---
title: "Summer Peak Season: Complete Implementation Plan for Beverage Terminal Promotional Gift Packs"
description: "The beverage consumption peak season typically begins at the end of April, making in-store consumer promotion crucial for sales performance. To boost distribution sales, major companies usually launch corresponding gift pack promotions during this period. This article presents a brand's implementation plan for terminal promotions from April to June, covering policy details, operational procedures, precautions, costs, and verification, as well as additional guidelines for June sales activities."
author: "张山"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2016-04-21"
language: "en"
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markdown: "https://xinjignxiao.com/en/articles/summer-peak-season-complete-implementation-plan-for-beverage-terminal-pr-d66313be.md"
original_source: "https://mp.weixin.qq.com/s/JFl3ZWUpFmnbIxWccJTvvg"
translation: "https://xinjignxiao.com/zh/articles/%E6%97%BA%E5%AD%A3%E6%9D%A5%E4%B8%B4-%E9%A5%AE%E6%96%99%E7%BB%88%E7%AB%AF%E4%BF%83%E9%94%80%E5%A4%A7%E7%A4%BC%E5%8C%85%E5%AE%8C%E6%95%B4%E8%90%BD%E5%9C%B0%E6%96%B9%E6%A1%88-d66313be.md"
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---

# Summer Peak Season: Complete Implementation Plan for Beverage Terminal Promotional Gift Packs

> The beverage consumption peak season typically begins at the end of April, making in-store consumer promotion crucial for sales performance. To boost distribution sales, major companies usually launch corresponding gift pack promotions during this period. This article presents a brand's implementation plan for terminal promotions from April to June, covering policy details, operational procedures, precautions, costs, and verification, as well as additional guidelines for June sales activities.

**The beverage consumption peak season generally arrives from the end of April. How to promote consumption in terminal stores is the key to sales performance. To boost distribution sales, major companies usually launch corresponding gift pack promotions during this period. Today, the editor has found a brand's implementation plan for terminal promotions from April to June, hoping it can serve as a reference for those in need:**

Promotion Plan:

**I. Policy Details:**

**1. Eligible Stores: All stores except modern channels, social wholesalers, and contract stores can participate. Stores enjoying the "Summer Gift Pack" must implement the price of 550ml water at 2 yuan per bottle;**

**2. Promotion Intensity: Based on the strength ratio between our products and competitors in the store, implement a one-store-one-policy approach, with the intensity directly decided by the sales representative;**

**3. Execution Method: Place orders directly using a bundled gift approach. The gifts consist of four parts: gifts with goods, on-site freezing, water stacking, and shelf display (water & beverages). The intensity of gifts with goods must be lower than the previous Spring Festival ordering meeting policy. Any portion of the dealer's supply price exceeding the listed price must be fully used for gifts with goods;**

**4. Execution Tiers: Nationwide, the promotional product is limited to bottled water, divided into three tiers: 30 standard boxes, 50 standard boxes, and 100 standard boxes. The intensity for each tier is determined on a one-store-one-policy basis. Multiple sets of each tier can be executed without upper limit, but must be sold within the store.**

**5. Execution Time: Starting from April 25, with the deadline to be notified separately.**

**II. Operational Process:**

**1. All market expenses and channel promotion surplus funds, except fixed expenditures such as KA, special channels, and visual merchandising materials, shall be discussed by the Regional Operations Director with the Regional Management Department, then clearly calculated by the Regional Finance. The office manager shall allocate monthly budgets to each sales representative according to our company's staffing plan;**

**2. The office manager organizes sales representatives to survey the current situation of each route and formulate implementation plans, but there is no upper limit for the "Summer Gift Pack" target at stores;**

**3. Sales representatives, based on the survey, communicate the implementation policy with all customers in their area, including restaurants, during route visits, striving for full coverage within eligible stores;**

