Promotion incentives for general agents and distributors.

Annual sales target rewards manufacturers for setting sales targets in advance. If the customer achieves this goal within the specified time, he will be rewarded according to the prior agreement. In order to take into account the distribution ability of different customers, we can set different levels of sales targets, and the reward amount will gradually increase, which will make middlemen sprint to higher sales targets. For example, the annual sales of beer wholesalers reach 654.38+10,000 cases, and on the basis of the settlement of payment at the end of the year, the manufacturer gives 3% of the actual sales as a reward; If it reaches 6,543,800+5,000 boxes and the payment is fully settled, it will be rewarded by 4%; Those less than 654.38+ 10,000 cases will not be rewarded. In addition to this discount form of reward, manufacturers now offer a variety of other reward varieties. Still taking beer customers as an example,1At the end of 1996, "Carlsberg" beer was allowed to provide two new tourist places in Malaysia and Thailand to those who completed the prescribed sales volume within four months from June to September; "Baker" beer provides an opportunity to visit Germany; "Budweiser" beer was awarded a study tour to the United States ... These overseas study tours are not only attractive to the managers of state-owned distributors, but also give the bosses of private distributors a learning opportunity to explore their careers. In a certain period of time, they are more popular with middlemen than the return of pure financial interests. In addition, it is more valuable support to help wholesalers improve their competitiveness by providing incentives for practical tools, such as trucks, computers, management software and personnel training. (2) phased promotion rewards In order to increase sales or specific goals within a certain period of time, manufacturers will also conduct phased promotion rewards. For example, "in order to stimulate wholesalers to purchase goods in the off-season, give certain preferential rewards;" Or take this promotion method before the arrival of the peak sales season to gain the largest market share.

Promotion incentives for secondary wholesalers

Powerful manufacturers not only design promotional rewards for first-class wholesalers, but also carry out short-term staged promotions for second-class wholesalers to speed up the circulation and distribution of products. For example, "Budweiser" beer company signed an award contract with its secondary wholesalers in Shanghai market. Anyone who reaches the sales target within the specified time and has 50 fixed retail customers can get prizes of corresponding value. This strategy enables its products to spread to the terminal point of sale at a faster speed. Of course, this will also improve the competitiveness of channels. In order to avoid the confusion that may be caused by staged promotion, we should try our best to base the reward assessment on "actual sales", count the inventory of each wholesaler before the start of the activity, add the purchase amount during the activity, and finally subtract the inventory retained at the end of the activity, so as to calculate the actual sales of customers during the activity. For example, a beer wholesaler counted 100 cases before the event, purchased 300 cases during the event and counted 50 cases after the event, so he actually sold 350 cases during the event. However, sometimes the law can't solve the problem that customers "transfer" goods. They may push their products to the market at a low price without promotion, which will directly lead to price confusion. Manufacturers must pay attention to this increasingly serious problem.

Promotional incentives at the terminal point of sale

In addition to encouraging wholesalers' enthusiasm for distribution, retailers should also be encouraged to improve their enthusiasm for purchasing and selling goods. Such as providing a certain amount of product entrance fee, shelf fee, stacking display fee, POP posting fee, personnel promotion fee, store celebration sponsorship, year-end rebate, store DM sponsorship and so on. In order to attract consumers' attention, we should also take advantage of the active recommendation and sales promotion of point-of-sale service personnel and salespersons to achieve and expand consumers' purchase volume. For example, "Tiger Brand" Beer launched a promotion and reward activity for hotel service personnel on June19961June-June 65438+February 3 1 day. As long as the service personnel recommend the sale of "Tiger Brand" beer to consumers, they can exchange the collected bottle caps for prizes at Tiger Brand Company. For example, 12 bottle caps can be exchanged for a supermarket shopping voucher with 5 yuan. "The more bottle caps, the richer the harvest". The method of exchanging beer bottle caps for gifts is not the first of "Tiger" brand beer, but the gift provided by "Tiger" brand beer is a disguised shopping voucher equivalent to cash, which is quite popular with hotel service personnel. Moreover, the exchange rate in this example is not low, and a bottle cap is equivalent to 0.42 yuan (at that time, most competitive brands were 0.25-0.30 yuan/bottle cap). After the award activity of changing bottle caps for hotel service ladies was held, many manufacturers followed suit. At present, "bottle cap exchange" has become a perennial sales subsidy project for beer manufacturers. But the biggest drawback of similar reward activities is that once the promotion stops, the sales volume will drop. In addition, it is a strategic measure to distribute promotional products directly to retail stores in a planned way. On the one hand, it can directly implement the supply to terminal sales points, on the other hand, it can also be considered as creating a limited number of promotional atmosphere. For example, "Dutch Cow" once launched a product with premium gifts, which not only included price concessions, but also included gifts, and indicated that the quantity was limited, and it was supplied according to the quota: A-level stores could buy 8 boxes; B-class stores can buy 4 boxes; C-class stores can buy 2 boxes; D-class stores can buy a box. In the above example, the "Dutch cow" artificially created an atmosphere of tight supply of promotional goods, and the psychology of exotic goods will drive retailers to pay attention to the promotional activities held by manufacturers. Moreover, the sales staff will directly implement the promotion and distribution quantity to each retail store, which not only directly implements the promotion operation of the manufacturer, but also effectively controls the effect of promotion input and output, which is more beneficial than promoting through wholesalers.

Cooperate with promotional activities for consumers.

If consumers are not promoted, I am afraid it will be difficult for manufacturers to invest huge sums of money in channels. Channel members will ask manufacturers to advertise more, and even measure whether to distribute your products by advertising volume. This actually brings great difficulties to the market introduction of new brands. Many large retail malls do not welcome brands that lack popularity, and even if they are willing to pay the entrance fee, they may not necessarily agree to purchase goods. Negotiations between industry and commerce are time-consuming and lengthy, and may even disrupt the original listing plan of manufacturers, leaving them in an extremely passive position. In fact, unless the competitors of manufacturers are not very strong and there are enough marketing expenses to get rid of middlemen for direct sales, the promotion activities of manufacturers for consumers still need the cooperation of channel members.