Keyword: sales sales performance management solutions in virtually every marketing organization, we have heard this or confused, or depressing feeling: "do we have done, why still can't sell!"
The problem lies in the first half of the sentence. If the fine time answering all together, there are half a sentence may be reviewed:
"To do" — what is it made of? the answer to this question in depth weight, may be "sales still can't go to the main crux of the problem.
"Do" — the invisible work, nature is not "done"; even saw the work, what has been achieved, the results can also be decided.
Of course, such knowledge may be for all, and there's nothing clever. However, how to troubleshoot and find those "do" did not see the work, how to make those "do" the work of the performance results are truly see skill areas.
Found the problem is to solve the problem of opportunities
Marketing practice in the most important job is to diagnose the problem, focus on core elements. If you are unsure of the "should do both, sales still can't go to the" main reason others then good experiences are futile.
Often, a marketing manager asks the question: enterprise mode, which marketing strategies and action programmes in A market success, why not in B market? past successful experience and practice, why now invalid? input more than in the past, why not pick up sales or? so the summing-up meeting in marketing, often heard at all levels of Marketing Manager said "do both, sales still can't go", the company everybody confused and depressed.
Some say it well: "method is better than more. "Because the problem is resolved. The most important in the marketing practice, is also the most difficult task is to diagnose the problem, focus on core elements. Success is similar, but differ from the cause of the failure, if you are unsure of the "should do both, sales still can't go to the" main reason others then good experiences are futile.
For this dilemma, we must proceed from the three levels of "find issues".
Marketing strategy and market position: is there a deviation
Marketing strategy and market position error, the result is not able to walk in "fruitful" direction. Marketing strategy and market position deviation, is not a strategy and tactics to reverse, more is not a valid implementation and details perfection can solve.
Marketing strategy and market position of the error, mainly in three respects:
1. a regional market selection errors
Regional market of basic "fertility", is to ensure that the marketing efficiency of inputs and outputs. Due to the cultural practices, the economic development level, considerable differences, making China's southern and Northern, Eastern and Western, urban and rural markets "fertility," there is a huge difference. Some products in a market is very big, but in another market is very small or no market. For example, a renowned health wine enterprise development Northeast markets of less than 1 year of withdrawal, loss of nearly 10 million, the main reason for failure is the lack of Northeast market "fertility" — the consumption habits of accurate analysis. Northeast China really drink health wine, but most of them according to their own preferences and friends introduce formula since the bubble health wine, and lack of long-term consumption of healthy habits. This is still in the "consumer education" stage of the rearing period market, putting in a lot of people, goods and money, of course, is not worth the candle.
2. segment positioning deviation
Even if the regional market "comparison" fertile soil fertility "," market capacity is relatively large, but because the market segments of inaccurate customer orientation, the result would be unbalanced inputs and outputs. For example: a company Beijing's market launch of 180 ~ 240 Yuan of two products, the main Festival public gift market, sales status and expected far cry. Promotional staff report: "consumers look more, ask more, buy less. "Market survey found that Beijing spring mass gift market mainstream product price is 80 ~ 120, price orientation of failure causes the enterprise is not in the mainstream segment, sales naturally not good.
3. lack of resources is insufficient planning or configuration
Philosophy has a fundamental truth: only the quantitative accumulation may form a qualitative change. Do market is likewise, various promotional activities, CMA, pin's good customer relationship maintenance dealers, etc. only to some degree, have a certain amount of "accumulation", can cause the "mass market", "exploded" market. This is like water, not to 100 degrees Celsius will not be able to boil.
Consumers demand maturity, brand and network market base and market competition, integrated regional markets need to be determined "quantity" of accumulation. If you do not have a clear understanding of the needs of the regional market "quantity", extensive and allocation of resources, it is easy to cause some markets because of the accumulation of "quantity", the market cannot be "exploded".
Marketing strategy: how you play the boxing
1. core marketing strategy positioning accuracy
Certain feed business development Hunan market, due to the lack of brand and distribution network, thus to villages and Terminal-based, large-scale technical service activities to enhance the brand power, building the terminal network, input-output unbalanced, had to withdraw from the market.
Feed industry "credit" purchase habits, determined the enterprise core marketing strategy must take "ownership" of channel resources, therefore, the enterprise should first have a strong driving force in the design of channel profitability, attractive consumer promotion, build a "credit" ability of channels and networks, and is built around the terminal's consumer group, pertinently relevant technical services, enhance the brand image, enhance dealer confidence.
Simply put, the core competition policy is differentiated and competitive advantages of points, it and business development, consumer consumption and purchasing habits, and market competition
Related to health. Core competition policy bias as "foreign" hit "cotton", and it is very difficult to achieve the desired effect.2. how the combination of marketing strategies
Marketing strategy is to hit the market, is a lot but refined, lies in the organic combination, combination in the marketing strategy of consolidation, rhythmic and precision, relying on a "combination of boxing," hit the market in an organized manner, rather than a "fist" is not a root "fingers". If the marketing strategy of consolidation, rhythmic and precision, in the policy application will appear on the loose, "and" disorder "and" abuse "and" discussion ".
● "Scattered" – channels, dissemination, product, pricing strategy, a lack of organic integration did not form a cohesive force.
Channels, dissemination, product and pricing strategy to form a "combination of boxing," mutual cooperation to attack the market, to open the situation, consolidating market. For example, the feed industry, first of all, to build a capital, can the "bedding" sales distribution network, instead of trying to reduce sales focus. Next, select the market generally recognized 1 ~ 2 product, quickly, quickly on the volume. Once again, design attractive channel price system to meet dealers and end profit requirements, fully mobilize the enthusiasm of the channel. Finally, a rich combination of channels and consumer promotions — design, delivery, payment, reward policy pathways, profit is a dynamic and continuous traction; design rich stimulation, differentiation of consumer sales; launching around typical customer relevance of technology services, deepen consumer communication, step-by-step, in rhythm to market "agitation" digestion Terminal stock as soon as possible. Terminal inventory flow faster and stronger the confidence of the Distributor, as the saying is "flushing" of channels. If the channels, products, pricing strategy does not fit, not supported, try using the "technical services" in the open market a breakthrough that will only make "marketers" into "technicians", the market of course do not.
● "Chaos" – lack of rhythm control, market borrowing enough.
Market, the key is to take the "potential" market — dealer initiative, consumer word of mouth, etc., rather than merely relying on the own force to promote.
Market "borrowing" is dependent on the marketing strategy of rhythm to play out. For example the feed business terminal distribution, in output distributors and end after the purchase policies, and to promptly follow up POP, banner etc Terminal Shengdonghua, let dealers, terminals have enthusiasm, job market, the terminal will actively cooperate with developing technical service activities, only rely on the manufacturers ourselves to organizations, it is difficult to find a typical customer base, fees, charges, fees, time consuming and often time-consuming and frustrating.
In addition to the various policy enforcement order, the timing of implementation of the strategy is also important. Timing is not right, it is difficult to achieve the desired effect. For example, brand according to the brand of the maturity control of the appropriate combination of "push, pull," "empty, combination of rhythm", just advertise "wanton", just "rely on rain-fed" do not pay attention to the "ground roots", such a failure case too much.
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