58 innovative plans for marketing

Chapter 3 Market Positioning Planning (2)
Method: Simulate a scene in a shopping mall, supermarket or a place where consumers are concentrated, and conduct on-site investigation and records for the problem.

rule:

(1) Look for "customers" who are patient and often drink milk.

(2) Ask truthfully and sincerely, and strive to get true and effective answers.

(3) Analyze and synthesize the answers.

Purpose: The purpose of this game is to pursue the potential consumption needs of consumers face to face.

5. Improve plan
Reference answer

1. Scenario case: Continuously meet the all-round needs of market segments and increase industry barriers.

2. Role simulation answer ideas: clarify your customer groups, fully analyze and meet their needs.

3. Thinking enlightenment: the answer is omitted.

Classic look back
In the book market of our country, the current situation that there are many kinds of books but not refined, general but not deep has been difficult to meet the diversified needs of readers.On the one hand, the variety of books in the big bookstores keeps increasing (mostly more than 10); on the other hand, it is difficult for readers to buy the books they really want.

As a giant in the book retail industry, Xinhua Bookstore has adopted a comprehensive market coverage strategy for the regional book market.That is, on the premise of subdividing the book market, firstly cover each subdivided market in the region as much as possible, and then realize the full coverage of the entire book subdivided market.For some county and township Xinhua Bookstores or Xinhua Bookstore's affiliated exclusive outlets, book specialization or selection of specialized market coverage strategies are adopted.

Xinhua Bookstore makes use of book target market selection strategies to carry out market segmentation and target marketing according to the differences in readers' needs, discover opportunities, improve competitiveness, and gain competitive advantages.

The long-term cooperation between Xinhua Bookstore and the book supplier - the publishing house has established a mutual trust and mutual support relationship, which has created a great advantage for Xinhua Bookstore's book procurement.Moreover, their advantages in personnel, resources, technology and other aspects have paved the way for Xinhua Bookstore to implement a comprehensive market coverage strategy.

Skillful touch
After the enterprise conducts market segmentation and evaluation, it must make a decision on which markets to enter and which market segments to serve, that is, target market selection.

The target market is a market with specific needs selected or developed by an enterprise on the basis of market segmentation, taking consumers and users who meet actual or potential needs as business objects, and based on the enterprise's own operating conditions.In marketing, because consumers are of all kinds, even the demand for similar products varies due to differences in consumers' incomes, lifestyles, and other aspects.Therefore, any enterprise should choose and determine its target market.

thinking innovation
Facing the subdivided market, the enterprise selects two or more submarkets as the target market, provides targeted products for each submarket, and formulates and implements different marketing mix strategies accordingly, trying to differentiate products Meet different market demands.This kind of differential selection can not only greatly improve market competitiveness, but also reduce business risks.For example, at present, many tobacco companies produce cigarettes of different grades, different packages, and different tar contents according to the different needs of consumers, thereby winning good economic benefits.

When choosing a target market, there are the following strategies for companies to choose from:

1. Undifferentiated marketing strategy.The indifferent marketing strategy means that the company regards the entire market of the product as a target market and develops the market with a single marketing strategy, that is, using a product and a marketing plan to attract as many buyers as possible.The indifferent marketing strategy only considers the commonalities in the needs of consumers or users, and does not care about the differences in their needs.The theoretical basis of indifferent marketing is cost economy.Producing a single product can reduce production, storage and transportation costs; undifferentiated advertising and other promotional activities can save promotional costs; not engaging in market segmentation can reduce the cost of enterprises in market research, product development, and formulation of various marketing mix plans. marketing investment.This strategy is more suitable for products with wide demand, high market homogeneity, mass production and mass sales.

2. Differential marketing strategy.The differential marketing strategy is to divide the overall market into several market segments, and formulate a complete set of independent marketing plans for each market segment.The advantages of the differentiated marketing strategy are: small batches, multiple varieties, flexible production, and strong pertinence, so that consumers' needs can be better met, thereby promoting product sales.In addition, since the enterprise operates in multiple market segments, it can reduce operating risks to a certain extent.Once an enterprise succeeds in several market segments, it will help to improve the image of the enterprise and increase its market share.

