Little lady underwear marketing strategy: competition-oriented, customer-oriented, brand-oriented relationship

Marketing strategy, marketing strategy and marketing execution are three main levels in the marketing activities of enterprises. As the marketing tactics of marketing tactics, some people think that the marketing strategy should take the customer as the center and make the marketing strategy from the demand point of view. Some people think that we should be competitive-oriented, from the perspective of competitors to design marketing strategies; also think that from a technical point of view to develop marketing strategies. So, what should be based on the design of marketing strategy?

First, the competition-oriented marketing strategy ( small woman Private Square)

Competitively-oriented marketing strategy is based on competitors as the benchmark, first identify the business competitors, including existing competitors and potential competitors, industry competitors and cross-industry competitors, and secondly to follow the strategy or for competitors to develop Strategy, as many marketing directors believe that marketing competitiveness is positively correlated with customer satisfaction, so in the short-selling marketing practice, will Albus more focused on direct competitors. Each listing a new car, there is a hypothetical enemy. Changan launched the market price of 40,000 yuan up and down Changan "Benben" challenge is the Chery QQ, Hafei Lobo in the small displacement automobile market status; such as Yili "Golden Code" for Mengniu's "Arun Su" to seize the high. Considering that the uncertainty of the external environment of the enterprise (market, policy, individualization of consumer demand, borderlessness of competition, etc.) is rapidly increasing and transformative technologies may emerge at any time, the business environment the enterprises are facing is: Personalized Customer Service ; The rapid development of IT technology; shortened product life cycle; price competition; reorganization of distribution channels; market saturation; global standards. As many transformative new products continue to emerge in people's lives, the disadvantages of customer orientation are constantly emerging. Only focus on the existing demand, ignoring the potential demand; and market research in the people's needs to reach a higher stage has limited role (such as for some entertainment consumption is difficult to effective), as the father of European marketing Pierre - Professor Ai Fei said that companies want to listen to all consumers is just an illusion, because consumers do not have the ability to say what their wishes exactly, it is impossible to understand the new technology revolution to create new products. The comprehensive competitiveness stemming from the comprehensive resources of product technology, price, brand and service is precisely due to the difficulty in forecasting and grasping of market demand, which is being paid more and more attention due to too many failures from "demand". Therefore, the competitive orientation is gradually becoming the thematic guideline for the survival and development of enterprises. Technological innovation and price of products are also increasingly giving birth to powerful voice and sales forces based on the competitive orientation.

Because the first time to develop new products and to go public are faced with many uncertainties (which may become a pioneer, but also may become a martyr), which makes many companies tend to avoid uncertainty in the marketing process, to take a competitive orientation and not Take customer demand-oriented.

Second, customer-oriented marketing strategy

In 1990, American marketing scientist R.Lauterborn proposed that marketing under the "buyer's market" should shift the elements of marketing transactions from 4P to 4C from the buyer's point of view or position: from the seller's product, The buyer's needs and desires; the cost to the buyer from the seller's pricing; the convenience to the buyer from the seller's channel or Placing; the buyer's promotion; Communication between buyers and sellers. The core of 4C strategy is to say that the fundamental strategy of an enterprise is based on the buyer (customer), capturing and satisfying the needs and desires of consumers in the largest and fastest manner, reducing the cost of customers and bringing convenience to customers. Customers to achieve effective communication. Follow the principle of the moon go, I also go! In other words, corporate marketing strategy can only change with changes in customer behavior and needs. Those who agree with this view believe that performance depends on consumer demand rather than on competitive demand, because competition is bound to return to its essence, that is, the return from marketing means, methods and conceptual hype to product innovation and the transition from integration needs to innovation needs should be centered around Targeted consumer needs drive marketing innovation rather than targeting competitors. In order to ensure the long-term survival and competitive advantage of individual products, enterprises must maintain the uniqueness and dignity of the marketing system concept. Accompanied by the extension of marketing capabilities and market segments to fully activate key market segments, customers are the core thrust of marketing model construction, Not business self or competitor.

