what is the main work of the marketing department of FMCG?
job 1: insight and market research is to keep track of various information contents, such as consumer behavior and psychological state, industry development prospects, competitors' trends, retail market share and changes, and media characteristics. This part of the work is particularly critical. Many enterprises have established professional units, and even some large enterprises have installed two insight departments, one in the marketing department, the other in the marketing department, and the key is channel scientific research.
work content 2: new product definition product research and development, goods are all cyclical, even if the best-selling goods have been declining, so it is particularly critical to reserve and develop new products, and the development comes from the general definition of goods in the marketing department. According to the discussion of buyers and the tracking of retail sales market, there will be some feelings and case clues about the future transaction development trend. For example, what taste, what packaging, what brand image, what ingredients, what kind of these, new product research and development is not necessarily a completely new product, in many cases, the original product is basically updated and improved to become a new product, the key is that the new product should be packaged into a completely new definition, so that everyone feels that it is a completely new product.
work content 3: product positioning and marketing promotion theme, which is also the key work of the marketing department, is the most important work of the brand director. What is the theme of publicity for each well-known brand in 2121, how many dialog boxes are set, how much resources are invested, whether it is necessary to invite brand spokespersons, how to allocate online and offline natural resources, and finally push it to a budget table. Including the sales volume, the increase, the annual growth rate of various regions and channels, the budget of tensile strength, the budget of driving force, the budget of sliding door integration, the countermeasures of various regions and channels and the allocation of the budget, all of which should be logically clear and practical, and naturally need to be constantly discussed and determined with the heads of various marketing departments.
job 4: media placement and advertising. There are two jobs here. The news media department mainly deals with media purchase, including the supervision of GRP and the manipulation of CPRP. Naturally, the news media here include Internet media similar to TV sets, outdoor, newspapers and radio programs, as well as Internet media similar to the Internet, short videos, Weibo, and focus. As the project investment is particularly large, many enterprises generally have to pay special attention to the promotion of news media. The second job is advertising business, mainly visual communication design and raw material production, including the formulation of various publicity products and the authorized production of various raw materials.
work content 5: brand promotion and promotion, which is also a very chaotic and practical work. It is necessary to plan various marketing promotion theme activities and promotion plans. Naturally, the key to the promotion plan here means that for customers, channel promotion is the next topic to discuss, and market activities are also divided into seasons and channels. For example, there are many activities in colleges and universities, theme activities in commercial squares, theme activities in third-and fourth-tier cities and towns, and marketing promotion actions in catering industry channels, etc. Here, we mainly set the theme, set the main interface of KV, set the theme activity system, and set the cost budget. After this plan is clear, it will be handed over to the regional marketing department for implementation.
work content 6: TradeMarketing, the channel development department, generally undertakes the promotion and marketing promotion of all channels, including the investment and implementation of the promotion plan and the vivid display design, which are generally divided into contemporary channels and traditional channels. The channel promotion includes various methods such as receiving goods rewards, lottery activities, completely free sample delivery, ultra-low prices, gifts, promoters, etc. Holiday day promotion is very different from ordinary promotion, and DM promotion and store celebration activities.
work content 7: FieldMarketing, the implementation of regional sales market, generally refers to the implementation of the marketing activities and vivid layout of the marketing department in various regions, which is the actual implementation work. It is necessary to immediately ensure that all kinds of raw materials arrive at the front line of the sales market, ensure that the theme activities are carried out safely in quality and quantity, and ensure the unified brand image of publicity and advertising. It is particularly complicated and crucial to ensure that the presentation and vividness of well-known brands of terminal equipment in various regions are carried out according to unified standards, which is very important for the unity and standardization of enterprise brands. Generally, it is necessary to immediately carry out statistical analysis and induction on the expenditure budget, carry out new projects and implement terminal equipment stores, and timely organize the best case analysis to carry out communication and evaluation, so that everyone can make progress and promotion together.