Penghani (Hanni) has been engaged in marketing, PR, branding and so on in foreign-funded enterprises such as Nokia and IBM, and is now a senior marketing manager in China, a large it foreign company. With 16 years of extensive marketing experience, Hanni has a simple self-introduction on social media: "Brainstorm with the smartest people in the industry, think creatively, ideas, write numerous ppt, and because effective marketing strategies do help companies make more money." Hanni has a set of logical theories and experiences for the marketing of foreign companies. How to apply foreign experience to local enterprises, Hanni also have their own views.
Dialogue: Local companies do not want to do market segmentation "new Marketing": You worked in Nokia for 6 years, from the marketing point of view, what do you think Nokia has the desirable place? Hanni: Nokia's Market segmentation and product classification is very good, such as tyrants, business people, fashion white-collar, middle-aged and other different consumer groups, the demand for mobile phones is different. After a lot of market research and analysis and summary for different groups of people, can help product development department to better design product features. At the same time the marketing department can also be targeted to develop marketing strategies. For example, business people, the performance requirements are relatively high, we have to do a trial in the office, advertising at the airport. In the economically underdeveloped three or four-line city, customers need cost-effective, simple function of products, marketing forms completely different. For example, grounding gas roadshow, caravan activities, and even in the main mobile phone street posters, painting propaganda language. "New Marketing": How to do business market segmentation? Hanni: Market segmentation is an important part of the company's development strategy. Through investigation, analysis and research, the marketing department classifies the target customers and probes into their consumption characteristics, including buying habits, buying places, decision chains and so on. For different customers, the introduction of different products, as well as the development of appropriate marketing strategies. This process requires forward-looking wisdom, as well as the courage and perseverance of corporate decision-making. Both IBM and Nokia have done a good job of market segmentation. Take IBM for example, the company in the marketing plan, there will be several dimensions of the subdivision. The first is the size of the enterprise, divided into small enterprises, medium-sized enterprises and large enterprises, corresponding to the sale of products and marketing methods are different. The second is the level of decision-makers, with different people talk about different topics, transmission of information should be targeted. For example, the CEO of a company, they are the final decision-makers, they are concerned about income, cost, efficiency and other topics, talk to them about technology implementation is not right. And IT managers are concerned about the safety and compatibility of equipment and other technical indicators, and they talk about products more appropriate. The third is the customer's status, such as whether it is an existing installation customer, a customer who is currently using a competitor's product, or a potential buyer. Each kind of customer, the demand is different, to the product and the solution Understanding degree also has the difference, the marketing strategy also needs the corresponding adjustment. New marketing: What is the difference between Chinese local enterprises ' logical thinking on market analysis and marketing and foreign companies? Hanni: The local companies I contacted are not many, but they have a common problem, and they are less willing to spend more time and energy on market analysis, consumer segmentation and market strategic planning. For several reasons, the first is that the company is developing too quickly, too late to analyze it; The market Department of foreign companies is one of the core parts of the company, with a clear division of labor. For business-to-business companies, the marketing department includes market analysis, strategic planning, activity execution, channel market, market operation and other departments. And the corporate sector is more, for different productionProduct categories, have a corresponding brand, marketing market, product market and other professional departments. In a word, the local enterprises do not pay enough attention to marketing. Marketing is a set of combination boxing "new marketing": Alone in terms of marketing, what do you think China's local enterprises do marketing have any deficiencies? Hanni: Local enterprises and foreign companies in the marketing characteristics of different, each have advantages and disadvantages. Foreign-invested enterprises 360 degree of integrated marketing, is a multi-pronged, land, sea and air joint operations. But the drawbacks are also obvious, such as slow decision-making processes, the response to market changes lag. And local companies know more about the Chinese market, the consumer mentality, consumption habits and have a great advantage. For example, "You from the Stars" hit soon, we saw some domestic enterprises with beer fried chicken, professors to do the topic, advertising, soft propaganda, and through the social network to promote. At this point, foreign companies do not. In a short response time, marketers explained why it was not easy to adjust the strategy, let alone a bunch of feasibility studies. Of course, the local enterprises rapid response also has drawbacks, such as easy to Swarm, a hot spot out, all manufacturers are in with, less to consider whether the hot spot is the characteristics of the brand and impress the target customers. If the local enterprises and foreign companies can learn from each other, both rapid response, but also targeted, then the promotion of sales will be greater. Here is just another topic is that local enterprises do not attach much importance to the ROI