Marketing: concentrating superior forces to realize "supporting war with war"

Core tip: as a weak person, you must admit that you are weak No opponent is too strong to defeat, and no weak one is too weak to fight "Concentrate our superior forces and annihilate each." Now, it seems, it is still the golden rule Marketing needs resources, where do the resources of vulnerable enterprises come from? The way to solve the shortage of marketing resources and the need for rapid development of weak enterprises is to support the war with war To support war with war is to support the next larger war with the results of one war The marketing of supporting war by war is to take the marketing achievements of a region as the marketing resources of more regions Well, it was weak Application scope and advantages of roller ceramic coating Recommended introduction: the surface of ceramic rubber plate used for roller ceramic coating is cast into durable rubber plate by hundreds of independent small ceramic pieces Each ceramic piece has raised characteristics Under general conveyor belt pressure, thousands of unique cast bumps can produce positive traction, prevent slipping and extend the service life of conveyor belt roller At the same time, the bottom layer adopts high-quality rubber, which has strong elasticity and can play a good impact resistance role The scope of application of roller ceramic coating is one three six 83857180 (the same as V) 1 Roller coating in extremely harsh working environment 2 The belt joint is not suitable for fixing with iron buckle; 3 It is suitable for leather Paint Home News: as a weak, we must admit that we are weak No opponent is too strong to defeat, and no weak one is too weak to fight "Concentrate our superior forces and annihilate each." Now, it seems, it is still the golden rule Marketing needs resources, where do the resources of vulnerable enterprises come from? The way to solve the shortage of marketing resources and the need for rapid development of weak enterprises is to support the war with war To support war with war is to support the next larger war with the results of one war The marketing of supporting war by war is to take the marketing achievements of a region as the marketing resources of more regions So what did the weak Red Army and the Eighth Route Army rely on to "feed their war"? Mao Zedong's thinking is very clear, that is, a "decisive battle" and a "war of annihilation" We should strive for victory, especially in the first battle Therefore, vulnerable enterprises should fight a "war of annihilation" "No guns, no guns, the enemy built us." This song is full of the thinking of "fighting for war" Without resources, if we occupy the market, we will have resources There are three key elements to realize "war for war": first, what is the fastest period to realize "war for war"? I once asked many marketers a question: how long does it take for your industry to develop county, municipal and provincial markets with saturated investment until it reaches the first market share? So far, no one has given me a clear answer, because most marketers have not thought about the problem like this Taking a FMCG industry I have ever done as an example, according to my experience, under the condition of saturated resource investment and efficient marketing strategy, the time to achieve the first goal of market share at County, municipal and provincial levels is 6-12 months, 12-24 months, 36-50 months In this case, when making marketing planning, we should take the above time as the marketing cycle and strive to achieve "quick battle" in the shortest time Second, what is the minimum investment to achieve "war for war"? Although strong enterprise marketing also has budget constraints, its constraints are only soft constraints If you want to break through, you can break through because there are strong resources to support it The resource constraints of weak enterprises are hard constraints When the money is spent, the only way is to stop investment Therefore, it is necessary to "feed the war with war" before the money is spent "War for war" needs short-term saturated investment How to treat the saturated investment of vulnerable enterprises? The "big hand" of strong enterprises is based on abundant resources, and the saturated investment of weak enterprises can only be based on self-confidence, which comes from the self-confidence after the success of local experiments The success of the first county-level market pilot is the source of confidence in the future The more vulnerable enterprises are, the more they need to concentrate their resources, so that they can make sure to "feed the war with war" However, as Mao Zedong said in the strategic issues of the Chinese revolution, "it seems easy to concentrate forces and difficult to implement them It is well known that the best way is to win more than to lose less However, many people can't do it On the contrary, they often disperse their forces The reason lies in the lack of strategic mind of the director, the confusion of the complex environment, the domination of the environment, the loss of independent ability and the adoption of coping theory " Because of the lack of self-confidence, the vulnerable enterprises often take the "oil adding tactics" and take a try attitude As a result, they consume a lot of resources, but they are always afraid to make up their minds Some enterprises do a market, spend a little money for many years, the market is not warm In fact, if we put these "small money" together, the market may have been successful for a long time To invest resources in local markets, we need to make a decision of "ten for one" Once we have achieved the goal of "supporting war with war", we have achieved the effect of "one for ten" Third, what is the basic combat unit to achieve "war for war"? How much war can you fight? How big market do you know? For small enterprises, I only choose the county-level market as the basic marketing unit, because the county-level market "war support" cycle and investment are affordable for small enterprises For medium-sized enterprises, the municipal market can be appropriately selected as the basic marketing unit, because medium-sized enterprises can bear relatively long-term resource investment Some enterprises are small in scale but layout the national market They want to enter Beijing, Shanghai and other big cities with few resources If they can't afford to do this, they must not do it If they can't afford to do it, they will waste limited resources Multinational companies can take countries or continents as marketing units, large domestic enterprises can take provinces as marketing units, and small and medium-sized enterprises can only take cities and counties as marketing units We can now concentrate on the resources that could not be concentrated in the past With the basic goal of "quick decisive battle" and "annihilation war", and then to realize "supporting war with war", only three basic elements of "basic marketing unit, minimum resource input and shortest marketing cycle" need to be clarified The logical connection of these three basic elements is: to choose a certain basic marketing unit, to achieve a positive cycle of marketing in the shortest time with saturated resource investment Of course, the above-mentioned is only the basic thinking framework of "supporting war with war", and the concrete application still needs experience accumulation and artistic control Word of mouth is the key point of brand marketing strategy The successful marketing of coating products in the community tour promotion of similar information The model that coating enterprises can learn from -- Sam's membership store model The ultimate after-sales service of coating, consumers or "buy" and deep feelings How can small and medium-sized coating enterprises make use of the Spring Festival holiday to consume? 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