1, distribution and promotion activities are out of line.
(1) The promotion activities took a long time, but the products were not put on the market in time, and consumers could not find the products in the market. Miss Li saw an advertisement for acne soap in the newspaper. She was very happy because she was worried about acne on her face. I went to the supermarket to buy it, but I couldn't find it in many places. For enterprises, isn't this a waste of promotion fees? In the summer of 2002, the fifth season made the same mistake in the marketing process. The promotion activities started from the World Cup in May, but by the beginning of July, except for some markets in Central and South China, most other markets had not even started to assist the market, and the products were still in the agent's warehouse. Xiao Liu watched the CCTV advertisement, but he didn't see the fifth season in the supermarket twice. He was very disappointed. This disconnection between sales and promotion not only wastes promotion expenses, but also damages the enthusiasm of terminal distribution.
(2) The products have been popularized to the market, but various promotional activities have been delayed. Some enterprises, because the promotion can't keep up, spread half the goods. Due to the "pull" of the terminal and the lack of consumer pull, the goods were put on the shelves, which made the terminal suspicious of the sales of this product, unwilling to sell it again and demanding a return. Many enterprises have this problem in the process of distributing goods.
2. The season selection is unreasonable
Some products with strong seasonality should pay attention to the choice of distribution season and give full consideration to the off-season problem. For example, in the peak season of liquor sales, the competition is fierce, the entry threshold of new products is correspondingly high, the distribution of goods is difficult and the cost is high. Choosing off-season distribution is different. In the off-season, the sales volume of liquor is small, the competition is not fierce, the market entry barriers are low, and the distribution cost of enterprises is also low. Off-season distribution can also be fully prepared for the arrival of the peak season.
When a brand liquor enters the Guangxi market, it is sold in the off-season-summer. Many liquor enterprises are out of business, advertising investment is reduced, and the cost of entering hotels and terminals is also reduced. Enterprises took advantage of this opportunity, and this liquor was quietly put on the shelves of retail stores and hotels. When winter came, they invested a lot of advertising expenses and succeeded in one fell swoop.