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A化妆品在济南市场采用分公司直营和代理制结合的销售渠道。通过几年的默默耕耘,该品牌的全线产品在济南市场上有着较好的口碑和较高的知名度。然而知名度提升,而销售额逐年下降的矛盾一直困扰着该品牌的健康发展。2004年明确提出把该年定为该化妆品的销量提升年。如何向消费者传达一个强烈的需求愿望, 切实提升产品的销售量,成为摆在厂家和代理商面前的一道难题。根据整体营销策划思路,在阳春三月的一个周六上午,地点选择在该市规模和客流量都比较大的一家超市门前,一次盛装推出的路演活动强势拉开了A化妆品的春季销售序幕。
A cosmetics in the Jinan market using branch direct sales and agency system combined sales channels. Through years of quiet cultivation, the brand’s full line of products has a good reputation and high popularity in the Jinan market. However, the increase in popularity, and the year-on-year decline in sales has been plaguing the healthy development of the brand. In 2004, it was clearly proposed to set the year as the sales volume of the cosmetics for the year. How to convey a strong desire to consumers and effectively increase the sales volume of products has become a difficult problem for manufacturers and agents. According to the overall marketing planning idea, on a Saturday morning in March in Yangchun, the location was chosen to be in front of a supermarket with large scale and traffic volume. A road show was launched with a strong costume to kick off the spring sale of A cosmetics. .