How To Carry Out Integrated Marketing In Garment Enterprises

As everyone knows, Clothing enterprise Whether the product can win the love of consumers depends on whether you have done a detailed analysis and Research on consumers. How much do you know about them and what is the real reason for their purchase decisions? The key to uncover the mystery is that you must effectively use the "proper and unexpected" interest positioning method to find him in the minds of consumers. Where are the core points of your expectations for your product? And how to establish differentiated brand image in the minds of consumers through positioning strategy.

The idea of integrated marketing enables us to acquire such tools: using stars, Taurus, dogs and swan goose matrix to divide customers into four types according to the amount of purchase and frequency of purchase, and find out the common characteristics of four types of customers' purchasing power.

After summarizing the commonality between function and face through the first matrix, the first step is to enter the second stage of the tool. The method of operation is to invite three representatives of Taurus, star and swan goose to take part in the determination and divide them into at least two groups. integrated marketing 。 The products of the brand line are placed indoors for simulated shopping. The content of the competition is to write the first idea (motivation) in the brain when buying the product, and see who will finish it in the fastest time, and the winner will get these products. In this way, we can get several kinds of customers' data of prime power when buying. And write these data to "excitement point portrait".

Competitive product inspection: we should examine the competitive demand strategy of competing products. During competitive sales or promotion, we should release excitant demands for competing customers and their existing customers in the pilot area, observe the customers' reaction degree and whether they have the tendency of transformation, observe the propensity of their existing customers and whether they are transformed by competing products, and revise the excitement points.

Ming Zhao photo: according to the first idea, "excitement point portrait" made the terminal advertisement (POP); released in the pilot area. After viewing the advertisement, customers' popularity and purchase quantity and purchase frequency are changed. Write out the "market excitement test" and submit it to the cross functional group for the record.

Identify the exciting points: submit the highest decision-making department to the enterprise, then copy the production, planning, marketing, sales and public relations departments according to the strategy to improve the interest support point. Integrated marketing is a systematic combination of various marketing tools and means, and dynamic modification based on the environment in order to make the exchange enterprises and consumers realize the value added marketing idea and method in interaction.

Do not despise these seemingly simple and fatal concepts, but successfully apply the brand's integrated marketing mode to achieve great success. The brand positioning of Ou Shi Li women's clothing is a fashion public. We can see that the brand marketing system is centered around this. product Brand positioning is planned and controlled. This is probably one of the secrets of many big companies in the world.