家家宜洗衣粉广告与市场推广的几处关键成功91643（Every family should be washing powder advertising and marketing of several key success 91643）

家家宜洗衣粉广告与市场推广的几处关键成功91643（Every family should be washing powder advertising and marketing of several key success 91643） 家家宜洗衣粉广告与市场推广的几处关键成功91643(Every family should be washing powder advertising and marketing of several key success 91643) I. market environment investigation Industry status - before the wolf, after the tiger As we all know, washing supplies are a big market, but at the same time, it is an extremely competitive industry In the industry, many brands of up and down, the market was cruel to allow a large number of enterprises from the prosperity and decline of enterprises in this industry very careful. From the macro perspective of the industry, since the reform and opening up, China's washing supplies production has gradually increased. However, in the past few years, the market data of washing powder show that the market management of washing powder is chaotic, mainly because the competition price and fake and shoddy products are flooding the market, and the economic benefits of enterprises are generally poor. According to incomplete statistics, fertilizer (fragrance) soap industry loss making enterprises accounted for about 35%, washing industry loss making enterprises accounted for about 15%, especially an area limiting phosphorus measures have brought great difficulties to the production and operation of enterprises, the quality of China's non phosphorus washing powder was worrying. According to the National Bureau of quality and technical supervision of sampling results of non phosphorus washing powder quality display, sample pass rate is only about 30%. Looking at the micro reality of the competitive environment - washing powder is an area full of competition in the fast moving consumer goods market in china. Washing powder industry brands are numerous, products are bristly. There are Three Musketeers to win -- Qiqiang, Diaopai, Liby fast, transnational giant Procter & Gamble, Unilever, Kao and other efforts to promote local giants Chinese washing industry a terrain of strategic importance, is full of change and opportunity for change. But the actual situation is China detergent business survival situation is not optimistic, especially some small and medium-sized enterprises, the strength of large enterprises under attack, facing a precarious situation. Two, STP marketing 1. Market segmentation (S) Everyone should according to five principles of subdivision golden laws and precious rules measurable, profitability, accessibility, diversity and stability, you want to find a place to live in. From the geographical location of local residents; cultural variables selected from women, aged 18 to 45 years of age, income in the white-collar; from the psychological variables, willing to try new things and new delineation, which belongs to the fashion crowd; standing behavior variable position, everyone should consider is the first user, seeking quality life is high, pay attention to personal hygiene and personal care of the crowd. According to the above variables, a market survey shows that more than 90% of city consumers (24~45 year old housewives) are listed as potential consumers. 2, target selection (T) Everyone should make a prompt decision, the local Hukou housewives into the market category, this also means that the account of the main market, everyone should become housewives. After a thorough investigation and analysis of similar products on the market, we have found a common ground, that is, "efficient decontamination". Except for this point, is there anything else? Can the bottom of the laundry powder create a new category? If you can create a new category, and strive to make the new category leader, in the new product category in force to do the boss, will become the brand products is not difficult, everyone should take this idea, explore the process into the seven days of the investigation, analysis, benefit by mutual discussion collective wisdom opened, the dream of the door. "Antivirus" and "sterilized" "free disinfectant"......!!! The words jump in the planner's mind. With the continuous improvement of quality of life, Kang Jian, Kang Jian is the people most concerned about the problem, but also can be said to be a people for their own potential demand, to another high requirements of the product or the added value of the brand is a desire, we assume that the product can effectively kill the clothing attached this will be bacteria, is the product of the new class, so that people on the real meaning of brand can bring on a "clean", it will be a new concept of revolution and industry revolution, will lead to an amazing sales force, is also possible in the near future will change the pattern of the detergent industry. Generally speaking, the most basic properties of washing powder is "to let the clothes clean" and "not to hurt the consumer's hands", therefore, in the public familiar with the characteristics of no great efforts to promote, in shaping the brand does not have to be too stressed this point, otherwise easy to fall into the misunderstanding of brand vulgar. So, in many brands of washing powder emphasizes a "clean" idea at the same time, every family should be carried out on the basis of a rise of the brand strategy, that is the "free plus disinfectant" concept of such a unique and trendy. The first free plus disinfectant disinfection, decontamination and washing powder, thus, is the birth of a new category, become the country's first production of disinfection washing powder enterprises, and successfully obtain certification (the Chinese Society for the prevention of the first to the present is the only one). And some data about the products of every family have strengthened the original idea: to join the "special skin care" disinfection factor "every family should" washing powder, Not only can effectively kill bacteria on clothing, especially for reproductive bacteria killing rate of more than 99.6%. In Chinese traditional families, the hostess is in charge of the main logistics. They will be the harmony of the family as their own beliefs, then nothing can be greater than the "cause", so everyone should in the domestic market size is large enough, the enterprise is to satisfy the target market and invest considerable manpower and material resources. 