First, the process of Ogut product line planning:
First of all, what we need to do is to define the product positioning. Then improve the product line structure, clarify the respective tasks of each product, and lay the foundation for the enterprise to ensure the quantity of Poly.
Secondly, it is to build a product portfolio: which products are you going to sell? What products are produced for market access? What products are launched to enhance the brand image? What differentiated product combinations can meet the needs of target consumers in market segments?
Finally, help enterprises to recognize the product life cycle: organically combine products according to the product life cycle to form the interactive effect and complementary effect of product groups. The product life cycle is directly related to the product strategy and marketing strategy of the enterprise. In order to make the products of an enterprise have a long sales cycle, it is necessary to understand the life cycle of the products and make them organically combined and targeted when they are put on the market. According to the characteristics of product life cycle, the sales strategies of different products in different periods are formulated, and products with different life cycles undertake different product tasks in Boston matrix.
Development period: sales are zero, and the company's investment is increasing;
In the introduction period, sales are slow, and the initial profit is usually low or negative;
In the growth period, sales increased rapidly and profits increased substantially;
In the mature period, the profit gradually decreases after reaching the peak;
During the economic recession, product sales declined significantly, and profits also fell sharply.
What should be activated for product interval analysis? What should be promoted? Which should be delisted?
Second, Ogut builds diversified enterprise channels.
1, Ogut Consulting Marketing Channel Strategy Principles:
Marketing channel strategy is the most important in integrated marketing planning. It is of great significance to reduce costs and improve the competitiveness of enterprises. With the market development entering a new stage, the marketing channels of enterprises are constantly undergoing new changes, and the old channel model can no longer adapt to the changes in the situation. Including the direction of channel expansion, the construction and management of distribution network, the management of regional market, the self-control and radiation requirements of marketing channels.
Ogut organization believes that: combining the characteristics of different regions, channels and products, we should build a diversified distribution channel operation model to maximize the output of distribution channels. The multiple compound mode of "region+product+channel". The choice of marketing channels directly affects other marketing decisions, such as product pricing. Like product strategy, price strategy and promotion strategy, it is the key for enterprises to successfully explore the market and an important means to achieve sales and business goals.
2.Ogut Consulting's selective marketing channels:
As we all know, there are many types of channels, and the resources of enterprises are limited, whether it is direct or indirect channels, long or short channels, wide or narrow channels, single marketing channels or multiple marketing channels, traditional marketing channels or vertical marketing channels. Before we carry out in-depth distribution, we should conduct comprehensive analysis and screening before choosing, and formulate or innovate marketing channel strategies suitable for service enterprises.
3. Oget Consulting grasps the new trend of channel strategy:
First of all, the channel structure centers on the construction of the terminal market. In the past, enterprises paid more attention to the middle and high-end sales channels, and then launched sales work through market speculation and large household policy; When the market turns into a relatively saturated state, the requirements for enterprises change from "operating channels" to "operating channel terminals".
Secondly, channel members will develop into cooperative partnerships of enterprises. The traditional channel relationship aims at maximizing each other's individual interests, but in the partnership sales channel, the relationship between manufacturers and distributors has become integrated management, which realizes the group control of manufacturers' channels, and makes the scattered distributors form an organic system. Qi Xin, a channel member, works together to achieve their own or everyone's goals.
Finally, the channel system develops from the traditional pyramid type to the flat and elastic compound type. The sales channel is changed to a flat structure, that is, the sales channel is getting shorter and shorter and there are more and more sales outlets. Shortening sales channels without losing flexibility can increase the control of enterprises over channels; The increase of sales outlets has effectively promoted the sales of products.
3. How does 3.Ogut ensure the quality of consulting services?
1, perfect management system
Ogut implements scientific, refined and digital management to solve marketing problems with customers. The company has established six management systems, vigorously promoted the institutionalization and legalization of enterprises, built an enterprise culture system with intellectual culture and entrepreneurship as the core, carried out distinctive enterprise culture activities, established an incentive system with employees' career as the goal, a quality management system with marketing as the goal, and an internal network office system with digital technology as the goal. By means of integration, we can build a management brand communication and management system of well-known brands, and a human resource system with training and learning as the core. These systems constitute a scientific, standardized, systematic, advanced and leading management system of Ogut institutions, and rely on good management to make our services more standardized and stable.
2.Ogut Consulting QA quality assurance system:
In order to ensure the quality of service to our customers, we have established a quality assurance team composed of the general manager and professional directors of various departments. Before submitting a proposal for a customer, the QA team will score the quality according to the importance of the text. If the product fails to reach the qualified score, it needs to be revised by the producer, and the quality score of each job will be included in the employee's month-end assessment. Some necessary tests were also carried out, including exploratory research in market adjustment, effect evaluation after the introduction of the scheme, market assistance and so on.
Ogut provides professional, stable, continuous and optimized team consulting services. ...