Market, how to “do the deep, painstaking, translucent”
A new brand to hit the market in the region? Is pursued, not by victory will not withdraw troops do? Or collapse, died down, half-way withdrawal will change it?
In the past, the market building, we often encounter such a situation, in one regional market to push a product, the primary process, frustrated, run into strong competitors, we are brimming with confidence, courage, do not be victory will not withdraw troops, or died down, the rapid withdrawal do? It should be said that this is a major strategic issues, if this problem is not clear, will inevitably lead to tactical operational errors, resulting in all aspects of loss and waste.
Overall, the greatest expectations of any one company is developing a better market-oriented, do a good job market depth development of the market, “so deep, painstaking, and translucent.” But in actuality, the implementation process, how to understand the market basis? How to understand the product structure? How to grasp the time?
First, we need to clarify several key issues
1, product sales and brand marketing how to understand the
As we all know that any one brand of a product structure, are not natural, simple process. A product into the market, able to sell, a brand into the market, but also able to sell. However, to seek temporary product sales, brand sales I was able to obtain. A successful brand, is bound to stand the double accumulation of time and quality. I have a hundred years of Coca-Cola brand, a hundred years of Coca-Cola is not merely seeking market share, while a greater extent, to deepen in pursuit of consumer mindshare.
However, the Chinese market, at least, spirits market, does not operate according to market the game plan. The initiator, of course, Shandong, “two holes”, namely those in greatest “Qin pool.”
Therefore, we understand the market “do deep, painstaking, translucent” should cover the two meanings: a heavy focus on product sales, the pursuit of momentarily occupied continuously seek short-term benefits; a re-brand sales are increasing, the pursuit of permanence, more well to obtain long-term benefits. Whether it is product sales, or brand marketing, its starting point, the focus is “to develop a better market-based.”
2, a number of product markets should be the main push
Mainstay of the market is a consumer, “consumer is king.” The starting point for the consumer market and end is still the consumers. The market “so deep, painstaking, translucent” The goal is to make consumption “cognition, identity, subscription,” and form a consumption boom. With consumer spending, there is the market. Market, large market, the market, small market hours. As a manufacturer, the ultimate goal is trying to market a bigger cake, the pursuit of big market share. However, a new product’s market position is suitable for small and medium markets, moving steadily. Although the introduction of new products, we should actively encourage the agents to continue to promote new products, but in a period of time, the price of new products must be the main push one brand should not be a market to promote two different brands of products. As in the last S in Henan in some markets, such as Nanyang, and even such a big market in Zhengzhou, the main push two totally unrelated to A-brand wine and liquor brands B, decentralized dissemination of limited advertising resources, and the results is “pervariabilis Tam Cai, two lost.” On the contrary, the main push Qinhuangdao an agent A brand of wine do in-depth and meticulous manner terminal promotional, A brand wine sales achieved fairly good results, 1-March, a total sales of 99.8 tons, for the continued development of the market has laid a good brand expansion base.
3, “Developing a better market,” What are the criteria to judge
Market position in the medium and small market, but also must have absolute potential, namely, “developing a better market.” Prior to entering this market, marketers must also write out a comprehensive inspection report of the market, including major competitors, and so forth. To determine whether the market a “development good,” there are two key criteria. A standard is that it is the most important criteria, whether there is a good agent. A market is dominated by end-consumer marketing is the key to co-dependent agents. A high-quality clients have the five necessary conditions, it is necessary to drive large, Xinxin Zu, good social relations; two single-minded to ideas, marketing concepts in line with manufacturers; third is to have end-markets, direct sales personnel and delivery vehicles ; Fourth, is to have a fixed distribution network; 5 is capitalized. The second criterion is to have a good brand, its packaging, its price, its taste must adapt to the market for consumer taste and taste, in short, to adapt to this market hotel consumption, in order to drive mass consumer leaders consumption. Only in this way can there be competitive in order to highlight the volume in order to squeeze the market.
Second, is the attack, is removed, the key operation in the market to grasp the following points
1, the strength of competitors
Mainly from the understanding of the following aspects: 1) The product offensive in the market for what purpose? The long-term? Or short-term? 2) The product packaging, pricing, and promotional tools to push this product is close to our Lord, who has advantage? 3) The product selection agent as compared with our agents, who the sales ability? 4) the product taste and quality in the market reflect on what? 5) The product volume in the core hotel sunrise and how? Whether it formed a good turning point?
2, our Lord is absolutely pushing the product and the market potential of how the space up
Master key from the following aspects: 1) consumers are the main pushing a comprehensive reflection of how the product, including taste, packaging, price, etc.? 2) The policy is supported by agents on sales and profits be? How the structure of the left channel profits? 3) The products in the regional markets is due to internal reflection or external causes? Internal factors mainly refers to the integrated elements of the inner products, external factors refer to market share, media tactics, the impact of other brands? 4) consumer preferences for the main push the product and loyalty to? 5) The agents have the confidence and sincerity to a protracted war? 6) when compared with competing products, the product volume in the core hotel sunrise if it has good trend?
3, the media tactics of how to
A) whether it lies in the quality of the media mix, whether the effectiveness of done?
2) The media mix is focused on local realities, advertising is scheduled in phases of continuity?
3) whether the implementation of the media in place?
To clarify the above problems, and standards and criteria for master, and understand the elements of the total figure out, and marketers should “Yao Ding Aoyama do not relax,” even if the market is a minefield in front of or into an abyss, should carry forward the “three-heart” Spirit – the determination to win, sustained perseverance, strengthen the confidence – to go forward without turning back, the market “so deep, painstaking, and translucent.”
“Do deep, painstaking,” specifically, the channel’s “intensive.” For marketers speaking, it is necessary to use the depth distribution of skilled operational systems, strengthen sales network building, and network building are required to in-depth development, distribution channels, form a network, file-oriented, and systematic. Hotels should be directed network operators should be directed super-network, two, three distributors must also be directed network, the main attack cities in each of the core block, a large peri-urban town, we must direct the development of 1 – 2 Jia distributor. This target key markets, we must lay the hotels, shopping malls positional warfare, but also must be emphasized that a protracted war, do not be victory, will not withdraw troops.
At the same time, the media mix, focusing on quality and to local conditions; ad listing, phases continuity.
If the target market not do translucent, it will fall short. Playing a vivid metaphor, like boiling a pot of boiling water about when they are drastic, cooling down. To have some time but it also needs water, he had to re-pay combustion, its loss can be described as miserable carry on.
On the contrary, a better market there is a market, did not meet the above-mentioned two “standards” – agent’s lack of confidence, left and right swing, and even sham; the main push the products have been pre-baptism, are indeed a result of a comprehensive assessment, including the existence of such packaging unfavorable factors such as price, the upside potential market in absolute space is too small, that is, both internal external causes adverse circumstances, you should have a choice, it must be halfway to halfway, which died down to be the guns are silenced, not to give way to milli do not tolerate them without mercy. We must resolutely prevent a war of attrition, as Furui Group Chairman Mr. Wang Xiaojin said: “In a market, be unlikely for there should not kept highly consumption, the brain should not be too dead, out of a flexible approach to solve the problem. This time, we must promptly change their attitude and change the market distribution and marketing strategy, focusing on promoting the market penetration of the law. “