I-Market Proper position Positioning izakukhuthaza ukuthengisa kwakho
Yintoni ebalulekileyo yokubeka iindawo zokuthengisa?
Injongo yokumiswa kweemarike kukukuba abathengi bakho baqaphele ukuba i-brand yakho ihluke kwaye iphakamileyo.
Ngokomzekelo, xa uthengisa ukuhlamba impahla yokuhlamba impahla abaninzi abantu bacinga ngeTide ngokuthi "yinto efanelekileyo yokucoca iimpahla". Ngenxa yokuba abantu abaninzi bathambekele ekutheni banamathele kwimveliso ethile kwiminyaka okanye kwamashumi eminyaka, ukubeka le ngcinga yoshishino lwakho yenye yezitshixo zokuphumelela kwezoshishino.
Isicwangciso sokubeka imarike kufuneka sibe yinxalenye ebalulekileyo yecandelo lokuthengisa kwisicwangciso sakho seshishini xa uqala ishishini . Ukuba kusetyenziswe iindawo zokuthengisa iimashishini ezikhoyo, kufuneka zilungiswe kwaye zilungiswe ngokuqhubekayo ukuphendula utshintsho kwiindawo zokuthengisa. Ngokomyinge, ixesha lokuphila kwenkcazo yokubeka imarike malunga neminyaka emihlanu.
Ziziphi iiNyathelo zokuPhumelela kweeNkcazo zeNtengiso?
1. Hlola indawo yakho ekhoyo okanye ejoliswe kuyo kwi-Marketplace:
- Ziziphi iimpawu eziphambili zekhredithi yakho eyayihlulayo kubathengisi bakho? (umzekelo, umgangatho, umgangatho, inkonzo yamakhasimende , njl.).
- Yimarike ekujoliswe kuyo, umzekelo, ngabaphi abathengi abasebenza ngokugqithiseleyo ngemikhiqizo / iinkonzo zakho? Oku kungabandakanya uhlalutyo lwabantu, i-geographical, ne-psychographic analysis.
- Uza kunceda njani iimfuno zeemarike ezijoliswe kuyo ngokufanelekileyo?
Hlaziya ii-Competitors zakho
Hlanganisa ulwazi oluninzi ngokusemandleni akho malunga nabakhuphiswano bakho ukuze ube nombono obanzi ngamandla abo kunye nobuthathaka .
Kungenokuba luncedo ukuhlela ulwazi ngefomati ukuze uthelekise uphawu lwakho olufunayo kumncintiswano. Umzekelo olandelayo usebenzisa inkampani eneqhinga elibizwa ngokuba yi "Java Jones" enenjongo yokungena kwindawo yokuthengisa ivenkile yekhofi:
| Criteria | Inkampani A | Inkampani B | Nkampani C | Nkampani D | Java Jones |
| Ixabiso | Ephakamileyo | Umyinge | Umyinge | Ephantsi | Ephakamileyo |
| Umgangatho | Phakathi | Umyinge | Umyinge | Ephantsi | Ephakamileyo |
| Iiyure | 8-5 Mon. -Ngomhla. | 8-5 Mon. -Lwesihlanu. | 8-5 Mon. -Lwesihlanu. | 8-5 Mon. -Lwesihlanu. | 8-8 Mon.-Ilanga. |
| INkonzo | Efanelekileyo | Kulungile | Efanelekileyo | Efanelekileyo | Efanelekileyo |
| Ukuthembeka kwabathengi | Phakathi | Efanelekileyo | Efanelekileyo | Ephantsi | Ephakamileyo |
| Ukupapashwa | Akukho | Efanelekileyo | Efanelekileyo | Nil | Kulungile |
| Iwebhusayithi | Ewe | Ewe | Hayi | Hayi | Ewe |
| Hayi | Hayi | Hayi | Hayi | Ewe |
Uhlalutyo lokukhuphisana lungabonisa ngokucacileyo:
- Amacandelo eemarike ongathanda ukuwuphepha, afana nalawo apho kukho ukhuphiswano olubalulekileyo, apho umqhubi omnye usungule isikhundla esiphambili, okanye apho kukho abakhuphiswano abakhulu abanomdla woqoqosho
- Imimandla yeemarike ezingakhange zibhekiswe (okanye ezingakhange zijongene ngokwaneleyo) nawuphi na okhuphiswano
3. Gqiba kwiSicwangciso sakho sokuPhakamisa
Injongo yohlalutyo lokukhuphisana kukubonisa izithuba kwiindawo zemarike ongayisebenzisa kwaye usebenzise ukugxila kwisicwangciso sakho sokuma.
Izicwangciso eziqhelekileyo ziquka:
- Ixabiso lokubeka indawo: Ukujolisa abathengi abaziindleko ngokuncintisana ngexabiso.
- I-Service Positioning: Ukutya kwinqanaba leemarike elifuna umgangatho ophezulu wenkonzo yabathengi . Le ndlela isetyenziswa ngamashishini amancinci athathwe ngamaketanga amakhulu okanye izitolo ezinkulu zebhokisi .
- Ukumiswa kweMgangatho: Kwinqanaba eliphezulu leemarike ezikulungele ukuhlawula umgangatho wemveliso ephezulu.
- Ukubekwa kweMveli: Ukujoliswa kwenkalo ethile yabantu (ubulili, iminyaka, izinga lemali engenayo, imfundo, njl.).
