A new product on the market, that is, means the temporary market equilibrium state of the break, the redistribution of market share, and the listing of new products, but also inevitably subject to various aspects of the test, such as the boycott of competing products, access to the road to rejection, consumer disagreement, etc. Whether or not to withstand the test, that is, means that the new product is vitality. Therefore, for a planner, the planning of the thoroughness of the plan, the overall situation and all kinds of activities arranged by the ingenuity, orderliness, the relationship between the new product on the market is the key to success.
Part I. Background of the product launch
Overview of market opportunities
With the development of the economy, the pursuit of personalized, diversified values of the consumption characteristics of the increasingly prominent, at the same time, the night consumption of the population and the proportion of consumer spending is also expanding, thus stimulating the overall scale of China's night-time places of consumption are constantly expanding. Beverages consumed in these nighttime venues mainly include beer, beverages, red wine, fruit juice, mineral water and so on. Among them, beer and beverages are the main varieties consumed in night venues. Consumer demand for beer in night venues is based on "stimulating the senses" and solving the problem of "thirst" and "tiredness", but the beer itself is not good, astringent, and not refreshing. However, the conclusion that beer itself "tastes bad, astringent and unpleasant", to a certain extent, affects the integration of consumers and the environment. Carbonated beverages solve the problem of "astringency" of beer, but they do not satisfy the need for "alcohol". This product intervenes in the blank area between carbonated drinks and beer, and can solve the "astringency" of beer and the "non-alcoholic" of beverages, and at the same time, highlights the personalized and noble, romantic message, which effectively matches the current psychological needs of consumers.
Second, the state of competitors
Drinks consumed in nighttime venues can be generally categorized as competitors of "Rose Wine".
1. Beer competition: discos, bars, KTV plazas, ordinary fashionable restaurants, high-end fashionable restaurants, cafes, nightclubs, mid-range restaurants
In the country, the main beer brands are Tsingtao, Yanjing, and China Resources. In 2002, Tsingtao's national market share was 12.8%, while Yanjing and China Resources each had about 10%, with the three occupying about 35% of the national market. In Shandong, the main beer brands are Tsingtao, Laoshan, Yantai, Baotu, Sankong, Arctic Ocean, Blue Ribbon, Kritzer, Kedaier, Yinmai, Guanghangu, etc., as well as a number of other small local brands. In the Jinan area, more than 40 beer companies competing in the market, including Tsingtao Brewery's strong attack, but also Kritzer, Kdale, Silver Wheat and other private enterprises on the market encroachment.
In Jinan, beer is the largest drink consumed in nightclubs and the main competitor of rose wine. According to rough statistics, the annual sales volume of beer in Jinan nightclubs is more than 3.7 million bottles. Beer brands sold include Tsingtao, Budweiser, Corona and Yanjing. With the intensification of competition, the beer brands have been in the terminal staff promotions, advertising investment in relatively small. Tsingtao Beer has advertised on Shandong TV and organized the "Hundred Years of Tsingtao Beer" essay campaign in Qilu Evening News; other beer brands have invested relatively little in Shandong media. Tsingtao Beer's advertising tends to emphasize its brand, which has a long history. The publicity of each beer brand in stores is mainly POP posters. Promotional tools in nightclubs are mainly ticket giveaways and special offers.
2. Beverage (Coke) Competitive Situation: Disco, KTV Plaza, Ordinary Fashion Catering, Upscale Fashion Catering Places
The leading position in China's beverage industry has long been dominated by Pepsi and Coca-Cola, which have been spreading across China. They can be seen in supermarkets, convenience stores and street stalls. There is also strong brand awareness in Shandong. In the rose wine selected sales venues, these two brands can also be seen from time to time, in addition to the "Red Bull" brand, the product is mostly in the can state. Currently in these venues in Jinan annual consumption of beverages (cola) for more than 1.6 million listening.
