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In the 80s of the 20th century, after Germany experienced several inflations, a tobacconist named Wolfgang found that the original sold 42 marks a box of Marlboro cigarettes has become unprofitable. He knows that Marlboro cigarettes have always been the number one seller in Germany, and now there is zero profit, how to reverse this situation
Wolfgang had thought about raising the retail price of tobacco, but he was afraid that customers would not accept it for a while. So he racked his brains in hopes of coming up with a solution. One day, he went to the supermarket, and next to the kitchen shelf, Wolfgang saw two housewives shopping for tea sets, and saw them discussing the two tea sets on the shelves.
Which tea set do you think would be better?”
The quality of the two sets looks the same, but I think this set is better, it is a 5-piece pack. ”
Isn't that set of 6 a better one?It also has an extra one. ”
There is one more, but ** is also relatively higher. Anyway, 5 is only enough, why not buy an economical and practical one?”
In the end, the two housewives bought 5 tea sets at the same time. After they left, Wolfgang looked at the shelves and found that the teacups in the two tea sets were actually the same price.
This reminded him that on the two issues of ** and quantity, consumers seem to be more willing to buy goods with small quantities but ** low. If the number of Marlboro packages is directly reduced under the condition of **unchanged, is it more acceptable to consumers?Wolfgang analyzes it this way.
Wolfgang immediately put it into practice. He contacted the tobacco manufacturer and asked them to change the number of Marlboro packs from 20 to 19 sticks. In addition, Wolfgang also specifically instructed the manufacturer to indicate the following words on the outer packaging of cigarettes: smoking is harmful to health, and this package uses a unique 19-pack to reduce the burden of "1" for you.
Sure enough, after the 19-pack Marlboro was launched, not only did it not cause consumer dissatisfaction, but many smokers also said that it was a good change, because they invisibly smoked a lot less. And for Wolfgang, after a cigarette reduction, his profits returned to the way they were.
Tobacco merchants saw the popularity of the 19-pack Marlboro and hurriedly followed suit. In just a few months, the Marlboro appeared on the German market in a unique 19-pack pack, and the tobacco merchants finally kept the Marlboro market.
Mr. Rain's Comments: What does it mean to break the mindset?As long as you ponder one thing every day, and at the same time use the thinking mode of asking questions, analyzing problems, and solving problems, any stereotype can be brokenI have a deep experience of this, and I hope everyone can stick to it, and there will always be a harvest day.
Lan Xiaoyu: Author of the practical sales entrepreneurship book "I'll Tell You Everything", founder of the 716 team, WeChat subscription number: lanxy2014
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