某饮料企业年度市场规划

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,广东一区,2008,年度可行性规划报告,目 录,一、2007年销售工作回忆,二、SWOT分析,三、2021年销售回款目标设定,四、2021年销售网点目标布控方案,五、2021年销售策略设定,六、2021年销售行政方案,七、2021年销售费用预算,2007年销售工作回忆,1-1,、销售回款统计与分析,市场,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,小计,广州,2071,2211,3761,5000,15001,5023,5420,19378,9000,66865,东莞,6000,7000,1000,0,9000,10000,4000,10977,1000,48977,深圳,3000,2774,8176,10885,20016,10000,11000,15605,5000,86456,粤西,2000,0,8000,8237,17000,13500,18209,20000,5000,91946,粤东,2000,4000,9000,11000,9000,8000,10004,22146,1000,76150,广东,KA,7000,0,6155,3000,8000,2500,3000,6002,1500,37157,江浙,1560,5700,2000,2200,1278,1500,1000,1962,1000,18200,福建,1595,1200,1000,1000,0,0,1000,0,0,5795,湖南,0,1000,0,2000,1000,0,0,0,2000,6000,湖北,0,0,2000,1000,0,1000,0,0,0,4000,重庆,0,0,3000,0,2000,0,0,0,5000,四川,0,0,0,0,0,1500,2000,4000,0,7500,安徽,0,0,0,0,0,0,0,1000,1000,2000,江西,0,0,0,0,0,1000,0,0,0,1000,合计,25226,23885,44092,44322,82295,54023,55633,101070,26500,457046,1-2,、销售出货统计与分析,市场,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,小计,广州,2069,210,3132,7034,5531,10724,4954,11454,14063,59171,东莞,6554,4000,3300,0,5500,9238,7000,2000,3000,40592,深圳,3772,2425,5568,9703,15403,13817,15934,8598,13277,88497,粤西,1900,1000,5000,9176,8500,12500,20526,13181,14117,85900,粤东,1000,5000,5000,11237,7000,7000,13057,7132,12761,69187,广东,KA,5296,2000,3362,5996,3991,5550,2500,5272,4646,38613,江浙,2894,2200,2000,2200,2501,0,2167,4928,0,18890,福建,1595,0,1200,1000,1000,0,0,1252,0,6047,湖南,0,1000,0,1000,1000,1000,0,0,2000,6000,湖北,0,0,1000,1000,0,1000,0,0,0,3000,重庆,0,0,0,4000,0,2000,0,0,0,6000,四川,0,0,0,0,0,1500,0,2060,0,3560,安徽,0,0,0,0,0,0,0,1000,0,1000,江西,0,0,0,0,0,0,1000,0,0,1000,合计,25080,17835,29562,52346,50426,64329,67138,56877,63864,427457,2-1,、费用冲抵货款统计与分析,市场,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,小计,广州,0,400,25965,0,4690,17790,31628,76243,156716,东莞,0,28000,0,0,105355,130246,69141,79991,412732,深圳,0,14000,33410,0,46086,80040,102627,212794,488957,粤西,0,0,0,15405,0,91813,95247,190133,392597,粤东,0,0,0,3110,0,13055,37080,274126,327371,广东,KA,109750,0,59506,33761,88767,93187,72236,230995,688202,江浙,0,0,0,0,18080,0,0,42418,60498,福建,103675,0,0,0,0,0,1917,0,105592,湖南,0,0,0,0,0,0,0,0,0,湖北,0,0,0,0,0,0,0,0,0,重庆,0,0,0,0,0,0,0,0,0,四川,0,0,0,0,0,0,0,27208,27208,安徽,0,0,0,0,0,0,0,0,0,江西,0,0,0,0,0,0,0,0,0,合计,213425,42400,118881,52276,262978,426130,409876,1133908,0,2659874,2-2,、费用发货统计与分析,市场,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,小计,广州,0,