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How To Make Good Marketing Product War

2010/12/16 14:10:00 76

1.

Consumer

Of

brand

Continuous improvement of consciousness

Selling is the battlefield of cognition, not the battlefield of products.

Today

market

The progress of technology has made us more and more homogenized in products. What is the basis for consumers to choose products? They are brands.

The product is the carrier of the brand, and the brand is the soul of the product, just like the human mind.

The fundamental difference between people is not the difference of appearance, but the thought and soul of man, and it is expressed through some viewpoints and works.

In the 90s of last century, D.E. Schultz, a famous professor at Northwestern University, pointed out in his world's first monograph on integrated marketing communication (IMC): only in the homogenized market can communication create the brand competitive advantage of travel alienation.

Effective communication requires a concept of "axis" with the desire of consumers as the starting point.

Modern marketing needs imagination more than ever. The key to success is to seize imagination.

Finding a valuable product concept through scientific methods also requires great creativity to show the most intuitive understanding of consumers through simple and profound concepts.

"27 layers of purification", "farmer's mountain spring is a little sweet", "golden fish 1: 1: 1", "farmer orchard, shake before drinking" and so on, all through a specific concept, let people have a series of beautiful associations to the brand - nothing to say, a word, an artistic conception.

2, brand building comes from the core concept.

Kotler, a famous marketing master, said that every market product is a combination of invisible activities and visible promotion.

A successful product should be the use of professional skills and imaginative power to create products of value for money.

The biggest difference between a brand product and a common product is not the visible part but the invisible part.

There is a chicken roast chicken in Henan. It is better than Kentucky Fried Chicken and McDonald's in terms of taste and nutritional value, but it is not enough to sell them. Such examples are endless. What is the key? It is the lack of intangible things.

The innovation of products like oxygen bar air conditioner is not mysterious. Adding an oxygen enrichment device to the air conditioner is an application of the combinatorial innovation method, just like a mobile phone and an electronic eye can take pictures.

The most important thing is that this kind of innovation has made a hole in the mind because it has occupied the psychological market of consumers.

The market is the final test product position, the best marketing is to create good products (Concepts), to meet the personalized needs of consumers is to occupy the market.

The success of Haier oxygen bar air conditioning brings us a new inspiration: enterprises focus on the differentiation of invisible activities, these activities can create products that users expect, and carefully launch differentiated market potential products (Concepts), will bring a huge profit market space for enterprises.

3, what is brand USP?

USP is the abbreviation of English Unique selling proposition, which means a unique sales proposition. Popular terms are called selling points.

USP has the following characteristics: (1) every advertisement must state a proposition to the consumer: "buy this product, you will get such specific benefits"; second, each proposition must be unique, which is not or can not be raised by competitors; third, every proposition must be strong enough to impress millions of people, that is, attracting new customers to use your products.

Facts have proved that USP is an effective thinking tool for marketing concept creation, and many marketers have created the incomparable "Big Idea".

4. Core concepts refining methods

The explanation of specific standards is one of the important methods of selling points and copywriting, which can give consumers a sense of trust.

The 27 layers of purification, 1, 1: 1 of the golden dragon fish adopted this strategy. In addition, many successful brands adopted the strategy in marketing communication, which was repeatedly tested: the governor's brand cigarette: 20000 filter particles filtration; the Swan Washing Machine: 7500 times running without cause barrier; Fukang car: 300 thousand times durability test of seat, 288 hour vehicle exposure test, 50000 door opening durability test, 4000 kilometers wheel side impact test, more than 3800 solder joint tear test one by one; - 9 Mu Wang Xi trousers: the joint efforts of the 4000 people made one.

The nine pieces of needles used for nine trousers are: 10462 needles on the side of the lock, 330 needles for sewing, 330 needles for the phoenix eye, 500 needles for jujube, 500 needles for pulling dates, 800 needles for pulling ears, 160 pins for needles and 160 needles.