How To Carry Out Sales Promotion And Innovation

Adsorb free form. Through price incentives, consumers of free or competitive brands will come to consumption, sales will increase when sales are promoted, and sales will return to the original level once the sales promotion stops. Such promotions often attract consumers who are sensitive to price. Although it can increase sales volume during the promotion period, it can not increase consumer preference for brand and enhance consumer loyalty to the brand.

　　 Make an overdraft Promotion type. Sales increased significantly during the promotion, but it did not continue to increase sales. Its aftermath is that after sales promotion, sales immediately fell to a low level before gradually returning to the level before promotion. As shown below, from the point of view of the amount, this sales promotion did not bring the overall sales growth. The growth of the pre sale sales amount is equal to the consumption of the target group after the overdraft, and the company may even lose money after deducting the promotional expenses.

　　 brand Suicidal type. Businesses discounted sales promotions and damaged their brand image. Sales increased slightly during the promotion, but sales plummeted and even dropped to the level before the promotions. Such promotions tend to "kill themselves", while reducing the brand value, and shorten the life cycle of products and accelerate the death of products. With the aggravation of the discount, consumers will have the mentality of buying money to buy, and the profit margins of dealers will be continuously compressed.

strategic Promotion 。 Strategic promotion, also known as brand value promotion, is a positive way of promoting sales and promoting brand image in the process of sales promotion, so that sales of goods can jump to a new high after promotion, and it can be sustained.

In this case, the sales promotion concept of Chenguang Chang Cheng is still on the adsorption free form. With the introduction of the rules for the implementation of retailers' promotional practices in Beijing, the issue of sales coupons is prohibited directly resulting in a decline in sales. The reason is that they do not cultivate consumers' preferences for shopping malls brands. For example, consumers like Liu Fang have very low or no loyalty to shopping malls. What Chenguang mall needs to do now is to change sales promotion concept and implement strategic promotion so as to achieve double promotion of sales volume and brand equity.

In the early stage of strategic promotion, we need to have a precise positioning of the brand. Differentiation and specialization. An analysis matrix is established, considering the advantages of its resources, taking into account the preferences, behaviors and values of the target customers, as well as influencing their social culture, considering their partners, competitors, and the whole industry.

Shopping malls can be located at parity, located at high-end, and can also be chosen as specialized shopping malls, such as women's wear, children's wear, men's wear and so on.

In mainland China and Disney jointly launched a large-scale Coca-Cola "golden cover" promotional activities, so that consumers have the opportunity to draw free travel to Hongkong Disney Tourism Award. As a result, the sales volume of Coca-Cola products in the Chinese market has seen double-digit growth, and the Coca-Cola brand image has been further strengthened along with this growth. It is natural that people can feel the "dynamic, passion and vitality" of Coca-Cola brand from Disneyland.

At the executive level, enterprises must pay attention to the plan's feasibility and feasibility, and push them from top to bottom, and then quickly feedback from bottom to top, and use strong integrated marketing communication. Always focus on the promotion purpose, maintain a voice, otherwise it will fail.

Businesses will use the essence of strategic promotion, in fact, to provide an opportunity for enterprises to enhance their brand image and increase their brand value, rather than providing an opportunity to rewrite their sales report cards. If we pay too much attention to the rapid increase of sales and ignore the operation of brand value, enterprises will be faced with long-term and irreparable injury after a short period of peak performance. Therefore, when shopping malls make sales promotion plans, they must consider the strategic attributes of the brand itself, and convey clear and continuous brand images to consumers, improve consumers' preference and loyalty. To do this, the confusion caused by the return will always be a history.