A few days ago finished a new products market research. Now, in the heart is a bit regrets, do not send unhappy! The research work for A company headquarters very seriously, task decorate also early, marketing, and regional business personnel and cooperative planning company all called opened special meeting, but from the implementation process to the investigation result see, from the expected objective investigation and practical significance are greater distance. Use area personnel words: beginning sensation, process is vague, did not result. Although some radical. But can see enterprise of city hue has turned to for task: to understand form; Also can be understood as cut-scenes.
According to themselves.all see, preparation time also has a very long period of time, from product characteristics, objectives crowd, channel and terminal, market characteristics, media, and other aspects in detail, the system of secondary data collection, including the questionnaire, the design of research process, relevant personnel, sample, place, should determine. But research results and the author responsible market still don't feel very anastomosis. This is a contradiction, exactly is "qualitative" the comprehensive judgment on the, or "quantitative investigation result more accurate"?
First of all, I'm not doubt the investigator's quality level and professional ethics, but always faintly feel this report data should and market real status (qualitative munster) there is considerable difference. Here appear problem, the main objective is to cause, (subjective reason in prophase "quantitative" problem set) is not a understanding market competition pattern, 2 it is main consumer distribution not clear, total copy of general investigation mode, cause. So, from this level, completely in the sense of "quantitative" survey, in many products body is not entirely applicable and doesn't fit as the basis for decision-making, Secondly, I don't reject "quantitative research, otherwise, a lot of market research company to" tell "to me.
The author also remember was preached a market research for classic story. Words in the United States have a shoe factory factory boss sent a market manager to Africa a desert island survey market. The name that marketing manager through strict quantitative analysis, found that nobody should wear shoes, also did not wear shoes habits, this data show that no any market. Back in the hotel, he immediately dispatched telegrams tell the boss said: "people who live here would never wear shoes, there is no market."
When the boss received after thinking for a long moment. Cable And he ordered the other a market manager to on-the-spot investigation. When the man saw a market manager barefoot, local people didn't wear any shoes, heart quite excited, a return to the hotel, immediately cable boss: this island residents without shoes and enormous market potential, and send a million pairs of shoes. Come on.
Revelation: the same situation, has the different view and conclusion. First of all, we have to how look upon the quantitative analysis and qualitative analysis of the problem, not bad, nor quantitative qualitative analysis is bad, the key is how you look at and use of research results. Secondly, you of the comprehensive judgment and market how does it feel? "Qualitative" for consumers "quantitative study provide more accurate sources, otherwise, might find target consumers, or find is not identical target groups of consumers. But someone will say, and pat head, actually, it went behind island survey shoe market business personnel didn't do quantitative analysis, instead, the previous analyses many, for a long time, but the successfully developed market, why? To research the comprehensive judgment and analysis was key. I.e., "quantitative" is to be built on a market "feel" basis.
So, if the regional market business personnel, like Mr Zong as familiar with your market, even if they don't do quantitative market analysis, also can get market conditions and channel and terminal condition through. Each new products on the market, for each regional market research is unrealistic but, regional market more or less will vary, such as: brand influence, the channel structure, consumer sources, competitive brand status, not quite as resources devoted circumstance. Rely on what? Amassing, Also on the sharpness and control.
New products on the market, regional sales personnel should do what aspects of the job?
To enterprise's business workers, it is difficult for new products on the market of packaging, ex-works, flavor, can adjust the maximum is to adjust the product market operation framework, the channel structure, channel (terminal), consumer propaganda, etc.
So qualitative research of regional salesman is very important, do not fall into the qualitative research is not science, mathematical model more scientific error, in many cases, in market of domestic consumers and channel is not very marketization and very mature cases, using quantitative data model and not reflect the true market situation. Moreover, consumers and distributors psychology is difficult to through quantified model to correct conclusion.
Next, what can we do?
First, understand dealers agent will
China is a vast land ", "consumer terminal too much, too scattered through his strength, it is difficult to reach full coverage. Don't say with me: consumer is the most important, we finally is to take a loyal consumers, such cliche, if you do the market, we will understand that an appropriate agent how important to you is. I don't want to in redundancy and the problem.
You should go first wholesale market or the similar product distributors place see, of course, can "lie" said you were a competing goods business personnel (the dealer didn't do competing goods of this brand products) ask you, see this distributor unionizing the interest, strength, thinking how? If the dealers have interest and intention, and then again bright Ming identity, and show apology (generally he will understand). Next good talk, you will company main policies and requirements to talk with him understand, if the intent is very high, next to talk about the details.
