How does a product launch and grow from the market with a weak brand?

Any product grows from a weak brand, just like a person to be a baby, child, teenager to the strong, old age of the journey. Raising vulnerable brands to mature brands, the market launch and growth when the key is market cultivation. As a vulnerable brand how to start a market, cultivate a well-developed market? Prerequisites must do a good job of channel development, and this method in many fast-moving consumer goods companies, in the new product launch in the most frequent use of the text, but also corporate marketing policy and the regional market to start the program to emphasize the most of the term. No matter what kind of words are used to summarize the depth of the enterprise channel development distribution, channel plowing and other products are the ultimate means of market share of the market, but also vulnerable brands involved in a new market is an insurmountable link, but also sales staff in charge of marketing to get the highest instructions. In many enterprises from the access competition to the terminal competition, from the terminal of the competition to focus on the competition of the access, fast moving consumer goods on the use of the channel has been no time limit to play, and then more intense is to carry out the depth of the distribution and regional market ploughing, for the terminal of the competition, the interception of competitors channel operation is a necessary means. As the saying goes: who need to effectively operate the terminal, control the terminal, victory, who must be able to obtain a competitive position - control channels. There is no channel expansion which has channel control, the author in the fast moving consumer goods companies have been working for 9 years, with the experience of the weak brand market start-up and cultivation of a little view: First, the importance of weak brand target market positioning The weak brand is not the formation of the brand or a strong brand, in the industry as far as the brand is at the lowest end. Such a brand target market positioning is very important, I learned from a steamed bun piece of enterprise to do, 05 years put on the market, by the famous planning company tracking services, by the famous stars as image spokesman, in the CCTV phased advertising, the overall cost of more than 2000 million yuan, the national investment in the customer up to more than 400, it can be said that the product listing a success, but in 06 years this enterprise! Products in the national market disappeared. Why? Simple target consumer groups did not educate, did not form the core market, although the media marketing can quickly create a short period of time brand influence, can bring convenience to investment, and even the formation of short-term sales results, but this does not cultivate the operation of the market, the long-term operation of the enterprise is undoubtedly a waste of resources, hemlock to quench their thirst. But how many companies have embarked on this road of no return, visible enterprises and marketing personnel on the return on investment and market success of the operation of the urgent expectations, however, anxious not to eat the market. Weak brand in the intervention market must follow the market rules, must first investigate the market to determine the target market, effectively determine the target market must master the four major principles, 1, with a greater market potential of the city or region; 2, conducive to the product radiation surrounding the market, the formation of niche markets; 3, the competitors in the share of the market and the marketing tools; 4, the existing resources to meet the market's future development.　　Second, the development of effective marketing programs must be resource integration Enterprises in the development of effective marketing strategies, tactics and the implementation of the program, it is necessary to internal resources, marketing status quo, market status quo, the status of the team and other resources for integration, a full understanding of their own business situation and external competition in the point of force. Otherwise, the marketing program developed will be one-sided, or incompatible with the current situation of the enterprise. Sun Tzu's Art of War has an important words, Sun Tzu said: soldiers, the country's major events, the place of death, the way of survival, can not be ignored. Therefore, by the five things, the school with the plan, and to find its feelings: one is said to be the road, two is said to be the sky, three is said to be the ground, four is said to be the law, five is said to be the law. Road, so that the people on the consent, can be with the death, can be with the life, and not dangerous; days, yin and yang, heat and cold, the time system also; the ground, near and far, dangerous and easy, wide and narrow, death and life also; will be, wisdom, faith, benevolence, courage, strict also; the law, the system of curves, the official way, the main use also. Where these five, will not be heard, know the winner, do not know the winner. Therefore, the school to the plan, and the situation, said: the Lord who has the way? Who will have the ability? Which of heaven and earth? What is the law? Who is the strongest soldier? Who is the best soldier? Who will be rewarded and punished? I thus know the victory or defeat. Will listen to my plan, with the will win, stay; will not listen to my plan, with the will lose, go. Sun Tzu will be Tao, heaven, earth, will, law five as the key to the success of the war. More incisive is in today's marketing strategy as well as marketing tactical solutions to the success of the key is also summarized by it, as the so-called: Road, a metaphor for the way of business, business rules, the small refers to the way of business operations, business objectives. The sky, a metaphor for the enterprise in the spatial and temporal environment, sales, purchasing season. The ground, a metaphor for the breadth of the industry and the enterprise to occupy the market, or the competitive position

