Gap marketing opens up the way for companies to survive
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Gap marketing is a kind of interspersed strategy that enterprises can use flexibly. It uses the gap of market competition to “see the gap” and take advantage of “gap” to cultivate their product advantages and marketing market.
As a marketer, in order to avoid a positive conflict with competitors in the market, and to create a situation of both losses, you can use the specific conditions of the company to choose a small market where the competitors have little profit or weak strength. As the target of special services, we will fully meet the various practical needs of the market in order to achieve the purpose of firmly occupying the market. The benefits of gap marketing are mainly reflected in four aspects: 1 low cost in the gap market; 2 easy to meet market demand; 3 marketing goals are easy to set and decompose, internal resources are easy to integrate; 4 profitability predictability bigger.
Zhejiang Guanghui Printing and Packaging Co., Ltd. was once a high-end brand of printing and packaging of automobile and motorcycle products in Ruian City. However, with the changes in the market and fierce competition in the printing and packaging industry, the company is also facing the dilemma of shrinking market. In 2010, Guanghui Packaging Company found a gap in the printing and packaging market with almost seamless pins. It took a decisive attack and used its own advantages to find a way to survive.
Looking back at the "gap"
In 2010, the gloom of the financial crisis has not yet receded, and the printing and packaging market is also sluggish. In order to survive, printing and packaging companies have to resort to the "fighting and killing" of housekeeping skills, price wars, suppression of competitors, digging wall and other conspiracy and conspiracy have come out to compete for a limited market. Ruian City, which is located in the south of Zhejiang Province, is also a land of competition for businesses. Zhejiang Guanghui Printing and Packaging Co., Ltd., which is engaged in automobile and motorcycle packaging, faces the competition in the market. It has a sense of suffocation like a hand-cranked throat. The original good business is not the customer changing hands, but the price reduction, some customers who are obsessed with face Only a part of the business, the total volume of business has dropped sharply, which undoubtedly poses a great threat to the survival of enterprises.
In the predicament, the decision makers of Guanghui Printing and Packaging Company judged the situation and determined to fight back. General Manager Zheng Guanghui believes that survival is the last word! Only when the company survives can we find opportunities for development. Difficulties are also the driving force. If you are willing to find a solution, you will always find it. Zheng Guanghui decided to find a gap in the seamless market to break through the dilemma.
In the past, the marketing industry popularized such a saying: people have no me, people have me; the same quality than price, the same price than quality. In fact, it is differentiated competition. In the era of increasingly homogenized printing and packaging products, relying on the price war to fight the market can only make the disorderly competition in the printing and packaging industry intensify, and ultimately the participants are injured; it is unethical to suppress opponents and dig walls, and there are also industries. Regular. Only when enterprises find a market gap based on their own conditions and advantages is a breakthrough, can they break through the dilemma and open up a new world.
Successful strategy shows "glorious"
Zhejiang Guanghui Printing and Packaging Co., Ltd. found a growth point of corporate profits by discovering the gaps in the printing and packaging market, using its own advantages to accurately locate and ensure the profitability of customers, and radiating brilliant brilliance in the gap between the printing and packaging markets.
1. Find gaps and take advantage of it
When a person is in a desperate situation, especially trapped in a dark environment, the instinct of survival drives him to look for ways to escape the predicament. If you find a trace of light, even a faint light will not hesitate to rush, spelling out the strength of the whole body to dig this gap, even if the finger rubs bleeding, or even bald, it must be able to expand the gap to escape Hole.
