Diversity And Extensibility Of Business Promotion

Promotion, as one of 4P, has many references in textbooks of management school and business school. We still prefer the interpretation of Terence A simp, a marketing professor at the Darla Moore business school in Columbia University of South Carolina. Promotion (SalesPromotion) refers to the business family to entice wholesalers. Retailer The incentive measures for consumers to buy a brand product and encourage sales staff to actively sell the product.

However, sales promotion also has broad sense and narrow sense. Generalized promotion mainly refers to delayed sales promotion, including free trial, joint promotion, competition, public relations sponsorship, membership marketing, image promotion, event activities, etc., which will not increase sales in the short term, but has a good effect on long-term increment. In the narrow sense, promotions include short selling activities, such as discount, gift, spot purchase, raffle, channel incentive, on-site sale, etc. In the promotion of OTC terminals, the two types of promotions often interact with each other, often in the form of combination, which fully reflects the diversity and extensibility of promotional means.

Organization and implementation of promotion

Resources tend to be concentrated in the hands of a few people. Similarly, leaders of pharmaceutical enterprises have the power to distribute promotional resources, but the phenomenon of "excessive use" or "wasteful" of leadership is common in practice, and it does not mean that resources are not evenly distributed.

Therefore, as a leader, we should change roles from "promotor resource distributor" to "Credit Supervisor", and give full credit authorization to the region based on market conditions, so that the executors can play their talents in line with local conditions. But empowerment does not mean laissez faire, it needs to play a good supervisor. Usually, we will establish some systems to restrict such as the system of promotions, the system of closing assessment, the system of rewards and punishments, and the credit rating system. In this way, the confusion and distress of leaders can be relieved.

OTC is more frequent promotion.

Why does OTC terminal promote sales promotion? What is the purpose of promotion? This is very important. Some promotions are designed to enhance the popularity and reputation of the enterprise brand. Some promotions are aimed at communicating with consumers, others are to promote sales of new products, but there is no doubt that the ultimate goal of promotion is to increase sales and change the attitude of target customers.

Generally speaking, there are two ways to increase sales volume: first, expand target customers, including brand switching and brand switching. For example, during the period of Baiyun Mountain and Huang Chinese medicine, we set up the "family expired drug recovery mechanism". Consumers can get the Baiyun Mountain brand of Radix Isatidis, and Huacheng pharmaceutical's "empty bottle empty box can change medicine" activities, and also guide consumers to do brand transformation.

Second, it is to increase unit consumption, including increasing consumption frequency and increasing consumption. For example, during the period of Huacheng pharmacy, we put forward the "combined medication", which bundles antiviral particles and monkey ear ring capsules, which not only achieves the purpose of treating colds but also reduces the consumption of Chinese medicine. Therefore, the purpose of promotion must be clear and resolute, not to do pointless promotion.

Classification of promotion

Combined with many years of experience in terminal promotion, we have made some practical classifications of sales promotion:

Theme promotion - let sales promotion interact with brand, so that promotion can spread the core value of brand.

Business promotion should be mainly based on distribution, and meetings and packages are the main forms.

KA shop promotion - attract customers with discount, express USP of their products, let customers feel value for money.

Community promotion - community residents' education with community medical stations and pharmacies.

Pharmacy promotion - giving preferential treatment to old customers and stimulating new customers.

Collaborative sales promotion is similar to the horizontal collaboration between China Merchants Bank's credit card and Ctrip.

At the same time, we evaluate various effective promotion methods and get the following order, we can see that discount is the most popular. Clothes & Accessories Consumer welcome sales methods, followed by free trial, are very close to customers who buy gifts and shop posters.

Promotion should hit the target group directly.

In the OTC terminal market, there are three main groups of enterprises: consumers, shop assistants and drugstores.

How to cultivate loyal consumers and tap potential consumers is also one of the problems that plagued OTC enterprises. We have summarized some sales promotion methods for consumers, including sample distribution, gift promotion, packaging gifts, discount, redemption (purchase), direct mail information, voluntary consultation and community education.

"Health education" is a good example for all provinces in Baiyun Mountain and Huang Chinese medicine. OTC represents the community surrounding pharmacies to publicize cardiovascular and cerebrovascular health knowledge for the middle-aged and elderly in the community, and provide health consultation and medication safety services. It not only shortens the distance between enterprises and potential consumers, but also promotes publicity and promotion for Compound Salvia Tablet well.

In addition, DM or clipping direct investment is also a good choice, using the brand effect of the enterprise to inform sales information on the chain drugstore DDMA, which is distributed to the members or the residents in the surrounding area by the drugstore, or at a very low cost, the product leaflets are clipped in the old newspaper and the social zone newspaper with the newspaper directly to the residents' mailbox.

Shop assistants are a bridge between OTC products and consumers. Especially after relevant departments have banned enterprises from distributing promoters in drugstores, the role of shop assistants is even more important. Their words can directly determine the fate of products. The business is always love and hate to the shop assistants, so sales promotion is also necessary for the salesperson. Our main methods include recommendation rate Award (mysterious customer activity), small gifts, trial supplies distribution, Commission points, competition between pharmacies (exhibition competitions, POP competitions, etc.), tourism, training and so on. A more successful example is that a pharmacist has a prize essay, and a salesperson can learn more about the product through activities.

I remember that in a long period of time, there was a phenomenon in OTC enterprises. Colleagues who worked in business would look down on OTC. They often talked about how much advance payments the business would take at a time, and how large the OTC sales could be. Baiyun Mountain and yellowing phase of Chinese medicine are relatively early established in China. In 2007, the proportion of OTC can be accounted for 25%~30%. Therefore, the digestion ability of terminal drugstores can not be ignored. We pay great attention to the promotion of drugstores, such as purchase discounts (quantity discounts and cash discounts), price incentives (implementation of manufacturers' zero price), sales incentives (sales bonus), brand promotion (joint advertising and large scale activities), etc., through the introduction of some promotional policies, and gradually improve the relationship with drugstores, in addition to sales volume, also changed some resources, such as the first push, highlight the display, joint development of member activities.

In short, the terminal is OTC. clothing Enterprise supply chain is an indispensable part, and promotion is an important means of service terminals.