FMCG-emakethe ubamba leli zwe

Abantu abasebenza ukuhweba iimfesi, inkulumo ethi "emakethe FMCG» liphindwe izikhathi eziningana ngosuku. Nakuba abaningi abaqondi ngokuphelele okushiwo yile emelela. Fast Okunzima Impahla - FMCG (okusheshayo noma winding- imikhiqizo umthengi). Ngokunengqondo, kufanele kube isinkwa, ubisi, ushingamu, ugwayi, zasendlini izimpahla.

Akunjalo elula: esohlwini zihlukaniswe amaqembu amathathu. Kuphela omunye wabo lingachazwa ngokuthi umkhiqizo kufakwe FMCG-emakethe - is ushingamu nogwayi. izimpawu Classic kwezimpahla eziphathelene kulomkhakha:

1. Intengo Okuphansi.
2. Yenzuzo ephansi umenzi.
3. Imvamisa eliphezulu ukuthenga.
4. Ithuba kubangele ukwanda isidingo imisebenzi marketing.
5. ukusetshenziswa Ezesikhathi esifushane.
6. ukuthenga isinqumo ngamawala.

Kule kusobala ukuthi zikagesi kungukuthi kufakwe FMCG-emakethe. Ake sithi esiqandisini: isinqumo ukuthenga samukelwa uyaqaphela, ukukhetha senziwa isikhathi eside, isidingo ukuthenga kuphakama lapho ubudala okuyiphutha noma akudala. Lokhu kwenzeka akuvamile. Isinkwa nobisi: zonke kulelo nalelo khaya othenga mikhiqizo nsukuzonke. Kodwa ingqikithi ukuthenga lezi zinto ayikwazi ukuthonywa. Uma umndeni kudla elilodwa isinkwa ngosuku, akukho izikhangiso ngeke ukuphoqa ukuba udle kakhulu. kuphela ikhwalithi kanye intengo bekwazi ukuthonya isinqumo ukuthenga isinkwa kusuka nomkhiqizi ethize, isinkwa isigamu-wabhaka akukho marketing nawo angeke kukusindise esonweni.

Lokhu okungenhla iveza esinye isici umkhiqizo kufakwe FMCG-emakethe: umthengi engazizwa ke kuyadingeka. Eqinisweni, akukho gum angakwenza ngaphandle ugwayi, futhi. Ngempela, kusukela ekuzalweni kuze kube yisikhathi lapho ugwayi uye edingekayo, indoda kahle ngaphandle nicotine.

Iqiniso lokuthi le mikhiqizo abe ongaphakeme inzuzo wekhasi, ephoqa abakhiqizi ne nakho emakethe FMCG, ukukhuliswa yayo, usebenzisa izindlela ezimbili:

• abantu abaningi ngangokunokwenzeka ukuba azise umthengi esiwujuqu mayelana ukubaluleka kanye isidingo izimpahla;
• ukwenza lo mkhiqizo njengoba kufinyeleleke ngangokunokwenzeka umsebenzisi sekupheleni.

Eyokuqala ibangelwa ukukhangisa. Lokhu kungase kube ukukhangisa sobala: izibhengezo, amabhanela, ukukhangisa yabezindaba. ukukhangisa ezifihlekile (hero main yochungechunge ubeka iphakethe likagwayi - close-up for a uqhekeko wesibili), izihloko oklanywe ngokukhethekile 'ochwepheshe abazimele "ngezinzuzo umkhiqizo, ezinye izindlela ukuthonya ingqondo enganakile umthengi.

I sesibili senzeka emzabalazweni indawo eshalofini we umthengisi. Lapha nokukhokhwa isikhala eshalofini endaweni ematfuba esiphezulu sokuthenga (eduze ngangokunokwenzeka wasebhange at emehlweni umthengi). Ngezinye efanayo umsebenzi isikhathi merchandisers eshalofini oqeqeshwe, ogama msebenzi - ukubonisa imikhiqizo eshalofini ngokuhambisana namazinga yenkampani kanye planograms. Uma umkhiqizo kudinga ifriji ngaphambi ukusebenzisa, umenzi izonikeza umthengisi okudayisa ukuqasha isiqandisi inkampani logo.

Ngaphezu kwalokho, abakhiqizi njalo ekufezeni izenzo ukukhuthaza imikhiqizo yabo, FMCG-emakethe ayithandi ukuba zihlale phezu azithele ngabandayo yabo. Kufanele kube nomkhiqizi amanzi elikhazimulayo ukunciphisa imizamo marketing, njengoba ngokushesha ilahlekelwa share emakethe. Ngo-course ithatha izinhlelo neurolinguistic futhi abasebenzi yokuthengisa: abantu behileleka kanye nokuthengisa soda yegama lomkhiqizo, akasoze siwaphuze amanzi kunoma yimuphi inkampani ukuncintisana.