Coating Industry's "Index Marketing Method" to increase brand awareness

An index is a measurement tool that numerically displays the meaning of a problem in a specific field. It can make complex, ambiguous, and often untestable phenomena manifest in measurable numbers. A typical index is often composed of an indicator system and a weight system. The former solves the range and quantity of factors that need to be considered when measuring a certain type of problem; the latter solves different factors that contribute differently to the overall result.

The combination of the index and marketing has often been seen in the domestic and international business community, and its name is "Index Marketing." Index marketing can help improve the corporate image of the public decision-making community, peers, and the public to varying degrees.

According to statistics from WinNew Marketing Communications, the index marketing has different internal and external differences in the target audience. For example, in terms of external marketing, China Merchants Bank has published a sunflower index that focuses on the ideal investment trends of high-end social groups and reflects Chinese people. The Futian Index of Motor Vehicle Quality of Life, the first social responsibility index of China's stock market TEDA Environmental Protection Index, the satisfaction index of civil aviation focused on the evaluation of airline services, the Youth Development Index of Beijing Youth League, and the latest IPOD Nano MP3 The market price is used to compare the "IPODNano" index of the global currency and purchasing power of 26 countries with the McDonald's Hamburg Index. In terms of internal marketing, Baosteel's employee development index, and even some of the indexes published based on internal research within the company, can play a role in external marketing that cannot be ignored.

The paint and coating industry is a relatively special industry. Although it is closely linked with home decoration and closely related to the consumer's home life, its sales model is different from home appliances, food, and clothing. To a large extent, Paint is a product that is indirectly exported to consumers. There are many intermediate factors, such as decoration companies, furniture factories, and painters. However, as people's demands for urban lifestyle have been escalated, the intermediate links in coating sales are being shortened, are being flattened, and may even disappear, turning consumers into getting goods directly from manufacturers.

Brand awareness and reputation (word-of-mouth), corporate image, service level, convenience of purchase, function of the product itself, environmental protection and health elements influence the purchase decision of consumers with varying degrees of influence. In terms of corporate image, popularity and reputation, Deng Chaoming, a partner of WinNew Marketing Communications, believes that index marketing has a lot to offer. For example, through the release of the environmental index, the company will establish the image of the leading brand of environmental protection coatings, and express the company’s sincerity in caring for customers through the comfort index. Deng Chaoming believes that, in concrete terms, the following indexes can be used by coating companies. A、Environmental protection index: It reflects the environmental protection functions of coatings in the existing market, such as net taste, degradation, pollution-free, and saving materials, etc., and can also refer to a certain product of a company as a reference, with consumers paying attention to environmental protection of coatings. The degree of understanding and the degree of influence on the purchase decision are the contents, and the environmental index is compiled. The following indices may be analogized by the environmental protection index, such as: B, aesthetic index C, health index D, comfort index E, livability index F, fashion index G, price index H, urban competitiveness index I, consumerism index In addition to the above index, Deng Chaoming believes that it is also possible to publish certain indexes or a series of indexes around building materials supermarkets, decoration companies, functions, colors, lifestyle, etc., or to use their own products as reference objects, or to publish them in the name of the company. , Title of the form; or reflect the surrounding environment, economic conditions and consumption status through the factors involved in the product.

The publication of the above index, for coating companies, Deng Chaoming believes that there are several roles: First, to create incidents, to facilitate the operation of the dissemination level, incitement of media reports and public discussion; Second, to seize a certain location The brand's highest point has become the leader of a certain brand positioning; the third is to establish a corporate image with a high degree of social responsibility; fourth is to establish an industry standard through continuous release, regular release, and release of an index every year. Continuation of the company's brand awareness and reputation spread.