A manufacturer who has set himself the goal of entering the market with a new product or service has to deal with many market factors. To take into account all the features of the selected market segment, you need to have a specific marketing strategy. The success of sales will depend on the choice of the company's priorities.
Instructions
Step 1
Take into account that your product, no matter how excellent it may be in its consumer characteristics, cannot be liked by absolutely every potential buyer. Consumers differ significantly in their tastes, preferences and actual needs. Therefore, when choosing a market penetration strategy with a new product, identify a clear target consumer group for yourself.
Step 2
If your company is mass-producing to a wide range of middle-income customers, consider a mass marketing strategy. It assumes such a construction of an advertising campaign, in which information about a product is brought to the widest possible range of consumers. At the same time, those groups that may not be interested in your products inevitably fall into the sphere of interests of the manufacturer. The advantage of mass marketing is that it does not require a detailed study of the structure of demand in the consumer environment.
Step 3
Use a differentiated marketing strategy if you produce several types of products of the same type that differ in appearance, design or packaging. The challenge for differentiated marketing is to create consumer diversity and anchor the brand in the minds of potential buyers.
Step 4
When you have a limited advertising budget, give preference to targeted marketing. It includes preliminary division of the market into segments, selection of the central (target) segment and positioning of goods in it. It is recommended to segment the market according to geographic, demographic and behavioral characteristics. Such a strategy will allow, with an economical use of resources, to target that part of the market that is united by common properties.
Step 5
When choosing a specific marketing strategy, keep in mind that it should be aimed not only at attracting new customers, but also at retaining old ones. One of the ways to retain customers is to offer completely new and unusual ways to use an already known product.
