Is there still a gift promotion under the dilemma?

by:Ennas      2022-02-10

At present, the domestic gift industry market is highly competitive. For distributors, promotion is a good thing. But sometimes, when the resources are the same, the gift dealer promotion will still be in a dilemma. So, for gift dealers, how to solve the problem accordingly in a bad situation?   Situation 1. The product is not mature yet, and the manufacturer will send this product as a gift.    When the distributor promotes a certain brand of product, the sales network is not yet complete, and the manufacturer’s promotion has come down. Distributors must grasp the promotion in this situation. On the one hand, they can further expand their sales network through this promotion; on the other hand, the network is not sound, and the speed of advancement will not be so fast. Moreover, if the product has not been sold in the new regional market, it will be promoted from the beginning, which is likely to cause a waste of resources and is not conducive to future product sales. Once the promotion stops, there will be no sales in these regions.  The sales network is not sound, so it is of little significance to present the company's new products. Because for the distributor, your products are all new, but you can discuss with the manufacturer to send other products with better sales in the region, or discuss with the manufacturer about workarounds. In this case, the most important thing is to solve the problem of the gift distributor’s unsound sales network, so distributors should not be too concerned about gains and losses. They can use a considerable portion of their profits for product marketing and promotional activities, and wait until the product is promoted. After getting up, it is of course that he has benefited. If the product is not mature yet, and the sales network is not sound, the gift dealers should make choices and modifications in the manufacturer's promotion plan.   Situation 2: Competing products are the first to do sales promotion suppression in this area.    Promotions must be done before competitors, otherwise, they can only be carried out with greater intensity. The first manufacturers only use a little force to stimulate the development of the market, and follow-ups have to pay several times the resources. Since the national market is very large, it is possible that the sales promotion activities organized by the manufacturers have already been carried out or are in progress in the regional market where the distributors are located. In this case, it is better to say if the promotion is stronger than the competition. If you are less aggressive than competitors, you have to be very careful. In this case, the gift distributor should not complain, but should work with the manufacturer to deal with the specific situation of the regional market, such as making modifications to the promotion plan before implementing it. The author has experienced a promotion. Our promotion policy is 50 yuan per box of products. Because competitors know our promotion policy very well, they have launched a targeted policy. Our product is 12 bottles per box. Theirs is a box of 6 bottles, and the promotion is also 50 yuan, so after all, the promotion of each box is twice that of my product. Since our competitors are on par with us in all aspects, we are in a very passive position. In this case, we worked with the distributor to make adjustments to the promotion plan. Adopted a variety of ways to fight against competitors. For example, for places where there are promoters, we don't give promotion efforts. We separate this part of the strength and add it to those areas where the market is more difficult to fight against competitors. In addition, additional vehicles will be sent day and night to promote sales in the regional market ahead of competitors and seize the second batch and terminal funds (competitors also purchase cash). In addition, gift dealers use their various relationships in the place to consolidate the sales terminal. In the end, competitors could not bear the cost pressure of excessive sales promotion, so they retreated.   Situation 3. The unified promotion of manufacturers is not targeted to the local market.    Promotions organized by gift manufacturers are generally aimed at a larger regional market, and may not be targeted to the regional market, and the effect will not be the best. For example, generally speaking, if you push a new product, you will send an old product, and if you push an old product, you will send a new product. However, for the developing market, almost all products of manufacturers are new, and this effect of driving the growth of new products cannot be reflected. In this case, a small adjustment to the regional market is required.   Generally speaking, the uniform sales promotion organized by manufacturers is not very strong. If it is in the regional market, the promotion methods are similar to those of competitors, and the intensity is smaller than that of competitors, then the problem is serious. In this case, you cannot use the same promotional methods as your competitors, but can only adopt alternative methods.   Therefore, for gift dealers, market promotions are inseparable. Only when dealers fully understand the fundamentals of market promotions, can they successfully carry out promotions and increase corporate sales in the worst case.
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