Promotions should be followed by what is left in the terminal-.doc

Promotions should be followed by what is left in the terminal? Case In 2005, the Beijing New listing with a beverage company in the Northeast and North China regional terminal market for new operations. For nearly a year end products in the enterprise sales process for new products and old products at the same time a series of promotional activities, including: profit sharing, buying gifts, public relations activities, in order to promote product sales improved. Promotional period, the enterprises are mainly for special display location of the focus of bubbling, the product sales began to rise. However, when the end of the promotion, the company found that consumers appear to rely on sales generated. Declining sales and then re-enabled business promotions. Complete end of the enterprise promotion a few months after the date of production on the shelf for 5 months ago, the basic product, and lose the best and display the location and size. Accordance with the fast moving consumer goods sales cycle point of view, largely non-selling products. At a time when companies are not selling these items are not carried out a timely manner. After nearly a year of operation, the business product sales in North China and Northeast China are still not achieved the desired results, at the same time, hoping to strengthen the market by listing new dream come to naught! Case Through this case we can easily find that the operation of the business process of the terminal significantly into the ‘have to promote the sale, no sales promotion is not’ mirrors of the storm. Brought the plight of the ultimate consequence is that: Although the sales volume increase in sales during the period, but the sales increase was due to cost, but will focus on the sales of two months after the promotional period to achieve. Enterprise sales increase is just a representation, lies behind the rise in cost of sales and profits fall. In fact, during the process of marketing, most companies will simply