Positioning (Positioning) and Promotion (Sales Promotion).doc

 PAGE \* MERGEFORMAT 5 Positioning (Positioning) and Promotion (Sales Promotion) This is a promotional era, the era of over-promotion. In the excessive sales targets and under the pressure of market competition, sales promotion (SALES PROMOTION, referred to as SP) has become a factory to achieve sales targets and increase market share and adoption of a powerful weapon. FMCG companies in a number of years, how to design a SP has become the most important one TRADE MARKETING department tasks. Consumer’s mind has been filled with water more and more like a sponge, and our promotions, but still want to go there to continue to irrigation. Let’s take a look at the most common of several promotions available in the market bar. First, price promotion This is the most common form of promotion. While the mass market, the price strategy is a good way. However, any price promotions for the sales may not have a positive role in promoting. For the price promotion, we can not simply in order to promote changes in the volume to assess the success or failure of promotion, but should contact the promotions before and after to calculate the actual impact on sales promotions. Now consumers in front of factory promotions have become more and more rational and practical, price promotions often ‘dry’ products sales of the future, but also to a certain extent, it will also have a negative impact on the brand. I have always thought that price promotion is absolutely necessary to use a promotional tool, in order to open up sales channels for aggressive or the sale of his upcoming visit to the shelf life of products, but if the new product to do this kind of promotion, the negative effect will be greater than the a positive effect. First, is to forget their own brand building responsibilities, from the positioning of the brand itself, but simply from price driven up sales. Second, is the destruction of the original price of consumer psychology, and also destroyed the original price