New brand marketing successful promotion of the "steps"

One, to ensure that the sales force and dealers, the second batch of attention and morale, and make concerted efforts to promote new products

New products on the market before the launch of new products on the market will be held in the training sessions, to fully mobilize the channel in the enthusiasm of the various members. Improve the enthusiasm of the sales staff, dealers, second-hand dealers, *** with the participation of the new product promotion, the formation of a "three-tier linkage" to promote the promotion of new products atmosphere. Such as: to the sales staff, dealers and second-round dealers "the importance of new product promotion" advocacy, to introduce them to the birth of a new product ideas, its advantages and benefits there, the specific packaging flavors, prices, etc., so that the members of the channel on the listing of new products to do in mind, to enhance confidence. In addition to sales staff, dealers and second-hand dealers for new products listed on the process indicators of the special assessment, to speed up the pace of new products, the formation of new sales atmosphere, so that they understand that "the process of doing good. The result is naturally good", as long as the new product promotion process indicators (market rate, display, promotion, price system, etc.) in place, the new product will naturally promote the success of the natural sales is good. Such as: new products on the market in the process of sales will have advertising, paving, dealer incentives, the second batch and store promotions, supermarkets into the store, consumer promotions, sales staff to open the store incentives, and a series of actions, the new listing plan to make a specific plan and arrangements for each job to ensure that the promotion of new products to carry out the activities of the organized. Specifically to do:

1, the new listing held before all sales staff, distribution mountain and the second batch of new product promotion training will be.

2, all sales staff, dealers specializing in new sales tasks;

3, daily sales reports and meetings reflecting the extra attention to the new sales performance, the establishment of a perfect performance analysis system to control the whole new product promotion dynamics;

4, the listing of the implementation of the sales meeting in the period of the new product performance has become the main topic. Can not be completed on schedule to promote the new market requirements of the task to make "differences in the description", and incentives for rewards and penalties;

5, sales competitions (such as: new sales champion) to the winners to be publicly recognized and rewarded;

6, the personnel bonus appraisal system, the new product sales achieved from the total sales achieved in the Put forward a separate assessment;

7, the senior leadership of the enterprise to promote the new market personally check, pointing out the loopholes and assistance;

Two, to ensure that dealers into the goods and distribution in the correct channels

To ensure that dealers in accordance with the promotion plan in the prescribed time in accordance with the enterprise's standard of goods into the new products, and new products in the correct channels of distribution. Because in the actual promotion of the process, the enterprise's sales staff and dealers often rely on their own subjective judgment of the new product is not good, so it is delayed again and again do not enter the goods or appropriate into the point but did not put into the correct channel to sell, the enterprise judged that the development of the new product is not good to sell, will certainly affect the success of the promotion of the new product. For example: there is a liquor company in the new product market at the beginning of all channels held a new product promotion training will also develop a detailed promotion plan. But in the specific promotion of the time, A dealers subjective that the new product is not selling, it is slow to enter the goods, dealers even new products into are not into the promotion is impossible; B dealers in accordance with the provisions of the enterprise's time and the number of goods, but the high price of the new product into the C, D hotels and C, D class super-channel sales, which leads to the right products are not put into the right terminal store sales, making The new products are slow to sell, reflecting the enterprise's new products do not sell well.

Three, to ensure that the new product promotion guidance, assistance must be involved in

To ensure that the channel in individual members of the product promotion guidance, assistance must be involved in. That is, after the dealer to do so that the sales staff under the market car must be loaded with new products, visit the terminal store must be the new product listing information to inform the terminal store and the promotional policies accurately introduced to the terminal store (selling new products than the old product profit margins). For example: C dealer is in accordance with the requirements of the enterprise into the new products, but the new products into the new products, every day the salesman's delivery truck is not loaded with new products, the salesman down to the market also did not tell the terminal store the information on the listing of the new products, and did not introduce the promotional policy of the new products to the terminal store, the terminal store also do not know the information on the listing of the new products, and do not know the sales of the new products than the sales of the old products of the profit margins, resulting in the promotion of the new products in the market. As a result, the promotion of new products in the market failed. Therefore, if the channel members do not have the guidance of the new product, assistance to participate in the new product, it is said that the new product is not good for selling, the promotion of new products is certainly not successful.

