Business is light, and the marketing of the off-season is the top seven!

When Nestle just started selling its chocolates in India, it was a low season for more than nine months of the year due to the hot weather and poor distribution channels in India. The chocolates were sold in small shops without air conditioning and were directly exposed to the sun. Merchants joked that Nestle chocolate was eventually sold as a drink.

Carlo Donati, chairman and general manager of Nestlé India, was inspired by this: "If our chocolates become liquid afterwards, why don't we sell liquid chocolate directly?" Nestlé India immediately launched a name "Choco-Stick" is a liquid chocolate product between chocolate bars and beverages.

Two years later, Choco-Stick became the fastest-growing chocolate brand in the Indian market, accounting for one-tenth of India's $152 million chocolate market. ACNielsen Research said that in 2002, India consumed a total of 22,000 tons of chocolate, and consumption is growing at a rate of 10% to 12%, which is higher than the growth rate of the global best seller market. The Choco-Stick developed by Nestlé became a sales star during the long off-season of the Indian chocolate market.

The off-season is a period of testing the marketing strategy of the enterprise. The marketer needs to face the consumers who are tighter and more value-oriented. The company must have tactical short-term actions and win the strategic first. Machine to make long-term investment. Market consultancy The Catalyst examines the marketing methods of many fast-moving consumer goods and consumer durables during the off-season, summarizing the seven major considerations for off-season marketing.

First, recognize the market situation in the off-season

Second, timely launch of new products

Third, maintain advertising, but be more sensible

Fourth, even if it is very difficult, you must be careful discount

5. Maintain promotional activities, but don't overdo it.

6. Contact with consumers in unexpected situations

7. Test consumer acceptance of product price and value