How to establish a good price image

Promoting sales performance is a comprehensive marketing mix strategy, which involves many aspects such as whether the product structure of the store is reasonable, whether the category combination matches, whether the price image is good, whether the inventory structure is normal, whether the promotion strategy is appropriate and whether the communication with customers is effective.

We often hear customers' complaints: "China Resources Wanjia's products are really not cheap" and "Wanjia has a good shopping environment and good service attitude, but the price is not good". Before the Spring Festival, a friend of mine went to our shopping mall and brought tens of thousands of yuan. As a result, he came home empty-handed. He told me that he couldn't find the goods he wanted in Wanjia shopping mall. Even if he did, they were all non-brand names or brands he didn't want, and the price was more expensive than brand names. We understand that what he said is "angry words", however, "Wanjia's price is not cheap" is an indisputable fact. However, our procurement has been complaining bitterly: "our gross profit is already very low, and if we go down, there will be no profit!" "

then, why are the products that we have reduced the price to a very low level still not accepted by customers? In other words, why is our price image so bad?

let's analyze it and see what's wrong with the price image.

l first of all, is the price of consumer-sensitive goods lower than that of competitors?

when the students of the seventh class of store managers were doing their graduation thesis, they compared the meat price of one of our stores with that of our competitors. As shown in the following figure: Variety competition store price Our store price

Shang rou (promotional price) 5.1 6.5

Three-layer meat 4.9 (promotional price) 4.8

Ribs 9.4 1.25

Keels 6.15 8.8

Soup bones (promotional price) 3.7 7.8

. As we all know, consumers in Guangdong are not very interested in three-layer meat. No matter how cheap you promote it, they won't buy more. The keel used by Cantonese people to cook soup every day is a very sensitive commodity. However, our price is much higher than that of our competitors.

let's look at the price comparison of drinks: the price of competitive stores is

the price of our store is 6 ml of Yili mineral water 1.1 1.3

Coca-Cola 2.3 liters (promotional package) 4.8 (promotional price 5.2)6.4

7-up 2 liters 5. (promotional price 5.5)6.6

Fanta 2. 6.4

Pepsi 2 liters 5. (promotional price 5.5)6.6

Wang Laoji 31ml 3. 3.1

Sprite 355ml * 6 11.4 11.8

Sprite 355 ml 1.8 1.9

Pepsi screw can 355 ml 1.8 1.9

Coca-Cola can 355 ml 1.8 1.9

Pepsi 1.25 l (PET bottle) 4. 4.6

Unified fresh orange is packed in two sets of 1.5 l. The prices of several commodities surveyed by 24ml 2. 2.4

are all higher than those of the other party. Among them, the 355ml Coca-Cola can is a commodity that consumers are too familiar with, and its price is very sensitive even to the fluctuation of a penny. The other party only sells for one yuan and eighty cents, but we sell for one yuan and ninety cents. We don't ask for one cent cheaper than the other party and one yuan and eighty cents at the same price as the other party. Why can't you do it? Is our purchase price higher than each other?

the meaning of low price is not that all the goods are lower than each other, but that the price of sensitive goods must have the leading edge in the region.

l second, let's see if the promotional items and special offers are displayed in the special promotional areas such as the end shelf and the pile. Is the promotion area relatively concentrated? There is a clear POP logo? Is there any advantage in the promotion price?

In the past, in our shopping malls, the end shelves and stacks were not used as promotional displays, but only as general goods. However, the red and green "special prices" were listed all over the mall, and consumers began to feel dizzy when they entered the shopping malls, and they didn't know which one was the special promotion goods. It's all on sale, which means there is no special price.

now, great progress has been made in this respect. The end racks have been classified as special display spaces for sales promotion, and the stacking heads are relatively concentrated as additional display areas for running quantity promotion. Some stores can also achieve the three-in-one (that is, one warehouse board, one single product and one POP) stacking head display specification. However, some shopping malls have gone to extremes: the shopping malls are full of "spring", but it is difficult to find a promotional POP. Even above the promotional pile, there is no POP, and consumers are not aware of the promotion of shopping malls at all. Isn't this the same as the "special price" of shopping malls in the past?

let's talk about the promotion price. In our shopping mall, I once saw this situation: 5ml Haitian mushroom soy sauce was priced at 9 cents in 4 yuan, while 62ml promotional Haitian mushroom soy sauce was priced at 7 cents in 6 yuan. The two products were still displayed together, and people with discerning eyes naturally knew it. I don't need to explain whether this promotional price is cheap or not.

l third, let's see if the price is commensurate with the quality.

