Neglect The Concept To Improve "Marketing Soil"

Managers are beginning to get tired of all kinds of new concepts. In the marketing world, the "horizontal marketing" has been popular for a while, while the "Blue Ocean Strategy" has been touted for a while, but the overall marketing level of the enterprise has not been advancing in the song of "concept".

In the daily marketing work, everything remains as usual, whether the advertising fee can be saved any more, spend more level; how to do the promotion after the festival; and how to grab the site grabbed by the competitors.

As for whether there are new products that are refreshing, reflect blue ocean and horizontal marketing, or wait for the new product development plan of R & D center director!

But the boss who likes reading doesn't follow. They call the director in charge of marketing to the office. They can't help but scold: look at the new product promotion plan you have handed over, look at the sales report this quarter, the profit is less and less, and the promotion plan is always so old. In addition to advertising, speculation and consolidation channels, can you not think of any new tricks?

The profit has not improved this quarter, and the strategy has not been innovating. Then you can see that changing the media without changing your mind will make a difference.

Then throw away a book, and say it lightly, look at it, learn how to do marketing.

When "horizontal marketing" and "Blue Ocean Strategy" prevail, the marketing director will probably get one of them.

Kotler has said in his "horizontal marketing" that creativity is based on individuals. Whether the marketing department or even the whole organization of the enterprise has a group of creative and imaginative personnel, which directly affects the creativity of enterprises. In this way, employing creative employees as much as possible is the essential meaning of the development of enterprises.

If the company is full of people who are accustomed to traditional thinking, managers should be alert to the fact that the new ideas of enterprises may be nowhere to inspire, which will be fatal to enterprises.

However, the marketing director is very innocent. Most of the time, it is not the marketing director who resists innovation, but the lack of motivation to carry out innovation in the organization.

The boss is concerned about the results, but the director must pay attention to the process. In order to carry out the innovation, he must reshape a set of management processes from product development, strategy extension to channel structure, and develop corresponding systems.

However, the boss is not as open-minded as it is. When the director really starts to support substantial funds, resources, manpower, and empowerment, his boss is embarrassed and hesitate to start a discount.

The establishment of creativity organization is not an overnight effort.

"Horizontal marketing", known as changing the traditional thinking of the organization, requires a series of training of special level marketing for employees. If training is not for selling books, selling advice or calling courses, let the training really work, not just in the right ear, but in the singing form.

However, it is not just the thought of a group of people, but also the distribution of resources and power resulting from the idea that an idea that has never been tried and difficult to foresee the future results should be changed.

As long as the allocation of resources and power is involved, the leaders of other R & D, procurement and finance departments will be very sensitive. Bosses will also be very concerned about the risks of creative ventures in the organization. This is also the reason why most enterprises are obscurity and conservative in marketing.

The main body of marketing innovation is still in the field of vertical marketing.

In the past year, there have been many major events in the marketing field. Every major event reflects some new trends in China's marketing development. It only means "blue ocean". There are few attempts to adopt the "horizontal marketing" approach.

In the book "horizontal marketing", Kotler elaborated two forms of "horizontal marketing", one is the product level, the other is the marketing strategy level. Two.

The innovative value of the product level is to mention the Red Dragonfly leather shoes. It combines leather shoes, leisure shoes and sports shoes together with the design form of cross and mix (Cross). It opens up a new subdivision market and category, is a casual leather shoe, and the watermelon ham and corn hot dog with relish and relish, and mix watermelon and ham, corn and hot dog two completely unmatched things, making countless ham fans fresh and refreshing.

The other is the level of marketing strategy. For example, Procter & Gamble combines its detergent brand Tide with personal care brand Shu Fu Jia to mix Tide washing powder with washing powder to enhance the function of "washing bacteria" and "decontamination" of new washing powder, which is the first case in the daily chemical industry.

And the most talked about PPG in 2007, which mixed DELL's direct selling mode into traditional clothing industry, has jumped to second of domestic shirt sales in two years. It is a genuine black horse in the clothing field.

Compared with "horizontal marketing", the main body of marketing innovation in 2007 is still focused on the more extensive development of vertical marketing, and some new trends are being widely concerned.

The scope and scope of marketing began to expand and expanded from profit-making organizations to non-profit organizations. National marketing and urban marketing became hot spots.

If China advocates the "harmonious society" in China, it will vigorously implement the "harmonious world" in the world. Even the slogan of the Beijing Olympic Games is directly "one world, one dream", shaping its "friendly, low-key pragmatic" image of the great power, and differentiating it from the US's high-profile, tough and even overbearing power image.

Corporate social responsibility, ethics and ethics are widely concerned by the marketing community.