Pepsi and Coca-Cola's advertising campaigns are mainly focused on TV media ads, creating a high-altitude advantage. The two brands invest no less than one hundred million yuan in TV advertising each year, which favorably promotes the establishment of brand image and consumer pull. At present, the two brands did not take the initiative to attack the nightclub market, the products appearing in the nightclubs are mostly formed by the free development of agents, which also leads to almost no promotional measures in the nightclubs.
3. Competitive situation of red wine: bars, KTV plazas, ordinary fashion catering, high-grade fashion catering, cafes, nightclubs
As one of the "persistent problems" in China's wine market, insufficient consumption of wine has been criticized by industry insiders. Figures show that in 2002, China's per capita consumption of wine was about 0.35 liters, less than 20% of France. The total consumption of about 300,000 tons per year makes the manufacturers appear to be "short of heroes": 300,000 tons of consumption is less than 1% of beer, equivalent to about 1/20 of liquor, and even less than 1/4 of the annual consumption of vinegar.
A set of unofficial survey data from China's most economically developed places, Beijing, Shanghai and Guangzhou, show that regular drinkers of wine are more likely to consume more than one glass of wine,
A set of unofficial survey data shows that in China's most economically developed cities, Beijing, Shanghai and Guangzhou, the average number of people who regularly drink red wine is about 5 percent, and even in Guangzhou, where wine consumption is the most boisterous, the figure is only 8 percent. In other words, there are a large number of urban residents who have the ability to consume wine, but for various reasons do not currently consume red wine.
This also determines that our product positioning can never be wine, but should be defined as a dew wine.
In Shandong, the common red wines are Zhangyu, Weilong, Tonghua, Dynasty, Great Wall and so on. Among them, Zhangyu wine is the best-selling brand. The main sales points of these wine brand products are in supermarkets and high-end restaurants. The points of sale chosen for rose wine are its auxiliary sales network, which is not in the line of sight of these manufacturers. In these sales places in Jinan, basically Chinese red wine is relatively small, mostly well-known foreign red wine, the price can easily be thousands, less a few hundred, typically a fashion, hip consumption. As a domestic wine, Zhang Yu dry red brand and regional effects, become the first choice of mass consumption.
4. Juice competitive situation: ordinary fashion catering, upscale fashion catering establishments, nightclubs
Since the birth of the juice concentrate production and trade in the 50's, there has been substantial growth in the juice market. As a result of improvements in production technology and production equipment, the fresh flavors of fruit juice concentrates have tended to be perfected and industrial links have become closer. In the Shandong market, the main juice drinks include Huiyuan, Laiyang pear juice, Nongfu, and Mountain Village Orchard. In the Jinan market, among the above-mentioned points of sale selected by Rose Wine, the juice brands are mainly Huiyuan and Shancun Orchard, and the promotional means adopted are mainly counter display.
5. Competitive situation of mineral water: disco, general fashion catering
China's mineral water industry appeared relatively early, but was accepted by consumers and popularization of the time is relatively long. At present, the nationwide mineral water enterprise development speed is relatively fast, the competition is also more and more intense. The competitive situation from the sales network competition to the brand, service, price and other full range of competition transition. In Jinan and other Shandong market, the main common mineral water for Nongfushanquan, Wahaha, Le Pepsi, accounting for about 75% of the overall sales of mineral water.
Three, the arrow on the string, imperative
Through the previous market opportunities and competitive analysis can be seen, the current sales of beverages in the night place has not been carried out for the consumer level to specialize in the difference, which also shows that the competing brands of the whole night place of consumption has not yet attracted enough attention, but this does not mean that the manufacturers will always give up, once our Once our competitors in the consumption of links and product structure adjustment, our "rose wine" survival depends on the "blank zone" is bound to be threatened. According to the principle of first to enter, the first is always the first cognitive, time is money, "rose wine" can borrow competitors painstakingly build a good market and competitors are currently weak good opportunity to quickly enter the market, to obtain the maximum economic benefits.
