Marketing solutions for small and medium-sized feed enterprises

Introduction: at present, quite a number of small and medium-sized feed enterprises in China have poor management and marketing performance due to their limited strength and human resources It can be said that to some extent, marketing has become the bottleneck of the development of small and medium-sized feed enterprises The author has done marketing services for many small and medium-sized feed enterprises, and accumulated some marketing experience of small and medium-sized feed enterprises Now it is sorted out for your reference The main points of marketing management of small and medium-sized feed enterprises are as follows: 1 Making good products; 2 Building a good team; 3 Making good strategies; 4 Managing the market; 5 Establishing the marketing awareness of all staff At the same time, these five points are also five heavy-duty bombs, which are very effective when used well 1、 Make good products 1 The marketable market needs to produce what it needs, rather than sell what it produces Marketing is the process of meeting the needs of consumers It starts from the needs of consumers, that is, the market needs It meets the market needs, that is, it is marketable How to make it marketable? Market research is the only way, including the following: 1.1 consumer demand research It is to make clear consumers' views on existing products, consumers' consumption behaviors and expectations, design products according to consumers' requirements, and fundamentally solve problems 1.2 research on best-selling brands in similar products It's a shortcut to study why other people's products sell well, and to consider these successful factors in their own product design 1.3 research on non salable brands in similar products The purpose is to study the reasons for other people's unsalable products, avoid these problems when designing their own products, and avoid repeating the same mistakes 1.4 market distribution and market capacity research To study whether the products to be developed have a good prospect and are suitable for their own operation For some products that are not suitable for their own operation or the market is not good, we should avoid them from the beginning and solve the problem in the shade bud state 1.5 product life cycle research The purpose is to study what kind of life cycle the product is in and take different strategies for different life cycles The concept of marketable products should always exist in the mind of operators Only with marketable products can the following work be carried out 2 Quality is not based on product quality, so marketing is very passive In addition to the strict requirements for quality, product quality should also be considered in combination with the actual needs and costs of consumers At the same time, we should pay more attention to the quality of competitors Only product quality is better than competitors can we win in the competition In addition, we should keep in mind that the product quality must be stable, and the quality decline is an important reason for the feed enterprises to turn from prosperity to decline The quality of the products is the basic condition for the products to sell well We reiterate that the quality of the products must surpass the competitors and the quality of the products must be stable 3 Price is the best selling trump card of the product Due to the wide choice of consumers, the common phenomenon of product similarity and the limited purchasing power, the most commonly used and most useful of all marketing tools is the price of products We should consider how to use the price cleverly when making marketing strategies The essence of price problem is cost problem Only when cost has advantages can price have advantages Therefore, in order to create the price advantage, we must pay close attention to the cost work: first, management, establishing cost awareness, cost analysis and management system; second, technology, relying on technological progress to reduce costs; third, expanding the scale, through the establishment of production scale to achieve cost management 2、 There are four basic elements to build a marketing team capable of fighting: core, quality, management and communication 1 If an excellent marketing team wants to have a core marketing team's combat effectiveness, the key is to see the team's spiritual cohesion, which requires that the team must have a core At its core is an idea, or a leader A leader with common faith and trust can bring us a sense of stability and self-confidence, so as to form a cohesive force and give full play to the power of the team Otherwise, the internal people of the team are not homogeneous, the coordinated action steps cannot be established, the team strength cannot be exerted, and the sales work will be very passive 2 The sales effect of a trained professional salesperson and a salesperson without any sales skills is different We must realize that excellent business team comes from excellent business personnel, excellent business personnel come from careful recruitment and selection, serious skill training and strict practice Recruitment is the first step We should select those young people who can endure hardship, have flexible mind, strong ambition, good conduct and have social foundation Second, we should have serious skills training, including basic knowledge of feed enterprise concept, industry knowledge, marketing skills, etc., and make an outsider become a professional salesperson through skills training Third, we should make sure that we can make a professional salesperson through strict practical training A new recruit turns into a veteran and becomes the backbone of the sales force 3 Strict and scientific management is the guarantee of excellent business team Most feed enterprises realize the importance of management in the construction of business team, but in practice, the management work is often not in place, the system is not comprehensive, the assessment is not strict, resulting in the loose and scattered business team The management of the sales team mainly includes the following aspects: 3.1 establish the marketing organization structure, clarify the subordinate relationship and respective functions of each department in the organization, strengthen the sense of