How to build a beer brewery?-The first step: determine the consumer group and region
Craftsmanship is developing towards regionalization and diversification. Each region has its own unique characteristics, and each consumer group has its own preferences. When the region is determined, the sales market is determined, and the consumer group is determined to lock the target group. Do you want to sell to people aged 20 to 30, or to people aged 30 to 50, whether you want to sell to the masses or to a certain segment, these determine your product.
How to build a beer brewery?-Step 2: Market research
Determine the region and consumer groups, and then analyze and investigate the market. Find out the characteristics and needs of the target population and determine the direction of your own products. This is the role of market research.
What kind of wine does the target group like to drink? Old gluttons may prefer cutting-edge goods, Xiaobai may prefer basic models, female people may prefer fruity beer, and health-conscious people may prefer non-alcoholic beer. In addition, what kind of packaging is more popular, and what kind of packaging is more suitable for the temperament of the consumer population, these are all questions that must be resolved in the survey.
How to build a beer brewery?-Step 3: Determine the distribution channel
What kind of channel is used to deliver to consumers? This determines the speed and breadth of the brand's market share. The matching of distribution channels with regions, consumer groups, and market surveys also affects subsequent brand operations. After products reach consumers, distribution channels are the most direct way to better meet consumer needs and receive consumer feedback faster. Therefore, every investor who is determined to establish a branded factory must determine his strongest channel at this stage, whether to choose a dealer model, a direct sales model, or other models, and plan ahead.
How to build a beer brewery?-Step 4: Determine the product system and product packaging
If the above three points are done well, the product system and packaging of the future factory will be basically determined. Massive products, profitable products, and benchmark products form a product matrix that maximizes profits, meets the tastes of people at different levels, and ensures the diversity and adaptability of product varieties.
Product packaging should be designed according to the attributes of the consumer group, in line with consumer temperament, and at the same time, whether it matches the distribution channel, such as e-commerce, do not use bottles alone, bottled will increase costs, while cans and 1L cans can save money cost.
How to build a beer brewery?-Step 5: Determine the preliminary opinion of the price system
The price system is not only the price sold to consumers, but also includes raw material prices, processing costs, ex-factory prices, prices to distributors at all levels, and profits at all levels, to ensure that each link and role can be profitable and desirable; if it is Direct sales channels need to remove the intermediate links and consider the price directly from the factory to the store or individual. This is closely related to the estimated sales volume and distribution channels of the market.
The preliminary opinions on the formation of the price system in this way are preliminary opinions because they are all planned under relatively ideal conditions and have not yet undergone market research and verification.
How to build a beer brewery?-Step 6: Re-investigate the market
The purpose of conducting market research again is to verify whether the overall plan is in line with the interests of the market and all links, and only after testing can it provide a guarantee for market execution. Compared with the first market survey, this market survey is more detailed and accurate. Various groups of people including distributors, merchants, and consumers, including product tastes, packaging, and prices, need to be investigated to obtain The most authentic data and feedback of the product.
How to build a beer brewery?Step 7: Establish a core sales team
In fact, the above six steps are completed by core sales personnel with rich market experience. On this basis, it is also necessary to form a professional sales team. Fang put forward a request to build an ideal factory that meets market demand. Just like a relay race, on the day the products leave the factory, the distribution channels are ready, and the market demand has been opened. Only in this way can the products have a market and the factory have a way out.
All in all, building a brand-type and product-type winery is not a simple matter. Some friends always think that there is a shortcut, but they don't pay attention to it ideologically, and they often step on pits in actual operation. This is undesirable. There is no key to building a factory. The most important thing is to have a correct attitude, be down-to-earth, and follow the above seven steps, and you will surely gain something.
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