影响促销效果因素.docVIP

影响促销效果的因素 、促销管理要务 Consumer price promotions 消费者价格优惠 Aimed to boost trial, pull consumers away from competitors, develop brand loyalty, encourage consumer stocking up with extra product. 目的在于促进试用，把竞争对手的顾客抢过来，增进对品牌的忠心度，鼓励消费者贮存超量货品。 Including multi-packs, bonus pack. 包括多包装，增值包装。 Consumer contest 消费者有奖竞赛 Normally designed to increase display, trial, usage, loyalty and brand awareness. 通常设计来提高陈列，产品试用，消费，忠心度及品牌知名度。 Consumer premium offer 为消费者提供赠品 Usually offer low cost items for a number of product purchased or reduced price for the premium item aimed at increasing trial, display, usage and product brand awareness. 通常当消费者购买产品时附送一些较便宜的赠品或以较低的价钱购买赠品。目的在于提高产品度试用，陈列，消费及品牌知名度。 Couponing赠券 To increase trial and repeat purchase or to promote linked sales to other products in the Company’s portfolio. 为了提高试用和再买或促进公司其他产品的销量。 Store competitions门店竞赛 To increase and improve sales and display. 为了提高和增进销量及陈列。 Direct mails广告性印刷品 Organized by the customer to distribute to the target market of potential consumers on promotional messages. 由客户发动把促销消息传达给目标市场有潜力的顾客。 Display bonus/Display incentive陈列奖金或津贴 Goods sold to the outlet and provide a reward to the trade for an agreed display layout or space allocation. 商品售卖给商店并达到同意的陈列设计或位置，提供一定的报酬。 Gifts for buyers/buying company给于采购者或采购公司礼物 Are useful tools to promote product trial, but gift for trade buyers are perhaps discouraged in many companies. 达到试用产品非常有效的手法但是很多公司都不鼓励。 They are useful promotional activity to gain product trial or approve for listing. Eg. Free travel bag, T-shirt, umbrella etc. 非常有效的促销活动在于增进产品试用或售卖。产品如旅行袋， T衫，雨伞等。 Launching incentives产品上市奖励 To encourage the acceptance, listing and display of new product. 在于鼓励接受，售卖及陈列一个新产品 Film shows电影招待会 Are particularly useful where targeting children market. Usually tie-ins with new cartoon or educational movies. 特别注重于小孩市场。通常配合新卡通片或教育片上演。 Volume rebates销量回扣 / 奖励 encourage buyers to support the company rather than competitors 鼓励采购员支持本公司多于竞争对手。 Point of sale materials促销宣传品 Highlightin