More promotional strategy- how to seek action from time to time.doc

 PAGE \* MERGEFORMAT 12 More promotional strategy: how to seek action from time to time Problem: No Market Planning Promotion Rainbow Rain is a Japanese enterprise, main products are skin care products. The end of 2003, a Children’s Day in the U.S. enterprise in China headquarters serving Li Zhiming, because performance is outstanding in the circle of a minor celebrity, is a specialized service fast moving consumer goods industry executive search firm eye on. After screening of the highly recommended and arrangements, Li Zhiming and Hong Yu’s Hu made several rounds of communication between the total, and in January 2004, Li Zhiming finally airborne rain rainbow Marketing Manager’s office. The company just launched a plant series of sunscreen products, the product is aimed at the summer sun skin care products, in March became fully promotion. To this end, Li Zhiming in particular has developed a complete and detailed high-level marketing programs submitted for approval to the company. The results were unprecedented, the company is not approved. After some understanding, Li Zhiming know: According to the company’s practice of rainbow rain in April to conduct personnel adjustments and financial results, promotional activities should not be granted. To conduct a deeper understanding, Li Zhiming found that: the concept of business-to-sales is not clear, including many marketing promotional activities on the timing of marketing staff with a great selection of blindness. The most obvious manifestation is as follows: enterprises in the promotion put on all the products are ‘fair’, and never a combination of different product life cycle of the product characteristics; promotional lack of focus, often because there was no promotion and market new products fail because the old product promotions excessive backlog of inventory situation; not a single product sales cycle breakdown in the first half due to financial accounting compression promotional input, while in the