2. Advantages of multi-brand strategy
(1) segment the market and increase the market share.
The target market is made up of many consumers with different needs. A brand can only satisfy one kind of consumers, but not other consumers. If we launch different brands of products according to the needs of different consumers, we can attract different consumers, thus occupying the market and improving the market share of products. P&G has designed five brands of shampoos: Head & Shoulders (dandruff removal), Rejoice (supple), Sassoon (professional hairdressing), Pan Ting (nutritious luster) and clairol (natural fruit green). Five brands aim at five different markets and meet five different needs of consumers, thus making P&G shampoo occupy the China market. At present, its share in China is over 50%, and its brand loyalty is extremely high.
(2) Reduce market risks
Adopting multi-brand strategy can avoid the risk of brand crisis caused by marketing failure or quality problems of a product. Because enterprises use different brands for similar products they produce and operate, they are also independent in external publicity, so even if one brand has problems, it will not be linked with other brands, which greatly reduces the business risk of enterprises. In addition, it can also avoid the problem that the use of low-grade products by high-grade brands damages the high-quality image of the original brand.
(3) With the help of the product characteristics of different brands, meet the individual needs of different consumers.
Multi-brand strategy is conducive to meeting the needs of market segments, promoting brand personalization and differentiation, meeting the different needs of different consumer groups, and highlighting the characteristics of each product. So as to form obvious product differences in consumers' minds to adapt to the brand preferences and consumption characteristics of different consumer groups.
(4) It is conducive to stimulating the internal vitality of enterprises and improving the overall efficiency.
Because enterprises divide their own similar products into different brands according to the market segmentation theory, there is naturally a competitive relationship between various departments and brand managers in enterprises, which makes every brand manager feel the pressure of competition and makes them try their best to do their own brand marketing and market development. It helps to improve efficiency, thus improving the overall efficiency of enterprises.
(5) A certain degree of resource sharing can be achieved.
Multiple brands under an enterprise can share capital, market information, advertising, research and development, training, channels, procurement and other resources. Every aspect of cooperation is likely to form new competitive advantages and profit growth points. In particular, brands of similar products can achieve certain * * * use in R&D and production, which can save costs for enterprises and speed up their operation.
3. The disadvantages of multi-brand strategy
(1) cost increase
If an enterprise is determined to take the road of "one product with multiple brands", it is doomed to take the road of long-term commitment and payment, such as brand building, advertising, maintenance and other expenses will continue to occur.
Large-scale production brings low cost to enterprises. The larger the scale, the lower the marginal cost of producing a single product. The stronger the consistency of brands in the products produced by manufacturers, the more cost can be saved. Among multi-brands, brands are facing market segments, and different product characteristics limit the scale and lead to high unit cost, which is a very unfavorable factor, especially for a new brand.
The target consumer groups of each brand in multi-brand are different. Compared with a single brand, there are relatively few opportunities to learn from each other in channels, promotions and advertisements, which leads to an increase in promotion costs.
(2) the waste of enterprise resources
For new products, if enterprises continue to use the original brand, the market growth rate may be fast, resulting in less waste of human resources and funds. But if multi-brand strategy is adopted, brands may compete for resources and are unwilling to enjoy more resources. Resource waste includes many aspects, such as human resources, funds, original brand resources and so on.
(3) Increased the difficulty of brand management.
Multi-brand management is much more difficult than unified brand management, because brands should be strictly differentiated in the market, and each brand should have its own distinctive personality characteristics and sufficient selling points. If there is no obvious difference between brands, it will lead to internal friction between brands within the enterprise and form a "throbbing". Therefore, each brand must show enough differences in a series of activities from market research to product launch to advertising marketing, which will inevitably bring risks of complex management, huge organizational structure and increased management costs. If the enterprise as a whole wins ......
Why do P&G and L 'Oreal adopt multi-brand strategy? What are the advantages and disadvantages?
