Jinjian ad media
1. Pay attention to preliminary research and accurately locate new products.
? According to a study by Harvard Business School, if a new product finds problems in the production process and its loss is 100, then the loss of finding problems before production is 1 00, before listing is 10000 and after listing is10000. Therefore, the marketing of new products should start before production.
? The first step in developing new products is to conduct surveys related to new products, including technical surveys and market surveys. Technical investigation is to investigate the technical status and development trend of related products, predict the possible new technologies in the future, and provide technical basis for the development of new products; Market research is to understand the domestic and international market demand for varieties, specifications, quantity, quality, sales links, prices, consumer feedback, complete sets of supply and so on. In addition, the competition investigation should understand the scale, products, marketing strategies, future plans, market competition characteristics, advantages and disadvantages of competitors related to new products, and provide market basis for the successful marketing of new products. In this way, through careful preliminary and immediate market research, we can form a technically feasible product concept, and then develop marketable new products.
2. Scientific design of new product marketing organization
There are three basic principles in marketing organization design. First, set up posts as needed, clarify personnel responsibilities and division of labor, enrich post responsibilities, and have personnel in place. In a marketing organization that lacks job design, it is difficult for salespeople to find their own position, do not know what to do and how to do it, and it is difficult to give full play to their enthusiasm, which will inevitably affect the efficiency of the whole organization. Secondly, organizations should cooperate and cooperate with each other to achieve high efficiency and consistently face the market. In many cases, salespeople should look inward first, but spending a lot of energy on internal coordination will inevitably directly affect the views of customers and partners on the company. Third, personnel should be streamlined, which is of course the case from the perspective of sales cost. On the other hand, organizations often have redundant staff and overstaffed staff, which will not only bring about high efficiency, but also easily lead to wrangling and sloppy work style, which is more dangerous than lack of manpower. Based on these three principles, an enterprise can assign one person to be responsible for logistics (including statistics, invoicing, delivery, etc.). ) and a person who is responsible for the marketing of new products according to different products and market needs (you can cooperate with the company's propaganda department or external advertising companies). They should arrange as many limited personnel as possible in the sales front line, make clear the task indicators according to regional or industry customers, and formulate and supervise the implementation of the sales staff plan.
Situation.
3. Give full play to the synergistic effect of new and old products.
? After the old fist products became a hit, some enterprises realized that due to the diversification and variability of customer needs, they needed to launch new products to the market in time. The usual strategy is to successfully launch other products with the help of superior brands. However, new and old products need to be combined together to give full play to their respective advantages and form complementary advantages.
Taking a typical combination method as an example, if the original product does not adapt to the market or is in a sharp decline in the market, the enterprise should deal with the original product quickly and quietly, maintain the sales policy of the old product unchanged, and ensure that the dealer can recover the funds as soon as possible and put them into the circulation process of the new product. The usual practice is to keep old products in a few distribution channels to meet the remaining market demand. At the same time, in order to compete for the market, get as much profit as possible, strengthen the publicity and promotion of new products, and transfer most dealers to the sales of new products, so that new and old products can form a combination in the market to better meet the different needs of consumers. For new products, especially newer products, the use of existing channels for sales not only reduces the market development costs of new products. At the same time, according to the sales ratio of new and old products in the same period in the market, the corresponding rebate ratio can be formulated in time, which can achieve different purposes such as prolonging the sales cycle of old products and accelerating the upgrading of new products.
4. Accurately grasp the strategy of new products entering the market.
Under different market entry strategies, the situation of new products may be completely different. To sum up, the strategy of new products entering the market should mainly grasp two points:
First, choose the right entry point.
The second is to choose the right time to enter the market.
? Generally speaking, for areas with mature market development, the focus is mainly on the entry point and mode of market entry; Otherwise, we should pay more attention to the timing of entry.
? For China, where the market economy system is far from perfect and the rules of the market game are far from standardized, the timing of choosing new products to enter the market is the key. Generally speaking, early entry into the market can form a competitive advantage, that is, it can establish and improve the entry barriers of the industry, prevent potential competitors from entering, and thus occupy a dominant position in the market. The failure of Wan Yan, the first person to develop VCD in China, is that when she first entered the market, she devoted a lot of energy to the development of new technologies, but she could not meet the expanding demand of the market, so that she was overwhelmed by many enterprises that came from behind.
