Analysis Of Regional Market Expansion Of FMCG

　　 Regional market expansion of FMCG Thought analysis:

1. Set up a model market and appeal market, and focus on guiding terminal planning and terminal sales capabilities, and standardize terminal construction.

2. To support the regional distributor, focusing on the development of terminal retail, the overall distribution of goods, the construction of terminal market;

3. We should strengthen the terminal construction work, and create a unified image of shop recruitment, X exhibition rack, Yi La Bao, POP, DM and other terminal materials, and unify the brand image.

4. By strengthening the information management of the terminal, strengthening the supervision of the terminal patrol, strengthening the communication with the dealers, and standardizing the management of the terminal network, the brand market can be shaped, and the center of gravity can be grasped effectively, and then the countryside and other places are covered.

5. We should strengthen the training of salesmen and promoters, and cultivate the loyalty of distributors.

6. Strengthen the supporting policies of the head office, follow up effectively and timely, support them in time and effectively, establish information feedback system, and strengthen the fast and effective communication between headquarters and regional information, so that our company can make a quick and obvious response to the market operation.

　 　 Extension Key decomposition:

1. Training work

First, carry out comprehensive corporate culture training, product knowledge characteristics training, and specific implementation training of company regulations.

We should train the distributors in terms of corporate philosophy, product selling points, channel planning and training, so as to train dealers' enthusiasm and loyalty.

We should promote product knowledge training, enterprise culture training, sales skill training and work efficiency training for promoters, so as to promote terminal sales and enhance competitiveness.

The training of salesperson's sales skills, business philosophy and training of corporate culture, work and training of channels should be improved, so as to improve the quality of salesmen and enhance the company's image.

2. For terminal construction:

The display of the terminal items (special, special counters, DM, POP, standing cards, etc.) is complete, unified, standard and vivid, and regular and irregular inspections should be conducted to improve the quality of the work.

Increase the number of publicity terminals, and help the terminal distributors to publicize the brands in every big market as far as possible, such as hanging banners, posting posters, special display products, POP posting, placing DM, placing cards on the product name and identification items, so as to enhance the coverage of terminal publicity and pay attention to the consistency of terminal image products.

Strengthen the training of professional knowledge, corporate image, sales skills and promotion contents of terminal promoters.

It focuses on the packaging of brand stores, the display of commercial super stack, the display of counters, and the unity of location of the overall product, and the construction of vivid products. {page_break}

3. For promotion:

According to the monthly working schedule, the promotion activities should be divided into the peak season and the off-season.

For (X month - X month): a comprehensive store promotion campaign. Let consumers participate and share the views on the theme of brand specific activities, so that consumers can feel that brands and consumers are always together, so that consumers can freely play their talents and fully establish the charm of brands.

For (X month - X month): comprehensive management of channels.

Promotion of channels is mainly targeted at two groups of retailers and retail outlets. The method is mainly based on bundling sales and integral bonus, specifically for businesses to achieve a certain amount of monthly sales volume and get corresponding rebates. The purpose is to promote the sale of new products and to spread the market in an all-round way, so that the company can play a good role in promoting new products.

For (X month - X month), the terminal will be fully constructed and promoted. Set up brand stores and image shops, that is, all businesses have terminal construction activities. The company builds the company's standard VI for every terminal construction shop, gate, light box, vertical card, cash register, etc., and gives merchants a certain product discount, so that businesses can feel that manufacturers support him not only for products, but also for more powerful brand support and terminal construction support, so as to establish business loyalty.

For (X month - X month), we should lay emphasis on the market and start the market. Expand the number and quality of terminal stores to form a good brand image, and do a good job for the coming of the peak season. Vigorously carry out promotional activities at major terminals. Choose a square or section with high traffic volume, or perform activities in a noble residential area, and sell it in the form of purchase and gift. Provide comprehensive training to promoters and distributors, publicize word of mouth and establish brand. The brand charm is embodied in the front of consumers. Establish consumer awareness and cultivate consumer loyalty.

For (next month X month - X month) channel promotion, the two batch is launched in a comprehensive way. The success takes up the capital stock, increases the shipment volume, and enhances the product flow rate and the flow rate.

In view of national activities and holidays (such as may day, army day, Mid Autumn Festival, national day, new year's day, Spring Festival, etc.), and the new product listing is organized by the company in a unified way, other promotions can be taken according to different time periods and market conditions.

4. Support for advertising:

Television, newspapers, outdoor and other mass media as the main mode of transmission. Television is mainly based on the transmission and shaping of corporate brand image. It publicize the theme of brand USP, which is divided into two parts: rigid brand advertising and soft enterprise introduction and product introduction. It concentrates on the arrival of the peak selling season and supports the upgrading of brand image; the newspaper is mainly composed of the combination of brand image and sales promotion announcements; outdoor advertising mainly consists of billboards, large cloth size, bus body and shop recruitment in busy commercial areas and traffic crossroads.

For soft text Hype:

The conventional soft text mainly refers to the way of appeal that consumers combine sensibility and rationality, passing the product interest point and enterprise information to consumers, enabling consumers to understand enterprise information and enhance consumer trust in products while accepting product information. The release of soft articles should be continuous, and different emphasis should be placed on the seasons. Coordinate sales promotion activities and terminal sales.

5. Establish public relations awareness.

Mainly for communication with relevant departments and emergency preparations, as well as the establishment of consumer image. The relevant departments can pass a series of expenses such as sponsorship fees, professional newspapers and periodicals fees, etc., and the consumers build up brand image and focus on word of mouth publicity through roadshow activities, so as to cultivate loyal consumers.