www.melanexjou.fora.pl

[px231858]

Push down the law established by consumers to promote localization


A strong business is a national dairy brand in the operation of the S regional markets, they were met with layers of resistance, a strong market position in the country has not been fully reflected, even after several rounds of generous promotional strategies, but the effect is not obviously, S unsatisfactory sales market,[link widoczny dla zalogowanych], even exclusive to the brand-name consumer once the ranks, did not enter the ranks of the top three. What links
in the end a problem? After several rounds of regional manager in the rotation, the new regional manager for incoming Manager Zhang began to seriously think about this issue.
A enterprises in the country to promote the implementation strategy of a chess game, several large-scale promotional activities are consistent implementation of the various regions, a good foundation for the market area, marketing strategies themselves, and effect is obvious, for the S region, the base itself not solid, the general effect of promotions, and company executives have been recognized by A brand is not disadvantaged in the fact that S region, will cause him all comes down to personnel.
how to conduct market positioning and marketing strategies accordingly to identify particularly important, only a scientific and rational basis for the provision of real market, the company can lend a hand to re-examine the S region. Terminator
consumers of products and marketing to do all the work around the consumer, and only thoroughly understand what consumers think and want to find a breakthrough in positioning! just after the arrival of
Manager Zhang, consumers began to start from the terminal, the first thorough understanding of consumers, further adjustment of the Strategy.
number of consumers within the region to understand the contents:
first understand what is: to understand the cultural characteristics of the region, the main consumption characteristics of consumers, the brand awareness to know the details of its purchase of the main factors, consumption of the main channel, the product of interest points of interest, etc., that is, to find customers to buy influence and determine the key points.
only to find the key points, a reasonable adjustment to the resources within the region and the regional cultural side of the match, while the brand and consumer awareness to know the details match, while match with the competitive situation. Hand is the direction in one hand and the promotion of one hand is the competition.
Manager Zhang summed up what the previous style is to keep a close eye to promote competing products, marketing strategies also varies with the competitors, and competitors is the most variable, so the staff are tired and do not bear fruit, join in the fun competing products are followed. Stare competing products is not wrong, just stare out the excesses of its own center of gravity.
push down strategy by consumers to make our every step, enacted in response to competitive products are Shuadian tactical cleverness, only to find sense and consumers in order to ensure the promotion of our direction and strategy can not be wrong! Second, understanding how
: Understanding the consumer is not a simple matter to understand consumer costs within the region without support on a professional research firm to find, only to find a few simple and effective way to learn.
Manager Zhang designed a survey questionnaire, sub-channels research, this work completed by the channel's business staff, for the KA store to carry out the shopping guide. Taking into account the consumer with the situation ten questionnaire design issues, simple and easy to answer, while preparing a small gift, to mobilize the enthusiasm of consumers.
these ten questions are representative, from the brand preferences, preference reasons, the main place to buy, purchase, and after a lapse of time, consumption, ways to understand the brand, the ideal price, the most attractive promotions in the form, taste preferences , occupation, family size, gender, etc. to start, for consumers unwilling to accept the research and fill in the questionnaire were not set aside to ensure the accuracy of data sources.
market in the early 20 days, the terminal stores every day zhang sample observation, standing next to Standees or shelf to observe consumer behavior and design of the observation time, judge peak flow, and to observe the performance of the shopping guide for future targeted training and guidance.

1 2

[b] Page 2