Effective Marketing

In today's era of market segmentation and product innovation, effective marketing should take full account of the characteristics and needs of consumers from the very beginning, and make good use of various ways to attract and retain customers, so that the marketing budget will not become a blank bomb.

    實(shí)效營(yíng)銷，不僅是蒙牛這樣的企業(yè)在成長(zhǎng)過程中營(yíng)銷經(jīng)費(fèi)有限時(shí)“以小搏大”的追求，也是寶潔、百事可樂這樣的營(yíng)銷教師研究、探索、引領(lǐng)并深入實(shí)踐的基本功。

The successors, the original obscure small businesses, have jumped to success. The giant enterprises in the history are still alive with vigor and create new successes. All this changed the rules of yesterday's game, and told us that we must start the effective marketing mechanism and redefine the direction and basic rules of marketing competition.

    實(shí)效營(yíng)銷的原則核心：從市場(chǎng)占有率到認(rèn)知占有率

There is not much difference between the traditional marketing strategy and the military strategy. Taking the market as territory, CEO is the commander of the army, and the market competition is a zero sum relationship, either you die or I die.

Therefore, all companies strive to surpass their competitors in their own industry so as to achieve greater market share.

However, the result of this bloody competition is the narrower and narrower market space, and the profits and growth of all companies are shrinking.

The emergence and popularity of the blue ocean strategy stems from the disappointment of the business community in its traditional strategic view.

Zero sum game is not the only answer. Those who can create a win-win situation and create a new market are more respectable. Effective marketing is the alternative thinking mode of strategy.

"The children of piano lessons will not deteriorate". This is the popular slogan of mountain Ye piano. It catches the parents' mindset and adopts the strategy of attack, not to mention the virtues of its piano production, but to attract parents from the perspective of learning piano to help children grow up physically and mentally.

This is indeed very effective, parents agree with the views of Shan Ye, so buying mountain pianos is a matter of course.

This is why mountain leaves are brilliant.

This is a competitive strategy directly from the perspective of consumer cognition, not to divide the market from competitors, but to allow consumers to buy piano voluntarily, and ultimately create broader space for development.

If you just want to compete with your competitors, the marketing strategy will be the same. The result will be a hard fought Red Sea decisive battle.

In the case of limited resources, enterprises should maximize the marketing effect and lay the foundation for sustainable development. We must shift our focus from market share to cognitive occupancy.

Market share is a phased, one-off, cognitive occupancy can be copied successfully, continue to succeed, and therefore longer, more solid and more valuable.

    實(shí)效營(yíng)銷是圍繞消費(fèi)者的認(rèn)知展開，而不是以市場(chǎng)占有率為唯一準(zhǔn)繩的營(yíng)銷。在實(shí)效營(yíng)銷的戰(zhàn)場(chǎng)上，每個(gè)品牌面臨的都是一場(chǎng)“公平競(jìng)爭(zhēng)”，競(jìng)爭(zhēng)的實(shí)力來自于創(chuàng)造力、穩(wěn)固的顧客關(guān)系和消費(fèi)者認(rèn)知。 因此，實(shí)效意味著我們必須將關(guān)注重心從競(jìng)爭(zhēng)者轉(zhuǎn)移到消費(fèi)者身上。對(duì)競(jìng)爭(zhēng)者的過度關(guān)注，無疑將引向尾燈戰(zhàn)略，而唯有關(guān)注消費(fèi)者，才能真正抵達(dá)消費(fèi)者的認(rèn)知深處。 讓我們看看，當(dāng)企業(yè)將關(guān)注的視線完全投向消費(fèi)者的內(nèi)心世界而不被競(jìng)爭(zhēng)對(duì)手所左右時(shí)，世界會(huì)發(fā)生什么樣的變化。

Because Warren Sherry, Na Ying, Stefanie Sun and Sammi Cheng are known as the "Thean Hou Temple" Warner Music Company, the key to the success of the pformation is that Warner not only sees her opponent's performance, but always regards herself as a "music company" rather than a "marketing company", and pays attention to exploring the internal needs of consumers. Four.

Stefanie Sun's popularity in Asia, in addition to the value of music itself, "no pressure, natural and frank" singer concept, but also added a lot of points for Stefanie Sun.

Young people lack a sense of direction in the future, and the outside pressure is too great. Stefanie Sun gives teenagers a sense of relaxation. This is Warner's judgment of target consumers.

Watches have long been regarded as functional products for timekeeping. Hayek, chairman of SMH, the parent company of Swatch watch, disregarded how competitors have long looked at this industry. He combines precision technology with beautiful fantasy to turn watches into a fashion representation, allowing consumers to rethink this traditional product from the bottom of their hearts. Cognitive changes drive market share, and Swatch eventually becomes a global brand.

In Italy, many people have more than 6 Swatch tables to match everyday clothes.

If I just stare at every move of my competitors, I believe there will be no outstanding Swatch today.

Let's look at the marketing breakthrough of OZing, which is rapidly rising in the domestic learning machine market.

In the early days of OZing's launch in 2003, the market situation of e-learning machine products was very awkward: the market of electronic dictionaries was gradually shrinking - the sales volume in 2000 was 3 million 359 thousand, while in 2001 it dropped to 2 million 811 thousand units, and the market was shrinking by nearly 550 thousand in one year.

The market share of the English repeater is also declining, and the PDA market related to it has also declined. In the first quarter of 2003, the PDA sales in the Asia Pacific region dropped by 22%, while the domestic market shrank by more than 50%.

At that time, the market competition pattern was relatively mature, and the brand concentration was relatively high.

The three famous brands in the electronic dictionary market are good plations, Ji Yibao and Wen Qu Xing. They are the three pillars of OZing. The name of OZing is just the confirmation of this situation. The combination of "good", "good", "Ji" of "Ji Yibao" and "Star" of Wen Qu Xing become a "black horse".

It is OZing's "hybrid black horse", through strategic adjustment, the entire industry from the cold winter zone.