1. Segmentation of kitchen cleaning products and target consumer groups
(1) According to the current market situation, the substitute of product X is kitchen cleaning products. These products are not in the same category as product X, but they can be replaced in function (most kitchen cleaning products are marked with the function of removing pesticides from vegetable surfaces).
Kitchen cleaning products are mainly divided into compound efficacy products and professional efficacy products. Compound efficacy products are the mainstream products in the market at present. These products have diversified functions, which not only have a good cleaning effect on tableware, vegetables and fruits, but also have a strong removal effect on pesticide residues on the surfaces of vegetables and fruits. Its price is generally below 10 yuan.
Professional efficacy washing products have their own characteristics and are also new products on the market in recent years. Product X falls into this category. Product X has the unique function of removing more than 95% pesticide residues inside and outside vegetables and fruits, which is beyond other products. However, this kind of products is not well-known and the price is high, and the unit price is 19.8 yuan.
(2) According to the target market, X products are mainly for home use.
According to the family knowledge structure, it can be divided into two categories: low-middle education families and high-education families. The demand for kitchen cleaning products from families with middle and low academic qualifications is generally functional and moderate in price, especially in price. Therefore, kitchen cleaning products with compound efficacy, good brand and moderate price are the first choice for such families. In addition to brands, highly educated families pay more attention to efficacy, such as not hurting hands and effectively removing pesticides. They are not very sensitive to price requirements, and they are more likely to accept new products than families with low or middle education.
Classification by household income: it can be divided into three categories: high-income families, middle-income families and low-income families. High-income families with a monthly income of more than 5,000 yuan pay attention to brand and efficacy, but not to price. They have a certain ability to pay and accept new products and new things: middle-income families with a monthly income of 2,000 ~ 5,000 yuan pursue good quality and low price. There is a great demand for mid-range composite products, and high-end products are occasionally purchased; Low-income families with a monthly income of less than 2,000 yuan tend to buy multifunctional and low-cost kitchen cleaning products.
The target marketing strategy of 1 X product
① Highlight professional efficacy; Kitchen cleaning products based on the unique function of removing pesticide residues from vegetables and fruits were not available at first, and product X just filled this market gap. Therefore, product X should aim at the target customer market, expand the popularity and stimulate the purchase behavior.
② Positioning of middle and high-grade products: Because most kitchen cleaning products have strong decontamination function and weak decontamination function, X products should strengthen their decontamination function and position X products as middle and high-grade decontamination and washing products.
(3) Target customer orientation: First, target large and medium-sized cities. The quality of residents is generally high,
There is a strong understanding of the harm of residual pesticides, so the market for X products is broad. Secondly, it gradually penetrated into small cities, towns and some rural areas.
Question:
1. As far as the kitchen cleaning products market is concerned, does product X belong to market leader, market challenger, market follower or market filler? What strategy should be adopted to enter the target market? (8 points)
Answer: (1)X product belongs to the market. Market makers refer to some professional enterprises that focus on finding survival and development opportunities in market gaps, focus on a certain market segment, serve carefully, and strive to become a certain aspect, although their competitive strength is not strong. Company A does not have kitchen cleaning products based on the unique function of removing pesticide residues from vegetables and fruits, and product X just fills this market gap.
(2) Strategies to be adopted
Makeup strategy: choose to follow or avoid powerful enterprises, but serve specific target customers with distinctive innovative style and unique brand connotation.
2. As far as the kitchen cleaning products market is concerned, what role should product X play best? Why? What countermeasures should be taken? (14)
Answer: (1) As far as the kitchen cleaning products market is concerned, product X should be the market leader. Market leaders refer to enterprises with absolute competitive advantages in the industry, generally occupying the largest market share, and their marketing behavior will have a great impact on the market. Because there is no other enterprise specialized in removing pesticide residues from vegetables and fruits in the kitchen cleaning products market, Company A should play a leading role, quickly occupy the market and gain a competitive advantage.
(2) Market leaders usually adopt the following marketing competition strategies:
(1) constantly seek ways to expand the total market demand.
Market leaders can generally find new users for existing products, discover and promote new uses of existing products, and try to increase the frequency of existing users using products and increase the number of users to expand the total market demand. When the total market demand expands, it is the market leading enterprises that benefit the most.
② Protect the existing market share.
Try to stop or resist the attacks of other competitors.
③ Expand market share.
Maximize market share without changing the original market size.