Promotion policy the three major pathways aliasing problems and countermeasures.doc

Promotion policy the three major pathways aliasing problems and countermeasures From the manufacturer to the consumer of this great chain of advertising, promotions, system, etc., all relevant management, norms, incentives, penalties, reimbursement and other benefits-driven policy, can be attributed to ‘channel policy’ these four words them. Therefore, given the channel of policy is a relatively broad concept and try to write with substance of the idea, the author here mainly to talk about the weak brand promotion policy, aliasing access and Countermeasures. The vast numbers of weak brands on the one hand, improve access to reach surface and depth has become the focus of our marketing efforts, relatively high profit and additional sales channel the interests of becoming directly competing against a strong brand and products of an important means of competitive pressure ; while on the other hand, a number of leading channel marketing policy of anti-aliasing issues, but lingering in with us. Such problems, if based on price and promotional materials of the premise can be defined, it seems to me that the main problem appeared on three aspects: first, the channel is not fine Promotion Policy rugged, over-generalization; secondly, access promotion policy areas difference is too large; the three channels of distribution Promotion difficult process of strict regulatory policies. Next, let us examine each of these three problems, analyze, and resolve. Promotion Policy rugged path is not small and too generalized For many of the enterprises, in the present, Dafan a promotional channel would still be talking about comes with the goods, purchase gift volume, point deduction rebate and so on, because it overestimated the members of the recognition and co-channel capabilities, while ignoring many should not neglect the details of this problem. Next, let us look at a small case. Wine New Army was clear and firm purchase order to enhance the enthusiasm of businesses, in th