The listing of a new product means that the market equilibrium is temporarily broken and the market share is redistributed. The listed new product is bound to be tested in all aspects, such as the resistance of competitive products, the rejection of channels and the disapproval of consumers. Whether it can stand the test means whether the new product has vitality. Therefore, for a planner, the thoroughness and overall situation of the planning case and the ingenious and orderly arrangement of various activities are the keys to the success or failure of new products.
The first part is the background of product listing.
I. Overview of market opportunities
With the development of economy, people's consumption characteristics of pursuing personalized and diversified values have become increasingly prominent. At the same time, the proportion of people who consume at night and consumption expenditure is also expanding, which has boosted the overall scale of night consumption places in China. The drinks consumed in these night shows mainly include beer, soft drinks, red wine, fruit juice and mineral water. Among them, beer and drinks are the main varieties consumed at night. Consumers' demand for night beer is based on "stimulating the senses" and solving "thirst" and "fatigue". However, the conclusion that beer itself is "bad in taste, astringent and unpalatable" affects the integration of consumers and environmental atmosphere to some extent. Carbonated drinks solve the "astringency" of beer, but they do not meet the demand of "containing alcohol". This product is involved in the blank area between carbonated drinks and beer, which can solve the problems of "astringency" of beer and "alcohol-free" of drinks. At the same time, it highlights personalized, noble and romantic information, which effectively meets the psychological needs of consumers at present.
Second, the status quo of competitive products
Drinks consumed in night places can generally be classified as competitors of "Rose Wine".
1. Beer competition: discos, bars, KTV squares, ordinary fashion restaurants, high-end fashion restaurants, cafes, nightclubs and mid-range restaurants.
In China, the main beer brands are Qingdao, Yanjing and China Resources. In 2002, Tsingtao Brewery's national market share was 12.8%, Yanjing and China Resources were about 10% respectively, and the three companies accounted for about 35% of the national market share. In Shandong, the main beer brands are Qingdao, Laoshan, Yantai, Baotu Spring, Sankong, Arctic Ocean, Blue Ribbon, Klitze, Ke Da Le, Yinmai, Guanghan Palace and other local small brands. In Jinan, there are more than 40 beer enterprises participating in the market competition, both the strong attack of Tsingtao Brewery and the encroachment of private enterprises such as Kelitz, Kaida and Yinmai.
In Jinan, beer is the most consumed drink in nightclubs, and it is also 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. The beer brands sold are Qingdao, Budweiser, Corona and Yanjing. With the intensification of competition, various beer brands are promoting personnel at the terminal, and the advertising investment is relatively small. Tsingtao Brewery once advertised in Shandong TV Station and held an essay-writing activity of "Centennial Tsingtao Brewery" in Qilu Evening News. Other beer brands have less investment in Shandong media. The advertisement of Tsingtao Brewery tends to brand promotion, which has a long history. The promotion of beer brands in stores is mainly POP posters. The promotion methods in nightclubs are mainly free tickets and special prices.
2. Competition of drinks (cola): discos, KTV squares, ordinary fashion restaurants and high-end fashion restaurants.
The leading position of China's beverage industry has long been occupied by Pepsi and Coca-Cola, covering all parts of China. Supermarkets, convenience stores and street stalls can all be seen. It also has a strong brand awareness in Shandong. These two brands can often be seen in the sales places of rose wine, as well as the "Red Bull" brand, and most of the products appear in cans. At present, the annual consumption of beverages (cola) in these markets in Jinan is more than10.6 million cans.
The advertising of Pepsi and Coca-Cola is mainly based on TV media advertisements, which has formed a high-altitude advantage. The two brands spend no less than 1 100 million yuan on TV advertising every year, which is conducive to promoting the establishment and consumption of brand image. At present, these two brands have not taken the initiative to attack the nightclub market, and most of the products appearing in nightclubs are freely developed by agents, which also leads to almost no promotion measures in nightclubs.
3. Red wine (wine) competition: bars, KTV squares, ordinary fashion restaurants, high-end fashion restaurants, cafes and nightclubs.
