烟酒店促销如何

烟酒店促销如何 烟酒店促销如何“促而有力”, 自带酒水的主要购买点、消费人群更多集中于店面周围、团购是重要的走货渠道等特点～都使烟酒店的销售特征不同于传统的渠道。所以～传统的促销方式完全照搬到名烟名酒店身上是不适用的。那么～在进行烟酒店的促销活动中～如何根据烟酒店的自身特点～制定更适合烟酒店的促销策略～如何利用有力的促销方式使烟酒店的销售呈现出“热销”的势头呢, *选择可能产生促销效益的名烟名酒店 在烟酒店促销时～要想达到好的效果～还是要选择那些能产生促销效益的名烟名酒店。比如有些烟酒店在我们已经进场的标杆酒店旁边～这时候我们只要求这些烟酒店保持价格体系的稳定就行了～不会在这些烟酒店进行促销活动～这样就不会使标竿酒店感觉到企业对于酒店和名烟名酒店的支持不同。 对那些企业暂时还没办法进场的酒店～我们就会把做促销活动的重点放在该酒店旁边的名烟名酒店。通过有效的促销活动使在烟酒店旁边酒店消费的客人～主动跑到这些名烟酒店里购买酒水进场消费～使促销活动能够起到拉动销量的效果。 在对这些烟酒店做促销活动时～主要就是针对消费者进行促销。譬如积分兑酒,消费者每次来该酒店消费到名烟酒店购酒～每购一瓶算5分～积满20分～下次可以来该名烟酒店免费领取同类产品一瓶,、to enterprises bigger and stronger. Relevant departments should play the role of function. The postal Office, economic development zone, and the science and Technology Council members take the initiative, make friends and entrepreneurs, in-depth company research, needed to understand the business needs, and coordination to solve the practical difficulties and problems in a timely manner, provide quality services for enterprises. By postal Office led to the formulation of the opinions on strengthening the construction of enterprisers and create favorable environment for entrepreneurs. OEI is the higher level of investment, OECD Council to take solace in Jing-Jin-Tang and the Yangtze River Delta, Pearl River Delta and three investment groups, butt enterprises personnel demand, investment promotion, and introducing "double double", to help improve the accuracy. Talent is not limited to universities, scientific research institutes, entrepreneurs were hidden in a number of talent, entrepreneurs are also scientists, economists and other talents, so we're introducing intelligence and wealth investment is equally important, the introduction of a good entrepreneur to the ping project, it is possible to drive a big industry. Recently to discuss advancing rope processing project, the General Manager is starting from the initial string, and gradually become technical experts, at present, the company has covered rope to all walks of life, ping will not only do processing base, to do more research and development base. 3, practical guide, coordinate all kinds of talents. Focusing on improve the ability of an 返盖有礼,消费者在名烟名酒店购酒到该酒店消费～出来后凭撕下的盒盖免费领取芙蓉王香烟一包或者王老吉4罐等礼品,等。还有就是针对名烟名酒店的工作人员～我们也推出了积盖兑奖的奖励～促使工作人员也暗中为我们卖酒。 同时～我们还选择一些配合程度高、有稳定销量的名烟名酒店～只要购进任意两个我们的产品～保证其陈列面～且每月能达到一定进货量的～都可以成为公司的会员店。然后签订相关～保证其在享受公司正常活动政策的前提下～享受更多的进货优惠及年底累计销量现金奖励～从而稳定了一大批重点名烟名酒店成为公司的核心客户。 为了加强烟酒店的主推～充分营造热销氛围～配合活动～我们还推出陈列促销奖～就是凡是参加活动的烟酒店～只要在店内构筑8个以上的堆头～并且保持一段时间～就可以获得厂家给予的陈列奖。同时～还对活动期间的烟酒店的进货进行奖励～凡是一次性进货一定数量的烟酒店～还会获得厂家的进货奖励。这些手段极大的刺激了烟酒店的销售积极性～纷纷进货～向消费者进行推荐。 *“引导消费者习惯”～促进活动效果 其实～不管是高档酒还是中档酒～不管是新进入一个市场～还是经营了多年的市场～随着消费者的消费意识越来越理性～酒店的酒水自带率越来越高～在餐饮终端的投入产出比越来越低了。所以～许多促销开始围绕流通渠道～特别是数量众多的烟酒店进行。 to enterprises bigger and stronger. Relevant departments should play the role of function. The postal Office, economic development zone, and the science and Technology Council members take the initiative, make friends and entrepreneurs, in-depth company research, needed to understand the business needs, and coordination to solve the practical difficulties and problems in a timely manner, provide quality services for enterprises. By postal Office led to the formulation of the opinions on strengthening the