Failure of marketing execution and marketing control--again on the increase in sales

On 04 February 24th in the concept of the "alternate shore zhongguoqichebao dealers" and "Ford Mondeo must not increase sales" in the article, the author of "increase sales" introduced a new point of view: Honda's "hunger marketing law" is a successful marketing planning case, but Honda's "fare sales" have been, and will surely become a failed Marketing Executive case. " This view has led to many of the industry's concern and hope to be able to manage from a marketing perspective analysis more profoundly, so today's topic.

First of all say that increases sales is the Chinese Auto market specific period of a freak, and market supply and demand imbalances has a great relationship, the relationship between supply and demand determine prices, to this point I don't deny that, but it doesn't cover up the price of selling the prominence of marketing management failure.

Engaged in the marketing management knows that marketing management is comprised of five basic steps in the process, can be simply expressed as R → STP → MM → I → C, R, on behalf of the "market research (Research)"; STP on behalf of the "market segments (Segmentation), the formulation of objectives (Targeting) and product positioning (Positioning)"; MM on behalf of the "marketing mix, which is a popular well-known 4P: product (Product), price (Price), path (Place) and extension (Promotion),"; "I represent (Implantation)"; C represents the "control (Control)".

Effective marketing began in the "research", through market research can help auto manufacturers identify different "segment", while the market segment is determined by the different needs of the buyer's market. Car manufacturers should have the goal of "making" of wisdom, and these goals should be exactly what car manufacturers can better satisfy the market segments. To determine the target market segments, vehicle manufacturers must provide products and services to be "anchored", so that the target consumer is able to understand the company's automotive products and competitors. "Market segments, the formulation of objectives, positioning," represents a strategic marketing thinking in automotive manufacturers. In the automotive manufacturer based on strategic marketing thinking developed including products, prices, access road and the promotion of tactical decision-making "marketing mix", you must begin to be strictly enforced. During execution, the car manufacturer through the "control" measures, on the "marketing mix" implementation of the results of monitoring and evaluation and continuous improvement of the "market segments, the formulation of objectives, strategic positioning," and the "marketing mix" tactics. "Market segments, the formulation of objectives, strategic positioning," and the "marketing mix" tactics can collectively marketing planning, from this perspective, a successful marketing plan, you must have a successful marketing execution and marketing control, otherwise, marketing management is a failure.

Back to Honda's "hunger sales method." "Hunger sales law" is the marketing plan, guangben we is not difficult to see Honda in "market segments, the formulation of objectives, strategic positioning," and the "marketing mix" tactical is successful: accord subdivides the market to the domestic car market competition is not sufficient in the luxury car market; accord in the formulation of objectives and product positioning, very accurate; the latest vertical alternative designs products and accord has been formed in the country-of-mouth, making it the product is no doubt; but rather than the previous generation straight down tens of price make it the top cars in 2003 price benchmarking; accord in internal promotion of 4S shops make it a strong competitive advantage in the sales channel; vertical massive generational change and price behavior for media and consumers become its free promotional tools. Therefore, whether strategic or tactical, Honda Accord "hunger sales law" is a successful marketing plan.

Guangben increases occurred for accord sales, in the media had publicly said, absolutely not allowed to accord of 4S brand stores are fare sales, once a 4S brand stores exist fare sales, will be severely punished. In fact, only a minority of consumers in accordance with the manufacturer's sales price to buy the accord sedan, more consumers are faced with a 4S brand stores valuable no embarrassing situation. And accord 4S brand stores no cars sold in sharp contrast to that in the car dealer's garage is saved with "sell" and wait for consumers to get slaughtered accord sedan. Under the accord sales channels, these car dealers is to accord sedan. Obviously, the accord sales channels or paths problem; it is clear that the "hunger marketing method" marketing plan being implemented aliasing, but more crucially, guangben marketing out of control, not on marketing execution for very good monitoring and assessment, and on the basis of the results of the assessment to take to avoid increases in sales of effective measures. Therefore, the increase in sales is Honda's marketing executive case failure, failure of the marketing control case.

"Hunger marketing method," in short time the Honda brand awareness is increasing rapidly, and saving large amount of promotional costs. However, as a marketing executive and marketing control failure, increases sales make guangben not only lost the "hunger marketing method," a successful marketing plan that will maximize the benefits of, but to guangben has brought about tremendous negative effect: first, the brand reputation guangben declined substantially; second, increases in sales makes many guangben dealers see themselves as a God, while consumers became beggars, guangben dealer has almost become a "black heart" synonymous with the dealers to guangben later product channel has brought about tremendous risks; third, in the vast number of consumers affected at the same time, consumers ' brand loyalty guangben greatly discounted, the earliest wealthy, most purchasing power of consumers, after being slaughtered in the full competition in the market, many will become loyal customers guangben?!, loyal customers are the largest manufacturer and distributor of wealth. From this perspective, the increase in sales is both a failure of the marketing executive case, failure in marketing control case, still not extreme.

Of course, the above analysis are based on guangben "hunger marketing method," planning of the original and do not want an increase sales and increase guangben

Sales open positions.

Suppose Guangben "hunger marketing method," the original intention of the plan is to increase sales, we should say, not only guangben "hunger marketing plan" is "successful" marketing planning case, and increase sales is "successful" in the case of marketing execution and marketing control case, the entire marketing management guangben is very "successful". As the parties guangben and dealer open position is absolutely does not support this hypothesis. However, as an outsider, the reality is that more consumers to believe that this assumption is even more true, after all, Honda's marketing management from such failure. The final answer probably only people who know very straightforward.