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When Will The Profit Of Manufacturers Sell Bottom?

2008/12/30 16:57:00 41977

Dairy

With the advent of the peak season, the price war, public relations campaign and resource war in the whole industry have begun a tragic prelude.

A manufacturers as a strong dairy enterprise is no exception, this year is the price war is incisively and vividly, in Huang Mou's distribution regional large terminal supply price directly dropped 20%, in the channel to send 10 to send 1; because of its strong, ask the dealer to bear 30% of the promotion fee.

In this activity, the manufacturer's determination is to suppress the competing products through a strong promotion, ensure that the first brand in the area is occupied. In order to cooperate with the manufacturers, Huang has made strong support in accordance with the intentions of the manufacturers, and has implemented all the policies.

But in execution, Huang has calculated such an account. The whole prefecture level city has about 15 large terminals. According to the average sales volume of 4 thousands, the sales promotion is 36 thousand yuan, the sales channel is about 3 million yuan, the sales promotion is 90 thousand yuan, and the gross sales of all sales products are 4 points, that is 3 million 600 thousand 4%, 144 thousand yuan, the sales promotion is 126 thousand yuan, and the remaining 18 thousand yuan is not enough for personnel expenses, logistics costs, industrial and commercial taxes and other related expenses. The monthly loss must be more than RMB yuan, so how can such a business be done?

This is a typical manufacturer's bottom line policy.

Promotion

Case study.

Because the brand of A manufacturers is strong, so the front-line business personnel have a lot of overstaffing atmosphere. The implementation of the company's promotion is usually after the distributors plan to submit the report, they see that the end of the fight is finished, and then they leave.

According to the author's A manufacturer

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To understand the management, Huang is advised to take the following measures to win the opportunity to make profits.

1、順梯上梁：由于在促銷活動(dòng)中，大終端需要承擔(dān)的費(fèi)用為6個(gè)點(diǎn)，而在通路上只要承擔(dān)3個(gè)點(diǎn)，然而大終端的數(shù)量一定，銷售量的提升空間也非常小，無(wú)非為了展示企業(yè)的實(shí)力，搶占終端資源，爭(zhēng)奪消費(fèi)者的眼球，起到形象終端的作用；而通路則不同了，對(duì)批零店來說，平?；旧蠜]有促銷活動(dòng)，在這個(gè)時(shí)候給與10個(gè)點(diǎn)的總體促銷能夠使他們受寵若驚，而且今年的促銷力度比同行業(yè)競(jìng)爭(zhēng)者大大高出了許多。

So at this time, Huang should increase the distribution of the channels, not only to increase sales volume, but also to make use of this opportunity to completely improve the network, eliminate the original market blind spots, and stabilize the customers' situation with the original subordinate customers.

After all, selling more products on the road can earn 2% more gross profit.

For the overall sales in the future, in the marketing of large terminals, we must achieve the image to meet the requirements of A manufacturers, but supply must be able to drag and drag, as long as the goods are not broken, the image is good, so that we can minimize the supply of terminals and reduce their losses.

2、偷梁換柱：大終端的促銷力度是20%，經(jīng)銷商承擔(dān)6%，而在通路上是10%，經(jīng)銷商承擔(dān)3%，地級(jí)市的大終端客情難以溝通，但在縣級(jí)市場(chǎng)最大的終端對(duì)地級(jí)市的供應(yīng)商事比較尊敬的。

Hwang can communicate with the county level terminals, even if the resources bear 2 points of the cost of the guests, the county terminal market as a county terminal market access to goods pfer station, anyway, factory workers do not intend to go to the county market to suffer.

From the big terminal or in accordance with the promotion of manufacturers in the implementation of the channel, so that Huang can get the terminal profit can be left 5 points gross margin.

But in the process of doing so, we must have a quantity control. We can not get all the products needed by the county level market from the big terminal. The sales of the large terminal can be doubled, and the products of the county market must be mostly from the company. Otherwise, the difference between the planned quantity and the original plan is too large. The A manufacturers will really check the future business.

3、巧取豪奪：一般大終端為獲取更多的利益，要求廠家做到“前三后七”的促銷政策執(zhí)行，也就是執(zhí)行促銷政策要提前三天供貨，一直持續(xù)到促銷結(jié)束后的七天內(nèi)，這樣整體的促銷執(zhí)行就延長(zhǎng)了10天時(shí)間，黃某應(yīng)該利用這10天的時(shí)間，通過偷梁換柱的方法，從大終端中倒出更多的產(chǎn)品，這樣出來的產(chǎn)品按照平常價(jià)格銷售，可以從廠家多獲取14%的毛利。

4、瞞天過海：黃某在經(jīng)營(yíng)多年后，何下游客戶建立了很好的關(guān)系，與許多客戶能夠形成利益共同體，在促銷即將結(jié)束的最后期限里，和下游客戶共同壓庫(kù)，待價(jià)格恢復(fù)后，再將這些庫(kù)存釋放出來，按照平常的價(jià)格進(jìn)行銷售，這樣黃某和客戶可以共同吃掉廠家給的6個(gè)點(diǎn)的促銷。

5、委曲求全：在整個(gè)的促銷活動(dòng)中，黃某為求得費(fèi)用核銷的有利條件，應(yīng)該在與廠家的合作中，做到對(duì)廠家的政策完全執(zhí)行下去，對(duì)業(yè)務(wù)人員的工作全力配合，以獲取廠家的好感。

In order to reduce the cost of logistics and warehousing, it is best to do a lot of joint operations for downstream customers, so that they can actively coordinate the manufacturers to deliver the goods to the county level market, thus reducing the cost of warehousing and logistics.

All in all, Hwang through the application of the above methods can completely pform some of the resources of the factory into its own through the promotion and pfer of the promotion policy when the manufacturer promotes the sales promotion policy.

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Resources or the source of their profits; of course, all the results are aimed at not hurting their own interests and the long-term sales volume of the market.

Editor: vivi