Arris-22 marketing rules (22 Business Rules)-10

Arris-22 marketing rules (22 Business Rules)
10. Classification Rules
Over time, product varieties will be subdivided into two or more deformation insects in the training
The sales market can also be seen as a sea of growing product varieties.
At the beginning, a product type is only a single product type. Over time, such products
Will be subdivided into many varieties. For example, electronic computers are subdivided into mainframes, minicomputers, workstations,
There are many types of computers, such as personal computers, laptops, handheld computers, and pen-input computers.
Similar to computers, cars were easy to breed in the early days. Three brands (Chevrolet, Ford
And wind) products once ruled the U.S. market. Today, cars have been subdivided
Luxury cars, medium-sized cars, and economic vehicles. They can be divided into large cars, medium-sized cars, and Small-sized cars. They can also be divided into sports cars and four
Drive train, coach, and minivan.
In the television broadcasting industry, Broadcast Corporation, CBS Corporation, and National Broadcasting Corporation once
With 90% million American TV viewers. Now the United States has a network system, an independent television system, and
Cable TV system, paid watching system, and public television system. Soon there will be storage TV and Interaction
TV.
The same is true for beer. Today we have domestic beer, imported beer, and advanced beer.
Public beer; Light Beer, beer, dry beer, and even cool beer.
The classification rules even affect national affairs (see the chaos in Yugoslavia ). At 1776
In, there were 35 empire, kingdom, country and federation in the world. To the second world war
The number has doubled. By 1970, there were more than 130 countries in the world. Today, there are about
190 entities are considered as sovereign States.
In the past, music was only divided into classical music and pop music. If you want to keep up with the trend of pop music
You need to watch the top 10 popular songs on TV every week or listen to the top 40 popular songs on the broadcast.
Song ranking program. Today, the 40 most popular songs have been subdivided into multiple rankings.
In the music industry, the Bible "rankings" magazine divides music into classical music, modern jazz, and country music.
Music, Dance music, Latin dance music, jazz, pop music, tongue winding music, strong rhythm blues and rock music
Class 11.
The variety to be subdivided is a separate and unique subject and has its own reasons,
They all have their own leading brands, and these leading brands are rarely the same as the leaders in the previous category.
For example, IBM is the leader in computer hosts, DEC is the leader in minicomputers, while sun is
Workstation leader, etc.
Leaders of many companies do not have the concept of classification. On the contrary, they are naive
Overall Thinking is the main trend. "Collaboration, cooperation, Alliance" is currently the corporate board office in the United States
The loudest slogan in the office. According to the New York Times, IBM is preparing
Industry, including television, music, publishing, and computer concentration ". The newspaper said,
"IBM's largest integration of the expected cable and telephone line networks with computer and television manufacturers
Its advantage lies in its developed technology for building high-speed networks ." (See article 20th: excessive publicity Law
).
However, this is not the case. Variety and industry are constantly subdivided rather than integrated.
Let's take a look at the most popular financial service business. According to the press
They will no longer have banks, insurance companies, securities brokers, and mortgage lenders. Some of us will just
Financial service company. Unfortunately, this has not yet become a reality. American cautious insurance company, American Express Delivery Company
Companies and other companies have fallen into the trap of financial services. Users do not want to enjoy such financial services.
They are still willing to directly buy stocks, life insurance, or use bank accounts. They don't want to go to different companies.
Purchase different services.
One way for a leader to maintain its dominance over the market is to give new names to new products. Zheng
For example, in the early days, General Motors named its various cars Chevrolet, partiac, ozmobill,
Buick is the same as Cavan (recently there are gio and Saturn ).
When a company tries to use a well-known trademark of a product for another product
Errors. The experience of Volkswagen is a typical example. The company once converted its small
The car enters the United States. Its beetle brand car once became the market leader to occupy 67% of the U.S. imported car market
Master.
After Volkswagen was so successful, it wanted to sell more in the United States as GM did,
Faster and more luxurious cars. It ships all types of cars produced in Germany to the United States
Sales. However, unlike General Motors, it names cars of various models as big brands. At that time
The advertisement word is "providing different Volkswagen for different people", which refers to its beetle, 412 car,
Fengfeng, theme, and travel coach. The result is that only the small beetle
The best-selling car.
Subsequently, in order to reverse this situation, Volkswagen took a measure to stop selling in the United States.
The beetle promotes the sale of large, high-speed and expensive cars. As a result, there is a dimension in the market
Nagen, westrock, Jetta, golf GL, and tarpaulin cars. Volkswagen even in binsifani
Asia has built a factory that produces these magic cars.
However, unfortunately, the market for small cars is gradually expanding in the United States, because people cannot buy cheap cars,
The durable Volkswagen has switched to Japanese Toyota, Honda, and Nissan cars.
Today, Volkswagen has reduced its market share of about 67% imported cars in the United States.
Less than 4%.
Volkswagen is the biggest car in Europe with an unknown European small number of cars
Car. The Volkswagen cars sold in the United States are exactly the same as those sold in Europe. The difference is that consumers
Concept. In the United States, public cars mean small and ugly, and no one will think of buying large and beautiful cars.
Public Car (see article 4th: Rule of conceptual competition ).
As a competitor of Volkswagen, Honda decided to increase its market share in the United States.
Its luxury car was named akura rather than the Honda brand. To avoid confusion with Honda brand
It even has no cost to establish a sales system dedicated to distributing akura cars. Akura as a Japanese player
The first luxury car to enter the United States, so far its sales volume has exceeded the German Volkswagen car. Honda has two
This type of vehicle occupies a leading position in the U.S. market.
The reasons that impede market leaders from using new trademarks for new products come from selling their old brands
. Mercedes. Mercedes and BMW used to share the same value in the luxury car market.
Governance status. One of the reasons why General Motors cannot challenge them in a timely manner is
Worried that the use of the new trademark will irritate the company's original dealer of the car.
At last, General Motors tried to open up cardila with a $54000 arante car.
The result of the high-end vehicle market is a disaster. People may wonder why I have to spend so much money to buy one.
A neighbor may think that I only spent $30 thousand to buy a choppy car? This does not improve my
Identity.
The better strategy that GM could have used was to fight against the market dominated by Mercedes.
Enter a new license number (they could have withdrawn the laceri license ).
The timing is also important. Sometimes you may develop a new product too early. As early as 1950s,
Nash lamborle is the first small car produced by American auto companies. However, the company either
Lack of courage is either due to lack of funds and failure to stick to the development of the product.
However, it is always better early than later. If you want to make your product take root in users' minds, you must prepare
Wait patiently during the development of things.