58 innovative plans for marketing

Chapter 2 Market Positioning Planning (1)
Sitting on a market, an enterprise can be considered to have found its lifeblood!Whether you are fighting in the red ocean or opening up the blue ocean, it is a contest for market power.

Enterprises need to effectively enter the market, and in a specific market, there are a large number of consumers, and their needs are often varied. It is impossible for an enterprise to attract all customers and meet the needs of various customers with one product or service. Enterprises are required to research and predict the market, and then segment the market on this basis. After fully understanding the differences between customer needs and desires in each segment, select the market and enter the market effectively.

In a market environment full of competition, any enterprise will feel the complexity and changeability of the market, the difference and diversity of needs in the operation, even a large enterprise group cannot meet all the needs of the market, but can only Targets and resource allocation, use its own advantages to meet some markets and provide effective services for them.Enterprises need to carry out market segmentation according to certain standards, and on this basis, choose the part that is most attractive to the enterprise and can provide effective services as its target market.This requires enterprises to carry out market positioning, which is a major decision related to the survival and development of enterprises.

In the 20s, American marketing experts put forward the concept of market positioning. Market positioning is to determine the position of the company and its products in the target market according to the market competition and the conditions of the company, that is, to establish a position for the company or product in the target market. Certain characteristics, shape the predetermined image, and strive for customer recognition.It needs to explain to the target market what differentiates the company and its products from existing and potential competitors.This kind of symbolic behavior of planning the image of the enterprise and its products and the value provided, so that the target customers understand and correctly understand that the enterprise is different from competitors is the market positioning.This "characteristic" and "image" can be physical, psychological, or both.Such as high-quality and high-end, high-quality and low-cost, luxurious and comfortable, thoughtful service, advanced technology, etc., can all be used as positioning concepts.Market positioning is to try to establish an advantage in order to attract more customers.For the enterprise, users in the target market should realize that the service provided by the enterprise is "high-quality, affordable, thoughtful, and timely", and make partners realize that the enterprise has the overall operating advantages of the main channel and supply and marketing network, which can help them Open up the market to win the trust of users and partners, and establish the position of the enterprise in the target market.

Classic look back
During the Spring Festival of 2005, Ctrip.com, the largest online travel website in China, obtained through an inventory analysis report: the marching-style group travel model could not meet the travel needs of modern consumers and began to fall out of favor, while the more leisurely in-depth free travel, Self-driving travel will be favored by tourists.

According to the statistical data analysis of Ctrip.com, sightseeing tourism and leisure vacations are still the main styles of Spring Festival travel, leisure attractions continue to be favored, and traditional attractions also mainly provide leisure travel.The number of people on vacation is on the rise.According to the introduction of Ctrip.com’s vacation products department, tourists who advocate leisure vacations are generally those who travel frequently every year and have certain travel experience. They are mainly tourists from big cities such as Beijing, Shanghai, Guangzhou, and Shenzhen. Their demand for travel is relatively higher than other tourists.

Compared with the "May 2004st" and "2th" long holidays, the Spring Festival has always been a long holiday with a higher proportion of group travel. According to the analysis of the booking situation of Ctrip.com, the number of people who choose to travel independently during the Spring Festival has increased significantly, and the number of people who have booked for the Spring Festival has doubled compared with [-]. Nearly [-] times.

The "free travel" product combines the low cost of group travel with the freedom and randomness of self-guided travel. Therefore, since its launch, it has become increasingly popular among tourists, especially long-distance travel tourists.

The market is changing with each passing day, and the demand is changing. This requires enterprises to not only focus on the present, but also pay attention to the future.Enterprises should make full use of all aspects of macro information, grasp the situation, grasp the law, assess the situation, and make scientific and effective predictions for the market, especially the target market.

Skillful touch
Market forecasting is the prediction and speculation about the future state of the market. It analyzes and studies various data, materials and information on the basis of marketing research, uses scientific methods and techniques, discusses the trend of supply and demand, and predicts and predicts the relationship between supply and demand in a certain period of time in the future. Change prospects, thus providing a scientific basis for the company's marketing decisions.

