日用品怎样做营销？

1、日用品怎样做营销？What is the marketing of daily necessities?Source: editor 03:2008-07-24 browsing: 27 times printing papersIn the case of daily necessities, it is the market that grasps the channel. The unit price is low, the unit profit is small, the consumption face is wide, the consumption frequency is h

2、igh, must depend on extensive market to produce scale sales ability to be profitable; It is impossible for the manufacturer to operate in large area, relying on the sole agent, distributor, retail distribution. The channel is complex, trivial, the route is long, the sale point is much, the comprehen

3、sive quality of the dealer in the channel is lower than the other industry. These characteristics determine the high dependence of the commodity industry on the route and the difficulty of managing it. It also determines that commodity marketing must hold on to two core issues - price and profit. Ch

4、ange to the rebate: Pepsi center For the dealer incentives, many enterprises will rebate reward policy, purpose is through the rebate to mobilize their enthusiasm. Rebate is refers to the manufacturer according to certain criteria, in the form of cash or in kind to the dealer reward, the lagging beh

5、ind of rebates really is - the purpose of process management and sales. Coca-Cola's management has a catchphrase: the process is good and the results are natural. Process management is by setting up all kinds of incentive measures to ensure the dealer to the standardization of market operation,

6、to ensure the health of today's market cultivation, in order to achieve the profit target of tomorrow. Awards range roughly as follows: shop goods rate, vivid and open an account rate (with local zero group of customers who brought in) items, fully replenish onr's stock, safety stock, abide

7、by the designated area sales, specially pin (do not sell competing goods), active distribution, credit payment. Rate, vividness, and opening rate are the most basic market jobs and are the focus of the focus. Keeping the sales, standardizing prices and paying the right to keep the market in place ca

8、n prevent the market from "cancer" - the result of a bad price and bad debts; The safety inventory, the whole product entry, the distribution of the positive, the promotion cooperation, can enable the various marketing strategies of the company to be implemented effectively. Rigorous proce

9、ss management can foster a healthy market, ensure the organization of circulation and the initiative of enterprise management. The sales reward is the award that stimulates the dealer to buy the strength of the goods, such as the sales competition, the reward of the order of the order, the standard

10、return of the goods. Sales reward is soft reduction, can improve the profit of distributor, nature can promote their enthusiasm and operating well, sometimes unexpected earnings growth. But the author thought, soft reduction, after all, is not the norm, its meaning is often through the pathway of mo

11、ney from and this product's price, disguised as competing goods market development set the boundaries. Not only that, but there are also side effects of sales incentives, which are the incubation of cancer in the market - a price hit. In particular, the wholesalers knew the price of the return,

12、and they knew the price of their own stock. In camp scale reward Ming to return, and into more means that the cost of high and low, the size of the shipments for customers and markets, rewards, wholesalers at selling price, vicious competition, eventually manufacturer rebate was completely smashed i

13、nto, don't play the role of regulating pathways profits. The return will have to stimulate the role of the dealer, but also to manage and control the role of the dealer. Because rebate rewards not fulfil but lag on the spot, the hands of dealers is part of the profits in the factory, the factory

14、 initiative, if done right, the operation can make rebate a controlled dealer's effective tool. Some manufacturers make a rebate policy: dealers sell at the company's price system and return to 3%. The distributor overfulfilled the prescribed sales volume, and returned 1%; The distributor di

15、d not sell across the region and returned 0.5%; The dealer is better to carry out marketing and promotion plan and return 1%. If distributor not disorderly price, goods, etc, can at least more than 3% of the rebate, if the sales dealers through a variety of non-standard means blunt go up, also can r

16、eceive a 1% rebate,Sales resellers are also a pyrrhic. Of course, dealers who are able to oversell their sales and don't have to do so are the most profitable. Also some factory management more strictly, to crack down on the price, channeling goods, such as short-term behavior, as long as there

17、is disorderly price dealers, transregional behavior, its year-end rebate will be cancelled, this also is a great deterrent to dealers. That way, manufacturers can use the rebates to discourage short-term behavior such as dealer stampeding. What if companies want to make a bigger profit space for dea

18、lers and keep prices stable? There is a kind of practice is that the enterprise to the dealer distributor price of goods is the cost, no gap, dealers didn't spread profit, so dealers profit depends entirely on manufacturer rebates. Dairy companies is to adopt this method, manufacturers give deal

19、ers price is $10.6 per bag, and dealers at this price for subordinate distributors, and distributors to high price to sell to retailers, dealers in principle is not to spread profit. To sell products at factory price policy of the first-level dealer, at the end of each quarter, according to the quan

20、tity of sales, giving higher amount of rebate per box. But for the dealers who do not comply with the manufacturer's price policy, they will not return the profits and even cancel their marketing rights. Which makes products on the market prices remained stable, prevent chaos phenomenon such as

