The creation of product marketing methodology!

Imitation without strategy is the root cause of companies producing a large number of "brainless" products. Therefore, when a company promotes and markets a new product, it must have strategies and methods that suit its own needs.

The creation of new products is a systematic intelligent manufacturing process. Many companies are accustomed to "making products first and then working on marketing strategies." In fact, the intelligent manufacturing of new products should be the other way around, that is, "first work on marketing strategies for new products and then production."

Imitation without strategy is the root cause of companies producing a large number of "brainless" products. Products without strategy or unclear strategy should not enter the manufacturing stage to risk wasting corporate resources.

Below are some of my experiences on new product intelligent manufacturing methods for your reference.

The marketing strategy for a new product generally requires consideration of six issues: where are the opportunities for the new product, how to position it in the market, product strategy, channel strategy (omitted), promotion strategy , and market management.

1. Look for new product opportunities

Opportunities come from "dissatisfaction". If you find it right, the new product will be half successful.

The original intention of marketing is to let companies design and produce products based on consumer demand, rather than blindly following trends and causing poor sales. Therefore, when a company decides to develop a new product, the first thing it needs to do is to study consumer demand , study future industry trends , and find directions and opportunities. These are the two keys to the success of a new product.

Don't go against the trend. Many companies often overlook this point and choose the wrong direction from the beginning. It is like reaching the end after going through so much hardship only to find out that there is a cliff. Death is inevitable from the moment the wrong choice is made. The direction of new products is a big deal, and companies must first consider it clearly.

After determining the direction of the new product, another key point is to understand the target consumers' needs for products in this direction, which ones are not met, and which ones are not met well. This is dissatisfaction, which is an opportunity that needs to be observed and discovered. For example: products designed to meet the unmet needs of a certain high-end market; table milk targeted at the catering market that we developed for a company in Hunan.

Many companies do not take this step at the beginning, or do not do it well, and go straight into product production, which is a major reason for the failure of new product launches. This is the situation we encounter most often in our service cases. If this is the case with your business, it’s okay. Keep reading. The following methods can also solve the problem, but you will lose the initiative and marketing operations will be a little more difficult. Since we haven’t found a suitable “blue ocean” for new products to enter, we can only choose the “red ocean”.

2. Determining the target market is the basis for all the following marketing methods

After determining the opportunity categories to be developed through research, it is necessary to study the main consumer groups of the opportunity categories and determine the target market. Because the subsequent product design, naming, packaging selection and design, pricing, concept refinement, promotion, etc. are all based on in-depth research on the needs of target consumers.

When we provide consultation to clients, the first question we often ask is "Who is this product sold to and who is the customer?"

Some bosses would say: Our products are good and can be used by men, women, young and old.

This kind of thinking is very serious. No matter what kind of product it is, it is impossible for everyone to have a demand for it. You cannot expect 1.4 billion people to be your customers. We must first clarify which type of people or types of people the product serves, identify the target customer group, and determine the target market. This first step is crucial.

When it comes to determining the target market, the commonly used method is the "STP marketing strategy" - that is, segmenting the market and then selecting the target market.

We usually use the "same demand aggregation method", which is to gather people who have the same demand for the product.

3. Design product strategy: Find the G-spot of communication from the depths of desire, not product features

The main contents of designing product strategy are to design product concept, name the product, select product packaging form, design product packaging with highlights, pricing (not discussed), etc. according to the needs of consumers in the target market. Of course, the most important thing is to find “ways to make products sell well”.

There are generally two key factors for a product to be popular: creating value and communicating value.

This is also the essence of product marketing . Creating value for the product beyond its own value by "creating good ideas (concepts)" is called "creating value". Delivering value means communicating with consumers to pass on the product value created above to consumers, allowing consumers to identify and trust the value we create, thereby encouraging consumers to buy. For marketers , if they cannot sell the product itself, they can only sell creativity, concepts, and ideas.

There are generally two ways to create product value: one is product innovation, and the other is product creativity (i.e. product concept). We will not discuss product innovation here (because generally when innovative products are developed, the value of the product itself has a strong competitive advantage and is easily recognized by the market. For example, once the low-temperature lactic acid bacteria Yakult was launched on the market, it quickly swept the country). This article mainly discusses the value creation methods of "creativity" and "refining product concepts". Creativity is the soul of marketing, and creating good product creativity is to give products higher value.

How to refine a good product concept?

1. Design product concept: Brainwashing is great. The essence of creating concept is brainwashing.

The essence of the concept is "brainwashing". To brainwash, one must first "understand the human heart" and study the deepest desires of the target consumer group. For example, the concept created by religion for its customers, "confused people", is that believe in me and you will be liberated.

The concept that Chairman Mao created for the farmers at that time was "beat the landlords and divide the land", which was exactly what they wanted. The concept that Mosilian created for consumers is "The Secret of the Longevity Village". Drinking Mosilian can lead to longevity. The Longevity Village is the proof. To remove bacteria, you need to use Safeguard. In fact, no soap can't remove bacteria.

