経営コンサル日誌

NISHIコンサル日誌のバックナンバーブログです。

日記

「おでん」に見る販促の基本のキ。

投稿日:

こんにちは。NISHIです。

この記事、大したことはないですが、
マーケティングの基本と【失敗】が
シンプルにわかりやすい点では
ひとつ良い教材だと思います。

http://grass-ex.jp/Lo30/13461


食材にも「旬」があるように、
商品や販促活動にも「旬」の時期が
あります。

商品によっては
「売りやすい時期」もあれば
「売りにくい時期」もあって
売れ行きを年間でおしなべてみると
月によってその差はあるものです。

それを「季節指数」といって、
販促を外さないためにも
商品や業種によって
癖の出やすい季節指数を
把握しておくことは
「マスト事項」なのです。

ウチの商品は何月によく売れ、
何月にはあまり売れないのか?

これは販促活動における
基本中の基本ですから。


そこで先ほどの記事。
再度リンクを貼りつけます。
まだの人は見てみましょう。

http://grass-ex.jp/Lo30/23461

読んでいただけると
おわかりになると思いますが、
マーケティングの基本のキを
思いっきり外していたことが
わかります。

もちろん、
新しいチャレンジは必要です。
チャレンジは認められるべきです。

今までの活動は
自らの固定観念に縛られていた
結果にすぎないのかもしれない。
実は売れる可能性を放棄していた
のかもしれない。

そう仮説を立て確認してみることは
とても大切なことです。
もしかしたらこのケースも
そうなのかもしれませんね。

話を戻します。

外していたマーケティングの基本のキ。
どこだったと思いますか?

………………
……………
…………
………

ここですね

==

これまでのセールは
売れ行きの良くない時期に
集中させ、年間を通して
売り上げを平準化しようとしていた。

==

これね、
絶対やっちゃいけない手です。

気持ちはわかるんです。
繁忙期と閑散期があれば、
やっぱり閑散期は嫌なもの。

閑散期とわかっていても、
人間、よかった時と
比べるものですから、
不安にもなりますし、
閑散期を何とかしたくなる。

その不安から来る発想や行動が

「売上が低い時を何とかし、
 全体の数字を平準化しよう」

になってくる。

気持ちはわかるが、
絶対やっちゃダメなこと。

なぜなら、
売りやすい時に売る方が
売りにくい時に売るよりも
圧倒的に簡単だからです。

逆を言えば、
売りにくい時に売るのは、
売りやすい時に売るよりも
圧倒的に難しいのです。
どう考えても非効率ですよね。

マーケティングの基本のキは、
売れる時に思いっきり売る。
売りやすい時に思いっきり売る。
これです。

長所伸展。
この考えはこの点においても
正しいと言えるわけですね。

では。

NISHI

-日記

執筆者:


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