September 1 1 Joined the internship of Konka Jinan Branch. In the first month, I was assigned to Jinan as a marketing assistant. When I joined the company, the marketing manager told me that the internship period was one month, and the salary was 800 yuan basic salary plus 200 yuan expenses. If I do well, my salary will definitely increase, so I don't have to worry about my salary first. I will naturally have those things when I do well. At that time, all the colleagues in the company were very busy. The sales manager above me has just been promoted from my previous business and doesn't know how to manage, so no one guides me, no one takes me, and I don't know what the specific marketing assistant is responsible for. I just passively accepted this job, making daily sales report, weekly report, direct seller's salary table, printing samples, or counting the size of shop stickers, banners and so on. Anyway, I've been facing the computer all day. Surrounded by trivial things all day, I feel like a handyman. I am busy all day, but I don't know what I am busy with. I often work overtime until 10: 00 at night. At this stage, my ability can't be exerted and my work efficiency is extremely low. I thought about giving up for a while, but my classmates encouraged me to stay and watch. Maybe I will be better in the future. The indomitable spirit gave up the idea. In retrospect, it was mainly my own fault at that time, because I just entered the society and was not mature. I am embarrassed to ask the manager what his duties are. What should I do? What should I do? Wait, in short, there is too little communication with the manager, which is also an easy mistake for newcomers.
Second, find the boss's self-appreciation.
During the eleventh period, we organized large-scale promotion activities. I stared at the store in Sanlian, which is the biggest and most important store in downtown. All brands focus their work here. Three days before the eleventh, the boss of the company personally sat in Sanlian and fought with us from morning till night until he got off work. I know I must seize this opportunity, behave well and prove myself. In these seven days, I found my passion in my bones. I was alone in front, pulling customers to the booth, organizing lottery activities and shouting. At that time, we were the most popular. I led Pro to shout slogans and personally took charge of the lucky draw. Our booth was packed, and in the boss's words, it was "full shock". Naturally, we sell well. It is said that 1 1 month is three times the highest sales volume in recent years.
After the National Day, the boss went to our marketing manager and asked me how much my salary was. The manager told him that it is 800+200 at present. The boss told our marketing manager how such a low salary can inspire my fighting spirit and make me pay more. So in September 1 1, the salary rose to 65438 in June1. Then, the boss talked to me personally, asked me about my work and asked me what I was good at. I told him that I had been troubled by some reports and small things in the early stage and didn't give full play to my best energy. In the future, I will improve my efficiency and focus on marketing. Then, the marketing manager talked to me again and gave me strong guidance. He told me that at present, my work mainly includes three parts: first, the promotion of store image; Second, the management of direct sellers; Third, promotional activities. Moreover, the company gave me an activity award in 200 yuan, and was named as one of the eleven outstanding market workers.
Finally, I have a general definition of my job. I know the stage has been set up, and the rest is up to me.
Third, Chuangkonka's short-lived glory was highly praised.
After defining the scope of work, I clearly defined and sorted out my work and began to analyze and plan my work from these three aspects. The main problems are as follows:
1, the store image is chaotic. Sampling inspection is not in place, new products are not serialized, old prototypes are not cleaned in time, prototypes are unreasonable, lack of unity, lack of visual impact, poor sanitation of the booth and poor overall image.
2. The morale of direct sellers is low, shops are not passionate, product knowledge is not systematic, and product knowledge is seriously lacking.
3. The planning of promotional activities is poor, lacking foresight, and the execution of promotional activities is quite poor. Without a template process, activities are often like headless flies.
In view of the above situation, I first sorted out the sampling situation of each store, coordinated the business of each store, and strengthened the sampling inspection of 20 series of new products. Then, starting from the key stores, it took almost two weeks to arrange and set tasks every week. All the stores have been greatly adjusted, and materials such as POP, explosive cards and stacking are uniformly arranged, and the prototype demonstration has been strengthened, and the image of the stores has been greatly enhanced by means of green vines and flowers.
Get:
Through these two weeks' efforts, the downtown stores have taken on a new look and the hard terminals have been well protected.
