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去年秋冬,宝洁公司在武汉三镇开展规模较大的“玉兰油”及“护舒宝”大派送活动,旨在扩大这两种产品在武汉的市场占有率。我有幸成为了这次活动的一名抽查员,每天在与消费者打交道的过程中,接受到了大量的信息,发觉宝洁公司这次促销活动有许多不足之处。一、派送品与市场上的卖品质量上有差别派送,有着高使用率及品牌转换率,被许多外国公司所喜爱,但不是所有的公司搞派送都会取得显著的效果,除非你的产品有卓越超群的品质,需要
Last autumn and winter last year, Procter & Gamble carried out large-scale “Yulan Oil” and “Hushubao” big delivery activities in three towns in Wuhan, aiming at expanding the market share of these two products in Wuhan. I had the privilege of being a spot checker for this event. During the course of dealing with consumers, I received a lot of information and found that Procter & Gamble’s promotional activities had many deficiencies. First, there is a difference in delivery quality between distribution products and on the market. It has high usage rate and brand conversion rate and is favored by many foreign companies. However, not all companies will have significant results unless they have products. Excellent quality, need