Liquor business marketing strategies during SARS.docx

1.iquorbusinessmarketingstrategiesduringSARS1.iquorbusinessmarketingstrategiesduringSRSSAKSinthe1iquorbusinesscryingThevastmajorityofSARSonthedomesticindustry,thebusinesshasproducedagreatnegativeimpact,inwhichtheoriginalandpeoples1ifeclosely1inkedtothenegativeeffectsofalcoholindustrywillhavetobelarger.Why?Thisisbecausealcoholistheemotionaltypeofconsumergoodsratherthanthefunctionalproductdecision.Manywineenterprisesintakingemergencymeasures.Beeranxious,andtherearecompanieshadanideatoproduceabreakdownproduct-Banlangenbeer(butwasconsideredaviolationoftheEoodSanitation1.aw);-ownedenterprisestostrengthentheconstructionoftheretailchannel,andactivelycarryoutthedepthdistribution;Heinekenbeerinthecountrycarriedoutthroughoutalarge-scalepromotionalactivities;wineanxious,andnightmarket,restaurantsareallverydepressed,howdo?Arebusyestablishingcorporatebrandimage,anumberofchallengersistheopportunitytolaunchaatypicalpriceoffensive,shellingofhigh-grade,high-pricedwine;spiritsabitleisurely,someenterprisesthinkthatbecauseitislowseason,off-seasontoprepareforWell!However,afterIhcoutbreakofSARSinthespring,rum,rumcashrate,alreadytheoutcomeoftheinvestmentislow,investmentwillstoptheworkofthe1iquorindustryindirestraitswhatkindofimpact?AlmostallenterprisesinthenameofSARSinquicklyrespondedandquicklycontributetothecommunity,butthespiritsofthebigboysintheSRSgone?Wuliangyeit?Maotaiit?Jiannanchunit?Peopleputafrogintohotwater,itwillimmediatelyfeelfearandnotsuited.,Placingitincoldwater,thenslowlyheated,itwillbeinthewaterWithaleisurelyswim,thewatertemperaturewasgraduallyincreasedimperceptibleWOUIdendangeritsownsurvival.Waituntilitfeelshotunbearablewhencannotdoanythingbuttowaittobecooked.SARSperiod,isnotalotof1iquorcompanies1ikethatfrogincoldwater?SRSimpactonalcoholsalesWecandrink1iquorestablishmcntstoexploredeeplytheimpactoftheproductmarket.Themaindrinkingestablishmentsusuallyhavehotels,bigstal1andthestreetofsmal1restaurants,nightmarketandfamilies.However,duetopeoplesfearofSRS,resultinginsuchplacesasharpdeciineinsalesofalcoholicproducts.hotel.Thehotelisanimportantplaceforalcoholsales,andthehotelsproductsalesaresubjecttoseasonaleffectsofrelativelysmall,whichiswhyalotof1iquorcompaniesinrecentyearsfocusondevelopinghotelsintheterminalcauses.Hote1alcoholconsumptionmainlyinthehigh-endproducts,suchas1.iquorWuliangye,Maotai,Jiannanchun,wineintheChangyu,Dynasty,GreatWall,theQingdaoBeer,Yanjing.Forthemiddle-gradealcoholproductsales,thehoteloccupiesaveryimportantroleinsales.However,duetothefearofSARS,itreducedsocialcontacts,cancellationandalotofbanquetactivities,thiskindofpsychologicalandbehavioralphenomenonistheresultofasharpdeclineinthenumberofthehotelsdiningand,ofcourse,theconsumptionofalcoholmaythereforereduced.2,stand,andthestreetofsmallrestaurants.Stand,thestreetofSmalIrestaurantsarealsoanimportantplaceforwinesales,winesalesinthisplaceandbeer-basedproductsDidangJiu.Here,thesameaspeoplesfearofSARSreducedthefrequencyofeatingout,resultingintheconsumptionofalcoholinthisplaceisalsogreatlyreduced.3nightgames.Nightgames,includingnightclubs,karaoke,discoandsoon.Nightgameswereyoungandlivelygatheringplaceforcharacter,andthesewillnodoubtbeamajorconsumerofalcohol.Wherealcoholproductsconsumedmainlywineandbeer,andthevolumeisverylarge.Wineindustry,accordingtoawel1-knownpersoninchargeoftheOfficeofShijiazhuang,in2002,theircompanysproductsintheamountofnightgamestogofornearlytwo-thirdsofthetotalsales.Iswel1knownthatnightintheairflowisratherpoor,issusceptibletoSARS-riskzone.Tothisend,manycitiesnationwide,suchasHefei,Shijiazhuangandotheralreadyreleasedadisco,nightclubs,placessuchasnotificationofclosure,someoftheclosuretwoweeks,whi1eotherssaidthataccordingtothespecificcircumstancesbeforedecidingtoliftthebantime.-Thisistantamounttoimmediatelyannouncedthatinthisperiodoftime,thosewhowalkbynightmarketgoodsproductswillbesoldinthezerostate.4,thefamily.Generallyspeaking,thefamilyconsumptionofalcoholisnotparticularlylarge,butsomehavealsobeenofnolittleinfluence,becausefriendsandfamilyintersystemcrossingtoreducethenumberofdoors,andalongwithhealthawarenessincreases,singleglassofdrinkingalonethecasewillbereduced.Duringthepurchasechannelsofhouseholdconsumptionofnon-smallchange.Theyrarelygotothosestaffturnoverrate,ventiIationequipment,generastores,supermarkets,butintheconveniencestorenearhishomesomehouseholdconsumptionwinepurchases.5,giftsandconsumergroups.IntheSRSperiod,peoplehavetominimizethefrequencyofsocia1activities,exceptasalastresort,winegiftsandconsumergroupsarebasicalIyatastandstill.AuthoritiesinthepreventionofSARSanswersuggestedthatinordertoincreasethebodysimmunesystem,peoples1ivesinpeacetimeshouldbelesssmoking,lessdrinking.Althoughthecutdownonsmoking,lessdrinkingisconducivetogoodhealthhaslongbeenknowntoa1theappeals,butbeforethevastmajorityofconsumersarenottooconcernedabout.However,theSARSdays,itisprofoundlyawareofthefragiIityof1ifc,thesubconsciousfearofSRSamongsomanypeopletoacceptacutdownonsmoking,lessdrinkingrecommendations.Afterall,whencomparedwiththericeandothernecessitiesoflife,alcoholicproductsdonothaveanyfunctionality,moresense,theybelongtoluxury.Whensuchpeoplearesuddenlyworriedthatthisluxurywi11betotheirgreathealththreattoabandontheconsumptionofthesenon-essentialsistheirfirstreaction-andpsychologicalchangesinconsumerspendingforthe1iquorbusinessSalesisundoubtedlyworse.Incontrast,fromthecurrentoveral1situation,thespiritsoftheaffectedsmalIerdegreethanbeerbecauseitwasdatedMarch-91iquorhavebeenfacingtheoff-season,whentheamountoftheproductasawholetakeisrelativelysmall.Thebeerwillbesoldathighertemperaturesusheredinthepeakperiod,inthiscriticaljuncture,theSARSimpactonpeoplesconsumersentimentisnodoubtgaveabIowtobeerproductionandmarketingenterprises.However,SARShasbroughtanobstacletothe1.iquorMerchantsisextremelydestructive.Fromtheauthorofseveral1iquorcompaniesservicesinvestmentsituation,thecontractandpaydcpositcustomersinJunethecontractpriortotheperformancerateofonly60%!MorecustomerspayingcloseattentiontothespreadofSARS,concernaboutSARSinthepost-marketconditions.1.iquorbusinessmarketingstrategiesduringSARSIsveryprecise,theSARStothevastwinebusinesshascausedtremendousnegativeimpactandmarketconditionsdeterioratefurther.Undoubtedly,theseadverseeffectsandmarketenvironment,deteriorationoftheliquorbusinessmarketdevelopmentandproductpromotiontremendousobstacles,anincreaseofmoreriskanduncertainty.Butthefaceofanunfavorablesituation,weneedtodealwiththem.AtpresentintheSARShasnotbeenfullycontrolledbyanextraordinaryperiod,theenterprisesshouldprompt1yadjustthesalespoliciesandmarketingstrategies,basedontheirown,adoptaSARSperiodofextraordinarymeasures(canbeaphaseddevelopmentandimplementation),therebyliquorcompaniestothevastnumberofatypicalpneumoniaandevenindustry-wideimpactandlossestoaminimum.Inmyopinion,theformulationoftheseextraordinarymeasuresshouldfulIyconsiderthefollowingpoints:First,reducingthehotels,supermarketswillruncosts;relyondistributorsatal11eve1softheadvantagesofconvenienceandflexibilitytofullymobilizetheirenthusiasmandinitialive,strengtheningthesurroundingmarketdistribution,communitydistributionanddepthdistributionofintensity.SARSwake,hotelsandsupermarketsareagreatimpactonthebusiness,hotelsandsupermarkets,aspeoplegatherinpublicplacesnotonlytopreventandtreatatypicalpneumoniafocus,butalsobecomeanescapetheSARStransmissionofthefocusof.Inthiscase,theoriginalliquorcirculationanddissemination,asanimportantchannelforhotelsandsupermarketshasbeengreatlyreduceditsimportance,especiallythehotelisnotonlydifficulttoachievesales,moredifficulttoachievepeoplesexpectationsoftheeffectofwordofmouthspread.Notonlythat,becauseofSARSimpact,thehotelitselfisahighlyconfidential,nottomentionthetimelysettlementofaccountspayable.Atthispoint,ifstillthesameasbefore,notonlyintothestorefees,buy-outhotelpromotionsandothercostscannotberecovered,butalsogreatlyincreasedtheamountofaccountsreceivableandrisks.Thus,intheSRSextraordinarytimes,andforthehotelsandsupermarkets,1iquorcompaniesarenotawisethingtodoisputorlessinput(strengthofthesmaIerbusinessesthatsimplydonotenter;Withtheclosureofawiderangeofnightskiing,redwineandbeercompaniesshouldalsobelessaccess);forhotelsandsupermarketshaveenteredthebusiness,shouldmakeeveryeffortwiththehotel,commercialSUPCr-responsible,inconsultation,willdelayorcancelthecontract.Onthecontrary,atthistimeshouldgivefullplaytotheroleofthemembersatalllevelsofdistribution,relyingontheirnetworksandthelocaladvantages,willbetransferredtothedealerupworkcenters,ifnecessary,canincreasetherebateandpromotionalefforts,strengthencommunicationandwi1lingtotalkabout,Ibelievedistributors,relianceondistributorstocarryoutthedepthofdistribution,totideovertheSARSdifficulties.Second,strengthentheconveniencestoremarket.ConveniencestoresintheSARSperiod,Iheroleofextremelyimportant,specialtimewillbepushedconveniencestoreaspecialplace.Becausepeoplereducedtolargesupermarketshoppingfrequency,andbecauseoftheconveniencestoreswiththeconvenienceoftheirown,forsuitableformassconsumptionofalcohol,especiallybeer,wineproducts,strengthentheconveniencestoremarkettoslowdownthedeclineinitsbusinessvolumeFromtimetotimeasagoodway.Conveniencestoremarketingeffortstocarryoutwell,mayalsoberevitalizedasawholeduetotheSRSleadtoatrophyandstagnationinthemarket.Ofcourse,theconveniencestoresmarketingworkismainlycarriedoutbythelocaldealers,butthemanufacturershavetodowiththework,suchasdeterminingagoodproductrange,makinggoodpostersandsuitableforsmallconveniencestorestoputuppostersinconveniencestorestoprovidepromotionalmaterialstoincreaseresistanceSARSproducts(suchasdisinfectionofmasks,disinfectant1iquid,Chineseherbalmedicine)andthenumberandtypessuchas.Conveniencestoresalesfortheconductoftheagentfactorymaygiveacertaindegreeofpreferentialtreatment,andatthesametimeaskthemtoprovidedetailedinformationonconveniencestoreinordertodirectthefuturedevelopmentofcommunitypreparation.Third,thevariablere-salesapproachandthinkingtobuildthebrandimageofourwork.salreadysaid,SARSwake,Nosmoking,nodrinking,strengtheningtheimmunesystemofpublicopinionspread,insuchadversepubicityandguidance,thealcoholicproductsbecomesubjecttohurtthedirectobject,Ifyouworkatthistimetocarryoutthetaskstilltocompletethesaleofitsmaintasks,heisnotonlybehindthetimes,notonlyabletofulfillthetask,butcontrarytopeoplesheartsandethics.Ithinkthatatthistimeshouldfocusonstrengtheningbrandbuildingwork,majorworktaskstocompletethesaletransferredtotheworkcarriedoutaroundthecenterofgravitytoshapethebrandup.Why?First,largechangesintheenvironmentrequireenterprisescannolongerblindlytodoproductpromotionwork:thesametime,theearlydevelopmentofenterprises,m<kingsalesandbrandingatreebetweenthetwoisoftendifficulttocomprehensive,loss,thistimeisanopportunity;thethree,justeveryoneignorant,butalsotrappedinatypicalpneumoniaofwaitingandconfusionamong,especialIyinthenosmoking,nodrinking,enhanceimmunityundertheunfavorablepublicopinion,createbrand,adeeperimpression,enhanceaffinity,careconsumersandfoughtintheanti-SARSfront-1inemedicalworkers,istheonlywinecompanycandoawork,andlessinvestment,highsuccessrate,disseminationofthewidefast,youcansaidtobeanexcellentopportunitytoshapethebrand.Thisistherecent,suchasMengniu,Sanluandothercompanieshavelocatedthemaincontributions.Asa1iquorenterprisesshouldlearnfrom.Fourth,strengthenthesalesforcemanagement,andactivelycarryoutvariousformsoftraining.Relativetootherindustries,thealcoholcompaniesrelativelylowqualityoftalent,whichisabottleneckrestrictingthedevelopmentofwinebusiness.IntheSARSperiod,ifthechannelplanning,terminaloperations,regionalmarketingandpromotionalactivitiesoftheorganizationandmanagementaspectsofthesalesforcetoenhancetrainingforSARSafterthesalesforcescombatstrengthwillenhancethegreatpracticalsignificance.Fifth,planaheadanddoSARSresponseafterthemove.11shouldbenoted,asanalmostthroughoutthecountryoccurredinsudden-onsetdisastersthatwou1ddefinitelybeinthepast,althoughthereisnoindicationthattheendofthetimeofthisdisaster,butasabusinessoperationanddecision-makers,weshouldhaveSuchforward-lookingsense.tthesametime,SARSinthisunexpecteddisasterisboundtothemajorityof1iquorcompanies,includingtheentire1iquorindustrytobringfar-reachingimplications,thecurrentatleasttodeterminethatitisinthisdisasterthepast,peoplepayattentiontothehealthofConsumerawarenesswillbefurtherstrengthenedandbecomeafuturetrend.Therefore,howtofocusonhealthanddrinkwine,fruitwine,fermentedwinecontainalcoholliverdamageinnatureinthisparadoxtofindasatisfactorysolutionisthekeytothefuturedevelopmentofenterprisesalcohol;thesametime,forthemajorityoffruitwineenterprisestosaid,howtinprovetheconsumersappreciationofthelevelandtastingofbasicknowledgeandskillsisalsocrucial.TheseprobablyaretheSRSafterthe1iquorbusinessofnewproductdevelopmentandpromotionoffocus.SRShasbroughttothe1iquorbusinesstocombattheimpactoftheirsituationshufflingwestillcannotpredicthowmuch,butinthepost-SARSperiod,thewineenterprisesarefacingmarketpressureswillbegreater,1iquorbusinessdevelopmentroadwillbemoredifficulttowalk.