A good concept is the internal driving force for product sales. It is not achieved through external means such as promotion or publicity, but rather is a logical inference from the consumer's heart that the customer agrees with. It is a reason for purchase that they subconsciously agree with.

A good product concept is a company's ATM. The sales of Mosilian's longevity village concept reached 6 billion in 2016; the sales of Telunsu's "3.5 grams of milk protein" exceeded 11 billion in 2016. These concepts have created legends.

Refining concepts: Three-way concept refining method (brainwashing method)

Concepts come from the human heart, so we must look inside the human heart. Here is a thinking method of concept extraction that I have summarized over the years, the "Three-Type Concept Extraction Method" is for reference.

The first step: choose differentiated product appeal points

When consumers choose a product, they are always influenced by various factors, such as: brand , price, safety, practicality, etc. Therefore, we must first study the most important factors that influence consumers' purchases, and then combine the value points of competing products in the market to choose one that meets consumers' needs as early as the 1960s.

David Ogilvy proposed that the factors that influence consumers' purchasing decisions should include not only rational but also emotional factors. Therefore, the appeal of new products can be rational or emotional, such as: Chu Orange and Little Black Dress.

The second method: logical evolution of interest points

Many companies may be talking about the same interest point, and what we need to do is to logically evolve the interest point. The so-called logical evolution is to turn interest points into purchase reasons that are easy for consumers to understand and logical.

Here we provide an evolutionary method, the FAB mode .

FAB is divided into three parts, as follows:

1. Because this product has what characteristics (F: feature);
2. What advantages do these characteristics have over competitors?
3. So what interests of customers can this product effectively meet (B: benefits)?

For example, in 2014, we developed a 24+ yogurt concept for Shanxi Gucheng Dairy, appealing to the benefit point of "probiotics promote digestion". The concept evolved through the FAB model is:

• Because 24+ yogurt contains a new generation of 24+ highly active bacteria, it can withstand gastric acid stimulation and is more likely to adhere to the intestinal wall;
• The new generation of highly active bacteria can survive in the human intestine for more than 24 hours, while the old generation of bacteria can only survive for a few hours;
• Protect intestinal health around the clock.

But this concept is too long, which is not conducive to consumers' memory and dissemination, and needs to be simplified.

The third method: Simplification

We need to condense the concept, preferably into one or several words. The prerequisite is that it must be easy for consumers to understand.

Using the above example, a new concept is created through simplification: 24+ yogurt contains the second-generation probiotic flora, which can protect gastrointestinal health 24 hours a day.

One word concept—— "24+yogurt".

2. Two Dos and One Don’ts in Product Naming

There are two main considerations: either interesting or beneficial, avoid imitation

1. Consumers can directly feel the benefits of the product from the product name, such as: 24+ yogurt.
2. The name of the product should be interesting, easy to remember and spread, such as: Xiao Ming Tongxue, Zhong Xiaobai, etc.

Never imitate, such as: eight walnuts, nine walnuts, all walnuts, etc.

Easy to spread and easy to perceive benefit points may not be compatible. It can be simply an interesting name, or it can be a name that is easy to perceive benefit points, such as: 24-hour fresh milk, Changqing yogurt, etc.

3. Product appearance (product image) is the primary condition for the success of new products

This is an age where appearance matters, and image determines value. Humans are visual animals. Our impression of a person first comes from his or her "image". If you are handsome and well-dressed, you will naturally win people's favor.

This is true for people, and even more so for products. Consumers' preference for a product first comes from the product's image. A good image will naturally form the best impression in consumers' minds and will be more easily recognized by consumers, and vice versa. Therefore, the packaging form and packaging design of new products must be taken seriously, and professional design companies should be hired to do the packaging design of new products.

4. Packaging differentiation is the most cost-effective and effective means of differentiated competition

Differentiated product packaging is the easiest and least costly way to differentiate yourself from competing products. Distinctive packaging is also the easiest to stand out from the piles of product bottles displayed at the terminal, and companies should try more in this regard.

5. New product packaging design must be fierce, and fiercer, differentiation is outdated

It is a common problem for small and medium-sized enterprises to neglect product packaging design, and habitual imitation is very fatal. Packaging design is also the most cost-effective means of differentiated competition. Small and medium-sized enterprises must pay attention to product packaging design. It is not just about differentiation, it must also be aggressive, so that the product has the possibility of standing out from the crowd at the terminal.

4. Creativity is the soul of new product promotion, and strategy is the cornerstone of new product promotion

Promotion is to put the concepts we have designed into the minds of consumers. Before new products are launched, we must first prepare a combination of promotion strategies and communication tactics. A good promotion strategy will increase product sales exponentially and make new products hot sellers; a bad promotion strategy, or no strategy at all, will only result in selling products one bottle at a time to consumers, which is a thankless task.

