58 innovative plans for marketing

Chapter 10 Product Planning (3)
3. Multifunctional product.Refers to the expansion of the performance and use of the product.One product is multi-purpose, one machine is multi-purpose.

4. Easy to operate product.New products tend to use high technology, but the operation should be simple, safe and automatic.

5. Diversified products.Refers to changing the product structure by expanding, shrinking, component replacement, and combination of existing products, increasing varieties, specifications, models, etc., to meet the needs of more customers in more aspects.

Practical points
The company's new product development strategy has the following methods for reference:
1. Preemptive strategy.It is to develop new products and put them on the market before other companies, so that the company is in a leading position.Enterprises adopting the pre-emptive strategy must have strong research and development capabilities, certain trial production and production capabilities, sufficient manpower, material resources and funds, and the determination to take risks.

2. Follow the strategy.That is to say, when a company finds a best-selling product in the market, it loses no time in imitating it and then putting it on the market.Enterprises that adopt a follow-up strategy must collect and process market information at any time, and have strong and efficient research and development capabilities.This strategy can be adopted by most SMBs.

3. Introduction strategy.That is to buy patents and technologies, organize strength to digest, absorb and innovate, turn them into their own technologies, and quickly transform them into productivity.It can be divided into three situations: buying the whole small business; buying ready-made technology; introducing talents who have mastered patented technology and key technology.

4. Product line breadth strategy.First explain what a product line is.A product line refers to a group of products closely related to production technology.The number of product lines owned by an enterprise is called the breadth of the product line.The product line breadth strategy can be divided into wide product line strategy and narrow product line strategy according to the width of selection.The former means that an enterprise produces multiple product series, and each series has multiple varieties. It is a diversified business strategy, which is generally adopted by many large multinational companies and enterprise groups.The latter means that the enterprise only produces one or two product series, and each product series has only one or two products.Market fill-ins often employ this strategy.Wide product line strategy is a diversified business strategy.

Scene reconstruction
1. Scenarios
With the development of the economy and the improvement of people's living standards, household microwave ovens are favored by consumers for their time-saving, convenient, hygienic, and safe features. To invest, the microwave oven market is highly competitive.In the competition, Galanz adheres to product innovation, continuously improves the competitiveness of the enterprise, actively introduces advanced technology management, conducts international procurement, selects world-class components for assembly and production, and invests hundreds of millions of yuan in scientific and technological development every year.Galanz set up a research center in the United States and developed hundreds of patents. It is this product innovation mechanism that enables Galanz to continuously enhance its corporate competitiveness and achieve the goal of being the first in the world.

Question: How does Galanz maintain its No. [-] position in the field of microwave ovens?
2. Role simulation
If your company is a leading company in the communication industry and has developed a new technological product by relying on a large amount of investment in the early stage, the next step is to seize and make full use of this new technological achievement to create profits, or continue to invest a large amount of cost to carry out The next round of R&D?
3. Thinking Enlightenment
The development of new products has risks. How can enterprises minimize the risks when developing new products?

4. Physical training games
Props: some paper, some pens.

Number of participants: 6 people.

Method: 6 people were divided into 3 groups, with 2 people in each group, namely A, B, and C groups.Set up a specific scenario, and three groups plan to develop imitation products for new products in a certain industry.

Rules: The time is 60 minutes, whichever group can make the most complete plan in the shortest time will win.

Purpose: Through the game, cultivate the ability of game participants to make new product development plans.

5. Improve plan
Reference answer

1. Scenario case: Continuously conduct research and develop new products.

2. Role simulation: continue to invest in research and development.

3. Thinking enlightenment answer ideas: In order to make new product development succeed in reducing risks, enterprises should also follow the following basic principles:

First, the starting point must be to meet social needs.Satisfying social needs is the starting point and destination of all business activities of an enterprise.New product development is an important part of business activities, and social needs provide a broad market for companies to develop new products.

To implement the principle of meeting social needs, priority should be given to meeting the needs of national economic construction and meeting the needs of consumers and users.This requires enterprises to conduct research on the market before developing new products, to understand the country's economic construction and market demand, so that the decision-making of enterprises can ensure that new products are developed in accordance with the principle of meeting social needs.

