How Do I Choose the Best Product Marketing Strategy?

Marketing strategy refers to the strategy for selecting and occupying the target market determined by the company based on its internal conditions and external competition. It is an important part of formulating a strategic marketing plan for an enterprise, and its essence is the overall design of an enterprise's marketing activities. The company's marketing strategy is designed to give full play to its advantages, enhance its competitiveness, better adapt to changes in the marketing environment, and obtain maximum economic results with less marketing investment. ^[1]

Marketing strategy

The difference between marketing strategy and marketing strategy

Marketplace

The development of an enterprise depends not only on its good management, but also on its quality products. The success of a product is mainly reflected in the sales volume of the product. So how to fight the sales volume of the product? How to increase the market share of the company? Adopting a perfect marketing strategy is necessary to provide some reference for the company to increase product sales. Hope Can bring certain help to the enterprise.

Open up new markets

Enterprises should be aware of the importance of the market and should set up a special marketing department. Specialized in market analysis and market research. Collect timely data of products, and find ways to enter the products into relevant markets, first in the regional market, then in the domestic market, and finally in the international market to effectively sell the products.

Enterprises should learn to find more potential customers in new markets. A long time ago, computers were generally sold to some scientific research institutions and schools. They would not consider reaching personal homes at all. With the development of technology, the computer penetration rate It is also getting higher and higher, and ordinary people are starting to use computers, and potential customers have become actual customers.

2. Multi-channel sales model

The sales of products by enterprises should not be single-channel sales. It is recommended that companies should adopt multiple channels to sell products. Before, wineries would give their wines to distributors for sale, but later found that this single channel cannot To better solve the problem of product sales, wine merchants began to look for new sales channels, that is, later wine merchants directly established wine outlets to sell wine directly to consumers, and also sold wine directly to some restaurants. , Hotel. This is an obvious multi-channel sales model.

3. Good product development strategy

An enterprise's product development strategy requires a certain basis of technology, capital, and cost. However, in product development, it must first thoroughly understand the needs of the market, understand the needs of customers, and develop products that meet the needs of customers. A product development strategy requires a certain degree of innovation, and requires companies to have a certain degree of innovation. Enterprises can explore new things well. Enterprises with innovation ability are companies with development potential. New product development strategies can be very To improve the competitiveness and adaptability of a company, it also requires the company to spend a lot of cost to find new markets, especially for those new markets that are growing, which is more beneficial to the company.

4. Marketing skills

Enterprises need to develop, and that will necessarily require good marketing methods, especially in terms of products. Fighting product wars will allow companies to gain a firm foothold in market competition, enhance their competitiveness, and make them invincible among many competitors. place.

• The factors that influence marketing strategies are macro environmental factors and micro environmental factors.

• Macro environmental factors refer to the external environment in which an enterprise operates. It is neither controllable nor influential for an enterprise, and it plays a very important role in the success of enterprise marketing.

1. Humanistic environment:

1) Demographic factors: the relationship between the number of people and the composition of the market; the relationship between population urbanization and the market; the relationship between changes in the age structure of the world's population and the market.

2) Geographical migration factors of the population: the relationship between the movement characteristics and rules of passenger flow and the geographical environment; the relationship between purchase motivation and geographical environment.

3) Social factors: family; social status class, affecting market segments.

2. Economic environment:

1) Gross national product.

2) Personal income, reflecting the level of purchasing power.

3) Foreign trade revenue and expenditure.

3. Natural environment: shortage and protection of natural resources; deterioration of the environment; impact of diseases.

4. Technology environment: the impact of technology on corporate competition; the impact on consumers.

5. Political-legal environment: The stability of the political structure and the political and legal environment of the country directly affect marketing strategies.

6. Social-cultural environment: education level, religious beliefs, traditional habits.

Micro-environmental factors refer to various factors and conditions that exist around the company and closely affect its marketing activities, including suppliers, competitors, the public, and the company itself.

