[China Glass Network] The marketing model of an enterprise can only ensure the effectiveness of its marketing tools in the market practice process if it responds positively to the marketing environment in a specific period. The consumption characteristics of the domestic gift market require that enterprises must make a reasonable analysis and assessment of the entire market to find a set of marketing models suitable for their own survival and development. Moreover, the changes in the marketing environment jointly promoted by the traditional gift market and the emerging gift market also require gift companies to re-examine their marketing resources. The five-product strategy not only built a new model of gift marketing, but also found a strategic path for implementing marketing of gifts.
Category breakdown
In the market segmentation of gift categories, gift companies can do it in two steps.
First, companies can use geographic factors (region, population density, climate, etc., to subdivide submarkets such as specialty gifts) and demographic factors (age, gender, family structure, income, occupation, education, ethnicity, religion, etc.) Segment sub-markets for children, middle-aged and men and women, psychological factors (social class, lifestyle and personality, etc., which can be subdivided into submarkets such as the mass, niche and customization) and behavioral factors (applicable places, usage rates, Brand loyalty and appeal interests, etc., can be subdivided into one or several variables of many factors such as business, government affairs and festivals to subdivide the market.
Secondly, in addition to the factors such as the target market space and price bearing capacity, gift companies should choose one or several categories as their main direction. In the market, the success of many companies is based on the outstanding market performance of a certain series or a certain series of products. Sometimes a brand may become synonymous with such products.
The comprehensive consumer goods industry has gradually transitioned from “brand derivatives†to “category support brandsâ€. The marketing logic between brands, categories, products and markets has undergone profound changes. The essence of gift category marketing lies in the company's unique advantages (such as technology development advantages, precise niche market positioning), and occupying a position in the customer's mind (in particular, it is achieved in the category market through unique advantages). Before, for example, the history is relatively long, the process is stricter, the products are more complete, etc.). More importantly, the unique face culture characteristics of gift consumption in the domestic market also require gift companies to seize the consumer's mental resources from different aspects such as product concept, functional use and marketing communication in the process of category segmentation, and successfully achieve “categoryâ€. The transformation of marketing strategy thinking in the subdivision--segmentation of the boss can meet the unique needs of the gift-seekers and the recipients in the “face-saving†cultural environment.
Brand upgrade
The value of a brand exists in the relationship between the brand and the customer. It is the functional value (how well the product or service can satisfy the consumer's dominant demand) and the emotional value (how much the product or service meets the consumption) The sum of psychological, spiritual, or emotional implicit needs. In addition, the root cause of a certain brand to exist in a specific market for a long time is because the brand can provide consumers with a continuous commitment to a certain solution. Brand promise can be reflected in the functional level of the product (customer's affirmation of the superior performance of the product, "value for money" or even "value for money"), can also be reflected in the level of cultural recognition (customers have a deep understanding of the brand's unique value attributes) Experience, brand and customer communicated spiritually or emotionally, and resonated), and even reflected in the spirit of sustenance (the relationship between brand and customer rose to a new "spiritual dependence" or "emotional sustenance" At the level, customers will get satisfaction, pleasure, pride and belonging similar to religious piety because they choose a certain brand.
Depending on the type of product or service, functional and emotional values ​​are different in the total value of the brand. In essence, gift consumption is not only a product function concept, but a concept of emotional interest, which is the psychological perception that customers agree with. Like ordinary products, gifts can also bring some kind of psychological satisfaction to consumers. The difference is that this kind of psychological satisfaction is realized by the buyer's emotional expression of the recipient. Therefore, the gift consumption has surpassed the physical attributes of the product itself, and extends more to the psychological attribute level of the consumer. It highlights the blessing, care, and condolence of the gift giver to the recipient during the whole consumption process. A thank you.
In the process of brand communication with the target market, in addition to the functional role of the product, more marketing resources should be inclined to the refinement and dissemination of brand values. The reason why gift brands can distinguish three different levels is mainly based on the following two reasons: First, different gift companies face different target markets, so that the multi-polarization demand of the gift market can be satisfied at the same time; secondly, can become a spiritual type The brand enterprise is aimed at the middle and high-end and even the ultra-high-end market. In this type of market, the company will put forward a more long-term and severe test in terms of product function, brand value and cultural recognition. At present, too many gift companies in the domestic market pay too much attention to the promotion of product function attributes, but do not pay attention to the development of brand culture or spiritual attributes, making the concept of gift products in an excessively competitive state. Therefore, following the three ladder processes of brand evolution, breaking through the narrow product function appeal and gradually improving the unique attributes of the brand at a higher level, it is the only way for domestic gift companies to meet the future competition.
