Marketing: the product variety of coating enterprises should be enriched to reduce the risk of single product

Core tip: a fighting product group is not a combination of a group of small batch products, not a combination of many "big items", but a combination of "big items + small batch product groups" Just as the most effective marine combat unit in modern times is the aircraft carrier battle group The carrier battle group is not a group of carriers or a group of small ships, but a combination of one carrier and many small ships Aircraft carrier is the main target of enemy's "firepower point", which is a "big single" formed after single product breakthrough Paint agent, top 10 Chinese wall paint brands Recommended introduction: interior wall paint and exterior wall paint can achieve beautiful, clean and pleasant effects, but the effects in different environments are different, so the color of the paint will be different There are ten brands of Chinese paint, ten brands of global paint, ten brands of Chinese wall paint, and ten brands of Chinese paint, Famous trademark of Chinese paint and coating In private rooms, most of us choose according to our own personality, personal hobbies and living habits The younger generation will choose the interior wall paint with rich colors and bright colors, while the older ones will have some working experience Paint Home News: a product group with combat power is not a group of small batch products, not a combination of many "big items", but a combination of "big items + small batch products" Just as the most effective marine combat unit in modern times is the aircraft carrier battle group The carrier battle group is not a group of carriers or a group of small ships, but a combination of one carrier and many small ships The aircraft carrier is the main target of the enemy's "fire point", and the "big single" formed after the single product breakthrough will also become the opponent's "fire point" Just as the aircraft carrier has strong combat power and insufficient defense force, it needs the support of many ships, so does the "big item" need the support of other products The dilemma of "big item" is that the opponent will make attack policy around the leading product formed by the breakthrough of single item For example, imitative products will be introduced along with it, and "the quality may be better, the packaging may be more beautiful, the price may be lower, and the policy may be more preferential" At this time, the enterprise will be in a dilemma: without counterattack, the sales volume of the leading product will gradually decline under the attack of the opponent; in counterattack, the sales volume may be kept, but the profit will decline Why does the liquor industry often have the phenomenon of "drinking down a brand in a few years"? The main reason is that liquor enterprises often do not enrich their products after relying on single product breakthrough, which makes single products bear the repeated attacks of rivals When the single product exits the market, it means that the brand exits the market Give it, and the enemy will take it ——After the single piece of "art of war of Sun Tzu" has made a breakthrough, the wind will destroy it, just as the wood shows in the forest It will become the most risky product If an enterprise does not enrich its products, a single product will be put there to fight against many competitors, which will inevitably replace it The wood is beautiful in the forest, and the wind will destroy it Therefore, the variety enrichment must be carried out immediately after the single product breakthrough Rich variety is to follow up more products around the formed leading products The following objectives are mainly achieved: first, reduce the market risk by reducing the proportion of leading products, which will become the most risky product Second: create profits through variety enrichment With the attack of competitors, the leading products will gradually become the symbolic products of enterprises, with large sales volume and low profit There will be a large number of small batch products with rich varieties These products may not sell as much as the leading products, but they also "make a lot of money in small batch" because they are not concerned by competitors Third: make full use of the sales channels established by single product breakthrough Case analysis: Haier formulates different prices for different levels of consumers, satisfies different consumers by manufacturing differentiated products, and formulates different price discrimination Zhou Yunjie, who is in charge of Haier's domestic marketing business, said that Haier's production line is continuous, so the price range of its products is also continuous, from more than 10000 yuan to more than 2000 yuan, and there are two products for selection almost every 50 yuan, which can meet different needs and purchasing power of consumers Haier now has 69 types and more than 10800 models of products Haier's exports and this diversified product range enable it to avoid being involved in the price war that plagues its competitors at home After Wahaha's breakthrough in children's fruit milk single products, it has established a unique "joint marketing body" food sales channel for Wahaha's multinational companies Drinking water, carbonated drinks, sports drinks, nutrition express, simmer C, yo yo milk coffee, dairy products, tea drinks, medical and health products, big kitchen nutritious wet noodles, canned food, juice, melon seeds, etc It has greatly expanded the shelves of Wahaha channel members, and Wahaha has become a leading food enterprise in the Chinese market When the profit of each package of instant noodles is calculated by "points" In 2006, Master Kong launched a series of low price noodles, aiming at Hualong and Baixiang to further expand to the vast rural market, becoming the world's largest instant noodle manufacturer and seller Kangshifu tea beverage has also quickly become the first brand of tea beverage in China The market share of fruit juice beverage has also reached the top three brands in the market It continues to push forward to the purified water market Kangshifu mineral water market share has reached the second place in the market It is expected that by the end of 2007, its revenue will surpass that of its peers and become the market leader Changbaishan natural high-quality mineral water will also face the market in 2007 The market share of master sandwich biscuit in China is the second largest brand in China Both of the above-mentioned enterprises have established their competitive advantages through single product breakthrough, and rapidly expand the competitive advantages of single product breakthrough to a variety of products, expand channel sales capacity, and then become the industry leader Take advantage of the situation, the force is small and the potential is large When hung Chien was on the land, Ji Yu could be used as an instrument ——Thirty six plan twenty nine plan: flowering on trees The marketing of coatings industry products should break away from the misunderstanding of fast marketing theory The product varieties of coatings enterprises should be enriched to reduce the risk of single products? • the younger consumption of jade paint market is an inevitable trend Jade paint marketing: wechat marketing of jade paint enterprises is the most important one for consumers How do dealers think of this year's "double 11"? • the blue ocean campaign of coating e-commerce or the "opening" of coating agents should review why the products can't be sold out What are the new ways to play in the "double 11" home e-commerce decisive battle? • is the life of paint dealers forced to persist or to leave? How to build the development and distribution channels for paint agents? China's paint companies and paint agents are faced with many problems Paint home focuses on coatings, diatom mud, paint coating, coating process, news and information about fire-resistant coatings, coatings, diatom mud, paint coating, coating process, decoration knowledge and decoration effect map of fire-resistant coatings,