58 innovative plans for marketing

Chapter 16 Channel Marketing Planning (3)
2. Accumulated discount pricing.As opposed to a one-time pricing method, cumulative discount pricing is a pricing method that retail stores can use over the years.Generally speaking, the cumulative discount pricing method can encourage customers to make continuous and repeated purchases in the store, so it has a great effect on stabilizing customers in the store.The specific methods of implementing cumulative discount pricing are as follows:
(1) Accumulated discounts on invoices

Retail stores have to issue invoices to customers at cash register, and stores can stipulate that when customers purchase a certain amount, they can enjoy a certain price discount.At the beginning of each new year, this cumulative amount discount rate should be announced to let customers know clearly. The purpose is to indicate the quantity target of the purchase amount to customers, which is very effective in completing the company's sales plan.Cumulative quantity discount pricing can generally adopt the method of exchanging shopping vouchers for customers’ cumulative invoices, because if cash is used to exchange customers’ cumulative invoices, then customers may invest this part of cash in other stores for purchases.Exchange shopping coupons for accumulated invoices, the purchase of shopping coupons is still realized in our store, and its shopping invoices can participate in the next round of discount accumulation, which is also very beneficial to customers.When the retail store uses the POS system and credit card settlement, the discount rate can be automatically settled through the computer, and the discount amount is transferred to the customer's credit card account.

(2) Accumulated discounts for discount cards
That is, retail stores issue discount cards to customers, and when selling goods, they give customers a certain discount rate according to the accumulated purchase amount of customers.

(3) Seasonal discount pricing

Many commodities in retail stores have a seasonal consumption climax. In order to promote the seasonal consumption climax of these commodities, discount prices can also be adopted to expand the sales of these commodities.In addition, for some products entering the off-season, seasonal discounts can also promote sales.

(4) Pricing of sale items

The price reduction of special sale products is particularly large, which is very attractive to customers.It is an important method for stores to implement price promotions.It is best to launch a batch of special sale products at regular intervals.However, there must be a quantity control for the store to launch special offers, because the main purpose of launching special offer pricing is to attract and collect customers, so as to drive the overall sales of the store. If the loss of special offer products exceeds the resulting sales The amount of profit, then the pricing of special offers loses its meaning.In addition, when stores hold exhibitions and sales, they can also use special prices for some products to exaggerate the atmosphere of the exhibition.

(5) Pricing of sales gifts

For some new products or high-margin commodities, the sales gift pricing method can be used, that is, when customers purchase the above-mentioned commodities, some commodities that were originally used for seasonal pricing, limited-time pricing or special sale pricing will be given away free of charge, thereby stimulating high profits Merchandise sales.

Scene reconstruction
1. Scenarios
According to Coca-Cola's channel classification, retail channels include all forms of customers in the Chinese market except modern channels and wholesale channels.

As far as the Chinese market is concerned, retail channels are still the most important sales channel for fast-moving consumer goods. Coca-Cola's 2003 statistics show that more than 70% of fast-moving consumer goods sales still rely on traditional retail channels.The number of customers in traditional retail channels is large and widely distributed, and the vast majority of them are still concentrated at the county level and below the county level.According to Coca-Cola's empirical data, there should be one actual point of sale for every 300 people in the Chinese market, and it can be inferred that the actual number of points of sale in the Chinese market should be no less than 400 million.According to the Coca-Cola Company's inference, more than 75% of retail channel customers have an average monthly sales capacity of less than 5 natural boxes of Coca-Cola products.The average sales capability of retail channel customers is insufficient.

In a nutshell, Coca-Cola's main strategy in the retail channel has the following four aspects:

(1) Coca-Cola pays more attention to improving the service quality of end customers, not just focusing on improving the quality of customers who have already traded. As long as the cost allows, it should directly serve end customers as much as possible.

(2) Coca-Cola pays more attention to the management of the process, on the contrary, it does not pay attention to who owns the assets.

(3) Coca-Cola pays great attention to the management of information flow, and attaches great importance to the construction of information system.

(4) Coca-Cola also attaches great importance to the training of customers and intermediaries, trying to influence their views and views, so that they can have the same culture as Coca-Cola, so that Coca-Cola can promote the development of its business more effectively.

In order to realize the above strategies, Coca-Cola constantly adjusts its operating structure in different periods according to its own degree of development of the Chinese market.

Question: Why did Coca-Cola choose retail channels for product sales?
2. Role simulation
If you are the manager of a supermarket, according to the law of enterprise life cycle, your supermarket may only survive for 35 years, how do you realize the transformation or long-term development of the enterprise?
3. Thinking Enlightenment
After studying this section, how do you think companies should choose retailers?
4. Physical training games
Props: some paper, some pens.

Number of participants: 4 people.

Method: 4 people were divided into two groups, 2 people in each group.Set up a specific scenario, and the two groups plan product retail solutions for a specified company respectively.