0,361,34,31,0,166,364,754,1710,东莞,554,0,0,0,500,238,1000,0,0,2292,深圳,246,425,268,53,303,1217,1434,2098,2053,8097,粤西,0,0,0,0,0,0,526,352,57,935,粤东,0,0,0,176,0,0,53,9,746,984,广东,KA,276,0,203,0,491,0,0,272,645,1887,江浙,4,0,0,0,223,0,667,1398,0,2292,福建,0,0,0,0,0,0,0,222,0,222,湖南,0,0,0,0,0,0,0,0,0,0,湖北,0,0,0,0,0,0,0,0,0,0,重庆,0,0,0,0,0,0,0,0,0,0,四川,0,0,0,0,0,0,0,0,0,0,安徽,0,0,0,0,0,0,0,0,0,0,江西,0,0,0,0,0,0,0,0,0,0,合计,1080,425,832,263,1548,1455,3846,4715,4255,18419,2-3,、市场总费用统计与分析,市场,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,小计,广州,0,400,49430,2210,6705,17790,42418,99903,49010,267866,东莞,36010,28000,0,0,137855,145716,134141,79991,0,561712,深圳,15990,41625,50830,3445,65781,159145,195837,349164,133445,1015262,粤西,0,0,0,15405,0,91813,129437,213013,3705,453372,粤东,0,0,0,14550,0,13055,40525,274711,48490,391331,广东,KA,127690,0,72701,33761,120682,93187,72236,248675,41925,810857,江浙,260,0,0,0,32575,0,43355,133288,0,209478,福建,103675,0,0,0,0,0,1917,14430,0,120022,湖南,0,0,0,0,0,0,0,0,0,0,湖北,0,0,0,0,0,0,0,0,0,0,重庆,0,0,0,0,0,0,0,0,0,0,四川,0,0,0,0,0,0,0,27208,0,27208,安徽,0,0,0,0,0,0,0,0,0,0,江西,0,0,0,0,0,0,0,0,0,0,合计,283625,70025,172961,69371,363598,520705,659866,1440383,276575,3857109,项目,订货箱数,回款金额,费用总计,费用占比,广州,66865,4346225,267866,6.16%,东莞,48977,3183505,561712,17.64%,深圳,86456,5619640,1015262,18.07%,粤西,91946,5976490,453372,7.59%,粤东,76150,4949750,391331,7.91%,广东,KA,37157,2415205,810857,33.57%,江浙,18200,1183000,209478,17.71%,福建,5795,376675,120022,31.86%,湖南,6000,390000,0,0.00%,湖北,4000,260000,0,0.00%,重庆,5000,325000,0,0.00%,四川,7500,487500,27208,5.58%,安徽,2000,130000,0,0.00%,江西,1000,65000,0,0.00%,合计,457046,29707990,3857109,12.98%,2-4,、各市场费用占比情况与分析,SWOT,分析,SWOT,O,机会,胁威,T,S,优,势,势劣,W,公司,内容,策略重点,S,（优势）,1,、香雪有着较高的品牌知名度，公司实力雄厚,2,、产品品质优秀、技术含金量高,3,、上清饮冠名深足、曼联巨星代言，起点极高,4,、公司对上清饮十分重视，董事长直接参与基层决策,继续以香雪品牌进行带动，通过传播方式迅速提高上清饮品牌知名度；,创建一支执行力快而强的销售铁军；,打造一个反应快速，运作畅顺的后勤平台；,重新提炼产品特质，导引个性的产品定位,W,（劣势）,1,、销售团队管理较混乱、人员整体素质不高,2,、销售系统建设滞后，费用及物流运作未够流畅,3,、销售网络建设缓慢，掌控力不足,4,、产品定位同质化，个性不特出,5,、产品回转缓慢，渠道库存较高,上清饮,SWOT,分析,内容,策略重点,O,（机会）,1,、行业发展速度极快，市场容量巨大,2,、,2008,年是中国奥运年，必将引起新一轮消费热潮,3,、主竞品王老吉终端价格提升，导致价格体系形成畸形，客户积极性有所下降,4,、随着生活水平的日渐提高，消费者对健康的要求与日俱增,建立差异化终端价格定位，吸引终端客户兴趣转移。,加强终端铺市及消费者促销活动，通过深层次、多角度的社区公关等大型公益宣传活动，拉近产品与消费者之间的距离，提高产品的良好形象，巩固原有消费群；,T,（威胁）,1,、众多同类凉茶冲斥市场，品质参差不齐，影响品类形象,2,、主竞品市场占有率极高，渠道垄断力较强,上清饮,SWOT,分析,2021年销售回款目标设定,本规划销售回款目标设定已细分至各个区域及各个经销商，同时,也根据各月份的特点分配到每一个月；,销售回款细分目标的设定一方面明确每一个业务人员的销售目,标，明确每一个经销商的年月度销售目标（解决合同签订的经销商目,标），另一方面可以让公司进行监督、管控、调节等工作，确保销售,目标的达成；,本规划的目标充分考虑到每一个区域的特点、明年的操作重点，,并同时根据此目标规划了人员和资源的投入，是尽可能做到最准确,的具可行性的执行计划，让我们的计划不能像,07,年一样只停留在纸上，,而要体现在实际的市场中。