As one of the "chronic diseases" in China wine market, insufficient wine consumption has been criticized by people in the industry. Data show that in 2002, the per capita wine consumption in China was about 0.35 liters, less than 20% of that in France. The total consumption of about 300,000 tons per year makes many manufacturers look heroic: the consumption of 300,000 tons is less than 1% of beer, 1/20 of liquor, and even less than 1/4 of vinegar.
According to a group of unofficial survey data, in China's most economically developed cities, namely, Beijing, Shanghai and Guangzhou, the average number of people who often drink red wine is around 5%. Even in Guangzhou, where the consumption of red wine is the fiercest, this figure is only 8%. In other words, among the current urban residents, there are a large number of consumers with spending power, but for various reasons, there are no consumers who consume red wine at present.
This also determines that our product positioning must not be wine, but should be defined as dew wine.
In Shandong, the common red wines are Changyu, Wei Long, Tonghua, Dynasty and Great Wall. Changyu wine is one of the best-selling brands. The main sales points of these wine brand products are supermarkets and high-end restaurants. The point of sale of rose wine is its auxiliary sales network, which has not entered the sight of these manufacturers. There are few China red wines in these sales places in Jinan, and most of them are well-known foreign red wines, with prices ranging from several thousand to several hundred, which is a typical fashion consumption. As a domestic wine, the brand and regional effect of Changyu Dry Red has become the first choice for mass consumption.
4. Fruit juice competition: ordinary fashion restaurants, high-end fashion restaurants and nightclubs.
Since the production and trade of concentrated fruit juice was born in 1950s, the fruit juice market has greatly increased. Due to the improvement of production technology and equipment, the fresh taste of concentrated juice has become more perfect and the industrial ties have become closer. In Shandong market, the main juice drinks are Huiyuan, Laiyang pear juice, farmer and mountain village orchard. In Jinan market, among the above-mentioned sales points of rose wine, Huiyuan and Shancun orchards are the main juice brands, and the promotion means adopted are mainly counter display.
5. Competition of mineral water: discos, ordinary fashion restaurants.
The mineral water industry in China appeared earlier, but it was accepted and popularized by consumers for a long time. At present, mineral water enterprises all over the country are developing rapidly and the competition is becoming more and more fierce. The competitive situation has changed from the competition of sales network to the competition of brand, service and price. In Shandong markets such as Jinan, the common mineral water mainly includes Nongfu Spring, Wahaha and Lepuxi, accounting for about 75% of the total sales of mineral water.
Third, an arrow on the string is bound to happen.
Through the previous analysis of market opportunities and competition, it can be seen that the drinks sold in the evening show are not differentiated according to the level of consumers, which also shows that competitive brands have not paid enough attention to the consumption of the whole evening show, but this does not mean that manufacturers will give up forever. Once our competitors adjust their consumption links and product structure, the "blank area" on which our "rose wine" depends will be threatened. According to the principle of first come, first served, the most important thing is always to be recognized first. Time is money. "Rose wine" can quickly enter the market and obtain the greatest economic benefits by taking advantage of the market created by competing products and the products with weak competition at present.
The second part is strategic planning and market strategy.
The main goal of strategic planning is to help an enterprise choose and organize its business, so that the enterprise can develop healthily, even if unforeseen events occur in its specific field or product line.
First, define the corporate mission.
The goal of the enterprise is to become the most distinctive enterprise in Jinan, Shandong, the whole country and even the world. We will win the leading position in this market by providing innovative, high-quality, cost-effective and healthy beverages to our distributors and end customers. We will provide services to specific customers through our eternal commitment to customer satisfaction, thus increasing the value of our products.
Second, the strategic choice of enterprises
The goal shows where the enterprise is going to develop; The strategy explains how to achieve the goal. Every enterprise must formulate appropriate strategies to achieve its goals, including technology strategy and resource strategy. Many strategies that can be put forward can be summarized into three types: overall cost leadership, differentiation or centralization.
According to the analysis of the advantages, disadvantages, opportunities and threats of the whole enterprise, the differentiation strategy should become the main direction of the long-term development of the enterprise.
Third, product identification.
