Flash Sale Marketing Strategy of the Smartphone Makers : Good or Bad Strategy?

Posted in Marketing & Strategy Articles, Total Reads: 2322 , Published on 23 May 2015
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Flash Sale marketing has been followed since ages by different businesses ranging from retail outlets to airline industry. And in the wake of growing market of smartphone industry, companies should measure the profitability of their products and order sizes in order to determine if they need to follow such aggressive strategy.

This strategy followed by Xiaomi – ‘APPLE OF CHINA’ with Flipkart ,India’s biggest online megastore enabled it to sell 40,000 Redmi 1S Smartphones Gone in 3.4 Seconds.


Image Courtesy: freedigitalphoto.net, renjith krishnan


A company should go for such strategy, bearing into mind the significance of meeting marketing metrics in order to push the products to create demand.

MARKETING METRICS


HOW FLASH SALE MARKETING STRATEGY OF THE SMARTPHONE FULFILLS MARKETING METRICS?

Sales metrics

Customer Readiness To Buy Metrics

Customer metrics

Distribution Metrics

Communication Metrics


Boosts sales

Competition intensified

Promote itself to be in the preference set of the decision maker.

Short term benefits to the company.

CAN THESE BE SUSTAINED AND TURNED INTO LONG TERM?


ONLY IF THEY follow :

1 customer first policy of satisfaction

2 Better Quality Products

EFFECT:

1 product advertisement through word of mouth

2 Build a  good brand Image

The unmet demands  creates

bad hype of not good inventory management system of the company

Product achieves 100% popularity in the limited time window.

.



.

BENEFITS OF FLASH SALE



Sales have the potential to deliver important benefits to independent retailers too. Xiaomi benefited Flipkart as well and boosted Indian Exchequer .Since many customers are not successful to purchase the product, flash sales in the process of raising awareness for the brand can motivate and encourage customers who visit the website to make another different purchase. Flash sales can help achieve benefits and meet the marketing metrics.


The article has been authored by Chiti Shree TAPMI (T A Pai Management school)

References:

  • · Marketing Management by Philip Kotler
  • · Reatilminded.com

 


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