A market forecast is actually an estimate of the future market demand for a product.From the division of time, there can be short-term forecasts and medium- and long-term forecasts.The farther the time is, the less accurate the forecast is; the closer the time is, the more accurate it is.Therefore, short-term forecasting can be strengthened on the basis of mid- and long-term forecasting, and the accuracy of short-term forecasting can be further improved.

Market forecasting is an important part of management decision-making functions. It can provide an effective reference for enterprises to determine the direction of production and operation. It can predict the trend of changes in consumers' specific demand for commodities and the trend of changes in competitors' supply, which is conducive to enterprise improvement. Product design, enhance product marketability.

thinking innovation
Market forecast is the basis of business decision-making, and information is the basis of market forecast.Prediction is based on a large amount of reliable economic information and data, using theories of historical dialectical materialism, philosophy, mathematics, statistics, operations research and other disciplines, on the basis of qualitative and quantitative analysis, to scientifically predict and speculate on objective things A management activity for future development trends.

At present, many enterprises lack scientific market forecasts, resulting in misunderstandings in market forecasts, resulting in mistakes in decision-making, resulting in huge economic losses.In order to make enterprises get out of the misunderstanding of market forecasting, enterprises should continuously improve the quality of information, perfect and improve forecasting methods, so as to improve the accuracy of market forecasting and better serve corporate decision-making.

With the acceleration of the process of economic globalization, enterprises have begun to actively seek overseas markets, overseas market forecast management is a prerequisite for successful export marketing.To do this work well, you should first choose the ideal forecasting method in terms of accuracy, timeliness, usability and economy, and then manage the market forecasting work as a whole.Accurate forecasts can enable enterprises to adjust product structure in time, aim at specific target markets and consumer groups, lead competitors and obtain greater business opportunities.Due to the relationship between distance and cultural background, it is more difficult to accurately predict overseas markets.It must be based on sufficient market research and thorough data analysis.Domestic export enterprises should learn and improve in terms of information acquisition ability and data processing ability.

Practical points
Enterprises must pay attention to the following aspects when making market forecasts:
1. Market forecasting must first clarify the scope, purpose and target of the forecast, because in the established target market, the target and object of the forecast are different, and the analysis methods adopted by the market forecast, the content and scope of data collection are also different.

2. At present, many enterprises ignore the importance of information, and the awareness of information collection is not strong.Therefore, to make scientific predictions, there must be sufficient and complete relevant information as the basis.Scientific prediction not only requires a large amount of relevant information, but also needs to sort out the information and establish a database of prediction information.Many enterprise information management is still in the manual stage, which seriously restricts enterprises from scientific market forecasting.

3. Forecasting itself has many uncertainties. To achieve scientific forecasting, it is necessary to adopt a combination of quantitative forecasting and qualitative forecasting analysis.

Scene reconstruction
1. Scenarios
A lighting appliance company wanted to develop an energy-saving lamp, but lacked confidence in the market potential and technical feasibility of the lamp, so the company signed a technical consulting contract with a professional consulting company.The contract stipulates that the consulting company is responsible for comprehensive technical and market analysis of the energy-saving lamps, evaluating and forecasting the funds required for product development, market demand and purchase targets, etc., and submitting a written report mainly on quantitative analysis to the lighting company Advisory report.After the contract is signed, both parties have completed the performance according to the contract.One year later, the energy-saving lamps developed by the lighting company were officially put on the market. However, due to the high price and other reasons, the sales volume of this kind of lamps was very small.In the end, the lighting appliance company filed a lawsuit in the court, arguing that the economic losses it suffered were directly related to the failure of the consulting company to predict the market prospects of the lamps and lanterns in the consulting report, and demanded compensation for the corresponding economic losses.

Question: Why are lighting and electrical companies' market forecasts for energy-saving lamps biased?

