Ma Ps Anayi Otsatsa & Momwe Mungawagwiritsire Ntchito (Ndi Zitsanzo)

Kutsatsa sikutanthauza kuwombera mwachisawawa zotsatsa ndikuyembekeza zabwino. Komanso sizikukhudza kungokopa anthu kuti akugulireni malonda anu. Ndi njira yanthawi yayitali yomwe imayambira nthawi yayitali mankhwala anu asanayambike pamsika.

Kuti apange njira imeneyi , makampani nthawi zambiri amatsatira chitsanzo chodziwika bwino chomwe chili ndi magawo anayi a malonda—omwe amadziwikanso kuti Marketing Mix.

Mu bukhuli, ndilankhula za ma P anayiwo ndi momwe angawagwiritsire ntchito bwino.

Ndi Four Ps of Marketing?

Ma Ps anayi a malonda ndi maziko a njira yanu.

Ndizosakanizika zamalonda za Zogulitsa, Mtengo, Malo, ndi Kukwezeleza zomwe zimakuthandizani kudziwa kufunika kwa chinthu chanu, kapangidwe ka mitengo, njira zogawa, ndi makampeni otsatsa.

Ganizirani za Masalmo anayi ngati mndandanda. Amakupatsani mwayi woti mugwire ntchito kuti mupange njira yanu.

Tiyerekeze kuti ndinu okonda zamaluwa ndipo mukuganiza zopanga bizinesi yanu yobzala m'nyumba. Pamene mukuganiza kuti muyambire pati, mafunso angapo amatha kugwedezeka m'mutu mwanu.

• Kodi anthu angakonde malonda anga?
• Ndiziyika mtengo wanji pazinthu zanga?
• Kodi ndikanawapereka bwanji?
• Kodi ndingakope bwanji makasitomala?

Ma Ps anayi otsatsa adzakhala ngati chitsogozo chokuthandizani kupeza njira zabwino zopezera ndalama zanu.

Lingaliro la Ps anayi linachokera kwa pulofesa wa Harvard kumapeto kwa zaka za m'ma nineties, yemwe poyamba adayambitsa malonda okha. Pambuyo pake, Jerome McCarthy adakonza chitsanzocho ndikuchikulitsa ku ma Ps anayi otsatsa.

Malinga ndi iye, ngati makampani akumbukira mfundo zinayi zofunika izi akamakonza njira zawo zotsatsira malonda , akhoza kuwonjezera mwayi wawo wopambana.

Kodi Four Ps amagwira ntchito bwanji komanso momwe angagwiritsire ntchito kuti apange malonda?

Kuti mumvetse momwe ma Ps anayi amagwirira ntchito, ndikufotokozerani pa "P" iliyonse ndi zitsanzo zenizeni kuti ndikupatseni lingaliro lachitsanzo chosakanikirana ndi malonda.

1. Zogulitsa

Chogulitsa chimaphatikizapo chilichonse chomwe mukufuna kugulitsa ku msika womwe mukufuna . Chingakhale chinthu chogwirika ngati Coca-Cola, mautumiki olembetsedwa monga Netflix, kapena chinthu cha digito. Zonsezi zimadziwika padziko lonse lapansi ngati zinthu.

Tsopano, makampani samangopanga chinthu ndikuyamba kutsatsa. Amapanga kafukufuku wozama pazogulitsa, kapangidwe kake, ndi mtundu wawo asanazikhazikitse pamsika.

Zifukwa zake ndi zambiri.

Mtundu umene mumasankha ukhoza kukhudza malonda anu. Mbali yowonjezera ikhoza kukupatsani mwayi kuposa omwe akupikisana nawo. Ngakhale kulongedza zinthu ndikofunikira kwambiri! Ganizilani Tiffany.

72% ya nzika zaku US zimagula chinthu chifukwa chazovala zake zokongola, ndipo pafupifupi 75% akuyembekeza kuwona zatsopano mwezi uliwonse.

Kumvetsetsa momwe msika wanu umaganizira ndiye chinsinsi chopangira chinthu chomwe omvera anu angafune kugula . Mwachidule, chimenecho ndiye lingaliro lonse la P yoyamba ya malonda.

Chitsanzo Chabwino - Dropbox

Dropbox ndi ntchito yothandizira yomwe imasunga deta yanu pa intaneti.

