How Do Dealers Optimize Their Portfolios After They Choose New Products?

　　單類產(chǎn)品的集中組合

There is a saying, "I can, because I am expert."

In fact, it is also true in the operation of the market.

After choosing new products, businesses should pay attention to the combination of products of a certain category, so that the overlapping of sales channels of agent brand will be enhanced, and the compatibility between products will be higher.

Nowadays, some dealers have noticed this situation in their own products, and optimize the combination of single products in the products they run.

Cao manager of the nine day trading company in Pingxiang once designated his development strategy as king of dry goods in the area. After choosing new products, he was very concerned about the product's promotion and combination.

In this way, when the enterprise has products in this area, it will naturally think of the nine day trade.

In addition, a dealer can make a product combine with its series products or competing products, and it can also receive the effect of resource sharing and cost reduction.

Moreover, dealers will be more focused on single products, the easier to concentrate resources, improve logistics distribution, and improve service capabilities.

However, as the marketing man Li Xuesuo introduced, the biggest difficulty of this kind of competition is the manufacturer. Many manufacturers ask the distributor to be exclusive or to strictly prohibit the sale of competing products in the contract.

Therefore, we must do a good job in basic work and ideological preparation in this area.

　　借用名牌產(chǎn)品“帶貨”

It can be seen from the current market performance that the reputation of a well known brand is relatively high.

Whether it is the quality of its drinks, or to satisfy some consumers' vanity, famous brands are becoming more and more popular among consumers.

The obvious trend of this phenomenon is that merchants gradually move closer to well-known brands or potential companies in the agency brand.

Because such a company has the comprehensive strength of marketing, management and finance, dealers can take advantage of direct resources sharing with manufacturers to get opportunities for learning and training.

The most important thing is to choose the brand-name products, but also to their original products "take goods".

First of all, famous brand products usually play a role in gathering popularity.

Because famous brands with high price and moderate price can often become products attracting tourists.

In addition, the company set up the company's image with brand products on the product mix, and then drive the sales of non brand products with larger profit margins to achieve the optimal combination of famous brand products and non famous products.

　　考慮產(chǎn)品之間的“周轉(zhuǎn)速度”

When choosing the new product and the old product combination, we should also pay attention to the turnover speed between the products.

Sun manager of Dongying, Shandong, had encountered such a situation.

In the early spring of 2004, Mr. Sun chose two high-end liquor products in the early spring of 2004.

Although the new product is chosen to take advantage of its original channel advantage, it ignores the "turnover speed" between the products.

Because the products of the new Tuo market are relatively large profit margins, but the market awareness is very low, and the sales situation is not ideal.

When summer comes, due to the influence of the low season of liquor, sun manager is at a loss.

In the course of the company's operation, the profit rate is determined according to the profit volume and the turnover speed of the product. Although there are many products with large profit margins in the market, it may also be relatively unsalable products.

Therefore, we should give full consideration to the turnover speed of new products.

From the point of view of cash flow, we should also try to choose products with shorter turnover period, and at least make the circulation cycle of various products in a state of uniform distribution.

Only in this way can the company's cash flow be stable, and it can prevent the company's products from being short of the short term solvency due to insufficient cash flow.

　　產(chǎn)品組合切忌“互斥”

Mutual exclusion is a must in product mix, that is to say, sales of one product should not have a negative effect on another product.

Liu Weihua, marketing man, for example, is like Coca-Cola's diet coke and traditional carbonated drinks.

While promoting sugar free diet cola is more beneficial to the body, it also directly affects the brand image and sales of the traditional coke containing sugar.

Therefore, we must pay attention to the distinction between product mix, especially in the external publicity and channel development.

In addition, dealers in the product mix, but also take into account the market environment, interpersonal relationship and many other details, such as the introduction of Fu Qiang manager of Baotou, last year, it has represented a Erguotou product, and a main customer of another two pot products, once the competition in the market, it is easy to form the product "mutual exclusion", and even hurt the friendship between the two sides.

So, Fu manager noticed this point in the product mix. Because local consumers are more fond of the scent of wine, so after consulting with his customers, he made a reasonable combination of his products in the main channel of the other products, so that the company's products will focus on the catering terminal.

The market is always changing. Dealers should be clear about their market environment and their own resources.

In this way, dealers can integrate their newly selected products with the old product categories according to their own specific business environment, and then optimize the allocation according to the above principles, and optimize their own product portfolios so that the optimized product mix can maximize the overall competitiveness of dealers.