**4. Once the store agrees, the sales representative places an order on-site. For the "Summer Gift Pack," in addition to sending the corresponding mobile phone package order, a manual order must also be signed, clearly detailing:**

**1. Gifts with goods: X bottles**

**2. On-site freezing gifts: X bottles**

**3. Monthly water stack gifts: X bottles**

**4. Shelf display gifts: X bottles**

**Item 1 is delivered to the store in full upon the first delivery of the "Summer Gift Pack." Items 2, 3, and 4 are delivered after the sales representative confirms that the store has implemented the display and the "Summer Gift Pack" has been picked up. During route visits, sales representatives must ensure weekly that the freezing quantity meets the agreement, water stacks are displayed, and shelf displays are visible.**

**5. The manual order for the "Summer Gift Pack" is kept in triplicate: one for the store, one for the dealer, and one for our office;**

**6. The dealer delivers according to the manual order. Based on the store's inventory and storage capacity, the "Summer Gift Pack" can be picked up in batches. The number of batches and the quantity per pickup must be clearly noted in the manual order, with each pickup verified. After all pickups are completed, the store's copy is returned to the dealer.**

**Each set of "Summer Gift Pack" gifts is 550ml water, but other water specifications can be flexibly used in actual execution.**

**III. Precautions:**

1. In the last week of April, prioritize executing the "Summer Gift Pack" activity at points of sale with high foot traffic, such as scenic areas, transportation hubs, stations, docks, and highway service areas;

2. Payment for "Summer Gift Pack" orders must be made in one lump sum;

3. For orders exceeding 100 standard boxes, the product itself is sent in full via mobile phone package order at the time of ordering, while gifts are delivered by the dealer in batches according to the actual delivery schedule to the store;

**IV. Costs & Verification:**

1. The cost of the "Summer Gift Pack" is shared by our company and the dealer, with the gifts-with-goods portion fully borne by the dealer. Sales representatives control their own surplus from the allocated expense, with the surplus rolling forward for future use, and overspending requiring upward application;

**During the month of the "Summer Gift Pack" implementation, the Regional Operations Director's profit is not assessed.**

2. Our company's share of the cost is verified within one week after delivery is completed, based on the manual order.

V. "Summer Gift Pack" Pickup Requirements:

1. Orders ≤100 standard boxes must be picked up in one go;

2. 100 < orders ≤200 standard boxes must be picked up within two months;

3. 200 < orders ≤300 standard boxes must be picked up within three months;

4. Orders ≥400 standard boxes must be picked up by August 31, 2015 (inclusive).

**According to the company's strategic deployment, to further utilize gift packs to improve various performance indicators, the following guidelines for June sales work are provided:**

**I. Gift Pack Activities:**

**1. From June 1, the "Freezing Gift Pack" will be implemented, with key points as follows:**

- The "Freezing Gift Pack" requires that the main water products in the store's water category be our products, and green-labeled water must not be frozen in visible selling positions.

- To execute a "Freezing Gift Pack" order, the terminal must also purchase beverages with at least 5 SKUs.

**2. Pay attention to the control of gift pack fee rates. According to meeting requirements, the average fee rate in each region should decrease compared to May. Each regional manager should coordinate and control based on the competitive situation.**

**3. Negotiation skills should be enhanced according to meeting requirements, with the Regional Operations Director providing explanation and training on techniques.**

**4. To increase gift pack coverage and encourage sales at stores, nationwide, the 50-standard-box tier gift pack activity is open from the date of this notice, but delivery must be completed within 48 hours.**

**5. Other operational details remain the same as the previous "Summer Gift Pack" activity.**

**II. Special Display Expenses:**

For traditional sales representatives (excluding wholesale sales representatives), a unified quota of 100 standard boxes per person is given. Sales representatives select potential customers,

- Execute special displays, such as displaying three boxes of water to reward one box, displaying five boxes to reward one box, or foam shelf display rewards of X bottles, to incentivize customers to display and sell our products, laying the foundation for the next freezing gift pack negotiation.

