Positioning Strategy For Price Promotion

Have you ever seen the difference between the price tags in some discount activities at the store? Do you think it is better to mark the "discount rate" or to mark the "discount price"? Discount In-depth study of positioning.

The reality of business is competition. In modern commercial economy, the information between manufacturers is more symmetrical. You can also sell technology. I can also sell things that you can sell, and all of them are red sea. But the blue ocean is like a mirage.

When products become more and more Homogenization When the differentiation strategy is ineffective, the manufacturers have to sacrifice the "promotion" magic weapon, and the sky and the women scatter the silver, and fight face to face with each other, even if it is a bloody River, it is hard to stop. This is the reality of business competition. In China, this reality is more normal. From "Celebrating the Mid Autumn Festival" to "New Year's happiness", from the "5th anniversary celebrations of the company" to "the Shenzhou five launch into the national jubilation", there are many different kinds of things. Sometimes it is almost doubted whether I accidentally saw such promotional reasons as "Celebrating the price of a wife's mother's birthday" or "the successful listing of our company in Hongkong".

In theory, Promotion Basically, it can be divided into two categories: "sales promotion" and "price promotion". "Sales promotion" refers to the practice of bundling goods and other items, such as buying large delivery, small ticket, coupons, lottery tickets, discount coupons and so on. "Price promotion" refers to the fact that the actual selling price is lower than the marked price and directly benefits the customers on the price.

The two methods have their own advantages. The similarity lies in the short-term resource consumption war, so as to attract consumers or attack competitors, so they can only be short-term strategies. After the promotional period is over, the gift is no longer given away. The time limit for the sales promotion is over, and the price of the commodity is also necessary to return to normal level. Otherwise, the profit margin of the manufacturer will be seriously affected. But at the same time, when customers taste the sweetness of sales promotion, based on the rational expectation theory, their minds will inevitably form new expectations, especially the "price promotion". When prices have to rise, customers may not be able to adapt to the psychological gap between the new price and the expected price, thus reducing the willingness to re patronize. If such a thing happens, it is the standard "stealing a chicken without eclipsing rice".

The most attractive method of "promotional pricing" for consumers is, in other words, the method of inducing larger purchase intention during the promotion period. At the same time, after the end of the price return to normal level, which kind of "promotional pricing" method has the smallest sequel, that is, it will not reduce the expected price of promotional products, so as to protect the brand value of the product. They passed four scientific experiments in order to observe the pricing method of "price promotion", whether it was a good expression of "discount ratio" or "directly marking the price after discount".