Summary of sales experience of Kangshifu beverage 1
Master Kong Beverage Holding Co., Ltd. is a wholly foreign-owned enterprise under Ding Xin International Group. The company adheres to the corporate mission of "cultivating first-class talents, producing first-class products, achieving first-class enterprises, repaying society and sustainable management", adheres to the business philosophy of "honesty, pragmatism and innovation" and the employment standard of "diligence and thrift", and provides consumers with "Master Kong" brand series drinks with strict quality management system. "Master Kong" beverage has obvious advantages and distinctive features in China beverage industry, and is unique in the market. The brand of "Master Kong" is deeply rooted in people's hearts. High-quality raw materials, world-advanced production equipment and technology, and good corporate culture concept are the important pillars of its foothold in the market.
Efficient integrated marketing
Efficient integrated marketing, also known as integrated marketing, advocates all activities (procurement, production, outreach, public relations, product development, etc. ), whether it is the strategic strategy of enterprise management or the specific implementation operation, it should be unified and reorganized, which means that enterprises can achieve high coordination and close cooperation in all aspects and jointly carry out combined marketing.
First, the existing advantages of Kangshifu beverage competition
(A) brand advantage
In 2000, Master Kong's tea beverage quickly became popular and became the leading brand of packaged tea beverage market in China. In particular, Master Kong iced black tea, since its listing in 2000, has been rapidly invested by the holders, and Master Kong has been committed to brand management. Constantly upgrading and enriching the connotation of brand management is the magic weapon for Master Kong to win. Over the years, Master Kong has maintained a young, unrestrained and energetic product image. Because of its strong brand power, it drives the smooth cash flow, and it is also the competitiveness that Master Kong is proud of.
(2) Price advantage
Compared with other competitive brands, it is concluded that the income and market share of Kangshifu drinks are changing. Master Kong drinks are the dominant player in the market, and there is almost no price increase in the case of rising raw materials this year. This is also the company's continuous summary and scientific production in the process of production and sales, so as to minimize the production and sales costs, stabilize the prices of products in Shang Chao and other channels, and cause competing products to stumble.
(C) Advertising advantages
Master Kong has always paid attention to product promotion, making advertisements deeply rooted in people's hearts first, and often organizes literary activities or competition programs in some vibrant colleges and universities. But more publicity comes from media advertisements, and Master Kong drinks are endorsed by superstars. Inviting celebrities to endorse products has always been an important means for many enterprises to enhance their brand image and connotation, gain consumer awareness and make products deeply rooted in people's hearts. For example, May is ice and snow, Yang Lan is naturally healthy, and full of green, Alec Su is in a good mood. In terms of brand connotation, relying on its 65,438+00 years of production experience and advanced production equipment in the world, we will develop products that meet market demand in time, strengthen marketing efforts, and establish the position of "tea beverage" leader by establishing good interactive relationship with consumers.
(D) Advantages of intensive cultivation through channels
Access to intensive cultivation refers to comprehensive coverage. Master Kong divided the whole country into 1500 small areas, and each area was under the responsibility of a salesman. Master Kong requires each salesperson to visit 30 retail stores every day to understand their sales situation and needs and collect their opinions and suggestions on products.
The key points of intensive cultivation in channels are as follows: first, compress the hierarchy; Second, partition management; Third, highlight services. Good customer relationship is very important for the cooperation between the two parties. The implementation of "intensive cultivation through channels" makes Master Kong closer to the market, and the marketing network is closer and more stable. Therefore, as long as there are new products on the market, Master Kong can guarantee to spread all over the country in the shortest time.
Second, the status quo of Kangshifu drinks
(1) The brand image of Master Kong drinks pursues the concept of fashion, health and innovation. Reflect Chinese traditional tea culture and pursue individuality; Emphasize product quality and launch diversified products; Believe in "access" to win, and implement the channel strategy of "access intensive cultivation"; Ensure the dominance of tea drinks and guide the market trend.
(2) The competitive strategy of Kangshifu Beverage 1. Product diversification strategy
The key for Master Kong to get rid of his competitors quickly after cutting in is that he can further improve his products on the basis of competitive products, keep up with the progress of the times, and constantly develop new products that can meet the needs of consumers. Master Kong has always emphasized that people have nothing to do with themselves, and people have my own product concept.
2. Low price strategy Low price strategy to expand the market. Reduce costs in an all-round way and become a leader in the low-price market.
3. Promotion strategy "One more bottle" is a three-year plan of Master Kong to attract consumers through high winning rate. And "another bottle" can bring some benefits to the launch of new products and the handling of unsalable products. In addition, Master Kong often carries out promotional activities in stores, and redemption of gifts is the most common promotion method for Master Kong.
