Course Background:
Is the Internet a tool or a revolution?
What is the impact of the internet on marketing campaigns?
Ever feel like your product and product line planning is out of touch with the Internet age?
The Internet has brought marketing campaigns back to basics. The essence of marketing is value exchange, so products and services are always the foundation of marketing. Although the Internet has a history of several decades, many companies are still far from the Internet, and there are even fewer companies and brands with Internet genes.
Enterprises should have Internet genes, have entrance thinking and traffic thinking in the planning of product lines, and pay more attention to the viscosity between their products and services and target customers. In such a context, the product lines of traditional enterprises urgently need to be reorganized and integrated.
Course Benefits:
This course proposes the way of product development and product line planning in the Internet era of "micro-innovation for iteration" and "high viscosity to win the future". Help Students:
Understand the impact of the Internet on the business society and clarify the marketing ideas in the Internet era
Through a large number of case explanations, master the marketing system of "two extremes win, eight wings support";
From the two core levels of micro-innovation and high viscosity, improve the ability of in-depth thinking and planning of products and product line issues;
Master the three paths of micro-innovation and the "three-point thinking" and "horizontal thinking, vertical thinking, and process thinking" to improve the viscosity between products and customers.
Course Tools:
Tool 1: Three tools for micro-innovation.
Tool 2: A three-point thinking tool to improve customer stickiness.
Tool 3: Horizontal Thinking, Vertical Thinking, Process Thinking.
Course Duration:1 day, 6 hours a day.
Course Target:Middle and senior managers, marketing directors, product managers, planning managers, etc.
Course Method:Vivid explanation, case sharing, demonstration exercises, group discussions, brainstorming.
Course Model:
Course outline
Lecture 1: Marketing Changes Brought by the Internet Age
First, the essence of marketing
1.The Evolution of Marketing Theory.
2.The essence of marketing is value exchange.
Second, the changes brought about by the Internet
Discuss:Is the Internet a tool or a revolution?
News Interpretation:The collision of views between the big coffees, as well as the cases of the big coffees' own thinking changes.
Change 1: The Internet has brought business back to its roots.
Case:Drip.
Change 2: The Internet has closed the loop on marketing campaigns.
Case:Alibaba, JD.com.
Change 3: The Internet has reorganized the order of marketing behavior.
Case:Millet.
3. "Winning at two poles" marketing thinking
Think:In the face of these changes, how should we respond and what kind of thinking model should we use to guide our marketing activities and brand building?
1.Product linkage: marketing, strategy.
2.Summary and classification: the avenue is simple, and it is attributed to the two poles.
Mutual checks and balances: the two poles win, the eight wings support
1) Circle, self-propagation, interactive integration, and secondary profit.
2) Personalization, emotionality, micro-innovation, and high viscosity.
Fourth, the three levels of enterprise use of the Internet
Level 1: Presentation.
Level 2: Services.
Level 3: Sales.
Think:How to make your business have Internet genes?
Lecture 2: Secondary Profit - Free is Value
1. Free is valuable
1.From the scramble for space to the scramble for time.
2.Wire assembly profit model and point profit model.
Case:Belle's space scramble and WeChat's time scramble.
Case:Free and invincible.
Second, the three directions of the design of the secondary profit model
Direction 1: Free for products with zero marginal cost.
Case:Free design service for Yunshe Home.
Direction 2: Free for low-frequency consumer products.
Direction 3: Idle resources are free.
3. Three major precautions for the design of the profit model
Note 1: The pattern is clear.
Note 2: Focus on customer needs.
Note 3: Meet some people.
Lecture 3: Micro-innovation - micro-innovation for iteration
Think:Why "Small but Beautiful"?
Case:Eagle brisket.
1. Two major KPIs of products in the Internet era
1.Scream.
2.Recommend.
Second, the way of micro-innovation
1.Tiny just need.
Case:Qianqian listened quietly.
2.Tiny focus.
Case:Jane marble, baroque flooring.
3.Tiny iterations.
Case:360 software.
3. Misunderstandings of commodity innovation
Myth 1: Anti-evolution.
Myth 2: Pseudo-requirements.
Lecture 4: High viscosity - high viscosity wins the future
Idea Import:Everything is customer-centric, and everything else is coming!
1. Three-point thinking
1.Pain point thinking.
Case:Imported medicines.
2.Scream some thoughts.
Case:Yunshe Home.
3.Tipping point thinking.
Case:Humble Valley.
2. Three ways to achieve high viscosity
Method 1: Horizontal Thinking Method.
Key points:Product line planning in the Internet era.
Case:Dining and blind dates.
Method 2: Vertical thinking.
Key points:Change the linked object.
Case:Yunshe Home.
Method 3: Process Thinking.
Key points:Cutting of the trading process.
Case:Beauty industry.
Course Summary:
1) Micro-innovation: Micro-innovation is iterative.
2) High viscosity: High viscosity wins the future.