responsibility, and ensure the smooth flow of government orders 3.2 establish administrative management system to standardize everyone's behavior 3.3 establish business management system, standardize business process and everyone's business behavior 3.4 establish an action management system, use the system and various forms to regulate everyone's actions in the market and ensure effective working hours 3.5 establish performance appraisal and salary policies to stimulate the enthusiasm of business personnel and ensure the achievement of sales objectives Through these five parts, we can establish a set of standard marketing management system, so as to realize the strictness and scientificity of business team management 4 The establishment of regular meeting communication system is very important in sales management The regular meeting can be used to give the superior and inferior information to the superior, discuss market problems together, praise the advanced and spur the backward, so that the business personnel have a sense of belonging and honor, which is also a good opportunity to reflect the team spirit The regular sales meeting is mainly presided over by the leader of the marketing department, who will report and comment on the business work, arrange and decompose the sales plan of the next month, and the business personnel will report the market work, discuss the difficult problems and carry out targeted training Through these contents, the routine will become an opportunity to improve charging and refueling The regular meeting should be a two-way communication mode In terms of time, it is better to do it once a month or once a week Special period shall be determined according to the actual situation The participants of the regular meeting may be all the staff or all the business personnel, or the business director and the relevant personnel of other departments 3、 Making a good marketing strategy marketing strategy mainly includes the following parts: 1 Marketing plan marketing plan is the most basic policy document to guide the whole marketing work, and is a very effective marketing tool All marketing work is carried out according to this, which is the most important part of marketing work Marketing plans are often divided into six parts 1.1 marketing environment analysis, including macro environment analysis such as economic situation, history and culture, laws and regulations, industry trends, etc.; micro environment analysis such as competitor analysis, supplier analysis, market capacity, market structure, product life cycle, dealer analysis, etc 1.2 consumer behavior analysis, detailed understanding of consumer needs in order to formulate corresponding strategies The content includes consumer group analysis, consumer psychology analysis, consumer behavior analysis, consumer place distribution, etc 1.3 SWOT analysis, to understand the position and opportunities of feed enterprises, the existing problems of feed enterprises, and the advantages and disadvantages compared with competitive products, the more detailed the more practical the better 1.4 set marketing objectives, target the market and people to be occupied and concentrate resources through market segmentation and market positioning According to the monthly, market, Department, personnel, variety, etc., the sales plan shall be formulated respectively, and the sales volume, return amount, profit amount, market share, brand awareness and other marketing objectives shall be defined 1.5 marketing mix, through the combination of product strategy, price strategy, channel strategy and advertising strategy, to ensure the achievement of marketing objectives 1.6 progress budget table, involving the time arrangement, responsible person, cost, etc of all matters, to control the progress and cost 2 Market layout the markets we are facing interact with each other Some of them are in the key position, some are in the secondary position If we open some key markets, we will occupy a large market Therefore, we must carefully study the market, divide several regions according to the characteristics of the market, select key markets in each region, and then determine the development order and priorities of these regional markets to form an overall market layout plan Market layout should consider many factors: first, the importance of the market, whether it is a strategic place and a commanding point; second, the power of competitors, depending on the number of competitors, the strength of combat effectiveness and whether it is easy to attack; third, the transportation distance, the high transportation cost and the difficulty of market management; fourth, the market capacity, which determines the amount of oil and water in the market; fifth, the mutual relationship between the markets In response, call a to drive B, open C to form a piece, so as to improve the speed of market occupation; sixthly, consider the staffing, how many supervisors, how many salesmen, and what can form a good configuration; sixthly, consider future market management to prevent market fleeing; and then leave space for future market development When making market layout plans, we must have a forward-looking vision to avoid wasting limited market resources 3 Marketing strategy in marketing management, we should make some strategic things to strengthen some key points of management, but also some skills, mainly including the following strategies for reference 3.1 it is an important strategy in market development to select key points, build hot spots and lead the market by points According to the market layout, we will select some key markets, open these key markets, and control the whole market Therefore, we must select the key markets, and make breakthroughs, and cooperate with them in human, material and financial aspects To build a hot spot is to choose some markets that are easy to open, to become a model and to form an excellent demonstration effect There are key points, hot spots and breakthroughs point by point, which will form the overall market 3.2 distribution, re distribution and re distribution are the most basic work in sales Only when the distribution work is solid can the market foundation be solid At the same time, a penny of goods will increase a penny of sales, and a large number of goods will bring about large sales spread