4. Publicity strategy "Bombing" advertising strategy uses newspapers, magazines, television, computers, car bodies, banners and other media for all-round communication. We must realize that the most direct relationship with brand building is brand communication and image building. On the road of brand building, Master Kong has always relied on strong media, especially CCTV. In the face of numerous product advertisements, Master Kong is the most widely distributed.
5. Channel strategy of deep distribution
One of the characteristics of Master Kong's access is that the channel moves down, and the sales network has penetrated into the bottom of villages and towns, which is a great advantage for Master Kong to compete with competitors for the market. Master Kong's channel strategy is generally divided into two forms: the first is direct sales, that is, some large supermarket chains or other mass sales enterprises directly pay the money to the company, and the company directly delivers the goods; Without going through other intermediaries. The other is distribution, that is, the company first delivers goods to dealers around the country to generate a certain amount of inventory, and then the salesman goes to each shopkeeper's house to replenish the order, and the dealer delivers the goods according to the order and digests the inventory.
Summary of Master Kong's experience in beverage sales II
In recent years, the beverage industry in China has been developing and maturing. The fierce competition between industries is increasingly manifested as the competition between brands. Nowadays, the world beverage giants such as Coca-Cola and Pepsi are expanding rapidly in China, and many brands such as tea drinks, fruit juices and bottled water occupy various markets with their feet. The once popular domestic brands Jianlibao and Robust have gradually withdrawn from the market. Philip kotler once said: "In today's highly homogeneous product and market competition, only communication and channels can create truly differentiated competitive advantages." It is very necessary for enterprises to formulate and implement systematic and perfect marketing channel strategies if they want to be invincible in the fierce market competition.
I. Overview of Master Kong Company
Master Kong entered the beverage industry from 1996. After more than ten years' development, it has occupied a significant market position in China beverage market, which is inseparable from the formulation and implementation of a set of systematic and perfect marketing channel strategies. Jinding is a beverage manufacturing company controlled by Master Kong, which mainly produces Master Kong series beverages. The market share of Master Kong green tea and iced black tea ranks first in domestic tea drinks.
Second, Jinding channel management strategy
Since its establishment, Jinding has been constantly adjusting its channel strategy according to market changes to ensure the rapid development of the company. At the beginning, the market environment demand was strong, there were few optional products, and the external competition of enterprises was not very fierce. Jinding has not established a perfect sales system and relies heavily on dealer channels. Therefore, at this stage, Jinding mainly adopts the exclusive distribution system, operating one in each region, giving full profits to the channels, encouraging dealers to expand in stages, and allowing Kangshifu beverages to quickly open the market at the beginning of market development. Looking at the characteristics of Jinding in early channel management, from the current point of view: extensive management, simple logistics, large market space, basically "out of stock" sales, there will be no "cross-selling" between regions. Such a perfect marketing plan is exactly what other enterprises lack in the same period.
1997 is a prosperous time for the beverage industry, with the rise of princes from all walks of life. Various brands of beverages have mushroomed in front of people overnight, and there is basically no difference in packaging and cost. Jinding is more keenly aware of the importance of channels, and a reform aimed at improving the distribution rate has begun. Due to the increase of varieties, different products have different consumer groups, and Jinding has higher requirements for distribution channels. Jinding began to operate products by at least two distributors and developed distributors. During this period, the characteristics of Jinding channel management mainly include: no longer relying on dealer network, but gradually taking distribution channels into their own hands; Because of competition, dealers began to compare with each other and began to pay attention to their own performance development; Actively explore the blank market and gain greater market share; Start screening out dealers, make distribution management reports, and establish perfect customer files, such as customer cards for recording dealer transactions, dealer channel management cards, invoicing management, etc. Adding new products, such as Master Kong purified water and eight-treasure porridge, has broadened the channels. Jinding's idea of this change is very obvious: master the channel, start real channel management, and let the company's sales reach into the core of the channel. Jinding achieved great success in this year, defeating its opponent for the first time.