Procter & Gamble: Brand extension of multi-brand strategy was once considered a risky thing, and some scholars even used the word "trap" to describe its great risk. However, looking at the business performance of world-class enterprises, it is not difficult to find that there are both the brilliance of the "one-child" strategy like Sony and the bold implementation of the "one product and many brands" strategy like Procter & Gamble, which presents a romantic trend of "many children and many blessings" in the international market competition. P&G is an American enterprise. First, its business features are diverse, from soap, toothpaste, mouthwash, shampoo, conditioner, softener and detergent, to coffee, orange juice, baking oil, cake powder and potato chips, and then to toilet paper, cosmetic paper, sanitary cotton, cold medicine and stomach medicine, spanning many industries such as cleaning products, food, paper products and medicines. Second, many products are mostly a product with multiple brands. Taking washing powder as an example, they have launched nearly ten brands, such as Tide, Good Washing, Okodo, Porter and Times. In China market, Shufujia is used in soap, Crest is used in toothpaste and Hushubao is used in sanitary napkins. There are three brands of shampoo alone: Rejoice, Pan Ting and Head & Shoulders. If you want to ask which company has the most brands in the world, I'm afraid it must be Procter & Gamble. Looking for differences If the multi-brand strategy is understood as that enterprises register several trademarks in the industrial and commercial bureau, it is a big mistake. The multi-brand strategy operated by Procter & Gamble Company is not simply to label a product with several trademarks, but to pursue the differences between different brands of similar products, including functions, packaging, publicity and other aspects, so as to form the distinctive personality of each brand, so that each brand has its own development space and the market will not overlap. Taking washing powder as an example, Procter & Gamble has designed nine brands of washing powder, namely Tide, Cheer, Gain, Dash, Bold, Dreft, Ivory Snow (1vorySnow), Hydrogen Peroxide and Times (1999). They believe that different customers want to get different benefit combinations from products. Some people think that washing and rinsing ability is the most important; Some people think that it is most important to make the fabric soft; Others hope that washing powder has the characteristics of fragrance and mild alkalinity. So I used nine market segments of washing powder to design nine different brands. P&G is like a skilled chef, making all kinds of delicious dishes with different condiments from the seemingly simple product of washing powder. Not only from the function and price, but also from the psychological division, giving different brand personality. Through this multi-brand strategy, P&G has occupied more detergent market in the United States, and its current market share has reached 55%, which is beyond the reach of a single brand. If P&G's multi-brand strategy is to find differences in market segmentation, it is to find "selling points" from another angle of marketing mix. The selling point is also called "unique selling proposition", which is abbreviated as usp in English. This is an influential marketing theory put forward by American advertising master Rother Reeves. Its core content is: advertising should make a unique statement to consumers according to the characteristics of products, so that consumers can believe that this feature is not available to others, or that others have not said it, and these features can bring tangible benefits to consumers. At this point, P&G has played to the extreme. Take the shampoo launched by P&G in China as an example. Head & Shoulders' personality lies in dandruff removal, Pan Ting's personality lies in nourishing and caring hair, and her soft personality lies in making her hair smooth and supple. The product advertisements launched in China market are even more remarkable: "Head & Shoulders" shampoo and sea blue packaging first remind people of the blue sea, bringing fresh and cool visual effects, and the slogan "Dandruff disappears without a trace, hair is cleaner" further establishes the belief of "Head & Shoulders" in consumers' hearts; "Rejoice", from the brand name, makes people understand that this product makes hair supple, and the grass-green packaging gives people a youthful and beautiful feeling. The slogan of "containing silky hair conditioner, shampooing and caring hair at one time, making hair elegant and supple", coupled with a picture of a girl shaking silky hair, further deepened consumers' impression of the "silky" effect. The "Pan Ting" of apricot yellow packaging first gives people a nutritious visual effect. "The Swiss Vitamin Research Institute recognizes that it is rich in provitamin B5, which can penetrate from the hair roots to the hair tips, replenish nutrition and make the hair healthy and shiny." ......
