Merchandise Discount Promotion Skills

Frequent use of price cuts will reduce the reputation of products in the minds of consumers.

Discount sales promotion must match the corresponding advertising, personnel promotion and public propaganda and other enterprises' overall marketing development thinking. We must discard the discount directly and discount the "one-man show" in the discount promotion.

1., the effect is obvious.

Price is often one of the major determinants of consumer choice, especially for products with high brand awareness.

Therefore, discount is the biggest and most effective way of promoting sales to consumers.

Because of the obvious promotional effect of discount, manufacturers often use it as an emergency means to deal with sudden market conditions, fight against competitors' promotional activities, deal with products that are due or over season, reduce inventory, speed up the return of funds, cooperate with merchants, and sometimes are also an emergency means for sales personnel to fulfill their sales targets.

2. activities are easy to operate.

Manufacturers can design different discount rates within the permitted promotional budget range according to different regions and time.

This promotion method has less workload and cost.

It's also easy to control.

3. the simplest and most effective means of competition.

In order to resist the sales growth of competitive brand products, in order to resist the listing of new competitors or the introduction of new policies, we should promptly adopt a discount method to stimulate consumers to buy this product, reduce their interest in competing products, and seize market share and attack competitors by promoting consumers to buy or buy in advance.

4., it helps to cultivate and retain the existing consumer groups.

Direct discount activities can produce certain advertising effects, create products of good quality and low price, attract consumers who have used this product to repeat purchases, and form a stable existing consumer group.

Discount promotion can attract the flow of people at the retail terminal to stimulate sales of this product and other products.

Promoters can also achieve sales of goods through discount sales as soon as possible, and stimulate sales of other non discount products because of the increase of people's flow rate, and speed up sales targets.

Limitation of discount promotion

1. a single discount can not solve the fundamental problem.

Although discount sales can increase product sales and increase market share in the short term, it can not solve the fundamental problem of manufacturers' sales, but also mislead manufacturers' correct understanding of the market, which is not conducive to the adjustment of product structure.

This way will make sales managers indulge in the illusion of sales at the moment, do not think about the way to solve the problem, and even rely on this kind of promotion.

2. the profit from the discount is hard to compensate.

Discount sales promotion can be carried out within the margins of profit control. If the unrestrained discount caused by the competition between manufacturers will cause the sales of enterprises to fall deeper and deeper, the loss of the discount will be difficult to clean up.

3. frequent discount will hurt products and brands.

Consumers often think that the quality of products that are often discounted will be lower than those of high prices.

It will be considered that the original price is not reasonable, it will be considered that manufacturers now reduce the grade and quality of products, will reduce the brand's status in the hearts of consumers, will reduce the brand's own value and status, and will cause an invisible obstacle to the price increase of products.

If consumers or customers are accustomed to the price after the product is discounted, the brand's status in the consumer's mind is the grade and image after the discount.

4. discount promotion is not conducive to building brand loyalty.

Because the discount may attract some consumers who are particularly concerned about price, such consumers tend to be accustomed to those products that discount, and there is not much loyalty in the brand at all.

Once the product discount sale is over, they may immediately switch to a relatively low price product brand.

However, those who are highly loyal to the brand often feel that their products and brand grades are declining due to the discount of products, affecting their identity and image rather than choosing the brand product.

5. discount promotion can easily lead to price war.

Discount sales with high amplitude and high frequency will lead to vicious competition among brands, which is not conducive to maintaining product price image and reasonable profit margins.

Promotional skills of discount sales

1. choose the right time to promote sales.

For example, the discount sale of drinks can be selected in summer or holidays.

2. the time for activities is 2 to 3 weeks.

We should consider the normal buying cycle of consumers. If the time is too long, the price may not be restored to the original position.

3. the amount of discount should account for more than 10%-20% of the selling price.

4. discount advertising is simple, eye-catching, accurate and destructive. Do not use fancy form.

5. discount sales promotion products should choose products with high maturity, large consumption, high purchase frequency, strong seasonality, close shelf life, and technology and packaging are in a weak position.

Conclusion: if discount sales promotion lacks the organic combination with other elements, and jointly play the power of sales, even if the enterprise sees sales and profits in a short time, it will be weak or even unreliable in helping enterprises to achieve strategic development.