某产品市场开发方案

is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting functions 18 responsible for the company s raw materials auxiliary materials account management 19 is responsible for the flow of control of all assets of the company according to the changes in accounting treatment of fixed assets and assets to the departments responsible for clearing settlement and asset monthly report submitted to the asset management section of the Finance Department of the company organized on a company wide special inspection of asset management 20 according to the company s business activities monthly projects involved in the business activities of the company including expenses business management cost control cash flow revenue etc financial analysis provide a basis for decisions for the company the business of the company responsible for monitoring forecasting and risk analysis 21 responsible for the settlement of transactions with the Bank 22 is 联业产品市场推广方案联业产品市场推广方案 1 背景分析 A N 市整体商业业态简析 N 市位于江苏省西南部 全市总面积 6379 平方公里 总人口约为 523 万 其中 市区面积 881 平方公里 人口约为 270 万是中国著名的历史名城之一 建国 50 年来 N 市已建成门类齐全的现代工业体系与商业体系 其工业石化 电子 商业零售在全国均有举足轻重的地位 P 过笔者对 N 市场的考察 发现其零 售业异常发达 当地的零售业龙头 SG 超市股份有限公司更是一枝独秀地引 领 N 市本地商业经济的发展 其 2000 年在全国零售业百强排名中位列第 6 SG 超市在江苏与安徽一共有连锁店 462 家 其绝大部分分布在 N 市 其中 SG 自营 店为 160 家 SG 仓储超市 4 家 SG 超市 75 家 便利店 81 家 N 市的商业业 态主要由仓储超市 连锁超市 24 小时便利店与百货店 中央商尝新街口百货 等 构成 笔者在家乐福 麦德龙 利德龙 好又多 SG 兴隆卖尝 SG 中山北 路卖尝 SG 集庆路超市 SG 汽车东站卖躇进行细致的调查与接触 发现其经营 业态主要具有以下特征 一 其经营策略为 赚取各供应商的利润 某些单品不赚或少赚取消费者的 利益 即通过低价格获取超额的销售量 然后从厂家获得很高的价格折扣 在 N 市随着超级市场数量的增加 以及之间的竞争愈演愈烈 各大卖场已经进 入了薄利经营时代 二 各大超市为获得竞争优势和保证盈利状况 均向供应厂家转嫁竞争成本 即除了要求厂家以更低的价格供货外还要求支付高额的渠道成本 如 品类进 场费 产品产品陈列费 促销堆头费 店庆费 返利 促销人员管理费 DM 海报宣 传费等等 三 各大超市均对商品的销售情况进行排列 并按时依据销售业绩清理 滞 销商品 产品产品一旦被清理 前期所支付的各种费用通常不退 B 本区域消费者购买趋势分析 一 消费者比较关注饮料的功能性利益 譬如 露露 杏仁露的营养与保健 功能 二 消费者对价格的关注度比较敏感 在同类产品产品没有明显的差别时 价格 是形成购买动机的首要因素 三 从本区域的分销渠道上来看 大型仓储超市是软饮料销售的主战常其次 是餐馆 酒楼等场所 在 N 市消费者非常信赖 SG 这一超市品牌 便利品 is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting functions 18 responsible for the company s raw materials auxiliary materials account management 19 is responsible for the flow of control of all assets of the company according to the changes in accounting treatment of fixed assets and assets to the departments responsible for clearing settlement and asset monthly report submitted to the asset management section of the Finance Department of the company organized on a company wide special inspection of asset management 20 according to the company s business activities monthly projects involved in the business activities of the company including expenses business management cost control cash flow revenue etc financial analysis provide a basis for decisions for the company the business of the company responsible for monitoring forecasting and risk analysis 21 responsible for the settlement of transactions with the Bank 22 is 选购品的购买大都选择 SG 超市 与 SG 便利 这与其宣传口号 SG 无假 货 件件请放心 有着密切的关系 C 主要竞品推广策略 笔者在 N 市的这一时期 我们的主要竞争对手在传媒上均无明显的 大规模的 动作 只是在终端促销上有一些举措 二 整体市场战略 A 战略步骤 笔者认为 联业 若想成功进入南京市场 那么我们的整体市场切入策略可 分为三个阶段来操作 主体运作思想为 