Marketing to lead a four Hom.doc

 PAGE \* MERGEFORMAT 11 Marketing to lead a four Hom From weak to strong in the enterprise, from small to large growth process, the marketing must look beyond the four threshold. Otherwise, companies will likely stagnate or even withdrawing from competition. The first threshold: From the ‘guerrilla marketing’ to ‘base market’ changes in That is, the market will be run as root to do make sales into the market. Business start-up periods tend to run over and over Caesar goods sold, if such extensive cultivation, the practice of casting a net over and over compared to ‘bear breaking off a stick’, then the growth in sales is usually ‘more of a bear breaking off more stick’. As there is no final victory in a war is the ultimate victory by guerrilla warfare, like the guerrilla brand can not be long-term survival. Guerrilla Brand to lead the first threshold, that is, the state must of guerrilla marketing, conversion to open up for the root base of strategies and action, as established by Mao Zedong as the Jinggangshan base. Only its base market, be thorough, not only to make sales, but also to make the status and brand in order to grow the brand from a small area of guerrilla strong brands, such as cities and strong brand. However, the guerrilla brands tend to think that the market less the more unsafe, so did the first round of distribution and promotions later, just do it the new market, there is no thought to do a second wave of work, or do not know what to do. Therefore, it is impossible to establish base market. A base market, there are four criteria: First, the brand to become the leading brand of similar products in the region; second volume in the market sales of similar products in the first or second sales; 3 is the target channel for more than 90% coverage; 4 there is a dominant market and on the amount of main products. To establish a market base, companies must operate well the following key steps: 1. Direct-controlled enterprises or urban distributor s