Peak Season: Business And Marketing Will Follow Me.

< p > < strong > first battlefield: < a href= "http:// www.91se91.com/news/index_c.asp" > channel < /a > King < /strong > /p >

< p > the most important campaign in the first stage of the busy season is "channel is king".

The core of the work: business personnel must complete the most pressing work for all the channels that have been developed and are being developed, regardless of the rate of compression, or the quantity of single store purchase, the product of my brand must be maximized.

To this end, we need to focus on the following points: < /p >

< p > 1. existing channel network management.

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The sales volume of < p > peak season is mainly achieved through the existing network.

Therefore, the development of existing network "blind spots", the improvement of weak points and the attention of crisis points must be treated as top priority. It is an effective way to improve network distribution capabilities and distribution quality.

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< p > 2. development of new channel new network.

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P > low season market development is difficult, and many undeveloped markets may be developed quickly in the peak season.

The growth of sales volume came not only from the "enclosure movement" of the new market development, but also from the "special weaving net" action developed by the new channel.

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< p > 3. firmly control the core distributors.

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< p > in the circulation channel, the core distributors play a vital role in the breakthrough of the peak season sales, and 70% of the sales and sales volume come from Yu Si.

When making sales policies, business personnel must ensure that the interests of the core distributors are higher than those of the general distributors, but also control the core distributors so as to prevent the core distributors from fleeing and hurting the price so as to hurt the interests of the whole network.

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< p > 4.. Optimize the classification of products.

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Consumer demand at all levels will expand during the peak season, while product promotion should be good at punching "combination boxing" and "lost boxing" while highlighting the main products, effectively linking up consumer demand at different levels, taking into account the need for sales and profits of the channel and the need to fight P.

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< p > < strong > second battlefields: < a href= "http:// www.91se91.com/news/index_c.asp" > terminal /a > hegemony < /strong > /p >

< p > the same business super similar products are increasing day by day, and the competition situation has reached the level of white hot. Therefore, the display position of products, terminal image layout and publicity material placement have become a beautiful landscape, and even the terminal work has become a top priority job.

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< p > 1., the product terminal display is "grabbing eyeballs": < /p >

< p > (1) quantity maximization: using all available space to increase the number of display surfaces will enhance visual impact and create a good sales atmosphere. (2) product centralization: centralized display of all the same enterprise's series products can get the brand association and influence of relevance and integrity.

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< p > (3) product display stereoscopic and lively: through the three-dimensional product display to increase the product's attention rate, it makes people feel that this product has scale, time and quality.

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< p > (4) publicity mode is diversified and vivid: make full use of various propaganda means, such as example cards, POP, DM, and easy to pull, to highlight the advantages of product, brand, performance, use value, reputation and image and service, create an atmosphere of attention, and maximize the publicity effect.

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< p > (5) maximize the product space: the largest selling product should occupy the largest display space and the best display location.

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< p > 2. terminal visits: Six look, five questions, four discussions, three hands-on /p >

< p > (1) six see < /p >.

< p > see the display position.

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< p > see banners, posters, POP location and status (including competing products).

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< p > 4. Look at the enthusiasm and state of distribution of merchants.

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< p > see the latest changes in competing products.

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< p > see the spot buyer response (if there is) < /p >.

< p > (2) five ask < /p >.

< p > ask the sales trend of the products, the quantity of sales last week (to be specific) < /p >

< p > 2. What are the opinions (difficulties) and suggestions of the merchants?

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< p > ask consumers how they react (feedback on promotional activities).

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< p > 4, ask other competing products.

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< p > ask the replenishment plan this week. < /p >

< p > (3) four to discuss < /p >.

< p > discuss new activities and new promotions (not every week).

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< p > discuss the handling opinions or plans of the current problems.

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< p > 3. Discuss the policy of return payment and return the goods to the market for the month. < /p >

< p > discuss how to further strengthen terminal layout and guide training management work < /p >

< p > (4) three hands-on /p >

< p > (1) adjusting the location and mode of display constantly.

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< p > 2. Publicize and publicize publicity materials, highlight personality.

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< p > 3. Help customers to make phone calls.

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< p > < strong > third campaign: < a href= "http:// www.91se91.com/news/index_c.asp" > promotion < /a > sword > /strong > /p >

< p > promotion, as an important part of 4P theory in marketing mix, has been widely valued by businesses and businesses.

There was a figurative metaphor: "super low price products are bullets, all conquering; high value-added, cost-effective products are atomic bombs, invincible; promotional activities are cruise missiles, targeted against opponents; marketing team is a group army, and finally occupy the highlands to win."

In the short season of sales, the sales promotions of various manufacturers are endless. You depreciate the old products, and I discount the new products; you buy gifts, I release; you sell five people, I ten people besieged, and so on; it's a bit like "bright sword" in Li Yunlong's words "meet each other with courage, but these are all the forms of promotion seen by everyone."

During the peak season, one is to promote more sales, the two is to better block the opponent. Three is to promote and enhance its brand. Therefore, we must make good dynamic analysis, market diagnosis and market research and analysis, so as to determine the theme, content, object, time and place of the promotion activities, and introduce reasonable activities plan and implementation rules.

The choice of activity theme should be echoed and coordinated with the concept of product dissemination, so as to deepen the understanding and recollection of target consumer groups to products and brands through activities.

In the peak season of sales, different promotions should be taken according to different promotion objects, as follows: < /p >

< p > in a word, sales promotion is not simply a road show, putting on the stage to sell outside, selling special prizes, but an effective platform for communication and interaction between products and consumers, not only to ensure a scientific and continuous interaction with consumers, but also to carry out artistic design for consumers' contact points, maximize their knowledge of products, enhance their brands, so that consumers can buy interest and block their opponents.

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