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Four Misunderstandings In Clothing Brand Marketing

2010/7/9 11:41:00 140

We know that the purpose and significance of company existence is creation.

wealth

If we can not create wealth, the company will not have the meaning of existence, and at the same time, it will lose the foundation of existence.

Therefore, all activities of the company must conform to the spirit of Finance and must be examined from the angle of finance.

Brand marketing is a hot topic in current enterprises. From the angle of finance, I analyze the brand marketing of various industries, and find that there are the following misunderstandings in brand marketing.

I. excluding cost spamming
广告。

Different products have regional positioning or population positioning, so advertisements should also be distinguished by different regions or people. There are also various kinds of advertising means and media, such as radio, radio, and media.

Newspaper

Outdoor printing, special events, portals, enterprise websites, spokesmen, etc., the effect and cost of various means are different, but the higher the cost is, the better the result is.

Some enterprises only choose TV stations to advertise, and do not have to go to CCTV. In fact, according to the survey, for some regional products, the CCTV is not as good as the local ones.

Moreover, in the Internet age, many people, especially young people, rarely watch TV stations or even watch TV stations as old-fashioned. These people like watching movie websites, like playing online games, like blogging and Baidu. If the product positioning is aimed at these people, advertising on television is a waste of money.

Some enterprises, with cheap and important advertising channels, do not have to pay the price to rush to the TV station.

It is understood that many enterprises in the CCTV golden time devoted to advertising, throwing money, but the intention of people to enter their business website to see, the result of a big surprise, its website content is thin, since its establishment, has not been updated, can not see a little bit of characteristics and highlights, get rid of the good impression from the electric station, the advertising made by the gold, finally let people sneer at it, reactive.

Two, abandon history and innovate.

The development and innovation of enterprises must be abandoned and must rely on the past foundation so as to make full use of resources and achieve twice the result with half the effort.

It is right for some enterprises to encounter bottlenecks in the development process and strive for pformation and innovation. However, the pformation and innovation of enterprises are on the top step, at the first level and at the first level, and every step is based on the steps already arrived, rather than jumping on the fly.

It is right for enterprises to create new brands, give people new feelings and enhance their image and taste. However, the cultivation of new brands must rely on the basis of old brands and carry out on the existing platforms of enterprises.

The operation of the new brand should rely on the reputation, channels and funds of the old brand as much as possible so that the maximum output can be obtained with the least input.

The enterprise can drive the new brand by the old brand through the form of the mother and child brand, the main sub brand and so on, and then gradually highlight the new brand, so as to realize the purpose of completely replacing the old brand or the old brand.

Three, do not talk about quality and quantity.

The quality includes the quality of design, the quality of production, the quality of management, the quality of service and the quality of sales.

The quality of sales is the minimum resource requirement, the lowest sales cost and the highest sales profit.

Many enterprises have no principles for market share, sales volume, bulk distribution, vicious price reduction, and deregulation. As a result, hard work, little income, overstock of products and bad debts increase, and enterprise grade can not be promoted, but one year is not as good as a year.

In order to pursue the quality of sales, we must scientifically set the assessment index for sales personnel, not only to check sales volume, but also to assess profits, return money and average inventory.

At the same time, we must stick to the bottom line of the principle and not be eager to make changes.

Four, there is no plan to go blind.

To carry out brand marketing, we must first plan carefully and work out detailed plans.

No plan or scheme is based on a fever of mind, which is absolutely not good.

A good marketing plan, product concept must be accurate, the market must be carefully analyzed, the sales target should be accurately positioned, and different marketing stages should be divided, and different measures should be formulated according to different stages. At the same time, the allocation of resources, the follow-up of management, and the calculation of input and income of expenses should also be considered.

Some enterprises are very enthusiastic, so they say they can do it. As a result, because there is no plan, they are always running into trouble. They are always in a wall. They are not in place without funds. Otherwise, if the funds and personnel are in place, the responsibilities and authorities may not be clear, or the shops do not know where to find them, and the products do not know how to locate them.

Such brand marketing can only burn money.

The money burned out, but Li didn't know where it was.