Part II Strategic Planning and Marketing Strategy
The main goal of strategic planning is to help a company choose and organize its business so that it can develop healthily, even if unforeseen events occur in its particular field or product line.
I. Defining the Corporate Mission
The goal of the company is to be the most distinctive company in each of the markets it serves in Jinan, Shandong, the country and the world. We will earn a leadership position in this market by providing our distributors and end-customers with innovative, high-quality, cost-effective and health-enhancing beverages. We will add value to our products by serving specific customers through our unchanging commitment to customer satisfaction.
II. Business Strategy Selection
Goals show where a business wants to go; strategy shows how to get there. Every business must develop appropriate strategies, both technological and resource-based, to achieve its goals. The many strategies that can be proposed are grouped into three types: total cost leadership, differentiation, or concentration.
Based on an analysis of the strengths, weaknesses, opportunities and threats to the firm as a whole, the differentiation strategy should be the main direction of the firm's long-term development.
Third, the product to determine
Rose wine products belong to the new product, to start the consumer market, the positioning of the early stage must be accurate, really can touch the consumer's heart or emotions, its own packaging, advertising, promotional materials to convey the feeling of pure and powerful, strong impact.
1.product line
For different nightclub consumer demand, the launch of different product series:
(1) 225ml inflatable small bottles (2) 375ml medium bottles (3) 750ml large bottles
2.target consumers
Bar, disco, KTV consumer crowd age group is relatively low, it can range from 16 The age group is from 16 years old to 45 years old. This part of the crowd is mostly students, young people, white-collar workers. This group of people heavy fun, seeking fashion, like lively, often in the form of group consumption. This part of the crowd is affected by the price factor and flexible promotional methods, reasonable product prices are often more attractive.
Cabaret, nightclubs, the age group is higher, covering the population basically from 25-55 years old. This part of the crowd to all kinds of enterprises and public institutions, mainly personnel, the purpose of consumption is mainly business entertainment, public consumption is more, the price factor is not high degree of concern.
3. Product name
The name of the product should be able to express the unique advantages and uses of the product, and easy to read, easy to understand, easy to remember, but also different. Only in this way can consumers form a fixed "brand memory".
(1) 225ml inflatable bottle - "ice rose"
(2) 375ml bottle - "love rose"
(3) 375ml bottle - "love rose". "love rose"
(3) 750ml large bottle - "Rose Manor"
4. Trademarks
(1) 225ml inflatable small bottle - the trademark highlights the style of unrestrained, alternative. Under the dim light, the name and pattern of "Ice Rose" can stand out from many other products.
(2) 375ml medium bottle - the trademark is delicate and slender, highlighting the exotic flavor.
(3) 750ml large bottle - the trademark is noble, generous and romantic as the main melody.
5. Taste
All the products have a unified scent of "light rose", and adopt different styles in taste.
(1) 225ml inflatable small bottle - to strengthen the sense of "killing the mouth", as the first alternative to beer and drinks. In the "thirst quenching" at the same time, to meet the "alcohol content" and the pursuit of personality differences.
(2) 375 ml medium bottle and 750 ml large bottle - sweet and sour, the rose flavor should not be too strong, in order to "light" is appropriate.
7. Color
The uniform color is "light red", consistent with the color of common wines.
8. Alcohol content
(1) 225ml aerated small bottle -- 4 or 5 degrees; (2) 375ml medium bottle -- 8, 10 or 12 degrees; (3) 750ml large bottle --10 or 12 degrees.
Four, price setting
There are many ways for companies to set the price of their products, and the methods generally used are cost-oriented pricing, demand-oriented pricing, and competition-oriented pricing. Rose wine, as a new product, should also consider skimming pricing (to gain profit) or penetration pricing (low price to volume).
We propose to use both cost-oriented and competition-oriented, and also consider skimming pricing methods to determine the price of the Rose Wine range of products.
