Effective marketing is the precision.docVIP

 PAGE \* MERGEFORMAT 8 Effective marketing is the precision I located an advisory body to take the lead in the domestic-mediated refinement of marketing, and then developed a comprehensive set of information tools. Refinement throughout the entire process of marketing involves marketing communication, distribution and sales management system to create three parts. I mainly engaged in the planning and implementation of promotional activities, supervision, this article would also like to talk about observations. 1, consumer insight Refinement of the first principle of marketing is the precision and accuracy of all marketing, planning come from in-depth research and consumer insight. Promotion is no exception. Usually in consumer research, in addition to large-scale quantitative survey, we will pay more attention to fall on in-depth consumer insight on the ongoing ‘blue sky 6 Bristol’ toothpaste marketing consulting project is the case. One question has always plagued us, a toothpaste, only 3 yuan or so, but as long as the terminal decline in the retail price of 0.5 yuan, sales are up over 10%. 0.5 yuan, with an average family of three 3-4 weeks using a 120 g / branch of toothpaste per day for just a few cents. This is for the vast majority of urban residents is completely negligible, but in actual sales, the price-sensitive consumers are very obvious. Why? Fan-a teacher who has a point of view, in the low-value consumer goods sales, consumers ‘look for a bargain’ demand is much greater than the ‘cheap’, that is to conduct a cost-effective transaction more than the actual price of a cheap hit with consumers. If there is no significant difference between the brand, others you do not have promotions, consumers will buy other home products. Look for a bargain, promotion gifts of practical value to consumers will enter the calculation. In the survey, we found that, for promotional gifts, nearly 80% of consumers prefer consumables associated with everyday life or