The Strategy Of "Win" In New Product Marketing

New product marketing is influenced by various factors such as pre market research, marketing organization design, price strategy, advertising strategy, channel strategy and corporate culture.

Here is a systematic way of thinking about how enterprises can avoid new product marketing "go astray" and realize win-win between enterprises and consumers, so that decision-makers can have a clear and systematic grasp of the key points in controlling the whole new product marketing process.

A Harvard Business School study showed that if a new product found a problem in the production process, its loss was 100 dollars, then the loss of the problem before the production was $1, and it was found to be $1000 before the listing, and it was found to be 10000 dollars after the listing.

Therefore, new product marketing should start before production.

The first step in developing new products is to carry out surveys related to new products, including technical investigation and market research.

Technical investigation is to investigate the technology status and development trend of the products, predict new technologies that may arise in the future, and provide technical basis for developing new products; market investigation is to understand the needs of products, specifications, quantity, quality, sales link, price, consumer response, and complete supply of products at home and abroad.

In addition, competition investigation should understand the size, product, marketing strategy, future plan and market competition characteristics, advantages and disadvantages of competitors related to new products, all of which provide a market basis for the successful marketing of new products.

In this way, through careful pre - and immediate market research, we can form a technically feasible product concept, and then develop a marketable new product.

In the design of marketing organization, there are three basic principles: first, to set jobs according to needs, to define responsibilities and division of responsibilities among personnel, to enrich post responsibilities, and to put personnel capacity in place.

In a marketing organization that lacks post design, it is difficult for salespeople to find their own position. It is hard to know what to do and how to do it, and enthusiasm is difficult to play, which is bound to affect the efficiency of the whole organization.

Secondly, organizations should cooperate and cooperate with each other to achieve high efficiency and consistent market orientation.

In many cases, salespeople must first have eyes inward, but spend a lot of energy on internal coordination, which will directly affect the views of customers and partners on the company.

Third, staff should be streamlined, of course, from the point of view of cost of sales. On the other hand, internal organizations will often be redundant and overstaffed, not only will not bring high efficiency, but also easily lead to wrangling and sloppy work style, which is more dangerous than human hands.

Based on these three principles, enterprises can set up a new product marketing organization with one person in charge according to their products and market demands. Logistics (including statistics, invoicing, dispatching, etc.) is one, and a market plan can be arranged (which can be combined with the Propaganda Department of the company or the external advertising agency). The limited personnel should be arranged as far as possible in the front-line of sales, and according to the definition of mission indicators according to the customers in the region or industry, formulate and supervise the implementation of the sales personnel plan.

Some enterprises have become popular after their old fist products. Due to the diversity and variability of customers' needs, enterprises recognize the need to introduce new products to the market in a timely manner. The usual strategy is to successfully launch other products through the strength of superior brands.

But we must cooperate with the old and new products, give full play to their respective advantages and form advantages and disadvantages.

Take a typical combination method as an example to illustrate that if the original product is not suitable for the market or in a sharp market recession, the enterprise should deal with the original product quickly and low-key, and maintain the sales policy of the old product unchanged, so as to ensure that the distributor can quickly return the funds into the circulation process of the new product.

The usual practice is to keep the old products in a small number of distribution channels in order to meet the remaining market demand, and at the same time, in order to fight for the market and gain as much profit as possible, strengthen the publicity and promotion of new products, pfer most of the distributors to the sale of new products, so that new and old products can form a combination and match in the market so as to better meet the different needs of consumers.

For new products, especially the products that are updated, they will be sold through existing channels, which will not only reduce the market development cost of new products.

At the same time, according to the ratio of the sales of the old and new products in the market in the same period, the corresponding proportion of return points can be formulated in time, so that different purposes such as extending the sales period of the old products and accelerating the replacement of new products can be achieved.

Under different market entry strategies, the situation of new products may be quite different.

To sum up, the strategy of new products entering the market should take two main points. One is to choose the right entry point for entering the market, and the two is to choose the right time to enter the market.

Generally speaking, for regions with relatively mature market development, they mainly focus on the entry points and ways of market entry; otherwise, more attention should be paid to choosing the right time to enter.

For China, where the market economy system is far from perfect and the rules of the market game are far from standard, the key to the timing of new products entering the market is abnormal.

Generally speaking, early entry into the market can form a competitive advantage, that is, to establish and enhance barriers to entry in the industry, prevent potential competitors from entering, and thus dominate the market.

The failure of China's first Wan Yan, who developed VCD, was to concentrate on new technology development when entering the market, but not to meet the ever expanding demand of the market, so that it was overwhelmed by many companies that came from behind.

And the competitors who choose to enter the market in the same period are in a balanced position. The information between them is more open and the barriers are hard to establish. Entering the market at this time needs to pay attention to the market segmentation and positioning, because once the market segmentation is not clear enough, we can lose the opportunity.

The market duel between three rising sun ice tea, "Master Kong" and Wahaha can fully explain the importance of adopting different market entry strategies.

It can be said that the shaky rising sun iced tea has staged a commercial tragedy. As the advocator of the Chinese tea beverage market, sun rising is admirable. "Master Kong" should be grateful because "Master Kong" has already occupied more than half of the tea beverage market, and it is the stone that rose to pave the way.

Similarly, the Wahaha in the beverage industry is much more intelligent. He did not go to the "mentor" to cultivate the market. Instead, he was practicing the inner strength and integrating the core strengths. After the ripe time, he launched the concept marketing war of "Paradise water plus Longjing tea", while China had only one Hangzhou, only one Hangzhou in Asia, the world had only one Hangzhou, and the strategic intention of going to the world was self-evident.