(A) the concept of marketing strategy
Based on the established strategic objectives of the enterprise, the growth, defense, reversal and comprehensive marketing strategy are finally determined as the direction and criteria to guide the enterprise to transform the established strategy into the market by integrating the factors that must be paid attention to in the process of market transformation, such as the determination of customer demand, the analysis of market opportunities, the analysis of its own advantages, the reflection of its own disadvantages, the consideration of market competition factors, the prediction of possible problems, and the cultivation and promotion of the team.
(two) the formulation and implementation procedures of marketing strategy:
Market segmentation-target market selection-marketing mix-implementation plan-organization and implementation-testing and evaluation.
Market segmentation-market segmentation should be carried out according to certain standards (population, geography, psychology, purchasing behavior and other factors), and the effectiveness of the segmented market should be tested according to certain principles (such as measurability, accessibility, profitability, etc.). The quality of market segmentation will determine the fate of marketing strategy.
Choice of target market-Choosing the target market is to decide the market that the enterprise will enter in the above market segments, and to answer the questions of who the customers are and who the products are attractive to. Enterprises must have a clear target market; There must be a clear demand for a product and a clear consumer group; We should grasp the main contradiction and highlight the key points, that is, we should not resort to anyone or anything.
(C) vague market positioning leads to brand extension failure
American Meineng Company produced a product called "protein 2 1", which combines shampoo and conditioner. Because of its high quality and low price, it quickly gained the market share of 13% and became a well-known brand. The company used this brand to launch hair gel concentrated shampoo, but the brand extension blurred the characteristics of "protein 2 1" as a two-in-one shampoo and hair care product, diluted the unique preferences of consumers, and the market share of 13% dropped to 2%.
The well-known slogan "Goldlion, a man's world" makes the product positioning simple and clear. However, as soon as Goldlion handbags went on the market, they blurred the brand positioning and weakened the original cultural characteristics, so they were not favored by consumers.
(D) McDonald's marketing strategy analysis
1. Market segmentation
An indelible factor of McDonald's success is its accurate and reasonable market segmentation at the beginning of the twentieth century. McDonald's Company mainly divides the market according to three major factors, namely, geographical factors, demographic factors and psychological factors.
(1), market segmentation by geographical factors
McDonald's has two markets, domestic and international, and each country has its own different eating habits and cultural background. Therefore, McDonald's must carefully segment the market to maintain its dominant position in the world market. The main goal of McDonald's geographical subdivision is to analyze the differences between regions. For the domestic market, McDonald's is dominated by western food culture. In foreign markets, however, it doesn't grasp the characteristics: it offsets the characteristics of various regions it should adapt to with brand effect: regional segmentation requires dividing the market into different geographical units for business activities, for example, people in the eastern United States like to drink weak coffee, while people in the western United States like to drink strong coffee.
(2) Subdivision and orientation of population factors.
Population factor segmentation: McDonald's mainly subdivides the population market from age and life cycle stages, among which, young people under driving age are defined as youth market, and young people aged 20-40 are defined as youth market, so as to understand their lifestyle and know that their time is limited and they are required to eat fast and well; For the elderly market, McDonald's will pay attention to economic benefits in its publicity.
Different market characteristics and positioning: McDonald's adopts different advertising methods for the above market segments. For example, the advertisements for the youth market mainly focus on swing music, while the advertisements for the elderly market are soft and emotional.
2. Market positioning
Market positioning is to strongly shape the distinctive and impressive personality or image of this enterprise's products according to the position of competitors in the market and the importance customers attach to the products, so as to make this enterprise in a proper position in the market.
From the user level, in 2003, McDonald's put its original slogan "more choices, more laughter, at McDonald's!" " Change it to "I like it!" It can be seen that it is gradually shifting its positioning from children to young people, making McDonald's positioning more extensive and conducive to its market share occupation.
From the product characteristics and types, McDonald's flagship product is Hamburg. The focus of marketing is how to make consumers like your products. Because the eating habits of consumers in China are relatively biased towards chicken, not beef (the main raw material of McDonald's hamburgers), McDonald's constantly develops new products to meet the tastes of customers in China.
Through scientific market positioning, McDonald's has made moderate expansion on the basis of maintaining its original positioning to adapt to the ever-changing marketing environment, and objectively achieved good results.
3.4P Strategic Analysis
(1). Products
McDonald's is far superior to other peers in product quality. Although Dicos and Mandef can be seen all over the street now, the quality of McDonald's is absolutely overwhelming. Secondly, it is the standardization of products. Throughout the development process, McDonald's has only provided hamburgers, French fries, ice cream and soft drinks to customers. Even if there is a change, it is only a slight change on the original basis, such as adding some chicken to Hamburg. Although consumers in different countries have great differences in eating habits, food culture and so on, McDonald's still downplays this difference and provides extremely similar products for consumers in different countries. McDonald's has not only qualitative regulations but also quantitative regulations on food standardization.
(2) Price
Mcdonald's is very clever in price positioning, which is higher than the average price of its peers to tell consumers that its products are superior to others, while ensuring the cost. Generally speaking, McDonald's pricing rules are:
(1) base price: the core products are subject to the national unified price.
2 discount pricing: various combination packages and time-sensitive discount coupons.
3 Product portfolio pricing: Many products are launched in the form of packages, and the prices are more favorable.
(3) channels
The essence of channel is the market process of products from manufacturers to consumers. McDonald's has standardized regulations on its distribution. Whether McDonald's own chain stores or authorized chain stores, there are strict rules on the choice of store location. Moreover, the store decoration and interior decoration of all chain stores must be completed according to the same standards.
