Agricultural Marketing丨What are the characteristics of agricultural brand marketing?

Brand marketing first emphasizes strategy and positioning, and all subsequent strategies are required to be developed and implemented around strategic positioning. Traditional marketing obviously lacks emphasis on strategy. Strategy and positioning are more superficial and attached to certain theories or terms. At the strategic level, there is also a lack of correlation with strategic positioning.

1. Strategy and positioning are the prerequisites and foundation for the achievement of agricultural brands. Looking at successful and excellent companies and product brands, they all have a strategic strategy and clear and accurate positioning. And it has been resolutely implemented in all aspects of subsequent industrial chain resource integration, advertising appeals, marketing, and marketing communications, thereby achieving great success in the market.

2. Brand marketing attaches great importance to internal and external market research and analysis, and organizes and implements scientifically to provide a rational basis for subsequent strategic advancement. Traditional marketing knows that research is important, but it doesn’t implement it enough or doesn’t know how to implement it.

3. A systematic strategy for brand marketing, which is expressed and related to all aspects of corporate operations around strategic positioning. The positioning runs throughout, and the points, lines, and surfaces are fully connected. Traditional marketing has no systematic strategy, or even no strategy. The tactics are very arbitrary, there is no connection point between tactics, or the correlation is poor, and tactics and strategies are separated. What agricultural enterprises do best is the combination of annual sales plan and financial budget at the beginning of the year, but this is not a strategy, just a goal. The most commonly used tactical methods are price reduction, promotion, gifts, coupons, and free packages.

4. Brand marketing systematically integrates products, technology, teams, and marketing to maximize shipping capacity. Traditional marketing is not integrated in the four links of product, technology, marketing, and team. It operates independently, has serious internal friction, and is full of contradictions.

5. Brand marketing attaches great importance to process, requiring team members to work according to the process and conduct process control, and provide systematic training and overall improvement to the team. Traditional marketing is mostly based on personal heroes, and sales management is mostly about herding sheep. Training is disorderly and arbitrary.