Keywords: famous brand strategy brand branding brand management brand famous United States advertising research expert Larry Light believes that the future of marketing is the brand of war — brands compete competition. At a competitive disadvantage by the enterprise to consolidate existing finite resources and leading brand in the contend? unknown brands how rapidly in a short time to become a well-known brand? name brand how to grow as the leading brand? brand strategy decided brand growth speed.
The author through 5 years tracking brand growth course study found that those who grow faster corporate and brand has one or more of the four two Bo flemingia do support of brand strategy. The following ten brand strategy is from China well-known enterprises grow summed up, and the people in the industry.
1. market segments
The so-called market segmentation is to market segmentation into a different needs, personality or behaviour of purchasing groups and for each buyer groups take separate products or marketing strategies. Market segmentation has become a mature companies in marketing the brand strategy, but many production-oriented enterprises in promotional products were not adequate attention to this. In the modern competitive and constantly upgraded, any one enterprise is not possible to gain the entire market, or at least not in the same manner engages all buyers, because consumers are really too many, too dispersed, and their needs and buying habits. Every enterprise must find the most suitable for her a piece of cake. At a competitive disadvantage by brand and only in accordance with market demand, competitive disadvantages and advantages to determine their own market segment, will it be possible for them to seek out their own Foundation.
Haier Group is expert in terms of market segmentation. Haier according to the number of consumer summer laundry, single volume, launched the provincial water shengdianxing "whiz" series of washing machine. Sichuan, farmers use the washing machine and wash melons, Haier washing machine rapidly improved the water plant to meet local consumption needs. In the United States has been relatively mature refrigerator market, Haier found University apartment market, invented the can be used as desk fridge. Hisense in market segmentation is also unique in competition fierce air conditioning market set up their own "inverter air conditioner experts" image.
Not all segments of the market are successful, market segmentation must be built on the full market research foundation. Segmentation should not follow the same standards should be subdivided from different angles that work best for your market. Common breakdown variables are: geographical, demographic, psychological and behavioural variables. Geographical variables such as: urban and rural, South and North, Beijing and Shandong, etc. Demographic variables such as gender, age, family, marital status, occupation, etc. Psychological limits such as the middle and lower classes, life style, personality, etc. Behavior variable such as: consumption occasions, user status, frequency of use, purchase, etc. Market segmentation is a differentiated basis, after the breakdown should be targeting and positioning.
2. independence and explores
When the market becomes saturated, relatively mature, product and marketing methods are constantly tending to homogeneity, market segmentation of more difficult, more difficult to compete with the upgrade. Disadvantages of the brand in the industry the opportunity to reduce maturity to the fore, the difficulty increases. While many companies have chosen another road, creating a market and firmly in control of this market. First States that, discover a new market and quickly occupy it more than anything else. Create a new market of product innovation, marketing practices in the innovation and innovation in the use of methods of three common methods.
Commodity market in recent years has undergone a price war, eliminates the fungus warfare, green, war, battle, competition composition means continuously upgrade. Late into the commodity market, many brands are largely echoed sales not optimistic, but Jilin jiuxin Group launched the full-Ting SOAP in the form of the market. Obscure jiuxin group has become a rising star, because they opened a new road, launched the "subject" nourishing the skin of the mite. Jiuxin group firmly in the minds of consumers by establishing a "jiuxin except mite" image, but also for the future of brand extension. In product innovation, Shandong nine Yang soymilk machine is also a success story. According to China's love drink soymilk traditions and consumer convenience and hygiene needs, nine of the new invention of the soybean milk machines 阳. Shandong 9-a few years ago was a small business, but a few years it has annual sales of good performance shijiyiyuan, as well as many well-known traditional household electrical appliance enterprises are drooling over soybean milk machine market. Another enterprise Shandong Ming group, has taken the lead in promoting solar water heater, has become the King of solar energy.
If the company in product research and development does not have the advantage, then marketing methods innovation is also a good idea. Nutraceutical and pharmaceutical market is well known as a serious disorder market, product, industry development of homogeneity of basic marketing support.
Health products and medicines, marketing competition practices pattern fold out, but marketing practices quickly homogeneity. Consumer health products and medicines distrust attitude, corporate advertising playing loud, just don't take the goods smooth. In this situation, Shanxi Fu Chinese Yam industry launched the "clinic marketing," launched in Zhuhai days "Club marketing." Perhaps many people don't know Fu Chinese Yam industry, but most people are familiar with their product "luoxin specialists", "stomach-Shu" and "Lite" as soon as possible. 1998 years ago, people generally dissatisfied with the hospital costs, many people because the price is high, some of them are willing to go to the hospital. 1998 Fu was founded by Chinese Yam industry free community clinic, cater to the needs of society, through the system of medical packaging also fool people's trust. Fu Chinese Yam industry rely on innovative clinic marketing has created a single product sales up to $ 500 million of sales records. Zhuhai days years in health products big advertising campaign, take a low-cost Club marketing, the establishment of a large number of consumer records, through seminars and Club Fellowship and service forms, firmly in the grasp of a large number of loyal customers. Day of year customer resources become a valuable resource to launch new products.
Use the method of innovation sometimes can be a very effective marketing strategy. 1996 years ago
Our consumer consumption of fans is bulk fans, neither easy save without health. Longda Group 1996 launched China's first bag packing fans, occupied the country fans market and continuous years of steady sit fans industry head Suoo. 1991 arawana pioneered small packages of edible oil, all the way to sing over ten years, become edible oil industry leader.Create a single explores the market does not mean that will occupy a market, many enterprises have not laughs last, became the victim of industry. Haier medicine first launched the "health" concept, but its inferior health products-force is not achieved good results. Invention of million yen-VCD no wait VCD market maturity was forced "seclusion and Lakes".
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