Price of main references
(1) Tsingtao Beer
Export price: RMB 2.48/bottle (375ml bottle)
Agent shipping price: RMB 5 or 6/bottle
Terminal sales price: RMB 10 or 15/bottle for KTV; RMB 15 or 20/bottle for bars.
Personnel promotional commission: 1 yuan or 2 yuan / bottle
Manufacturer year-end rebate: uncertain, by the agent according to sales volume and manufacturers direct agreement.
Operation mode: Tsingtao Beer's sales in nightclubs mainly rely on agents to operate on their own. According to the survey, Tsingtao Beer on the small bottle operation using decentralized approach, there is no special promotional activities invested. The manufacturer transfers to the agent at the lowest price, and the agent operates on its own.
(2) Wine
In the domestic wine, the high-end market is still dominated by Zhangyu, Dynasty and Great Wall. In overseas markets, such as Guangzhou, similarly named "Hetian Rose King" and "Rose Fragrance" are selling very well, especially Rose King, which sells for about 32 yuan per bottle in supermarkets and at least 50 to 60 yuan in hotels.
This is mainly due to the Hetian currently a series of promotional activities, in addition to vigorously publicize, but also give the dealer certain incentives. For example, if you buy 10 cases of Rose King (186 yuan per case, six bottles), you will be given a case of Rose Fragrance (108 yuan per case, six bottles).
Changyu Cabernet, supermarket prices for about 40 yuan / bottle, bar sales of about 130 yuan / bottle, other nightclubs to maintain about 80 yuan, the wholesale price of about 26.60 yuan / bottle. At present, if there is no some effective promotional activities, mainly rely on some promotional items to maintain customer relations.
Wholesale price of Great Wall is RMB 23.30/bottle, and the promotion activities are basically the same as Zhangyu.
Product costing
Preliminary estimation:
(1) 225ml inflatable vials--direct cost is about 4 RMB/bottle, machine depreciation and site cost is about 0.30 RMB/bottle, packing box is 0.20 RMB/bottle, the total cost price should be 4.50 RMB/bottle. Around.
(2) 375ml medium bottles - direct costs of about 8 yuan / bottle, machine depreciation and site costs of about 0.30 yuan / bottle, packaging boxes 0.20 yuan / bottle, the total cost price should be about 8.50 yuan / bottle.
(3) 750ml large bottles - direct cost of about 11.50 yuan / bottle, machine depreciation and site costs of about 0.30 yuan / bottle, packaging boxes 0.20 yuan / bottle, the total cost price should be about 12.00 yuan / bottle.
Product Price Positioning
225ml inflatable products factory price of 10 yuan/bottle; distributors suggested shipping price of 12.50 yuan/bottle; terminal suggested retail price of 30 yuan/bottle.
375ml products factory price is 35 yuan/bottle; distributor suggested shipping price is 42 yuan/bottle; terminal suggested retail price is 199 yuan/bottle.
750ml products factory price of 40 yuan / bottle; distributors suggested shipping price of 59 yuan / bottle; terminal suggested retail price of 299 yuan / bottle.
V. Channel design
1. Market division
Using the usual factors of origin division method: the initial delineation of the Jinan market for a class of "base" market, other areas of Shandong for the second class "penetration" market, the out-of-province market for the third class "penetration" market. Outside the province market for the three types of "radiation" market.
2. sales channel structure
Enterprise distribution channel selection by the market, products, management, financial resources, intermediaries and other factors affecting the constraints, so we are in the design of the channel, we must carefully analyze and measure the various factors, each channel and its members of the selected and the layout, should be based on the characteristics of the demand for the target market for its demand characteristics, the potential for demand and profitability of the scale. To be carried out. On the basis of a comprehensive consideration of various factors, we can carry out channel design.
(1) Define whether the enterprise adopts direct channels or distributes through intermediaries.
