Not All Enterprises Can Enter The Market With The Concept Of Brand.
In the rapidly growing market, many enterprises use their brand names to create a brand new product to expand their market share. Some products have not yet entered such a growth stage, and have adopted similar methods.
In this way, upgrading the brand seems to have become a major means for many enterprises to expand the market scale.
In fact, when it does not enter high-speed growth, the risk of products listing with brand concept is very large. We all remember that a few years ago, the rising sun made iced tea and warm tea. At that time, the tea market (herbal tea market) was not very mature, and it needed our enterprises to have enough patience to cultivate the market. In the process of nurturing the market, there are ways and strategies to cultivate. However, at that time, the rising sun could not see this point, so that many mistakes were made.
The first is premature brand error. Our enterprises have an idea that the market that I cultivate should be mine, so they want to always let consumers remember their brands and products. However, at this time, consumers' cognition and demand for products have not been completely enlightened, so our brand's awareness of consumers' intensification in this period should be meaningless. The limited resources used by enterprises to inform the brand will increase the opportunity cost of cultivating the market.
Another aspect is the positioning error produced when the product concept is imported. The concept of iced tea is a new product concept. It needs market cultivation. We have to lead new consumer groups. However, the concept of warm tea is somewhat unclear. Because warm tea and our usual hot tea have no difference in product interests. We can hardly change the group that drinks hot tea to drink iced tea, but also can not change the crowd who drinks hot tea to drink warm tea. So who is the warm tea sold to? Is it for new consumers? Definitely not.
We know that when a new product enters the market, the concept of unique product can not replace or replace the common concept of the product when the product interest can not break through the common product concept.
The third mistake is the mistake of promotion. Tea drinking is a beverage product. The marketing of beverage products has its unique way and method. Its visual and linguistic feelings in the market should be enlightened by emotion, and at the same time, the construction of the market should also be coordinated. This cooperation is not without principle, but with its specific rules. Sunrise has done very little in this respect. In fact, at that time, sunrise was a public service market for everyone. After the market matured, it was dedicated to everyone, because the brand of sun rising was not closely linked with the concept of herbal tea, but it was reluctant to make a connection on the brand.
In the mature stage of the product, we also see that many enterprises enter the market with the brand concept. Under normal circumstances, products that are strongly entered into the brand concept rely on a large or resource rich enterprise, which includes brand resources, access resources, human resources, technological resources and material resources. For example, the listing of bathing and washing products and other products of P & G company is based on the concept of brand listing. Its product concept is basically combined with brand and is pushing the interests of brand concept to consumers. Why can Procter & Gamble go on the market with a strong brand concept and succeed? Because it is Procter & Gamble, an international brand that has been unimpeded for decades, its brand image has gone deep into the heart of the consumer, and our product lacks such a brand.
In mature stage, there is another situation that is to use the common concept of product and its own brand to bundle up, trying to monopolize the market of most of the product. However, in such a mature market situation, small businesses are afraid to list products with common concepts. Because of the serious shortage of resources in small businesses, we must consider how to use the concept of product personality to list products in mature markets.
We can see a lot of such cases, small businesses use the concept of commonality to cut into the market, resulting in a very tragic death.
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