Small Businesses Make Good Marketing Management To A Strong Market.

What is weakness?

The so-called weak market has three main aspects:

1, products

2, the poor acceptance of product consumption: because of the ignorance of brand names, promotion and promotion have no strategy, resulting in consumers' lack of reasons for active consumption, or even lack of reasons for accepting the product, or the brand has been prosperous, but for other reasons, it is now in a low ebb and not caught by consumers.

3, the market share is low: the market competition is intense, and the main products of small enterprises are plunged into the competitive price band. Even though terminal distribution, channel profit, terminal display, promotional activities are also in operation, but after all, it is directly competing with the strong brands. The focus and Sustainability of the resources input can not compete with competitors, or the value of the brand does not support the price band of the main product, and the market share is very low.

When a brand is faced with the above problems in a market, it is basically in an awkward position of "terminal no matter, consumers do not love".

How to solve these problems and how to change these situations is a difficult process for a disadvantaged brand to make the vulnerable market move towards a strong market.

Build a leading product that can quickly and quickly increase the market position.

What we are talking about here is to build a product that can boost the quantity of products. It does not mean relying on a product to fight the world. It means that small businesses should focus their limited resources on this product and rely on the leading products to bring momentum to achieve the effect of "one person gets the right way, the dogs will rise to the sky".

Therefore, for small businesses, they must be cautious in choosing the dominant products, otherwise they will fall into a situation of "one failure, one's eternal hatred".

1, look for a market price band that is suitable for your brand's support, which may be your chance to succeed in the market.

If you don't like what you do, you choose to do it. You are faced with failure. Do not harbor any illusions of creating miracles.

Nothing can be done but unexpected.

For small and medium-sized enterprises, they are beautiful lies.

Think of it, but you can't do it, because you are not qualified to do it, because your resources are not matched enough, your brand is not enough to support, this is a very crucial thing.

For small businesses, the opportunity to choose competition is very important, especially the price opportunity of mainstream consumption is very critical.

For small businesses, we must grasp the following three aspects in finding market price gaps.

First, the price gap belt must not be a consumer blind area. It can not change consumer spending habits, can not create prices that are difficult to pfer to consumers, and leads consumers to carry price bands. This takes a long time to educate and wait for the global brand network - cost and resource costs.

Two, the price band you choose is the price belt that your brand can support, and the price does not take too long to educate and guide consumers.

Three, the price zone is your sales area, not the most competitive price band, or the strong competitors can not see or neglect the price gap to attack competitors.

If small businesses do not grasp the above three aspects in product positioning, you may get caught in your tree planting, others enjoy the cool, or fall into direct confrontation with competitors, and consumers can not see your efforts. Most of them will only choose products with strong brand influence rather than choose you.

2, the leading products must have a good name and unique selling points, otherwise you will hardly remember the customers or stand out from the public products.

For small businesses, the names of your products must be grasped in these four aspects.

First, you must read fluently and don't hesitate to read.

Two is, or with local characteristics, social folklore folk culture or a certain link;

Three is, or has something to do with the iconic things of the enterprise itself.

Four, the name of the product must have a certain degree of extensibility.

Trout even thinks that this is the most important marketing decision.

A good name can make products instantly rooted in the minds of consumers and lead to positive connections.

As for the selling points of unique products, it may be challenging for small businesses, but it is the easiest to do, because the unique selling points are often conceptual values, not necessarily relying on real technological support and technological support.

For small businesses, the concept of differentiation should be shaped or upgraded only at the mainstream selling point.

For example, Wang Laoji's "fear of fire", nutrition fast track "18 nutrients", "27 layers of filtration", "farmer's mountain spring" is a little sweet, Haier's dual power, little child prodigy, Little Swan's water cube and so on, but we must grasp this concept point for consumers and your customers, it is easy to remember, it is easy to spread, it is not necessary to disruptive innovation.

Because small businesses, one is unable to subvert the creation of new functional selling points, two is that even if you have the ability to create a unique selling point to change the mainstream concept, but there is no ability to promote education consumers, less promotion, credibility is not enough, it is easy to become a martyr.

3, the product itself must be strong, so that the product itself has sales force.

First, good packaging.

Packaging should produce attraction and impact, so we should make packaging a visual advertisement, a silent copy.

In the liquor industry, every new product of the health hall has worked hard in packaging, such as the farmer's orchard.

Let consumers see products feel value for money or see willing to try to buy, can capture their hearts from the senses.

Two, we must jump.

It means that when products are printed at the terminal, they can easily jump out of many competing products to stimulate consumers' eyeballs.

This is not a requirement for packaging to be exquisite and high-grade, but on the basis of the same materials and prices, certain elements of product design must have their own unique style, and this style will surely capture the eyes of consumers and capture the hearts of consumers.

Three, if there is a strong box promotion, we must show it on the outer box and tell the consumers, because this is also one of the selling points of the product.

Or the inner bottle of the product should make consumers feel certain collection value, or it can be used in other aspects. This is easy to stimulate consumers' curiosity buying before the first time, and this effect is needed for small businesses.

