Advantages and disadvantages of marketing product strategy and single product strategy

Advantages and disadvantages of five marketing organization forms

First, marketing organizations based on different functions.

This structure often appears in companies with limited product types and narrow market coverage. The market research department tries its best to collect market information. Marketing objectives and strategies are planned by the marketing planning manager under the direct supervision of the deputy general manager of marketing. This is an extension of the work of the deputy general manager of marketing. Other departments are executive departments. Here, the deputy general manager of marketing pays great attention to control and evaluation, and completes these tasks with the help of himself or the planner.

The advantage of thldl.org as a marketing organization is that it is easy to manage. On the other hand, with the increase of the company's product variety and the expansion of the market, its inefficiency will be exposed. First of all, because no one is fully responsible for any product or market, the planning of some specific products or markets will be imperfect, and products that are not favored by various functional units will be shelved. Secondly, all functional units are scrambling to get their own departments more budgets and more important positions than other departments. The deputy general manager of marketing has to carefully examine the various requirements put forward by competitive units and face the problem of how to coordinate.

Second, marketing organization based on product and brand management.

The main purpose of the organization is to meet the special requirements of products and their supporting technologies. The products are diverse and complex, and they represent the company's competitive advantage. The popularity of products is the basis of developing the effective relationship between companies and customers. Due to specialization and centralization of power, it may bring many benefits to spend more resources on product portfolio.

The responsibility of the product manager is to formulate and implement the product development plan, monitor the results and take improvement measures. The responsibilities of product managers can be subdivided into ① long-term management and competitive strategies for developing products; (2) Prepare annual marketing plan and make sales forecast; (3) Study advertising production and promotion activities with advertising agents and distributors; (4) Encourage the sales staff and distributors to be interested in and support the products; ⑤ Continuously collect information such as product performance, customers' and distributors' views on products, new problems encountered by products and new sales opportunities; ⑥ Organize product improvement to meet the changing market demand.

The advantage of this organization is that the product manager can coordinate all the elements of the product marketing mix well and deal with the problems in the market more quickly. For those smaller brands, because the product manager is in charge, you can leave it alone. Relatively speaking, product managers have not obtained enough necessary authorization to ensure that they can perform their duties effectively. Although product managers can become experts in the products they manage, it is difficult for them to become experts in other functions. Brand managers usually have a short term, and they may be transferred to manage another product or brand or leave their jobs, which makes the company's marketing plan only short-term, thus affecting the establishment of long-term advantages of products.

Third, the marketing organization based on the market or customers.

This kind of organization is to adapt to the obviously differentiated market segments. The possible problem is that with more and more markets and customers served by the company, a large number of salespeople must be hired.

The marketing manager is responsible for making long-term and annual plans for the market. They need to analyze the market trends and what new products the company should provide to the market. Their work performance is often judged by the increase of market share, not by the current profitability of their market. The functional services required for the marketing manager to carry out his work are provided by other functional organizations. The marketing manager in charge of important markets even has several functional service professionals who report directly to him.

The advantage of this kind of organization lies in that marketing activities are organized and arranged according to meeting obviously different customer needs, rather than focusing on marketing functions, sales areas or products themselves.

Fourthly, the marketing organization based on geographical area.

Companies that develop product markets in a vast geographical area are suitable for this form of organization. In particular, the company's product range is limited and homogeneous, and it needs to cover many fields quickly.

Verb (abbreviation for verb) Marketing organization based on distribution channels.

This organizational form is suitable for selling a series of products to consumers and industrial customers. Obviously, each distribution channel here needs to be organized in a different way. Company advertising, market research and other functions can be the center, and other departments can be the branches of this center. The relationship between the center and the department must be clear, and all levels of personnel should obey their respective supervisors.

The main deficiency of this kind of organization is that it limits the connection between existing channels and hinders marketing from distributing in an innovative way.

In the actual market operation, product promotion strategies mainly include the following fifteen strategies:

First, the discount strategy

Discount strategy is the most common and effective promotion strategy in product promotion. The so-called discount means that manufacturers sell their products to consumers in a preferential way by lowering the prices of their products. This promotion strategy is generally suitable for products that have just been listed and need to open the market for sale or gain consumers' attention.

There are three discount strategies: direct discount, bonus and package discount.

