3. Wrong time to sell via a mass retailer.
Sue has created a line of amazing skin care products. I know this, because I've tried her moisturizer. It's unlike anything I've come across, and I know moisturizers. She has identified the exact target market, has manufacturing and packaging contractors lined up, but she still needs to get her distribution channels nailed. Her dilemma is whether she should sell via a mass retailer like Costco (COST), as one has expressed interest.
What's broken: Nothing yet, but a break will occur if her company is the flavor of the month at the retailer, and consumers can't find her product in retail channels afterwards. I've seen this happen before, and it's not pretty. Say the retailer buys a zillion pallets of her product, so she ramps up manufacturing and cranks out product. The products are shipped to the retailer, it distributes to a few of its stores and all product is sold quickly (we hope!). Shortly thereafter, customers start to notice the results of the fabulous moisturizer (which Sue was paid little for, as the retailer demands massive discounts) and now they want more. They go to Costco, and it's not there. They go to the drug store/supermarket/(you name it) and it's not there. Meanwhile, what does Sue do with her manufacturing contractors? Tell them the massive order was a one-time gig? How does she predict demand?
How to fix it: I hate to say this, but I think Sue should hold off until she has her distribution nailed. Getting into a mass retailer is a fabulous advertising opportunity—yes, that's what it is—and she needs to have other channels set up to sell her product once her debut is over. Sue's products must be available elsewhere offline so repeat and word-of-mouth potential customers can find them. She can't count on them only buying via the Net.
翻译的好的话会加分!请不要用在线翻译,那样没意思!所以在线翻译的请远走!!!
有些人不要自作聪明地认为是什么广告好吧!只是商务英语中的一篇课文中的一段好吧!
还广告呢!想钱想疯了你来百度知道干嘛???