A good starting point would be to perform some market research to see what percentage of users in the airline industry are looking for promotion/discount, and what percentage of users actually are interested in a particular brand. The increase in sales in the short term from the promotion is often unnoticed by consumers interested in the brand, they just buy for cheap. The rest is consumer object will not interested in price and often buy products of the brand even when not running the promotion. Once you have this information, you can start analyzing your sales will reduce how much if you cease promotion compared to profits.
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