The Competition Of FMCG Is Becoming More And More Intense. New Product Listing Should Follow The Marketing Principles.

< p > over the past three years, we have done a lot of market research and marketing strategy research. We find that although the new product listing problem is a common problem in the industry, it can be circumvented by corresponding marketing strategy adjustment and positive preparation.

Accordingly, we have established the theory of "eight principles for the listing of new products on sale", which has been applied in the marketing practice through this widely practical theory of principle. The success rate has reached over 90% in nearly 80 fast moving products enterprises in recent three years, far higher than the success rate of 20% of the new products in the fast moving products industry.

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< p > < strong > principle 1: formulate clear strategic positioning and planning < /strong > < /p >

< p > marketing of fast moving products has a very important feature, that is, fast access speed, fast channel operation cycle, fast purchase cycle and quick exit.

Fast food products can be used quickly, of course, they can be circumvented. For example, the fast food market's entry is fast, but it is not necessarily a good thing. Enterprises should try their best to avoid blindly following the wind and enter the strategy quickly. Usually, before entering the blue ocean market, they will find themselves in the Red Sea market and regret that they are not well prepared.

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The main task of preparation for entering P market is to make strategic positioning and strategic planning.

To put it simply, strategic positioning is to identify the location of the enterprise, so as to clarify the vision and realm of the enterprise, and then refine to what kind of enterprise, what products and services to do, what will be the future of the enterprise and brand in the coming period, what channel the business is dealing with, what customer services the enterprises are providing, the products and services provided by the enterprises, and what kinds of homogeneous needs and differentiated needs of the customers.

Li Jun pointed out that only when enterprises find a strategic positioning, they will clear and straighten out the above problems in marketing. In principle, these are the problems to be solved in STP segmentation, target market and market positioning.

On this basis, enterprises should formulate clear strategic plans.

In this regard, enterprises must not have any strategic misunderstanding. We must understand the strategy, that is, to meet all the objectives and objectives of the customer needs, and this path is our strategic plan.

Avoid entering the so-called "strategic misunderstanding" of slogans such as "becoming famous enterprises and leading enterprises".

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< p > if this principle is implemented, we will basically find out what the enterprise will do in the next period of time, what position to do and how to do it. The wording of the more fashionable way is that the enterprise has a "strategic roadmap", and all the marketing activities in the future need to follow the strategy.

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< p > < strong > principle two: the planned target for the first year of listing is clear and feasible < /strong > < /p >

< p > strategic roadmap can be implemented smoothly.

If enterprises do not have clear strategic plans to implement their execution, I am afraid the strategic roadmap can only be a blueprint that seems perfect.

For the sale of new products, the strategic plan for the first three years is very critical. Three years are enough to achieve a strong brand of fast moving products, and three years may cost huge amounts of money.

Li Jun pointed out that for most FMCG enterprises, a clear and practicable three year strategic plan must be worked out and effectively decomposed. At the same time, he also pointed out that the strategy of listing "three years too long for one year" will start with a clear and practicable first year strategic marketing plan and clear objectives.

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< p > the first year's strategic marketing plan includes regional channel construction plan, regional sample market building plan, regional investment promotion plan, regional sales plan, regional terminal plan, regional marketing promotion plan, regional market policy plan, regional market support plan, regional market logistic support plan, regional market storage and pportation plan and so on.

The implementation of these plans is the key to the success of new product listing. Therefore, it is necessary to make full preparations for each business part and functional department, and be able to recognize and carry out the plan.

We often see that many FMCG enterprises often have problems in marketing execution, that is, the spirit of "crossing the river by feeling the stones".

Even some enterprisers who are quite confident suggest that China's reform and opening up can cross the river by feeling the stones. Why can't enterprises cross the river by feeling the stones? There are two completely concepts. Initially, the construction of the Shenzhen Special Administrative Region is a national system. The country has a large number of policy measures to support it, but the new product listing is not the case.

