First, the market environment research

The current situation of the industry-there are wolves before and tigers after.

As we all know, washing products is a big market, but at the same time it is an extremely competitive industry. Here,

In the industry, many brands have ups and downs, and the cruelty of the market has caused the ups and downs of a large number of enterprises. Enterprises in this industry are treading on thin ice.

From the macro perspective of the industry-since the reform and opening up, the output of washing products in China has gradually increased. However, according to the market data of previous years, the management of washing powder market is chaotic, which is mainly manifested in the competition for price reduction, the flooding of counterfeit and shoddy products and the poor economic benefits of enterprises. According to incomplete statistics, the loss-making enterprises in the fat (fragrance) soap industry account for about 35%, and those in the washing powder industry account for about 15%. In particular, the introduction of phosphorus restriction measures in one area has brought great difficulties to the production and operation of enterprises, and the quality of phosphorus-free washing powder in China was once worrying. According to the sampling results of the quality of phosphate-free washing powder by the State Bureau of Quality and Technical Supervision, the passing rate of sampling inspection is only about 30%.

From the microscopic reality of the competitive environment, washing powder is a fully competitive field in the fast-moving consumer goods market in China. There are many brands and products in the washing powder industry. There are three musketeers who win by quantity-carved cards, Qiqiang, Libai Fengshui, Procter & Gamble, Unilever, Kao and other multinational giants. And local giants are everywhere. The washing powder industry in China is full of opportunities for change and transformation. But the actual situation is that the living conditions of washing powder enterprises in China are not optimistic, especially some small and medium-sized enterprises, which are facing a precarious situation under the attack of powerful large enterprises.

Second, STP marketing.

1, market segmentation

Every family should find a foothold according to the five golden rules of measurability, profitability, accessibility, difference and stability.

Geographically locate local residents; From the perspective of human variables, select women, age 18 ~ 45 years old, with income in white-collar class; From the psychological variables, people who are willing to try new things and belong to fashion groups are delineated; From the standpoint of behavioral variables, families should consider the first-time users, seek a higher quality of life, and pay attention to personal hygiene and personal care.

Referring to the above variables, a market survey shows that more than 90% of urban consumers (housewives aged 24-45) are listed as potential consumers.

2. Target selection (T)

Every family should take the initiative to bring housewives with local hukou into the market, which also means that housewives with local hukou will become the main market for every family. After a variety of in-depth investigation and analysis of similar products in the market, we found a * * * feature, that is, they all emphasize "efficient decontamination". Is there anything else besides this? Can washing powder create a new category? If we can create a new category, strive to be the boss of the new category, and strive to be the boss of the new category, it is not difficult for the product to become a brand. Every family should take this idea and enter the exploration process for more than seven days, including research, analysis and brainstorming. Collective wisdom has opened the door to this dream, "antivirus", "sterilization" and "no disinfectant"! ! ! These words actively jump in the planner's mind. With the continuous improvement of people's living quality, people are most concerned about health and sub-health. It can also be said that people have a potential demand for themselves, another high demand for products or a desire for brand added value. So we assume that products can effectively kill bacteria attached to clothes, which will be a new product category and make people really "clean" the brand, which will be a brand-new concept revolution and industrial revolution.

Generally speaking, the most basic attribute of washing powder is "it can make clothes clean" and "it won't hurt consumers' hands". Therefore, there is no need to make great efforts to publicize the familiar characteristics of the public, and there is no need to overemphasize this point in the shaping of product brands, otherwise it is easy to fall into the misunderstanding of brand vulgarization. Therefore, while many brands of washing powder blindly emphasize the concept of "cleanliness", every family should carry out brand promotion strategy on this basis, that is, adopt the unique and trendy concept of "no disinfectant". It is the first washing powder with disinfection and no disinfection. In this way, a brand-new category was born, becoming the first enterprise in China to produce disinfection washing powder, and successfully obtaining the certification of China Preventive Society (the first and only one in China). However, some data about household products reinforced the original idea: household washing powder containing "special skin care" disinfection factor can not only effectively kill bacteria on clothes, but also kill more than 99.6% reproductive bacteria.

In a traditional family in China, the hostess is responsible for logistics. They regard family harmony as their belief, and nothing is greater than this "cause". Therefore, every family should have a large enough domestic market scale, and enterprises should also invest considerable manpower, material resources and financial resources to meet the target market.

