Cigarette Brand Attendance Rate Management

The rate of boarding is an important indicator of brand cultivation. It is generally believed that only a higher rate can be achieved.

However, the rate of boarding is a double-edged sword. In practice, the higher the rate is, the better.

As a bridge and link between industrial enterprises and retail households, the problem of the rate of product loading and unloading is not entirely restricted by commercial companies, and the fixed or uncertain factors from all aspects will affect the rate of the cabinet.

1, industrial enterprise factors, new products are listed, mainly driven by industrial enterprises, and commercial enterprises will only play a supporting role.

The market cost, support and policy support of the manufacturers will directly affect the rate of the products being sold.

However, the requirements of the manufacturer's salesmen on the rate of going up are generally high. As a client manager, the countermeasures are: first, it is hoped that the company can communicate with the manufacturer's marketing personnel in time, or provide more policy support for the industrial enterprises to make suggestions or deliberations, and two is to reflect the situation in time, or to demonstrate in written form, or to invite the industrial enterprises to investigate and understand the situation, to win the support of resources, and to raise the rate of going up. Three, it is necessary to skillfully express unrealistic situations for unreasonable demand of the cabinet.

Among them, we can take the soft drag of "Yin Yang Yang violation" or take roundabout tactics to avoid the heavy punishment. We choose one or two small markets that have little impact on the overall market to do a pilot project, so that the salesmen of industrial enterprises will "anger" the retailers and overturn the impractical way of thinking.

2, business enterprises' own factors, on the one hand, because of the lack of importance of products, unreasonable product structure management, poor product strength, poor retailer relationship and so on, it will lead to the realization of the rate of boarding rate; on the other hand, the expectation of a brand or product is too high, or retailers have just acted on other brands, which will lead to uncontrolled implementation of industrial enterprises.

We should take positive measures for customer managers. First, we should strengthen communication with retail households. We can make proper adjustments to the company's product mix according to the region. Two, we should appropriately control the rate of the product's going up, pay attention to steady progress and not rush to achieve success in the process of operation. Three, we should adjust our mindset to put the company and big enterprises on the equal position, so that we can have a relaxed and steady operation.

3, cigarette network marketing personnel factors, because of cigarette products coming to the cabinet, ultimately need commercial enterprise cigarette network team to carry out landing.

The reward and punishment policy for cigarette network marketing personnel will affect the implementation of policies, and also the reason for affecting the rate.

For a client manager, he must maintain a normal mindset. The reward policy should be used cleverly.

4 and market factors do not sell well branded products. Retailers naturally refuse to accept it, which is bound to result in a low rate of sales. For salable brand products, retailers will naturally catch up with goods, which will lead to a high rate of overloading.

The way to deal with customer managers is: the first is to give retailers more benefits for the unsalable products. It is suggested that manufacturers should have more support from pricing and promotion, improve the enthusiasm of retail outlets, and implement the channel operation mode of sub products (category, species) for the best-selling products, which will ensure a higher rate of loading and no control and lead to a high rate of overloading.

5, policy factors, the tobacco industry is a special industry, which is greatly influenced by the policies and is not completely carried out according to the market.

For example, the industry put forward the "two leaps", making most of the cigarette industry enterprises in the country sell more outside the province, and commercial enterprises increase the proportion of cigarette sales outside the province, making the market structure change significantly.

As a customer manager, the influence of policy factors is strengthening publicity. The two is to do well customer relationship management. The three is to actively strive for more resources support.

Two, 1, location selection, shopping malls, such as battlefields, peers as friends.

This sentence seems to always exist for cigarette retailers.

Therefore, the customer manager should set up the layout according to his own situation.

Under normal circumstances, shops close to the left and right are not allowed to go to the front door.

2, retail customers choose customers, managers must be strengthened daily management, familiar with the retail business ethics.

Retail households who are usually in bad relationships and who always "fail to pay goods and hit prices" are not suitable for new products.

To ensure that the management of 3 can promote overall sales, customer managers should take different categories of customers into different grades of brands.

For example, for high-end high-end cigarettes, the rate of boarding is generally not high, and the choice of customer categories is very high.

The number of 4 and the number of containers is always an important means for new products to go public.

According to the daily management situation, we should appropriately control the purchase volume of different types of customers.

5, sales promotion support, sales promotion support is an important factor affecting the rate of attendance. Different strategies should be adopted for different categories of customers. The ultimate goal is to ensure the success rate and ensure the success of brand cultivation.