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某食品生產企業網絡營銷咨詢案
2015-08-01 22:53:08 作者:李朝輝 瀏覽次數:389


咨詢類型

民營企業/傳統行業/互聯網再造

企業概況 

航空港區某紅棗專業合作社,注冊資本50萬元,員工10人,主要在本地及新疆收購紅棗及相關產品,進行清洗包裝后批發給各市場門店銷售,年銷售額200多萬元。

客戶問題

因缺乏合適的銷售渠道,公司銷售額一直在200萬元左右徘徊,跟業內標桿好想你有很大的差距,如何在競爭激烈的紅棗市場找到自己位置,提升銷量、擴大規模,成為客戶面臨的首要問題。

問題分析

公司出現的問題,其實質是傳統營銷的思路已經不能適應企業發展的需要,主要表現為:

1、相同的模式已經有多個企業在競爭。以好想你為首的紅棗企業狹品牌加盟優勢,在各地攻城略地,提前布局,已將把紅棗市場視為自己領地,市場競爭極為激烈,是一個典型的紅海市場;

2、企業自身資源和能力不具備在紅海市場競爭的可能性。作為一家新創立紅棗企業,無論是資金實力、品牌實力、團隊實力都無法同現有公司相比,如果正面同現有企業展開競爭,企業自身壓力較大,無法保證競爭的持續;

3、企業自身產品差異化并不是特別明顯。紅棗作為一個高度同質化的產品,河南做出差異化的創新。加上企業自身生產可以條件,不具備大規模差異化的可能性,與市場上其它企業沒有特別的競爭優勢;

4、傳統營銷的套路無法在該企業身上得到很好的運用。降價、促銷等手段短期內有一定效果,但卻很容易傷及企業自身,可能市場還未打開,企業自身已經陷入瀕臨倒閉的境地。

咨詢處理

項目啟動后,河南卓盟咨詢項目組采取了以下措施:

步驟一:對紅棗行業進行系統化的研究和梳理,研究行業演變的趨勢,消費者消費習慣,現有競爭的烈度和形式,整個價值鏈的分布等,標桿企業崛起的過程等;

步驟二:深入分析后提出將企業銷售從線上往線上轉移,從經銷商銷售改為直銷。借助互聯網的趨勢,實現線下銷售到線上轉變;

步驟三:設立電商部,總經理親自負責。在淘寶網搭建自身銷售平臺,招聘網絡銷售人員,制定網絡推廣策略,拍攝相關圖片,更新相關產品,開發出適合網絡銷售的系列產品;

步驟四:明確網絡銷售的業務流程和管理流程,包括年度業務計劃制定流程、網絡市場活動管理流程、產品郵寄發貨流程、人力資源招聘和績效考核流程等;

步驟五:建立了一些管理制度,如網絡銷售值班制度、值班制度、財務結算制度、銷售的周報和月報制度等。

咨詢效果

效果一:通過我們大量的工作,協助建立了一支以網絡為主的銷售團隊,并理順了企業內部的組織架構,建立了相關的流程和制度;

效果二:項目結束后企業實現網絡銷售1800多萬元,銷售增加了近9倍,線上人員30多人,從無到有,從一家傳統線下企業徹底轉型為一家互聯網銷售企業;

效果三:雙方繼續合作,進行內部管理流程更新、組織人員管理、發展方向梳理等相關工作。


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