Quan Shao's new wife

Chapter 505 Meeting in Sanya (4)
The icy breath of her slender fingertips made Qi Shan slightly taken aback - such slenderness, such temperature, has a reassuring sense of professionalism, and this feeling is far more than her young face. Came disappointed.

"Hello, Mr. Si, my colleagues and I have a detailed understanding of the local business district this afternoon. I believe it is worthwhile to keep you and your colleagues waiting for an extra three hours." Xu Nuo stretched out his hand in front of Si Jing , said calmly with a smile.

"Of course." Si Jing's smile was a little weak, and after touching Xu Nuo lightly with his hand, he nodded slightly to Wan Sansan beside her, then turned and went to the conference room.

"Miss Xu, Miss Wan, please come inside." Qi Shan made a gesture of invitation, and let Xu Nuo and Wan Sansan into the conference room. He didn't say much about his boss's attitude—give some to the other company. There will be more initiative in cooperation.

There are four people sitting in the conference room, the boss of 'Jingyuan', marketing director, product director, and marketing planning manager.

After Xu Nuo and his colleagues entered, they nodded to everyone, turned on the computer directly, put the test materials into the USB flash drive, and then walked to the projector that had already been turned on and said to everyone: "It has delayed everyone for more than three hours. For the project I won’t say more about topics that have nothing to do with creativity, such as my own proposal and why your company chooses “Pin Shang”, and I will directly talk to you about some data of this product promotion.”

After she finished speaking, Si Jing's originally dull complexion looked a little better, and he seemed to have more approval for Xu Nuo's actions.

"First of all, the comparison between demand and reality: your company proposed that this promotion will help the market share of the 'Jingyuan' brand to reach the top five; sales will increase by 25% compared with the new products launched in the same period last year???

"First of all, it is very worthy of recognition that your company's goals are very clear and direct, which makes our work more targeted. Then let's take a look at the key factors to achieve this goal. What does your company have? Our Pinshang Through the design of creative and promotional models, what can be compensated? What effect can be achieved in the end.”

Promise standing on the podium, the whole person has been fully adjusted to the working state, and even the exhaustion of the terminal after walking for more than four hours in a row has been swept away.

“‘景园’的市场占有率去年同期是8？？？年仍然是8？？？据贵公司提供的数据显示：我们的销售额提升了18？？？我们来看看整个行业今年的数据：市场排名第一的顾氏，市场占有率由25？？？到55？？？售额增长47？？？名第二的卓雅，市场占有率由40？？？到35？？？售额增长为5？？？它品牌我们暂且不谈，这就说明一个问题：销售额的增长与市场占比确实相关，但并不一定是正相关。”

"In the case of fierce sales growth of rival companies, even if our sales increase slightly, our market share will still decline. Therefore, I would like to remind everyone: if our goal is on market share, our promotion The direction will point directly at the opponent, aiming to overwhelm the opponent; if our goal is to increase our own products, our promotion direction will be internal digging.”

"Everyone may ask: Since the opponent is overwhelmed, the sales will definitely increase significantly. Of course, the promotion in this direction is good. Let's take a look at this comparison chart."

"This data shows that we may need to deviate from the original temperament and positioning of the product by using a strong-pressure creative design and promotion method. We may be able to achieve temporary results, but it will have a greater impact on subsequent product development and corporate temperament positioning. , the consumer association of the entire brand will be affected, which we think is a short-sighted behavior, unless our corporate temperament is quite close to that of our competitors, which happens to be used;”

"And the promotion direction of internal excavation, our creative design, will continue the overall brand temperament to the greatest extent, respect the company's history, and achieve the purpose of continuous brand value-added and sustainable development. This is a practice that is conducive to brand cultivation. What we need is that we have a heart that can endure loneliness."

"Market possession and brand building are consistent in the long run; but in terms of phased key points, there must be conflicts, so before I take this case, I think the company can always think clearly: Jingyuan is now At this stage, whether we want a market or a brand.”

Xu Nuo looked at Si Jing and smiled slightly, and then said: "Next, let's look at the second goal, which is an increase of 25% compared with the same period last year???

"Similarly, let's look at another set of data: This is the analysis of the passenger flow of similar products and the analysis of consumer purchasing behavior in the city's ABC tertiary business district after my colleagues and I arrived in Sanya this afternoon. There are photos and recordings in it. for reference."

"It can be seen from the photos that most of the displays in our supermarkets now belong to the secondary or tertiary display, which needs to be adjusted. We are a national brand, and Sanya is our home. Here, no matter which In the first-level shopping malls, we must obtain the first-level display space and increase the market share in this city. No matter for the growth of the total share, for the sustainable development of the brand, or for the confidence of consumers, it is important necessary."

"Let's look at the consumer conversations we recorded at the checkout counters in various stores, as well as the survey data on the reasons and length of time consumers update their shampoo brands at home."

"From these data, we can see that for daily chemical products, consumers prefer to use new products and have a strong interest in new brands. The reason why they change brands may be that they don't like it anymore. The new packaging is more beautiful and tastes better. It smells good, the function is exactly what I need, etc., all kinds of things;”

"This shows that the brand loyalty of daily chemical products is extremely low, which requires us to launch new products quickly. And the new products must have a certain degree of correlation with the products of the previous season, but the core selling points must be completely different. Otherwise, it will be difficult to stimulate The consumer's desire to buy. Then, he may not choose your new product, and at the same time abandon your old product, and choose other brands."

"For this situation, what our company can do is: launch new products at the right time, and make continuous improvements in product packaging, smell, and function; and what our planning company can do is to combine the work done by the company, Promote to consumers in the most appropriate way to stimulate their consumption desire and increase customer stickiness and loyalty."

"So, although sales growth is related to many factors, in the current consumption environment, using creativity and promotion to increase sales by 25??? Our Pinshang company can do it."

"The table below is the sales data of 'Jingyuan' in various channels: online advertisements, terminal promotions, discount sales, print media advertisements, sales staff increase and other factors, the proportion of sales data increase in each channel is the same. Very clear."

(End of this chapter)