Rose wine product is a new product. In order to start the consumer market, the early positioning must be accurate and can really touch the hearts or emotions of consumers. Packaging, advertising and promotional materials should be simple and powerful.
1. production line
According to the needs of different nightclub consumers, launch different product series:
(1)225ml small inflatable bottle (2)375ml medium bottle (3)750ml large bottle.
2. Target consumer groups
The consumers in bars, discos and KTV are relatively young, 16-45 years old. This part of the crowd is mostly students, young people and white-collar workers. This group is fun-oriented, fashionable and lively, and often appears in the form of group consumption. This group of people are greatly influenced by price factors and flexible promotion methods, and reasonable product prices are often more attractive.
The age groups of dance halls and nightclubs are higher, and the coverage population is basically 25-55 years old. This part of the population is mainly composed of personnel from various enterprises and institutions, and their consumption purposes are mainly business entertainment, spending more public funds and paying little attention to price factors.
3. Product name
The product name should be able to express the unique advantages and uses of the product, and be easy to read, understand and remember. Only in this way can a fixed "brand memory point" be formed among consumers.
(1) 225ml inflatable vial-"Ice Rose"
(2) 375ml bottled "Love Rose"
(3) 750ml bottled "Rose Manor"
4. Trademark
(1)225ml inflatable vial-the trademark is bold and unique. Under the dim light, the name and pattern of "Ice Rose" can stand out from many products.
(2) Bottle 2) 375ml-the trademark is exquisite and slender, highlighting the exotic flavor.
(3)750ml bottle-the trademark is noble, generous and romantic.
taste
All products take "faint rose fragrance" as the unified fragrance, and adopt different styles in taste.
(1)225ml small inflatable bottle-strengthening the sense of "killing the mouth" as the first substitute for beer and drinks. While "quenching thirst", meet the difference between "containing alcohol" and pursuing individuality.
(2)375ml medium bottle and 750ml large bottle-sweet and sour, the fragrance of roses should not be too strong, and "fragrance" is appropriate.
7. color
The uniform color is "light red", which is consistent with the color of common wines.
8. Alcohol content
(1)225ml small inflatable bottle-4, 5 degrees; (2) bottled 2)375ml-8, 10 or 12 degrees; (3)750ml bottle-10 or 12 degrees.
Fourth, price setting.
There are many ways for enterprises to set product prices, including cost-oriented pricing, demand-oriented pricing and competition-oriented pricing. As a new product, rose wine should also consider skimming pricing (profit-seeking) or penetration pricing (low price).
We suggest adopting cost-oriented method and competition-oriented method, and consider adopting skimming pricing method to determine the price of rose wine series products.
Main reference price
(1) Tsingtao beer
Ex-factory price: 2.48 yuan/bottle (375ml bottle)
Acting delivery price: 5 yuan or 6 yuan/bottle.
Terminal sales price: KTV is 10 yuan, 15 yuan/bottle; Bar 15 yuan, 20 yuan/bottle.
Personnel promotion commission: 1 yuan or 2 yuan/bottle.
Factory year-end rebate: uncertain, the agent will negotiate directly with the manufacturer according to the sales volume.
Mode of operation: The sales of Tsingtao beer in nightclubs mainly depend on the agents themselves. According to the survey, Tsingtao Brewery takes a decentralized approach to the operation of small bottles, and there is no special promotion investment. The manufacturer transfers it to the agent at the lowest price, and the agent operates on its own.
(2) wine
Changyu, Dynasty and Great Wall are still the main brands in the high-end market among domestic wines. In foreign markets, such as Guangzhou, "Hotan Rose King" and "Rose Fragrance" with similar names sell well, especially the Rose King. The price of each bottle is around 32 yuan, and the hotel is at least fifty or sixty yuan.
This is mainly because Hotan has carried out a series of promotional activities, in addition to vigorously promoting sales, it has also given certain preferential measures to dealers. Buy 10 box of Rose King (6 bottles per box 186 yuan) and give a box of rose fragrance (6 bottles per box 108 yuan).
Changyu Cabernet Sauvignon, the supermarket price is about 40 yuan/bottle, the bar sells about 130 yuan/bottle, and other nightclubs maintain around 80 yuan, and the wholesale price is about 26.60 yuan/bottle. At present, if there are no effective promotional activities, we mainly rely on some promotional items to maintain customer relations.
