Inventory Means And Scope Of Application

Generally speaking, stores will be organized on a large scale during holidays, large regional events (tourism festivals, sports meetings), weather / seasons (hot summer), low sales season and backlog.

Narrow promotion is in the already established regional business circle market, plus the sales of large brands or artificially promoting sales on the existing basis.

But the content of the promotional activities is seriously homogenized. It's not a discount or a gift, but it's still worse than once. When you call 20 percent off, I'll play 30 percent off. If you buy 100 to send 60, I'll buy 100 to send 100...

And the way of expression is to put a poster at the entrance of each store or to put up a poster at the window, 30 percent off or 100 of the store.

What's more, many people simply think that sales promotion means equal discount and delivery.

Frontline

Restricted by cost, the promotion of second line brands is relatively simple, and large scale discounts do not dare to come unless some brands want to commit suicide.

Of course, sales promotion can't jump out of these circles: gifts, coupons, discounts, or a lottery draw.

What promotional activities are your company going to do next holiday? Many businesses may be puzzling about it.

Next, I will talk about some basic marketing strategies for the second tier brand market.

First, the choice of promotional gifts.

Most of the target consumers of women's underwear are women, who can consume brand underwear. Most of them are women with a certain economic ability and a better sense of consumption. Our promotions are targeted at them.

So, first of all, we need to understand the love of this woman.

Because the price of the second tier brand is limited, the cost price of the promotional gifts can not be too high, so we can not win the competition. However, we must make the exquisite products before we will affect the brand's grades.

Similar things women like are related to socks, scarves, shoulder straps, towels, cosmetic bags, make-up mirrors and so on. They can also send umbrellas, sunglasses and so on.

A company in Yanbu once launched a promotional campaign to "trample on villains". I think it is more successful.

Its gift socks are actually very simple, but it is embroidered with a villain at the bottom of the stockings, and then with a story about stepping on a villain, the socks become different and become a pair of auspicious socks.

It was launched just during the Spring Festival and was very popular with consumers.

I have also seen a brand that has bought underwear to send mini radio, and has also advertised in the media. It seems that some brands follow up and imitate later. I feel a little puzzled.

In the era of popular digital products such as MP3, there are still a few women who are willing to take a radio to listen to it besides poor students. The small radio obviously does not have the same sound effect as those big equipment.

So, if this gift radio is to achieve the sales promotion effect, it is afraid that it will be a bit difficult.

It is said that some consumers receive gifts and give them toys as a child.

The cost of a small radio is 6 yuan or 7 yuan. The same price can be changed to other small promotional gifts, which may attract women.

Therefore, when we choose to promote gifts, we should take the principles of practicality, application, beauty, creativity and promotional gifts to play an advertising effect.

Two, promotion plan production

Many enterprises will not make promotional programs at all. Promotions are often communicated through business staff, so it is difficult for customers to understand the details of the activities, and it is difficult to cooperate with them.

Generally speaking, a basic promotion plan should include the following contents at least.

Promotion time: generally it is arranged before a specific holiday day, mainly considering the factors such as weekend and holiday length, etc., and according to the size of promotion expenses, the cycle of activities is arranged flexibly.

Sales promotion location: where do you promote your sales activities? Are all outlets or part of the outlets? Is it a self run store or a franchisee? When I made the promotion plan, I often made different plans for the stores and shopping malls.

Promotional purposes: always aim at doing things. Sales promotion is definitely a prediction purpose. What kind of results do your sales promotion want to achieve in order to increase sales or to curb competitors? This is a must in making plans.

Sales promotion theme: the theme is the key and core that you want to express in the sales promotion activities, so that your activities can be effectively spread. The theme should be concise and concise, which can effectively attract consumers and facilitate publicity.

Sales promotion: This is the core part of your sales promotion. What is the specific content of your promotion? What kind of method is adopted? You must clearly describe it in the plan so that your customers can see it clearly.

Implementation steps: for example, the display methods of gifts, promotion of POP display methods, etc., in detail, you can also make a schedule, arrange the production cycle and delivery period, etc., and indicate the various responsible persons so as to carry out promotional activities in a timely manner.

Do not overestimate the execution capability of terminal providers, so your execution steps should be as specific and detailed as possible so as to refer to execution.

Attention Rules: what rules and regulations should be paid attention to during the promotion process, how to ensure more effective sales promotion, safety factors, market change factors and some supplementary explanations on activities.

Three, promotion execution

The implementation of sales promotion is very critical. Different execution of the same store is really different.

If there are some advertising matches better, but the promotion of the underwear industry is generally not big. Simple advertising may not appeal to consumers at all. The advertising radiation of the ordinary media is also very limited. By contrast, the advertising of terminal shops may be more important.

A banner in a store may be cheaper and more practical than any media advertisement.

If you don't advertise, at least the terminals must put up posters or promotional flags in the most visible form and hang them up.

As a manufacturer, we must monitor the implementation of the whole sales promotion.

I have seen many such phenomena: agents sell the promotional gifts to the distributors or consumers at a high price; some agents throw the promotional products in the warehouse for a long time; some terminal merchants never hang the promotional flag at the manufacturer's requirements.

This will cause great adverse effects on sales promotion, resulting in great waste of resources. For such behavior, we must resolutely take corresponding measures.

Qualified companies should be inspected by market supervisors and so on.

Manufacturers should also spare no effort in guiding the promotion concept.

Four. Feedback from promotional activities.

What is the specific effect of a sales promotion? It is determined by the market. After the end of the activity, it collects relevant information in a variety of ways, analyzes the effect and summarizes the problems, so that it can be corrected in the next execution. This will help improve the promotion level of the whole enterprise.

This step is often the most easily overlooked by many enterprises.