,1、大区销售目标月度方案,本区域将细分为三个办事处进行管理，设广州、粤北、粤西三,个区域办事处，区域总指标为,100,万箱，其中广州,24,万箱，粤北办,24,万箱，粤西办,52,万箱。,上半年完成,40.3,万，下半年完成,59.7,万，上下半年按四六标准执行,2、广州办事处销售目标细分方案,广州KA含BC、便利全年目标4.8万箱，天河区全年目标5.3万,工作站,区域,经销商,渠道,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,10,月,11,月,12,月,小计,KA,站,广州,东得,KA,0,1000,1000,1500,1500,1000,1500,2000,2500,2000,2000,2000,18000,广州,保供,便利店,1000,1000,1000,1500,1000,2000,2000,2500,2000,2000,2000,18000,广州,惠众,BC,1000,1000,1500,2000,1500,1000,2000,1000,1000,0,12000,小计,2000,1000,3000,4000,3000,4000,5000,5000,7000,5000,5000,4000,48000,天河站,天河东,快达,传统,1000,1000,1000,1500,2000,2000,1000,2000,2500,2000,1000,1000,18000,天河西,待定,传统,1000,1000,1500,2000,1000,2000,2000,2000,2000,1500,2000,18000,荔湾,待定,传统,0,1000,1000,1000,1000,1000,1000,1000,1000,1000,0,9000,越秀,新德汇,传统,0,1000,0,1000,1000,0,1000,1000,1000,1000,1000,0,8000,小计,2000,3000,3000,5000,6000,4000,4000,6000,6500,6000,4500,3000,53000,2、广州办事处销售目标细分方案,海珠区全年目标,3.8,万箱，番禺区全年目标,6.6,万箱，增城区,3.5,万箱,工作站,区域,经销商,渠道,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,10,月,11,月,12,月,小计,海珠站,海珠东,荔福,传统,1000,1000,1000,1000,2000,2000,2000,2000,2000,2000,1000,1000,18000,海珠西,待定,传统,1000,1000,1500,1000,2000,2000,2500,2000,2000,2000,3000,20000,小计,2000,1000,2000,2500,3000,4000,4000,4500,4000,4000,3000,4000,38000,番禺站,BC,舜晔,BC,1000,1000,2000,2500,2500,1000,2500,2500,2500,2000,1500,3000,24000,上番禺,待定,传统,1000,2000,2500,1000,2500,2500,2500,2500,2000,3000,2500,24000,下番禺,待定,传统,1000,1000,1000,1000,2000,2000,2000,2000,2000,2000,2000,18000,小计,3000,1000,5000,6000,4500,5500,7000,7000,7000,6000,6500,7500,66000,增城站,增城,万盛,传统,1000,0,1000,0,1000,1000,1000,1000,1000,1000,1000,1000,10000,新塘,待定,传统,0,1000,1000,1500,1500,1500,1000,1500,1500,2000,1000,1500,15000,黄埔,待定,传统,0,1000,0,1000,1000,1000,1000,1000,1000,1000,1000,1000,10000,小计,1000,2000,2000,2500,3500,3500,3000,3500,3500,4000,3000,3500,35000,合计,10000,8000,15000,20000,20000,21000,23000,26000,28000,25000,22000,22000,240000,3、粤北办事处销售目标细分方案,工作站,区域,经销商,渠道,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,10,月,11,月,12,月,小计,白云站,白云,1,区,广兴,流通,1000,500,1000,1000,1500,1500,1500,1500,2000,1500,1500,1500,16000,白云,1,区,待开发,流通,0,1000,1000,2000,1500,1500,2000,2000,2500,2000,1500,1500,18500,白云,2,区,待开发,餐饮,0,1000,1000,1000,1000,1000,1000,1500,1500,1500,1000,1000,12500,白云,2,区,待开发,流通,1000,0,1000,1500,1500,1500,2000,2000,2000,1500,1500,1500,17000,白云,3,区,待开发,流通,1000,0,1000,