As market competition have intensified marketing promotion activities have become an integral part of the gain as a means of marketing, market expansion need him, need him against competitive products, the volume of sales needed him, brand enhancement need him ... .... Can be said that in the current marketing promotions have already penetrated into every corner of the various sectors, such as medicine, cosmetics, food, etc., the end of your store promotion frequent Changba speech, I stage, you are special today, tomorrow, I bought gifts Although the different approaches taken to realize the different ways in the final analysis, the purpose but had exactly the same needs, but really there are a few to achieve the desired purpose of it? How many effective marketing can do at this stand out? Can say this in the current marketing activities, promotional activities, homogenization, the product does not promote the crux of marketing is not selling so seriously affected the development of our market.
But how to achieve business promotion promotional purposes? Marketing practices of individuals, I believe that should pay attention to the following questions:
1, the purpose of promotion issues:
As the saying goes, "targeted" marketing objective is a call to action, you can get from the buyer's immediate response, each promotions will be in the customer to produce a specific response in mind, but not all of the promotions can be created sales, which only targeted the direction of the way, for the way law can be targeted to achieve the real purpose of promotion, or the beginning of the promotion is the wrong direction so no matter what kind of good and clever marketing approach results One can imagine, so make sure to consider before marketing why we do promotions, what is the justification promotion, promotion of the objectives? Marketers only want to understand these, so promotions can be targeted to the appropriate measures to properly promote the results of course goes without saying that even if a deviation will not be bad to that, or promotion will be cart before the horse.
Wang is a company clerk in the A market leader, responsible for the overall operation of the market, first half of the market has been relatively normal, not much waves enter the second half of the market owned by their competitors a strong product launch promotions, temporary business sales on the Wang had a certain influence, Wang in the absence of detailed market research through to headquarters immediately after the hit of the application also launched a similar promotion activities fully operational, fought back opponents, results, market sales to rebound, but after the promotion end of the price system of the company's overall product been disrupted, the market chaos, by understanding that after a product's launch of its competitors marketing purposes only stock it is digested and learned the truth of Wang deeply regret it.
For Wang's something we can see: Wang promotions they do not consider or not consider small, but rather because the competition is doing promotional products affect me so I do some promotion, of course, you can do competitive products do, the key is how do you do, correct method is:
First of all, understand their purpose, if only to competitive products simply doing promotional marketing as your guide, it will only go in the rear end someone, consider whether the need for timely follow-up promotions.
Second, understand the competitive products in this promotion why not? Is a new listing of a bid to attract consumers concerned about? Or is the old packaging out of the market? Do not do the necessary consideration.
Finally, it should be clear that competing products can promote the consequences of that? Will lead us to transfer the fixed customer? Will expand the industry share? Determine their own marketing ideas.
2, cognitive own problems:
Market promotion is part of their overall marketing strategy, means that enterprises allocation of resources, and therefore a screening for each promotional activities have begun in the preparation of the necessary right that they have a right Derenshiru: To Mingque their role in the market position, product life cycle, product positioning, their advantages and disadvantages in the market performance of the enterprise's strength, product features, brand recognition, consumer products, people, etc. associated with its own thing, only the right of its own understanding of the situation you can be the effective implementation of promotional activities.
Such as the introduction of the product life cycle stage, advertising and sales promotion costs are high, consumer products still in the non-recognition stage, the choice of promotions during this period should try to promote products for the purpose of old items can be taken to take the form of gifts or free samples of new, fast way to make consumers try to accept, in the growth stage, as the purchaser's word of mouth, etc., the market has developed rapidly, this time can be reduced promotional costs, select the special or the same product more than way to sell promotional gift, and in product maturity and product decline stage, the market is becoming more competitive, sales promotion costs during this period, sales should also be adjusted to the same competitive products more effective promotions for the segment Lord.
If your product currently on the market because of poor distribution rate is not high end, caused by this factor because the thin end as interest rather than receiving, then you need to carry out promotional activities for the terminal, such as Total purchase incentives to carry out the product into the store display incentives or rewards, the opposite of your product consumer acceptance because the price is small, then you need to carry out promotional activities for the consumer, such as selling gifts, special, consumer incentives and other activities, if the two kinds of problems exist, then you must also use two methods may,
Another example of your product positioning is high-end products, the consumer price is not sensitive, you may have to target promotional marketing terminals, use the terminal to enhance profitable way to promote sales
Similarly, the limited strength of your business and your unrealistic to launch a strong competitor for promotion, or you've asked for disability, or your promotions materialize and get nothing, so if the promotion achieve the desired effect, the correct understanding of their own is very necessary.
Dairy manufacturers have developed a high price product, the listing because some well-known manufacturers make similar products sold in the gift promotions, good effect, and then were taken to emulate well-known manufacturers greater strength than the sale of promotional gifts, but the effect poor attention to those few buyers.
