Article 1
Product: Shuanggou series wine * * * main treasure house * * *
Task: Annual sales target: xx million yuan.
Goal: xxx million yuan
Venue: Heze city market and some county markets.
In order to achieve the urgently needed annual sales target of 10000 yuan, according to the current liquor market situation and the actual situation of the company's products and Shuanggou series liquor products, the following suggestions are put forward for the sales of this product in Heze market:
First, improve the sales organization.
Establishing a complete sales organization is conducive to the development of the company's sales work, and making corresponding marketing plans according to the company's product structure. In order to achieve the company's sales target, it is suggested that the company organize the staffing of Shuanggou Office as follows:
1. The company has a sales director who is responsible for:
(1), responsible for organization establishment and personnel assessment.
(2) Formulate the company's annual sales plan and arrange the work of sales managers in all districts.
③ Dividing the goals and tasks of regional managers; (4) according to the sales situation of the company's products at different stages, make different sales plans, strive to complete the annual sales targets and tasks, and be responsible to the investment shareholders.
There are three sales managers in this company. With the development of the company and the continuous enrichment of the product structure, the three sales managers can serve as the managers of the Shuanggou offices of the three departments respectively, and reserve the backbone for the development and growth of the company. The duties of the sales manager are: ① to assist the marketing director in formulating and subdividing the annual sales tasks of each district of the company.
(2) Develop and improve the distribution network according to the sales plan, directly implement the company's various sales models, and actively feedback to the company, constantly adjust and improve.
(3) according to the network development planning reasonable staffing, direct recruitment of staff in Shuanggou office. Lead the sales team to actively complete the sales tasks assigned by the company.
(4) Assist the director to complete the sales task and daily assessment of subordinate employees.
⑤ Responsible for the implementation of the company's sales policies and promotional activities.
⑥ Summarize market information and make suggestions on product improvement or customer management. Participate in major sales negotiations and sign contracts; Directly manage key customers and assist the marketing department in sales training for customers. Organize the establishment and improvement of customer files.
⑦ Guide sales staff to actively develop new customers in the region, and assist local customers to carry out product distribution and sales training activities.
Be able to gain insight into the market, supervise and inspect, guide and improve the sales level of sales staff in various regions, and propose improvement plans. Pet-name ruby organize regular meetings every week, and organize business and training meetings of the sales team of this department.
3. It is suggested that the company assign 2-3 sales representatives to each sales manager, a total of 9. The responsibilities of the sales representative are:
(1) is responsible to the sales manager. Undertake the all-round development of the regional market under the jurisdiction of the company, organize the implementation of marketing promotion plans, and achieve regional sales targets.
② Manage sales channels and customers, conscientiously implement the company's rules and regulations, and make corresponding implementation plans according to the established regional annual sales targets.
(3) Responsible for business negotiation and contract/agreement signing in the region;
(4) according to the content and implementation of the sales contract/agreement, timely recover the payment;
⑤ Predict the market demand of products and make plans;
⑥ Assist customers in product training and implement various promotional activities of the company.
⑦ Actively carry out various market research activities and put forward opinions and suggestions on the company's sales model and policies.
Second, the market positioning
The online sales price of our company's Shuanggou series liquor is 178 yuan/bottle. According to the current liquor consumption market, the liquor below 100 yuan/bottle is: life drinking type; 15- 100 yuan/bottle, which is a mid-range banquet; 150 yuan/bottle or more, and it is a middle and high-grade banquet. Therefore, the company's products are positioned in the middle and high-grade banquet wine. The competitors of liquor at this price are as follows: Therefore, the customer base is positioned as follows:
1, high-end restaurants, restaurants.
2. Restaurants in star-rated hotels.
3, * * * organ canteen.
4. Wine for company banquets.
5. Wine for the wedding banquet.
6. Wine for gifts.
7. Wine for company banquets.
Third, the implementation measures
According to different customer groups, adopt different sales methods to occupy the market and achieve the purpose of selling the company's products.
