Accurate Positioning Enables Targeted Sales Promotion.

Because of the different stages of market development, the goals of marketing in different periods are different.

If the product is just on the stage of listing, the main task of the market at this time is to improve product awareness and popularize product knowledge.

At this time, it is not suitable for sale promotion.

And the use of trial wear, old bottles for courtesy (similar products competing for product packaging trial), the old product with a joint promotion and other promotional forms may achieve some results.

"All the wartime, to coincides with, to Clipsal" - Sun Tzu's art of war "the first chapter"

Coincides with the Clipsal means that the battle should be based on regular tactics and tactics, and win by surprise troops.

Promotion is the same.

Standardization, process and modularization should be standardized.

There are rules to follow.

The execution is more calmly and in place.

The sales promotion process should include: pre marketing planning stage, preparation stage before promotion, implementation supervision stage in promotion, and evaluation continuation stage after promotion.

A more scientific way is to divide the whole process of sales promotion according to the above four stages.

And the responsibilities of all departments and related work docking, establish departmental responsibility system.

Each department will process the work in accordance with its responsibilities in promotion.

Promotion process

We should pay attention to the following points:

The standardization of large processes is the process of the four stages of promotion mentioned above.

The specific role of each department is to play a clear role in promotion.

And the internal work flow of each department must be fine. It is best to confirm the completion time of each work and ensure that the sales promotion activities are arranged step by step.

The promotion module is plug and play.

Modern electronic devices pursue plug and play functions, and the standardization of promotional processes should also learn from this aspect.

Various sales promotion methods are made according to their own characteristics into a process oriented module, and then selectively executed according to market conditions.

Without execution, a good process is also empty.

The promotion process can not be carried out on paper, and must be combined with the market reality to ensure the operability of the process. At the same time, once the promotion process is confirmed, we must resolutely implement it and ensure that every link is implemented in place.

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The duration of promotional activities: a promotional activity lasting 1 months or more is called long-term promotion. The aim is to create differential advantages and enhance the centripetal force of customers, so as to ensure customers' long-term purchase.

The other is short-term promotions, usually 3 to 7 days. The aim is to increase sales volume in a limited period of time through specific theme activities, so as to achieve the expected business objectives.

Long term promotional activities should be persevere. From beginning to end, we should consistently establish a stable and good image; while short-term promotional activities should not be too long, otherwise customers will be less fresh and affect the sales promotion effect.

Factors of light and high season: commodity sales are light and peak season, and different products are also different in peak season.

For example, the peak season for weight loss products is summer. In Russia, it is probably 4, 5 and June.

The peak season for bone disease products is autumn and winter.

How to do promotional work in the off-season is very important.

In order to make the off-season not light, we must have innovative sales ideas, and we can not simply rely on special prices to promote sales.

If consumers fail to motivate consumers, the cheapest things are not necessarily sold.

Purchasing power factor: Generally speaking, due to factors such as salary and purchase habits, purchasing power at the beginning of the month is stronger than that at the end of the month, and the purchasing power on weekends and Sunday is stronger than usual. Therefore, the implementation of sales promotion should also be matched with the date.

Other factors: other factors refer to factors such as weather or time.

The weather will affect the "crowd", and the tide is "money tide". Therefore, when the weather is bad, how to provide the customers with reasonably priced, fresh goods and comfortable shopping environment (such as umbrella covers, umbrella frames, outgoing services, antiskid pads, dry stores, etc.) is also a factor that should be considered in the promotion plan.

All kinds of social activities or events, such as major policies and decrees, school trips, holidays, examinations, sports meetings, power outages, water cut-off, and parking gas, are best controlled before they can be arranged for promotional activities.