1500,1500,1500,1500,2000,2000,1500,1500,1500,16500,小计,3000,2500,5000,7000,7000,7000,8000,9000,10000,8000,7000,7000,80500,花从站,花都新华,昌恒,流通,0,1500,0,1000,1000,1000,1000,1500,1500,1500,1500,1500,13000,花都新华,待开发,餐饮,1000,0,1000,1000,1000,1000,1000,1500,1000,1500,1000,1000,12000,花都狮岭,待开发,流通,0,0,1000,1000,1000,1000,1000,1000,1500,1000,1000,1000,10500,从化,待开发,流通,1000,0,1000,1000,1000,1000,1000,1000,1000,1000,1000,1000,11000,小计,2000,1500,3000,4000,4000,4000,4000,5000,5000,5000,4500,4500,46500,白云区全年目标,8,万箱，花都从化区全年目标,4.6,万箱,3、粤北办事处销售目标细分方案,工作站,区域,经销商,渠道,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,10,月,11,月,12,月,小计,清远站,清远区域,永隆,永隆,1500,0,1500,1000,1500,1000,1500,1500,2000,1500,1500,1000,15500,清远区域,待开发,餐饮,0,1000,0,1000,1000,1000,1000,1000,1000,1500,1000,1000,10500,连州区域,康顺,流通,1000,0,1000,1000,0,1000,1000,1000,1000,1000,1000,1000,10000,贺州区域,待开发,流通,0,1000,0,1500,1000,1000,1000,1500,1500,1000,1000,1000,11500,贺州区域,待开发,餐饮,0,0,1000,0,1000,1000,1000,1000,1000,1000,1000,1000,9000,小计,2500,2000,3500,4500,4500,5000,5500,6000,6500,6000,5500,5000,56500,韶关站,韶关城区,韶关友邦,流通,1500,0,1500,1500,1500,1000,1500,1500,1500,1500,1500,1000,15500,韶关新丰,待开发,流通,0,1000,0,1000,0,1000,1000,1000,1000,1000,1000,1000,9000,韶关外围,待开发,流通,0,0,1000,0,1000,1000,0,1500,1000,1000,1000,1000,8500,韶关乐昌,待开发,流通,1000,0,0,1000,1000,1000,1000,1000,1000,1000,1000,1000,10000,郴州区域,郴州丹丹,流通,0,0,1000,1000,0,1000,1000,1000,1000,1500,0,1000,8500,郴州区域,待开发,餐饮,0,1000,0,0,1000,0,1000,0,1000,0,1000,5000,小计,2500,2000,3500,4500,4500,5000,5500,6000,6500,6000,5500,5000,56500,合计,10000,8000,15000,20000,20000,21000,23000,26000,28000,25000,22500,21500,240000,清远全年目标,5.6,万箱，韶关节全年目标,5.6,万箱,4、粤西办事处销售目标细分方案,工作站,区域,经销商,渠道,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,10,月,11,月,12,月,小计,佛山站,佛山商超,大康健,商超,0,1000,0,1000,2000,3000,3000,3000,2000,1000,1000,1000,18000,三水高明,天亮,全渠道,0,1000,1000,2000,2000,3000,3000,3000,3000,2000,1000,1000,22000,禅城南海,待定,传统,1000,1000,2000,2000,3000,3000,4000,4000,4000,3000,2000,1000,30000,顺德,待定,传统,1000,0,1000,2000,3000,3000,3000,3000,3000,2000,2000,2000,25000,云浮,待定,全渠道,1000,0,1000,1000,2000,2000,2000,2000,1000,1000,1000,1000,15000,肇庆,云鼎,传统,0,1000,1000,1000,2000,3000,3000,3000,3000,2000,2000,1000,22000,肇庆,待定,商超,1000,0,1000,0,1000,1000,1000,1000,1000,0,1000,0,8000,小计,0,0,4000,4000,7000,9000,15000,18000,19000,19000,17000,11000,10000,7000,140000,五邑站,江门鹤山,嘉昊,全渠道,0,2000,2000,2000,2000,3000,3000,3000,3000,2000,2000,1000,25000,新会,待定,传统,1000,0,1000,1000,1000,2000,2000,2000,2000