Effective Marketing

In today's era of market segmentation and product innovation, effective marketing should take full account of the characteristics and needs of consumers from the very beginning, and make good use of various ways to attract and retain customers, so that the marketing budget will not become a blank bomb.

    实效营销，不仅是蒙牛这样的企业在成长过程中营销经费有限时“以小搏大”的追求，也是宝洁、百事可乐这样的营销教师研究、探索、引领并深入实践的基本功。

The successors, the original obscure small businesses, have jumped to success. The giant enterprises in the history are still alive with vigor and create new successes. All this changed the rules of yesterday's game, and told us that we must start the effective marketing mechanism and redefine the direction and basic rules of marketing competition.

    实效营销的原则核心：从市场占有率到认知占有率

There is not much difference between the traditional marketing strategy and the military strategy. Taking the market as territory, CEO is the commander of the army, and the market competition is a zero sum relationship, either you die or I die.

Therefore, all companies strive to surpass their competitors in their own industry so as to achieve greater market share.

However, the result of this bloody competition is the narrower and narrower market space, and the profits and growth of all companies are shrinking.

The emergence and popularity of the blue ocean strategy stems from the disappointment of the business community in its traditional strategic view.

Zero sum game is not the only answer. Those who can create a win-win situation and create a new market are more respectable. Effective marketing is the alternative thinking mode of strategy.

"The children of piano lessons will not deteriorate". This is the popular slogan of mountain Ye piano. It catches the parents' mindset and adopts the strategy of attack, not to mention the virtues of its piano production, but to attract parents from the perspective of learning piano to help children grow up physically and mentally.

This is indeed very effective, parents agree with the views of Shan Ye, so buying mountain pianos is a matter of course.

This is why mountain leaves are brilliant.

This is a competitive strategy directly from the perspective of consumer cognition, not to divide the market from competitors, but to allow consumers to buy piano voluntarily, and ultimately create broader space for development.

If you just want to compete with your competitors, the marketing strategy will be the same. The result will be a hard fought Red Sea decisive battle.

In the case of limited resources, enterprises should maximize the marketing effect and lay the foundation for sustainable development. We must shift our focus from market share to cognitive occupancy.

Market share is a phased, one-off, cognitive occupancy can be copied successfully, continue to succeed, and therefore longer, more solid and more valuable.

    实效营销是围绕消费者的认知展开，而不是以市场占有率为唯一准绳的营销。在实效营销的战场上，每个品牌面临的都是一场“公平竞争”，竞争的实力来自于创造力、稳固的顾客关系和消费者认知。 因此，实效意味着我们必须将关注重心从竞争者转移到消费者身上。对竞争者的过度关注，无疑将引向尾灯战略，而唯有关注消费者，才能真正抵达消费者的认知深处。 让我们看看，当企业将关注的视线完全投向消费者的内心世界而不被竞争对手所左右时，世界会发生什么样的变化。

Because Warren Sherry, Na Ying, Stefanie Sun and Sammi Cheng are known as the "Thean Hou Temple" Warner Music Company, the key to the success of the pformation is that Warner not only sees her opponent's performance, but always regards herself as a "music company" rather than a "marketing company", and pays attention to exploring the internal needs of consumers. Four.

Stefanie Sun's popularity in Asia, in addition to the value of music itself, "no pressure, natural and frank" singer concept, but also added a lot of points for Stefanie Sun.

Young people lack a sense of direction in the future, and the outside pressure is too great. Stefanie Sun gives teenagers a sense of relaxation. This is Warner's judgment of target consumers.

Watches have long been regarded as functional products for timekeeping. Hayek, chairman of SMH, the parent company of Swatch watch, disregarded how competitors have long looked at this industry. He combines precision technology with beautiful fantasy to turn watches into a fashion representation, allowing consumers to rethink this traditional product from the bottom of their hearts. Cognitive changes drive market share, and Swatch eventually becomes a global brand.

In Italy, many people have more than 6 Swatch tables to match everyday clothes.

If I just stare at every move of my competitors, I believe there will be no outstanding Swatch today.

Let's look at the marketing breakthrough of OZing, which is rapidly rising in the domestic learning machine market.

In the early days of OZing's launch in 2003, the market situation of e-learning machine products was very awkward: the market of electronic dictionaries was gradually shrinking - the sales volume in 2000 was 3 million 359 thousand, while in 2001 it dropped to 2 million 811 thousand units, and the market was shrinking by nearly 550 thousand in one year.

The market share of the English repeater is also declining, and the PDA market related to it has also declined. In the first quarter of 2003, the PDA sales in the Asia Pacific region dropped by 22%, while the domestic market shrank by more than 50%.

At that time, the market competition pattern was relatively mature, and the brand concentration was relatively high.

The three famous brands in the electronic dictionary market are good plations, Ji Yibao and Wen Qu Xing. They are the three pillars of OZing. The name of OZing is just the confirmation of this situation. The combination of "good", "good", "Ji" of "Ji Yibao" and "Star" of Wen Qu Xing become a "black horse".

It is OZing's "hybrid black horse", through strategic adjustment, the entire industry from the cold winter zone.