Disadvantages of multi-brand strategy
1. Enterprise resources may be too scattered to focus on more successful products;
2。 Corporate brands may compete with each other;
3。 Multi-brands cause brand confusion;
4。 A large amount of R&D investment leads to rising costs and greater risks;
What are the advantages of multi-brand strategy?
The milk powder incident put China in the first camp of dairy industry, and Sanlu with a brand value as high as 654.38+0.5 billion yuan collapsed. In addition to people's general concern about Sanlu's depressed crisis public relations strategy and enterprise quality and safety control at the beginning of the accident, there is another problem that makes those enterprises that adopt a single brand strategy gasp-Sanlu brand infant milk powder in Sanlu Dairy has a problem, which has destroyed the whole Sanlu brand and enterprise. In times of crisis, is it too dangerous for enterprises to adopt a single brand strategy? In fact, whether enterprises adopt multi-brand strategy or single-brand strategy, just like the old question of whether it is better to have more employees or specialization, is a matter of different opinions. A single brand has the world's top successful enterprises, such as the international brand PHILP, China's Canon and Haier. Moreover, there are many brands adopting multi-brand strategy, besides Procter & Gamble, there are many food enterprises. However, from the perspective of avoiding corporate brand risks, multi-brand strategy does have the ability to resist risks and disperse crises than a single brand. Of course, brand strategy is more than that. As the name implies, multi-brand strategy refers to an enterprise adopting more than two brand strategies, namely, giving each product a brand name and a separate brand system, or giving each product a brand name and a separate brand system. This is different from the single brand strategy adopted by enterprises. Multi-brand strategy can only be implemented after the enterprise has developed to a certain extent. From the product structure of the enterprise, target market segmentation and other strategies. First, different markets adopt different brands. If a product of an enterprise is divided into high school resistance, then a multi-brand strategy can be adopted. Implement high-end brands for the high-end market, mid-end brands for the mid-end market and low-end brands for the low-end market. Enterprises invest different resources in different markets, and their brands in different markets will bring different benefits to enterprises. For example, it is often used in cosmetics, automobile industry and retail industry. As we all know, the high-end department store of Lianhua Group is called Century Lianhua, the large-scale store is called Lianhua Supermarket, and the convenience stores all over the streets are called Lianhua Express, which makes it easy for consumers to know which brand consumes what grade and provides what grade of goods, which distinguishes the market well and occupies the market. It is one of the core means of multi-brand strategy to set different prices for different brands, so as to establish level cognition in consumers' minds and meet consumers' needs for different brands. Second, different products use different brands. Different from taking different brands for the same product, different products can also take different brands. Therefore, different products bring different feelings to consumers, establish professional brands of products and occupy different consumer groups. This is often used in the food industry. Different products aim at different or the same market and cover the whole industry market horizontally, vertically and horizontally with different positioning; At the same time, many brands have effectively occupied the shelves, which makes it difficult for competitors to find the gap to occupy the market. For example, Mengniu's current brand organization basically expands the market space in a horizontal and vertical pattern to attract more markets. Advantages of multi-brand strategy First of all, it effectively reduces the crisis risk. From the perspective of resisting business risks and coping with crises, the implementation of multi-brand strategy can effectively avoid the situation of crisis domino effect. For example, this summer, the tea beverage in the tea research workshop of Coca-Cola Company withdrew from the market due to operational errors, which will not have any impact on the market of Coca-Cola. Second, improve the market competitiveness of enterprises. From the point of view of competition, multi-brand strategy is like having an army with multiple arms. Different arms fight against the corresponding army of the enemy without involving the strength and energy of other armies. Different brands can attack or resist different markets or competing products, reducing all the energy of enterprises in competitive confrontation. Third, improve the market share of enterprises. Starting from the dairy industry, Mengniu Dairy timely introduced dairy products with different functions and brands to the market, ranging from milk-containing food, milk powder, cream and creamer to pure milk, colorful milk, yogurt, ice cream and cheese. In order to meet the different needs of consumers (customers) in different target markets, many brands have left the market along their own path through accurate market positioning of each brand, and each brand has its own resounding brand. Different brands of products form different brand images. ......
