Promotions How to size up the situation to ensure success-.doc

Promotions How to size up the situation to ensure success? On-site or terminal promotion is commonly used in medicine and health products marketing, market access to a certain stage, will have to rely on promotional activities to detonate the market, to promote the purchase. The use of promotions in a short time can be achieved against a portfolio of competing products, expand market share and increase sales with good results. Promotions To achieve the desired results, not only to prepare adequately, plan in place, but also pay attention to timing, all kinds of other factors. Is the writer’s two cases of kidney product promotion to talk about how to size up the situation to ensure a successful promotion. Case 1: September 2003, a famous kidney Products (hereinafter referred to as A card) stock, then kidney market is mainly occupied by Ning Zhang, A brand on the market after a full investigation and careful planning in order to well-known brands, celebrities endorsement, speed of proprietary Chinese medicines as the main selling point, in order to ‘improve sex life three days or eight days to restore the character of men’ for the effectiveness of the slogan began to cut into the kidney a strong market, in order to week two and a half editions of speculation. Only a month the first delivery nearly a million across the province all the digest is completed, the market situation is gratifying. However, due to the effect of A brand promise is inconsistent with the actual effect, resulting in relatively low rate of secondary purchase, although the advertising efforts to promote the terminal does not appear, but the market is weak, and after careful analysis and an urgent consultation with the client decided to 11 months to carry out special promotions to save the market tide. In November the local market, market conditions continue to be Zhang Ning as the most powerful, but there have been promotions launched, but its promotional activities launched by the end of the