Second, new products must be based on the national conditions of the host country.For example, our country has a large population, a weak foundation, an underdeveloped economy, and the people's income level is still relatively low.This is the basic national condition of our country, and we must proceed from the national condition when we think about problems.This requires enterprises to adapt to the purchasing power level and consumption habits of urban and rural residents in my country, as well as to the resource supply and supporting capabilities of our country when developing new products.Developing new products out of national conditions will inevitably incur heavy losses.

Thirdly, new product development should adapt to the trend of scientific and technological development.The scientific and technological level of new products cannot be too far behind the technological development trend.

Also, new products must adopt international standards.The international standard of the product is a recognized and common standard in all countries in the world.The development of new products adopts international standards, which can enable enterprises to catch up with or even exceed international standards in a short period of time.At the same time, it also creates more favorable conditions for the company's products to further enter the international market.

Finally, the principle of similar structure and similar process should be considered when developing new products.If the new product does not need to use special equipment, the parts and components are common to the original product, and the workers are highly skilled, then the research and development costs and production costs will be low, and new products can be developed and put on the market in a relatively short period of time, enhancing the competitiveness of enterprises. It will achieve twice the result with half the effort.

In addition, new products must comply with national policies and adapt to the national conditions, habits, social psychology, and product values ​​of target markets at home and abroad.Only in this way can the promotion and use of products be accelerated, and it is conducive to the diffusion of new products in the market.

Classic look back
Uni-President's business projects include a number of goods and services related to people's livelihood and consumption, and it has become a comprehensive life industry group with diversified operations.

Today's beverage market has a wide variety of categories, but the Nanjing market has always been dominated by tea drinks and fruit juice drinks.It's autumn, and when the beverage market is becoming more and more peaceful, according to the market, the unified launch of "Yaha" coffee in Nanjing market.For the coffee market, the competitors of "Unified Yaha" are mainly instant coffee brands.There are mainly brands such as "Nestlé", "Mocha" and "Super" in the Nanjing market, and these brands already have some fixed consumers in the market.

The main consumer groups of "Yaha" coffee are professionals who have just graduated from college. They have a strong desire to be recognized by the society and desire success. They are the new social group that pays most attention to trendy culture.They read all kinds of fashion and cutting-edge magazines, and have a wide range of life interests and self-cultivation.Therefore, it is particularly important to create a quality concept for "Yaha" that always firmly believes that tomorrow will be more successful and will definitely come.

"Yaha" has successfully built momentum through the linkage of outdoor light boxes in the early stage.Therefore, in the later period, "Yaha" used the follow-up of radio media and the "gathering of energy" of activities to jointly complete the transmission of brand connotation and consumption promotion, allowing consumers to participate in fashion activities related to coffee.

Nanjing coffee consumption has not yet formed a climate, and coffee culture needs to be cultivated. "Yaha" coffee uses activities to interpret consumers' various "anytime" moods when drinking coffee, introduces the topic of "coffee", and creates a "cafe where you can go with your heart" As a result, "Yahha" coffee achieved good sales performance.

From the case of "Yaha", we can see how important a new product promotion plan is when a new product is launched.

Skillful touch
Only when the product is placed in the terminal, consumers have the opportunity to make a purchase.Whether it is a new product or a mature product, only through the terminal, the product can meet with consumers, and the sales can be formed through the purchase of consumers. Therefore, marketing is one of the important tasks of new product promotion.

After the product is placed in the terminal, only when the first purchase is formed and recognized by consumers, will there be second purchases by consumers and continuous purchases will be formed.Otherwise, no matter how good the product is, consumers will not make their first purchase, and the product will not be recognized by consumers.However, some companies assert that the market does not need such products after they have released their products, but no consumers buy them. This is also a one-sided understanding.

thinking innovation
The promotion of new products requires the company to have the ability and level to organize, plan, and control promotional activities, and to form the largest promotional effect with the smallest investment.In addition, doing promotions in supermarkets or school areas requires a lot of manpower and material resources from the company, and the company's manpower and material resources are limited.Therefore, in addition to doing some promotional activities by itself, the company must encourage customers to participate in promotional activities.The wider the promotion and contact with the target consumer group, the better the "pull" effect of the terminal.In addition, when doing promotional activities for new products, try to use banners, parasols, tents and other tools to ensure that the sales atmosphere of the terminal is aroused.