采取以点带线 以线带面 从而最终 盘活 N 市整体市场的步步为赢之策略来赢得本品牌在苏此区域的竞争优势 第一阶段 不惜一切代价使产品产品进入 SG 超市 通过 SG 来运作 N 市的便利渠 道 以掌控零售终端 前期不宜进行大面积铺货 仅通过 SG 的四个仓储超市为 核心来开展促销与公关 并逐步提升品牌的知名度与影响力 第二阶段 找寻一家信誉好并拥有一定餐饮网络的客户 作为我们产品产品在 N 市 餐饮渠道的代理商来运作餐饮渠道 我公司则配合其进行市场管理与产品产品促销 以确保产品产品的快速周转 第三阶段 在产品产品有了一定的知名度与销售量后 主动吸引家乐福 麦德龙等 跨国零售商的注意 最终获得以合理的代价进入其卖场销售 B N 市场拓展原则 一 坚持以市场终端为首要的竞争中心 由于我们首先要开拓 SG 超市 而 SG 又是典型的零售客户 那么我们就要以这 个零售终端为中心开展我们的促销与推广活动 以便更为有效地直接接触消费 者 使我们的产品产品更加方便地被消费者接受 二 产品产品覆盖率与促销覆盖率要成正比 产品产品覆盖率高销售量就高 促销覆盖率高 拓市的力度就大 销售量也大 但 是只有产品产品覆盖率 没有促销覆盖率 将是市唱发的 致命伤 所以 在我 们的产品产品入市前期 不要求盲目铺货 要坚持产品产品覆盖率与促销覆盖率成正比 即不求终端的数量 但求终端的质量这一原则进行运作 以避免死货现象 三 坚持渠道原则 订价原则 生动化原则并重 渠道原则主要是指渠道功能选择 渠道质量与产品产品质量匹配 渠道质量与渠道 数量能满足销售量指标 如我们在市场运作的第一阶段选择 SG 超市就是坚持了 渠道的适合原则 订价原则 即指我们在 N 市场的价格定位策略 这里主要是 is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting functions 18 responsible for the company s raw materials auxiliary materials account management 19 is responsible for the flow of control of all assets of the company according to the changes in accounting treatment of fixed assets and assets to the departments responsible for clearing settlement and asset monthly report submitted to the asset management section of the Finance Department of the company organized on a company wide special inspection of asset management 20 according to the company s business activities monthly projects involved in the business activities of the company including expenses business management cost control cash flow revenue etc financial analysis provide a basis for decisions for the company the business of the company responsible for monitoring forecasting and risk analysis 21 responsible for the settlement of transactions with the Bank 22 is 指要满足消费者的需求 同时以满足利润需求 生动化原则就是指我们的产品产品 在终端的陈列位置 陈列面及数量均要超越竞争对手 三 销售模式确立根据总体市场战略 以及分销渠道的特征 便利渠道与即饮 渠道 我们在 N 市将采取厂家直销与经销商分销并存的销售模式协同运作 A 由于 N 地区的零售业非常发达 SG 超市在当地占有相对的垄断地位 那么 我们与 SG 的合作就必须采取直销的模式即不通过任何中间商 由我们直接开发 运作 SG 这样可以把给中间商的利润折让给 SG 采取这种模式具有以下优点 一 市场渗透速度快 P 二 便于对终端直接管理 使终端销售效率与促 销效率最大化 三 使市场所有权得到控制 P B 在即饮渠道我们将采取独家代理模式 即 选择一家中间商负责运营 N 市除 SG 超市以外的餐饮市常在与这家中间商合作时 我们将采取厂家助销的模式 助销可以既发挥中间商的作用 又能够发挥本公 司销售人员的作用 同时 这种模式可以充分利用中间商的资源优势 由中间 商开发餐饮终端 并负责配送和结算 由公司销售人员辅助开发并负责促销和 管理 在这种模式的运作下 企业同中间商可以在充分分工的基础上 密切地 协作 从而产生资源共享 优势互补良好作用 四 销售架构设置 A 组织架构 根据所确立的销售模式 我们在 N 的销售机构必须要确立与销售模式相匹配 销售架构将履行销售模式的职能 具体如图所示 B 各人员岗位职责 一 区域经理 1 制定区域年度营销目标 2 制定本产品产品的产品产品与价格策略 3 制定本产品产品的广告与公关策略 4 定期了解市场状况并负责与重点客户间的业务联系 5 对销售主任与促销主管进行绩效评估与业务指导 二 销售主任 1 对区域市场进行市场调查与分析 2 制定销售计划和销售政策 is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting functions 18 responsible for the company s raw materials auxiliary materials account management 19 is responsible for the flow of control of all assets of the company according to the changes in accounting treatment of fixed assets and assets to the departments responsible for clearing settlement and asset monthly report submitted to the asset management section of the Finance Department of the company organized on a company wide special inspection of asset management 20 according to the company s business activities monthly projects involved