How to utilize short supply 4P strategy-.docVIP

 PAGE \* MERGEFORMAT 11 How to utilize short supply 4P strategy? The reason is called in short supply in short supply, because of its short-characteristics: for example, short product life cycles, promotional short duration, the channel length is set shorter, etc.; but, once in short supply was sizzling, the advantage is obvious but : You can quickly improve the Distribution rate of coverage; can be effective against competing products; can quickly make a short-term and so on, through the flexible use of 4P marketing strategy to guide the operation of short supply, with great practical significance . Product strategy. Since it is in short supply, and its market positioning as well as the operational level should be different from other conventional products. Product positioning fast moving consumer goods companies generally fall into three categories, one high-end products, their positioning is plastic brand image building; second, mid-range product, positioning is on the sales, to maximize profit; third, low-end products, mainly involved in market competition , played the role of market protection. What company positioned as the type of products in short supply, fully to competition in the market according to market properties, as well as the need to determine. For example, the door in a relatively mature market, a strong attack once the hit the brand to compete, companies must according to the performance of competing products to launch a counterattack product, this product is usually the companies fight back in short supply. In short supply in general has the following characteristics: 1, often driven by the needs of competition, initiated by or against a specific period of time initiated, for example, suitable for holiday sales of products, seasonal products and so on. 2, product launch is often to disappear just as quickly, go faster. Since it is in short supply, often shoulder a certain market mission, or against competing goods, or to obtain short-term