Inokwenzeka ukuba isicwangciso sakho sokubeka siya kubambisana nentla. Ngokomzekelo, kumzekelo womzekelo wokuncintisana, "iJava Jones" ngokucacileyo ihlose ukufumana umntu ophuza kakhulu ophuza ikofi ozimisele ukuchitha ngaphezulu emgangathweni kunye neenkonzo ezixhasayo kumthengi.
Ngenxa yokuba akukho namnye ukhuphiswano ovulekileyo ukususela ngo-5 ukuya ku-8 ntambama okanye ngeCawa "uJacob Jones" uzimisele ukuzama ukukhwela ngokuhlwa kunye neveki yomthengi wekhofi.
Iingxaki ezimele ziqaphele xa zigqiba kwisicwangciso sakho:
- Isikhundla sakho singadinga ukuqwalasela ezinye iimeko, ezifana nomhlaba jikelele (okanye wengingqi) wezoqoqosho, izithinteli zabathengi, njl njl.
- Cinga indlela ukhuphiswano olunokuthi lwenze ngayo xa ungena kwi-marketplace. Kulo mzekelo ukhankanywe ngasentla, "Inkampani A" iyakwazi ukuphendula ngokunyusa iiyure zabo ngokuhlwa kunye nokuvula ibhizinisi ngeveki.
Emva kokuba ugqibe kwisigaba seemarike onqwenela ukujolise kuyo kufuneka ukwazi ukucacisa ngokucacileyo uphawu lwakho, imakethi yakho ekujoliswe kuyo , iimfuno zeemarike ekujoliswe kuyo kunye nendlela oya kuzilungisa ngayo, nendlela oza kuzibuyisela ngayo izithembiso zakho.
4. Inkcazo yeSitatimende sokuThengisa iMarike
Ukusebenzisa ulwazi olungentla, ngoku ulungele ukukhangela isitatimenti sokumaketha kwimarike. Isitatimende sokubeka imarike isishwankathelo esicacileyo somhlathi esichaza:
- i-market target, kwaye
- indlela ofuna ukuba i-brand yakho ibonwe ngayo kwi-market target.
Qhubeka ukhumbule ukuba isitatimenti sokuma kufuneka sibe yindawo yokubhekisela kuyo yonke imveliso yezigqibo kunye nemigudu yokuthengisa.
Isitatimende sokumaketha emakethe kufuneka sibandakanye oku:
- Imarike ekujoliswe kuyo
- Yakho uphawu
- Indlela i-brand yakho ikwenza ngayo ukwahlula kumashishini akho
- Isakhelo sokubhaliweyo
- Isizathu sokuba kutheni abathengi bafanele bakholelwe kwizibango zakho
Umzekelo: I-Statement ye-Marketplace yeJava Jones: I-Java Jones yindawo yokuya kwii -coffees ezikhethekileyo kunye ne-snacks edolophini . Ngokungafani nezinye iivenkile zekhofi, sisebenzisa kuphela ubhontshisi obuphezulu kuphela, i-top of the line, kunye nee-baristas eziqinisekisiweyo .
Ukuyiphula phantsi:
- Imakethe ekujoliswe kuyo = izithandwa zekhofi
- I-brand yakho = Java Jones
- Indlela i-brand yakho ikwenza ngayo ukuba uhluke kwiikhompyutheni zakho = iikopi ezikhethekileyo kunye neentlanzi
- Isalathisi yerejethi = yendawo ( idolophu )
- Isizathu sokuba kutheni abathengi bafanele bakholelwe kwiimangalo zakho = sisebenzisa kuphela iimbotyi eziphezulu kakhulu, izixhobo ezisemgangathweni zezixhobo, kunye neqeqeshwe, eziqinisekisiweyo ze-baristas
Ngoxa i-market statement positioning is ikakhulu ekusebenziseni kwangaphakathi, kufuneka idibanise nomthengi.
Imizekelo yeeNkcazo zokuThengisa iMarike
Isixeko sase-Whitehorse: "Isixeko sakwa-Whitehorse urhulumente kamasipala ugxile ekudaleni imimiselo efunekayo ukuze kugcinwe imilinganiselo yokuphila ekhethekileyo kubemi abalindele ukulinganisela kokuzonwabisa okunamandla kunye namathuba enkcubeko okubaqinisa emzimbeni, emoyeni nasengqondweni kwaye ngubani Ifuna induduzo, ukhuseleko kunye nezibonelelo zomntu ngaphandle kokuzimela. IsiXeko sifezekisa ngokuqinisekileyo nemithombo enokuthenjelwa kwemithombo yoluntu, iziseko zengingqi ezizimeleyo, ukulungisa isisombululo kunye nokufikelela okungenamkhawulo kwiindawo zentlango kunye nemilinganiselo ehambelanayo. "
Ama-Amazon (ngo-2001): Abasebenzisi beWebhu behlabathi behlabathi abathanda ukufunda iincwadi, i-Amazon.com yincwadi yokuthengisela iincwadi ezithengisa ngokukhawuleza kwiincwadi ezili-1.1 yezigidi. Ngokungafani nabadayisi bencwadi bendabuko, i-Amazon.com inikeza ukudibanisa okungaqhelekanga, amanani aphantsi kunye nokukhethwa okubanzi.