SME Marketing Solutions

At present, a considerable number of SMEs in China are not ideal because their strength is limited, their human resources cannot keep up, and their management level is not high. It can be said that, to a certain extent, marketing work has become the bottleneck for the development of the majority of SMEs. I have done marketing services for a number of small and medium-sized enterprises, and accumulated a number of SME marketing experience. Now sort it out for your reference.

The characteristics of small and medium-sized enterprises are small and flexible. Therefore, management does not need to be as formal as large enterprises. Only by grasping the key points and fully utilizing their advantages. The same is true for marketing work. It is easy to achieve results by grasping several key points and drawing a summary. Therefore, the SME marketing solution is to manage marketing points and promote the development of the entire marketing work by grasping key points.

There are five main points for the marketing management of SMEs:
1. Make a good product;
2. Establish a good team;
3. Formulate a good strategy;
4. Manage the market well;
5. Establish full marketing awareness.

At the same time, these five points are also five blockbusters.
The first tip: To make a good product First, the marketable market needs what to produce, but not what to sell. Marketing is a process that meets the needs of consumers. It begins with the needs of consumers, that is, the needs of the market and meets the needs of the market.

How can it be marketable? Market research is the only way, including the following:
1, consumer demand research. It is to make clear what consumers think of existing products, consumer behaviors, and consumer expectations, and to design products based on the requirements of consumers to fundamentally solve problems.
2. Best-selling brand research in similar products. Investigating why people’s products sell well and considering translating these success factors into their product designs is a shortcut.
3. Non-selling brand research in similar products. The purpose is to study the reasons for the unsalable sales of other people's products, avoid these problems when designing products, and avoid repeating the mistakes.
4, market distribution and market capacity research. To study whether the prospects of products to be developed are promising and whether they are suitable for their own operations. For products that are not suitable for their own operations or markets that do not look good, they should avoid them from the very beginning and solve the problem in the shadowy state.
5, product life cycle research. The purpose is to determine what kind of life cycle the product is being developed for, and to adopt different strategies for different life cycles. The concept of a marketable market should always exist in the minds of business operators. Only when there is a marketable product, the following work can be carried out.

Second, quality is not based on product quality, marketing is very passive. In addition to the stringent quality requirements, product quality should also be considered in conjunction with consumers' actual needs and costs. At the same time, the quality of the competitors must be further considered. Only the product quality is better than that of the competitors, and the competition can win. In addition, it must be kept in mind that product quality must be stable, and quality decline is an important reason why companies turn from bad to bad. The quality of the product is the basic condition for the product's ability to sell well. We reiterate that product quality must be better than competitors, and product quality must be stable.

Third, the price of product prices is the best-selling killer. Because consumers have a lot of choices, and the current product similarities are widespread, coupled with limited purchasing power, the most commonly used and most useful of all marketing tools is the price of the product. We should consider how to use price flexibly when formulating marketing strategies.

The essence of the price issue is the cost issue. Only the cost has an advantage and the price will have an advantage. Therefore, if we want to create a price advantage, we must pay close attention to the cost: First, management, establish cost awareness and cost analysis, management system; Second, technology, rely on technological progress to reduce costs; Third, expand the scale, through the establishment of production scale to achieve cost management.

Fourth, packaging On the one hand, today's consumers are more and more individualized in consumer behavior, more and more emphasis on the aesthetic efficacy of packaging, at the same quality, price, people's shopping choice direction may turn to packaging. On the other hand, packaging strategies can be used in conjunction with price strategies to use package changes to change prices and reinforce or dilute consumer perceptions. Packaging design often changes, but also to consumers often feel new, to satisfy the psychology of new and old consumers. Giving packaging new features is also a good strategy. If you add some features without increasing costs, you will have a very good promotion effect. Another point that belongs to the same category as the packaging strategy is the emphasis on product design: First, the design of product variety and specification models is diversified; second, product art and design. Many management masters predict that the 21st century is the century of process design. Many foreign manufacturers are still able to introduce numerous new products to the market, with the help of product design. There is no major breakthrough in product nature.

The core of marketing is trading. The core of sales is products. In all marketing strategies, the most important and effective strategy is product strategy. A good product can receive the effect of "defying the enemy without fighting."

The second tip: Establishing a marketing team that can compete for excellence

There are four basic elements for establishing a business team that can compete for excellence: core, quality, management, and communication. The four must not be neglected.