Four, to ensure that the new product price system

To ensure that the new product in accordance with the enterprise price system sales, because the new product on the market before the enterprise is after a large number of market research, according to the actual market research and development of new products suitable for the market. Therefore, in the process of promoting new products must be checked whether the dealer's shipping price is correct, there is no price in accordance with the provisions of the enterprise implementation; terminal retail price is correct, there is no uniform retail price in accordance with the provisions of the enterprise sales. In the actual promotion process is often unauthorized changes in the channel members of the enterprise's new product price system sales, the results affect the promotion of new products, in turn, said the enterprise's new product development is not suitable for their own market is not good enough to sell. Such as: A new product of the enterprise in the listing of the price system: dealer invoice price: 20 yuan / bottle (dealer's profits from the enterprise's rebates), the terminal store invoice price: 20 yuan / bottle, the terminal store retail price of 25 yuan / bottle. But in the actual promotion process, the dealer privately to the terminal invoicing price changed to 25 yuan / bottle, terminal store retail price changed to 35 yuan / bottle, resulting in the new product price system out of the enterprise to promote the new product suppression of competitors, to seize the 25 yuan price of the market share of the purpose of the new product, the result makes the terminal store feel that new products can not support the package 35 yuan / bottle price, making the new product market market rate is low marketing The new product is slow, making the new product promotion in the market abortive.

Fifth, to ensure that the new product display and marketing

To ensure that the new product in accordance with the enterprise display standard display and ensure that the terminal shopkeeper active marketing. Because in the new product development phase of the enterprise is after a lot of market research, so as to establish the competitive advantage of new products in the market, in the promotion of the time to develop appropriate promotional policies and display standards. Therefore, in the process of new product promotion must ensure that the display standards in accordance with the provisions of the enterprise to do a good job of counter display, and in the maintenance of the process of tirelessly inform the terminal store of the advantages of new products and sales of new products profit margins, as well as sales of new products incentive policy. If the display is unqualified, the store owner does not know the profit and policy of selling new products, then the new product promotion is unlikely to succeed. For example: enterprise A in the process of new product promotion channel members are reflected in the new product is not good to sell. As a result, the enterprise sent the marketing department to visit the market and found that the terminal store is signed a display agreement, but some of the new products in the terminal store's warehouse is not on the counter at all; some even if placed on the counter but also not in the obvious position. When asked to the terminal store how much the new product is how much money into, sell how much money, the terminal store also do not know, means that the terminal store sales of new products do not know than the sale of competing products at the same price profit margins. As a result, the new product promotion in the market is slow.

Sixth, to ensure that the new product distribution rate

Distribution rate test is the basis for the success of the new listing, distribution rate of less than a certain level, to assess the acceptance of the new product is simply meaningless, so we must ensure that the new product in the market to achieve the prescribed rate of distribution (less than 60% of the distribution rate is very difficult to determine whether the new product is suitable for the market). Such as: a company in the promotion of new products, the dealer is to pay the shipment, the results of the dealer in the promotion of new products, only to put the new product with his relationship with a few terminal store sales, because these terminal stores in the eating alone, so they sell at a very high retail price. As a result, the new product in the market did not form a certain market share, low market share makes the market influence is low.

Seven, to ensure that the ability to control the number of terminal points of sale of the market rate

The so-called terminal outlets for the ability to pave the market rate, that is, the terminal stores and dealers have good customer relations, has been selling dealers of other products, but did not sell the new product. If such terminals are not aware of the new product listing information and sales of new products, such as policy or no stock, proving that the dealer simply did not promote new products. Such as;

A dealer has been resisting to say that the new product is not suitable for their own market, the terminal store does not accept new products, etc., the results of corporate executives personally visit the market and communicate with the terminal store, the results of the communication in the communication that is not a new product is not good to sell, but the dealer on the advantages of the new product is not the new product and promotional policies accurately and accurately introduced to them.

Eight, to ensure that new products to promote the implementation of the bonus system in place

Enterprises in the early stages of the promotion of new products will be developed to promote new products, special policies, such as for sales staff to sell new products than sales of old products, new products into the store have store incentives to ensure that dealers' employees to know that sales of new products than the sales of old products, new products into the store there are store rewards. Rewards. If the dealer's employees do not know to these incentives more certain not to push new products. Such as: a company in the promotion of new products for dealers at the beginning of the staff to develop a corresponding incentive policy. But the dealer in the actual promotion of the process of the enterprise's incentive policy of their own deduction, so that the staff in the promotion of new products in the process of no enthusiasm, resulting in the promotion of new products is slow.

"Happy families are all similar, unhappy families have their own misfortune". It has been proven that to ensure the successful promotion of a new brand, it is necessary to develop a rigorous promotion plan and follow the promotion steps without fail.