21、a competing channeling goods to bargain, and ensure the dealer's profit, improve the enthusiasm of the business. The return profit is the staff that the manufacturer regulates the distribution channel, the process rebates and the sales reward each have the advantages and disadvantages. The forme

22、r helps to establish good order, but does not produce immediate results. The latter has an immediate effect, but it is a palliative, and there are side-effects. What is the trade-off? The author thinks, first of all, the sceptre cannot be lost. Dealers will constantly bargaining with you, then let t

23、o reward dealers must not see exactly, to the market regulation, the reserve set aside part of space. Second, to prevent price, best not use cash rebate, multi-purpose goods, articles for daily use, coupons, overseas travel, etc., such as conditions permit, reward the fax machine, truck helps to imp

24、rove the operating conditions of the dealers management tools such as better. Rebate different emphasis again, different stages, its products, insufficient consumer end tension, need to rely on the dealer in the market, at this time, might as well improve the rebate amount, encourage shop goods rate

25、, opening rate, the improvement of the indexes of vivid and pick up the goods quantity is complete; Growth period, emphasized on competing goods, to intensify of sole, cities feedback, distribution, promotion reward ratio of the project such as execution effect, at the same time, supplemented by a c

26、ertain sales reward; Mature period, end pull strong, do not need to rely on the dealer sales, it should attach importance to access order maintenance, rebates to keep area sales, shipments and keep the payment to comply with the requirements of the price is given priority to, sales incentives, a sup

27、plementary role at a time when the company's focus should be on the impact of cultivating their own team to do any shop goods rate, vivid, permeability and the development of remote outer space, etc. If there is a determination to make a long-term market, you should pay attention to the followin

28、g principles: use the process rewards, and ensure that the results are performed and the sales are not rewarded. The return of the sales reward and the camper return may be reduced, the dark return might as well increase. Shop goods reward: "national treatment" shop goods reward first face

29、s is the problem of replenishment policy, because the object of the shop goods both retail and wholesale customers, policy book well, often there will be customers to loopholes. Such as "1 box to send 1 bottle/package", is intended for retail stores, increase the rate of retail store goods

30、, but a large number of households tend to jump out to a large number of receiving, in order to earn interest, gift that activity against purpose, increased costs for no reason. Some manufacturer to introduce two different sets policy in this activity, such as "zero store stock 1 box to send 1

31、bottle, 100 cases send 1 box" batch in stock, it will inevitably cause the large uneven, such as improper operation,It can turn a good thing into a bad thing and offend a group of customers. The feasible approach is to implement uniform standards, and to define the activity objectives using the

32、 purchase order level. If you are intended to be wholesale, you may want to limit the incoming to the limit of 5 cases, instead, limit the purchase to 10 cases, easy to operate, and prevent people from talking to each other. Once the policy is set, the key problem is controlling the dealership. Beca

33、use most cargoes are carried out through dealers, it tends to create a problem - dealers' encroachment on sales. What if the manufacturer has spent the money and the prize is not up to the target set? First, we will increase the quota of "promotion and matching incentives" for distribu

34、tors. Second, put the gift directly in the package; Third, the manufacturers send people to print their happy letters and tell them about the way of activities, and send them to each customer for in-depth information about the promotion. Fourth, you can give the dealer a little "oily water"

35、; (e.g., 100 build 4 for the batch, 100 for the dealer). Price attack: three winning Commodity markets after a precipitation, current crystallized out of the several leading brand, the brand strength is good brand image, and standardized market operation and first-class talent and management, these

36、brands face the same problem is that many governments rise up small brands to lower production costs, low price, at the same time to access a higher profit drive, eating into the market step by step. What to do in the face of low prices and new products? Can be used for the first deputy brand strate

37、gy, deputy brand mission is not profit, but against competing goods as the main brand expand living space, such as some protective products of the company. To this kind of products, the company also has a certain market will foster fee at ordinary times, but also take the overall advantage of the co

38、mpany's main brand to support and promote its growth, but it is always the main brand accessories, enemy once appear, can let the big price cuts, competing goods. Coca-Cola, for example, is a model for the role of the Coca-Cola company, which is in competition with the new products. There are al

39、so disruptive products like some companies. This product is the company are less known and inferior brand competing goods at low price when get stranded, shipping prices tend to be lower than the cost price, no any A&P (advertising and promotion), mission is simple - to disrupt the competing goo

40、ds of low price strategy, and its hand to hand combat. The company's "hospitality" is the role. In the case of daily necessities, it is the market that grasps the channel. The unit price is low, the unit profit is small, the consumption face is wide, the consumption frequency is high,

