With the change of consumers' demand for various drinks in recent years, the types of drinks on the market are also increasing, which makes the development of fruit vinegar drinks more difficult. In order to occupy a favorable position in the market, the fruit vinegar beverage, which is not dominant in product packaging, price and function, needs not only to do a good job in marketing consultation, but also to break through various obstacles in the brand marketing process, so as to usher in a better development. What should be done specifically?
1. Efforts should be made to break through the obstacles brought by category names.
The traditional marketing model has little understanding of the market, and it also ignores the management consciousness that products penetrate into consumers' minds. From the consumer's mind, the word "fruit vinegar" first triggers the inherent cognition of "vinegar" in the brain. However, vinegar, as a condiment, gives people a bad feeling because of its strong stimulation, so that although everyone knows that jealousy is good for health, few people regard it as a health food. "Jealousy" is also regarded as a derogatory term at ordinary times. Making vinegar into a drink will make people who come into contact with it for the first time feel a little strange, but it is far from changing people's negative association with vinegar. It is not difficult to understand that fruit vinegar drinks alienate people. The double obstacles of unfocused resources and poor brand names make the marketing mode of fruit vinegar drinks mainly in catering channels.
2. In the process of innovation, focus should be refined, and redundancy should be abandoned.
In order to make fruit vinegar drink like cola become a favorite drink in the world, entrepreneurs must first make up their minds to distance themselves from those "miscellaneous brands" who are not dedicated, and do the opposite. The essence of marketing model innovation is opposition and simplicity. Extremely simplify the price and packaging, and make a simple item, which is the most effective way to achieve a big brand. The items are simplified, and the next step is to solve the positioning problem of fruit vinegar drinks. Fruit vinegar beverage has many health-care functions, such as beauty beauty, reducing weight, relieving greasy, enhancing digestive function, sobering up, protecting liver, sterilizing and resisting virus, preventing aging, relieving fatigue, softening blood vessels, preventing and treating hypertension, resisting cancer, and keeping skin smooth and moist. With so many functions, the positioning of vinegar drink is extremely difficult.
as far as people's minds are concerned, it prefers simplicity to complexity. This requires that the fruit vinegar beverage must focus on one attribute and simply represent a concept in people's minds, which is much stronger than talking about a lot of functions without implanting one into consumers' minds, and the hope lies in choosing its rich functions and developing into a functional beverage. If there is no attribute focus, the benefits provided to consumers are not obvious, and it is difficult to identify competitors. The basic principle of marketing is to need an opponent. Which attribute is the most touching? This should choose the best angle to cut into the customer's mind from the height of category competition. No one gives consumers any reason to drink, which is equivalent to expressing typical wishful thinking.
3. Rationalize the connection between category names and products in the related positioning.
focusing on a single attribute has created conditions for the fruit vinegar beverage to change its category name and develop as a functional beverage. Creating a new category name is not always the best strategy, and subdividing it under the original category often gets twice the result with half the effort, because it can take advantage of the "potential" of mature categories and enter people's brains easily. The essence of this strategy is the application of related positioning method in category competition.
4. The pricing of market sales should take into account the affordability of consumers and the positioning of product grades.
In addition to the development modes of functional drinks and fruit juice categories, there is an obvious opportunity for fruit vinegar drinks. In fact, the production cost of fruit vinegar drinks is not as high as advertised by manufacturers. Generally speaking, the general net profit is around 21-31%, and the profit in large bottles that are mainly sold in catering channels is even higher. The powerful way to reshuffle the industry is price war, breaking the "hidden rules" of high prices and high profits. The fruit vinegar beverage industry also needs a "killer" to break the rules, jump out of the self-disturbing industry price system and set another standard with ultra-low price. It should be emphasized that low-end marketing is not simply a price fight, but a positioning strategy. It is necessary to establish a systematic strategic matching and form a competitive marketing model. The advantage of this model is that consumers are willing to try, and it is easy to form consumption habits. The disadvantage is that the requirements for product distribution are high. If we want to cover the whole country, we must set up bottling factories in various places.
Although fruit vinegar beverage is based on fruit, many consumers will not pay more attention if it has no characteristics and unique taste. Therefore, fruit vinegar drinks need to tap selling points and introduce more drinks with different packaging and fruit categories, so as to have stronger competitiveness, survive in the fierce market environment and occupy a place in the market.