How to break through the marketing model of fruit vinegar drinks? (2)

Over the years with the change of consumer demand for various beverages, the types of beverages on the market are now increasing, which makes the road of development of fruit vinegar drinks more difficult. In the product packaging, price, function and other aspects of the fruit vinegar drinks do not take advantage of the market to occupy a favorable position, then not only need to do a good job of marketing consulting, but also need to break through a variety of barriers in the process of brand marketing, so as to usher in the development of a better, so what should be done specifically?

1, to try to break through the obstacles brought about by the name of the category.

The traditional marketing model of the market is cognitive understanding little, but also ignored the product into the minds of consumers operating consciousness. From the point of view of consumers' mind, the word "fruit vinegar" firstly triggers the inherent cognition of "vinegar" in the brain. As a condiment, vinegar's strong stimulation of acidity does not give people a good feeling, so although everyone knows that eating vinegar is good for health, few people treat it as health food. "Vinegar" is usually regarded as a derogatory term, and making vinegar into a drink will give a little sense of novelty to people who contact it for the first time, but it is far from being able to change people's negative association with vinegar, so it is not difficult to understand why fruit vinegar drinks alienate people. The double obstacle of unfocused resources and bad category name makes the marketing mode of fruit vinegar drinks mainly in the restaurant channel.

2, in the innovation process should be refined and focused, abandon redundancy.

To make fruit and vinegar drinks like Coke has become the world's favorite drink, entrepreneurs must first be determined to those who are not dedicated to the heart of the "miscellaneous army" to distance themselves from the opposite. The essence of marketing model innovation is confrontation and simplicity. Extremely simplify the price and packaging, do a simple item, which is the most effective way to achieve big brands. After the item is simplified, the next step is to solve the positioning problem of fruit vinegar drink. Fruit vinegar drink has many health care functions, such as beauty, weight loss, fat solving, enhancing digestive function, sobering up and protecting liver, sterilizing and anti-virus, preventing aging, eliminating fatigue, softening blood vessels, preventing and controlling high blood pressure, fighting against cancer, and keeping skin smooth and moisturizing, etc. So many functions make the vinegar drink a good choice for the customers. So many functions, making the positioning of vinegar drinks exceptionally tricky.

As far as people's mind is analyzed, it prefers simplicity and loathes complexity. This requires fruit vinegar drink must focus on one attribute, simply represent a concept in people's minds, which is much stronger than talking about a whole lot of functions and one can not be implanted in the minds of consumers, and the hope lies in the rich function of its trade-offs, to the development of the road of functional drinks. Without attribute focus, the benefits offered to consumers are not obvious and it is difficult to identify competitors. The basic principle of marketing is the need for a rival. Which attribute is most likely to impress? It's a matter of choosing the best angle to cut into the customer's mind from the height of category competition. No one offers the consumer any reason to drink it, it is expressing nothing more than typical wishful thinking.

3, in the associated positioning on the category name and product to achieve rationalization linkage.

Focusing on a single attribute for the fruit vinegar drink to change the category name, to the development of functional beverage model to create the conditions. Create a new category name is not always the best strategy, in the original category segmentation is often twice as effective, because it can take advantage of the "momentum" of the mature category, into people's brains becomes very easy. The essence of this strategy is the positioning method in the associated positioning method in the application of category competition.

4, market sales pricing should take into account the affordability of consumers and the positioning of the product grade.

In addition to the differentiation of functional beverages and dependence on the development of fruit juice category two models, fruit vinegar drinks there is an obvious opportunity, in fact, the production cost of fruit vinegar drinks in fact is not as high as the manufacturers advertise, in general, the general pure profit are in the range of about 20 to 30% in the food and beverage channels in the main sales of large bottles of profitability is even higher. The powerful path to do the industry reshuffle is the price war, breaking the high price and high profit "unspoken rules". Fruit vinegar beverage industry also needs a "killer" to break the rules, jump out of the self-inflicted disruption of the industry's price system, with ultra-low prices to set up another standard. It should be emphasized that the low-end is not simply a price, but a positioning strategy, must establish a systematic strategic proportioning interlocking, the formation of a competitive advantage of the marketing model. The advantage of this model is that consumers are willing to try, easy to form consumption habits, the shortcomings of the product distribution requirements are high, to cover the whole country, it is necessary to lay out the establishment of bottling plants in various parts of the country.

While fruit vinegar drinks are based on fruits, many consumers will not pay more attention to them if they do not have special features and unique flavors. Therefore, fruit vinegar drinks need to tap into the selling point, launch more packaging and fruit categories of different drinks, so as to have a more powerful competitiveness, in the fierce market environment to survive and occupy a place in the market.