Dealer tried this market's views and ideas (talking to thoroughly, typically he'll understand roughly the same brand of practice, sales, etc, and then you can walk again overall mainly wholesalers, basic conditions should be the chest.
Q. said willing. There are many people habitually very hate to do agents (2 batches trader) incentive activities, think of the market is very bad, saying that the company stock transfer, but actual condition is far from theory so simple. During the off-season and the peak season appropriate moments channel sales promotion is very necessary, whether YaKu and stimulation causes; Or suppress competition has important role. Sometimes, when the dealer's strength is very big still (no matter from financing and product distribution (see chart), a lot of moment, no action is the biggest crisis. Of course, this is all have strategy, targeted for talent-stimulation, blind promotion of course legacy is boundless.
Second, classification visit terminal
Terminal interviews rather than the past terminal looking, also don't care you walked dozens of, the most important visit quality? Generally USES "idle" visit, such as alcohol products terminal - restaurant, general morning before lunch, afternoon before dinner, preferably before dinner (many small boss morning did not wake up) so that the terminal boss called you'll have time.
Ask him to main competitive brand views, operation methods, through a terminal boss reaction of competitive brand view of customers, Take another look display, empty, gifts, gifts, promotional poster, vivid, amination, the agreement, as well as main brand roughly sales etc. Go to terminal must not ask only one word: boss, this good sell? The boss, which good sell? He will be very vexed you, the boss will think good sell pass you what things? !
Another is your product breakthrough? Generally speaking, quick consumption is to terminal for breakthroughs. Consumers in what terminal more concentrated, the contact point is good for? Then classification, restaurants, hotels, night market, supermarket etc., being visited.
Analyzing these terminal to product listed the overall impact of degree, which industries concentration, facilitate listed breakthroughs. What is the second step can enter the terminal. People like to say: how customers how important, open is consumer. But new products on the market once consumers activity effect won't too good.
Why is that?
A new products, in addition to the kind of large advertising before pulling, except the hype, very hard through simple advertisement marketing have absolutely positioned function.
That is to say, the advertisement for winning the era was far away, and basic consumer spending a product and not see would buy, a process, this process is: the first to get to know; concern - Then is to feel - interest, then produce demand - desire, the last is action - buying. From the psychological process we can know: new products on the market first let consumer attention, etc produced strong desire, again carries on the promotion, the effect is met very good. So, the impact of promotions listed immediately is bad.
Look at the supermarket just now on sale product will sell 1000? You as a general consumers will buy? Mostly is not, because you don't know the product cost, discount for you to be not worth feeling whatsoever (experience not depreciate bring benefits). Terminal incentive not only is "do terminal death; do not do terminal die" that simple, because it is the product of the listed smoothly is very important one annulus, lack of the ring, the product in bear (agent) and rev. (connection consumer) can be a problem. "This is a ring" let consumers purchase from a desire then pushing forward the important component.
Third, strategy of surveys of consumers
If you are in the street intercept a consumer ask him: this product is good? Generally it difficult to get the correct result, or somebody else to ignore you, either cope with you, If you gather some consumers to discussion, consumer most will give you face, saying: not bad. So, as regional business personnel, you want to "dress up" become consumers and talk to them, let them not alert, in a relaxed atmosphere speak real thoughts, like this can gain actual results.
You can go to see them in the consumer consumer place? In different places consumption brand or product is consistent. So you can know the products listed after, after a channel and terminal after, this adopt what manner consumer's pull activities to pull target consumers of continuous consumption.
Finally, must also quoted Mr Zong years ago words: for the market, I followed the way you feel. In this sentence, many people wantonly criticism; Many people disagree. But this sentence contains too many behind profound, you go about, don't Mr Zong is really sitting at home "follow feeling", make so big of market? Absolutely not, he travel more than 200 days, every year the roots deep into the market, whether media, channel and terminal, consumers, all in his "feeling", this is the true market research, market research, than the so-called "assault" type quantitative and qualitative research, don't know to be clever how much times! From this level see, I strongly support Mr Zong take back "wahaha" brand, because I feel that "ha ha" in Mr Zong, under the leadership of the more prosperous, although I feel that Pope in "joint problem" is existence fault.
Ok, now know "market research" is what, how "market research"? Especially business personnel how to regional markets "market research", actually is you are on the market "feel"; can you handle, control and even leadership of this market that truly "feeling".
Sales need understanding, and be responsible for you regional market "research"? I think truth is also same.
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