2. Role simulation
Suppose you are a representative of a consulting company, and now you want to help a travel agency do market research and forecast on "self-guided travel", what aspects do you plan to start with to improve the accuracy of the forecast?
3. Thinking Enlightenment
To achieve accurate market forecasts, it is inseparable from the pertinence, comprehensiveness, authenticity, and effectiveness of possessing relevant information.

Excuse me, before determining the forecast data, what work is necessary?
4. Physical training games
Props: A market forecast target theme, computer.

Number of participants: more than 3 people.

Method: Several people simultaneously collect all relevant data according to the determined forecast target, and organize them.

rule:

(1) The prediction target theme is the same, the time is the same, the difference is the thinking of the human brain.

(2) After the collection is complete, first compare the similarities and differences of the data.

(3) Organize and analyze data and eliminate untrue information.

Purpose: The purpose of this game is to discover the differences between different thinking and judgments in the early data collection.

5. Improve plan
Reference answer

1. Scenario case: The market forecast of a lighting company is not accurate, so it will be biased.Accurate market forecasting requires possession of pertinent, comprehensive, authentic, and effective information.

2. Role simulation solution idea: do a good job of market research, and start with the collection and analysis of comprehensive and accurate data and information.

3. Thinking enlightenment solution ideas: Before determining the forecast data, it is extremely necessary to conduct further analysis and revision of the forecast data.The experience, analysis, and judgment ability of forecasters are also a very important reason for errors.So try to get rid of subjective factors as much as possible.

Classic look back
In the early 20s when carbonated beverages were rampant, Huiyuan Company began to focus on the development of various fruit and vegetable juice beverage markets.Although some small enterprises in China had begun to sporadically produce and sell fruit juice drinks at that time, most of them were difficult to improve due to their low starting point and small scale.Huiyuan is the first enterprise in China to enter the fruit juice beverage industry on a large scale. Its advanced production equipment and technology are unmatched by other small workshop-style fruit juice beverage factories. "Huiyuan" fruit juice fully met people's demand for nutrition and health at that time. With its 90% pure fruit juice specialized "big brand" strategy and dazzling "new product" development speed, it jumped to the top in just a few years. The top ten enterprises in China's beverage industry rank among the best in the same industry in terms of sales revenue, market share, and profit margin, thus becoming a well-deserved leader in the fruit juice beverage market.Its product line has also expanded from fresh peach juice, fresh orange juice, kiwi fruit juice, and apple juice to wild jujube juice, wild hawthorn juice, pulp-type fresh peach juice, grape juice, papaya juice, blueberry juice, sour plum juice, etc. various forms of packaging.It should be said that this extensive market segmentation of the fruit juice beverage industry is the key success factor for Huiyuan Company to gain a leading position in the early stage of competition in the fruit juice beverage market.

But when Uni-President entered the orange juice market in 1999, everything changed.In 2001, the sales revenue of Uni-President's "Fresh Orange" product was close to 10 billion. In the fourth quarter, its sales volume exceeded that of "Huiyuan".The huge potential and the successful precedent of unifying "more fresh oranges" have attracted many well-known international and domestic beverage companies to join in. Coca-Cola, Pepsi, Master Kong, Wahaha, Nongfu Spring, Jianlibao, etc. entered the fruit juice beverage market one after another. , The smoke filled the air.According to the statistics of the China National Commercial Information Center in the first quarter of 2002, the sales volume of "Huiyuan" was also ranked after "the most fresh oranges". " and Master Kong's "Daily C" grabbed the leading position, and Coca-Cola's "Queer" also performed well. Obviously, "Huiyuan" is already in a great disadvantage.Although Huiyuan Company attributed this failure to the "lack of PET packaging line" and "insufficient advertising investment" and other reasons, it subsequently spent huge sums of money to introduce several PET production lines and invested heavily in advertising to counterattack the market. However, its market share is still declining.Obviously, the crux of the problem is not so simple.

