Liu Jack talk about hunger marketing strategy: From the Apple brand combat
regardless IPHONE, or IPOD, or IPAD, the focus of the full range of Apple product line are the replica of the domestic cottage manufacturers, as early as the first generation of Apple's mobile phone market, the cottage version of the Apple machines hiPhone who created the record sales of more than the iPhone, hiPhone even more powerful in function, long standby time, dual network dual standby,burberry, takeaway battery charging convenience. Obviously, excessive hunger marketing in the Chinese market does not work
starvation in the Apple branding marketing strategy is very successful, but to long-term this strategy, operations continue, Liu Jack marketing consultancy that Apple and similar hunger marketing strategy implementation enterprises should also pay attention to the following two points:
economist Paul Samuelson, had made his famous happiness formula: Happiness = Utility / desires. From this formula, we can see, once the consumer's desire to be pulling enhance, and in order to maintain a certain level of happiness, the consumer must get higher utility from the product or service, which will also emerged to meet the desire of the consumer. At this time, in the market, the seller is quite the initiative. When, where and under what circumstances, to provide consumers with products or services, regardless of price or quantity, the seller has a greater right to speak. Developed
TV, radio, newspapers, magazines, Internet and other modern media system so that the business of The smart marketers products from the pre-warm-up rally, market reports, reports of out of stock snapped a perfect propagation curves to expand the depth and breadth of hunger marketing battlefield.
So, the concept of hunger marketing from where it? Legend, a king of ancient, and ate all the delicacy of human, but never knew what hungry. Therefore, he more and no appetite. One day, Mikuriya suggested that world to one kind of delicious food, it's called The king immediately decided to eviction with his Mikuriya incognito to find this delicious, the monarch and his subjects two of hell and high water to find a whole day in a dark and stormy night, cold and hunger came to a wilderness remote places. At the moment, Mikuriya lose no time had hidden in hollow trees, bread goes:
Liu Jack marketing consultancy believe that this source is not known, but very practical, some businesses this approach is applied to the promotion of goods or services in the community within to be known as the
marketing three-dimensional theory, the human is the desire of the animal, and desire stems from the development of society and the evolution of man, accompanied by social development, human requirements are constantly increase, people will never meet their own psychological characteristics of the human use of the
, professional media. Consumers desire different in varying degrees, branding reasonable professional three-dimensional propagation. Communication strategy and dissemination point,jordan shoes, the media, and forms of communication should be carried out detailed planning. Meanwhile, in order to ensure the brand's mystique, before publicity in a certain period of time to do all kinds of information security work. Jobs Why prosecute a technology blog of the reasons, because the other party in advance leaked IPHONE product information.
In addition, according to marketing theory in the course of the alternative three factors are closely related. Inadequate competition in the market,abercrombie france, the consumer mentality is not mature enough,abercrombie, the product competitiveness and irreplaceable strong case, The
hunger marketing strategy should be noted that
In short, a strong brand, good products, good marketing is the key, Liu Jack marketing consultancy that hunger marketing as a combination of a marketing strategy of Apple branding, from the whole to enhance its brand image and increase brand value. But since it is double-edged sword, you need to always know their own problems, the situation of the market and competitors, timely adjustment of marketing strategy.
IPHONE4 phone hunger marketing, for example, first to avoid talking about the new generation IPHONE any other information, just tell the market, the new generation IPHONE market for a long time information on IPHONE4 virtually no consumers extreme desire to obtain product information from all sources, Apple CEO Steve Jobs appeared in the Apple Developers Conference a grand product launches introduced, said IPHONE4 again. change everything. Then IPOHNE4 available in a variety of advertising overwhelming in stark contrast with the previous, the consumer during this period tempt the appetite, this time as an oasis in the desert to see the enthusiasm, so have their purchase. However, since the product listing, Apple has always adhered to by operators signed an exclusive cooperation agreement to share the way of the operators' revenues, and patience to explore the market, no matter how high the market for this product is the voice of the update in the next a product listed before, from time to time so that consumers in wait for being out of stock. We see the global launch of Apple products unique propagation curves: Conference - Listing Date announced - wait - listed in the press reports - and queue overnight - officially on sale - all out of stock - hot.
hunger marketing strategy to master The pace of innovation theory based on the three-dimensional theory of marketing Manufacturers will be required according to their own ability to do what any blind economic behavior is doomed to fail. 7 points hungry, full, to allow appropriate flexibility to the market, a good grasp of scale is very important. For example, the consumer long-term buy Apple products, let cottage drill to a lot of loopholes. South of the country a number of cottage manufacturers have revealed their first production, Cottage Tablet PC will be priced at 2000 yuan up and down, the only considerable and currently on the market mainstream netbook price.
so, we first take a look at what hunger marketing? Although a variety of defined on the marketing of hunger in the market, but here, we want to refer to the section of the definition of Liu Jack marketing consultancy, marketing training courses in three-dimensional marketing theory on hunger marketing, we believe that hunger marketing intention to control a particular product shipments to grasp the relationship between supply and demand, the fact that of the corresponding product shortages in the manufacturing market, to achieve the purpose of maintaining the higher sales price.
