Preturi, outlet si magazin de firma
Sa presupunem ca produceti opinci. Aveti 2 magazine. Ambele online. Unul, cel de firma. Altul, un outlet.
Normal, fiindca ati va cunoasteti clientii… stiti ca sunt oameni diferiti care cauta lucruri diferite. Concret, aveti o sumedenie de modele – pentru copii, tineri, femei, barbati. Si preturile difera – normal – in functie de model.
Sa revenim la cele doua magazine de desfacere. Va doriti vanzari. Va doriti ca stocurile sa nu ramana nevandute.
Bun…
In acest caz politica obisnuita e urmatoarea: tot ce e dorit a se vinde (pentru a “scapa” de stoc) se scoate la promotie/reducere. Se trece si in outlet.
In magazinul de marca raman produsele celelalte, apar noi opinci si tot asa.
Ei.. dar voi nu sunteti ca orice alt detinator de afacere. In primul rand habar nu aveti nimic despre vanzari, promotii, marketing si asa mai departe. Nicio problema. Nici nu va chinuiti sa aflati sau sa utilizati sfaturile cuiva. Doar n-o sa investiti in zona aceasta mai ales ca le stiti voi mai bine pe toate, nu?
Apoi cine sunt ceilalti sa va zica cum sa va conduceti afacerea? Ce se baga ei?
In consecinta ce poate constata oricine? Ca pe cele doua site-uri aveti aceleasi produse. Preturile difera. Magazinul de firma are preturile de firma, magazinul tip outlet are preturi de outlet.
Urmarile?
E suficient sa se uite cineva la pagina de contact – sa vada ca e aceeasi persoana de contact ca sa apara suspiciunile. Dar nu-i nimic. Pagina de contact de pe outlet oricum nu duce nicaieri (adica emailul si celelalte nu functioneaza)…
Are sens sa prezentam aici numeroasele efecte negative ale abordarii strategiei de mai sus?
Nu cumva cei ce le stiu nu au parte de ele pentru ca nu incalca anumite principii iar cei ce nu le stiu, oricum nu vor citi si nu vor lua masuri – doar se inscriu in categoria de mai sus?
Aceasta insemnare e o paralela. Situatia descrisa – cu outlet si magazin de firma – e reala. Evident firma nu comercializeaza opinci. Nu conteaza nici macar nici daca e de la noi din tara sau din afara.
Astfel de firme si strategii exista. Sa vedem cat rezista insa.
Insemnari similare
Mda, interesant model de biznis. Dar daca le merge…Sau daca nu isi doresc sa le mearga mai bine…ce sa-i faci? La un moment dat ori nu or sa mai aiba ever vanzari pe unul dintre site-uri, ori nu or sa mai aiba vanzari deloc :). Depinde de cat de multi oameni se enerveaza dupa ce cumpara mai scump si povestesc. Pentru ca totul pare mai mult a teapa decat a nestiinta. Problema e ca la momentul x in care nu o sa mai mearga asa, cum da Dumnezeu, e foarte posibil sa fie prea tarziu sa se mai indrepte ceva.
Ultimul post al Alina Popescu: How to keep growing when the economy works against you
Om trai si-om vedea. Intre timp insa va face niste bani din care va putea oricum gandi alt model asemanator 🙂
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