The advantage of adopting discount strategy is very obvious, that is, it can get quick results, boost sales quickly in a short time and increase consumers' purchases. It is the most impactful and attractive to consumers, and the dealers are very interested, and the salesmen of this enterprise are also very happy. At the same time, adopting discount strategy can quickly respond, make competitors unprepared and put themselves in a more active competitive position.

However, the disadvantages of adopting discount strategy are also very obvious. Mainly manifested in: can not solve the fundamental marketing dilemma, but may only bring short-term sales promotion, can not solve the deep-seated problems of marketing promotion; At the same time, the decline in product prices will lead to a decline in corporate profits. Moreover, once the product declines, it is unlikely to return to the level where it was not discounted before. Discount strategy will also hit consumers' loyalty to the brand; Triggering a competitor's counterattack will easily lead to price competition, resulting in a lose-lose outcome, which is not conducive to the long-term development of enterprises and industries.

Second, the giveaway strategy.

Gift strategy means that consumers can get a gift that is not a product while buying a product. This promotion strategy can be applied to products in different situations. There are three main ways: giving gifts in the package, giving gifts in the package and giving gifts outside the package.

Gift strategy can create product differentiation and enhance the appeal to consumers; It can subdivide the market and increase the probability of consumers trying to buy; Encourage consumers to increase the frequency of product use and accelerate consumers' repeated purchase of products; Promote the enthusiasm of dealers to promote products and realize the rapid sales of products.

However, the strategy of giving gifts can sometimes achieve the opposite effect. Bad gifts will hit brands and sales. Once, in order to promote product sales, a mobile phone manufacturer adopted a promotion strategy of buying a mobile phone and sending an electronic radio. However, the quality of the radio presented is too poor to achieve the promotion effect, but it is self-defeating. Due to the poor quality of the radios given by the manufacturers, consumers were not only interested in the promotion, but also demanded to return the purchased mobile phones and money, which had a very bad influence on consumers. The manufacturers finally had to end the promotion in failure.

Third, the refund strategy.

Refund strategy means that consumers give a certain amount of money back after buying a certain amount of goods. This promotion strategy is suitable for new brands or products of certain brands.

Refund strategies include five forms: one for purchasing a single product, one for purchasing the same product, one for purchasing multiple products from the same manufacturer, one for joint refund and one for upgrading. The so-called upgrade refund strategy means that the more you buy, the cheaper the converted price will be. Buy a brand of cosmetics, three sets 10 yuan and five sets of 20 yuan. This promotion strategy of upgrading and refunding fees is the most commonly used promotion strategy of manufacturers.

The advantage of adopting the refund strategy is that it has little influence on the brand image and will not lead to vicious competition among peers. It can stimulate consumers to buy again and again, cultivate consumers' loyalty to the brand and realize the rapid sales of goods.

However, the drawback of adopting the refund strategy is that manufacturers need to sacrifice their own profits in exchange for the rapid digestion of products; At the same time, this promotion strategy should not be too strong, the stimulation to potential consumers is not enough, and consumers' enthusiasm for participation is not very high. If you don't do well, you will feel arrogant and lacking.

Fourth, the voucher preferential strategy

Voucher preferential policy refers to the preferential treatment taken by merchants in the promotion process, based on some recognized vouchers, in order to let consumers enjoy the purchase. This promotion strategy is often manifested in joint promotion activities. The two manufacturers complement each other in order to maximize product sales.

The advantage of adopting voucher preferential strategy is that it can enhance consumer loyalty and attract fixed consumer groups; Promotional activities can be carried out in a targeted manner, and the effect is better for consumers with consumption needs.

But the disadvantage of this promotion strategy is that the exchange process is difficult to control. In the process of implementation, if the implementation is not in place, it may cause certain harm to the brand. In addition, this promotion strategy is not suitable for new brands, because new brands are not attractive to consumers, consumers do not trust them very much, and consumers' participation is relatively low.

V. Exchange strategy of assembly point

Peer-to-peer redemption strategy refers to the promotion strategy that consumers receive the purchase vouchers of products, reach the specified quantity of business activities, and redeem different rewards at the places designated by merchants. This promotion strategy is suitable for mature products with high brand awareness, and products with frequent consumption and large consumption amount. Such as fast-moving consumer goods, well-known brands such as Master Kong and Coca-Cola often adopt this promotion strategy.