. Will, metaphorical business leaders, marketing team leaders must have wisdom, faith, benevolence, courage, strict. The law, a metaphor for business planning, business processes are more corporate rules and regulations. Marketing is a business operation, survival of the fundamental, can not be investigated. The above five must be resource integration, the formation of feasible operational programs, will win. Throughout the above visible resource integration in marketing is how important links, but also to develop effective marketing programs based.　　Third, the positioning strategy of the channel channel broadly speaking refers to the enterprise to their products or services, to consumers in front of the borrowed ways and means. Includes traditional channels, modern channels, special channels, each division point, as well as the length of any channel with any level of combination. Different enterprises or different products, the use of channels means are different, but the enterprise according to the changes in consumer demand, accordingly change the products or services to consumers in the hands of the way, so that the use of channels is also changed, in today's homogenization of products, market homogenization at the same time, the enterprise must not be randomly imitated competitors' channel use. How can enterprises make their own product channels and other enterprises are different, and is the effective use of it? In the current fast-moving consumer goods industry, marketing channels gradually present a flattening, diversification trend

, the center of gravity of the channel continues to move down, while the competitiveness of each enterprise in the channels and terminals gradually increased. Enterprises must effectively establish and control the sales channels suitable for their products, to strengthen the control and influence of the channel. As a weak brand must recognize their own resources, in the channel positioning, channel positioning of the fundamental principle is based on the changing needs of the target consumers, as well as channel competition changes, and the corresponding channel positioning changes. To a product growth as the focus of channel positioning in three stages: 1, new product launch stage; 2, product growth stage; 3, product maturity stage; to a product using the channel as the focus of channel positioning is divided into long and short. For example: a weak brand in the industry in the two giant brands, there are many local brands around, as a just intervene in a popular industry, how to effectively channel positioning? First of all, to position their brand is a follower of the industry, or a challenger, and then the giant brand channels to analyze, select the appropriate attack channels, do not overly comprehensive, do not pull the front too long, as for the competitiveness of regional brands is also the choice of the market to develop the necessary research, and only after the decision.　　Fourth, the channel of intensive cultivation enterprises in the sales channel positioning and the market environment has a detailed understanding of the market, according to the actual situation of the market for intensive cultivation, in order to better market development, effective management of dealers, to achieve the product sales targets and market share, in fact, intensive cultivation strategy is an important tactical means of vulnerable brands to cut into the market. Channel plowing must develop an overall implementation plan, step by step phased implementation, in this process, the need for active participation of all staff, work together to achieve the strategic goal of market plowing. In the specific operation, there are the following four key strategies: 1, the dealers into their allies enterprises in the regional market for market plowing, you must rely on the support of local dealers or agents, a brand to successfully start a market, leaving the cooperation of dealers is difficult to succeed, the same dealers want to successfully operate a brand, there is no support from the manufacturers, it is also a pipe dream. Dealers into their own sales force, first of all, to establish a strong partnership, do not do the dew couple, choose the dealer is suitable for their own is the best dealer, rather than the strength of the big and small, as long as they care about their own is true love. Secondly, we should give dealers all aspects of guidance, assistance, service, *** with the channel construction, to help dealers with ordering, inventory, distribution, product into the store, after sale and other management. Only in this way can the dealers drive up, into their own sales force, management and service system.　　The businessman of the enterprise must manage the dealer, can not let the dealer take for granted to do the market, but before the management must be attentive to customer service, understanding of customers, understanding of the market, attentive communication, *** with the development of the program, mutual respect, each other complement each other. Only then can the salesman better cooperate with the dealer to do a good job of channel infrastructure and management. The main work of the enterprise salesman is the entire market business planning, inventory management, retail coverage, transportation and warehousing, point-of-sale advertising and promotional support for these five jobs, the enterprise salesman also need to clarify the distribution of the work between the enterprise and the dealer to determine the focus of their respective work, in order to effectively manage the dealers, * * * with the development of the market, or else there will be a shirking of responsibilities when encountering difficulties.　　Doing so will turn the dealers into their own allies,