3. Market positioning (P)

In today's highly homogeneous products, different grades of washing powder will inevitably be introduced for different levels of consumer demand. It is inevitable that this professional product will appear black and pink. Such as washing powder with sterilization function, washing powder with whitening function, or washing powder specially designed to meet some special needs of a certain group of people. The gap of opportunity points requires detergent enterprises to turn to intensive cultivation in one field and find another way to maximize market benefits. Effective implementation of market segmentation strategy to meet the needs of consumers with different requirements, professional and enterprising and vertical development model will also create a new pattern for the "bleak management" of washing powder industry.

In the dazzling array of competing products, each one should be a supplement to the washing market. It uses commercial enterprises neglected or neglected by large enterprises to occupy some small market segments neglected and abandoned by large enterprises to make up for the "vacancy" of the washing market.

The main competitors in the washing market are Libai, Tide, 0M0 and Jieba. Their appeal points are basically the same-clean and white, but every family should disinfect the washing powder. So its popularity can explode in a short time.

Third, marketing mix.

1, product strategy

The creativity of a new product is based on the frequent contact between dealers and consumers and a better understanding of consumers' needs and dissatisfaction with the product, so their suggestions on washing powder are very valuable. Each family has a catchy pronunciation and can accurately describe the brand characteristics, and can also determine a friendly and popular name.

After a variety of styles of design, the customer finally chose the design scheme of taking the playful cartoon crystal elf as the "image spokesperson" of the packaging. The overall image is lively and open, but there is no lack of rational acceptance. While properly using various colors to coordinate and match, it also realizes a more perfect image in font expression and location selection, thus making the packaging design of "people-friendly" products a beautiful landscape for major supermarkets.

Moreover, in the 2 1 product line, the brand name of "family-friendly" is adopted uniformly. Finally, relying on high-grade exquisite packaging, it is different from other products again, making it easier for consumers to identify when buying products.

With the gradual expansion of the enterprise, the product line is also increasing. At present, each household has reached 2 1 different types of washing powder, which has invisibly enhanced the competitiveness of enterprises and improved the profit space.

2. Price strategy

Before foreseeing the financial crisis, every company should mainly aim at maintaining or expanding market share, that is, aiming at maintaining and improving the market share or market share of enterprises. After the global financial crisis, every family should aim at maintaining the survival of enterprises, and in order to keep working, enterprises have set relatively low prices. Of course, in the price adjustment, enterprises adopt the implicit bundling type. Bundled washbasins, aprons, buckets, etc. They are all labeled "family-friendly". While increasing sales, it also quickly improved the visibility of the company.

At present, many industries are in a competitive monopoly situation. When the washing market is surging, each family should find another way, adopt demand-oriented pricing methods, and adopt differential pricing for customers in different regions, rather than a unified national market price.

Step 3 assign routes

How to make every family enter the homes of ordinary people quickly, of course, is inseparable from middlemen, especially the daily necessities that are consumed quickly. In today's developed market economy, most manufacturers do not sell their products directly to end users, but through a distribution channel system composed of middlemen.

Every family should still adopt traditional flat-panel sales channels. After all, washing powder is a daily commodity, so the unreality of online sales bears the brunt, because the properties of washing powder itself are suitable for tradition, such as light weight, small size and not easy to rot.

In order to encourage customers and middlemen to do their best to support each company, the company shouted that "it will be our responsibility to create rich and stable profits for dealers, zero-batch merchants and end customers." Slogan. At the same time, in order to stabilize the market order and ensure the healthy development of the brand, the company will add tracking codes to the products sent to the distributors, and put an end to all acts that violate the market rules, such as grabbing goods and jumping over goods.

4. Promotion strategy

In order to increase the sales scale, each family has chosen CCTV 2, CCTV 3, Hunan Satellite TV, Anhui Film and Television and other powerful media for large-scale distribution. At the same time, it also includes various exquisite POP, DM leaflets, shop signs, fitting and so on. Used for carpet ground advertising. Continue to implement high-density TV media and cooperate with other traditional advertising methods.

Brand promotion is not a single off-line work, but a process of taking more than "sea, land and air" collective operations to produce extraordinary results. The comprehensive application of point, line and surface promotion is the market foundation of brand growth.

According to the balance of the above promotion combination, it is not difficult for us to understand how its staged success was achieved!