How To Win In Urban Middle And Low Beer?
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Middle and low beer market characteristics
Feature 1: The market capacity, the price more attractive.
Perhaps in the rural market, the Di Dangjiu Sell The proportion more, but in the urban market, the Di Dangjiu sales even more. And the manufacturers, the price more attractive, such as Shanghai beer have the lowest 2.5 yuan / bottle, but in rural areas, 1.5 per can be buttoned (with bottles).
Features 2: participants in many terminal and consumer choice of more intense competition.
Recent years, with middle and low beer competition intensifies, the market has emerged in two notable features:
First, the general urban real estate market has a beer brand, and very powerful, such as the Nanjing Jinling beer, beer, etc. Baotu Spring in Jinan, the real estate brands in the local market penetration (including consumer brand Publicizing, taste and habit, and the control channel resources, etc.) than the deeper, foreign beer brand is not easy to shake.
Second, such markets often are confronted with the impact of China Resources Snow. Snowflake is a new brand, but with strong financial strength and operational capacity of the market, wherever he went, so local businesses suffering from the difficult real estate beer.
Features 3: Terminal distribution of dense, deep distribution benefit import.
Terminal dense urban market for middle and low end beer sales everywhere. Therefore, the depth distribution model into the input / output ratio
Can make up the cost of works. Shanghai, Suntory is the most typical of the depth distribution model.
Middle and low beer Marketing Operation of the business value chain
How middle and low beer market in the city work? We refined the operation of the urban middle and low key activities of beer, and its sort, summed up the operation of their business value chain of marketing: market research?? Strategic planning?? Client development?? Terminal cover?? Logistics distribution?? Client / Terminal maintenance?? promotions that we expand in the city to Di Dangjiu market, the need to follow the market research, strategic planning, customer development, terminal cover, logistics and distribution, client / terminal maintenance and promotion of the order of terminal operations in these key to make a fuss. For example we are looking for customers, this is “client development” an important part of the chain; we Distribution Issues, this is “terminal cover” an important part of the chain; we have to import the “fixed tour mode”, which is “customer / terminal to maintain “an important part of the chain; we do the promotion or termination of cell source side of China Wine News vivid display technology, which is” terminal extension “an important part of the chain and so on.
regional market research For regional development and to do market research, the purpose is to find the target market, looking for opportunities, for the next enterprise resource investment directions and development strategy formulation for the scientific basis. Therefore, apart from some regional markets based on information, competitive products to be particularly concerned about the situation of information and channel members.
Competitive brand information, including the pattern of competitive brands and the sales performance of the major competitive products, product lines, price system, channel structure, the terminal forms, promotions, marketing team and so the analysis of these cases is that the actual operation of enterprises in the region resistance, and feasibility.
Most domestic small and medium enterprise market strategy of beer more or in response to competition from “for consumers,” short of a level of marketing. So, to establish this team the sense of competition is also very necessary.
Distribution channels is to determine whether we are in the market quickly open an important factor in the situation, while the urban market due to its characteristics, such as the strong real estate brands, more than other manufacturers to compete, the remaining high-quality channel resources are often not many. Therefore, we middle and low beer sales in the city, only to find our customers the very relations headache. Therefore, before making product promotion, sales personnel should pay special attention to this level, and in-depth understanding of the situation in order to deal with.
Market research is to look for sales opportunities. Through research, in determining the target market, but also further analysis in a variety of marketing factors, corresponding to the enterprise’s resources, what chance do we, that is our next step may be low-cost point-to-market opportunities.
Example, in product structure adjustment, the blank network coverage, the terminal display, dealers adjustment batches excited, promotion, channel innovation whether there could be breakthroughs in place. For example, in channel innovation, Coca-Cola The director said: the old lady’s stall selling tea in China can be put next to Coca-Cola products. I also found in the work practices, such as tea, chess room, fruit stand and so can be a selling point beer.
Looking for opportunities like the “treasure hunt” is important “breakdown” of the various factors affecting sales, such as sub-regional, sub-system (the traditional channels of modern channels), sub-channels (distributors , second issue), sub-networks (restaurants, Canteens, husband and wife wife shops) and so a careful look must be to boost sales of life.
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