58 innovative plans for marketing

Chapter 14 Channel Marketing Planning (1)
Channels are the passages through which the ownership of a product is transferred from producers to consumers or other end users.In the current fierce competition, marketing channels have almost become the lifeline of producers. Whether the marketing channels are smooth has become one of the important factors to measure whether an enterprise is competitive. Marketing channels have become the intangible assets of enterprises.

The marketing channel is the channel through which a manufacturer's products flow to consumers. The manufacturer's level of management and control over it play a vital role in increasing the product's market share. Every manufacturer must strengthen The work in this aspect, especially with the acquisition of trade and distribution rights of foreign-funded enterprises after joining the WTO, the competition in marketing channels will become more intense.

In this context, how to understand marketing channels, how to create their own marketing channels, how to use their own marketing channels, how to manage or maintain their own marketing channels has become an urgent problem for contemporary enterprises to solve.To this end, enterprises need to establish their own strategic thinking of channel marketing.Whether an enterprise has a reasonable and perfect marketing channel strategy will directly affect the success or failure of the enterprise.

Management guru Peter Durak once described marketing channels in this way: Changes in marketing channels may not matter to a country's GNP and macroeconomics, but they are of great importance to an enterprise or an industry.

Classic look back
In 2003, Vandenberg, then managing director of mail business of TNT Germany branch, received a new appointment to go to China. His new position was director of TNT China Post and related business development.

Undoubtedly, while announcing the appointment of Vandenberg, TNT has already started its direct marketing plan in China. TNT's intention is self-evident, and Vandenberg's experience and expansion capabilities are TNT's trump card in developing the Chinese market.After being dormant in China for nearly two years, TNT's direct mail business has finally started.

As a leader, Vandenberg quickly brought his years of experience in the industry to the new company.Although the first batch of employees was only 30, in just over 3 months, the company distributed 700 million questionnaires through mail, newspapers, magazine inserts, emails, telephone, and face-to-face interviews. The questionnaires were all concentrated in the Shanghai area.

"In the next three years, we will carry out direct marketing business in 3 cities in China." Vandenberg said.But how can such a huge market expansion work be successfully completed?In the Shanghai survey, Vandenberg was not willing to find a partner to do this work. His reason was: this work is quite targeted, and what kind of consumption preferences consumers have is what the survey needs. At present, most domestic companies do not have experience in this field, the data coverage is not wide enough, and the quality is not satisfactory.

"This is the first time we conducted a survey in the Chinese market. We are still in the stage of market education, and we don't know which way to collect data is the most effective. 700 million questionnaires were finally returned to 50 copies. We are quite satisfied with the recovery rate. Yes." Vandenberg's three-month survey results are quite optimistic.This has laid a good foundation for TNT to establish a special direct marketing database in China - "Yixiang" database.According to Vandenberg, this database not only includes demographic data of consumers (especially high-end customers), but also covers consumer consumption intentions, hobbies, product or brand ownership status, and detailed contact information. TNT will provide a full range of direct marketing solutions for five major industries including automobile, telecommunications, banking, insurance and fast moving consumer goods, including strategic consulting, direct mail production and packaging, telemarketing, multi-channel feedback management, customer relationship management, etc. TNT has carried out direct marketing in Europe for 3 years, and currently manages 25 million pieces of customer data information in Europe. In North America, TNT's direct marketing business is also developing quite well.

Although it has only been three months since the official launch of the direct marketing business, the Chinese market has left a very good impression on Vandenberg: consumers are proactive and willing to accept data collection.In addition, it once again confirms TNT's experience in other markets, that is, consumers are more willing to receive mailbox mail.

It can be seen from the case that the key to developing the TNT direct marketing model is to establish a direct marketing database.

Skillful touch
The key words in direct marketing are "specific" and "accurately measured." "Specific" refers to direct marketing, emphasizing the pertinence of information transmission and emphasizing the dissemination to specific groups of people.First of all, the object of information transmission must be the target customers of the product or service itself. Are they interested in the product?Whether they can afford the price.Secondly, different messages need to be sent to customers in different market segments. For example, the retail industry often has some customer information. It is best to use different communication methods for frequent loyal customers and occasional customers. Preferential margin.

The specific characteristics of direct marketing are particularly important today when consumers' needs are diversified and consumers' needs for being respected and valued are increasing.

"Precise measurement" emphasizes the measurability of results.Direct marketing activities must bring customer feedback and purchase behavior to marketers, and the number of these feedback or purchases can be accurately counted.The purchase behavior driven by direct marketing activities needs to be counted by retail outlets, so that the contribution of direct marketing activities to sales can be investigated.

thinking innovation
Direct marketing attaches great importance to "response", which can lead to "immediate action by customers".Therefore, "stimulus" and "preferential" in marketing activities become the top priority of every direct marketing activity design.The direct marketing strategy emphasizes that promotional means can help consumers take immediate action, so common direct marketing activities are often combined with information calling for immediate action, common ones include discounts, gifts, discount coupons, volume increases, lottery draws, etc.

