Product Positioning and Market Segmentation
Clarify Product Features: Different products have their own features. As for the door and window products of a company, it is essential to highlight their unique characteristics. Determine what products the company sells and identify which ones are popular online. Build up the features of the products, take the featured products as the main items for sale, emphasize the highlights, and implant the company’s characteristic door and window products in the minds of consumers.
Segment the Target Market: When facing different consumers, it is necessary to segment them. For example, there are high-end consumers, ordinary middle-class consumers, restaurant store decorators, high-rise building constructors, and those who have demands for residential areas. Recommend different products to different consumer groups. Since different consumer groups have different demand points, it is necessary to provide diverse products.
Brand Building and Promotion
Shape the Brand Image: Design a brand logo that is recognizable and approachable, and convey the core values of the brand, such as quality, innovation, and environmental protection. Through a unified brand visual image, including packaging, promotional materials, and store decoration, establish a distinct brand image in the minds of consumers. When shaping the brand image, it is necessary to create a highly recognizable logo that conforms to the company’s values and concepts.
Online and Offline Promotion: Use Internet platforms for advertising placement. For example, carry out keyword advertising promotion on search engines and post product pictures, videos and other content on social media platforms to attract potential customers. At the same time, participate in various domestic and international building materials exhibitions, home furnishing expos, etc., to showcase product advantages and brand images, and have face-to-face communication with potential customers. In addition, outdoor advertising can be placed in cities of the target market, such as bus stop advertisements and subway advertisements, to increase brand awareness.
Customer Word-of-Mouth Marketing: Encourage existing customers to spread positive word-of-mouth by providing high-quality products and services. For example, offer excellent after-sales service to solve problems that customers encounter during use, making them satisfied and willing to recommend the products to others. Meanwhile, a customer referral reward mechanism can be established, giving certain rewards (such as discount coupons, gifts, etc.) to old customers who refer new customers, further stimulating customers’ enthusiasm for referrals.
Channel Expansion and Optimization
Expand Sales Channels: In addition to traditional dealer and retailer channels, actively explore e-commerce platforms and establish official flagship stores to make it convenient for consumers to browse and purchase products online. Establish long-term cooperative relationships with real estate developers, architectural design companies, decoration companies, etc., and expand the sales scale through project orders. Moreover, consider cooperating with home soft decoration integrators and incorporate folding doors into the overall home furnishing solutions to increase the market coverage of products.
Optimize Channel Management: Strengthen the training and support for dealers and retailers to improve their sales capabilities and service levels. Regularly evaluate the performance of channel partners, eliminate underperforming channel providers, and optimize the allocation of channel resources. At the same time, establish a complete logistics and distribution and inventory management system to ensure that products can be delivered to customers in a timely and accurate manner, thus improving customer satisfaction.
Provide Value-added Services
Customized Services: Provide customized folding door solutions according to customers’ personalized needs, including size customization, color customization, material customization, function customization, etc., to meet customers’ special needs in different scenarios and improve the added value of products and customer satisfaction.
Installation and After-sales Guarantee: Establish a professional installation team to provide customers with on-site installation services to ensure the installation quality and use effect of folding doors. At the same time, provide a complete after-sales service, including product warranty, maintenance, and parts replacement, so that customers have no worries when purchasing products.
Price Strategy Formulation
Tiered Pricing: Formulate a tiered price system according to the different grades, functions, and materials of products. For example, basic folding doors are more affordable and suitable for ordinary family users; mid-to-high-end folding doors are relatively more expensive, focusing on quality and design, and are suitable for customers with higher requirements for products. Through tiered pricing, meet the needs of different customer groups and enhance the market competitiveness of products.
Promotional Activities: Regularly launch promotional activities, such as holiday discounts, full reduction offers, buy-one-get-one-free, etc., to attract consumers to purchase products. At the same time, different promotional strategies can be formulated for new and old customers. For example, new customers can enjoy discount offers for their first purchase, and old customers can earn points when they buy products, which can be exchanged for gifts or used as cash deductions, etc., to improve customer loyalty and purchase intention.
Data Analysis and Market Research
Data Analysis: Establish a sales data management system to collect and analyze sales data, including product sales volume, sales amount, customer purchase behavior, market demand changes, etc. Through data analysis, understand market trends and customer demand trends, and provide a basis for product research and development and marketing strategy adjustment. For example, if it is found that the demand for a certain style of folding doors in a certain region is growing rapidly, increase the promotion efforts of this product in that area and adjust the production plan in a timely manner.
Market Research: Regularly carry out market research activities to understand the product features, price strategies, market share, etc. of competitors, and analyze industry development trends and potential market opportunities. Through market research, promptly discover market changes and competition situations, and formulate corresponding countermeasures to maintain the company’s competitive advantage in the market.