Rules: Time is 45 minutes.In the specified time, which group does it fast and well, and which group wins.

Purpose: Through the game, cultivate the game participants' ability to plan retail channels.

5. Improve plan
Reference answer

1. Scenario case: As far as the Chinese market is concerned, the retail channel is still the most important sales channel for fast moving consumer goods.

2. Role simulation solution idea: Transform according to your own advantages at the right time.

3. Thinking enlightenment and answer ideas: Enterprises do not choose retailers randomly, there are certain regulations in advance, these regulations include: location, different commodities have different requirements for location; brand and type; price; service ability, to improve Consumer service level, in addition to manufacturers themselves need to provide good service, retailers also need to provide certain after-sales service, so as to improve the status of products in the minds of consumers.

Classic look back
In the 20s, the McDonald brothers created the McDonald's fast food chain. In the 40s, Dykroc bought all the assets of the fast food restaurant for $20 million.After nearly 60 years of development, McDonald's has long been the largest fast food company in the world.However, throughout its development process, McDonald's has always provided customers with only hamburgers, French fries, ice cream and soft drinks.Even if there are changes, they are only minor changes on the original basis, for example, adding some chicken to the hamburger. At the end of the 270s, McDonald's began to set foot in multinational operations, and its chain stores all over the world have already exceeded 70.Although consumers in different countries have great differences in eating habits and food culture, McDonald's still downplays this difference and provides extremely similar products to consumers in various countries.

McDonald's has not only qualitative regulations on food standardization, but also quantitative regulations.For example, the diameter of hamburgers is uniformly regulated as 25 cm, the fat content in food should not exceed 19%, the storage time of French fries and coffee should not exceed 10 minutes and 30 minutes, and there are even regulations on the size and shape of potatoes.These regulations must be strictly implemented in chain stores everywhere, and strict inspections will be carried out twice a year.

Distribution should also be standardized.Regardless of whether it is a chain store operated by McDonald's itself or a chain store authorized to operate, the choice of store location has strict regulations.The original store site requirement was that more than 5 residents lived within a 5-kilometer radius.Later, this regulation was changed, and it was stipulated that chain stores must be built in prosperous commercial areas, such as next to large shopping malls, supermarkets, schools or government agencies.This provision has been followed to this day and is one of the important conditions for selecting the authorized person.Not only that, but the storefront decoration and store layout of all chain stores must be completed according to the same standard.

Promotions are also standardized.McDonald's has always insisted on children as the main promotion target throughout its business process. Its promotion concept is that attracting children's consumption will attract the whole family's consumption.For this purpose, there are entertainment areas and toys for children in the store.Its promotion is mainly through TV advertisements.

In order to make the standards formulated can be strictly implemented in chain stores around the world, McDonald's established a hamburger university to train store managers and managers.In addition, McDonald's has also compiled a 350-page employee operation manual, which specifies the operation methods and steps of various tasks in detail, so as to guide the work of employees around the world.

Although the markets of all countries in the world are constantly changing without exception, and although there are great differences in the market environment of different countries, the entire McDonald's, whether it is a chain store in the United States or a chain store all over the world, has almost adopted a high-level The same stylized marketing management model adopts a marketing strategy that ignores market differences and changes and adapts to all changes.

It can be seen from the case of McDonald's: the key to winning franchise chains lies in unity.

Skillful touch
Chain franchising is currently a relatively popular business operation strategy in China. This strategy generally involves operating a certain project in advance, and then looking for franchisees across the country.As long as the other party pays a sum of money, he can own a store that is exactly the same as his own.Unified brand, unified management, unified decoration, unified service.

thinking innovation
The training support given by the headquarters to the franchisees is one of the core elements for the normal operation of the franchise.Training can promote mutual understanding between franchisees and headquarters, and improve the success rate of franchisees.For new investors, how to recruit personnel, how to carry out daily store management, how to open up sales and increase turnover, etc., are all things that need to be learned urgently.Only a really good brand can have a complete and effective training system to clear obstacles for franchisees.

Just as an enterprise that sells products, its excellent after-sales service can best reflect its brand, a good franchise headquarters often has a complete follow-up service mechanism, which provides a strong guarantee for the long-term development of franchise stores.For example, according to the sales situation of the franchise stores, the headquarters will select the goods for them by professional distributors to suit the preferences of local consumers.

Practical points
Franchise franchise is indeed a way to make money, but the hope of getting rich overnight is extremely slim.A good brand usually makes a comprehensive evaluation of the franchisee, giving an objective and effective investment recovery period and investment profit rate.According to industry practice, the investment recovery period of 1 to 2 years in most franchise industries should be reasonable.

