品牌要近期利润还是长远发展（Brand to short-term profits or long-term development）

1、品牌要近期利润还是长远发展（Brand to short-term profits or long-term development）Should the brand profit in the near future or in the long run?From the A washing machine to the B MarketMake a big profit on the marketA washing machines belong to those types of washing machines in the national market where brand aw

2、areness is not high, but the quality of products is excellent. Of course, it is still well known in some regional markets, and its reputation is good, as in the B market. B market is a coastal city in the south, with nearly 30 administrative Town, about 6000000 of the population (including the local

3、 population and floating population, Hong Kong and Macao compatriots, overseas Chinese and foreigners), the geographical position is close to the Hongkong and Macao Special Administrative Region, economy is developed, is a large consumer washing machine etc. home appliances.A washing machine in the

4、late 90s of last century into the B market, because of the special sales promotion this quick enrichment marketing strategy, products on the market that is a good start, enterprises and dealers have made a big profit.At that time the situation and practice is this: as the distributor of the B market

5、 is a more powerful local dealers, with basic sales network to even the size of town administrative administrative villages in the city, which is A washing machine market that win has laid a good foundation. With this foundation, A washing machine sales staff according to the reality that the retail

6、 price of washing machine on the market are high, decided to bring down the price, take the special offer sales promotion strategy, by virtue of the killer to open the B market. Special offer to any type of a washing machine does not limit the number of sales special offer sales, which fell as much

7、as 30% special offer, the washing machine for only 2000 yuan a 1388 yuan, the local people emphasis on affordable consumption psychology, but also has unified specific sale price of the last two digits 88, a strong communication effect, two is in line with the local people to pursue lucky. When the

8、washing machine A listed in the B market, soon attracted the attention of many consumers and the purchase, which sold more than 2000 units in the first day of listing, a month more than 4 million yuan of payment, which will undoubtedly make enterprises and dealers have earned a great.Stagnant salesS

9、eeing the charm of special offer, or, more precisely, seeing the benefits of immediate quick profits, A decided to stick to this marketing strategy in the B market. The number of the first few months of sales is also good, although not with the one just listed on the moon match, but life was still q

10、uite moist. However, after about seven or eight months of special promotions, the monthly sales of A washing machines were much worse than before, and sometimes the minimum monthly sales of 500 thousand yuan could not be reached by the company. Time has passed half a year, sales of A washing machine

11、 in the B market has dropped to the bottom, let the manufacturers and dealers launched another round of special offer promotions, A washing machine sales is stagnant, which has bitter A.Depth market analysisWhy are rounds of special promotions playing a less and less important role for consumers? Th

12、e marketing staff at A are in trouble - and it must be futile to make a special sale. It must be changed and must be innovated! And to accomplish all this, the first job is to conduct in-depth market research and analysis of the B market. In cooperation with the dealer, brand director, A planner, sa

13、les representative and selling hand terminal composed of a washing machine market research team, through the efforts of more than a month, finally traveled to B city all subordinate Town, to obtain a more detailed line market data. After analysis, we find that there are some problems in the followin

14、g aspects:1, A washing machine was earlier and larger special offer sales promotion, but the way is unchanged, more and more the lack of fresh and attractive, while other brands of washing machine also made special offer promotions not resigned to playing second fiddle, and retrofit, and attracted m

15、any of the eye ball and triage many tourists.2 years of the special offer makes A washing machine brand image in the minds of consumers in the city of B is messy inferior, more and more consumers look down, be regarded as inferior goods.3 other brands, especially foreign brand washing machine or was

16、hing machine is a Sino foreign joint venture brands are very focused on the brand image of the publicity, and location of B city near Hong Kong and Macao Special Administrative Region, from a certain perspective, more and more people love foreign goods, will be captured by many consumers, and A wash

17、ing machine is not timely in B, establish their own brand image, due to the early on the pursuit of profit and loss of the subsequent development of more.4, A washing machine after-sales service services in the B market, fully realize its commitment. In more than 200 A washing machine user survey, m

18、ore than 30 users have complained that the company and distributors did not provide timely customer service service good, the subsequent sales of A washing machine has produced certain influence.5, the terminal selling hands on the A washing machine sales lost confidence,A washing machine is A its c

19、ompetitiveness increasingly weak, mainly in product technology, designs, models, types of retail price, customer service service, washing machine washing machine second is selling A personal Commission slowly than the sales of other brands, which sell hand were increasingly the main push of the othe

20、r brand washing machine.Through the depth of market research and analysis, the results caused by the root cause of the current A washing machine in the B market sales of real A company is only concerned with the washing machine when the market just blindly take profit, it should not be used special

