Marketing planning template

It means that there are a series of similar characteristics in the same market, price, brand influence, products and services, and then the two sides actively compete for each other's target market and customers.

For example, Apple and Huawei in the mobile phone industry are competing products. Another example is Mercedes-Benz and BMW in the automobile industry.

Compete for goods

There are great differences between the two sides in terms of price, quality, service, brand, target market and customers, but in the same level of market cake, the other side will further attract your customers to flow up/down through its own marketing strategy, thus eroding your market share.

For example, due to its huge user base and cost-effective effect, Xiaomi mobile phone will tend to choose users of other mobile phone brands (such as Huawei/Samsung) in the early stage, and will flow downwards (consumption changes) under the influence of surrounding people, and eventually become customers of Xiaomi mobile phone.

new product

Based on the current market, competitors have optimized and upgraded the functions, quality and performance of existing products, and provided such a brand-new product with more functions and better performance than the original product.

For example, WeChat has replaced the SMS/call function of China Mobile, and it used to be a pain point for users to send SMS/pictures. Another example is the "bullet short message" function in the hammer mobile phone, which seizes the opportunity of "counterattack" of new products through the new functions/features of instant voice/text conversion/sending.

substitute

This product does not belong to the same category as competing products, and it seems that there is no direct competition, but it can actually meet the same/similar needs of customers.

For example, the appearance of selling rice (platform) has replaced the nutritional and unsanitary defects (bad points) of traditional instant noodles because of its fast and easy-to-use characteristics.

When you understand the above four competitive dimensions and relationships, combined with the following strategies, your market development will be more favorable.

What is the cracking strategy to deal with competition?

Competitor > transverse cracking method >; Balance+fill the vacancy

A balanced strategy is to avoid a "consumption war" with competitors' resources. In the state of competing products "not being dragged away/tossed", "not being eaten", "not being attacked" and "not being left behind", we strive to obtain our own stable development and benefits in this form.

For example, Alipay and WeChat mobile payment, mobike and OFO all adopt a balanced competition strategy, that is, keep a "dynamic balance" with their competitors in the market competition. I can't take advantage of you, and you can't take advantage of me.

Fill a vacancy strategy:

Through the analysis, search and identification of the competitive market, we can find a "blank" area that is ignored or unaware by competitors, but can be filled. For example, XX Walnut, a kind of intellectual and brain-strengthening product, found a "blank" market for students and brain-strengthening consumer groups, and then cut in with the strategy of "filling the blank" (positioning by brain-strengthening).

Competing for goods > longitudinal cracking method

There are great differences in brand positioning, price positioning, target market and product quality, such as Mercedes-Benz and Volkswagen in cars, the former is relatively high-end, and the Great Wall and Land Rover are relatively high-end.

Based on the two different levels of "high-end" and "low-end", they are in the rival camp of competing products, and their main strategy (cracking method) is "cutting the feet and fitting the shoes".

Up-cutting: cut in with quality, brand and category, and do upward "tearing" action through quality improvement, thus gaining new development opportunities, such as Acura and Lexus of automobile brands.

Next exhibition: aim at the target customers with better cost performance and adopt special pricing strategies to make your products/brands more competitive. Such as the Great Wall SUV in the automobile industry and Xiaomi in the mobile phone industry.

New product > cracking method > observation+counterattack

Because new products will face many problems in the early stage of entering the market, such as quality, service, price, word of mouth and so on. At this time, it is mainly to wait and observe the dynamic changes of the market/customers, and then collect and master the corresponding data/materials in time to prepare for the later counterattack.

For example, the second-hand car with melon seeds adopts the positioning/strategy of "no middleman to earn the difference", and then counteracts the weak links of predecessors such as Renren and Xinyou (B2CB mode has middlemen, which makes users feel uneasy).

Substitution > Cracking Method > Leak Prevention+Reverse Suction

Because substitutes have obvious competitive factors, your first contingency strategy at this time is to focus on leakage prevention. For example, * * * enjoys the emergence of bicycles, intercepts the taxi business at the subway entrance, and the take-away platform intercepts the target customers of instant noodles.

Anti-suction: through effective marketing strategies, attract customers who previously belonged to competitors/competing products back. For example, the high-speed rail sucked back the target passengers of the plane.

Competition is inevitable and not irreversible (especially in the current homogeneous competition). But as long as you can see the changes in the market in time, and then adopt favorable and effective coping strategies, competition will give you an upward force, such as finding different positioning of categories, cutting-in opportunities for segmentation, brand positioning and so on. Through your "counterattack" measures, you will win more and greater victories.

Research/analysis/source of this paper (external public information+marketing expert team):

20 18 Big Data Report on Consumption Upgrade;

FMCG-marketing planning;

Brand marketing and market positioning;

Consumption upgrading, how to maintain efficient growth of enterprises;

Consumer psychology and behavior