herve leger sale yma mkc pqmh iau

asbryobvrz

Mr. Ye planning: integrated marketing communication with the armed domestics

If you are a business owner, you have the right understanding of integrated marketing communications to promote your product or service that has the power of nuclear fission reminder to replace older, good advice; If you are a marketing person or advertising, then you better use of integrated marketing communications duties for the promotion of your products or services, to subvert the market a marketing revolution. was one of my clients milk powder production companies, most recently working on dairy farms and their respective scores of cows price auction. The client developed a new product: mung bean milk. From a market perspective, this is a great product concept. Product quality from the speakers, the milk composition and component ratio of 7:3 mung bean, nutritious high. Coupled with mung bean milk, animal protein and plant protein complementarity, has further strengthened the mung bean digest milk easily absorbed features. Mung bean milk, but after the listing has not run, low volume low. Then find our business. After the case then the first thing we do market research. Product not run is always a reason, find out the reasons to study and solve the problem. Observed in the market a little bit, we found a significant sales. Mung bean milk price is 17.00 yuan / 400g, VV, land and other well-known or do not know that the price of soy milk spleen most famous of about 700 yuan / 400g. Long-term soy milk market, in the minds of consumers, the price of soy milk has been targeting criteria. No matter how good your product, as long as soy milk, its price to only six or seven dollars hovering around, otherwise, it is outrageous. (Of course, if the soy milk to lose weight, or any other special features, the price is a different story. That soy milk is different from the ordinary sense of competition has been competing on the soy milk.) Subsequent sample survey also shows that consumers, mung bean milk powder prices The sales process is too great one of several obstacles. We therefore propose to adjust the price of mung bean milk, and milk to follow up several special features, the offensive segment (our research found several types of after market segments blank spots..) Customers strongly opposed price adjustment. We have calculated that he: mung bean milk costs + cost + labor cost + ... ... not now the price have to do mung bean milk loss. Mung bean milk and the milk of our content Bi Weiwei, the earth and other soy milk is much higher, selling 17.00 yuan / 400g, yes indeed the genuine. Genuine so what? About half way across, just some time ago, I got the customer's dairy cows up for sale with the message, Mr. Ye and Gu Xiaojun said two elderly people in mind really not taste: Another confused is undeniable that the hero. Similar incidents may be in the market place every day, but we heard and saw first-hand experience with is absolutely breathtaking natural can not compare. Although this client is only two projects commissioned by us, we are on the client's attention and thought has been unable to stop --- If the price of bean milk can be reduced to 10.00 / 500g or less, even less milk ingredients some elements to add some green beans, the products are able to survive. Because it is unique in the market; if spotted some empty segment, the timely introduction of market segments for the special needs of the target consumer group functions milk powder,[link widoczny dla zalogowanych], milk powder products of the enterprise will be more critical of the market opportunities. Proved later, other manufacturers have introduced special function of certain milk powder, the great success; ... ... ... ... Unfortunately, these programs are not an effective implementation. The reasons are numerous aspects of no less than a dozen articles, but the most fundamental is that companies do not have the angle from the market and consumer demand, but their own wishful thinking to fly it in the subjective imaginary market, the result is of course down the drain, that is, had to completely withdraw. Almost suddenly and mung bean milk, if this dream experience, while many foreign brands of milk are in full swing in the Chinese market of integrated marketing communication. Knin milk is one of them outstanding. Knin milk with For children, Knin to send 100 million gift to start tasting events: a small bag of powdered milk in Knin and a popular children's pen loops, have taken to the streets of Shanghai in the hands of children. Were different versions of TV ads for different target consumer group. Expert Edition focuses on shaping the strung a series of Knin in the baby milk powder in various stages of the different roles played; calcium version of the female consumers, the experts explained, highlighting the Knin high calcium skim milk helps the body absorb calcium to keep more of calcium characteristics, in order to distinguish the first launch in Knin brand high calcium skimmed milk powder safe afraid of the competition. This series of actions Knin milk, concentrated and unified message and brand personality and tonal harmony, will soon establish in the minds of consumers the purchase decision. Within months, Knin formula milk powder market in Shanghai grow rapidly. According to a market survey we did showed that 16.5% of its market share, more than VV, second only to Nestle, the Netherlands dairy cows, and light. This point, the Shanghai market, the top five brand milk powder, in addition to light a long history of relatively inexpensive because of the deep-rooted, all of the occupied by imported brands. (Fifth place for the Dumex.) Same scenario but also in other product areas - China's largest-selling shampoo brand Rejoice; China's beverage market is almost to see Coca-Cola, Two giant Pepsi Changba me play you, domestics fight the bad breath, but a considerable extent, it is the price of damage to sacrifice profits to expand their market, winning is also tragic. If we have no other way to compete with