Secretarial knowledge > Secretary basis

Differentiated marketing strategies and application


The change from the seller's site to the buyer's site has revolutionized the corporate marketing system and marketing philosophy of the producer center. Driven by various interests, entrepreneurs and business experts have made full use of it, turning the "customer is God" creed into the consumer's benefits. Differentiated marketing is the most common type of modern marketing strategy. In a sense, creating customers is creating differences. There are differences in order to have a certain field, in order to be invincible in the competition of strong hands like Lin. The “difference” pursued by differentiated marketing is the “incomplete replacement” of products, that is, in terms of product function, quality, service, marketing, etc., the company provides customers with irreplaceable parts. To implement a differentiated marketing strategy, the science and the meticulous field survey, a certain field segmentation and a certain site location are first used as the basis. Implementing a differentiation strategy should strengthen the management and control of the entire marketing process. The most important thing is to pay attention to customer feedback.
The change from the seller's site to the buyer's site has revolutionized the corporate marketing system and marketing philosophy of the producer center. Driven by various interests, entrepreneurs and business experts have made full use of it, turning the "customer is God" creed into the consumer's benefits. Differentiated marketing is the most common type of modern marketing strategy.
Customer is the difference
Manager Drucker once said that when describing the definition of a company, the purpose of the company is to exist outside the company itself. The purpose of the company is only one definition, which is to create customers. Then, in the face of the bustling crowd, what about creating customers? On the surface, companies offer the same kind of goods to different customers, but in fact, what customers buy may be fundamentally different things, the same is to buy a car, some buy pure transportation, and some are more A lot of additional status, reputation and other things outside the car. The same is to buy clothing, middle-aged and older people pay more attention to the functions of warm winter and cool summer, while young people may choose style and popularity as the preferred content. The rich, the high price and fashion as a symbol of status, status, the poor, the food is full, clothing as a measure of the pros and cons of the goods. There is greed, there are pictures, and so on. The difference in customer perception of the product determines whether he is the main factor of the final consumer. From the producer's point of view, whether the product is popular with customers, the most important thing is Can you distinguish your products from your competitors and let consumers fall in love at first sight. So in a sense, creating customers is creating differences. There are differences in order to have a certain field, in order to be invincible in the competition of strong hands like Lin.
Differentiated marketing is catering to this need. The so-called differentiated marketing is that the company relies on its own technical advantages and management advantages to produce products that are superior in performance and quality to the existing level of a certain field, or in terms of sales, through distinctive promotional activities and flexible marketing methods. Attentive after-sales service, in the minds of consumers to establish a different general image.
Focus on finding differences
For general merchandise, the difference always exists, but the size is strong and weak. The "difference" pursued by differentiated marketing is the "incomplete replacement" of products, that is, in terms of product function, quality, service, marketing, etc., the company provides customers with irreplaceable parts. “Standing the chickens” is the highest goal pursued by the differentiation strategy.
Modern marketing theory believes that the positioning of a company's products in the customer has three levels: First, the core value. It refers to the reason why the product exists, mainly composed of the basic functions of the product. If the watch is used for timing, the down jacket is used to keep warm. The second is tangible value. The brand, packaging, style, quality and performance of the murderer in relation to the product are an important part of the actual product. The third is to increase the value. This includes performance and services that are indirectly related to the product or that the manufacturer intentionally adds. Such as free shipping, installment payment, installation, after-sales service, etc. These constitute the theoretical basis of the differentiation strategy. On this basis, in order to facilitate the study of the problem, the differentiation strategy is generally divided into three aspects: product differentiation, certain field differentiation, and image differentiation.
Product differentiation refers to the products produced by a certain enterprise, which are obviously superior to the manufacturers of similar products in terms of quality and performance, thus forming a unique field. For competitors in the same industry, the core value of the products is basically the same. The difference is in the performance and quality, in the case of meeting the basic needs of customers, providing customers with unique products is the pursuit of differentiated strategy. aims. The root of achieving this goal lies in continuous innovation. Taking China's freezer enterprises as an example, Haier Group has met the needs of the housing shortage of our residents, and produced a small and succinct little prince freezer; Meiling Group has met some customers to pay attention to food hygiene requirements, and produced the Meiling fresh-keeping freezer; A certain energy saving as the first task of its own service. All of this makes the three companies form a distinct difference, which in turn attracts a different customer base.
Image differentiation. That is, the difference between the company's implementation of the so-called brand strategy and ci strategy. Enterprises can have a strong brand awareness, a successful ci strategy, and through the media's publicity, so that enterprises can establish an excellent image in the minds of consumers, so that they have a preference for the company's products, and if they need, they will not hesitate to choose. Production of this company's products. For example, Haier Company’s “Haier is sincere and forever”, and with excellent product quality, will naturally produce a sincere and credible image for consumers; Nestlé is an internationally renowned big company, but always promotes itself with an approachable attitude. The phrase "very delicious" makes people feel like a bird nesting in the nest; Kodak and Fuji two big color giants use a yellow-green-based packaging to highlight the external image of the product, giving people a bright future. a feeling of. So wait, not enough. If the company's products serve the customers with the inherent quality, then the image differentiation strategy of the company is to use its external image to please the consumers, to form their own unique characteristics, and to reflect the business managers from one side. The wisdom of the people.
