Moreover, the product has many functions, and only when the right function meets the right person can the product be sold.
Let's talk about it from two aspects:
Theoretically:
If you sell Nestle coffee, you are not selling the product itself, but the value of the product.
That is, the value of coffee: refreshing, staying up late, and petty bourgeoisie (sorry, I really don't drink coffee, and value extraction is far-fetched)
Suitable for the crowd: students studying for the exam (refreshing), programmers (a glass of hard liquor for one night), urban white-collar workers (coffee is standard for white-collar workers)
Many times the user may not have this demand, but you can immerse him in the atmosphere you create and feel what life is like after drinking coffee.
What are the advantages of Nestle Coffee in competing products? Please combine the company culture and product positioning to analyze this.
Actual operation:
As a marketing manager, we should consider the market environment, what kind of coffee is suitable to launch and how to position it in the current market environment. Positioning is very important, which directly determines the consumer groups. For example, during the epidemic, work pressure is high, and a cup of coffee will help you fight better. (This copy won't work)
The idea is this: combine the current hot spots+solve the pain points of a certain group of people.
As a manager, the first consideration is the strategic layout, not the specific implementation.
In the actual implementation, in the current market environment, we also consider joining the live broadcast to bring goods. The content can be the production process of Nestle coffee, the actual environment of the store, the scene where actors can be invited to perform coffee and so on.
Regarding the choice of live broadcast platform, there are many softwares on the market. You can choose a platform that suits your tonality, or you can consider our 1008 app (which is not online yet, so I look forward to your attention).