Product marketing to break open terminal, light money is no good!
A not afraid, opponents have advantage, afraid the opponent have no weakness
Case: a drinks company in early 2005 on March, brand publicity and promotion strength is strong, in to the terminal and dealers on the distribution of the profits is also very generous, put the city's other competing goods manufacturers have a rout.
In 2008, a company in the city has firm sit three years supremacy, decided to cut part of the profits of the business, and clamp down on the larger of the two batch terminal sales business and direct way for operation. The second company in WenFengErDong immediately and will his a and a company main products in terms of drinks as weapons, and by a company to cancel a few of the two group of business cooperation, the profit into a company with adjustment before.
So, a lot of second batch of contractor will b company products shop to each sales larger terminal, those who don't are a company to cancel two group of business and terminal also began quietly sales b product, the result is a company confiscated margin. And b company at this time and introduced a new policy: all sales of the company products of two group of business, year-end may obtain 3000 ~ award of $20000. Many of the business are sider, less than a year, b companies back to market the position of dominance.
Analysis: made the leading position after, in order to seek greater profit, many companies have started to change channels, ten to one will produce the channel conflict, must have some channels interests damage, leading to channel members produce psychological gap. There will be gone in hero, in a catch the trend, caught the interest of the damaged 2 batches business, give enough policy, emancipated serfs singing is also the blink of an eye.
On the other hand, as has been achieved in the market leadership factory, in the formulation of new channel policy, not only from their own perspective, to channel more from requirement. In the policy fully carry out before you in the existing channels pilot operation in a period of time, the problems in time adjustment, wait until universality all work, and then go to big range promotion channel New Deal.
Second, the core market, edge penetration
Case: c company is a regional beer company and earlier this year, xu li on offense.
The market quality channel resources have been Qingdao beer, yanjing beer and leading brand divided up. Third company held a investment promotion fair, and found that the strength of the dealers and terminal not all so interested in ourselves, interested in only a few strength of the general contractor 2 batches.
Facing this situation, the third company investigation dealers very highly and extent of hard when a attitude, finally selected twelve 2 batches as their business distribution channel.
Third company in the Spring Festival season begins to spread before the arrival of the goods, XuYi terminal higher profits. Because of the selected two group of business diligent and active, season begins, the third company's shop goods rate has been holding a safe lead. At the same time, to restaurants gathered together to outdoor advertising block in the form of the overall package, and soon the third company regional sales quickly breaking into the top 3 armour.
The second batch of high quality in downtown business saw third company product in the second string areas could natural to us. Third company to the town center cafe with an olive branch, more increase incentives. Less than half a year, the third company sold the city's comprehensive market before being the top, the successful open to the battlefield opponents site.
Analysis: weak brand and those with a higher threshold of second batch of business and terminal, not equal to first from the edge of the market, the market ripe, let master quality of two group of business channel resources and the terminal see interests. A model market, natural reduced their psychological risk; At this time to cooperation with it, will be much easier than before.
Third company began to investment promotion not the opener, if strong play hard hit, given enough profit sharing, also can enter into some of the terminal, but to do this will undoubtedly increase the cost of sales, and the expected effect is unlikely to achieve.
Third company not unreasonable blindly, but the strong play hard hit the entrance fee to hand in all kinds of high cost in the market, divided into foster. The cultivation of market, the third company is careful to select dealers, will be diligent listed as primary factors, suitable for their own needs, not blindly chasing
For the strong dealers.
Normally, dealers and terminal is advantage and, when they want to make a profit return, and don't want to take bigger risks. Therefore, in the terminal developing and investment promotion, manufacturers to do two things: one is to reduce each other's business risks, and two is to increase each other's expected returns. These two things ready, the market must be good. Excerpt from the first marketing nets
thanks for sharing blog
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