Today FMCG food marketing more competitive, on the one hand, due to the low barriers to entry, FMCG food manufacturers gathered; on the other hand, the involvement of a large number of marketing planning agencies, FMCG food marketing competition means more and more rich. Integrated the above two reasons, the competitive FMCG food almost to the white-hot level. Beijing Li Jun century marketing planning agency FMCG Food Research Center visited the market, found that almost every day a new product to market, there are almost daily under the old products from shelves, turns out to be your Changba me play. And by the nature of the phenomenon, so why is there such a phenomenon turned upside down? From the perspective of FMCG food marketing planning point of view, Beijing Century Li Jun believe that the main or a number of brand marketing planning into a vague misunderstanding.
Blind with the concept of wind let the vague marketing strategy
Beijing Li Jun century marketing planning agencies received a lot of "poop" (called Potter is marketing planning company had approached the services enterprises), the prevalence of the problem with the concept of the wind.
Today FMCG food market, follow the trend of the phenomenon is relatively common, of course, countless problems. Here, we take the initiative to lay down their businesses regardless of suit, led by marketing alone carried about planning agencies to follow suit. From the business point of view, the lack of comprehensive market research and understanding, with the wind take it there are conditions of the original concept, as a professional Marketing Intelligence agency has a depth of insight into market driven companies to follow suit children, a bit ridiculous.
Shenzhen, a snack food company in the field of snack foods can still be made, invited a marketing planning agency, wanted by entering the marketing-industry organizations, to further expand its brand influence and the ability to guide the market in the field of snack food. Because the corporate strategic planning is quite clear over the years, the strategy has done more practical, although market expansion at a slower pace, but the whole implementation of the strategy is still very much in place. If from the perspective of business development, marketing planning institutions should continue to strengthen strategic planning and strategy by combing the existing business strategy, business strategy and improve execution and appropriate marketing strategies capacities through integrated marketing planning services to help businesses along the the snack food grown in this area to achieve the goal. However, the planning agency was helping the company has developed into the field of brewing tea, and even become established within three years, the domestic tea brands top three strategic objectives, the results as companies and brands were approximately 360 degrees "swivel movement", leading empty the entire enterprise marketing strategy, neither will mainly focus on snack food marketing field, they had to allocate part of the marketing effort into the tea fields, resulting in blurred marketing strategy, brand positioning, concepts, ideas, image confusion, in direct response to market , the decline in sales is the traditional snack foods, milk products and fluttering, Lipton, gifted musicians United States and other well-known brands of incense about competition defeated.
When Beijing Li Jun century into the marketing planning agencies, corporate management and marketing department in disarray, there is call for a firm cut milk products, milk products required to continue to do, and even proposed to cut part of the leisure products, companies CEOs breath stuck in quarrels whirlpool. See such a mess, we conducted a detailed internal and external environment analysis and diagnosis, found that the companies do not like to see as distress, just as the emergence of tea undermine the already healthy development of the snack food market processes and patterns. Therefore, we adopted a vivid metaphor to convince business managers and marketing executives into new strategic planning process. We told them that although milk is a little man, because of inherent deficiencies, but also sick, but after all he became our children, we can not use it he had abandoned. While we did not want a pregnant woman gave birth to him, but since it has been through the pain of a pregnant woman, why do not try to raise his adult? So, we have to re-adjust the marketing strategy, that is, by the original snack food brands national development, re-established tea brands have regional destination marketing, snack food fight cause well-known national brands, tea is mainly portrayed as the region has some competitive brands.
Hasty implementation of the expansion of the brand category weak support
Marketing planning agencies may want to do is to expand the category, of course, we have also seen some of the marketing planning agencies are become sloppy category expansion boosters.
FMCG food companies most prone to marketing bottlenecks, the bottleneck effect of sales occur in 1-2 billion 4-500000000 yuan and 1 billion yuan, the enterprise and some through their own efforts can successfully break through, and some business cards here stagnating. Of course, when most companies also want to ask during the marketing-industry organizations, and the answer most often given a lot of marketing planning agency is category expansion, category expansion seemingly carried by the original channel can increase sales, we can solve marketing bottlenecks , to a higher level.