When the chain brands are similar, franchisees not only value the company's product quality, style and other advantages, but also value the company's support for franchisees.According to the survey, there is a very important criterion in the selection, that is, whether the brand store will send staff to the franchise store for training services in the initial stage of franchising.

How to choose an appropriate chain enterprise, may wish to consider from the following:

First of all, find out where are the differences between brands in the same industry?Is there any competitiveness in the market?Now is the era of "service is king". Is there any unique place for enterprises in terms of service?Pay attention to whether the staff is professional and sincere, which will affect the atmosphere of future cooperation.Don't be greedy for cheap, try to choose products with higher cost performance among similar products to join, because franchisees have a process of brand accumulation and amplification.

In addition to the above considerations, from a large perspective, choosing a good brand and a good chain enterprise is the first step to successfully operate a chain.Franchisees should also conduct in-depth understanding and inspection of various conditions promised by the manufacturer.

Scene reconstruction
1. Scenarios
In 1981, the French Chen Brothers Company rented an abandoned train freight station with an area of ​​nearly 13 square meters in the "China Town" in the 3000th arrondissement of Paris, and established the first French modern supermarket specializing in Asian food - Chen's Department Store shopping mall.With a keen business vision, the Chen brothers lost no time in developing business. In 1988, the total turnover of Chen's shopping malls was 2.7 million francs, ranking among the ranks of famous large French companies, and became the first Chinese company to be listed on the list of French companies.Since then, the business of Chen Brothers has expanded year by year, and the turnover has grown at a rate of 30% per year. In 1990, the company's turnover reached 6 million francs. In 2000, the annual turnover exceeded 10 billion francs. It has developed to 8 chain stores in Paris, becoming one of the largest Chinese enterprises in the world. In 2001, Chen's company established Chen's media company.However, domestic attention to Chen's enterprises began in 2002 when Chen invested hundreds of millions of yuan to acquire French Danone's shares in Hebei Haomen Beer.

More than 20 years ago, Chen's department store paid attention to the application of computers. Chen believed: "Whether an enterprise can gradually expand depends on whether it can manage scientifically. In a developed country like France, if you want to develop your own If you don’t establish this concept and don’t consider the efficiency and procedures, you can’t develop your own business.” Therefore, Chen’s company has invested 700 million francs in purchasing IBM computer systems to implement computerization of accounts, invoices, and paperwork. A program that uses both French and Chinese.After the implementation of computerized management, the efficiency of Chen's company has doubled, and the management level has entered the advanced ranks of modern enterprises.Before each batch of goods arrives on the shore, after the invoices of tens of thousands of commodities are processed by computer, the commodity names, freight, health and quarantine, tariff rates, currency prices, exchange rates, wholesale and retail prices, and profit margins are all accurately calculated, which is clear at a glance. .

The Chen brothers, who have no background, have grown into the largest Chinese business enterprise in Western Europe in a short period of more than 20 years.

Question: What is the key to the rapid expansion of the French Chen Brothers Company?
2. Role simulation
If you are the owner of a large chain electrical appliance business, how to choose your franchisees properly?
3. Thinking Enlightenment
In addition to the content introduced in this section, what other matters should ordinary investors pay attention to when choosing franchise brands?

4. Physical training games
Props: some paper, some pens.

Number of participants: 12 people.

Method: 12 people were divided into 3 groups, namely Group A, Group B and Group C.Set up a specific scenario. Group A is the franchise headquarters of a certain brand, and Group B and Group C are two companies that are planning to join the brand.

Rules: Time is 60 minutes.Within the specified time, Group A will make a reasonable and perfect plan on joining conditions, and Group B and Group C will make a written report on whether to join the brand, and elaborate on the reasons for joining or not joining.

Purpose: Through the game, cultivate the ability of game participants to plan and participate in the franchise chain.

5. Improve plan
Reference answer

1. Scenario case: the key is whether scientific management is possible.

2. Role simulation: choose the one that matches the corporate culture.

3. Thinking Enlightenment Answer Ideas: Joining a good brand, for those who want to start a business, can be their own boss, avoid many risks of starting a business, and reduce costs such as start-up capital.Therefore, choosing the right franchise brand, or franchise headquarters, is a powerful guarantee for franchise success.The main point of choosing a franchise brand is "strength, strength, strength".Why is it so expensive to join McDonald's, and many people flock to it?There is no doubt that it is because of strength.

When joining, you must find out the brand situation and choose a brand with a high reputation. To a certain extent, you can achieve "relying on a big tree to enjoy the shade".There are also two aspects to consider corporate culture.On the one hand, a good brand often has some unique corporate culture, which, as the soul of the company, gives the company an inexhaustible drive for development.On the other hand, whether the brand's corporate culture matches yours.If its corporate culture is restrained and rigorous, it is not suitable for those open and lively franchisees.Because of the conflict of ideas, it will naturally affect the follow-up cooperation.

(End of this chapter)