Chifukwa Chomwe Zosintha Zazing'ono mu Kutsatsa Kwamalonda a CPG Zitha Kubweretsa Zotsatira Zazikulu

Katundu Wogula

Gawo la Katundu wa Consumer ndi malo pomwe mabizinesi akulu komanso kusakhazikika nthawi zambiri kumabweretsa kusintha kwakukulu mdzina lantchito ndi phindu. Zimphona zazikulu zamakampani monga Unilever, Coca-Cola, ndi Nestle yalengeza posachedwa kukonzanso ndikukhazikitsanso njira zolimbikitsira kukula ndi ndalama, pomwe opanga katundu ang'onoang'ono akutamandidwa kuti ndi achangu, opanga zipani zatsopano omwe akuchita bwino kwambiri ndikupeza chidwi. Zotsatira zake, kukhazikitsa njira zoyendetsera ndalama zomwe zingakhudze kukula kwa mzere ndizoyikidwa patsogolo.

Palibenso kuwunika kwakukulu kuposa kutsatsa kwamalonda komwe makampani ogulitsa zinthu amaika ndalama zopitilira 20 peresenti ya ndalama zawo kungowona kuti kutsatsa kwa 59% sikukugwira ntchito malinga ndi Nielsen. Kuphatikiza apo, Kupititsa patsogolo Kukhathamiritsa Institute akuganiza:

Kukhutitsidwa ndi kuthekera kwakuthana ndi kukwezedwa kwamalonda ndi kuchita pamalonda kwatsika ndipo tsopano kwayima 14% ndi 19%, motsatana 2016-17 TPx ndi Retail Execution Report.

Ndi zotulukapo zowopsa ngati izi, wina angaganize kuti kutsatsa kwamalonda kungayambike pakusintha kwamakampani a CPG, koma chowonadi ndichakuti kukweza magwiridwe antchito sikuyenera kufuna kuchitapo kanthu, anthu ndi kukonzanso kwa zinthu zina zomwe zimafunikira pazinthu zina zokulitsa mtengo. M'malo mwake, njira yogulitsa kukhathamiritsa ikukonzedwa ndikusintha pang'ono komwe kumatha kukhala ndi tanthauzo lalikulu komanso kosatha.

Dziperekeni Bwino

M'dziko lomwe makampani akugulitsa ndalama mamiliyoni ambiri pantchito zopanda phindu, ngakhale kusintha pang'ono pokha kudzawonjezera kwambiri pamunsi. Tsoka ilo, mabungwe ambiri alemba zotsatsa-malonda ngati gawo lazowonongera m'malo modzifunsa funso limodzi losavuta -

Kodi ndingatani ngati ndasintha malonda amodzi kwa ogulitsa amodzi?

Mothandizidwa ndi njira yothetsera kukhathamiritsa kwamalonda, yankho ndilotsalira ndi ma KPIs olosera zamtsogolo kuphatikiza phindu, voliyumu, ndalama ndi ROI kwa wopanga ndi wogulitsa. Mwachitsanzo, ngati chinthu A chakhala chikugulitsidwa pa 2 pa $ 5, zingakhale zotani ngati kukwezaku kungachitike pa 2 kwa $ 6? Kutha kugwiritsa ntchito kuneneratu analytics kupanga laibulale ya zochitika izi "nanga-ngati" ndi zotsatira zowerengeka kumachotsa kulingalira kwakukonzekera kukwezedwa m'malo mwake kumangogwiritsa ntchito luso lowerengera kuti muwerenge zotsatira ZABWINO.

Osatengera "Sindikudziwa" kuti Muyankhe

Kukwezaku kudatha? Kodi kukwezaku kudali kothandiza? Kodi kasitomala amakwaniritsa bajeti?

Awa ndi mafunso ochepa chabe omwe makampani ogulitsa katundu amavutika kuti apeze mayankho chifukwa chazidziwitso zosakwanira, zolakwika kapena zosamvetsetseka. Komabe, panthawi yake komanso yodalirika pambuyo pazochitika analytics ndi mwala wapangodya pakupanga zisankho zoyendetsedwa ndi zomwe zikuwongolera njira zotsatsira malonda.

Kuti izi zitheke, mabungwe akuyenera kuchotsa ma spreadsheet omwe amakhala ndi zolakwika ngati chida polemba ndi kusanthula deta. M'malo mwake, mabungwe akuyenera kuyang'ana yankho lolimbikitsa kukweza malonda lomwe limapereka malo azamisala popereka chowonadi chimodzi pankhani yakuwona ndi kuwerengera kukwezedwa kwa malonda ROI. Ndi izi, makampani adzawunikiranso chidwi chawo pofunafuna chidziwitso kuti awunikire bwino magwiridwe antchito ndi momwe angachitire bwino zotsatira. Malingaliro, omwe simungathe kukonza zomwe simukuwona, sizowona pankhani yakukweza malonda, komanso ndiokwera mtengo.

Kumbukirani, Ndizamunthu

Chimodzi mwazolepheretsa kwambiri pakusintha kwamalonda ndikulimbana ndi ife nthawizonse tachita izi motere malingaliro. Ngakhale kusintha kwakung'ono kwakachitidwe kachitidwe ka dzina lakusintha kumatha kukhala kovuta ngakhale kuwopseza ngati sikukugwirizana bwino ndi zolinga zamabungwe komanso zaumwini. Mu fayilo ya Upangiri Wamsika Wogulitsa Zamalonda ndi Kukhathamiritsa kwa Makampani Ogulitsa Zinthu, Ofufuza za Gartner a Ellen Eichorn ndi a Stephen E. Smith amalimbikitsa kuti:

Khalani okonzekera kasamalidwe kakusintha kofunikira. Limbikitsani machitidwe omwe mukufuna kutsatira posintha zolimbikitsa ndi njira, zomwe zingakhale gawo lalikulu kwambiri pakukwaniritsa kwanu.

Kumbali imodzi, zitha kuwoneka ngati zotsutsana kunena kuti kukhazikitsa njira yolimbikitsira kukweza malonda ndikusintha pang'ono. Komabe, mosiyana ndi mabizinesi ena aukadaulo, kukhazikitsa ndikuwona zabwino kuchokera ku Kukhathamiritsa Kwamalonda (TPO) yankho liyenera kuchitika mkati mwa masabata 8-12. Kuphatikiza apo, mwachilengedwe, yankho la TPO ndilofunika mofanana ndi kuthekera kwa bungweli kuti likhale logwira ntchito poyeserera komanso mosasunthika pothetsa mabizinesi kangapo.

Kusiyanitsa kwenikweni pakukweza kukwezedwa kwamalonda, komwe kumalekanitsa ndi zomwe mabungwe ena akuchita, sikuti sikungobweretsa china chatsopano, koma ndikuyika ndalama zabwino. Kutsatsa kwabwino, machitidwe abwinoko, zotsatira zabwino.

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