,1000,1000,1000,15000,台山,待定,传统,1000,0,1000,1000,1000,2000,2000,2000,2000,1000,1000,1000,15000,开平恩平,待定,传统,1000,0,1000,2000,2000,2000,3000,3000,2000,2000,1000,1000,20000,阳西,待定,全渠道,0,1000,0,1000,2000,2000,2000,2000,2000,1000,1000,1000,15000,阳春,茂元,全渠道,1000,0,1000,1000,1000,2000,2000,2000,2000,1000,1000,1000,15000,阳江阳东,广昌,全渠道,1000,0,1000,1000,1000,2000,2000,2000,2000,1000,1000,1000,15000,小计,0,0,5000,3000,7000,9000,10000,15000,16000,16000,15000,9000,8000,7000,120000,佛山全年目标,14,万箱，五邑地区全年目标,12,万箱,4、粤西办事处销售目标细分方案,工作站,区域,经销商,渠道,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,10,月,11,月,12,月,小计,茂湛站,电白,远光,全渠道,0,1000,0,1000,1000,1000,1000,1000,1000,1000,1000,1000,10000,茂名,待定,全渠道,1000,0,0,1000,0,1000,1000,1000,0,1000,0,1000,7000,高州,待定,全渠道,1000,0,1000,1000,1000,1000,1000,1000,1000,1000,1000,0,10000,化州,待定,全渠道,1000,0,1000,1000,0,1000,1000,1000,1000,0,1000,0,8000,信宜,待定,全渠道,0,1000,0,1000,0,1000,1000,1000,0,1000,0,1000,7000,湛江,海宾,全渠道,1000,0,1000,1000,2000,2000,3000,2000,2000,2000,1000,1000,18000,廉江遂溪,待定,全渠道,1000,0,1000,2000,2000,2000,2000,2000,2000,2000,1000,1000,18000,雷州,双妙,全渠道,0,1000,0,1000,1000,1000,1000,1000,1000,1000,1000,1000,10000,徐闻,远大,全渠道,0,1000,0,1000,1000,1000,1000,1000,1000,1000,1000,1000,10000,吴川,中吉,全渠道,0,1000,0,1000,1000,0,1000,1000,0,0,1000,0,6000,海口,余茂,全渠道,0,1000,0,1000,0,1000,1000,1000,1000,1000,1000,1000,9000,临搞、保定,待定,全渠道,0,1000,0,1000,1000,1000,1000,0,1000,1000,0,1000,8000,文昌,待定,全渠道,1000,0,1000,0,1000,1000,1000,1000,0,1000,1000,0,8000,琼海临海高亭,待定,全渠道,1000,0,1000,0,1000,1000,1000,1000,1000,0,1000,1000,9000,三亚,待定,全渠道,0,1000,0,1000,0,1000,1000,0,1000,0,1000,1000,7000,坦洲,待定,全渠道,1000,0,1000,0,1000,1000,0,1000,1000,1000,0,1000,8000,东方,待定,全渠道,0,1000,0,1000,1000,0,1000,1000,1000,0,1000,0,7000,小计,8000,9000,7000,15000,14000,17000,19000,17000,15000,14000,13000,12000,160000,茂名、湛江、海南地区全年目标,16,万箱,4、粤西办事处销售目标细分方案,工作站,区域,经销商,渠道,1,月,2,月,3,月,4,月,5,月,6,月,7,月,8,月,9,月,10,月,11,月,12,月,小计,中珠站,拱北香州,嘉怡,传统,1000,0,1000,1000,2000,2000,1000,2000,2000,1000,1000,1000,15000,珠海,博宏,商超,1000,0,1000,1000,2000,2000,2000,1000,2000,1000,1000,1000,15000,斗门,富华,传统,0,1000,1000,0,1000,1000,1000,1000,1000,1000,1000,1000,10000,中山,宝益,商超,0,1000,0,1000,1000,1000,1000,1000,1000,1000,1000,1000,10000,三乡,子美,传统,0,1000,0,1000,2000,3000,3000,3000,3000,2000,1000,1000,20000,中山,三才,医药,0,0,1000,0,1000,0,1000,0,1000,0,1000,0,5000,中山,待定,传统,1000,0,1000,2000,3000,3000,3000,3000,3000,3000,2000,1000,25000,小计,3000,3000,5000,6000,12000,12000,12000,11000,13000,9000,8000,6000,100000,合计,20000,19000,26000,39000,51000,62000,66000,63000,60000,43000,39000,32000,520000,中山、珠海地区全年目标,10,万箱,2021年销售网点目标布控方案,销售网点是支撑业绩的关键，本年度的核心工作是主抓网点建设，,通过网点数量目标来检查业务团队工作，以达到公司的销售目标。