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区域市场突围五大步 名酒企业相对弱势品牌进阶路

2020-12-07 07:52  中国酒业新闻  佳酿网  字号:【】【】【】  参与评论  阅读:

白酒市场分化在2020年会强烈产生:竞争基本是名酒不断下沉,份额整合的阶段;这轮基本是“名酒新周期、酱酒品类周期”的发展;名酒企业拥有着成熟的酿酒技术,专业现代化的生产流水线,几乎所有经销商,零售商等渠道终端,资金实力雄厚,占据着市场主流广告资源可以及时快速高效的对品牌进行曝光!名酒企业强势品牌集中度在提升,白酒行业进入整合与淘汰时期,中小酒企举步维艰,那么名酒企业中相对弱势白酒品牌应该如何突围呢?

01、发挥品牌优势:借势+造势,提升区域市场声量

品牌借势:名酒企业弱势品牌寻求借势突破必须紧跟优势主品牌活动步伐,首先筛选优势主品牌近期或下一阶段市场品牌宣传营销活动方案,进一步梳理出符合本品牌发展要素、在资金允许范围内实现活动嫁接,将主品牌的相关造势活动同本品牌链接起来,同时在本品牌的借势活动中要以精简、聚焦为原则通过更少的市场投入增加本品牌更大的市场声势,以便于在本区域的招商、市场网点开发、产品卖点提炼、品牌市场活动等方面给合作伙伴、消费者一个强有力的表述。

PINPAISHENGJIZAOSHI:WEIMAIXIANGMINGJIUQIYEYOUSHIPINPAIERNULI:YAOXIANGYOUDADETUPO,ZEXUYAOXIANGYOUSHIPINPAIKANQI,XUEXIYOUSHIPINPAIDEFAZHANZHILU,FUKEJIEJIAN;ERZHEIYESHIXIANGDUIRUOSHIPINPAISHIXIANSHENGJIDEZUIHAOTUJING。DANGRAN,ZHEIGEMUBIAOSHIBIJIAONANSHIXIANDE,SUOYIXUYAOBUDUANDEQIANGHUAPINPAIXUANCHUAN,YAOZAIZIJINKEKONGDEQINGKUANGXIA,CHIXUDEXIANGQUANGUOSHICHANGTOUFANGYIDINGBILIDEGUANGGAOFEIYONG,YAOZAIQUYUWAISHICHANGXUNZHAOHESHIDECHENGSHIZUOWEIYANGBANSHICHANG、ZHONGDIANSHICHANGDAZAO,TONGGUOYIDIANDAIMIANDEFANGSHIZHUBUKUODACHANPINDEPINPAILIHEQUDAOWANGLUOTIXI。

02、结合产品特征,精准营销定位

BENTUSHICHANG:TONGGUOYOUZHIDEZHENGSHANGGUANXIHEQUDAOZHANGKONGLI,JINYIBUGONGGUBENTUSHICHANGFENE,DAJIZHUJINGPIN、MINGYOUJIUQIDESAORAO,JINYIBUWEIHUHAOBENTUSHICHANGDEBAZHUDIWEI(SUISHIGUANZHUZHUJINGPINYINGXIAOCELVE,SUISHIZUOHAOYINGDUIFANGAN,QUEBAOZHANGQILONGTOUDIWEIBUDONGYAO),TONGSHI,ZAIPINPAIXUANCHUANSHANGZUODAOQUDAOQUANFUGAI,LAOLAOSUODINGXIAOFEIZHEDEXINZHI;

YANGBANSHICHANG:TONGGUOLIANGHAODEZHENGSHANGGUANXI、QUDAOZHANGKONGLI,JINYIBUKUODASHICHANGFENE,FENGSUOZHUJINGPIN、MINGYOUJIUQIDECUXIAOHUODONG。TONGSHITONGGUOHEXINQUDAODESHIFANHUQIANDINGKUNBANGHEXINQUDAO,TONGGUOQUANFUGAIDESHICHANGFENWEIYINGZAOCHUANBOREXIAOFENWEI,ZHENDUIXIAOFEIZHEKAIZHANDUOCENGCI、LINGYUDECHANPINTIYANHUODONG,BUDUANJIASHENHEXIAOFEIZHEDEZHANXING,TONGSHITONGGUODUOZHONGTUANGOUMOSHI、CUXIAOFANGSHIQIERUXIAOFEIZHEDEGEGEXIAOFEILINGYU,DACHENGCHUCHUYOUWOPIN,CHANGCHANGHEWOPINDESHIJUEGANSHOU;

