营销策划1000例(pdf296)

1ŠŠ,,ŠMBAŠ[e-mail]:120109:150020%30%24%21%16%7%2%100%%45%42%4%9%100%MixElementSupportedInstrumentsUsedProductSamples,bonusproduct,premiumsPriceCoupons,temporarydiscounts,temporarypricereductionlabels,refunds,slottingfees,etmporaryfavorabletermsofpaymentandcredit,end-of-seasonsalesDistributionTradepromotions,point-of-purchasematerialsCommunicationsPersonalsellingTemporarydemonstrations,tradeshows,exhibinons,salesforcecontestsMassCustomercontests,sweepstakesPublicitySpecialevents,PressBulletins,Pressconferencestoursbyiournalists.Sourcc:basedonWaltervanWaterschootandChristopheVandenBulte,”he4PClassificationoftheMarketingMnRevisited.”JournalofMarketing,Vol.56,4(October1992.)Source:PaulW.FarrisandJohnA.Quelch,”TheDetenseofPricePromotions,”SloanManagementRevtetv,Vol.29,No1(Fall1987)’””5CasesGrossDollarsBaseline*Salesthatwouldhaveoccurredduringafourweekpromotionperiodevenwithoutpromotion.Incrementalsalestoconsumers*Duetoaone-weekfeature*Dueto50%ofstoreswiththreeweeksofdisplaysandpricereductionDueto50%ofstoreswithfourweeksofpricereductiononlyTenweeksoffouwardbuyingbyretailersTotalsalesduringpromotionCostofpromotionCostperincrementaldollarofsales100250804004301,0001,830$1,000$2,500$800$4,00$4,300$10,000$18,300$2,745$0.64*Assumeweeklybasesalesof100casesandalistpriceof$10percase.+Basedonanalysisofsingle-sourcedateandretailerpromotionpurchases.Source:magidM.AbrahamandLeonardM.Lodish,”CettingtheMostOutofAdvertisingandPromotin,”HarvardBusinessReview,Vol.68,No.3(May-June1990).Acompanymaybementionedmorethaninanyarticle;however,itcountsasonlyonecitation.Sourec:PCMagazine,April27,1993,p.95(basedonComputerSelect’sJanuary1993CD-ROM).OldstrategyNewStrategySaveMorebuys380casesatthefullsuggestedretailpriceof$1.56abottleand620atthedealpriceof$.82abottle.SaveMoregivesconsumersafulldisconuton500cases.Procter8GambitSells380casesfor$14,277(38024$1.56)620casesfor$12,202($1.56-$0.74allowance)Revenue:$26.429SaveMoreSells500casesfor$11,880($0.99/bottle)120casesfor$3,715($1.29/bottle)380casesfor$17,237($1.89/bootle)Revenue:$32,832Consumerpaysanaveragepriceof$1.37Suggestedretailpriceiscutby22%to$1.21.Tradeallowanceiscutto$0.11perbottle.EverybottlesoldtoSaveMorecosts$1.10Procter8GambleSells1000casesfor$26,400(100024$1.10)Revenue:$26,400SaveMoreSells1000casesfor$31,680(Averaging$1.32/bottle)Revenue:$31.680Consumerpaysanaveragepriceof$1.32*Featuredorsuggestedpromotinprice.*Suggestedretailpriceplus21.155markup.2EDLP’O’Dwyer’sDirectory.“”(212)——ToyRUs,Inc.(TOYNYSE)“”—“”“’’“”—”“”“”“”“”““””“’”””“”“”’“”“”“”“”“”’’