Five characteristics of marketing strategy

Shopping malls such as battlefields. Strategy and tactics are as important as determining the mall's ups and downs. Professional managers and practitioners all have their own ideas and ideas more or less about their markets. However, if Jiangshan has talented people on the spot and has been leading the way for hundreds of years, it is unlikely that certain strategies and tactics will be able to maintain the leading position in the commercial sea for hundreds of years. In the small household appliance industry, it is not so good to maintain the leading position for several months. may. Because tactics and strategies are imitated and the risk of improvement is too great.

Why do you say that, in fact, the existing small home appliance brand has striking similarities or homogeneity from brands, products, prices, target markets, marketing models, talent organizations, sales channels, promotion methods, promotion strategies, and even product quality. Therefore, it is inevitable that a new idea has been imitated and surpassed. Therefore, I think that a good strategy should be differentiated (not well imitated), high-impact (unpredictable), thoroughly (in one step), convenient (saving money and worry), and well-known (market and consumer) Are willing to accept).

I divided the above five strategies into two categories. The first category is exclusive, and the second category is shared. We all know that marketing strategy is actually marketing design. The success of a successful marketing strategy must have its own strengths, but the success of all marketing strategies should be different. When we formulate marketing strategies, we must try our best to make marketing strategies unique, and competing products cannot be imitated or unpredictable. So that marketing strategies can get more extra rewards.

Here are a few examples to illustrate:

Example 1: Distribution, there are three kinds of conventional first rebate, the intensity is greater. The second selective distribution, focusing on the advantages, or using the advantages of a category by paying the entrance fee, giving samples, and providing a pile of site fees. The third advertisement builds distribution. These are not the best distribution methods should be shared, mature, a little strength of the brand can do it.

To turn a shared strategy into a monopoly, it is actually very simple. It seems that you haven’t done it yet, and it’s actually a painstaking effort. Therefore, the best distribution ideas, do not spend money to make money. Specific to some brands have very good brand advantages, excellent technical advantages and market recognition. So for three things:

1. Literacy through brand advantage requires travel expenses. But new customers can bring “extra” sales and save money. This is basic, making up for the lack of pre-sold goods and new outlets. It is also shared, but it has obvious convenience. It's a business that can do it, and it can't afford much thought and expense.

2. Through the outdoor activities, township meetings, etc., new listings, terminal images, sales scale, and profit margins draw on intention customers. For example, I used to go to a certain Jiale supermarket in Shaanxi Province. I never went to the Jiajiao Purchasing Workshop to discuss the approach, but requested to engage in an activity in front of the store. After careful organization and planning, the activity was achieved. Successfully sold more than 80,000 yuan in two days. At the same time, it also brings a large customer base to the stores, and then pulls out people. do not care. Within a week, Jiajia Le Supermarket called to enter the store. As a result, we have achieved sales on site and earned money, and some have taken the initiative to invite invitations to eliminate a lot of trouble. Imagine not having entered the stadium because it is because of such reasons. It is better to talk about the difficulty and cost of entering the venue. It would be better to talk about a temporary renting place and engage in an activity. Reduce the difficulty of work, do not need to spend money to earn money, can increase the customer source, seemingly has nothing to do with their own goals, in fact, can be said to be a chess player, the opponent does not understand the original intention, so he understands He has already been convinced.

3. Through key investment in key stores, sales have undergone tremendous changes, bringing a strong model role. I used to operate a KA system. The monthly sales of three stores were less than 5,000 yuan. After careful consideration, I devoted all resources to a certain store. . This increased the sales of the store to around 80,000, and structured the heads of several other stores. Complaints about the complaints were made, saying that we did not support his store and the results were conceivable.

In the distribution of goods at the same time must maintain the brand's firmness, reputation, rather than reduce their own identity or is the customer's profit and profit distribution changes or even become unfair.

When formulating a strategy, be sure to jump out of the strategy itself. If you are both executors and participants in the strategy, you must not think of any good ideas. When Uncle Shan sold the car to Master Fan, he said the most useful words for policy makers: You see, you found yourself. A successful strategy comes out. It must be allowed by the executors of the strategy themselves. As a result, it is not even possible to talk about strategies. The quality of the strategies is their own choice. Of course, the strategies must be within the legal and moral scope. In another sense, there is no strategy, the executor himself.

Example 2: The old product is cleaned up. The factory cleans up old products to make up for agents, give money to expenses, give things, and so on. Channels can only be cleared or wholesaled to the external market. In fact, these are all tricks. This is the practice of losing his wife and his soldiers. In fact, this approach only stated that I had cleaned up and totally ignored the results, because the result of the cleanup was still in the channel. Managers have to face up to one thing and the implementation will be biased and the diversity of the execution environment. At this point, it is necessary to achieve a "beep" in one step.

I heard that Zhang Ruimin personally brushed through the defective products of his factory. I myself have a habit of thinking that the documents and supplies that are not available are not for people to organize or collect, but to completely tear or give away and throw them away. Only complete destruction can be completely established. I remember dressing once, because the old stuff is still very new and everyone is not willing to change. The meeting told all the people about the importance of the matter. After that, I found a collection of broken materials that went directly to the terminal and collected the materials without compensation. The terminal has no material, and it can only be replaced.

1. Centralized price reduction processing aims to minimize losses within a certain period of time.

2, as the store's approach and promotional fees, one-time processing, anyway, is not our goods, love handling processing. For the store, they got what they wanted. For myself and not for cash, you know that you can put a pile of unsold goods in the warehouse, you can't cash out, you have to pay for the rent, and you can just discard it. Remove the bag and go light.

3, buy gifts, and new products (plus new pricing), sales promotion or promotion with other brands, nominally free processing, not only can improve the sales of new products, clean up the old products, and provide reasons for the lower prices of these models of machine promotions The introduction of a strategy actually marked the birth of a series of strategies.

Marketing strategies should be coherent, diverse, ambiguous, thorough, and convenient. If not all features are available, they must have several of them. This is the master's marketing strategy.