subject: New Class Of Marketing: From Tactical To Strategic Breakthrough Innovation [print this page] One new class, marketing strategy was seriously neglected
Bring innovation category, the first of many people is reflected in product improvements, the implementation of other tactical skills, the results of its strategic value is often greatly overlooked. Fu-21 to media organizations that, in fact, create a new class is a strategy! Is the growth of SMEs and between enterprises management, and open up the effectiveness of marketing strategy Blue Ocean market!
When Wahaha Group is a venture run then canned food factory, is well known that he later relied on "Wahaha nutritional liquid child" unique in the market, stand out. If you insist on doing canned fruit probably never emerge Day; in 2000, among whom the fruit juice business is also thicker and purer too loves the exhilaration, the reunification of orange and more silence created a PET bottle New class of non-pure fruit juice, results, products side city just immediately popular exception to the mouth of the thick paste of pure fruit juice companies were stunned; in 2003, Hualong Group ranks in the food giant's instant noodles market "out of thin air" to open up a "bomb side "of the market, with annual sales of 6.0 billion package of record achieved in one fell swoop the brand from rural to urban upgrading and strategic transformation, the unified crowd behind and become instant noodles of her second child; Robust years in the calm after the innovative energy water?? "Pulse" ushered in a second spring, setting off a wave function of strong drink hot; Tzu Chi Medical Centre to the original project in the hospital out of the medical examination, supplemented by professional, systematic and attentive service, quickly became popular in the country; broadcasting media, advertising media industry in a serious case of homogenization, the provision of housing alone, video ads, to avoid the Red Sea Sisha.
Shineway Pharmaceutical, in Gold, Skyworth TV, Mengniu Tetra pillow, East E-Jiao, SOHU New Town, daughter of Red Mud Tibetan liquor,
This is the category to bring innovation success! It must not only win a single product, the value of its larger strategy, but often overlooked and underestimated.
Product innovation category the carrier, but the new product is not the same as new class! New class is not only innovative, it is important compared with existing products, with a distinctive segment itself is the alternative, creating their own blue ocean, creating its own brand. In other words, its innovative contributions to major in marketing, strategic value! They do not taste, appearance and the like. Red Bull, Chengde Lolo, iced tea, Want Want snow cake, Ningxia Red, Wong Lo Kat, New Oriental (different from language tuition to overseas language training), etc., these new classes perform a marketing miracle with one another, creating a further a blue ocean. Therefore, the new class is a shortcut to a successful strategy! Sometimes the success of the strategy itself!
Two new classes of strategic value Awareness of the new class
dislocation, but also because of the new class is not in-depth understanding of strategic value. New class of strategic importance with many irreplaceable value. The first category can be success
brand, brand value is high. Brand by category born! Many people know the importance of the brand, but few know that most of the big brands by category for us.
Can not say that all successful brands can represent a category, but an innovative market acceptance of new products is destined to spawn a large class brand, Coca-Cola, seven-up, Ford, Nintendo, Kodak, Gillette, Quanjude, Asia is so just a few.
Category pioneer brands give consumers usually impressed. Because you create and represent this new class of consumers will put your brand and the category-one link, for example, mention of Xizhilang think of jelly, hi the Lang brand to become the first representative of category! Therefore, the category of goods on behalf of those who occupy most of the category and brand opportunities, brand value is high.
Coca-Cola brand value is 67 billion U.S. dollars. Why so high? Music beer drinks market was revealed, for SARS, ginger ale, orange juice, lemon juice and other flavored beverages, if the company of the original product category is in any case is not. Coca-Cola to develop into a major brand, because it creates a new category called Coke.
New Class Of Marketing: From Tactical To Strategic Breakthrough Innovation
