The Key To Marketing Is Understanding Demand.

There was a familiar story: a shoe company wanted to open up the African market, and sent two business people to Africa to explore the market.

Two salesmen in Africa saw the same phenomenon: Africans had no habit of wearing shoes; one of the two salesmen returned, one of them said, there was no market for shoes to sell in Africa, because no one in Africa wore shoes.

The other sees a huge potential market.

The same phenomenon has got a completely different view. The same case also sells combs to monks.

The introduction of any product must be based on understanding the needs of consumers (or having potential demand).

During the period of SARS, the company discovered the demand for health. During this period, people talked about SARS, and everyone's attention to their physical health reached a new height. Therefore, the company fully grasped the demand of the market, and quickly introduced the "pulsation" functional beverage, which can improve the human's immunity and meet the needs of people's health. Once the product was pushed to the market, there was a nationwide hot selling phenomenon.

Later, Kangshifu, farmer mountain spring, Wahaha and other companies also launched functional drinks one after another, which further exacerbated the breakdown of the beverage market.

The reason why "red online rice" has been popular all over the world is also found that netizens enjoy the habit of eating snacks while they are on the Internet. However, many snacks are easy to dregs and are easy to contaminate the keyboard. Secondly, consumers, especially teenagers, who face computer / TV screens for a long time will cause fatigue, resulting in poor eyesight and so on. "Red internet rice" aims at these needs, and the product demands are "energy patches". The products contain rich vitamin A, carotene and active calcium, which can relieve fatigue.

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There are many similar examples.

Let's take a look at this case: A brand toothpaste has been doing promotional activities at a hypermarket for a period of time. The form of sales is a bundle of toothbrushing cups on each box of toothpaste. The product is sold for one to one activity, and the product is displayed on the ground of the main passageway. In the past few days, it is also doing promotional activities in this store, and the form of activities is also sold in one place and one activity is displayed on the ground of the main passageway, but at that time the gift is changed into a soap. At the end of the activity, the relevant sales data are pulled out, and the sales volume of sending soap is far higher than the sales volume of sending toothbrush cups.

This is why, imagine which family will lack the cups for brushing their teeth. Many businesses will choose cups as promotional gifts. Most consumers use the gift as brushing their teeth. There are so many families. Such gifts can not arouse consumers' desire to buy, and the soap will be different. Even if there is soap in the house, soap is a commodity that must be bought and used everyday.

Therefore, the promotion needs to take into account the needs of consumers.

Another case: B brand wine is positioned as a medium and high grade wine. When entering a KTV, it originally wanted to buy gifts or special activities to boost sales. However, after several days of in-depth market investigation, it was found that many of the lovers who came to KTV to spend were lovers. They had planned a promotional event suddenly, and that consumers who consumed B brand wine could get a bouquet of roses to give to the ladies.

This promotion has received very good results, that is, effective avoidance of price war and good economic returns.

There are many cases like this.

The competition in the modern retail industry is becoming increasingly fierce. The stores in the decoration and store layout are very similar. It can be said that even the products sold in the store are very similar. If you want to compete with your competitors in the store decoration, how much you invest today, tomorrow's opponents can also invest more money than you. Today, your merchandise will play 10 percent off, and your opponent will play 20 percent off tomorrow, so that there is no differentiation at all.

As people's incomes rise and waist pockets bulge, they demand not only the products themselves, but also the added value of products, such as the need for respect and the need for quality service.

If you play quality service cards, you will be able to cater to the needs of the market.

As we all know, the competition of home appliance industry can be described as white hot, and has gone through the price war. Now every manufacturer has played the service card, which is also catering to the consumers' demand for quality service.

Zhang Wenping: ten years of first-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.

Contact number: 13251010509E-mail:hzzwp001@yahoo.cn