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Low Cost Marketing Achieves Smes

2008/5/26 17:26:00 9

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When it comes to marketing, a lot of enterprises will think of it: advertise to CCTV, find a star to do endorsement, do a shocking price promotion and so on, which seem to be all the marketing of an enterprise.

It is unknown that advertising and finding celebrity endorsements are all going to cost a lot of money. For small and medium-sized enterprises, they can not compare with large foreign companies.

Procter & Gamble and Coca-Cola go to China to do the market. They can burn money all the year round to the central station and find the most famous stars as spokesmen.

Like Procter & Gamble and coke, there are many foreign companies in the Chinese market. In order to open up the Chinese market, they can lose their losses for 3-5 years or even longer. They are not afraid. That is because they are rich in money and can earn money to feed the market in other markets.

For small and medium-sized enterprises, it is a game played by the rich, which we can not afford to play.

Which enterprise dare to say that I have lost 3-5 years without any problem?

The enterprise itself is short of funds, can it sustain in the market?

Besides these, is there no other way out?

We can build a new path to maximize returns with the least investment.

Product positioning

Products can be said to be the fundamental reason for an enterprise to gain a firm foothold in the market. Because an enterprise has developed a market fit product, it has saved a lot of starving enterprises. So how can SMEs develop new products?

How can we develop products that are suitable for the market and meet the needs of consumers?

Let's take a look at some examples:

Herbal tea is a medicinal herb produced in Guangdong and Guangxi, which is boiled by Chinese herbal medicine and has the efficacy of clearing away heat, detoxicating and dampness.

Among the famous old herbal tea, Wang Laoji is the most famous.

In addition to the Guangdong and Guangxi, people do not have the concept of herbal tea. Even in the survey, consumers think that "cold tea is plain boiled water". "We do not drink herbal tea or hot tea."

The concept of promoting herbal tea is obviously shocking, and the demand for "detoxification" of mainland consumers has been replaced by drugs such as Niuhuang Jiedu Tablets.

The promotion of herbal tea is difficult. As beverage sales are equally dangerous, let's look at the beverage market: carbonated drinks have Coca-Cola, Pepsi Cola, tea drinks are unified, Master Kong, Wahaha, juice drinks are Huiyuan, Kangshifu, unify, fruit orange, and every family is rich in money, compared with itself is not an opponent.

Although Wang Laoji has been selling for 7 years, he has never been systematically positioned. Even the enterprises can not answer what Wang Laoji is.

Not to mention consumers, it is totally unclear why they should buy it.

Later, after market research, it was found that most of the consumers in Guangdong were drinking barbecue and mountaineering. The reason was not to call out for a bottle of barbecue. "Psychological comfort". It is not too serious to get angry. There is no need to drink yellow Zhen Long (Huang Zhenlong is the representative of cool tea shop, which represents the product with strong efficacy, and has the effect of dispelling dampness and reducing fire.)

In southern Zhejiang, drinking occasions are mainly concentrated on dining out, parties and family meals. During the process of understanding the local dietary culture, researchers found that consumers in the area were more worried about "getting angry" than in Guangdong. Their assessment of Wang Laoji was that they would not get angry, healthy, children and old people could drink.

These consumers' cognition and purchase and consumption behavior show that consumers have no need for treatment for Wang Laoji, but they are buying as a functional drink. The real motivation of buying Wang Laoji is to prevent excessive exposure.

And so on, it can be treated with drugs, such as bezoar antidote tablets.

Further studies found that consumers' views on competitors found that Wang's direct competitors, such as chrysanthemum tea, cool tea, and so on, because of the lack of brand promotion, only permeated the market at low prices, and did not clearly position as the "prevention of excessive heat" functional beverage positioning.

It shows great potential in the market.

Cola, tea drinks, fruit juices and so on obviously do not have the function of removing fire.

Therefore, Wang Laoji's brand positioning is "prevention of excessive drinking."