Pamene woyambitsa adabwera ndi lingaliro la Dropbox, sanayambitse malonda ake pomwepo. Inali nthawi yomwe kusungirako mitambo sikunali nkhani yodziwika bwino, ndipo Drew Houston adavutika ndi thandizo lazachuma chifukwa cha izi.

Chofunikira kwambiri cha Dropbox chinali kulumikizana kosasunthika komwe amakhulupirira kuti kunalibe pazogulitsa za omwe akupikisana nawo. Koma anthu amene ankagwiritsa ntchito zinthu zoterezi sankadziwa kuti pali vuto.

Kuti apereke lingaliro lake, m'malo mwake adatulutsa vidiyo yake yachiwonetsero ndikugawana nawo papulatifomu kuti alandire mayankho kuchokera kwa oyambitsa ukadaulo.

Kanema wake adafalikira, ndipo Drew Houston adakopa ogwiritsa ntchito masauzande ambiri usiku umodzi.

Dew Houston adapambana lottery powonjezera zina pazake.

Momwe Mungapangire Njira Yanu Yotsatsa Zinthu?

Ndikuganiza kuti muli kale ndi chinthu m'maganizo mwanu. Ngati sichoncho, gwiritsani ntchito Helium 10 kuti mufufuze zinthu zomwe zikuyenda bwino.

Ndi pulogalamu yaulere ya SaaS yomwe imapereka zida zodziwira kufunikira kwakukulu komanso zinthu zotsika zopikisana pa Amazon. Popeza Amazon imapereka pafupifupi chilichonse chomwe chilipo pamsika, ndi malo abwino kuyamba.

Kubwereranso ku malonda a malonda, m'munsimu pali zinthu zochepa zomwe muyenera kuziganizira popanga njira yanu.

• Kujambula: Kodi mtundu wa mtundu wanu, logo, umunthu, ndi chithunzi chanu ndi chiyani?
• mankhwala Mbali: Kodi malonda anu ndi otani, ndipo angathetse bwanji vuto la omvera anu?
• Kufunika Kofunika: Kodi malo ogulitsa omwe amakusiyanitsani ndi ati?
• CD: Kodi mukufuna kuti anthu akudziweni bwanji?
• Pambuyo pa Service: Ndi ntchito ziti zomwe mumapereka pambuyo pogulitsa kuti mutsimikizire kukhutitsidwa kwamakasitomala?

Yambani kuyesa ndi zinayi zomwe zili pamwambapa ndipo tsimikizani kusankha mtundu wabwino kwambiri. Ngati mukufuna thandizo ndi Branding yanu, nayi malangizo opangira ma logo apadera.

2. Mtengo

Mtengo ndi gawo lovuta kwambiri la Ps zinayi zamalonda. Sizimangowonetsa kufunikira kwa malonda anu komanso khalidwe lanu.

Oyambitsa ambiri nthawi zambiri amagula zinthu zawo zotsika koyambirira kuti alowe mumsika mpaka atapeza malo okwanira kuti awonjezere mitengo yawo.

Ngakhale njira yotsika mtengo ndiyabwino kwambiri, mumayika pachiwopsezo chosokoneza chithunzi chanu ngati simusamala.

Kapenanso, ngati mukweza mitengo yanu kuyambira pachiyambi popanda kuonetsetsa kuti katundu wanu ndi wofunika, simungathe kugulitsa malonda anu.

Pali chinthu china.

Kuchotsera kwanu kwamalonda kumatsimikiziranso ngati mudzakhalapo pakapita nthawi.

Tengani njira yodziwika bwino ya JCPenny yolephera.

Malo ogulitsira, mu 2011, adaganiza zosintha mitengo yake kukhala yotsika mtengo tsiku lililonse ndikuchotsa makuponi ochotsera. Lingaliro panthaŵiyo linali lopereka mtengo wabwino pachaka. Ngakhale zolinga za kampaniyo zinali zowona, sizinaganizire za kuchotsera kwa anthu. Pambuyo pake, JCPenny adayenera kusintha mtundu wake wamtengo.

Lingaliro la mtengo wamtengo ndi kulingalira kuchokera kumalingaliro a msika womwe mukuwunikira pamene mukukhazikitsa mitengo yanu.

Chitsanzo Chabwino - Tesla

Tesla ndi kampani yodziwika bwino yamagalimoto amagetsi yomwe idatsata njira yosavuta yamitengo kuti ikhazikitse mtundu wake.

Kampaniyo idayamba ndi magalimoto oyendetsa masewera kuti ipeze ndalama zoyambira. Pambuyo pake idakonzanso mitengo kuti ikhale yotsika mtengo kwa omvera azungu.

