A lot of market research and careful planning, the company follows the 4P (product, price, channel, promotion) equilibrium theory, and develops the following marketing strategies:
product positioning
To adapt to the rapid development of environmental protection industry, the company will systematically research, develop, produce and market a series of products to prevent and control indoor environmental pollution, control and manage indoor pollution sources, and fully meet consumers' demands for high-quality life. The company will continue to optimize the functional structure of products, subdivide product categories, advocate the creation of green and create health.
Price positioning
The company integrates R&D, production and sales, and has the same production and marketing cost advantages compared with competitive brands (most of which are commissioned). According to the research and analysis of market demand and similar products, the reason for the low sales volume is that the price is too high. It should be widely used, but it has become a sales bottleneck because it exceeds the psychological endurance of consumers. To sum up, the reasonable channel price gap and cashier gap of operating companies, agents, distributors and retailers On the premise that the price psychological barriers of consumers are removed, the total market volume is multiplied and enlarged, which becomes a powerful weapon to compete for market share with current competitors and a solid foundation to block the entry of potential competitors.
Market channel positioning
Due to the diversity and use characteristics of the product series and different target consumer groups, we choose a variety of suitable sales channels for integration:
In view of the superior geographical location, good shopping environment, large and stable number of consumer groups, strong purchasing power, large radiation radius to surrounding residents, high and stable single store sales, convenient channel management, good publicity and promotion of brand image and other characteristics of the supermarket, the supermarket is identified as the primary retail terminal. One of the important means to increase sales volume is to assign promoters or commission commission in large supermarkets
1、 At the same time, the investment in key image publicity (floats, X stands, colorful hanging shafts, POPs, promotional materials, etc.) will be carried out.
Building materials market - -- is the main terminal for selling plate type products, which can be used to sell formaldehyde cleaner. In view of its specialty, large single product sales and other characteristics, we will carry out quality and quantity distribution for the building materials market with large scale, superior geographical location and large flow of people. Training, communication and rewards for retail outlets' salesmen is one of the keys to improving sales, and investment in key image publicity (image display shelf, X shelf, light box, color scroll, POP, promotional materials, etc.) should also be made. The reasonable distribution of ordinary building materials market in a small scale should be accompanied by investment in corresponding publicity (POP, promotional materials, X stands).
Decoration company --- is one of the important sales terminals of board type and wood floor type. It can cooperate with the sales of formaldehyde cleaner and decoration deodorant (the company's products are not used in the decoration process, resulting in excessive formaldehyde). In view of the professionalism and long-term cooperation of the decoration company, it is necessary to carry out unremitting communication and product knowledge training.
Cleaning company --- is one of the terminals selling decoration deodorant. In view of the fact that the cleaning company is an emerging industry with rapid development and a relatively stable customer group with strong consumption power, it should be positioned as a sales channel with great potential.
Furniture manufacturer is one of the important terminals for selling "industrial formaldehyde cleaner". In view of the characteristics of furniture manufacturers, such as industry professionalism, long-term cooperation, large amount of single product procurement, price sensitivity, etc., unremitting communication and service should be carried out, and their special packaging requirements should be met.
Brand advertising, publicity and positioning
1. Advertising idea: based on the principle of "joint investment and joint operation", the Company and its agents will carry out advertising with purpose, goal, plan and step by step, so that consumers will first realize the products of the Company, then become interested in them, until they have a desire to buy the products, and at the same time, they will have a deep and continuous memory of the brand. Advertising can improve the enthusiasm of distributors, retailers and other partners, and pave the way for agents to smoothly enter each sales terminal.
2. Analysis of mainstream media:
TV: intuitive, vivid, wide audience, good corporate (product) image.
Broadcasting: good regional coverage, wide audience and low price.
Newspaper: intuitive, detailed and rich in content, strong regional audience coverage.
In car display board advertising: intuitive, targeted, well spread, low price.
Priority stage (early stage of product introduction into the market): soft articles should be the focus, and some actual cases should be used with public relations activities (such as seeking and organizing many victims of indoor environmental pollution to appeal from their own experience; continuous reporting on the victims; holding seminars on indoor environmental pollution; Relevant medical, clinical and environmental protection associations and associations are invited to participate in the activity of "100 decoration workers are selected from all over the country for on-site free testing", and the news media will track and report the whole process). Hot news speculation was conducted to arouse the target consumers' keen attention to the severity of indoor pollution, and a hotline was set up to deepen consumers' early awareness of the company and the product, so as to achieve the purpose of education and consumption guidance. At this stage, the serious harm of indoor pollution and the technical advantages of the company should be highlighted. Later, when the news hype reached the expected high point, hard advertising was used to integrate local advantageous media for large-scale brand publicity: radio (local traffic stations are very good), newspapers (multiple newspapers, small page intensive launch, at least once/two days), television stations (feature films were broadcast in satellite or cable channel feature columns, and advertisements or feature films were broadcast in non prime time) . Select bus routes for advertising on display boards in vehicles (winter is preferred in northern China), and network (operated by our company). This stage is an excellent time for products to enter each sales terminal. We should seize the opportunity to let distributors purchase large quantities of cash.
The second stage (rapid growth period of product sales): while maintaining the original advertising volume, carry out various forms of promotional activities at the terminal. Jointly use the popularity of the company's products, decoration companies and furniture dealers to launch a series of promotional activities. Time: holidays or off duty time, location: shopping malls, supermarkets and new communities with large traffic, forms: consultation, data distribution, bundling and other forms. Cooperate with the technical supervision, environmental protection, construction committee and health department to enlarge the publicity of the acceptance of indoor environmental indicators by fraud, so as to improve the reputation of the product. Long term user lists (decoration companies, furniture vendors, cleaning companies) are published in local famous newspapers in large length to strengthen long-term cooperation with customers and improve product image. Form an environmental protection alliance with decoration companies that have used our products to drive other businesses of decoration companies to use formaldehyde cleaner.
The third stage (product maturity stage): because consumers are inertial buyers at this stage, reduce the amount of advertising investment, retain a certain amount of brand reminding advertising, and focus on the terminal image building and training of on-site promotional personnel at the terminal. This stage is a high harvest period for cashiers. At the same time, advertising and publicity should be introduced in time.
The fourth stage (product recession period): before the product enters the recession period, stop the advertising investment and reduce the retail price to slow down the recession curve. This stage can often become a high harvest period for cashiers, and it is also the right time for other series of products to invest heavily in advertising and publicity, and at the same time, it can enable other series of products to enter the rapid growth stage of sales. This will certainly keep the vitality strong for a long time.