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1、河南宋河酒業(yè)咨詢服務項目建議書河南宋河酒業(yè)有限公司 咨詢服務項目清單〔目錄〕一、企業(yè)內(nèi)部診斷及市場考察·······································································2二、全線產(chǎn)品梳理及品牌規(guī)劃服務·······························································2三、新產(chǎn)品服務··································································
2、·······························2四、老產(chǎn)品改造與提升服務············································································3五、直分銷模式形成及輔導運營···································································4六、營銷組織系統(tǒng)改造······························································
3、······················5七、協(xié)助企業(yè)建立市場部門，并實施輔導····················································6八、設計支持僅供遠景咨詢公司及宋河酒業(yè)高層人員參閱-11-河南宋河酒業(yè)咨詢服務項目建議書·····································································································6九、2007年度營銷規(guī)劃、品牌規(guī)劃、營銷預算方案···········
4、·························7十、日常顧問服務·····························································································7十一、培訓計劃及落實····················································································8項目時間計劃··············································
5、···················································10僅供遠景咨詢公司及宋河酒業(yè)高層人員參閱-11-河南宋河酒業(yè)咨詢服務項目建議書一、企業(yè)內(nèi)部診斷及市場考察服務內(nèi)容：咨詢項目組將深入企業(yè)、區(qū)域銷售組織進行全方位調(diào)查診斷，并對企業(yè)重點區(qū)域市場進行深入考察，考察情況將會匯集成組織內(nèi)部診斷及市場考察報告，此報告將會向企業(yè)分析目前組織及市場上存在的問題，并提出遠景對企業(yè)核心問題的界定及解決思路，明確咨詢項目整體運作的方向。服務成果：《企業(yè)內(nèi)部診斷報告》及《宋河酒業(yè)市場診斷報告》預期效果：1)進一步明確
6、企業(yè)內(nèi)部存在問題，以設計正確的解決方案；2)明確市場中所面臨的真實問題，為后期解決問題提供依據(jù)；3)幫助企業(yè)對市場競爭格局進行深入研究，明確市場機會；二、全線產(chǎn)品梳理及品牌規(guī)劃服務服務內(nèi)容：1)品牌定位與產(chǎn)品線梳理（根據(jù)市場考察情況，分析企業(yè)目前的競爭格局，確定品牌定位及品牌價值，梳理出主力產(chǎn)品）；2)各品牌發(fā)展方向明確；三、新產(chǎn)品服務1)新產(chǎn)品開發(fā)（根據(jù)考察情況確定主力品種，開發(fā)相應產(chǎn)品，進行消費者測試）；2)部分主力產(chǎn)品包裝設計及包裝制作監(jiān)控；3)廣告片制作商輔助選擇及制作監(jiān)控；4)媒介計劃的制定與輔導；5)招商策略的制定與執(zhí)行輔導（針對開
7、發(fā)的新品，制定相應的產(chǎn)品招商政策與招商策略）；6)招商會議的輔助執(zhí)行；7)重點市場產(chǎn)品推介會策劃及輔助實施；僅供遠景咨詢公司及宋河酒業(yè)高層人員參閱-11-河南宋河酒業(yè)咨詢服務項目建議書1)各階段促銷政策的執(zhí)行方案細則及執(zhí)行輔導；2)旺季事件活動的執(zhí)行計劃及執(zhí)行輔導；3)重點市場階段性的診斷評估及策略建議。服務方式：1)全程參與企業(yè)重大營銷事件的策劃、執(zhí)行及監(jiān)控工作；2)輔助企業(yè)進行媒體談判、媒介計劃的制定及廣告制作的監(jiān)控工作；3)制定新產(chǎn)品不同推廣階段的市場方案及執(zhí)行細則文本，并追蹤、糾偏及評估；4)監(jiān)控并分析每月產(chǎn)品推廣的市場表現(xiàn)，給予相關的
8、評估及修正建議。預期效果：1)協(xié)助企業(yè)提升主力品牌知名度、產(chǎn)品力；2)招聘強勢經(jīng)銷商，提升整體市場的網(wǎng)絡綜合能力；3)實現(xiàn)各階段市場目標及銷售目標。四
