酒业咨询项目建议书（荐）.doc

河南宋河酒业咨询服务项目建议书仅供远景咨询公司及宋河酒业高层人员参阅- 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····························································································· 7 河南宋河酒业咨询服务项目建议书仅供远景咨询公司及宋河酒业高层人员参阅- 2- 十一、培训计划及落实···················································································· 8 项目时间计划································································································· 10 河南宋河酒业咨询服务项目建议书仅供远景咨询公司及宋河酒业高层人员参阅- 3- 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)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; 河南宋河酒业咨询服务项目建议书仅供远景咨询公司及宋河酒业高层人员参阅- 4- 8)各阶段促销政策的执行方案细则及执行辅导; 9)旺季事件活动的执行计划及执行辅导; 10) 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