Weak brands because of their weak, in most cases, it means that they have the advantages of capital, talent and manpower, sales channels, media attention, the amount of consumer resources such as lack and scarcity. This also means that weak brands are often impossible and do not have the ability to like a strong brand like a big publicity campaign.
National strong brands and even regional strong brands have always been a minority, in addition to the vast majority of the relatively weak brands. Weak brand because of its weakness, in most cases, it means that it has the advantages of capital, talent and manpower, sales channels, media attention, consumer ownership and other resources lack and scarcity (a strong enterprise's new brand listing, in the corresponding advantages of resources have different). This also means that weak brands are often impossible and do not have the ability, such as a strong brand to throw million gold big propaganda battle, usually hard to find the right, good, big regional distributors, more difficult to the best shelf position, not the focus of business and end of the business staff of the focus of recommendation, and not to the consumer's designated purchase, and so on. Since the weak brand is in such relative disadvantage, why do we have to bother, regardless of their ability to go to "chew"-a strong brand in the access to use, advertising, promotional and other aspects of what I follow up, or head-on conflict strong brand, and make their weak on the weaker? Why do we not more from the "weak" to reflect on the word and carry out their own marketing it? In fact, when we compare ourselves with a strong brand, we are not hard to find: strong brands not only think highly of themselves, make their own some excessive neglect of the potential crisis, but also for the maintenance of their "eldest brother" brand image, still mostly too rigid and dull. These are the places that vulnerable brands can use. More than that, because our product quality is usually not weaker than the strong brand, our product Profit system may even be more reasonable than the strong brand, our other marketing behavior may be under the pressure of scarce resources and more effective. These are all due to our weak and biased to force us. Weak brand of weak marketing is also to their relatively flexible and effective marketing behavior, from the strong brand and other opponents of the soft rib to fight the siege of the market. When we analyze the A-MCR marketing communication, our weak marketing ideas will be clearer. A-MCR Marketing communication and deconstruction weak brand marketing A-MCR is a new practical marketing methodology developed on the basis of traditional heavy logistics channel and information communication channel. In the traditional logistics channels, information dissemination channels in these two pipelines, most of the operation to do too much emphasis on the ego, so that the lack of marketing integration, marketing lack of synergy, so that the marketing behavior is too extensive and lack of competitiveness. The key to this problem is the lack of the real link between logistics and information communication (marketing pipeline lack of interaction, both means that the weak brand for their own scarce resources waste, but also means that they can not be with the consumer market to form a better effect of interaction). It is parallel operation in the logistics, information transmission between the two pipelines, but actually free from marketing integration outside the promotion. In addition, the service has long become a marketing of an extraordinary important means, but in this era of service marketing, the vast majority of traditional dual-pipe impact and guidance of the service marketing has been a fatal neglect. Consumer marketChanges in the field, market competition and other changes in the marketing era created A-MCR. It can be said that as long as the solution of the A-MCR marketing communication in the logistics channels, information dissemination channels, service channels, promotion and interactive channels, such as marketing four-pipe problem, is equal to solve all the problems in marketing. Each pipeline strategy based on the needs of competition and the needs of consumers is precisely the embodiment of the logistics competitiveness, Information communication competitiveness, service competitiveness and promotion competitiveness of an enterprise and a product brand. These market competition forces based on the four pipelines of marketing are the concrete structure and embodiment of the competitiveness of the main body of a company and a product brand market. A-MCR Marketing The advantages of full communication: from the target customer base of consumer psychology and consumption habits, the key issues in the marketing of the organization, clarity, and hit the nail on the head of consumer psychology and market competition, according to the origin of the problem to find a very specific practical solution. The key points of the A-MCR marketing communication are: mobilizing, integrating and utilizing all the marketing props that are conducive to the completion of the sales target and promoting the brand value, in order to form the different useful forms of communication with the target customers, and to the target consumer groups and partners, Convey the same strong message that contributed to the consumer subscription. A-MCR is almost suitable for any production industry, it also provides a clear solution to the weak marketing of weak brands. The A-MCR Logistics channel strategy in the weak marketing The logistics channel includes: from the manufacturer to the Distributor, to the tertiary distributor, to the terminal business, and then to the target consumer and other links of the logistics chain, in other words, is covered with the goods, tally, rush goods, display, including the sales staff of the incentive and supervision, To all levels of distributor incentives and supervision of all marketing subjects and many marketing elements. In the logistics channel, strong brands usually hold the most powerful distributors (the most powerful do not mean the best to promote a brand of products), the most advantageous shelf position (the most advantageous, does not mean that there is no other sales force of the shelf position), Most of the target consumers (most consumers have the nature of change and try new things), the implementation of the most guaranteed rate of the policy (remittance rate is not equal to the enthusiasm of businessmen and have a good profit) and so on, and so on, all for the weak brand change the thinking of weak marketing point of direction. First, choose the most suitable investment mode the most suitable investment mode is mainly refers to the provincial total distributor and the state-level distributor of the choice, and its prior to the definition of cooperation policy. 1. The selection of provincial distributors and prefecture-level distributors as described above, the most powerful distributors are usually dominated by the most powerful brands, and these distributors not only because of "sitting large" and demanding conditions and difficult to control, at the same time, they usually have to distribute other brand products too much, In the market for a brand to spread the energy is too dispersed. Therefore, it is more suitable for the weak brands to choose the provincial and prefecture-level distributors. A small food productThe brand is an annual sales of less than 20 million yuan of weak brands, because in the Sichuan market, the distributor of the choice of improper, on a small somersault. The brand in the Sichuan market is a choice: in the entire southwest of the food circulation has a certain influence of large distributors. In the brand waiting for the Sichuan market victory, ready to collect money, but sad to find: their products have not been identified by distributors and pay attention, simply did not get greater efforts to promote. In the start of the Sichuan market nearly three months later, the market of their own products have not yet reached the target of 15% of the network. After much negotiation, the small food brand has not changed its position in the distributor, and because of the Treaty, the brand cannot convert its partner or set up its own sales office. After a delay of nearly a year and a waste of more than 200,000 yuan of investment, the brand finally defeated the Sichuan market. Visible, the choice of a distributor's right and wrong, directly related to a product brand in a regional market success or failure. Therefore, in the choice of distributors need to be cautious. On the basis of concrete choice, the requirements of weak brands from the traditional inspection of business qualifications, experience and other related conditions to increase the quantitative indicators (not the physical and chemical related conditions), "weak brand how to do marketing," a proposal to introduce "(Lee) regime distributor selection factor". The formula is as follows: Power distributor selection coefficient = growth rate + dot ratio + gap ratio + Credit ratio + channeling ratio + distribution ratio Note: ① growth rate, refers to the average growth rate of sales for the first three years. This can be seen in the selection of distributors of market development capacity, the comprehensive quality of market operation. ② dot ratio: refers to the selection of distributors owned by the terminal outlets, in its regional market in all target terminals (including large and medium-sized stores) accounted for the proportion. This can be seen to select the Distributor's channel expansion capacity and control capabilities. ③ gap ratio refers to the ratio of the sales of the best product brands to the lowest selling product brands of the selected distributors in the previous year. This can be seen to select the Distributor's brand identity direction and value choice direction, so that can help the weak brand better identify the selection of distributors. ④ credit ratio refers to the ratio of large credit problems in the upstream vendors among the selected distributors and no larger credit issues. This can be seen in the selection of the distribution of credit and other credits. ⑤ the ratio of goods, refers to the selection of distributors in the last year did not occur the product brand of the goods to the distribution of all the product brand compared. This can be seen in the selection of distributors of the standard operation capacity and market control capabilities. ⑥ distribution ratio refers to the ratio of the brand of product that the distributor is not a regional distributor to the product brand of all its distribution. The greater the distribution ratio, the implication is that when it receives a total marketing product brand, the market may be more efforts. This is a specially-added sub-factor for the state-level selection distributor. In the process of selecting the Distributor by "the choice coefficient of the regime distributor", the higher the coefficient of a selected distributor is, the better the condition is, and the more suitable to be the regional distributor of a target market. In the composition of the total value of the selection factor, which childThe lower the coefficient, it is indicated that in the future operation, should be to the distributor and this coefficient corresponding to the relevant elements of key grasp and prevention. At the same time, we focus on the selection of distributors in the market to conduct capacity research and understanding of the "regime distributor selection factor", can correspond to see the selection of distributors in the enterprise internal management, talent and delivery and other resource allocation level. 2, the provincial, the order of the State-level distributors to prevent the provincial total distributor, and the provincial distributor in the state-level market to promote the situation; In order to avoid the future of their own with the provincial distributor of the break, and lose the market control of the target province In order to make products in the shortest possible time to pave the most of the target regional market, should be the state-level distributors of the investment as far as possible into their own business scope. However, if the provincial and prefecture-level distributors are recruited at the same time, it is bound to mean a huge increase in investment costs and the extension of the investment cycle. Therefore, the more appropriate way for the weak brand is to determine the provincial distributor, and then the provincial distributors to carry out the state-level distributors of the investment, and finally these into their own distribution system of businesses to the provincial distributor management. However, upstream manufacturers should pay attention to assist the management and should master all the relevant state distributors, in order to prevent their future cooperation with the provincial distributors of the variation of the market changes. 