Manufacturers will complement each other's strengths, resources **** enjoy the limited resources to maximize the better promotion of the product in the market to expand and be able to distribute in depth.　　2, to cover the product to the sunshine to a new product into the market, and then more programs, and then more people, and then more creative are all empty talk, is to pave the market, pave the market, and then pave the market. Cover the product to the sunshine to the place, from this sentence can be seen how intensive the product to pave the market, remember the Coca-Cola company has a famous sales motto: where there are people will be people thirsty, and therefore will be on the purchase of beverages demand, so if the product can be within reach of the consumer, it will be able to take possession of the market. In this way, Coca-Cola has developed the famous 3A strategy, i.e., enjoyable to buy, affordable to buy, and affordable to buy, and affordable to buy emphasizes the focus on expanding outlet coverage so that consumers can buy Coca-Cola wherever they are. Extend this strategy to any product is equally useful, that is, as long as there are people, there will be people on your product demand, as long as your product store to the place where the person can see, will produce sales. Although the product needs intensive store, but also for their own product characteristics, a reasonable layout. For example, a rapid product listing in a city, in the city KA type stores to choose within half, respectively, in various areas of the city or each store has its own consumer groups, must focus on the operation to become the product image point. In the BCD type of store to do according to regional classification, window store is in the station terminal, airport, commercial pedestrian street and other areas of the store, the campus store is in the store inside and outside of schools, community store is not only refers to all kinds of neighborhood convenience stores. In the classification of these outlets after your product to buy there, then go to focus on the attack. In the county, wholesale (traditional) channels, first focus on selecting the county to establish distribution channels, to be done or give up wholesale channels. This operation in the Chinese market for any fast-moving consumer goods can be considered the best choice. Of course, some products can only be sold in individual channels except.　3, single-store intensive cultivation of vulnerable brands market intensive cultivation of the most taboo is through a variety of means on the channel pressure, we say that can be guided through a variety of policies to guide customers into the goods to improve product acceptance, to reduce the vulnerability of branded products paved the way to the market, but do not use policy pressure on any channel, or it may be in the next month to get retribution. Another layer of meaning of plowing is to improve the single-store market rate, reduce the number of single-store stocking to improve the number of single-store stocking, so that each single-store can turn around sales, so that the store owner will feel that your product sells well, if the store owner is in the face of consumers, to be able to say that on the so-and-so product new listing sells very well, so that word-of-mouth publicity will be the best advertisement. So the channel plowing, the network should be wide and deep, the product market to be precise. At the same time, we should also pay attention to the universal net, focus on catching fish strategy.　　4, the sales volume of a single store to achieve the image.　　Enterprises in the strengthening of the pavement rate at the same time, must pay attention to the sales of each outlet, strengthen the terminal outlets vivid management and sales promotion. To make a terminal outlets to become the image of their own products, it is necessary to let the single store sales volume how to do the championship. Because there is no sales volume there is no image to speak of, no image will not achieve the brand. Especially for large stores to improve sales, companies generally strengthen the product display and promotional effects, through the terminal vividly the best image of the product will be displayed to consumers, increase the visibility of the product, to attract the attention of consumers. But without a good sales volume as a basis, will increase the cost of enterprise sales, and even to no avail. In today's buyer's market or sellers unilateral discourse situation, there may also be sales did not spend more than the cost. As a weak brand to recognize their own advantages, since they have been as close to consumers as many brands, then they should show their advantages to consumers. If you say that the quality of your products is better than your competitors, then let the consumer to test, if your product can bring some kind of benefit to consumers, then you put this feature so that consumers quickly and easily understand the characteristics of your products. Can not give up any opportunity to generate sales, perhaps this one opportunity will achieve a brand, do not forget the butterfly effect of product sales. A product into a one by one into a store for sales is very difficult, it is not easy to fight for an event, if there is no enhancement of sales, that is how sad. To beat the competition is a huge project, but we can put the sales time to operate in segments, a month there is a 12-15 day activity slot, during this period how to make half of the time to do the first, or the use of holiday purchasing power in this slot to do the first, and then follow up step by step. During the campaign vulnerable brands must use a combination of means to do activities, so the effect will be better. As for the vivid display of products, is complementary to the sales volume, there will be good sales with vivid, there will be good sales to the vivid display will bring vivid.　　Because of the changes in the market environment, many companies began to realize the necessity and importance of intensive cultivation of the market and the depth of distribution, especially in the fast-moving consumer goods industry, some of the weaker brands of enterprises, facing a number of well-known strong brand siege and market division, in order to be able to effectively develop and maintain the existing market, there is a need to intensive cultivation of the channel, but because of a variety of resource constraints.