差异化营销--从战术到战略（Differentiated marketing from tactics to strategy）

1、差异化营销-从战术到战略（Differentiated marketing from tactics to strategy）No one can guess the genius mind Zhong Shanshans next idea of what is, never.The new product recently listed the farmer orchard once again put the differential marketing Nongfushangquan always reflect the most incisive, regardless of pac

2、kaging, taste, or juice drinks, and even children from advertising, or is the price positioning, are more or less alluding to their near paranoia of difference marketing the pursuit of.The farmer orchard before the listing, the bell in an interview with the media said this quote: for honyaradoh, no

3、matter which industry to enter, what we want is a product, rather than a brand, so the fruit juice industry. His intention is very obvious, the farmer spring to bring to the industry is a new product, rather than the brand name of a banner under the guise of diversification, the product has been rec

4、ognized brand intangible value naturally emerged, more specifically marketing should start from the perspective of product innovation, and not simple and blindly follow up put up a pageantry, tactical plays the key role. In short, the effectiveness of tactical decisions directly determine the succes

5、s or failure of strategic decisions.Tactical victoryIn the ultra low profit and super competition era, the farmer orchard can maintain a relatively high price, but the farmer spring - is he certain reason, the farmer is mostly produced brand products and not a mass product. The structure of brand th

6、e way all of them depend on differentiation marketing tactics, the tactics that he and other popular brands to draw a line, the maximum extent to avoid the price war, the strategy to be implemented effectively.Nongfushangquan movement is the most typical case cover different tactical success, before

7、 moving the cover turned out, although there are numerous stars if bottled water manufacturers, but the products are identical, not out of the ordinary demands strong. Nongfushangquan listed Market Research for a long time, finally draws the conclusion by comparing the differences of the reform from

8、 the product, the first is to find the differences in water quality - the springhead Qiandao Lake, and the use of a strong psychological hint: farmer spring is a bit sweet; and then find the difference is more direct in the packaging cover type packaging - class dont make such a sound. Although the

9、change is tiny, but it is revolutionary, this difference is the maximum protection when successful farmer spring - this is a good tactic - a bottom-up, from the tactical to strategic victory. Tactics are an idea, but the exact premise is market research, as JACK TROUT, the father of the theory of po

10、sitioning, says: when youre looking for tactics, youre looking for ideas.The advent of the farmer orchard is because fruit juice beverage is a very promising market, it is a natural, low sugar new health drink, more and more accepted by consumers. Statistics show that the average American juice cons

11、umption was 45 liters, 46 liters in Germany, Japan and Singapore 16-19 liters, the world average per capita consumption reached 7 liters, while at the same time, the average annual consumption of juice Chinese less than 1 liters, the gap is very obvious. In the past 10 years, Chinas per capita annua

12、l fruit and vegetable juice consumption increased by 318%. These data undoubtedly prove that this is a high growth and high potential market. Survey results show that consumers attach great importance to the taste of fruit juice beverages, but the homogenization of the domestic market is quite high.

13、Reflect the tactical success is the difference of the farmer orchard, the first line in the content of fruit juice, shake advertising behind the highlights of the three components of the mixed juice beverage was out of the ordinary point. Last year, queer vitamin C+ calcium for the childrens market

14、segments tactics make this product in fruit juice market immediately fame, and now the farmer, obviously do more detailed. In addition to the strong differences in the content of the product, he was mentally active in the outer packing,The mouth of the bottle is 10 millimeters larger than the regula

15、r fruit juice. Who does this difference appeal to? Yes, it is to attract consumers, especially young consumers. The last point is the most important point is, namely the concentration of fruit juice taste, more than 30% concentration of farmers claims is consistent with the current trend, the pursui

16、t of health and natural beauty trend. If we guess is not wrong, after the three child ass farmer advertising on the roll for a period of time, he will be the 30% point difference in the make a fuss - because of this concentration to be 10% higher than the general concentration of fruit juice beverag

17、e.The difference on the tactics of the farmer orchard emerged unpopular sales situation, this success is typical tactical success, is the difference of tactical success, is a strategic plan to implement tactics found opportunities and look for opportunities, from the tactical success strategy . The

18、formation of strategy, which in turn drives tactics, ensures the long-term success of the product in the future.In the modern commercial society, the strategy is large but impractical failure, professional market research for American companies in formulating the annual strategic plan will be 1-2% o

19、f total sales cost, and in China this data is less than 1/1000, market research simply perfunctory, successful marketing should grasp the aircraft into the front line, actively, find their own effective marketing tactics in the fierce battle terminal, finally occupy the brains of consumers.Strategic

