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Analysis Of Taboo About Product Innovation Marketing

2009/1/3 15:25:00 41910

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Products are all business.

Marketing

The carrier of From EMKT.com.cn behavior is new product development.

market

The powerful weapon of space, whether the enterprise owns the characteristic product, often determines the development prospect of the enterprise.

Many enterprises attach importance to the development of new products, and have invested a lot of manpower, material resources, and financial resources. But the actual result is that some enterprises have become popular because of new products, but more enterprises are in vain.

Through analysis, we find that the reason for failure is often caught in the five "dead ends" of new product development.

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One: product development is not consistent with the brand line, and there are differences in the front line.

An excellent brand needs a clear, accurate and unswerving brand line. The brand line we refer to here refers to the brand development direction that is integrated by brand positioning, brand appeal and brand style. For example, the paper towel of Heng An Group has "heart printed" from the end to "romantic love" as the main line of brand appeal.

From the development of several meters Comics Series, lavender series, tea language series and other new products, we can accurately and clearly feel that it is the feeling of romantic love that we should inform consumers in product development and promotion.

Why is it called "green tea" instead of "green tea", with a romantic picture of a man and a woman on a bicycle?

It is to emphasize a kind of tacit understanding in the tea fragrance, a kind of communication of mind language, a feeling of heart and heart.

On the contrary, Goldlion's brand route is "the man's world", and the exquisite Goldlion women's bag is listed, but it blurs the brand route, weakens the masculine masculinity of the old brand, and therefore has not won the ladies' joy.

This is the brand dilution effect brought about by the inappropriate development of new products.

Brand line is a strategic and directional problem. It is also a personalized embodiment of a brand that differs from competitors in the consumer's mind that "it is white or not black" and "a is not a B".

The development of new products is a strategic issue. We should constantly strengthen the brand's personality in the eyes of consumers, add to the brand rather than subtraction, so new product development must conform to the brand line.

The Communist Party's line is communism, so her form of movement is "fighting the local tyrants" and "dividing the fields", which is totally different from the Jiang Jieshi regime's support for the four big families.

Therefore, in developing new products, we must know what our brand line is.

And let the product around this route, we will not allow ourselves to develop new products, advertising performance and so on, so that consumers can not touch their heads.

Two: new product development has not clearly understood the relationship between "occupying" and "occupying".

The so-called occupying strategy is simply to make the product occupy a suitable position in the future consumer's mind.

Our age is the age of competition. Although we do not need to fight for physical and mental struggle, the aim of competition is to fight for the first place and seize the most suitable position.

For a product, it is based on the consumer's attention to its product attributes, designing and shaping a specific image or personality that distinguishes products from competitors, so as to make their products occupy the right place in the minds of consumers with vivid images and unique personalities.

The so-called volume strategy is how much market share the product occupies in the market area you own and how much market share you want to compete with your competitors.

The group's paper towel "clean and soft", a new series of face products popularized in 2006, from its product quality, packaging materials and advertising performance, we have to admit that this face series is a fine product in the paper, and is also a quality product in all product series. Therefore, we think it is a product of "clean and soft" occupying type, which is used to enhance the brand image of "clean and soft" products, expand the influence of the industry, and set up the leading role in the industry. Instead, the "International Edition" and "blue clean" series are products of quantity type. Its purpose is to promote the purchase of consumers and seize more market share through price advantage and terminal promotion. Since we are engaged in the household paper industry, we will take an example of a paper towel to analyze it as a well-known brand in China.

The importance of the quantity of products is something that "people all over the world know".

From the long-term development of the brand, although the occupying product may only account for about 20% of the total sales volume, it is more important.

First of all, placeholder products are the necessary choice for brand to enhance reputation and loyalty. There is no occupying product. In today's increasingly fierce market competition, a brand will inevitably fall into a quagmire of price war.

Secondly, the development and promotion of the occupying products will enhance and enhance the overall reputation of the brand, which will inevitably affect and enhance the sales volume of all the brand names, including the volume of products, and reduce the consumer's sensitivity to the price of its brand, and increase the profit of the product.

Thirdly, occupying products will bring better profits to enterprises because of high added value, which will enable enterprises to achieve 80% of the 20% place products.

Corporate profits

"A good situation.

Now many enterprises are

new products

Several mistakes associated with "occupying" are often committed in promotion.

First, the products developed are products with no taste and no technical content, and lack of occupying products, so that the brand can not be captured by consumers.

Two, we do not realize the role and characteristics of the occupying products, always pursue the sales of the occupied products, and finally make the promotion of the place products halfway in the quick success and instant benefit.

The three is to occupy the product as a placeholder product to develop and promote, and finally end up "Wang Po sell melon, self praise" the end, lost a lot of money, and the brand image is still up.

Three: new products

Development and popularization

I'm not sure about the frequency.

Product homogenization is the normal competition existing in any industry nowadays. The profit is also the normal state of society. Therefore, many enterprises have not yet figuring out why they want to develop their new products, but somehow they have not come out for a few days.

A friend of mine was a salesperson. One day, when he met me, he kept on chattering to me. He said, "recently, the company has launched a series of new products, which are terrible."

I am puzzled to ask, new products are not a good thing, can stimulate dealers to purchase, promote the purchase of consumers, sales do not go up?

He reluctantly said that this series of new products is not the same product specifications as the new products at the end of last year, but not the same price, and the price is almost the same. Besides, last year's products, dealers' warehouses are still pressing there. A series of new products companies also require dealers to place orders in this month. Oh, I really don't know what to do.

Looking at the anguish of my friends, I would like to make a few suggestions for the current situation in many enterprises.

The concept of product life cycle (product life cycle), referred to as PLC, is to compare the sales history of a product to the life cycle of a similar person, and to experience the stages of birth, growth, maturity, aging and death.

As far as products are concerned, they need to undergo a stage of development, introduction, growth, maturity and decline.

Therefore, no matter occupy or occupy the quantity product must have a frequency grasp, too fast and too slow is not good, too fast may cause the enterprise resources to waste too much, the market expands too many redundant constructions, too slow may cause the enterprise product to be old, the consumer to this brand fresh feeling degeneration, the attention shifts to other brands.

For example, in early 2004, the heart print launched a series of meters, and it took a long time to do a lot of brand promotion, and finally achieved very good brand effect in the industry.

By 2006, when the tide of the sale of several meters will be out of date, the new tea brand series will be developed, and a new brand offensive will start.

Similarly, Fujian's SEHK beer, which sold 5 billion 800 million of its high price in 500 million net assets, was also right at the beginning of new product development and promotion: from ice beer to pure life to the beginning of wheat, basically it was 1-2 years apart.

All this shows that excellent brands are very prudent in considering the development and promotion of new products, and do something to lose. At every stage, a series of occupying products are promoted.

　　四：邯鄲學步，跟風而為

Following suit is a feasible way for brands to start cutting into the market, but after having a certain reputation, they must go out of their own line. If they follow suit, they can only make the brand lag behind forever.

Market competitors can be divided into leaders, challengers, followers and vacant people. The competition in the modern market is becoming more and more intense. The days of the followers are getting worse and worse.

There is a dialectic in our market now: the market will always have followers, but the followers will always be short-lived, or you can change your strategy in time, or you will wait to be eliminated.

Therefore, the three drawbacks of following strategy are obvious:

First, the product is not competitive and is not recognized by consumers.

Two, because of the habit of following, the enterprises have lost the ability of independent innovation.