Monday, August 2, 2010

How to promote sales will not die

For a long time, "not to die promotions, promotional court death", that is popular with the FMCG market, in particular, many manufacturers and distributors drinks beverages unit, which is enshrined as the law of the industry, perhaps to really taste the bitterness scared, and many drinks beverage distributors on the promotion is the love-hate relationship. Recently, I drink beverages on the market investigation, draw some conclusions of their own, only some reference.
How to promote sales will not die

Why promote sales will become dead?

First, the promoters erroneously narrow understanding of marketing to promote behavior led to the failure.

Many of the practitioners of the trade promotion in the understanding of the term, they often will simply be understood as "bargains", "buy a gift," "bundled sales" opportunities for all of the marketing practices all around such a theme. Is the concept of promotion is only limited to it? This is obviously not true. But if we just think this promotion is just for all N repetitions, businesses and consumers have no passion and interest in, promotions can only be reduced to "promote the dead."

In fact, before long, the industry's predecessors have long had a detailed marketing strategy and research division, summed up down roughly into the following eight:

1. For free promotion: refers to the target customers of charge as a promotional tool. It includes two forms:

A, free bonus - a "reward package" main. For example: buy a big bottle of liquor products gift bottle, washing powder regularly

"Adopted dosage does not increase," and so on.

B, free trial - "free sample" main. For example: paper towels, shampoo and other frequently used test issued the streets


2. Favors promotion: refers to the target customers to buy products in a kind of preferential treatment given promotions. For example: liquor in the season, usually using the "buy two get one free" form.

3. Discount promotions: refers to the target customers to buy products, given the price discounts of different forms of promotions.

For example: the cosmetics industry often uses the form of promotional discounts.

4. Contest promotions: refers to the use of people's Victory and curiosity, through the organization of interesting and intellectual competition, to attract target customers, as a promotional tool. For example: advertising language collection, logo design collection, essay contests, translation contest belong to such promotions.

5. Activities Promotion: refers to the product sales through the organization of related activities to attract more customer attention and participation in the promotions. For example: pulse, strength and other functional drinks running in the street dance competition held across the country and the other in basketball.

6. A win-win promotion: refers to two or more markets through joint promotion of the main ways to achieve mutual benefits of promotions. For example: a particular brand of ice tea drinks Lenovo mobile phone combined with a series of promotional activities.

7. Services Promotions: refers to protect customer interests and to provide a preferential service for customers and facilitate customers to buy and consumer promotions. For example: In the wedding wine, the number of manufacturers will offer free home delivery service.

8. Combined sales: refers to two or more together with the use of sales promotion in order to achieve more efficient marketing tool. Between a variety of promotions, there will be a variety of links to the form of two or more together to play a more unpredictable role.

If we start before the promotion, it is fully conscious of the various promotions, and then scan the current common market promotions and marketing competing products form, this then choose their own based on market conditions and targeted promotions, the effect will be more with less.

Second, choose marketing tactics simply imitate rivals when the market trend or simply follow the copy.

Said sales on the imitation, or may not say what the "black land", as a low-end liquor brands, "black land" can be swept across the North China market. The "black land" use the best marketing tactics is the "free bonus" gifts of course, is lighter. "Black land" swept the North, the number of brands to see the lighter, they will be a period of time was all the wine can be made out lighter, but also a new style of hard, quality problems are prominent. Consumers now look at their total weight of the drawer to a few kilograms lighter also urge you to such promotions? So manufacturers of promotional items has changed, send cars baskets, delivering newspapers, and the milkman ... ...

Is simple to follow suit and imitate it, and no new ideas can not form a segment of the competitive products, Moreover, the market probably has long been cash-strapped former plundered. Even if some update is a new name, does not address the substantive issues, consumers are still at the "promotion fatigue" in the state. Therefore, the promotion had nothing wrong, but by a man with too much lost its effectiveness.

Again, the role of the market over staff promotions worship, relaxation processes of other marketing efforts, no systematic marketing plan, leading to unstable factors in the price system and, ultimately, fall short.

Lots of times, a number of marketing personnel in accordance with market conditions, try to figure out consumer psychology, and carefully make a nice big promotion strategy. However, the problem emerged, promotion strategy is too successful, a large number of consumers are mobilized. Or buy a gift or discount, or store activities, etc., the whole market Gaode full swing, suddenly raised the awareness of products, sales also increased. Thus, promoters that the market has started, as long as the completion of this phase of the promotion, market position can be initially established. The result is that sales and normal sales period over period of no good, the prices of products consumers actually have been a psychological orientation, when sales return to normal when no one actually pays the bill was.