? Competitors who choose to enter the market at the same time are in a mutually balanced position, and the information between them is relatively open, so it is difficult to establish barriers. In this period, we need to pay attention to market segmentation and positioning, because once the market segmentation is inaccurate, we may lose opportunities. The market confrontation among Rising Sun Iced Tea, Master Kong and Wahaha can fully explain the importance of adopting different market entry strategies. It can be said that the crumbling sunrise iced tea staged a commercial tragedy. As an advocate of tea beverage market in China, Sunrise deserves admiration, and Master Kong should be grateful, because Master Kong has occupied more than half of the tea beverage market and paved the way for Sunrise. Wahaha, also in the beverage industry, is much smarter. He is not cultivating the market as a "mentor", but cultivating his internal strength and integrating his core advantages. When the time is ripe, he launched the concept marketing war of "Paradise Water and Longjing Tea", but there is only one Hangzhou in China, only one Hangzhou in Asia and only one Hangzhou in the world. The strategic intention of going out is self-evident.
5. Choose brand strategy according to the characteristics of new products.
? Whether a product adopts one product with multiple brands, one brand with multiple brands, or one product with one brand mainly depends on the interconnection between products and the consumption preferences of different positioning customer groups. If we just blindly follow the enterprise's own ideas to develop products, then in the end we can only build cars behind closed doors. When implementing the diversified product development strategy, we should see clearly the potential prospect of market consumption, and whether we can enhance the overall image of the enterprise and promote the original products with the help of new products. Many people blame the collapse of the giant group on cash flow factors.
? On the other hand, many product combinations that can't be remembered now, such as brain gold and giant fat, have made consumers feel numb. In the face of such a messy product group, how to convince consumers that each product has its magical effect? The model of product and brand strategy is Procter & Gamble, whose Crest toothpaste, Olay, Hushubao sanitary napkins and Pampers baby diapers are all "one product and one brand". "Comfortable and good" soap and shower gel are "multiple products and one brand"; Shampoo and washing powder are "one product, many brands".
? For the above three strategies, the strategy of "multiple products and one brand" is more suitable for manufacturers of electrical appliances, tools and raw materials. People's purchase and consumption of such goods are often irrational, focusing on technology, quality, performance, price and service. The use condition of single brand strategy is to use a brand name on a series of products of the same type, grade and consumer group as much as possible to ensure the accuracy of brand positioning. The strategy of "one product with many brands" is suitable for the production enterprises of daily necessities, cosmetics, clothing, food and beverages. For this kind of goods, consumers not only consider quality, function and benefit, but also pay more attention to abstract connotations such as fashion, feeling and decency. The strategy of "one product, one brand" seems to be a compromise between the first two strategies. If the product categories operated by the enterprise are far apart, and each product has no further market segmentation, it is best to choose a product and a brand.
6. New product channel strategy
? For the channel selection of new products, many enterprises directly adopt the channel mode of the original old products. However, for different types of new products, to choose the appropriate channel mode, can be summarized as the following three strategies.
? First, new products and new product channels decide to open up new markets. There are two channel strategies for new products to enter new markets: direct sales and indirect channels. The biggest advantage of direct selling is to save circulation cost and improve profit rate, which is not limited by intermediary channels. But if we want to occupy a larger market, the start-up cost will be huge and the risk will increase. Generally, new products that are more suitable for direct sales channels should have the following four characteristics: the complexity of technology leads to high requirements for information; The degree of customization of products is very important; Quality assurance is very important; Transportation and storage transportation are very complicated.
? If the availability or after-sales service of new products is very important, or consumers often buy this new product together with other products, it is more scientific to sell it through indirect channels.
? Second, improve and imitate the sales channels of new products. The appearance of this kind of new products means that the products will enter the growth period and the competition will be intensified. If we want to highlight differentiation, we can adopt some new elements in channel construction. For example, the success of BusinessCom of 1999 in PDA market lies not only in advertising operation, but also in its secondary channel sales mode. Henderson Ye Wei re-invested the first pot of gold in the market, and it took only one year to establish its own unique distribution channel: the exclusive agency system in small areas, which achieved channel innovation and achieved very good results.
