The traditional 4P theory relies on the previous P product. Everyone knows that products are important, so there are many theories about products. Gu Long has a famous book called "Seven Weapons", and the former weapon is a fist. The fist is a symbol of strength! The seller sees the product as a tool and a must-have tool for sales: you have to take the product with the product when you sell it, and you must understand the tool and know how to display it in sales! The product is only a tool for the seller to promote sales success. Marketers regard products as fists, no matter how many kinds of weapons are marketed, how many killing stunts, and more powerful are fists. If you haven't realized that the product is your fist, you still have no theory of crossing the product, you are not a marketer!
The basic definition of a product is the finished product produced; but the finished product can only produce inventory, only the commodity can create value; do not think that you are good at commoditizing the product, turning the product into a commodity, you cross the theory of the product, in fact, you Still in the maze of product theory. For marketers, products are a great force for ensuring marketing success.
If you want to launch a product to the market, remember that no matter how complex the elements that make up the product, no matter how many people evaluate the product, you must combine the more critical elements and angles into one. Fist, then launch your product. Usually like a fist, the element that makes up it is five fingers. Less than 5 strengths are insufficient, and more than 5 are easy to frustrate themselves. Don't try your luck without a fist. Once you form a fist, don't hesitate to throw a punch or you will lose your chance.
Before the launch of BusinessCom, the market competition for PDAs was already fierce; but none of the products on the market were a fist. Therefore, the business is screaming into a fist: "CALL machine; mobile phone; business communication, one can not be less." You wear a digital pager for less than 3 months, your colleagues use Chinese characters; you are just beautiful Said: "I have an anecdote CALL, I am a Chinese character machine." The big brothers of the family have bought it back; you took the big brother, and turned up and called for a few days, your secretary used the flip! Business is so a fist, you say what you are still hesitating! Business communication puts you together with the feeling of CALL machine and mobile phone, the power comes, and the fist of the product is formed!
When the two giants, Coca-Cola and Pepsi, swept the Chinese market, although there were thousands of beverage companies closed down, at least 10 of them could fight back, because after all, there are channel advantages, as long as the channels and cola are held together, With a few elements, you can make a punch. But only Wahaha played the "very cola" punch, which is now called the miracle of China. Le Pepsi also brewed a punch at that time, called "Coke Today"; unfortunately, it did not punch, and more people even gave up the idea of ​​clenching their fists, so "Coke Today" did not punch, "Special Cola" "Tomorrow Coke, "100-year-old cola", "family cola", etc., gave up the opportunity to punch. Can only say regret! This is really not because Other people's marketing is too strong, but because our marketing is too ignorant.
Today's manufacturing companies are preaching how many products I have in the big series. Today's distribution companies are advocating how many varieties of brands I operate. But the truth is: no matter how many products you produce, no matter how many varieties you run, it doesn't work. It only shows how many fingers you have. The key is whether they can be a fist. A single product is not a fist product, your business can still be lingering, but all your product portfolios are not a fist, you are dead!
Sales-oriented companies are doing two things to the product, one is more than others with more fingers than others; one is to stretch and thicken each of their fingers. Marketing-oriented companies do one thing for the product: holding all the products into one fist. You can't hold the fist of your fist, and then cut it off again. A good example of this is Motorola's mobile phone products in China. You are always ready to buy Motorola's mobile phone, there are currently better models waiting for you, but you should not be too proud, it will not be better in a few months, and its price will make you more discouraged. This is the secret of Motorola's success in China. All competitors are better than fingers, but Motorola is throwing its fists. In fact, many mobile phone companies are not convinced, but you always adhere to the ultra-luxury full line of products, in order to create a golden finger to exhaust your heart, fists call you are not convinced and no way!
If you really want to achieve a leap from sales to marketing, remember: through all product theories, the product is a fist, and your product must be a fist.
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