Targeted Marketing Is The Gentle Quick Knife In The Waist.

In the competitive market structure, we should find out the weaknesses in the market operation of target products (one or several or even all competing products) based on the clear objectives of competition, formulate targeted marketing strategies and integrate resources into market practice, which we call targeted marketing.

Targeted marketing makes marketing objectives clearer, and produces greater market effect through effective targeted strategies. It is an effective way to shorten the product introduction cycle and change the rules of the game.

Example 1: shampoo for overlord.

In the advertisement of the king's shampoo, Jackie Chan said, "after an advertisement is finished, plus a lot of special effects, the hair is moving, very dark, very bright, very soft. As a result, the audience will surely curse me, and there is no such hair at all, which proves that the above is false.

I said, give me a try first, then prove that they are Chinese medicine, and no chemical composition, I spent a month, I feel very comfortable......

I want to show the audience that after I run out, it's like this.

This targeted marketing strategy is to cut the shampoo from all TV advertisements with the special trick of shooting advertising, completely distinguish the shampoo from other shampoos, and make the promise of its interests remembered and accepted naturally by consumers. The result is that consumers are not scolding Jackie Chan but scolding other shampoos.

Example two: Wu Gu Dao Chang

Another vivid example of targeted marketing is the lost grain market. Chen Baoguo's "I don't eat fried food" and the "non fried, healthier" value proposition of the grain market strongly cut open the fierce competition of instant noodles market. From the point of view of targeted marketing, the five Valley Dao Chang first regarded fried instant noodles as a targeted target as a whole, and then spread the minds of consumers, set up their own brand image, and successfully achieved a place in the competitive instant noodle market. Although it was defeated by such a reason, the targeted marketing strategy played a huge role in the early success of its market development.

Targeted marketing is a marketing strategy based on value. It is a way to find effective market entry points. Especially for small and medium-sized enterprises, it can produce unintended and small beating effects. It directly establishes confrontation with clear targets (usually market leaders and well-known brands), and quickly establishes the association with famous brands, reducing the consumer's cognitive resistance of new products entering the market, and greatly enhancing the marketing effect.

One, targeted marketing - what is the target?

Resources: targeted marketing strategy requires enterprises to integrate resources on the specific competitive platform, play the guiding role of the target, and effectively concentrate resources to participate in competition. It can be divided into two parts, that is, offensive resources and defensive resources. This distinction is to remind enterprises to pay attention to the dynamics of competition, and timely mobilize resources to cope with the counterattack of potential competitors, because no competitor will be fooled to be willing to be beaten.

Competitive ability: the improvement of the competitiveness of enterprises is a gradual process. It can not be accomplished overnight. It does not require enterprises (especially small and medium-sized enterprises) to face everything. Instead, it aims at setting and improving the marketing management according to the objectives, and takes the implementation of targeted marketing as an opportunity to enhance the comprehensive competitiveness.

In addition, enterprises should also pay attention to the degree of attack, try to avoid forcing opponents to dead ends, and seek to form a continuous competition and game state with their competitors, so as to jointly expand the market.

Product base: targeted marketing is built on the basis of products, creating value for the consumers, or providing greater value (including use value and psychological value) to the target opponent rather than an empty concept.

Therefore, product innovation plays a decisive role in targeted marketing. Targeted marketing based on products can only fail when consumers question and attack.

Two, targeted marketing - how to cut the knife?

Targeted marketing should find a target and formulate feasible and targeted strategies through effective information collection and market analysis. It is not a single target in marketing communication. Besides product base, it also involves channels, price setting and other aspects:

In the dissemination of the upper and lower Knives: targeted marketing in the dissemination of up and down the knife includes several parts: first, the advertising strategy, the targeted positioning of value support will be disseminated through the form of advertising, while pmitting their own value proposition to consumers while attacking their competitors; two, the public relations strategy, such as news dissemination and controversy, will expand the scope of communication and match with advertising to produce better results; three, personnel sales promotion, training relevant promoters, so that they can firmly grasp the obvious differences between products and target competitors and apply them in practical work, so that they can communicate directly with consumers, adjust strategies in time, adjust the strategy through timely feedback from relevant market, and effectively compensate for the lack of high altitude pmission, so that the effect can be doubled.

In terms of price, the price setting of targeted marketing should consider not only the price setting of competitors, but also the possible confrontational price reduction and other factors, including the target consumers' acceptance ability, advertising expenses, channel promotion costs and promotion space.

In terms of channels, it is necessary to establish a channel strategy from the perspective of competition. First, analyze the channel conditions of the target competitors, such as the profit of the competitors, the strength of the channel control, the distribution capability and the coverage of the network, etc., and find out the weak points of the competitors, then formulate corresponding channel strategies, enter quickly, strive for the channel resources that meet the competition requirements in a short time, establish advantages, and win the initiative in the channel.

Three, targeted marketing is just the beginning:

Targeted marketing strategy is an effective way to achieve rapid market expansion in the early stage of product entry, but it is only the beginning. Enterprises should constantly adjust their products in the dynamic growth of the market, and upgrade strategies through continuous understanding and meeting the needs of target consumers.