Quality optimization
Looking at the development process of multinational brands, whether it is P&G, Siemens, or Sony, GM and other brands, the improvement of product quality is the engine for enterprises to gain long-term competitive advantage, because they know that only to maintain the long-term stability and continuous improvement of product quality, In order to adhere to the origin of marketing - enterprise products or services can effectively meet the comprehensive needs of customers at the functional or spiritual level. Moreover, in this process, the customer's excellent experience of product function is a necessary prerequisite for spiritual identity. Therefore, the product can be regarded as the origin of all marketing work, and the design and implementation of various brand marketing activities will also be a comprehensive experience process for customers returning from product to product. Starting from the product, providing excellent solutions to customers should be the unchanging principle of competition and the survival guarantee for any enterprise in the business environment.
Gifts are a good carrier of emotional expression. Relatively speaking, in addition to factors such as brand image, fashion trend, price range and acceptability and taste of the recipient, the purchaser of the gift has a much lower level of involvement in product quality, but it does not mean that the company can ignore the stability and improvement of quality. . Moreover, since the purchaser of the gift and the end-user (the recipient) are separated, the emotional expression between the two needs to be truly "landed", which must be accomplished by the quality of the gift itself. Only by solving the consumer demand of the gift quality at the functional level (such as health, environmental protection, stability, continuous improvement), the gift enterprise can provide a more basic brand endorsement function for the subsequent marketing promotion activities.
In addition, according to the different consumption scenarios of gift buyers, such as courtesy consumption, service consumption, self-support consumption, and public consumption, enterprises also need to use a more divergent thinking to look at the quality level of products. In different consumption scenarios, the level of demand for product quality by gift buyers will also vary greatly. The consumption scenarios for gift purchase can be divided into four types: one is to spend their own money and do their own things. At this time, the buyer’s focus is on cost-effectiveness; the second is to spend their own money, do other things, then buy The focus of attention is on low prices; the third is to spend other people's money and do their own things. At this time, the focus of the buyer is on the quality; the fourth is to spend other people's money, to do other things, then the attention of the buyer. The focus is on high quality and good price.
Diverse species
Under each company, no matter how perfect its product portfolio, there will always be some products that play an outstanding role in achieving sales revenue and profits. In the process of brand development, the company continues to introduce new product varieties to meet the constantly updated needs of consumers.
To put it simply, the company is accumulating its own brand strength in the round after round of product renewal, and gift companies are no exception. In short, gift companies should first have a rich product portfolio (the same category for different consumer levels of product structure, a number of categories for different functional user groups) to meet the diverse needs of the market. Appropriate product mix structure can not only increase the turnover rate of gift sales to meet the needs of customers with different consumer appeals, but also effectively block competitors from eroding the veteran market.
However, the product portfolio of the gift company is not as good as possible. The pursuit of “big and complete†will not only exceed the resource capacity of the enterprise, but also consume unnecessary marketing budget, which is counterproductive. Then, after determining a more comprehensive product portfolio, the gift company needs to strategically position all its products, that is, to distinguish the star products (mainly through the sales of higher cost-effective products, to create word-of-mouth communication). Function), the core product series (through the brand effect generated by the star products, driving the sales of the series products) and the auxiliary product series (mainly meeting the needs of occasional small-piece gift consumption, is complementary to the first two product series). Of course, whether a company wants to achieve the market position of a star product or a core product, it first needs to answer the following series of questions: Is the market positioning of the enterprise effective? Does the company have the resources to support this market positioning? Is there a coordinated system capability within the company that drives the brand strategy? Does the external environment support enterprise market positioning?
Pulling the wind
The communicative effect of gift consumption, coupled with the special needs of “face consumptionâ€, makes the domestic gift consumer market quite apt to describe the phrase “people rely on clothing and saddlesâ€. Gift packaging is because of its sense of the buyer and the recipient. The direct stimulation has played a strong role in this regard. In the purchase decision process of gift consumption, when the value of the product is the same and the price of the product is equal, when the buyer of the gift faces a number of brands to choose from, it tends to pay more attention to whether the design of the gift provider is fashionable and beautiful, and whether the packaging is fashionable or not. Beautiful and elegant. Therefore, whether or not to have the packaging design characteristics recognized by the gift consumers has become an indispensable factor in the gift consumption process.
Elements such as text, graphics, lines, and colors on the gift wrap will create a visual “stimulus†for the customer to evoke a specific “image†in his mind, such as celebration, honor, elegance, nostalgia, Fashion, such as brand association, allows customers to connect these “images†with specific places, users, and specific cultures, and through visual stimulation, they can form a psychological identity with the products, and ultimately stimulate their purchasing behavior. Of course, in the process of pursuing “eye-catching†gift packaging, and then inspiring customers to generate positive brand associations, there are two issues to be aware of: avoiding “packaging for packaging†and over-imitation of packaging follow-up strategies may make them lack. Second, to avoid "too much", over-packaged and sloppy over-packaged neglect the foundation of the gift market - product quality precedes emotional appeal. In addition, the gift packaging design should also consider the brand market positioning, the target consumer group psychological cognition system, competitor packaging strategy and social fashion elements to achieve an aesthetic level between characteristics, personality, tradition and fashion. balance.
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