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日前,一位经销百货的朋友向笔者讲述了这样一个案例:这几年他经营的一款某品牌纯奶,凭其稳定的质量、实诚的价格在当地市场一直占有一定的份额,口碑也不错,但就是难以突破目前的销售瓶颈,难有大的发展。于是,厂家便加大投入,采取了搭送赠品的办法,想以此拉动销量、改变目前这种状态。这款纯奶的零售价格在促销活动以前就是50元/箱,在这次活动中依旧为50元/箱(同规格),另赠送零售价格为20元的暖瓶一只,赠品力度可谓较大。但实际销售并不理想,就连过去一直购买此款纯奶的老客户也不敢轻易购买,因为他们害怕该款纯奶的质量已经大大降低或存在其他问题。即赠品
Recently, a friend selling department stores told the author about such a case: In recent years, he runs a brand of pure milk, with its stable quality, honest price in the local market has always occupied a certain share of reputation is not bad , But it is difficult to break the current bottleneck in sales, difficult to have a big development. As a result, the manufacturers will increase investment, take the way to take gifts, want to pull sales, to change the current state. The retail price of this pure milk before the promotion is 50 yuan / box, in this event is still 50 yuan / box (with the specifications), and the other presented a retail price of 20 yuan for a bottle of warmth, gifts can be more powerful . However, the actual sales are not satisfactory. Even old customers who have been buying this pure milk have not dared to buy it because they are afraid that the quality of the pure milk has been greatly reduced or there are other problems. That gift