Loss:
There is nothing institutional about store management, and I don't realize the importance of store image to direct sellers. There is no direct seller to analyze his own store and find out how to improve the problem. The most important thing is that every time they get into the habit, the monitoring is not enough, which leads to a large area of confusion in the image of the store. At that time, the work was not done too deeply.
In the management of direct sellers, through the experience of temporary promotion and communication with direct sellers after joining the company, it is found that the overall morale of direct sellers is particularly low. Many direct sellers report that many promises made to them in the early stage have not been fulfilled, and the main promotion of direct sellers is not very clear. Taking our "Buy One Get One Free" activity in June 5438+065438+ 10 as an opportunity, we make a buying and giving plan every week according to market changes, set the main push models, give them tasks, adopt the principle of more rewards and less penalties, and promise to give cash rewards to the shops that have completed the tasks. When presiding over the regular meeting on Wednesday and Thursday, the training supervisor will train the direct sellers according to last week's sales situation and our main push models this week, and then I will summarize last week's activities for you. The marketing department and business manager will find gold rewards for the direct sellers who have completed the task and publicize this week's promotional activities. It is through these promotional activities and incentive systems that the enthusiasm of city direct sellers has been greatly improved, our morale has never been higher, and our sales volume has been rising. In my opinion, in the case of such fierce competition in the color TV industry, the only difference between product homogenization, price homogenization and promotion homogenization is people, so the role of people is the greatest. In the retail terminal, the direct seller plays the most important role in the single-player competition. For a branch company, it is better than advertising, public relations and promotion. Undoubtedly, the direct seller is the most important force to win the terminal.
As for promotional activities, I am only responsible for the planning and implementation of urban promotional activities. Before each promotion, the marketing manager will issue the promotion plan of the branch according to the guidance of the group, and then I will make our specific activity plan in the urban area according to the plan of the branch and the actual situation in the urban area. During the whole period of11-65438+February, we basically promoted it every Monday. Of course, I was also very busy promoting it. At the same time, personnel arrangement, schedule tracking, promotion feedback and data analysis have been strengthened. In the past two months, our promotional activities have been colorful.
Through the joint efforts of all of us, we achieved quite brilliant results in June 5438+065438+ 10 and February 65438+February. Our whole company has been infected by the downtown area and driven by it, and its morale is quite high (according to the vice president). The overall sales volume in the urban area ranked second, and some stores ranked first.
At various meetings, the company leaders spoke highly of my entrustment, saying that because of my arrival, the urban area was brand-new and the achievements were obvious to all. At that time, my confidence was at an all-time high. I seem to see the future of Konka in Jinan. I pointed my finger contemptuously at the ace Hisense, you can't!
Of course, our results in165438+10,65438+February also exposed considerable problems.
1, wage arrears. Because 10 is the most important time for color TV sales, the salary scheme at this stage needs to be adjusted, but the sales management department of the company (responsible for formulating the salary scheme) still uses the previous off-season salary system, resulting in the high salary of the direct sellers at 10. The average salary of each direct seller in Sanlian is 7500 yuan, and the salary of the direct sellers in the whole company is much higher than the standard, so the company has been checking the salary and withdrawing all the wholesale ones until 6500.
2. owe gifts. Because our sales are particularly good and our activities are very strong, our company is seriously short of gifts. Every store is in arrears with many customers' gifts. Direct sellers can't sell goods normally and deal with customer complaints all day. The company said that the gift was lost too seriously and the gift was not replenished.
3. loss. There is something wrong with our business and our financial accounts have been audited. In June 5438+February, our Jinan branch made sales of 40 million yuan, and the internal ranking of our branch rose surprisingly from the third from the bottom to the fifth, but in this case, it was still losing money.
4. Extensive management. The company's management is relatively extensive, and the investment is large, but the harvest is relatively small and the waste is too serious.
These problems also led to our New Year's Day fiasco!
Fourth, I was injured on New Year's Day.
After 65438+February, we ushered in another important festival-New Year's Day, but this time, there is nothing we can do!
