Low Cost Marketing Achieves Smes

For small and medium enterprises, their own business funds are relatively short, let alone the promotion of large efforts.

When it comes to marketing, a lot of enterprises will think of it: advertise to CCTV and find a company.

Product positioning

Products can be said to be

Let's take a look at the following example:

Herbal tea is a medicinal herb produced in Guangdong and Guangxi, which is boiled by Chinese herbal medicine and has the efficacy of clearing away heat, detoxicating and dampness.

Among the famous old herbal tea, Wang Laoji is the most famous.

In addition to the Guangdong and Guangxi, people do not have the concept of herbal tea. Even in the survey, consumers think that "cold tea is plain boiled water". "We do not drink herbal tea or hot tea."

The promotion of herbal tea is difficult. As beverage sales are equally dangerous, let's look at the beverage market: carbonated drinks have Coca-Cola, Pepsi Cola, tea drinks have unified, Master Kong, Wahaha, juice drinks have Huiyuan, Kangshifu, unity, fruit orange, and every family has abundant funds, compared to themselves are not rivals.

Although Wang Laoji has been selling for 7 years, he has never been systematically positioned. Even the enterprises can not answer what Wang Laoji is. Consumers, not to mention, have no idea why they should buy it.

Later, after market research, it was found that the consumers in Guangdong often drank Barbara, such as barbecue, mountaineering and other activities.

In southern Zhejiang, drinking occasions are mainly concentrated on dining out, parties and family meals. During the process of understanding the local dietary culture, researchers found that consumers in the area were more worried about "getting angry" than in Guangdong. Their assessment of Wang Laoji was that they would not get angry, healthy, children and old people could drink.

These consumers' cognition and purchase and consumption behavior show that consumers have no need for treatment for Wang Laoji, but they are buying as a functional drink. The real motivation of buying Wang Laoji is to prevent excessive exposure.

channel

Channel is your product through what path to reach the final consumer, choose the right channel, will play a certain role in promoting enterprise product marketing.

In shampoo market, when it comes to shampoo with dandruff function, you must first think of P & G's Head and Shoulders; Head and Shoulders can be said to be a synonym for dandruff shampoo.

In the face of strong competitors, Tel Yue uses traditional routines to go to the commercial super terminal to carry out short arms docking with Head and Shoulders and seize market share. It is difficult to estimate whether it is from capital strength, brand awareness and market resources.

Choosing a drugstore is a good way to cut corners, because customers who go to a pharmacy have their own problems, or go to their families or relatives.

Products can appear on the shelves of pharmacies, indicating that the quality of products is absolutely guaranteed, and in the dandruff function, it is also the same effect as drugs.

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In this way, the market share of dandruff can be grabbed quickly by the differentiation of channels. It can be said that a very good case is to start the market with very little cost.

Event

The concept of event marketing believes that marketing, marketing, and planning know that the communication effect of 4, two pounds has always been favored by enterprises.

Event marketing has the characteristics of fast dissemination, wide dissemination, high degree of concern and strong participation.

If we can quote event marketing correctly, we will get twice the result with half the effort for enterprise propaganda and brand communication.

In 1997, Bosideng has achieved the first sales volume in three consecutive years, but the absolute advantage of the market is not obvious. The reason is that Bosideng lacks strong brand publicity, consumers still have a certain degree of trust in the old brand, and it needs a certain time to identify the new star of Bosideng. Therefore, we must seize the commanding heights and promote the popularity of Bosideng rapidly with a strong publicity campaign.

And Bosideng brand to a higher level of brand marketing, to challenge the peak of the world as the core value of the brand.

After many rounds of negotiations, the Chinese mountaineering team's mountaineering suits were finally given several naming rights, and the "Bosideng sales first" metal plate was placed at the highest peak in the world.

And through the media, omni-directional, three-dimensional propaganda and bombing, the establishment of Bosideng brand hegemony image.