1. For high-end restaurants, you can adopt the usual sales method of restaurant liquor and reach a cooperation agreement with the restaurant. * * * We may have to pay the entrance fee, about 5,000 yuan. * * * By extracting the bottle opening fee of the restaurant, we can attract the enthusiasm of the restaurant staff for the sales of the company's Shuanggou series liquor in the restaurant, so as to increase the sales of the company's products. If you don't talk about the entrance fee, you can cooperate with the restaurant marketing staff to attract the restaurant marketing staff to recommend the company's products, such as wedding banquets, company banquets and conference drinks, so as to achieve the purpose of selling the company's products.
2. For restaurants in star-rated hotels, the same method can be used to achieve the purpose of selling companies and increasing the sales of Shuanggou series wines.
3. For the canteen of * * * *, you can connect with customers through purchasing recommendation, or sponsor the banquet wine for a special event of * * *, or return the commission to the competent leader, so as to achieve the purpose of long-term sales of the company's products Shuanggou series wine.
4. For the company's banquet wine, you can choose a company with good benefits. Through cooperation with the company's marketing department, we use our products when the company banquets customers, and achieve the purpose of selling the company's products Shuanggou series wine through rebates or discounts.
5. For wedding wine, we can cooperate with the banquet department of the restaurant, or with wedding companies, photo studios and other places to obtain information and recommend the company's products to customers. Combined with the actual situation, the company achieved the goal of selling the company's products Shuanggou series wine by giving rebates and discounts to relevant responsible persons.
6. According to different festivals in China, such as Mid-Autumn Festival, Dragon Boat Festival and Spring Festival. Gift wine can be promoted through local newspapers and magazines in the established customer network, so as to achieve the purpose of gift sales.
7. With regard to the wine for corporate banquets, the business personnel can provide the company's products to the enterprises through purchasing and office consultation with the enterprises, and through rebate or discount, so as to achieve the purpose of selling the company's products, namely Shuanggou series wine.
Fourth, price strategy.
1. Price: unified retail price. Customers with different sales volumes will be given an annual stepped rebate * * *, and the specific plan will be reported separately * * *.
2. Promotion resources can also be invested according to customer sales.
Verb (abbreviation of verb) customer sales policy
1, the unified retail price of customers in the city.
2. Settlement: cash spot policy shall be implemented in principle. Under special circumstances, under the control of the sales manager, notify the sales director, and the finance department will cooperate with the flexible operation. Six, prefecture-level cities, counties and towns * * * district sales target and sales task distribution.
The company's total sales return target is 10000 yuan. According to the annual sales volume, the sales outlets are divided into three grades.
Seven, operation method
According to the above regional division, the sales director will drive the whole team to carry out the sales work in the local market in combination with the third implementation mode, in which the division of responsibilities is clear as follows:
1, sales director: responsible for market development centered on the urban area.
2. Sales Manager: Lead three sales representatives to carry out sales work in their respective areas. Sales tasks shall be implemented with reference to Article 7. Strive to achieve the company's sales goals and tasks.
Eight, reward and punishment measures
1, in the sales work, put forward good suggestions to the company and adopt them, and reward those who have achieved good sales results.
2, in the sales work, outstanding personal performance, be rewarded.
Reward those who work hard, unite with comrades and actively engage in sales work.
4, in the sales process, conceal the actual situation of sales, resulting in sales losses, should be severely punished.
5. In the sales process, those who work negatively and bring bad influence to the team will be severely punished.
Nine, personnel management
In the personnel management mechanism of Shuanggou office, the company does not interfere with the employment permit in the normal personnel deployment of Shuanggou office. The management and employment of personnel in Shuanggou office is decided by Shuanggou office, and the sales director has the right to decide the management and employment of personnel.
the second
I. Operating platform of sales planning scheme
The company has set up a special organization to investigate and develop new products, formulate marketing strategies and sales plans, and build the first terminal network of liquor in an all-round way with the economic concept of marketing plans. Equipped with marketing plan management and financial personnel, break the traditional employment mechanism and recruit a group of business elites from the society. Determine the business representatives, business directors, business directors and business managers of regional marketing programs, set up professional marketing teams, set up sales teams for key marketing programs, manage customers by special personnel, sign contracts for single products, and complete the combination of marketing teams before the new products go on the market.