Our advantage didn't last long. Three days on New Year's Day gave me a blow. I feel my heart is aching, regretful and helpless. In fact, I have long foreseen the sales situation on New Year's Day, but it is also a sigh. On New Year's Day, I felt that we were quietly waiting for death.
Analyzing the sales situation on New Year's Day, I summarized the following reasons:
1, the overall strategic foresight of promotional activities is too poor. Our 20 series sold very well in June 5438+1October 65438+1October 65438+February, and our promotion and deployment were disrupted by the mandatory price reduction of the headquarters. After the price reduction, not only did our sales decline, but we also overdrawn the price by 20% in advance. On the one hand, it hurt the sales at that time, and more importantly, we lacked a promotion life point that could really attract customers' attention on New Year's Day, so the promotion was neither angry nor potential. If the price of our 20 series can be maintained until New Year's Day and then promoted on New Year's Day, the situation will definitely be different.
2. The enthusiasm of direct sellers is extremely poor.
Salary distribution has a great influence on the enthusiasm of employees. The salary of direct sellers in June 5438+00 will not be paid until the middle of June 5438+02. Many direct sellers have to borrow money to make a living, and it is difficult to adjust their mentality to the best state. On the day before New Year's Day, the direct sellers all hoped to pay the salary of 5438+0 1 in June, but they only returned empty-handed, and we paid 65438+. There is no denying that the salary problem has had an important impact on direct sellers, making them unable to sell goods calmly.
4. Resources are not in place.
On New Year's Day, we owe a lot of gifts, and many stores handle customer complaints all day. The negative impact of our brand is particularly great, and the enthusiasm of direct sellers has also been affected. During the Spring Festival, we are short of gifts, especially some small tableware or headphones. Usually, our direct sellers sell their goods and have to borrow gifts from other brands.
5. The promotion process needs to be strengthened.
The whole promotion process is still not well controlled, and I have to bear a lot of responsibilities in this regard. I need to strengthen some marketing details, especially the preparations for promotional activities, which are particularly poor, lack of planning and many details are not considered enough, which also affects our sales.
Objectively speaking, we are greatly impacted by competing products.
Generally speaking, a big festival like New Year's Day will definitely form a big gap before the promotion. We should fully integrate resources in the early stage and hold our breath. New Year's Day will be like the Yellow River, ready to go, only full of momentum, in order to achieve good sales results. Because our resources integration in the early New Year's Day is not in place, employees' enthusiasm is not high, resources are insufficient, and the whole company is impetuous and not angry, our failure is inevitable.
Verb (abbreviation of verb) Target Marketing and Fine Management Personal Promotion
We lost on New Year's Day, and I was very angry. I went to my boss and asked him why he was in arrears. Why is the gift delayed? Tell him how important the enthusiasm of direct sellers is. He told me that it is not normal to operate 40 million yuan a month and still lose money. As a professional manager, I had to brake at that time, and it was dangerous not to brake. I still don't understand if I think we should brake from his standpoint. I know morale is the most important thing. Our enthusiasm, motivation and self-confidence have all improved. We can look down on Ace and Skyworth. I think these are the most important things. The loss is only temporary and the profit is inevitable. And I told him that the promotion activities should conform to the overall strategic direction of the company. I clearly remember the direction of work that the boss said at the meeting. "At this stage, we will look at the sales volume, regardless of the sales structure for the time being." Based on this, our promotion has achieved the purpose of increasing sales, and we are following the strategic direction.
Based on the lessons of losses on New Year's Day and 65438+February, the company put forward the slogan of target marketing and refined management. At the same time, all directions of work are being integrated and redesigned, the institutionalization and details of management are strengthened, and effective investment is increased. In this context, I was fortunate to be promoted to the head of the company's promotion department, responsible for the marketing promotion planning of six branches, involving the formation and management of the marketing team and the planning of temporary promotion.
