New-type fertilizers do not lack concepts; what they lack is successful promotion on the ground

Compared with traditional chemical fertilizers, whether it is biological nitrogen positioned as controlling nitrogen release, slow and controlled-release fertilizers, or medium and trace element fertilizers that balance crop nutrient absorption, as well as various functional fertilizers, soil conditioners, etc., all are designed to focus on solving crop growth obstacles, and their differences in “selling points” are still very obvious.

In fact, the field effects of many products are really quite good, and there are not many products that purely play with concepts. But strangely, there are not many that truly sell well on the market. Of course, there are many reasons why a market does not perform well. From the perspective of the market, the problem probably still lies in the direction and intensity of promotion. As products with unique positioning, promotion must re-segment and reposition consumers, the market, products, pricing, and advertising appeals.

From the perspective of positioning marketing, these products are basically successful in consumer positioning (consumers have psychological needs) and product positioning (there are differences). Next is pricing. How to move out of the mistaken approach of low-price competition and price reasonably, so that channels can have satisfactory profits while the market can also accept it, requires careful consideration and demonstration. We often see that the products that sell best on the market are often those with excellent quality, good service, and high prices, and definitely not products of ordinary or poor quality and relatively cheap prices.

Therefore, for new-type fertilizers, price positioning is not a matter of the cheaper the better; this must be combined with the enterprise's strategic positioning and the future direction of product and market development.

“Whether a shoe fits, only you know when you wear it.” For new-type fertilizers, whether the most suitable consumers can be found is the key to successful promotion. Therefore, market positioning is particularly important, and whether market positioning is accurate or not is related to the success or failure of product promotion. In this regard, analysis should be carried out in combination with factors such as target consumer groups, consumption power, consumption characteristics, sales channels, and communication methods, and market promotion should be carried out according to these indicators.

In addition, advertising positioning should not be ignored. If a product wants to perform well in the market, it not only needs excellent quality, but also needs good “promotion.” Specifically for product advertising, three principles must be followed, namely 1. to whom to speak (choose the target consumer); 2. what to say (advertising content, creativity, product appeal points); 3. how to say it (form of expression). Good advertising positioning is an effective means for a product to distinguish itself from competing products and create unique advantages, and it is a concrete manifestation of a differentiation strategy.

Do not forget that there is also an important prerequisite — choosing a high-quality media platform.

In short, for new-type fertilizer products, accurate positioning must be achieved in consumers, the market, products, prices, and advertising appeals. Only in this way can successful promotion become possible.