Unali mtengo woopsa kwambiri poganizira kuti kampaniyo imagulitsa magalimoto pa intaneti. Koma Tesla inali ndi mwayi wapadera wokhala ndi CEO wa anthu omwe adakweza mtengo wa malondawo asanatulutsidwe. Onani njira zotsatsira malonda za Tesla.

Kulengeza kusanachitike kunalipira ndipo Tesla adagulitsa galimoto yake pamitengo yamtengo wapatali.

Momwe Mungapangire Njira Yanu Yamitengo?

Kumbukirani mfundo zisanu pamene mukulemba ndondomeko yanu yamtengo wapatali.

• Mtengo Wopanga: Ndi ndalama zingati kupanga chinthucho?
• Kafukufuku Wamsika: Kodi omwe mukupikisana nawo amalipira chiyani pa chinthu chomwecho?
• Chithunzi cha Zogulitsa: Kodi mukufuna kuti malonda anu aziwonedwa ngati chinthu chatsiku ndi tsiku kapena chinthu chapamwamba?
• Mtengo Wowoneka: Kodi makasitomala anu ali okonzeka kukulipira chiyani pa malonda anu?
• Njira yolipirira: Momwe mungapangire njira yolipira kukhala yosavuta.

Sonkhanitsani zofunikira musanapange ndondomeko yanu yamtengo.

Nenani, malonda anu ndi chinthu chopangidwa ndi manja. Onani Etsy, onani zinthu zapamwamba zomwe zimafanana, onjezani chinthucho kuzinthu zanu, ndikuzigulitsa ngati chinthu chamtengo wapatali.

HubSpot imaperekanso ma tempuleti aulere kuti akuthandizeni kuyika mitengo pazinthu zanu. Onani chowerengera cha mtengo wogulitsa ngati mukufuna.

3. Malo

Malowa amatanthauza zonse zogulira zinthu, kuyambira pakupanga kwake mpaka pamangolo ogula.

Gawo loyamba la equation limafunikira makamaka ngati ndinu wopanga chifukwa kugulitsa kwazinthu zanu kumatengera momwe mungatulutsire mwachangu.

Taganizirani izi. Ngati tsamba lanu limatchula pafupipafupi kuti zinthu zatha, zitha kulepheretsa makasitomala ena kuti abwererenso patsambalo.

Kupanga malonda anu kukhala osavuta kwa omvera anu kungathandizenso kwambiri kuti malonda anu apezeke mosavuta . Ngati mwasankha molakwika malo omwe makasitomala anu sapitako, palibe malonda ambiri omwe angakweze zotsatira zanu zoipa.

Lingaliro ndikupanga ntchito zogawa zinthu zanu molunjika momwe mungathere kuti mupatse makasitomala anu mwayi wogula bwino.

Chitsanzo Chabwino - Warby Parker

Warby Parker ndi wogulitsa zovala za m'maso pa intaneti yemwe amasamalira malonda ake onse pa intaneti.

Kampaniyo ili ndi njira yodabwitsa yogulira.

Sankhani awiriawiri angapo, yesani kwaulere, ndipo gulani.

Anthu nthawi zambiri amavutika kupeza magalasi oyenera pa intaneti. Warby Parker adathetsa vutoli popereka mafelemu kunyumba kwanu. Mukatsimikiza kuti ndi iti yomwe mungagule, mumabweza phukusi popanda mtengo ndikuyitanitsa awiriwo pa intaneti.

Kuphatikiza kwa mayeso aulere ndi njira yosavuta yotuluka kumayendetsa malonda a Warby Parker ndipo kumapangitsa kampani kubwereza makasitomala.

Momwe Mungapangire Njira Yanu Yogawira?

Kuti mupange njira yanu yogawa, sankhani njira yomwe ingakuthandizireni kukonza zogula za kasitomala wanu.

Mwamwayi, pali madera angapo omwe mungagwire kuti mukwaniritse. Monga,

• Zokhudza: Kodi ndi malo ati omwe makasitomala omwe mukuyembekezera amapitako komanso momwe angatengere chidwi chawo?
• Malo Othandizira: Mukufuna kugulitsa kuti malonda anu. Kodi mungakonde kugula njerwa kapena malo ogulitsira pa intaneti?
• Katundu wazinthu: Mukufuna kuwonetsa bwanji malonda anu?
• Njira Yotuluka: Kodi mungatani kuti ndondomeko yanu yotuluka ikhale yosavuta momwe mungathere?

