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Terminal sales: business success how to get the amulet?
This year, product homogeneity, homogeneous model, under the pressure of fierce competition, many companies fear, a great feeling breathless. In fact, such as which companies ignore or do not attach importance to promotion to the market will be unable to move,[link widoczny dla zalogowanych], while the outcome of encounters everywhere vulnerable to attack and eventually disappear. Thus, to some extent, promotion is the product as soon as possible to stimulate consumption, demand for the success of winning charm. Some enterprises have not resigned slack, but also spend a lot of time and energy to do the work, but the total lack of essentials, in our view, the key issue is, pre-preparation must be fully complete, or the blind promotion strategy will only lead to confusion, rambling implementation, the following for this to make a detailed analysis: a plan for promotion of the development steps 1, the marketing environment analysis (where we) basic characteristics of the product , advantages and disadvantages, strengths and weaknesses of appearance; competitive situation - the quality of competing brands, sales performance and provide the benefits point; brand and market analysis - and competing brands of the brand promotion activities over the past results of analysis; attitude of sales staff - sales staff attitude and the confidence in how the brand? The need for special incentives or competition; habits and attitudes of consumers - including the promotion of attitudes. 2, trouble spots and opportunities point (there are obstacles) 3, promotional purposes (why we do promotions) Why should we organize promotional activities; are not necessary; There is no other more efficient, more effective alternative; not inconsistent with the brand marketing strategy. 4, promotional objects (to whom promotion) characterization of the target consumer group. 5, sales objectives (what kind of goals to be achieved) marketing goal is to hold manufacturers want to achieve promotion, such as: ● Consumer for new users; maintain the current user; increasing frequency of use of goods (time / occasion) encouraged by the small packages to large packaging; enhanced product advertising effectiveness; introduction of new products; digest inventory ; against competing brands; reduce seasonal variations. Increase in retail ● Distribution points; for display support; raise or lower the retail inventory; maintain or improve relations with the retail stores; against competing brands; stimulate the purchase of other goods. Not the purpose of retail sales stores themselves, but through the support of the main retail stores will sell consumer goods smoothly. ● marketing head said that the principle of must develop practical and feasible; must be specific and quantifiable; to help strengthen the achievement of marketing objectives; must be able to carry out regular monitoring, inspection . 6, marketing strategy (how to do) want to be taken to achieve target sales strategy, means; marketing plan provides the guidelines; the limited promotional resources to the greatest extent; provides innovative aspects that can be used; from promotional strategies, and promotion strategy is slightly extended from the micro-marketing; promotion strategy should be specific and clear on the one hand, the other is to have enough ideas development. 7, the number of promotion budget budget available; how it allocates; promotional product life cycle and cost-benefit relationship; purchase and promotion cost-benefit relationship. 8, Action Plan Second, the implementation of marketing plan assessment a marketing plan for each, prior to the implementation of the operation and implementation process should be: establish clear schedule. Develop sales in the case, should be detailed steps required to set out a timetable. Study confirmed the feasibility and cost of implementation of the plan. Ready to accelerate the completion of the proposal and administrative procedures. Should coordinate display materials,[link widoczny dla zalogowanych], if necessary, the design and production. Confirm the purchasing department to understand the form and quantity of packaging materials. Confirm the production department has sufficient amount of time needed for the production of products. If necessary, in conjunction with exhibitions and sales of goods for exhibitions and sales tool unit. Sure all paperwork have been completed, a copy of the note and the relevant departments. Effective communication and authorization. And progress for the time necessary for the case details, the group must be involved in the promotion case of all personnel and departments (sales sales, purchasing, production) communication, and must be clear, concise, and timely implementation of this task, and needs coordination make progress simultaneously. The implementation process should be tracking the results. Periodic verification of all the departments to determine the progress of their work are in progress at any time to participate and make decisions. Third, the contents of the terminal effectiveness of marketing programs a complete end-promotion programs should include the following: Objectives: market status and activities of the purpose described. How the market situation. To carry out what is the purpose of this activity, processing inventory, increase sales against competitors, new products or enhance brand awareness and reputation. Only clarity of purpose, to make activities targeted. Activities active object is the target market for each individual or a particular group, activity control the extent to which man is the main objective of promotion and who is marketing a secondary objective. The correctness of these choices will directly affect the marketing of the final results. Theme: This section focuses on two problems: determine the theme. Program of promotional activities in this part of the soul. Choice of what kind of promotions, is price, price discounts, giveaways, sweepstakes or other promotions. Select