The wholesale price of the Great Wall is 23.30 yuan/bottle, and the promotion activities are basically the same as Changyu.
Product cost estimation
Preliminary estimate:
(1)225ml small inflatable bottle-the direct cost is about 4 yuan/bottle, the machine depreciation cost and site cost are about 0.30 yuan/bottle, and the packing box is 0.20 yuan/bottle. The total cost price should be around 4.50 yuan/bottle.
(2) Bottle 2) 375 ml-the direct cost is about 8 yuan/bottle, the depreciation cost of machinery and site cost is about 0.30 yuan/bottle, and the packing box is 0.20 yuan/bottle, so the total cost price should be about 8.50 yuan/bottle.
(3)750ml bottle-the direct cost is about 1 1.50 yuan/bottle, the machine depreciation cost and site cost are about 0.30 yuan/bottle, and the packing box is 0.20 yuan/bottle. The total cost price should be around 12.00 yuan/bottle.
Product price positioning
Ex-factory price of 225ml inflatable products 10 yuan/bottle; Dealer suggested delivery price 12.50 yuan/bottle; Terminal suggested retail price 30 yuan/bottle.
Ex-factory price of 375ml product 35 yuan/bottle; Dealer suggested delivery price 42 yuan/bottle; Terminal suggested retail price 199 yuan/bottle.
Ex-factory price of 750ml product 40 yuan/bottle; Dealer suggested delivery price 59 yuan/bottle; The suggested retail price of the terminal is 299 yuan/bottle.
Verb (abbreviation of verb) channel design
1. Market segmentation
The usual division method of origin factors is adopted: Jinan market is initially divided into "base" market, other areas in Shandong are divided into "penetration" market, and the markets outside the province are divided into "radiation" market.
2. Sales channel structure
The choice of enterprise distribution channels is restricted by market, products, management, financial resources, middlemen and other influencing factors. Therefore, when designing channels, we must carefully analyze and weigh all factors. The selection and layout of each channel and its members should be based on the demand characteristics, demand potential and profit scale of the target market. On the basis of comprehensive consideration of various factors, we can design channels.
(1) Make it clear whether the enterprise adopts direct channels or distributes through middlemen.
Considering the complex background of night show operators and the strength of our enterprise, we suggest using middlemen for distribution. However, the selected dealer must meet the following three basic requirements.
The first choice is to have a certain nightclub network, whether it is self-control or offline control;
The second choice has a strong background, such as the public security law department, taxation, industry and commerce;
The third option is to have strong financial strength.
(2) Determine the number of middlemen
There are usually three strategies to choose from: exclusive distribution, intensive distribution and selective distribution.
Exclusive distribution means that only one middleman is selected to operate exclusively in a region. Intensive distribution is to find as many middlemen as possible to sell products. Selective distribution is the conditional selection of several middlemen for distribution in a region.
Enterprises can implement "one place, one policy" according to the actual situation in different times and regions. The specific number of dealers should be determined according to the strength of dealers.
At the initial stage of entering the market, enterprises can adopt exclusive distribution or selective distribution according to the actual situation of dealers in Jinan "base area" market, and at the same time take in-depth marketing control, set up regional managers, and equip industry representatives and assistants under agents to assist agents in developing, maintaining and popularizing terminal sales networks; For the "penetration" market in Shandong, exclusive distribution or selective distribution is also adopted. At the same time, semi-deep marketing is adopted, regional managers are set up, and industry representatives are set up under agents to assist them in developing and maintaining the terminal sales network. In the "radiation" market outside the province, set up a regional manager in charge of sales, who will determine the exclusive agent or choose the distribution according to the actual situation, without other promoters.
Jinan "base" market is the first time to start the market, but also to actively contact agents all over the country. Especially in Shanghai, Beijing, Chengdu and other big cities or some big cities in the south, because the nightclubs in these places are relatively large, the nightclub consumption habits of local consumers are stronger than those in the north, and it may be easier to accept such products. So we can run these markets with the help of mature agents, which can quickly increase our sales and produce better benefits.
