Marketplace sovereignty era- the disadvantaged terminal condiment marketing Gonglue.doc

 PAGE \* MERGEFORMAT 9 Marketplace sovereignty era: the disadvantaged terminal condiment marketing Gonglue Nineties the 20th century began, supermarket format has entered a rapid development period, in the field of consumer goods to gradually replace the traditional channels, consumers are the most important purchase of the terminal. The rise of the supermarket format that disadvantaged businesses are increasingly at a disadvantage, the product can enter the supermarket, how to enter after the display, how the basic sales from supermarkets, have the final say, the factory lost the independence of the basic, and more only the discretion of at the mercy of the supermarket. For the seasoning enterprises, in such a channel for cooperation, the manufacturers say the promotion for the terminal seems to only way out of the three: Buy gifts, discounts, and media advertising. Ever since the operation appeared invariably means of products to enter the supermarket, the one side are the media advertising open, one side is to buy discounted promotional gifts. For strong brands, this means are more effective, while for weak brands, it produced a cycle of frustration: so do a discount to buy gifts on a little sales, stopped sales flew into a slump, so he plunged into horns of a dilemma, do not is not do not be. So, in such a store of sovereignty era, vulnerable manufacturers how to change the face of the passive situation, gaining the initiative, in the strife A crowded the store to win a place? Early in order to convenience stores and grocery dominated To do so because there were five points: First, because of weak brands to enter the stores of resistance and costs are considerable, so the cost does not matter for the strong brands, but for weak brands may be difficult to bear, the high cost of stores so a lot of weak brands too much. Second, a market influence has not yet formed, consumers are not recognized brands, even though it may not be sold into the store well.