A good way to successfully promote products

Marketing Differences ------- Open a door for product promotion!

If enterprises want to establish themselves in the market and promote product success, they must first have products or services that attract consumers' attention. Today, in the increasingly homogenized products of all walks of life, companies must be based on innovation when developing products, create differentiated advantages in the operation process, achieve optimal combination of business, products and prices, and create a new market structure. At the same time, we must continue to introduce unique new products, develop potential consumer demand, and seek new “customer” growth points. Really "people have no me, people have me excellent"!

"The father of competitive strategy" Michael Porter pointed out that if companies want to survive in the market competition, they either have a cost advantage or implement a differentiated strategy--there is a difference in order to have a market, in order to be invincible in the same industry. Ground.

In fact, in 2006, the product differentiation we proposed is not only the development of different products in a simple sense, but a set of “differentiation”, which includes product positioning differentiation and service concept differentiation. There are even other differences in investment promotion.

Here, we discuss the methods of product promotion from two aspects that companies pay more attention to:

★ Product positioning differentiation:

At the beginning of the promotion of products, each enterprise will consider input and output and cost issues. Therefore, low-cost investment is the pursuit of each enterprise, which requires the concentration of financial resources, to find the core selling point of its own products and other products, or to re-position the original old products of the enterprise to enter the market with a brand-new image. In response to this, even the world-famous McKinsey marketing expert Rene é»› also suggested that enterprises, especially small and medium-sized enterprises, should pay attention to two standards when positioning products: First, the product must have a certain uniqueness, or in appearance, or In function, or in use or at price, etc.; second, the product has the potential to be suitable for word-of-mouth advertising, and this potential is visible and tangible.

In addition, according to the different situations of the enterprise itself, there are other ways to consider it, that is, it cannot operate in a single variety, enrich the product series, enrich the packaging of the product and other processes under the large positioning.

★ Service concept differentiation:

The soldiers and horses are not moving, the concept is first, and there are advanced ideas to have extraordinary practice. In this new era of knowledge and information, people's minds are undergoing dramatic changes, and all walks of life are constantly giving new meaning to services. If enterprises follow the traditional rigid service concept when promoting products at this time, they will not be able to adapt to the development of the times, and they will not be able to formulate differentiated service strategies. Therefore, enterprises must develop a differentiated service strategy that suits their own situation according to their own characteristics, in order to stand on the ground.

So how can we truly differentiate the service concept? That is to say, the service of the enterprise is, on another level, selling the product, and changing the meaning is the service product. Service offerings include core services, convenience services, and support or support services. The core service reflects the basic utility provided by the enterprise for customers, such as preferential gifts, holiday gifts, personal experience, etc. Convenience services are provided for the cooperation and promotion of core services, such as door-to-door delivery, call ordering, consultation and return visits, etc. Auxiliary services are used to increase the value of services or to distinguish them from competitors, that is, to propose innovative service concepts.

These services help to achieve differentiated marketing strategies. Companies can continue to find and create new value for customers by recognizing and responding to changing customer needs and values. For many industries, the core services provided by each enterprise to customers are basically the same. Therefore, it is mainly to increase convenience services and auxiliary services to win customers, form differences and build core competitiveness.

Team execution - show a window for product promotion!

When the enterprise products are promoted, they have a good positioning. The next step is the execution of the enterprise personnel. The actual benefit is the creed pursued by many enterprises. From the perspective of modern marketing, the marketing methods of enterprises are endless, and as the market changes, high-level decision-making often changes rapidly, then this requires a strong execution team to implement. Like Rowan, described in the popular book "Give Letters to Garcia," the company requires every employee to have sufficient execution. This is also the key to determining the success or failure of a company.

Open the history book of the development of medicine and health products, the typical experience of many failures is in sight. One of the important factors is that the team strength does not show the execution power, which makes the enterprise in a passive disadvantage position in the marketing process, which leads to the failure of the enterprise.

In general, the team is a key factor in the success or failure of the company. After the strategy is finalized, building a corporate team has become the first task. By aligning the internal human resources and optimizing the combination of the enterprise team, the next steps can be carried out. At the same time, the team's human resource allocation and internal management must be rationalized. The quality of personnel, the organizational framework, the internal information flow of the enterprise, the reward and punishment system, and the reward and punishment of the awards, to achieve fair and equitable enterprises. Enterprises must not be eager for quick success, eager for temporary interests and neglect the management and construction of the team, and they are quick and profitable, often failing.

In fact, the leaders of many successful companies attach great importance to the execution of the team. Mr. Zhou Yuanjian, the leader of Qingdao Hisense Group, once said that low execution is a big black hole in enterprise management, and even the best strategy is only successful. It can show its value, the key to success or failure is implemented, and the poor execution ability of the company will directly lead to a great reduction in the implementation of the business philosophy and the realization of business objectives. More importantly, it will weaken the cadres and employees’ morale and undermine the work. The atmosphere affects the overall interests of the company. In the long run, it will ruin the business of the company.

