Pinpoint your target customers.doc

 PAGE \* MERGEFORMAT 8 Pinpoint your target customers Question in mind: Many business owners may have such a confusion: I know half of the annual advertising budget is wasted, but I just do not know what half of them played a role, which half is wasted. The final analysis, they do not pinpoint their target customers, while blindly spread. There is such a case, A milk company main product is infant formula, and just entering the profession soon. In the milk industry, the increasingly intense competition in a market environment, in order in the fierce market competition to gain a favorable position in the market, A large-scale enterprises started advertising the hope that a massive advertising blitz bombing of the company’s products allow people to remember, and to promote its own product sales and thus increase brand awareness and reputation. It is thus A formula business is unexpected, when they spent a lot of money in advertising costs, it was found in the sales of their products has not been much on the upgrade, but consumer awareness are not thereby increased. Diagnosis A company then began to examine their business practices. Products, A Company in strict accordance with international standards to produce, the quality is absolutely similar products in the crowd; price, compared with the prices of similar products, A Company’s products in the same quality, the price is a great advantage; channels, promotion, and advertising on the terminal, has been used in the mass media in the patterns of spread. In accordance with past thinking, of course, A enterprise products should be sold, however, why the products in the market has been less than warm fire? Through market research, A company found that their products despite a massive bombardment of advertising, but consumer awareness is not high. Through further analysis, A company has finally found that although the ad never stopped, but did not let consumers awareness, because the mass-market communication