First, a good marketing team must have a core

The key to whether or not the marketing team's fighting power can be played is to look at the team's spiritual cohesion, which requires that the team must have a core. This core is a concept, or a leader. Common beliefs and leaders of mutual trust can bring us a sense of stability and self-confidence, so that we can form cohesiveness and give full play to the team's strength. Otherwise, the people inside the team are not in the same place, and they cannot establish coordinated action steps. They can't exert their team strength and sales work will be very passive.

Second, excellent teams come from excellent salesmen

The sales effect of a trained professional salesperson and a salesperson who does not have any sales skills is inconceivable. We must realize that the excellent business team is derived from excellent salesmen, and the excellent salesmen are derived from meticulous recruitment, careful skills training, and strict practical exercises. Recruitment is the first hurdle to select young people who can endure hardship, flexibility, motivatedness, good conduct, and social foundation. The second is to have serious skills training, including corporate philosophy, industry knowledge, marketing skills, etc. Basic knowledge, through skills training to make an outsider into a professional sales staff; Third, through a rigorous practice of training, so that a recruit to become veterans, become the backbone of the sales force.

Third, strict and scientific management is the guarantee of excellent business teams

Most companies recognize the importance of management in the construction of business teams. However, in actual work, the management work is often not done well, the system is not comprehensive, and the assessment is not strict, resulting in a loose and scattered business team. The management of the sales force mainly includes the following aspects: Establish a marketing organization structure, clarify the affiliation and respective functions of each department in the organization, strengthen the sense of responsibility, and ensure the smoothness of the decree;
2. Establish an administrative management system and standardize everyone's behavior standards;
3. Establish a business management system, standardize business processes and everyone's business behavior;
4. Establish an action management system, use the system and various forms to regulate each person's actions in the market, and ensure effective working hours;
5. Establish performance assessment and salary policies to motivate business people and ensure sales goals are achieved.

After these five parts, a standard marketing management system can be established to achieve strict and scientific management of the business team.

Fourth, establish a regular communication system

Regular sales meetings are very important in sales management. Regular meetings can be sent to the top and bottom of the market to jointly discuss market issues, praise advanced and spurred, so that business people have a sense of belonging, honor, but also reflects the team spirit. good chance. The sales meeting is mainly led by the leadership of the marketing department. It notifies the business of the review, arranges the dismantling of the sales plan for the next month, and the sales personnel report the market work, discuss the difficult issues, and conduct targeted training. Through these contents, the regular meeting will become an opportunity for charging and improving fuel. The formal meeting should be a two-way communication mode. In terms of time, it is best once a month or once a week. The special period should be based on the actual situation. The participants of the regular meeting may be all staff or all business personnel, or business managers and other relevant personnel.

The third key: formulating a good marketing strategy

The market strategy mainly has the following parts:

First, the marketing plan marketing plan is the most basic policy document to guide the entire marketing work, and it is a very effective marketing tool. All marketing work is carried out in this way, which is the highlight of the marketing work. Marketing plans are often divided into six parts.
1. Analysis of marketing environment, including macro-environmental analysis such as economic situation, historical culture, laws and regulations, industry trends, etc.; micro-environment analysis such as competitor analysis, supplier analysis, market capacity, market structure, product life cycle, and dealer analysis.
2. Consumer behavior analysis, detailed understanding of consumer needs in order to develop appropriate strategies. Contents include consumer demographics, consumer psychoanalysis, consumer behavior analysis, and distribution of consumer sites.
3. SWOT analysis to understand the company's location, opportunities, business problems, compared with competing products have advantages and disadvantages, the more detailed the more practical the better.
4. The formulation of marketing objectives, through market segmentation, market positioning, targeting the market to be occupied, crowds, and pooling resources. According to the monthly, market, department, personnel, variety, etc. to develop sales plans, clear sales, return, profit, market share, brand awareness and other marketing goals.
5. Marketing mix, through the combination of product strategy, price strategy, access strategy, advertising strategy, to ensure the achievement of marketing goals.
6. The schedule of budget, which covers the schedule of each item, the person responsible, the cost, etc., controls progress and expenses.

Second, the market layout The markets we face each other are mutually influential. Some of these markets are at key positions. Some are in secondary positions. Opening some key markets will occupy a large market. Therefore, we must carefully study the market, divide several regions according to the characteristics of the market, select the key markets for each region, and then determine the order of development and priorities of these regional markets and form an overall market layout plan. The market layout has to consider many factors.
First, the importance of the market, whether it is a strategic place, the commanding heights;
The second is the competitor's forces, to see how many opponents, the strength of combat effectiveness, is easy to attack;
Third, the transportation distance, too high transportation costs, and difficulty in market management;
The fourth is the market capacity, which determines the market