Yang'anani njira zogawa za omwe akupikisana nawo ngati kalozera kuti muwone momwe akuchitira. Kapena funsani mwachindunji kuchokera kwa omvera anu kudzera muvoti. Malo ambiri ochezera a pa TV amapereka mawonekedwe ovotera.

4. Kupititsa patsogolo

Gawo lomaliza la Ps zinayi ndilofunika kwambiri pazamalonda. Ndipamene mumasankha njira zabwino zodziwitsira anthu za malonda anu ndi ntchito zanu komanso momwe mungapangire kuti omvera anu azizindikira za malonda anu.

Kutsatsa ndi njira yomwe makampani olumikizirana amagwiritsa ntchito kukopa anthu posankha kugula. Zitha kukhala zophweka ngati kufunsa mnzanu kuti alengeze malonda anu kumalo awo ochezera kuti athandizire zochitika zazikulu.

Njira yomwe mumasankha yotsatsira komanso uthenga wamtundu womwe mumapereka kumsika womwe mukufuna kukhudza kwambiri malonda anu.

Chitsanzo Chabwino - lochedwa

Slack ndi chida cholumikizirana kuntchito chomwe chimakupatsirani nsanja kuti mugwirizane ndi gulu lanu. Inali imodzi mwazoyambira zomwe zikukula mwachangu zomwe zidapeza ogwiritsa ntchito 8 miliyoni mkati mwa zaka ziwiri kuchokera pomwe idakhazikitsidwa.

Kodi mukudziwa njira yotsatsira ya Slack inali?

Kampaniyo idangoyang'ana pazomwe ogwiritsa ntchito.

Poyamba, Slack adagwiritsa ntchito atolankhani kuti ayambitse bizinesi yake. Koma kampaniyo idakulitsa bizinesi yake kudzera mu mautumiki, kuphatikiza ndi zida zoyendetsera mapulojekiti monga Asana , komanso kukopa makasitomala ake.

Slack tsopano akugwiritsa ntchito Twitter mwachangu kuphunzitsa mafani ake ndikuyankha pafupipafupi mafunso olimbikitsa malonda ake.

Momwe Mungapangire Njira Yanu Yotsatsira?

Pali njira zambiri zotsatsira malonda ndi ntchito zanu , koma njira yotsatsira malonda imaphatikizapo zambiri osati kungosankha njira yabwino kwambiri.

Onetsetsani kuti mumaganiziranso mfundo zazikuluzikulu zomwe zili pansipa.

• Msika Wotsata: Kodi mukufuna kutsata ndani pakukwezedwa kwanu?
• Kudziwitsa Zamtundu: Ndi njira yanji yomwe mungasankhire kuti mudziwitse zamtundu wanu? Kodi ingakhale malonda a pa TV, chikwangwani, kapena kutumiza?
• Kusamalira Mtsogoleri: Kodi mungaphunzitse bwanji omvera anu za malonda ndi ntchito zanu? Kodi mungasindikize blog, makanema ophunzitsa, kapena Makanema?
• M'badwo Wotsogolera Woyenerera: Kodi mungakakamize bwanji mwayi wanu wogula malonda anu? Kodi mungandipatseko chitsanzo kapena chaulere?
• Kusunga Makasitomala: Kodi mungasunge bwanji mawonekedwe? Kodi mumaganizira makasitomala anu pazama TV, kuthandizira zochitika nthawi ndi nthawi, kapena kuyambitsa kampeni?

Kumbukirani kuti njira yanu yotsatsira malonda ikugwirizana kwambiri ndi ulendo wa wogula wanu. Konzani zochitika zingapo zotsatsira malonda panjira kuti musinthe ma lead anu kukhala malonda. Ndikugawana malingaliro ena opangira ma lead pano kuti muganizire.

Kutsiliza

Kumbukirani. Mwa 100, makampani 58 okha ndi omwe amakwaniritsa zolinga zawo zotsatsa.

Ngati mukufuna kupanga njira yomwe imakufikitsani kumbali yopambana, muyenera kudziwa kuphatikiza koyenera kwa malonda anu.

Dziwani msika wanu womwe mukufuna, pangani chinthu chomwe omvera anu angafune, pezani njira yogwiritsira ntchito yogawa, kenako chilimbikitseni kwa anthu oyenera. Zabwino zonse!