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< p > < strong > principle three: establish customer value oriented < a href= > //www.sjfzxm.com/news/index_c.asp > marketing management process < /a > /strong > /p >

It is not easy for a consumer product company to meet the needs of consumers in the short term, but it is something that P must do.

In the creation of the 5VO value orientation theory, Li Jun proposed that enterprises must accomplish five value oriented implementations to achieve success, namely organizational value, social value, customer value, natural value and moral value.

It is very difficult for new products to go on sale, but we must emphasize the realization of two values here: first, organization value and two customer value.

Organizational value is to ensure the realization of the lowest value of the organization's sustainable development, and, of course, the accumulation of brand value. Customer value is a systematic process. This is also the most important value orientation when we want to study the new product listing, which includes the realization of the value of the entire marketing channel system and the marketing promotion channel system.

Li, a marketing planner, often reminds enterprises that the core meaning of marketing channels lies in the pmission of value.

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< p > from the point of marketing management, all the management rules and regulations and the standardized process designed for the sale of new products will serve the pfer and realization process of customer value.

Some enterprises seem to ingeniously design some marketing management processes to avoid marketing costs and marketing risks through marketing management, but turn around and eventually return to the enterprises. They not only fail to achieve the realization of customer value, but also delay the best time to deal with problems, which brings repeated marketing costs to enterprises.

This approach is not to channel businesses, but enterprises themselves are heading into the pit.

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< p > establishing a customer value oriented management process can help fast selling new products quickly gather popularity and market resources.

Nowadays, channel traders, media providers and consumers are most worried about the short-term behavior of enterprises. Therefore, they expect to have long-term strategic cooperation with manufacturers.

Once a company develops a strategic management process based on value orientation, an enterprise is equivalent to building a high strength magnetic magnet for its own market, and rapidly gathering all kinds of high-quality market resources. It will not only increase the cost burden of enterprises, but also realize the maximization of the value of each link through resource integration.

Here, Li reminds the fast moving new products enterprises that they must have strategic marketing thinking and ideas in the process of designing strategic marketing management processes. They should put their customer value in the core position to ponder, pay close attention to the choice of immediate interests, and work out a management process with strong attraction and aggregation ability.

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< p > < strong > principle four: the first year of listing is a strategic adjustment every quarter, < /strong > < /p >.

< p > control and adjustment are always the most important tasks in the daily marketing management process, especially for the new products coming into the market.

Li Jun reminds marketing managers that analysis is one of the most important skills of every marketer. Keeping the state of analysis at all times is the work habit that marketers must develop.

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After P, the new products are coming into operation. Due to the running in stage with the market, some strategic problems are unavoidable, which will affect the marketing activities. This requires the marketing managers at any time to carry out marketing analysis and carry out appropriate marketing control and adjustment.

Here, we are not advocating that all marketing problems should be solved by change, but we need to change immediately when we need to make changes.

Li Jun pointed out that it is not appropriate to mention changes here, but rather to advocate control and adjustment. The reason is that change may lead to inertia in solving problems, and changes occur when problems arise. Control and adjustment require effective control of enterprises to maintain a certain position. The formulation of effective solutions may require control, adjustment may be made, and changes may be made in a deeper degree.

Therefore, we suggest that the new listed companies should promptly observe the movements of the market and make the necessary control and adjustment measures according to the market. Under normal circumstances, the best adjustment period is one quarter. Too frequent adjustments may lead to the destruction of marketing rhythm, and finding that a long time without adjustment may lead to sharp problems and irreconcilable contradictions.

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< p > < --EndFragment-- > strong > principle five: carry out a large number of small market tests < /strong > /p >

< p > fast selling new products must be tested on the market. This is a marketing activity which consumes both effort and human resources. But it is the most effective way to avoid failure and reduce losses. Many companies will choose to adopt a large number of small-scale market tests. In terms of a large number of enterprises, it is necessary to decide according to the specific circumstances of enterprises. Small scale enterprises also need to make reasonable market assessment, select reasonable test target consumers, and choose the right target groups to scale.

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< p > in the specific market test process, enterprises adopt different test methods according to the situation and different stages.