41、must depend on extensive market to produce scale sales ability to be profitable; It is impossible for the manufacturer to operate in large area, relying on the sole agent, distributor, retail distribution. The channel is complex, trivial, the route is long, the sale point is much, the comprehensive

42、quality of the dealer in the channel is lower than the other industry. These characteristics determine the high dependence of the commodity industry on the route and the difficulty of managing it. It also determines that commodity marketing must hold on to two core issues - price and profit. Change

43、to the rebate: Pepsi center For the dealer incentives, many enterprises will rebate reward policy, purpose is through the rebate to mobilize their enthusiasm. Rebate is refers to the manufacturer according to certain criteria, in the form of cash or in kind to the dealer reward, the lagging behind o

44、f rebates really is - the purpose of process management and sales. Coca-Cola's management has a catchphrase: the process is good and the results are natural. Process management is by setting up all kinds of incentive measures to ensure the dealer to the standardization of market operation, to en

45、sure the health of today's market cultivation, in order to achieve the profit target of tomorrow. Awards range roughly as follows: shop goods rate, vivid and open an account rate (with local zero group of customers who brought in) items, fully replenish onr's stock, safety stock, abide by th

46、e designated area sales, specially pin (do not sell competing goods), active distribution, credit payment.Rate, vividness, and opening rate are the most basic market jobs and are the focus of the focus. Keeping the sales, standardizing prices and paying the right to keep the market in place can prev

47、ent the market from "cancer" - the result of a bad price and bad debts; The safety inventory, the whole product entry, the distribution of the positive, the promotion cooperation, can enable the various marketing strategies of the company to be implemented effectively. Rigorous process man

48、agement can foster a healthy market, ensure the organization of circulation and the initiative of enterprise management. The sales reward is the award that stimulates the dealer to buy the strength of the goods, such as the sales competition, the reward of the order of the order, the standard return

49、 of the goods. Sales reward is soft reduction, can improve the profit of distributor, nature can promote their enthusiasm and operating well, sometimes unexpected earnings growth. But the author thought, soft reduction, after all, is not the norm, its meaning is often through the pathway of money fr

50、om and this product's price, disguised as competing goods market development set the boundaries. Not only that, but there are also side effects of sales incentives, which are the incubation of cancer in the market - a price hit. In particular, the wholesalers knew the price of the return, and th

51、ey knew the price of their own stock. In camp scale reward Ming to return, and into more means that the cost of high and low, the size of the shipments for customers and markets, rewards, wholesalers at selling price, vicious competition, eventually manufacturer rebate was completely smashed into, d

52、on't play the role of regulating pathways profits. The return will have to stimulate the role of the dealer, but also to manage and control the role of the dealer. Because rebate rewards not fulfil but lag on the spot, the hands of dealers is part of the profits in the factory, the factory initi

53、ative, if done right, the operation can make rebate a controlled dealer's effective tool. Some manufacturers make a rebate policy: dealers sell at the company's price system and return to 3%. The distributor overfulfilled the prescribed sales volume, and returned 1%; The distributor did not

54、sell across the region and returned 0.5%; The dealer is better to carry out marketing and promotion plan and return 1%. If distributor not disorderly price, goods, etc, can at least more than 3% of the rebate, if the sales dealers through a variety of non-standard means blunt go up, also can receive

55、 a 1% rebate, sales again big dealer is not worth the cost. Of course, dealers who are able to oversell their sales and don't have to do so are the most profitable. Also some factory management more strictly, to crack down on the price, channeling goods, such as short-term behavior, as long as t

56、here is disorderly price dealers, transregional behavior, its year-end rebate will be cancelled, this also is a great deterrent to dealers. That way, manufacturers can use the rebates to discourage short-term behavior such as dealer stampeding. What if companies want to make a bigger profit space fo

57、r dealers and keep prices stable? There is a kind of practice is that the enterprise to the dealer distributor price of goods is the cost, no gap, dealers didn't spread profit, so dealers profit depends entirely on manufacturer rebates. Dairy companies is to adopt this method, manufacturers give

58、 dealers price is $10.6 per bag, and dealers at this price for subordinate distributors, and distributors to high price to sell to retailers, dealers in principle is not to spread profit. To sell products at factory price policy of the first-level dealer, at the end of each quarter, according to the

59、 quantity of sales, giving higher amount of rebate per box. But for the dealers who do not comply with the manufacturer's price policy, they will not return the profits and even cancel their marketing rights. Which makes products on the market prices remained stable, prevent chaos phenomenon suc

60、h as a competing channeling goods to bargain, and ensure the dealer's profit, improve the enthusiasm of the business. The return profit is the staff that the manufacturer regulates the distribution channel, the process rebates and the sales reward each have the advantages and disadvantages. The former helps to establish good order, but does not produce immediate results. The latter has an immediate effect,It is the cure of the symptoms, the bad