With the promotion of sales, enterprises should gradually adjust the strategy of key areas, make key investments in areas with good sales volume, and gradually increase industry representatives and permanent representatives in these areas to help dealers explore the market.
(3) How to find an agent at the start-up stage?
In the case of limited strength, it is very important to rely on the strength of agents to launch enterprise products. The first step in establishing cooperation with agents is how to find enough agents for enterprises to choose from. There are many technical problems involved. Here we provide several effective methods for enterprises' reference, which can also be used as an outline for later marketers to explore the market.
Media investment promotion: TV media and print media can be used as basic investment promotion information. Jinan TV Station and Shandong TV Station can be regarded as the TV media of Jinan "base" market and Shandong "penetration" market, and Jinan Times, Business Daily and Evening News can be regarded as the print media. The "radiation" market outside the province can consider the local newspaper industry and promote the investment of some professional magazines. Before inviting investment, it is necessary to prepare and make necessary tools for enterprises to attract investment, such as company picture books, handbags and attending related exhibitions.
Reverse traceability method: enterprises or sales personnel visit their sales terminals according to the beer and red wine appearing in the region, and trace them back to their agents according to the information provided by their sales terminals.
Tracing back to the source: an enterprise or salesperson inquires about the company phone number of beer and red wine in the local area and makes a purchase request to the manufacturer as the "network terminal" in the local area, and the enterprise will inform the contact information of its sales agent or salesperson.
Street search: enterprises or sales personnel use bicycle search to find the wholesale market of alcohol and the dealers of "alcohol sales companies" in the sales area.
Borrow chickens to lay eggs: use the obtained information of sales staff of liquor enterprises to contact other sales staff and use their original sales network.
Relationship introduction: Enterprises or salespeople use interpersonal networks to find wine distributors.
3. Establishment of sales organization
While selling products through the dealer network, enterprises must explore the mature market operation mode and establish and cultivate a marketing team that can fight hard.
(1) Establishment of internal marketing organization of enterprises
Enterprises need to set up a special sales department. At the same time, considering the current marketing ability of the enterprise, it is suggested to hire a professional manager as the head of the sales department. According to the time schedule of listing planning, the arrival time should be before June 65438+1October 65438+May 2004.
Selection conditions of professional managers
Bachelor degree or above in business administration or marketing, or equivalent knowledge level, with wine marketing experience;
Systematic knowledge of marketing, economic law and contract law, familiar with the company's product performance, industry-related policies and marketing characteristics, as well as sales management, financial management, social public relations, consumer psychology and other knowledge;
Strong organizational and management skills, strong public relations skills, negotiation and decision-making skills, leadership and execution skills.
(2) Establish external marketing organization
It is very necessary to form a strong marketing team and distribute it to the sales market selected by the enterprise according to the sales location currently selected by the enterprise and the needs of the long-term development of the enterprise. These personnel will be in place by March 2004.
"Channel is king, terminal wins" will become the general sales policy of enterprises. According to the general policy, enterprises must set up regional managers and add industry representatives and permanent representatives in important markets.
Personnel promotion is very important in the early stage of starting a business, and it is a powerful means to ensure that "the channel is king and the terminal decides everything". Through the regional division of the whole market in Jinan, all outlets in the sales channel are provided with refined service and management in a fixed area, fixed point, fixed person and quantity, so as to realize the comprehensive control of the market product sales, similar product competition and personnel promotion, and make the product have a competitive advantage in the sales channel. If the growth momentum in other regions is good, personnel promotion and follow-up can also be implemented.
Key points of implementation: the core of specific content and expression is the quantitative management of retail terminals;
Staffing: Staffing is determined according to the size and operating performance of the store.
Work plan: the work that everyone should complete every day, determine the content, frequency and feedback information of the work, and complete certain sales tasks and product display.
Map management: mark the distribution map of sales outlets on the map, including dealers, wholesalers and retail stores.
Offline management: according to the distribution map, the work line of the promotion personnel and the location of the customer number.
Form management: record the detailed information of customers, including quantity, grade, inventory status, store display, existing problems and similar products, and indicate the work content and order of the promoters.
