Among consumer attitudes towards a purchase, mass advertisements such as television commercials often contribute to early stages of attitude change, brand recognition, etc. There are many cases, and the final goal We have made it difficult to elucidate the causal relationship between sales that is a major factor in sales. Among various influencing factors such as over-the-counter promotion/price, season, competitors' movements, can we measure the effect of the only advertisement?
The most important point in evaluating the impact of advertising on sales is to eliminate factors that affect sales other than advertising. In the conventional advertisement effectiveness measurement, based on data such as "Sales of ○% in the month when advertisement was submitted", "A person who saw the advertisement purchased ○% purchased", evaluation of the influence on sales I often do. In this case, it is a big issue that you can not remove "selling even without advertisement". We have overestimated the effectiveness of advertisements including 'selling even without advertisements'.
Nomura Research Institute scientifically evaluates the effect of advertisement on sales using the search method called single source data. Single source data is a survey of media contacts, purchase intentions and actual conditions of products, etc. for the same survey target, and it is necessary to change attitudes of the same person before and after the presence or absence of contact with the media By looking at it is a way of measuring the true advertising effectiveness of each media.
First of all, why is brand important for companies? How should we tackle brand building? And what is brand · Japan survey on how you perceive brands? It is a recommendation from five brand · Japan planning committee. The first tip is from David A. Arker, a special adviser.
Brand building the strongest prescription under the low growth era
Mr. David A. Arker continuing to give deep remarks as a special adviser to the planning committee for a long time from the planning of Brand Japan has sent messages from Japan and San Francisco to the Japanese people involved in brand building It was.
Brand building is the strongest prescription in the age of low growth and it is necessary to overcome "isolation and competition" due to the "silo" (vertically divided) problem with "cooperation and communication" in order to push the approach, It is Yale to brand representative. Please have a look.
This video letter was screened at the beginning of the seminar of "How to bring innovation to create the top brand seminar brand seminar 15th anniversary issue of" Brand Japan "(held on April 17, 2015).
The true value of inner branding and brand loyalty
I am appointed as a corporate brand owner, but I do not know what to do from hand. I know the importance of making brands, but I do not know how to involve all employees. I think that improvement of brand power is indispensable for improving profit, but its importance was neglected, budget of brand building was cut by the weak performance of company. I do not think there are many brand staff who have such troubles.
To these concerns, Mr. Aaker will send frank advice. Inner · branding (in-house awareness reform) is an important initiative that plays the core of brand building, and that there are two challenges to be challenged. When performance is sluggish, it is necessary to look towards brand loyalty. Mr. Aaker warms his speech.
From the future of digital utilization and brand building
Ale from Mr. Aaker concludes with two topics that are indispensable for thinking about future brand building.
The first topic is about the utilization of "digital" whose importance is increased further in the future. While discussing the possibilities from the four perspectives, discussions that return to essence are essential when considering the utilization of the media as "the discussion on what kind of media should be used is not very important" Just in case.
The second topic is how the environment surrounding the "brand" changes in ten years. We will list three points of change in the consumer trend that can occur in the future and introduce the points to pay attention to in order to promote brand building from that point of view.
<Explanation>
Let's concretely look at the formulation of the marketing strategy that Company A conducted against the "six processes" mentioned at the beginning.
<Analysis of Information>
(1. Marketing Environment Analysis 2. Identification of Marketing Tasks) When
we analyze the environment of Company A, internally there is the advantage of "community-based type", on the other hand, It is inferior to the scale and the number of stores ".
As a result, we have concluded that there is no way to survive if competing bargain sale with major companies in the current situation, and should be differentiated on their own lines.
Marketing challenges are "improving profitability".
<Drafting strategy>
(3. Selection of target market 4. Positioning 5. Optimization of marketing · mix)
Company A's attention as a segmentation is the elderly who targeted the area around the store.
In the case of the form of selling at a store, it is necessary to come to the shop by all means, but by putting emphasis on direct visit and delivery service, repair and maintenance, we decided to establish the image of the electric shop that is reliable at the time of emergency .
Also, as sales volumes at stores are expected to decline, we have also decided to focus on mail order through the Internet.
As a result, it became possible to put only a minimum number of personnel in the store, and it became unnecessary to carry stock carelessly.
It became possible to correspond to the elderly in the area by the catalog, and to the far side by the net.
<Execution>
(6. Formulation of execution plan) In
executing the marketing strategy, we decided to make effective use of existing resources without cost as much as possible.
For example, we minimize the number of personnel in the store and put our efforts into visiting sales.
Instead of reducing inventory management costs, it will be turned to Internet-related expenses such as web sites and sales systems, and so on.
In addition, we are changing not only the number of sales as we have hitherto but also the checking system, such as setting the final profit margin as the target.
【Analysis Planning and Execution Process】 In
developing a marketing strategy, it was necessary to go through processes of analysis, planning, and execution.
Then, in the end, we will explain each process in detail.
Although the final conclusion differs depending on industry type, scale, environment, market, there is no big difference in the process to be done at the time of strategy formulation.