In view of the new products that have not yet been formally met with consumers, enterprises can carry out a large number of small-scale free testing. Through such market testing activities, they can directly listen to or obtain feedback from consumers about the use value and price of products. In view of the new products that have been on sale for a period of time, enterprises can carry out a large number of small market test marketing activities, and through such trial marketing activities, we can test and listen to or receive consumer opinion and intuitive data of terminal performance in the case of paying.

Of course, enterprises can also take some other relatively flexible market test methods, such as group discussion and contrast test.

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< p > when conducting a large number of small-scale market testing activities, enterprises must make scientific market test procedures and management norms, and collect as much information as possible from the test audience and related units, and carry out information analysis through scientific and effective analysis tools, and compile market test research reports, so as to provide a reference basis for the formal listing of products and the introduction of plans.

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< p > < strong > principle six: 360 degree qualitative and quantitative < a href= "//www.sjfzxm.com/news/index_c.asp > > market analysis < /a > /strong > /p >

< p > the so-called "360 degree market analysis" refers to the market analysis of the new products before and after the listing, so as to provide sufficient basis for formulating, controlling and adjusting the new product marketing scheme. It is divided into two levels: quantitative analysis and qualitative analysis.

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< p > market analysis of new products before going public, data collection, collation and analysis should be carried out in a large number of market environment, enterprise internal environment, competition situation, business environment and resources.

Through this analysis, enterprises can basically from the strengths, weaknesses, opportunities, threats and other four aspects of the market situation of fresh products, so as to further develop corresponding marketing execution plan to help.

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< p > the market analysis of the new products after the IPO, enterprises should adopt a tracking data information collection mode. On the one hand, they collects and collects the market performance information of new products after listing, on the other hand, collects and collects major competitors' market performance information and changes.

Many of the first entry enterprises in the subdivision industry of fast moving products tend to develop targeted solutions to exclude new products. Once the enterprises fail to discover and master first-hand information in time, they may be forced to enter the enterprises to suppress them and lead to the failure of new products.

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< p > < strong > principle seven: establish a market driven group led by product managers < /strong > /p >

< p > fast moving products enterprises must establish a market driven group with product managers as the center, and product managers are responsible for the newly listed products.

According to the size of the newly listed products, design the position of product manager.

Of course, many small businesses can also be led by relevant departments and serve as product managers.

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< p > Listing of new products is a huge systematic project. In order to ensure the orderly conduct of the whole new product listing process and ensure the effective implementation of the plan and measures, enterprises must set up a product manager position. The product manager will always manage the new product listing process and the related listing plan management. Meanwhile, the product manager should also be responsible for coordinating with the technology, R & D, procurement, production, finance and other departments to ensure that all the indicators meet the marketing conditions.

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< p > from a certain point of view, the product manager can be called the general manager of the newly listed product operation.

Some enterprises give product managers great authority when they are running new products. They can even organize relevant departments and personnel to make decisions and decisions. Many product managers even have all the powers except the final approval authority.

Of course, product managers should also be able to take responsibility for the success of new product launch.

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< p > < strong > principle eight: establishment of adjustment and < a href= "//www.sjfzxm.com/news/index_c.asp > exit mechanism < /a >.

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< p > for most of the new products, if we stick to the above seven principles, we will basically get the success of new products.

But just like many plans behind a plan that has never been opened, it is necessary to set up a new mechanism for the listing of new products, which we call the mechanism of adjustment and withdrawal.

On the one hand, through the establishment of a large number of controllable adjustment scheme mechanism, we can make timely and effective adjustment for the new listing scheme that has failed. On the other hand, through the corresponding withdrawal from the market mechanism, we can greatly reduce the loss of the interests of the stakeholders in the enterprise and market.

Li pointed out that although the utilization rate of the above-mentioned mechanisms is less than 10% and the withdrawal mechanism is less than 3% of the service enterprises, as a marketing planning agency that respects the objective laws and is responsible for the enterprises, it will make meticulous adjustment and exit mechanism for the new products listed companies.

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