Promotion, do not exploit the interests of channel customers
In the previous paragraph, a friend who made milk called and said that he increased the intensity of the promotion; but the sales volume did not get the corresponding increase but fell, asking me where is the problem?
I asked him to make a brief description of his promotion:
"Promotion method, special price; promotion execution, ex-factory price of 20 yuan / piece of pure milk, the manufacturer directly gives 3 free 1 promotion support, requires customers to ship at the price of 17 yuan / piece; requires the end customer to follow the price of 18 yuan Sales (original retail price 25 yuan / piece)."
According to common sense, the 25 yuan product goes straight down 7 yuan / piece, so the big promotion should naturally be sold, why is it counterproductive?
I asked again, "How long has the activity been?"
The friend answered "1 month."
I said that it must be finished. You have not been able to know that "special offer" is a double-edged sword? Killing a thousand, killing eight hundred; not to mention the special promotion can only be used as a short-term promotion. How can it be done for one month?
The friend said that the company gave support, and it would not work without it! The company is to verify, and in order to ensure that the terminal is in place, the company also requires that "the products entering the terminal must be marked with the retail price on each product!"
As soon as I heard it, I finally understood the root cause of the problem, because they directly affected the interests of the channel customers, so it caused the slow sales of the products!
We counted as an account: as a retailer, the price of the previous goods was 22 yuan / piece, and the company will give these customers 10 free 1 promotion policy, the retail price of each product is 25 yuan / piece; Support, channel customers get a profit of 5 yuan / piece from this product. Although the current enterprise has increased the promotion intensity, the company also restricts the retail price of the terminal while the terminal special sales promotion, which affects the profit of the single product of the terminal retailer, and its special promotion does not pay attention to another element of the special promotion. Not only as a short-term promotion, but also as a partial promotion."
The overall price of the product is equivalent to no special price for the terminal retailer, because the price of the product is the same when the consumer buys the product. Such special promotion activities can not increase the retailer's single profit, but also fail to increase the retailer's profit. Sales volume, driving popularity, directly exploiting the profitability of channel customers; in the short term, retailers think that manufacturers' promotions will increase store popularity and increase sales, and special promotions for reducing single profit are acceptable; time is long, terminal The company found that not only its own stores are conducting special promotions, but also the promotion activities of other competing stores are also in progress, and the comprehensive promotion activities have not increased the popularity of their stores, and the products have not been profitable, which has effectively hit the promotion enthusiasm of the end customers. . The long-term special promotion, the message conveyed to consumers is that this product is a "low value" product. Consumers will not choose such low-value products to consume products that are not high in relative value. That also affects its own "worth"!
Later, tell a friend a word "promotion, do not exploit the interests of channel customers"!
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