With the increasingly fierce competition in the market, brand price control has become an important means for enterprises to protect their own interests and brand image. Brand price control refers to the management and monitoring of sales channels through a series of measures to ensure the stability of products and prevent the occurrence of low-price disorderly prices and cross-selling. So, what should brands do to control prices?
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1. Clarify the price control target.
First of all, companies need to be clear about the goal of price control. The goal of price control can be to maintain brand image, protect market share, prevent low prices, arbitrary prices, and cross-selling. Enterprises need to formulate reasonable price control targets according to their own situation and market demand, and provide direction for subsequent price control measures.
2. Formulate a price control strategy.
On the basis of clarifying the price control target, enterprises need to formulate a specific price control strategy. The price control strategy includes the following aspects:
1.*Management: Enterprises need to set product guidelines** and require dealers and distributors to sell products in accordance with the guidelines**. At the same time, enterprises need to regularly inspect the market, and deal with behaviors such as low prices and cross-selling in a timely manner.
2.Channel management: Enterprises need to carry out fine management of sales channels, reasonably allocate supply of goods, and ensure that the interests of dealers and distributors at all levels are protected. At the same time, enterprises need to strengthen the training and management of dealers and distributors to improve their awareness of brands and products.
3.* Management: Enterprises need to formulate a reasonable strategy, according to market demand and product characteristics, to carry out ** activities, to improve product sales and market share. At the same time, enterprises need to strengthen the supervision of first-class activities to prevent the occurrence of low-price disorderly prices and cross-selling.
4.Product management: Enterprises need to carry out refined management of products, and formulate reasonable product strategies according to market demand and product characteristics. At the same time, enterprises need to strengthen the quality supervision of products to ensure that product quality meets the requirements.
3. Strengthen supervision.
Enterprises need to strengthen the supervision of the market, and promptly detect and deal with behaviors such as low prices, arbitrary prices, and cross-selling. Specific measures include:
1.Establish a sound inspection system: Enterprises need to establish a sound inspection system, regularly inspect the market, and timely detect and deal with behaviors such as low prices and cross-selling.
2.Strengthen the management of dealers and distributors: Enterprises need to strengthen the management of dealers and distributors, establish a sound file management system, and monitor the operation of dealers and distributors in real time.
3.Establish a reward system for whistleblowing: Enterprises can establish a reward system for whistleblowing to encourage consumers and dealers to report behaviors such as low prices, random prices, and cross-selling.
Fourth, enhance brand value.
The ultimate goal of brand price control is to enhance brand value. Enterprises need to enhance brand awareness and reputation by improving product quality, strengthening brand publicity and promotion, etc., so as to improve consumers' loyalty and trust in the brand. At the same time, enterprises need to strengthen brand protection, prevent the emergence of counterfeit and shoddy products, and maintain a good brand image.
To sum up, brand price control is a long-term and arduous task, which requires enterprises to formulate specific price control strategies on the basis of clear price control objectives, and strengthen supervision and enhance brand value. Only in this way can we ensure the stability of the product and maintain the interests and brand image of the enterprise.