Chapter 17 Chapter 17 Sales promotion management based on anticipating the enemy

Chapter 17 Sales promotion management based on anticipating the enemy If the husband has not fought and the temple is considered victorious, it must be counted as more;More counts to win, less counts to win, let alone nothing?I look at it from this, the outcome will be seen! -"The Art of War" A functional department responsible for "temple calculation" It is said that Zhuge Liang bid farewell to his wife and joined Royal Family Marketing Co., Ltd. located in Xinye High-tech Development Zone, Jingzhou City.Three days after reporting to the company, Zhuge Liang found out that the situation was not good, because he was the company's business management consultant in name, but in fact he was a vagrant without job authority.Since he is a vagrant, he has no professional field of work, and of course he cannot get an accurate performance evaluation.He hurried to Liu Bei, Liu Bei said: "To be honest, I don't know how to arrange your work."

Zhuge Liang thought for a while and said, "In this case, please allow me to form the marketing department." Liu Bei was a little puzzled: "What kind of functional department is the marketing department? What is the difference between it and the sales department?" Zhuge Liang said: "There is a big difference. Simply put, the sales department is a department that makes money, while the marketing department is a department that spends money." Liu Bei said: "Well, you can do whatever you want. I believe you, there is a reason to spend money." Zhuge Liang said: "That's right. The marketing department spends money to make better money for the sales department. Over the years, Yuan Shu in Huainan, Yuan Shao in Hebei, and your classmate Gongsun Zan, the reason why they lost in the market competition is mainly because they did not understand the changes in the market competition environment, were unable to assess the situation, and thus were unable to make effective decisions. Business decisions. However, through the effective operation of the marketing department, we can clearly grasp the market dynamics, so that we can know ourselves and our enemies, and thus effectively ensure the successful development of marketing strategies.”

Liu Bei asked: "So, what functions does the marketing department undertake specifically?" Zhuge Liang said: "As a new department, the function setting of the marketing department should be clearly different from that of the sales department. The sales department is responsible for 'looking for customers', and the marketing department is responsible for 'What kind of customers are looking for'; the sales department is responsible for 'selling', the marketing department is responsible for 'how to sell better'; the sales department is responsible for 'making money', and the marketing department is responsible for 'how to make money'... Due to the The basic functions of the marketing department mainly include market research, marketing planning and advertising management, etc. Among them, marketing planning includes the formulation of a series of creative strategic plans such as marketing strategy planning, public relations activity planning, promotion planning, and advertising planning. "

Liu Bei said: "I understand when you say this. The establishment of the marketing department has two major benefits for the company's operation and management. The first is the benefit of market competition. Sun Tzu's Art of War said: 'A husband does not fight, but the temple counts. The winner must count more!' For market competition, the marketing department is a functional department responsible for 'calculation'." When Zhuge Liang heard the words, he exclaimed in surprise: "It turns out that Mr. Liu is so proficient in the art of war. It seems that I, Zhuge Liang, have taken refuge in a wise master!"

Liu Bei said: "From the perspective of human resource management, the marketing department's 'temple calculation' can also avoid the chaotic situation in the company where a group of blind men fight indiscriminately. This is the second benefit of setting up a marketing department." Zhuge Liang said: "Since Mr. Liu has such foresight, I will definitely put the marketing department into operation as soon as possible." Liu Bei said with a smile: "After the marketing department is in operation, it is equivalent to turning on a bright light to guide the way!"

According to historical records, after Liu Bei invited Zhuge Liang, the two talked speculatively, so that they ate at the same table and slept at the same bed. They became closer and closer, almost like gays.Guan Yu and Zhang Fei didn't like it, and said some sour words.Liu Bei patiently explained: "I got Zhuge Liang, just like a fish in water. Don't talk too much." Beautiful promoters ready to go After a period of observation and thinking, Zhuge Liang's work ideas became increasingly clear.At the same time, the royal family photo series has experienced an unprecedented slow-moving phenomenon in the market.Zhuge Liang felt that the situation was serious, so he hurried to the general manager's office to find Liu Bei.The strange thing is that Liu Bei is not there.

It turned out that someone gave Liu Bei a bundle of ox tail hair.As we all know, the consumption of cattle is produced in the Qinghai-Tibet Plateau, and the hair on the tail of consumption of cattle is naturally very rare.It is said that weaving a hat with this kind of wool can protect you from wind and rain.Zhuge Liang hurried to Liu Bei's dormitory, just in time to meet him knitting a hat. Zhuge Liang said solemnly: "Where is Mr. Liu's lofty ambition? Don't you want to pursue Sun Shangxiang, the beauty of Soochow?" Liu Bei threw his hat on the ground and said embarrassedly: "Miss Sun's place is 'Guan Guan Jujiu, in the River Island', and here I am 'My Fair Lady, Dreaming'. Why don't you want to? The reason why we weave this stuff , is to use this to resolve the worries."

