Three Strategies For Future Marketing

With the changing political and economic structure and the increasingly fierce competition among enterprises, homogenization and homogenization of products are becoming more and more serious. The input and output of enterprises are disproportionate, advertising and promotion investment are more and more, and the profits of enterprises are getting less and less.

Many companies struggle to win a piece of cake in a fierce Red Sea, but do not know how to get out of the Red Sea and create a blue sea to be a new leader.

There is no enterprise that does not make money, only entrepreneurs who can not earn money, the traditional marketing mode of advertising in the sky and the shop floor has not adapted to the competitive market.

Price war and promotion war can only destroy one thousand of the enemy and lose eight hundred of their own.

Chinese enterprises and Chinese entrepreneurs are in urgent need of finding a new marketing mode to adapt to the future market competition.

    一、差異化戰略

Some people have defined all kinds of definitions of brand and strategy, but one of them is differentiation.

Differentiation is different from competitors, distinctive, personality, and competitors are different.

The rapid development of society and the fierce competition in the market are amazing.

Consumers are becoming more rational and their consumption is more selective and diversified.

This requires that our enterprises must adapt themselves to the new changes. Of course, it is not to change all things but to change them.

Under the "attention" economy, we should make our positioning differentiation, product differentiation and marketing differentiation, establish a unique competitive advantage in a certain field, and make the brand stand out.

Many enterprises are following the trend of marketing very seriously.

How to locate other brands, how to implement marketing, and blindly follow up without analysis.

Why can "shampoo" stand out in the fierce market competition of shampoo, and the price is higher than other shampoo?

Why do consumers want to spend more money on "pick up music" to solve their dandruff problem?

This reflects the absolute differentiation of "Qu le" - "drug Dandruff".

The success mode of "Qu le" mainly comes from the differentiation of brand positioning. The dandruff specific drugs can hardly find competitors in the drug market. In the field of shampoo, it is even more like entering an unbounded environment. All other dandruff shampoo brand positioning is naturally "drug Dandruff". Consumers are convinced that they would rather spend more money and buy a unique "drug Dandruff" shampoo.

    二、低成本戰略

Consumers, markets and customers choose products with good quality and good quality. But if they find that the three products are all good, there will be no differentiation. What will they do?

If China's color TV enterprises Changhong, TCL, Konka and SKYWORTH color TV are consistent, what will happen?

How will consumers choose?

Price!

Anyone whose price is lower will choose who.

Price reduction or price war can be achieved by many enterprises, but it may bring disaster to enterprises.

If we want to win in the price war, we must reduce the cost and implement the low cost strategy.

DELL computer sells through the way of direct selling through the network channel, and consumers do not need to go through middleman to buy computers directly, which saves the cost.

The company has given the low cost space to consumers, making DELL stand out in many computer brands.

WAL-MART, a discount sales chain in the US in 1960s, went through a crushing defeat at the beginning of Sam Walton's business. Later, he discovered that the core of success lies in reducing costs and lowering prices.

WAL-MART put forward the slogan of "parity per day", which is more powerful than "discount sale". He promised consumers that if the goods bought in the store were more expensive than other places, he would double the difference to consumers.

Later, consumers gradually recognized his "daily parity" after a period of time.

"Everyday parity" is constantly gaining popularity.

In the end, WAL-MART became the first brand of the global retail chain.

    三、集中化戰略

Centralization refers to the fact that an enterprise chooses its strongest project, concentrates its own superior resources and achieves the industry leader in a very small specific field.

Mao Zedong once said, "I am a man who will fight for only one move in his lifetime, concentrate on superior forces and fight against the enemy."

In fact, Mao Zedong fought this war forever.

For example, the battle of Ping Xing Guan, Japan has nine thousand people, the Communist Party has nine regiments, that is to win with stones and big knives.

The principle of centralization is particularly important in the use of enterprise marketing. The reason is simple. A person is capable of doing many things at the same time, but he can not become an expert in many different fields.

In the face of the billions of people in the world, no company can claim to have successfully operated the global market.

Coca-Cola is not, Panasonic, SONY is not, their success is partial success in the local market.

For example, Beijing is a successful local market for Coca-Cola, but Shanghai is a partial market for Pepsi Cola.

In fact, they appear to be pluralistic, but in fact they are concentrating their superior resources to operate successfully in several industries.

For example, if an industry in general is not able to cut the top three of the industry, will it be the embodiment of centralization strategy?

Here, enterprises should choose or abandon certain areas according to resources and markets, and succeed in partial markets.