Liquor business marketing strategies during SARS.docx

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1、1.iquorbusinessmarketingstrategiesduringSARS1.iquorbusinessmarketingstrategiesduringSRSSAKSinthe1iquorbusinesscryingThevastmajorityofSARSonthedomesticindustry,thebusinesshasproducedagreatnegativeimpact,inwhichtheoriginalandpeoples1ifeclosely1inkedtothenegativeeffectsofalcoholindustrywillhavetobelarg

2、er.Why?Thisisbecausealcoholistheemotionaltypeofconsumergoodsratherthanthefunctionalproductdecision.Manywineenterprisesintakingemergencymeasures.Beeranxious,andtherearecompanieshadanideatoproduceabreakdownproduct-Banlangenbeer(butwasconsideredaviolationoftheEoodSanitation1.aw);-ownedenterprisestostre

3、ngthentheconstructionoftheretailchannel,andactivelycarryoutthedepthdistribution;Heinekenbeerinthecountrycarriedoutthroughoutalarge-scalepromotionalactivities;wineanxious,andnightmarket,restaurantsareallverydepressed,howdo?Arebusyestablishingcorporatebrandimage,anumberofchallengersistheopportunitytol

4、aunchaatypicalpriceoffensive,shellingofhigh-grade,high-pricedwine;spiritsabitleisurely,someenterprisesthinkthatbecauseitislowseason,off-seasontoprepareforWell!However,afterIhcoutbreakofSARSinthespring,rum,rumcashrate,alreadytheoutcomeoftheinvestmentislow,investmentwillstoptheworkofthe1iquorindustryi

5、ndirestraitswhatkindofimpact?AlmostallenterprisesinthenameofSARSinquicklyrespondedandquicklycontributetothecommunity,butthespiritsofthebigboysintheSRSgone?Wuliangyeit?Maotaiit?Jiannanchunit?Peopleputafrogintohotwater,itwillimmediatelyfeelfearandnotsuited.,Placingitincoldwater,thenslowlyheated,itwill

6、beinthewaterWithaleisurelyswim,thewatertemperaturewasgraduallyincreasedimperceptibleWOUIdendangeritsownsurvival.Waituntilitfeelshotunbearablewhencannotdoanythingbuttowaittobecooked.SARSperiod,isnotalotof1iquorcompanies1ikethatfrogincoldwater?SRSimpactonalcoholsalesWecandrink1iquorestablishmcntstoexp

7、loredeeplytheimpactoftheproductmarket.Themaindrinkingestablishmentsusuallyhavehotels,bigstal1andthestreetofsmal1restaurants,nightmarketandfamilies.However,duetopeoplesfearofSRS,resultinginsuchplacesasharpdeciineinsalesofalcoholicproducts.hotel.Thehotelisanimportantplaceforalcoholsales,andthehotelspr

8、oductsalesaresubjecttoseasonaleffectsofrelativelysmall,whichiswhyalotof1iquorcompaniesinrecentyearsfocusondevelopinghotelsintheterminalcauses.Hote1alcoholconsumptionmainlyinthehigh-endproducts,suchas1.iquorWuliangye,Maotai,Jiannanchun,wineintheChangyu,Dynasty,GreatWall,theQingdaoBeer,Yanjing.Forthem

9、iddle-gradealcoholproductsales,thehoteloccupiesaveryimportantroleinsales.However,duetothefearofSARS,itreducedsocialcontacts,cancellationandalotofbanquetactivities,thiskindofpsychologicalandbehavioralphenomenonistheresultofasharpdeclineinthenumberofthehotelsdiningand,ofcourse,theconsumptionofalcoholm

10、aythereforereduced.2,stand,andthestreetofsmallrestaurants.Stand,thestreetofSmalIrestaurantsarealsoanimportantplaceforwinesales,winesalesinthisplaceandbeer-basedproductsDidangJiu.Here,thesameaspeoplesfearofSARSreducedthefrequencyofeatingout,resultingintheconsumptionofalcoholinthisplaceisalsogreatlyre

