Since the Liangle Group was unable to advertise on the Star Channel, they came up with another way to promote, and they firmly believed that this method would help them regain the market and even expand the market.

At the end of '96, seeing that it was going to be New Year's Day, many stores had an extra batch of drinks, and there would be many family and friends dinners during the New Year's Day, and the consumption of drinks would be greater than usual.

Many people come to the store and don't know what drink to buy. Under normal circumstances, it is bought for the famous, and the famous one must also taste better.

Of course, there are many people who choose cheap ones, and they are all soda anyway, and there is not much difference between cheap and expensive ones.

At this time, many people discovered a large bottle of soda, a total of six brands, all of which are 2L, which is equivalent to four times the size of a regular bottled soda.

Ordinary bottled soda is two yuan and five, and it stands to reason that this kind of four-fold capacity should be sold for ten yuan, even if it is cheap, it must be sold for more than nine yuan, right?

But when it comes to the retail price, everyone can't believe it.

"Boss, this big bottle of Coke only sells for six dollars?"

"Yes, those six are all at this price, this is a promotional pack, especially cost-effective. You see that the 1.5L one is still sold for five yuan, and the 500ml one is sold for two yuan and five, and it must be cost-effective for you to buy a large one, and the family is enough to drink. The owner explained.

This person looked at the drinks on the shelf, Baishi Cola, Meinianda, Qixi, Coca-Cola, Fenda, Sprite, aren't they all big foreign brands, and now they are so cheap?

"Boss, you won't have a problem with this soda, right, it's expired?"

"How are you talking about this, this is a new package, there was no such a big package before, how can it expire? I said that it is a promotion, what does the promotion mean? If you don't feel at ease, buy that small bottle." "The boss is a little unhappy, why is he still slandering me.

The shelf life of this drink is quite long, and every time the goods are placed, the date is put on the bright side, how can it expire?

"Then can I get three cheap?"

"How can I give you a cheap, I don't make any money on this, you buy this small bottle, take it in a box, and I'll give you three dollars cheaper." ”

The twelve bottles of the small bottle, a total of twenty-seven yuan, a total of 6L, he bought this large bottle, 6L only eighteen yuan, stupid × only buy a small bottle.

"Big bottles, these three are all the same price, right, you find me a big bag, I can't take it. ”

……

On New Year's Day, Wang Haoan hadn't woken up in the morning when he heard the phone.

"Who's calling so early. Wang Haoan's anger came again.

"Andy, it's eight o'clock, it's still early. Hurry up, let people see, the market of the three northeastern provinces, is there a large bottle of promotional Liangle Group products. ”

Wang Haoan agreed in a daze, and after making a few phone calls, he washed up before going downstairs.

Downstairs, I saw someone walking towards the community with a large bottle of Baishi Coke, Wang Haoan leaned over: "Little sister, where did you buy this Coke?"

"The store at the door, six yuan is such a big bottle, but it's cheap!" The little girl smiled very happily, such a big bottle, you can drink a lot more at noon today, anyway, my mother let me buy a bottle.

Wang Haoan walked into the store at the entrance of the community, and sure enough, he saw the promotional packaging of Liangle Group, 2L products, labeled with a retail price of 6 yuan, which was very eye-catching.

Originally, large bottles of drinks were rare at this time, and the price was so attractive, no need to ask, this product must be easy to sell.

As soon as he was about to leave, he saw a box of goods parked at the door, and when he opened the box, someone was moving drinks down one by one from inside, all of which were Baishi Cola products, and all of them were 2L promotional packs.

"Boss, what's the matter, what am I talking about, this is easy to sell, right? Tell you, the products that will enter my house in the future, then don't get any Jianbao, big white pears and the like, they can't be sold." ”

Wang Haoan stopped, why are you selling your products and slandering our products? You do a promotion, thinking that you can seize the market?

Wang Haoan muttered beside him: "After buying such a big bottle, I don't use it to buy soda for several days." ”

The shopkeeper's face changed, yes, many young people used to buy soda every day, but now with this big bottle of promotional packaging, they don't use it for two or three days, the problem is that the big bottle and the small bottle, he earns the same.

Although it seems that the large bottle is selling quickly, the small bottle basically can't be sold, and he actually doesn't make much money!

Originally, I wanted to buy more large bottles, but now the shopkeeper has decided that there is just a little bit of it, and put it in a place that is not easy for people to see, anyway, those who come to buy soda don't ask, he won't say.

Wang Haoan walked out, Zhang Jian had already driven to the gate of the community, and after getting in the car, Wang Haoan's phone rang again.

When he arrived at the office of Manhan Food, Wang Haoan closed the door and dialed Li Jingwei's phone number.

"You also know the promotion methods of the Liangle Group, it's really a draw, such a large scale, such a low price, don't they want to make money?" Li Jingwei felt that the Liangle Group was too crazy.

"How can you not make money? You forget the production cost of our Tianfu Cola, the production cost of their big bottle is only more than three yuan, plus the transportation cost and distribution cost, the price in the hands of those retailers will not exceed five yuan and five, everyone has earned. ”

"Because they have a big expense less than us, which is the cost of advertising. Think about it, Jianbao buys a prime-time advertisement on CCTV, plus an ordinary advertisement, then it is 30 million, and the 30 million is used to subsidize promotions, how long can it last?"

"What's more, we only have two advertisements for our products to build treasure, and our advertising expenditure will be 200 million yuan in China this year, right? ”

What is this, in the past life, in the past few years, the 2.5L promotional pack of the Liangle Group in the supermarket was priced at four yuan seven, and a small cup was given away, which is really crazy.

What's more, the purchasing power of RMB is much stronger now than it was at that time, and the Liangle Group seems to be ruthless.

"Brother Wang, how do you think we should deal with it? If we don't make some reactions, I'm afraid that until the Chinese New Year, our sales will not only not grow, but will also decline, their products are too cheap and attractive. ”

"Simple, tell those dealers, let them settle an account with the terminal retailer, whether it is to sell Jianbao to make more money, or sell large bottles of Coke to make more money, many consumers come to the store just to buy drinks, you don't have a big bottle, he will not leave directly, will buy a few more small bottles. ”

"And the Liangle Group is doing this, doesn't it prove that they are selling low-end products, and we can do something in this regard. ”