First, understand the market situation of dealers.
The market form in China is the most extensive and complicated. Therefore, as a manufacturer, in order to better promote new products in the regional market and achieve immediate results, it is necessary to conduct detailed research on the market, truly understand the market situation of dealers, and achieve "what mountains to climb and what songs to sing", so that the smooth promotion of new products can be clear and natural.
What we know about the market includes the following aspects:
1, market potential and capacity. The new product has certain strategic significance to the enterprise. Therefore, when choosing a market, it is often necessary to choose a market with great potential, such as a large population base and high consumption level, because once the new products in this market are promoted, they will often have an impact and a driving effect, which can radiate on one side and spread on the other side, and can play a role in radiating and pulling manufacturers.
2. Consumer preference in the market. Whether the new product can be successfully promoted has a great relationship with whether it meets the consumer preference of the dealer's market. There are great differences in consumption in China, which means "sweet in the south and salty in the north, sour in the east and spicy in the west". Therefore, in order to accurately promote new products, it is necessary to see whether the products can meet the consumer demand of the market.
3. Market acceptance. The acceptance of new products in urban and rural markets is different. The rational consumption in urban market is more than perceptual, and the brand awareness is high, but the opposite is true in rural market. Therefore, when choosing distributors to promote new products, we should be able to choose markets and distributors with higher acceptance of new products according to the differences between urban and rural markets, which is helpful to promote new products in a targeted and selective way.
4. Willing to promote channels. The reason why many new products are unpopular is that the root of this phenomenon is often related to the wishful thinking of manufacturers when promoting new products. Therefore, when choosing the promotion market, manufacturers should first consider the promotion willingness of dealers and downstream dealers at all levels. Only by setting a reasonable channel profit and meeting the wishes and needs of the channel to the greatest extent can the successful promotion of new products become an empty talk.
Second, choose new products according to market demand.
If manufacturers want to promote new products continuously and healthily, they must choose suitable new products for dealers in a responsible manner according to the investigated market situation. Suitable new products usually have the following characteristics:
1, new products have new selling points. That is, the selected new product should follow the FAB rule, that is, the product should have its attributes or characteristics; In addition, it also has its functions or advantages, and finally, what kind of benefits this product can bring to consumers or customers, that is, product value. Only when the selected products have the above points can they be accepted by customers to the greatest extent.
2. New products have new profits. Whether it is new or old, as a profit-seeking dealer, getting up early is unprofitable. Therefore, when promoting new products as manufacturers, the new products selected by dealers must conform to the principle of mutual benefit and cannot ignore the interests of manufacturers. Only when new products have new profits will dealers truly accept new products and vigorously promote them.
3. The new products are complementary. That is, the new product selected by the manufacturer should be complementary to the original product, such as the external form of the product. If the existing product is ordinary, the new product can now be used for promotion or gift packaging. In addition, new products can also complement each other at the level, such as high, medium and low-grade products, which can fill the gap in the market and increase new sources of profit.
4. The new products are different. That is to say, the new products promoted by manufacturers should be different from the competing products on the market. Only by adhering to the differentiation strategy, new products can adopt the operation mode of high price and high promotion, be flexible and independent in the market, truly make dealers profitable and manufacturers profitable, and manufacturers can establish a stable strategic partnership. Only when manufacturers choose suitable new products that are conducive to market promotion according to the market conditions of dealers can they think that the market promotion of new products has taken a substantial step and pave the way for new products to take root, sprout, blossom and bear fruit in the market better.
Third, make a new product marketing plan
Manufacturers generally do new product listing scheme when promoting new products, but for a single market, this is only a scheme. As the representative of the manufacturer's marketing personnel, we should also focus on the implementation scheme of new product promotion after selecting new products according to the market situation of dealers, which includes the following aspects:
1, promotion background. That is, under what circumstances and conditions to promote new products, what are the reasons and consequences, for example, the intensity of market competition, the development trend of competing products or the potential or real threats that have been posed, and so on.
2. Promotion purpose. That is, what kind of mission should the newly promoted products carry, what kind of strategic purpose should be achieved through the promotion of new products, whether to cope with the impact of the market or lead the market trend, etc. , so as to clarify the direction of product promotion.
