Product concept didn't "obsolete" is still the key marketing "weapon"

Remember that 10 years ago, I was still in school, regardless of the marketing of a teacher or a bookshop, library books, all together in alarm: brand era has arrived! but time has passed more than ten years, despite the recent location theory on "noise and dust," but I always feel that there is then point "overkill" taste, but the author very real feel: "winning" times are far from being "in the past," the author is not a barrier! history back on, I do not have the ability and level, just feel marketing to seize the most critical issues to a minimum cost, create the best marketing effect is sufficient. He is the "orientation" or "image" or "products".

I do not oppose such as positioning of this theory and systems, but it should be noted that: the product can be a powerful "sales force", must be hit with consumers and consumer groups, causing stability return to purchase one of the most crucial factors.

Brand, make the consumers mind first brand image, of course; positioning, positioning of a brand/product for the consumer, the only choice in mind,? that also use said? but the point is, just like an image, a position we can take down the entire market – difficult Ah. Of course, I do not mean to deny them, but often think the question: does the product cannot be hit with consumers?

Does that mean that the product concept really is "outdated"?

Recently, someone told me that now XX XX place, the company was too complicated, it is necessary to take into account a number of non-work-related things, very tired. In fact, is his own turn around think too complicated, very often, or simply a little better. Just like the times said of brand image, positioning, etc. Why are the start up of the deep, mysterious and complicated? I often think: now the marketing sector need to return to the essence of marketing it-but look marketing's essence is nothing more than demand, support needs of precisely the most fundamental is the "product".

Now, you will find the product concept is useless?

I dare not say that all industry holders of a "product concept" companies are lagging behind, but I can say is: whether in the fast-selling commodities, consumer durable goods industries, product concepts, instead of "outdated" and "victory" is a marketing weapon.

I must say why?

Good product is the Foundation, and everybody knows that, but not everybody can do. Now many people want to get rich quick, concocted out many of the concepts, but failed, for example some under the banner of "health" of the drink, after a 1-2 years of speculation, to withstand the pressure that lose the cost. Is it just a marketing problem, I think the product is essential, of course, the product can do for your brand and marketing extra points, is not to say that the other can not do it.

In fact, many enterprises in the promotion of new products, often in marketing on sword go pifo, for example when it comes to marketing: often become advertising, promotion, channels, price, and ignore the most basic products, portfolio, etc.

Farmer's water spring C100 's success is the success of the "product". But the farmer spring this brand name only in a very small place, if you must say what kind of role, and that is water soluble C100 is the name of a mountain farmer products only, not even the brand endorsement. The author in this product is successful, the special relief "products", including the product's packaging, taste, and so on, but not say no to consider other aspects.

A product in development when you do not consider consumers? do you want to market competition? do you want to develop channel price system? would you like to go to war branding, product promotions, to the estates General, will do the work, but most important is: do you want to allow consumers, like it. For such beverages, packaging is undoubtedly one of the major success factor; the other is the uniqueness of taste.

Wahaha's quickly follow up on the market, no matter how it is said, or some success. But I think, from the product packaging, beverage intrinsic color, water-soluble C100 stronger than Hello C clear, distinctive packaging solution C100, and let the refreshing; and C wrappers you Hello people feel a little strange, no coordination; second, the color in the beverage, water soluble C100 partial white, in the summer is cool, motivates consumers desire – quench your thirst, tasty; and Hello C color yellowish, without such a stimulating and inspiring summer consumption characteristics. But there is a difference in price.

Obviously, this time wahaha follow-up results not prominent, because in the product level, not in the promotion and brand Hello C above, because also in packaging made by wahaha brand endorsement, and a large number of online and offline activities.

In the fast moving consumer goods industries, particularly in the beverage industry, new product development, listing every year is a very important task. While borrowing the original brand new listing for "endorsement" is a kind of policy, such as wahaha, like Vice brand strategy, such as Hello C, nutrition Express, etc.; the farmer the water spring, the C100 is useless "farmer mountain spring" brand for any associated to launch new basic product power and marketing strength, make breakthroughs, also achieved very good results.

Procter global achieved so successful, one very important point of product innovation. No consumer like a few years, decades using the same, no changes in the product. In the product information, key points are always around the product core in publicity, not just the brand advocacy. As the three major brands of shampoo, each year there are product innovation. In daily chemical products washing powder series, taizi, bilang, etc are also ongoing innovation, such as washing machine detergent powder, collar NET, full descriptions, continuously updated product consumer giant no boot capability.

Even as there is no "life week

Period "of Coca-Cola, like each year in ongoing product innovation, just replace through packaging, promotional angle adjustments to make. Pepsi "extreme" this year the sugar-free Pepsi-Cola, is also to product innovation as the main point of departure.

The demands of the automotive industry, more and more "functional", this is a new "trend", although, in the communication will be integrated into "life" and other such a concept, but will be reflected in product innovation, application of new technologies. In my view, simply consider the location, will go in to ignore other "misunderstandings".

Demand is the starting point, the product marketing is the Foundation, any ignored product brand behaviour, would be tantamount to "clean", quite worthy cause for thought and pondering.

In many cases, "success" of products, also products "jianfenghou"!