Marketing: strategic management of coating enterprises: Six Relationships of product planning

Core tips: first, the relationship between coating products and coating market When planning products, the relationship between products and market needs to be considered as the first factor 1 First of all, we need to consider the industry affiliation of products and determine the industry boundary From this, we can know the total market capacity of the product 2 Market structure analysis mainly considers market segmentation in different dimensions, such as price, function, material, quality, etc from the perspective of products, or age, consumption ability, occupation, gender, etc from the perspective of consumers The analysis of market structure is mainly a more accurate understanding Paint knowledge how about Akzo Nobel Powder Coating Recommended introduction: powder coating is a kind of coating with different form from general coating, which is in powder form It is a new type of coating, because of its own advantages and more and more known by people Let's introduce Akzo Nobel Powder coating Akzo Nobel Powder coating is a cost-effective coating solution, which can be applied to different kinds of products After the treatment of static electricity and fire baking, a tough and durable coating surface will be formed, with the least impact on the environment Since the introduction of this technology, powder coating has been able to continue to maintain the Paint Home News: first, the relationship between paint products and paint market when planning products, often the first factor needs to consider the relationship between products and market 1 First of all, we need to consider the industry affiliation of products and determine the industry boundary From this, we can know the total market capacity of the product 2 Market structure analysis mainly considers market segmentation in different dimensions, such as price, function, material, quality, etc from the perspective of products, or age, consumption ability, occupation, gender, etc from the perspective of consumers The analysis of market structure is mainly to understand the market segments more accurately, so as to analyze the demand characteristics of different market segments more concretely, and affect the coverage selection, product design elements, price, manifestation and promotion means of the final market segments 3 Analyze the regional characteristics of product related markets, such as the capacity, competition, acceptance and cultural characteristics of products in each region After understanding the characteristics of regional market, it will eventually have an impact on product design elements, channel setting, coverage area, promotion and other aspects 4 Analyze the life cycle of different market segments Different life cycle will affect the rhythm of product entering the market, promotion mode, marketing mode, product R & D cycle and other factors 5 Analyze the competitive status, concentration and means of products in different market segments, such as the sales of products in different markets, the market share of each market segment, and whether the competitive orientation is cost leading or differentiation The analysis of the competitive status of the market segment will ultimately affect the competitive strategy, design elements, promotion methods and other factors of the product entering the market Two, the relationship between coating products and consumers 1 Analyze the structure of consumers in each market segment, and analyze the consumer attributes of each market segment, such as occupation and identity of social attributes, age and gender of natural attributes, etc Through clustering of different dimensions, we can understand the overall structure and demand proportion of consumers Under the most appropriate division dimension, different directions of product design will be affected, and finally the length of the whole product line, product design elements and other factors will be affected 2 Analyze the demand characteristics, consumption behaviors and consumption habits of consumers with different structures, such as the purchase place, purchase frequency, mainstream price band, functional difference, or the characteristics of product brand, function and quality Such analysis will ultimately affect the design direction, cost control, product line structure, media selection, channel installation and other factors of the product 3、 The relationship between coating products and organizations 1 Consider the overall strategy of the coating enterprise In product planning, it is necessary to consider that the product planning should conform to the overall strategy of the company and should not conflict with the strategy of the enterprise If the main purpose of the product line is to support brand building for enterprises? Or seize the market share? Different positioning will affect product design elements, promotion methods, marketing methods and other factors 2 The core competence of an enterprise and the degree of the company's core competence and resource integration capability need to be considered in product planning If the capital and technology required for product development greatly exceed the enterprise's capability, the efficiency of resource allocation of an enterprise will be affected 3 It is necessary to analyze the organizational coverage of an enterprise, which will ultimately affect the production quantity planning and marketing node planning of products 4 The analysis of the relationship between products and businesses shows that different business units have different product positions, incentive levels and free turning ability, which will also lead to different subjective wishes of business units and different cash flow turning situations of products, thus affecting factors such as product planning quantity and marketing support 4、 Relationship between coating products 1 According to different marketing tasks, determine different positioning in the same product line, such as sniper products (with the same quality and low price compared with competitive products, or with the same price of high quality), basic products (with large sales volume, the price is in the mainstream price band), profit products (with high profits due to some outstanding special warranty, but the sales volume of products is not necessarily high), brand products (with high profits, but not To seek sales quantity, mainly for building brand image, not necessarily demand-oriented products, and foil products (in order to highlight the advantages of high margin products in their product line, set low price, but the main demand characteristics of consumers do not occupy the advantage of products) Finally, it affects the product line structure, product design elements and other factors 2 It is necessary to understand other product lines of the company In different product lines, it is necessary to consider whether the products of other product lines of the company can be improved or directly adopted Such practices can optimize cost input and ultimately affect the structure of product lines, capital input and other factors 5、 The relationship between coating products and competitive products 1 The basic attributes of competitive products, such as price, selling point, interest orientation, channel coverage, etc., can be understood Through the comparison between competitive products and consumer demand, we can finally find market gap, consumer dissatisfaction, etc., which ultimately affects product design elements, price, channel coverage, etc 2 Analyze the promotion methods, understand the preferential policies and rebates of competitive products in dealers, the promotion means and advertising channels for consumers, etc., which ultimately affect the channel distribution and marketing means of products 3 Consumers' Association of competing products, the association of competing products, as well as the summary of their advantages and disadvantages, which ultimately affects the design elements, marketing methods, promotion methods and other factors of products 6、 The relationship between coating products and dealers 1 The influence of dealer structure and quantity, whether they meet the design demand of products for channels, and finally influence the adjustment of organizational coverage, market share prediction of products, market input analysis and other factors 2 The viscosity of dealers and organizations, their own marketing ability, and ultimately related to the strength of product marketing investment, promotion methods and other factors In product planning, we can sort out according to the six relationship frameworks of products, and prepare for the product to enter the substantive R & D stage according to the "six relationships" as the basic information of the planned product line At the same time, the determination of marketing ability, channel coverage, market promotion and other factors mentioned in many parts of the six relationships involves different management abilities such as product listing management and capital management, which are the necessary different functions for an excellent product manager Key words: in paint marketing, shipbuilding group should learn how to deal with four kinds of customer relationships in order to build a coating standard system and save the cost of paint procurement What kind of information should paint dealers insist on or leave? 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