The market characteristics of product design and the relationship between advertising strategies

[Abstract] Enterprises need to fully understand the stage and crisis of the products they are currently producing, as well as the relationship between market characteristics and advertising strategies of different product cycles, and rationalize advertising strategies and product production. To ensure that products compete in the wisdom of victory.

Keywords: product cycle; market characteristics; advertising strategy

To control the market, to grasp the initiative of the market, to understand the current status of their products, it is necessary to fully understand the market characteristics of the product in various periods, fully understand the current stage of the product and the crisis it faces, and the advertising strategy of each cycle, reasonable The preparation of advertising strategies and new products. Make sure that you can win with less and compete smarter in competition.

l Product development period

This stage is the stage of product design incubation. The development period is to meet the needs of understanding the market. This period is roughly divided into the conceptual stage (collecting and putting forward the product concept stage), the evaluation stage (concept of goal evaluation, research and development project stage), and engineering technology. Research stage (for technical feasibility demonstration stage), development stage (preparation of prototype for production feasibility demonstration stage for mass production), commercial production stage (market testing, determination of commodity sale and preparation for sales stage), etc. 5 Stages. The product development period is the investment period, during which the company has no profit.

Market characteristics: The development period is often not included in the product life cycle in the marketing theory, because the marketing theory is the value realization after the product enters the market, and this is a very important stage in the product design and development system, product design. And develops innovative system designs that primarily implement product value. It is a product developed and researched within the company. In order to meet the needs of consumers through market research during the development period, the company is able to meet the needs of the market.

Advertising strategy: It is the strategy and creative stage of the overall advertisement of the product. Qualitative research is often used to explore the situation of the market and consumers. Each product cycle decides what to say to the audience and how to say it. How to create demand, that is, to discover, create, and provide what kind of value concept.

2 product introduction period

The lead-in period, also known as the market development period, is the first stage after the product enters the market. The product begins to be mass-produced and fully invested into the company's target market. Companies often have deficits during this period, even if they have low profits.

Market characteristics - Start to market: New products have just been put on the market, sales are low, and sales growth is slow. High product costs and high prices. With large investments, their quality, efficacy, style, and structure have not yet been recognized by consumers. Buyers are those who are in urgent need of demand, or who have a desire to satisfy new products and popular products. In the product import stage, advertising costs are relatively large. Companies can adopt high-promotion and high-profit strategies.

Advertising strategy: It is suitable for the use of pioneering advertising strategies. The advertising target is a small number of target consumers with high incomes, adventurous spirits, and willingness to accept new things. Therefore, advertising strategies should strive to shape the image of goods, and the use of advertising and publicity can have a higher reputation. The main point of this period's advertising strategy is to focus on the introduction of new concepts of products, the cultivation of new habits and the development of new uses. The key is to inform the product brands and product characteristics. Highlight differences, such as new, scarce, advanced, etc. Its purpose is to guide products to hit the market, arouse the market potential demand, establish a new concept among consumers or users, let people understand their special. personality.

3 Product growth period (market recognition period)

The sign that the new product is transferred from the input period to the earlier growth stage is that the sales volume has been increased before. Since the demand for products may increase rapidly after approval, the productivity of start-ups will rise rapidly. At this time, companies will start to reduce their production costs in batches. Manufacturers need to study issues such as expanding equipment investment to meet market needs.

Market characteristics - Initially recognized by the market: After the products have been tested and sold, early purchasers appear, products are gradually accepted by consumers, they gain a certain share in the market, and consumers are easy to accept new ideas and higher income customers. . They are relatively young and have a high level of education. This type of person is characterized by a tendency to convey the feeling of using the product to others. Since this period is the best time to build a business reputation and establish a corporate image and a product image, it is that while the profit of products has risen, it has also been accompanied by a group of peers involved in the production of this product. There has been a trend of competition in the market. This kind of competition is mainly manifested in the competition of quality and reputation as well as the establishment of brand-name competition. This stage is the best time to create a brand name.

Advertising strategy: In the early stage of product growth, the focus of this inch period is on expanding demand, increasing company awareness and increasing the level of consumer love. Focus on practicality, effectiveness, and functionality. Create a popular atmosphere for the masses. It is the best time to establish a business reputation and establish a corporate and product image. Therefore, the advertising strategy should focus on designing consumer preferences and interest in products. The advertising strategy should not only retain the main content of the investment period, but also To improve a level, it is necessary to make an essay on persuasion, not only to offensive, but more importantly to attack. Only by continuously deepening consumers' impressions of goods or companies, can we constantly improve the product's visibility and market share, establish product image, and establish a corporate reputation, so that consumers can confirm and purchase this product and use this brand to achieve Excavate market potential and expand sales.

(to be continued)