In 2001, the American Marketing Institute selected "the concept that has ever had the greatest impact on American marketing", and positioning theory won the first place. However, the discipline of "positioning" is too big, and it needs to have both a strategic height and practical operation. How to put the theory of marketing management into practice?How to find a real road of enterprise development from "positioning"?This is a problem that has plagued Chinese entrepreneurs for a long time.
So today, let's talk about the practical skills of enterprise positioning. This article is excerpted from positioning expert Gu Junhui's "Positioning is a chat".
01.Be number one or take out the number one.
02.It's better to be number one than to do better.
03.The first person to enter the consumer's mind is the winner, even if you are an imitator yourself.
The ultimate goal of the company's "positioning" is to become the industry leader, according to the 50% rule proposed by Trout in the "positioning", the mature market is often like this, and eventually the sales of the second are half of the boss, and the sales of the third are half of the second, and so on. Becoming the boss is naturally the best choice for every entrepreneur.
In the world of positioning, we often say that perception is greater than facts. In fact, everyone has a chance to be successful, as long as you can be the first to enter the minds of consumers, even if you are an imitator yourself, you will definitely be able to succeed.
04.Success is a premeditated and well-planned process.
05.Enterprises should be made to be one meter wide and one thousand meters deep.
06.Positioning escort becomes the first. If you are a latecomer in a certain category, in fact, you don't need to compete fiercely with the boss in the main track, you can completely open up a subdivision track for yourself and make yourself the boss of this subdivision track.
07.Most consumers don't know who the real bosses are in the industry.
08.The insider's view and the consumer's opinion are often not at the same frequency.
09.In the era of saturated economy, enterprises no longer compete for products, but to seize the perception of customers.
Positioning is never about the product, it's about the mind of the potential customer. In other words, the customer's mind is the real battlefield of the enterprise. Skillful use and good use of these asymmetric information in the minds of consumers is conducive to winning the business war.
10.Be sure to find out who is holding you back from getting rich.
11.Because it sells well, the product is good.
12.If you're in an industry with a lot of competitors, "working against the whole industry" is an effective strategy.
Positioning is to be different, that is, to do the opposite of competitors. If you're like your opponent, you're likely to get into a deep fight. Your strategy must be different in order to win over your competitors. When you realize that you are the majority, you lose the opportunity to be the boss.
13.Strategy is against human nature, and management is pleasing to the people.
14.All strategic positioning can be flawed, and the key is whether your competitors can find it.
15.In the face of a strong opponent, we have two moves: one is to associate this powerful opponent;The second is to reposition this competitor.
Whoever prevents you from getting rich, find him. If there are many competitors in the whole industry, then extract the commonality of the whole industry and work against it;If there's a boss that's putting a lot of pressure on you, you can reconnect with the boss or retarget the boss and label it negatively. In this way, you can do well and even be on an equal footing with the boss.
For example, Qinghualang Liquor, from Gulin County, Sichuan, is positioned as "one of China's two major soy sauce wines" and then spreads it through advertising. When consumers see this advertisement, their first reaction is: "Oh, Moutai first, Qinghualang second!"."Qinghualang cleverly associates himself with the big brand Moutai, which has produced immediate results in the market.
16.Lower**, higher product quality, excellent service, complete product and advertising creativity are the five ineffective concepts.
17.The best strategy is to treat perceptions as facts.
18.The boss in the minds of consumers is the sales champion in the market.
19.Today's business competition is a battle of cognition, not of products.
We want to be the first to enter the minds of consumers with a new concept, a new product or a new benefit, and this will have a huge advantage. We want to be number one in our minds, not number one in the market. If you're not in the consumer's mind, you're not really number one. And when you become the boss of the industry, consumers will believe everything you say, and they will think that you are good, because we respect and admire the boss.
20.The biggest role of positioning is to solve the competition, defeat the opponent, and let consumers buy you and not your peers.
21.The most effective features are simple and profit-oriented to drive sales.
22.The best strategy to outperform your competitors is not to launch a better product, but to launch a better new generation.
Which kind of differentiated competition means to choose, does not depend on the company's own advantages, but depends on competitors, depends on the person who blocks you from making a fortune, we have to develop a completely different corporate strategy for competitors, which is the most correct way to play strategy.
23.What you see is what I want you to see.
24.Make consumers trust you quickly.
25.Once you become a representative of the industry, then you will easily be recognized by people all over the world when you go global.
When consumers see a new brand, or lift a new product, consumers often show distrust, and the trust is quite critical at this time, which is what we usually call endorsement.
For example, the first Jinba** to enter the positioning world has designed a good trust form. 2006 is the year of Sino-French cultural exchange, Jinba participated in the Louvre exhibition in France, it wrote a good brand story: "Jinba**, the only Chinese ** brand selected in the Louvre Museum in Paris, France." "Generally speaking, we think that in the world of clothing, France is a potential energy highland, and to be able to exhibit at the Louvre Museum in France is a great aura and achievement. Since then, the muscular logo of Jinba** has been engraved in the minds of a generation, which is the power of trust.
26.There is no brand that is too small to grow, and no brand that is too big to attack.
27.What is expensive is good, and what is good is expensive.
28.Once the brand enters the mind, it will have a halo and a spillover effect.
29.Simple and repetitive, don't worry about consumers not liking you.
30.The antonym of love is not hate, but forgetting.
The ultimate purpose of communication is to make consumers remember, not to show that you are talented, and be sure to give consumers a reason to buy you. Dear readers, there are only two paths ahead of us, either like it or dislike it, but it must not be forgotten. For you, if you can't make your potential customer love you, then he won't forget you, but you have to give him a reason to buy you.