How To Operate Free (Complimentary) Strategy And Strategy Effectively

As the saying goes, "there is no free lunch in the world".

However, as an effective strategy and strategy, many enterprises have extended their generous hands to their target consumers for free lunch. Free lunch is still around us, such as free e-mail, free game software and so on.

But the free enterprise is not to do any charitable activities, but to use this approach to serve the overall strategy of enterprises and achieve the strategic objectives of enterprises. Then, as a model, how can this strategy and strategy be effectively applied?

If we want to define this strategy and strategy, the strategy and strategy of free gift is the market strategy and strategy adopted by enterprises in order to achieve their strategic goals by giving free means to their target consumers to achieve the purpose of grabbing the market, cultivating the market and entering the minds of consumers.

The strategy and strategy of using this strategy or strategy free of charge and free of charge are effective, but not suitable for all industries and enterprises at any time.

When should those industries and enterprises take measures?

It is a multinational company with strong capital and some domestic companies, or companies that develop new technologies and products but have no real consumer groups.

In the strict sense of free, it is a kind of market strategy that a powerful company can play.

Long time free enterprise is bound to raise higher requirements for enterprise capital operation, otherwise the activity has not yet ended but the capital chain is broken.

The only exception is the development of new technology and new products enterprises, but there is no real consumer group of the technology and products. Enterprises have to adopt this strategy and strategy in order to cultivate the market.

Industries with low cost but lucrative products.

Generally speaking, the industries that take free strategy or strategy mostly occur in industries with low cost but huge profits, and the expenses produced by enterprises in the early stage of free gifts can be quickly digested by the profits of products sold on the later stage or the products sold after the end of the donation.

For example: health products industry, game software industry.

There is no real consumer technology and products.

There are no new technologies and products of real consumer groups. Because consumers do not understand these technologies and products at all, it is often very difficult for them to buy these technologies and products with cash, and the speed of market development will be very slow.

For example, when the Alibaba started to operate e-commerce in China, because the Internet was still in its infancy at that time, there was no consumer group willing to believe this new product, and the Alibaba had adopted free measures to target consumers in the early days.

Enterprises are used to develop new markets quickly when entering unfamiliar but powerful regional markets.

In order to open up the market, enterprises sometimes enter strange regional markets. However, these regional markets have made strong hands, and the regular market development mode will greatly reduce the speed and effect of market development, and even be strangled by competitors.

In order to quickly occupy the regional market, free gift will become an effective market strategy and strategy.

In the anti-virus software industry, Kabasiji has become one of the leaders in the industry.

Kabasiji's growth rate has exceeded his expectation in recent years, and he has to start slowing down the growth rate intentionally.

As a multinational brand, Kabasiji entered the early days of China, and China's antivirus software market was separated from each other, so its share was very low.

In order to change their embarrassment and attract consumers to try their products, Kabasiji began to implement a free strategy, so that consumers could adjust their fees later.

At present, Kabasiji has more than 80 million registered users in the Chinese market.

Enterprises are used when launching an attack.

The second, third place in the industry often challenges the position of the industry leader, but direct offense often takes great risks.

But in order to effectively crack down on the eldest, the attackers can take targeted products to the leading products of the boss, adopt free marketing strategies and strategies to effectively dismantle the opponent's target group, thus effectively attacking their opponents.

Enterprises are used in defensive warfare.

In the face of the challenges of the industry competitors, enterprises often need to carry out defensive warfare. In order to make a good defensive battle, they can also give free gifts strategy and strategy to the products launched by the competing products, thus effectively disintegrating the opponent's attack, attacking the opponent's attack edge and forcing his opponent to abandon the attack.

The principle that should be grasped by this strategy and strategy is to use the strategy and strategy to make the company pay a heavy price. Therefore, some principles should be grasped when enterprises use this strategy and strategy.

The strategic objectives are clear.

That is to say, enterprises must understand that the implementation of this strategy and strategy must serve the strategy of the enterprise and take the strategic purpose of the company.

We must not take this aim without purpose.

Where should enterprises define their strategic objectives?

In order to cultivate the market and to open up new markets, is it to fight offensive warfare or to fight a defensive war?

It is horrible to take this strategy and strategy without clear purpose. It must not be seen that others are trying to play the same role in doing so. Otherwise, they can only lose their wives and soldiers.

Control of rhythm, time and scope.

Under the premise of clear strategic objectives, enterprises must consider how to control the rhythm of this activity, whether it is continuous or phased, and continues to be generally suitable for enterprises that cultivate the market and have long-term market share and strong capital and other profitable channels.

Generally speaking, the phased nature is usually carried out by enterprises in combination with enterprises' phased purposes. If a company achieves a goal to cancel this activity after a stage, and then achieves another stage's goal, then take another stage of activity, which is generally suitable for enterprises to use in offensive and defensive warfare.

For example, rising star company will launch free antivirus software activities in order to block competition products.

Control time is no more important than controlling rhythm.

The scope of control is to define the scope of the activity clearly under the premise of clear strategic objectives.

There are two meanings: one is for those consumer groups, the other is in those market areas, whether the local market or the whole market.

If enterprises are only using the new regional market, there is no need to carry out activities in all regions.

We should shrink the front line as far as possible.

Because the free gift will cost the enterprise a certain price, so when the enterprise launches this activity, it is better to take a single product or a small number of products to break through the way, but not all the products of the enterprise are included in the scope of free gift, this is the enterprise that launches offensive war must cause heavy vision.

This is because enterprises are not going to be in a state of suicide, and single attacks are easier to achieve business goals, rather than letting consumers in front of a pile of products at a loss.

Choose a good target consumer group.

In order to maximize the effectiveness of this strategy and strategy, enterprises must allow their free range of consumer groups to be locked in the target consumer group. The donation outside the target consumer group will only increase the cost of the enterprise and make it difficult to maximize the efficiency.

Therefore, before implementing the activities, enterprises should seriously study consumer groups, and distinguish clearly those consumers are the target consumers of enterprises, those are not, and then carry out these activities around the target consumer group on this basis.

Follow up related products.

It is only a means rather than a goal for an enterprise to give free gifts.

Therefore, when adopting this strategy and strategy, we must do a good job in following up the related products so as to ensure that profitable products can be guaranteed after the activities are in progress or after the activities are completed.

For example, the free e-mailbox of the portal website, the free e-mailbox is free of charge, but these enterprises have launched a more powerful and perfect e-mailbox and advertised in the free e-mail interface to make profits. In December 2005, the three main games of the banner were free, but they relied on the equipment in the sales game. NBA was broadcast live free in China, but it made profits through seeking partners. Alibaba made profits through the user's rankings through free users.