A certain field is differentiated. It refers to the difference generated by a specific field operation factor such as the sales conditions of the product and the sales environment. It generally includes differences in sales prices, distribution differences, and after-sales services.
In terms of price, compared with similar products, the price has a high, medium and low price. The enterprise is eager to choose a high price, or is it the first to choose a low price strategy, or the middle of the high or not low. Strategy? The most important thing is to determine the location of the product, the strength of the company, and the life cycle of the product. Haier always appeared at a high price in a certain field of the freezer, giving people the feeling of value for money; Changhong color TV has repeatedly played low-cost wars and repeatedly.
The distribution channel is divided into narrow channels and wide channels according to the number of suppliers and consumers. In the same kind of products, according to their own characteristics and advantages, the appropriate sales channels can achieve twice the result with half the effort. For example, according to the characteristics of cosmetics, Avon Company of the United States adopts the unique way of direct sales to achieve extraordinary business performance.
After-sales service differences. With the arrival of a certain buyer's field, there are more and more products of the same function and the same quality. What do people want to choose from? Therefore, the difference in after-sales service has become a competitive weapon between rivals. The same is a computer, some one year warranty, some five years warranty; the same is the sale of electric water heaters, Haier implementation of 24 hours full service, a set of quality service before and after the sale to make every customer pleasing.
Implementation of differentiation strategy
To implement a differentiated marketing strategy, the science and the meticulous field survey, a certain field segmentation and a certain site location are first used as the basis. This is because a certain field survey, a certain field segmentation and a certain site location can provide the decision makers with the differences in material needs and spiritual needs of the company, and accurately grasp the “what the customers need?” on this basis, analyze and meet the needs of customers. The conditions should be based on the reality of the enterprise and the future internal and external conditions, to study whether it has the corresponding strength, the purpose is to clarify the topic of "What can the company provide to customers?" If it is a durable consumer product, it should focus on product differences and service differences; if it is consumer goods, food and beverage, it should focus on establishing image differences.
Differentiation strategies are a dynamic process. Any difference is not static. With the development of social economy and science and technology, the needs of customers will also change, and yesterday's differentiation will become the generalization of today. For example, people's choice of watches in the past, accurate time is regarded as the first standard, and now after the application of quartz technology, "quasi" has become a problem, so people focus on the style; the phone was once regarded as high The exclusive possession of the income class has already entered the hands of ordinary people today. It is obviously not appropriate for watch manufacturers to take the accuracy of their journey as the strategic goal of their pursuit. Mobile phone manufacturers will look at their brothers and sisters and they will not win. Second, competitors are also changing, especially in terms of price, advertising, after-sales service, packaging, etc., which are easily imitated by companies that implement follow-up strategies. Any difference will not be maintained forever. If you want to use the differentiated strategy of the company to become a long-acting drug, the only way out is to continue to innovate, use innovation to adapt to changes in customer needs, and use innovation to defeat the opponent's “follow-up”.
The differentiation strategy is a system. The various differentiation strategies mentioned above are just an artificial classification in describing the problem. In the specific operation, the operator must not only implement the corresponding differentiation strategy according to the competitive situation in the industry, the life cycle of the product, and the type of the product. It is even more necessary to make the differentiation strategy a system and fully implement it. To implement product differentiation, we must provide our customers with unique products that cannot be achieved by our competitors. In addition to Huizhong and Xiu, there should be obvious differences in the promotion from packaging to products, creating an unforgettable image among customers. If it is a durable consumer product, providing thoughtful service, making customers feel convenient and safe everywhere is even more indispensable. It is worth pointing out that the implementation of any kind of differentiation strategy will have a certain price. For example, if the after-sales service project is increased, the sales cost will be increased. If the publicity is increased, it will cost a large amount of advertising expenses, but as long as it is successfully achieved. The choice of the expected difference, or can bring long-term benefits to the enterprise, this choice is worthwhile.
Implementing a differentiation strategy should strengthen the management and control of the entire marketing process. The most important thing is to pay attention to customer feedback. Because of the success of any marketing strategy, the final decision is that as a customer of God, the customer's approval is not obtained, and the perfect strategy is just a paper layout. Only through the feedback of customers, the leisurely person can accurately determine whether to maintain, strengthen or speed up the marketing strategy. Some domestic companies are often accustomed to using their own sales channels to collect information, but not good at getting them directly from customers. Some prefer to spend money to advertise without aim, and are not willing to make small money to get feedback on marketing results from customers.
In short, the differentiation strategy is the choice after comparison with the competitors. The differentiation strategy is a dynamic control process, which is a perfect combination of complementing each other. “Standing the chickens” and “Running the camels in the flock” is the goal of their pursuit. The highest standard is the recognition of the customer.

recommended article

popular articles