What Is a Sales and Marketing Strategy?

Marketing strategy is based on the needs of customers, based on experience to obtain information on customer demand and purchasing power, business expectations, and organize various business activities in a planned manner.

Marketing strategy

Marketing is the ultimate lever of the 21st century! In the 21st century, great success will only come to those awesome market merchants.

why? Because today's companies have no other leverage available. After all, the vast majority of companies today have been reduced to a commodity. People's buying behavior is not much different, and the cost of advertising is almost the same. Even if the company works overtime, two or even three shifts will not bring much advantage.

But if you can get everyone you hire

1. Promotion is one-to-one and marketing is one-to-many;

2. Promotion is to sell the product well, and marketing is to make the product sell well.

Purpose: Customers will remember you when they don't buy, and think of you when they want to buy. In a word: "Build a customer's awareness of your product." Let customers know you, this is why so many advertisements are desperately broadcasting and desperately throwing money. Some people may ask that no one buys the money. Actually, it is not a process to build customer awareness and make the product sell well.

There are four main marketing competition strategies in marketing theory :

1. Compete directly with competitors; This strategy is mainly applicable to the situation where the company has strong competitive strength, the industry has the same strength or the company has a slight advantage, and of course the requirements for the company are also very high;

2. Make it difficult for competitors to fight back; that is, to adopt some measures and means that the competitors are in a position of failure or passiveness or inferiority before they can respond. They have high requirements on corporate strategies, innovations, and technicalities, which are feasible in reality Sex also needs to be considered;

3. Competitive strategies without victory; mainly adopt some strategic methods that force the other party to surrender and give in, adopt some competitive methods, and force the other party to make withdrawal from the field or industry, depending on the characteristics of the industry and specific circumstances;

4. Cooperate with competitors. This method is more feasible. It is a good medicine for companies with equal strength and seeking common development. It can not only achieve a win-win situation, but also enhance cooperation and achieve corporate profits.

The main contents of marketing planning are:

1. Formulation of marketing strategy;

2. Citywide product promotion;

3. Marketing team building;

4. Formulation of promotional policies;

5. Creation of special sales models such as monopoly systems;

6. Terminal sales performance improvement;

7. Model market building;

8. Establishment of distribution system;

9. Channel construction;

10. Construction of direct sales system;

11. Construction of price system;

12. Investment promotion planning;

13. New product launch planning;

14. Product planning;

15. Market positioning;

16. Marketing diagnosis, etc.

1. Analysis of market environment

The main purpose of market environment analysis is to understand the potential market and sales volume of the product, as well as the product information of competitors. Only by grasping the market demand can we be targeted, reduce mistakes, and minimize the risk. Taking herbal tea as an example, herbal tea has always been enthusiastic for southerners. There are differences in climate and diet. Therefore, the main marketing force should be concentrated in southern cities. If the wrong positioning will be made, the power will be transferred to the north. No matter how much human and financial resources are invested, good marketing results will not be achieved.

2. Consumer psychology analysis

Only by grasping for what reasons and for what purpose consumers will buy products, can we formulate targeted marketing ideas. Marketing is mostly consumer-oriented and formulates products according to consumer needs, but this is not enough. An analysis of consumption power and consumption environment can make the entire marketing campaign successful.

Melatonin can be sold for decades, and it can be seen from its intermittent advertisements and slogans: Festive gifts do not use the characteristics of Chinese people to give gifts during the festival. As a health care product, two lively elderly people The image imperceptibly drove the younger generation to choose melatonin during the festival. I believe that if two young people speak advertising messages, the influence will be greatly reduced.

3. Product advantage analysis

The product advantage analysis here includes product analysis and competitive product analysis. Only by knowing ourselves and knowing one another can we be invincible. In marketing activities, this product will inevitably be compared with other products. If you cannot understand the advantages and disadvantages of this product and competing products, you will not be able to impress consumers. This happened in a marketing course. In the actual simulation in the course, two students simulated the sales situation. One of the students who acted as a salesperson lacked both the product and the competitor during the entire process. Sufficient understanding led another student to transfer the product characteristics only through intuitive feelings, which ultimately led to the failure of the entire sales process. The purpose of marketing is also the same. Through marketing methods, let consumers understand the advantages of this product, and then generate purchase desire is an important link in marketing activities.

4. Choice of marketing methods and platforms

The choice of marketing methods and platforms should not only be based on the company's own situation and strategy, but also take into account the preferences of the target group. For example, products targeted at children across the country can be displayed in the form of animated short films on the children's channel of CCTV according to the characteristics of children. This not only conforms to the corporate strategy, communicates the products to children across the country, but also attracts children's attention.

For some fast-moving consumer goods, you can choose a method that has a high degree of suitability to the product. For example, very popular games such as parking spaces and happy farms on the SNS platform have attracted many auto companies and beverage companies to join, and have achieved very good results. Effect. Marketing is a more complicated system, but all marketing activities should be based on the above four points. After clarifying the above four points, it is no longer difficult to make good marketing ideas.

Strategy 1: Know Yourself, Know Your Others

To compete with competitors, knowing yourself is the key to developing an offensive strategy and not fighting unprepared battles. The system collects the information of competitors, analyzes the advantages and disadvantages of competitors, and finds the weak links of the opponent to attack. Get as much information about your competitors as possible. The establishment and implementation of a competitive information system must be based on two principles: practical and effective.

