Channel Promotion: Discount Is Better Than Dealer.

The manufacturer thought that after the discount,

A enterprise is a company engaged in manufacturing and selling diamond inlaid products, squeezing in the third tier industry in the industry. Before it has strong brands, it is rich and precious.

In the face of this market structure, A enterprises only have to continue with the dealer system.

[promotion plan 1] cheap response promotion

In September 10, 2008, the A brand launched the National Day marketing promotion plan three weeks in advance, promoting new products and reserving sufficient time for dealers.

Activity background: in 2008, we launched the unique design products of diamond and color zircons and color gold. Therefore, we need to enhance the promotion efforts of distributors to new products.

Rules of activity:

1. during the activity period, the A brand exclusive price is limited to the "BLING BLING" series of new products, not applicable to all products; the special price of individual products is arranged by the dealers in the local market according to the actual situation of the shopping malls, but in principle, it is not less than 10 percent off of the retail price, and the discount fee is borne by the distributor.

2. during the activity period, more than 200 thousand dealers will be stocked, and 15 will be laid out according to the amount of purchase, and the time of distribution is 3 months.

3. new products will be hit 10 percent off according to the normal distribution discount.

4. activities publicity DM and X exhibition frame are unified production and distribution by A enterprises.

4 views on sales failure

From the point of view of activity content, this activity is well regulated: there are new products, discounts, support and materials, which basically conform to the principles of channel promotion.

But after the event was released to local distributors, there was only a few reactions.

Dealers not only get less goods, but even less than 200 thousand of the policy conditions. The policies formulated do not cause any enthusiasm for the distributors, and the sales promotion basically fails.

After communicating with distributors, there are 4 main points:

The clearing house - the manufacturer only wants to clear the product through promotional activities.

Money makers - manufacturers want to sell money by releasing new products.

Skeptics - the new product is uncertain, and the market will not sell well.

Actuarial new product listing is originally needed factory support, you see people DING DING card, are booked 1 gifts 1, A brand is not cost-effective.

Anyway, it is not you, there are always thousands of reasons why you are not.

Most enterprises will make such a mistake if they sell channels.

Dealers will rush in after they think they will be discounted.

In fact, it is not.

Discount is selling cheap, but dealers know that no one will lose money.

So, this kind of promotion is just to let dealers know: your price bottom line actually has no bottom line!

After continuous attempts, A enterprises find that as long as they are involved in discounts, they will always cause negative opinions from various schools of opinion leaders.

Now that I can't sell cheap, I can simply sell more and let you take advantage of it.

[promotion plan 2] buy one get one, Limited gift, ordering money.

Activity theme: buy small drill, send big drill.

Activity background: as we all know, the measurement of the value of a diamond depends mainly on 4C grade: CARAT WEIGHT, CLARITY, color and COLOUR.

For manufacturers who have been engaged in diamond inlays all year round, there is a large number of diamonds with low clarity and a large quantity of carats, and the sales value of these diamonds in the market is not high.

By analyzing the product sales situation, A enterprises found that: the craton (above 100 points) has a high profit, but the number of sales is the least; the small diamond (below 25 points) has low profit and seldom sells; the best diamond is the diamond of 30~50 points, and it is also the main stone accepted by consumers nowadays.

A enterprises have just about 50 P diamonds on hand.

According to the previous train of thought: as long as 500 thousand money is paid, I will send X P grade diamond, how to deal with it when dealers like how to deal with it. However, practice proves that the result is a painful, few dealers' bird policy.

As a result, the A brand pformation idea decided to use a small amount of 18K gold to match Cartire new design as a gift, and make a nominal sales promotion campaign aimed at the end consumers.

That is: the consumer buys a normal diamond with a score of 30 or 50 points, and delivers a P grade diamond with more than 30 or more than 50 points.

Although grade P diamonds are not allowed to enter the retail sector, there is no problem as a gift.

Rules of activity:

1. all the gifts are priced, and the 30+ is priced at 1500 yuan / piece, which is the 6000 yuan of the sale price of the terminal (slightly less than the 30 genuine market price). The 50+ sub price is priced at 3000 yuan / piece, which is a gift of 15000 yuan (slightly lower than the 50 real market price) at the end of the sale.

2. the activity time is 1 months, and the number of gifts is limited.

3. the variety and quantity of gifts required by distributors will be submitted to the company for record. At the same time, dealers are required to pay 50 of the premiums of the gift according to the corresponding price.

4. after the termination of activities, the sales of small gifts and gift receipts are written off, and the unused gifts can be returned to the factory for processing. The amount of prepaid gifts can be offset against the payment.

5. activities publicity DM and X exhibition frame are unified production and distribution by A enterprises.

Hot money: they all want to take advantage of it.

After the release of the event, dealers poured in.

This is strange: before the gift is not priced, you send money, I will send, you do not; now the gift should be paid in advance, and obviously the right to write off the examination and approval authority to the manufacturers, you also play the same chicken blood.

After communicating with distributors of various schools, we found different views.

The clearing pie thinks that A enterprises obviously want to clear out the unsalable products, but this is a cheap way, and doing the means, P grade diamonds can also be priced as gifts to sell, and can increase the variety of display, which is a cheap thing.

The circle of money is still considered to be money, but the way of money is easy to accept. If you give the quality guarantee, you can get the gift and make it cheaper.

Skeptics are still skeptical, but telephone dealers next door, "ah, all fight money, I hurry up, can also mix soup to drink";

Actuaries found that through the actuarial calculations, a single store can sell 30 points 30 and 50 cents 15 pieces per month. Even if I continue to do 3 months' activities, I will get 135 gifts. It is estimated that the manufacturers will not give me the gifts.

This is cheap, everyone wants to take up!

For A enterprises, first, thousands of gifts have been swept away, and gifts have been recovered by about 1000000; secondly, thousands of gifts can effectively stimulate market sales, and consumers also want to take advantage of the bargain. The success of 1000 gifts verification represents 1000 goods to be replenished. Again, there is still the right to check and write off. "Zhang, you want to cancel the donation, OK, how unreasonable is your counter display? How much time does it take to return your tickets?"