Overall, the role of promotion include: shortening the process of product market; encourage consumers to buy the first time, to achieve the purpose of use; encourage users to purchase, build consumer habits; increase sales; aggression with aggression competition; bring relevant product market ; festival rewards and other aspects. No matter how to see, promotions are just a small part of the marketing process, if the time from the beginning of the promotion on the high hopes, neglecting other aspects of the convergence of marketing, will form a top-heavy situation. The more exciting promotions, the situation is more dangerous, when the promotion ended, the problems will be followed, the result becomes promotions "to promote death."

How to avoid promoting or dead?

When we "promote death," because a series of analysis, the crux of the problem would clear up, as long as we pay attention to their daily work, "to promote death" avoidable tragedy, or at least not quite dead rush.

1, system understanding, the use of promotions, marketing strategies to achieve the systematic, flexibility and diversity, to enhance their promotional innovation.

Understanding of the promotion system in the form and function, this treatment can clear the market in each sales boom, on a variety of promotions for flexible combination of the use or application. As Tian Ji race, as most of their own need to change the composition of elements, but what the market can make the most appropriate combination of elements to adjust, just like carbon so that it can be several hundred dollars a ton of coal, also can be a few hundred dollars per carat of diamonds, their fundamental difference is only a combination of different components of it.

In addition, is innovation. In fact, innovation can also have two: First, innovation and new marketing methods, tactics and even philosophy; second way is to have the use of innovation. The former is of course very difficult, it is equivalent to opening a new development in their path, and since the moment of birth that can produce a qualitative leap. The second is more easily implemented, the key is giving top priority, as the liquor industry from the initial to the final machine to send the fire send U.S. dollars to send Xin Matai travel, regardless of the ultimate outcome, is finally a breakthrough and most valuable innovation is from this attempt produced.

Second, a correct understanding of the role of marketing, sales promotion means clear where the appropriate stage in the introduction of policies for promotion.

When we grasp the precise role and significance of marketing where the real will of course understand what kind of market launch stage of what kind of promotions. Morphine can be just as critical to help patients relieve pain, when to spend upset, but if the abuse is devastating human catastrophe. Therefore, understanding the full promotion, promotion of skilled grasp the different stages of the form and intensity in a better position to achieve the effectiveness of promotional behavior, but does not cause the situation to promote death.

Third, promotion is an active, aggressive market behavior, we should give full play to the operator's subjective initiative.

In the current FMCG market, more and more large stores embodiment of the superiority of its terminals, so the market position of large stores also gradually above the top suppliers. Every year, the store will be more competitive as a terminal or seasonal needs, holiday launch of a variety of factors such as large-scale promotional campaign, which usually makes such a promotional supplier in zero profits or negative profit situation. Faced with this situation is even more need for supplier sales representatives can fully play their own initiative, to plan for it ahead of time, such as the practice according to the store in advance to prepare for the market at the expense of non-mainstream products, or well in advance in the price of other remedial measures, which is a passive marketing as active attacks.

Fourth, do the normal sales promotion and linking.

Promotions always just one phase of market behavior, the reason why there are "promoting death" phenomenon also explains marketing itself showed double-edged sword form, while it can boost sales, but also to sacrifice a part of the profit or the product itself is the sacrifice of some invisible brand equity. Therefore, in order to avoid any marketing side effects, especially in new products, do a good job of promotion into normal and growth of sales prices and sales strategy, dealer strategy, promotional strategy and so need to have a good excessive and convergence. And this is often the cycle of market behavior, can converge properly, will be the guaranteed price system stability, a key selling as smooth.

5, appear to eliminate competitors targeted marketing strategies and market speculation there.

Not long ago I had seen such a message, a home appliance store in the local delivery of tens of thousands of promotional campaigns were actually being reported all the folders acquisition. Often before the instigation of some people there will be speculation rival dealers, promotional products on their own to "buy", and then took the opportunity to drop price of malice, causing the market price system instability. Although much of such things, but they are nothing but disaster can bring devastating, so had to prevent. To establish an effective market surveillance organization or necessary.

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