中国联通公司战略行销服务.pptVIP

* 销售团队应设计目标渠道目录，包括详细的分销和销量目标，来指导销售能力的分配 举例 * 计划还应包括详细的单品和每种顾客的购买目标 举例 * 然后设计营业激励方案，使覆盖率计划中的分销商得到恰当的激励来参与营销计划活动 举例 * 根据参与的营业伙伴目录，我们需要制定计划，确定适量的POS/POP支持激励 举例 * 有力的日常监控和严格的执行跟踪是成功的保证 可能发生的意外 我们怎样处理 零售店把买一送一活动中的赠送产品单独出售 样品没有按计划分配，有些家庭收到多份，而另一些一份也没有收到 营业推广被转向其它地区 使用更强的包装袋和粘着剂 辅以海报和印刷品广告，扩大消费者认知 更有力的销售跟踪 把推广范围局限在大中型商场 始终要求代理商回访检查 给代理商足够的时间招募和培训合格的人员 避免营业推广活动局限在有限的地理区域 支持媒体活动开始的时候，推广活动还没有被分散到足够多的商店 设置商店的每周目标并进行监控 * 总结 * 计划行之有效的关键在于数据的可靠性、营销计划的逻辑性、紧密的销售团队沟通和不间断的执行 营销数据必须可靠，才能帮助你了解目标(他们是谁？他们想要什么？) 满足顾客尚未满足的需求最终会引起他们的尝试，不要认为产品只能做到那些 制定全面的计划去接近顾客，使他们相信能获得好处，推动他们去尝试，并使他们转变成为我们的新顾客 要确保良好的业务结果，与渠道的密切沟通并取得销售的支持是保持市场信息连贯性的关键 制定投资计划并衡量结果能确保我们不断地学习 一个可靠的营销执行代理商和明确的执行计划也是成功的关键 * * Shoppers are becoming more sophisticated and cynical - less easily influenced by advertising and do you blame them!--they are bombarded by a huge array of messages-over 1000 a week in Europe. Self selection shopping has been learnt over time. A large proportion of shopping is done on autopilot/subconsciously as it is an easier less strenuous way of doing a task (if attention span is permanently activated it is tiring). Shoppers are using less lists. We need to create the right triggers and remove the barriers to purchase. According to Harvard business school report the time spent on the average shopping trip in the UK is down from 44 to 21 minutes over last ten years but retail space double in same period . In the UK leisure time is declining and hours worked increasing. In the Us the move to two income households with kids is causing the same stresses and Brett says the numbers look almost the same. The consumer is demanding more convenience in their shopping experience due to the ever increasing time pressure and complex lives. They are looking for solutions and will pay to get them. Just look at birthday cakes as an example--mum used to buy the ingredients to make a cake, then she switched to a packet mix on the way to the more common occurrence today of buying a ready made themed cake. Some