3. The prior definition of the cooperation policy with distributors this is actually a definition of the rules of the game. In the cooperation of manufacturers, it will inevitably produce a number of disputes between the two sides in the market promotion and continuous cooperation. One of the important reasons for this is that the responsibility was unclear because of the unclear and ineffective regulatory policies such as incentives and punishments. In fact, the process of cooperation between the manufacturers is the process of mutual compromise to find the best combination point. The key is that upstream manufacturers in the formulation of prior investment policy, in accordance with the weak brand marketing in the general rules of the game to define a good purchase policy, return policy, price system policy, return replacement policy, gift policy, market support policy, assessment and supervision policies, and so on. In short, do not be afraid to miss some of the good conditions of the distributors, but also want to make the contract conditions more convenient to themselves, and make some of the contents of the contract ambiguous. Second, the shipment of goods to do mainly include the goods, replenishment, tally, display and so on. The focus of this article from the shop, the tally. 1, the shop cargo shop behavior mainly occurs in the weak brand's own market; or in a regional market using channels inverted way, the market network to a certain extent, and then to the regional distributor management process; or with the regional distributors in a group of marketing department for the construction of the network Or in the marketing of a weak brand to a regional distributor. But in general, even if the regional market directly to the distributor to take care of, the distributor also has the problem of the shop. In the traditional shop goods behavior, the manufacturer usually will market part for the general Store direct sale Group, the Tertiary distributor group, the medium and large store Super terminal Group, the special store group and so on. The common way is to divide a number of small areas for carpet-type propulsion. StrongThe brand is so, so is the weak brand. But when we study this way of paving, it is not difficult to find that our sales volume has not increased with the increase in the number of points of delivery and a significant increase. For the shop, this is the main problem is ① did not focus on consumer behavior of the dot before the placement and subdivision. For example: For young people mainly yam food, the main occurrence of the consumer behavior of the network is the school, corresponding sports venues, entertainment venues, such as the vicinity of the network. These are important outlets. These outlets are also highly likely to be the 20% most important outlets in the 20/80 principle. ② not from the most of the target consumer group consumption behavior of the point of priority and focus on the goods, the impact of the maximum consumption behavior, the most rapid occurrence. In this case, why the weak brands do not focus on the freight yard in advance investigation, subdivision, grading it? Why not in those important network areas, to be able to quickly, fully radiate and surround the target area of the market with similar triangles to start the shop? For example, a small community is a vulnerable brand must enter the market, before entering the community, in the Triangle Fulcrum part of the community to find key outlets, and then from this focus on most of the target consumers, the most rapid occurrence of important consumer behavior fulcrum began to shop. Of course, in order to prevent the confusion that is similar to the same point of repeated shop visits by different salespeople, it is also necessary to strictly define the distribution area of each salesperson (or group). This way can be used in conjunction with the traditional way of shop, just need to set up a regional group of shop outlets. 2, the replenishment due to the inertia of the sales staff or the management of the enterprise itself, and so on, often appear: a day before the effective visit of five outlets of the sales staff, slowly become a day can only visit the situation of three or two outlets. This disregard of the existing outlets and no new outlets to increase the behavior, not only gave the opponent to play time difference, the space is poor, but also become a lot of business sales performance decline in a major reason. In the author has provided marketing consultancy services in the enterprise there are a few examples. One example is: a leisure food enterprises in Kunming Market Monthly sales, in two months from more than 700,000 yuan sharply fell to more than 400,000 yuan. After investigation and diagnosis, found that the sales department in the mouth of more than 60% of the shop rate has actually fallen to 36%, the so-called more than 30% of the market share has actually dropped to 18.7% of the share. So how could sales not plummet? Through the phenomenon of "monkey moving Corn", the main reason for the sharp decline in sales from more than 700,000 to more than 400,000 yuan is that the leisure food enterprises fail to establish or implement an effective incentive and supervision mechanism for the sales staff, and have not always maintained the market initiatives and initiatives such as Xianqing and Zuakin of sales staff. In short, weak brands want to maintain a certain amount of shop shelves and market share, should not be passively waiting for the face of too many choices of unsolicited purchase; more should be in promoting sales staff always heart, eye, mouth, Qin, Xianqing, diligent on the work;Replenishment is an active marketing idea that squeezes the competitor's goods. Of course, this has to establish a sound and perfect store stock, sales and inventory files to avoid the transfer of inventory.