Bill Gates, the world's richest man, admitted that the challenge Microsoft faces in the next decade is execution. IBM President Lu Gersner also believes: "A successful company and manager should have three basic characteristics: a clear business core, excellent execution and leadership.

When a company builds a combative team, then the next product promotion is much easier, and vice versa, it will have a big negative effect. There are countless examples to prove that if companies only hire a group of people to simply train them and then let them "go on the battlefield", in the short term, they will not be able to produce results, and their ambitions will be greatly reduced, and even the initial investment in the market will be ruined. Therefore, enterprises should be based on reality, follow the establishment of a practical team, and the whole group of market planning and guidance by the expert group, in order to truly make the team play a role!

It can be seen that in terms of the market, it is not enough to concentrate on the form and appearance of the product. Similarly, it is also fragile to focus on concepts and selling points. In addition, when light emphasizes efficacy and gifts are also insufficient, in essence, the product itself does not speak, and its voice comes from market verification. Therefore, good team strength and execution are necessary conditions for product promotion.

Tracking services - a way out for product promotion!

It is a common saying to mention the service. Today, in the day of product differentiation, the homogenization and convergence of services have become increasingly prominent. It is not enough to look for differentiation in terms of customer needs. We are also faced with a “personalized” consumer era. In addition to focusing on customer needs, we also need to “differentiate” our customers. Turning traditional selling products and selling services into selling demand transitions, providing value-added services, creating greater value for customers, realizing the positive interaction between customers and enterprises, leading one step further and constantly surpassing, always let customers feel the difference of the company Characteristic service. Only by doing a good job in service, establishing a good relationship with customers, constantly improving customer satisfaction with the product and loyalty to the company, so that customers are willing to use the company's products, in order to improve the marketing competitiveness of the company.

★ Traditional services: The lack of customer service systems for pharmaceutical and health care products companies has become an open secret. Due to the short-term profitability of many peers and the short-term profit strategy of the dealer team, customer service has become an empty talk in many health care companies that need it.

Service means rigorous processes, professional staff, patient and meticulous work. In traditional services, telephone calls back and door-to-door visits are often ranked first. However, many companies have rarely tracked or implemented them after they have developed various services. In recent years, it is precisely because some medical and health care products companies neglect the existence of services that their own reputation has become worse and worse. The corporate image, brand image and personnel image are so poor that for all medical and health care products companies that want to continue to open tomorrow, there will inevitably be a lingering negative impact.

★ Modern service: As far as the current situation is concerned, all enterprises seem to recognize the importance of service. They are basically doing their best to maintain customer satisfaction and make full articles. However, the breadth of it has to be further explored. The tricks and methods used are all driven by the level of promotion. It is easy to follow suit, imitate and copy, and lacks core competitive advantages. However, as competition continues to intensify, we should think more about it and make a fuss about consumer sentiment. Targeted to grasp the psychological characteristics of their true, concealed, fragile and good face, and the use of targeted guarantees and credit incentives to catalyze and stimulate their potential purchasing power, presumably the effect is much better.

In a sense, marketing is not a war of price, but a battle of value. The company creates new competitive advantages by providing customers with more valuable products and services. Moreover, unlike price competition, value competition is exerting force on both tangible and intangible values. Today, in the increasingly homogenization of medical and health care products, only the competition at the physical level can no longer meet the needs of consumers. Enterprises should comprehensively innovate in the aspects of consumption environment, brand image and service quality to open up The gap between competitors.

Therefore, over-product marketing to service marketing is the key to achieving service breakthrough. Actively learn from the service industry and other useful experience with advanced service concepts, combined with the characteristics of the medical and health care products industry, create a unique service marketing model for medical and health products. For example, Qumei's concept and initiative for the “five-star service” first launched in the medical insurance industry, the Chinese medical insurance company established by Roche Pharmaceuticals relies on the former CRM (Customer Relationship Management System), which is beneficial to the marketing of medical and health care products. try.

The modern service marketing model has two basic requirements: one is to create customer satisfaction value; the other is to do a good job of customer database processing. At present, most pharmaceutical and health care product distributors in China do not pay attention to the collection of customer data, do not know how to effectively use the customer database, do not know how to improve the operation process, do not know how to use pre-sales services to improve sales results, do not know how to use after-sales service to improve Customer loyalty – the means of marketing these services. Therefore, the essence of the service cannot be grasped.

Experts have concluded from practice that the essence of the so-called service is to transform the product into a "service-centric product" through a series of services, thereby greatly increasing the added value of products and the loyalty of consumers. The core of service marketing is not products, but pre-sales, sales, and after-sales services. These services must form a strict link to achieve an upgrade from product marketing to service marketing. Comprehend this essence, we must also develop a tailored service system for the company.

In short, the good way to promote products is limited to the points mentioned above. If a company wants to promote its products successfully, it must have a professional planning and team, and then it is marketing, which means that a professional positioning system and services must be developed. The system and the marketing system, based on their own characteristics, can develop a differentiated rationale system in order to successfully promote the product.

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