(Updating) Consulting Cases - Market Share
Related Terms and Frameworks
4Ps
Use for marketing and new product development
Product
注重开发的功能,要求产品有独特的卖点,把产品的功能诉求放在第一位。
- Must fit within positioning decision and market segmentation (e.g. high end, low end; consumer, industry)
- Differentiated good vs. commodity
- Features and capabilities
- Reliability, quality
- Image of product: brand name, reputation
- Packaging, size
- Service, warranties
- Future strategy for the product
Placement
企业并不直接面对消费者,而是注重经销商的培育和销售网络的建立,企业与消费者的联系是通过分销商来进行的。
- Channel (decision based on product specifics, level of control desired and margins desired)
- Coverage - tradeoff between coverage levels and costs
- Inventory - levels, turnover, carrying costs
- Transportation - alternatives, efficiencies, costs
Promotion
企业注重销售行为的改变来刺激消费者,以短期的行为(如让利,买一送一,营销现场气氛等等)促成消费的增长,吸引其他品牌的消费者或导致提前消费来促进销售的增长。
The Buying Process:
- Consumer awareness for the product
- Interest for the product
- Trial
- Repurchase
- Loyalty
Select sales method: Pull (advertising...) or Push (discount to distributor...)
5 categories of promotional efforts
- Advertising: medium, reach (share of target market reached) and frequency (number of times reached).
- Personal Selling: when direct contact with buyer is needed.
- Sales Promotion: Incentives to consumer, sales force and channel members. ⇒ Consumer incentives: coupons, refunds, samples, premiums, and contests. ⇒ Trading force incentives: Sales contest, Point of purchase displays, spiffs (payments to dealers), trade shows, franchise reputation, in-store demonstrations.
- Public Relations and Publicity.
- Direct sales.
Price
根据不同的市场定位,制定不同的价格策略,产品的定价依据是企业的品牌战略,注重品牌的含金量。
- Considers both retail price and discounts.
- What strategy?
MC=MR
? Skim (high price, make profits now)? Penetrate (low price, gain market share)? - Seek volume or profits?
- Perceived value, cost-plus-margin pricing?
- How does price relate to the market, size, product life cycle, and competition?
- Economic incentives to channel (commissions, margin).
- Establishes barriers to entry
影响企业营销活动效果的因素有两种:
-
一种是企业不能够控制的,如社会/人口(
Social/demographic
)、技术(Technological
)、经济(Economic
)、环境/自然(Environmental/Natural
)、政治(Political
)、法律(Legal
)、道德(Ethical
)、地理因素(Geographical Factor
)等环境因素,称之为不可控因素,这也是企业所面临的外部环境; -
一种是企业可以控制的,如产品、价格、分销、促销等营销因素,称之为企业可控因素。企业营销活动的实质是一个利用内部可控因素适应外部环境的过程,即通过对产品、价格、分销、促销的计划和实施,对外部不可控因素做出积极动态的反应,从而促成交易的实现和满足个人与组织的目标,所以市场营销活动的核心就在于制定并实施有效的市场营销组合。