3. Concentrated marketing strategy.Implementing differentiated marketing strategies and non-differentiated marketing strategies, companies take the overall market as their marketing goal and try to meet the needs of all consumers in a certain aspect.Concentrated marketing strategy is to concentrate efforts to enter one or a few market segments and implement specialized production and sales.To implement this strategy, the company does not seek to compete in a large market, but strives to occupy a larger share in one or several sub-markets.

The guiding ideology of the concentrated marketing strategy is: instead of attacking everywhere with little effect, it is better to break through and achieve success.This strategy is especially suitable for SMEs with limited resources.

Practical points
When making market selection, we must pay attention to the following two points:
1. It is very dangerous for enterprises to choose a model with highly concentrated products and markets due to limited resources or entering the market for the first time.Because this means that the company only produces one product and only supplies to a certain customer group. This kind of business risk is extremely high. Once other competitors invade or the consumption concept of the customer group changes, the company will face the risk of bankruptcy.

2. Differential marketing strategies also have shortcomings: First, it increases marketing costs. Due to the large variety of products, management and inventory costs will increase.Because the company must develop independent marketing plans for different market segments, it will increase the marketing costs of the company in market research, promotion and channel management; The phenomenon of competing for resources with each other makes it difficult for "fist" products to form an advantage.

Scene reconstruction
1. Scenarios
On June 2005, 6, without any naked commercial promotion, Nokia successfully launched the Nokia 24 with creative touch point design, capturing the hearts of typical representatives of the target group and opinion leaders.Because of this, Nokia has successfully completed the communication of key product information to target groups.

In a competitive environment with severe homogeneity, creating a focused perception to occupy the minds of consumers is one of the best ways to make products stand out from the encirclement.Nokia closely focuses on the consumer psychology of the target group, and uses the perceptual publicity of "Top-Class Life" to touch and penetrate consumers' hearts bit by bit, because the Nokia 8800 and its elite consumer groups are representatives and even models of "Top-Class Life". , The prelude to the listing of the Nokia 8800 kicked off.

Precise selection of the target market, and through the "invasion" of unique products, Nokia has firmly captured the hearts of elite consumer groups, achieved great success, and laid a solid foundation for its good sales performance and high-end brand image.

Question: How did Nokia's 8800 succeed?

2. Role simulation
Suppose you are the boss of a mobile phone manufacturer. Facing the growing mobile phone market for teenagers and children, how do you attract and satisfy this group of young consumers?
3. Thinking Enlightenment
For most products, an indifferent marketing strategy is not necessarily appropriate.For enterprises, not all market opportunities are equally attractive, and not every market is willing and able to enter.Due to limited resources, a company cannot provide the products or services that all consumers in the market need, so it is best to choose those consumers who can give full play to their advantages as their business targets.

First of all, consumer needs are objectively diverse and constantly changing, and it is very rare for a product to be accepted by all consumers and users for a long time.Secondly, when many companies follow suit and adopt this strategy, the market competition will be extremely fierce.At the same time, in some small market segments, consumer demand cannot be met, which is not good for both enterprises and consumers.Again, vulnerable to attacks from competing businesses.When other companies provide more distinctive products and services for different market segments, companies adopting an undifferentiated strategy may find that their market is being eroded but cannot effectively fight back.Because of these reasons, some large companies in the world that have long practiced non-differentiated marketing strategies are finally forced to change their ways and switch to differentiated marketing strategies.

May I ask, what did the above passage impress on you?
4. Physical training games
Props: a piece of paper, a pen.

Number of participants: 4 people.

Method: 4 people were divided into two groups to analyze the overall situation of their own enterprises respectively.

Rules: From the analysis of advantages and disadvantages, decide whether the enterprise should choose an undifferentiated market or a differentiated market, compare each other, and make a comprehensive analysis.

