Marketing management believes that the shoe is a product, and running is the customer's demand. Product organic combination of customer demand and the existence of. Brand is "a pair of running shoes", produced by the brand loyalty is "whim, love run long run long." Products must be consistent with the psychological needs of customers and shape the brand value, that is the value of enterprise production products. According to the theory, the actual brand effect of the indirect product is lower than that of the direct product. Non direct visual products lead to a decline in indirect product impression. So how to make such indirect market-oriented enterprises such as paint companies to get better benefits it seems to have to go from the source, that is, from product marketing extends to the value of marketing.
First of all - what is the product?
According to modern marketing theory, the product (products) is a kind of functional benefit that can be used for the goods or services, and the brand (brand) is a complex of the symbolic value of product function and emotion. A brand is a name, a symbol, a symbol, a design, or an integrated meaning. The value of a specific product can only be formed when the brand has a sustainable difference advantage. The so-called "difference advantage" of its core meaning is relative to its competitors, customers love the brand's reason. The so-called "sustainable" means a kind of characteristic that is not easy to be imitated by the competitors. Market in a strong brand is because of the the sustainable difference advantage, is irreversibly to this advantage leads to high profits in the market and good market operation of the market share. Therefore, to create a strong brand has become the core issue of enterprises or businesses to win the future market competitive advantage.
The famous American brand theory expert David.A.Aaker strong brand is valuable for enterprises to create a huge profit, because the brand is from the height of popularity and good perceptual quality and stable loyal consumers (customers) group and strong brand association (Association) and other core characteristics of structure. In other words, brand awareness, brand awareness, brand loyalty and brand association (Association) is the core elements of a strong brand. Another is advertising and consumer psychology's point of view, the theory that product to the brand is a process of growing up is a strong brand growth process is between the brand and the consumer relationship constant communication and development process, the communication and the degree of development can be from brand awareness, brand, brand reputation and brand loyalty and so on four aspects of the relationship between development embodied. Specifically, the brand awareness and brand awareness mainly solve the problem of how consumers perceive the brand, the brand reputation and brand loyalty mainly solve the problem of the stability of the brand status in the eyes of consumers. Although experts in brand Aaker's point of view and consumer psychology to the strong brand formation or growth theory is slightly different, but main point of view is consistent, that is the growth of the brand a constantly maintaining enterprises (products and services) and consumers (including various types of relations between the interests of the people) (communication).
In theory, the definition of the product seems to be abstract. The practical significance of the product, but also nothing more than to be able to seize the actual needs of consumers, to understand the needs of the further marketing.
Second, the brand value of product marketing
Marketing practice shows that in similar products, the most famous brand is often the leading brand in the market, that is, the highest market share of the brand. Brand awareness is more popular to win the market more widely. Take the well-known brand "Dulux", Dulux's marketing practices to a great sense of heritage of the British cultural value. Dulux as a product of British descent, it reflects the British "gentleman" - like service attitude and charm: care, environmental protection, caring, etc.. Most people think that Dulux will think of the paint advertising that naive dog. But few people know, in fact, Dulux's British shepherd dog is the best embodiment of its culture.
Why choose a Collie as endorsements?? a survey, the dog is women all over the world favorite pet, for women of color, the trend of sensitive and in household consumption in the possession of absolute dominance, and as long as guidance for family members of women consumption, natural sales will be reflected in the. Dog as man's best friend can narrow the relationship between family members. Dulux also gives a warm color to paint the walls of the family close to the meaning of the family.
A dog can give brands and products so much meaning, not only enhance the original value of the product also highlights the brand. From product marketing to brand value of marketing, focusing on the nature of marketing psychology.
Marketing Psychology: some customers should not feel cheap, is an advantage. Do not argue with the customer price, to discuss the value with the customer. There is no wrong customers, only bad service. To sell what is not important, important is how to sell. Not the best product, only the most suitable products. We do not sell goods not only people who sell do not ship. The success is not luck, but because of the way.
Often see the long-distance race will find a phenomenon, win more often than not has been leader of that person, but with the second and third behind him. Why? Because lead people seemingly scenery, but the air resistance is also the largest, physical consumption is the most serious, need to sprint often no second, third so pushy. So the coach in the development of tactical time also tend to let physical strength is not so good players to take the following strategy, to ensure that the final sprint. Keep the strength, accumulate steadily. Is a process of accumulation of product quality and product quality. Enterprises to seek long-term long-term development of the brand has to rely on excellent products and good market reputation. As Libangqi and Dulux, and the marketing strategy, rapid development, small and medium sized coatings enterprises need to learn.
Finally - the value of marketing to meet the needs of collocation marketing model
Internet era, almost focused on the vast majority of the market's attention. More and more paint companies joined the network marketing army, in the vast Internet world to find a world of their own.
As a small and medium enterprises, if still use the traditional way to promote the promotion of business simply do not get up, it should be more use of the most effective way of search marketing.
A well-known entrepreneur said, now the search marketing is now the best way to the best marketing. After all, now, if we still use the traditional way of enrollment, basically not, one is a large body of threshold, the second is. People faster than you, you stand a chance. " The importance of search marketing in the era of electronic commerce.
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