What influences the customer's choice (and, accordingly, sales):

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Product distribution policy . A person could buy juice of another brand if ours is not available in the store. Sometimes people are ready to look for a product of a specific manufacturer in other retail outlets (this is what distinguishes strong brands).

Company promotion policy . Positive influence on sales is provided by: product recognition (thanks to advertising), tasting, discounted price. These aspects are especially important for mass-market products that people buy every day.

The product itself . We estonia email list are talking about its variable and unchangeable characteristics. The former (in our example, this includes packaging) are easier to work with, while the latter (suitable for baby food) are more difficult due to significant costs, expansion of the consumer audience, or a change in segment.

Price . It seems that its reduction leads to an increase in sales. However, not everything is so clear. If the product is initially characterized by a high cost (for example, black caviar), then its decrease will make consumers doubt the quality of the product and refuse to buy. Price directly affects sales volume and increase in profit. If the cost of products increases, it is undesirable to reduce their price.

Managers . Their role cannot be underestimated. Although the example given does not say a word about salespeople and consultants, sales volumes largely depend on these employees. With an emphasis on active sales, the influence of managers on the level of product sales is especially obvious.

Thus, the volume of sales of products depends on all aspects of the marketing mix (the product itself, its distribution and promotion, price) and the seller as an element of the service area.

Remember that there are also external factors:

fashion trends;

seasonality;

general economic situation;

laws being passed and much more.

They have a noticeable impact on sales levels, but businesses cannot influence them.

Therefore, it is necessary to focus your efforts on those aspects that you can change and ensure sales growth by increasing:

volume of advertising (without compromising its quality);

conversions from an interested visitor (lead in e-commerce) to a buyer;

frequency of purchases by regular customers and the customer's "lifetime".

At the same time, it is important to correctly fit all tactical decisions into the overall, carefully thought-out strategy for the development of the company as a whole and promotion on the market in particular.