Backward induction method to establish through consumer promotion positioning.docVIP

 PAGE \* MERGEFORMAT 7 Backward induction method to establish through consumer promotion positioning A business is a strong national dairy brand in the operation of S regional markets, they were met with layers of resistance, a strong market position in the country has not been fully reflected, even after several rounds of generous promotional strategies, but the effect is not obviously, S sales as unsatisfactory, and even consumers to the motley ranks of once-marginalized, did not enter the ranks of the top three. What is wrong in the end part of the problem? After several rounds of post-rotation region manager, region manager for the newly arrived Manager Zhang start seriously thinking about this problem. A enterprises in the national implementation of a chess promotional strategies, several large-scale promotional activities are consistent implementation in all regions, for a better market-based regions, promotion strategy duck to water, the effect evident for the S region, the fundamental itself is not solid, promotional effects in general, and the company executives have never recognized brand in the S region A weak facts, would cause all comes down to them too. How to carry out a reasonable market positioning and promotional strategies accordingly to determine it is important that only a scientific and rational basis for the provision of actual market in order to allow the company aside your traditional moves to re-examine the S region. Consumers are the product of the Terminator, marketing and all the work done around the consumer, and only engage in to understand what consumers want and what you want to find a breakthrough in position! Manager Zhang had just arrived, it starts from the end-consumer to start, first thoroughly understand the consumer, further adjustment of the strategy. Within the region to understand the consumer several elements: First, to understand what: To learn more about the cultural characteristics of the region, a major c