How to find the direction of brand marketing in enterprises

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For some enterprises, brand concept may be more vague, the demand for brand marketing is also elusive, then the Guangzhou Network Marketing enterprises should develop their own brand marketing it?

The key to brand marketing is to determine the direction, if the direction is wrong, how to do all wrong.

To ensure the correctness of the direction, we need to have a deep understanding of the business, the market, the competitors and consumers. Only know the problem is where, what is the right remedy to solve problems.

Therefore, the first step of brand marketing is to insight into the problem, that is, to conduct diagnostic research. Only through insight, we can collect first-hand market information, to understand the market situation, the opponent's reality, consumer demand and the enterprise itself, and so on, and then can be in the bottom of the heart, targeted to formulate strategies.

The so-called everything at the beginning of difficult, insight is the head of brand marketing planning, open this head, the things behind will be much easier.

I. The content of insight

Insights mainly include four aspects: Market Insights, product insights, business insights, and consumer insights.

The whole insight process must take the consumer as the core, from the consumer's angle to look at the relationship between the enterprise, the competition goods and the product, then discovers the brand gene, forms the brand core.

Without a diagnostic investigation, no understanding of the enterprise, no analysis of the products, not to the competition, nor to the consumer research, the plan for the enterprise can not be targeted, and can not ensure the accuracy of the strategic direction, in the actual implementation of the process will certainly appear in various problems, Even if it happens to bring a temporary effect, it will leave serious sequelae to the enterprise.

Therefore, to do brand marketing first need a pair of eyes found. Because Insight is brand marketing the first button, if not buckle well, the whole brand marketing strategy will be wrong.

Ii. Ways of Insight

The method of insight and research can be divided into many kinds from a professional point of view, but from a practical point of view, I think there is no need to speak so complicated. In collusion, we summarize the approach of insight as "walk with your feet, ask with your mouth, use your notes, think with your head"; The process of insight can be divided into three parts: information gathering--analyzing and judging--drawing conclusions.

I. Information collection

First, we have to think about the whole thing first, figure out what information is needed to help you make your own judgments; Secondly, you need to prepare the appropriate tools, such as a variety of related questionnaires, recording pens and so on, then need to develop market research objectives, according to the goal of systematic, step-by-step data collection, field visits, research interviews, To get the information we need. In general, we can classify information into two categories: primary information and second-hand information.

Primary information. Need to go to the market through the researcher to obtain. Market visits to the shopping guide, distributors and consumers interview. The main common methods are consumer interviews, dealer interviews, end-user interviews, internal staff interviews.

Through these interviews, we can know what consumers are most concerned about the problem is what? What are the most popular complaints? What products are best sold? which are the most profitable? The effect of the interview depends mainly on the design of the questionnaire. About the design of the questionnaire, there are a lot of related articles and books for special introduction, I will not repeat here.

The following are some of the more commonly used market interview methods:

(1) Group investigation Law: Moderator in the form of discussion with a group of visitors to talk, the moderator is responsible for organizing discussions to obtain in-depth understanding of some issues. This method can be used to collect information about the nature and characteristics of things, and to research projects that do not require much of the quantity.

(2) In-depth interviews: interviews with individuals. During the interview, the investigator delves into a survey object to get his opinion and attitude on a particular issue. This method applies to the relevant departments of officials to consult industry policy, to all levels of distributors to collect information on the enterprise high-level, middle, grass can be applied.

(3) Questionnaire interview: Investigators contact directly with the respondents, the use of structural questionnaire questions to ask respondents, and record the other person's answer, but also to the respondents, explain the completion of the request, waiting for each other to fill out the questionnaire.

(4) Interception access: In a number of fixed areas (such as business districts, shopping malls, streets, hospitals, parks, newsstands, etc.) to intercept pedestrians to investigate a problem in the way. This approach saves time and money, but the respondents ' failure to cooperate is also very easy to happen.

Second-hand information. It is usually available through web search, industry journals, and related professional books.

Ii. Analysis and judgment

Usually we get the information will be very messy, but only superficial phenomenon, so we need to compare, discern, analyze, generalize, through the appearance to see the essence, finally summed up valuable conclusions.

Analytical methods, usually using quantitative analysis method and qualitative analysis method. The former is an analysis of problems that can be quantified, while the latter is used for problems that cannot be quantified. Generally speaking, the two are always applied together.

(Distinction between qualitative and quantitative analysis)

Through the analysis, we can clarify the situation of the complex, summed up into a number of simple and concise phenomena, facts and views.

Category Project qualitative and quantitative

Purpose for potential causes and motives

Get a qualitative understanding to quantify the information obtained

and deduce the whole from the sample

A large number of representative cases in a small sample of non representative cases

Methods of discussion, in-depth visits, such as door-to-door visits, street targeted visits, etc.

The result is a preliminary concept to a conclusion that can guide action

Iii. Conclusions drawn

Often, insights are subdivided into parts, and each part should have a corresponding conclusion. We need to generalize several main conclusions on the basis of the conclusion. These main conclusions are the basis of the whole brand marketing strategy behind.

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