1.Supplier: Guarantee of resources, control of costs.

Purchaser

1) Private purchasers: Many people have a wide range of needs, and the demand is very different. Most of them are small purchases, and the purchase frequency is high. Most of them are non-expert purchases.

2) Group buyers: The number of group buyers is small, but the size of the buyers is large; it belongs to derived demand; the group purchase demand is less flexible.

3. Intermediaries: They purchase products and services mainly for resale to obtain profits; they are purchased by experts; fewer purchases;

4. Competitors:

1) Competitors and their number and scale.

2) The relationship between consumer demand and competitive supply.

5. The public: financial public, government public, public action public, local public, corporate internal public, general public.

6. Collaboration among various departments within the enterprise.

Now that human beings have entered the 21st century, due to the rapid development of information science and technology and the huge changes in consumption patterns, modern market conditions have become more complicated and the market competition is extremely fierce. For any enterprise to successfully enter, occupy, consolidate and expand the market, it is especially important to adopt the correct marketing strategy.

For a long time, the 4Ps theory widely accepted by the marketing theory community was proposed by the American scholar Jerome McCarthy. The 4Ps marketing strategy can find the most important factors from the complex marketing variables and rise from the simple factors. As a set of strategies to better adapt to an increasingly complex marketing environment.

With the development of marketing theory research, it appears that 6Ps, 10Ps, and 11Ps strategies are all extensions of 4Ps marketing strategies, and the core is still 4Ps. For more than 40 years, every marketing manager has basically considered the issue from the 4Ps theory when planning marketing activities. [2] In 1990, American scholar Lauterborn first proposed to replace traditional 4Ps with 4Cs to provide marketing strategy research. With new ideas, in contrast, 4Cs pay more attention to consumer demand-oriented. Compared with market-oriented 4Ps, 4Cs have made great progress in concept. However, from the perspective of corporate and market development trends, 4Cs inhibited corporate initiative and creativity [3]. In the mid-1990s, the 4Rs proposed by the American scholar DonE. Schultz explained the four new elements of a brand new marketing strategy [4]. 4Rs is competition-oriented and summarizes a new marketing framework at a new philosophical level. It considers the marketing activities of the company to a macro and social level, and proposes that enterprises, customers and other stakeholders should establish a community of career and destiny Establish, consolidate and develop long-term cooperative relationships, emphasizing relationship management rather than market transactions. The 4Vs marketing strategy proposed at the end of the 1990s aims to cultivate and build a specific approach to the core competitiveness of enterprises, and is a new focus of modern enterprise marketing.

Marketing goals should include: quantity goals, such as sales volume, profit, market share, etc .; qualitative goals, such as improving corporate image, visibility, and customer acquisition; other goals, such as market development, new product development, and sales , Promotion of existing products, etc. Generally, it is established. For example, marketing goals may not be set, but the first thing to determine in the formulation of marketing strategies is marketing goals.

Ten ideas:

1. Knowledge marketing

Knowledge marketing refers to the dissemination of new science and technology and their impact on people's lives. Through scientific popularization, let consumers know not only what it is, but also why it is, and re-establish a new product concept to make consumers germinate The need for new products has reached the goal of broadening the market.

2. Internet marketing

Is to use the network for marketing activities. In today's world, where information is developed, information network technology is widely used in all areas of production and operation, especially in marketing, and network marketing is formed.

3. Green marketing

It means that the company fully reflects environmental awareness and social awareness in the entire marketing process, provides consumers with scientific and non-polluting goods and services that are conducive to the use of resources and meet good social ethical standards, and adopts pollution-free or less polluting Production and sales methods to guide and meet consumer needs for environmental protection and physical and mental health.

