The “count” in the opening of “The Art of War” is the meaning of analysis. Sun Tzu’s art of war said: “The five things of the classics, the school is based on the plan, and the truth.” The meaning is to pass five aspects. Analysis, but also to constantly compare and analyze, to figure out the other side’s situation. The most important first step in brand marketing must also be the right analysis. Then the question is coming: how to analyze? What content is more effective?
I personally like the four-dimensional analysis: through the analysis of the industry, user analysis, competitor analysis and self-analysis, find a blue ocean market, or find a differentiated route, or find a consumer pain point, etc. are the next brand strategy Plan very useful information.
First, collect information to understand the status quo of the industry, predict the problems and development trends facing the industry, and find business opportunities; then do user analysis, understand who the brand users are, understand their consumption preferences and values, and accurately grasp The brand’s interest to the user; also to understand the competitor’s business model, competitors’ strengths and weaknesses, competitors’ recent developments, so that the company can make timely adjustments to the competitive strategy; finally combine the above industry analysis, user analysis, competitor analysis to find out The brand’s own advantages, a brand’s positioning has a preliminary direction.
Industry analysis, anticipating industry opportunities
1. The importance of industry analysis for brand strategy
Collect industry data to understand the current development of the industry, and predict the key issues and future development trends of the industry at this stage, and find new opportunities for the brand, which is considered to be a meaningful industry analysis of brand strategic planning. A complete industry analysis should include industry development history, industry macro environment analysis, industry development trends and opportunities in the next few years. In recent years, the development of big data has become more and more effective and effective in analyzing industry trends. Many macro reports can point out the development opportunities of the industry. Adoption will closely track 13 industries of consumer goods and obtain trend reports of 13 industries.
2. Analysis of the industry development process
The development history of the industry is relatively easy to understand. Through a large amount of data collection, the development history of the industry since its inception is finally summarized. It can also be said that the industry development cycle.
3. Analysis of the industry’s macro environment
PEST analysis can be used for macro-environmental analysis of industry development, usually analyzing the external environment of the company from four aspects: policy, economy, society and technology.
The policy environment mainly includes government policies, laws, etc. For example, what are the relevant laws of the industry? What is the impact on the company? The economic environment mainly refers to the national income and consumer income level of a country, which determines how much the company can make in the future market. The social environment mainly includes the population, age, income distribution, purchasing habits, and education level of a region. The technical environment refers to the impact of external technology on the company’s development.
4. Analysis of industry development in the next few years
Combining the macro and micro environment of the industry and the changes in consumer behaviors to predict the development trend of the industry, often the turning point of the industry history will give birth to industry opportunities. For example, since 2016, domestic milk powder has begun to recover due to frequent safety incidents of foreign milk powder, limited milk powder purchases and the “two-child” policy. Through a comprehensive analysis of the milk powder industry, we believe that as a representative of domestic milk powder quality, our market strategy should continue to deepen the third- and fourth-tier cities, but the brand communication strategy can gradually move to first- and second-tier cities, if necessary. Sales in the Hong Kong market continue to increase brand value.
User analysis, identify user needs
1. User physical attribute analysis
How do I know who the user is? At present, big data can be used to judge the target user’s gender, age, income level, etc., but this is not enough. It is still necessary to do field market research, directly talk with the shopping guide, consumers, and understand the basic characteristics of users, especially to understand the pain points of consumption. It is more intuitive to describe the user’s physical attributes with character tags in the analysis report.
2. Analysis of user’s spiritual attributes
Learn how a user is a living person. The idols that users like, the dramas they follow, and how to arrange their own weekends are all information that users should pay attention to when doing user research. User values and preferences determine what products they choose, what kind of content they like, and what needs are not. Satisfaction and perception of such products.
For example, the research found that the users of Junlebao prefer short videos with grounded air. The channels for accepting content are more accustomed to using mobile browsers and WeChat public accounts. On downloading vertical professional apps, they rarely take great care to see large sections of science. The soft text of the class. Therefore, this also determines Junlebao’s choice of media for the new generation of mothers, which can be based on WeChat, Weibo advertising, vibrato and browser search advertising.
