How to make product differentiation - the concept of functional products how to conduct marketing.docVIP

 PAGE \* MERGEFORMAT 6 How to make product differentiation - the concept of functional products how to conduct marketing Moderator: Awa ‘Yangcheng Evening News’ brand Column Editor Guests: Zeng Hao Softto Group’s brand management company’s general manager when the technological development, industry vertical division of labor, so that more and more products appear homogeneous, the search for differentiation is becoming a mantra among corporate managers. How to differentiate their product? Technological innovation, of course important, but the product itself by tapping into the functionality of selling the same product worth can enable increased sharply: TV does not flash in is healthy, and air-conditioning can be oxygen bar, milk is also divided into non-anti-anti, when a The products are generally attached to a feature, will immediately stand out in the market, companies need to take this into a price war quagmire, while the channel will increase due to benefit from value-added products. In this regard, Japan and most representative of product marketing. Through the anti-dandruff, speckle, anti-selling off such a functional design and promotion, Japanese brand firmly grasp the beauty of people’s heart. Current Sessions We Come functionality of the nation’s largest daily chemical products brand Softto brand manager, talk with the topic. How to design a feature attraction Awa: It is now more and more brands, more and more intense price war, was first home appliance industry, daily chemical industry is now playing is also ferocious price war, companies want to avoid a price war to achieve differentiation, do you think from a product speaking, how can we differentiate it? Zeng Hao: Indeed, now more and more companies marketing costs. Into the supermarkets, hypermarkets have to pay all admission fees, come in a variety of the terminal after the promotional costs are high, and now the life of a product is becoming more short, profit margins, dealers do not want t