11、duced.3nightgames.Nightgames,includingnightclubs,karaoke,discoandsoon.Nightgameswereyoungandlivelygatheringplaceforcharacter,andthesewillnodoubtbeamajorconsumerofalcohol.Wherealcoholproductsconsumedmainlywineandbeer,andthevolumeisverylarge.Wineindustry,accordingtoawel1-knownpersoninchargeoftheOffice

12、ofShijiazhuang,in2002,theircompanysproductsintheamountofnightgamestogofornearlytwo-thirdsofthetotalsales.Iswel1knownthatnightintheairflowisratherpoor,issusceptibletoSARS-riskzone.Tothisend,manycitiesnationwide,suchasHefei,Shijiazhuangandotheralreadyreleasedadisco,nightclubs,placessuchasnotificationo

13、fclosure,someoftheclosuretwoweeks,whi1eotherssaidthataccordingtothespecificcircumstancesbeforedecidingtoliftthebantime.-Thisistantamounttoimmediatelyannouncedthatinthisperiodoftime,thosewhowalkbynightmarketgoodsproductswillbesoldinthezerostate.4,thefamily.Generallyspeaking,thefamilyconsumptionofalco

14、holisnotparticularlylarge,butsomehavealsobeenofnolittleinfluence,becausefriendsandfamilyintersystemcrossingtoreducethenumberofdoors,andalongwithhealthawarenessincreases,singleglassofdrinkingalonethecasewillbereduced.Duringthepurchasechannelsofhouseholdconsumptionofnon-smallchange.Theyrarelygotothose

15、staffturnoverrate,ventiIationequipment,generastores,supermarkets,butintheconveniencestorenearhishomesomehouseholdconsumptionwinepurchases.5,giftsandconsumergroups.IntheSRSperiod,peoplehavetominimizethefrequencyofsocia1activities,exceptasalastresort,winegiftsandconsumergroupsarebasicalIyatastandstill

16、.AuthoritiesinthepreventionofSARSanswersuggestedthatinordertoincreasethebodysimmunesystem,peoples1ivesinpeacetimeshouldbelesssmoking,lessdrinking.Althoughthecutdownonsmoking,lessdrinkingisconducivetogoodhealthhaslongbeenknowntoa1theappeals,butbeforethevastmajorityofconsumersarenottooconcernedabout.H

17、owever,theSARSdays,itisprofoundlyawareofthefragiIityof1ifc,thesubconsciousfearofSRSamongsomanypeopletoacceptacutdownonsmoking,lessdrinkingrecommendations.Afterall,whencomparedwiththericeandothernecessitiesoflife,alcoholicproductsdonothaveanyfunctionality,moresense,theybelongtoluxury.Whensuchpeoplear

18、esuddenlyworriedthatthisluxurywi11betotheirgreathealththreattoabandontheconsumptionofthesenon-essentialsistheirfirstreaction-andpsychologicalchangesinconsumerspendingforthe1iquorbusinessSalesisundoubtedlyworse.Incontrast,fromthecurrentoveral1situation,thespiritsoftheaffectedsmalIerdegreethanbeerbeca

19、useitwasdatedMarch-91iquorhavebeenfacingtheoff-season,whentheamountoftheproductasawholetakeisrelativelysmall.Thebeerwillbesoldathighertemperaturesusheredinthepeakperiod,inthiscriticaljuncture,theSARSimpactonpeoplesconsumersentimentisnodoubtgaveabIowtobeerproductionandmarketingenterprises.However,SAR

20、Shasbroughtanobstacletothe1.iquorMerchantsisextremelydestructive.Fromtheauthorofseveral1iquorcompaniesservicesinvestmentsituation,thecontractandpaydcpositcustomersinJunethecontractpriortotheperformancerateofonly60%!MorecustomerspayingcloseattentiontothespreadofSARS,concernaboutSARSinthepost-marketco

21、nditions.1.iquorbusinessmarketingstrategiesduringSARSIsveryprecise,theSARStothevastwinebusinesshascausedtremendousnegativeimpactandmarketconditionsdeterioratefurther.Undoubtedly,theseadverseeffectsandmarketenvironment,deteriorationoftheliquorbusinessmarketdevelopmentandproductpromotiontremendousobst