4. Personalized marketing

That is, the company pushes the attention to people, the release of human personality and the satisfaction of human personality needs to an unprecedented center. The company gradually establishes a new relationship with the market, establishes consumer personal databases and information files, and establishes more relationships with consumers. In order to personalize the contact, understand the market trends and customer needs in a timely manner, provide customers with a personalized sales and service, customers put forward product performance requirements based on their needs, and the company produces as much as possible according to customer requirements to meet individual consumer needs And taste, and apply information, adjust it in a timely manner with a flexible strategy, improve the competitiveness with the coordination and cooperation between producers and consumers, and replace the past mass production with multi-variety, small and medium batch production.

5. Innovative marketing

Innovation is the key to the success of a business. The best strategy for business management is to eliminate their own products before others. This new method of applying innovation theory to marketing includes innovation in marketing concepts, innovation in marketing products, and marketing organization. Innovation and marketing technology innovation. To achieve this, marketers must maintain the flexibility of their thinking models at all times and allow themselves to become "the pioneers of new thinking."

6. Integrated Marketing

This is the concrete manifestation of consumer-oriented marketing ideas in the 1990s in Europe and America in the field of communication. It started in the 1990s, and its advocate was Professor Schultz of the United States. This theory is the integration of the marketing ideas of manufacturers and distributors. Both of them face the market, coordinate the use of different communication methods, give play to the advantages of different communication tools, jointly launch marketing activities to consumers, and seek to mobilize consumer purchases. Positive factors to achieve the purpose of stimulating consumers to buy.

7. Consumer alliance

A new marketing method based on consumer joining and enterprise alliance as the driving mechanism for returning consumer interests.

8. Chain Management Channel

This is a vertical development

One of the important factors for companies to be invincible in the current increasingly fierce market competition is to make scientific decisions about their marketing strategies. Marketing strategies are generally divided into three types: non-differential marketing; differential marketing; centralized marketing. Enterprises should use the above three marketing strategies to choose the best ones, and use them properly, so that they can achieve the expected results, usually consider the following factors:

1. Enterprise resource capabilities.

When the enterprise's resource capacity is limited and cannot occupy a relatively large market, the only practical option is to adopt a centralized marketing strategy, that is, to specialize in the demand of a specific group of consumers, to focus on one or a few target markets To gain a larger market share in a small market.

2. Product homogeneity.

The degree to which buyers feel similar to product features. If the company puts on the market homogeneous or similar products, such as gasoline, table salt, etc., then adopt a non-discriminatory marketing strategy to meet the needs of the majority of people in the market through mass production orders and mass marketing to win profits. .

3 Market homogeneity.

That is, the degree to which consumers' needs, preferences, consumption habits, purchasing behaviors, and various characteristics are similar in each segment. If the market homogeneity is high, the quantities purchased in each market are the same or similar, and the response to the marketing stimulus is also roughly the same, it is best to use a non-differential marketing strategy.

4 The stage in the product's life cycle.

So-called

1. Managers rely on personal judgment to make important marketing decisions, or stick to rules.

2. The company uses the analysis of the competitive situation as a guide to seize opportunities.

3. The top management pursues short-term marketing results and pays attention to acting quickly, regardless of whether it is right or wrong.

4. The entire company structure is flawed, so that the marketing plan launched by the managers is not a real solution to meet the actual needs of customers and solve their actual problems.

5. When selecting marketing managers, companies often value those who like "ingenuity", "creative", "exciting" or "gender charm", rather than focusing on savvy and insight. Therefore, in the end, they can only accept the brands and marketing plans they launch.

6. Marketing plans rely heavily or completely on suicidal market surveys, including the world s most unreliable and ineffective survey methods, such as key customer groups, market segment phone surveys, and lengthy letter surveys to assess customer satisfaction.

7. Only five or fewer decision items are considered in the process of making marketing decisions and corresponding marketing research: marketing goals, positioning, advertising planning, pricing standards, media expenses, product / packaging specifications, etc. within five.

