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    Home > Coatings News > Paints and Coatings Market > Marketing: what should you do at the end of the year

    Marketing: what should you do at the end of the year

    • Last Update: 2020-04-03
    • Source: Internet
    • Author: User
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    Core tip: the end of the year is an important period for coating enterprises and coating distributors to summarize and plan The coating enterprises should plan the development goals of the next year according to the market situation, and make strategic development adjustments The coating distributors should do a good job in product ordering, stock and other work, and also summarize and review their own business situation in the past year, and look forward to the new planning of the next year The new goal, connecting the past and the future, will lay a solid foundation for a better start of the new year Then, what should paint dealers be busy with? The inventory goal is achieved The achievement of sales target is the most basic requirement for the survival and development of paint dealers, with the least Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 Home of coatings: The end of the year is an important period for coating enterprises and coating distributors to summarize and plan The coating enterprises should plan the development goals of the next year according to the market situation, and make strategic development adjustments The coating distributors should do a good job in ordering products, preparing goods, etc., and also summarize and review their own business situation in the past year, and look forward to the new plans and goals of the next year Before and after the start, to better start the new year, lay a solid foundation, then, what should paint dealers be busy with? Inventory objectives achieved The achievement of sales objectives is the most basic requirement for the survival and development of paint dealers At least, we need to check the actual completion of the following objectives: 1 Sales objectives Whether the annual sales target set at the beginning of the year has been achieved, whether the sales target set by the manufacturer of its own distribution or agency has been achieved, and what is the rate of completion Specifically, the annual sales volume and sales volume of the manufacturer will increase or decrease compared with the previous year Of course, the friends of the paint distributor can further analyze the proportion of the manufacturer in the overall sales volume, and also check it In the past year, whether the goal of new product promotion has been achieved, etc 2 Profit target Some paint dealers often have a concept of sales volume When the sales volume is large, they are very happy, as if they have made a lot of money The sales volume and profit really have something to do with each other As the owner of a paint dealer, we must understand the gross profit rate brought by the manufacturer's products to us and the gross profit of the whole year We should never be confused Because if the owner of a paint dealer can't have a clear profit goal of how much he makes in a year, he can't know how to build a team, expand the market and how to invest in the market in the next year Therefore, it is very important to check whether and how much the profit target of one year has been achieved for the next year's market operation Don't be confused Analysis of the reasons for achieving the goals Many paint dealers have repeatedly repeated "the past story" on some business problems In the final analysis, they have repeatedly made mistakes because they failed to find out the key reasons or core problems that affect the achievement of performance To achieve the analysis goal, we can start from the following aspects: 1 Macro, micro economy and market environment This is an external factor, but it affects the achievement of the goal For example, the introduction of new national laws and regulations, increasingly fierce market competition environment and so on, their impact on the whole coating industry, region and market, whether they have ideas and methods to avoid or find a breakthrough, in order to better meet the general trend, especially the needs of the market 2 From the perspective of 4P Whether the products sold are marketable, whether the categories and specifications are complete, whether the updates are timely, and whether the market performance is competitive From the price level, do you have the right to increase the price and operate the product? Do you have the right to control the price order? Do you have the right to make and implement the price policy In terms of channels, whether the flat, diversified and compound channel mode is adopted, the sales volume and profit contribution of each channel to the enterprise, which channels have been weak in growth, and which channels need to be redeveloped In terms of promotion, whether to adhere to differentiation, whether the promotion form attracts downstream channels and customers, and whether the timing of promotion is appropriate, etc 3 Market support and investment status If a market wants to do well, it must be the result of the joint efforts of coating manufacturers In addition to checking the input, support and effectiveness of the manufacturers to the market, it is also necessary to review whether they have actively invested in the year's market operation according to the research and understanding of the market from their own point of view, and from what aspects they have invested, and the impact on market pulling and sales growth is as follows: What is the form of investment? How does the coating manufacturer cooperate with itself 4 Team performance The composition of team members, including the influence of source, education background, post experience, skills and skills on sales, team's combat effectiveness, execution ability and cooperation ability, should also focus on checking the sales personnel's individual unit production and the market unit production under their jurisdiction Only by improving the individual unit production and market unit production, can a distributor company enter into a virtuous circle and create greater benefits Make annual marketing plan The summary and review is to review the past mistakes and promote the excellent experience The marketing plan of the next year is to timely implement the summary and review and make continuous improvement, so as to achieve the marketing goal of the next year better The annual marketing plan shall cover the following contents: 1 Formulation and decomposition of marketing objectives Combined with the sales target issued by the coating manufacturer and its own new year development plan, formulate its own sales target, including sales target, profit target, product structure target, new product promotion target, etc., which can be 20-30% higher than the target issued by the manufacturer, which will help to better complete the sales task of the coating manufacturer The objectives must be scientifically and reasonably formulated with reference to the market, previous years, product performance, market input, etc after the objectives are formulated, quantitative decomposition shall be carried out to every month The more detailed the decomposition is, the more conducive the objectives will be achieved 2 Marketing 4P strategy For example, in terms of products, what products are new agents, what new categories and prices are introduced, what prices should be set or implemented in combination with the manufacturer's product population positioning, and the products should have their own price bands or levels to avoid playing their own game Channel strategy, which new channels should be developed, which model customers or markets should be established, how to implement standardized and refined operation, and which level should be cultivated and sunk Some paint dealers clearly sink the channel to the countryside when making the new year's marketing plan, and redesign and optimize the channel system for this purpose Promotion strategy, according to the holidays of the year, arrange different content and forms of promotion activities, including promotion budget and implementation time Some paint dealers also separate the advertising from the promotion, increasing the applicable products, time, place, advertising form, budget, etc for advertising Some paint dealers also pay attention to after-sales service, increase service strategy, and clarify the service process, standard, implementation, assessment, etc 3 Team building This is also a very important content Around the marketing goal of the new year, set or optimize the organizational structure and personnel allocation, personnel recruitment and training plan: recruitment time, on duty time, responsible department, assistance department, involving training plan, also including: training time arrangement, content, teacher selection, training form, the above budget, etc 4 System construction According to the marketing plan and market demand of the new year, the rules and regulations should be revised or formulated with the times For example, some paint dealers are troubled by the credit difficulty of downstream channels, which affects the capital turnover They have formulated the standards for credit evaluation and credit of distributors Some paint dealers have also formulated the management regulations on strict market order according to the phenomenon of market fleeing and disorderly price In addition to these behavior systems, it also includes the salary assessment system According to its own development stage, it is necessary to flexibly adopt the salary system suitable for itself, whether the commission system or the performance assessment system, which should be determined according to the actual situation Adjust measures to local conditions -- discuss the development of small and medium-sized paint enterprises to stop returning fake products to the real green information of the same kind; paint enterprises worthy of reference -- Sam's member store mode; paint after-sales service optimization, consumers or "buy" and deep feelings; how small and medium-sized paint enterprises take advantage of Spring Festival holiday consumption; o2o or paint e-commerce another hole · Paint industry integrates into the development of the Internet to promote the prosperity of the industry Paint marketing: not all paint products are suitable for holiday marketing Experiential marketing mode ------ you price it Micro marketing opens the era of precision marketing Paint enterprise culture, focusing on thinking The eight strategies for online marketing of paint enterprises are paint home, which focuses on paint, diatom mud and paint paint, Coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, decoration knowledge and decoration effect map of fire retardant coating,
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