In fact, this is a palliative approach, or even appear in sales did not increase, net profit fell sharply situation. We know the difficulty of entering the new category of FMCG food is quite large, many companies because of the blind expansion of the crisis caused by profit, and even lead to business never recovered. Of course, category expansion is not feasible, reasonable category expansion may cause enterprises to create a new profit point, but this practice to fully analyze the market and build brand full carrying capacity. However, category expansion, but not the solution to the existing bottleneck of product marketing approach, a sense, category expansion and sales of existing products to break the bottleneck is not even the slightest relationship. As the boss of learning is not good, the second child to school can not be improved fundamentally, the boss who still need to spend effort.
Beijing Li Jun century marketing planning agencies to choose between life and death experienced a lot of addition and subtraction, but fortunately we have a full market research and insight, that we have to help companies make the right decisions. Many marketing planning company encountered problems category in the study of the addition or subtraction problems, through the actual analysis, sometimes help companies do multiplication would be a good choice. Consider the following case is perhaps one will understand the truth. An enterprise marketing planning agency has been entangled in addition and subtraction among the first companies planning to do a subtraction on the category, the result defeated, the second company to do marketing planning back addition, the results also defeated. Li Jun century marketing planning agency will help businesses do addition or subtraction? We carefully study found that the problem is not the category more with less, but the internal market category segmentation problem. The entire industry, market segments within the category of very popular, the company is also holding tightly within a single product category, so we do not have to adjust the category, but to help companies do multiplication, market segmentation fuss around category, category unchanged, each category into the three market segments. This solves the problem.
Great Leap Forward-style layout make marketing channels weak
Power companies is limited, however, to enter a lot of marketing planning agencies, requires companies marketing the Great Leap Forward-style layout, resulting in lack of corporate power, the full range can not follow up the market, resulting in weak channel, the result is a competitor a break, had to withdraw from some markets. This is not uncommon in the FMCG food marketing them.
Since talked about marketing layout, it must be on the basis of a scientific marketing action. Beijing Li Jun century marketing planning agencies pay attention to the pattern of the bigger markets do fine marketing, personalize execution, the premise is well within the capability of enterprises to do marketing, so we only mention the pattern of no major layout. The so-called big pattern, is an enterprise time to do channel development and expansion conduct preparations, did not miss any opportunity to a border Extension soil; and large layout that is not considered a border extension of blind land capability based on the enterprise, must leading companies can not keep up the pace in the financial, human, material and other aspects, and finally forced to withdraw.
We see a lot of companies presumptuous to national distribution, the results fiasco case. Beijing Li Jun century marketing planning agencies to take every step strategy to help companies achieve channel planning and development, both to ensure that businesses do not lose any possible opportunities for development, but also also allows corporate strength and capacity gradually, the formation of healthy market development mechanisms. Therefore, we say, and strong channel is strong, and strong channel strength is increased, the strength of steady growth, the layout, the layout of steady wins the competition.
Core Media bombing allow aggressive marketing
Many companies in the promotion marketing planning agency, were one up on the core media advertising bombardment, made aggressive marketing ills. It was suggested that the CCTV and the major TV advertising prices rising year after year, all companies are flocking to the core media advertising bombing it seems not at fault. In fact, right and good. More marketing plan proposed, Mr. Ye marketing planning to do the core content is the CCTV advertising, not also the achievements of so many well-known brand it? Of course, not bad. These two issues can be resolved and separated, the former because on the one hand the CCTV advertising resources are scarce, competition for granted, on the other hand these companies are either high value-added product or has already done the basic work of marketing; the latter because Mr. Ye successful year has been different in the past Chinese famous brand advertising bombing alone can, if not now integrated marketing communications, you want to accomplish extremely difficult for well-known brands.
Beijing Li Jun century marketing planning agency for the study of food marketing FMCG found with the intensification of market segments, FMCG food consumption increasingly small minority, as well as the traditional core media attention and getting new low the rise of the media, FMCG food marketing should also make a scientific and prudent judgment, can not be ignored either traditional core power of the media, we can not forget the new media market segments targeted for influence, which requires FMCG food marketing planning can not commit empiricist errors, to the times, always concerned about the status of FMCG food market segments, always grasp the changes in all types of media audience crowd, before that enterprises develop practical effect of outstanding marketing and promotion plan.