8. Either the marketing decision items have not been carefully analyzed, or the consumers have unilaterally emphasized what consumers want or verbally promise to buy, with little or no analysis of profitability.

9. There are no specific targets for the overall marketing plan and its components, such as advertising. In the implementation process, there is no future measurement system to evaluate the achievement of goals.

10. The marketing director does not understand and does not intend to understand the production costs and other costs beyond his scope of authority, so he has countless ROI on the marketing plan.

If a company's marketing plan often makes one or two of these mistakes, it is still possible to survive. But if there are more than five of these symptoms, there is almost no cure. This kind of marketing is a dead end. Don't believe the following marketing misunderstandings:

(1). Observing what your opponent is doing is a shortcut to capture marketing opportunities.

It s really important to understand your opponent s actions and how effective they are

I. Efficiency Priority Strategy: The most popular motivation among Chinese people is the motivation for seeking truth. For any marketing to be successful, it is first and foremost a good product. Therefore, the first strategy in marketing is the efficiency first strategy, that is, the efficacy of the product is considered as the first factor that affects the marketing effect, and the quality and efficiency of the product are given priority.

Second, the price fits the strategy: The positioning of price is also an important factor affecting the success or failure of marketing. For Chinese consumers who are very realistic and honest, the price directly affects their purchasing behavior. The so-called "fitness", first, the price of the product must be recognized by the masses of the consumer groups targeted by the product; second, the value of the product must be comparable to the price of many products of the same type; Many operators of similar products are comparable.

Third, the brand promotion strategy: The so-called brand promotion strategy is to improve and enhance the various factors that affect the brand, through various forms of publicity, to increase brand awareness and reputation. Upgrading the brand requires both quantity and quality. Seeking quantity means continuously increasing popularity and seeking quality, which means constantly increasing reputation.

Fourth, the stimulus source strategy: The so-called stimulus source strategy is to treat consumers as the source of marketing, and through marketing activities, continue to stimulate consumers' purchase needs and desires to achieve the greatest service to consumers.

V. Appearance strategy: Appearance strategy is based on the fact that real people use a certain product to produce good results as a case, and disseminate it to other consumers through publicity to achieve a strategy to stimulate consumers' desire to buy. Commonly used strategies for presenting statements are tabloids, promotional activities, and case TV specials.

6. Media combination strategy: The media combination strategy is to use various types of advertising media that promote the brand in an appropriate combination to rationally use them to stimulate consumers' desire to buy and establish and enhance the brand image.

7. Single appeal strategy: The single appeal strategy is to select the right consumer group according to the product's efficacy characteristics, and accurately propose the appeal points that can best reflect the product's efficacy and satisfy consumers.

Eight, terminal packaging strategy: The so-called terminal packaging is based on the product's performance and efficacy, in various forms of publicity in the place of direct transactions with consumers. The main forms of terminal packaging: one is to post a poster to introduce the product or brand at the terminal; the other is to pull up a banner to promote the efficacy of the product at the terminal; The fourth is to communicate emotionally with terminal salespersons, affect salespersons, and improve the degree of salespersons' product promotion and recommendation. Surveys show that 20% of health care product buyers seek the opinions of salespersons.

nine,

Marketing Strategy Direction

Overall strategic direction

Business philosophy, policy, corporate strategy, marketing objectives, etc. are the prerequisites for an enterprise to formulate a marketing strategy and must be adapted or obeyed. Generally, it is established. For example, marketing goals may not be set, but the first thing to determine in the formulation of marketing strategy is marketing goals. When determining the goal, the connection with the overall strategy must be considered, so that the goal is compatible with the purpose of the enterprise and the attitude of the market and customers as specified in the corporate philosophy.

Marketing strategy goals

Marketing goals

Marketing goals should include: quantity goals, such as sales volume, profit, market share, etc .; qualitative goals: improving corporate image, visibility, and customer acquisition; other goals, such as market development, new product development, and sales , Promotion of existing products, etc.