From 65438 to 0998, the competition in the beverage market intensified. In order to compete for market share, weak brands do not hesitate to reduce the quality of drinks in order to obtain lower costs, which leads to the turmoil in the industry and the grim situation. Jinding faces two urgent problems: how to successfully develop new regional business to complete the national brand strategy; How to ensure the increasing market in this harsh environment? During the period from Jinding 1997 to 1998, products need at least three links from distributors to consumers. The business model of middlemen "sitting in business" directly leads to the inefficiency of sales channels and the increase of circulation costs. At the same time, it also increases the difficulty for manufacturers to master the flow of goods, and vicious competition between channels occurs from time to time. In order to reduce the sales links of channels and directly penetrate into the middle of channels, Jinding now implements "channel intensive cultivation". Intensive channel cultivation is the essence of Master Kong's corporate culture, which has a history of 10 years. Channel intensive cultivation is also called deep distribution. By dividing the target market area and setting the corresponding channel business model, the main sales outlets in the circulation channel can achieve in-place and efficient customer relationship management, so as to achieve comprehensive control of channel customers, improve the comprehensive coverage of products in the circulation channel, and then let the company become the owner of the channel. Master Kong's "channel intensive cultivation" mainly starts from three aspects:
1. compresses the hierarchy of channels. Too many links in the marketing channel will make the channel inefficient, make it difficult to control the marketing process and market information, increase the circulation cost and reduce the competitiveness of products. Jinding reduces the use of middlemen as much as possible, looking for wholesalers who can directly serve retail outlets as distributors, and becomes a "postman" in Jinding, meaning someone who can take the initiative to deliver goods. Without intermediate links, the exploitation of channels is reduced, and goods can reach consumers more smoothly at reasonable prices.
2. Reasonable division of areas to ensure that each "postman" has a suitable sales area, which is the premise of stable market prices.
3. Form "consistent interests" with channel customers (end customers, wholesale customers and distributors). Jinding provides high-quality services to customers in the circulation channels, and there are special promotion agents to help "postmen" visit retail outlets, provide them with sales support and help them expand their markets.
"Intensive channel cultivation" makes Jinding Company closer to the market and customers, and can ensure that new products can reach all retail outlets in the region smoothly in the shortest time. Dealers gain huge profits in the stable area, but also enhance their goodwill, which is a typical win-win model.
Thirdly, there are some problems in Master Kong's channel management:
1. Shortage problem
In order to ensure and consolidate its absolute position in the tea beverage market and enhance its market competitiveness, Master Kong Tea Beverage has launched a promotion activity of "one more bottle". The strong brand influence of Master Kong and the excellent quality of Master Kong tea drinks, together with such a high winning rate, have greatly promoted the sales of Master Kong series products. However, as the temperature rises, some of Master Kong's best-selling drinks are out of stock from time to time. In some large and medium-sized cities, there are serious out-of-stock situations such as "one tea is hard to find" and "one cover is hard to change". Wholesalers hold thousands of covers and no one gives them, which will lead to a series of problems. For example, dealers and wholesalers paid money to the company as early as the previous ordering meeting, but they have not received the goods yet, and retailers are even out of stock. Business personnel often receive calls to urge the goods. In the case that two old products, iced black tea and green tea, are out of stock, the sales of other new products or upcoming products have not increased much. For example, the performance of Master Kong's juice drinks is flat, with little growth. Some customers never buy juice drinks to sell, which is not conducive to the improvement of Master Kong's overall performance.
2. The problem of goods fleeing
Jumping goods has become a common problem in the whole market, mainly because dealers at all levels in the distribution network are driven by interests, which makes the products they sell cross-regional, causing price disorder and damaging the interests of some dealers. In addition to this kind of cross-regional exhibition of dealers, Master Kong also has cross-level exhibition, because Master Kong's channel members are divided into three-order, two-order, first-order stores and KA stores, and the company treats their purchase prices according to levels. Third-order dealers get the lowest purchase price, and sometimes for their own interests and sales targets, they will directly sell to retailers belonging to second-order wholesale distribution at low prices, which leads some retailers not to ask for goods from company business personnel. There is also a phenomenon of cross-departmental smuggling in Master Kong's channel. Some company direct sellers in charge of KA stores operate their own product channels. In order to complete his performance task, he used the company's preferential prices and subsidies for hypermarkets to divert goods to retailers in charge of low-level salesmen, which not only disturbed the market price, reduced the brand image, but also hit the enthusiasm of other business personnel.
3. The problem of counterfeit goods
At a time when Master Kong's performance is booming and brand awareness is getting better and better, in recent years, criminals have also made fakes under the guise of Master Kong's brand. At first, it was more common in Guangzhou, but now it has also appeared in some second-and third-tier cities, especially in the "one more bottle" campaign to give back to consumers. Many fake bottle caps have appeared, which has damaged the company's interests and affected consumers' redemption, thus damaging the image of Master Kong and making some consumers lose confidence in the company's products.
