1998, the groom's sales were only 30 million yuan, but there are still suit brands such as Red Collar, Xianxia and Jelja in Weifang, and the regional competition is very cruel. At that time, the groom was not dominant in technology and brand. The whole enterprise and brand are in a state of cracks. After a series of integrated marketing planning and operation, the groom's brand assets, brand awareness, brand appeal and market base will be greatly improved. At present, the groom has 700 specialty stores (more than 250 outside Shandong Province) inside and outside Shandong Province, with annual sales exceeding 200 million yuan and annual sales exceeding 300 million yuan. The brand ranks in the forefront of the catalogue group. Different people have different views on how to promote regional markets and brands. Through this case, we will further communicate and integrate with our colleagues.
Investigation and Analysis of Clothing Market in Jinan
Brand survey. In the investigation of brand position in Jinan market, the market share of national brands Shanshan, Youngor and local brands Hong Ling is in the forefront (excluding foreign brands). Consumers have a high brand preference for Shanshan brand. Consumers' brand loyalty is very small, and brands with good market performance are highly preferred: Shanshan, Youngor, Red Collar and so on. There is a certain gap between the ideal brand preference of some consumers and the actual brand purchase. Consumers in Jinan generally have a poor cognitive image of brands in the province, and are superstitious about Jiangsu, Zhejiang and imported brands. Groom clothes must talk about consumers' cognition of the place of origin.
The groom brand has a certain popularity, and these consumers are mostly college students, young people and women. When entering the market, we should pay attention to the spread of target consumers.
Consumer purchase survey. There are many factors influencing consumers to buy suits, which are price, brand preference, comfort, fashion, style, color and fabric in turn. Consumers choose 1, 000 ~ 1, and buy a suit around 500 yuan, accounting for 60~70% of the buyers.
Access and terminal survey. Jinan has a vast urban area, a large population density and many commercial centers, so the access strategy of specialty stores should also consider channel coverage. In the environmental investigation of Jinan market and business circle, Ginza, People's Shopping Mall and Hualian City are the best places for grooms to set up specialty stores. There are many difficulties in the operation mode of store-in-store channels. Jinan market sells about 265,438+00,000 suits every year.
Service survey. Free dry cleaning service is highly accepted. Taking advantage of the nonstandard dry cleaning market in Jinan and the dissatisfaction of consumers, a unique service system in Jinan market has been established to further lead the service.
Investigation on fashion trend of suits. From 65438 to 0999 ~ XX, the popular colors of suits will tend to be diversified and more personalized and life-oriented. The popular colors are mainly gray (light bean gray, wild pigeon gray and mouse gray), blue-black, khaki and brown. Fabric is popular with "thin, light, soft and stiff" all wool and wool polyester. It is estimated that in 1999~xx, suits with flat head, three buttons, four buttons, no air opening or double air opening will still be popular. Leisure suit will be very popular, accounting for 30-40% of sales. Mainly based on popular plate suits and imported European versions.
Sowt analysis of suit competition in Jinan market
Advantages: the brand mentions popularity; Price competitiveness; Product quality and brand planning; Market network control; Customer satisfaction management; Free dry cleaning for the first piece; Successful experience in other markets; Seriously consider consumer issues.
Disadvantages: enterprise scale; Brand representative; Product update, product research and development capabilities; Corporate image cognition; Market share and market position; Human resources; Information management; Brand lacks evaluation factors in consumers' minds.
Opportunity: consumers lack high loyalty to all brands; Recognition of free dry cleaning service; Service ability can lead; Sales growth caused by inflation; The convenience of entering Jinan market; Jinan market has a large population; It has a great impact on the surrounding markets. Jinan market plays a full role in the whole Shandong market and drives the whole market to sell.
Problem: Strong competition; Price stability of competitive products; Technological changes of competitive products; The sales cost in Jinan market is high, such as the rental cost of outdoor advertisements in specialty stores and the salary level of personnel. Channel coverage is difficult, and the number of specialty stores is at least 2-3.
