"Hansen" is a well-known brand enterprise in a certain place, which mainly produces "leisure" foods, including biscuits, potato chips, jelly and beef jerky. And because of its moderate price, it is deeply loved by local consumers. In the increasingly fierce market competition, the management of "Hansen" is very stable, which is inseparable from Mr. Hu's conscientious working attitude, courage to accept new things, super cohesion of enterprise employees and free and democratic corporate culture. For example, "Hansen" began to use the Internet, mailing lists and other non-traditional ways to reform sales channels several years ago.
However, these days, the quarrel between various departments in enterprise forums and regular meetings has caused Mr. Hu a deep headache.
In addition to the traditional sales channels, "Hansen" products can be ordered directly on its website. This online sales method is very popular with young consumers after its launch.
After the Spring Festival, Tim, the manager of advertising department, decided to launch a series of promotional advertisements such as special airfare, special hotels and car rental information in Youyou.com in the form of suspended advertisements or pop-up advertisements on the company's website.
Youyou Com is a well-known online travel company, and its self-help tour route design competition held during New Year's Day and Spring Festival was very successful. The tourism products of the website (such as hotel+ticket+transportation = travel package) are quite popular among travelers.
Because the target consumer groups have certain similarities, "Hansen" has established a cooperative relationship with Youyou. One of the cooperation contents is to publish online advertisements on the other party's website, so as to enhance the visibility of the other party's products and corporate brands and increase online sales performance. Of course, Tim thinks this is just an attempt. If it achieves the expected good results, then we can consider introducing other partners in the future.
Unexpectedly, however, more than a month after the advertisement was put on, the internal staff of "Hansen" raised objections to this practice, and the voice of opposition was very strong. The customer service department has the highest voice, first posting on the forum of the enterprise homepage, proposing to delete Youyou.com's advertisement immediately. In the reply, an employee named Kaka said: Many times, consumers directly turn off Youyou.com's suspended advertisements or pop-up advertisements as junk advertisements, which will not only affect the speed of consumers' normal reading of web content and make consumers feel bored, but also make consumers feel that "Hansen" is mercenary and must have taken the other party's advertising fees to broadcast these promotional advertisements that have nothing to do with product information.
The discussion at the workers' symposium caught Hu's attention. Will this kind of advertisement have a negative impact on Hansen's website image, or will it have a positive impact on the sales of corporate products as the advertising manager said? Do enterprises need to introduce such partners in the future?
To this end, Mr. Hu specially asked the sales department to submit a detailed report. Judging from the sales data of the past month, the sales of some products of "Hansen" (such as super milk sandwich biscuits, which are 1~2 times more expensive than ordinary biscuits) did increase after the advertisement was put in. Of course, no one can be sure whether this result has anything to do with the newly launched floating advertisement on the website. After all, the content of the advertisement is different from the products that Hansen sells. Some people can't explain whether this influence exists, and if so, why.
With this report in his hand, President Hu couldn't make up his mind for a moment.
To redesign the product catalog, Mr. Hu is faced with not only online advertising, but also the new proposal of the marketing department, which makes him hesitate.
A year's plan lies in spring. After the Spring Festival, many promotional materials of "Hansen" are waiting to be revised. When printing Hansen's latest catalogue, the marketing department intends to change the old typesetting design. All along, "Hansen" regularly mails or distributes product catalogues to large fixed communities, including new product introductions and some promotional information.
When designing the latest issue of the catalogue, Andy, the marketing manager, proposed that he hoped to make some changes to the previous layout, such as putting the top-grade products in front of the catalogue, instead of putting the most popular products (mid-range foods) in front as before. On the one hand, high-end food is often a new product launched in the current season, which can not only attract consumers' attention, but also create an "innovative" corporate image; On the other hand, the high price of high-end food will inadvertently become the reference price of consumers. When they read this information, the price sensitivity of the latter mid-range food will be invisibly reduced.