Considering the complex background of the nightclub operators and the strength of our enterprise, we suggest that we uniformly use intermediaries for distribution. However, the dealer chosen must have the following three basic requirements.
The first choice, there is a certain network of nightclubs, either under their own control or the control of their downline;
The second choice, with a strong background, such as public prosecutors, law enforcement, taxation, industry and commerce;
The third choice, with a strong financial strength.
(2) Determine the number of intermediaries
There are usually three strategies to choose from: exclusive distribution, intensive distribution, selective distribution.
Exclusive distribution is to choose only one middleman in a region to operate exclusively. Intensive distribution is finding as many middlemen as possible to sell the product. Selective distribution is the conditional selection of several middlemen in a region for distribution.
Enterprises can implement "one location, one policy" at different times and in different regions, depending on the actual situation. The exact number of distributors should be determined according to the strength of the distributor.
Enterprises in the market in the early stage, for Jinan "according to" the market can be based on the actual situation of dealers, using exclusive distribution or selective distribution, while using the depth of marketing control, the establishment of regional managers, in the agent below the industry with agents and agents to assist in the development, maintenance and promotion of terminal sales network; for the "penetration" of Shandong market, according to the actual situation. Shandong "penetration" market, also using exclusive distribution or choice of distribution, at the same time using the semi-depth marketing approach, the establishment of regional managers, agents are equipped with agents below the industry, to assist in the development and maintenance of the terminal sales network; outside the province "radiation" market, the establishment of the competent sales Regional manager, according to the actual situation by the confirmation of the exclusive agent or choose to distribute, not equipped with other promoters.
Jinan "base" market for the first time to start the market, at the same time, but also to actively contact the national agents. Especially in Shanghai, Beijing, Chengdu and other major cities or some of the larger cities in the south, because these places are larger nightclubs, and local consumers than the north of the stronger nightclub consumption habits, and may be more receptive to such products. Therefore, we can take advantage of the power of mature agents to operate these markets, can quickly increase our sales, produce better benefits.
With the advancement of sales, the enterprise should gradually adjust its focus on regional strategy, in the sales of better regions to focus on investment, you can gradually in these areas to send more agents and resident agent, to assist distributors to open up the market.
(3) how to find agents in the start-up phase
Enterprise products on the market, in the case of limited strength, with the help of the agent's power is very critical, and agents to establish cooperation with the first step is how to find enough agents for the enterprise to choose. This involves a lot of skill issues, here we provide a few more effective methods for enterprise reference, but also as a late marketing personnel to develop the outline of the market.
Media investment: the basic investment information can be used in television media and print media. Jinan "base" market and Shandong "penetration" market TV media, you can consider Jinan TV and Shandong TV, print media can consider the Jinan Times, Business News, Evening News three major newspapers. Outside the province, "radiation" market can consider the local area of the newspaper industry, at the same time, but also consider some professional magazines for investment promotion. In the investment before, should begin to prepare for the production of business investment must be tools, such as company brochures, handbags, participate in relevant exhibitions.
Inverted retrospective method: enterprises or sales staff according to the emergence of beer and wine in the region, door-to-door visits to its sales terminals, according to the information provided by its sales terminals upward traceability to its agents.
Source tracing: Enterprises or sales staff based on the emergence of beer and wine in the region, check the company's phone number, in order to the identity of the region's "network terminals", to the manufacturer to make a purchase request, the enterprise will be informed of its sales agent or sales staff contact information.
Street searches: Companies or salespeople use bicycle searches to look for wholesale liquor markets and distributors with "liquor sales companies" in their sales areas.
Borrowing chickens and laying eggs: Using the information gained about the liquor company's salespeople, the company makes contact with other salespeople to take advantage of their existing sales networks.
Relationship introduction: companies or salespeople use interpersonal networks to find liquor distributors.