20、 errorThe difference is reflected in the marketing tactics, success becomes an easy job to do, but if from the tactical only from a strategic point of view to make the difference, the result can only be random, in Nongfushangquan history, is not a bright sunny side, the lessons of failure as the sun

21、 trees shadow.People still remember the 2000 war - or can be called 2000 bottled water industry slobber war. What was the final battle of the natural water and pure water provoked by the farmer spring in April 2000? In addition to the overall decline in sales in 2000, which eventually forced prices

22、to be cut back in 2001 to regain market share, nothing was gained.It is ironic, differentiated marketing out of action? Obviously not. This is a failure of strategy to tactics, a failure from the top down principle. The farmers spring announced a halt to the production of purified water, a strategic

23、 decision that they believe will lead to long-term success. This is a typical top-down thinking model - making plans and then trying to force things to happen. However, marketing is like this, the most useless thing is to make strategy in the office, the so-called differentiation strategy, no more c

24、lever than competitors.So what should they do if they were to adopt bottom-up, tactical to strategic principles? The first is to find the differences, find out the opportunities, pure water or their winners, their competitors and stalling tactics. They should not stop producing pure water at all bec

25、ause the bottom line is people who believe in short-term success as well as long-term success. They should continue to produce pure water, pure water and natural distinction but make water on the packaging, price and advertising, with pure water as public products to combat competitors and natural w

26、ater channels, can better reflect the difference, in order to obtain different segments of the market success and profit.Marketing is an art of possibility, so strategy is not a goal - and most goals are not easily achieved. Strategy should be focused on the process of marketing, strategy is consist

27、ent marketing direction.Lets look at farmer C again. What happened to this product? Non-alcoholic liquor? But what is the orientation of wine that is ingrained in peoples minds? Farmer C is a product full of contradictions and paradoxes.Obviously, from the product market positioning, but also from s

28、trategy to tactical mistakes (not to mention failure). Although this is a highly differentiated product, this difference is not based on strategy, but on strategy. The C is a free to fill the market shortcomings of differentiated products - even the product body also reflect the genius, but this dif

29、ference is not based on the sales status of nongfushanquan, the farmers strength lies in the city centre and the K/A channel, and is not the food channel. As you can see, C works best and not Nongfushangquan, obviously the farmer doing differentiation strategy ignores the analysis of its status quo,

30、 although the market is only one C but the result is that you set for yourself into a strategic trap, it is difficult to walk some market marketing pattern. Naturally, in a situation in an awkward position in a nice hobble.Channel differentiationThe strategy and tactics of the pros and cons?Bottom-u

31、p differentiated marketing is the product, and so is the channel. In 1998, when Chinas direct selling storm came, AVON China was forced to abandon the direct marketing methods that David Mcni had created so far that Avon Co had been using it. Rather than a strategic shift, she was forced to make a t

32、actical change - because it was only in China, and in such a climate. This change in tactics eventually shaped AVONs global strategy and ensured her continued success in recent years.In 1998, the new president SK and found the store of this model, and obtained the vigorous development in the next fe

33、w years, the channel differentiation tactics immediately makes AVON performance soared, become the Chinese cosmetics industry leader.In the cosmetics industry, the store model is not adopted by the AVON, but so far, only AVON has been successful. The loyal consumer group left by AVONs early direct s

34、elling times is her great wealth. With the long product line of AVON, it is the guarantee of this differentiated channel and tactics. Store model makes AVON in the distribution into the Chinese Township while effectively avoiding only fake distress - AVON almost can do business, while at the same ti

35、me, Procter & Gamble in depth distribution field due to the impact of the annual loss amount is the fake digital day.But what is AVON doing with its Volkswagen makeup brand, UP2U? When AVON first started developing UP2Us distribution strategy from the channel, it was doomed to his failure. AVON is n

36、ot a strong channel in the counter - her performance is mainly from AVON stores. If her strategy is still bottom-up like 1998, should know how to make a counter in the field, the price cheaper than Maybelline products there is no way out, Maybelline belonging to the powerful LOREAL, the worlds large

37、st cosmetics company, although in the Chinese Township distribution channel, LOREAL far less than AVON, but in the counter the channel, owned by LOREAL, a brand - Lancome, Biotherm, Helena, LOREAL, Maybelline, the name of any one brand will allow competitors at UP2U to become a popular professional

38、make-up brand winner in the counter channel is very little possibility, the mass cosmetics Maybelline era in UP2U a strategy to change the status quo of the rest of life may be a kind of hope.So where is the way out for UP2U? If using the bottom-up method, by the formation of strategic tactics from top to bottom, AVON should be incorporated into the AVO