In this way, it is seen in the major media that the slogan "afraid of getting drunk and drinking Wang Lao Ji" has sung all over the river, and the market has also been whirlwind.

Now we are familiar with Baja black. It was launched at the end of 1994. It was later than the Chinese market in 1989. In the two brand promotion strategies, Tylenol emphasized the quick effect and "30 minutes"; "Kang Tai Ke", "one grain per night and one grain, far from the cold problem", emphasized the long-term effect of the product's efficacy. The two brands were introduced.

What strategy should be sought in the face of strong competitors?

The dissemination of brands such as Kang Tai Ke and Tylenol has long been popular. If we simply spread the concept of products, it is difficult to impress consumers' minds.

After a lot of market research, it finally decided to put forward the slogan of "daytime white tablets, no sleepiness, black clothes at night, and sweet sleep".

When the farmer launched the farmer's orchards, mixed the three kinds of fruit, and shook them before drinking, Wahaha adopted the follow-up strategy, immediately launched four kinds of fruit juice mixed, tit for tat, also seized a certain market share.

channel

Channel is your product through what path to reach the final consumer, choose the right channel, will play a certain role in promoting enterprise product marketing.

In shampoo market, when it comes to shampoo with dandruff function, you must first think of P & G's Head and Shoulders; Head and Shoulders can be said to be a synonym for dandruff shampoo.

In the face of a strong opponent, Tel Yue used traditional routines to go to the commercial super terminal to carry out short arms docking with Head and Shoulders to seize the market share. It is difficult for me to estimate, whether from capital strength, brand awareness or market resources, it can not compete with multinational companies.

Choosing a drugstore is a good way to cut corners, because customers who go to a pharmacy have their own problems, or go to their families or relatives.

Products can appear on the shelves of pharmacies, indicating that the quality of products is absolutely guaranteed, and in the dandruff function, it is also the same effect as drugs.

In this way, the market share of dandruff can be grabbed quickly by the differentiation of channels. It can be said that a very good case is to start the market with very little cost.

There is Wahaha's very cola, to avoid its edge, he found two soft in the three or four tier market, using Wahaha strong national sales network resources, the main attack on the three or four level market.

So far, the three or four tier market is still very cola.

Event marketing

The concept of event marketing believes that marketing, marketing, and planning know that the communication effect of 4, two pounds has always been favored by enterprises.

Event marketing has the characteristics of fast dissemination, wide dissemination, high degree of concern and strong participation.

If we can quote event marketing correctly, we will get twice the result with half the effort for enterprise propaganda and brand communication.

In 1997, Bosideng has achieved the first sales volume in three consecutive years, but the absolute advantage of the market is not obvious. The reason is that Bosideng lacks strong brand publicity, consumers still have a certain degree of trust in the old brand, and it needs a certain time to identify the new star of Bosideng. Therefore, we must seize the commanding heights and promote the popularity of Bosideng rapidly with a strong publicity campaign.

And Bosideng brand to a higher level of brand marketing, to challenge the peak of the world as the core value of the brand.

After many rounds of negotiations, the Chinese mountaineering team's mountaineering suits were finally given several naming rights, and the "Bosideng sales first" metal plate was placed at the highest peak in the world.

And through the media, omni-directional, three-dimensional propaganda and bombing, the establishment of Bosideng brand hegemony image.

In 2003, Mengniu carried the momentum of Shenzhou five. At the same time, with the theme of "cheering for China's space" and "healthy and powerful nation", the emotional appeal of "Mengniu" once again enriched the brand culture connotation of Mengniu, and made strong demands such as "astronaut special" and so forth, and walked out of the stalemate of similar advertising appeals of dairy enterprises.

With the successful launch of Shenwu, Mengniu brand was quickly recognized and accepted by the Chinese people.

Zhang Wenping: creative thinking marketing planning agency planner; ten years of front-line marketing and management practical experience, good at: team building, actual sales training, market planning; currently committed to research brand planning, welcome to explore the exchange of experience.