international brands it? Definitely not. Armed with the integrated marketing communications to our brand! International brands use it to open up Chinese market, our domestic products, of course you can use it to guard their market, and to enter the international market. Lu Xun was not long ago to promote Integrated Marketing Communication is the early 90s of this century, a famous American scholar, Professor and its partners Schulz, a modern marketing methods. It combines the essence of the past, a variety of marketing theory, and with the current social consumption characteristics, and trends, forming a familiar but is absolutely beyond the traditional marketing of a unique marketing system. Here, we do not intend to be Schulz's integrated marketing communications theory parrot-like selling a pass, but to its basis, combined with our own practice in the domestic marketing and advertising practice, Integrated Marketing Communications use in practice to make a profound anatomy, in order to make better and more effective integration of marketing communications for our use. Basic principles of Marxism under Mao's even released into a highly effective When Mao to appear in and Gu Xiaojun, Integrated Marketing Communication is the key point of four acupuncture points: first acupuncture points: the minds of entrepreneurs. Acupuncture techniques: consumer-oriented. someone to say, I think that what is integrated marketing communications, the original is such a old-fashioned things. Indeed, consumer-oriented is a very old concept, but something definitely is not old-fashioned, but fresh seafood, very very powerful spirit come, oh is not easy to digest. Mung bean milk is a typical example of the serious indigestion. Consumer-oriented integrated marketing communication is a starting point, but also a integrated marketing communication end point, it is the process of integrated marketing communications focus of every step, and continue throughout the next integrated marketing communication has always been. Most of today's enterprises are still to take a guide from the inside out the planning process, they are looking for is The marketing and dissemination, created many of today's market, borrow some unknown products and brands. From the inside out-oriented planning approach amount of sales or sales target ↓ cost ↓ target profit ↓ marketing funds ↓ potential consumer groups according to different allocation of resources ↓ and implementation of consumer-oriented integrated marketing communications is to remind us to find out, What is We decided to produce a product, we need to ask consumers: What kind of products consumers need? Consumers can afford prices are? Consumers want to contact or where to buy our product? consumers what kind of person? their gender, age, income, education level, family structure and its role is how my family like? what kind of personality, values? consumers How to understand the products, look at the brand? Consumers can now map the mind of the market (product and brand map) how the arrangement? what he used to buy? and the cause for the formation of these habits and history? consumer products truly concern points? where he is, what time, what kind of occasion to use certain products? consumers use the product are you feeling? how to express this feeling? what kind of impact that may arise? This includes before use by users are not affected, and after use on other consumers. Depth step by step down, step by step raise up, we can organize our integrated marketing communication planning model: integrated marketing communication planning model contact management - a certain time, location or a situation, commodity or brand communication with consumers. Brand Map - brand position in the minds of consumers arranged. This is an ideal, completely from the outside, consumer-focused, consumer demand-oriented marketing communications system. Every step of the consumer thinking and behavior as a starting point. In this mode, the consumer-oriented reflected most vividly. Specific practice we come to talk about the how. In product development, integrated marketing communication can be described as the Japanese won its essence. Some large enterprises in Japan are often invited to meet housewives, housewives for listening to the views of existing products on the market. What is the quality of the product matter, functional matter, looks matter, the price you, the convenience of the matter, the inadequacies of the matter, and so on and so forth. Do not bother in the unpleasant, all are first collected. And then study and analyze this information to develop new product concept, design, cost and price, place,[link widoczny dla zalogowanych], promotion and communication elements. If not issued in the existing conditions of the product features that consumers need, then do not put into this product; if the cost can not be reduced to meet the demand of consumers willing and able to pay, then do not put into this product; if new products can not be in the consumer need, right in the consumers want to reach the place there, businesses will ultimately decided not to put into new products. Wait at least be able to do this, then a large number of new products into production formally. This is modern marketing theory to the so-called 4C: Consumer (Customer). First, push to the side of the product, and quickly study consumer needs and desires, not to sell products you can manufacture, and sell a person sure you want to buy. Co8t (cost). Forget about pricing strategies, go to understand consumer needs and desires to meet their costs to be paid. Convenience (convenience). Forget about channel strategy, should consider how to facilitate consumers to buy goods. Communicaltions (communication). Finally, please forget about promotion. One hundred ninety-nine O's new words is to communicate properly. Consider the convenience of consumers to buy products, but also a very important factor. We have done the Shanghai beer market in a market survey, was Beck's beer into the Chinese market, the first five years, Beck is also the beginning