Corresponding strategies: strengthen and consolidate market advantages; Strengthen management and technological innovation to make up for the disadvantages, such as recruiting professionals, strengthening information management, strengthening product research and development capabilities and marketing control capabilities; Take advantage of opportunities to enhance brand competitiveness, including product strength (capacity scale, product market adaptability), market strength (network system and service), image strength (product image, service image, brand affinity) and cs system construction, increase sales and market share, and take advantage of opportunities to overcome disadvantages; A cliche, standardized marketing management, always keeping a sense of crisis, finding market problems, standardized management and targeted solutions will help enterprises avoid difficulties.
About innovation
Analysis on the brand competitive positioning and brand preference of Mafufu in Jinan market: The high-quality advantage of the mid-range price of Mafufu, together with other advantages such as service, occupies a large market space in Jinan consumer market. According to the survey, consumers in Jinan market rarely buy a suit brand with high loyalty, and often choose from several brands with good performance. Another data shows that brands with good performance in the market have high brand preference, and the premise of brand preference is that consumers have more evaluable factors for brands, while consumers lack evaluable factors for groom's clothes. To show brand preference, we need to solve the following problems: popularity, quality cognition, customer satisfaction, market share coverage and corporate image.
The influence of the brand value of Mafufu in the future: As the brand value goal of Mafufu in the future, the realization of post-purchase satisfaction needs the support of the basic functions of the product, the differentiation of interests, especially the psychological influence of the brand on consumers, that is to say, the value realization is gradual.
Citation analysis: the competition of modern suit brands has gradually shifted from quality competition to brand connotation, personality and culture competition, which is no longer the competition of physical quality; Modern suit brand competition has the characteristics of timeliness, that is, consumers recognize that products are timeliness and can conform to the trend; The highest embodiment of brand is a kind of culture, through which enterprises should seize consumers and be invincible in the market; The life of clothing lies in fashion, which is the main line of fashion in 2 1 century: individuality, comfort, environmental protection and multifunction. The application fields may include: personalized single quantity and single cutting, the introduction and adoption of new fabrics, the establishment of strategic partnership with upstream enterprises, the development of popular fabrics and multifunctional fabrics such as washable, non-ironing, rain-proof, oil-proof, antifouling and antistatic. There is little difference in the brands of suits. Consumers in Jinan market have different cultural identities and choices of clothing because of their different occupations, times and personalities, so no brand can lead the trend for a long time, and few brands can stay in an absolute leading position for a long time. In Jinan market, consumers choose to buy suits around 1000- 1500 yuan, accounting for 60%-70% of buyers. 1999-xx, the fashion of suits in Jinan market tends to be diversified, which will be more personalized and life-oriented; Leisure suit will be popular in Jinan market, accounting for 3-40% of sales. ...
Conclusion: The so-called innovation is to grasp and create market trends from time to time, explore and meet consumers' needs to the maximum extent, break away from convention, focus on future market development, and start to create market competitive advantages, and create brand style, product structure system and product price system suitable for grooms.
Strategic conception of suit products
Product core strategy: 532 strategy, that is, formal dress accounts for 50% of product structure, leisure suit accounts for 30% of product structure, and single quantity and single cutting accounts for 20% of product structure. Form a formal dress, leisure and personality pattern, and dilute the simple meaning of "groom".
Support the realization of single-quantity and single-cut product strategy: set up "single-quantity and single-cut product strategic planning group" with an eye to future market development; Give full play to the role of information system, grasp the market trend and grasp the product structure change information of market leading brands; Collect the picture information of alternative suit style design and fabric color selection at home and abroad, and apply it to the design of single quantity and single cutting at the point of sale, and apply it to product development; Recruit professional designers, communicate with consumers deeply, and develop products that consumers want and are willing to buy; Policy support, equipment and technical support for strategic advancement; Nothing is difficult in the world, if you put your mind to it; We should not only pay attention to the sales of single-quantity products, but also aim to open up the future market, create market differences, guide brand competition to a higher level, accumulate brand advantages, and win consumer recognition and brand preference. The product strategy of single quantity and single cutting will be the basis for the groom brand to extend to high-end suit brands in the future; Single-quantity and single-cut products still continue the mid-range price strategy, that is, the price strategy of 500- 1200 yuan, plus the design fee.
Strategic conception of groom's clothing service
The service strategies of "1" and "free dry cleaning" should start with consumers in Jinan. First of all, there are more than 700 dry cleaners in Jinan market. According to the survey, the dry cleaning industry is mixed, with poor dry cleaning quality and strong adverse reactions from consumers. Jinan Consumers Association recently set up a washing industry branch to solve this problem. The company can take this opportunity, through cooperation with the media, to release the relevant contents of the current "Shandong suit dry cleaning consumer market survey report".
