The problems faced by the Gaoshan Milk Factory are not complicated, but to put it bluntly, the marketing has not kept up.

Selling things is a science, even in the ancient era of bartering, the big savages still know how good their goods are to express their goods.

Wang Po's sale of melons is the best allusion to marketing skills.

Therefore, as a business, you must know how to promote your own products, and now the market economy is gradually liberalized, and it is no longer the era of the planned economy, when you have a source of goods, and the brother units can vacate for you.

We must keep pace with the times in order not to be eliminated by the market.

After listening to the reports of several people, Guo Yongkun pondered for a while, and quickly specified the corresponding countermeasures.

"Uncle Lai, first of all, we have to 'clarify' one thing, that is, our milk, and those so-called milk in the grassland area, in terms of health and nutrition, there is no difference, let the people understand this matter, change the inherent concept. ”

"That's right. Liu Yonglai bowed slightly, expressing his approval, knowing that he had already taken a countermeasure, and put on a posture of listening carefully.

"I'm going to do this in three steps.

"The first step is to contact the authoritative laboratories of the city's colleges and universities, compare and analyze the milk on the market, and draw a conclusion. ”

"The second step is to contact the major newspapers and reach cooperation with them to report and publicize this conclusion in various forms...... Well, you don't have to be too rigid, like a letter of proof, people don't necessarily like to read it, you can use popular science, 'the benefits of drinking more milk to the human body', 'the processing process of milk', etc., such topics, and integrate this conclusion to edit the copy.

Guo Yongkun paused at this, glanced at a few people, and continued, "The above two steps plan, we don't go to the front of the stage, and we should try to avoid the name of our factory in the news report." ”

The four people next to him looked at each other, and they were a little confused for a while.

"Why?" Liu Yonglai puzzled: "It costs a lot of money to do this, and in the end, I didn't even mention it from our factory, I feel ...... What a waste!"

"It's not that I didn't mention it, it's just that the time hasn't come. ”

Guo Yongkun said: "The common people are not stupid, if the name of our factory keeps appearing in the news newspapers, they will understand that this matter is led by us, from psychology...... Well, if you put yourself in their shoes, wouldn't that be fake? It will give the other party the feeling that they have been bought by us. ”

"And, really. Without waiting for Liu Yong to speak, the other three nodded frequently.

That's right, business operation is not so simple, he just wanted to mention psychology, but he was afraid that a few people would not understand, so he changed his words. Guo Yongkun thought to himself.

A good business planner must understand his customer base and understand their needs and ideas.

"So there's a third step. ”

Guo Yongkun continued, "The above ones are all foreshadowing, serving the third step. When these things are done and consumers have a concept of "equality", we carry out a lot of advertising, newspapers, television, including street flyers, go hand in hand. ”

Even Silougen he has thought about it - after 30 years of companionship, the original intention remains the same, and the people of Hedong drink alpine milk!

That's right, it's the sentimental card that is played.

In the 30 years since the establishment of the Gaoshan Milk Factory, many locals grew up drinking Gaoshan milk, so how can they not have some feelings in their hearts?

It's just that this noisy world has made them forget that part, and what Guo Yongkun has to do is to help them recall it again.

This is the maximization of resources.

Thirty years of companionship is the biggest advantage of Gaoshan Milk Factory, no one has it, and foreign brands are incomparable.

"Tsk...... That's a lot of money. Liu Yonglai was distressed for a while.

I still haven't reversed my mindset. Guo Yongkun smiled and said: "Uncle Lai, there is no one who does business without investment, and don't be afraid of investment, what we want to seize is the market, as long as we can steadily occupy the market share, the little money invested is trivial." ”

"That's what I said......"

"However, good advertising must also be matched with products that can be used, and our packaging is really too inferior. Guo Yongkun continued, "With this opportunity, we want to redesign a logo and a complete set of packaging. The additional equipment cannot be saved. As for the design, Jianlibao has the corresponding talents, and I will arrange them to deal with it. ”

"That's a good idea. Several people were happy.

The so-called back to the big tree is good for the shade, and that's probably the case.

"Finally, and crucially. Guo Yongkun looked around at several people and said, "If you want to firmly grasp customers and make them sticky enough, there is no more effective way than high-quality service." ”

He is ready to use the advanced vision to comprehensively upgrade the thinking mode and marketing methods of traditional old enterprises.

"So I decided to form a new department called ...... Distribution Department. ”

"Delivery?" Liu Yonglai interjected: "Mr. Guo, we have a team responsible for delivery. ”

"Where to send it?" Guo Yongkun asked rhetorically.

"It's those cooperative units, canteens and restaurants. Liu Yong replied.

In fact, this is also their main sales channel now, relying on some old relationships to maintain, store retail or something, alpine milk no longer has any competition.

