How Do Second-Line Brand Agents Win The Brand Marketing War In The Regional Market?

In the fast moving consumer goods industry, agents are quite different from dealers. Agents act as the marketing organizations and forces of products. They provide products, brands, and other marketing support and resources, and agents use the advantages of their own resources to carry out the foreground marketing operation in the agreed area.

In a sense, the agent is not buying up the products of the enterprises, but rather a kind of business behavior that the manufacturers give to the regional market. The ownership of the brand belongs to the manufacturers, not the merchants.

They do not sell products themselves, but instead sell them on behalf of enterprises.

Therefore, "agents" generally refer to business units that earn corporate commission Marketing Commission and their own investment returns.

In a sense, agents should pay more attention to the 2P construction of channels and sales environment, which is the real core competitiveness of agents, because only by practicing their own internal strength can we win better product agents and more favorable price settlement, so as to integrate a more competitive 4P portfolio.

Only when competitiveness is comprehensive and powerful can resources be met to meet the needs of all parties, and to satisfy the needs of channels and facilities, so as to control the cost more effectively and communicate with channel members more effectively.

Nowadays, many agents are not short of funds, no vehicles, or even lack of tactical marketing personnel. However, the regional market planning is not clear enough, and it is hard to support in the extrusion of manufacturers and downstream channels. There is a lack of methods in KA sales management, and lack of discourse power in network expansion, and can not get effective support and cooperation.

It has led to the disappearance of agents in the industry.

However, the agents represented by nine Xin once again proved that the manufacturers are not omnipotent, and agents can also do more professionally at the marketing level. Here is an analysis of the example of a provincial agent's brand promotion and network development.

Background: A, a daily chemical agent in a province, has annual sales of about ten million, mainly engaged in terminal varieties, mainly for distribution, and the market operation mainly relies on the staff of the factory, mainly selling in large stores, and has two tier market similar customer resources.

Because of the two way squeezing of terminals and manufacturers, the profit is gradually thin. Considering the leaping and diversified development of enterprises, we need to decide the breakthrough of marketing and introduce varieties of regional package. We should further expand channels, improve the network, build teams and start a comprehensive coverage of regional sales.

B, a domestic manufacturer of domestic manufacturers, mainly produces and sells shampoo products, mainly based on terminal operation. Market sales activities mainly rely on direct terminals. Distributors mainly solve logistics, capital and business affiliation problems of enterprises.

Because of the limited help provided by channel members, the cost of KA stores has been rising all the way, and the overall cost ratio of enterprises has remained high.

In order to expand sales channels to achieve sales growth, we decided to develop a reserve price system for circulation varieties brand C, so as to enhance cooperation with channels.

The establishment and preliminary planning of cooperative relationship: A dealers have reached the same agreement with the B manufacturers on the C brand cooperation. The B manufacturers provide the macro support and backstage guarantee for products and brand national market overall planning; the A distributors are responsible for the regional market network expansion and the overall sales and the front stage marketing planning, and C brand positioning is the plant sterilization and shampoo home care products.

A dealers in order to carry out market penetration faster, under the cooperation of B manufacturers, held the province's distributors for investment. The first batch of merchants 700 thousand, the development of the province's nine cooperative customers, covering 50% of the area, mainly the base price system.

Slow out, at that time, there was a strong reaction in the three tier market, the monthly sales refunds amounted to 100 thousand yuan, and this is only a small three level market, while the sales of customers in other regions were less than 20 thousand, and then had a profound impact on the overall market. As the core organization and participants of the whole operation, the author gave a description and analysis of the process: first, the model market, the first battle must win: the author himself as a B manufacturer in the D market agents after the C brand listing, must be determined to make the model market in the province, and made specific and detailed market preparation and overall work, to achieve a high standard, all-round, three-dimensional start and sales promotion. Dealers everywhere make their own decisions. It turns out that some resources are not good for every agent to make sales planning and management in the region. Most distributors can not turn prices into resources and make rational use of them.

1. horizontal terminal publicity and promotion: carry out the overall material packaging promotion for the three main chain supermarket terminals in the existing D city. All the old district sign boards are redone free of charge (2/3 of the layout is used for branding and product promotion, and very bright gold bottom boards are used. 1/3 are used for partition to remind the use of simple dark blue boards). The main light boxes are painted or painted, all the columns are packaged in the product image, and the advertisements outside the shop are released. This is a special case under the circumstances that the cost is very low or even not.

(of course, thanks to the local market's over five years of market immersion and in-depth understanding of the target market), and then combined with the admission cost of the bar code and the annual display cost to the one-time whole contract contract, and all signed in excellent and large display positions, promising to give a strong sales support and guarantee sales promise throughout the year, but the profit margin is low.

2. vertical channel member binding: after the negotiation of the supermarket, the fourteen townships in D city will conduct seven days of comprehensive visits and market visits to discuss the intention to cooperate with franchised stores or retail terminals.

Instead of selling goods, they agreed to arrange a meeting of the channel alliance at the designated hotel in the city, and agreed that the venue had a sales incentive policy.

And strictly define only one radius within a certain sales radius.

On the two day before the channel merchants' meeting, twenty banners were hung near the main streets of the city, especially the designated guesthouses, and congratulated and supported the listing of products in the name of the local retail terminals.