Zhuge Liang said: "Since Mr. Liu never forgets Guan Ju's love song, he must take action! In the past, Cao Cao defeated Yuan Shao and became the richest man in China. Now, you can only replace him as the richest man if you defeat Cao Cao. Isn't it a joke that you are obsessed with meditation all day long and want to defeat Cao Cao?" Liu Bei said: "How can I compare with Cao Cao?" Zhuge Liang said: "Even if it's not Miss Sun, you and Cao Cao are competitors in the market. Are you not afraid that he will eat you? Now Cao Cao appointed Xiahou Dun as the marketing director of Jingzhou District and allocated him a lot of advertising funds. Just destroy you at the door of the house, how can you avoid it?"

Liu Bei said: "I'm also worrying about this! But I just can't think of any good solution." Zhuge Liang said: "In my opinion, no matter how powerful Cao Cao is, the key is to have customers pay. The current expedient solution is to directly compete for customers at the sales terminal - that is, in major shopping malls." Liu Bei's eyes lit up, and he asked, "What should we do?" Zhuge Liang said: "I have a promotion plan, please have a look." Liu Bei took the plan and looked at it, half-believing: "The implementation of this plan actually costs so much money, can you make it back?"

Zhuge Liang said: "As the saying goes, shopping malls are like battlefields. Heroes on the battlefield are not afraid of losing their heads, and heroes in the shopping mall are not afraid of losing money." Liu Bei nodded thoughtfully, then signed and agreed to the plan. Zhuge Liang said: "You first recruit a group of promoters, and I will train them." So, Liu Bei "recruited the people of Xinye", and Zhuge Liang "taught the formation day and night."Since the recruits were girls from Xinye Commercial College, who were young, beautiful, and of good quality, in Zhuge Liang's heart, he was more confident than his grandson when he practiced the beauties in King Wu's palace.