Guanghui Packaging Company is the winner of many small printing and packaging companies that compete with the “black hole” in the printing and packaging market. It has low management costs and low manufacturing costs, and their fatal flaws are delays in delivery and uneven quality. So in order to solve these two problems, they had to find a sub-unit to process. However, many large and medium-sized printing and packaging companies do not process these small enterprises at all. There are two reasons. One is to hate their competition for price cuts in the market, and the other is not to use their advanced equipment to make wedding dresses for others. Therefore, these small enterprises have to go far and seek to go to the Longgang Printing City for processing. The price can be barely accepted. A long part of the business will be dug up by the processing enterprises. According to the survey, the marketing staff of Guanghui Packaging Company found that there are nearly 100 small printing and packaging enterprises in the surrounding areas of Rui'an to print and post-press processing in Longgang every month. Each small enterprise conservatively estimates the printing and finishing finishing costs of 100,000. Yuan, a total of up to 10 million yuan a month, this one is a small business.
The printing and finishing equipment of Guanghui Packaging Company has been ranked among the advanced printing and packaging enterprises in southern Zhejiang after several updates. Because the market downturn is sharply reduced, the equipment utilization rate is less than 50%, and it has full ability and advantage for these small printing. Packaging business services.
2. Accurate positioning to ensure customer profitability
It is understood that the small printing and packaging companies relying on external printing and processing have higher processing costs, and less than 3,000 printed sheets have to pay a very high start-up fee, plus the cost of loss, freight and sample round-trip and other expenses have squeezed a limited profit. Many bosses of small printing companies are complaining: they are not working, they are anxious; they have to work hard, and they are not eager to make money.
The marketing staff of Guanghui Packaging Company has specially formulated the preferential strategy for printing and processing for small printing and packaging enterprises in response to the above problems: 1 Customers who come to Guanghui Printing, Packaging, Printing and Printing will not charge the boot fee; 2 The processing fee price is 10% lower than the market price; 3 Signing a guarantee agreement with the processing customer that does not rob the business; 4 There is no special case, the processed printed product is delivered within 24 hours; 5 If the return is caused by the quality of printing and finishing, Guanghui Packaging Company bears all losses.
As a result, small printing and packaging companies not only reduce costs, but also no longer have to worry about business orders. More importantly, they are firmly held by the brilliant price of Guanghui Packaging Company and the measures to ensure the profitability of customers. Guanghui printing and packaging in the pricing of processing fees, the use of high-quality mid-price, efficient service free of charge, to identify the psychology of small printing and packaging companies, price positioning is moderate, small single short order does not charge the boot fee, try to put more The profit margins are given to them, and at the same time, they do not rob the customers of the processing customers, and they give them a reassurance, which relieves the worries of the processing customers. Especially due to the return of customers caused by the quality of printing and finishing, Guanghui Packaging Company is committed to bear all economic losses, and to ensure that the processing customers' profits are safe and worry-free. Of course, Guanghui Packaging Company has also brought new growth points for its own corporate profits. According to insiders of the company, regardless of its profits, the revenue of printing and processing wastes in 2011 alone reached more than two million yuan.
The startup fee of the foreign printing and processing enterprises is also expensive, adding too much burden to small businesses.
Phoenix Nirvana creates a "miracle"
From May 2010 to the end of 2011, Zhejiang Guanghui Printing and Packaging Co., Ltd. adopted a gap marketing strategy and achieved unexpected results and impressive results.
1. The sales revenue increased by an average of 57.6% over the original period, and the payment recovery period was shortened by 60 days.
2. The small printing and packaging enterprise has become the satellite enterprise of Guanghui Packaging Company, and no longer has to worry about the lack of business.
3. Achieved balanced production, improved equipment utilization rate in printing and post-pressing processes, and mass production reduced various consumables costs in printing and post-pressing processes.
4. The brand effect of “Glorious Packaging” has been revived.
5. Verifies the classic philosophy of "the desire to create a miracle."
6. Provided a classic case for the printing and packaging industry to break through the dilemma and phoenix.
Summarizing the gap marketing case of Zhejiang Guanghui Printing and Packaging Co., Ltd., the results are far more than the above six aspects. These achievements are not only for Guanghui Packaging Company, but also for the printing and packaging industry. There are still many inspirations for carefully scrutinizing this case. a lot of……