Advantages and disadvantages of marketing product strategy and single product strategy 20 points
Advantages and disadvantages of five marketing organization forms
First, marketing organizations based on different functions.
This structure often appears in companies with limited product types and narrow market coverage. The market research department tries its best to collect market information. Marketing objectives and strategies are planned by the marketing planning manager under the direct supervision of the deputy general manager of marketing. This is an extension of the work of the deputy general manager of marketing. Other departments are executive departments. Here, the deputy general manager of marketing pays great attention to control and evaluation, and completes these tasks with the help of himself or the planner.
Advantages of this marketing organization. It is easy to manage. On the other hand, with the increase of the company's product variety and the expansion of the market, its inefficiency will be exposed. First of all, because no one is fully responsible for any product or market, the planning of some specific products or markets will be imperfect, and products that are not favored by various functional units will be shelved. Secondly, all functional units are scrambling to get their own departments more budgets and more important positions than other departments. The deputy general manager of marketing has to carefully examine the various requirements put forward by competitive units and face the problem of how to coordinate.
Second, marketing organization based on product and brand management.
The main purpose of the organization is to meet the special requirements of products and their supporting technologies. The products are diverse and complex, and they represent the company's competitive advantage. The popularity of products is the basis of developing the effective relationship between companies and customers. Due to specialization and centralization of power, it may bring many benefits to spend more resources on product portfolio.
The responsibility of the product manager is to formulate and implement the product development plan, monitor the results and take improvement measures. The responsibilities of product managers can be subdivided into ① long-term management and competitive strategies for developing products; (2) Prepare annual marketing plan and make sales forecast; (3) Study advertising production and promotion activities with advertising agents and distributors; (4) Encourage the sales staff and distributors to be interested in and support the products; ⑤ Continuously collect information such as product performance, customers' and distributors' views on products, new problems encountered by products and new sales opportunities; ⑥ Organize product improvement to meet the changing market demand.
The advantage of this organization is that the product manager can coordinate all the elements of the product marketing mix well and deal with the problems in the market more quickly. For those smaller brands, because the product manager is in charge, you can leave it alone. Relatively speaking, product managers have not obtained enough necessary authorization to ensure that they can perform their duties effectively. Although product managers can become experts in the products they manage, it is difficult for them to become experts in other functions. Brand managers usually have a short term, and they may be transferred to manage another product or brand or leave their jobs, which makes the company's marketing plan only short-term, thus affecting the establishment of long-term advantages of products.
Third, the marketing organization based on the market or customers.
This kind of organization is to adapt to the obviously differentiated market segments. The possible problem is that with more and more markets and customers served by the company, a large number of salespeople must be hired.
The marketing manager is responsible for making long-term and annual plans for the market. They need to analyze the market trends and what new products the company should provide to the market. Their work performance is often judged by the increase of market share, not by the current profitability of their market. The functions required for the marketing manager to carry out his work are provided by other functional organizations. The marketing manager in charge of important markets even has several functional professionals who report directly to him.
The advantage of this kind of organization lies in that marketing activities are organized and arranged according to meeting obviously different customer needs, rather than focusing on marketing functions, sales areas or products themselves.
Fourthly, the marketing organization based on geographical area.
Companies that develop product markets in a vast geographical area are suitable for this form of organization. In particular, the company's product range is limited and homogeneous, and it needs to cover many fields quickly.
Verb (abbreviation for verb) Marketing organization based on distribution channels.
This organizational form is suitable for selling a series of products to consumers and industrial customers. Obviously, each distribution channel here needs to be organized in a different way. Company advertising, market research and other functions can be the center, and other departments can be the branches of this center. The relationship between the center and the department must be clear. ......
What are the advantages of implementing multi-brand strategy?
The most important starting point of multi-brand strategy is to highlight personality and target consumers.
