(F2). Product innovation > Beverages And Drinks Industry, Three Of Marketing Innovation

Products are cross-cutting drinks. Beverage businesses all the core business activities. Is the starting point of all marketing. Whether or Coca-Cola Wahaha. It's product innovation strategy is bound to bring its products. Channel planning. Brand communication. Terminal changes, such as exploring a number of innovative . as business leaders. do you know your products? Understand your consumers? Whether the products you reflect on what problems:

For example.

Your products in the market and competition in the product is homogenization? Your product there is an obvious quality. Price. Personality differences? Whether your product has unique advantages and attractions, such as.


If you do not. Can be characterized by the same type products. According to the existing features of the product and the disadvantaged. Depending on the target consumer groups demand analysis. Further exploration of consumer psychology. Or on the basis of the analysis of business resources available. Open thinking space. The use of reverse Product Innovation Act. the value of innovation. eliminating lead-dimensional tools and other methods. conduct an in-depth research. integration of existing social scientific and technological achievements. must be able to find a new market space.

Wahaha such as the introduction of ice tea. Ice tea after. Continuous product improvement and innovation. And products on the market is further broken down. Rolled green tea (Longjing tea paradise of water). Organic green tea. Flowers and tea. Further opened the market space .

So. Enterprises to Built to Last. Formulation or a retrial in line with the product strategy for enterprise development are the basis for product innovation. Product strategy generally can be divided into four steps Qu:

1. The First Step.
   Breakthrough point. High-end victory. Enterprises should concentrate its limited resources. Focused on the most successful and has led the development prospects of a product. Take the point penetrated the strategy. The realization of a single product diversification. Make make deep penetration . breakthrough point. high-end victory. Wahaha such as the pure water.
   
   
   
2. The Second Step.
   With single-point line. Horizontal clusters. Multiple expansion. An extension of the brand connotation. Enterprises in achieving"breakthrough point. Winning high-end" post. To follow up the victory. Homeopathic and on. Extend the"breakthrough point" brought to the brand. to have similar features to extend the meaning of the Products. Product group to form the same series. connotation in brand form the basis of a product line. enhance the expansion of our Products. Wahaha such as drinking water series.
   
   
   
3. TheThird Step.
   Structural adjustment. Many break points. Cultivate several Star Products. Product from enterprises of all its demands. Consumer groups. Markets are classified. Adjust the structure. The rational combination. Sort out a number of product lines. In each Series 1-2 to choose the focus of the operation of products. produce several Stars Products. Wahaha such as green tea. Nutrition Express Line.
   
   
   
4. The Fourth Step.
   Multi-point lead. Many lines of development. The formation of strong brands. To a number of points (star product) as the core. Exert Star Product of the"obvious effect." Multi-point lead. Many lines of development. Combination of points and lines. Stratification primary and secondary. jointly promote. formed in the breakdown of the areas of Product competitive advantage. such as Wahaha has not completed the development of the fourth step. but has formed a series of pure water. tea beverage series. functional beverage series of strong drinks group.
   
   
   

Product strategy. Product strategy. Product line planning. Product group positioning. Product innovation. Product Design professional channels. Products such as transmission planning. Each is a point of innovative thinking. Each point will open a new market.


Pilot Market

I think: a strategy for regional markets bidder world. Focus on the advantages of enterprise resources. Through a phase of effort. Set up a strategic regional market barriers. Homogenization are out of the trap. From upstream and downstream extrusion effective method.

Therefore. The proposed enterprise using 2:8 Principle. The market is divided into two categories:

One type of sales policy and the maintenance of normal market order. Using conventional means. Solve the problem of the market for enterprise survival. General control in 80% ~ 90%;

The second type of strategic areas (change pilot) market. The use of unconventional means of innovation. With key resources. General control in 10% ~ 20%. The building of such markets in terms of enterprises of great significance. <>

The second category is further divided into two kinds of markets. One is the strategic regional market. Enterprise strategic base. Major breakthroughs market. Personalization of the regional market, etc.; another is based on enterprise transformation. Marketing strategy development associated pilot market. It must be consistent with product strategy. elite team to build sales. marketing management and channel mode of operation combined with the innovative.

Want to rise in food and beverage enterprises. Should pay particular attention to regional markets and pilot market. To the time for space. Take the"" route. In a strong enemy no time to attend or competitive weaker geographical patterns using a combination of various marketing routines. first in some regional markets operating for some time. striving to monopolize the local market. not only exercise but also access to the local market teams nutrients. strength before considering the expansion of the blueprint for the next step. Such success stories are too numerous to mention. including Wang Ji. Lu Lu.all brands, including the accumulation of first time. Once grown into the leading enterprises in the regional market. also won the gallop national qualifications and strength of the market.

For the disadvantaged or the brand new entrants into the drinks. Beverage industry enterprises. Pilot and regional markets is even more important. Except such as Hualong Group can use the instant sales channels outside of the national roll out sales. There is a strategic regional and pilot market. Only a concentrated focus of resources invested. success in some areas to further promote the experience. in order to lay the foundation. although some brands seem very strong. However, in a regional market as long as you focus the power of the. opponents are unable to contend with you of. because his front is too long. forces have scattered.

Think everything will pass. Satoru reached. Line-induced. Enterprises from innovation should be the starting point of marketing - Product. To marketing strategy. To the implementation of strategies and systems to ensure that. In this concise and clear up the main line of thinking innovation. go to re-organization. integrated marketing elements. so as to achieve a breakthrough product. market breakthrough. break out the purpose of business. enhance the market competitiveness and profitability. This is also the author of the newly proposed"three-point theory of marketing innovation," the essence of where. for beverage enterprises. strategic innovation is essential. Product innovation is the core. The pilot market are the key.