ZHONGYAOSHICHANG:TONGGUOHEXINQUDAODEDALIKAIFA、YIBANQUDAODEKUAISUJIANLI,KUAISUDAZAOYOUZHIQUDAOHEYOUZHIERPISHANG,JIEHEGEFANGLILIANGKUAISUXINGCHENGSHICHANGFENWEI、XIAOSHOUTIXIAN。TONGGUOLIRUNFENXIANG、FANDIANDEMOSHIJIANGYOUZHIQUDAOKUNBANGZAIWOPINDEZHANCHESHANG;TONGSHITONGGUOSHICHANGRENYUANDEBUDUANSHENRUKEQINGWEIHU,SHENWASHICHANG;TONGGUOTUANGOURENYUANDENULIKAITUO,QIANGHUASHICHANGFENE;TONGGUOPINPAIDESUZAOHECHUANBO、XIAOFEIZHEPINJIANHUIDEKAIZHANDENGZHENGQIANGWOPINDEPINPAILI。ZUIZHONGTONGGUOYIGEJIEDUANDEQUANFANGWEIYUNZUO,XINGCHENGZHENGGEQUDAOREXIAOFENWEIHEXIAOSHOUQILIANG;

YIBANSHICHANG:TONGGUOHEZUODANGDIDEYOUZHIQUDAO、TUANGOUSHANGDENG,KUAISUQIERUSHICHANG,TONGGUOJIEDUANXINGCUXIAO、CHUANGXINXINGYINGXIAOMOSHIDENGDADAOXIAOSHOUMUBIAO(KAIFASHICHANGCHENGBENTOURUXUYAOSHENZHONG)。

MINGJIURUOSHIPINPAIDECHANPINZAIQUYUSHICHANGDETUPOSHANGGENGZHONGYAODESHIDINGWEIJUECEDEJINGZHUNJUJIAO,JIANGPINPAIDEDUTEDEXIAOSHOUZHUZHANGSHIFOUZHENZHENGDISHENRUDAOLEXIAOFEIZHEDEXINZHIKONGJIAN,JIANGMUBIAOXIAOFEIZHEZHUANHUAWEIZHONGSHIYONGHUZHE。

03、迎合区域市场人文特点,塑造归属感

BAOZHUANGTUWEI:BAIJIUSHICHANGXIAOFEIXUANZEZHONG,BAOZHUANGYINSUSHIZUIWEIZHONGYAODEYIHUAN,ZAIMEIYOUZHENZHENGTIYANCHANPINZHIQIAN,RUHEXUANZEYIKUANBAIJIUCHANPIN,ZAIBAOZHUANGFANGMIANBIXUTIXIANCHUGAODUANGAN、TONGSHIZAICHANPINSHEJIFENGGESHANG、BIXUTUXIANCHANPINWENHUATEXINGJICHANPINTEDIAN、LIANGDIAN;ZAICHANPINXINGXIANGSHANGZHUAZHUXIAOFEIZHEDESHIJUEZHONGXIN。

CHANPINTUWEI:CHANPINDEZHILIANG、KOUGAN、XIANGXING、DUSHUDENGZHUDUOYINSUZUCHENGDETUWEI,ZHILIANGSHICHANPINZHIGEN,XIAOFEIZHEDUICHANPINDEXIAOFEIGUIGENJIEDIZUIZHONGHAISHIYAOHUIGUIDAOCHANPINPINZHIZHEIYIZUIYUANSHISHUXINGSHANG;ERSUIZHEDANGJINXIAOFEIJIEGOUDESHENGJILIXINGXIAOFEIDEGUANNIANYUELAIYUEZHANJUXIAOFEIXUANZEDEZHUDAO;ZAILIXINGXIAOFEIDEQIANTIXIADUICHANPINZHILIANGDEYAOQIUJIUYUELAIYUEGAO。BAIJIUCHANPINZAIKOUGAN、XIANGXING、DUSHU、YINHOUDESHUSHIXING、JIANKANGXINGJIUBIANDEGENGJIAZHONGYAO,WEIYINGHEHEMANZUGEGECENGMIANSHANGDEXIAOFEIZHEDEXIANSHIXUQIU,BAIJIUZAICHANPINSHANGJIUYAOHUAFEIGENGDUODELIQI。

