Thinking Consulting: Compound Fertilizer Marketing Talk (I) Brand Differentiation

With the continuous integration of the market economy into the current agricultural industry, the structural fertilizer market has undergone structural changes. In the past, extensive management methods were increasingly unable to adapt to fierce market competition and the increasingly severe contradiction between supply and demand, making some poorly-operated small businesses on the verge of bankruptcy because of the impact. The consulting consultants think that the domestic compound fertilizer market will continue to undergo a complex integration process in the next three years. Not only will the manufacturers integrate, but they will continue to move toward the trend of creating gold-brand companies and acquiring small and medium-sized enterprises. Due to a series of factors such as supply and demand, sales channel resources will also be integrated. In the end, those companies with obsolete concepts and poor management of compound fertilizers will be eliminated or merged by large companies. Compound fertilizer companies that are brave enough to introduce advanced ideas and carry out corporate marketing rectification will face upstream and occupy the industry's gimmicks.

Based on this, the consulting consultant of Thinking Consulting Co., Ltd. wrote a series of articles on “Composite Fertilizer Marketing Talk”, explaining the introduction of marketing concepts in compound fertilizer enterprises from a shallow depth, hoping to play a certain role in domestic fertilizer enterprises that are still in confusion. The help function.

To stand out from the crowd of like-minded companies, the author believes that the most crucial factor is to strive to differentiate the product and promote it with individuality, and ultimately use brand marketing strategies to get rid of the unfavorable situation of peer gathering and cruel competition.

The definition shows that brand differentiation positioning refers to the business decision-making on the special function, cultural orientation and personality difference of the company's products. Putting the compound fertilizer industry into consideration is to establish a selling point and market position that is different from similar compound fertilizer brands for the compound fertilizer brand based on the core advantage of the product as a selling point and its transformation into a full brand image. The product can quickly impress the minds of farmers. This move will help the compound fertilizer company to break the current predicament of peer-rolling and similar products, occupy the priority position in the future purchase behavior of farmers, and then create a group of loyal consumers.

Brand marketing, brand differentiation positioning is the primary process, can be divided into the following "three steps":

1. The compound fertilizer enterprises under the extensive management model targeting target consumers tend to focus on improving the quality of products to attract consumers, and there is little research on consumer psychology. When importing brand marketing, the first step is to clarify a point: What do consumers expect from our compound fertilizer products? What are their individual needs? This requires our business personnel to stand on the consumer's position, conduct an objective and comprehensive analysis of the product, and finally find the brand interest points needed to cut consumers. At the same time, we also carried out a series of reforms on product packaging in response to the searched consumer psychology, making the past "products" that have the same characteristics as the "brands" that initially meet consumers' individual needs.

2. Analyze peer competitors “Know oneself and know each other”. When importing brand marketing, the second key step is to sample and analyze similar products in the same industry. At present, China's compound fertilizer market presents a situation of oversupply, which is obviously unfavorable for establishing a brand and occupying the market. Analysing competitors can not only avoid sharp edges and find opponents' short board attacks, but also can achieve maximum differentiation with competitors' products when formulating a new round of product promotion strategies. In order to occupy the market in the war, it will seize the opportunity of possession.

3. Creating core product advantages In the final stage of brand differentiation, it is necessary to integrate various factors, hire professional consultants, and perform detailed SWOT analysis on the products. Through this analysis, the core advantages of the product have been refined, and unfavorable factors will be properly avoided in the next promotion. At this time, the product has been completed in a differentiated manner, with a "memory point" that allows consumers to remember deeply. It is this point of memory that breaks down the mystery of the compound fertilizer industry to follow the trend and make the product stand out, steadily moving toward the brand name.

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