Author: Zhao Haiyong, Senior Project Manager, Shengchu Consulting Reprinted from WeChat public account: Weijiu
It's that time of year again—year-end summaries and planning for the new year. Regional managers and area managers are required to submit annual market plans for their territories. For many who come from a sales background, writing this plan is a headache. A common refrain is, "I can do it, I can talk about it, but I don't know how to write it." Based on my personal experience, I'll provide some case-based help for writing regional market plans.
Basic Requirements for a Baijiu Regional Market Plan:
- Comprehensive elements
- Clear thinking
- Accurate data
- Complete plan
- Reasonable structure
- Clear viewpoints
- Thorough analysis
- Actionable strategies
Framework of a Baijiu Regional Market Plan:
- Analysis of brand development status and competitor status in 2015
- Annual sales target for 2016
- Distributor layout strategy for 2016
- Key channel strategy for 2016
- Team staffing plan for 2016
- Budget and overall work schedule for 2016
I. Analysis of Brand Development Status and Competitor Status in 2015
1. Display the brand's development in the market using a table
Note: Formulas for calculating market capacity (for reference only)
- Formula 1: Per capita consumption of 200 yuan/person × local population = approximate baijiu market capacity in the region
- Formula 2: Total turnover of the top five local distributors / 70% = approximate baijiu market capacity in the region
- Formula 3: Total turnover of the top five local sales outlets / 70% = approximate baijiu market capacity in the region
2. Display the market status of competitors using a table
Other content: What marketing insights do major competitors provide for our brand? What models or strategies are worth borrowing? Where are the opportunities for our brand?
3. Table analysis of the price system for mainstream price-point products
II. Sales Target for 2016
1. Display the 2016 sales target using a table
- Form 1 (based on market as the basic reference)
- Form 2 (based on channel as the basic reference)
In addition to the above two forms, you can also plan based on month, product, or personnel tasks.
III. Distributor Layout Strategy for 2016
1. Recruitment methods
Example: Mainly use cold visits and referrals as the primary strategy for recruiting distributors in blank markets. Use the creation of model markets as an important bargaining chip in negotiations. It is expected to complete full market recruitment by September 2016.
2. Detailed information on target distributor customers
Note: Information must be accurate; prior research or customer visits are necessary.
3. Which are the current interested customers?
4. Customer visit plan or recruitment plan?
IV. Key Channel Strategy for 2016
1. Guiding ideology for key channel strategy in 2016
Example: The guiding ideology for the 2016 key channel strategy is: carpet-style recruitment as the guide, core tobacco and liquor store development as the strategy, wedding and hotel channels as dual drivers, terminal atmosphere creation as support, and a strong marketing team as the foundation.
2. Tobacco and liquor store channel strategy (content centered on data)
- Channel layout
Example: Plan to complete display in more than 80% of tobacco and liquor stores in the market by the end of June 2016, about 2,000 terminals, with every store in **city, **county, and **town having displays and a good atmosphere.
- Channel strategy
Example: Mainly use in-store display fees and volume-based rebates as the basic strategy for building core tobacco and liquor stores. Currently, **stores have been completed in the **area.
Detailed explanation of core strategies
Note: For other channels, refer to the hotel channel content for writing.
Consumer promotion activities
Ordering meeting activities
Example: Plan to hold three core terminal ordering meetings in the **area before the Dragon Boat Festival, Mid-Autumn Festival, and Spring Festival to boost performance.
3. Channel brand promotion (detailed explanation of promotion forms)
- Main promotion forms
Example: Brand promotion through terminal atmosphere creation in core tobacco and liquor stores and hotels, mainly using storefronts, window stickers, tasting liquor displays, in-store visual merchandising, and wedding-themed promotional materials; combined with popular community activities for integrated marketing communication, such as square dance competition sponsorship and community tastings.
- Planned promotion time or time cycle
V. Team Staffing Plan for 2016
Team is the cornerstone of all work. Based on the current market situation, there are currently ** people, responsible for which areas? Considering the various market tasks in 2016, plan to fill ** positions, mainly responsible for which areas or which channels' core work? It is best to display in a table for clarity.
VI. Budget and Overall Work Schedule for 2016
1. Display the 2016 budget using a table
2. Display the 2016 overall work schedule using a table
Other content: You can add a list of projects that require support from the company or headquarters at the end.
The above is a simple template provided by the author for regional managers in the liquor industry to write their 2016 regional market plans. Since each market is different, many contents need to be supplemented. I hope this article helps those who are "confused" about writing similar plans.
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