Management Of Cigarette Brand Listing Rate

The OTC listing rate is an important indicator to measure brand cultivation. It is generally believed that only a high OTC listing rate can lead to a high sales volume. However, the OTC listing rate is a "double-edged sword". In practice, the higher the OTC listing rate, the better. 1、 Influencing factors of OTC listing rate As the link and bridge between industrial enterprises and retail customers, commercial companies are not completely able to control the level of product listing rate. The established or uncertain factors from all aspects will affect the listing rate to a certain extent. 1. Industrial enterprise factors The launch of new products is mainly driven by industrial enterprises, while commercial enterprises only play an auxiliary role. The market cost, support and policy support of manufacturers will directly affect the product listing rate. However, the requirements of the manufacturer's marketing personnel on the OTC listing rate are generally high. As the customer manager, the countermeasures are: first, we hope that the company can communicate with the manufacturer's marketing personnel in a timely manner, or make suggestions or discuss plans, so as to obtain more policy support from industrial enterprises; The second is to report the situation in time, or demonstrate in written form, or invite industrial enterprises to investigate the situation on the spot, strive for resource support, and improve the OTC listing rate; The third is to skillfully express unrealistic situations for unreasonable listing rate requirements. Among them, we can take the soft drag of "Yin Fengyang Violation" or take the circuitous tactics of avoiding the heavy and taking the light, select one or two small markets that have little impact on the overall market as a pilot, let the marketing personnel of industrial enterprises become "angry" at the high OTC listing rate, and change the unrealistic thinking. 2. Factors of commercial enterprises On the one hand, commercial enterprises' lack of attention to products, unreasonable product structure management, weak product strength and poor relationship with retailers will all lead to the realization of the target of listing rate; On the other hand, too high expectations of a brand or product, or retailers who have just acted as agents for other brands, unconditional implementation of industrial enterprises, will lead to out of control listing rate. For customer managers, positive measures should be taken: first, strengthen communication with retailers, and adjust the company's product structure according to the region; The second is to properly control the product listing rate, and pay attention to making progress while maintaining stability and not rushing for success; The third is to adjust the mentality, put the company and large enterprises on an equal footing, and achieve relaxation and steady operation. 3. Factors of cigarette network marketing personnel As the cigarette products are put on the market, the cigarette network team of commercial enterprises is finally required to carry out the implementation. The reward and punishment policy for cigarette online marketing personnel will affect the implementation of the policy and also affect the OTC listing rate. For customer managers, they must keep a normal attitude, and the reward policy should be used skillfully, so as not to be confused by the interests. 4. Market factors Retailers naturally refuse to accept the unpopular brand products, which will inevitably lead to low listing rate; For best-selling brand products, retailers will naturally chase for goods, which will lead to high listing rate. For the customer manager, the coping methods are as follows: first, for the unsalable products, give more benefits to the retailers. It is suggested that the manufacturer should provide more support from pricing and promotion to improve the enthusiasm of the retailers for listing on the OTC market; For best-selling products, the channel operation mode of dividing products (categories, varieties) into fixed points (outlets) ensures a high listing rate, and does not lead to a high listing rate due to out of control. 5. Policy factors The tobacco industry is a special industry, which is greatly affected by policies and does not follow the market completely. For example, the industry proposes "two leaps", which makes most cigarette industrial enterprises in the country strengthen sales outside the province, and commercial enterprises increase the proportion of cigarette sales outside the province, which will cause significant changes in the market pattern. As a customer manager, for the influence of policy factors, first, strengthen publicity; Second, do a good job in daily customer relationship management; Third, actively strive for more resources to support. 2、 Specific measures for OTC listing 1. Location selection Shopping malls are like battlefields, and peers are like enemies. This sentence seems to exist forever for cigarette retailers. Therefore, customer managers should set up a targeted layout according to their own knowledge. In general, the stores close to the left and right are not available on the counter, but those separated from the door are acceptable; The store across the street is not available on the counter. It's OK to stay away from each other. 2. Retail choice The customer manager must strengthen daily management and be familiar with the professional ethics of retail customers. Retailers who usually have poor relationships and have always been "selling goods at low prices" should not be listed as new products. 3. Variety selection In order to ensure that OTC management can promote overall sales, customer managers should adopt the practice of putting different types of customers into different grades of brands. For example, for high-end high-end cigarettes, the listing rate is generally not high, and the requirements for selecting customer categories are high. 4. Number of OTC listings Volume control has always been an important means of new product launch. According to the daily management, properly control the purchase volume of different types of customers. 5. Promotion support Promotion support is an important factor affecting the OTC listing rate. Different strategies should be adopted for different types of customers. The ultimate goal is to ensure the OTC listing rate and the success of brand cultivation.