subject: The Ceramic Tile Industry How To Develop Marketing Strategies [print this page] As the domestic real estate industry has an unprecedented development in recent years, closely around the property associated building walls, the ground tile market demand is huge, there are nearly 3000 local production of building walls, the ground tile products on the market, competition getting intense.
Compared with other industries, many building tile market brand, market concentration is very low, there is no absolute market share of a brand is more than 5%, and home appliances, automobiles, fast moving consumer goods industry market share is highly concentrated in a few leading brand in stark contrast to the overall low level of marketing to reflect the building materials industry, enterprises generally lack the economies of scale, lack of lead around the market a strong business with leading brands. Also shows that building ceramics market has not formed a stable market structure, market variables.
Through the development of recent years, such as the Nobel, Marco Polo, the rudder, and other domestic brand-name products. At the same time, parts of Italy, Spain imported tile brand, such as: bees, spiders, elegant Suli, Versace, Emilio, etc., coveted Chinese market, three-high (high-quality, high-grade, high prices) positioning (especially in the top Versace), have entered the Chinese high-end market. Domestic tile market has formed a pattern of high, medium and low-end market.
The one hand, Italy, Spain imported tile brands, such as: bees, spiders, elegant Suli, Versace, Emilio and other occupied high-priced, high-margin end of the market, in efforts to adhere to the high-end market, they also began to develop the mid-market. On the other hand, Nobel, Marco Polo, rudder, CIMIC the domestic brands accounts for a sizeable share in the domestic mid-range market. At the same time, Nobel, Marco Polo and actively develop high-end products, the impact of the high-end market, challenges imports Ocean brand. In addition, there are nearly one thousand small businesses, the price advantage to seize the low end of the market.
Upscale tile consumers particularity integrated marketing theory dominant position in the marketing of high-end ceramic tile, high-end ceramic tile to product quality and innovation fully reflects the needs of customers, stressed that the cost to meet customer demand rather than the commodity price itself, to the target customer convenience is established marketing channels of high-end tile pointer, and effective communication with customers in order to achieve the best results of the promotion.
1.Product Strategy
The product is the basis of the entire marketing and the most direct experience of consumers in the consumption process brand.
a.The packaging of the product
Products related to the grade of the product packaging. Packaging design, while considering the cost, but also to reflect the high quality of our products, high-grade connotation.
b.Product line strategy
According to the different market segments, different product segments, consider the design of different series of products. Personalized, differentiated and serialization of the product, is an important means to guide customers to gain a competitive advantage.
First class, the image of the product: placeholder; Second, margin products: accounting profits; The third category, sales of the product: accounting for the amount. Fourth category, promotional products: defensive blocking competitors.
c.The name of the product
Despite the tile purchase morphology emphasis on rationality, but the use of high-end tile scene was extremely emotional. So necessary for the product name and its name matches leads the trend of high grade, artistic quality and excellence, honor, and the sense of international brand connotation.
2.Pricing strategy
a.Price positioning: High
b.Pricing strategy
According to the sales and promotion products by using the method of competitive pricing strategies for pricing.
c.Price system
Formulate the unified national regional total distribution price, distribution, terminal retail price, price quotation and actual engineering for the first time quotation, each level has a price, should be strictly implemented in the actual operation.
Foshan Aijia Ceramics Co., Ltd imports the latest ceramic production facilities from Italy, adopts globally most advanced production process as well as managerial method; it hires many experts and technical consultants at home and abroad and a punch of professional personnel for a rather long period. Aijia Ceramics is quite popular in national cities, and it even exports to Europe, South America, and Middle East, South East Asia and other countries and regions, accepted and praised by users at home and abroad. For future development, we will try our best for research and development to produce more adorable products to end-users.
