Seven Steps To Successfully Develop Regional Markets

The system model of regional market development includes: setting up correct concepts, identifying your market, finding market opportunities, determining strategy, implementing process design, solving key and difficult problems, and implementing seven steps efficiently.

First,

1, why should we first emphasize ideas?

Ideas determine thinking - Thinking guides actions - actions form habits - habits affect character - character determines destiny, source or idea.

Success = attitude * ability, attitude is 0 points, ability is stronger, it is useless!

2, we should establish three core concepts:

(1) there is no market that can not be sold, but only those who cannot sell.

This concept emphasizes that when we are doing anything, we must establish the confidence and conviction that we must win. When we are faced with difficulties and problems, our inner conviction and confidence are the real decisive factors. Only when we believe in ourselves that we can overcome difficulties and accomplish tasks, we can really accomplish the task. This is the power of belief.

Second, there will be opportunities for difficult markets, but we need to find them with our heart.

This concept emphasizes that we must always find a solution to the problem with a positive attitude. There is a good saying: as long as the mind does not slide, it will always be more difficult than it is! When we face a difficult market or even a rotten market, when we are exhausted and at risk, when we are already in a desperate position, we still need to calm down and analyze it carefully. Maybe it is a reverse thinking, perhaps an inadvertent inspiration from the conversation between customers.

Marketing is a process of cause and effect. The key core actions are in place, and sales volume is natural.

This concept emphasizes that we should correctly understand the essence of marketing and understand the process of marketing work in a real sense.

Do not rely on opportunistic and black box operations to accomplish the performance. Instead, we should put the key actions of marketing (such as market rate, terminal display, promotion implementation, etc.) into full play, so that our market performance is healthy. Our performance can grow steadily and virtuous circle!

1. Geographical location and level of economic development

The biggest characteristic of China is the large population and large area.

A province in China is equivalent to a country in Europe, and the level of economic development between provinces and provinces is very different. The cities in the Yangtze River Delta and the cities in the northwest are no longer the same.

Therefore, we must have a clear understanding of the geographical position of the regional market and the level of economic development. This factor has largely determined our main product positioning problem.

2. Population, income level (purchasing power), lifestyle and consumption habits.

How large the market capacity is, basically determined by the population and income level (purchasing power), and the different lifestyle and consumption habits determine the channel selection and promotion methods to a large extent. For example, a city like Shanghai, the habit of consumer shopping is mostly to choose stores or convenience systems. Therefore, the effective occupation of stores and convenient channels determines whether the Shanghai market can be opened in a real sense.

3, the current situation of our company (product line, channel, price order, promotion strategy, team situation)

The art of war says that knowing each other is victorious.

In the face of an already functioning regional market, we should first analyze the status quo of our company clearly and whether the product line planning is reasonable. Whether the product line's taste and price are in line with the local consumption habits and purchasing power? Do we seize the mainstream channel of the local market? What is the price order? Is there a product price upside down phenomenon and the degree of interregional crossing? How can the existing product promotion strategy meet the needs of the members of the channel? Is there any new idea of the terminal promotion of the product, can it really appeal to consumers, rather than simply repeat the special promotion? How about the stability of the existing team? What is the professional level and how about the execution?

4, competition status (product line, channel, price order, promotion strategy, team situation)

What we tend to overlook in the research of competitive products is that the research is not systematic and thorough. Even many regional managers do not study their competitors simply to promote their products on their own initiative. Therefore, it is inevitable to lose their battle in the market!

Whether we can find the market opportunities in a real sense directly determines the success or failure of the regional market. This is also the reason why marketing focuses on "camp". The so-called war is not yet open and the outcome is fixed. How can we accurately find the market opportunities?

The application of 1 and SWOT analysis tools

The so-called SWOT analysis, namely the comprehensive analysis method of strong and weak machine risk, is an analysis method of enterprise competitive situation. It is one of the basic analytical methods of marketing. By evaluating Strengths, Weaknesses, Opportunities and threat (Threats), we can make a thorough and comprehensive analysis of enterprises and the positioning of competitive advantages before formulating the development strategy of enterprises.

On the basis of systematic market research, we can accurately find out where our market opportunities are based on SWOT analysis.

2, precise positioning of market entry points

The market opportunities have been found. Next, we need to think about how to cut into the regional market quickly and efficiently.

How to identify the entry point of the market, the key factor is to conduct a systematic analysis of competitors. On this basis, it is possible to really find a market entry point. If the strength of this enterprise is strong enough, it is possible to launch a "positive war" with the opponent. If the actual strength of the enterprise is weak, it can only think differently, and only engage in "flank warfare" or "guerrilla warfare" with its competitors, such as differences in products and specifications, differences in main channel types, differences in price bands and so on.

In general, this level should also go back to the most basic 4P thinking: what products to sell, which channels to operate, what kind of price system to make, and what kind of promotion strategy should be used? In general, the logical order is: product determines channel, channel determines sales promotion mode, competition level determines price belt selection.

Four, the formulation of breaking strategy.

1, product line planning strategy

Macro level

Product is the foundation of all sales. Whether the product line planning in the regional market is reasonable or not determines the success or failure of the market directly. The regional market not only brings sales volume to the enterprise, but also sets up brand image and creates as many profits as possible. Therefore, the product line set point of thinking is that we should have products that can build brand image, as well as products that can bring sales and profits to the enterprises. Specifically, there should be three kinds of products:

Brand products: high prices, high quality, brand image, not too much emphasis on sales volume.

Profit oriented products: main products, moderate prices, focus on promoting and improving profits.

Competitive products: price advantage, can adapt to channel price war, can quickly improve sales volume.

Micro level

After the three types of products are selected, which products are the main products of the market, they are mainly determined by the overall marketing strategy, product promotion plan and the core competitors.

If the company's overall marketing strategy is "guerrilla warfare", then in the selection of the main products, we must avoid the main product system of the competitors, and choose the products that are relatively differentiated as the main ones.

Specific product differentiation strategies include: specification differences, packaging differences, price differences and so on.

2, channel layout strategy

Products decide channels. Different product prices and packaging specifications determine what types of channels should be chosen.

The 1000 yuan Moutai can't be sold at the roadside breakfast point. So how to arrange the channel should first consider what kind of product line the enterprise has set, so it is meaningful to talk about the layout of the channel on this basis.

The second factor that should be considered in the layout of the channel is what is the main sales channel type in the regional market. Only by grasping the type of the mainstream sales channel can we really get the success of the market breaking. As mentioned earlier, the mainstream channel of Shanghai market is the KA system and the CVS system. The layout of the Shanghai market must naturally consider the two types of channels.

Dealer layout:

For most enterprises, it is still necessary to operate the market through distributors. Therefore, how to choose the number of distributors in the distributor and regional market and how to define the proportion of each type of dealer is crucial.

A, in principle, define the number of dealers by administrative division, for example, there are 1 dealers in the prefecture level market, and 1 dealers in the county level market.

If the product is in the stage of entering the market or the power of the distributor network coverage of the selected prefecture level city is strong, it can also consider that a city has only one general distributor, and the county town has a distributor.

B, choose what type of dealer mainly refers to the local channel characteristics, KA channel is developed mainly choose KA based distributors, circulation channels are developed mainly in the circulation of the main distributor, of course, we should also take into account the company's overall channel development strategy (mainly KA or circulation) and the input of market cost;

Construction of distribution channels

For fast moving consumer goods, the core determinant of success lies in the market share rate. No matter how old and new products are, how to improve the market rate of products in the market is the primary consideration. The construction of distribution channels is an important way to effectively improve the market rate.

The construction of distribution channels is, in the final analysis, the problem of the level setting of channels. The emphasis is on the depth of channels.

There are several factors to consider when constructing a distribution channel.

The breadth and depth of network coverage of A and a group of businesses

The core purpose of setting up distribution channels is to increase the rate of market placement. If a group's network coverage is strong enough to meet the requirements of increasing the market rate, there is no need or only a small number of supplementary distributors in the market.

The number of distributors should be inversely proportional to the network coverage ability of a group of merchants, that is, the stronger the network coverage ability of a group of operators, the less the number of distributors to be set.

B, population and administrative area of the regional market

Regional market population, administrative area and the number of distributors is also an inverse relationship.