4. Self-owned refrigerator display resources are occupied
With the continuous growth of Kangshifu beverage market, the company has put more and more refrigerators into retail terminals. The company requires that its refrigerators can only store its own products for frozen sales, but at present, the use and management of these refrigerators can not meet the company's requirements. Many retailers who get refrigerators don't follow the company's requirements, but use Master Kong's refrigerators to display many products of other competitive brands, which has caused losses to the company's resource utilization and is not conducive to the construction of product image.
Four, Master Kong marketing channel management countermeasures and suggestions
1. Production and sales should be coordinated to avoid out of stock again.
Because the sales department and the factory affairs department of Master Kong are operated separately, there is a certain disconnect between production and sales, which leads to the situation that the products sold well this year are out of stock. Therefore, it is necessary to communicate better on the issues of production and sales, and closely combine the information of production and sales to avoid the situation of out of stock. In addition, all business groups must also require dealers to deliver 65,438+000% of the goods ordered by the second batch of customers to wholesale customers, so as to prevent dealers from hoarding goods for fear of the company's shortage, thus raising prices, profiteering and losing the confidence of the second batch of customers.
2. Standardize and improve the promotion strategy system.
A perfect promotion strategy should consider reasonable promotion objectives, appropriate incentives, strict redemption measures and market monitoring. First of all, poor consideration of price strategy will lead to the problem of goods fleeing. The price strategy should not only consider the ex-factory price, but also consider the first, second and third selling prices. The profit of each level cannot be set too high or too low. Too high will lead to the smuggling of goods, too low will not mobilize the enthusiasm of dealers. After setting the price, we should also supervise the implementation of the price system and formulate measures to deal with violations of the price policy. Secondly, make a good promotion strategy. In order to reduce the sales pressure of dealers and regional sales staff and promote the rapid turnover of products, Master Kong has carried out various promotion strategies, including direct profit-making, gift-giving, rebate and providing marketing promotion expenses. A good promotion strategy plays a great role in promoting the enthusiasm of dealers and increasing sales. A good promotion strategy should be guarded against: direct profits are too large, and regional price imbalance leads dealers to supply to other regions; There are too many gifts and too much promotion, which leads to large price fluctuations for a period of time, and the increase of dealer inventory will be converted into the price of dumped goods.
3. Establish rules and authority mechanisms to control channel conflicts.
In terms of channel conflicts, business departments should supervise channel members and establish a better mechanism to deal with and control channel conflicts. For example, to solve the problem of goods smuggling, we must first influence channel members through organizational culture and improve their relationship, so as to effectively manage channels. First of all, we should give trust to dealers, maintain a good state of mutual benefit and mutual trust, set an example for other dealers, make the whole channel system develop in a benign direction, and prevent the occurrence of vicious goods grabbing. Of course, in this respect, it is necessary to educate internal business personnel so that they always have rules to follow without infringing on the interests of others; While establishing rules and mechanisms, we should also combine authoritative mechanisms to effectively control other members by establishing organizational authority. Once the looting is found, it will be dealt with in time according to its nature and severity, and the punishment can be doubled according to its looting. In serious cases, the contract can be interrupted. Those who operate lightly by internal personnel will be warned to record serious mistakes, and those who are serious will be dismissed directly, and economic penalties will be imposed according to their behavior of grabbing goods.
4. Establish a supervision and management system
Set up a supervision team to investigate the internal situation of the company, such as goods smuggling, policy implementation, gift distribution, etc., and investigate the external market, such as the proliferation of counterfeit goods in the market and the competing products occupying our company's resources. Special personnel will make unannounced visits to monitor products in regional markets.
abstract
In the process of modern enterprise competition, marketing channels are becoming more and more important, because it can enable companies to gain advantages that competitors can't imitate in a short time, seize the terminal, manage the channels well, and provide standardized marketing services, so they can win the battle at the terminal. Fast-moving consumer goods represented by beverages have great market demand, early market development and full market competition. How to design a good marketing channel according to the characteristics of products and markets is very important in the business strategy of enterprises. At present, Master Kong is a recognized conservative in China and an example for many other enterprises to follow, which is unique. The standardization construction of Master Kong's channel service has also made the phrase "service creates sales" gradually better implemented, and the degree of standardization has gradually improved. Master Kong's effective capital flow and information flow have also greatly enhanced the competitiveness of its channels. Master Kong also has some problems in product sales, such as out of stock, poor coordination between production and sales, fake goods, insufficient display of self-owned refrigerators, etc., which have a great or small impact on the company's benefits. Therefore, I hope that the company will pay attention to it and formulate better and more perfect coping strategies with years of sales experience, so that it can stand more firmly in the increasingly fierce market competition and create more and greater benefits.