22、acles,anincreaseofmoreriskanduncertainty.Butthefaceofanunfavorablesituation,weneedtodealwiththem.AtpresentintheSARShasnotbeenfullycontrolledbyanextraordinaryperiod,theenterprisesshouldprompt1yadjustthesalespoliciesandmarketingstrategies,basedontheirown,adoptaSARSperiodofextraordinarymeasures(canbeap

23、haseddevelopmentandimplementation),therebyliquorcompaniestothevastnumberofatypicalpneumoniaandevenindustry-wideimpactandlossestoaminimum.Inmyopinion,theformulationoftheseextraordinarymeasuresshouldfulIyconsiderthefollowingpoints:First,reducingthehotels,supermarketswillruncosts;relyondistributorsatal

24、11eve1softheadvantagesofconvenienceandflexibilitytofullymobilizetheirenthusiasmandinitialive,strengtheningthesurroundingmarketdistribution,communitydistributionanddepthdistributionofintensity.SARSwake,hotelsandsupermarketsareagreatimpactonthebusiness,hotelsandsupermarkets,aspeoplegatherinpublicplace

25、snotonlytopreventandtreatatypicalpneumoniafocus,butalsobecomeanescapetheSARStransmissionofthefocusof.Inthiscase,theoriginalliquorcirculationanddissemination,asanimportantchannelforhotelsandsupermarketshasbeengreatlyreduceditsimportance,especiallythehotelisnotonlydifficulttoachievesales,moredifficult

26、toachievepeoplesexpectationsoftheeffectofwordofmouthspread.Notonlythat,becauseofSARSimpact,thehotelitselfisahighlyconfidential,nottomentionthetimelysettlementofaccountspayable.Atthispoint,ifstillthesameasbefore,notonlyintothestorefees,buy-outhotelpromotionsandothercostscannotberecovered,butalsogreat

27、lyincreasedtheamountofaccountsreceivableandrisks.Thus,intheSRSextraordinarytimes,andforthehotelsandsupermarkets,1iquorcompaniesarenotawisethingtodoisputorlessinput(strengthofthesmaIerbusinessesthatsimplydonotenter;Withtheclosureofawiderangeofnightskiing,redwineandbeercompaniesshouldalsobelessaccess)

28、;forhotelsandsupermarketshaveenteredthebusiness,shouldmakeeveryeffortwiththehotel,commercialSUPCr-responsible,inconsultation,willdelayorcancelthecontract.Onthecontrary,atthistimeshouldgivefullplaytotheroleofthemembersatalllevelsofdistribution,relyingontheirnetworksandthelocaladvantages,willbetransfe

29、rredtothedealerupworkcenters,ifnecessary,canincreasetherebateandpromotionalefforts,strengthencommunicationandwi1lingtotalkabout,Ibelievedistributors,relianceondistributorstocarryoutthedepthofdistribution,totideovertheSARSdifficulties.Second,strengthentheconveniencestoremarket.ConveniencestoresintheS

30、ARSperiod,Iheroleofextremelyimportant,specialtimewillbepushedconveniencestoreaspecialplace.Becausepeoplereducedtolargesupermarketshoppingfrequency,andbecauseoftheconveniencestoreswiththeconvenienceoftheirown,forsuitableformassconsumptionofalcohol,especiallybeer,wineproducts,strengthentheconveniences

31、toremarkettoslowdownthedeclineinitsbusinessvolumeFromtimetotimeasagoodway.Conveniencestoremarketingeffortstocarryoutwell,mayalsoberevitalizedasawholeduetotheSRSleadtoatrophyandstagnationinthemarket.Ofcourse,theconveniencestoresmarketingworkismainlycarriedoutbythelocaldealers,butthemanufacturershavet

32、odowiththework,suchasdeterminingagoodproductrange,makinggoodpostersandsuitableforsmallconveniencestorestoputuppostersinconveniencestorestoprovidepromotionalmaterialstoincreaseresistanceSARSproducts(suchasdisinfectionofmasks,disinfectant1iquid,Chineseherbalmedicine)andthenumberandtypessuchas.Convenie