After the training course was over, Zhuge Liang decided to have a close fight with his competitors at Bowangpo Trade Center.Liu Bei was a little worried: "We and Cao Cao are not heavyweight opponents at all. What are the chances of winning this contest?" Zhuge Liang said, "Because of the disparity in strength between us and Cao Cao, this attack will inevitably happen. Hit him by surprise. Seeing that the Mid-Autumn Festival is approaching, and the annual peak sales season is also here, we will definitely be profitable if we strike first." Bowangpo Army Division's first use of troops Bowangpo Trade Center is located in the bustling commercial area of ​​Jingzhou City. It was one of the largest shopping malls in the central and southern regions at that time, with annual sales exceeding RMB 1 billion and a considerable market coverage. On the day before the Mid-Autumn Festival, Bowangpo Trade Center suddenly fluttered colorful flags and gongs and drums.On the high arched rainbow gate, there are more than a dozen golden characters shining: "Mid-Autumn Festival is full of moon, the royal family is one heart".Behind the Rainbow Gate, from the 26th floor of the Bowangpo Trade Center, hangs a huge red curtain advertisement, with a row of golden italic characters forming a semicircle, saying: "Royal Color TV, strive to be the best brand in the country. The first brand"; the eight large white characters in the middle are particularly eye-catching, saying: "The royal family is courteous, unexpected surprises".On the stage set up at the gate, The royal family product exhibition is being held, and F4 is specially invited to join in the fun. F4 sang and danced: "Accompany you to watch the meteor shower fall on this earth, and let your face rest on my shoulder. If you believe that the royal color TV is worth your own, you will feel that it is beautiful and cheap." At the same time, young and beautiful promoters are all over the square at the entrance and every gate of the trade center, so that they can catch all the customers in one go.In this way, almost every customer got a Royal Family cash coupon with a face value of 100 yuan for free, and any purchase of any Royal Family color TV with the coupon can be regarded as 100 yuan in cash.Then, customers can also go to the square at the entrance to receive a box of beautifully packaged mooncakes with the shopping invoice.Naturally, the key word on the box is also indispensable: "Mid-Autumn Festival rounds the moon, the royal family is one heart". As soon as the event started, the scene immediately became hot.The royal exhibition and sales area in the home appliance plaza of the trade center was full of people. Nine salesmen kept billing and shipping goods, sweating almost every half hour.And in the face-to-face hero exhibition area, none of them were sold.Zhuge Liang also specially called Xiahoudun, mocked him and said, "You should change that slogan of yours." Xia Houchun said: "Our advertising slogan is: On heroes, I am a hero!" Zhuge Liang said: "You change it to: On heroes, heroes have become bears!" Xia Houzhun was so angry that he yelled, "Mr. Zhuge, how dare you be so angry with me?" Zhuge Liang said: "Don't call on the phone, go to the market if you have the ability to call." When the brilliant results of the battle were reported to the company, Guan Yu gave Zhang Fei a thumbs up and praised: "Zhuge Liang is really capable, and he hit Bowangpo with the first shot, which is simply the 39th episode of "Bowangpo Army Division's First Use of Soldiers". reprint." Zhang Fei laughed and said, "What's the point of reprinting? It's the same Zhuge Liang!" The success of the Mid-Autumn Festival promotional activities immediately cheered up the whole company.The finance department did the math. Although each machine increased the cost of sales by 135.6 yuan, the profit was considerable due to the sharp increase in sales volume. From the Mid-Autumn Festival to the Spring Festival, Zhuge Liang has promotional plans implemented almost every month.The theme of the promotion in October is "Love in this autumn". Customers only need to tell a reason of love to get a special promotional gift.The sales promotion theme from November 15th to the 15th of the twelfth lunar month is "Snowflake Love". Chinese people choose to get married in the twelfth lunar month. Customers can buy a special machine with their marriage certificate and enjoy Royal Family's deep love for new people. bless. As for the "big rewards for the Spring Festival", it is natural that there will be a good show on the stage.The worries on Liu Bei's face were swept away, and he happily said to his brothers: "With Mr. Zhuge doing promotional planning, it is equivalent to finding a way to make a profit. Let's just wait to become rich!" Planning concept for a rainy day Zhuge Liang said calmly: "We only gained the upper hand temporarily by relying on sales promotion. We can't get carried away. The more we are at this time, the more we need to understand the role of promotion. What can it do? What can't it do?" Liu Bei said with great interest. Asked: "Tell me, what are the functions of promotion?" Zhuge Liang said: "Generally speaking, promotion can achieve five purposes. First, it can effectively accelerate the process of new products entering the market. Because consumers do not yet understand the products, through some necessary promotional measures, it can stimulate the majority of consumers. Consumer interest and positive response to new products." Liu Bei said: "That's right. In the past few months, the popularity of Royal Color TV has increased rapidly, which is probably related to this positive reaction." Zhuge Liang said: "The second function of promotion is to drive continuous purchases through the initial consumers. If a certain family buys a royal color TV, if he is satisfied, he is likely to drive neighbors, or even the entire community or the entire village to come. Buy a royal color TV." Liu Bei said: "This is the word-of-mouth effect that people often say." Zhuge Liang said: "The third role of promotion is to stimulate transactions and increase sales." Liu Bei said: "This is the core purpose of businesses." Zhuge Liang said: "The fourth role of sales promotion is to effectively challenge and defeat competitors." Liu Bei nodded and said, "In the past six months, we have done a wonderful job challenging Cao Cao." Zhuge Liang said: "The fifth role of promotion is to drive the sales of related products. Sometimes, even though we only promote one model, the sales of other models will also increase." Liu Bei asked: "Since the promotion has so many benefits, what are you worried about?" Zhuge Liang said: "Although promotional activities have many functions, they are only a short-term tactical behavior after all. Although they can stimulate customers to buy for a period of time, it is easy to cause customers to be sensitive to prices. Once our competitors retaliate, it is bound to set off Sales promotion wars, even price wars. At that time, the fight will be about strength. Whoever has strong funds will be able to persist until the end, and whoever will become the winner of the tragic victory. Therefore, our situation is not optimistic at present, and we need to Guard." Liu Bei was surprised: "The royal family company started from scratch, how can there be money to compete with Cao Cao in the price war? Please think of a solution, sir." Zhuge Liang said: "I have already figured out a solution. First of all, as the general distributor of Royal Color TV, we should be tied together with Jingzhou Group as a manufacturer to form a community of destiny. Specifically, we need to renegotiate a settlement The method is to change the current method of settlement based on the ex-factory price to a commission based on sales, and the promotion costs will be borne by the Jingzhou Group. In this way, no matter how the price war is fought, the Royal Family Company can ensure that it will not lose money.” Liu Bei asked: "Is the Jingzhou Group willing to do something?" Zhuge Liang said: "The sales situation is very good now, Jingzhou Group should consider it. If we make certain concessions in the negotiation, Jingzhou Group will definitely agree to our terms." Liu Bei said: "It's very good. We would rather earn less than lose money." Zhuge Liang said: "In addition, we need to strengthen the professional knowledge training of marketing management. Since we are not as good as our opponents in terms of financial strength, we should implement this idea of ​​'trading the market with training' in terms of strategic management." Liu Beijian: "What is 'Training for Market'?" Zhuge Liang explained: "Effective training has a positive effect on the ability development, behavior adjustment and psychological training of employees, so that we can obtain a strong talent, so that we can create satisfactory results in corporate management, marketing, etc. Work performance. At that time, when Cao Cao was cooking wine and discussing heroes, what he valued was the value of talents. With talents, he could become stronger and stronger. Without talents, although he was strong, he would become weaker. Therefore, Cao Cao was able to defeat Yuan Shu, Zhang Xiu and Yuan Shao repeatedly. Become China's largest business giant." Liu Bei said with a solemn expression: "I also know the important role of training in the development of human resources. Mr. is a person who is quite accomplished in knowledge. I will leave the training to Mr.!" Author comment: Whether it is a customer representative or a general manager, whether it is a raw material purchaser or an office clerk, whether it is a salesperson in a shopping mall or an operator in a workshop, almost overnight, we have entered the era of all-staff marketing.It was discovered that the purpose of human resource management was originally to support efficient marketing.