,本规划的网点目标分解到每个最前线的主管头上,作为公司考核其,工作的重要指标,让其有一个最清晰的目标指引,同时也让公司能对工作,进度有一个准确的评估和考核,.,本规划的网点建设分三步走，第一步在,2008,年以前（即,11,月、,12,月）,完成,70%,的经销商洽谈，,3,月份以前按计划全部完成经、分销商的签订工,作，,6,月份以前全部网点建设完成。,对已开拓的销售网点进行系统的管理,市场销售网点除小店外,其,他客户必须建立客户资料,并按月进行销量的追踪登记,做到直接业务人,员、办事处、公司三方共享，对销售网点监控、管理、促销规划、客户,机会分析、重点客户月度目标坎级设定。,本规划网点布控目标充分考虑到销量的承担及开拓的可行性，不是,应付式的报告，而是切实需严格执行的任务。若网点完成，本区域上清,饮大局必定。,1、大区销售网点布控方案,办事处,经销商,分销商,批发商,商超,特通,餐饮,小店,小计,广州办,15,13,265,1730,630,747,6600,10000,粤北办,20,26,400,640,680,1234,8000,11000,粤西办,38,58,1175,1139,1740,1050,24800,30000,合计,:,73,97,1840,3509,3070,3011,39400,51000,08年经销商数量翻两翻，到达73个，总网点数量达51000个！,2,、广州办事处销售网点布控目标,工作站,区域,经销商,分销商,批发商,商超,特通,餐饮,小店,小计,KA,站,广州,1,0,0,146,0,0,0,147,便利店,1,1,0,884,0,0,0,886,BC,1,0,0,500,0,0,0,501,小计,3,1,0,1530,0,0,0,1534,天河站,天河东,1,2,30,0,80,100,800,1013,天河北,1,2,30,0,100,100,800,1033,荔湾,1,1,10,0,50,40,500,602,越秀,1,1,10,0,50,37,500,599,小计,4,6,80,0,280,277,2600,3247,海珠站,海珠,1,2,30,0,50,80,1000,1163,芳村,1,0,10,0,30,30,300,371,小计,2,2,40,0,80,110,1300,1534,番禺站,市桥,1,0,15,200,40,30,300,586,上番禹,1,1,30,0,60,100,800,992,下番禹,1,1,30,0,60,100,600,792,小计,3,2,75,200,160,230,1700,2370,增城站,增城,1,1,20,0,30,30,400,482,新塘,1,0,25,0,30,50,5OO,106,黄埔,1,1,25,0,50,50,600,727,小计,3,2,70,0,110,130,1000,1315,合计,15,13,265,1730,630,747,6600,10000,3,、粤北办事处销售网点布控目标,工作站,区域,经销商,分销商,批发商,商超,特通,餐饮,小店,小计,白云站,白云,1,区,2,3,40,60,50,120,1000,1275,白云,2,区,2,3,40,60,50,120,1000,1275,白云,3,区,1,2,30,30,30,80,500,673,小计,5,8,110,150,130,320,2500,3223,花从站,花都区域,3,3,40,80,80,144,1000,1350,从化区域,1,2,20,40,30,60,400,553,小计,4,5,60,120,110,204,1400,1903,清远站,清远区域,3,3,60,80,100,150,1000,1396,贺州区域,2,2,60,80,100,150,1000,1394,小计,5,5,120,160,200,300,2000,2790,韶关站,韶关城区,1,2,30,50,40,60,300,483,韶关外围,3,3,50,100,100,200,900,1356,郴州区域,2,3,30,60,100,150,900,1245,小计,6,8,110,210,240,410,2100,3084,合计,20,26,400,640,680,1234,8000,11000,4,、粤西办事处销售网点布控目标,工作站,区域,经销商,分销商,批发商,商超,特通,餐饮,小店,小计,佛山站,肇庆,3,3,120,60,150,50,1600,1986,禅城、南海,2,2,50,160,120,60,1500,1894,三水、高明,1,3,35,38,80,40,1200,1397,顺德,1,2,40,20,80,50,1500,1693,小计,7,10,245,278,430,200,5800,6970,五邑站,江门、鹤山,1,3,40,180,65,40,1100,1429,新会,1,2,45,20,65,30,1100,1263,台山、恩平、开平,2,6,95,30,120,30,1900,2183,阳江、阳春、阳西,3,3,120,75,120,50,2400,2771,小计,7,14,300,305,370,150,6500,7646,茂湛站,海南,7,14,140,96,210,200,2500,3167,湛江、廉江、遂溪、吴川,3,8,110,80,180,100,2200,2681,雷州、徐闻,2,2,80,50,120,60,1200,1514,茂名,5,5,160,70,160,80,2200,2680,小计,17,29,490,296,670,440,8100,10042,中珠站,中山,4,3,90,180,150,60,2800,3287,珠海,3,2,50,80,120,200,1600,2055,小计,7,5,140,260,270,260,4400,5342,合计,38,58,1175,1139,1740,1050,24800,30000,2021年销售策略设定,1,、区域策略,区域策略分三种模式进行，第一种为有效的通路精耕。