McDonald's has different profit models for the operation of its branches. First of all, the real estate involved in self-operated shops guarantees the prospect of sustained profitability. Take the leasing-based real estate management strategy, and then choose individual franchisees to strengthen control. The headquarters always adheres to the principle of profit-making, and directly transfers the preferential treatment obtained in procurement to all branches. And use standardized production to control service quality and maintain brand image. Therefore, the headquarters and branches are not simple branches, but have formed a unique cooperative relationship that contains * * * glory * * *. This is also conducive to the development of McDonald's.
(4) Promotion
There are many ways to promote sales, such as strategic, tactical, random and so on. And there are many forms of expression, such as various advertisements, promotional activities such as buying gifts at reduced prices, bundled sales, public relations activities, etc.
① Advertising: McDonald's advertisements in the promotion mostly use TV media, promotional materials, billboards, store advertisements (POP) and sales of counter staff in various branches.
(2) Promotion activities: the new means of McDonald's promotion: the way of contacting food and the telephone activities of China Mobile; Join hands with ebay to expand marketing channels.
③ Social relations: While McDonald's is engaged in serious business activities, its public relations are equally excellent: a large number of public welfare activities have been held; Actively participate in charity; A series of activities, such as the establishment of the public welfare fund, have produced a good public opinion effect, thus enhancing the corporate image and promoting the sales of its products at a cost far lower than that of advertising.
(E) Haagen-Dazs marketing strategy analysis
Haagen-Dazs' China strategy completely follows the European tradition and is the best ice cream. Product positioning is a group that pursues noble consumption mentality. For example, Haagen-Dazs carefully analyzed the mentality of Shanghai consumers before entering the Shanghai market. In order to make consumers feel value for money, Haagen-Dazs takes an emotional route. The advertisement of Haagen-Dazs dressed itself up as the spokesman of "noble and fashionable lifestyle" and spent a lot of money to hire many stars to support Haagen-Dazs. Haagen-Dazs carefully analyzed the mentality of young people in Shanghai when he first entered the Shanghai market. At that time, Shanghainese thought that the spokesmen of fashion life were white-collar workers, executives and blond foreigners who went in and out of high-end office buildings.
Haagen-Dazs invited those people to participate in specially organized activities, which attracted TV stations to make a "popular landscape" program, and suddenly defined himself as synonymous with fashion, causing a small sensation.
Expanding reading: a brief analysis of enterprise target marketing strategy
Because undifferentiated marketing strategy, differentiated marketing strategy and centralized marketing strategy have their own advantages and disadvantages, and each has its own adaptability, hotels can't do whatever they want when choosing target marketing strategy. They must consider the hotel's own characteristics, products and market conditions, and then determine after comprehensively weighing the subjective and objective conditions. Specifically, hotels usually consider the following factors when choosing target marketing strategies: hotel resources; Market homogenization; Product homogeneity; Product life cycle; Number of competitors; Competitor marketing strategy.
(1) Hotel resources. Hotel resources include human resources, material resources, financial resources and hotel image. If the hotel is large in scale, strong in strength and capable of occupying a larger market, it can adopt differentiated marketing strategy or non-differentiated marketing strategy; If the hotel has limited resources and weak strength, it can't take into account the whole market or several market segments, so it can adopt centralized marketing strategy.
(2) Market homogenization. Market homogeneity refers to the similarity of consumers' needs and preferences in the market. If consumers' needs and preferences are very similar, and the quantity and methods of purchase are also roughly the same, it shows that the market is highly homogeneous and can adopt an undifferentiated marketing strategy. If the market demand is quite different, differentiated marketing strategy or centralized marketing strategy should be adopted.
(3) product homogeneity. Product homogeneity means that the products of this hotel are similar to those of other hotels. If the products of this hotel are similar to those of other hotels, it means that the products are highly homogeneous and suitable for non-differentiated marketing strategy; On the contrary, it is advisable to adopt differentiated marketing strategy or centralized marketing strategy.
(4) product life cycle. Generally speaking, the marketing strategies adopted by hotel products in different stages of the market life cycle are also regular. If the product is in the introduction period or growth period and there are few competitors, in order to detect the market demand, it is advisable to adopt the indiscriminate marketing strategy. When the product enters maturity, it is suitable to adopt differentiated marketing strategy to open up the market. When products enter recession, we should adopt centralized marketing strategy and concentrate on the most favorable market segments to prolong the market life of products.
(5) the number of competitors. When the number of competitors is small, the indifference marketing strategy is generally adopted; When there are many competitors and the competition is fierce, differentiated or centralized marketing strategies should be adopted.
(6) Marketing strategies of competitors. When choosing the marketing strategy of the target market, the hotel must consider the marketing strategy adopted by competitors. Generally speaking, hotels should adopt the opposite marketing strategy to their competitors to avoid direct competition with them. Of course, what kind of marketing strategy to adopt depends on the specific situation of both parties in different periods in practice. If there is a strong competitor who implements non-differentiated marketing strategy, the hotel can take advantage of it, because there may be an unimportant market that has been missed, and differentiated marketing strategy should be adopted to occupy it; If strong competitors adopt differentiated marketing strategies, it is difficult for our hotels to compete with them, so we should carry out more effective market segmentation and implement centralized marketing strategies; If your competitors are weak and you are strong, you can determine your marketing strategy according to your own situation.