In 2024, lululemon's results are very impressive, not only winning the third place in the sub-category of yoga, but also squeezing into the top 50 in the sports and outdoor category. This kind of classIn fact, the success of the model is inseparable from the insight into what consumers "want" and the difference between supply and demand. Understanding what consumers "want" is not only based on consumer needs, but also on how much of their supply is met in the market and what is not being met, which can be part of our growth strategy.
Why do you need to do the mind first?
Pay attention to brand growth, as the most critical first step, it affects what the brand does in the future, what can be done, from the heart to the heart to the heart to measure the heart to form a whole closed loop. People often complain that when doing marketing, ROI feedback is not good, and the amount of interaction and effect are not good, in fact, have you ever thought about itWhat value do you provide to your target audience because the content you communicate to your target audience doesn't link to what consumers "want" or doesn't reflect the difference in what the market is currently offering。So don't just complain, when we see that the effect is not good, don't just start from the choice of the executive or the marketing method, but also go back to the product itself, whether it is in line with the "what the consumer" wants. ”
How many types of mind are there
Since "what you want" is so important and important before doing marketing, let's take a closer look at what type it contains. In the projects we have worked on, there are usually two types of "discernment".The first category is:"Finding growth potential in an uncertain future" Marketing AI defines it as a growth strategy, which is to break the existing boundaries and find new ways to growThe second category is:"We have already defined the direction of our growth potential, but we need to realize it efficiently", Marketing AI defines it as a communication strategy, which is a way to find an efficient way to achieve it under the established positioning and strategy.
marketing aigrowth strategy.
When AI is exploring unknown growth, Marketing AI's growth strategy continues to develop from the three levels of products, categories, and brands, from point to line to surfaceForce.
So when to do product innovation, when to do category growth, when to do brand growth?
If you don't have much problem with your brand and category strategy, but you just want to make a local breakthrough, then do product innovation; If you want to expand the battlefield a little because the entire industry has undergone a lot of changes and category development has encountered growth bottlenecks, then choose the category growth path; If the brand is mature, but faces challenges and pressures, and needs to find a new growth curve from a global perspective, then choose the brand growth strategy map.
If Marketing AI wants to find a specific innovative product, it will use the product innovation engine to explore differentiated solutions, cross-category breakthrough solutions, and new demand solutions to help brands create products that surpass competing products.
The category growth path is a way for Marketing AI to tap into category growth, which includes strengthening the stock: grasping the core needs of existing products; Alternative increments: Exploring alternatives across categories; Create increments: Shaping consumer perception and creating new category opportunities, AI will make the pie bigger and stronger through these three actions, maintain the development momentum and continue to penetrate.
How does Marketing AI build a brand growth strategy, first establishing a brand strategy map, you can clarify the challenges and growth opportunities that the brand is facing now: is it at the level of competition of similar competing products? Is it at the level of conversion in other categories? Or is it the category expansion level and their growth potential? This includes category expansion, category conversion to competitive product conversion, which can help brands achieve all-round strategic growth.
Marketing AI's communication strategy
When the positioning and growth goals are determined, AI is to find the most efficient way to execute, it has two kinds, one is to do social media publicity and communication, called brand communication strategy; The other is to efficiently drain and convert sales at the point of sale, which is called the shopping increment method.
When marketing AI is doing communication strategy, it focuses on "finding the right person" and "talking to the conversation" to clarify the communication goal, and at the same time empowers the communication action in the "right place" and "the right way" to help you find the target group and accurately reach it, amplifying the communication effect.
When marketing AI does the shopping increment method, it mainly scans the consumer's purchase motivation, identifies the terminal to take advantage of the channel, identifies the traffic category, and sets up the organic content activity to drive up the terminal sales.
The changes brought about by the epidemic and the leap in artificial intelligenceConsumer needs are always changing, and in the treacherous market, only by grasping what consumers "want" and establishing their own "want" goals can we have a good start in 2024. Let's take a look at what kind of mindfulness your brand is in right now. Everyone is welcome to leave a message at the end of the article.
In the next issue, we will share with you how Marketing AI can achieve "mind-to-heart" product innovation.