Marketing Strategy Of Channeling Goods

Marketing strategy weapon: make scientific marketing strategy, reduce

The cause of incentives.

In order to put an end to the occurrence of goods fleeing, enterprises should also do their job well, not to provide suitable soil for fleeing goods, and to take precautions against marketing policies, such as price differential system, promotion policy, rebate policy, buyout management right and so on. Especially, price policy should be flexible and convenient for market operation. Enterprises should consider not only the factory price, two batch price and terminal retail price, but also strictly enforce the monitoring system, and formulate measures for violating the price system, eliminate the conditions for causing the cause of fleeing, and eliminate the factors that may cause price difference.

Enterprises should establish a reasonable price system in two directions.

1. horizontally, pay attention to the rationality of price difference among different regions.

To do this well, we can adopt a unified national price.

At the same price, the enterprise shall bear the freight and take different prices in different regions.

Taking factors such as pportation cost into consideration, the price difference between regions is not enough to cause fleeing goods.

2. vertically, this is mainly for the three tier distribution pricing enterprises.

First, determine the reasonableness of price differences at all levels.

For example, the distributor in the sales network can be divided into total distributor, two tier distributor and three level retailer. The factory price, total sales price, wholesale price, group wholesale price and retail price are separately formulated, requiring them to ship strictly according to the stipulated price, and limit the shipments, and strictly prohibit Cross shipment.

Do a good job in sales promotion management

Promotion policy in time to prevent fleeing motives

Many manufacturers are not very reasonable in formulating sales plans, and some business representatives are constantly pressing goods. In order to digest inventory, dealers will make some efforts in addition to making efforts.

Dealers may choose to flee goods when they are helpless.

Channel system weapons - establish a good sales system, and do a good job in sales channels.

The establishment of channel system includes regionalization and dealer selection, selecting distributors, maintaining reasonable dealer density, distributing ability and distributing regional equilibrium.

1, choose the strategic regional market and select the matching distributors.

In the formulation, adjustment and implementation of investment strategy, it is clear that the principle is to avoid the emergence or increase of the bulk of the bulk of the goods.

Once the strategic regional market is identified, how to identify the dealer's standard reference indicators in the market: dealer's creditworthiness and professional ethics, dealer's moral character and financial status, scale, sales system, development history, etc., to prevent dealers from mixing goods into the sales channels;

2, a reasonable division of sales area.

Keep the dealer density in the area reasonable, the distribution capability and the distribution area are balanced.

Clean up the soil, so that fleeing goods without parasitic environment.

Rationalize the sales area, maintain the reasonable density of dealers in each distribution area, prevent the overall competition from being fierce, oversupply the products, and cause the goods to be fleeing.

For example, the implementation of regional monopoly, specializing in the development of specialized products for these regional businesses, and specialized distributors only operate a brand product, which distinguishes them from other distributors' products, so that dealers and enterprises can form an interest community, dealers' enthusiasm for products is high, loyalty to enterprises will also be improved, and enterprises are better managed.

3, keep the layout of the distribution area reasonable, avoid the overlapping of the distribution area, and fierce competition in some areas, and rush to other regions.

4, maintain distribution

Regional equilibrium.

According to the scale of different strength, the distribution area and the sales task are divided.

For new distributors, we must constantly investigate and adjust to prevent one-sided judgment.