Marketing: how to implement new product marketing

Core tip: just like the evolutionary law of nature that "from the original single cell organism to the formation of various complex organisms after billions of continuous evolution", in the field of marketing, every industry is constantly evolving, and the evolution process of the industry is actually the process of category differentiation New products that are constantly born not only meet the new needs of consumers, but also constantly achieve The leading brand in the new category Due to the homogenization of competition, enterprises are constantly falling into the Red Sea The driving force of enterprise innovation, the progress of new technology and the constant exploration of consumption demand promote the continuous differentiation of new categories 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 Home of coatings: Just like the evolutionary law of nature that "from the original single cell organism to the formation of various complex organisms through billions of continuous evolution", in the field of marketing, every industry is constantly evolving, and the evolution process of the industry is actually the process of category differentiation New products that are constantly born not only constantly meet the new needs of consumers, but also constantly achieve the goal of Leading brands Due to the homogenization of competition, enterprises continue to fall into the Red Sea The driving force of enterprise innovation, the progress of new technology and the constant exploration of consumption demand promote the continuous differentiation of new categories Enterprises are more and more convinced that it is easier to be the first than to do better It is easier to be the first in the minds of potential customers than to let customers believe that your products are superior to the first brand in this field In fact, category differentiation is the result of enterprises' constant pursuit of differentiated competition In most cases, if an enterprise can open up a new field, it is easier to succeed than in the mature category market even if the enterprise has strong strength and precise strategy, because the brand of the first category usually can maintain its leading position, and may also become a synonym for category Therefore, many enterprises regard category innovation and category strategy as their core strategy However, just finding the differentiation opportunity or category concept can't really achieve the new product category Although the birth of new category starts from the emergence of differentiation opportunity or the birth of new concept, even if the enterprise has an impeccable differentiated product, even if the enterprise invests so much resources in this product, even if the enterprise has such a strong brand It is also difficult to guarantee the success of new categories, because these factors are not fundamental to the success of new categories This is the main reason why we see so many new categories launched at the sugar and Wine Fair every year Although the momentum is strong enough, there are only a few winners and most of them are washed away by the waves Whether the new category can be successfully created depends on the differentiated consumer value, whether it can find a valuable niche market in the early stage of the market, and whether it can make a big market through the influence of the niche market There are two successful examples for us to pay attention to, one is Wang Laoji, the other is Yang Yuan's six walnuts The key of Wang Laoji is to tap the new unmet needs of consumers -- fear of catching fire; the key of Yang Yuan's six walnuts is to find the niche market in the early stage of the market To understand this, we must think about it from the perspective of category life cycle As shown in the figure below: for new products, the key is how to pass the "introduction period" Hot pot crowd, because this part of people are more likely to get angry and more afraid of getting angry, so in the early stage of market promotion, the focus of the enterprise is hot pot shop Only through the drive and influence of this niche market and follow-up of a series of marketing means, can the category status of herbal tea and Wang Laoji be achieved Another example is Yangyuan's six walnuts Although Dazhai has entered the walnut protein beverage market for many years before Yangyuan, and the enterprise has greater strength and advertising support, but the real achievement of walnut protein beverage category is not Dazhai but Yangyuan Why? The same is true As we know, walnut protein is differentiated from protein beverage Before walnut protein beverage, dew has been successfully used in almond protein beverage If walnut protein beverage only distinguishes itself from raw materials, it is obviously not enough (we will take pear juice beverage as an example later) The value it can provide to consumers is different from the taste and marketing of almond juice Nutrition, and different taste and nutrition for which part of the market is more valuable? This is the key to find niche market of walnut protein beverage in the period of market introduction Obviously, for urban consumers, they have been long-term consumers of almond dew and are used to the taste of almond dew Therefore, different tastes have little value to them As for the nutritional value, it is difficult for urban consumers to focus on the brand and category before they have enough influence In the county-level market, consumers are not accustomed to the taste of almond dew, so they are more likely to accept the taste of walnut protein beverage, and they also positively agree with the nutritional value of walnut After analyzing the price acceptance ability of county-level consumers, Yangyuan found the most valuable niche market in the category introduction period - county-level consumers Through the key operation in this niche market, Yangyuan six walnuts have gradually realized the product from gift to family consumption, and the market has gradually expanded from the county to the city, thus achieving the walnut protein category and the leading position of its category If Yangyuan did not find a niche market in the market introduction period and adopted a similar marketing path with Dazhai, it would not achieve today's walnut protein beverage 1 2 on the next page, too many enterprises have ruined the seven factors that cause the marketing dream to be divorced from the reality due to the brand strategy The same kind of information The mode that paint enterprises should learn from: Sam's club mode The ultimate after-sales service of paint, consumers or "buy" and love deeply How can small and medium-sized paint enterprises take advantage of the consumption during the Spring Festival holiday? 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