WENHUAGEXINGTUWEI:PINPAIDEGEXINGHUAYUWENHUADEBIAODA,TUXIANZISHENDECHANPINDIAOXING;SUIZHEXIAOFEIJIEGOUDESHENGJI,DUIBAIJIUPINPAIDEJINGZHUNDINGWEIYAOQIUYEYUELAIYUEGAO,ZHONGDUOBAIJIUPINPAIYIJINGKAOLVZAIBAIJIUDEGEXINGHUAYUCHAYIHUADEFAZHANDAOLUSHANGXUNQIUTUPO,ZAIDANGXIAGEXINGHUAYINGXIAOCUNZAIJILIEDEBAIJIUXINGYEZHONGTUWEI,PINPAIDEGEXINGHUAFUYULECHANPINBENSHENGENGDUODEGANQINGSHANGDENEIRONG,JINERLAJINCHANPINYUPINPAI,PINPAIYUXIAOFEIZHEZHIJIANDEJULI,ZAIQUYUSHICHANGSHICHANGNEIDAZAOSHUYUBENQUYUSHICHANGSUODUYOUDECHANPIN。JINYIBUSHICHANPINXIANGTECHANZHUANHUA,SUZAOCHANPINZAIQUYUSHICHANGDEDEGUISHUXING、GUISHUGAN。

04、点位聚焦:聚焦资源打精准渠道战

JINGUANMINGJIUQIYERUOSHIPINPAIDEGAODUANCHANPINZAISHICHANGSHANGCHUYURUOSHIDIWEI,DANPINPAIDEYINGXIANGLIZAITEDINGQUYUHAISHIYOUYIDINGDECUNZAIFENWEI,SUIRANZAIZHENGTISHICHANGSHANGPINPAISHENGLIANGYOUXIAN,DANZAITEDINGDEQUYUHUOQUDAOSHANGZONGSHINENGFAXIANQIFANGDADEPINPAIYINGXIANGLIHEJIAZHILI,RANGQIZAIZHENGGEJILIEJINGZHENGDESHICHANGZHONGZHANZHUYIXIZHIDI;MINGJIUQIYEDERUOSHIPINPAIDADESHICHANGTUWEIBIXUZAILISUONENGJIDESHILIFANWEINEIJINXING。

最佳的范围就是企业所在区域,即大本营市场(可控性、可操作性、可复制性),弱势品牌的突围不仅是在区域上实现突围,在区域上的突围只是提供了市场操作的便利性、信息资源的广泛性,真正实现弱势品牌的突围还表现在品牌本事所涉及的产品、包装、价格以及个性上的突围。

RUOSHIPINPAICANYUJILIEDESHICHANGJINGZHENG,WANGWANGHUICHUXIANQIYEDEZIYUANGENBUSHANG,WUFAHEQUANGUOXINGPINPAIHEQUYUQIANGSHIPINPAIKANGHENGDEQINGKUANG;BUCANYUJILIEDESHICHANGJINGZHENG,PINPAIBIANGUISUOZAISHICHANGDEJIAOLUOLI,JINPINGJIEZHEXIAOQUYUXIAOFEIZHEQINGGANGENJIHEZIJIYUANYOUDEXIAOSHOUSHICHANGZHONGDUANKUHAIWEICHISHENGJI。

YINCI,XUNZHAORUOSHIPINPAISHIHEDESHICHANGKONGJIANBIANSHIRUOSHIPINPAITUWEIDEGUANJIANYIBU。YIFANGMIAN,ZAIWENGUYIYOUXIAOFEIQUNDEQIANTIXIA,ZHEZHONGPEIYANGNIANQINGXIAOFEIQUNDEGANQINGGUISHU;LINGYIFANGMIAN,ZAIXIANYOUSHICHANGTUOZHANFANGMIAN,SHAIXUANCHUZUIFUHEBENPINPAISHICHANGYUNZUOXIAOSHOUQUDAO,BINGQIANGHUAGAIQUDAOZAIBAIJIUSHICHANGZHONGDEQUDAODIWEI。JUJIAOZIYUANZHANLINGHEXINQUDAOSHIRUOSHIPINPAIDESHENGCUNYAOHAI。RUOSHIPINPAIBENSHENYONGYOUDEZIYUANBUDUO,KEYIJIEZHUDESHICHANGZIYUANYEBUDUO,ZHINENGXUANZEYITUIWEIJINDESHICHANGCELVE。ZHANLINGDANYIQUDAOKEYIYOUXIAODIJIZHONGZIYUAN,TONGGUOZIYUANDEJUJIAO,FAHUIYOUXIANZIYUANDEZUIDAXIAONENG,ZAIGAIQUDAOZHONGZHANLINGZHIGAODIAN,XINGCHENGZIJIDUTEDEPINPAIJINGZHENGLI。

