Introduction: In mid-September, Philip? Kotler's 2005 World Tour Forum opened his trip to China, worked in Xi'an, Shanghai, two lectures were held, the morning of September 16, the Forum moved to Beijing, the day to accommodate more than 1,000 people The lecture hall was fully packed, unprecedented. In addition to Phillips, people from Beijing University, People's Congress, Cheung Kong Graduate School and other well-known university professor on the same stage for a keynote speech. Articles excerpt some of these wonderful words to readers.
The collision point of view: how Chinese enterprises own brand dream
Philip? Kotler: What is the brand? He was not only a product name, is your property, assets. Example, stressed the safety of Volvo cars, BMW is automatic car features Mercedes-Benz is the best engineering and manufacturing technology. Once you know your brand positioning, let us support this brand, everyone will be proud of this brand. Please consider a word or a phrase? What is the essence of your brand? If you can not write it, your employees do not know what to do.
If the only way to get people to market promotions to buy your products, which give the impression that your products are very cheap, very valuable, because your purpose is promotional. Public rating you should build a strong brand. If you always keep the promotion, people will think you are good brands. This method of mass advertising is increasingly ineffective, and people are more and more busy, they do not have time to pay attention to advertising, advertising and promotion but will weaken the attention sometimes.
The press is to enable people to talk about your products and success stories. Like Starbucks, they never advertise, he has created for everyone to experience and experience a cup of coffee. That allow people to tell his friends, we meet here. This word of mouth to obtain greater success of Starbucks.
He Zhiyi: China's GDP, ranked seventh, the third of China's exports accounted for, but not world famous brand in China. World-class brand with world-class entrepreneurs are always, or even two generations of world-class entrepreneurs linked. If you do not want to create an ambitious world-class entrepreneurs are not born in the world brands. First, create the basis for the world famous enterprises of globalization must be market-oriented companies, must be world-class entrepreneurs. Good brand with a good entrepreneur must, with a great entrepreneur is linked. China now is basically the first generation entrepreneurs, first generation entrepreneurs, corporate brand image is linked with. Therefore, to promote entrepreneurial character and personality, to promote the entrepreneurial skills and knowledge, to promote the entrepreneurial touching story.
Peng Jianfeng: You could change a perspective of a business it is hard to say, or brand marketing major importance, it is very good or professional well diversified. The success of diversification and specialization have been successful, through brand differentiation, to form a unique value creation ability and success. 4P Chinese companies have done well, I think to do is not enough, from the productivity of speaking, we do not have product strength, not a lot of core technology companies, not their own product differentiation. Said second channel, the channel was not good. Channel vicious game, channel equalization, these things are not resolved. Another is the depth of distribution. Terminal operators, Chinese enterprises have this thrust, but I think enough thrust in the market extensively used human wave tactics, the terminal in the market over the past done very thoroughly, but lack the most basic end-indicators - per capita benefits. Even in the traditional 4P differentiation also can be formed, but China is concerned, many companies have not really put the brand up to operate at that level, only to be understood as corporate brand products, not to reputation and of civilization, but a great reputation. He did not really branded as a corporate asset management.
Do brands have to shift from investment-oriented strategic direction and operational guidance. Chinese enterprises to enhance brand differentiation through the ability to enhance your competitiveness, which is a natural. But this road need to go step by step, down to earth business.
Chen Chunhua: For me, I have a different point of view, I have always been a brand with the channels of both companies, and channel first. Channel design is not difficult to make a difference in brands and brand takes time. Chinese companies started to enter the market, difficult to talk about the brand, is the cost and size considerations, it will find the homogenization and price wars everywhere. This phase has passed, will go to innovation and speed of these areas. If the ability of innovation and speed, and is likely to enter the next stage, it is possible that we see a single brand, this particular stage to have his value. These phases can not be crossed. It is difficult to get a strong brand in a short time. If we work in the channels, and these three phases to-earth manner, the brand will come out.
Interview: Philip? Kotler - marketing, branding
CMO: Please talk about the relationship between sales and marketing, how to make a more harmonious between the two?
