fmcg overview of the life cycle and coping strategies（快速消费品的生命周期和应对策略）.docVIP

FMCG overview of the life cycle and coping strategies Fast moving consumer goods from the market will go through four stages of the life cycle: product introduction stage, the product development stage, product maturity, product recession. Managers should fully understand the stage of the product, the company’s resources for the effective use of marketing mix strategy, in order in the increasingly fierce market competition to survival and development. Import stage target: rapid increase in the number of trials, the rapid development of the channel customers, increase product awareness. Develop strategies based on product market positioning. In the high-end positioning should focus on ‘high-priced high-promote’ strategy, provided that: the majority of consumers do not realize the market potential of the product, companies need to address the needs of potential competition the next step in the market price of the first brand on the basis of the development of product prices, high price or the same, to obtain high ground positioning. the channel margins than the main competing products, and strict protection of the price system, channel three-dimensional fully developed, each horn, integrated development. packaging level unique and can be more than competitive products for potential customers to accept products are pre-, during and after a comprehensive service than competing products, market promotional creative planning comprehensive than competing products. progress of the need for strict timetables, strategies to maintain a certain period of stability. ‘promoting low-cost high.’ strategies used in the fierce market competition, and market capacity, the product of the well-known products the company should pay attention to speed, so as to promote the rapid occupation of the high market channels. which links to shorten the sales channels to ensure a competitive retail price. With rapid expansion of market sales, production scale is expanding, and to further reduc