Mature market how "fresh"?

On any one business, wants to implement products quickly to market launch, and as short as possible time to market maturity, because only then will it be possible to minimize market development costs, and maximize sales and stable long-term growth. However, the pain will, matured, it means that the recession is drawing near. So how to ensure the stable growth in mature markets, and how to extend the maturity period of life, how to implement a mature market-fresh, will become the core of enterprise marketing work? in particular for product life cycle, the more obvious product, is all the more urgent and important, such as liquor, the leading position two to three years, has become a habit. So how do you achieve mature market fresh? author under their own years of product experience and numerous marketing case of Terry summarizes the following a few tips that will hopefully help to everyone.

Fresh tips 1: mining and construction product demands a new selling point

We first have to understand that selling point demands with timeliness and stage, without ever selling points, only changing needs, selling point is to function as the basis of the product itself, the more important thing is that the then market consumption demand, there is a prevailing market competition environment but also on the selling point of great impact.

When the market is mature, marketing has a smooth, selling point demands for market consumption guide and influence is weakening, and at this point, the competition is bound in selling points to follow demands, existing selling demand natural face challenges. Therefore the mining and construction product demands a new selling point is to respond to market changes more effective strategies, it is important to note that refine the new selling points pursuit is by no means on existing selling point of departure from, and is expanding and sublimation, is broken down, is continuing.

I believe in do a, when you import the market primarily for wedding market demands, will soon launch market, to market maturity, and the selling point for extended product demands of expanding into a festive market, is a great way to expand the target groups, expanded its market share.

Fresh tips 2: rich product content and sublimation

How to upgrade their product value of? the simplest approach is to give the product to culture, emotion, thought, culture and meaning of human nature, to increase their added value, particularly in white wine and some of the food industry, this kind of "added value" has exceeded the value of the product itself, and becomes the main value of product sales. For such products, to keep the product in the maturity of the sales force, we must continue to enrich the product content and sublimation, from the "point" to the "system of marketing," marketing to build a more rich product content system, of course, we must always be sure of is a must to consumer demand and consumption values-oriented.

The author believes, Jin Liu Fu wine built "Fu" cultural marketing system is quite successful, Jin Liu Fu wine not only in the "Fu" itself, which is constantly extending and deepening the blending of culture and emotion, with strong cultural appeal and identity. Admittedly, this is also the wine has been selling Jin Liu Fu better a major factor.

Fresh tips 3: construction of a scientific and rational product line

The author believes that the product is a tactical considerations, and product line is a strategic considerations, when a product in a market matured, it also means that your defense and comprehensive attack must go hand in hand, and the best way is to build a scientific and rational product line mix. Product line like a solid offensive defense network, into the overwhelming, the code is impossible. No offensive defense is passive defense, no defense attack is a macho man, this is the art of alerts. In the market, import and growth period, centralized resource for main products for breakthrough established market advantage is exact tactics, in mature build product line mix is to maintain and expand the market advantage of strategic use.

Product line mix can be horizontal, such as for a combination of different consumer groups, can also be vertical, such as for a combination of high to medium range time, or a combination of short and long term, of course you can also combine freely, regardless of the build, you must establish its main product, return the product, the image of the product, defense products, but to take full account of market demand, competitive product, channel, and price factors, always around their main attack direction, maintain a clear and definite main line.

Many application of Star Division of liquor and gold and silver Division is a product line mix method, both clearly defined product level, and enable consumers to easily, such as Jin Liu Fu Star Division, jiannanchun Golden Yinjiannan was a great success.

Fresh tips 4: strengthening the communication and dissemination

Marketing is the use of various effective means and channels of communication with consumers, from product naming, packaging, selling point to the price, advertising, sales, channel, Terminal, etc. are designed to maximize communication with consumers to final realization of products of a deal. Communication and dissemination is not in the import stage and growth stage important role in the maturity of its more important communication through marketing. Many enterprises in the import stage and growth stage of channels, terminal building, advertising is overwhelming, promotion, may have matured, she stopped, only looking at the sales volume of that all, but it won't be long before, you will find the sales market in decline, but in atrophy, huizhiwanyi.

In mature markets, we must clearly understand a few key issues: first, the consumer is changing consumer demand and are not met; and second, channels and terminal must be consolidated and strengthened; third, it is contested in increasing competition in the brand; fourth, our sales have also increased. Therefore, to maintain the present advantages must enhance communication and dissemination, instead of stop. Please note that I said "step up" and not simply means the number, size and intensity, even more important is communication and dissemination of quality, increased focus on refinement, increased focus on targeted, for example, communication from the previous several major media in the media set to

To support the development of the main channels, strengthen efforts in Terminal sales.

Fresh tips 5: focus on supporting the development of key market

At any moment, it is important to remember that the rule "8020" will allow you to keep a clear head, it will remind you of how to allocate their resources, how to hold your key. On a mature product market. You do not expect a market or of each point will grow, mature markets, which means a lot of market or point has reached its maximum growth limit, it is difficult to make a breakthrough. So the best way is to find out your key market and key customers, the limited pool of resources to support their development, the promotion of key market and key customer growth, this is your best sales growth.

Preservation and development of six: the timely launch of new products

When a product is unavoidable when you want to enter a recession, that means that the new consumer demand, means that a new market opportunity, so the product to market maturity, the enterprise should be proactive, strategic vision, the timely development of new products (or upgrade alternatives), the best in old products are still in time to market maturity, gradually foster, old products entered a recession, that heralds a new product to grow and mature.

Mature markets have different views on how fresh?, Moses, and more importantly its industry, product and market particularities, cannot generalize, I summarize a few strokes and more importantly to provide a kind of thought, must not, I have always thought that firmly: "marketing no fixed style, but to think that, because of the city. ”