3. the channel alliance conference invited nearly fifteen participants, and invited the manager of the factory area and the general agent of the province to appear and explain the direction of enterprise development and the close cooperation of the channel and the annual sales award. All the customers will come in to reimburse the fare back and forth, and will visit the terminal image and display after the meeting.

The first order order is rewarded with open box rewards, thousand dollar sill bonus, and the first three purchase awards, but not malicious comparisons.

The channel alliance conference was successful, signed 15 customers, and shipped more than 40000 yuan, and invited an intention customer from Linxian County to participate in the first single thirty thousand yuan first cooperation.

4. increase management training and salary incentives for terminal promoters, display vividly, promote systematization, integrate management and diversify means.

In the overall high-profile and strong market promotion, there is no huge cost. On the contrary, it should be said that the cost is very low. After all the expenses were removed, the profit was 15%. Of course, this is related to the overall market pulling of the product listing period.

When a series of resources integrate and form a joint force, the terminal is hot, and the activation of the channel is even better than that of Procter & Gamble.

The sharp contrast lets A agents decide to copy it as a template, invites the author to join and is responsible for the sales management work of the whole enterprise, and will win the battle in the whole province.

This battle is special and not replicable in many places, but it is undoubtedly a strong heart for agents who are in the predicament of sales, which greatly encourages the morale and confidence of cooperative members.

Two, channel planning, sales innovation, resource integration: two weeks later, I officially entered the A sales manager, responsible for the overall sales management, because other brands are still mainly factory workers themselves, local personnel are also receiving two-way management, more factory management, and A company's marketing concept is not particularly concerned about and agreed that sales work is done by manufacturers, the requirement for offline integration of resources and overall support is not very agree.

The author is determined to shout his voice worse than to make a look.

1. start training for people directly under the direct sales department of A company, recruit appropriate sales promotion supervisor to strengthen the training and front-line management of sales promoters, and visit the main terminals to analyze the causes and growth opportunities of sales sluggish, and form a whole idea to communicate with the core staff of the factory, strive for more reasonable settlement price and promotion resources, and make preparations for the terminal.

2., the original sales team will carry out direct investment and online business evaluation of the provincial capital, and eliminate the low profit, low return, high investment and high maintenance costs, optimize the quality and resources of the network, reintegrate the human resources after the online shopping, carry out reasonable post allocation and individual elimination, and strengthen the assessment mechanism and human resources reserve for the peripheral development.

3., we should strengthen the links and promote sales for the first development dealers. We should pay attention to stability when we are short of energy. We should try to cover the undeveloped areas as much as possible, and find the most suitable terminal agents instead of the biggest ones. We should guide the customers to develop some markets with the overall thinking of the model market, and strengthen the management and maintenance of customer sentiment.

The intensity of sales promotion, the air conditioning in every box of 100 bags of shampoo or soap in each bag, is effective in enhancing the effective penetration of products in the access channel, and ensuring the price stability of the main varieties of the terminal. It also regulates the wholesale channels to protect the customers' interests, and guides the customers to carry out carpet display in the intensive wholesale area and display products with standard specifications (such as standard hanging, soap stacking, X exhibition rack, etc.), and the 4. batches are given physical rebates in the sales settlement. If each package is sent to a top brand food blending oil bottle, it can be said that the profit of every sales link is considered as much as possible, and the vicious circle of price competition is avoided as far as possible. 4., strengthen the innovative sales concept combining single product sales with channel characteristics, such as strengthening the bag of water soap in the wholesale channel management.

5. establish terminal alliances, select two level markets with certain base of cooperation, and retail terminals with strategic influence will take general distributors' price concessions to settle accounts, but strictly control the overall retail price.

The retail store has gained a super profit margin, and has also given full and vigorous support. The settlement price is settled by the cooperative price and the settlement method of the distributors. All the cash and spot stores are the first to be promoted. The display and publicity of the stores are all free and full support. The sales place is second only to P & G, and is sold as a private brand. This strategic alliance beyond the common terminal supplier cooperation has laid a solid foundation for channel and demonstration effect for the strong market in the late stage, which has greatly reduced the cost of subsequent market development and market promotion.

At this point, we can say that we have already made preparations for the basic market layout and comprehensive blasting, and everything is just waiting for a landmark battle. The most excellent front-line salesmen and promoters must learn to fight in battle. We must go through the tough battle between blood and fire to truly gallop the battlefield. Only the most brutal terminal battle and competition can win the team's soul and combat effectiveness.

Three, terminal interception, bayonets are red, narrow meet each other, brave wins, detailed management costs are low: after all layout has taken shape, a series of terminal interception system promotion mix has been launched, and a comprehensive strong terminal promotion offensive has been launched with a sudden thunder.

1. in the provincial capital's choice of two landmark chains with better customer relationship, after a full cooperation sale, a strong promotion terminal scheme was put forward.

The main idea is to excavate the C brand sterilization selling point, lift the price leverage effect, break the industry bottom line with one single product strong assault, and give consumers a great sense of value with great contrast.

The details are as follows: active varieties, original sales price, special sale price, 500ml hand washing liquid 11.80/ bottle 9.90/ two bottles of 750ml shower gel 22.80/ bottle 9.90/ bottle, you should know that at that time, SARS had just passed since 2003, and the general price of each brand of hand sanitizer was around 12 yuan. The leading brand of sterilization is higher than the price. It can be said that at that time, the lowest price in the area was the lowest freezing point in the industry.

And guarantee the exclusive supply of activities at the same time, so as to win the strong support of the KA terminal for resources.