of beer a year profit. In the preceding four years, Baker hops huge promotion expenses, sales performance has been less than ideal, but rather salty taste is not very good beer top the wave force Zizi Shanghai beer market brand. How the case? The original key to convenience in the design of sales channels. Occupation force wave of beer, large and small mom and pop neighborhood, when consumers want to drink wine, the monument, three two-step wave power can be bought, sold substantially different nature. Baker Distribution is a decent selection of trafficking field, or at least die like a decent supermarket. Imagine what consumers have to drink before dinner will be bottles of beer while riding a car ran all the way to do? Similar situations in the liquor sales are also reflected. Small and medium sized supermarkets and now the growing popularity of residential areas, also is based on consideration of convenience to help sales. Also some foreign enterprises and domestic enterprises, joint ventures, one of its purposes is to take advantage of existing domestic enterprises access network, faster product to consumers anytime, anywhere within reach. Consumer-oriented use of the field of communication already in the deep heart, seemed not to be emphasized. But that is not the case. So Mr. Ye and Gu Xiaojun two elderly people can not help but also Lusuo few. Could not have based a lot of basic things, the door for people who like solid is a required course; for old gunman who, from time to time review study, also might well be a need. Later, we will discuss in detail the next section. Second acupuncture points: acupuncture techniques of relationship marketing: Marketing: Communication product homogenization phenomenon more common, more serious. The result is a direct result of this, we force the products are evenly matched, with each other each other. For the consumer, almost all brands of similar products. Product quality, functionality, packaging, channel, price, etc., are to be competitors to emulate, copy, or even beyond. So, what else can be distinguished from similar, so that consumers fond of the magic? It's brand goods and brand image. Only brand value exists in the minds of consumers, can not be replaced. And the brand image and brand value of the conversion, only depends on the spread. In this sense, Mr. Ye said: Marketing: Communication. Object is transmitted to consumers. Therefore, our eyes naturally and to consumers. We need to understand how today's consumers receive information, how to process information. Information society swelling media explosion, the information explosion, consumers all the time in the sea of information. And more and more consumers access to the media at the same time, every form of media exposure to consumer less. In other words, the consumer interface with the media extensively than before, but the contact depth down than before. This decision to kick the tires of consumer acceptance of information and treatment. Wide but wide Concise another layer of meaning is easy to understand. In fact, modern consumers when making purchasing decisions more dependent on the dissemination of information, because of similar goods on the shelf too much. With the proliferation of product information, consumers can recognize the product information but less and less. This makes the purchase decisions of consumers rely more on perception, not fact. Consumers who only recognize the fact that, rather than business or marketing or advertising of the evidence. Consumers who complain about the fact that entrepreneurs do not understand their products, it is to find a place to wash the brains. Use 12 drops of the year in just drunk yuan. Ensure the effective and ineffective to find Li Yingsheng editor refund. From the consumer point of view, the basis for marketing or advertising communication must be based on consumer awareness. Dissemination of information and if you have knowledge or experience of consumers is consistent, consumers can easily understand and accept; the other hand, consumers would have been rejected. Cosmetics Cream and ecological film, in fact, a similar product, but demands different skills, and brought different propagation. Should be said that eco-film products is a very interesting concept, it is to The demands of scientific rationality, sounds very authoritative experts. However, as Cream, Cream your friends with an understanding of the type of language, to tell you, like Cream and your life in the crowd. Cream also know that ultraviolet rays, dirt and make-up damage to the skin, so Cream is to let your skin from those injuries. Without much explanation, Cream to help consumers at a glance. The fee is required some tongue ecology film to explain product concepts. Consumers of course happy to accept a simple and effective Cream. Therefore, we say that consumers want to hear, rather than say that they want to say. First, we must distinguish two concepts: product attributes and consumer interest points. the spread of many of our products are in demand how the quality of how good, how strong function of how, how how the design of advanced, how come the price is reasonable, but forgot to ask, what is the relationship with the consumer in the end ? Wahaha Product attributes is the product of the inherent characteristics of these attributes can bring benefits to consumers, that is, the interests of consumers point. Spread of consumer-oriented, they must demand the interests of consumers point, that is, consumers want to hear, rather than product attributes demands, patronizing myself own. Another point can not be ignored: the consumer is a living flesh and blood people, not a concept. Too many marketing activities and advertising to estimates based on past experience, rather than a true understanding of consumers and knowledge. The survey did not really enough to understand the different motivations, different preferences, different styles of consumers. Often be treated as ordinary consumers are the consumers of the value to the general, the average number of products to buy: everything has been digitized, averaged. But the results of the survey tells us: 80% of the sales profits from 20% of the consumers. There is a dog food company, they have been identified based on a basic plan to do. Their customers to buy half a pack a month to an average package of dog food. However, what is the These dog owners, in the end kept a few dogs? What kind of dog? How dog eat? What are the differences of these dog owners? This sounds like a very simple truth, but in most cases, it is to mean almost to define the target audience. Consumers is concrete, not abstract. If she wants to achieve a major breakthrough in sales, you have to figure out what type of consumers is that you may have to special methods to contact. In other words, you have to distinguish clearly the market can make you get exactly what percentage of the content from? They must have long-term and high-value consumer. Then, the development of targeted marketing campaigns and advertising. The rise of direct marketing is thus an obvious trend of students. If your product image is environmental stewardship, and all your marketing and communications must reflect environmental awareness. From product design to raw materials to packaging, to advertising, to public relations, and so on and so on. Ring-pull cans of your cover is environmentally friendly; your wrapping paper is recycled as raw material; your public behavior is for the protection of rare animals; you ask your employees to regularly clean your advertising community health s also contains the spirit of environmental protection ... ... We Toho home Guiji created Subsequently, from TV commercials to newspaper print, advertising a single page, posters, a small storefront POP, licensing legislation ... ... a series of marketing communications, we have adopted the Toho Through this continuous, unified brand image to strengthen the established, Toho A spicy beef sauce Hong po television advertising Road, hard-won image of the same ad in many unique, stand out. However, subsequent launch of the in the spicy beef sauce is Ah Hong po? or four taste is not? or else butter? Maybe Ah Xiang woman eat. A woman is thought of, but Hong, randomly change the image, the consumer will not recognize you? Remember you? Consumer is not a mechanical memory of the container, what you want into them, to put into it; you want to to what is out. Take out at. Consumers are emotional, there are emotional. Remember that an image will be retained for a long time. If you want to change the consumer's understanding of the great efforts and take a long time. Finally, you may Because in the minds of consumers, so that the old image of the new image completely covers the memory, you need to accumulate a little bit. A little bit about the old image, new image a little bit to build. And in this long process, the image of your understanding of the consumer is completely confused, and ambiguous. How do you let consumers choose you? Said Ogilvy & Mather Hong recently taken over the Arab woman. Ogilvy & Mather tired brand steward known, and Mr. Ye, Hong Gu Xiaojun wish I had seen A woman Mituzhifan, its feet again. Consumers every contact with the product is spread. Spread everywhere. Take a piece of paper, write down the exposure to such a list: product packaging (same product, packaging is different from the message to consumers is different) shelf display (display mode and display space) commercial advertising (TV, newspapers, radio, magazines, posters, small POP, product catalog, etc.) promotional activities (promotional content, promotions, sales personnel, etc.) direct marketing public relations activities activities (telephone, DM letters, etc.) sales exhibitions and sales (sales, display design, etc.) event marketing (event content, the media attitude) service consumer calls distribution (sales locations, store grades, etc.) retail point of service media consumer reviews and comments of friends and family reputation user experience ... ... ... ... much detail as possible lists of consumers and potential consumers may be exposed to products and brands of the time, place, occasion. Which has controlled access point, there are no control points of contact. The management of these contacts is to control the spread of one. That is, before the spread of emphasis is what to say,[link widoczny dla zalogowanych], but now more emphasis on the spread that way: to whom, what time to say, what sites say, how to say. By way of contact, but also determines the communication to and what the consumer demands of the topic. For example, if companies believe that Rally is the best time for his message across, then conveyed the content and tone of the message must be consistent rally atmosphere, the atmosphere in order to facilitate consumer acceptance. A higher level of communication, it is communication: two-way communication. Mao and in Gu Xiaojun when the one of the words is that two-way communication is communication, one-way communication is fart. Enterprise information delivery of goods and brands to consumers, and as friends, consumers are willing to feel and feedback to the enterprise. The formation of companies, products, brands and consumers, the link between, is communication. Long-term good communication, will be in business, products, brands and consumers, and establish a strong and stable friendship. The highest level of friendship as Consumers into the enterprise, product and brand of personal friends, so that consumers because of emotional vested, or even a sense of honor, and a purchase. This is relationship marketing. Achieve good communication must rely on a sound communication mechanism, and effective means and methods for communication. The former mainly includes database creation, management and commitment to communication agencies and personnel, the latter hotline, direct mail, service cards,[link widoczny dla zalogowanych], discount coupons, and other consumers can respond the way back and practice. This way, we reached the third IMC acupuncture points. many international brands use marketing communications