Liquor sales plan 1

_ _ _ series liquor has just come into the market, and there are many similar products in almost mature markets. In addition, the current consumption of liquor is declining, and it is about to enter the off-season of consumption. In this case, _ _ _ series liquor is facing a severe test. Therefore, we should choose the entry point to enter the market and carry out a series of promotional activities in order to gain a foothold in the fiercely competitive market in a short time.

First, the background of Mid-Autumn Festival promotion

As a traditional festival, Mid-Autumn Festival has always been concerned by the whole society. Although it is not the peak of consumption at this time, it is a relatively concentrated period of "reciprocity". During this period, if feasible promotion activities are carried out, it will be a very important time window to improve product brand awareness and market share.

Based on this, we propose this promotion plan.

Second, the Mid-Autumn Festival promotional activities need to solve several problems

1. Mid-Autumn Festival promotion preferential policies;

2. The cooperation degree of marketing network promotion activities;

3. Product terminal distribution;

4. Support promotional activities;

5. Ability to organize promotional activities.

Three. Suggestions on Mid-Autumn Festival Promotion Activities

(1) Promotion theme

1, healthy desire _ _ _

2, until, I raise my glass and ask the bright moon unforgettable _ _ _

(2) Description of the promotion theme

1, healthy desire, _ _ _ liquor:

This theme aims to emphasize the health care function of _ _ _ wine and highlight the brand of _ _ _, which can be used as an auxiliary advertising language in promotional activities or long-term advertisements.

2, until, I raise my glass and ask the moon, unforgettable _ _:

This theme is aimed at the traditional festival-Mid-Autumn Festival. It skillfully uses ancient poetry to create a cultural atmosphere, and sets off the scene of "thinking about relatives during the festival", thus affecting people's feelings of seeing things and thinking about people. It ends with "unforgettable", which is thought-provoking and easy to spread.

(3) Promotion methods

Community promotion: choose warehouse purchase and community grocery store to promote one get one free.

(4) Promotion time

The second chapter of liquor sales planning

I. Theme of the event

_ _ Spring wine family gives back to hometown

Second, the background of the incident

Our sales network has been fully distributed, and the distribution rate of township agents, urban restaurants and circulation is above 80%, but the distribution of goods is basically one or two goods per store, which is not a big promotion.

With the approach of Labor Day, consumers will inevitably visit relatives and friends during the festival, and drinks are an indispensable necessity for gifts to relatives and friends. Due to the improvement of living standards, consumers are accustomed to shopping malls, supermarkets and convenience stores to buy gifts needed for festivals. I hope to take this opportunity to carry out promotional activities in the circulation field, comprehensively promote the market, carry out strong marketing and sales, make a good start for the arrival of the market peak season, and strive to occupy the local wine market share.

III. Purpose of the activity

Occupy the local wine market share and enhance the brand image of products in the eyes of consumers.

Fourth, the activity time

20__ _ _ _ _ ——20__ _ _ _ _ _ _ _ _

Verb (abbreviation of verb) activity channel

Township agents and city dealers

Forms and contents of intransitive verb activities

(A) the form of activities

Originally in the form of buying gifts, it was divided into agency and distribution.

(2) Activity content (agent)

There is a discount on buying _ _ _ _ _ _ _ _ _.

Note: This preferential policy is applicable to agents, subject to the payment arrival time during the activity.

(3) Promotion activities in urban areas

Buy _ _ _ pieces of this product and an electric car, and buy _ _ _ pieces of this product and an electric car as gifts.

(4) control principle

All agents in this promotion must realize the network terminal, and interception is not allowed. If found, all rebates of the agent will be deducted.

Seven. Detailed rules for the implementation of activities

(1) Conditions for issuance activities

1, the activity is subject to payment within the specified time (see the specific activity notice).

2. After the audit, the company uniformly distributed the products and gifts of agents in various villages and towns of Kaiyuan Road, with TV news videos.

(B) promotional activities publicity arrangements

1. Broadcast as TV news.

2. Unified delivery and momentum transfer to urban areas.

3. Set up a booth outside the venue, and the promoters will wear advertising shirts to sell and expand publicity.

Eight. Time course of activity execution

(a) determine the policy of various activities before _ _ _, and complete the examination and approval.

(2) Complete the preparation of all necessary items before _ _.

(3) The formal implementation stage is in _ _ _ _.

Requirements:

Each salesperson must complete the statistics of the number of customer orders in this region before _ _ _ _. Notify all agents that the funds will be in place before _ _ _ _ _ _ _ _ _ _.

Gifted products must be registered in detail in the report.

