A Case Study of 4p Marketing Abroad
Starbucks
1, product: Starbucks emphasizes not only selling coffee, but also the environmental atmosphere of Starbucks. In Starbucks, it provides elegant jazz, pleasing tone pictures, comfortable sofas, with strong local culture and American style, which makes Starbucks consumers wander among them.
Product connotation includes: 1. Core (benefit) product: coffee. Starbucks provides consumers with full-bodied coffee to relieve the tension in their busy lives. 2. Basic products: creative coffee products based on coffee, which are seasonal or meet the needs of consumers. 3. Expected products: Starbucks provides consumers with a comfortable environment full of coffee fragrance, a variety of coffee product combinations or preferential choices. 4. Additional (potential) products: The store will hold roving lectures and experience sharing activities from time to time to increase the supply of light food.
2. Price: Starbucks advertises "leisure life", selling not only a cup of high-quality coffee, but also a place for busy modern people to relax. Therefore, the price of Starbucks products will be higher, mainly coffee, supplemented by West Point. In Taiwan Province Province, Uni-President Group will unify purchasing and logistics with foreign countries, which will effectively stabilize purchasing prices and increase profits. Starbucks does not compromise, but in order to establish a good relationship with customers and promote the sharing of complimentary cards and related experiences, it has established an obvious sharing spirit in its price strategy.
3. Location: Starbucks has opened 300 stores in Taiwan Province Province. Starbucks stores are located in department stores, MRT stations and railway stations. Starbucks stores are located in places that are easy to see and buy. According to Starbucks' four design style elements: earth (planting), fire (baking), water (filter gun) and gas (fragrance), four different design styles were developed, which made Starbucks recognized in various marketing channels. Being able to gain considerable recognition and customer image, coupled with careful evaluation of the exhibition venue conditions, Starbucks' annual revenue in 20 12 has expanded to NT$ 5.952 billion, a record high.
4. Promotion: Starbucks products regularly design and launch promotional programs with holiday activities to enhance gas purchase and increase sales. Festivals such as Christmas coffee, buying coffee with Ibon, store activities: playing with friends for a summer, sharing days with coffee friends, and so on. Starbucks Coffee Buy One Get One Free. In addition, Starbucks also makes good use of the Internet and smart handheld devices, such as mobile App and Line, to promote related sharing and transfer of benefits, which has won a very enthusiastic response with limited publicity expenses. Its case is a model of emerging media gymnastics.
Foreign 4p marketing case 2
Haier Group
A, the Product (product)
According to the principle of market segmentation, Haier Group determines the consumer demand in the selected target market, and develops multi-variety and multi-specification household appliances to meet the needs of consumers at different levels. For example, Haier washing machine is the product with the largest span, the most complete specifications and the most varieties in China washing machine industry. In the washing machine market, Haier Group provides different products according to the environmental characteristics of different regions and considering different consumer needs. For Jiangnan area? Meiyu? Clothes don't dry easily in rainy weather. Haier Group has developed Haier which integrates washing, dehydration and timely drying. Margaret. Three-in-one automatic washing machine, unique drying function, caters to suffering? Meiyu? The pain of consumers. This product caused a sensation in Shanghai, Ningbo, Chengdu and other markets. In view of the hard water quality in the north, Haier Group develops patented products? Explosion? Clean bubble washing machine, which uses the softening effect of foam explosion to improve the cleanliness by more than 20%, is welcomed by consumers. For the rural market, the following products have been developed: ①? Sweet potato? The washing machine meets the needs of farmers who are rich in sweet potatoes in southwest China for washing sweet potatoes quickly and conveniently. ② Well-off series drum washing machines, aimed at the richer rural areas; ③? Little snail? The washing machine has low price, wide voltage bandwidth and luxurious appearance, which is very suitable for the vast rural market.
Second, Price (price)
The purpose of Haier's product pricing is to establish and maintain Haier's brand and quality image. Specific pricing strategies are as follows:
(1) skimming pricing
That is to say, relative to the economic value of the product to most potential customers, the price is set relatively high, so as to obtain profits from the consumer segmentation with small share but low price sensitivity. The premise of adopting this pricing strategy is that the company must have some means to prevent low-priced competitors from attacking, such as patents or copyrights, the reputation of well-known brands, the right to use scarce resources, and the priority of the best distribution channels.
(2) The principle of Haier product pricing.
(1) Product price is the product value recognized by consumers;
② Consumers pay more attention to product value than product price;
The real problem is value, not price.
Haier's price strategy has never been a simple product sales strategy, but a price strategy attached to corporate brand image and perfect service. This price strategy has won the hearts of consumers and the respect and admiration of peers and the market.