3. Establishment of sales organization
Enterprises in the product sales through the distributor's network, at the same time, must be for the opening of the national market, to explore the maturity of the market mode of operation, the establishment and exercise of a marketing team capable of fighting a tough battle.
(1) the establishment of internal marketing organization
Enterprises need to set up a special sales department, at the same time, taking into account the company's current marketing capabilities, it is recommended to hire professional managers to serve as the head of the sales department, and according to the time schedule for the listing of the planning, the time of its arrival in the post should be in January 15, 2004 before.
Conditions for the selection of professional managers
Bachelor's degree or above in business management or marketing or equivalent level of knowledge, experience in liquor marketing;
Systematic mastery of marketing, economic law, contract law, familiar with the performance of the company's products, the industry's relevant policies and marketing characteristics, as well as sales management, financial management, social relations, consumer psychology and other knowledge;
The company should also be able to hire a professional manager to be the head of the sales department, and according to the listing planning arrangement, he or she should be on duty before January 1, 2004. Psychology and other knowledge;
Strong organizational and management skills, strong public relations skills, negotiation skills and decision-making skills, leadership and implementation skills.
(2) The establishment of external marketing organization
Based on the current sales place chosen by the enterprise and the needs of the long-term development of the enterprise, it is necessary to set up a strong marketing team distributed to the sales market chosen by the enterprise, with the personnel in place until March 2004.
"Channel is king, win the terminal" will become the enterprise's sales policy. According to the general policy, the enterprise must set up a regional manager, in the important market to set up more industry agents and resident agent.
Personnel promotion is very important in the pre-launch stage, is to ensure that the "channel is king, to win the terminal" can be carried out to carry out a powerful means. Through the regional division of the entire market in Jinan City, all outlets in the sales channel to achieve a fixed area, fixed point, fixed person, fixed amount of detailed service and management, to achieve the market product sales, the competitive situation of similar products, personnel promotions, such as comprehensive control, so that the product has a competitive advantage in the sales channel. If the growth momentum in other regions is relatively good, you can also implement personnel promotion to follow up.
Implementation focus: the core of the specific content and performance is the quantitative management of retail terminals:
Staffing: according to the size of the store and business performance, to determine the staffing.
Work program: each person should be completed every day, to determine the content of the work, frequency, feedback, to complete certain sales tasks, product display.
Map management: distribution map of sales outlets, including distributors, wholesalers, retail outlets, marked on the map.
Line management: according to the distribution map, the promoter's work line, customer number location.
Form management: record customer details, including number, grade, sales and inventory status, store display, problems, similar products, indicating the work of promoters and ordering.
Specific operation:
The first step:
With the distributor, basic information collection, collect the number of all nightclubs, the establishment of the file, draw a map, the file includes: store name, person in charge, address, phone number and so on.
Rationalize the division of A, B, C-level customers, according to the above information to determine the development goals.
Consultation with dealers, route setting and visit frequency preliminary determination of A-level, B-level, C-level focused on the difference between the development, so that the rate of spread of more than 30%.
The second step:
Mainly on the first stage of the summary, information revision, reasonable revision, customer level, the assignment of promotional staff, the core of sales-based data analysis, data analysis: according to the sales information, calculating the sales volume of each store and the percentage analysis of the sales volume, to arrive at the product is necessary for the operation of the information.
Customer level is based on sales volume and potential size. Different customers are treated differently, long-term solid possession of large customers; medium customers solid possession, tapping promotions to enhance sales, small customers: speed up the turnover, digestion, if you can not change the objective reasons, it is decisive to give up.
Organization and implementation of supervision: regional managers are responsible for tracking, as personnel work assessment, resource support basis. Specialized inspectors by the enterprise on a regular or irregular basis, in accordance with the confirmed schedule of the plan to check the coverage. A, B store display publicity, wholesalers and distributors, as well as changes in product sales volume.
