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    Home > Coatings News > Paints and Coatings Market > Marketing: the starting point for the growth of coating enterprises: the breakthrough of single products with centralized resources

    Marketing: the starting point for the growth of coating enterprises: the breakthrough of single products with centralized resources

    • Last Update: 2020-04-03
    • Source: Internet
    • Author: User
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    Core tip: there is no doubt that the product plays an important role in the growth of an enterprise How to make the product play a full role in every stage of the growth of an enterprise must go through a process from the breakthrough of new market development to the long-term and stable occupation of the market, or several stages that the market must go through to mature, including single product breakthrough and variety Rich, product structure and product update The foundation and brand establishment of an enterprise is often based on the single product breakthrough Single product breakthrough is the starting point for an enterprise to succeed What is the significance of continuous single product innovation breakthrough for brand building and brand positioning 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 Home of coatings: There is no doubt that the product plays an important role in the growth of an enterprise How to make the product fully play its role in every stage of the growth of an enterprise must go through a process from the breakthrough of new market development to the long-term and stable occupation of the market, or several stages that the market must go through to mature, including the breakthrough of single product, rich variety and product Structure and product update The foundation and brand establishment of an enterprise is often based on the single product breakthrough Single product breakthrough is the starting point for an enterprise to succeed The significance of continuous single product innovation breakthrough for brand building and brand positioning is irreplaceable Case analysis: before entering the mainland, Master Kang was just a small and weak industry follower compared with uni president How should instant noodles be made? Master Kang should have no more right to speak than unity But Master Kang found the breakthrough product of "braised beef noodles" by "ten thousand people try to eat", quickly established the industry position through single product breakthrough, Master Kang brand has almost become the synonym of instant noodles "barrel noodles", successfully subverted the market From a baby like challenger, he has successfully subverted the industry leader and created the myth of leading after single product breakthrough Now, although there are many kinds of Master Kang, there is no substitute for "braised beef noodles" Just because "braised beef noodles" can be more broad-spectrum than the unified "barrel noodles" and adapt to consumers, the gap between Master Kang and uni president is thus established Why do enterprises need single product breakthrough rather than group attack? First of all, it is determined by the limited resources of the enterprise Single product breakthrough doesn't mean to only make one product, but to concentrate resources of all products to promote one single product Therefore, Sun Tzu's art of war says: therefore, when we hear about war, we do not see it for a long time A man with a long army and national interests will not have any It's like Dong Cunrui exploding a blockhouse, pulling out the dark fort that hinders the attack, and then concentrating all his forces to attack a city It doesn't need Dong Cunrui to remove all the obstacles Just open a gap and provide an attack path to take the whole city Only when all resources are concentrated and intruded from the breach can we have stronger attack power They even completely disintegrated the enemy's camp Those who are good at war are dangerous and short The power is like a bow and crossbow, and the stanza is like an engine ——Sun Tzu's art of war focuses all its forces on one point, just like a crossbow, which is the best way to open a breakthrough The increase in the number of battles is due to the separation of forces ——Second, it is determined by the mind of consumers It is very difficult for enterprises to let consumers remember many products as soon as they appear However, it is not difficult for consumers to remember a special product Therefore, to occupy the minds of consumers, it would be counterproductive to provide too many choices Just like Napoleon's failure in the European campaign was due to the protracted battle lines, every battle field fell into a stalemate, and in the end, Waterloo was defeated because of a serious shortage of supplies If an enterprise also pulls the front line of market attack too long, it is undoubtedly a self seeking failure The breakthrough point of single product breakthrough selection should have two characteristics: first, the opponent does not meet the "potential demand" of consumers, which is often the weakness of the opponent; second, after the successful development of this demand, there must be a huge market capacity, because single product breakthrough must have sufficient sales volume support Single product breakthrough requires enterprises to do "rapid and strong" promotion, rather than let products sell naturally "Fast" requires fast speed A pot of boiling water in 10 minutes usually saves more energy than a pot of boiling water in 2 hours The success of promotion in half a year is more cost-effective than that in two years "Swiftness" can also achieve the following effects: first, it can achieve rapid success when the opponent has no time to fight back and imitate; second, it can quickly build momentum, which not only gives pressure to the opponent, but also to channels and consumers For example, in the process of distribution, it requires "large-scale explosive distribution" to create a kind of atmosphere for consumers to sell their products A soldier is worth more than a soldier ——Sun Tzu's "rapid and strong" promotion can bring the value of single product breakthrough into play Like the battlefield, shopping malls can make competitors and consumers unexpected and follow blindly The protracted campaign is a huge pressure on all parties participating in the war Five steps focus on the operation of conventional promotion activities in paint stores: Weibo gradually becomes the marketing channel of paint home industry, similar information, a model worthy of reference for paint enterprises Sam's club model, the ultimate after-sales service of paint, and how to make use of Spring Festival holiday consumption by small and medium-sized paint enterprises, o2o or paint e-commerce, another hole Paint industry integrates into the development of the Internet to promote the prosperity of the industry Paint marketing: not all paint products are suitable for holiday marketing Experiential marketing mode ------ you price it Micro marketing opens the era of precision marketing Paint enterprise culture, focusing on thinking The eight strategies for online marketing of paint enterprises are paint home, which focuses on paint, diatom mud and paint paint, Coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, decoration knowledge and decoration effect map of fire retardant coating,
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