of marketing, many times regardless of the cost of investment, the effect is not obvious. "New Marketing": How do you spend your marketing expense on the edge? Hanni: This question is actually a problem that every marketer will encounter. Although the marketing department said it is the cost of the department, but the market resources or costs will always be limited, it is not possible to promote the use of the way, through analysis to determine priority, the limited market costs to be able to bring sales growth path. For example, many years ago, Nokia launched hit still cross-border design L ' Amour series products (7360,7370,7380), which is for the trend, taste of the people's products. A large number of magazines or TV ads, the cost is high, we think of the choice of fashion brand joint activities as the main promotional channels. Because the product's pink appearance as well as the original flower modelling, very can grasp the fashionable feminine heart, and very has the adornment sex, we are with the most popular female clothing brand cooperation at that time, in the market glass wall pastes with the handset on the same fashion modelling, and puts the sample at the counter. The shopkeeper must ask: what good do I have? We provide a prototype to the shop, so that customers free experience of mobile phones, as long as customers buy shop products can participate in the lottery, the store also through the brand cooperation, bring sales, achieve a double win. Later, sales and channel feedback is very good, spent a little money, but coverage, the effect of promotion than hard advertising better. This is marketing efficiency. "New Marketing": Chinese local enterprises marketing costs are generally not much, and will not invest a lot of money to do market research, you think in limited resources how to make good marketing effect？ Hanni: This point of view I do not agree, the Chinese local enterprises marketing costs are not small, but most are used in advertising, not in the strategy, analysis and effort. In addition, in the case of small enterprises, market research, analysis does not need to invest a lot of money to invite global research companies, can be carried out by the company's marketing departments through data analysis, existing customer research and other means to implement. The key is to pay attention to the degree, the current Chinese economy development so fast, Chinese enterprises do not attach much importance to long-term planning, this is the fundamental. Every customer sincerity is a domestic brand that I once liked very much, in the early period of brand creation, its marketing did very well, the star effect is high, excavate the latent demand of the customer, also innovates to launch the object. Later it slowly fade out of sight of people, put aside the operation, supply chain, product quality, customer service does not say, my observation is that it is not clear to the target customer analysis, market strategy is not sustainable. In terms of product positioning, where the customer positioning is the city cock Silk, they are more sensitive to the price, like the Internet, like to try new things. Where guests in the retention of customers, can be used in the market strategy is the regular introduction of inexpensive new products, through the database marketing, and actively establish communication channels with customers, increase the ratio of repeat purchase. In addition, with the first group of customers slowly out of the cock silk class, for this part of the consumer demand, where customers do not have effective strategies to retain. At the same time, excessive reliance on advertising, resulting in increased operating costs, low ROI will bring business problems. Marketing is a combination of boxing, not a punch after the fight, it is a sustainable, planned process. "New Marketing": IBM has an obvious feature, the strategy is particularly strong. How do you think companies should make and adjust their marketing plans? HANNI:IBM can become a century old shop, without its foresight. 2006 IBM presented the wisdom of the Earth for future development. Over the next few years, IBM has been promoting this vision and adapting it to the implementation of strategies, such as breaking into different industries, smart electricity, intelligent transportation, intelligent medicine, intelligent education, and so on. For example, smart Medicine, IBM can do electronic medical records, medical system management solutions, etc., to help hospitals improve efficiency. Now we've seen many places using IBM's intelligent solutions. Marketing strategy must be consistent with the vision of the enterprise, the marketing approach to this point of view, the design of different consumer groups to move the marketing content, and the implementation of the results and objectives of the regular comparison, the corresponding adjustment strategies and specific plans. "New Marketing": Now many companies are more concerned about implementation, such as how to do new media marketing to attract users, what do you suggest? Hanni: Marketing implementation is easy to replicate, the so-called micro-innovation, is the content of fine-tuning, or directly copied foreign routines. What kind of media, just a form or access, how to attract consumers, the key is content. What is the content that resonates with consumers? Or to focus on the early market positioning, customer segmentation. Only the GuestHouseholds, the market enough to understand, will extend a good idea, good media release form. Think of a few good ideas, good ideas do not fully reflect the value of the market staff. I think that the ability of marketing director is to lead the team, so that the market personnel than the enterprise inside the understanding of the market, understanding consumers, understanding of competitors, and can effectively work with the sales team to develop marketing strategies. At the same time to integrate advertising companies, public relations companies and other professional implementation resources, tell the advertising company what to do, to achieve what effect, improve marketing efficiency.
