What Is Tactical Marketing?

Marketing tactics refer to the combination or planning of marketing methods that the company can control after it has determined the target market and market positioning.

Marketing tactics

It is a matter of deciding how to do what has been determined. What companies can take advantage of

Generally speaking,

After determining marketing goals, the next step in marketing is to choose a competitive tactic and develop it into a strategy. There are several principles to keep in mind when choosing a tactic:

1. Tactics are not company-oriented

Choosing a tactic that meets the needs of business strategy is the biggest drawback of top-down marketing. Xerox bought a computer company (Scientific Data Systems) simply because it fulfilled the company's strategy to provide customers with complete office automation equipment. This is a $ 1 billion error, and customers already have too many computer companies to choose from: just a few, such as IBM, Digital Equipment, and Wang An.

Nine tenths of the newly launched products are to fill the gaps in the company's production, not to fill the gaps in the market. This may be the reason why nine out of ten new products have failed. If the company's goals are misfocused, you may gain some sweetness inside the organization, but outside the organization (that is, in the market), it may lead to catastrophic consequences.

2. Tactics should not be customer oriented

The great mystery of marketing is that this competition is always in the name of "serving customers".

Many marketers live in a dreamy world. They naively believe that the market is pure and untapped, that is, they believe that the market is just a "game" for the company and its customers. Under this illusion, a company always designs a product or service to attract the needs of customers, and then dreams of using marketing to achieve a bumper harvest. In fact, there is no pure market. The real market competition and marketing are conducted on a market composed of a large number of competitors and consumers who are more or less attracted by them. A market competition is also composed of two parts: attract your original customers, and at the same time try to grab other customers from your competitors.

What about the new product? Of course, when you launch a new product that is blank on the market, you will always think that there must be a large piece of pure land on the market waiting for you. In fact, the situation may not be as you think. Before Sony launched the Bedamax video recorder, what was the situation of the camera market? Of course it is blank. Sony estimates its potential market by the number of TV owners, but this is not the case. In fact, there is no guarantee that everyone of them will buy a video recorder.

3 Avoid the "increasing suit variety" tactics

One common tactic you should try to avoid is "provide more choices." Some companies, however, base their entire marketing plan on the idea of "increasing variety of colors". Too many suits make it impossible to highlight the characteristics of a suit. Take advantage and gain popularity. For example, who invented strawberry ice cream? No one can answer this question because there are so many colors of ice cream.

In addition, providing consumers with multiple choices also has its inherent problems. One is that it is easy to confuse. Customers may ask: Which one is right for me? The second is availability. The more varieties of products there are, the more likely it is that a variety of products that customers want will be sold out. For example, when Coca-Cola only has the Coca-Cola variety and name, it is difficult to imagine that Coca-Cola may be out of stock in a supermarket. Today Coca-Cola has new Coca-Cola, Classic Coca-Cola, Special Coca-Cola, Cherry Coca-Cola, Special Cherry Coca-Cola, Caffeine-Free Coca-Cola, and Special Caffeine-Free Coca-Cola are out of stock.

Multiple choices make customers' decision-making complicated and difficult. The 10 models provided by Chevrolet (a confusing arrangement of different bodies and engines) bring any convenience to customers who buy a Chevrolet car. Yet? General Motors once bragged: It combines various options of cars in various ways, and you can order thousands of Chevrolet. However, more than half of the new Chevrolet cars are purchased by dealers and stored on the floor of the exhibition hall. The customer's choice is just to buy the kind of car that has been coated and waxed (there are just a few ),is not it?

4 Simplicity is better than complexity

Although human beings value complexity, most people are unwilling to take the time to figure out complicated things. Therefore, the concept of multiplication is easier to implement, and it is easier for people to understand and remember them. However, some companies often put products in front of people in a dizzying and complex way, rather than selling customers in a concise way.

A few years ago, in order to redeem its lost reputation in the office automation system market, Xerox set off a wave of publicity for its new series of products. It leased the Vivian Beaumont Theatre in Lincoln Center, New York, The office automation system of Xerox is listed on the complex, which seems to be dazzling its technology. As a result, the exhibition was exciting, but it did not attract the interest of the publishing industry or people because it was too complicated to deal with. What exactly made Xerox do such a thing? It is a typical top-down way of thinking. They envisage shaping Xerox's image as a major producer in the office automation industry to expand its influence in the market.