Infant formula Relevance pathway Why unreasonable

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Infant formula: Relevance pathway Why unreasonable?

Pathway associated with the term began quietly rising in the past two years, when candy dealers quietly entered cylindrical golden monkey see this particular pharmacy sales channels, he saw the charm of the association path, in time, some dealers tried this The new terminal block mode, in which Liu Yiyang boss is one of the representatives.
Case:
Saturday morning, Yiyang Liu wholesale group group owner to the office on time. He habitually read the local newspapers and industry magazines. Suddenly, a Product ... ...
Initially, Liu Nanshan owner sells the infant formula. In recent years, with the sharp increase of competitive products and brand campaign to increase, he added adult, old age milk powder, infant formula, but still occupy a major share of the market. Shrinking of the traditional channels for Liu life's not an easy boss.
Liu boss spent a few days time to learn and digest the knowledge associated with access, he said: not many products, so as to achieve a competitive advantage relative to the case.
present, the main pathway is the wholesale milk and supermarkets, and the two sales channels packed with competing products,[link widoczny dla zalogowanych], and the the first problem to be solved.
major consumer for the product features and group analysis, Liu boss locked eyes of the large community in the city, as the first association Nanshan milk pathway.
present, Yiyang City, there is little milk brands to enter into the community, even though there is no liquid milk into the community on the path to precision farming. How to get through this association community access it? How to consumers Liu boss after thinking it over, decided to Yiyang water to a large network of companies. Cooperation in the following manner:
one communication channel associated with bottled water company's network through
, posted ads on each bottled water labels, the Nanshan milk ads directly into millions of households, and there is no interference from competing products.
Second, the associated channel sales
bottled water company through a network to carry out Activities are divided into two types: A, where the bottled water company provides monthly vouchers available Nanshan milk powder ** 1 denominations, provides vouchers in denominations of one ticket available **.
B, who purchased in the assigned amount of Nanshan ** milk, bottled water companies can be obtained monthly and annual ticket.

second associated channel as the Liu boss that consumers Kindergarten this pathway is a direct consumer, there should be promotion of good results, then discuss the cooperation with the nursery:
A: In the kindergarten classroom, playground public billboards erected, such as lawn This wooden plaque erected there: flowers and children's care needs. Inscription: Nanshan milk;
B, the school's parents and cultural activities during the product promotion and display during the planning and organization
over time, Liu found that the two associated channels boss did not give him the expected sales growth, which means that these two related channels failed. Next we analyze the reasons for the failure and find a solution.

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