Nowadays, life is rich and colorful, consumer demand is increasingly diversified and differentiated, and the era of mass consumption has entered the era of focus. If enterprises can develop multiple brands on the basis of in-depth scientific market research, seek suitable brand positioning for each sub-brand, and each sub-brand carries out product design, personality positioning, distribution planning and advertising activities for a certain sub-group, then each brand's personality and product interests can be more consistent, and the special needs of targeted consumers can be taken care of, and the interests of this group can naturally be obtained. (Refer to the book "Local Brand Strategy" by brand strategist Weng Xiangdong. )
What are the advantages and disadvantages of differentiated marketing strategy?
Advantages: you can stand out from the fierce market competition and open up your own market.
Disadvantages: there are risks, which may be a niche market with small consumer groups.
What are the marketing brand strategies? What are their advantages and disadvantages?
The marketing brand strategy is as follows: 1. Starting from external characteristics, such as packaging and brand name, the overall quality of the brand is externalized, and reasonable pricing determines a grade for the brand.
Second, from the internal quality, it is mainly based on the actual content of brand social value. For example: advanced technology, market share, unique functions and social reputation, comprehensively sum up the above characteristics, enhance art for brand marketing;
Third, from the spiritual value, this is the new value of wisdom expansion. The specific way is to carry out some internal public welfare activities, measured public service advertisements and image advertisements with some spiritual values. Marketing has the following advantages: 1. The target market of enterprises adopting niche marketing is small and single, which is convenient for enterprises to conduct market research. The purpose of market research is to provide accurate and reliable basis for enterprise decision-making: the acquisition of these basis depends on the collection and scientific analysis of market information. Because narrow marketing focuses on small market, it greatly reduces the complexity of target market research; Market research can be carried out in a short time, and the cost paid by enterprises is also small, such as narrow product line, single geographical distribution of target market, strong consistency of market purchase behavior, etc., which is easy to gain advantages and grasp the realization of research objectives. Effective analysis of these marketing determinants will help enterprises understand the market deeply, so as to take "short, flat and fast" actions, enter the market quickly and reduce the promotion cost. 2, the use of gap marketing, to facilitate enterprises to strengthen customer service management. On the basis of studying the target market, enterprises can grasp the behavior of the target market and the immediate needs of consumers, and deeply realize that the needs of customers are exactly what enterprises must meet. In this way, enterprises can carry out product development and business adjustment according to customers' requirements. Moreover, because the narrow marketing activities are concentrated in a small market, even if the enterprise spares no effort to provide services to customers, the overall operating cost of the enterprise will not be greatly improved. Therefore, gap marketing has become a powerful weapon for most enterprises, especially small and medium-sized enterprises. 3. Enterprises that use slit marketing can easily grasp the marketing objectives. The marketing goal of an enterprise is not that the bigger the better. In a certain period of time, it must match the internal resources of the enterprise, which is conducive to controlling the marketing objectives and development direction of the enterprise. The control of an enterprise's own marketing objectives depends on its strength and position in the market. Including; The market share of enterprise products, the brand loyalty of customers and the status of enterprise information systems are all related to the core elements of enterprise products based on the market. Because niche marketing is conducive to market research and market information resources, as well as brand loyalty established by effective service to the target market, enterprises have reason to have confidence in the early market share of their products. The balance strategy formed by the enterprise's grasp of marketing objectives and the comparison and balance of internal resources makes the enterprise inseparable from the market and achieves a good marketing situation.
Which is better, single brand strategy or multi-brand strategy?