21、offer marketing strategy, infrastructure and brand communication. As the A washing machine in the B market, ignoring its long-term development, thus impeding the current development.Improved decisive battle B MarketWith the result of the analysis, I know where the problem is They also know what meth

22、ods and actions to take to solve them. Although it is impossible to raise the sales volume of the whole market at once, it is of strategic importance to adopt new measures for the future development of A washing machines in the B market. A management knows this very well and has no hesitation in app

23、roving new marketing campaigns in the B market in an effort to boost the market share of the A washing machine. After the improvement in marketing, A washing machine again Challenger gesture appeared, a decisive battle B market. Decisive battle is divided into five periods, the first cycle of the im

24、plementation of the main content of the following aspects, the effect is also very good. As follows:1, marketing strategy is decided: since no longer claimed the special offer often promotions, but focus on the current sales profits, brand image communication infrastructure A washing machine in the

25、B market sales more actively and A washing machine, aiming at the direction of long-term development, sustainable development path of sustained profitability. This is the A company in the B market follow-up marketing operation of the new unity of thinking, for A washing machine in the B market and o

26、ther regional markets better development pointed out the direction.2, by the A company sent professional engineers and related personnel, with the B market distributor, set up standards and efficient after-sales maintenance service department. The same day, listing maintenance service department est

27、ablished and decorated, advertising through the local media, the B city consumers once again to see the new A washing machine, the understanding of one step further. At the same time, also in the face of all A washing machine B, new and old customers launched a month long warm if you know the A sun

28、washing machine maintenance service month activities, no matter how long or buy A washing machine has big problems, will help customers free maintenance, until the customer satisfied. The move has been widely welcomed and praised by consumers in B.3, with the sunshine maintenance service month activ

29、ities to promote the success of A company marketing personnel and quickly use this boom was the last special promotions. This event is also very successful and of great practical significance. One is through momentum more expensive sunshine Service Month (local media news reports, to achieve the des

30、ired effect A planning this event), B market to make consumers have a new understanding of the A A washing machine, washing machine sales in the local with a new improvement, but at this time again have special meaning special offer promotion, will cause the consumers attention and purchase; two is

31、the special offer promotional activities held at the retail price of A washing machine in the B market will then return to the market price of all conventional, at market prices to guide the sales, sales from the special offer to visitor and guests, and no longer is light. The specific operation is

32、this: consumers through newspapers, banners, brochures and advertising media to the mall, A washing machine for ten days of special offer promotions from now on, after various types of A washing machine retail price will restore full market price. There is this ten days deadline, good faith in peopl

33、e, the purchase will have a sense of urgency, sales naturally obvious rise.4, at the same time, the advertisement for A washing machines, brand images, outdoor ads, newspaper ads and other rigid advertising has gone to the streets and B consumers houses. In addition, the sales representative through

34、 cooperation relationship with local media, were paid and unpaid and soft advertising objective news reports, A washing machine brand image more clear, vivid and fast in to the vast number of consumers, the heart of the B. This has undoubtedly laid a solid foundation for the gradual improvement of A

35、 washing machines in the B market.5, expand the old washing machine, new A washing machine activities. Stop in the special offer promotions for fifth months, A company to thank B market consumers of A washing machine and special care, held a joy with you - B old washing machine washing machine for t

36、he new A action activities. The event has been a great success for three reasons: first, the support of A company,Dealers do not have the old washing machine how to deal with the menace from the rear, so very actively participate in activities; two, product replacement standards very detailed and re

37、asonable, consumers get the recognition and support; three, consumers have the old washing machine according to the standard A can replace the old washing machine has its brand can also according to the standard replacement that brought the number of washing machine replacement was A source of this

38、washing machine, but also won the majority of consumers praise the washing machine on A.Through the first cycle (six months) efforts, A washing machine in the B market brand image has been comprehensive and good promotion, sales are getting better and better. This attention to the long-term developm

39、ent strategy for the A washing machine in the B market to win the development made distinctions won in battle. After the first cycle, A companys marketing staff and the market for B washing machine brand new competition situation on the second and third cycle marketing strategy operation, making the

40、 A washing machine has been in the sales of many washing machine brand in the forefront of the B market. According to a friend who still works with A company, A washing machine sales in the B market in 2002, 2003 and 2004 are very good, not only stable, but also a small increase every year. This is

41、really not easy, in the era of brand competition like clouds. Of course, this is also filled with the A company for long-term development and efforts of sweat and credit.Summary: brand to short-term profits or long-term development?From the A marketing B washing machine market can be seen, A washing machine market and a considerable period of time to take special offer marketing strategy is the fastest time to profit, is the pursuit of short-term profits, in fact also earned a more or less. However, this is a very narrow-minded, brought the weakness is the brand development