Specific operation:
Step one:
Collect basic information with dealers, collect the number of all nightclubs, establish files and draw maps. Files include: store name, person in charge, address, telephone number, etc.
Straighten out the classification of A, B and C customers, and determine the development goals according to the above information.
Negotiate with dealers, set the route and preliminarily determine the frequency of visits, and focus on the differentiated development of A-level, B-level and C-level, so that the distribution rate can reach over 30%.
Step two:
Mainly the summary of the first stage, data correction, reasonable correction, customer level, sending sales promotion personnel, data analysis based on sales volume, data analysis: according to sales data, calculate the sales volume of each store and the percentage analysis of sales volume, and get the necessary business information of the product.
Customer level depends on sales volume and potential. Treat different customers differently and hold large customers for a long time; For medium-sized customers, we should firmly occupy, tap the potential and promote sales. For small customers, we should speed up turnover and digestion. If the objective reasons cannot be changed, give up decisively.
Organize and implement supervision: the regional manager is responsible for tracking, which serves as the basis for personnel work assessment and resource support. Enterprise special inspectors regularly or irregularly check the coverage according to the determined schedule. Store A and Store B show the changes in publicity, wholesalers and distributors, and product sales.
The third part of the new product put on the market
1. Time to market: June 65438+1October 65438+May 2003.
Second, the listing area:
With Jinan, Qingdao, Yantai, Weihai, Zibo, Dezhou and other provinces as the center, it covers the areas under its jurisdiction, including Chengdu, Beijing, Tianjin, Shanghai, Shenzhen and other developed cities outside the province.
Third, the listing strategy deployment:
1. Publicity and support
(1) In June, 2004, the theme advertisement "Rose Rose, I Love You" was launched to promote enterprises and recruit agents for provincial and municipal newspapers, and strive to cover the largest area; The first stage of broadcasting, with 225ml and 375ml products as the main targets. In early February, a prize-winning essay activity was started in cooperation with Valentine's Day, which lasted until the end of March.
(2) In February 2003, posters, flags and banners of Ice Rose/Rose Manor/Love Rose were launched for retail stores to post/hang.
2. Visit:
(1) Distributor
Leading ideology: As the product is a new product, it is of little significance and great risk to push the product to the market only by the strength of the enterprise under the condition of limited marketing resources. Therefore, it is decided that the enterprise will make profits and use the funds and inventory of dealers to push the products to the market for promotional activities, as follows:
The first stage: from June 65438+1October 15 to March 3, 2004, the threshold levels were 300 boxes, 500 boxes and 1000 boxes of 225ml series (12 bottles/box.
The second stage: from April 1 day, 2004 to September 3 1 day, 2004, the threshold levels were 1000 boxes, 2,000 boxes and 3,000 boxes respectively, and 7 yuan/box, 10 yuan/box and/kloc were awarded according to different threshold levels. At present, the new products have received a good response in the urban area and are radiated to other places. We should raise the level of barriers, take care of the interests of China families, and follow up our company's promotional products.
The third stage: from June 65438+1 October 2004 to February 3 1 February 2004, regional sales competition will be held according to the sales situation in each region, and the qualification and reward amount of the finalists will be set. The inducement of high bonus greatly mobilized the enthusiasm of customers, making them hoard a lot of goods and occupy their inventory and funds as much as possible; This move aims to use customers' hoarding to fight off-season wars when the off-season comes. The successful implementation of competitive sales has brought a happy ending to this listing plan.
Shortlisted conditions: the monthly sales volume, the amount of money returned and the number of contacts developed reach a certain level, which is determined by the enterprise according to the actual market situation.
Award amount: the award amount shall not exceed the above maximum award limit.
(2) Retail stores
Guiding ideology: increase the distribution rate and product exposure as much as possible, as follows:
The first stage: from June 5438+1October 20041May to March 3, 20041,the carton cashback activities were carried out for retail stores. Every 225ml carton can be returned to 2 yuan, 375ml carton can be returned to 5 yuan and 750ml carton can be returned to 7 yuan.
