Think clearly again

Marketing is trying to sell the products that have been produced! Yes, too many people think so.

This is an extremely wrong understanding!

Under the guidance of this concept, a series of errors will occur in the company's strategic positioning, product selection, process determination, equipment purchase, capital resources, and team configuration. The mistakes brought huge losses and lost valuable funds, resources and time.

I recently visited a walnut planting and processing company. Its product variety and base construction are very good, but I didn't think clearly how to sell the product, how to sell the fresh fruit, and how to process the deep processing. Under such circumstances, the company is still aggressive, requisitioning more than 200 mu of land and investing billions of dollars in the construction of walnut integrated deep-processing plants. Now that the company spends money, it does not make progress, and the senior executives are worried. I look distressed.

The examples of doing business and engaging in products without thinking clearly and taking it for granted are all abound: How did yam deep processing get? Ground it into powder. This is taken for granted! "Paste" is the "special" formulation of foods for the elderly and infants and young children. The slow and inconvenient nature of the paste is obvious. What's worse, the yam powder is not as imaginary as it is delicious. Why don't you make the look of peach Himeji gelatin cake and solve it with its taste and convenience?

There is a hot-selling specialty smoked chicken in the local specialty. What kind of packaging is designed to put the clothes on the clothes, so that it can be expanded from store direct sales to foreign sales? As a result, this smoked chicken package was designed so that the inner layer is wrapped in foil, which is clean and easy to heat. Outside is an opaque plastic bag with a simple picture and a lively brand story. This is taken for granted! A product went out to the field and consumers never tried it. As a result, you packaged the product tightly. Consumers can't see the product, think about it, talk about it later... Three months down, the terminal said, you don't take up my shelf. Was expelled from the market.

Who says that the smoked chicken will only sell? Why not divide up into small bags, cater to different preferences of consumers, and treat them as snacks and expand market extension. More importantly, as a new product, sachets will greatly reduce the risk of trials. Buy from a small bag, eat a small bag, buy a whole home to enjoy the whole family, open the market still use it?

Without thinking clearly, it is actually a big misunderstanding of the concept of marketing and marketing. Many companies have built their factories, equipped their equipment, and released products before they think of how to sell. Can't sell it, okay, let professional marketing staff marketing it. This kind of lower body "marketing" can only be called promotion at best, there will not be a guiding ideology that runs through the unity, there will be no focused and consistent communication content, and there will be no resonance between products and consumer demand. Right-handed, stop-and-go and tinkering.

The famous management scientist Peter Drucker pointed out that "it can be imagined that some marketing work is always needed, but the purpose of marketing is to make marketing unnecessary." Making marketing unnecessary, of course, refers to the ideal state, but this It is the most accurate and most vivid description of the essential purpose and function of marketing. Therefore, marketing should actually run through the entire process of enterprise creation and development. Marketing should start before selecting products and building factories!

If you want to make it clear, do not mistakenly chop wood. If you want to be clear and do it again, only do the right thing, rather than panic to do everything right or wrong.