Summary of FMCG supervisor's work 1 I started work on April 20xx 14, and it has been half a month now. Although the time is short, it has benefited me a lot. During this period, through the training of company system, cultural concept and product knowledge, I gradually got a brand-new understanding and understanding of the company, and through the recent "1000 stores and 100 stores" survey, I became familiar with the products, article numbers, prices, and more importantly, the geographical environment and shopkeepers, laying a good foundation for future visits. The following is a short summary of recent work.
I. Performance review
1. We visited 276 stores such as Sanqiao Village, Heping Village, Vehicle Factory, Wang Si Village and Fenghe Road in the western suburbs through the general survey in recent 10 days.
2. I ordered more than 4000 at the time of census.
Second, performance analysis
(1) Positive factors contributing to performance:
1, the correct decision of leaders and the enthusiastic help of colleagues, plus their own efforts and exploration and summary. Through the visit to the storefront, I became familiar with the terrain of the area under my jurisdiction, and then divided the routes of the area under my jurisdiction, which improved the efficiency of the visit.
2. Constantly explore the communication methods of FMCG customers, so that customers can not only know more about the products, but more importantly, affirm the salesmen themselves.
3. Use the promotional activities of various products of the company to improve the visibility and reputation of products and promote the sales of various single products.
(2) Negative factors that hinder sales:
1. As a newcomer to the company, I have a short time and my business is not good, so I can't make a good positioning and forecast for products, suppliers, distributors and customers.
2. Handover is delayed or even absent due to the turnover and communication of business personnel, which leads to the loss of customers and even leads to the distrust and disgust of customers for our business.
3. The price between dealers and the competition in sales areas make the market a little confused.
4. Sometimes the delivery is not timely, especially for small and medium-sized customers, and the order is delayed or even not delivered, which leads to customer complaints and leads our sales staff to lose faith in customers.
Because the dealer has the right to deliver goods, some activities cannot be carried out without the distribution of promotional items or gifts. In the previous stage of work and study, I was able to abide by the company's rules and regulations, do my own job seriously, and finish the work arranged by the leaders on time. But I also found my own shortcomings in my work, and I was not careful enough in some details. Therefore, I should always remind myself to correct my own shortcomings, strengthen my business study, and strive to improve my own quality, so that I can be competent and improve my work efficiency in the future. I am confident to do a good job and make greater achievements for the company's' development'!
Reporter: xxx
Summary of FMCG Supervisor's Work 2 I. Sales Concept
I agree with Coca-Cola's concepts of 3a and 3p:
Before 1995, Coca-Cola always followed the market principle of 3a, that is, "affordable, available and willing to buy when excited". This strategy was in line with the actual situation in China at that time, and it was necessary to build a nationwide network to reduce costs, reduce prices and improve the reputation of products. With the improvement of living standards and the development of Coca-Cola in China, Coca-Cola has created a new three-person principle in marketing, that is, pervasive-making Coca-Cola products readily available. Price relative to value-Coca-Cola's products must be worth the money. First choice-let Coca-Cola products become the first choice in consumers' minds. The significance of 3p strategy is to make more consumers have more impulse to buy Coca-Cola products, which is an important distribution strategy of Coca-Cola. From 3a to 3p, we can see the promotion of Coca-Cola's distribution value concept. For example, "available" means that Coca-Cola products can be bought, while "ubiquitous" emphasizes the extent to which Coca-Cola products can be "available" everywhere; "Affordability" exaggerates that products are cheaper under the condition of ensuring quality, while "value for money" tends to provide better products at the same price;
"Willing to buy" means that consumers are willing to buy Coca-Cola products under the condition of ensuring quality, but they may still choose other brands of drinks. "Having a soft spot" often becomes the first choice of beverage brands in consumers' minds. Therefore, from 3a to 3p, to some extent, it shows the strategic concept of a leading brand-pursuing the "brand loyalty" of consumers. Coca-Cola's planning based on the principle of 3p marketing is guided by 3p. It is worth noting that the company has adopted eight different marketing schemes within the framework of 3p:
1, widely distributed. They divide the market into supermarkets, food stores, stations, wholesalers, schools and so on. According to their importance, set distribution targets respectively, and quickly distribute products to various retail channels, so that consumers can buy their own products in the most convenient places.
