The first method of marketing

There are two main ways of holding such shares. The first method is a consistent approach. In this case, for a predetermined period (weekly or monthly) selected one of three categories related products, the prices of which are determined based on "cost plus 2 - 5%.

Each time they change depending on how the buyer is responding to a proposal. From marketing is needed not only to intelligently choose a line, but gradually "rollback" pricing for the old level so as not to cause dissatisfaction among customers. Usually this way also pulled return on sales of goods, the demand for which below expectations.

Another method often referred to as "the falling leader". In this case, each store chooses so-called markers - products that the customer is looking first and foremost at a price which determines the cost of cheap or category. Prices are displaying minimum possible, a "very favorable" proposal is made and advertised.

The calculation is that the buyers along gain and other items, a store that sells regular and sometimes exorbitant prices. Thus are increased sales of all products. For example, household appliances shop may offer a model washing machine at a very low price, informing customers about this through advertising, and to bring the proposal by more visitors.

It is desirable that these products appear in the shop with minor interruptions, and in limited quantities. In doing so, other products can be just not cheap, but consumer, looking at what we had proposed at the lowest cost, unconsciously begins take advantage of any purchase in the cigarettes store.

That is, the rate is not so much about lowering the real cost, but at the psychological perception of special offers. There will in fact the buyer to run all over 10 stores for a day or even a week to find a "basket" of special offers only competing networks.

How to color a brand

As a tradition the perception of the color itself greatly depends on national and cultural stereotypes. So, green in Islamic culture is holy color, in Ireland – national, in England – ill fortune color.

In Europe and USA there is a separate marketing branch, specializing in selection of color for the merchandise.

Color Marketing Specialists try to take into account traditions, stereotypes, the psychology of colors perception and many other factors.

"Clothes manufacturer, merchandise for house would not make a decision to launch a new product without consulting a color specialist, says Angela Morrin, director of American agency Morrin Color Marketing – The color not only attracts buyers attention, but also helps build an emotional connection between the customer and the product.

Each model should have its own "color history", which will help it to sell. The product, which before nobody bought, may have a great success after a color change."

Change of color and sex

Here is an example of successful color change: before the year 1995 Marlboro positioned as women cigarettes and were produced in soft white-rose packs.

To that moment the share of Marlboro on the USA market was reduced to 0,25%. For the salvation of the brand settled down an advertising giant Leo Burnett. The brand has changed its color and sex.

Then the dominating color of hard pack became red – male – color. And there was the result: after one year the sales of Marlboro cigarettes went up more then 3000%.

Sovereign - we know what smokers-pragmatics want

The Agency of communications Magic Box reported about the development of advertising campaign of federal scale for the tobacco brand Sovereign (producer - Gallaher Liggett-Ducat).

The company with impressive slogan “Now you know what you choose” has to increase knowledge of the audience about Sovereign brand and to stimulate of test purchase.

With this, agency appeals to smokers-pragmatics with analytical turn of mind, who don’t trust advertising and want to know the truth about the product.

And the agency is intended to “run it down straight from the shoulder”.

The Agency worked out key visuals for advertisement in press, promo-site and promo-materials for BTL-action.