Key to success of new brand marketing

The first phase of the new brand listing is very important. It not only relates to the first impression of the brand by the market and target customers, but also relates to whether the first three feet of product distribution play a successful role. There are five key points related to the success or failure of new brand marketing. Enterprises need to carefully and systematically lay out and concatenate every key point, and establish a marketing and operation system that can realize the launch of new brands.

First, the target market to focus on new brands The first temptation at the beginning of the listing is that the market is so big, the pie is so attractive, in the end should be from where the problem. Many teams are unable to withstand the temptation of the big market and always want to make a full-scale attack, or be lured by the opportunistic sales proposal. This kind of result is very dangerous. The general new brand is listed. The resources in all aspects are not very adequate. The teamwork and the marketing and operation system also need continuous development and maturity. At the beginning, they want to eat a big market, and the result will be whatever they eat. Not to.

After the market segmentation, enterprises need to carefully analyze their own resources and marketing environment, carefully consider how much resources the company can allocate, and how confident it is to resolve the target market it has locked in. In the comparison of resources and market, it is necessary to make sure that there are enough Take control of the so-called "annihilation war." Use sufficient resources to ensure that each marketing plan is a decisive victory. Therefore, companies must further focus on the existing segmented markets to ensure the best target market size, both to ensure that they win, but also to ensure that the market share obtained is of more significance.

The target market focuses on the further segmentation based on the market segmentation of the enterprise, subdividing the original market segment into multiple business segments, and then further focusing on the company’s resources, the marketing environment of the market, and the goals of the enterprise stage. One-by-one consideration of the target market or marketing path to find the best breakthrough business block.

Second, the product package design standardization target market includes the potential customer groups, demand characteristics, value propositions, distribution forms, and competitive enterprises. Then the enterprise needs to promote not just one or several products, but one or several customers. Product packages including benefits, customer value, market claims, and competitive strategy. And each product package needs to be standardized and strict operating procedures are established to ensure that consistent, simple, and clear information is delivered to the target market, and that the use of the promotion members is simple, clear, and easy to use.

The product package design includes product positioning appeal, target customer's value proposition, product and price setting, customer interaction design, and customer experience design.

Third, sales and promotion focus on the new brand listing, we must ensure the sales force and promotion of the coordination and focus. Companies generally have relatively independent sales and marketing departments. The sales department is responsible for product distribution. The marketing department is responsible for market planning, enlightenment, cultivation, and brand promotion. In practice, the marketing department and the sales department are often not able to coordinate well. In many cases, they each claim that it causes waste of corporate resources, bureaucratic style, and failure to achieve the best results of marketing.

The key to the focus of sales and promotion forces is that new brands must gather enough sales force and promotion force after the launch of the new brand. After the battle begins, it is necessary to ensure that they have the market to occupy the market, repulse their opponents, and gain victory. To ensure that the market enters a critical point and forms a confrontation, companies can also give the market a powerful blow and gain a key concentration of power.

Fourth, in-depth development of design companies in gaining a market-focused victory, not only to stabilize the fruits of victory. Certainly, further in-depth development must be carried out to pay sufficient attention to the market's core value needs, sub-core value needs, and important value demand points, and design corresponding products and services to occupy the market in depth.