2. As one of the company's market advantages, the "free dry cleaning" service was well received by consumers in Jinan according to the survey, and they accepted it. But at the same time, consumers think that if free dry cleaning can improve its convenience, the effect will be better, so: set up a special line "after-sales service phone" in the specialty store; Buy two minivans as "free dry cleaning" special service vehicles, responsible for the dry cleaning service process in the corresponding area, subject to the customer's specialty store, starting from the specialty store. The design of service car is unified with the design of existing service identification system, which can also play a propaganda role; Door-to-door service should also consider the customer's consideration of safety factors, so as to launch "special line service", that is, service personnel should wear special clothes (such as yellow vest and work card) when they come to the door, and after knocking on the customer's door, they should stand at a distance of 1 m or more to provide services to customers, so as to reassure customers; Starting with the establishment of service system and consumer database, we can realize the future value of groom's clothes, that is, the satisfaction after purchase, and strengthen the management, processing, decision-making and application of information.
Jinan's suit market has entered a comprehensive exchange.
1. Communication objectives and tasks: improve the brand's in-place communication among the target population and mention its popularity; Strategy wins, product strategy, price strategy, channel terminal management and service strategy centered on customer satisfaction are integrated to improve consumers' cognitive satisfaction and evaluable factors of brand quality and cultivate the relationship between brand and consumers; Stimulate consumption through promotion and public relations communication; Highlight innovation and strengthen the shaping of future core competitiveness and advantages.
2. Selection of communication tools and summary of communication contents:
Summary of TV, media and communication content: brand image articles and corporate image feature films.
Summary of newspapers, media and communication content:
A, one of the series, "Customer Satisfaction", the main contents of the appeal include: ① Highlight emotional appeal and creative advertising performance, and show special care for Jinan consumers. ② Infiltration of business philosophy. ③ Four advantages of groom's clothing market competition. (4) The groom's eight promises of customer satisfaction.
B. Series 2 "Free dry cleaning first", the main contents of the appeal include: ① Free dry cleaning service. ② Innovative service strategy.
C, the third series "Design for you" or "Design for individuality", the main contents of the appeal: ① Single quantity and single load. ② Innovative product strategy.
D, Series 4 "Opening Ceremony", the main contents of the appeal: ① 148 ~ 150 chain store opening. 2 publicity content.
Note: ① Countdown release can be considered for the above series of advertisements, such as "There are still 4 days before the opening of the bridal shop 148 ~ 150".
(2) A corner of a series of advertisements can be designed to recruit professionals such as marketing, information management and fashion design for the whole province.
Public Relations Action-quancheng square Elegant Music Evening. Advantages of holding this party: quancheng square is located in downtown Jinan, which is a large-scale entertainment place that people like; Since the square was put into use on 1 June 65438+1October1,it has not held any activities, which can cause social sensation and bring media reports. Consumers' first impression of the brand is very important. Although the groom's clothes are positioned at the middle and low price, the effect of public relations will also form the impression of "taste choice" among the target consumers. The integrated action cuts into the market and has strong influence and penetration.
Preliminary conception of groom's "window project"
Jinan market is not for further development, its task is not only to sell products. Entering Jinan market should be a key step in the development strategy of groom's clothing for 2 1 century. It has two important missions:
First, the establishment of the marketing center will break through several key obstacles for the groom to become stronger and bigger, including the limitations of market understanding, clothing skills and concepts, marketing management, talents, regions, planning support and so on. The marketing center consists of marketing department, information center, design center and other departments to manage products, prices, networks, distributors, sales personnel, terminals and information. To formulate and organize the implementation of profit-oriented sales plans, expense plans and manpower plans. And guide, coordinate and supervise the implementation of brand integrated marketing communication plan, so as to establish a stable basic market.
The second is to continuously cultivate professionals in export marketing, design, information management, etc., and take them as the backbone to make necessary preliminary human resources reserves for expanding the market outside the province. The support of information resources also provides accurate and timely basis for the groom to make management and investment decisions ... The groom's company must go through this hurdle and take a step forward to realize the big market strategy including the base market.