Let's understand firmly so that it can actually be applied.
<1. Marketing Environment Analysis> In environmental analysis of
marketing, it is important to organize the opportunities and threats in the market, to grasp their strengths and weaknesses, and to lead to a comprehensive strategy.
As a framework you can take advantage of SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) .
Furthermore, we will calculate the problem from the analysis result.
Marketing strategy formulation process
<2. Identification of marketing tasks> After
marketing environment analysis, let's clarify the "problem identification" on what kind of problem you want to solve by marketing before conducting detailed analysis.
I think whether it can be judged comparatively easily if you confirm the company's strengths and weaknesses revealed by environmental analysis, or opportunities and threats in the market.
In doing so, if it turns out that there are multiple issues to be addressed, let's not forget to give priority.
Otherwise, when judging what to prioritize, the recognition of individuals will be blurred, making it difficult to obtain the desired result.
It is important to share ideal goals across the company in order to ultimately execute and achieve results.
Marketing is not done by some people alone, is it?
Marketing will start from the market or customers.
On that assumption, no matter how good the product or manufacturing/development technology you have, you can not start to make products and services suddenly.
In order to properly approach markets and customers, it is necessary to take steps to analyze information, to plan and execute, and to execute.
As in the past, like a factory like "You can sell if you make good goods and services" "It will be purchased if you gain awareness," "You will be chosen better than others if you know the goodness", or from a supplier-oriented perspective , We can not do business activities that produce results.
It is a contemporary feature that the market is saturated, and things and services are overflowing.
That's why we need marketing.
The concrete process of marketing is classified into the following six.
<Process for developing marketing strategy>
1. Marketing environment analysis
2. Identification of marketing issues
3. Selection of target market
4. Positioning
5. Optimization of marketing · mix
6. Formulation of the execution plan
Thinking about in a big framework, "1. Marketing environment analysis", "2. Identification of marketing task" is the stage of analyzing information, "3. Target Market Selection", "4. Positioning", "5. Marketing · Mix optimization "is a planning plan, and" 6. Execution plan formulation "is the execution phase.
Comment on the individual elements will be done in the second half, so please first grasp the general flow.
【Example】
Let's deepen our understanding of the marketing strategy formulation process through concrete examples.
Why do you have to go through six steps? "" What kind of things can be obtained in each process? "
<Example>
A, a medium-sized home electronics mass merchandiser, is a long-established store that has been in operation for more than 50 years since its establishment, but management is under pressure due to the recent expansion of large stores.
Just simply selling excellent household appliances announced by Japanese manufacturers at retail prices as they are is no longer able to compete with major players who are planning to use thin economies using the economies of scale .
In order to overcome this situation, Z, the founding president, decided to change the fundamental policy on sales strategy.
In the way it used to be, it is inevitable that it is inevitable that it will become dilapidated anyway.
However, I am just holding a head on what kind of sales strategy should be implemented.
Without a specific strategy, time alone will pass.
Well, there was a proposal as to whether to adopt marketing theory from Y employee.
Mr. Y is a one-time sales clerk in the store, but it is a fierce employee who always achieves the goal every week.
Especially, it was highly appreciated by the company because it has a reputation for recommending products to regular customers, and has achieved a sure result even with a small number of visitors.
According to Y's proposal, in order to break through the current situation, it is necessary to formulate a marketing strategy from the beginning.
It takes time.
As a result, the surroundings showed a bad color, but the president of Z who was seeking a fundamental policy change decided to accept the proposal.
Either way, it is clear that the business performance of the company is getting worse as it is.
When deciding the marketing strategy, I decided to do it with the flow of information analysis, strategy planning, execution plan.
It certainly took a while, but in the coming months it was able to properly reflect the strengths not found in other companies, and the company was also brisk.
The marketing strategy of Company A is still to come, but it is a result that we can see a glimpse of the effect.
Let's further deepen our understanding of the meaning or necessity of marketing through examples.
<Example>
Mr. A working as a salesperson at a major insurance company had a headache in sharply reducing the number of sales in recent years.
Even though we could easily get large contracts by simply opening up business to a factory or a factory, in modern times, no matter how many companies or factories we were going through it was quite successful not.
Moreover, the pressure from the company is getting stronger.
If the results worsen like this, it will hurt your life.
So Mr. A decided to listen to Mr. B, a former colleague who switched to an Internet life insurance company F.
F company is a fast-growing company, despite being a start-up company, in the last few years it has not quite closed to other life insurance companies.
Perhaps I thought that the mainstream of future insurance would be the net, and decided to explore the reasons for good performance.
Mr. A who is listening to the secret of popularity of F company in a straightforward way with a public talk.
So it was the word "marketing" that jumped out of Mr. B's mouth.
Mr. B: Actually, in fact, the fact that the insurance industry is suffering in recent years is a fact. Everywhere the performance is sluggish is the same. In our case, I think that being able to contract on the net is only an element to the last. Besides that, I think that it is important that the idea such as "what customers are seeking" and "what kind of products can be provided for the demand" is fundamental. In other words, it is marketing. I want to sell "I want to sell", it is not time to buy.
