Odd-brand floor planning sharing: on local brand effectiveness by promoting Raiders _ strange planning

Marketing from a different perspective, will have a different understanding, such as a product of marketing is competition, marketing is an important weapon, but from a marketing itself constructed, marketing there are two main core construction, also is to push and pull. From the difference between the thrust and tension, we can put the brand is divided into four types: relatively balanced, ground-, air-driven pull-type, the type of natural heritage. Among them, the relative balance brand of operators on the thrust and tension of certainty and make the very place, market-driven and air are displayed on the pull strongly competitive, support a target brand's strong position; ground promotion of brand managers relative to ignore ads pull, more robust real ground preferences, complete the construction of their networks, market output is relatively stable, but longer than profitable short to pull the cover; air-brand managers have to pull the emotional advertising, often for apples through strong advertising market, but since the firing ground promotion of ineffective or lack of their advertising investment by ground effect relatively poor, and the market performance of advertising sensitivity is also too high; natural heritage-branded operators both our thin ads pull, and too lazy to conduct ground, many in the shade �C rely on because of the special historical reasons accumulation of brand resources and assets �� continue to survive, but in the first three kind of brand macroclimate, such brands as do not expand the brand reinvention is inevitable demise, the difference is speed. When we carefully examine the same fields of brand communities, we can easily be found ranging from relatively balanced market leader, ground or air push pull-type of market challenges, there are also natural accumulation of market followers. As in the field of aquatic products shampoo, Procter and Gamble's five beauties are examples of typical relative balance, while the Shanghai jahwa shulei can suddenly, the ground with its inventive drive is closely related, but more of this later in the show, he played the Volt more worship given to pull the ads. For brand managers, close attention to the brand environment, timely adjustment of push-pull strategy is guaranteed under the brand name for sustainable growth. The transition to the branding of the five points from product promotion to branding in transition, is the foundation of enterprise organization from product management layer order to higher-order brand management upgrade must be completed. In the transformation project, you need to handle the following five aspects of the job: theme of promotion, Stylize, advantage of promotion, fashion promotion, sustained promotion. Focus 1: topic of promotion. Based on product promotion, because the less have regard to the respective product promotion between the cluster effect, so the choice of the product often cluttered, lack of clear, consistent product image. To this end, a branded promotion, first draw an existing product distribution map to discover hidden behind the product's basic value proposition, and with their commanding basic theme and supporting promotional theme. In the actual promotion job can consciously and systematically to select the most consistent with the theme of product promotion, prevention of habitual slackness in the promotion of products, achieve product promotion topics set, increase promotion into the delayed effect. In traditional resource-rich areas of traditional Chinese medicine, Guilin and select one of the external plaster areas exerting force to the theme of the modernization of traditional Chinese medicine and Chinese medicine West selling approach to promotion, soon came to the fore in the segment set up their own relative competitive advantage. Point 2: style of promotion. Continuous upgrading of the product, demand the constant transformation of fashion, product styles are also evolving, often based on product promotion focus on a single product design effect, does not consider all products between style consistency, but this has the effect of every new product launches are required to inform consumers from scratch to take advantage of previous products. The brand's promotional operations, you need the product identification system, built to expand a large amount of preparatory work, in different product appearance design of integration into the common brand value, so that consumers can feel its location and value, improve customer loyalty. A popular graphic designer of Apple computer, through effective design position, design language and human-machine interface operation, through the shape, color, texture and OS design elements to form a clear and unique Apple style, establish and maintain a lot of "Apple fans". Point 3: the advantages of the extension. Many manufacturers of products resources is an exception in its fullness, which has some good product quality, with growth potential for the star product, but because the manufacturers are now often proceeds, regardless of size, non-discriminatory, equitable distribution of limited resources, ultimately resulting in the product structure, role ambiguity, even if the product passes through many years of product marketing, also failed to form a competitive product portfolio. Branded promotional abandoned the original allocation of resources, using drawing and construction team, highlighting the main policies and shape the star, not only makes the profit contribution points distribution more balanced, and increase overall brand market influence, thereby enhancing the entire enterprise resource integration capability and market competitiveness. The Volt's healthcare areas formerly, different manufacturers of products and enterprise strength at the start of almost comparable, wife oral solution can not falling within the Decade, and it gave up decentralized product promotion, centralized resources adheres to the advantage of promotional strategies are closely related. Point 4: fashion promotion. Whether it be fast moving consumer goods or high-tech products, their market needs are constantly changing, and sometimes should maintain a distinct fashion color of consumption. Lack of brand awareness of product promotion while also stepped up and used in jobs in the promotion of some fashion of language to express themselves, but they were mostly free in product value, it is difficult to really pull consumer. When the product promotion to convert branded promotion, from the brand core values start thinking fashion and to prevent external fashion labels pasted to gain consumer recognition and support. In the emerging market of fruit juice, as more new admission at a uniform Orange much engaged in mimicry, Coca-Cola has launched a cartoon taste full "queer", with its lively and bouncing fashion color won the city the new human love. Point 5: continuous promotion.Any specific products all have their specific product lifecycle, product life is short so that the product promotion benefits ongoing shortened, and narrow the space, the possibility of obtaining deferred income almost ceased to exist. Through the promotion of products to product branding conversion, you can extend the duration of the promotion is valid, the postponement of the product life cycle of aging, even through product improvement and reengineering to get rid of the brand of product life cycle, the market demand for a flexible response to the continuing gains in access. In the product branding process if you notice the enterprise brand asset accumulation, and can in turn to new products provide a powerful rich endorsement, reduce new product into the market barriers to support new product brand's rapid growth. In the field, the broad central air conditioning over the years the company adhere to the investment promotion through public outreach, promotion through professional reputation established reputation in the Chinese mainland market established a strong brand equity. The consumer has the product consumption stage towards the brand consumption stage, for the new era of business managers, product promotion to convert branded promotion is their common face significant challenges, their response is appropriate will determine their dead under the future direction of the enterprise. More to share attention: http://blog.sina.com.cn/jazi007 Beach, (China) brand planning agency official blog