The Bigger The Promotion, The Better.

Excessive promotion efforts Distributor The two batch or terminal stores a lot of goods, but once the product sales are slow or the vicious competition channel will sell the products at a low price, the selling price of the products will be sold, and the final result is the promotion of a stop product.

Lei District 1: Market area Seek big

As a pioneer, you know very well that a large market means large sales. So everyone wants to be sent to the big market to go fishing where there is fish.

However, the result is often that: after the end of the market development period, sales volume declined rapidly, and the early stage of development was like a flash in the pan.

Li Shengli, a salesperson of a well-known dairy company, was ordered to go to the development market in the A area in 2007. A is a prefecture level market, under the jurisdiction of eight counties and one city, the region is large, and the prospects are very promising. As soon as Li Shengli arrived, he opened 9 customers in a short time and began to fight for money and delivery.

But after less than a month's work, Li Shengli found things wrong. Because of the one-time development of 9 customers, we all purchase at the same time, they have not finished the job yet, and then began to urge, every day between customers, a market has not been developed well, more and more problems.

Due to the limited awareness of products and massive backlog of terminals, limited promotional fees on hand are generally spread to 9 distributors because of the pepper noodles, which do not play any role in the market. Some dealers were rather dissatisfied with the fact that the service was not in place. The other part simply stopped making purchases and the market declined sharply.

[interpretation]

In the new market, there is a lack of market fundamentals, and the consumers of products are not well understood.

If the market is too big, your attention and energy will be hard to achieve. How can you stay on the surface?

Your material and financial resources are decentralized, and expenses can not produce sensational effects and publicity effects.

[correction]

In a big market, choose a subdivision area as the main development object. Core Market We should concentrate on the use of people, talents and things, step by step, deepen farming and meticulous work, establish a stable market base, choose new areas, step by step, and make use of the demonstration effect of the core market to drive the new market. {page_break}

Minefield two: product variety is greedy.

Do you think that the earlier the development of a market, the more varieties and items, the more sales, the better the market development?

A beverage company has a very high reputation in the region. Its 6 series of 20 items are excellent in local reputation, and the market share is absolutely ahead.

In 2007, after completing the strong segmentation and occupation of its base market, the company launched a great effort to kill the market. At the very beginning of its development, the company launched all its 6 series of 20 items. Its strong sales promotion support, large area personnel terminal promotion, and soon achieved a high rate of 90% in the terminal sales outlets of the market, and its total item arrival rate is also around 80%.

But within a month after the peak of the sale, sales almost stagnated, and the terminals sold out were also reluctant to restock because of too many products and poor after-sales service. The rest of the terminals were reluctant to replenish because of a large inventory. The whole market was depressed after the triumph.

[interpretation]

In the new market, consumers have a gradual understanding and acceptance process for products, and too many varieties often interfere with their understanding speed and purchase intention, and set them in a difficult position to choose.

And too many items, the attention of business personnel is difficult to concentrate, promotional resources scattered, and finally which pot of water can not boil.

[correction]

Choose the most competitive varieties, or the most acceptable varieties of consumers as the main players. All development efforts, all human resources, material resources and promotions are all around this product, strongly promoted, quickly established popularity in the minds of consumers, and deepened the impression, resulting in the desire to buy. When consumers accept and produce a certain amount of repeat consumption for mainline products, consider increasing varieties and tastes to meet the diverse needs of consumers. {page_break}

Minefield three: channel coverage is wide and fast.

Do you want to spend all the channels and terminals in the company in a short time? Intuitively, this will quickly generate sales.

H produces fruit juice with good taste and moderate price. It has high popularity and good sales volume in some markets. When entering the M City, the person in charge thinks that it will succeed. Therefore, it is required to achieve 100% of the terminal total channel distribution rate, 100% of the above 3 goods rate, and the terminal promotion to forcibly carry 3 pieces of 0.5 and 6 parts to 2 inseparable and disguised customer incentive plans, and require that they be completed within a week.

As a result, although the salesmen and distributors completed the work of distribution according to the requirements, many small terminals were slow and unmovable. Some of the big terminals did not have enough stimulation because they did not have enough incentive to compete.

[interpretation]

Why channel coverage is wide, and channel sales are slower?

Any product entering the new market, channels and terminals is a platform for consumers to understand and accept products. This platform will only actively serve manufacturers if there is a higher interest. If we quickly occupy various channels, we will undoubtedly reduce the profits of each channel. As a result, the enthusiasm of the channel will drop, and the stagnation of the sales of goods will inevitably be unavoidable.

[correction]

Select the most suitable and influential channels for products, step by step, break through in a single channel, form good results, and then influence and extend to new channels, and gradually expand. This will not only save channel costs, but also meticulous management in the case of gradual expansion of channels. {page_break}

Minefield four: promotion policy strength seeks big

Since the channel needs to be motivated to work, do you think the greater the promotion of channels, the more sales will be promoted, and the profit margins of channels and terminals will be great.

Yang Ming is responsible for the development of K city. The price of his products is at a medium level and has certain competitiveness. Yang Ming is aware of the energy of dealers. He thinks that he must give dealers a certain amount of promotion so that he can quickly increase the volume. The greater the intensity, the greater the possibility of success. As a result, the competition will buy fifteen to one for the key customers, then I will buy four to send one.

In the first month, Yang Ming also failed to live up to the company's expectations and achieved a 150% sales volume. But after that, Yang Ming's sales volume did not keep growing. Instead, he fell for 3 consecutive months, reaching 50% as fast as Yang Ming.

At the beginning of the market development, the sales promotion really lured the dealers. When the first month activity was coming to an end, the dealers came in from the company at the end of the month, and pressed the goods to the two batch of commercial storehouses. Yang Ming also achieved 150% sales volume.

But after that, the first batch of goods did not turn well at the terminal, and some two batches of merchants saw the wrong momentum. They feared that the goods would be smashed in their hands and converted the promotional activities into less than the selling price. Because of the stop of promotional activities and the drop of prices, some of the dealers entered the goods later than the previous delivery price, so they no longer stocking up. Finally, the market was quiet after a short period of glory.

[interpretation]

Excessive promotions result in excessive storage of goods by dealers, two batches or terminals. Once the product sales are slowed down or competitors are vicious competition, the channels will be sold at a low price, and the selling price of the products will be sold. The final result is a promotion stop, and the product will die.

[correction]

What is a proper promotion policy?

You need to take a look at the consumption level of the market and the price system of the competing products, considering the price, influence, appearance or unique selling points of their products, and at the same time control the quantity of the goods. The "just right" inspection standard is stable at the later stage of the market.