In a shopping environment, if the price seen before is high, consumers will subconsciously think that they are all high-priced goods in this shopping environment, and the prices of goods encountered later will be high; This can raise the reference price of the products they intend to buy. Therefore, a higher reference price or price expectation will increase the possibility of subsequent purchases by consumers.
For example, you are going to a department store to buy a handbag. As soon as you enter the store, you notice that Omega watches are being sold at the counter facing the door. There are striking advertisements in the window, and the price of 19999 yuan is staggering. Although you are not going to buy this sky-high watch, will its high price affect your psychological price of buying handbags?
Imagine another situation. As soon as I entered the store, I saw a row of tables in the hall, and some clothes were piled up in a mess. The eye-catching advertisement reads "Summer clothes are out of season, as low as 29 yuan". Of course, you are not interested in these out-of-season clothes, but will its low price affect your psychological price of buying handbags?
In the first case, the consumer may accept a handbag with a price of 599 yuan; In the second case, consumers will think that the 299 yuan handbag is too expensive. Seemingly useless price information has an impact on consumers' decision-making process.
Similarly, you can imagine such a scene: before entering a fast food restaurant, consumers inadvertently see a Mercedes-Benz outdoor billboard that says Model C will be sold at a price of less than 320,000 yuan; When consumers enter fast food restaurants, they may find that the set meal with a price of 39.9 yuan is particularly cheap.
Although Andy gave a good reason, the proposal was strongly opposed by Lucy, the sales manager. As a sales supervisor, Lucy is most concerned about the sales performance of products. Lucy thinks that the attraction of a catalogue often depends on the products introduced on the cover and the first few pages. If you suddenly switch to some expensive products, it will scare away many old customers, which may affect the original product positioning and the sales performance of the catalogue will be difficult to complete. You know, 80% of Hansen's sales revenue comes from these target consumers, who mainly buy mid-range food. Lucy pointed out that it is very wrong for the marketing department to "only pay attention to the design of promotional materials and the attractiveness of the materials themselves to consumers".
Andy has no intention of giving in. Andy said that the data provided by an American classic car auction agency proved the influence of the price of non-purchased goods in the auction process. Many auctions held by this classic car auction institution every year can attract about 654.38+0.25 million fans, and all the people present can get detailed information about the historical price and starting price of the auctioned car. The record of 1477 cars auctioned by this classic car auction agency from 1995 to 2000 is thought-provoking. The results show that the price difference between two cars auctioned continuously regularly affects the highest bid of the second car. If the highest bid of the first car is 100%~200% higher than the starting price of the second car, then the highest bid of the second car is 39% higher than the starting price on average, and the bigger the difference, the more obvious the effect.
Lucy immediately pointed out that the scene of this example is in the United States, and no one knows what will happen in China. Moreover, it is the price influence of car auction, and no one knows what will happen in the field of food sales.
Difficult decisions, in the face of these problems, everyone stands on their own position and holds different views. How to make a decision so that all departments don't have conflicts and make the online sales and catalog sales of enterprises achieve better performance in the new year is very nerve-racking.
On his way home, he has been thinking about how to solve these problems.
Mr. Hu pushed open the door and looked up. The wall clock in the living room pointed to 1 1. However, it's so late and the light in the study is still on. My son and children must be studying. He opened the door of the study and went in. The child is going to buy a math reference book online. I can see that he is making a comparison. The web page opened by children is very beautiful, and there are some advertisements floating on it, some selling outdoor products, some selling imported chocolates, and many others, but they have nothing to do with books. The teaching reference column is located at the bottom of this page. The child found the book he wanted. The 300-page book is actually priced in 68 yuan, and it will be close to 60 yuan after the membership price is 15% off. Books are really expensive now! Mr Hu sighed in his heart. I didn't expect the child to place an order soon.
President Hu told the children to go to bed early and close the door of the study. But the scene of his son buying books online makes him feel very similar to the problem of "online sales and catalog sales" that his company is currently encountering. He decided to hold a meeting of department leaders tomorrow, so that everyone could sit together and discuss the solution face to face.