First, we must clear the purpose of sales promotion. Every promotion must clearly understand why we need to promote sales, and what is the result of this campaign. Only when we clearly recognize this, can sales promotion achieve a definite goal and not waste the resources of promotion.

Then, we use various promotional methods for different promotional purposes, because each sales promotion method has certain advantages and disadvantages. No promotion means is perfect. Therefore, when promoting sales, we need to combine all kinds of means so as to maximize the positive effect of sales promotion and minimize the negative effect of sales promotion.

In order to enhance sales volume and combat competitors' market behavior, it is an important factor that enterprises must consider when making sales promotion policies.

When there are not many enterprises in a certain industry, and a few enterprises occupy most of the market share (high market concentration), the difference between products is not large, consumers have considerable ability to identify and understand the market situation, it is particularly important to analyze competitor's market behavior and promote sales.

To promote sales for this purpose, the first is to increase sales and increase profits. Two, in order to attack competitors and snatch opponents' customers, promotion can be diversified at this time, because almost all sales promotion can produce sales volume and attack competitors. However, when competitors are not competitive enough, similar ways of buying and selling, and reducing prices are best to use relatively less, because in this way, the value of products will be pferred or reduced, which is not conducive to brand building. The best way is to make use of the on-site experience method such as sample delivery. This way, because of the existence of personnel sales promotion factors, has established a platform for communication between enterprises and consumers, which is conducive to making consumers more deeply understand the business and products, and thus making potential customers into fixed customers.

Sometimes, sales promotion is not carried out according to plan. Competitors' actions often cause manufacturers to change their plans. When competitors are promoting sales, and sales promotion has seriously affected the sales of their products, manufacturers will have to fight against sales and try to grab customers from competitors.

Sales promotion for anti sales promotion is a passive promotion. Passive promotions often refer to promotions that enterprises have to generate because of objective conditions. There are several characteristics of passive promotion:

everything

Mainly refers to the promotion plan in the enterprise, but because of the needs of the objective situation, have to produce sales promotion.

Two is

Passivity, when a company makes a promotion plan, it usually plans the promotion according to the normal market forecast, but the passive promotion is caused by the normal market forecast of the enterprise. Therefore, the intensity of passive promotion is often not decided by the enterprise but by the market changes.

Three is

The unpredictability is that it is difficult for you to predict your opponent's next move before you promote your opponent, so passive promotions are often unpredictable and relatively backward.

Often, the promotion of passive sales promotion will be great, especially for the promotion of "anti promotion", because if the competitor's promotion efforts are not big enough, the market will not be able to cause great impact, and if the impact is not big, there will be no passive promotion. Therefore, sales promotion under this purpose is mainly based on market changes, and the passive sales promotion that is frequently used is bought and sold, and the sales price is reduced, because these two ways produce the most direct and most immediate effect, which is most needed for passive promotion.