<Comment>
Indeed, the characteristic of F company is that it is possible to contract for life insurance on the Internet, but in fact, because the precise marketing was carried out, performance was upward.
Mr. A did not notice the point and he thought that it was easy to say, "Can you sell it if you sell on the Internet?"
However, it was admonished by Mr. B.
From now on, as a strategy that Mr. A can take, it is likely to select the target customer and provide the optimal product according to the wants (desire) while exploring the needs (necessary).
Alternatively, if marketing is difficult on an individual basis, you can appeal the necessity to the company.
One proposal is that the Internet can be utilized for young people.
【Difference between "Needs" and "Wants"】 It
is about the difference between the need (needs) and the desire (wants) , which is important in understanding marketing .
Although each nuance is similar word, when thinking about approach to a customer, it is impossible to build a correct strategy without being able to say the difference between them.
Here again, let's grasp the difference between the two.
<Needs (needs)>
Humans are constantly looking for something.
It depends on time and occasion, but if you are thirsty you will want water, and if you get hungry you will ask for food.
In addition to such physiological necessity, we may ask for brand products because they are "owned by everyone" and sometimes ask for "to live more conveniently" cars I guess.
As you can see, the need for feelings rooted in the necessity of human beings is their needs.
The characteristic of needs is that the objects are not necessarily individual specific things.
Just because you are thirsty does not necessarily mean that water is necessarily.
Some people want juice and coffee.
In business, it is important not to pay attention only to the customer's superficial needs, but to dig further.
What is marketing?
<Wants (Wants)>
On the other hand, wants is the desire that arises when the needs are materialized as real products.
Water and coffee for the thirsty needs and bread and rice for the needs of being hungry.
By firmly grasping customer needs, we will be able to provide more optimum wants.
However, what is subject to Wants is not necessarily an existing product.
There are many things that products that make use of new technologies that we have not seen yet stimulate customers' wants.
That is why companies are announcing new products one by one, and the pursuit of Wants is a factor that exerts a great influence on the competitiveness of companies.
What is marketing?
【Summary】
· Age when modern can not be sold simply by making products and services
· "customer thinking" is important rather than "seller thinking"
· marketing starts from "customers"
· customers "needs (needs)" The one that embodied it and "Desire (Wants)"
What is included in the value of the brand?
Functional value / emotional value
People try to purchase something to get some sort of value. People who triggered purchasing are people, feeling the functional value for the function and use of the product, leading to purchase, expecting the emotional value obtained by purchasing it There are also people to purchase. Or you will buy only with inspiration that came with Vivibbi when you saw the product.
However, it is the minimum standard that most of the consumers are cleared of the technology and the function. At the present time when the functional value is side by side, many purchase decisions are made by their emotions and inspiration It is getting. In other words, the ratio of brand value is increasing.
Image that affects decision making
It is the brand power of products and companies that greatly influences purchasing decisions based on emotions and inspiration. The minimum condition as a brand is to have a "good" image. Even if the function of the product service is excellent, if the image of the company is not good, it is consumer psychology that you do not want to buy products of such a company. For example, if you are a restaurant, do not you think you will go to the shop if it is bad customer service even at shops that serve delicious cuisine? In the service industry you will find out how important it is to have a "good" image as customer service is important.
A good image is the minimum condition as a brand. What is further needed is a "strong" image. If you have an intense image that is easy to remember, the probability that the product will be chosen will be high. In addition, it is also necessary to have an original image. Even if there is a strong image that can be repeatedly remembered, if there is one of several options that person imagines, then there will be as many products as there are probabilities that their products will be chosen. In such a case, there may be price competition. It is important to have an original image of "this is different" and to differentiate.
Branding is beneficial not only for companies but also for consumers. The most beneficial of that is that you can avoid risks.
Consumers have various risks when purchasing goods. For example, there are too many risks such as using money and using time. If consumers already know the brand and knowledge of the quality and value of the brand in advance, you will have a guarantee to a certain extent. Therefore, you can reduce the risk of purchasing.
For example, if you bought a brand that you have purchased before, you will feel comfortable that you will not offer bad products or services. Furthermore, as a merit of the brand, possession of a brand as a status leads to having a sense of satisfaction and superiority.
According to Professor Keller, a leading brand theorist, there are six consumer risks in purchasing behavior:
1, functional risk
If the purchased product does not fulfill the expected performance or function, it becomes a risk. There is also a risk that there is no function thought to be equipped.
2, Physical risk
It is possible that the purchased product may harm the health and the body of the user and the surrounding people. There is a risk to the body by actually using it.
3, financial risk
There is a possibility that the purchased product may not be worth the amount paid for the purchase. There is a risk that there is no loss on the amount paid.
4, social risk
There is a risk that the purchased product may cause annoyance to the surrounding people and society.
5, psychological risk
The possibility that products purchased will adversely affect mental and psychological such as regret and stress will be considered as a risk.
6, time risk
There is a risk of opportunity costs of having to look for other products if you think that you have failed for the purchased product.
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