The second stage: the "Rose Wealth Plan" was launched from April to June, 2004 at 5438+00, that is, one bottle of rose wine series was given to every two bottles/package of designated products, and the "Rose Wealth Plan" was implemented continuously for seven months.
3. Consumer promotion
Leading ideology: through consumer promotion activities, enhance the taste acceptance and popularity of products and expand consumer groups.
Box-cutting exhibition: each retail outlet will carry out product stacking exhibition activities to increase product exposure.
"Meet Passion" promotion: within one week before and after a specific festival, you can drink the designated "rose wine" products at the designated nightclubs for free with the promotion card printed by the enterprise. The front of the promotion card is the theme and picture of "Rose Wine", which should have strong impact and temptation. The reverse side is the name and logo of this joint activity nightclub. The distribution of promotional cards can be decided by the dealer, and the company will print them out and hand them over to the dealer for distribution; It can also be delivered by the enterprise itself, but an agreement needs to be reached with the confirmed nightclub.
Enterprises need to provide some products for free during the activities. If it is provided by the agent, it can be deducted from the payment according to the recycled promotion card.
On-site activities: enterprises can conduct "Rose Wine Throwing Competition" and "Welfare Lottery Giving Activities" at specific sales terminals. "Rose Wine Throwing Competition" means that the audience can participate in this activity by buying one or several bottles of ice roses. Every time you buy a bottle of "rose wine", you can get a chance to throw points. In the end, whoever has more points will get a certain amount of "rose wine" and our promotional items for free. "Welfare Lottery Giving Activity" is a joint instant lottery center or the purchase of a certain number of instant lottery tickets. In terminal nightclubs, consumers who buy "Rose Wine" products can freely choose several instant welfare lottery tickets, and enterprises can cash them on the spot or make their own lottery activities, design numbers and corresponding cash amounts.
The fourth part is the performance target and benefit analysis.
1. Jinan market
(1) market share: the first year10%; 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 and 750,000 bottles in the third year;
2. Other markets in Shandong
(1) Market share: 5% in the first year; Second year 10%, third year 15%.
(2) Sales volume: 60,000 bottles in the first year; 6.5438+0.2 million bottles in the second year and 6.5438+0.8 million bottles in the third year;
3. Outside the province market
(1) Market share: 5% in the first year; Second year 10%, third year 15%.
(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
340,000 bottles in the first year; 680,000 bottles in the second year and 654.38+0.02 million bottles in the third year;
According to the above market forecast objectives, the first year is taken as an example for benefit analysis.
Sales revenue: 225ml inflatable type 26.5438+10,000 yuan, 375ml product 3.5 million yuan, 750ml product 1.20 million yuan; A total of 6.8 million yuan; 4.64 million yuan after tax deduction;
(Less) manufacturing cost: 225ml inflatable 1 10,000 yuan, 850,000 yuan for 375ml product and 360,000 yuan for 750ml product; Total 22 1 ten thousand yuan;
Gross sales profit: 2.43 million yuan;
(Less) Management expenses: 300,000 yuan.
(Less) Sales expenses: (1) Salary of sales staff (10 staff) 300,000 yuan.
(2) The promotion cost is 250,000 yuan.
(3) The promoters receive a commission of 350,000 yuan.
(4) Other personnel were promoted by 6,543,800 yuan+0.5 million yuan.
(5) The freight is 654.38+ten thousand yuan.
(6) The rebate is 650,000 yuan
Total: 6,543,800 yuan+800,000 yuan
Pre-tax profit: 330,000 yuan
The above scheme is designed by the consulting company according to the actual situation of the market and enterprises, and needs further confirmation and modification by both parties.
Promotional products
In view of the upcoming listing of this liquor product, in order to expand the marketing channels, stand out among similar products in a short time and be well known by consumers, we ask Jinan Runjie Commercial Co., Ltd. to tailor the following sets of promotional products according to the information we have, so as to cooperate with the sales of the products.
First, the alloy kitchen gadgets
Second, exquisite seals: diverse styles, highlighting elegant cultural characteristics.
Third, Valentino? Cooper's heart-shaped cosmetic bag-communication starts from the heart
Fourth,