Analysis Of The "5W" And "1H" Thinking Of Promotion Plan

< p > how to plan the promotion of channels may not be the one or two sentence to say clearly, but I want to talk about some personal experience from the point of view of thinking and stylistics today.

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< p > > from the thinking level, how to plan "a href=" http://www.91se91.com/news/index_c.asp "channel" /a "promotion, just answer six questions, namely, what to do (What?), why (Why?), time (When?), where (where? Door / process...

), responsible person / team (Who?), how to complete (How?).

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< p > 1. what to do? (What?): there is no fixed way to do what kind of channel promotion.

There are many ways and means of channel promotion.

However, it can be divided into sales promotion and market promotion. Generally speaking, sales promotion is the sole purpose of achieving sales volume, the only way to reward rebate is to increase dealer inventory as the final result, and short-term behavior is obvious.

Sales promotion is the ultimate goal of sales promotion. It is not the sole purpose. It takes market management, market base investment, training guide, terminal construction, store activity, site promotion, market research as the means, and takes the healthy development of the market as the result.

The long-term effect is remarkable.

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< p > o sales promotion "mainly includes: step rebate, deadline sales award, sales competition, welfare promotion, physical rebate, fuzzy rebate, quota for goods, new goods quota, < a href=" http://www.91se91.com/news/index_c.asp "> stage reward < /a > (quarterly, annual reward); < /p >

< p > o < a href= "http://www.91se91.com/news/index_c.asp > > market-based promotions < /a > means and methods, mainly for: consumer promotion, market support award, terminal construction and later maintenance investment, training support, marketing activities support, personnel support, advertising investment and other support /p < /p >

< p > 2. why? (Why?): which channel promotion is planned, first of all, based on the purpose of promotion.

Secondly, the main difficulties faced by the local market, regional market characteristics and customer characteristics.

Generally speaking, the planning of channel promotion is generally based on the following four purposes: < /p >

< p > o to complete monthly (or phased, annual) sales for the primary purpose and final purpose < /p >

< p > o new product listing to achieve benign inventory, reasonable display, final sales for the purpose < /p >

< p > o digest old products, stocks of unsalable goods, optimize inventory structure for the purpose < /p >

< p > o health network to achieve healthy and stable development of the market for the purpose.

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< p > O, of course, we do channel promotion or promotion, but also because of many small purposes, such as coping with emergencies and so on, < /p >

< p > 3. (When?): there is usually no time limit for channel promotion planning.

But for next year's channel promotion, we should do the following in principle: < /p >

The promotion time span of < p > O channel is 1-3 months; < /p >

The rebate quota for the sales promotion of < p > O is linked to the progress of the task, and the peak period of shipment is less than /p.

< p > o take precautions and channel promotion will eliminate the problem in the bud at the right time. < /p >

Where is < p > 4.? (where?): < /p >

< p > o what kind of product? < /p >

< p > o what kind of market? < /p >

< p > o what kind of channel? < /p >

< p > o what kind of customer? < /p >

< p > O, if it is a promotion between channel and terminal, what kind of target consumers should be included?

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< p > 5. responsible person / team (Who?): executor? Assist? Follow up person? < /p >

< p > 6. how to finish (How?): if we say what to do (WHAT) is only deciding the direction of channel promotion, then how to accomplish the specific strategy, method, effective safeguard measures, rewards and punishments, and budgets for the promotion are decided.

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