Precision Marketing: Regional condiments business to the country's five largest Raiders - spices, Marketing - Food Industry

Regional condiment brand to brand in the competition, such as forest stand out as the national brand, marketing model competence is an optimization process in the new core elements.

HC food industry network All along, the country most of the regional condiment brand by a vast territory and large north-south difference in taste constraints, showing a "splintering of the strong is not strong" state. Soy sauce Only a single Haitian large chicken for Nestle Full-led system, other seasoning brand based on regional market close fight and compete.

Although the overall strength in recent years, strong business operation through the market and gradually expand to the national market, but the true sense of the very few national brand. How to stand out in the regional market, how out of the regional market, to achieve rapid expansion of the national market, which is facing many regions, the greatest confusion condiment business.

According to many years of the condiment market observation and research, combined with precision Marketing Theory, given the rapid expansion of the regional brand big Raiders 5.

Raiders 1: Precision custom category of new Asian markets, differentiate product homogeneity

Status of the regional brand category: At present, many regions are still in the single category condiment brand marketing stage, mainly in low-cost, low-threshold, low-margin, low value-added. Can be said that one category is the regional condiment company operating the most significant feature, which can lead to their formation of scale in a short time, nor the capacity to build the core competitiveness of the brand, leading to regional condiment brand competition pattern also limited to price, promotion, category, channel and so a single marketing part of the competition.

Solving strategy: to adopt innovative strategies for sub-category, category segmentation enhancement. For example: sodium chicken developing children, the elderly calcium fortified soy sauce, soy sauce and other Asian women iron supplements category, to avoid the traditional category giant, to create a unique "Blue Ocean" market, so as to enhance the brand value.

Hunan sauce into the condiment industry Gaga time, the keen insight into the soy sauce in the condiment market share of more of this feature, then set the sauce concentrate on the bigger category of business strategy. After Gaga sauce through technological research, innovation and a soy sauce sub-category?? Enhanced iron soy sauce. After intensive market cultivation and brand operation, sales of soy sauce fortified iron Gaga significant increase, but also boosted the overall category sales of soy sauce Gaga, has developed into a second brand of soy sauce after the Haitian.

Raiders II: precision marketing, business focus

Status of the regional brand marketing model: Due to the lack of human resources and marketing management system, lagging behind the industry, most regional condiment brand marketing model behind other FMCG industry. In my opinion, the regional condiment brand to brand in the competition to stand out, such as forests, marketing models competence is an optimization process in the new core elements.

With the future upgrading of industry concentration, many regional firms have had to make some strategic seasoning adjustments and changes in the marketing process, the more companies will adopt precision marketing, focused marketing business model. Marketing strategy is to focus on, including items focusing, front focus, market aggregation, cost focus, channel focus, customer focus, staff focus, focus display, dissemination focus, and so the aim is to focus all our resources to play enrichment effect of concentrated firepower to expand and make a point through, from the point into the surface. This will be the regional brand into the national market in a short time an important weapon.

Solving strategy: I think that the market share of end-expression + + power = marketing, competitive marketing and promotion, Product Promotion + channel power + power = brand power. Seasoning brands to further enhance regional competitiveness and brand power, Sell Model upgrades and innovations imperative. I summarized the key points of the following 10 operations to control, the formation of precision marketing, management theory focused prototype, businesses may wish to learn about:

1, major markets and planning; two major markets and construction; three key items, key management; 4, key systems, key maintenance; 5, key stores, key operation; six key channels focus on building; seven key cost, key control; 8, key customers, key services; 9, key personnel, focus on training; 10, focusing on competitive products, focus.

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