Strategy two: avoid the reality and defeat the weakness

When confronting competitors, choose the weak link of the opponent's weak market to attack. Don't choose the competitors' strengths to confront the competitors positively. Avoid the facts and defeat the competitors. It is often several times higher than attacking or defensive in other markets, so it is not advisable to head-to-head, but to formulate market strategies for competitors' weak links, avoid their sharp edges, and take advantage of the imagination. While improving resource efficiency, it is a powerful blow to opponents .

Strategy three: fast attack, preemptive strike

The art of warfare is clear: "pre-emptive, then post-control." Regardless of whether it is a product's selling point, media resources, channels, or terminals, it must first claim the prestige and preemptive measures before it can overwhelm competitors.

Strategy 4: Focus on the weak and the strong

The art of warfare often focuses on concentrating superior forces and destroying each one. There have been countless successful cases in history. This is the case for warfare, as is the case for commercial warfare. It is necessary to choose a centralized attack strategy in a market controlled by competitors.

Strategy five: grab marketing, do what you can

Combat stresses the principle of doing what you can, and so does marketing offense. What we need to do is to let the advantage finally turn into the victory.

(1) 4P's marketing strategy portfolio

1960s, yes

influences

Small and medium-sized enterprises do not have the rich resources of large enterprises and cannot spend a lot of money on traditional marketing methods. Therefore, small enterprises should be more flexible and adapt to their strengths to avoid weaknesses and change their marketing strategies. The Internet is developing rapidly and technology is stable. Small businesses can use the Internet as a platform to implement their promotion plans. Many companies are optimistic about the advantages of the Internet and have joined the network marketing team, but not all small and medium-sized enterprises can do a good job in network marketing, because some companies lack practical experience in network marketing and have a poor understanding of network marketing. As a result, the original expected results could not be achieved, the investment funds could not be returned, and human resources and other aspects were wasted.

If small and medium-sized enterprises want to gain a place in the increasingly competitive Internet and use network promotion to improve performance and enhance the competitiveness of enterprises, they must first build their own websites, and use the website as the core for network promotion is the first choice for many small and medium-sized enterprises. The website is not only the appearance of the company on the Internet, but more importantly, it can publicly promote its own company and products, and the content and scope of the promotion can be more detailed and wider. Some companies may feel very strange. The corporate website is very new and practical, and the content of the website needs to be updated frequently, but why are there so few users? Which link is wrong? The key lies in the problem

The chain marketing strategy refers to the peer effect within a certain range of the market formation, which has produced a fixed chain industrial marketing model. The premise of its formation is the transparency, expansion and profitability of the industry. The significance of its formation is to make the marketing strategy standardized, process-oriented and efficient.

The first is the principle of division of labor in operation: the headquarters is a legal person, which implements unified management, unified purchase, unified accounting, unified business name, and unified

First, target customers

Focus on advertising to target audiences to reduce costs and avoid waste.

Reduce price competition

Place ads on specific consumer groups to create differentiation.

Third, target audience

1. Whose money is made.

Know who your customers are.

Categorize customers. The mass taxonomy can be divided into men and women, elderly and children, and can be divided into blue-collar, white-collar, black-collar, etc. according to social functions. There are more than 1.3 billion people in China. Don't say that I want to sell products to everyone! Be sure to target your customer base.

Find customers' needs and position the selling points of products. After classifying customers, what else needs to be done? Our ancestor, Lao Tzu, has a saying: "Know who is intelligent, and who knows himself. What is known to be intelligent is to understand other needs is a kind of wisdom.

Customer needs:

1.Explicit demand

2. Potential needs

3. Trending needs

Once this is done, the customer needs are classified. Does your product meet the explicit needs of customers such as food, clothing, and transportation, or is a potential demand for health care, or is it a trend and future demand for cars and houses?

Where do your customers go? Placing advertisements where your customers don't go is tantamount to drunk out of bamboo baskets.

2, what to make money

How should the product selling point be positioned

The selling point must be unique. If someone sells a cosmetic product to you, saying that it can cure all diseases, then no one will dare to buy it. Therefore, strategic marketing must also consider what customers think when buying, which is the point of consideration when customers buy.

Customer considerations when buying

1) Can I solve my problem

2) Can it bring benefits?

3) Can it create value

These considerations are also prioritized. When a product solves problems, brings benefits, and creates value, what will customers first first? Definitely solving the problem. For example, if a patient has a headache to go to the doctor, the doctor will definitely not say: prescribe a health supplement for you, and you can fundamentally solve your headache after eating for half a year. Customers need to solve existing problems, not future problems.

3.Who helps you make money

Broadly speaking, who helps us make money: marketing representatives, customers. So consider:

1) Construction and construction of marketing team;

In today's Internet world, the ups and downs of running a successful mobile e-commerce store are not easy. Only a few mobile e-commerce stores have succeeded, and most of them are struggling.

There are many factors driving the business growth of e-commerce stores. So, how can mobile e-commerce start-ups succeed? In the era of Internet web1.0, commonly used network marketing are: search engine marketing, email marketing, instant messaging marketing, BBS marketing, viral marketing; but with the development of the Internet into the web2.0 era, network application services have continued to increase, and the Internet Marketing methods are also becoming more and more abundant, including: blog marketing, podcast marketing, RSS marketing, SN marketing, creative advertising marketing, word of mouth marketing, experience marketing, fun marketing, knowledge marketing, integrated marketing, event marketing.

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 continually expanding popularity; seeking quality means continually 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.

Fives,

The main contents of marketing planning are:

1.Marketing strategy formulation;

2.Product-wide market promotion;

3.Marketing team building;

4. Formulation of promotional policies;

5.Special sales model such as monopoly system;

6. Terminal sales performance improves;

7. Model market building;

8. Establishment of distribution system;

9. Channel construction;

10.Direct management system construction;