The sense of social responsibility for the community and the disadvantaged groups in the business community has been awakened. Guan Lizheng, CSR, has been run by some domestic enterprises as an independent department. There are specific target and performance appraisal mechanisms, such as China Mobile and Sinopec.

During the snow disaster at the end of the year, quite a lot of enterprises, such as farmer mountain spring, actively donated money and donated goods in the "snowmelt operation" launched by the media initiative, and established a good corporate image.

Marketing communications turn to the grafting and integration of external resources, and no longer rely on one's own strength to fight the world.

Such as the integration of SKYWORTH and Vatti, and jointly develop the three or four tier market in rural areas.

In the dissemination of the "new rural cinema project" to create momentum, sharing in the channel, Vatti store selling SKYWORTH, SKYWORTH store selling Vatti, has achieved remarkable sales results.

Marketing is a new way of thinking pformation.

In the past, what resources were spent on their own money, and now we have to achieve the same goal, so long as we are good at using other brand resources to hitch a ride, we only need to pay the "road toll" instead of buying money by injustice.

For example, Haier and Lenovo are also Olympic marketing, but they have achieved different results.

Lenovo and other media have chosen a torch bearer who looks like civilians. They are full of flavor and silver, but the enthusiasm of the public is obviously not enough.

Haier is much more professional, and its CCTV CCTV Haier Olympic city row is promoted through the form of "life Olympics". It closely connects the Olympic spirit with the daily life of ordinary citizens, and attracts the participation of many people to the maximum extent. It cleverly integrates itself into CCTV's "city row" program, and gets a free ride to CCTV, which costs less but reacts enthusiastically.

Stop "concept" pursuit, focus on "marketing soil" improvement

In addition, in the traditional "vertical marketing" field, some new ways of communication are also beginning to appear.

For example, Microsoft's "WindowsVista" projected at Shanghai Jinmao Tower, 420 meters tall, is Microsoft's largest outdoor advertising in the world at the moment. It has caused a sensation as a hot news in a big city, making the new media innovation become a gimmick of the VISTA news.

In addition, Geely has made an extensive placement product in the last year's popularity of CCTV, making the brand "beauty leopard", "free ship" and "vision" brand get a great exposure.

This is not the two simple media innovation event. Both Microsoft and Geely are trying to spread the advertisement and public relations together. For example, Microsoft is not only putting new advertisements into play, but more importantly, it is a gimmick that triggers media hype and attention. It has more influence than simple advertising. Besides, Geely, the TV placement is just the first step in its marketing activities. After the "years and storms" hit, the promotion of the series under the auspicious line, the media advertising and the media hype taking TV dramas as the content are also starting, which is a big grab in the automobile industry.

Advertising, public relations, activities and even sales are integrated into a marketing theme. The bigger the brand is, the more difficult it is to execute.

It is very difficult for an elephant to dance. The overall scheduling, departmental coordination and profit distribution involved in the project involve considerable energy.

So Mengniu can still respond quickly to some hot social events after the rapid expansion of the scale. After one or two days, the relevant posters leaflets on the national super business have springing up everywhere. The "Dancing" elephant is quite rare in the Chinese business community. The rapid response mechanism of its marketing deserves every enterprise to think deeply, whether it is local or foreign capital.

Through the "blue ocean" created by "horizontal marketing", if marketing can be successful, marketing will be like entering an unbounded environment, and the resistance is much easier than that of the struggling colleagues in the Red Sea.

But innovation is risky. Just like innovation in the field of vertical marketing, it is also a gamble. It still needs careful investigation and testing, and the market test is no less difficult than the innovation in vertical marketing.

The demarcation of "horizontal marketing" and "vertical marketing" has its real value, but it can not be attributed to the "vertical marketing" as the pronoun of "obsolescence" and "backward".

Managers need not bother to pursue in the fashionable concept of marketing. Any new marketing idea and method must be rooted in the enterprise. It is necessary to have the soil of survival. What marketing managers really need to do is to constantly improve the "marketing soil" of enterprises.

In the coming years, along with the increasingly obvious trend of marketing, speculative, gambling, arbitrariness and extensive marketing, marketing will be broken one by one.

"Blue ocean" can work hard, "horizontal marketing" can also think about it, but managers must introspection on organizational capability and pay attention to the requirements of future marketing organization: process norms, clear responsibilities, reasonable incentives and feasible strategies.

Knowledge skills and methods are easy to copy, but it is really necessary to spend energy and effort to improve the knowledge and skills in the daily operation of the organization, so that team strength can be reflected in the organization.

How to make organizations and teams react quickly to emergencies, how to let valuable ideas be respected and implemented in the organization, how to consolidate the team's strength and push forward to a common goal, and try to avoid the internal consumption of personnel and departments.

It will provide a more practical and meaningful topic for the marketing community accustomed to talking about new ideas, new ways and new events.