The promotion strategy design method is as follows:

(1) Before making a promotion strategy plan, think about the following 4 points

1. Identify the target audience of the new product, which is the basis for designing a promotion strategy;
2. Design a promotion theme for new products. All promotion activities should revolve around a unified "promotion theme";
3. Design promotion strategies and plans;
4. According to the "strategy and planning", integrate media resources and design an "integrated marketing promotion plan" for new products.

(2) Based on the consumer's purchasing decision-making psychological map, the new product launch promotion is mainly divided into the following four stages, and the new product promotion plan is designed according to these four stages

Notice:

1. The main line of new product promotion should be consistent throughout and should not be distorted during the implementation process;
2. The key to promotion strategy design lies in "creativity" and "big creativity". The following is a case introduction;
3. There is no specific method for designing promotion strategies, because enterprises can only reasonably combine and use them at each stage according to their own resources;
4. The promotion of high-value new products is a long process, and companies must have long-term plans and reasonable resource planning.

Case 1: Oyster infestation in Denmark

Not long ago, Danish oysters suddenly became popular all over China. The reason was that the Danish Embassy published an article asking for help from Chinese netizens, saying that the proliferation of Danish oysters had seriously damaged the ecological balance, but they did not like to eat oysters, so they hoped that the Chinese would help them.

From our marketer's perspective, this event should be considered a very successful " event marketing " run by the Danish Tourism Department.

Case 2: Suning.com ’s Double 11 promotion creativity

In 2014, Suning.com made an advertisement on Singles’ Day by taking advantage of the hot topic of “Mom, hit me again”, which quickly attracted attention on the Internet and became a hot topic.

(3) Four tricks to double the terminal sales of new products

For any enterprise, the terminal is of paramount importance. It is the platform for selling new products, the final place where consumers make purchasing decisions, and the place where consumers directly pay money to the enterprise. Improving terminal sales capabilities means improving the company's profitability, but many small and medium-sized enterprises are not doing enough at the terminal.

The first step: terminal media

The terminal should not only be a channel for the sale of new products, but also be built into a media for the promotion of new products. Through the overall layout of the terminal, new products can "communicate" with consumers at every contact point with consumers. To improve the sales efficiency of new products at the terminal, the tools commonly used in terminal media are as follows:

The second measure: improve the sales ability of terminal sales staff

Through regular and systematic training, we can standardize the image, sales talk and sales skills of terminal sales personnel and gradually improve their sales capabilities.

The following table is the salesperson’s “1+5+1 sales method” for reference:

The third measure: independent assessment to improve the enthusiasm of terminal sales staff

In order to prevent sales staff from becoming tired of new products after new products are launched, independent assessments should be set up for new products. Generally, we divide them into sales target assessments and process assessments.

Process assessment: Assessment of the market penetration rate of new products, display, animation, shopping guide and other processes to see if they meet the standards.

Tip 4: Refined terminal management

Establish unified standards: All actions and voices must be standardized, which is the basis for refined terminal management.

It is necessary to establish a standard system from the following seven levels, such as: new product display standards, terminal media standards, sales staff image standards, sales staff terminal store visit standards, sales standards and other links in the implementation process.

According to the above standard system, supervise and manage terminals and establish a reward and punishment mechanism.

If there are laws and regulations but no supervision and reward and punishment mechanism, there will definitely be problems in implementation. Therefore, it is necessary to ensure daily monitoring, targets for everyone, and daily rewards and punishments.

5. New Product Launch Management

(1) Dedicated person for dedicated task

Appoint a product manager to be responsible for the entire process of new product launch, and be responsible for management supervision, promotion and management.

(2) Unified standards, unified image, and daily inspections

There must be unified implementation standards for new products launched. Regional managers must report the implementation of the standards every day (photos, reports). Product managers must review them daily, make corrections in a timely manner, and conduct regular inspections.

(3) All employees have targets, all employees are assessed, and there are daily inspections, rewards and punishments.

From the marketing department to regional managers, salesmen and promoters, everyone must have new product sales targets and independent assessments, report sales data every day, and have rewards and penalties every day.

(4) There are two main points in the independent assessment of new products

How long does the new product assessment take? Should new products be assessed by the entire team or just the sales staff?

The independent assessment of new products is to enable the entire sales team to regard new products as the center of sales, focus on promoting new products, and shift the sales enthusiasm of the entire team to new products. This process should not be short, it should be a relatively long process.

The independent assessment of core categories takes into account the strategic shift in the enthusiasm of the entire team. The team's enthusiasm is shifted from the original low-end, low-gross-profit products to high-end, high-gross-profit flagship categories, thereby realizing the company's strategic transformation. It is also a very important key point to shift terminal resources to key categories and new products.

The second focus is the overall assessment. The independent assessment is to divert attention, not only the attention of business personnel and promoters, but the attention of the entire sales team. Therefore, the entire team from top to bottom must evaluate key categories and new products.