With the increasingly fierce competition in the wine market, the marketing environment has begun to put forward higher requirements for wine manufacturers and distributors, so that everyone must constantly adjust their positioning according to the actual situation of the market development, and establish a benign sales cooperation system with each other , perfecting the common profit cooperation model, creating harmony, conspiring with the great cause, and achieving the cooperative marketing of manufacturers will be the inevitable trend of cooperation between wine and beverage manufacturers in the future.
Because the future business competition has been upgraded from the competition at a certain node in the past to the competition of the entire marketing system. Whether it is for wine manufacturers or distributors, it is difficult to stand on the top of profit by simply relying on products and prices, and it is difficult to support a thriving market prospect by Latest Mailing Database simply relying on communication and promotion; relying solely on people The sea tactics are also difficult to create a solid channel barrier. Therefore, how to cooperate with each other, how to integrate, how to achieve a systematic and sustainable operation mode, and how to achieve a cooperative relationship of collaborative management have become the most concerned issues for today's manufacturers.
In the whole process of collaborative management, whether it is a liquor manufacturer or a liquor distributor, it must adhere to a core point: to ensure that one party can lead the whole process, integrate the resources of both parties, define the responsibilities of manufacturers and distributors in each link, and Jointly undertake the resource sharing platform for products, channels, terminals, promotions, training, etc., generate interaction and continuous communication, ensure any node in collaborative management, and avoid the occurrence of contradictions, wrangling, and disconnection.
As far as the current collaborative management ideas of beverage manufacturers are concerned, it is mainly reflected in the following five aspects:
1. Product Collaborative Management
In reality, (Anhui Babu Marketing Planning) Many companies often launch new products and implement a large investment model to win orders from dealers and increase sales. But what? Products often fail because the manufacturers themselves do not have enough resources to invest, because they do not have a feasible market operation plan, and do not meet the distributors' willingness to distribute products.
How to continuously develop products that meet the needs of the market and dealers and ensure the success of new products is the key to continuous cooperation between manufacturers. But how can we ensure the success rate of product development? In this link, manufacturers should lead the process of product development and rely on the participation of dealers to improve the success rate of product development.
1. Manufacturers' business personnel, R&D personnel, and senior leaders should go deeper into the market, visit dealers, hotel terminals, and retail terminals, establish multi-channel information sources, understand dealers' needs for products, fully listen to dealers' suggestions, develop Marketable products meet market needs.
The author has come into contact with some enterprises in the beverage industry. In the process of developing new products, their bosses bring new research and development ideas. The main information points are: the raw materials, taste, ex-factory price, distribution price, and second batch price of the product. , terminal retail price, target competing products, target market and consumer groups, product selling points, product packaging materials, packaging specifications, etc., go down to the front line of the market, exchange this information with channel members at all levels, and fully listen to channel members opinions, and conduct summary analysis, and finally form the idea of new product research and development. In this way, the success rate of new product development is largely guaranteed.
At the same time, channel members at all levels cooperate with multiple manufacturers and have access to product information of many manufacturers. Channel members at all levels can propose product development suggestions to manufacturers that suit the market needs based on the actual situation of regional sales.
Therefore, the manufacturer's personnel (Anhui Babu Marketing Planning) should analyze the information and extract the development ideas for new products.
2. Manufacturers and distributors should pay attention to the life cycle of products together, and avoid blindly developing products without planning, which leads to confusion in product line positioning, competition between new varieties and old products, which greatly shortens the life cycle of products. If one product is successful, another product will be eliminated.
In recent years, some beverage companies like to rely on the continuous development of new products and high-altitude TV advertising bombing to expand product scale and win profits. Everyone knows that a product that is just in the stage of rapid growth, because the manufacturer does not know the current status of the product, and advertises the new product that has just been launched. As a result, a product with good sales momentum is quickly killed by the manufacturer. The life cycle of a product is only about half a year, and the dealer is tired of accepting the operation of the manufacturer.
Faced with such a problem, manufacturers must listen to the opinions of dealers, and study with dealers to correct
To make a systematic plan for the product line (Anhui Babu Marketing Planning) , the simplest operation is to define the market role of each product. The company's products are divided into the following three categories: