Whether the home textile business marketing plan to promote what
In recent years, large category of household appliances, food, clothing, medicine, daily chemicals, building materials or a sketch class hardware, stationery, home textiles in order to Win, have requested the marketing planning Zhu Quan, but a considerable number of enterprises and planning companies can not handle the relationship among, so that diverged from the first sight of regret to repeat again and again, in addition to the moral standards of the two sides talk about, they must thoroughly understand the company business plan needs to be done, please do what is the criteria for bilateral cooperation.
Product category planning, strategic marketing model, channel terminal set, brand positioning and communications, marketing planning and implementation is the most basic five elements, was also the basis for planning the content and premise.
Create a new class is the bubble or Blue Ocean?
Achievements of the Chinese Collar Qipai; prevent electric wall heaters to effectively segment the Haier competing products; Nutrition Express continues Wahaha myth; Body shaping underwear to Tingmei to fame; V9 launch of let us know Yake ; wall paint make up for the physical dimensions of crocodile paint the fetters break, drink with support from high-level access to high-speed development of econazole, etc. These are categories of innovative classic. As everyone knows, according to 28 principles, in which the number of buried below name of successful new class of innovative and production of deformed children, such as coffee, tea, security briefs, charging belt, LASH lock, set-top box, smoke, washed black, etc. .
Whether innovation category, for the planning of the project's quality and a high degree, plays an important role; swarm of innovation will certainly be the formation of bubbles, the category probability is very low success rate of innovation is a high risk move. By Blue Ocean thinking to confuse the impact of innovative business like category, but not all categories of enterprises need to innovate or not all companies have the ability to carry out the planning category innovation, we often encounter a tiger into a cat like horses The category of non-Malaysia is not surprising that innovation.
Strategic marketing planning model debate
Category strategy-driven mode.
— Brand — Series category. Air conditioning? Gree? Appliances; Down? Bosideng — clothing; tea? Hong Durian — food, Gree, Bosideng and Hong fluttering strategy driven model category are outstanding representatives.
Brand strategy-driven mode.
— Brand — category lines. Haier? Refrigerator? Little Prince; Shuanghui? Cold food — ham; plum? Padlock — yard line, Haier, Shuanghui, plum blossom is the established brand strategy-driven mode.
Single-product strategy-driven mode.
Single product? Brand — Series. Elastic Eye? Pills U.S.? Skin care products; melatonin? Giant? Health care products; Start Time? Amendment? Medicine, pill United States, giant, modified to take the single-product strategy-driven mode.
These three models, does not matter merits are determined by industry characteristics, the status of enterprises in the industry, and the stage of business development and other key factors. Enterprises themselves are often too deep into the industry, resulting from within the mountain, the Cloudland do not know Office, and so will the introduction of foreign brains to assist, demonstrate the strategic intent and business development model.
Channel model and the terminal Yetai
Qingdao Beer client system, Wahaha direct control to the county level are the same batches of success. Respect for the social division of labor, agents play a role in the full flat is not in contradiction with the channel. In fact, many enterprises will SB flattening banner banner channels, Xiemoshalv doing stupid things, to channel a mess, southwest dealers rose up in rebellion in early binary, that is, channel management flaw of the total contradiction between the outbreak of the manufacturers.
Channel is king, the winning end.
Are formed under certain conditions, concluded that the production company will always be the engine of this ecological chain, the engine will always be dominant. This is also planning to conduct strategic planning for customer service ideology dominant.
Supermarkets KA, convenience stores, specialty stores, boutiques, wholesale markets, bazaars, market stall show jumping, online shopping, catalog direct mail, television shopping, group purchases, direct sales personnel, telephone direct marketing are the Pan-terminal mode. Consumer marketing must take into account the characteristics and differences between the various end points, for different terminals, their marketing mix, after all, the terminal is moving off the heart and soul of marketing.
Brand positioning and widely broadcast propaganda
Brand positioning is the product planning, channel planning, terminal planning the foundation of the so-called brand, which is a unique character, different from the different elements of competing products.
McDonald's that? Appear to be selling chips, and essentially sell happiness, especially for children in this group.
Coca Cola? Surface is carbonated beverages, is actually constructed with the Stars and Stripes with the American culture.
What L'Oreal? — Our consumer is not lipstick, but women feel beautiful.
Nutrition Express What is this? Not milk + fruit juice blending and combination of simple, there is a taste that is both nutritious drinks, milk and yogurt to prove safety.
Armani is what? Armani is not just a suit, a rich dress, the proletariat can not afford the luxury.
What is Apple? IT digital products are not fans, but the maverick, rebellious, its own way, cool alternative spirit.
Brand positioning accuracy is to ensure that the key to marketing success, marketing done very depressed or very strenuous, or very uncomfortable, then find the source directly from the brand positioning right, there will certainly distorted the positioning, will be inclined, is not definite in reasons.
Advertising – publicity – it spread? — Is the relationship between progressive layers. In practice, a call from dealer advertising is viewed, by customer sets the money; another is for consumers, build brand awareness and reputation, led to the desire to purchase the product, eventually leading consumer loyalty.
In addition to traditional media, the World into the Internet age, any neglect of the influence of new forces is futile. Of course, the event is viral marketing and new favorites. In any case, low-cost advertising to attract the eye is the same pursuit of big brother.
Marketing, sales and planning
Marketing function is better and more economical to spend money to go out, therefore, to spend an artistic family on.
Sales function is superior to a good hug block more money come in, therefore, money is also technology family on.
The ultimate plan is to allow enterprises to spend means the comfortable, income-generating livelihoods assured.
In summary, marketing and technology planning is the art of family on family on the combination.
I am an expert from China Hardware Suppliers, usually analyzes all kind of industries situation, such as water erasable pen , nylon seine twine.
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