construction of enterprisers and create favorable environment for entrepreneurs. OEI is the higher level of investment, OECD Council to take solace in Jing-Jin-Tang and the Yangtze River Delta, Pearl River Delta and three investment groups, butt enterprises personnel demand, investment promotion, and introducing "double double", to help improve the accuracy. Talent is not limited to universities, scientific research institutes, entrepreneurs were hidden in a number of talent, entrepreneurs are also scientists, economists and other talents, so we're introducing intelligence and wealth investment is equally important, the introduction of a good entrepreneur to the ping project, it is possible to drive a big industry. Recently to discuss advancing rope processing project, the General Manager is starting from the initial string, and gradually become technical experts, at present, the company has covered rope to all walks of life, ping will not only do processing base, to do more research and development base. 3, practical guide, coordinate all kinds of talents. Focusing on improve the ability of an 但是～在制定烟酒店的促销策略时～不能随大流～别人做什么～我们就跟着做什么～还要根据产品的定位～确定目标消费人群～建立在“引导或改变消费者购买习惯”上～这样才能刺激产品在烟酒店的销售促进。 首先～引导分化“商超”和“餐饮”的客流。也就是让促销人员深入到各大“商超”或“餐饮酒店”场所～通过两个点的促销结合～不断把这部分的客流引导过来～这样方能慢慢的改变消费者的日常购买习惯。比如顾客在商超或酒店购买消费一瓶价值80元的汤沟酒可领取一样礼品～但礼品须到附近的烟酒店领取～这样一来便使消费者在两个消费场所之间产生了互动～从而也能加深他们对烟酒店的认识。 其次～烟酒店产品虽然品种多、质量可靠、规模也大～但是这并不足以引起消费者的好感～所以～针对烟酒店促销时还得须营造一个好的销售氛围～可通过对企业历史、品牌文化的渲染及店铺个性的彰显来刺激目标消费者的购买欲望～也就是烟酒店要有一种真实、亲切、自然、方便的购物环境。相反～现在很多烟酒店在做促销活动时～让消费者感受不到这种气氛～特别是一些烟酒专卖店企业促销人员的服务态度、礼仪、专业知识等方面也很欠缺。 另外～在烟酒店的促销活动还要避免一些DM单的无效投放～建议可与促销人员的利益挂钩～每发出去的DM单上都让促销人员签上to enterprises bigger and stronger. Relevant departments should play the role of function. The postal Office, economic development zone, and the science and Technology Council members take the initiative, make friends and entrepreneurs, in-depth company research, needed to understand the business needs, and coordination to solve the practical difficulties and problems in a timely manner, provide quality services for enterprises. By postal Office led to the formulation of the opinions on strengthening the construction of enterprisers and create favorable environment for entrepreneurs. OEI is the higher level of investment, OECD Council to take solace in Jing-Jin-Tang and the Yangtze River Delta, Pearl River Delta and three investment groups, butt enterprises personnel demand, investment promotion, and introducing "double double", to help improve the accuracy. Talent is not limited to universities, scientific research institutes, entrepreneurs were hidden in a number of talent, entrepreneurs are also scientists, economists and other talents, so we're introducing intelligence and wealth investment is equally important, the introduction of a good entrepreneur to the ping project, it is possible to drive a big industry. Recently to discuss advancing rope processing project, the General Manager is starting from the initial string, and gradually become technical experts, at present, the company has covered rope to all walks of life, ping will not only do processing base, to do more research and development base. 3, practical guide, coordinate all kinds of talents. Focusing on improve the ability of an 自己的名字～只要该顾客凭此宣传单到烟酒店购买消费～促销人员就可直接享受到提成或奖励。 *广泛传递促销信息～提升效果 在名烟名酒店做促销活动时～可以充分运用烟酒店促销信息的广泛传播～使产品销量迅速得到提升。比如烟酒店面对的主要是周边小区的人们消费～由于当地的消费习惯～酒水的自带率很高～在烟酒店周围的酒店中进行消费的人们是烟酒店酒水的主要购买者。在这种情况下～我们选定了一批已经买断的酒店或者能够控制销量的酒店旁边的烟酒店～然后在烟酒店进行造势～通过海报、易拉宝等宣传形式宣传活动。其中～主要是进行抽奖活动～活动明确告知～凡是消费本公司产品,包括在周边的餐饮终端购买的产品,～即可进行抽奖～奖品是烟酒店旁边的餐饮终端的餐费抵用券。 这种烟酒店的促销方式不仅使烟酒店的销量有所提升～而且较好的解决了烟酒店和餐饮渠道各自为战的局面～将两个渠道进行捆绑和互动～各自的利益较好的进行结合～双方的积极性都比较高。 在烟酒店进行促销活动的同时～我们还把相应的烟酒店促销信息在电视、报纸、户外等媒体上进行充分的宣传～做到高空广告周周见。在地面的宣传上～印制大量的宣传单页～利用周末在人群聚集的地方和活动场所向消费者发放～使更多的人知晓活动内容～除了对烟酒店的促销活动进行宣传外～对烟酒店本身也是一种宣传～达到多方共赢的to enterprises bigger and stronger. Relevant departments should play the role of function. The postal Office, economic development zone, and the science and Technology Council members take the initiative, make friends and entrepreneurs, in-depth company research, needed to understand the business needs, and coordination to solve the practical difficulties and problems in a timely manner, provide quality services for enterprises. By postal Office led to the formulation of the opinions on strengthening the construction of enterprisers and create favorable environment for entrepreneurs. OEI is the higher level of investment, OECD Council to take solace in Jing-Jin-Tang and the Yangtze River Delta, Pearl River Delta and three investment groups, butt enterprises personnel demand, investment promotion, and introducing "double double", to help improve the accuracy. Talent is not limited to universities, scientific research institutes, entrepreneurs were hidden in a number of talent, entrepreneurs are also scientists, economists and other talents, so we're introducing intelligence and wealth investment is equally important, the introduction of a good entrepreneur to the ping project, it is possible to drive a big industry. Recently to discuss advancing rope processing project, the General Manager is starting from the initial string, and gradually become technical experts, at present, the company has covered rope to all walks of life, ping will not only do processing base, to do more research and development base. 3, practical guide, coordinate all kinds of talents. Focusing on improve the ability of an 局面～锁定一批优秀烟酒店～在提升销量的同时～还形成多家店面“力往一处使”的良好局面。 案例: 永盛烧坊在郑州市场进行了大刀阔斧的自我调整～下决心实施工作重心向名烟名酒店这样一个直销终端的转移～并且利用有力的促销活动积极营造市场氛围～对市场销量起到了明显的拉动作用。 首先～对首批赊销的重点名烟名酒店～一方面永盛烧坊按协议规定在陈列活动期限内做好货架陈列～按期给予相应的陈列奖,陈列活动结束后～根据店内的累计进货量～及时兑现相应的累计销售奖,另一方面～永盛烧坊对业务员所辖区域的新客户现款开发和客户二次进货率两项指标进行考核～奖罚分明～从而有效地推动了市场的动销和货款的回收。而对于一些有特殊要求的店～如要求做广告门头的～按门头制作费用比例进货,要求配备店员促销的～其每月必须达到一定进货量等。这对整体市场氛围的提升起到了积极的作用。 其次～在婚庆用酒促销活动上做文章。市场上各个品牌婚庆用酒促销政策杂乱无章～赠酒、赠烟、赠饮料、赠首饰、婚纱照及婚庆专用酒等等不一而足～我们通过对婚庆市场仔细的调查分析后发现～人们对专用酒的选择率不高～而且婚庆一般需要为数不少的大容量饮料～以碳酸饮料居多～但竟品的促销政策难以满足顾客的这种要求。于是～永盛烧坊推出了“你办喜事我送礼～永盛烧坊恭喜你”的促销to enterprises bigger and stronger. Relevant departments should play the role of function. The postal Office, economic development zone, and the science and Technology Council members take the initiative, make friends and entrepreneurs, in-depth company research, needed to understand the business needs, and coordination to solve the practical difficulties and problems in a timely manner, provide quality services for enterprises. By postal Office led to the formulation of