Chapter III Summary of Master Kong's Beverage Sales Experience
Finally ushered in the first summer vacation of the university, but thinking about my parents' firm beliefs and thinking that I should exercise myself, I decided to find a part-time job, but the process of finding a part-time job was not smooth. At first, I found many restaurants, hotels and supermarkets, all of which wanted long-term jobs, not short-term summer jobs like ours! The reasons are nothing more than two days: first, temporary workers like us are difficult to manage and the training cost is too high! Secondly, we think that college students can't bear hardships, and they are very tired after working for a few days! I was really depressed at first, and then I went to the Kangshifu drink promotion where I went to work last summer vacation. Fortunately, the supervisor there had a good impression of me last year. As soon as I explained the situation, I was asked to go to work tomorrow without saying anything!
The so-called promotion, in fact, is to set up a promotion desk in front of the major supermarkets in Suizhou, put on the Kangshifu drinks put forward by the supermarkets, and then publicize the company's various concessions to attract consumers to buy, so that more people can know and buy Kangshifu series drinks! This kind of errand seems simple, but it's far more than that! The first day's work is to partner me with a new person. Because I did this work last year, I know all aspects of the process clearly. At this time, I am already an old hand, and I am responsible for teaching new people how to do it!
Generally speaking, the first day was a hard day, plus the hot weather, I almost wanted to back down, but thinking of my parents who have been working hard for me, I gritted my teeth and persisted!
Chapter IV Summary of Master Kong's Beverage Sales Experience
I. Market analysis
I. Situation and Background With the improvement of living standards, people's demand for drinks is not limited to the demand level of cola, sprite and purified water, and more and more people prefer to consume natural and healthy drinks. In this context, beverage manufacturers have introduced a large number of natural and healthy beverages, including tea drinks. Moreover, due to the historical accumulation of tea culture in China, combined with the various health functions of tea and the functions of relieving summer heat and quenching thirst, the consumption mode of drinking immediately after opening a bottle meets the requirements of modern lifestyle, and the popularity of tea drinks has inherent advantages. With the rising cost of raw materials, attention has shifted from the original biscuit instant noodles to tea drinks, alleviating some of the pressure from cost. The main varieties of Kangshifu tea drinks are green tea, iced tea, jasmine honey tea, jasmine green tea, jasmine tea, Jin Liang iced tea, Jin Liang iced tea, iced tea, iced tea, barley fragrant tea and sugar-free barley tea.
Because of its successful brand image-building and emotional communication with consumers, Kangshifu tea beverage conforms to the young people's psychology of pursuing a fashionable and healthy life, so it is inevitable that the brand will occupy a dominant position in the whole tea beverage market, with a market share as high as 46.9%. At present, the market share of Kangshifu scented tea is 10%, iced black tea is 58%, green tea is 48% and green tea is 85%. At the same time, brands are also facing challenges: on the one hand, the competition of different brands of tea drinks; On the other hand, due to the continuous innovation of the beverage industry, new varieties emerge one after another. All these invisibly brought great pressure to Master Kong. In the past 20 years, the turnover of Kangshifu beverage has increased to 58% of the total turnover, and tea beverage is also the main selling point of Kangshifu beverage. It can be seen that tea drinks are important to Master Kong.
Second, the competitive situation analysis of the position of enterprises in the competition:
1 & gt； Market share: the market share of this product ranks first among similar products, showing the leading position of this brand in the market. 2> Consumer awareness: In the eyes of many consumers, the brand has a high reputation. 3> Enterprise's own goal: In terms of beverages, seek novelty and novelty, and expand the market.
Competitor analysis:
Uni-President, Wahaha and Master Kong are the main competitors in the tea beverage market. In addition, Coca-Cola, Pepsi and Jianlibao have also introduced new tea drinks. Although it will not pose a threat to Master Kong in the short term, it will also sound an alarm for Master Kong.
Overview of competition:
At this stage, Master Kong tea drinks should take Uni-President and Wahaha as their main competitors, but at the same time, we should also see that the involvement of enterprises such as Jianlibao is a force that cannot be ignored.
Note: As far as iced black tea is concerned, only Uni-President and Master Kong are competing. According to the survey, the tea beverage market in China is temporarily monopolized by enterprises such as Uni-President and Master Kong. The market share of Master Kong is 46.9%, that of Uni-President is 37.4%, and that of the two brands is 84.3%. Master Kong occupies the dominant position of tea beverage, and is undoubtedly the biggest winner in the tea beverage market. Uni-President is the brand with the second growth rate of market penetration. Uni-president iced tea is undoubtedly Master Kong's biggest competitor, which directly threatens Master Kong's winning territory.
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