On this issue, we can see that the dairy producers is to choose the form of promotion, there is no correct understanding of their consumers to consider their own brand awareness and product position in the market factors, only to see other people's promotions effective , to think that their efforts must also be so big, does not know that people are mature brand, and now buyers are mostly fixed group of consumers, product quality and prices have formed in the minds of consumers precipitation and, as a new brand, the consumer do not understand the situation, the consumer price of the brand concept simply did not form, follow the trend of the promotional activities carried out so simply fails to pique consumer interest, let alone buy.
3, the correct grasp of the market for:
Market is changing, as consumers in each market consists of different, regional differences, differences in consumption habits, cultural environment is different, the difference between income and the rival of different ways and means of operation of the market is also different, the same is due to consumption mental and consumer environment, promotion of different consumer preferences are also different receivers, terminal on the promotion of understanding and practical implementation of the results are different, requiring different according to different market promotions, such as the A market selling activities to receive grants good effect, B the market may be on special promotions of the reception is good, if not the market were to take a marketing approach towards unity, the result can be imagined, so for different markets in developing marketing programs, they need to market fully grasp the understanding of market characteristics, consumer habits, cultural environment, access features and competitor information, and only on this basis, the development of marketing programs is practical and feasible, to achieve its purpose.
Xiao Li is a winery in the K A city manager, according to the requirements of companies in the peak season to come to launch a major promotional activities to enhance the overall sales volume and building brands, to carry out the specific content of activities to address the cumulative purchase and consumption of the terminal The sale of promotional gifts manner, the activities of another market in the company's implementation of the effect is very good, so headquarters activities required to put in place did Xiao Li, Xiao Li, however, the event started out on the overall volume, while not found small, but the product of the rotation is not very satisfactory, most goods are piled up in the end, consumers are selling gift shop boss who pocketed the same time, problems with the product price less than the purchase price of the terminal part of the sale on the market a great impact in understanding this situation Xiao Li on the one hand to give a positive report on the company, and also to negotiate on the activities of dealers to adjust, with the approval after the dealer's understanding, but also with marketing support, on events policy has been adjusted accordingly:
First, the full stop at this stage of promotion, market adjustments.
Second, the change in promotions, the company will be a gift to the original discount terms, the costs are distributed according to the original promotion policy for the cash.
Finally, the development of new marketing policy, a scratch card affixed with wine in the form of 1 +1 sales that the company's products to consumers consumer incentives scrapings can be exchanged at any store, where the exchange point of sale terminal reward delivery time in the company with scratch card payment can be cash or money in a manner that the consumer scraped 5 yuan bonus, the owner shall be convertible can be redeemed after the purchase price at 10 yuan, and so on.
By, Mike's the promotional market to adjust K in order to successfully carry out promotional activities in the market to maintain rapid growth while price system has been well maintained.
Mike's on the market promotion for the policy adjustment, we can see the difference in the market led to the same policy and the implementation of the results after a two and the reason is in the market caused by the different characteristics, so for the promotional needs of different markets combined with local market practice to operate.
4, combined with the flexibility of the terminal real problem
For the terminal point of sale, since the different size, geographic location different consumer groups around the different attitude of life-style different owner, different business philosophy, and likewise in the implementation of promotional activities will be very different after mixed results, such as for commercial lots The large store store specials may come better, but for the community terminal reward you with total purchase he may give you more sales, the same used on some terminal point you back to the way the owner is more acceptable, but Some shopkeepers reward you with good results using cumulative, so the overall promotion program is completed, the process of implementation of the program should make the appropriate adjustments in complying with the principles does not get a big case for the special store for flexible adjustment.
At the same time, conducting promotional activities, the need to end the venue, location, schedule, DM and other flexible the actual situation, such as the poor need to combine the actual position of adjustment, we all know the elevator, cash registers and other population flow area for the majority of fast moving consumer goods, especially consumer goods, the public generally to understand is a very good position, but also many manufacturers contend, however, can not be put in place if asked to re-consider other locations, such as the schedule can not be combined with promotion on the need for flexibility to adjust the time, not necessarily unpleasant task, the promotion is intended, after all, achieve their goals.
5, promotion and publicity work
If the promotional offers and opportunities to stimulate purchase, then the ads provide consumers with the purchase of the reason, the implementation of a good marketing program execution in addition to required personnel, emphasizing in place, the need to publicize indispensable. As word spread in the advertising industry, as even the best product if you have no need for advertising, no doubt in the dark of the night as beautiful to you ogle the same, good marketing programs to spread propaganda, if not, consumers are knowledge, the effect can better get there?
The results show that only pure price promotions to increase sales 15%, when combined with advertising sales increased 19% when.
Finally, each end of a promotional activity is only temporary, and the next round of promotions will continue to be staged, how is marketing "to promote and support", while paying attention to these issues we need to grasp the promotion of the time, Shiji Dengyijilie problems, to prevent excessive sales result in negative impact on the price system, ill-timed promotion a waste of resources, but also learn to avoid the competition and made the standby power saving edge.
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