6. The most shameful thing and the most shocking feeling
After the New Year's Day, the Spring Festival was immediately ushered in, but the market before the Spring Festival was particularly weak. Ace first organized group buying activities. Because there is no good promotion idea, all brands are carrying out group buying activities with Ace, but the sales situation is not ideal because of too few market passengers. One month before the Spring Festival, all brands have group purchases every weekend. After three weeks of organization, the effect of Ace has been very poor, and it has lost popularity. At that time, we subjectively thought that the market would weaken and simply deployed the fourth week, which was also the last week before the Spring Festival. However, the activity of Ace in the fourth week is particularly large. Starting from the third week, he used the way of sending text messages in groups, "Don't buy HD this week, don't buy LCD this week, ace. . . . . . "Moreover, in the past three weeks, the stock market has been in the market. As a result, the market has formed a blowout selling in the last two days, and the trump card is on fire, so I can only shake my head regretfully! Those two days were also my most shameful days, and the shock he gave me was indescribable.
To sum up, the promotion of trump card has its inevitability of success, which is worth learning.
1, planning, foresight, step by step. Ace's group purchase began to be planned a month ago, and the first three months were all preparing, accumulating and gaining momentum. Their publicity is step by step, and all kinds of publicity means are integrated, from radio to radio, to the community, to the inside and outside of the store. This organization has a good organization and plan.
2, execution, details determine success or failure. This trump card is very well done, especially the details. In the first three weeks, they arranged for staff to set tables in various communities, so that customers who planned to buy TV could sign their names and leave their phone numbers, and then they would go back before the weekend of the fourth week. All after-sales staff would pay a return visit to these people and let them buy them on Saturday and Sunday.
And when all products are engaged in activities with the ace, he is also prepared. My last week's strategy was to spoil ace. We developed several machines with special advantages to promote Konka's lower group purchase price, but I didn't expect that on Friday of the fourth week, we hung up POP, posted stickers and wrote explosions, and there was no content about group purchase in the store. Obviously, experts spend money to buy relationships, and group buying can only be done by experts to prevent spoiling. The terminal layout is particularly fine. Important stores such as Sanlian and outdoor are big publicity photos bought by trump cards, which are quite eye-catching. The infield is the image of all trump cards. The passenger flow area is full of bought red carpets, placards and POPs. As a result, on the day of the event, other products looked at the trump card and could do nothing.
3. Grasp the pulse of the market and the strength of the trump card.
In the case that the overall market is relatively weak, and all brands think that "the activity is dead, but the activity is not dead", Ace accurately analyzes the market, predicts that there will definitely be Big bounce in the last week, and realizes blowout sales. It was proved that their prediction was correct afterwards, and the ace was quite courageous. It should be said that the investment in this group purchase is particularly large. Personally, I dare not invest so much, because I can't guarantee the promotion effect, but the ace dares. This is courage, this is the atmosphere. So this is one reason why I can't do large-scale promotion with far-reaching influence when I do promotion, but only small-scale promotion with temporary influence.
Through this promotion activity of ace, I really learned a lot. Promotion is a very learned thing. It tests not only knowledge and skills, but also the psychology of the promoter to see if he has the ability and atmosphere to plan.
Seven, the year-end award moved me.
Every year when our company comes back from the Spring Festival, it will hold a New Year reception, at which individuals and teams who have made outstanding contributions in the past year will be commended. Originally, I was not on the list of the pre-reporting group, because I was not a registered employee, and I started in September, less than half a year ago, but the day before the reception, the boss personally added me to the list. Then, at the reception, the boss personally gave me an award, awarded the title of advanced individual in the market in 2006, awarded an honorary certificate and a bonus of 1000 yuan. This really moved me, and I felt that coming to Konka as an internship was my wisest choice. However, in order to dream, I will not stay in Jinan Konka. After graduation, I will go to Hangzhou to start my own life.
This is my internship experience, thanks to the teacher's teaching and guidance. During my internship, I realized the teacher's good intentions of strict requirements on our subject. I have always been very self-disciplined. I was late for work seven times a month and was fined 350 yuan. I was called into the office four times by my boss because my hairstyle was too personal. Thanks to Konka for giving me this precious internship opportunity, which made me learn a lot. Thanks to my marketing manager … manager, my big brother, who has been helping me like a brother. I also want to thank Mr. She, the boss of the company, for his appreciation and preference for me.