Part III New Product Launch Deployment
I. Launch Time: January 15, 2003
II. Launch Area:
Jinan, Qingdao, Yantai, Weihai, Zibo, Dezhou, and other areas of the province as the center, covering the jurisdictional areas under it, and including Chengdu, Beijing, Tianjin, Shanghai, Shenzhen and other developed cities outside the province.
Three, listing strategy deployment:
1. Publicity support
(1) January 2004, the launch of the "Rose Rose, I love you" theme ads, to the provincial newspaper + City Newspaper's corporate publicity and recruitment agent ads, for the largest area covered; broadcast the first phase of the 225 ml and 375 ml of the product as the main object of communication, in early February, with the "Valentine's Day", with the "Valentine's Day". "Valentine's Day" to start the prize essay campaign, and continue to put to the end of March.
(2) In February 2003, the company launched a large poster, banner and banner of Ice Rose/Rose Manor/Love Rose, which were posted/hung in all retail outlets.
2. Pathway:
(1) Distributors
Dominant Idea: Because this product is an emerging product, in the case of limited marketing resources, relying solely on the power of the enterprise to market the product, its timeliness will not be significant enough, and the risk is greater, so it was decided to implement the enterprise concessions, the use of distributors' funds and inventories by the distributors to push the product to the market in the way of promotional activities. Push the way to the market for promotional activities, as follows:
Phase I: January 15, 2004 to March 31, the level of the 225ml series (12 bottles / box) 300 cases, 500 cases, 1000 cases, and its incentives according to the level of the different rewards for the Kan level of 5 yuan / box, 7 yuan / box and 10 yuan / box, the launch of the first phase, the level of the Kan set a lower level, but the incentives The range is larger, mainly to consider the new product needs to enhance product awareness.
The second stage: April 1, 2004 to September 31, 2004, the level of 1000 boxes, 2,000 boxes, 3,000 boxes, and its rewards according to the level of different rewards for 7 yuan / box, 10 yuan / box and 13 yuan / box; this stage of the new product has been in the city to get a good response, and radiate to the outskirts of the port, should be increased level of the Kan, to take care of the interests of the middle households, and at the same time, follow up on our enterprise's promotional products series.
Third stage: October 1, 2004 to December 31, 2004, according to the regional sales situation of regional sales competitions, the establishment of the finalist qualifications and award amounts, the lure of high bonuses greatly mobilized the enthusiasm of customers, so that customers hoard a lot of goods, the maximum possible occupation of customer inventory and funds; this initiative is aimed at the arrival of the off-season, the use of customer hoarding to play the off-season battle. The purpose of this initiative is to utilize customers' stockpiling to fight the off-season battle when the off-season arrives. The completion of the sales competition, for the listing program to draw a wonderful conclusion.
Finalist qualifications: monthly sales, payback volume, the number of points to develop the network to reach a certain number of enterprises in accordance with the actual situation of the market will be determined at that time.
Reward amount: the amount of the award should not exceed the highest kan level reward limit mentioned earlier.
(2) retail points
The leading idea: to improve the rate of spread as much as possible, increase product exposure, as follows:
Phase I: January 15, 2004 to March 31, 2004 for the retail stores to return to the box of skin discount cash activities, each 225 ml of the box of skin can be discounted cash 2 yuan, 375 ml of the box can be discounted cash 5 yuan, 750 ml of box can be discounted cash 5 yuan! The first one is a 750ml case skin which can be discounted to 7 dollars.
The second phase: April 2004 to October launched the "Rose God of Fortune Project", that is, each display 2 bottles / packages of designated products to send a bottle of rose wine series products, "Rose God of Fortune Project" for seven consecutive months.
3. Consumer promotion
Lead Idea: Through consumer promotions, to enhance the product's taste acceptance and popularity, expanding the consumer base.
Cut-box display: product cum-box display activities in various retail outlets to increase product exposure.
