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1、差异化营销打造新品上市样板市场(实战案例篇)（Differentiated marketing to build new listing model market (case studies)）PrimerDuring my college time, internship, after win glory in battle a Sisha, finally fortunate enough to enter the Shenzhen SKYWORTH group in Hefei, an office, a terminal promotion staff.SKYWORTH entered
2、 the year, coincided with changes in SKYWORTH executives, the original dimensional group headquarters Sales Director - Lu Qianghua led a team of people left the SKYWORTH. At this time, SKYWORTH group headquarters chief financial officer Yang Dongwen stepped in, took over the post of director of sale
3、s.At the beginning of his office, he put forward a new marketing model - third marketing model. The essence of this model is outdoor activities + terminal interception, but Yang Dongwen put this in the household electrical appliance industry, we have used the model to play incisively and vividly.At
4、that time, the high-end products of color TV are not what plasma TV sets are nowadays, but a kind of line by line (hang) scanning TV, the frequency of this TV is 100Hz/ seconds +1250 scan line. At that time, more popular TV is 50Hz/ seconds +625 scan line TV, this new TV is older than the advantages
5、 of TV: the picture is more stable, more clear picture quality. Of course, the price at that time is not cheap, this product is also SKYWORTH group profit products at that time.According to Yang Dongwens third marketing mode guidance, SKYWORTH storm progressive national large-scale nationwide outdoo
6、r activities carried out in the chain around the country of the branch, rash and too much in haste, the SKYWORTH group is located in offices around the country in addition to actively cooperate with the large outdoor activities in this nationwide, he also carried out various forms of outdoor, large
7、and small activities in the local.Yang Dongwens third marketing model at that time can be said to be successful, SKYWORTH TV sales increased steadily, SKYWORTH brand has also become third, second. Its third marketing model has also been followed by competitors.That is when I through participation in
8、 the planning and implementation of the third marketing mode in SKYWORTH, also gradually understand the essence of them, know how to play the most incisive common pattern, but also for me to write this article foreshadowing.Women afraid to marry wrong Lang, male fear into the wrong lineWhen graduate
9、d from University, better for the future development of SKYWORTH group I thanked the Hefei Office of the leadership to retain, and entered a fast consumer company, is also a very large company, at that time, in the same industry ranked second, now ranks first in the situation.Well, dont gossip Syria
10、, okay.After entering this company, I engaged in planning work, six months later, the companys new product research and development success, ready to be listed. So, I was assigned to Guangxi, leaving the choice of 1 - 2 prefecture level cities, to build a new product pilot model market.After the arr
11、ival of Guangxi Province, after a number of visits and research, I decided to choose Guilin as a new product of the pilot market, its model market to build.Know thyself, know yourselfSince Guilin has been chosen as a pilot market for new products, it is necessary to conduct a comprehensive, thorough
12、 and detailed investigation.So, I spent more than a week in the Guilin market administrative division, population, age structure, income level, consumption level, consumption habits, business forms, channel structure characteristics, competitors and other aspects of doing a comprehensive research.Le
13、arning Zhao Gua, talking about heroesResearch is completed, and the next step is to plan an overall market operation, as a future market operation and communication with dealers, a text of guidance.The general idea of the scheme is that.:I. network construction stageOctober 18, 2003 - December 10th(
14、1) KA shop: store rate of 100%, and require all items into the store(2) B stores: more than 60% of the entry rate, more than 80% of the items into the store(3) C and D stores: the rate of entering stores is 20%, and small items are in storeTwo, terminal display stageDecember 10, 2003 - December 31st
15、(1) KA shop: strive for 100% on the heap or end shelf display, if less than 100%, be sure to reach 80%;(2) B shop: more than 60% of the stores have been terminal, the shelves are displayed centrally, each product must be no less than 2 rows, with a total of not less than 8 rows, be sure to ensure th
16、at the shelves in the middle of display.(3) C and D stores: do not make specific requirements, but need to ensure that the store has been on the terminal shelf can see our products.Three, product promotionIn Guilin City 2 class a total of 4 class a system stores (3 stores weixiaotang commercial, trust mart system) in weixiaotang malls and 2 shops in 3 tru