The proportion of varieties ordered by each agent shall not be less than 3-3-4.

(4) Personnel arrangement

1. Principal: _ _ _

2. The whole sales department (responsible for the preparation of pre-promotional materials and the supervision and coordination during the activities).

The third chapter of liquor sales planning

In view of the work functions of the marketing department, we have formulated the sales plan of the marketing department for _ _ _ _, and now we will report the situation to you:

First, the establishment of hotel marketing public relations communication network

One of the key tasks this year is to establish a perfect customer file, classify the customers according to the key customers who sign the bill, the customers who receive the meeting and the customers with development potential, record the customer's unit, contact person's name, address, annual consumption amount and discounts given to the unit in detail, and establish and maintain business contacts with important customers such as government agencies, enterprises and institutions, businessmen, celebrities and entrepreneurs. In order to consolidate old customers and develop new customers, we will not only pay regular and irregular sales visits to customers, but also send our blessings to customers by telephone, messaging and other platforms at the end of the year or on major holidays and birthdays. This year, we plan to hold a large-scale customer appreciation liaison meeting at an appropriate time to strengthen emotional communication with customers and listen to their opinions.

Second, blaze new trails and establish a flexible incentive marketing mechanism. Open up the market and win customers

This year, the marketing department will cooperate with the new marketing system of the hotel as a whole, re-formulate and improve the sales task plan and performance appraisal management implementation rules of the marketing department in _ _ _, improve the salary of marketing representatives, and stimulate and mobilize the enthusiasm of marketing personnel. To keep a diary, the marketing representative must complete the second, third and fourth steps of visiting two new customers, three old customers and four contact numbers every working day, and make a comprehensive evaluation of the marketing representative according to the monthly marketing task completion and diary. Supervise marketing representatives to win over group and individual customers through various means, stabilize old customers and develop new customers, and timely understand and collect customers' opinions and suggestions during the visit and feed them back to relevant departments and the general manager's office.

Emphasize team spirit, combine the salary distribution of department managers and marketing representatives with the overall tasks of the whole department, emphasize mutual cooperation and help, and build a harmonious and positive work team.

Third, warm reception and thoughtful service.

Reception groups, conferences and customers should follow up all the time, provide "all-weather" service, pay attention to service image and appearance, be warm and thoughtful, and provide distinctive and targeted services for all kinds of guests to meet their spiritual and material needs to the maximum extent. Make a questionnaire for conference activities, solicit customers' opinions, understand customers' needs, and adjust the marketing plan in time.

Fourth, do a good job in market research and marketing activities planning.

Often organize relevant department personnel to collect and understand the information of tourism, hotels, hotels and their corresponding industries, grasp the trend of their operation and reception services, and provide comprehensive, true and timely information for the general manager's office of hotels, so as to make marketing decisions and flexible promotion plans.

Verbs (abbreviation of verb) cooperate closely and coordinate actively.

Cooperate closely with other departments of the hotel, actively contact and cooperate with other departments of the hotel according to the needs of guests, give full play to the overall marketing vitality of the hotel and create the best benefits.

Strengthen the relationship with relevant publicity media and other units, make full use of various forms of advertisements to recommend hotels, publicize hotels, strive to improve the visibility of hotels, and strive for the support and cooperation of these public units for hotel work.

In _ _ _ _, under the correct leadership of hotel leaders, the marketing department will strive to complete the annual sales task, blaze new trails, unite and work hard, and create a new image and new realm of the marketing department.

The fourth chapter of liquor sales planning

I. Activity background:

Mid-Autumn Festival is the beginning of the peak season of liquor sales in the second half of the year, with the off-season as the market and the peak season as the sales volume. Therefore, the theme of this Mid-Autumn Festival is "Full Moon Family Reunion", which will open up the market, boost sales and make a good start for the arrival of the peak season.

Second, the purpose of the activity: to promote the sales of _ _ wine in the peak season.

Three. Activity time: during the Mid-Autumn Festival

Four. Activities:

1, activity theme: full moon family reunion.

This Mid-Autumn Festival, the moon is full and people are round, and it is even more necessary to have a wine reunion. When wine meets reunion, it is time to enjoy wine.

2. Activity method:

Anyone who consumes this product during the activity time can get the corresponding prize as long as one of the major series of this wine is collected.

Family series: family photo series package in designated photo studio.

Friendship series: designated photo studio friendship series package

Love series: designated studio love series package

Small family series: designated studio small family series package

3. Promotion of activities:

First, give full play to the role of pop such as posters, which are widely posted in dealers and retail terminals all over the country.

The second is to make full use of TV, exhibition board advertisements and bus mobile advertisements.

