thảo luận tiếng anh VCU đề MARKETING ACTIVITIES WITH the development of NEW PRODUCTS

MARKETING ACTIVITIES WITH the development of NEW PRODUCTSPolicies for marketing a new product after product projects are passed, enterprises need to write strategies for new products.. S

MARKETING ACTIVITIES WITH the development of NEW PRODUCTS

Policies for marketing a new product after product projects are passed, enterprises need to write strategies for new products Marketing is important in the success of product development strategies new Strategy marketing new products by enterprises, constitute the key parts of the following:

• Description of target market, expected product positioning, sales volume, market share and profits in the early years of selling

• The distribution and goods and forecast costs for the marketing year

• The goal of future consumption, sales, profitability, safety, social and humanities

What is marketing the mixture (Marketing Mix)?

Gather four main variables (product, price, distribution and sales support) to plan the marketing of the business is called mixed marketing (marketing mix) Four elements of marketing mix effects tương their decision on this factor will affect the activities of the three remaining factors

• Products (Product): Management of factors including product planning and developing the right products / services that the company will bring to the market

• Price (Pricing) to the proper base for the products

• sales promotion (Promotion): Introduction and convinced the market for products of the enterprise

• Distribution (Placement): selection and management of commercial channels for the product makes up the target market on time and system development logistic and transport products

Policy products

* / Quality control of:

Policy product is the foundation of marketing policies mixture, which is determined based on the business plan a larger scale for new product marketing strategy and overall for all products are of the business When reviewing the policy products,

businesses need to concern the following:

* / Brand development and product packaging:

The market research and customers can not only answer the question what customers need, how much need, need the time and paid their stars, but they require that level of quality how quality can satisfy them most However, the required quality of customers

is not limited, to decide how to adapt the company to study how the quality of

competing products instead Thereby determining the requirements for quality and design-oriented quality management in the process of manufacturing the product

• Must function of the benefits of the product

• Must contain functions that map to locate

The choice brand for products important to ensure successful development of new products The selected brands to ensure the minimum requirements below:

• Must refers to the quality of

• brand name should be easy to pronounce and remember

• Do not overlap or not similar to trademarks of other companies

• Contract with the customs and habits of the target market

* / The selected product packaging:

The elements of a good receiver:

Packaging products to ensure the performance and also four functions: storage and sale of goods, information goods, aesthetic, makes the attractiveness of the product with customers and business functions

• Proposed open something on the characteristics of products such as benefits, the value of using the product

• Easy to pronunciation, spelling and easy to remember

• to distinguish the label customers

• adapting to new products to be added to the product lines available in the business

• Use rules to register the label with authorities (Fundamentals of Marketing - McGraw-Hills)

The marketing note what factors to consider when deciding on packaging and

packaging products?

Packaging of the need to protect the function, economy, convenience and support sales Select packaging products is necessary for identifying, describing and promoting the product Therefore, these aspects should be mentioned when developing policies to product can be used to meet the needs of target customers

Pricing

Today, price is not competitive factors leading but still are regarded as competitive factors important in attracting customers, especially in markets where income of the population is low In developing new products businesses have pricing appropriate to make products stand firmly seats on the market

In pricing for new products, companies can pursue the objectives of the following:

• For existing (higher cost than the cost)

• To maximize profits ahead

• To increase market share

• To quickly recover capital

• To lead on quality

• The other goal: a business can be used to price for a target more specific Business can be set low prices to prevent competition or pricing in the price of competitors to maintain market stability Price can be decided at keeping prestige as well as supporting the establishment or to avoid the intervention of the government

However, businesses can not rely on the owner's wish to evaluate You need to comply with the binding constraints Please refer

Pricing and market penetration (Penetration)

When determining a price for products, especially new products, enterprises should review the applicable pricing hot market (skimming) or cost market penetration

(penetration pricing)

* / Pricing Policy váng hot market (Market-Skimming Pricing): market related to the higher cost compared to market prices This policy is especially relevant to new

products because:

• In the first phase of the life cycle of a product, price is not the most important factors;

• Market will be assigned according to income through higher prices;

• It may be a factor when protecting a price determined wrong;

• initial high price will limit demand at the initial production of the business.

* / Pricing Policy penetrated market: In this strategy, a low rate initial product will have

a large market share immediately However, to apply this policy, should have the

following conditions:

• Products have to stretch a large extent;

• Unit price of the product will be reduced significantly when the product is produced by large scale;

Discount and commission

• Business need is expected that products will be subject to strong now as it appears on the market;

* / Discount:

• Quantity Discount: All orders may reduce production costs and transport goods

• Discount Trading

• Discount payment

* / Of roses: it is reducing the cost to reimburse the promotional services that agents performed

Distribution product

Content of policy distribution in marketing new products are designed and managed sales networks in early stage businesses each product on the market

Network sales is a set of channels with the participation of different entities have the power and prestige to make various goods from producers to customers is to design and cong.Viec manage the sales channel to a business must ensure the basic

requirements below:

• Appropriate to the nature of the product

• Creating conditions for customers to access and buy products easily

• Review distribution channels of competitors

• The distribution channels need to ensure increased sales of the company and establish a sustainable relationship with intermediaries

What is an agent of the manufacturer?

