Marketing Testing Is The Most Effective Way To Avoid Unnecessary Failure.

The same new product, but why completely different fate? Is it the reason for the product itself or other factors? What factors should be reasonably designed and planned when the enterprise pushes the new product? As an important part of the product listing, how to effectively test the marketing test, can we avoid the fate of failure?

Select product characteristics to meet customer requirements

Market opportunity analysis is very important in understanding customers' requirements for products.

Through the analysis of market opportunity, enterprises discover the needs of customers for certain products, and then design products to select different product characteristics to meet these needs.

Many managers do not feel comfortable doing this job.

The problem is that customers purchase products that can be provided for the purpose and benefits, rather than the characteristics of the product itself.

The business operators consider what components should be selected in the product, how they cost, how compatibility is, how the product is planned, and so on.

But what customers care about is not what components are included in the product, but whether the product can meet the needs of customers.

Therefore, before designing a brand, an enterprise must understand the value of the components and characteristics that can be selected, that is, their functions.

When he introduced pulsating vitamin water in 2003, the function of this product was significantly different from that of coke, tea and water.

Since then, Wahaha as a follower has launched its activation, adding the so-called "Amazon rain forest youth vigor fruit la la". Kangshifu has launched a X to supplement vitamin, glycogen and amino acids. Huiyuan's hers also provides nutrition for men and women of different genders.

How do consumers see these products? For consumers, vitamin water is the most simple and clear.

He would not take too much mental effort to compare such a difference and then pay for it. He would simply regard all other products as pulsating ones.

In this way, these products are essentially different.

The leading pulse is to curb the development of other brands by strengthening the distribution of goods and emphasizing that they are the first brand of vitamin water.

In fact, it is also a strong vitality of pulsation, and there is no movement in activating and running.

On the contrary, the fifth quarter launched by Jianlibao is not a well-defined product.

It includes soft drinks, fruit juice, tea and water, and soft drinks include cola, apples, lemons, orange juice, ice cream and so on.

If consumers want to drink fifth seasons, there will be dozens of bottles and cans to be further determined, which will artificially create obstacles to consumer purchase decisions.

That is to say, from the beginning, this vague combination of product characteristics is hard to meet the needs of consumers.

Therefore, it is suggested that when undertaking market opportunity analysis, enterprises should start with the product benefits that customers need most recently, and consider which characteristics or components can provide customers with the benefits of product requirements.

In brand design decisions, it is suggested that enterprises start with characteristics or components and think about the benefits that product characteristics can bring to customers.

Find out the uses of each product's characteristics, and what type of customers need these functions.

Different customers have different evaluations of various characteristics.

Then a list of characteristics that can be produced by a company can be listed and a brief description of the benefits of each characteristic can be provided to the customer.

Thereby establishing the relationship between product characteristics and customer benefits.

Then, match the benefits that the enterprise can provide with the customer's requirements.

Through this matching process, enterprises can determine which characteristics are suitable for market segmentation.

When experience is not enough, it can serve as the logical basis for enterprises to design brands.