in the business activities of the company including expenses business management cost control cash flow revenue etc financial analysis provide a basis for decisions for the company the business of the company responsible for monitoring forecasting and risk analysis 21 responsible for the settlement of transactions with the Bank 22 is 3 制订销售管理制度 并以作则 4 审阅各种销售报表 并指导培训销售代表 5 对应收帐款的进行严格管理 6 对销售代表的工作绩效进行评估 三 销售代表 1 按照销售配额的要求完成指标 2 做销售巡访计划 并按计划执行 3 签订销售合同并按合同的要求执行 4 按时结算货款 不能延期 5 如实填写销售报表 并按时交销售主任 6 做好与客户有关的服务 7 管理理货员对产品产品的陈列负责 四 促销主管 1 调查竞争对手的促销方法 了解目标消费者的购买心态与行为 2 制定促销计划与促销管理制度 3 拟定促销方案 组织执行方案 起草活动总结 4 培训并督导促销人员 经常进行现场检查 5 审阅促销报告报表 五 理货员 1 按照产品产品陈列要求做好产品产品的生动化工作 2 产品产品缺失时 及时补货避免短货 3 保持产品产品的清洁 做好商品的轮转 五 产品产品与价格策略 A 产品产品进入类型 一 进入便利渠道 SG 超市 的产品产品类型 is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting functions 18 responsible for the company s raw materials auxiliary materials account management 19 is responsible for the flow of control of all assets of the company according to the changes in accounting treatment of fixed assets and assets to the departments responsible for clearing settlement and asset monthly report submitted to the asset management section of the Finance Department of the company organized on a company wide special inspection of asset management 20 according to the company s business activities monthly projects involved in the business activities of the company including expenses business management cost control cash flow revenue etc financial analysis provide a basis for decisions for the company the business of the company responsible for monitoring forecasting and risk analysis 21 responsible for the settlement of transactions with the Bank 22 is 1 普通型松仁露 市澈争战术 低端产品产品属侧击型产品产品 作为打价格战以攻击对手的产品产品线 起 到高端产品产品 防火墙 的作用 2 无糖型松仁露 P 市澈争战术 高端产品产品属利润型产品产品 作为高端定位产品产品 它给公司的回报大 是本公司重点盈利的产品产品线 P 二 进入即饮 餐饮 渠道的产品产品类型 1 高钙型松仁露 2 豆奶型松仁露 市澈争战术 同属在餐饮渠道运作的高端产品产品线 采取高价格 低促销费用的 缓慢渗透策略 争取为公司赢得更高的溢价 六 终端促销策略 A 在便利渠道针对消费者的促销活动 一 促销目的 1 提高消费者对本产品产品的认知度 2 提高消费者的参与度从而产生购买欲望 二 促销时间 7 月 15 日 8 月 15 日 1 周一至周五晚 18 时至 21 时 通过笔者的实际观察 卖场在此时的客流要 比白天大得多 而且其他厂商及竞品开展促销活动 故在此进行促销将会产生 比平时大得多的绩效 2 周六 周日 9 时至 17 时 双休日白天的客流量较大 三 促销地点 1 SG 中山北路卖场 2 兴隆卖场 P 3 集庆路超市 4 汽车东站卖场 四 活动方式 1 周六 周日实施免费品尝活动 2 平时进行捆绑促销活动 由于 N 市消费者对我们产品产品的酿造原料比较陌生 所以我们采取把原料 松籽仁 同成品 松仁露 捆绑在一起销售 即一瓶松 is responsible for Organization training and implementation and check 12 master workshops annual economic indicators of implementation reporting to financial health on a regular basis 13 is responsible for the daily oversight in the allocation and use of funds 14 responsible for all Department statistics collecting sorting reporting of accounting reports 15 the company responsible for the supervision of the Treasury including the third grade library a library of materials products for regular inventory handling sampling storage monitoring the picking work and provide the inventory report and make the appropriate accounting treatment 16 responsible for waste and recycling transportation and settlement 17 is responsible for all product sales accounting