Playing in Outlet
Written by dogosh on 3/10/2009The survey has been proved, so many brands that had awareness high and high product quality evidently felt when disputing in the shelf outlet. More than 30% the Housewife still has not bought the brand that had been recorded and planned, afterwards changed to the other brand because of being affected by display, was promised the gift, the discount, sales girl and the others program promo.
If that has determined the brand, could change. Then did not surprise if more than 70%, they that in no way recorded items and the brand that will be bought will really depend with what was seen and offered in outlet.
The brand of the Toothbrush, Sauces, Detergen, Ketchup, etc. including the category of the product that really easy to change. Multivitamins, toothpaste, Soap , Perfume, Shampoo had quite strong loyalty, but could change.
So, as the marketer did not have felt satisfied with what was received at this time. Evidently still many gaps that could be used by the competitor to "steal" your consumer. Any Comment?
Possibly this one of the effects from Hypnosys Selling, where customer bought no longer was based by consideration of well thought out logic, but was affected with bargaining for a moment and time to break then not so many. So as customer did not yet have time to think clearly. Moreover to the product bought , was not the product that irreplaceable, so as to alternate the product in fact was not as influential with the quality of life.
its true. Now if wanting shopping to be enough to write anything that wanted to be bought, not brand. Except that has become generic, such as 'super-mop', 'molto'. In fact arrived in Mall that was bought brand anything that important had the promotion..
Now the world is topsy-turvy. Retail modern its so tough to controlled the market and supplier. For that felt himself expert to sell or the marketing, if meeting retail modern must change to purchasing. Because in fact they that became the seller not we. They sold "space" to us. We wanted bought they "space" to display our thing. 3 months your things not sold, must be withdrawn. Therefore that went up to retail modern and no longer the salesman or marketing but Manager's account/the Executive (AE). AE must be faced with the name of Merchandising Manager or Category Manager from retail that was relevant. Besides happening bargained trading the difficult term, Manager's account must design the promotion program together, arranged display in that category and until planned business review periodically.
In fact after got the good place, both in the gondola and in the middle of the shelf (Eye Level), the things possibly was sold but profit of zero because already blew up retail through trading the term. But continue to this place was contested because of becoming a kind of investment or the "advertisement", that stayed cheaper than the pair of the advertisement in the TV.
In the process of buying product, there were 3 stages that must be passed through. According to the classic theory of Fishbein and Ajzen that showed.
Moreover, our community pretending the expenses recreation as prepared the budget more when shopping. Not like that the relatives? As the illustration certainly if we go to Dufan were not possible only prepared 100,000 for the admission ticket and ate. Who knew later that we was bought starbucks inside? The brand that could displaying good product had a big opportunity won that budget more . the name purchase of the addition, attempted, and did not planning (again and again). To market leader not the guarantee for this behaviour to bought .
In sum, to be able to win in retail big, brand certain could make display they as creatively as possible so that could skidd in the process of the purchase of the product and pointed to the behaviour of the purchase. The example like mizone placed their SPG in Carrefour corners, and display their product so good. They Market share ever could collapse, slowly rose again.
But will be different if we playing in small retail, wanted the consumer have or not the intention bought also, then the big possibility of him taking the product market leader. So if wanting the focus in retail small, often played in ATL, the TOM could be fast big. Like extra joss. might not display very pompous, equal enough. Want to win in retail big and small? Do it both. right?
If that has determined the brand, could change. Then did not surprise if more than 70%, they that in no way recorded items and the brand that will be bought will really depend with what was seen and offered in outlet.
The brand of the Toothbrush, Sauces, Detergen, Ketchup, etc. including the category of the product that really easy to change. Multivitamins, toothpaste, Soap , Perfume, Shampoo had quite strong loyalty, but could change.
So, as the marketer did not have felt satisfied with what was received at this time. Evidently still many gaps that could be used by the competitor to "steal" your consumer. Any Comment?
Possibly this one of the effects from Hypnosys Selling, where customer bought no longer was based by consideration of well thought out logic, but was affected with bargaining for a moment and time to break then not so many. So as customer did not yet have time to think clearly. Moreover to the product bought , was not the product that irreplaceable, so as to alternate the product in fact was not as influential with the quality of life.
its true. Now if wanting shopping to be enough to write anything that wanted to be bought, not brand. Except that has become generic, such as 'super-mop', 'molto'. In fact arrived in Mall that was bought brand anything that important had the promotion..
Now the world is topsy-turvy. Retail modern its so tough to controlled the market and supplier. For that felt himself expert to sell or the marketing, if meeting retail modern must change to purchasing. Because in fact they that became the seller not we. They sold "space" to us. We wanted bought they "space" to display our thing. 3 months your things not sold, must be withdrawn. Therefore that went up to retail modern and no longer the salesman or marketing but Manager's account/the Executive (AE). AE must be faced with the name of Merchandising Manager or Category Manager from retail that was relevant. Besides happening bargained trading the difficult term, Manager's account must design the promotion program together, arranged display in that category and until planned business review periodically.
In fact after got the good place, both in the gondola and in the middle of the shelf (Eye Level), the things possibly was sold but profit of zero because already blew up retail through trading the term. But continue to this place was contested because of becoming a kind of investment or the "advertisement", that stayed cheaper than the pair of the advertisement in the TV.
In the process of buying product, there were 3 stages that must be passed through. According to the classic theory of Fishbein and Ajzen that showed.
- Firstly, the product must has been in the consumer's cognition, or normally was measured with TOM (Top Of Mind).
- Secondly, the intention or the wish. The process of lightning in our head became the hole in the process of the purchase of the product, because indeed our person did not have the process of planning in the purchase, but also impulsive.
- Thirdly, the behaviour of the purchase personally.
Moreover, our community pretending the expenses recreation as prepared the budget more when shopping. Not like that the relatives? As the illustration certainly if we go to Dufan were not possible only prepared 100,000 for the admission ticket and ate. Who knew later that we was bought starbucks inside? The brand that could displaying good product had a big opportunity won that budget more . the name purchase of the addition, attempted, and did not planning (again and again). To market leader not the guarantee for this behaviour to bought .
In sum, to be able to win in retail big, brand certain could make display they as creatively as possible so that could skidd in the process of the purchase of the product and pointed to the behaviour of the purchase. The example like mizone placed their SPG in Carrefour corners, and display their product so good. They Market share ever could collapse, slowly rose again.
But will be different if we playing in small retail, wanted the consumer have or not the intention bought also, then the big possibility of him taking the product market leader. So if wanting the focus in retail small, often played in ATL, the TOM could be fast big. Like extra joss. might not display very pompous, equal enough. Want to win in retail big and small? Do it both. right?
| Posted in »
0 Comment: Responses to “ Playing in Outlet ”