Interpretation Of Three Channel Marketing Tactical Operations

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First, the channel tactics of product distribution include the following 3 points:

First, permeable distribution.

This is a high intensity way to distribute goods. The aim is to quickly open up the access between distributors, wholesalers and retailers, so that products can be filled with all levels of the channel in the shortest time, thus laying a solid foundation for the subsequent promotion, and avoiding competitors' scramble to seize the channel share.

The most suitable way for permeable distribution is to carry out rebates for channels, to actively purchase goods with interest stimulating channels, and to cooperate with manufacturers to distribute goods vigorously.

Rebates are mainly physical products, because the more pressure they have, the more pressure they have to buy.

Rebate strength should be large.

Under the stimulation of high profits, products can quickly arrive at retail terminals through distributors and wholesalers, but the proportion that should be enjoyed by all levels of channels should be stipulated so as to prevent dealers or wholesalers from cutting off profits and affecting the speed of product distribution.

Attention should also be paid to channel building.

The most important part of this is the wholesalers. If the ratio of rebates does not attract wholesalers, it will greatly delay the progress of products to the retail terminal. Therefore, it is necessary to mobilize the enthusiasm of wholesalers.

At the same time, we should do propaganda and supervision work at all levels.

Manufacturers should inform the wholesalers and retailers through the posters, leaflets and so on, and urge the distributors to distribute goods to wholesalers on the one hand. On the other hand, they should also distribute goods to the retail terminals directly.

Conditions of application: in this way, we must have enough strength, and the cost of channel rebate is relatively large. If the rebate is not enough at a certain level, it will weaken the overall rebate effect.

The permeable distribution method is suitable for products with single variety, strong circulation and random consumption, and can be widely distributed in a short time.

Two, selective distribution.

Such a way of distribution is mainly phased, and according to the characteristics of the product to arrange the distribution of goods, first of all, choose to enter the key channel that has great impact on the product, then mobilize the enthusiasm of other channels through the demonstration role of key channels; at the same time, the cost of this way is less and the adaptability is better.

Promotion policy: because the key channel of different product selection is different, so the promotion policy should be designed according to the specific circumstances.

If the wholesalers are the key distribution channels, they are suitable for the way of physical rebates. If the retail terminal is used as the key channel for distribution, the sample can be presented, the admission fee should be paid, and the display of the head should be arranged.

We should grasp the rhythm of selective distribution: whether we should first enter wholesale or retail channels, when to enter and when to expand the scope of distribution, we must make appropriate arrangements according to the market changes.

Applicable conditions: the selective distribution method is suitable for the weaker enterprises, the stage of listing of products, or in the early stage of developing the market and in the period of tight funds.

Three, advertising campaigns to distribute goods.

This is a pull out way of placing goods, that is, placing advertisements before products are laid out, and then distributing products after a period of time.

The focus of this approach is to stimulate demand first and then drive product demand through demand.

On the one hand, advertising can lead consumers to understand, because advertising is lagging behind, and consumers have to accept a certain degree of advertising to produce purchase behavior. They can make full use of time to arrange the distribution.

Another important aspect is that advertising is conducive to the control of channels, because channel purchase is often influenced by advertising, or even a major factor. Therefore, after advertising, the product can be smoothly accepted by the channel and shorten the time of distribution.

The most important thing to do is to conduct a full investigation of the market and grasp the attitude of consumers and channels to advertisements. At the same time, we must make adequate preparations to complete all the preliminary work of the distribution at the same time of putting advertisements into practice; three, we must grasp the time of the distribution of goods well, and create the anticipation psychology in the market before we can distribute the goods, but the time can not be delayed too long, so as not to reduce the interests of consumers.

Second, obstructing competitors' channel tactics, including the following 2 points:

First, fill the wholesale channels first.

Wholesalers are a very important link in channel competition. They are resources that can be shared by both sides. If anyone can win more wholesalers' resources, they will be able to seize the market, so blocking competitors' channels must be blocked.

Take the bonus that is higher than the competitor's cash rebate or the rich prizes to carry out sales promotion to the wholesalers, stimulate the wholesalers to purchase a large quantity, try to satisfy most of the demand in the wholesale channel, and squeeze the liquidity of the wholesalers, so that the competitors have nowhere to start and miss the promotion opportunity.

The key to preemptive filling of wholesale channels is to get ahead of the competition before competitors begin to take action. In addition, we should grasp the turnover of products in different channels throughout the period and the share of different brands, so that we can formulate targeted promotional policies.

Two, the retail terminal is fully distributed.

This is a tactic of blocking competitors from the root. Even if competitors pass the wholesale channel, they will be blocked at the retail terminal and suffer greater losses.

When competitors carry out channel promotion, they will focus on the retail terminal, ask the distributors to cooperate with each other, launch a large-scale and strong distribution of retail terminals for the whole market, take the measures such as giving products, cash rebates, offering incentives, etc., so that products can be paved with retail terminals, and also seize the liquidity of retailers, thus blocking competitors.

Taking the tactics of the retail terminal's overall distribution, the speed should be fast, and the policy should be attractive. Otherwise, competitors will be useless if they react.

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Third, the channel tactics of digestion inventory include the following 4 points:

First, reverse pulling.

This tactic is mainly to strengthen the promotion of the retail terminal. As long as the product moves around the terminal, it will naturally pull in the backlog products in the wholesale channel.

The emphasis of the promotion policy will be on the retailers. The first is to ask the distributors to cooperate with the retailers to distribute extensively, to maximize the terminal distribution rate and to increase the output point of the product sales. Two, it is to give retailers a greater rebate so that they can enhance the promotion power of the terminal and promote the purchase of consumers, thereby driving the turnover of wholesale channels. Three, the manufacturers choose large supermarkets and stores, directly carry out the spot display and promotional activities on the spot, and enhance the influence of the brand.

Two, open up new markets.

If we stand at the height of the whole market to look at the inventory, then a better way is to open up new markets or fill gaps in the market, and ask distributors to expand the sales network of products in the prescribed sales areas and increase the sales side of products.

It can provide some support to dealers, such as providing a delivery vehicle, requiring distributors to use products for distribution and giving them after completion of the target.

Three, product exchange and matching.

Different markets have their own characteristics, and products are different in different markets.

Therefore, under the backlog of products, it is possible to coordinate the relationship among different markets, undertake the digestion of products from the good market, and provide certain promotional expenses for the poor market.

And for the sale of different varieties of products, it can also replace the slow selling varieties to a good market for sale.

In addition, it can also mix the best selling varieties with the slow-moving varieties, form a combined sales, drive the salable varieties with the best selling varieties, and at the same time formulate preferential prices, so that the combined products can be sold.

Four, convert inventory products into expenses.

This is a way to deal with inventory products flexibly, which is beneficial to enterprises to a certain extent, but it should be controlled.

First, the inventory products are used for the donation and tasting to consumers, so that consumers can directly contact the products to promote the trial of consumers. Two, the best products or varieties will be rewarded in kind, promising that when wholesalers or retailers sell a certain amount of unsalable products, they will give the best selling products to a certain percentage.

This way can not be used, otherwise it will affect the brand image of the enterprise.