The manufacturer, has set a goalto enter the market with a new product or service, we have to deal with a variety of market factors. To take into account all the features of the selected segment of the market, it is required to have a certain marketing strategy.
The choice of priorities of the company will depend on the success of sales.
Please note that your goods, no matter howexcellent it may be in its consumer characteristics, may not like absolutely every potential buyer. Consumers differ significantly in their tastes, preferences and actual needs. Therefore, when choosing the strategy of penetration into the market with a new product highlight for itself a clear target consumer group.
If your company is engaged in a massiveproduction, designed for a wide range of clients with an average income, use of mass marketing strategy. It involves the construction of a campaign in which the product information is brought to the widest possible range of customers. In the sphere of interests of the manufacturer and bound to get those groups who may not be interested in your products. mass marketing advantage in that it does not require a detailed study of the structure of demand in the consumer environment.
Use the differentiated strategymarketing, if you produce several types of similar products with different external properties, design or packaging. The objective of commodity-differentiated marketing is to create a variety of consumer and consolidate the brand in the minds of potential buyers.
With a limited advertising budget givepreference for targeted marketing. It includes a preliminary separation of the segments of the market, the choice of the central (target) segments therein, and positioning of the goods. Segment the market is recommended by geographic, demographic and behavioral characteristics. This strategy will allow the economical use of resources at zero in on that part of the market, which are united by common characteristics.
Choosing a specific marketing strategy,keep in mind that it should be aimed not only to attract new customers, but also to retain the old ones. One way to retain customers is to offer a completely new and unusual methods of using a known product.