Mature markets to do a thorough.doc

 PAGE \* MERGEFORMAT 10 Mature markets to do a thorough ‘Easy to hide out gun, stab in the back very difficult to prevent’ the sage words tell us: a brand to lose a market, was evasive Shedao only the final outcome, was stab in the back hit is the real beginning of and reasons for failure. Market ‘mature’, but we really do it thoroughly it? Measure of whether the market penetration necessary to do the following basic criteria: ● the brand to become the leading brand of similar products in the region; ● sales in that market sales of similar products in the first or second sales; ● target channels, more than 90% coverage; ● there is a a reasonable product mix, both leading products, there are secondary market operations ancillary products; ● combination of industry conditions as defined by a market ‘to do thorough’ general cycle. Eliminate gaps in point is the eradication of ‘invisible opponents’ Defeated by stab in the back of the brand, the real killer is the invisible opponent. Where is invisible opponent? On dealers and salesmen did not come to one kilometer. Here is the hotbed of invisible opponent and a comfortable home, is in this invisible opponent kilometers terminal enter the market. How to eliminate invisible opponent? Is to eliminate gaps! First, the investigation ‘blind spot’ of the area to all points of sale terminals complete statistics, you will find that there are a lot of you have not come to shop, or your products do not enter the shop. These stores are your ‘blind spot’, but it is invisible opponent’s ‘comfort zone’. If you do not or can not be overturned invisible opponents ‘hotbed’, it will shoot to give you a stone’s throw from here. Second, the ‘weak points’ Some selling point is that your products have entered the shop, but you have limited sales of these points, influence is weak, these stores is your ‘weak points’. If you can not effectively and continuously improve your ‘weak points’ position, the point could be transformed int