness, energy saving, environmental protection and wear resistance".

● Set different retail prices according to different regions. We can implement product specials in stages to occupy the target market.

● For key customers, the company will negotiate to entrust agents to deliver goods (give service fees), and the prices will be discussed one by one.

Third, the channel strategy:

● Regional Selection: Four regions will be established with Pearl River Delta, Yangtze River Delta, Beijing-Tianjin-Tangshan and Central China as the center. The regional manager is stationed in each region from the headquarters. After the first point, we will gradually radiate outward through four regions and establish a national network.

● Model market: Establish a model market in 3-4 months to provide operation mode for other dealers. You can choose Wuxi, Zhongshan or Tangshan as a pilot. Avoid over-investment or unrepresentative markets.

● Profit calculation: the wholesale profit of agents is between 15-25%, the profit of retailers is above 30%, and the profit of manufacturers is above 15% (excluding promotion 5%, advertisement 3% and personnel 5%).

● Rebate system: the minimum starting point is 60 tons (10,000 yuan), and the maximum proportion is 6%. Agents who secretly return to the market with standardized management, great potential and good performance can adopt two standards: ① annual sales exceed the agreed tasks by more than 60%; (2) The annual sales volume exceeds 300 tons (10,000 vehicles), and the reward ratio is not less than 8%.

● rebate form: mainly in kind, such as oil products or vehicles, in principle, no cash is given. Providing vehicles can enhance the distribution ability of dealers and lay a good foundation for our sales.

● Capital control: In order to improve the ability to resist risks, revenue and expenditure are separated. All contracts are signed by the headquarters. Before signing the contract, you need to submit the annual marketing plan of the region, which will be implemented in time and accurately after approval.

● Others: Our dealers should be local people with good reputation, strength and ability, and agree with the company's marketing ideas.

Fourth, advertising promotion strategy:

● Brand building: In the first year, we mainly laid outlets and cut into the market mainly by promotion. In the second year, we will focus on building brand image by means of signboards, flags, shelves, radio advertisements and event marketing. In the third year and beyond, maintain the customer relationship, build the chain system of the company, and transform the distributor into the distributor of the company and the service provider of the end customer.

● Promotion form: Gift promotion follows the principle of simplicity, material benefit and over-value; Competitive sales takes the form of providing travel, study and commodities to channel members.

● Promotion points: Wave promotion should constantly impact the market. Promote a category of products at the same time according to different seasons. Cause the phenomenon of continuous promotion. Promotion point: terminal promotion, driving shipment; Promote consumers and purchase consumer goods; Two-way promotion, promoting dealers and consumers at the same time, attacking other brands and occupying the hearts of terminals and consumers.

● Advertising: mainly broadcast, supplemented by print advertisements in newspapers and trade publications.

● Formulation of the promotion plan: In the first two years of market development, the proposal and implementation of the promotion plan are entrusted to the regional manager, but a market survey report and a perfect promotion plan are required. After that, the company will set up an oil change center chain store to promote sales in a unified way.

● Oil changing center: it is a sharp weapon for us to cut into the mainstream market. In the early days, our company put products into various terminals in the form of investment customers. When the contract expires, consumers accept our products and gradually transform them into our chain stores. This will save a lot of money, at the same time, it will also control its own market outside the agent and promote our nursing products.

Verb (abbreviation for verb) service and support:

Lubricating oil is very important, and technology popularization and after-sales service are more important tasks.

● Technology promotion: the target is the terminal, which can take the form of promotion meeting and symposium; At the same time, inviting technical supervision departments is the greatest confidence guarantee.

● Service support: provide customers with various certificates, knowledge manuals and instructions for use, and train dealers in product and marketing knowledge. Hosted by technical department and marketing department, led by marketing center.

● Customer relations: The time distribution ratio of sales representatives is 70% for end customers, key customers and direct customers, 20% for communication, exchange and training of agents, and 10% for local social relations. Define key customers based on customers whose monthly oil consumption is above 10 box in the initial stage and above 20 boxes in the later stage; Direct customers are typical customers such as logistics companies, large transportation companies and engineering units. The regional manager must have the above customer information and purchase records and report them to the company for filing every month.

● Pay attention to the terminal: All oil products are sold through the clerk at the terminal. Sales representatives and agents should not only deal with bosses, but also spend more energy on shop assistants. Their recommendation is the main force for car owners to change oil products. The main points are: remember their names, give small gifts and get familiar with their hobbies.

Overview of market control of intransitive verbs;

● Standardize the market: implement small-area agency and clearly divide the agency areas to avoid overlap and omission.

● Strict system: The dealers who damage the brand image by dumping at low prices and rob the goods to disrupt the market will be punished in time.

● Store specifications: The decoration and signs are designed by the company. The regional manager submits the construction plan and cost budget, and after approval, entrusts the local company to carry out the construction, and takes photos and keeps them in the headquarters for the record.

● Personnel recruitment: the regional manager has a recruitment appointment with the headquarters; Generally, city representatives are recruited locally, and the regional manager is responsible for the interview. Applicants need to report to the headquarters, and can only sign up for posts after approval.

● Market thinking: develop the market through agents in the early stage, let them earn profit difference → cooperate in the middle stage, build a terminal (promote oil change center) → change the functions of agents in the later stage, change the simple marketing function into a service provider integrating distribution, management and service → improve management, work closely with dealers, build a joint venture system, and directly control the network.

Further reading: How to buy insurance, which is good, and teach you how to avoid these "pits" of insurance.