There are four main ways to exchange points for goods: including point exchange without time limit, point exchange with time limit, exchange of other items and member point feedback.

The advantages of point-to-point barter strategy are very obvious, which can stimulate consumers to establish multiple purchases, cultivate brand loyalty, and also cause product differences in activities and improve product competitiveness. At the same time, this promotion strategy has become a competitive promotion strategy adopted by many manufacturers because of its low operating cost.

The disadvantages of point-to-point exchange strategy are mainly manifested in the low enthusiasm of intermediate dealers, long duration of activities, impatience of consumers and poor attraction to new customers.

Six, joint promotion strategy

Joint promotion strategy means that two or more brands or companies cooperate to carry out promotional activities and promote products and services, so as to expand the influence of activities and enhance their respective brands and services, and at the same time adopt the principle of sharing benefits and costs.

The joint promotion strategy is generally carried out between two well-known brands, paying attention to strong alliance and achieving a win-win goal, so this joint promotion strategy generally pays attention to peer-to-peer cooperation. Basically, it is difficult for two unequal brands to jointly promote, because strong brands will generally take the initiative in cooperation, while weak brands will often be at a disadvantage in cooperation. International brands also pursue joint promotion activities, such as the cooperation between Coca-Cola and Kodak Film in the early stage, which was very successful and achieved a win-win situation. The main content of the joint promotion between them is to buy 2 cases of Coca-Cola and send a roll of Kodak for printing; Print a roll for Kodak and send 1 can of Coca-Cola.

The advantage of adopting joint promotion strategy is that it can quickly approach the target consumers, reduce the corresponding promotion costs, and select the target consumer groups in a targeted manner. Usually, the cooperation between well-known brands can enhance the appeal to consumers and better achieve the promotion goals.

The disadvantage of adopting joint promotion strategy is that it is difficult to coordinate between the two brands and the problems can not be solved in time. At the same time, because manufacturers need to highlight their product advantages and competitive advantages, the advantages of their products are not displayed centrally, and the advantages of their products are easy to give consumers a vague impression.

Seven, free use strategy

Free-use strategy refers to a promotion method that gives products (usually new products or samples) to potential consumers for use or trial, and induces consumers to buy them.

This promotion strategy mainly includes direct home delivery, outdoor sample distribution and gift distribution with coupons.

More manufacturers adopt this promotion method, including fast-moving consumer goods industry, cosmetics industry and high-consumption industry. For example, when new products are launched, companies such as Procter & Gamble and Unilever will always make some trial products and send them to major supermarkets and department stores for consumers to try out for free, so as to attract consumers' attention and goodwill after trial and make consumers have subsequent purchasing power.

Free trial strategy is conducive to improving the speed of products entering the market, selecting the target consumer groups, attracting consumers to buy, forming a communication effect among consumers, and improving brand awareness and brand affinity.

However, the cost of this promotion method is relatively high, the operation and management of activities are difficult, and the effect on products with strong homogeneity or weak personality is poor.

Eight, lottery promotion strategy

Lottery promotion refers to the use of consumers' psychology of pursuing excitement and winning prizes to win cash, prizes or commodities, strengthen the desire to buy a certain product, and achieve the purpose of promoting product sales.

Lottery promotion is the most common promotion method in our daily life. Whether it is a big brand or a brand newly entering the market, lottery promotion is a tried and tested promotion method.

Lottery promotion mainly includes return lottery, instant lottery and multiple serial lottery, and each promotion method is adopted by many manufacturers. Now, as long as you go shopping in shopping malls, supermarkets and even some supermarket chains, you can see the activities of lottery promotion, and it is crowded, which shows the popularity of lottery promotion.

The advantage of lottery promotion is that it can cover a wide range of target consumer groups, has a direct pulling effect on sales, can attract new customers to try to buy, and urge old customers to buy again or again.

However, the shortcomings of this lottery promotion are mainly manifested in the fact that consumers are more rational now, and the tricks of lottery promotion have been seen through and cannot stimulate consumers' nerves. At the same time, lottery promotion does not promote brand promotion. Moreover, in the early stage of holding the lucky draw and during the promotion activities, the cost of media publicity is very high, because consumers need to be informed frequently and need extensive participation of consumers. As a result, some merchants have to dress up their staff as ordinary consumers to participate in the lottery promotion when holding such lottery activities, so as to attract popularity and drive consumers to participate.