During a tour, I saw a box of fried chicken pieces from 4 yuan. Except for a small amount of chicken wing tips that have been fried to black, almost half of them are chicken bones with no chicken hanging at all (the total amount is still small). Can this be worth 4 yuan money?

The string of meatballs cooked in the electric cooker has turned black. I wonder how many days it will be like this before it is sold.

Vegetables and fruits are self-picked, and the price has come down, but the quality has also come down. One consumer said, "The quality of this fruit is so poor that no one will pick it up even if it is left on the street."

The fruit picked by Wal-Mart's discount store looks similar to that of other stores, but he is the worst in the first-class product, while he is the best in the second-class product. It looks similar, but the price is a whole grade different, giving consumers the feeling that it is "cheap".

l fourth, it depends on whether the size of the package meets the needs of consumers.

Before the Spring Festival, the market was quite active, and consumers' purchasing power soared. No matter what they bought, there was a large quantity. However, I saw in one of our shopping malls that fresh meat is still displayed in small packages of 3 grams in the freezer, and most customers take two or three boxes at a time. Smart consumers will certainly think a little more: the meat is cut so small, and packaging materials are used more, so the shopping mall is not so stupid to stick to the book. The wool is on the sheep, and the cost of packaging materials is definitely included in the meat price. On the spot, I asked the manager, "Since all customers want to buy large pieces of meat above 1 grams, why not pack more large packages?"? Appropriately increasing packaging is also one of the effective measures to increase the unit price of customers.

However, a large product should also meet the needs of consumers. Otherwise, the effect is counterproductive. For example, the general specification of a commodity is 5 grams, and the price is 5 cents in 3 yuan. Consumers have accepted it and are already familiar with the price. If you pack the product in 75 grams, the price is only 5 yuan, which is obviously cheap, but many consumers, especially some elderly customers, will not calculate the detailed account. Take a look at the original price of 5 cents in 3 yuan. If you change it to a 1-gram package, it may be easier to calculate; The best big package sales are those with unit price. For example, 25 fluorescent tubes are sold in the whole box (usually bought by hospitals and schools), and the unit price is only 24. Although we only reduced the price by 4 points, consumers really feel the benefits.

l fifthly, it depends on whether combined (bundled) sales can make consumers feel cheaper and more affordable than single purchase.

this is somewhat similar to the previous question. the combination (or bundling) of two commodities is not a simple addition of two unit prices. Then, are consumers familiar with the original price of these two commodities, or at least with the original price of one of them, so that they think it is cheaper than the original single purchase; Moreover, the combination is two related commodities, and this combination must be acceptable to consumers, otherwise, it will give consumers a suspicion of forced collocation and arouse consumers' disgust. For example, the combination of "shampoo and comb", consumers think that a bottle of shampoo can generally be used for one or two months, but the comb can be used for several years. If you have to buy a comb every time you buy shampoo, you can open a comb shop at home in a few years. Of course, it is no problem to buy shampoo and send a comb.

l finally, it depends on whether the price band is too wide, so that customers mistakenly think that your price is high.

in the price survey of one of our shopping malls, we saw such a situation:

varieties compete for store prices

fragrant pear 2.68 2.8

yellow flesh watermelon 1.68 2.

black beauty melon 1.28 1.15

Brin 8.8 12.

red mention 11.8 11.8

Luzong banana 3.98 5.8

Sunkist 4.8 3.9

........................................................................................................................... The average price, our store will be much higher than the competitive stores; The price band analysis shows that the competitive store is from .68 to 11.8, while our store is from .68 to 27.6. Because the price band is very wide, although the starting price is 68 cents, consumers can see the price of 8 cents in 11 yuan at most in competitive stores, but they can see more high prices in 27 yuan when they come to our store. Although they are different sales pricing units, the image left to consumers is "the price in our store is relatively high".

in addition to the purchase price and commodity structure, these problems constitute a poor price image of our shopping mall. Although it seems to be some minor problems, if we can handle these details well, I think we will also give consumers a good price image.