Mars poem may Women: open four major elements of women's franchise marketing
Almost a commodity to go through research and development, manufacturing, advertising and distribution after it appeared in the shelves of retail stores, to meet with consumers. The performance of the goods in the store, the purchase of a direct impact on the consumer's choice. For merchants, great in-store performance is the last chance to maximize sales.
In-store performance has four elements: distribution mix, shelf display, price and shopping guide.
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1. Distribution portfolio
A complete distribution plan should include product specifications, packaging and combinations. The distribution of the distribution should be based on the characteristics of retail terminals, marketing strategies at different stages and market characteristics. As in the large stores chewing gum can be "one box" or "a pack" of distribution methods, and in the convenience store should be used "a" distribution.
2 shelf display
Good display points can often get several times or even ten times the sales performance; attractive goods can be placed up to "let the goods speak for themselves" effect; effective shelf maintenance and management will be better to display products and brands Image.
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3. Price
The price of the purchase of consumers has a great influence, but also have a strong psychological implications. Beware of the price tag, otherwise consumers will be affected if they are interested. The price of 10.00 yuan and 9.98 yuan, different feelings to consumers far more than the actual price difference. The use of high and low price set off each other, but also can play an unexpected effect.
4. Shopping guide
When consumers are hovering between many commodities, they can effectively influence consumers' choices and purchasing decisions when they are at a loss. Appropriate shopping guide services play an important role. A survey of FMCGs shows that 70% of consumers have not decided what to buy when they enter the store; consumers have less than two seconds to look at each item; and 75% have decided within five seconds .... The randomness, convenience and impulsivity of the FMCG consumer behavior make the "store performance" of the commodity more and more important. Whether it is good at grasping this "last chance" has also become the key to the success of the enterprise in the fierce market competition. .
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