In this fruit juice beverage market battle, the real reason why Huiyuan's leading position is so easily shaken lies in market segmentation.Comparing Huiyuan with Uni-President and Coca-Cola, the differences in their operating starting points and market segmentation methods are the key factors leading to changes in the market structure.Huiyuan looks at and manages the fruit juice beverage market from the perspective of the enterprise itself, using a static breadth of market segmentation.However, companies such as Uni-President and Coca-Cola start from the perspective of consumers and use the principle of dynamic market segmentation (adjusting the center of gravity of their market segmentation as the market competition structure changes) to enter and operate the market.It is also "segmentation", but in the introduction period, growth period, maturity period and recession period of the market, different life cycles have different performances and results.

Skillful touch
Market segmentation is mainly based on the differential needs of different customer groups, and divides the overall market into several sub-markets according to certain standards, so as to determine the target market of the enterprise.The objective basis of market segmentation is the difference in consumer demand, but by fully exploring the similar needs of this target group, it is possible to produce unique products that can meet the needs of this consumer group.In this way, a relatively independent and stable market segment can be established and maintained.

thinking innovation
A subdivided market may appear to be a narrow and inconspicuous market on the surface, but if fully explored, it may be another piece of blue sky, which can often open up another "blue ocean" of the market.The most important of these are: dig out the core needs of market segments, establish and improve unique business models, and increase barriers to entry.For example, the Home Inn chain hotel is to explore the economic and practical accommodation needs of business people with low-end consumption, and establish a unique chain operation model of economical hotels. After listing on NASDAQ, it has formed a strong force in the hotel industry.

Practical points
Enterprises must pay attention to the following aspects when conducting market segmentation:
1. Clarify the basis and premise of market segmentation.The market can be subdivided into many segments. Which one can be done and which one can't be done is not arbitrarily chosen. This is determined by the company's business direction and business goals.

2. There are certain standards and guidelines for market segmentation, which are not affected by personal attention and hobbies.Only the changing actual demand of users is the objective basis for enterprises to carry out market segmentation.

3. There are also differences in specific needs among similar customer groups, which requires grasping the key points, seeking common ground while reserving differences, and ignoring some secondary factors.

Scene reconstruction
1. Scenarios
In Hong Kong, the prosperity of the financial industry is no exaggeration to use the phrase "there are more banks than rice shops".In this small place known as an international financial center, the competition in the banking industry is unprecedentedly fierce. In order to seek the foundation of survival, they have resorted to all means, using positioning strategies, segmenting the market, and fully exploring and highlighting their own advantages.

Hong Kong Liao Chong Hing Bank is a typical one of them. It targets small and medium-sized industrial and commercial people, and aims to solve their problems and create a foundation together.In Hong Kong, small and medium-sized businessmen are a business group with great potential. Liao Chuangxing has a keen insight into this point, so after professional and in-depth research, he finally pinpointed their inner desires and needs - wanting to stand out, Grand plans.Since then, Liao Chong Hing Bank has established its own position, dedicated to serving the target customers of small and medium-sized businesses, and providing them with support and assistance that other big banks cannot get. Liao Chong Hing Bank has gradually firmly occupied this market.

Problem: In the stimulating industry competition, according to its own strength, it adopts an avoidance position to fill the gap in the fiercely competitive market.So, how did Liao Chong Hing Bank firmly occupy the market segment of small and medium-sized industrial and commercial investors?

2. Role simulation
Suppose you are the general manager of a certain company, and the current Internet e-commerce market is booming. If you plan to take a share and build your own unique website, how will you segment your specific target market for specific groups?
3. Thinking Enlightenment
The degree of market segmentation and its level of refinement are directly proportional to the process of an enterprise "from war to peace", that is, the higher the level of refinement of market segmentation, the closer it is to "peace", and vice versa is "war".

The invisible demand is the source of market segmentation.Because everyone can see the explicit needs and are scrambling to meet them. The real differentiation comes from the relatively invisible needs of consumers.

But the invisible demand flickers, how to discover its laws and characteristics?

4. Physical training games
Props: Paper and pencil, and ten core questions: Who are they?How many are they?How much are they willing to spend?Is there any other option?Where is the point of interest...

Number of participants: two or more.

(End of this chapter)