? Third, the channel decision of series or new products with reduced cost. If the purpose of launching new products is to make full use of existing resources, make use of the original brand and sales channels of enterprises, and get the maximum profit at a smaller marginal cost, the original marketing network and channel resources should be adopted. Haier spent a lot of money and energy to build its own unique sales network in 1997 and 1998, and then every new product launched was sold in these networks, which greatly shortened the time from product development to final consumers and reduced costs and risks.
7. Clear pricing strategy
? Whether it is a manufacturer, an agent or a consumer, price is a sensitive issue. For general new products, it will be difficult to control the final retail price of the products if the manufacturers lack sufficient control over the agents. In most cases, agents will determine the retail price (delivery price) according to their own agent price (purchase price), and the practices of agents in different regions and different agents in the same region will be very different. Some agents will set higher prices and pursue high profits of single products, while others will adhere to the principle of small profits but quick turnover. This even leads to regional market chaos, which is bound to happen. So, what role should manufacturers play in this price game? We believe that for ordinary enterprises, although it is difficult to determine the final retail price, it should at least play a role in media promotion price and regional minimum retail price. For products whose prices are not very transparent, the media promotion price can be higher. The quotations of agents in regional advertisements all over the country are basically the same, and the minimum regional retail price can be set at a few percent of the agent's profit. However, for products with transparent prices, due to market competition, the media promotion price should be slightly higher than or even equal to the regional minimum retail price. Promotion is the fundamental guarantee for the success of new products.
8. Promotion is the fundamental guarantee for the success of new products.
? Whatever the reason, any new product needs publicity. However, how to carry out publicity and how much budget is invested is a problem worthy of in-depth study. We believe that the promotion budget of new products should first reach the sales target. With this basic premise, a basic quota will be determined in the promotion investment, and then this quota will be decomposed to calculate the possible increased sales cost and expected sales volume of each basic unit investment, so as to adjust the promotion budget investment strategy. We should pay attention to finding shortcuts in the method of publicity and investment. To this end, we must first study the advertising investment of similar products, especially which media they choose, whether it is soft advertising or hard advertising; Secondly, we should fully communicate with partners or distributors all over the country and consider how to advertise in the whole country or a certain region, whether to put in regional advertisements and how to put them in; Thirdly, the promotion of new products should have an overall idea and framework, which is the most critical point. In the concrete implementation, we may adjust some advertising budgets and delivery methods according to market feedback, but we must never try to hit a wall or waver in some principles. We must plan ahead. Only in this way can the effect of advertising investment be accumulated and multiplied, rather than repeated or attenuated.
9. Reasonable determination of new product marketing objectives
? The formulation of sales targets should conform to the market situation and be easy to implement, evaluate and motivate. Setting a goal too high or too low will lose its meaning. Generally, the top management of the company should communicate with the front-line sales staff, and finally determine a goal that can be basically accepted by all parties from the height of the company's development strategy to the specific market implementation level. What needs special attention is that the new product sales target should change the simple sales commission method and add more assessment indicators, such as customer training, market information collection and feedback, business discipline target system, new product promotion related assessment indicators, etc., to guide the efforts of sales personnel, which is conducive to integrating customer resources and quickly transforming the resources in the hands of business personnel into enterprise resources; At the same time, scientifically handle the proportion and relationship of these indicators to ensure that the efforts of salesmen get fair and reasonable returns. Scientific planning of sales personnel's marketing objectives can set different target systems and corresponding assessment index systems according to different promotion stages, and unify the sales personnel's objectives with the company's objectives. On this basis, you can also set up a team performance bonus at the same time, so that employees can realize that the company encourages teamwork, and teamwork does not erase personal achievements.
? In a word, the process of launching new products is exciting and challenging for any company. On the one hand, if the product is sold successfully, it will bring good economic benefits and new profit growth points to the company and establish strong confidence for the company's subsequent product development; On the other hand, if the product sales are not smooth, not only can the company's early R&D and production investment not be recovered quickly, but it will also have a greater impact on the confidence of the company in other new product development and even future development. But as long as we correctly grasp the "winning" strategy in new product marketing and use it flexibly, enterprises can be in an invincible position!