Four Big Bad Terminal Promotions "Ruined"

As actual combat clothing Marketing planning companies, our most important work is to "walk the market", which most of us are concerned about the retail terminal, and referring to the retail terminal, those numerous brand promotions are becoming the key elements of many brand terminals. "However, not every brand's promotional activities can bring positive input and output." The author thinks that "retail terminal promotion is the most direct and effective way to benefit consumers, but our research finds that many enterprises' promotional activities are not 100% effective, and some poor promotional activities have even become a hard sell." To this end, we summed up the following few poor sales promotion phenomenon, I hope enterprises can take warning.

　 Unnamed brand bundling

Retail terminal bundling is one of the most popular terminal promotion methods. This kind of sales promotion means can make the consumers understand the benefits of this promotion very intuitively, and is also the most easily promoted sales promotion means. However, there are many drawbacks in this promotion method. For example, the excessive promotional benefits bring about an increase in the casual buying of consumers. More attention is paid to the maximization of consumer interests in the purchase process, which basically ignores the recognition of brands, which is extremely unfavorable to the building of new brands.

In an investigation process of Beijing Li Jun century marketing planning organization, we found that a washing liquid in Beijing Wumart supermarket was doing promotional activities for bundling sales, so we sent special people to carry out on-site tracking investigation of this hand washing liquid. We also sent another investigator to inquire at the supermarket doorway. The conclusion is that, at the scene of promotional activities, most of the users of the hand washing liquid did not hesitate to buy the brand hand washing liquid after watching the hand washing products. The reason is simple: the benefits brought by the promotional activities of buying one get one can hardly be resisted. Our investigators at the supermarket gate were asked if consumers knew the brand of the hand washing liquid. About 90% of the handwash users did not know the brand of the hand washing liquid. They had never used the brand hand washing liquid before.

Unknown brands often rush to promote. Clothes & Accessories Brand awareness and brand image are often established in marketing activities. Large scale sales promotion activities often take place, which leads consumers to focus their purchase decisions on consumer interests. They just ignore the brand recognition and brand image that the enterprises are most concerned about, which makes sales activities greatly discounted.

Discount sales of strong brands

The use of price means is one of the important means to promote the retail terminal of an enterprise. It utilizes the sensitivity of consumers to price to attract consumers to expand their purchases. However, it also has a very fatal disadvantage, that is, disrupting the buying rules of consumers, making consumption rapidly prompt before, which is likely to lead to the sequelae of sales promotion. After the end of promotional activities, sales will often become sluggish for a long time. This phenomenon is extremely unfavorable to the terminal sales of strong brands. Many strong brands have a very loyal brand consumer, consumers consistently consume the brand goods, but in the event of promotional activities, the loyal consumer group will not change the purchase intention, but will stimulate its increase in the number of purchases, resulting in a rapid increase in sales during the promotion period, and sales will decline after a period of sales promotion, which is very unfavorable for the management of the retail terminal of the enterprise. Moreover, price discount will damage some loyal consumers' cognition of brand image.

Many strong brands with many product line combinations are often the victims of price discounts. In 2013, the Beijing Li Jun century marketing planning agency carried out a six months follow up investigation on the promotional activities of household printed articles for household products, and found that the brand has entered an endless sales promotion channel. Many loyal consumer brands in the past have been looking forward to offering discount promotions. Once the price is not promoted, they will wait and change the purchase time (why the consumer will wait, because the household toilet paper consumption is purchased by the package, about 10 rolls per pack). It is impossible for us to take the price of a single product and take the price discount, so consumers will start buying it. In order to ensure the monthly sales volume of the brand printed on the heart, the enterprises have to continue to offer discount promotions, so enterprises can enter the irreversible discount sale cycle.

Using price means to promote sales is one of the most effective means of promotion, but the price also has two sides, so the enterprise must use it prudently.

Single product for super special sales promotion

Retail terminals often offer special promotional activities for some brand goods. If we do some limited price discounts, if there is no disadvantage of the discount sales promotion mentioned above, it is acceptable. However, because enterprises are often in a relatively weak position, they are often forced to take the task of not having super special promotional activities to fulfill the requirements of single store sales stipulated by supermarkets. Many well-known brands that are familiar with us are subject to certain restrictions due to the characteristics of their products. These brands will often become the victims of supermarkets' super special sales promotion. From the perspective of enterprises, the author believes that the brand image and quality recognition of enterprises will have a considerable impact, especially for small brands.

For the noodle industry brand, we are very familiar with many well-known brands in the industry are our customers. In 2013, we tracked the Chen Keming noodle brand in five different cities across the country. We found that the frequency and the price discount of the super specials were very rare. It not only did not further enhance the image of the brand of Chen Keming, but made many consumers doubt about the quality of Chen Keming noodle products. It needs to be explained that this quality suspicion does not mean that Chen Keming noodle has quality problems and food safety problems, but is related to the market pattern of vermicelli. The market price of vermicelli is very wide. For 1000 grams of noodles, Chen Keming has to sell for about 9 yuan, while the selling price of some small and medium-sized noodle brand products may be as low as around 5 yuan, which will have a great price perception space. We found that once Chen Keming's 1000 grams of noodles made a big promotion of 6 yuan each, consumers would increase their doubts about the quality of Chen Ke Ming noodle.

In recent years, we have found that the influence of Chen Keming brand continues to decline, which is constrained by this super price promotion campaign.

　　 Buy durable n products for sale

Many fast food products belong to "durable" fast food products, that is, those that can be used for a month or so. Families have regular consumption purchases for such products, and basically buy them once a month. The sales promotion of this kind of fast moving products is taboo. The way to buy n is not only willing to buy, but also damaging the brand image. Many consumer products are products of this kind. With the change of packaging forms and the changes of packaging specifications, some of the new fast moving products have entered the ranks of durable fast food products, such as household toilet paper, toothpaste, washing powder (liquid), etc.

When we did market research, we found that a toothpaste brand was buying three gifts, and this promotion was almost unattended. The reason is that four tubes of 120 grams of toothpaste are bought for almost half a year. From the point of view of consumption psychology, no consumer is willing to buy toothpaste that can not be used for half a year at a time. On the contrary, the sales of a toothbrush brand is very good when buying a four gift one. The reason is that as people's demand for quality of life is getting higher and higher, the rate of people changing toothbrushes is higher than that of experts. Many young people change their toothbrushes even in half a month, so consumers are willing to accept sales promotion activities of toothbrushes.

Buying promotional activities and buying promotional activities properly can make consumers have a good consumption experience. Improper buying and selling promotions will make consumers feel embarrassed when making purchase decisions, which is very annoying to consumers. For some special "durable" fast food products, it is not particularly suitable for buying promotional activities. Enterprises should not be reluctant to do so, but at the same time, they will also make consumers' purchase experience greatly reduced.

Concluding remarks

According to statistics, nearly 100 kinds of promotional activities often appear at retail terminals, which provides diversified means for enterprises to participate in marketing competition of retail terminals. At the same time, enterprises also need to be cautious when choosing sales promotion methods, such as product characteristics, consumption habits, consumption psychology, brand image, etc. clothes Brand awareness and other aspects of comprehensive assessment, terminal promotion can be added to the marketing of enterprises, do not use poor sales promotion, promotion is one of the wrong marketing concepts.