The company's sales performance has been declining for nearly half a year, sales have fallen by about 30%, and the boss is very anxious. Therefore, various department meetings were held to analyze the reasons for the decline in product sales. The boss first asked the general manager of the marketing department to analyze:
Mr. Wang, Marketing Department: I think that our product market is not good at present, mainly due to the quality of our products. Most consumers report that our products are of poor quality, enumerating several defects, and blaming the production department for later responsibility. .
Mr. Li, Production Department: I admit that there are some problems with the quality of the products, but the main reason is that due to the design department, our current equipment and technology produce such products are indeed under greater pressure; on the other hand, we are in full compliance with the requirements of the design department. Production, then, it is very likely that the product will be written at the time of design.
Mr. Li, Purchasing Department: Our equipment has been used for so many years, and there have been no such problems. I feel that our equipment is no problem, so even if there is a problem in the process of product design.
Mr. Zhang from the design department: We carry out product design in full accordance with the research results of the marketing department. I think our designers have no problem, and it is likely that there is a problem in market research.
After a round of laps, all departments have problems and have responsibilities. Well, in other words, that is, every department has no responsibility.
Such examples are very common. When analyzing problems, the general department head has two central ideas. Resolve yourself in the first place; second, push the responsibility to other departments.
So, let's analyze the market performance of our products. Of course, starting with the customer, this is also in line with the current marketing concept. Our customers can be divided into the following categories:
In the former class, I have never heard of our products or brands; the second category, I heard some, but I am not familiar with it; the third category, I heard that, but I feel that it is not suitable for myself; the fourth category, I heard that, I feel okay, but the price is too high; the fifth category, I heard that the product and price feel okay, but I don’t know where to sell it again; the sixth category, once bought, feels too bad, and I won’t buy it again in the future; The seventh category, bought once, feels good, buy it next time; the eighth category, bought, very good, I suggest friends to buy.
These eight types of customers are in order, which means that our marketing has evolved from the top customers to the eighth. If you can't solve the problem of the former class, then the problems after the second, third... will not be solved. Because these eight types of customers are classified according to the consumer purchase decision process. These eight types of customers reflect the different issues of our marketing from the perspective of consumers. The first two types of consumer attitudes reflect that our marketing communication is not strong enough, and marketing communication should be strengthened. The third and fourth types of consumer attitudes reflect problems in terms of communication objects, product positioning and selling point refining, especially The latter two types of problems; the fifth type of consumer attitude reflects that the product's distribution is too narrow or does not coincide with the consumer's place of purchase; the sixth type of consumer attitude is a problem that is more common at present, he focuses on reflecting Our product quality problems and after-sales service issues; the seventh and eighth types of consumer attitudes are the types that manufacturers are dreaming of. Strengthening services can accelerate the transformation of the seventh category of customers to the eighth category of customers.
When we analyze marketing problems, we often get the result that every link involved in each department has problems, which also leads to increased investment in all aspects of the enterprise, but the effect is often not good; and the input-output ratio is not high. So how to solve it? The general idea or principle is that the former type of attitude does not change, and the latter type of attitude is often difficult to change. That is to say, the order in which we solve the problem is: to find a higher proportion of the consumer group attitude after going to the post, and to focus on solving such problems is more important and urgently needed.
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