Marketing Plan 2013
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Transcript of Marketing Plan 2013
Pedro Montanez
• Mission Foods es una compana originalmente fundada en California en 1977, y forma parte del grupo Maseca.
• Mission Foods fabrica productos de maiz y harina de alta calidad.
• Es dueña de sus propias fabricas, 20 alrededor de los Estados Unidos
• Tiene distribución directa de sus producto
Como introducir el producto a las bodegas
Enfocandose en las bodegas que predominan clientes Mexicanos y Centroamericanos
Tener una estrategia de ventas , enfocandose en los productos de mayor consumo. Guerrero 80 y 30 count.
Construir conocimiento sobre el producto, Cualidades, virtudes y calidad del producto
Pre-planning and Analysis• Identificar las areas de mayor oportunidades
– Cuentas Mexicanas, centroamericanas y latinos en general
• Maximize sales value and profitability– Reduce cost!
• Be informed of national and holidays programs• Control out of code and out of stock products• Track year to date performance vs. prior year
– Make note of items that impacted your sales• Plan the accounts you want to visit• Know what you need to accomplish at each visit• Know the current sales• Create a target list of accounts with no buyers, including new accounts• Know your distribution and volume goals
Sales Strategy Alignment
• Increase product exposure– Create displays and get additional shelf space
• Crew Drives– Be part of the monthly drives with Mission
members• Secure placements of new products• Make notes on what your competitors are doing –
programs, specials, etc.
Build Product Awareness
• Include new products from the portfolio by association.– If Miller Lite 24 oz. can is carried push the 12
oz bottle 6 pack or visa versa • Push products that “fit” the customer
– If 24 oz. cans move, add other products that are the same size
• Push value items– Make the customer aware that Miller Chill
includes salt and lime (vs. Corona) and Peroni is an upscale European beer vs. Stella Artois
Sales is Simple
• Sales is simple, but not easy• Sales is about one thing: action• If you are active, you will get the results• Discipline is an important ingredient in
your activity• If you are disciplined enough to perform
your actions you will get results • Results = Cash
The Account Visit
• Greet the owner• Check the inventory – in the coolers, but don’t forget to check storage (basement, etc.)• Product in the back room is useless – make sure the account has effective space management and that the product is in the cooler• Check the POS – stickers and posters• Check quality control – ensure fresh product, avoid “out-of-stocks” and “out-of-codes”• Consult with the customer on what they need• Place the order – “no order = no commission”• Profile the issues with each account – credit issues, out-of-code issues, out of stock issues, driver issues, etc.• Make notes on what your competitors are doing – programs, specials, etc.• Share important information with your manager and your key suppliers
MVP – Most Value Products(for General Markets)
Total Order $142.45
2 Cs
$10.60
1 Cs
$10.60
1 Cs
$9.60
1 Cs
$10.50
1 Cs
$19.50
1 Cs
$16.65
1 Cs
$20.30
1 Cs
$17.05
1 Cs
$17.05
2 Cs
$10.60
VIP – Very Important Products(for Ethnic Markets)1 Cs
$10.60
1 Cs
$9.60
1 Cs
$19.50
1 Cs
$17.05
1 Cs
$17.05$26.95
1 Cs
$25.10
1 Cs
$21.15
1 Cs
Total Order $168.20
Beer Analysis by AccountDate:
Salesperson:
Miller Brewing Company Person:
ACC NAME:
# 1 2 3
40 OZ BTL
24/22
OZ
24/*25
OZ
16 OZ CAN
12 OZ CAN
1 BUD LIGHT COORS LIGHT MI LLER LITE
2 BUDWEISER COORS MGD
3 BUD SELECT MOLSON HIGH LIFE
4 CORONA BUD LIME MILLER CHILL
*5 HEINEKEN MOLSON FOSTERS
6 NATURAL I CE KEYSTONE MILK/BEST
7 COLT 45 HURACAN OLD ENGLISH
8 STELLA ATOIS BECK'S PERONI
9 SAM ADAMS OTHER CRAFT LEINENKUGEL'S
10 MONSTER OTHER ENERGY SPARKS
11 ODUL'S COORS NAdddddd,,l;.[s;[[kxs ,aom kqkSHARP'S,l l
12 AGUILA CRISTAL CUSQUENA
“Champions keep playing until they get it right.”
Billy Jean King