three manufacturing moderately scarce. With economic development, the types of goods are increasingly numerous, serious product homogeneity, limited the premise is to improve the product's unique competitive advantage. Consumers to focus on fashion has become a trend, should not follow the crowd. Manufacturing moderately scarce, it is the use of the rare psychological. Many dealers have IPHONE4 released after a long time can not get the goods with it? normalized to knot the end, Apple production release rate lagged behind the growth rate in the consumer market, resulting in tension between supply and demand on the market, which is the most fundamental reason for increase sales. Liu Jack marketing consultant agency believes that Apple's pursuit of brand and taste of the consumer psychology consumer groups, with the
hunger marketing strategy and sales of the Apple brand combat
as a global marketing strategy, hunger marketing has its advantages, but tailored to local conditions, it should be moderately more effective adjustments. For example, in China, the Chinese mobile phone market activity far exceeds the global average, the data show that the replacement cycle of the Chinese mobile phone users is only half of the U.S. and European users, market update rate significantly higher than the global, which also hope that the long-term occupation the Chinese market, the brand has created an unprecedented degree of difficulty. In the Chinese market too In the Chinese market, the cattle stockpile serious damage to the feelings of the Chinese consumers, enterprises must be able to introduce appropriate strategies to be addressed.
in starvation marketing a variety of practical cases, Liu Jack Marketing advisory bodies that do the most influential is still undoubtedly the Apple brand. Said recently, from iPhone4 began in 2010 to the recent highly favorable for the iPad2, we see the scene of the Apple products often out of stock everywhere. The one hand, the consumer frenzy of the pursuit, on the other hand is a full line of product out of stock, this contradiction between supply and demand, the market is always in some kind of relatively The stability of the dominance of product upgrades, and right channels, and even the entire industry value chain control over. While Apple does have there may be insufficient capacity situation, but we can still see the hunger marketing strategy in the success of its branding.
the course of the ; throughout the brand factors. Hunger marketing is by regulating the amount of both ends of the supply and demand affect the price of the terminal to reach the high-priced to sell highly profitable purpose. This can be obtained from the relevant data for the entire mobile phone industry and the financial statements of the Apple display. According to the most recent quarterly earnings report, Apple's cell phone is only 5% of the mobile phone market share, while the IPHONE series of profits accounted for 55% of the profits of the entire mobile phone industry. A cost price of about $ 150 IPHONE4 phone, the retail price of up to 500-800 dollars.
In actual operation, the hunger marketing is a double-edged sword. Sword with, you can make the original strength of the brand to generate greater added value; bad will of its brand damage, thereby reducing its value-added. With the ultimate aim not only to products sold at a higher price, but also to produce more high value-added brands, in order to establish high value for the brand image. Apple founder and CEO Steve Jobs has always stressed the quality strategy, the requirement that the designer can Apple LOGO design is very beautiful, so to be able to attract wanted to kiss him to see this LOGO to try to make an Apple produced The product is a work of art, which makes the IPHONE products are high hopes. Relying on Apple's parent brand reputation in the market, Apple's mobile phone series homeopathic use hunger marketing strategy, so IPHONE become the object of the much anticipated, and the formation of strong buying desire. IPHONE since birth, and she also live up to expectations, Yan Cheng Apple has always been fine style, the market for its rave reviews, contribute significantly to upgrade for the Apple brand.
So, the theoretical basis of hunger marketing What is it? We believe that the Western Economics Use value of goods inherent properties, by its physical or chemical nature; while the utility is the satisfaction of consumers, is a psychological concept of subjectivity. A specific time, place, environment, a product or service to meet the specific needs and satisfaction of consumers, the value of such products or services will be extremely enlarged to become the consumer to chase the target. Like that timely submitted hungry bread, its effectiveness was usually no delicacy can not be compared.
hunger marketing definition, originated with the theoretical foundation
; Recently, due to Apple's hot-selling full range of products, as well as a large number of cattle with the continuing shortage of Apple products while reaping huge profits, and even broke the news of an Apple store in Beijing temporarily shuttered due to the conflict of the cattle and clerk, so that the & ldquo ; hunger marketing
surface point of view, hunger marketing operation is very simple, given the surprise price of popular applause, to lure potential customers, and then restrict shipments, resulting in a shortage of hot false impression that, in order to raise their prices, earn higher profits. From a substantive point of view, the hunger marketing run has always been permeated with the Marketing three-dimensional theory in four pricing theory
a hunger to be flexible marketing strategy strain. Part of the desire of consumers by competitors, market activity, desire combined ratio will be constantly undergoing new changes, the key factor of buying behavior of irregular changes, emotional transfer, the impulse to buy is often matter. Therefore, close monitoring of market trends, improve the mobility of rapid response, and must not be discounted.
About the Author: Liu, Jack leading marketing experts, strategic management expert, corporate culture experts, franchise business experts, food and fast moving consumer goods industry experts; Marketing founder of the three-dimensional theory, the founder of the brand pyramid system, the founder of Domino market development system, the founder of the dynamic three dealer management system; and Jun Consulting Group partner; Liu Jack Marketing Consultant, Principal Consultant; three-dimensional theory senior lecturer in training courses, Peking University Distinguished Professor; a number of financial and industry media columnist; Peking University, an MBA; in several well-known foreign and private enterprises of any brand manager, strategic director, marketing director and president; former marketing class brand category strategy, corporate culture class consulting project director and consultant; with representative of
any business, are in the process of constantly self-understanding, improved self-development, no matter what kind of marketing, we have to use it just right. Learn from actual operating experience and lessons of international outstanding enterprises, to do the promotion of domestic brands, will help to improve the comprehensive strength and competitiveness of our enterprises, allow Chinese enterprises to the development of faster and more healthy!
two, select the correct product. Whether the product has a market, can be recognized by consumers, is branding important step, otherwise hunger marketing is futile. The products need to have consumer recognition and acceptance, with sufficient market potential. Liu Jack marketing consultancy believes that developing a product that you want to succeed, usually need to continue to explore the human desire to allow the functional benefits of the product, brand personality, brand image, the demands of emotion in line with market psychology,abercrombie and fitch, and the consumers reached psychological resonance.
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