the theme promotions and marketing, taking into account the target activities, competitive conditions and the environment and the promotion budget and allocation. Packaging theme, to the activities of After determining the theme to play down the promotion of commercial purposes, the promotion for their packaging to safeguard consumer interests or public interest into activities to activities closer to consumers, the more impressed by consumers, such as Modalities activities carried out mainly discusses specific ways. Important to consider two issues: determine partners. Backing of the Government, or with the media; are manufacturers alone, or with distributors or joint promotions with other manufacturers combined. And the government or the media to help take this chance and momentum; and distributors or other plants have combined, can consolidate resources, reduce costs and risks. Determine the stimulus level. The success of promotions, events must have a stimulating force, able to inspire enthusiasm for the target object. In general, the higher the degree of stimulation, the greater the reaction to promote sales,[link widoczny dla zalogowanych], but also the marginal effect of this stimulus. So that promotional practices must be analyzed and summarized, combined with the objective to stimulate the market environment to determine the appropriate level and the corresponding costs of inputs. Promotions time and place of activity time and place of the right choices will be more effective, it will select the wrong thankless. Should be in time to give consumers a free participation in the site is also allowing consumers convenient, but also with city management in advance, industry and commerce departments to communicate better. Launched the promotional campaign is not only time and place is important, but how long have the best depth analysis. Duration is too short will result in the repeat purchase can not be achieved within the time, a lot of benefits to be obtained can not be achieved; continues for too long, cost too high will cause the market do not form heat, and reduce the worth of the customer in mind. A successful way of advertising with promotional activities, with the full range of advertising needs. Choose what kind of advertising creative and performance practices, what kind of media, these things mean different audiences arrival rate and cost of inputs. Preparation preparation three points: staffing. Personnel arrangements in person do his duty to do. Who is responsible for government, media communication, who is responsible for copy writing, who is responsible for site management, who is responsible for issuing gift, who is responsible for customer complaints, must carefully consider all aspects, otherwise you will chicken out of chaos, the other. Material preparations. In the material prepared, we must unavoidably, large vehicles, small screws, should be listed here, and then press a single count, to ensure foolproof, this would certainly lead to a hectic scene. Testing program. Particularly important, because the program of activities is determined on the basis of experience, it is necessary to carry out the necessary tests to determine whether the correct choice of promotional tools to stimulate the level is appropriate, now is the ideal way. Test ways is to ask consumers, fill in the questionnaire or in a particular area pilot programs. Interim operating interim operating activities is mainly discipline and field control. Discipline is fighting to ensure that it is the perfect implementation of the program a prerequisite for participation in the program deal with all aspects of the discipline of staff to detail. Mainly to field control all aspects of well-organized, to be busy but not chaotic, orderly. The same time, the process of implementation of the program should be timely promotions, intensity, amount and focus adjustments, to maintain control of the promotions. Continuation of the late renewal late problem is mainly media, that is how the event would take follow-up in which the media publicity. Program budget no interest there would be no meaning. The cost of promotional activities to make accurate inputs and outputs should be calculated, in order to ensure practical and effective promotional activities. Early warning system set up activity each event are likely to be some accidents, such as the intervention of the relevant departments, consumer complaints, and even cause sudden change in weather outdoor promotional activities can not continue and so on. Therefore, we must deal with unexpected events set of institutions and personnel, to prepare solutions of various accidents that may occur to make the necessary human, material and financial aspects. Effect estimates predict this event will reach what kind of effect, after the event in order to facilitate comparison with the actual situation, from the stimulus level, promotion opportunities, promotions and other aspects of the media point summary of success and failure points. Welcome globrand (global brand network) of your views and opinions of, Mr. Yu Fei, a famous brand marketing expert, Columbia Blue Chi Yang CEO and Chief Marketing Consulting Consultant, China's top ten outstanding marketing people, People's Daily newspaper and other eight markets and institutions, the media recognized the authority of the with the market Professional Committee will be medical cosmetic plastic Deputy Secretary General, Chinese medicine and health marketing, vice chairman of the Committee of Experts. Ten years of marketing career, successfully served a number of famous brands,[link widoczny dla zalogowanych], and its team is led by professional commitment to brand planning, PR, news marketing, investment agents, marketing, combat training, marketing services, good planning ability, integrated force, Execution reputation in the industry. Phone: 013906186252, Email: [link widoczny dla zalogowanych],[link widoczny dla zalogowanych], [link widoczny dla zalogowanych], URL: [link widoczny dla zalogowanych]
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