33、ncestoresalesfortheconductoftheagentfactorymaygiveacertaindegreeofpreferentialtreatment,andatthesametimeaskthemtoprovidedetailedinformationonconveniencestoreinordertodirectthefuturedevelopmentofcommunitypreparation.Third,thevariablere-salesapproachandthinkingtobuildthebrandimageofourwork.salreadysai

34、d,SARSwake,Nosmoking,nodrinking,strengtheningtheimmunesystemofpublicopinionspread,insuchadversepubicityandguidance,thealcoholicproductsbecomesubjecttohurtthedirectobject,Ifyouworkatthistimetocarryoutthetaskstilltocompletethesaleofitsmaintasks,heisnotonlybehindthetimes,notonlyabletofulfillthetask,but

35、contrarytopeoplesheartsandethics.Ithinkthatatthistimeshouldfocusonstrengtheningbrandbuildingwork,majorworktaskstocompletethesaletransferredtotheworkcarriedoutaroundthecenterofgravitytoshapethebrandup.Why?First,largechangesintheenvironmentrequireenterprisescannolongerblindlytodoproductpromotionwork:t

36、hesametime,theearlydevelopmentofenterprises,mkingsalesandbrandingatreebetweenthetwoisoftendifficulttocomprehensive,loss,thistimeisanopportunity;thethree,justeveryoneignorant,butalsotrappedinatypicalpneumoniaofwaitingandconfusionamong,especialIyinthenosmoking,nodrinking,enhanceimmunityundertheunfavor

37、ablepublicopinion,createbrand,adeeperimpression,enhanceaffinity,careconsumersandfoughtintheanti-SARSfront-1inemedicalworkers,istheonlywinecompanycandoawork,andlessinvestment,highsuccessrate,disseminationofthewidefast,youcansaidtobeanexcellentopportunitytoshapethebrand.Thisistherecent,suchasMengniu,S

38、anluandothercompanieshavelocatedthemaincontributions.Asa1iquorenterprisesshouldlearnfrom.Fourth,strengthenthesalesforcemanagement,andactivelycarryoutvariousformsoftraining.Relativetootherindustries,thealcoholcompaniesrelativelylowqualityoftalent,whichisabottleneckrestrictingthedevelopmentofwinebusin

39、ess.IntheSARSperiod,ifthechannelplanning,terminaloperations,regionalmarketingandpromotionalactivitiesoftheorganizationandmanagementaspectsofthesalesforcetoenhancetrainingforSARSafterthesalesforcescombatstrengthwillenhancethegreatpracticalsignificance.Fifth,planaheadanddoSARSresponseafterthemove.11sh

40、ouldbenoted,asanalmostthroughoutthecountryoccurredinsudden-onsetdisastersthatwou1ddefinitelybeinthepast,althoughthereisnoindicationthattheendofthetimeofthisdisaster,butasabusinessoperationanddecision-makers,weshouldhaveSuchforward-lookingsense.tthesametime,SARSinthisunexpecteddisasterisboundtothemaj

41、orityof1iquorcompanies,includingtheentire1iquorindustrytobringfar-reachingimplications,thecurrentatleasttodeterminethatitisinthisdisasterthepast,peoplepayattentiontothehealthofConsumerawarenesswillbefurtherstrengthenedandbecomeafuturetrend.Therefore,howtofocusonhealthanddrinkwine,fruitwine,fermented

42、winecontainalcoholliverdamageinnatureinthisparadoxtofindasatisfactorysolutionisthekeytothefuturedevelopmentofenterprisesalcohol;thesametime,forthemajorityoffruitwineenterprisestosaid,howtinprovetheconsumersappreciationofthelevelandtastingofbasicknowledgeandskillsisalsocrucial.TheseprobablyaretheSRSa

43、fterthe1iquorbusinessofnewproductdevelopmentandpromotionoffocus.SRShasbroughttothe1iquorbusinesstocombattheimpactoftheirsituationshufflingwestillcannotpredicthowmuch,butinthepost-SARSperiod,thewineenterprisesarefacingmarketpressureswillbegreater,1iquorbusinessdevelopmentroadwillbemoredifficulttowalk.