Terminal direct channel wins
A brand faces a strong T brand, no brand advantage, no price advantage, no channel advantage, no promotion advantage, how to compete with T brand? How to break through the market? The A brand is faced with a complicated market problem. The decision makers hope to get a "golden idea" and win with one stroke. It may be just an unrealistic myth! Does the A brand necessarily withdraw from the market with a stunned ending? This is not entirely true. The author has always believed that marketing must be a method, not afraid to do it, I am afraid of it. Knowing ourselves and knowing each other If A brand wants to make a market breakthrough in the liquor industry, it must first understand the strengths and weaknesses of its competitors, and must also see its own strengths and weaknesses. Only by knowing ourselves and knowing each other can we find a breakthrough in the market. The T brand, as the main competitor of the A brand, has the advantages of: consumer trust; dealers are inseparable; product prices are relatively low; almost 60% of the retail market. Its disadvantages are also obvious: product quality is general; channel confusion; price system is unstable; channel profit is low. A brand, the disadvantage is: no brand advantage, consumers do not recognize products; no channel advantage, dealers are not willing to sell; no promotional actions; channel costs are too high. However, it also has its own advantages: the product quality is good; the ex-factory price is 460 yuan, which is lower than the T brand 480 yuan; the dealer's profit is high. Moreover, there is a key premise that A and T products are not major profit points, and are optional for some agents and retailers. After clearing the characteristics of itself, the opponents and the market, re-organizing and positioning the A brand and rationally designing the sales channels will definitely find a suitable development path for the A brand. Differentiated positioning, leading quality Conduct systematic market research on the industry characteristics and series of brands in which A brand is located, and conduct market analysis on this basis to find out the real entry point of brand A. At the same time, the market research data is used to segment the target population and determine the target group. In order to use a variety of marketing mix strategies to serve the target consumer group. According to the market situation of the competitive brand T brand and the characteristics of the target group, a strategy similar to the T brand target group can be adopted, so that the purpose and pertinence are very obvious. The reason why the current status of the A brand is not improving is mainly because its market positioning is not accurate and it does not recognize its own advantages and disadvantages. The T brand is so strong, the market share is so high, the retail price is generally accepted and recognized, the A brand also sets a higher retail price (compared to the T brand), and there is no support for any marketing activities, such market positioning is doomed failure. Originally, the target consumer group is relatively new to the A brand, coupled with the higher price, the consumer group is not scared to run away! The quality advantage of the A brand is at the expense of cost (high cost), and it will not be realized in the short term (because the word-of-mouth promotion of revolving sales is difficult to achieve in the short term). The author believes that the A brand itself has the advantage over the T brand products, the market positioning can be above the T brand, high quality and high price, and set a higher market retail price. On the one hand, it can be separated from the T brand products to form a difference; on the other hand, manufacturers can make higher profits to operate the market and increase market input. Highly high, consumer first Consumers are the key. After clarifying the market positioning of the A brand, it is necessary to adopt a high-selling marketing strategy. On the basis of rationally increasing the price of the product, appropriately increase the profit of the distributor, and at the same time increase the market investment with excess profits and expand the brand promotion. Get the favor of consumers. Second, carry out a series of rhythmic promotions for the benefit of consumers, so that they not only experience the value of the product and the value of the brand, but also get more benefits. Third, the effective operation and management of the terminal stimulates the enthusiasm of the terminal retailer to actively promote. Since the products of A brand and T brand are not the interests of dealers, dealers will weaken their recommendation. This situation is a breakthrough for A brand that is inferior. A brand manufacturers can jump out of their respective dealers. For the inertia of the array, take the initiative to go to the dealer to help them manage and operate the terminal well. Not only can they be recognized by the dealers, but they also have the advantage of winning the terminal. Fourth, improve product quality, vigorously build a wine-based base, and further enhance the comprehensive competitiveness of products. In the long run, this must be done. It is better to do it later. Core point breakthrough, channel wins The disadvantage of the T brand is the breakthrough point of the A brand. In view of its channel confusion and low channel profit, the A brand should look for key distributors, establish a model market, and make key breakthroughs. Go ahead and find the core dealer. Since such products are optional, and the T brand controls some dealers, the A brand should find a strategically-oriented dealer to make key breakthroughs and key support. You can also look for medium-sized dealers, or focus on supporting dealers with high loyalty, increase advertising and promotion, and let them promote A products. Manufacturers and distributors work together, deep distribution, and establish a model market. Because the price-performance ratio of A-brand products is high, the choice of consumers is inevitable. Therefore, after breaking through the market, it will certainly attract the attention of other dealers. Second, increase the construction of distribution channels, track and improve the second batch of businesses, and enhance their confidence. Due to the chaotic channel of T brand, the price system is not stable, because the A brand can not make the same mistakes. After the breakthrough in the key market, the A brand may have become the name-branded product of the consumers. The construction of a well-established marketing network covers the retail market and consolidates its strategic position. Third, integrate marketing channels and reduce channel costs. Excessive channel cost is a big market drawback of A brand. Relative to T brand, from the ex-factory price to the retail price, the latter is only 70 yuan (550 yuan - 480 yuan) or even 40 yuan (520 yuan - 480 yuan) The channel cost, while the A brand is 120 yuan (580 yuan - 460 yuan), far higher than the T brand. The A brand can reorganize and design channels, and compress channel costs to become more competitive. Fourth, stabilize the price system and ensure the profit of dealers. The price of T brand is chaotic, and the channel profit is low. Therefore, the A brand has established a strict and standardized channel policy from the beginning, perfecting the price system, ensuring the profits of dealers at all levels, and forming a unified price level in the terminal market. In order to gain the brand's influence. The disease is changing and the medicine is changing. If the specific situation changes, then the response method should also be changed, and should not be obscured. Because the comprehensive competitiveness of the A brand is weak, the market breakthrough is relatively difficult. Therefore, the key markets in the point, the key dealers' breakthrough is to rely on the previous step, and then gradually develop with the point and face, forming a breakthrough on the surface, the A brand can be finally obtained. Competitive position. The method is always more difficult than the difficulty! When we are faced with difficult problems and cannot be solved by traditional methods of thinking, we must jump out of the conventional constraints, combine the correct concept of time and space, and pay attention to the combination of timeliness and effectiveness. The results may suddenly become clear.
Because, only the consumer approves, the dealer will choose, the retailer will love, the A brand will form a profit. The specific approach is:
In the first place, brand promotion is directly aimed at consumers. For the case of low popularity, take free tasting, free gift and other methods, so that consumers fully experience the quality of A brand products, so that consumers have a good impression on them, and gradually form word of mouth publicity.