"That's different. Guo Yongkun shook his head, "This belongs to the distribution of large customers, and what I want to do is the city-wide distribution for ordinary people." Think about it, wouldn't it be nice to wake up in the morning and the milk was already on your doorstep?"

How do you do that?

Several people looked at each other, dumbfounded.

That's right, it's cool, but the specific operation is not simple, how much manpower and material resources do you have to invest?

Hedong is really not small, even if you drive a car around the city, it will take at least a whole morning, or if you don't turn off the engine.

"Mr. Guo, I'm afraid this plan will be difficult to implement. And with all due respect, if we really send it like this, we don't think we will even be able to recover the cost of a bottle of milk. Lu Qingdong, chief of the supply and marketing section, said.

"A bottle of milk can't be earned, so what if it's 10,000 bottles or 20,000 bottles?" Guo Yongkun asked rhetorically.

"This ......" Lu Qingdong was speechless for a while, in fact, he wanted to say: How is it possible?

Guo Yongkun had already seen the idea from his expression, and said with a smile: "Nothing is impossible, there are millions of permanent residents in Hedong City, among which there are tens of thousands of families who can afford to drink milk, and it is not rare to deliver tens of thousands of bottles of milk a day." ”

But we think it's so rare! The four of you here, you look at me, I look at you, and they don't know what to say. It always feels a little whimsical.

"Let's talk about my specific plans. ”

Guo Yongkun snapped his fingers and said: "This plan is interlocking with the previous plan, and when the people's concept is reversed, we win a group of customers with the feelings of the local old factory, and then take the opportunity to launch a new package of products, you can carry out a new service - monthly subscription." ”

"Monthly subscription?" Several people present were all dazzled, if it could really be like this, it would be cool.

"I'm sure you've imagined the benefits of this service. Guo Yongkun chuckled: "It can maximize consumer stickiness." Of course, we can be flexible and say that it is a monthly subscription, but considering some economic factors, some customers can do it if they want to subscribe to a semi-monthly or weekly subscription.

"The implementation steps are very simple, at the beginning, we can advertise in the newspaper, open an order number, leave the address of interested parties, and collect a fee at the time of the first delivery. In addition, it can also arrange people to go into the community streets for promotion, which I believe can also harvest a group of customers.

"In the future, as long as the quality of our products is as always, and the service is getting better and better, I believe that even if we don't have to do too much promotion, there will be citizens who will take the initiative to contact us. Well, you have to print the phone on the packaging. In addition, for one-time monthly customers, we can install a milk carton at the other party's doorstep for free. ”

After Guo Yongkun finished speaking, he saw that several people had strange expressions, and added: "Don't have this expression, I didn't think about making money on the first day of this project, but it is definitely promising, whether it is economic benefits or indirect advertising effects."

"There are actually a lot of employees in the factory, and I am ready to redeploy them, and a large part of the employees who lack technology will be assigned to the distribution department next. ”

Products and services are the two eternal core foundations in market competition.

"No, we're not questioning anything, we just think...... Mr. Guo, your ideas are too powerful!" Wang Rui, the head of the production section, said with emotion.

"yes, it's still a set. Cai Jianfeng, chief of the procurement section, agreed.

And Lu Qingdong, the chief of the supply and marketing section, was the brightest in his eyes among several people, he carefully checked it and found that there was indeed a head.

"If you don't accept it, you can't do it!" Liu Yonglai, the old factory director, said with a smile, he finally understood why the young man in front of him was able to achieve Jianlibao to the current level in just a few years.

After analyzing the problems faced by the factory, he prescribed a series of effective plans one by one.

He felt very relieved that the Alpine Milk Factory was at the helm of the other party, and he had really found the right person.

Guo Yongkun, who had endured a rainbow fart, smiled and waved his hand, and said in his heart that you are not reborn, otherwise you would be so bullish13.

……

In the next few days, Guo Yongkun said that he would do it, and began to arrange personnel to implement it one by one according to the plan, and carried out a drastic restructuring of the Gaoshan Milk Factory.

In the past, he almost didn't ask for all the old rules and regulations, and directly moved the mature management model of Jianlibao over, and appropriately revised and supplemented according to the actual situation.

In the meantime, though, he ran into problems.

The noise from the factory outside the window suddenly disappeared, Guo Yongkun thought it was the equipment resting or something, but after waiting for a long time, he didn't see it running again, and he felt a little strange, so he got up and pressed the switch, only to find that the power was out.

"Isn't there a generator in the factory?" he wondered.

After fresh milk is expressed, if it is not processed and filled on time, the shelf life will be greatly reduced.

He opened the door and walked outside, and it happened that a little girl from the finance department, Xiao Huang, passed by the door. He called out to the other to ask her if she knew anything about it.

"Mr. Guo, I just heard from our director, it seems that Wang Damao picked up the gate knife, and the old factory director has already passed. ”

There is no mistake