The feedback emphasized in direct marketing is two aspects: the feedback of consumers' immediate purchase; the feedback of whether the communication method is effective.The analysis of each feedback data will allow you to have a clearer grasp of which channels the information is effectively delivered to which customers, and what kind of delivery methods and information customers prefer to accept.By repeating this process, you will be able to find your key groups more quickly and make corresponding market strategy adjustments.

Practical points
The application of the direct marketing model must be based on various conditions.First of all, it must have three major supports, namely market support, data support and technical support. Direct marketing cannot do without these three supports.Direct marketing must have the support of the market to be effective; it must have strong database support to be efficient; direct marketing requires the synthesis, integration, and compounding of various means, so it needs technical support.Of course, the core of these three points is personnel. If you want to do a good job in direct marketing, you must have corresponding personnel. Only personnel with such qualities and personalities can do a good job in direct marketing.

Secondly, doing a good job in direct marketing is also inseparable from efficient management, how you operate your call center, how you operate your direct marketing department, and how you design your product plan.

Finally, doing direct marketing well requires a smooth workflow.If your process is smooth and every link between departments is in place, the success rate of your direct marketing will be greatly improved.

In fact, direct marketing is targeted sales. Only by finding out the target customers for marketing can the direct marketing function play a role.In it, every step of making a call or sending a letter needs to be deployed. It is not someone in the company who holds the list and calls every day to generate value through data.At present, many mature companies in the call center field in the domestic market have collected a large amount of customer information, that is to say, they have completed the information collection stage.However, it has not entered the stage of data collation, analysis, mining, and application.The future market focus will become the focus of data analysis and mining, and some people even put forward the concept of "data is king", which means that data is a very critical factor in the process of direct marketing, and the value of customers can be found through data.These constitute the theory of changing the traditional business model into customer observation and enhancing customer value.

Scene reconstruction
1. Scenarios
Michael Dell's business thinking is very clear, that is, to abandon all distribution links between the company and customers, and sell products directly to customers.The company's whole process from product design, manufacturing to sales is based on listening to customer opinions and catering to customer needs.They communicate and interact with customers through various media, quickly get feedback from customers, promptly learn about customers' suggestions and requirements for products and services, know the needs of customers well, and tailor products for each customer.It only takes 7-10 days for the product to go from the manufacturer to the customer.The reason why we can operate at such a fast speed, in the words of Michael Dale: When other companies are still trying to figure out what products customers want, we have already had the answer.Because our customers express their needs clearly before we assemble them.

Question: Where is the key to Dell's success?
2. Role simulation
Suppose you are the boss of an electrical appliance manufacturer, and you are trying to establish your own direct marketing model. At present, you have market support and data support, but you are very lacking in technology and staffing. How do you cross this threshold?
3. Thinking Enlightenment
By studying this section, contact your own industry and talk about your understanding of direct marketing.

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.Two groups simulate a direct marketing scenario for a certain industry.

Rules: Time is 60 minutes.The two groups make a plan for direct marketing within the specified time.

Purpose: Through the game, exercise the ability of game participants to plan direct marketing.

5. Improve plan
Reference answer

1. Scenarios and cases: Get to know customers' suggestions and requirements for products and services in a timely manner, know the needs of customers well, and tailor products for each customer.

2. Role simulation answer ideas: Immediately improve technology through various methods, and start recruiting and training employees.

3. Thinking enlightenment: the answer is omitted.

Classic look back
Hewlett-Packard is a successful example of the use of reseller distribution channels.HP has grown its business primarily through secondary distribution channels that are both long and wide.Its first-level distributors are managed by specialized personnel from the sales department, and the two parties jointly plan and explore effective ways of personnel arrangement and development.Secondary distributors are specially managed by professional sales personnel set up in branches and branches across the country.This method of managing distributors with special personnel is convenient for Hewlett-Packard to grasp the distribution status and actual needs of distributors in a timely manner, and improve the response speed to changes in the national market.When choosing distributors, HP only chooses reputable intermediaries covering the whole country or a certain region, and controls the quality of distributors through a strict certification system.Through the distribution channel strategy of distribution system, HP's server not only occupies the first market share in China, but also makes it have a remarkable performance in office equipment business such as printers.

From the successful case of Hewlett-Packard, it can be seen that an enterprise that successfully uses the distribution channel strategy should have a very strong ability to control channels.

Skillful touch
Distribution channels play an important role in the marketing strategy.Because a smooth distribution channel can not only realize the interaction between manufacturers and consumers, but also help enterprises accurately determine prices and control costs through consumer information feedback.Therefore, the distribution channels in the market are showing a trend of diversification.There are three main distribution channel strategies for companies to choose from.

1. Distribution channels.The essence of the distribution channel is a business-to-business relationship.This kind of sale is based on the mutual benefit of both parties.Manufacturers quickly occupy the market with the help of distributors, and distributors gain benefits by distributing the products of manufacturers.For high-tech products with turbo effects in the product life cycle, the use of distribution channels is conducive to saving marketing and advertising costs, reducing operating capital risks, and promoting products quickly.

