Wooden door industry how to fight sales promotion

Competitors adopt a promotion policy and it should be said that few wood door companies do not follow up. Because follow-up is to find death, if you do not follow up, you may find it more difficult to deal with it. You may be able to become passive. For more than a decade of marketing career, he has indeed seen competitors compete for promotions. Wooden door companies respond calmly and do not take any coping styles or counterattack promotions. Other methods are used to ensure that sales are free from losses. When Coca-Cola’s Queer’s market share in the competition dominates the market, it does not cut prices or promote sales. Instead, it uses “role marketing” as soon as possible to approach consumers and buyers (queer consumers and purchasers). Inconsistent), so that consumers continue to buy "queer" beverages.

In the face of a large number of sales promotion policies of competitors, unification companies have introduced a number of new products (series) because they have a very long product line. For example, a bucket of noodles, a unified 100-bread noodle, and a mesame tea Series and so on, to interfere with the consumer's attention, to disrupt the promotion of rivals; Blue Ribbon beer due to the scarcity of foreign beer brands at the time, but in cooperation with the dealer price cuts in the price cuts, so that consumers rely on their own strong recognition of the brand Knowing to counter opponents...

However, these are only some cases. There are some special conditions. Not every company can learn or can use it. There is no universal significance. From the point of view of Trout’s “marketing is a war”, when competitors compete for promotions, we should be mentally prepared and accept this fact very frankly while responding to the hand for better promotions. Only this time, corporate promotions, compared with the opponents, should be rich in the meaning of "moving", rather than blindly follow-up, not a hasty decision-making, not without ideas to implement. For competitors' promotions, we are not doing nothing, but we need to thoroughly study the adversary's promotion policies so as to adopt a rational and orderly and superb response method.

These methods can be summed up as follows: first set a good promotion strategy, then take a higher - higher interest to attract, faster - faster action, stronger - stronger implementation of the "three more" policy. Through this “three more” policy (or one of the “three more” policies), play a battle of painful promotions!

A. Accurate market positioning is not easy to come from behind. If you want to succeed, you must find the weakness of your opponent. The same is true of promotions. One of the positionings here is to find the real marketing and promotion policies that are needed in the market, so that through their own promotions, they can grab the opponent’s position among consumers and channel members, or be more eye-catching and more competitive than their opponents. Attractiveness; First, you can find the opponent's gap, so not only can find their own unique position, but also the opponent's positioning **, biased.

Many companies like to do promotional activities in the supermarket, recruit a large number of promoters, shopping guides, make a lot of vivid supplies, spend a lot of money to do some beautiful piles, and sometimes implement "buy a few gifts" or price discount. It can be said that this is a marketing practice for companies that are commonplace. However, after all, companies can only have one focus when they do business. When competitors do promotions at supermarkets, they may weaken their sales efforts in street retail stores or do not consider them at all. In this case, companies can adopt a method that can accommodate them. Work hard at these places. Of course, we can also use opponents to make bigger packaging, we do small packaging, and so on. However, it must be able to give the channel or the consumer greater shock or to seize the opponent's neutral position.

Second, higher interests attract this is a habit of many companies, although there is no new idea, but here we still have to mention. Why? Product itself is a manifestation of value. To promote a product, it is in recognition of the value of the product, but also in the short term to allow channel members to allow consumers to get or feel higher value, so use more The attraction of high interest is certainly "returning to expectations." This is also in line with the channel value chain's point of view: all levels of the channel, consumers are members of the product value-added, they benefit, can promote the circulation of products, which is the "promotion" connotation ah!

And our current misunderstanding, or the reason why some companies oppose this view, is that the higher interest only stays on the surface of the understanding, and only uses “the way it uses people and the people it uses” to solve problems. . In fact, in order to avoid vicious competition, it is recommended to use higher interests, but it is still more useless or slightly staggered to win people’s hearts. If opponents work hard at channel members, they use buy gifts, discounts, high rebates, and subsidies to attract channel distributors, and we can do more powerful one-on-one promotions on terminals, such as frozen+display+single item reward+ Accumulated rewards and more. If the opponent buys 10 gifts, I will not hesitate to buy an 8-for-one. This messes up the rules and is not desirable. It is a double-loser approach. If you have noticed this, it is that the channel is a chain. As long as the product adds value, or reflects more value or value for money, it is a good promotion policy. This avoids "as much as possible." Promotional War

Third, faster promotional activities are said to be not the big fish to eat fish, but the era of fast fish to eat slow fish, which is easier to obtain evidence in the implementation of promotion. Promotion has always been a short-term promotion of sales! Have heard such a real case, a company is secretly discussing a festival during the promotion of instant noodles at the station, ready for action after three days, the results of this promotion information immediately captured by opponents, opponents in full swing, first In the second day, a promotion similar to the unsuccessful promotion policy was adopted. The result was a big victory, and the company’s promotion plan was stillborn and suffered heavy losses. The competitor played a beautiful grab-time promotion.

They say that “they are catching crickets and the yellow tits are in the back”, and in the era when the market is changing so quickly that consumer demand can be satisfied at any time, it is increasingly unsuitable. When promotional products have occupied the warehouses of channel distributors and consumers have already enjoyed the promotional items, new promotions have no interest in them. When the beverage market “had another bottle of red wine” in the same year, all companies were eager to follow suit, but the only real gain was only the initiator. Recently visited the market, see the competition in many industries has been extremely market-oriented, a company is implementing a promotion, competitors can be launched the next day. This “fast” method is not to promote sales, but to be in the air, the gambling market, and the fate of gambling companies. It is not a concept of promotion at all. I believe that they are not only the beneficiaries of promotions, but are the victims of sales promotion.

Fourth, a stronger enforcement ability competes with the promotion policy. In addition to trying to find ways to use better positioning, higher interest, and faster action, many companies ignore the point that it is more decisive. The implementation. Many times, our sales promotion is based on dealers. We hope that distributors can help us to promote after attracting higher profits. It's strange that we often place ourselves in dealerships! The dealers will help us to solve the problem of sales promotion. More often, we feel that the benefits of the channel will be improved. The dealers will make promotions 100%. An important reason why many wooden door companies fail to do sales promotion is that the execution of promotional policies is not thorough, and promotional resources are retained. Promotional items are not used where they are used. Promotions have not been carried out to the place or level of implementation.

Sometimes, the wooden door business leaders think that the business line is in full swing promotion. A large number of promotional posters that can be printed in advance may not be posted. Sometimes it takes one day for all dealers and all terminals to get information, but it slowly dragged on for nearly half a month! Sometimes the promotion contract and promotional pile head are signed back in the week, and the promotion period is almost over. If they can't sign back, they still have difficulties. sometimes……

The plan is to achieve 5% of the plan, plus 95% of the implementation, in order to promote sales of competitors, in addition to the 5% of the plan may be stronger than the opponent, the most important work in this 95% success rate. And we often turn the cart before the horse!

It is an eternal topic for competitors to engage in promotions and deal with wooden doors. This is because it is a competition for you and your life. It is a war of rebellion. Fangyuan Wood Products believes that as a marketer, we can only use the Olympic spirit to “enhance higher, stronger and stronger” to motivate companies to win in promotion competition, and ultimately they are all winners. This is a contest that will not end. We can only hope beautifully that our peer companies are like the arena of the Olympics. Everyone will take out their own professional skills and push this high-level competition to one another. A new height!