The effect of verb (verb's abbreviation) activity

The winning amount of this promotion is not high, but the winning rate is high. In the atmosphere of family reunion in Mid-Autumn Festival, it will stimulate consumers' consumption, kick off the sales in peak season and lay a good foundation.

The fifth chapter of liquor sales planning

1. Activity time: September 31-June 5438+1October 7.

Two. Location: _ _ Office

Third, the purpose of the activity:

Recently, Japan has been provoking China over the Diaoyu Islands incident. Hong Kong fishermen successfully landed on the island and planted the China flag, which dealt a great blow to Japan. At the same time, it also represents the 654.38+03 billion people in China's defense and sincere love for the territory of China. Diaoyu Island, as the inherent territory of China, was shamelessly nationalized by the Japanese. In order to cater to the current patriotic frenzy and reach a * * * voice with the Chinese people, we can use this popular activity to launch during the two festivals, rapidly expand the company's popularity and reputation in the shortest time, and increase consumers' awareness and loyalty to our products.

IV. Theme: Drink _ _ _ _ wine and win the Diaoyu Islands in China.

Verb (short for verb) activity:

There is a scratch card with the pattern of Diaoyu Island plate outside our sincere toast package, and the winning rate is about 70%. The specific prize settings are as follows:

First prize: The picture shows the map of China, Fish and Diaoyu Islands under the full moon. The bonus of 290 yuan means that our patriotism lasts forever.

Second prize: The picture shows a full moon and a map of China. The bonus is 1 15 yuan, which means the National Day and the special day of August 15.

Third prize: The picture shows a full moon, Diaoyu Island territory. 66 yuan, the prize, means successfully driving the Japanese out of the Diaoyu Islands and defending China's sovereignty.

Fourth prize: The picture shows a full moon. The prize is a five-star red flag.

Cumulative prize: Collect 8 first prize cards or 15 third prize cards to redeem the grand prize of "7-day tour in Taiwan Province Province".

Channel policy

1. The mass market implements the policy of "pressing goods to send dreams". The specific policies are as follows:

_ _ two pieces, _ _ two pieces as a group, or 10 Tiki and 5 Tianqi as a group, give an htc mobile phone (original price 1600 yuan, current price is 899 yuan). Press more than 3 groups, including 3 groups, chasing a duckling washing machine. At the same time, for our end customers, we will send mooncake gift boxes during the Mid-Autumn Festival to strengthen the maintenance of customer relations.

2. The wedding banquet policy of the hotel is as follows:

Our _ _ _ is tied to the wedding banquet package of our hotel, and discounts are implemented to reduce the price of our wine, but the price reduction is not directly reflected in our products, but in the package as a whole. For example: 988 yuan Class A package+Di Jing Cheng (2 bottles are calculated according to the approved market price) _ 0.88 =1524 _ 0.88 =13410.22 The actual discount of our products is 5.7%, so the basic accounting strength is to buy one and get one free.

Intransitive verb activity promotion plan:

1. Select 100 core cigarette hotels for box stacking display, and put boxes reasonably according to the actual situation of the stores. According to the actual situation of the stacking box, the stacking box is given a certain exhibition fee.

2. Two days before the Eleventh Golden Week, we chose the bustling shopping malls such as Wanda and Victoria in Hohhot to perform cultural performances, focusing on Erdos wine.

3. Make use of the popular group buying for publicity, and cooperate with the hotels participating in the group buying in the US delegation. Com and Handan. Com jointly launched the Ordos toast.

4. Decorate the hotel terminal atmosphere, hang Ordos toast lanterns, and put our internal magazines on the dining table.

5, through newspapers, magazines, text messages and the introduction of hotel bars when ordering food, you can effectively face the audience.

6. In order to better maintain the relationship between customers, we give our gift box moon cakes to the owner of the cigarette hotel and the owner or manager of the hotel.

Seven. Activity process and personnel arrangement:

Eight. Activity cost

Nine. Matters needing attention in activities

1. It is strictly forbidden to sell wedding wine at a low price, otherwise the group purchase reward will be cancelled, and the responsibilities of relevant supervisors and auditors will be seriously investigated.

2. The wedding wine policy requires business managers and regional managers to be responsible for reviewing, supervising and signing, filing one by one, and recording relevant accounts in detail. With the actual ledger, it can only be written off after being supervised and signed by the marketing department.

3. Before booking for registration, we should consider the banquet grade and hotel grade of Tuanqing drinkers during the negotiation, conduct in-depth investigation and flexibly control the arrangement, and the company has special personnel to investigate, verify and approve.