Philip? Kotler: Marketing goes beyond sales, even in the absence of products when the need to consider the situation of marketing, sales marketing is to create things and thoughts. Marketing shapes the brand, and then the marketing department to sell a specific task to sales, but I think switching between the two is not a relationship, the two departments should work with each other, that is Marketing personnel should participate in each other, both sides manage the marketing process.
There is a strange phenomenon, that is, marketing and sales is not always harmonious between them, often fighting each other.
How to improve the marketing department and marketing department of the relationship? Best way is to sell they must be responsible.
When developing a sales goal, to achieve the target by the two departments have incentives not reach the two departments must be punished. So they will always meet and often meet together to develop marketing plans. For example, a brand manager, when he wrote the marketing plan, it is necessary for marketing to join. You can not boss the same as I will plan your implementation, you must listen to the views of frontline sales.
CMO: How should marketing and sales division of labor?
Philip? Kotler: The first step is to find the target market, then let people know your company's name, to create awareness of your products, not only to know your product, but also for your interest in and preference for the company, which is the brand manager task. For example to buy a camera, I want to Sony products. Brand Manager task is to give people mindset, let them know your product, understand your products. But the brand manager can only create awareness of the brand's favorite, but he can not control the sales staff in the store specifically what to do, so this is the coordinated work of two.
There are two kinds of marketing, one downstream marketing, helping sales, give them some brochures to help them sell products; But now Chinese companies also need a different marketing strategy, which is upstream marketing. Upstream marketing to help two or three, his task is to answer the question: if the market would look like after three years the situation. We note that most marketers only consider the situation today, but did not consider what tomorrow will be a more suitable product, regardless of what happens in future products in the market. Give an example of Haier. Haier washing machines other appliances manufacturing. Haier has asked them when I went to, you have the upper reaches of marketers? They asked me what is upstream marketing staff? I said they not only do today's sales, but also consider the sale tomorrow. They asked specifically what this person? I told them that he would look at each family's kitchen, the kitchen will become what. Kitchen bigger, then it will put more washing machines, or will become smaller in order to put the other electrical appliances. This trend is what? How people will deal with their kitchen? People go home and eat dinner or go to the kitchen? This is the upper reaches of the sales staff, you have to hire people like them to consider the future, to consider future opportunities, to adopt the means to take into account the level of marketing.
CMO: How to use the Internet for marketing?
Philip? Kotler: I think every company should have its own very good website, the company's history, mission, products on-line display, and even sell products. A smart company should do some marketing in the online survey, as many of our competitors so that they can understand the information, you can do many things the following: You can build customer panel, including several hundred customers. They do not need a panel for each customers to access the site, each panel of customers in their place of residence has its own computer, then they will say that we need to test some new creative ideas, whether you can in the next Thursday at 8 pm Internet access, we will look at your screen, here is the password, we will have some on-site discussion groups. Therefore, the Internet has become a marketing tool for the investigation. You can do to understand your opponent to see how their site, or the Internet to offer concessions. If you want a store to buy something, as long as the Internet, get the discount, then you can get to buy the goods at 10% discount. There can be many aspects of Internet use.
CMO: Some Chinese well-known companies, they developed rapidly, but also fail rapidly. When faced with a crisis, some Chinese companies will fail, and some well-known foreign companies have survived? What do you think is the reason?
Philip? Kotler: because many Chinese companies trying to price competition to win, not by a long time to build brand or innovation to succeed, while the U.S. is committed to different, better. Therefore, they do a better job in marketing.
CMO: In your speech in the world, which country or region do you think did the best marketing? Your comments on China like?
Philip? Kotler: I am speaking tour in the world, many countries have found a very good marketing, as the United States and the United Kingdom, Ireland. Sometimes I am in Sweden, Switzerland, also found a number of famous brands.
To build a world-class brands in the, China started late, but the process will be faster. Ten years later, China will have a number of like Mercedes Benz, Microsoft, this world famous brand names.
CMO: Please talk about marketing itself, what is the future of marketing?
Philip? Kotler: Marketing is the image, the image of anything. Marketing image for many people is still very vague. If you ask a passing person, a CEO, what is marketing? Their answers are often wrong. Thus, "marketing" also need to look at marketing itself to be a better understanding. In other words, is now marketing people just do real marketing work for only 5%. Decided to produce products such as what? Whom to produce? These are marketing. Therefore, we need better marketing image.