Marketing Management Strategy For Off-Season Enterprises

Weak market breakthrough: the 4 policy of management

1. Reasonably calling manpower.

Some enterprises slash their employees in the off-season to reduce their expenses, and to recruit a large number of employees until the peak season, which seems to have saved some manpower costs, but in fact, it has kept the enterprises in an unstable state. Such enterprises are prone to two problems:

(1) the sense of belonging of employees is not strong, because the mobility of personnel causes employees to be in a state of panic and insecurity. It is hard for them to put their heart into work and even produce cyclical mood swings. When the industry market will enter the off-season, employees will not work and talk about who may be dismissed. Although the dismissed employees are only a few, this atmosphere will affect all members of the organization, and this is obviously unfavorable for the long-term stable development of enterprises.

(2) employees' professional skills are unstable because employees are too mobile and have just adapted to their jobs and have left their jobs. This leads to the fact that the production technology of enterprises is difficult to improve and practice, and no one is willing to study professional skills for the unpredictable tomorrow.

New managers or other employees also need to adapt to corporate culture and business models, which will bring adverse effects to enterprises.

To solve these two problems, we should adopt the method of differential treatment, which is easy to replace the job with technical, empirical and professional talents, because there will be a period of adaptation for new recruits to take up such posts, and the labor value of the adaptation period can be very low. Frequent replacement of staff will greatly increase the operating cost.

Instead of technical repetitive work, temporary labor or outsourcing can be used to reduce costs.

2, strengthen staff training

There is a popular saying: "fill the net at leisure, fish while you are busy."

This is also the reason for human resource management. In the peak season of the market, we put our minds on marketing work. We have no time to take care of others. Employees, as the foundation of the survival and development of enterprises, are particularly critical for their skills training and ideological revision.

Through inculcation and guidance of ideology, employees increase their sense of identity and cohesion to the enterprise, and the overall coordination ability of the organization will also be enhanced.

Therefore, in the off-season, it is suitable for martial arts training and deepening the staff's thoughts, so as to fight for the market in the coming year.

According to the survey of training institutions, most of the training time for most employees was basically before the peak season of the industry, when the business problems or pformation occurred.

But now some wise enterprises are planning their staff training in the low season of sales. It can be seen that the value and management of human capital are increasingly being taken seriously by managers.

3, straighten out the various functions of enterprises.

Enterprises, like a machine, can not run at high speed for 365 days, but also need to be overhauled and maintained.

Therefore, enterprises should make use of the more leisurely opportunities in the off-season to repair the business functions that are too busy to take into account, which is conducive to the healthy and sustainable development of enterprises.

For example, straighten out the financial affairs, clear up bad assets, idle assets, make reasonable use of funds and optimize bank loans, repair and upgrade of factories and equipment, and introduce technology; major personnel changes, project investment, strategic pformation, channel changes and so on should also be carried out in the off-season. The strategic planning of enterprises should also be carried out in this energetic period, avoiding the adjustment strategy in the peak season, which will easily affect sales volume, and even damage brand image and customer satisfaction.

When a company comes to the peak selling season because of its strategic disagreement, the deputy general manager of marketing is forced to quit. After the new deputy general manager takes office, he adjusts the marketing strategy sharply, and gradually changes the original several major channel providers to make the channel flat.

When the channel gets the news, the sales of the unintentional peak season are looking for a way out, or not buying goods, but dumping to the downstream. What's more, they refuse to pay back to protest the manufacturers' actions, resulting in the sales volume of the enterprise during the peak season is only 57% of the same period last year.

4, strengthen contacts with allies.

As a link in the market industry chain, any enterprise will have upstream and downstream partners, and its management and maintenance is very important.

At present, the relationship between manufacturers is very fragile, often appear suppliers easily turn around, stop supply, dealers rebel against another door and so on, sometimes these actions to the enterprise's blow is fatal.

For example, when a household electrical appliance manufacturer just started its sales season, a long term supply enterprise suddenly collapsed, and the boss absconded with the money.

Because of the loss of product parts, it has caused considerable losses to the home electrical production enterprises. It has temporarily sought cooperation with other manufacturers, but the price is high and the quality and specifications can not meet the requirements, resulting in unstable product performance, high rate of reverse product and maintenance.

If you can communicate with partners more often and find out the problems in time, you can avoid these losses if you look for other partners early.

Therefore, in the off-season, it is important to strengthen the maintenance and understanding of the upstream and downstream partners.

Light market breakthrough: 6 strategies for marketing

1, stick to the price and improve the delivered value.

The low price in the off-season is a way for many enterprises to cope with the depressed market, which can turn cash in hand into cash and reduce capital pressure. However, the danger of doing this is that it may cause damage to brand value, and consumers will not recognize the price of commodities falling down.

Price cuts damage brands, drain profits, cut prices, lose sales, and backlog commodities.

In such a dilemma, we should first adopt the practice of "tight internal loose" channels.

That is to say, we should increase the channel's thrust: increase rebate and take a big discount in off-season, so as to increase channel sales enthusiasm.

In the off-season, encouraging channel traders to buy goods can not only reduce the financial burden of enterprises, but also promote sales. Although the discount is large, they give up a lot of profit margins, but the enterprises are not losing money, because the profits can basically be refunded with the return of the capital interest, while in spite of the weak season, the thrust of the channel and terminal can still bring the sales beyond imagination.

With the push of the channel, the next step is to work hard at the terminal and create the rally by increasing the delivered value to the consumer.

Because there is no difference between goods hoarding in the channel and in the warehouse of the manufacturer, it is only sold by consumers that it is really sold out.

