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    Home > Coatings News > Paints and Coatings Market > Marketing: how to make the marketing channel bigger and stronger

    Marketing: how to make the marketing channel bigger and stronger

    • Last Update: 2020-04-03
    • Source: Internet
    • Author: User
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    Core tip: if paint dealers want to be bigger and stronger in channel marketing, they must consider the following two aspects before entering the paint industry market: 1

    What marketable products are needed in their own market, which brands should be targeted, and what business objectives should be achieved? An excellent distributor must maintain firm confidence in the products (brands) he manages, and cannot easily be disturbed by those miscellaneous brands and fake products

    At the same time, brands with a little popularity and influence will put forward franchise requirements for their dealers, and they will not be allowed to operate multiple brands with equal strength at the same time

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    When the indoor air is relatively dry, the wall of diatom mud will absorb the water Paint Home News: paint dealers want to be bigger and stronger in channel marketing, they must consider the following two aspects before entering the paint industry market: 1

    What marketable products are needed in their own market, which brands should be targeted, and what business objectives should be achieved? An excellent distributor must maintain firm confidence in the products (brands) he manages, and cannot easily be disturbed by those miscellaneous brands and fake products

    At the same time, brands with a little popularity and influence will put forward franchise requirements for their dealers, and they will not be allowed to operate multiple brands with equal strength at the same time

    Therefore, dealers should focus on the operation of a brand, set some goals that can be reached after efforts and lead their own team to continuously achieve these goals within the predetermined cycle; 2

    How to cultivate their own business team and firmly hold the market in hand for intensive work? In most cases, coating enterprises will send some salesmen to assist dealers in channel marketing activities

    However, it should be noted that the manufacturer's support can only play a role of CO marketing, and the real leader of this market should be the dealer's own business team

    If the dealer fails to build a business team that can control the regional market, once the market is built, the manufacturer will no longer need to cooperate with you

    At that time, dealers will completely lose the capital to bargain with manufacturers, and the best outcome is just to become cheap workers, too late to repent

    Therefore, when starting to operate the market, dealers should first abandon the idea of being short and smooth or becoming rich overnight, establish and improve their own marketing system in a down-to-earth manner, and make the market mature, deep and thorough

    Paint market is full of opportunities, but there are risks step by step

    In order to realize the dream of channel hegemony, the core of difference value is not enough

    Dealers must plan and package themselves comprehensively

    A successful planning should not only include long-term and short-term strategic planning, but also have specific implementation plans for various activities

    The benefits of doing so are also obvious: 1

    A complete planning is not only a bargaining chip with the manufacturer, but also a good impression of a farsighted and strong planning ability for the enterprise; in addition, a good planning can attract manufacturers to follow your ideas and increase their support for you; 2

    A complete planning is the product of market research, which can reflect investment, promotion Output, effect analysis and other information, so as to achieve targeted; 3

    A complete planning can lead the team to work towards the same goal, which is the action plan and confidence guarantee of the whole team

    The essence of planning lies in its foresight

    Therefore, paint dealers should do a good job of these preliminary work: 1

    Detailed market investigation and analysis, especially the listing investigation

    A special research group was set up to conduct in-depth research on industry development, circulation channels and terminal stores

    In-depth direct consumption places, face-to-face interviews with consumers, using SPSS statistical analysis software to analyze the survey data, so as to obtain accurate and effective product consumption information

    2

    Target consumer groups and consumption places, and analyze the difficulty and use means of the second batch development according to the data of the market survey and its own resources

    3

    Make detailed sales policy, price strategy, promotion plan and rebate policy

    4

    Design and produce advertising and product promotion materials and formulate detailed media strategy

    5

    Carry out comprehensive and systematic training for the sales team, and avoid blindly going to the battle

    6

    Establish and improve logistics support and service institutions, and assist in marketing activities in the whole process

    In the specific implementation stage, dealers should do a good job in several aspects according to the results of the preliminary work: 1

    Formulate a reasonable price strategy

    Taking local consumption level as a reference, considering various factors such as living standard, purchasing habits, expected income, social security, cultural tradition and consumption orientation, a price system including second batch and terminal retail price is established; 2

    Target channels are analyzed and targeted operation methods are formulated

    Analyze the length, flatness, advantages and disadvantages of various channels, focus on the distribution rate, the sensitivity of information communication and the difficulty of market management, so as to formulate targeted operation methods for different objectives; 3

    Select the best and enhance the execution of the terminal

    Different terminals have different positions in the dealer's strategy

    Dealers should screen the terminals according to the strategic planning and market conditions and their own control ability, determine excellent terminals and concentrate resources and energy on market operation

    Establish marketing database in excellent terminal and share it in the whole system, so as to know customer's demand in time

    At the same time, dealers should use the resources of manufacturers that can be mobilized to support excellent terminals, guide the development of specific businesses, provide overall solutions for their long-term development and practical needs, and build them into a banner in the team

    4

    The key to distribution is to follow up in time

    There are many kinds of coating products

    Almost every manufacturer will have several series of products to sell in the market at the same time

    It is impossible for dealers to purchase large quantities of the same product at one time

    Therefore, the follow-up work of goods distribution is very important

    It is necessary to achieve: short cycle, fast speed, sufficient force, wide coverage; at the same time, establish a scientific workflow, summarize the work effect in time, and arrange the work plan reasonably

    5

    Guarantee the necessary supporting facilities for terminal maintenance and improve the after-sales service system

    The terminal is not only a sales platform, but also a window to improve the brand image through product display and service level

    All supporting works required for daily maintenance of the terminal must be in place, such as product packaging, accessories, publicity materials, promotional gifts, auxiliary exhibits, product display methods, cleanliness and beauty of the paint shop, etc

    The after-sales service cycle of coating products is generally long, which requires the dealer's team to maintain sufficient service awareness

    On the one hand, we should patiently answer questions to customers and solve problems in installation and use; on the other hand, we should follow up for a long time and ask for feedback from users for product or sales and management improvement

    In a word, dealers should keep in mind several principles in self planning: 1

    Accurate positioning, including target customers and their own advantages; 2

    Differentiated competition, to avoid others' old ways in promotion; 3

    Brand strategy, not only what brand to choose to do, but also how to do their own brand; 4

    To do what they can, each step of investment and return should have a clear concept ; 5

    In detail, the time, place, input, effect and other aspects need to be comprehensively analyzed, so as to make sure that they are closely linked and stable

    For paint dealers, channels maintain all their ups and downs

    Although every dealer who wants to make a career in the business world will have a dream of channel overlord in his heart, how many people have really found their own direction? A dealer who doesn't know how to plan is at best a manufacturer's assistant, and every successful dealer must have excellent self planning ability

    Only in this way, can we walk out of a road of our own in the market with both opportunities and risks, successfully grasp the channel discourse power, and achieve the dream of hegemony

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