3. Promotion stage. That is, after a new product enters the market, it takes several stages to occupy the market. The promotion stage generally takes one month as a cycle. By defining the promotion stage, we can achieve the goal of steady progress in a planned and organized way.
4. Promotion strategy. That is, the marketing mix strategy to be adopted in the process of new product promotion. For example, product strategy, what kind of packaging form to adopt, product selling point mining, product efficacy and so on; Price strategy, that is, what kind of price policy to adopt, whether it is rebate or discount; Channel strategy, that is, the choice of channel breadth, depth and width; Promotion strategy, that is, what kind of promotion form to take, can better implement the combination of push and pull of products, so as to realize the toughness of products and so on.
Only when the marketing staff of the manufacturer help the dealers to do a good job in the implementation plan of new product promotion, the new product marketing work will have rules to follow and laws to follow, and the new products can be promoted in an orderly manner.
Fourth, the effective organization and implementation of the promotion plan
No matter how good the implementation plan of new product promotion is, if it is not effectively implemented, the successful promotion of new products will become an empty talk and a mirage. To implement the promotion plan smoothly and effectively, we must do the following work:
1, organization is the guarantee. The promotion of new products will eventually be implemented in specific team organizations. The organization mentioned here not only refers to the marketing team, but also includes organizational discipline. With a wolf marketing team and strict organizational discipline, the promotion of new products will have a solid foundation, the promotion policies will be effectively implemented, and the promotion strategies will really land.
2. Training is the prerequisite. In order to push the new product to the end and succeed, training is essential. In fact, the unsuccessful promotion of new products in many enterprises has a lot to do with the lack of relevant training. Without training, dealers and marketers can't understand the intention of manufacturers and don't know the steps, skills and methods of promotion. Therefore, many promotion schemes have been shelved and cannot be implemented well. In the process of new product promotion, OJT is an effective means to achieve the goal of new product promotion.
3. Evaluation is the key. Why many manufacturers' new product promotion is a mere formality is often closely related to the lack of a strong tracking and assessment system. The manufacturer helps the dealer to promote the new product. In order to put all the measures in place, it is very important to evaluate this link. Because only with the assessment can the promotion of new products be effectively linked with the economic interests of marketers and distributors, and strict rewards and punishments can be carried out. Only in this way, marketers and dealers will really pay attention to it, and the promotion plan will be truly implemented, rather than perfunctory.
The effective organization and implementation of the promotion plan is a solid cornerstone for manufacturers to help distributors successfully promote new products. Only when manufacturers and distributors pay attention to the effectiveness of the promotion plan and the details of the implementation operation can they realize the successful promotion of new products.
Evaluation of the implementation effect of verb (verb abbreviation) promotion plan
Whether the promotion scheme of new products is effective or not, and whether manufacturers and distributors can check, repair and improve the promotion scheme in time are the guarantee for the sustained and healthy promotion of new products. The criteria for evaluating the feasibility of a promotion plan usually consist of the following aspects:
1, the operability of the promotion scheme. That is, when the manufacturer assists the distributor to promote new products, can the scheme be flawed through on-site operation? In the process of implementation, are there any inappropriate places? If so, how to improve or perfect it? Did they communicate, feedback and feedback with the relevant departments of the manufacturer in time?
2. Sustainability of the promotion plan. Through the phased implementation of the business plan, does the new product promotion plan have the momentum of homeopathic promotion, can the plan continue to be promoted and implemented, can the new products make the channels more active during the implementation of the plan, and are the links of the promotion plan interlocking? 3. The effectiveness of the promotion plan. The key and core evaluation criteria of promotion plan are still sales volume, sales volume and profit amount, which is the most rigid standard and an effective way to judge whether the promotion plan and new products are marketable. By investigating the effectiveness of the promotion plan, it is helpful for manufacturers and distributors to respond quickly and come up with countermeasures in time, so that new products can better enter the market. Only by checking, adjusting and perfecting the promotion scheme can manufacturers and distributors better join hands to realize interaction and linkage, so that Qixin can jointly market new products better. Through the promotion and management processes of new products listed above, we can establish corresponding management processes, so that manufacturers and distributors can reach a better agreement in promoting new products, and manufacturers can more effectively promote and operate new products and practices wholeheartedly in the market.