Sales promotion in the off-season is more laborious, but to avoid adopting price reduction measures, we must adhere to the price unwavering, maintain the brand, and also maintain the sense of value of the product.

Keep the amount of money purchased by customers unchanged, and then increase the total value of customer purchases.

We can use complimentary gifts, value-added services and commodity combination sales to avoid price cuts by increasing the value of commodities.

For example, in the off-season, the purchase of household appliances can get double warranty service time, buy seasonal clothing for seasonal clothing, and combine off-season products with popular sales.

Managers must have a concept in mind: it is not only a way to improve the value of goods, but only in this way can we create more value for customers, without losing profits.

2, launch appropriate new products.

New products can often arouse consumers' interest. The introduction of new products in the off-season can bring waves to the market like stagnant water and enhance popularity and attention.

If we can introduce new products to make up for the blank market in the off-season, it is more likely to bring unlimited business opportunities to enterprises.

Nestle sells chocolate in India because the local climate is very hot. There are no air conditioners in the place where chocolate is sold. Many sales places are just on the roadside stalls. Chocolate is sold in the hot sun.

At 35 C - 45 C, chocolate is turned into liquid. Therefore, the hottest 9 months of the year have become the low season for chocolate sales.

A seller jokingly said: Nestle chocolates are sold as drinks.

This sentence has attracted the attention of Carlo Donati, chairman and general manager of Nestle India company. "Since our chocolates are sold in liquid state, why don't we sell liquid chocolate directly?"

Nestle India launched a liquid chocolate product named "Choco-Stick", which has received an unprecedented welcome. Since then, Nestle's chocolate products have not had a slack season in India.

However, in the off-season sales of products in any case can not be compared with the fact that the peak season exists, so the introduction of new products and promotions should consider the balance of profits and losses, after all, the same publicity and promotion costs in the off-season can achieve much less than the peak season, as far as possible to avoid losing money.

3, active marketing hot market

By launching some activities that target consumers are concerned about and can bring real benefits to them, the market atmosphere can be promoted, and appropriate measures can be taken, and even a sales climax can be set off in the off-season.

Activity can not be a simple discount, it should be cut from other angles.

Take jewelry industry as an example, jewelry industry will hold jewelry culture and art exhibition in the off-season. It will stimulate consumers' desire to buy through bright jewellery display. It is also an excellent means of brand promotion.

Usually, it is difficult for women to give up jewelry that has been worn on their bodies. Even if they do not buy it this time, when they have purchase needs, they will see that they are wearing beautiful jewelry on their wedding gown. The first choice will be the product of the brand. For the potential consumer groups of university students, launching a professional jewelry design competition, launching jewelry collection for non professional users, so as to make them pay close attention to and study the products of the enterprise, is a good way to cultivate potential customers; holding jewelry gentleman and jewelry lady is also a way to attract attention and attract consumption.

4, borrowing opportunities to attract eyeballs.

Usually, in the off-season, the products are lack of consumer's concern. At this time, we can take some hot spots or create hot events to attract the attention of consumers.

For example, when a tourist scenic spot is out of season in winter, it first releases news to the outside world: a local martial arts athlete should compete with the "martial arts master" monkey competition in the zoo through obstacles, climbing and running events.

The news has aroused widespread concern. The organizers have skillfully integrated their new winter tourism project information into the news. Although the event has not been implemented in the final controversy, it has attracted the attention of a large number of consumers, and many people have taken part in the winter tourism.

What we need to pay attention to is that we must not be groundless. It can only be counterproductive. It is better to find the elements of consumers' concern, to create borrowed themes, or to launch marketing activities with the help of events that have happened.

For example, a tourist attraction took advantage of the challenge of the old doctor Chen Jianmin's hunger strike to challenge the world record, and quickly launched the marketing activity - inviting Chen Jianmin to carry out the event in his own scenic spot, and at the same time, with the propaganda, the scenic spot got several times more than usual times to come to the sightseeing tour.

5, strategic counter marketing

In the off-season, reverse marketing operation can make different competitors and achieve unexpected gains.

Because, after the selling season, many of them have been forced to retreat, advertising and promotions have been removed, and sales promotion policies have been cancelled.

Although this is the low season of sales, compared with the few market competitors at present, the situation of weak marketing offensive can earn a large share in the small market, and the returns are considerable.

Even if not reverse marketing, at least in the off-season should also do a good job in basic marketing, such as appropriate advertising.

Usually, in the off-season, the marketing activities of the enterprises have basically stopped, and advertisements have been reduced or even completely removed to reduce expenditure. However, maintaining a certain exposure rate in the off-season is necessary for brand building, because when a brand is not in touch with consumers throughout the off-season, it is easy to be forgotten by consumers in the coming year, and the brand value and the status in the minds of consumers are hard to accumulate.

Therefore, in the off-season, it is necessary to maintain some basic marketing activities so that consumers will not forget your brand.

6, the national market goods do well regional difference marketing

Clothing, home appliances, tourism, catering and other industries have obvious regional differences, such as the clothing market, the north and south peak season can be 3 months difference, reasonable grasp of the time difference, according to the seasonal change, the marketing focus adjustment, can gain more profits.

A clothing company moves its clothing in different geographical markets, and its clothing can basically be sold out of date and thoroughly before the season.

The stones from other hills can be used to attack jade. In the off-season, cross regional promotion of products will have a good effect, because sometimes in A city is the selling season of a commodity, but in the B City, it is the selling season of the commodity.

This kind of operation should accurately grasp the information of every market and make timely action.

From management to marketing, the above puts forward some suggestions for off-season management, but more importantly, managers need to innovate in management and innovate in marketing, like Nestle, so that your company's products do not have a slack season, so that enterprises can also be slow in the off-season.