the opinions on strengthening the construction of enterprisers and create favorable environment for entrepreneurs. OEI is the higher level of investment, OECD Council to take solace in Jing-Jin-Tang and the Yangtze River Delta, Pearl River Delta and three investment groups, butt enterprises personnel demand, investment promotion, and introducing "double double", to help improve the accuracy. Talent is not limited to universities, scientific research institutes, entrepreneurs were hidden in a number of talent, entrepreneurs are also scientists, economists and other talents, so we're introducing intelligence and wealth investment is equally important, the introduction of a good entrepreneur to the ping project, it is possible to drive a big industry. Recently to discuss advancing rope processing project, the General Manager is starting from the initial string, and gradually become technical experts, at present, the company has covered rope to all walks of life, ping will not only do processing base, to do more research and development base. 3, practical guide, coordinate all kinds of talents. Focusing on improve the ability of an 活动。一次性购进五件永盛烧坊酒～即赠五件可口可乐或雪碧,2L*6瓶,。如此力度大大激发了名烟名酒店的积极性～一时间婚宴用永盛烧坊518酒名声雀起～出货量大增。等竟品明白过来～增加促销力度时～已经丧失了先机。 最后～实施连环促销策略。自从启动名烟名酒店直销渠道以来～永盛烧坊还根据季节变化～连续不断开展促销活动～并且时常变换促销方式～以保持永盛烧坊酒在市场竞争中有足够的声音。2006年秋～永盛烧坊共投资20余万元在市场推出十条黄金线路公交车广告,还先后推出了迎“双节”送健康活动～迎新年酬宾活动。特别是2007初～为了增进名烟名酒老板对永盛烧坊品牌更进一步的了解。永盛烧坊又投入近20万元推出“泸州老窖永盛烧坊酒、轻松工作快乐游活动”。此次活动近200人加入了“国宝窖池蜀南竹海6日游”和“神龙架探密4日游”队伍～而对泸州老窖国宝窖池的参观～更加增加了名烟名酒店老板对经销永盛烧坊酒的信心。 这些有力的促销活动活动～不仅促使更多的名烟名酒店加入到经销永盛烧坊酒的直销商户行列～还使永盛烧坊酒也得到越来越多的消费者的认可。 to enterprises bigger and stronger. Relevant departments should play the role of function. The postal Office, economic development zone, and the science and Technology Council members take the initiative, make friends and entrepreneurs, in-depth company research, needed to understand the business needs, and coordination to solve the practical difficulties and problems in a timely manner, provide quality services for enterprises. By postal Office led to the formulation of the opinions on strengthening the construction of enterprisers and create favorable environment for entrepreneurs. OEI is the higher level of investment, OECD Council to take solace in Jing-Jin-Tang and the Yangtze River Delta, Pearl River Delta and three investment groups, butt enterprises personnel demand, investment promotion, and introducing "double double", to help improve the accuracy. Talent is not limited to universities, scientific research institutes, entrepreneurs were hidden in a number of talent, entrepreneurs are also scientists, economists and other talents, so we're introducing intelligence and wealth investment is equally important, the introduction of a good entrepreneur to the ping project, it is possible to drive a big industry. Recently to discuss advancing rope processing project, the General Manager is starting from the initial string, and gradually become technical experts, at present, the company has covered rope to all walks of life, ping will not only do processing base, to do more research and development base. 3, practical guide, coordinate all kinds of talents. Focusing on improve the ability of an