2. Agent system channel.The agency system channel refers to the establishment of long-term supply and marketing cooperation between enterprises through entrustment, agency, consignment, etc., to negotiate with external independent sales companies in terms of pricing, inventory, promotion, brand output, and product display.Agents and manufacturers establish long-term and stable production and marketing relationships through agency agreements.

In view of the high value-added characteristics of high-tech products, choosing an agency system has its unique advantages.This is conducive to mobilizing third-party forces and increasing the distribution capabilities of each company.

3. Electronic distribution channels.The electronic distribution model not only reduces intermediate links and intermediate distribution costs, but also saves inventory and reduces after-sales service costs.Moreover, the electronic distribution model centered on the value chain realizes the interaction between the manufacturer and the user due to the full consideration of the needs of customers.This is especially important for high-tech products with high added value, difficult to accurately calculate product prices, and more services.

thinking innovation
Generally speaking, the higher the unit price of a product, the more attention should be paid to reducing circulation links, otherwise it will increase the sales price and affect sales, which is not good for manufacturers and consumers.Products with a lower unit price and a wider market usually adopt multi-link indirect distribution channels.

The choice of distribution channels for enterprises must comply with the relevant national policies and regulations.Enterprises have no right to self-sell or entrust sales of some commodities that should be strictly managed according to national policies or planned to be distributed; certain commodities can be sold by themselves according to the prescribed ratio after completing the tasks of the national mandatory plan, such as the monopoly system ( Such as cigarettes), special control commodities (a few commodities that control the purchasing power of social groups).In addition, such as tax policies, price policies, export laws, commodity inspection regulations, etc., also affect the choice of distribution channels.

Practical points
When choosing a specific distribution channel model, regardless of the considerations and where to start, distribution channel managers should generally follow the following principles:
1. The principle of smooth and efficient.This is the first principle of channel selection.Any correct channel decision should meet the requirements of smooth flow of goods and cost-effectiveness.The circulation time, circulation speed, and circulation cost of commodities are important indicators to measure distribution efficiency.

Unimpeded distribution channels should be oriented to consumer needs, and deliver products to consumers' convenient purchase locations as soon as possible, as quickly as possible, and as early as possible through the shortest route at the most favorable price possible.A smooth and efficient distribution channel model not only allows consumers to buy satisfactory products at an appropriate place and time at a reasonable price, but also strives to improve the distribution efficiency of the enterprise and strive to reduce distribution costs, with the lowest possible distribution costs, To obtain the greatest economic benefit and win the competitive time and price advantage.

2. The principle of moderate coverage.When an enterprise chooses a distribution channel model, it is not enough to simply consider speeding up and reducing costs.It should also be considered whether the timely and accurate delivery of goods can be sold, and whether there is a high market share enough to cover the target market. Therefore, the reduction of distribution costs should not be emphasized blindly, which may lead to a decline in sales and insufficient market coverage. .Of course, cost reduction should be the result of scale effect and speed effect.In the selection of the distribution channel model, excessive expansion and excessive distribution should also be avoided, so as not to cause communication and service difficulties, resulting in failure to control and manage the target market.

3. The principle of stability and controllability.Once the distribution channel model of an enterprise is determined, it needs to spend a lot of manpower, material and financial resources to establish and consolidate, and the whole process is often complicated and slow.Therefore, companies generally do not change channel members easily, let alone switch channel models at will.Only by maintaining the relative stability of the channel can the efficiency of the channel be further improved.Smooth, orderly and moderate coverage are the solid foundations of distribution channels.

4. The principle of coordination and balance.When an enterprise selects and manages distribution channels, it should not only pursue the maximization of its own benefits and ignore the partial interests of other channel members, but should reasonably distribute the interests of each member.

5. The principle of giving full play to advantages.In order to gain a dominant position in the competition when choosing a distribution channel model, an enterprise should pay attention to giving full play to its own advantages in various aspects, combine the design of the distribution channel model with the company's product strategy, price strategy, and promotion strategy, and strengthen the overall marketing mix Advantage.

Scene reconstruction
1. Scenarios
Ingram Micro, a distribution company ranked No. 500 among Fortune 41 companies, realizes B2B distribution business through its e-commerce system.As a partner of Cisco, Ingram Micro has broken the traditional product chain model, turned to a new value chain model, and created a new e-commerce model of IT distribution in the Internet age based on the principle of meeting customer needs.When implementing the electronic distribution model, Ingram Micro mainly attracts and wins customers through value-added services.At the same time, through the electronic distribution mode, the capital turnover cycle is shortened, inventory is managed more effectively, and the turnover rate of goods is improved, thereby achieving the purpose of reducing distribution costs.

Question: How does Ingram Micro achieve distribution profitability?

2. Role simulation
If you are the CEO of an electronics company, which distribution model should you choose based on your actual situation?
3. Thinking Enlightenment
(End of this chapter)