Fertilizer Modern Marketing Strategy

On the surface of the competition among enterprises, it is the competition of products, which is essentially the competition of the comprehensive ability of the enterprise, that is, the ability to satisfy the demands of the customers or the ability to solve the practical problems for the customers. The German Volkswagen Motor Company has a famous saying: "We sell not cars, but transport capabilities." At present, the fertilizer industry with the formation of the buyer's market, and the growing homogeneity of fertilizer products, the company's competition in the product itself has been More limited, we must pursue competition outside the product. Philip? Kotler used to have a formula that is of great value to our fertilizer company's product sales. He pointed out that the user's purchase choice depends on the value of the value of the product's transfer, and the value of transfer = total purchase value - total purchase cost total purchase value = product value + service value + image value + personnel value total purchase cost = monetary cost + Time Cost + Physical Cost + Spiritual Cost Based on this formula, fertilizer companies should do some of the following tasks to increase the value of the product’s expropriation in order to maximize the market and maximize profits.

First, increase the total value of the purchase of the product 1. Increase the use value of the product. The product is a form and means to meet the user's needs, and its essence is to solve the problem for the user or realize the user's purchase interest. Fertilizer companies must firmly establish the concept of "all for the user's good harvest." They must increase the scientific and technological content of products, expand the scope of use of products, ensure product quality, improve product efficiency, thereby increasing the value of the use of the product, and further Increase the exchange value of the product.

2. Increase the service value of the product. To establish a "business is service", "the more advanced products need more comprehensive and meticulous service," a new concept of modern corporate marketing. In particular, chemical fertilizer enterprises directly face the production and livelihood of millions of farmers, and the cultural quality of this consumer group is still generally low. In addition, fertilizer products are being upgraded from traditional single fertilizers to multiple compound fertilizers and bio-organic fertilizers. And so on, this will require more fertilizer companies to strengthen their services. The first is to establish a special structure for agrochemical services and guarantee them organizationally. The second is to establish a high-quality agrochemical service team. In the past, fertilizer companies only controlled production. Therefore, there were many talents in chemical engineering and machinery, and there was a serious shortage of talents in agrochemical services. Therefore, enterprises should actively contact the relevant universities and colleges, receive and reserve some professional talents in biology, soil, plant protection, animal husbandry, organic chemistry, etc.; they can also recruit some experienced agricultural technicians for the society. Currently, they are due to government agencies. The technicians at the three stations of the township and township agricultural reforms have “crashed”, and fertilizer companies are now taking the opportunity to “collect” and implement low-cost “mergers”; then internal training can send employees out for training. Ask some experts to talk to the company. The third is to set reasonable demonstration points in the target market to radiate the surrounding areas. The fourth is to organize a small team of agrochemical services to the countryside to carry out services such as soil testing, fertilizer distribution and new product promotion. The fifth is to set up an information desk to solve doubts for users at any time and increase the image value of the product. At present, there are more and more similar products on the same quality platform in the fertilizer market. There are often dozens or even dozens of competing products in the same market. Whoever is more attractive and likable, whoever has more Consumers. Therefore, fertilizer companies must pay attention to build their own corporate image and product brand. For fertilizer companies, whether they have a good image and brand has become a watershed for companies entering a new era of competition. How to create it? The author believes that companies should introduce a standardized CIS system to institutionalize and standardize the use of corporate trademarks, product packaging, and promotional advertisements, and transmit the perfect corporate image and product image to the public. At the same time, chemical fertilizer companies should also extend their brand concepts to government, community, distributors, research institutes, and other fields related to corporate interests, participate in government large-scale engineering and non-commercial activities, and constantly increase their visibility and reputation. 4, increase the product's personnel value. The value of personnel mainly refers to the value of corporate personnel, especially the personal relationships between marketers, distributors, and end users. Fertilizer companies need to eliminate salespeople who have been formed during the traditional planned economy period and only manage invoices for contractors. They must engage in marketing to achieve humane marketing. An old salesman of a Shanghai food company, his whole life's efforts is to establish a complete set of “private files”, record the names of the customers at all levels, gender, age, family background, address, telephone, hobbies, Characteristics of the personality, length of service, reasons for the transfer, and the birthdays of his and his main family members, as well as the basic conditions of the salesperson, cabinet leader, and foreman of each distribution point. It is relying on this "private file" to implement humane marketing, so that he has the power of indisputability and invincibility, and has created tremendous competitiveness and economic benefits for the company.

Second, reduce the total cost of product purchases 1. Reduce the money cost of product purchases. At present, the agricultural product market continues to weaken. Farmers are too low in the price of food sold, and the cost of fertilizers and pesticides they invest is too high. Farmers work hard to make ends meet, but in the end they have received little or even a handful, which seriously dampens farmers’ willingness to invest in chemical fertilizers. , resulting in a lot of fields due to lack of investment and low production, or even abandoned. Therefore, if a fertilizer company wants to reduce the total cost of purchasing a product, it must first reduce the cost of money for the purchase of the product. It is necessary to improve the management, reduce the production cost, and reduce the selling price of the product through technological advancement.

2. Reduce the time cost of product purchase. According to surveys, farmers currently do not depend solely on grain for their income reasons. They also need to spend more time on other, more important, and profitable jobs. They hope that the less time spent on grain growing, the better. . Therefore, companies should try to reduce farmers' time spent on chemical fertilizers. The solution is to set up a detailed network and try to get close to the user. The second is to take the telephone contact, appointment, direct delivery.

3, reduce the physical cost of product purchase. At present, farmers still use households as their production units. For economic reasons, they generally do not have advanced mechanical tools for saving energy. They can only buy fertilizers on their shoulders. In addition, some elderly male laborers and frail women are still left to work in the village. They often have to ask for help when purchasing fertilizer. Therefore, in addition to directly sending fertilizers to large-scale farmers, it is better to change the existing packaging method with 100 pounds as a unit. It can be changed to 20, 25, and 50 pounds of packaging to facilitate farmers to buy and carry. And application.

4. Reduce the spiritual cost of product purchases. The spiritual cost mainly refers to the cost of worrying and worrying when users purchase chemical fertilizers. At present, in the fertilizer market (especially in compound fertilizer products), there are many counterfeit and shoddy products, and farmers are hard to prevent. Therefore, farmers have more concerns when buying. Therefore, the company may take measures such as checking the quality supervision department, issuing contact lists with the goods, consulting with the service desk, answering on-site services, and frequent visits to eliminate user concerns.

By adopting the above measures, we can effectively increase the total value of product purchases and reduce the total cost of purchase, so as to maximize the value of expatriates. Fertilizer companies have acquired superior comprehensive competitiveness and compete in the fierce fertilizer market. To be invincible.