Marketing Strategy: Grading management Activate fertilizer sales

Grading management activating fertilizer sales as the competition becomes more and more fierce, the marketing strategy of fertilizer enterprises should focus on the customers who have the strength.　　On this basis, customers are graded, the products in the introduction period, long-term focus on the potential customer rating, nor exclude existing customers; Mature products focus on the existing customer rating. Hesen Zhang According to American marketing scholar Reikheide and souther theory, if a company reduces customer turnover rate by 5%, profits can increase 25%~85%. In recent years, with the increasingly fierce fertilizer sales competition, in a certain region to strive for the strength of customers to become the focus of fertilizer enterprise marketing strategy, fertilizer marketing Enterprise customer management has been paid more and more attention. Customer management is through in-depth analysis of customer details to improve customer satisfaction, thereby enhancing the competitiveness of enterprises a means. In customer management often emphasize customer-centric, develop potential customers to prevent customer churn.　　But "customer-centric" does not mean all customer-centric, not all customers are God. According to the different product categories of fertilizer marketing enterprises, customers have different grading standards. Depending on the life cycle of the product, focus on the products that are in the introduction period and long-term to the potential customer rating, not excluding existing customers; The maturity product focuses on the existing customer rating.　　Customer ratings are designed to differentiate customer value, and the corresponding customer rating approach is typically based on customer value analysis. Maturity product customer ratings for existing customer ratings based on the value that customers have created, often have real transaction data as the basis of customer value judgments.　　From the profit point of view of the existing customer analysis, can be divided into three categories five, the main factors need to be assessed: monthly/Annual cumulative sales, monthly sales volume and sales comparison, the history of cooperation records. A-Class customers: Old customers, order quantity, quantity is stable, and order quantity will not be changed due to the light season. Such customers are familiar with the sales strategy of distributors, so the general policy of distributors is often ineffective in front of them, which encourages them to be more difficult.　　Because of the large number of orders, they also know their role, request a high level of service. A-class small customers: Old customers, order quantity is small, quantity is stable, and order quantity will not change because of light season. They are the distribution of products, prices and so on are more agree with the open policy is more acceptable.　　Because of the small size, so no bargaining chips, more loyal to the enterprise. B-Class customers: New customers, big customers, large orders, high season order, the off-season order to preferential conditions, in the market downturn, coerce enterprises to reduce prices. These customers are big customers in their region.　　If the distributor's product popularity is low, the development of such customers requires greater investment, and the size of the sales is not very determined; If the enterprise's product visibility, they will actively request cooperation.　　B-Class small customers: Old customers, small orders, high season order, not active in the off-season orders, see the attitude of major customers. C-Level customers: New customers, small customers.This type of customer needs dealers to put into the market first, dealers in the active position, they do not coerce dealers ability. From the perspective of profit analysis of customers, distributors in the policy of different customers have different measures. To a class of large customers, to control its customers in the proportion, and control its sales, generally accounted for the total number of distributors 30%~50%. For B-Class customers, enterprises should be cautious attitude, to comprehensive inspection, detailed planning before they can develop cooperative relations. For a-class small customers, enterprises should vigorously support, they are the cornerstone of the market operation of dealers. to B-class small customers, strengthen assessment, early elimination. C-Class customers are new customers, small customers, is the source of future profits, distributors are the main direction of development of new customers.　　Enterprises to bold development, from the selection, the development of old customers. The introduction, long-term product customer rating for existing customers and potential customers based on the value of the customer may be created in the future, so more is the subjective analysis of customer needs. The main factors that need to be inspected are: Enterprise nature, assets and scale, capital level, warehousing condition, credit status and development prospect, etc.　　It examines the customer's performance in the market, not the historical summary of its business dealings. The introduction period and the growth period of fertilizer products customer classification needs enterprises to do a complex definition work. First of all, we need to identify the market segments of various products of the enterprise, and draw a market map. Second, as far as possible to list in the market segments have a competitive advantage of customers. Thirdly, according to the four-interval matrix, customers in different segments are determined. This is challenging, not only test the enterprise's information collection capacity, but also the information processing capacity to put forward stringent requirements. Those products with high frequency of circulation, high customer profitability, prospects for development, warehousing facilities, corporate credit is high, there is a capital advantage is a big customer; in contrast to small customers, in the fertilizer market can not say that only the development of large customers and ignore small customers. In the short term, small clients can play a make-up role; in the long run, as China's fertilizer marketing changes, the distribution of fertilizer customers will also change. Already have the customer does not adapt the marketing method, the management idea is backward, the actual management ability will obviously descend, will appear the default phenomenon.　　Chemical Fertilizer Marketing enterprises only strict assessment of the operating performance of customers can be eliminated in time to replace the advanced, in order to maintain the existing market share to improve market share. Control the number of customers to avoid the loss of fertilizer marketing enterprises, can avoid the decline in corporate profits, but enterprises to absorb customers unlimited, but also lead to enterprises can not be fair to treat loyal customers, and the enterprise within easy breeding corruption.　　The number of customers in large scale fertilizer marketing enterprises should be maintained in a relatively balanced position which is not only beneficial to the enterprises participating in the market competition but also serving customers better. Case: A fertilizer marketing company annual sales of fertilizer 700,000 tons, of which ternary compound fertilizer 120,000 tons, is expected within 3 years to increase the variety of fertilizer to 250,000 tons. is a province for the enterprise's target market, in the target market participation in the competition 8 years, the market share of 12%, the target market for more than 30 competitive brands. The enterprise in the analysis of a province ternary compositeAfter the competitive advantages and disadvantages of market enterprises, the target market is divided into 7 regional markets. The above case basic data indicates that the enterprise ternary compound fertilizer product homogeneity is big, the target market that chooses is extremely intense. Enterprises want to double sales in 3 years, we must first cultivate loyal customers, develop new customers, in order to gradually expand market share. In the 6 regions, the big sales and intense competition for the focus area. Key regional development of a large customer, a few small customers, and give policy tilt.　　Small sales area to develop a small customer, to give general sales policy. Then the size and number of big customers is reasonable? The large-scale fertilizer enterprise that uses the distribution mode to sell the product, because of the capital turnover and the restriction of the warehousing condition, the size of the large customer and the maximum order quantity should take full account of the capacity of the enterprise, the production capacity and the customer's reliability and the customer's storage condition, first consider according to the enterprise If an enterprise a product capacity for Q, daily average supply for p,3p=q, can supply 30P.　　Then a single large customer month maximum order quantity can not exceed the library capacity, the total number of large customer account should be controlled in 30%~50%. Setting up this mode can avoid the following hidden dangers: First, big customers suddenly "job-hopping", resulting in enterprise products blocking the library. Because the market competition is intense, the product homogeneity, the service quality is increasingly homogeneous, the big customer has become the competitor contention resources. In the interests of temptation, big customers may be holding hands with competitors. A major customer once "job-hopping", will not affect the normal business order. Second, the big clients unite to "coerce" enterprises. Big customers use their own influence, United, to enterprises to preferential conditions, enterprises will be in a passive situation. Control the number of large customers, enterprises can be exempted from the passive. Thirdly, it is more difficult to increase the market of fertilizer marketing management, and the cost of customer service is increased.　　Big customer market operation Ability is strong, privately flee goods, without authorization pricing, will be to the survival of small customers pose a threat. Customer rating is only the beginning of customer management, only grading but not the corresponding organization, process matching, customer rating also lost significance. Enterprise Organization should adapt to the requirement of customer management. Business processes need to implement differentiated settings to provide differentiated services to customers. Or for different levels of customers, to adopt different marketing strategies.