第二种,为借力中间商网络分流。第三种为精渠结合。各区域根据市场消费,状况，采用不同的区域策略。,策略内容,操作方式,执行区域,有效的通路精耕,由公司业务人员对终端直接进行服务，包括网点拓展、维护和按公司统一标准进行产品推广、形象建设、促销安排。,广州城区（天河、越秀、荔湾、海珠）、珠海城区、佛山城区,借力中间商网络分流,公司业务人员不直接服务到终端，利用公司资源对中间商进行培训、指导、协助，让其利用自身终端网络推广产品,清远、韶关、肇庆、江门、阳江、茂名、湛江、云浮、高要、四会、云浮、高要、四会、德庆,精渠结合,以上两种方式结合进行,广州郊区（番禺、萝岗、增城、花都、从化）、中山、南海、顺德、海南,2,、价格策略,特通、小店供价必须锁定,70,元,/,标箱，不准提高价格销售,3,、渠道策略,渠道别,策 略,经销商,采用密集型经销商模式,县,(,区,),级以上的城市严格上必须设立经销商进行,市场管理,经销商达成指标的给予返利,返利共,4,元,/,标箱,其中季度返,2,元,/,箱，年终返,2,元,/,箱,分销商,徐非必要,原则上能设立经销商的,不可设分销商,若该区域经销渠道薄弱、,销量不高,(,月销量低于,500,箱,),，则可设立分销商，分销商由经销商与其签,订合作合同，由经销商提供销售奖励，奖励标准为,2,元,/,箱，经销商直接,支付，按季度发放。,批发,人口密切的城区的批发商，定义为产品配送，公司业务人员协助其进行出,货。农村市场发挥其网络优势，通过促销支持和政策指导，促进其进行,产品分销，部分重点客户由业务定期拜访协助出货。批发渠道费用主要利,在产品分销上，不进行陈列及形象方面的投入。,渠道的整体策略就是：商超树形象，批发上规模，餐饮搞,拉动 ，特通找突破，小店建网络 。,3,、渠道策略,渠道别,策 略,商超,KA,树形象，,BC,便利创销量，商超的入场费、堆头费及公司规划的促销费用由公司承担，,其它由经销商负责。,KA,部分按公司统一规划，进行品牌形象建设，,BC,便利运用资源促进,产品销量提升，促销活动严格围绕销量来规划。,特通,作为区域最重点的渠道来操作，以学校、工厂、网吧、运动场、景点等竞品月销量高于,20,箱的网点作为拓展重点，尽可能通过排它条款进行合作，费用投入方式以搭赠及现金,奖励为主，目标使区域特通销量达到总量的,15%,以上。,餐饮,广州、中山、珠海、佛山等城市进行餐饮店的开发，农村市场不作为开发重点，餐饮店,以湘菜、川菜、火锅店为主，合作方式尽可能通过排它条款进行，非排它条款的单箱费,用投入按高于竞品,20%,的费用标准进行，建立一种强势的压倒性优势。,小店,重点城市市场以旺区、旺点进行开发，派业务人员维护，按通路精耕的策略操作。农村,市场一般不派业务人员进行网点维护，由区域批发商进行产品分销及跟进，业务人员进,行促销安排、指导和监督。,4,、团购策略,鼓励业务人员利用机会拓展团体采购客户，团购统,一标准为：,1,、货量：,50,箱（含）以上,2,、价格：,68,元,/,箱,3,、策略：全包费用不超过,8,元,/,箱,5,、产品策略,产品以普通单罐装、十二罐礼盒标准装、六罐量贩,装三种形式同时并存，其中本区域以十二罐礼盒标,准装作为核心产品包装，应用于全渠道的推广，目,的是让我们十二罐装变成常规包装，使竞品无法干,扰，变成我们的杀手锏。,2021年销售行政方案,区经理,1,名,粤西办,经理,1,名,广州办,经理,1,名,粤北办,经理,1,名,助理,1,名,助理,1,名,助理,1,名,助理,1,名,佛山站,主任,1,名,五邑站,主任,1,名,茂湛站,主任,1,名,白云站,主任,1,名,肇庆组,主管,1,名,市区组,主管,1,名,江门组,主管,1,名,台开组,主管,1,名,阳江组,主管,1,名,新会组,主管,1,名,海南组,主管,1,名,茂名组,主管,1,名,徐闻组,主管,1,名,湛江组,主管,1,名,白云,1,组,主管,1,名,白云,2,组,主管,1,名,白云,3,组,主管,1,名,天河站,主任,1,名,天河,1,组,主管,1,名,天河,2,组,主管,1,名,中珠站,主任,1,名,三水组,主管,1,名,顺德组,主管,1,名,中山组,主管,1,名,珠海组,主管,1,名,斗门组,主管,1,名,文员,1,名,文员,1,名,文员,1,名,文员,1,名,海珠站,主任,1,名,番禺站,主任,1,名,增城站,主管,1,名,KA,站,主任,1,人,文员,1,名,文员,1,名,海珠,1,组,主管,1,名,海珠,2,组,主管,1,名,文员,1,名,文员,1,名,文员,1,名,黄埔组,主管,1,名,增城组,主管,1,名,新塘组,主管,1,名,KA,主管,1,名,便利店,BC,主管,1,名,花从站,主任,1,名,清远站,主任,1,名,韶关站,主任,1,名,花都组,主管,1,名,从化组,主管,1,名,清远组,主管,1,名,贺州组,主管,1,名,城区组,主管,1,名,外围组,主管,1,名,郴州组,主管,1,名,文员,1,名,文员,1,名,文员,1,名,文员,1,名,越秀组,主管,1,名,芳村组,主管,1,名,上番禺组,主管,1,名,下番禺组,主管,1,名,市桥组,主管,1,名,1,、广东一区销售人员架构及编制,1,、广东一区销售人员架构及编制,办事处,城市经理,销售主任,销售主管,高级业务,业务代表,助理,/,文员,小计,广州办,1,人,5,人,7,人,21,人,35,人,6,人,75,人,粤北办,1,人,4,人,8,人,21,人,36,人,5,人,75,人,粤西办,1,人,4,人,14,人,54,人,72,人,5,人,150,人,合计,:,3,人,13,人,29,人,96,人,143,人,17,人,300,人,总人数300人,其中直接效劳终端的一线作业人员达80%。