Second, the design of sales planning products
Because of the transparent price and aging structure of the old products, it is difficult to meet the needs of consumers and support the high marketing expenses, and the products cannot form the advantages of marketing programs. Therefore, it is necessary to develop combined products.
1, according to the flavor type of liquor to develop, and strive to make the product personalized and obvious, so as to become the main brand.
2. Develop products according to the degree of liquor to form high, medium and low-grade series products.
3. Develop products in a targeted way, constantly research marketing plans in the sales process, follow up products, and realize the best combination of product structure.
4. Develop products according to the planned market price and establish a reasonable product price system.
Third, the network system establishes a sales planning scheme.
Effectively integrate the original dealer network, first help the original dealer to help them sell, master the first-hand information, and find out the details of the marketing plan. Lay a good foundation for the next marketing work. The listing of new products can be upgraded to marketing plan according to the following sales plan planning steps.
1, establish a master marketing plan, establish a feasible county-level target market sales planning scheme, and formulate a marketing plan development plan. The sales staff directly serve the first-class merchants, and the first-class merchants will assess the business personnel, select hotels, supermarkets and shops with good reputation in the regional market, and conduct comprehensive centralized marketing of the products. Create a model marketing plan, and strive to achieve more than 80% distribution rate in the marketing plan. After a month's marketing, strengthen and screen customers, determine first-class and second-class customers, and establish and improve customer files.
2. The offline customers managed by the first-class dealers are assisted by business personnel, and the management system of first-class and second-class customer supply cards is implemented; Print and issue supply cards to primary and secondary customers. The purpose is to master and control the flow of goods in the marketing plan, effectively control the price-breaking and goods-jumping of the marketing plan, and completely put an end to the appearance of counterfeit goods.
3. Reasonably distinguish the incentive policies of primary dealers and secondary dealers, protect primary dealers and cultivate and support secondary customers. Reward according to the performance of secondary customers.
4. Take promotion management measures for customers. When the performance of secondary customers reaches or exceeds that of primary dealers, secondary customers can be directly promoted to primary dealers, and their benefits will change accordingly. Finally, a strong and extensible sales first-and second-level network will be formed.
Article
First, the use of marketing plan resources in marketing plan
1. Configure delivery vehicles and advertise the body image. 2. dressing the, a business person, wears a business card and a badge. 3. Appoint business representatives, business directors, business directors and business managers. 4. Unified scheduling and management of resources that the company can control.
Second, product benefit distribution and sales cost planning scheme
* * * A * * product profit distribution and sales planning scheme
Distribute the benefits of each link reasonably, so as to maximize the use of resources, which will be distributed layer by layer according to the spatial relationship of product prices.
1. Make unified marketing plan and sales price, including hotel price, supermarket price, retail store price, etc. , reasonably allocate profit space, and reward dealers in two forms: monthly rebate and annual reward. 2, the organic combination of sales products, formulate the operation method of single product marketing plan. 3. For staged promotion activities, the reward standard is set according to the total delivery amount. 4. With the gradual maturity of the marketing plan, the cost of each link will be reduced or cancelled accordingly.
* * * II * * * Sales planning scheme marketing expense management; 1. All expenses are paid for selling products, and the company bears the basic salary, business trip expenses and telephone charges of business personnel. 2. Vehicle expenses, office expenses and warehouse expenses. 3. The salary of business personnel shall be paid in the form of basic salary+commission+reward. The basic salary of basic tasks is guaranteed, and the business commission is not capped. 4. Promotion expenses such as Yi Labao, posters and public service advertisements. 5. Publicity expenses in the market preparation stage and sales activity stage.
* * * II * * * Direct selling steps of sales planning scheme; Direct selling operation mode * * * One product, one policy * * *; 2. Open recruitment of business personnel, short-term training and arrangement of specific positions; 3. Make a plan for the listing of direct selling products;
Through direct sales operation, the marketing planning scheme is effectively controlled, and the marketing scheme is continuously supplemented and improved to realize the flattening of Taibai liquor network and lay a solid foundation for the operation of large-scale marketing scheme.
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