Purchase resurrection of marketing Cheats - Shock Therapy.doc

 PAGE \* MERGEFORMAT 3 Purchase resurrection of marketing Cheats - Shock Therapy Case: Beijing-based company produced anti-inflammatory drugs, once sold a very hot, 70 buckle to ship, and some agents will be able to pick up a 1500. However, the short-lived, due to end the vicious competition, the product price and market share plummeted and finally even the manufacturers ‘Jianggeyiqiu’, 30 buckle to ship, do not have agents willing to purchase. In this case, in order to rescue the market, a number of marketing planning staff through careful market research, and decided to adopt a process they call ‘shock therapy’ tactics, to save the market. Their three-pronged approach, at the same time, three working. One is to re-raise the price of factory shipment, this inverse moving situation, similar to ‘suicide’ approach, of course, nobody paid attention at first had; same time, they make great efforts in a terminal promotional activities carried out by all means pull end demand. Since the product had a relatively good market foundation, upon stimulation, the terminal needs immediately apparent; At this time, a gradual increase in the terminal when the market demand, companies move to reposition itself in the third ‘killer’, closed the original channels of commerce. As a result, on the one hand there is a demand terminal, while commercial channels Quewu from the original goods may enter, to create a situation of intense demand, creating new business opportunities, naturally attracted the attention of a number of new distributors . As a result, gone against the tide and up the new shipping prices began to be accepted. Experienced about 3 months later, a number of new dealers replace the original distributor, shipping prices to rise instead of the 80 button. The activities of the ‘initiator’, senior medical marketing mastermind Hao Li explained in detail for journalists to use ‘shock therapy’ tactical points. Planner first have to understand that the so-called ‘shock t