Haier's pricing strategy also depends on its strong brand influence, which is particularly obvious in large and medium-sized cities. Haier chooses the best and largest location in the main shopping malls in each city, and arranges its own booth as the best booth image in the shopping malls; In the central and local media, persistent advertising is almost all about corporate brand image promotion and product introduction, but never about price? Pay attention? Yes. Because of this? Haier? These two words have become the endorsements of high quality, rest assured and famous brands. Haier's pricing strategy can be summarized as (1) value pricing strategy (2) innovative product high price strategy.
Third, the channel (place)
Haier's channel combination strategy is as follows:
(1)) adopts direct supply distribution system and builds its own marketing network.
The so-called direct supply distribution system means that manufacturers operate independently and supply goods directly to retailers without going through intermediate wholesale links. The specific practice of Haier's direct supply and distribution system is to integrate channels and set up Haier industry and trade company in every first-class city (provincial capital and central city) in China according to the characteristics of its own product categories, large annual sales volume and high brand awareness; There is a Haier marketing center in the secondary city (prefecture-level city), which is responsible for the sales of all local Haier products; Press in the third-tier market (county)? A little in a county? Open a shop. Haier has established a huge and perfect marketing network, with 1 1976 service outlets and 53,000 sales outlets (38,000 overseas). Haier has 48 industrial and trade companies in China, which are controlled step by step, and the sales information of the terminal can be fed back to the headquarters on the same day.
(2) Establish brand stores by franchising.
The main purpose of Haier brand store is to enhance the brand image, improve the visibility and credibility of Haier brand and promote the sales of products through comprehensive display of products. Haier's establishment of stores is conducive to the establishment of brands, and stores appear in front of consumers with their unified image, which is conducive to the shaping of the overall brand of enterprises. The specialty store adopts unified logo, unified layout and unified service standards, which ensures the quality of products and services, prevents counterfeit and shoddy products, ensures the authenticity of products and avoids the impact brought by counterfeit and shoddy products. The store was transformed by the selected dealers themselves, which actually took advantage of Haier's brand value. Haier tries to achieve a win-win situation for dealers and themselves with brand advantages: they save money and dealers use Haier to enhance their image. Haier's specialty stores are generally opened in communities, suburbs and residential areas. Edge? Area to avoid another major marketing system with Haier comprehensive shopping malls, large department stores? Repeated construction? , happen? Business circle? Conflict. Due to the positioning of Haier's diversified household appliances, there can be more than a dozen TV sets, air conditioners, washing machines, microwave ovens and gas stoves in Haier stores? Haier made it? Commodities, avoid the situation that other home appliance enterprises only sell one or two kinds of appliances in specialty stores, and get rid of it? High cost and low efficiency? In a dilemma
Four, promotion (promotion) Haier brand advertising
Advertising is one of the main ways of brand communication. It spreads brand information and tells brand feelings to consumers or audiences through newspapers, magazines, television, outdoor exhibitions and the Internet. It plays an important role in building brand awareness, cultivating brand motivation and changing brand attitude.
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Readers, do you understand?
The Main Contents of 4P Marketing Theory
4P's marketing theory is summarized as a combination of four basic strategies, namely, product, price, channel and promotion. Because the English prefix of these four words is p, plus Strategy, they are called "4P" for short.
4Ps marketing theory actually studies marketing issues from the perspective of management decision-making. From the perspective of management decision-making, various factors (variables) that affect enterprise marketing activities can be divided into two categories: one is uncontrollable factors of enterprises, that is, the market that marketers themselves cannot control; Marketing environment, including micro environment and macro environment; Second, controllable factors, namely products, trademarks, brands, prices, advertisements, channels, etc. Marketers can control themselves, and 4Ps is a summary of various controllable factors:
Product strategy mainly refers to the way for enterprises to achieve their marketing goals by providing various tangible and intangible products suitable for consumers' needs to the target market. Including the combination and application of controllable factors such as varieties, specifications, styles, quality, packaging, characteristics, trademarks, brands and various service measures related to products.
Pricing strategy mainly refers to the enterprise's realization of its marketing objectives by setting and changing prices according to market rules, including the combination and application of controllable factors related to pricing, such as basic price, discount price, discount, payment term, commercial credit and various pricing methods and techniques.
Placing strategy mainly refers to the way for enterprises to achieve marketing objectives by reasonably selecting distribution channels and organizing the physical circulation of goods, including the combination and application of controllable factors related to distribution, such as channel coverage, commodity circulation links, middlemen, network setting, storage and transportation.
Promotion strategy mainly refers to the way for enterprises to stimulate consumers' desire to buy and promote product sales through various means of information dissemination, so as to achieve their marketing goals, including the combination and application of controllable factors such as advertising, personnel promotion, business promotion and public relations related to promotion.
The combination of these four marketing strategies, because the first letter of English is? p？ , so it is usually called? 4Ps？ .
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