The difference between two brand strategies: single brand strategy and multi-brand strategy are two different brand strategy models when food enterprises build brand structure. Single brand strategy refers to the brand strategy mode that multiple varieties and categories of food enterprises use the same main brand or the same main brand plus different sub-brands. Multi-brand strategy refers to the brand strategy mode in which the company's brand is endorsed and the products of different types of enterprises operate under different brands. Successful cases of single brand strategy application The typical cases of using single brand strategy to expand the market and strengthen the brand are Master Kong and Uni-President. Master Kong's products in different categories adopt Master Kong's single brand strategy, with the main brand plus product category or the main brand plus product sub-brand. For example, Master Kong's main brand plus product sub-brands include Master Kong 3+2, Master Kong Fresh Daily C, and Master Kong Food in all directions. Master Kong's main brands and product categories include Master Kong iced black tea and iced black tea. Unification is also a successful representative brand adopting a single brand strategy. When unifying all products of different categories, adopt a single brand strategy model of unifying product categories or unifying product sub-brands. For example, there are many fresh oranges, many peaches, iced black tea and iced green tea. The sub-brands of unified products are unified into one barrel, unified 100 and so on. The single brand strategy has helped Master Kong and Uni-President become well-known and successful brands in the food industry. Successful cases of multi-brand strategy application The typical cases of adopting multi-brand strategy are Dali Group in Fujian and Coca-Cola, an internationally renowned brand. Let's take a look at how Dali Group built its multi-brand structure. As a corporate brand, Dali Group provides endorsements for its product brands. At present, the three major products of Dali Group use different product brands, such as "Kobik" brand for potato chips, "Haochidian" brand for cakes and "Dali Garden" brand for drinks. Three series of products and three product brands * * * support the corporate brand of Dali Group, and also reserve space for the brand development of Dali Group. Coca-Cola, the world food giant, also adopts a multi-brand strategy model. Faced with the gradual shrinking of carbonated beverage market, Coca-Cola has to enter the fruit juice beverage and tea beverage market. However, juice drinks and tea drinks did not use the brand Coca-Cola, but adopted a multi-brand strategy. For example, Coca-Cola's carbonated drinks mainly use the "Coca-Cola" brand, tea drinks use the "original leaf" brand, and juice drinks use the "Minute Maid" brand and so on. Multi-brand strategy is not easy to hurt the main brand of Coca-Cola, but also expands new market space for enterprises. The advantages and disadvantages of the two brand strategies are as follows: (1) The brand structure is simple and clear; (2) Corporate brands have a strong pull on products; (3) It can save the cost of brand communication. The disadvantages of single brand strategy mainly include: (1) the market risk is high, and the problems of one kind of products will have a greater market impact on other kinds of products; (2) It is not convenient to do deeper market segmentation. The advantages of multi-brand strategy mainly include: (1) brand positioning will be more accurate; (2) it is more conducive to expanding the scale of market segments; (3) The market risk is relatively small, and the problems of one product have little influence on other products. The disadvantages of multi-brand strategy are: (1) more brand investment is needed, and each product brand needs to invest communication expenses separately; (2) More brands will increase the difficulty of brand management. How do food enterprises build their own brand structure? Food enterprises should choose to adopt single brand strategy or multi-brand strategy according to their own conditions. Precise planning believes that if your company's product category is relatively single, the company spends less on publicity and its marketing management ability is weak, we suggest that you adopt a single brand strategy. If your enterprise is large in scale, has many product categories, spends more on brand promotion in marketing and has strong marketing management ability, we suggest that you consider adopting multi-brand strategy. Don't have too many brands in the early stage, generally two or so are better. First of all, we should concentrate resources to expand these two product brands to support the promotion of corporate brands, and then use the influence of corporate brands to drive the operation of other new brands. The advantage of this is that it not only saves communication costs, but also reduces market risks. Main conclusions From the above analysis, it is not difficult to find that whether to adopt a single brand strategy or a multi-brand strategy is mainly determined according to the conditions of food enterprises themselves. The two brand strategies have their own advantages and disadvantages, and there is no right or wrong. Accurate planning hopes that more food enterprises can understand the advantages and disadvantages of single-brand strategy and multi-brand strategy, and build ......
Briefly describe the characteristics, advantages and disadvantages of several target market strategies.
Differentiated target market strategy
Indifferent target market strategy
Centralized target market strategy