Nine, promote the game strategy

Promotional games refer to integrating boring and simple commercial promotion activities into participating game programs, strengthening consumers' sense of participation, attracting consumers to participate with targeted games, and achieving the purpose of promoting product sales.

Promotional game strategy can improve consumers' attention and interest in products, deepen consumers' image of brands, and help achieve sales goals among specific consumers. It is mainly to preheat the product and market before the product goes on the market, which can achieve better results.

However, this promotion method is not effective in attracting new customers, and the participation of consumers is not particularly strong from the point of view of the activity itself. Therefore, this kind of promotional activities can earn applause for manufacturers, but the effect is not particularly obvious in specific promotional activities. So it is not widely used in the product sales cycle.

X. Competitive promotion strategy

Competitive promotion strategy refers to the use of competition among consumers, through the personal participation of consumers, to show their talents and skills, in order to expand the influence of products, and ultimately promote product sales.

The ways of competitive promotion activities mainly include mass competitive activities, intellectual competitive activities, competitive activities with certain talents and competitive activities of product consumption. For example, Budweiser beer drinking competition and Master Kong noodle eating competition are mass competitive activities carefully planned by manufacturers for product promotion.

Adopting competitive promotion strategy can help consumers accept new brands, realize the rapid spread and promotion of brand image, and fully improve consumers' attention and attention.

However, the cost of adopting this promotion strategy is relatively high, which is not helpful to sales, and it is quite a bit like "losing money to earn money". Moreover, the groups participating in group competitive activities are not clear, and some are obviously not the target consumer groups. The effect of the activity is difficult to judge and evaluate, which enhances the unpredictability of the activity.

XI。 Public relations sponsorship strategy

Public relations sponsorship refers to the promotion of brand awareness and brand image by sponsoring a social activity with the help of good social effects, so as to finally achieve the purpose of promoting product sales and strive to achieve a win-win situation in product sales and brand image promotion.

The main way of public relations sponsorship is sports sponsorship, which is the most common public relations sponsorship strategy. For example, the sponsors of the World Cup include top sports brands such as Nike and Adidas, and world brands such as Coca-Cola. The Olympic Games are sponsored by multinational companies such as Samsung. Lenovo, the IT giant in China, also chose the top public relations strategy to sponsor the 2008 Olympic Games. There are also sponsorship of literary and artistic activities and sponsorship of public welfare activities. For example, various beauty contests can be sponsored by many manufacturers every year.

Using public relations sponsorship can quickly enhance brand awareness, establish brand image, create a public environment conducive to enterprises, and directly promote product sales, thus greatly enhancing product sales and brand awareness.

Public relations sponsorship can't be done with money. It needs appropriate opportunities and strategies to achieve the best product communication and brand communication. Moreover, public relations sponsorship requires higher organizational ability of enterprises, and the sponsorship cost invested by enterprises is expensive. If it is not done well, it will not be worth the loss.

Twelve. Membership marketing strategy

Membership marketing means that potential or actual consumers form a club-like team with a certain interest or service as the theme to carry out publicity, sales, promotion and other activities to promote product sales.

The main ways of membership marketing are price concessions, convenient shopping and emotional communication. At present, more and more manufacturers carry out membership marketing. Many merchants will ask consumers to fill in a card when shopping, and then say that they can get a discount with this card in the future. At the same time, consumers are required to fill in relevant information and leave it behind, and businesses establish their own databases, which has become an important credential for database marketing.

Membership marketing can cultivate consumers' brand loyalty, and at the same time, through the establishment of consumer database, it can strengthen the competitiveness of marketing and establish a fixed consumer group that is not easy to be known by competitors.

However, the return of alliance marketing is slow, the period of building a library is long, and it needs regular maintenance. At the same time, the effect is also difficult to evaluate.

Thirteen, point-of-sale display strategy

Point-of-sale display refers to displaying products on the counter, giving consumers an intuitive feeling and achieving the purpose of attracting consumers to buy.

The methods of point-of-sale display mainly include terminal display and point-of-sale publicity. Point-of-sale publicity is also a means of promotion that every manufacturer must adopt, because the sales of manufacturers are basically realized through terminal point-of-sale. Therefore, competing for consumers at the point-of-sale has become a necessary guarantee and an important position for manufacturers to realize sales.