Practical points
How to motivate consumers to make their first purchase, and then make consumers accept the company's products, forming secondary consumption and repeated purchases, is the primary problem to be solved in the process of new product promotion.According to the order of "marketing" and "pull", it can be divided into the following operation modes:
1. Promote first, then pull.First of all, carry out market distribution. When the distribution rate of the target market reaches more than 60%, start to do some large-scale promotional activities or advertising activities to stimulate consumers to buy products.The advantage of this is that the pulling effect can be directly reflected.Due to the early distribution of goods, after promotion and promotion, consumers can immediately purchase such products at the terminal, thereby forming a sales boost.The disadvantage is that due to the low popularity of new products, it is difficult to distribute goods in the early stage, and the speed is relatively slow.If promotional activities are not very effective, it is easy to cause a backlog of some products.

2. Pull first, then promote.This method is to do promotional activities first, and then stimulate consumers to buy and channel members to purchase.The advantage is that due to the pre-sale promotion of new products, it is easier to market new products.The disadvantage is that after the promotion of new products, if the replenishment cannot keep up, consumers may not be able to buy the products at the terminal, which will affect the effect of promotion and publicity.

3. Push and pull are carried out simultaneously.While doing promotional promotion, while carrying out distribution, the two are combined.The advantage is that the disadvantages of the first two methods are avoided.The disadvantage is that in the case of limited manpower and material resources, the overall advancement speed is relatively slow.It is recommended to encourage the enthusiasm of customers and jointly carry out publicity, promotion and other activities.

In addition, there must be at least three rounds of promotion and pull cycles.Because the pulling effect of each promotional campaign is limited, only after several pulls, multiple sales, and replenishment, can consumers' memory be effectively consolidated, and a stable consumer group and stable sales volume be formed.

Scene reconstruction
1. Scenarios
Lenovo's new two Think notebooks are based on Intel's Centrino dual-core mobile computing platform.In the next new product promotion, Lenovo will make a big attack!

Promote this new product by sponsoring important opening ceremonies such as the "Turin Winter Olympics", "Boao" and "Asian Forum".At the same time, Lenovo held a grand new product launch conference.At the new product launch event, a ThinkPad history exhibition area was arranged at the event. The owner is a loyal ThinkPad fan from Beijing and a graduate student. Each model is basically collected, showing the very classic time that ThinkPad has experienced in the historical development process.

Question: How does Lenovo promote new products?
2. Role simulation
Suppose you are the marketing director of an ice cream manufacturer and you are trying to promote a new flavor of ice cream, but your competitor also has a special new product on the market. In this case, should you seize the opportunity first, or sit back and watch the changes and start from the weakness of the opponent ?
3. Thinking Enlightenment
If a company is going to launch a new product, besides what is mentioned in this section, what aspects should you pay attention to?

4. Physical training games
Props: some paper, some pens.

Number of participants: 8 people.

Method: 8 people were divided into two groups, 4 people in each group.Set a specific scene.Two groups of people list their own promotion plans for a new product.

Rules: Game time is 60 minutes.Which group made the most perfect new product promotion plan within the specified time, and which group won.

Purpose: Through the game, cultivate game participants' new product promotion planning.

5. Improve plan
Reference answer

1. Scenario case: Focus on promotion through sponsorship of large-scale activities.

2. Role simulation: seize the opportunity.

3. Thinking enlightenment and answering ideas: After the new product is finalized and launched, the following points should also be paid attention to: First, be quick, before competitors launch similar new products, consolidate the channel foundation as soon as possible, create an image, make sales, and make the product. The first brand of such products, far away from competitors; second, if competitors have launched such products, they must fight for speed with competitors, make full use of the existing sales network, spread the products to the terminal as soon as possible, and at the same time cooperate with Do some publicity and guidance activities in the market, occupy the minds of consumers in advance, and surpass competitors in an all-round way; third, have a plan. Facts have proved that all companies that promote new products have promotion plans, and implement them step by step according to the plan .And for some companies with poor promotion, the company will distribute new products to customers and everything will be fine, and no other positive promotion measures will be taken.Therefore, strong execution is not only to do the work according to the requirements, but also to do the work voluntarily and proactively, and take the promotion of new products as one's own business.Only in this way can we increase the probability of successful promotion of new products, stand out from the crowd of companies, and prove our own strength with our own actions.

(End of this chapter)