Third, the brand-oriented marketing strategy

Those who agree with this view think that the core elements of brand identity should be designed to identify the elements because their core value is the fundamental benefit that the brand delivers to customers and is the basis for the formation of brand equity. To create inspirational brand, we must tap the core value of the needs of the target customers, and to adhere to it with the actual product features to promote it in a systematic way. Such as a small woman underwear , will focus on "small", clever and exquisite, small woman since it is a female brand, to fully tap the traditional Chinese culture to give the brand the profound cultural connotation of the brand will make a small deep young woman Show the crush of their favorite, made of Private Square superior products; Another example is the P & G Run Yan brand of shampoo targeted market is a young white-collar women, but its core brand value - "black hair" is Not accurately grasp the needs of target customers, young women are pursuing a changeable colors, they do not exist concerns about white hair, so "black hair" is not the interest of their concern, the results of Procter & Gamble's Yan Yan brand was abandoned by the market ; Such as BMW's "flexible driving pleasure", Benz's "noble" experience, Volvo's "safety" has become a unique brand appeal. Brand-oriented marketing strategy Starting from the identification of elements of marketing activities, such as Head & Shoulders brand core value is "get rid of dandruff", the concept of identification is "dandruff disappearance, hair more outstanding" and "no dandruff, feeling Only closer ", which eventually depended on the excellent dandruff function of Head & Shoulders shampoos to support it. The appearance of the product leaves a deep first impression on the customer, so starting with the sensory recognition of the brand is of great importance to reflect the core value of the brand. Product pricing is also determined by the brand's concept of identification. The brand emphasizing the concept of "extraordinary experience" and "unlimited dignity" requires that the product is expensive in price because such product can only be owned by those with prominent status and spending power. Emphasis on "value", "high cost performance" Concept brand products in the price to be able to easily have low-income people. Conflicts with the brand concept of product pricing pricing will give customers the impression of chaos, affecting the building of brand image. Many small and medium-sized enterprises in China often promote their products as "aristocratic enjoyment" and "symbol of identity" for the pursuit of fashion, and on the other hand they feel the price of the product is very low in order to occupy the market. . Channel design should follow the concept of brand identity, channel daily sales and promotion activities to follow the brand behavior identification, channel storefront design to follow the brand sensory recognition. The form of product sales channels can directly reflect the concept of the brand, stores give people the feeling of quality, supermarkets are affordable places for product sales, direct sales more reflects the high efficiency. In the computer industry, DELL delivers high-efficiency, customer-oriented concepts to customers through direct sales. The Lenovo commercial boutiques give users a high-quality service experience and a DIY image in the computer market. In the daily sales and marketing activities, the channel sales staff dress and speech will also give customers a deep impression. Therefore, following the behavior of brand recognition organization management channel sales activities is necessary for brand building. Standard dress, decent demeanor to enhance the brand level, build a customer's trust in the brand to help very large. Channel storefront is the window facing the customer business, store decoration and layout of the brand style booth. Store pavilion decorating color matching should be consistent with the brand sensory identification elements to enhance the customer's sensory impression of the brand. Promotional and promotional activities should be designed around the theme of brand identity, activity forms to comply with the brand behavior identification, promotional activities in the design of the brand should start from the brand sensory identification. With vivid theme and lively promotion activities, it is a powerful tool to promote the sales of products. However, promotion theme must conform to the brand's concept recognition in order to consolidate and strengthen the public's awareness of the core values ​​of the brand. The lack of a unified planning of the promotion of the theme will cause the public to create a chaotic brand awareness, undermining the establishment of brand image. Promote the advertising and promotion activities with the brand of technology is the "charm of technology", if for the sake of short-term promotion, "fashion, fashion" as the promotion theme, will disrupt the public's understanding of the brand. The promotion of the design of the form also follow the behavior of the brand recognition, "reliable, safe" as the core value of the product brand to avoid the use of lively promotion form. Promotional activities consistent with brand sensory recognition Live design, event gift design will play an even greater role in promoting the effectiveness of promotional activities.

Fourth, the conclusion

From the above analysis shows that the marketing strategy is not a single, the need is to consider the overall needs of consumers, it is necessary to consider the market demand, but also to develop marketing strategies, because the marketing strategy not only has to be adaptive, But also should be competitive, corporate marketing activities are multi-legged walking, one is based on the 4P framework of the basic marketing activities, which are often designed around the core product; one line is the brand planning and promotional activities; one is to consider To the competition situation. At the same time, marketing strategy should keep pace with the times, give full play to the elements of experience, one is to stimulate the senses of consumers, because people's perception by the auditory, visual, taste, smell and touch constitute, to stimulate their senses is to stimulate This feature, to create memorable memories for consumers; Second, to mobilize the consumer's emotions, sensory stimulation is actually only preliminary, the most important is through sensory stimulation, inspire people's emotions inside, such as happy, proud, Happy, etc., to mobilize their feelings and feelings; third is to promote consumer thinking and take action, feel marketing imposes not only the concept of goods to consumers, but through the guidance of consumers to think, to act and experience from the individual's freedom, The process of happiness, and then to accept the product and brand; Fourth, to form some kind of association, so that consumers will be products and brands with a broader system of time (a subculture, a group) associated with the establishment of individuals to a brand The preferences of people who use the brand to form a group. At the same time, the marketing strategy should be dynamically adjusted, according to local conditions, with the times and the city.

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