This is a wholesale intermediaries selling some or all product lines of business in the territories before An agent's production is very useful in three situations below:

• A small business with some type of product and no sales force Thus, agents are sure of the sale

• A business would like to add a brand-new or may not be related to the product's availability But a team of sales of the business has not experienced for new

products or for the new market Distribute this new product can give the agent is responsible

• a business want to penetrate a new market but the sales team they have not developed enough to be sure of Businesses can use an agent familiar with the array market

There are three main distribution channels:

 Distribution privileges:

• Limit the number of distribution intermediaries

• The intermediary's sales are not competitors;

• Enterprise customers hope there is enough knowledge and dynamic products

to buy;

• Strengthening impressive product, and high interest

• Select a location to sell the product

* / Distribution have selected:

the method in which the number of producers more than the number of

distributors and producers do not cost much expense to control the location of sales

* / Distribution widely:

enterprises will find many places selling facilitate customer search product but will lose the ability to control systems sales

Policy traditions and promoting sales when a new product is introduced on the market, the goal of policy communications and sales promotion are:

• inform potential customers that now have a new product, new products are used and how the benefits of new products

• You need to be directly aimed at strengthening both the distribution and consumption

• Instead of a call or meet with individual customers, businesses can introduce new products at the fair to attract the customers interested

Methods of sales promotion?

* / Direct Sales:

Advantages:

• Độ great flexibility

• In order to directly target customers

• Create sales practice

* / Advertising:

Difficulties: the high costs

Advantages:

• Support sales activities directly tiepo attract customers that sales staff have not been able to market

• Improve relationships with vendors penetration into a market (geographic) or attract new segments a new market

• Introduce new products

• Expand the ability to use a product

• Increase sales industry

• Against the product replacement

• Build good will by the public for business

 / Sales Support:

Consider the following two policies:

• Policy "drag": This policy is used when the goal of business is sales growth and requires penetrating into a new market To encourage customers to try new products and persuade them not to use other products, enterprises can use measures such as coupon, discount payment, try to play, and all kinds of

bonuses

• Policy "Day": This policy has contributed to support retail activities and

opportunities of agents Activities in support of this policy may be training for

sales staff of retail agents, present the point of sale, and advertising support.

* / Brochures:

Advantages:

• lower costs and sell ads directly

• Customers can get more information

• offers clients a content ad reliable than advertising on the local news media thongo attracted the attention of more people

• more timely

* / Foreign relations:

• Press

• televisional

These activities are organized to develop an image or a relationship between good business and the public - customers, workers, agencies and local

governments The media can be used in advertising campaigns:

• Direct Mail

• radio

• Magazine

• Outdoor Advertising

The role of team selling

They often lower the value of professional sales and does not properly understand the Vendor This is the wrong point The role of vendors is very large Besides, the vendors who make direct sales, they also transmit the image and the face of the business Along with the development of information technology terminology auto sales (sales force automation) sales activities via the Internet, telephone, and electronic transactions are the other questions with the enterprise: we will also need

to have sales staff or more? The answer is Yes Before you understand the proper role of the sale, put questions to yourself "sales force to do?" And "why some manufacturers such as FPT, VDC constantly training and careful selection sales force while other consumer goods do not do so? "or" Is the time of sale also is to provide solutions to customers or not? "Explaining the answers, need to distinguish the three types of sales (sales transactions, sales consulting and sales relations

strategy) that here in the application of business small and I would like to present two forms of early first

First sales of the transaction (transactional sales), the form of sales for the

consumer goods are popular as toothbrush, soap, pen, books These are goods that consumers have less discrimination and does not require assistance from

vendors, the role of vendors is particularly important anymore What consumers need is a competitive price and convenience in shopping So the key points is to build a network of distribution and lower cost of production due to the memory card size For goods sold by this method, the manufacturer can save costs through application of information technology or other technologies Products business fell into form this sale is the most dangerous, because the profit on each product on the less, competition increasing Solutions for these products will be mentioned in other categories

Second, sales consultant (consultative sales) is a form of selling products associated with consulting services For example: sell the equipment information, products and high technology products is not easy to use and install Vendor products in this method should help customers understand the problems their problems,

opportunities may be, find creative solutions for our customers Sales force

consulting work best when their products: different products by competitors,

product or service can be adapted or customized at the request of customers, the professional carry and install the required support from the suppliers

In addition to specified products and services your business is under way to

determine the functions and duties of the sales team, companies should also know that there is always one trend from sales consultant to sales transactions There are many causes of which are mainly awareness of products increasing by consumers

Therefore, the business forms sales consultants always improving your sales team to create a special value for customers One of the services are trends move from sales consultant to sales transactions such as in Vietnam service website design Will not shortly, the most successful are the combination of website design with building a strategic e-commerce customers

The other P

In human factors, employees and customers are directly involved in the process

of delivery Because the core of a service the customer, so, from how to dress by employees, attitudes, behavior to how the services are to customers Conversely, customers also affect the process of providing services, affecting service quality and satisfy their own For example, customers of a company consultants have provided enough information accurate and timely, this helps the service provider can provide solutions for our customers Customers of a central health care if you follow the instructions of the prescription the doctor will give physicians more information to improve the quality of their services

Physical evidence, including the representatives as tangible brochure, envelope,

business cards, the report, identify signs, equipment, and infrastructure For

example, a bank with the infrastructure and a modern system of branches

throughout will create trust and basis for customers using the service Some service providers to move quickly to make international customers believe in the ability to provide services by using the means of modern transport system agents throughout and staff with style professional service Obviously, when customers do not have