Discounts are one of the most important tools marketers use when promoting a product to market in order to incentivize customers to make a purchase. Most often they are used by well-known manufacturers of cosmetics, clothing, footwear, chain stores and supermarkets. Thus, they gain the largest market share and attract a significant number of regular customers.
Instructions
Step 1
Remember that the discount system is part of the company's pricing strategy. It assumes a change in the price level depending on the novelty of the product, seasonal fluctuations, and the category of buyers. The calculation of the amount of the discount is based on the base price of the product, which is changed by the amount of surcharges and discounts.
Step 2
It makes sense to create a system of discounts only if the proceeds from the sale of goods with a discount will be higher than without it. That is, revenue will be achieved in this case not due to the high price of the goods sold, but due to the sales volume. For customers, the discount can be differentiated depending on the frequency of making a purchase or using the services of the company, on the volume of products purchased and the procedure for payment.
Step 3
Do not forget that the discount should not be a step of despair for the enterprise. Its use should lead to an increase in profits or, at least, to its preservation at the same level. And for this it is necessary to determine how effective this event will be. The amount of the discount can be calculated depending on its type: a discount for a certain volume of purchases (one-time or cumulative discount), seasonal or a discount for the speed of payment.
Step 4
The volume discount, or progressive discount, is used by sellers to maximize their profits. When calculating it, as a rule, they are guided by the following principle: the profit from a large volume of goods sold should not be less than with the previous volumes and with the old price. When establishing such a discount, the previous sales volume is taken into account and the margin is calculated, on the basis of which the nominal discount and the discount scale corresponding to the sales volume are determined.
Step 5
Enterprises often use a system of discounts for the rate of payment for goods. The sooner the client pays for the products, the greater the discount he can count on. The discount percentage can be set based on the bank interest, inflation rate, etc.
Step 6
Due to seasonal discounts, demand is redistributed. To establish their value, the costs associated with the transition to the release of new products, downtime outside the season, the cost of hiring additional personnel during the peak season are determined. Discounts for liquidation goods are determined based on the possibilities of storing the goods in the warehouse, the likelihood of product damage, etc.