,2,、广州办事处作业人员编制,广州办事处,经理,1,名,天河站,销售主任,1,名,海珠站,销售主任,1,名,番禺站,销售主任,1,名,增城站,销售主管,1,名,助理,1,名,文员,1,名,文员,1,名,文员,1,名,文员,1,名,天河一组,主管,1,名,天河二组,主管,1,名,越秀组,高代,1,名,海珠一组,主管,1,名,海珠二组,高代,1,名,上番禺组,主管,1,名,下番禺组,高代,1,名,市桥组,主管,1,名,增城组,高代,1,名,新塘组,高代,1,名,黄埔组,高代,1,名,高代,1,人,业代,3,人,高代,1,人,业代,3,人,业代,3,人,高代,1,人,业代,2,人,高代,2,人,高代,2,人,业代,3,人,业代,2,人,芳村组,高代,1,名,业代,2,人,业代,2,人,业代,3,人,业代,4,人,业代,2,人,业代,1,人,KA,站,销售主任,1,人,KA,组,主管,1,名,便利,BC,组,主管,1,名,高代,4,人,文员,1,名,高代,3,人,业代,3,人,业代,2,人,2,、广州办事处作业人员编制,工作站,区域,经理,主任,主管,高代,业代,助理,/,文员,小计,KA,站,广州,KA,1,1,1,4,3,2,12,BC,便利,0,0,1,3,2,0,6,小计,1,1,2,7,5,2,18,天河站,天河一组,0,1,1,1,3,1,7,天河二组,0,0,1,1,3,0,5,越秀组,0,0,0,1,3,0,4,小计,0,1,2,3,9,1,16,海珠站,海珠一组,0,1,1,1,2,1,6,海珠二组,0,0,0,1,2,0,3,芳村组,0,0,0,1,2,0,3,小计,0,1,1,3,6,1,12,番禺站,上番禺组,0,1,1,2,3,1,8,下番禺组,0,0,0,1,4,0,5,市桥组,0,0,1,2,3,0,6,小计,0,1,2,5,10,1,19,增城站,增城组,0,1,0,1,2,1,5,新塘组,0,0,0,1,2,0,3,黄埔组,0,0,0,1,1,0,2,小计,0,1,0,3,5,1,10,合计,1,5,7,21,35,6,75,3,、粤北办事处销售人员架构及编制,粤北办事处,经理,1,名,白云站,销售主任,1,名,花从站,销售主任,1,名,清远站,销售主任,1,名,韶关站,销售主任,1,名,助理,1,名,文员,1,名,文员,1,名,文员,1,名,文员,1,名,白云一组,主管,1,名,白云二组,主管,1,名,白云三组,高代,1,名,花都组,主管,1,名,清远组,主管,1,名,贺州组,主管,1,名,城区组,主管,1,名,外围组,主管,1,名,郴州组,主管,1,名,高代,3,人,业代,3,人,高代,3,人,业代,3,人,高代,2,人,业代,4,人,高代,3,人,高代,2,人,高代,1,人,业代,3,人,高代,2,人,业代,3,人,从化组,高代,1,名,业代,3,人,业代,4,人,业代,6,人,高代,2,人,业代,4,人,高代,1,人,业代,3,人,3,、粤北办事处销售人员架构及编制,工作站,区域,经理,主任,主管,高代,业代,助理,(,文员,),小计,白云站,白云,1,区,1,1,1,3,3,2,11,白云,2,区,0,0,1,3,3,0,7,白云,3,区,0,0,0,3,4,0,7,小计,1,1,2,9,10,2,25,花从站,花都,0,1,1,3,4,1,10,从化,0,0,0,1,3,0,4,小计,0,1,1,4,7,1,14,清远站,清远区域,0,1,1,2,6,1,11,贺州区域,0,0,1,1,3,0,5,小计,0,1,2,3,9,1,16,韶关站,韶关城区,0,1,1,2,3,1,8,韶关外围,0,0,1,2,4,0,7,郴州区域,0,0,1,1,3,0,5,小计,0,1,3,5,10,5,20,合计,1,4,8,21,36,5,75,4,、粤西办事处作业人员编制,粤西办事处,经理,1,名,佛山站,销售主任,1,名,五邑站,销售主任,1,名,茂湛站,销售主任,1,名,中珠站,销售主任,1,名,助理,1,名,文员,1,名,文员,1,名,文员,1,名,文员,1,名,市区组,主管,1,名,顺德组,主管,1,名,三水组,主管,1,名,阳江组,主管,1,名,江门组,主管,1,名,海南组,主管,1,名,湛江组,主管,1,名,雷州组,主管,1,名,中山组,主管,1,名,珠海组,主管,1,名,高代,4,人,业代,4,人,高代,3,人,业代,3,人,高代,2,高代,2,人,高代,4,人,业代,6,人,高代,5,人,高代,2,人,高代,9,人,业代,5,人,台开组,主管,1,名,高代,4,人,业代,6,人,业代,4,人,业代,8,人,高代,4,人,高代,7,人,业代,6,人,业代,7,人,业代,4,人,肇庆组,主管,1,名,业代,4,人,高代,4,人,业代,7,人,阳春组,主管,1,人,高代,1,人,业待,2,人,茂名组,主管,1,人,高代,3,人,业代,6,人,4,、粤西办事处作业人员编制,工作站,区域,经理,主任,主管,高代,业代,助理,/,文员,小计,佛山站,市区组,1,1,1,4,4,2,13,顺德组,0,0,1,3,3,0,7,三水组,0,0,1,2,4,0,7,肇庆组