Because consumers consume this product three times in a row, it is easy to get used to it. When your opponent has not yet come out of something more destructive, your market share is gradually increasing.

Moreover, for such a heterosexual bottle, it is best to be reflected on the outer package, which not only jumps but also attracts consumers easily.

As long as the special-shaped bottles are not easily damaged and easy to batch produce, small businesses can consider innovating in this area to increase the selling point of the products themselves.

Because as long as the cost of the material is the same, it costs more than one mold development, and when the production reaches a certain amount, the cost of the mold is returned to the enterprise.

Four, the opening method of packaging must be convenient. I have seen many products, the design is very distinctive, has a strong selling point, but it is a fly in the ointment, that is, opening is very inconvenient, resulting in many consumers, after a trial, do not want to spend two times.

4, a reasonable channel profit arrangement is the key to ensure the main push of the channel.

For small businesses, your products are not sold to consumers, but channels. You must first become a channel brand, first of all, to accept your products, accept the benefits that you bring to them, and be willing to pay for this profit, that is, selling your products continuously. This is the most critical.

The growth of small businesses is inseparable from the support of channels, leaving the channels, and for small businesses, there is no root at all.

How to give a reasonable profit distribution to the channel can neither be too high a competitor's profit or be similar to that of its competitors. It may be that you overdraw the profit of the channel at once and the demand for the channel profit is gradually increasing. When your product has not become a best seller, you still need more than three channels of sales promotion activities to boost the enthusiasm of the customer sales.

(channels refer to terminals).

Therefore, when we are formulating channel profit, the leading products for enterprises are the products that will sell well in the future, and adopt the 1.5 rule for channel profits.

Then reserve a certain channel space, promote the reserve for the later channels.

Select the area, focus on the force, do it in place.

There is a saying that choosing the right market is the choice of victory.

We should first find the same weak points of competitors in this area and make them operate in a strong way.

That is to say, we need to fight hard in the weak spot of our competitors and knock down our opponents with speed and confrontation.

There are four important conditions for small business products to choose the target market:

First, there is sufficient market capacity.

The target market can not be a small market, but a weak market for a strong opponent. It has enough market capacity, the target needs enough investment, and only enough market capacity can finally apportion the investment in the base market.

Condition two: not the main market of the opponent.

If the market is the dominant area of a strong competitor, and the product is very strong here, your leading product is just overlapping with the price band of its leading product. This is a dangerous market.

Condition three: effective cooperation of distributors

The construction of target market can not be a policy black hole, and can not be a battleground for consumption. We must have one that can complement each other with manufacturers and work together with distributors, so that we can easily succeed. Otherwise, no matter whether your market operations, dynamic sales measures or consumer drivers are all very difficult to execute, the products will never die.

Condition four: be able to pry the surrounding market.

The value of the target market lies not only in its own sales volume, but also in the fulcrum of its leverage effect, which can maximize the value of the target market through the rise of a market and leveraging the surrounding market.

A company that produces fast food is unknown in many similar products, and has no price competitiveness.

After market investigation, we find that the urban market has become an excessive competitive market. If we continue to compete with many famous brand products in the urban market, we will undoubtedly hit the stone with eggs. The products of the company have a vast market in the combination of urban and rural areas and rural areas, and other enterprises have unparalleled advantages.

So decisively turned to the development of rural markets, only three months, no money advertising, not a public relations activities, did not recruit a new salesperson, soon opened the market, products sold out, production workers can not afford to work overtime.

For small businesses, if you want your products to fight against the brand products of big enterprises, you must take the focus area, concentrate all the advantageous resources, and make full efforts to encircle.

You have to get the area into your policy, your resources can meet even the surplus market, it can be a town or even a small area, or even a few benchmarking stores.

That is to say, when we are going to launch a strong market attack on our competitors in the process of handling the weak market, we must invest more than 3 times the competitor's property (3 times the force principle in the war), and urge our product flow to pound the competitors' fortress like ten thousand rounds of grenades.

Many enterprises usually put their policies in order to live within their means.

However, when the small area market is fighting, it just can not "live within our means". It should be based on the future sales volume policy, that is, the sales volume investment policy after the future market is formed.

Such a practice is of course risky, but in the small area market construction pilot, because the market scope is small, so the risk can bear.

In general, small area market must take "resources for time" and "resources for market".

"Take ten as one", "bet not to try".

In the construction of small area market, the policy of "putting oil into play" is the most taboo policy. That is to say, because the policy is not in place, the policy is gradually increased, and the explosive force can not be formed. It is difficult for the vulnerable market to change.

For human resources put in place, piecework and painting is a major taboo in the construction of small area market.

Small area market construction should be staffed by future sales volume, while sales volume is not large.

As a result, the personnel policy in the small area market will conflict with other markets, and the royalty system and the lump sum system will not be applicable.

The principle of personnel placement can be divided into two stages.

First, the development stage takes the factory personnel as the main body and adopts the human sea strategy.

The two is that when there is enough sales volume and enter the market maintenance stage, dealers can be the main personnel.