In Shanghai, bamboo charcoal products are mainly sold to individual consumers. Therefore, in order to seek a certain market response, bamboo charcoal dealers in Shanghai must re-understand the marketing mix factors in marketing from their own specific perspective, that is, 4PS analysis.
1, product. There are many kinds of bamboo charcoal products, including textiles (mattresses, pillows, pillows and cushions), health products (knee pads, eye masks and masks), bamboo vinegar products (bathing, beauty and foot use), environmental improvement products (bamboo charcoal package, charcoal barrels and charcoal granules) and handicrafts (dolls, ornaments, jewelry and paintings).
It also has good effects, such as good humidity control effect and humidity control effect, preventing dust mites, effectively inhibiting the reproduction of molds and microorganisms, adsorbing toxic and harmful gases and particles, and purifying the air.
2. price. Cost is one of the important factors in product pricing, and price is one of the main factors in product competitiveness, which is directly related to whether goods can be accepted by consumers, market share, changes in demand and profits. The production of bamboo charcoal is a low-cost and low-labor process, which is undoubtedly another advantage that cannot be ignored.
Phyllostachys pubescens will grow at an extraordinary speed, and it can grow to more than 30 meters in just one and a half months, so its cost price is relatively low; On the other hand, the price of bamboo charcoal products is relatively low, and the threshold for entering the market is low, so it has a more competitive price advantage than ordinary products.
3. location. Due to the lack of bamboo needed to produce bamboo charcoal in Shanghai, Shanghai has no ability to become a producer of bamboo charcoal products, so it can only be resold to Shanghai businessmen through producers in Zhejiang, the main producing area, and then sold to Shanghai citizens. Therefore, such sales channels are relatively simple and complicated, and it is difficult to change in the actual operation process. However, because Shanghai is adjacent to Zhejiang and has convenient transportation, this sales model has its own characteristics and advantages.
4. promotion. In the increasingly competitive society, people begin to think more about spiritual things, including green consumption, personal medical care, ecological protection and other things related to their own well-being and even the well-being of future generations. The appearance of bamboo charcoal products coincides with the change of people's ideas. Therefore, bamboo charcoal products should be promoted to every family in different ways, so that Shanghai residents can develop a healthy life concept and a green consumption concept, and their spiritual civilization construction can be further developed.
(B) Shanghai bamboo charcoal product promotion strategy.
"Environment-survival-sustainable development" is the strongest voice in the world today. Bamboo charcoal products should be committed to the strategic mode of "green promotion" and show consumers bamboo charcoal products that are scientific, pollution-free and conducive to saving resources and maintaining ecological balance. The specific promotion forms are as follows:
1, advertising marketing.
Advertising is one of the most diverse and widely used promotional tools. Because the price of bamboo charcoal products is relatively low and the profit is not rich, I suggest that you can compare all kinds of advertising expenses, such as advertisements in front of online games and videos, advertisements on bus waiting tables and seats, advertisements on billboards in supermarkets and so on. Advertising is expressive, but the cost is relatively high.
2. Sales and marketing
(1) example. Bamboo charcoal dealers in Shanghai can try to establish long-term cooperative relations with large supermarkets, decoration companies and home appliance manufacturers. When customers buy goods, they will attach relevant samples. Especially decoration companies and home appliance manufacturers, these customers are actually direct potential customers of bamboo charcoal products. However, attaching samples is one of the most effective and expensive ways to promote new products.
(2) coupons. Nowadays, many large supermarkets regularly send periodicals to customers' homes, where coupons for bamboo charcoal products can be affixed, which saves the cost of mailing separately, and customers will be more assured to buy them. Coupons can appear in the form of "enjoyment ×", which is very effective for promoting a new brand.
3. Personnel marketing.
Personal promotion and general promotion are different concepts. Personal promotion is more organized and planned, and requires more creative work. Bamboo charcoal dealers can set up direct stores, or set up special promotion posts in large supermarkets, farmers' markets, shopping malls and residential quarters to show the advantages of bamboo charcoal products on the spot. When necessary, we can do some experiments to prove its function and efficacy.
4. Corporate marketing.
The object of enterprise promotion is the management of each unit. Because most office workers sit in the office all day and sell some air purification bags, cushions, pillows and bamboo charcoal to the company, which is considered as the welfare of the company and cares about the health and working environment of employees. Although the product is small, it can make employees feel the care of the company.
5. Network marketing.
Bamboo charcoal dealers need to establish a professional website to systematically introduce the company's products and arrange customer service to answer customers' questions at any time. Network marketing reduces the cost of sales, at the same time, all marketing links such as product sales and services of enterprises can enjoy information and communicate with each other, so that products can meet customers' needs in all aspects and satisfy customers to the greatest extent.