酒业咨询项目建议书

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1、河南宋河酒业有限公司咨询服务项目清单〔目录〕一、企业内部诊断及市场考察·······································································2二、全线产品梳理及品牌规划服务·······························································2三、新产品服务·····························································································

2、····2四、老产品改造与提升服务············································································3五、直分销模式形成及辅导运营···································································4六、营销组织系统改造····················································································5七、协助企业建立市场部门，并实施

3、辅导····················································6八、设计支持·····································································································6九、2007年度营销规划、品牌规划、营销预算方案····································7十、日常顾问服务·······················································

4、······································7十一、培训计划及落实····················································································8项目时间计划·································································································10一、企业内部诊断及市场考察服务内容：咨询项目组将深入企业、区域销售组织进行全方位调查诊断，并对企

5、业重点区域市场进行深入考察，考察情况将会汇集成组织内部诊断及市场考察报告，此报告将会向企业分析目前组织及市场上存在的问题，并提出远景对企业核心问题的界定及解决思路，明确咨询项目整体运作的方向。服务成果：《企业内部诊断报告》及《宋河酒业市场诊断报告》预期效果：1)进一步明确企业内部存在问题，以设计正确的解决方案；2)明确市场中所面临的真实问题，为后期解决问题提供依据；3)帮助企业对市场竞争格局进行深入研究，明确市场机会；二、全线产品梳理及品牌规划服务服务内容：1)品牌定位与产品线梳理（根据市场考察情况，分析企业目前的竞争格局，确定品牌定位及品牌价值，梳理出主力产品）；2

6、)各品牌发展方向明确；三、新产品服务1)新产品开发（根据考察情况确定主力品种，开发相应产品，进行消费者测试）；2)部分主力产品包装设计及包装制作监控；3)广告片制作商辅助选择及制作监控；4)媒介计划的制定与辅导；5)招商策略的制定与执行辅导（针对开发的新品，制定相应的产品招商政策与招商策略）；6)招商会议的辅助执行；7)重点市场产品推介会策划及辅助实施；1)各阶段促销政策的执行方案细则及执行辅导；2)旺季事件活动的执行计划及执行辅导；3)重点市场阶段性的诊断评估及策略建议。服务方式：1)全程参与企业重大营销事件的策划、执行及监控工作；2)辅助企业进行媒体谈判、媒介计划

7、的制定及广告制作的监控工作；3)制定新产品不同推广阶段的市场方案及执行细则文本，并追踪、纠偏及评估；4)监控并分析每月产品推广的市场表现，给予相关的评估及修正建议。预期效果：1)协助企业提升主力品牌知名度、产品力；2)招聘强势经销商，提升整体市场的网络综合能力；3)实现各阶段市场目标及销售目标。四、老产品改造与提升服务服务内容：1)老产品诊断及梳理，确定系列老产品运作模式；2)老产品阶段性销售促销提升方案设计（春节促销方案、淡季来临压货方案、消费者促销等）；3)老产品相关平面设计支持；服务方式：1)参与系列老产品促销方案设计工作；2)老产品促销方案执