05、市场营销推广:轻资产、重营销

DANGXIABAIJIUXIAOSHOUTONGLUDEBIANGESUIZHEJINGJIDAHUANJINGDEZHUANBIANZHENGZAISUIZHEHULIANWANGKEJIDEFAZHANYINGLAIZHONGDABIANGE,XINXIHUASHIDAIDEDANGXIA,CHUANTONGTONGLUDEYUNZUOMOSHIYIJINGZAIMIANLINZHEFAZHANDEPINGJINGQI,ZENGJIAXIAOSHOUTONGLU,SUODUANLUJINGZHANGDU,JIANSHAOJIAOYIDACHENGDEZHONGJIANHUANJIE;ZENGJIATONGLULIRUN,RANGLIXIAOFEIZHEHEHEZUOHUOBAN。SHIXIANJIUSHUISHICHANGQINGZICHAN、ZHONGYINGXIAODEJINGYINGZHUANBIAN。

QINGZICHAN、ZHONGYINGXIAO:JISHISHIMINGJIUQIYEZAIQUYUSHICHANGSHOUXIANKAOLVDEYESHIRUHEHUOXIAQU,RANHOUCAIKAOLVFAZHAN,ERYAOJIEJUEHUOXIAQUDEZUIXINGZHIYOUXIAODEFANGSHIYINGGAISHIQINGZICHAN,ZHONGYINGXIAO。

QINGZICHAN:CHULEBIYAODECHANPINPINZHIGAILIANGTOURUDENGZHIWAI,JINLIANGJIANSHAOYIQIEQITAGUDINGZICHANTOURU,QUEBAOLIUDONGZIJINDECHONGZU;TONGSHIDUIYUZHENGGEJINGYINGGUOCHENGZHONG,FEIYINGXIAOFANGMIANDETOURUDOUXUYAOSHENZHONG。

ZHONGYINGXIAO:YIQIENEIBUDETOURUJIEWEICHENGBEN,SHOUYIDOUZAIWAIBU。SUOYIYAOJIZHONGYOUXIANDEZIYUANBAGEXIANGFEIYONGTOURUDAOYINGXIAOSHANGLAI(KAIFABIANJIESHICHANGTOURUFEIYONG、HEXINZHONGDUANDEWEIHUFEIYONG、CHANPINYUNDONGCUXIAOFEIYONG、XINYINGXIAOMOSHICHUANGXINFEIYONGDENGDENG),DANGRANZHEILISHUODEZHONGYINGXIAOBINGBUSHISHUOWUXIANZHIDETOURUYINGXIAOFEIYONG,ERSHIYIXIAOSHOUJIEGUOWEIMUDEDETOURUGEXIANGYINGXIAOFEIYONG,YIDINGYAOHEYEJIGUAGOU,JUJUEWUXIAODELUANTOUFEIYONG。

ZONGZHI,MINGJIUQIYERUOSHIPINPAIYAOXIANGZAIQUYUSHICHANGSHIXIANTUPO,YAOJIEHEZIJIDEGEFANGMIANYOUSHI,KUAISUYINGDUI,JIEHESUOXUANSHICHANGBAIJIUXINGYEXIAOFEITEXING,HELIGUIHUASHICHANGGONGJIANZHONGDIAN;TONGSHIYAOKAIYUANJIELIU,YAOYIJIXIAOWEIDAOXIANG,YIXIAOLVWEIYUANZEDEKEXUEGUANLIFANGSHI,JIANGQIYEFAZHANDAOGENGHELIZHUANGTAI,CAINENGYINGDUIGEZHONGTUFAQINGKUANG。

    关键词:酒类营销 区域酒企  来源:酒食汇  智邦达 张辉
    (责任编辑:程亚利)
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