2. Effective and vivid. They implemented effective shelf management, placing new products next to their main competitors and in the best position that consumers can reach-between their shoulders and hips. At the same time, ensure sufficient inventory and display, and each commodity has a name and price tag. They found that this will make consumers know the product information timely and correctly, and they will have a stronger buying hobby.
3. Widely use and sell advertising products. Choose in-store advertisements, such as posters, flags, price tags, exhibition stands, etc. at various retail outlets to form a powerful marketing offensive and deliver new products to consumers quickly and effectively.
4. Giant display. Select representative retail outlets, and set up floor-to-floor exhibitions of at least 50 cases, so that their products have the image of leading brands in the store, which are prominent and conspicuous for consumers to recite immediately.
5. Unforgettable model shop. Select representative retail outlets, establish a certain number of shops with outstanding upper hand and leading image, strengthen the reputation of products and attract consumers' attention.
6. Continuous tasting process. Recruit a certain number of promoters, choose the main channels, and conduct large-scale test water flow on weekends and holidays.
7. Actively promote traffic. Cooperate with tasting to carry out various forms of promotional traffic that consumers can't refuse, such as reducing prices, giving fancy small gifts and encouraging large purchases. To enhance consumers' love for new products.
8. Accurate price. Let all channels have fair profits, have the enthusiasm to operate their own products, and let consumers be willing to buy. It can be said that Coca-Cola has formulated and implemented a set of marketing strategies with the concept of "3p", so that deus ex can gain a foothold in the market.
There is a saying: everyone eats differently when they rob fat cows. The philosophy of "threesome" is just a kind of "eating"; If business operators can get inspiration from it, they may be able to make ends meet. The final advice is: marketing should not be refurbished every day, and finding a correct business philosophy is the treasure to win.
Second, the channel.
1, circulation (the real channel to make money)
2. Hypermarkets and direct flagship stores (big product image, channels for activities and publicity, and few businesses making money)
Three. Imported food trademark
There is no hard and fast legal requirement on whether the food imported from abroad has a registered trademark in China. As long as it meets the requirements of the quality inspection department, the relevant procedures can be imported, but Chinese labels are necessary. My suggestion is that if you want to make this honey into a brand, you can register a trademark.
A complete year-end summary includes three parts, one is the achievements made in the past year, the other is the analysis and summary of the work in the previous year, and the third is the plan or prospect for the new year.
I. Achievements of the past year
Looking back on the main achievements of the past year, we should put the ones that are beneficial to the overall market development of the company first, and list them selectively in the order from big to small and from heavy to light, but not too much, which will easily become redundant.
Second, analyze and summarize the work of the previous year.
First of all, this year's overall market environment is summarized, such as changes in industry market capacity, brand concentration and competitive situation, changes in market share ranking of competing products, changes and characteristics of channel models, changes and characteristics of terminal types, changes in consumer demand, and characteristics of regional markets. The purpose is to understand the current situation and development trend of the overall market environment and grasp the pulse of the market environment.
Secondly, the performance of the main competing products in the market is deeply analyzed from the aspects of product series, price system, channel model, terminal image, promotion, advertising, marketing team and strategic partners. , so as to know yourself and know yourself. The purpose is to find the excellent marketing model of benchmarking enterprises, and tap the gap and deficiency between themselves and benchmarking enterprises. Finally, it summarizes and analyzes its own marketing work, including data, target market share, product mix, price system, channel construction, sales promotion, brand promotion, marketing organization construction, marketing management system, salary incentive and so on. Swot analysis should be made for key projects, so as to be comprehensive and systematic. The purpose is to extract the key problems, analyze the initial reasons, and then it is possible to formulate corresponding solutions.
Three. Marketing work plan for the new year
The third part of the fast-moving year-end summary is actually a systematic and comprehensive planning and deployment of the overall marketing work of the enterprise in the new year. But we should also understand that year-end summary is not a marketing plan, but a strategic work idea based on annual analysis and summary. A detailed marketing plan needs to be broken down into quarters or months, and only in this way can it be of practical significance.