终端营销管理的五个到位（Terminal marketing management five in
place）
发质硬好还是软好In recent years, in the mobile phone market struggling marketing colleagues, must have a very profound understanding of the product in the retail terminal sales significance. Becau the mobile phone once in retail stores purchad by consumers, price and channel inventory problems have disappeared, the formation of the product out of the library book profits into a real profit, the home channel can continue to take delivery of the goods (goods), huge capacity of manufacturers to relea the product --- can bring so many benefits in the retail terminal sales, this is probably the "marketing" and "control terminal", "terminal is king" has become the most popular Chine Marketing Marketing vocabulary reason.
In addition to the mobile phone industry, home appliances, cosmetics, IT, health care products and other industries active enterpris, we are doing terminal marketing, but really can effectively carry out terminal marketing management, not many. In the actual operation of terminal marketing, the following will happen:
1, terminal marketing resources budget is not accurate, a year has not been finished, the marketing wa
r to time is hot, some enterpris have found budgets, aggressive expansion campaign was frustrated; some enterpris are a huge waste of resources, blind investment, elevating the industry terminal expen market, their just make out what did not earn a profit. With the decline in mobile phone industry profits, the budget of
terminal marketing resources has been greatly reduced, and the former situation often occurs.
2 terminal marketing support system, have rious defects, such as terminal construction completed, but the channel operation, the product can not reach the retail store, or frequently out of stock phenomenon, terminal sales discount.
3, front-line operators and managers, such as city managers, supervisors, etc., in the actual operation of the lack of simple and effective guiding principles, every day in the "terminal visit", but the efficiency is very low.
How to solve the problems, the terminal marketing energy fully play out? We should start with the goal of terminal marketing management.
胃疼吃什么药最有效Marketing management is the goal of effective management and control of terminal sales of product
s, that is to carry out effective management and control of the key factors influencing the product sales terminals, from a retail store, there are five main key factors affecting the product sales terminals:
1) is the retail store available?;
2) is there a salesperson or promoter in a retail store?;
3) the brand's image in the store (mainly background, counter, light box and so on);
4) are there promotions or promotions in the store?;
5) rigid or soft terminal, have strict management system, and carry out riously.春天活动主题
The five key factors can be simply summed up as "five in place" of terminal marketing management - product in place, personnel in place, brand image in place, promotion resources in place, management in place. "Five in place" can run through the whole terminal marketing management (planning, implementation, control) process and the terminal marketing support system construction process (which can be shown as the following picture).
The following is the "five in place" principle to elaborate the terminal marketing management and the terminal marketing support system construction.
I. terminal marketing planning
Any plan is in solving the "goal - action - resources" issue, that is, clearly the goal to be achieved, in order to achieve the goal of action required to take the actions need to invest resources.
The goal of the end marketing is the retail volume target. In order to complete the retail volume target, in brief, it is to develop a sufficient number of retail terminals, and to increa the sales volume of each retail terminal.漳州水仙
哲学经典1, how to develop an adequate number of retail terminals?
The key is to have a very detailed grasp of the distribution of all retail terminals.
In the mobile phone industry, relatively mature mobile phone manufacturers and agents, each year to carry out 1-2 retail terminal census, as long as one of the retail terminal census data,
You can clearly understand the market capacity of each city is from which retail store to ll out. Will
the retail sales according to the classification, each kind of retail stores to confirm the different sales target, sales order from large to small, from large to small lection of each type of retail stores, so need the number of each class retail store development is clear.
2, how to increa the sales of each retail store?
陈奕迅单车歌词
Is the so-called terminal marketing management "five place", five key factors lected retail stores can reach a higher level, so that each retail store sales, and all retail sales promotion will have a solid guarantee.跨境贸易电子商务
To ensure that the lected retail store "five in place" can reach a higher level, on the one hand, the need for adequate resources to invest, on the other hand, the corresponding functional departments need to be systematically supported and coordinated:
1) the amount of resources (promoters, background boards, counters, promotions, resources, etc.) needed to reach the
"five in place" of each retail store, together with the total amount of resources needed for the terminal marketing.
2) the "five in place" is followed by the support and coordination of the corresponding functional departments. The problem will be described in detail in the construction of the terminal marketing support system.
3, the terminal marketing budget (measure the amount and amount of the input terminal resources)
The terminal marketing budget includes all expens, budgets and promotions, promotional activities, resources (promotional items, promotional gifts, executive fees, etc.) for the construction of hardware and software terminals.
The logic process of the terminal marketing budget is as follows:
Explain：
1) what is the company's profit target this year? What categories and what products do you need to achieve?;
2) what is the monthly delivery target (SELL-IN) per product and what is the retail target (SELL-OUT)?;
薄弱的意思
3) how many retail stores do you need to support your sales target? How many retail outlets do you own?;
4) what are the development plans for retail stores, and how