- It is required that the quantity of products displayed must be purchased simultaneously, with a maximum reward of 2 standard boxes per store.

- Each sales representative must execute at least 80 stores, and each store must be entered into the MIA market display plan.

- Stores that have already executed gift packs/paid stores/social wholesalers/modern channels/industrial, mining, and institutional units are not eligible for this special display activity.

- Other detailed execution requirements are set uniformly by each region and reported to the regional manager for approval, with expenses covered and verified from market expenses.

**III. Credit Sales in County and Township Areas and Some Weak Prefecture-Level Cities:**

For county and township areas and some weak prefecture-level cities, our products can be distributed to stores for sale through credit sales, especially in county and township areas, where credit sales should be combined with vehicle sales. The national credit sales policy is unified as follows, effective from June 1:

- Credit sales products: all items

- Policy tiers: Nationwide unified into three tiers: 30 standard boxes, 50 standard boxes, and 100 standard boxes. The specific product mix for each tier is set by the region based on actual market demand.

Single store limit: During the credit sales period, each store can only use credit sales once with a maximum of one set. Subsequent purchases must follow normal purchase procedures with payment in full. At the same time, each county town must execute a minimum number of stores based on population, as follows. The regional sales operation tracks each dealer based on the dealer's jurisdiction:

  * Counties with population ≤300,000: at least 300 stores;
  * Counties with 300,000 < population ≤500,000: at least 500 stores;
  * Counties with population >500,000: at least 1,000 stores.

**IV. Wholesale Gift Pack Policy:**

For social wholesaler channels, the following all-item policy is implemented from June 1:

  * Purchase 1,000 standard boxes: gift 20 standard boxes of 550ml water
  * Purchase 3,000 standard boxes: gift 100 standard boxes of 550ml water
  * Purchase 5,000 standard boxes: gift 200 standard boxes of 550ml water
  * Purchase 10,000 standard boxes: gift 400 standard boxes of 550ml water, and upon completion of pickup, an additional travel quota per 10,000 standard boxes, capped at 3 people.

**The wholesale gift pack policy has the following execution requirements:**

1. Each package must have water accounting for no less than 60% of the standard boxes, with pickup completed by August 31 at the latest;

2. Gifts are returned to each social wholesaler in September based on the final actual pickup quantity, applying the corresponding tier intensity on a low-side principle. Dealers are strictly prohibited from delivering gifts in advance;

3. Costs are borne by the company's channel promotion expenses and verified based on actual gift delivery.

4. To execute the "Wholesale Gift Pack," a tripartite agreement (our company/dealer/social wholesaler) must be signed, clarifying that the dealer must register in detail the product batch numbers delivered to social wholesalers and manage prices well; social wholesalers are strictly prohibited from flowing goods to other channels at prices lower than the dealer's normal listed price or from cross-selling to other dealer regions. If found, the corresponding gift pack rewards will be canceled. If it is the dealer's responsibility or inaction, the corresponding gift pack verification will be canceled. If it is our personnel's responsibility, the dealer has the right to report to the company, and the personnel will be punished according to company regulations. The agreement is set by the region but must include, but not be limited to, the above content.

**V. Sales Representative Incentives:**

Wholesale sales representatives are rewarded based on the actual standard boxes of "Wholesale Gift Pack" executed, calculated at 0.1 yuan per standard box at the regional level. After the region coordinates the total reward amount for wholesale sales representatives, the region autonomously sets the reward distribution plan for wholesale sales representatives from June to August based on their targets and achievements, ensuring that the reward gap is not too large.

- Route sales representatives/market representatives executing the "Wholesale Gift Pack" also receive rewards at 0.1 yuan per standard box, which are accumulated with other rewards.

- The Regional Operations Director visits two cities per week, spending at least two days in each city, focusing on county towns and large townships/villages.

- END-

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