The advantages of point-of-sale exhibitions are obvious. Not only can it arouse consumers' more attention and stimulate consumers' more impulse to buy, but also the input cost is not high for manufacturers and the promotion effect is very obvious.

However, manufacturers adopting this method will also face many problems. For example, products that are not well-known are difficult to get the support of retailers at the sales terminal, and are basically placed in the corner that is not noticed; Moreover, because it is launched in the store, the store space is limited, the company's products and brands can not be properly reflected, and it can not attract consumers' attention and enthusiasm for buying; At the same time, because the same industry is basically concentrated in one place, it intensifies the competition among peers and reduces the profit of products.

Fourteen, personnel promotion strategy

Personnel promotion strategy is the most primitive but sometimes the most effective product promotion strategy. Some powerful terminal promoters or salespeople can "say the dead are alive and blow the living into flying". Do your best to induce consumers to pay the bill with golden words and jade words. Domestic mobile phone manufacturers have a deep understanding in this regard. The "nanny marketing" initiated by Bird mobile phone is the best application of personnel promotion strategy. In fact, in the early stage of the development of domestic mobile phones, many domestic mobile phone manufacturers, including TCL and Southern Hi-Tech, adopted this promotion strategy of relying on crowd tactics to promote product sales.

Adopting personnel promotion strategy can further make up for the shortcomings of insufficient information communication between advertising and promotion information, improve the competitiveness of products in the channel, win the trust and goodwill of consumers by showing themselves, and promote consumers to complete their purchase behavior.

However, the unit cost of personnel promotion strategy is relatively high, management is also difficult, and the coverage of target consumers is not wide.

Fifteen, channel incentive strategy

Channel incentive refers to taking incentive measures in the channel to urge dealers to promote their products, so as to realize the rapid sales of products and the rapid withdrawal of funds. This kind of incentive measures are generally aimed at dealers, which feels far away from ordinary consumers, but the impact on ordinary consumers is also real.

Channel incentives are conducive to enhancing the competitiveness of products in the market, solving the most urgent poor sales situation, improving the distribution rate of products, ensuring that products reach the terminal and consumers can buy products. It can win the support of more dealers and improve the exposure and shelf rate of products. Strive for more terminal display support, such as POP, Yi Labao, store posters, etc. At the same time, it can also promote channel dealers to encourage sales staff to increase the promotion of products and realize the rapid sales of products.

The disadvantage of channel incentive is that it will increase the channel cost, increase the product cost and weaken the market competitiveness of products. And with the rapid sales of products, the requirements of dealers will be more and more. At that time, manufacturers will be tired of meeting the requirements of dealers, and even have the danger of falling out with dealers, which is not conducive to the long-term sales of products.

Enterprises adopt a single brand strategy mainly because the single brand strategy has the following advantages:

1, saving product promotion costs. The condition of single brand extension is to have a successful main product first, all products of the enterprise use the same brand as the main product, and all products are promoted when the main product is promoted.

2, is conducive to new products to open up the market. Extended products can grow rapidly by using the same brand to connect with the main products. In addition, a single brand strategy is adopted to achieve the unity of corporate image and product image.

3. Conducive to the growth of the brand. For an enterprise, to let the society and customers know about their products and enterprises, it needs a lot of advertising investment and establish a product image by using modern means of communication. The adoption of single brand strategy saves the promotion cost, and provides a good material foundation for enterprises to concentrate resources on promoting a single brand and establishing a brand image.

However, a single brand strategy is risky.

1, because all products use the same brand, each product can't go wrong, otherwise it may "implicate" other products, seriously threaten the reputation of the whole brand, and even shake the position of the main product in the eyes of consumers.

2. According to the research results of psychology, there is an effect in psychology, namely dominance effect and recency effect.

Superiority effect means that in a certain behavior process, the first thing you come into contact with leaves a deep impression and influence on people, and plays a preconceived role. Under the single brand strategy, as more and more products are produced under the same brand, the brand image produced by the superiority effect becomes more and more blurred. The reason is that recency effect still exists in consumers' psychology. The so-called recency effect refers to the last contact with something in a certain behavior process, which left a deep impression and influence on people. When these two effects are inconsistent or even in fierce conflict, the original trademark impression in consumers' minds will be blurred and the sales of products will be blocked.