3. User purchase decision elements
Find out the important factors of decision-making from the user’s consumption scene, find the analysis report of relevant users online, and use the questionnaire interview and the symposium to find the decisive factors of user purchase. I believe that the perfect user analysis will restore the three-dimensional target user portrait from the three dimensions of user physical characteristics, spiritual characteristics and decision-making elements, so that the brand can more accurately grasp the user’s needs and complete the differentiated market positioning.
Competitor analysis, develop differentiated strategies
1. Competitor evaluation dimension
In fact, from different perspectives, competition is different. Taking TCL TV as an example, the traditional way of defining competitors is actually starting from products. For example, the competitors of TCL TV may be Skyworth and Hisense, but if they start from customer demand, they also satisfy the needs of customers watching TV and watching TV. Competitors are Internet video platforms such as Tencent Video and Xiaomi TV or Internet TV.
Therefore, we can generally consider evaluating and judging competitors from three different levels.
Brand competitors: offering similar products or services to the same customers at similar prices, just different brands. For example, for Haier appliances, TCL, Hisense, SONY, etc. are all direct brand competitors.
Industry competitors: Refers to manufacturers who manufacture similar products as competitors.
General competitors: Refers to all competitors who can win customers and sales. For example, for automakers, real estate developers, travel agencies, and high-end durable product manufacturers are considered competitors.
2. The role of competitor analysis in brand strategic planning
It can be determined that the competitor is the lowest level of analysis, and the analysis of the opponent’s situation is the second level. The highest level is the market behavior that can guide the opponent after the strategy is formulated through competition analysis. Especially when doing brand strategic planning, find a blank market from a red sea market – a blue ocean with no competition or less competition, often benefiting from the depth of competitive analysis.
A brand needs to do strategic planning, and needs to analyze the brand strategy, product strategy, channel strategy, and price strategy of competing products. Brand strategy includes brand positioning and core appeal, brand communication content and communication rhythm; product strategy includes product line planning, product price, positioning, packaging, etc.; channel strategy includes channel laying situation, future channel strategy. However, no competing product analysis model is universally applicable. The competitive analysis report is extracted from the targeted analysis in the service project, which has a directional effect on the brand strategic planning.
I believe that all non-bulk commodities can be given unique advantages. What is important is whether companies have the ability to “find and teach.” Once you find the “advantage” that “the customer needs it, the opponent does not do it, and he is very good at it”, he will find the brand singularity. The brand advantage conveys not the corporate slogan, nor the product selling point, but a solemn promise. For example, Xiaomi Barn’s “Product Entrepreneurship” can use SWOT analysis methods to find out the advantages of enterprises and analyze their strengths, weaknesses, opportunities and threats. Among them, the analysis of advantages and disadvantages is mainly the comparison of the strength of the enterprise with the competitors, and the opportunities and threats are in the external environment changes and the impact on the enterprise. Comprehensive analysis shows the internal advantages and external opportunities of the company. It is not difficult to find out the advantages. The difficulty is how to use the advantages.
1. Segment the market and find market vacancies
Adopting the service of Maixuan wife cake, using the market segment strategy to find market vacancies, focusing on the “puff pastry” category, changing the user’s deviation from the category understanding; serving the Huang Laowu peanut crisp, through the advantage analysis to make it enlarge “Chuan Crisp “This new category makes Huang Lao Wuchuan Crisp become the representative of Sichuan. In the mind of consumers, not all peanut cakes are the mindfulness of Chuan Crisp, which magnifies the product structure of Huang Laowu, and the sales volume has increased rapidly.
2. Advantages need to focus on communication
Carrying out the all-round transmission of the brand concept of Huang Laowu, and creating a brand IP image, personalizing the brand and creating a personal image that belongs to Huang Laowu.
Four-dimensional analysis can effectively identify market opportunities, consumer demand and pain points, gaps in competition, and how to maximize the benefits of spreading yourself. But what I want to tell you is that no theoretical model can be universally applied. Different methods are adopted for different enterprise developments. Compared with theoretical models, long-term practical experience and deep thinking ability are more important.