Purpose: Through the game, comprehensively compare and comment on the overall situation of the enterprise, and determine the choice of the market.

5. Improve plan
Reference answer

1. Scenario case: Firstly, it is clear that the elite consumer group is its target group; then, through the "invasion" of unique products, it has achieved great success.

2. Role simulation answer ideas: start with the consumption characteristics of young consumer groups.

3. Thinking enlightenment: the answer is omitted.

Classic look back
At the end of the 20s, Miller Beer Company ranked eighth in the U.S. beer industry, with a market share of only 60%, far away from well-known brands such as Budweiser and Blue Ribbon.In order to change this situation, Miller decided to adopt an aggressive market strategy.

They first conducted market research.According to the survey, if the beer market is subdivided according to the usage rate, beer drinkers can be subdivided into light drinkers and heavy drinkers, and although the former has a large number of people, their drinking volume is only 1/8 of the latter.

They also found that heavy drinkers had the following characteristics: they were mostly blue-collar workers, watched TV for more than 3 hours a day, and loved sports.The Miller Company decided to target the heavy users, and decisively decided to reposition Miller's "Hailef" brand beer.

Retargeting starts with an ad.They first specially arranged a column of "Miller World" on the TV station, and the theme of the advertisement became "As much time as you have, we have as much beer" to attract those "beer jars".There are some exciting scenes appearing in the advertising screens: the crew members are driving the ship in the fog with concentration, young people riding motorcycles rushing down the steep slope, drilling workers struggling to stop the blowout, etc.

As a result, Khalev's repositioning strategy has been very successful.By 1978, the annual sales of this brand of beer reached 2000 million boxes, second only to Budweiser of AB Company, and ranked second in the United States.

Through the repositioning of the market, Miller Beer found the target customer group, attracted and fully satisfied the consumption needs of this focus group, and finally locked in this group, making its profits soar.

Skillful touch
Market positioning is to create a strong, distinctive and distinct personality for the company's products according to the competition status of similar products in the target market and according to the customer's emphasis on certain characteristics or attributes of such products, and vividly express its image. Pass it on to customers and get their approval.The essence of market positioning is to strictly distinguish the company from other companies, so that customers can clearly feel and recognize this difference, thus occupying a special position in the minds of customers.Through effective market positioning, enterprises can identify potential competitive advantages, choose relative competitive advantages, and display unique competitive advantages.

The methods of target market positioning can be summarized as follows: ① Positioning with specific product characteristics.Especially for new products, some features of products are often beyond the consideration of competitors.This positioning is often easy to pay off. ② Positioning according to specific product usage.Finding a new use for an old product is also a great way to create a positioning for that product. ③According to specific product user positioning.Companies often try to direct certain products to appropriate users or a certain market segment in order to establish an appropriate image according to the characteristics of that segment. ④ Positioning according to specific product grades.A product can be positioned as a product grade of another category that is similar to it, or it can emphasize its differences in certain aspects compared with products of the same grade. ⑤ Positioning against another product.Positioning can be done on the basis of implying unfavorable characteristics of another product.For example, a beverage factory is positioned to produce colorless beverages to imply that the pigments in colored beverages are harmful to human health.

thinking innovation
The traditional concept holds that market positioning is to produce different products in each market segment and implement product differentiation.In fact, although market positioning and product differentiation are closely related, they are essentially different.Market positioning is achieved by creating a distinctive personality for one's own products, thereby creating a unique market image.A product is a comprehensive reflection of multiple factors, including performance, structure, composition, packaging, shape, quality, etc. Market positioning is to strengthen or amplify certain product factors, thereby forming a distinctive and unique image.Product differentiation is a means to realize market positioning, but it is not the whole content of market positioning.Market positioning not only emphasizes product differences, but also establishes a unique market image through product differences to win the recognition of customers.

There are generally three strategies to choose from for enterprises to target market positioning.

(End of this chapter)