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达不到目的的赠送就是徒劳无益的白送。赠送不是一个简单的促销行为,而是一个相对完整的、效果可延展的体系。西南某功能型饮品企业,产品在成都上市初期搞了一次免费赠送,每户4瓶饮品,打算送10万户,赠品成本接近60万元。结果送了不到一半,问题出了一大堆。由于该饮品的味道比较特殊,很多消费者喝不惯,导致不少产品被原封未动地扔掉,产品口碑也变得极差,最后不得不退出市场。某家具企业为其新推出的沙发做促销,赠品选择的是精美的沙发棉坐垫,效果一直很好。转眼到了夏天,沙发销量却与竞品相差很大。不得其解的销售总监做了一个简单的调查,发现竞品也在送坐垫,不过送的是竹坐
The purpose of the gift is futile. Giving is not a simple promotional act, but a relatively complete, scalable system. Southwest a functional beverage business, the product launched in Chengdu, a free initial listing, each 4 bottles of drinks, intends to send 100,000 households, nearly 600,000 gift costs. The result was less than half, the problem came a lot. Due to the special taste of the beverage, many consumers are not accustomed to, resulting in a lot of products were intact thrown away, product reputation has become extremely poor, and finally had to withdraw from the market. A furniture company for its new sofa to do promotions, gifts are selected fine sofa cushion, the effect has been good. Blink of an eye to the summer, sofa sales vary greatly with competing products. Unscrupulous sales director made a simple survey found that competing products are also sending cushions, but to send the bamboo sit