3, market positioning (P) The product is a high degree of homogeneity of the product launch today, bound to consumer demand, to meet the different grades of washing powder of different levels of consumer demand, the professional product stage is inevitable. Such as bactericidal function of washing powder, whitening washing powder, or to meet the needs of a particular population of washing powder, and so on. Blank opportunities, washing powder enterprises will be transformed into a field path, in order to achieve intensive and meticulous farming, to maximize the interests of market. The implementation of effective market segmentation strategy, to meet the different requirements of consumer demand, professional and enterprising, pioneering longitudinal mode, it will create a new pattern for the detergent industry keep going by painstaking effort. In the dazzling array of competing products, every family should serve as a filler for the washing market. It takes advantage of large enterprises to ignore or ignore the business enterprises, large enterprises to ignore and abandon some of the small market segments, to make up for the washing Market vacancy". The main competitors include washing on the market: Tide, 0M0, Liby, Jie ba. Their demands roughly consistent - clean, white, but everyone should sterilization washing powder Gu's name is "sterilization". As a result, its popularity can erupt in a short time. Three, marketing mix 1, product strategy The idea of a new product is based on the fact that distributors are more familiar with the needs of consumers and consumers are dissatisfied with their products because of their regular exposure to consumers, so the recommendations made by them are of great value. Everyone should pronounce, can accurately describe the characteristics of catchy brand name, but also established a cordial and have mass. After the design of multiple styles, end customers choose a small cute cartoon elf type crystal spokesperson for packaging design, the overall image of lively opening, but there is no lack of rational control, in the proper use of various color collocation at the same time, also in the font expression and location selection etc. do more perfect image, so that the product packaging design everyone should "become the major stores a beautiful scenery line. In addition, in the 21 line, "everyone should adopt a unified with the brand name". Finally, relying on high-grade, exquisite packaging, once again distinguished from other products, so that consumers in the purchase of products easier to identify. With the gradual expansion of enterprises, the product line is also a plus. At present, every family has reached 21 different types of washing powder, which also virtually enhances the competitiveness of enterprises, and improve profitability. 2, price strategy Before the financial crisis is foreseen, every household should aim to maintain or expand its market share, that is, to maintain and improve the market share or market share of the enterprise as its pricing target. When confronted with the global financial crisis, every family should aim at maintaining the survival of the enterprise. In order to maintain the start, enterprises have set relatively low prices. Of course, the price adjustment, the enterprise is used Anxiang - bundled. Tied basins, aprons, buckets, etc., are attached to "every family appropriate" LOGO. In addition to increasing sales, this also rapidly improved the visibility of the enterprise. Many industry is now in a monopolistic competition situation, while washing Market war, everyone should another secluded paths, with demand oriented pricing, for customers in different regions. The differences in pricing, rather than yigunzidasi unified national market price. 3, distribution channels How to let each family should quickly break into the homes of ordinary people, of course, can not do without middlemen, especially fast consumer goods. In today's market economy, most manufacturers do not sell their products directly to end-users, but rather through distributors. Everyone should still use the traditional flat sales channels, after all the washing powder is commodity, so network sales is not realistic is the first, because the property itself is suitable for traditional washing powder, such as light weight and small volume, difficult to rot difficult erosion. In order to encourage customers and middlemen to do their best to support every family, the company calls for "creating a rich and stable profit for dealers, distributors and end customers"." Slogan. At the same time, in order to stabilize the market order, and ensure the healthy development of the brand, Filling the products of the company will be issued to each dealer tracking code, and eliminate all goods and other acts of violation of the regulations. 4, promotion strategy Everyone should enhance the scale of sales, planning by the renowned 4A advertising company advertising blockbusters have chosen two central, central three sets, Hunan TV, Anhui TV, such as strong as the media on a large scale on. At the same time, including a variety of exquisite POP, DM leaflets, shop strokes, trial installation, carpet style ground advertising. The continuous implementation of high-density television media, with other traditional advertising methods. Brand promotion is not a single line of work, but the above "and" collective combat mode can produce extraordinary effect, comprehensive use of point line surface set promotion market brand growth. According to the balance of the above promotion mix, it is not difficult to understand how the stage success has been achieved!