Four Ways To Build Product Marketing Channels

October 31st, in

The promotion of new product launch channels must first create momentum and seize the opportunity.

This method is to seize the channel with the speed of the thunderbolt, so that competitors can not respond in time, so as to achieve sufficient promotion time and smoothly in the market.

For new products to implement this method, the first thing to do is to quickly distribute goods, and to purchase goods in a high proportion of physical rebate stimulation channels according to the way of osmotic distribution, resulting in momentum, so that products can quickly inflow to all levels of channels and avoid competition.

While promoting channel marketing, we should also cooperate with media advertising or publicity activities to stimulate consumer demand and promote promotional activities in the channels so that products can flow smoothly to terminals.

This method is applicable to products with strong circulation, and can reach the terminal quickly through multi-level channels. Otherwise, there will be a lot of backlog risks in the channel. Moreover, a high proportion of rebate policy can not be implemented for too long, otherwise, it will cause greater side effects and affect future promotion.

We should also pay attention to avoiding its edge and gradually.

The purpose of this method is to avoid the attention of competitors, enter the market in a low-key way, do not have direct conflicts with competitors, and strive for enough time to do the basic work of the market, accumulate power, form local advantages, and gradually erode market share.

In terms of specific means, it is completely different from the first way. In the phase of new product launch, no promotion measures will be adopted. Only select key channels for distribution, and focus on the management of retail terminals, do well in terminal display, and establish a good relationship with channels.

On the other hand, it is necessary to rely on the wholesale network of distributors to penetrate the market naturally, and avoid the attention caused by competing products.

This method is often applied to enterprises with weak strength, limited resources and poor market base. The key to their success is to establish local advantages, including market base and channel relationship, so that even competitors will not be able to resist attacks.

Channel promotion methods for peak selling season

First of all, we must strike while the iron is hot.

Sales peak season is the best opportunity to promote sales growth. At this time, the emphasis of promotion is not only to increase sales volume, but also to expand market space, expand sales network and strengthen channel relationship.

At this point, the best way to promote sales is to rebate. The implementation of the rebate policy before the peak selling season is the best, followed by observation of all stages of the rebate implementation.

The rebate at this stage can take physical rebates or cash rebates. The purpose of the former is to make more products in the inflow channel and promote wider penetration of products. The latter is to stimulate wholesalers and wholesalers to purchase large quantities of goods with actual profits, and to expand market size and seize more market share at the same time.

Each type of product will get a larger increase in the peak season of sales, but the use of rebate measures to stimulate sales is still more suitable for products with strong circulation and brand based products, because a large number of products must flow smoothly to terminals after entering the channel, and eventually reach consumers.

Products that do not possess the above characteristics are more likely to be overloaded by means of rebate, and it is difficult to digest inventory through retail terminals. Therefore, such products can not be used for a long time and the emphasis should be placed on retail terminals.

Secondly, we must strengthen the market base and naturally promote sales.

In addition to the form of rebate, the other way is not to take the rebate policy during the peak season, but to focus on the construction of the market infrastructure and promote the sales growth naturally through the strengthening of the market base.

Market infrastructure mainly includes expanding the distribution rate, establishing a three-dimensional sales network, activating the retail terminal, strengthening terminal packaging, improving the display of products, and increasing the promotion activities of terminals, so that the sales volume can be increased by the selling season, and the cost of investment is not much, and the effect is very good.

No matter whether the enterprise promotes sales channels, it is important for every enterprise to focus on the construction of the market base, especially the weaker ones. This practice is the best way to improve the market position.

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Promotion methods for off-season sales channels

The first is to nibble on competing customers and occupy market share.

The purpose is to gradually encroach on the competitors' market by means of indistinct means, because the off-season is the most relaxed period for enterprises, and the market is rather dull. Dealers or wholesalers all focus their attention on finding other investment opportunities, which is the most easy time to implement the strategy of nibbling.

On the other hand, if we can occupy more shares in the off-season, we can greatly enhance the overall sales performance.

At this time, the promotion means should not be too static and dynamic. The key lies in the communication channel feelings, especially the dealers who oppose competitors, so as to improve their sales network, so they can take gifts, a few trial marketing, personal relationship communication and other means, and ultimately establish a cooperative relationship.

This method is especially suitable for the competitor's distribution network and its own distribution network. If we can win the competitors' customers, we will undoubtedly improve our sales network, which is conducive to market penetration and scale expansion.

The second is to launch the off-season offensive.

The off-season offensive is to take advantage of competitors' energy and resources budget to seize the channel market in the off-season and establish a sales network to lay a good foundation for the busy season.

We can take the normal proportion of rebate, raffle, strengthen the distribution of goods, etc., so that the channel can continue to purchase under the stimulation of interest, effectively use the funds of the channel, and at the same time, we should promote the sales of consumers, so as to help the smooth flow of products in the channel.

The promotion efforts in the off-season should not be too big. First, there is a limit to the growth of sales volume. The two is to prevent the backlog of large quantities of products from the channel, which will hinder the promotion in the later stage. The key point is to consolidate the market infrastructure and the relationship between customers and customers.

Finally, we must consolidate the market base.

For their part, in the low sales season, we should pay more attention to the construction of the market base, and take advantage of this time to make up for the weak part of the marketing and enhance our competitiveness.

The main task is to maintain a certain market distribution rate, keep the product high attention, consolidate brand memory, continue to consolidate the display and packaging of retail terminals, maintain the relationship with customers, train sales personnel, lay a good foundation for the busy season.

Promotion methods for multi product channels

First, combined promotion.

This is a cross marketing method, which combines different products, and promotes selling products or selling products with the best selling products. The aim is to sell as many products as possible to the same consumer group.

There are three ways: first, it is mandatory for wholesalers to buy a certain proportion of unsalable products or new products while buying wholesalers or old products; two, it is to attract wholesalers, stipulating that as long as they buy unsalable products or new products, they can get bestselling products in a certain proportion; three, they are integral points, which stipulate how many points can be accumulated for buying or selling good products or old products, and how many points can be accumulated for buying unsalable products or new products, and finally accumulating different scores can be rewarded accordingly.

The above second, third ways are better, and the first way can not be used, and only powerful enterprises can adopt, but we must pay attention to coordinating the relationship between channels, otherwise it will cause dissatisfaction of channels.

Second, sub category management.

The aim is to make every product of the same company fully valued and distribute different products to different distributors so as to centralize the promotion resources of distributors to products, and at the same time cause pressure on distributors to improve their performance.

Each product chooses the right distributor according to its own characteristics. A product can be set up as an exclusive distributor. If distributors want to sell products outside their own scope, they can only buy them at the dealer's office. In addition, if the distributors of the products are not promoted well, they will be abolished to qualify as distributors, so as to mobilize the enthusiasm of the distributors.

The focus of sub category management is on the part and the whole. It is divided into every product, and for the whole enterprise, these products should reflect the overall brand image or corporate image.

Sub category management is only suitable for medium scale market.

If the market is too big, a distributor will not be able to independently promote a product, and the market is too complex, so it is difficult to divide the category. If the market is too small, a distributor will be able to manage all products, which will waste resources, easily lead to unnecessary market disputes, and also distract the sales volume of distributors, which will not enhance the enthusiasm.