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第九掌:产品覆盖面不到位怎么办?案例:啤酒产品属于密集分销的市场范畴,要求渠道、终端的可见度越高越好。特别是在厂家设立的经销商为数不多的市场区域内,如果产品的履盖面不够,消费的点名率不高,则很难引起分销渠道的注意,市场的销售现状则很难改变。亨利酒水是某一啤酒品牌在B区域市场的经销商,其经营该品牌啤酒有3年多的历史,在这段时间里,该品牌啤酒在B市场从无到有,亨利酒水也是给企业做出了一定的业绩。2003年厂家为了配合亨利酒水进一步提高经营业绩,给予其配备了相应的业务人员,协助其进行市场开发工作,工作的重点首先是销售终端,这样不仅能够稳定市场价格,而且可以保证经销商获得相对较高的获利能力。开始亨利酒水给予积极的配合,市场也略有起色,可是随着终端范围的扩大,经销商的商品配送能力表现出不足,市场服务工作开始滞后,断货现象时有发生,另外有的生意不错的欠款大户,亨利酒水从降低资金风险角度考虑,开始退出经营。为了改变这种现状,厂家业务人员建议其发展分销网络,可亨利酒水从自身利益出发,害怕因其他经销商的加盟,导致产品价格透明,不愿采取这样
The ninth palm: product coverage is not in place how to do? Case: beer products are intensive market areas, channel requirements, the higher the visibility of the terminal better. Especially in one of the few market areas where the dealership is set up, if the product coverage is not enough and the rate of consumption is not high, it is hard to cause the attention of distribution channels and the sales status of the market is hard to change. Henry Wine is a beer brand in the B regional market dealers, the brand beer operation of its more than three years of history, during this period, the brand of beer in the B market from scratch, Henley drinks are also to the business to do Out of a certain performance. 2003 manufacturers in order to cooperate with Henley drinks to further improve business performance, to be equipped with the appropriate business staff to assist them in market development, the focus of the work is the first sale of the terminal, so not only to stabilize the market price, but also to ensure that dealers get relative Higher profitability. Henry began to give a positive drink, the market also slightly improved, but with the expansion of the terminal area, the dealer’s product delivery capacity showed inadequate, market services began to lag, out of stock phenomenon sometimes, and some good business Of the arrears large, Henry drinks from reducing the risk of capital considerations, began to withdraw from business. In order to change the status quo, the manufacturer’s business staff suggested that the development of distribution networks, but Henry’s sake from their own interests, fear of joining other dealers, resulting in product prices transparent, unwilling to take this