"Encountering Passion" promotion: During the week before and after specific festivals, you can go to designated nightclubs and drink designated "Rose Wine" products free of charge by presenting a promotion card printed by the company. The front side of the card shows the theme and image of "Rose Wine", which should have a strong impact and seductive power. On the reverse side, the name and logo of the joint activity nightclub. The distribution of the cards can be done by the distributors, who will identify the nightclubs, and the company will print them and give them to the distributors for distribution; or the company can distribute the cards on its own, but it will need to reach an agreement with the nightclubs it identifies.
Enterprises need to provide a portion of their products free of charge during the event. If the distributor provides it, it can be credited against the purchase price based on the promotional cards recovered.
On-site activities: Companies can conduct a "rosé tossing contest" and a "welfare lottery giveaway" at specific sales terminals. The "Rose Wine Throwing Contest" is an event in which viewers can participate by purchasing one or more bottles of ice rose. For every bottle of Rose Wine purchased, you will be given a chance to roll the point, and whoever has the highest number of points at the end will receive a certain amount of Rose Wine and our promotional items for free. The "Welfare Lottery Giveaway" is a joint program with the Instant Welfare Lottery Center or the purchase of a certain number of instant welfare lottery tickets. In the terminal nightclubs, all consumers who buy "Rose Wine" products can freely select a few instant welfare lottery tickets, which can be cashed on the spot by the enterprise, or the enterprise can formulate its own lucky draw activities and design the numbers and the corresponding amount of cash.
Part IV Performance Targets and Benefit Analysis
1. Jinan Market
(1) Market share: 10% in the first year; 20% in the second year and 30% in the third year.
(2) Sales volume: 250,000 bottles in the first year; 500,000 bottles in the second year, 750,000 bottles in the third year;
2. Other markets in Shandong
(1) Market share: 5% in the first year; 10% in the second year, 15% in the third year.
(2) Sales volume: 60,000 bottles in the first year; 120,000 bottles in the second year, 180,000 bottles in the third year;
3. Outside the province market
(1) Market share: 5% in the first year; 10% in the second year, 15% in the third year.
(2) Sales volume: 30,000 bottles in the first year; 60,000 bottles in the second year, and 90,000 bottles in the third year;
4. Total market sales volume
340,000 bottles in the first year; 680,000 bottles in the second year, and 1,020,000 bottles in the third year;
Based on the above projected market goals, a benefit analysis is carried out, using the first year as an example.
Sales revenue: 225ml inflatable 2.1 million yuan, 375ml product 3.5 million yuan, 750ml product 1.2 million yuan; total 6.8 million yuan; 4.64 million yuan after tax deduction;
(minus) Manufacturing cost: 225ml inflatable 1 million yuan, 375ml product 850,000 yuan, 750ml product 360,000 yuan; total 2.21 million yuan;
Gross profit on sales: 2.43 million yuan;
(Less) Administrative expenses: 300,000 yuan
(Less) Selling expenses: (1) Salary of sales staff (10 staff establishment) 300,000 yuan
(2) Cost of promotional activities 250,000 yuan
(3) Promotional staff commission 350,000 yuan
(4) Promotions for other personnel 150,000 yuan
(5) Freight costs 100,000 yuan
(6) Rebates 650,000 yuan
Total: 1.8 million yuan
Pre-tax profit: 330,000 yuan
The above program is designed by the consulting company based on the market and the actual situation of the enterprise, and requires further confirmation and revision by both parties.
Promotional products
Given that this alcohol product will soon be on the market, in order to expand marketing channels, within a short period of time to stand out among similar products, for the majority of consumers are familiar with the situation, we have mastered the situation, we asked Jinan Runjie Business Company Limited to tailor-made the following sets of promotional products, in order to cooperate with the sales of the product.
One, alloy kitchen gadgets
Two, exquisite seal: a variety of styles, showing elegant cultural characteristics.
Three, Valentino? Cooper Heart-shaped cosmetic bag - communication from the heart
four,