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Six Important Factors To Strengthen The Marketing Of Fast Moving Products And Gain Market Power

2013/8/13 16:39:00 46

product strength:

fast moving products are highly homogeneous products. This characteristic determines that the competition of fast moving products is a comprehensive and comprehensive competition of brands, channels and marketing. On the other hand, it shows that once the products have unique selling points, it is easy to get market opportunities.

This is also an important reason for the appearance and concept of products in the FMCG market.

The essence of marketing is product competition or consumer competition for product experience.

If we only imitate and follow the fast track products, we will not be able to see the rich and colorful products in the market.

The promotion of product strength is not necessarily a complete subversion and innovation of product form. Sometimes, even a little change, it can help the product gain huge market space.

For example, our common biscuits become mere exotic cookies, forming a new category immediately and becoming a successful example.

And the combination of tea and milk into milk tea has become a popular drink in the market.

There are also fried melon seeds, changing the production method to cook melon seeds, which not only created new products of melon seeds, but also gave consumers more reasons for consumption.

The case of creating blue ocean by product promotion is numerous in the field of fast moving products. As long as we pay more attention to consumer demand, we can always create our own market blue ocean through a little change.

Qu Daoli:

in the field of fast moving products, we often hear the theory of "channel is king".

The characteristics of fast consumer's fast consumption determine that whoever can make consumers more convenient to buy products can survive.

Channel is king, that is, in the product homogenization environment, who can master more channels, who can control the channel enough enough, who can have the right to speak in the market.

No matter how competitive the product and price is, if you can't master more channels, you can't turn products into sales.

Because of the dependence of fast moving products on channels, the fast moving products are often passive when negotiating with the channel providers. The rising cost of channels has become a key factor in the development of elbow products, especially for new fast moving brands, which are often hard to bear with high channel costs.

Therefore, how to build a brand combination channel strategy and reduce channel costs become an important means to improve profit margins.

The new fast food products need to reduce marketing costs in channel focus and precise channel development, thus gaining market opportunities.

Image Power:

consumers' attention to fast food products has not only focused on the products themselves, but also paid more attention to the dual experience of brands and products.

Consumers, especially urban consumers, tend to pay more attention to the consistency of brand and their own temperament and social identity when consuming consumer goods.

The same is mineral water, different consumers or consumers in different consumption environment, the demand for brand is not the same.

For example, a white-collar worker who has a monthly income of 8000 yuan may pay more attention to the product itself if he or she is consuming mineral water alone, but if he or she can choose a brand with a slightly higher image when he and his friends are together, consumers may spend more high-end mineral water brands if they have important customers.

The consumption of beverage products in time and time, even for simple thirst, is obviously different from the types and brands of drinks chosen by different people. The difference appears on the surface from different products and prices, and its root is from the consumer's recognition of brand image.

pmission power:

for fast moving products, the spread of products and brands basically determines our market position, of course, the premise is accurate positioning.

Otherwise, our communication will become burning money.

Products sold naturally through channels are usually hard to have the right to speak in the industry and truly competitive market position.

Even for products that do not have more dissemination budget, they need to plan their own precise communication strategies so that we can survive longer in the red sea of fast moving products.

Especially for investment oriented enterprises, dealers usually focus on product strength, supply price and marketing communication support. If we have a unique communication strategy, our agent dealers will be more willing to cooperate with us.

In fact, communication is not equal to advertising. If our terminal packaging is more distinctive, if we have more innovative consumer interaction, we can also gain the advantage of communication.

promotion:

sales promotion is a marketing magic weapon for enterprises to love and hate.

Fast moving products are products with high price sensitivity. Promotion, as a marketing tool in disguised price reduction, is an essential means of competition and sales volume for fast moving products.

But the same stereotyped sales and frequent consumer sensitivity to sales promotion are becoming weaker and weaker. Sales promotion has become the routine marketing method of enterprises, so that sales can be sold without promotion.

Promotion has become a marketing challenge.

In order to avoid consumers' aesthetic fatigue in promotion, the key to improving sales promotion ability is to have more sales promotion and innovation.

To motivate consumers to participate in sales promotion, we should not just rely on the promotion of sales promotion.

Unless there is no bottom line promotion for competitors in the important selling season, we need to produce sales promotion.

visual power:

fast moving products are terminal selling products with strong randomness. Therefore, whether they can attract consumers' eyeballs, whether they can match the brand's aesthetic taste with consumers, become an important factor in the success or failure of random consumption.

The promotion of visual power is not only the innovation of packaging vision, but also the innovation of packaging form.

Although the hundred year old mineral spring water plays a noble brand image, the stylish bottle shape of centenary's fashion is an important reason for its attention in the channel.

Unified ALKAQUA natural water unique bottle sticker design makes it get the eyeball effect on the shelves once it is listed.

For the classic Coca-Cola, its classic red arc has become its standard symbol. We can also find its uniqueness in the absence of Coca-Cola logo.

it needs special explanation that the 6 elements of the above products are not perfect for every factor, so that we can compete in the competitive position of the channel. If we can really compete with one another in one or more aspects, we will be able to build our own competitive blue ocean in the market.

If your product is still struggling in the market, you must not gain your competitive advantage in these 6 factors.

for our products, we can use these 6 elements to check and see which elements of our products are easier to gain competitive advantage. Then we can purposefully enhance our marketing competitiveness and brand competitiveness without wasting too many hopeless opportunity costs and missing our market opportunities.