I am very much in favor of strengthening the dominant and initiative view of the marketing subject. This is a respect for creativity and an affirmation of the value of strategic planning and tactical planning. However, the strategic planning of marketing, tactical planning or not, the market environment, customers, consumers are always the basic basis and starting point for their thinking. This can't be vague, otherwise it will cause great confusion.
From the outside to the inside, it constitutes the firm principles and clear ideas of our design solutions.
The enterprise is the internalization that the society expects: the mission and vision of the company are customer-oriented, and the internal needs must meet the needs of shareholders and employees, and the external value of the customer and the society as a whole should be met. Therefore, the reason for the existence of the company is to seek long-term and high-quality profits in the context of social expectations. Reflected in marketing, it is the concept of social marketing.
Marketing organization is the internalization of customer purchase method: the increasing mode of consumer value determines the business model of the enterprise; the business model determines the marketing mode; the marketing model determines the marketing organization, and the marketing organization guarantees the realization of the above design.
Product value is the internalization of consumer value: consumers do not buy a 10mm drill bit, but a 10mm drill hole, which is one of Dr. Kotler's more famous arguments. Product (service) is the carrier that the enterprise provides benefits to consumers. It is not completely passive, but it can also be active guidance and stimulation, but it must contain all the meanings of satisfying and inspiring consumers' needs.
Cost-effectiveness is the internalization of consumers' feeling of cost-effectiveness: Is a LV wallet of 6000 yuan expensive or cheap? The price/performance ratio is determined by the pricing of the enterprise. The cost-effectiveness is the cost-effectiveness of the consumer. Consumers make purchasing decisions based on the perceived price/performance ratio. The brand is to optimize the feeling of cost-effective, so that consumers feel that LV wallet is worth 6,000 yuan or higher.
With this logic, the ideas and methods of brand planning are very clear:
Brand positioning is the internalization of consumers to buy drawers: buying drawers is a consumer's psychological classification of products, some people regard beer as wine, and some people regard beer as a beverage, which is the consumer to buy drawers. Brand positioning is to put the product into one of the consumer's purchase drawers. Of course, you can also change the classification of the drawer or create a new drawer. For example, the green chlorophyll as a health supplement is defined as a milk mate.
Brand relationship is the internalization of consumer's sense of belonging: recognition, commitment, and intimacy constitute the three basic elements of the brand. The former two are the premise of the latter. Intimacy is the recognition of each other's relationships through value identification, tonal identity, interest identification, and emotional identity. Later, a certain group of people gathered in the same brand home, this is the consumer's humanity to the brand.
Brand communication is the internalization of consumer selective cognition: the audience has a strong selectivity for the acceptance, memory and dissemination of information. People only like to hear "when I have gone to my heart", and only have passion for communication on topics of interest to them, such as offending authority, superheroes, mysterious events, dissenting men and women, and so on.
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In fact, in terms of brand planning from the outside, the reputation industry has already gone far ahead. There are several types of Hollywood blockbusters, and the plot is the same, and it has remained unchanged for decades. From "seventy years back in time" to "Titanic", it is nothing more than the article's own good, the wife's family is good; the heroic story from "brave heart", to "King Arthur"... In this way, simply repeat, Both good and good, the box office is high. The so-called Hollywood model is actually the psychological story mode of the audience.
Challenges, destiny, and duel are always things that the public pays close attention to and are passionate about. In 2005, "Super Girl" was the combination of such elements, which made it popular all over the country.
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