事前管控帮你搞掂终端促销（To help you get promotions prior control）.doc

事前管控帮你搞掂终端促销（To help you get promotions prior control） For terminal promotion, the most important part is the preparation stage. As for marching and fighting, winning thousands of miles away, first began strategies. If the terminal sales in science, in a series of process control will advance everything in good order and well arranged to have a multiplier effect. The common form of terminal promotion are: (coupons or vouchers), awarding, sample delivery, bundling, incremental packaging and so on. Different promotion types have different preparatory work. But the basic process can be divided into: the theme of the promotional gifts, promotional advertising, subscription, establish the awarding procedures, communication. The theme of the event: short term to meet the core value of the brand, which was Any successful brand, although after a different course of development, but there must be a long-term strategy and tonality, also is to adhere to its own brand core values. Although the terminal promotion is based on the requirement of short service in product sales, but also must be subject to long-term brand strategy. In other words, the purpose of short-term activities must be consistent with the core value of the brand and the extension of the long-term brand personality. For example: Coca-Cola carry out terminal sales during the holiday season, will make full use of red couplets and mud dolls as a carrier to reflect the high degree of integration with the local culture connotation of the brand China. On the contrary, Pepsi is the use of popular elements to the brand with the brand core value of fashion, sports to attract young peoples attention. Therefore, in the development of terminal promotion theme, we must follow the following formula: brand long-term strategy + promotion promotion theme = short-term objective. In order to more vividly illustrate this formula, we in the summer of 2005 Pepsi Blue Storm this promotion as an example, to illustrate the theme planni