divide entire Chinese market to the experience of our invasion of depression. Robbed of our domestic products due to lack of modern and advanced marketing tools, and can only Daomao as a weapon, not only can not guard their own territory, let alone art into the international market! have knowledge of the Lord loudly called for: to save domestic products ! but only awaken awareness of domestic products is not enough, we need to use advanced weapons to arm our domestic products, so that domestic products picked up the most modern marketing tool, to compete with international brand. This weapon is the integration of marketing communication. Third acupuncture points: circular nature of acupuncture techniques: database a round of integrated marketing communication requires three steps: stimulate consumer reaction ↓ on consumer response measurement and control ↓ create the database, collate consumer behavior When we develop an integrated marketing communication plan and execute it, if the communications are working well, we will be consumer reaction to the language or actions. We have to count, measure these reactions. Because we perform two-way communication, it should also be able to understand that the object of our response to direct communication. These reactions can be directly entered into our computer database, the use of assessment in some way to woo, and after analysis, sorting out the type and pattern of consumer spending. When conducting another round of integrated marketing communications activities, we already know that this round of reaction ( So the cycle again and again, our database will be more detailed, more accurate consumer information. We will be able to better and more effective development of integrated marketing communication for consumers to realize the true relationship marketing. Circular nature, it is the true value of IMC lies. Essential in order to achieve the value of recycling, integrated marketing communications required to establish a recycling system, its operation is as follows: 1,[link widoczny dla zalogowanych], to establish the database of consumers or potential consumers. 2, marketing activities, regardless of the media or not, are required to pass information to interested consumers and encourage them to respond. 3, consumers to buy, ask, or otherwise react. 4, the information stored in databases, analyze information, and use another form of communication to trigger other reactions of consumers. 5, reaction of consumers or potential consumers once again. Fourth acupuncture points: entire acupuncture techniques: entire Integrated Marketing Communication, absolutely not eat the fruit stalls, the marketing communication tools needed to mix in a bowl, and then chew swallow even if the. Integrated marketing communications is like playing basketball, a variety of marketing communication tools, such as court guard, forward, center, carry out their duties; and pay attention to tactics, through the mastery of understanding with the coach's schedule, to play large formation of combat strength. American Integration Institute of Communication University of Colorado, will integrate the concept of communication by the narrow width is divided into four major levels: A, the image of integration this is to take the same voice looks the same way, all the ads showed a consistent appearance and personality, the main focus is to build a strong brand image. When there is a world leader as the representative of Marlboro cigarettes. B, the consistent sound at this level of integrated marketing communication, attention is how to talk with all the communication targets, including consumers, internal staff, suppliers and shareholders, etc. people. Although the dissemination of information objects may differ, but the tone of the show and have to be a consistent trend. Like Maxwell House coffee, C, a good listener this level of integrated marketing communications requires the use of a mutually beneficial dialogue with the audience a genuine two-way communication. The so-called target customer base is covered, competitors, internal employees, shareholders, suppliers and so on. We would also like to use the database to establish, strengthen the feedback system, such as customer service through telephone, consumer surveys, seminars, product launches and other ways to communicate with various target audiences and work to build a long-term relationship. Through listening, positive feedback from consumer response, care of existing customers, and lead to potential consumers. D, world-class citizens topped this level requires that we integrate corporate culture and business practices. Show concern for nature, concern for human, corporate culture to guide everything, but not limited to groups with stakeholders to build relationships, but also extend to broader social large groups. We have to boost the sales of Image, so that integrated marketing communications providers and consumers a truly long-term deep relationships. The spread of this level has gone beyond the simple product function claims and focus on brand image and corporate image of the shape to create a sense of the value image to consumers. All 4 levels of integration, but it is still stuck in various marketing communication tools for integration. It is about engaging the public relations, advertising, promotions, direct marketing and other communication tools available, together strategically so that it play an even greater effect. This is also the implementation of integrated marketing communication easier to use. Body of internal and external enterprise integration of all resources in order to sell their products or services, to provide consumers the best combination, and therefore maximize profit, it is a higher level of integration. This level of integrated marketing communications department stores will be questioned: Why should the types of goods to be sold different? New born baby's father, in addition to the purchase of clothing other than a small baby may also buy a camera, for their own leave a beautiful memory of the baby. And so on.