Arris-22 marketing rules (22 Business Rules)-13

Arris-22 marketing rules (22 Business Rules)
13. Sacrifice rules
If you lose something, you can get it.
The sacrifice law is the opposite of the trademark extension law. If you want to succeed today, you must
Give up something first.
There are three sacrifices: product series, target market, and constant changes.
First, the product series.
For Losers, the complete product series is a luxury. If you want to succeed, you must
Shorten Your product series, instead of extending it. This is an example of emmerui air transport.
If you want to ship anything to a company that provides air freight service, you can use emerrui: small pieces of empty
Services such as transportation, bulky air transportation, delivery of the next day, and scheduled service are all-inclusive.
What is the focus of Federal Express marketing? It focuses on the next day OF SMALL GOODS
Service. Today, Federal Express is much larger than emmerr.
The advantage of Federal Express is that it is "delivered the next day" at the expense of other service projects"
Concept is deeply rooted in the hearts of the people. When the goods are to be delivered the next day, you will definitely go to Federal Express.
Then, how did the Federal Express perform? It does the same thing emmerr does. It costs
$0.88 billion purchased the feihu freight company of feihu international airlines, thus losing the next day's delivery
Features. Today, Federal Express provides global air service, but it is not a global company,
In just 21 months, Federal Express lost $1.1 billion in its international business.
Marketing is the competition of intelligence and ideas, not the competition of products or services.
In, the Federal Express Company is the one that provides delivery the next day. The Federal Express will be delivered to the business side the next day
Advantage. When moving to the international market, Federal Express needs to face the classical
The dilemma is to apply its domestic name to the international field? Or a new global application
Name? In addition, how can we deal with the relationship with DHL Express? The company has already entered the international market first.
Express delivery.
Worse, Federal Express deviated from its idea of "Delivering the next day. Unfortunately,
Nor can the company replace it with a new concept.
Yongbei is a consistent leader in the battery industry. But as in most industries-
-New technologies have emerged. The first technology that has changed the battery industry is the high-energy battery production technology. Assume that you
I already have the first brand in the battery industry. How can I name my new high-energy battery? You can
It can be called a permanent high-energy battery, and this is exactly what yongbei company does.
Later, alkaline batteries were available. Similarly, yongbei company named its alkaline battery yongbei alkali
Battery. This seems logical.
Later, P · R · maloli developed a dedicated alkaline battery series, and the company also
The series has a special name: overlord.
Battery companies have the advantage of making other sacrifices to make themselves "persistent"
The concept of battery is deeply rooted in the hearts of the people. According to its advertisement, the kingbaicang Electric has been used for a longer period of time than permanent backup.
The company's battery is doubled.
Yongbei company named its alkaline battery "Jin Quan", but it was too late, Jin Overlord
It has become a leader in the battery market.
There are two types of people or enterprises in the business world: one is big and diversified talents;
The other type is small, dedicated to one aspect. If trademark extension and diversified operation are effective
Marketing Strategy, you should see that all talents are gaining the upper hand. But not actually, they
Most of them are in trouble.
It is weak. Taking clarft as an example, we all know that Kraft is a well-known merchant.
. In the jelly and jam markets, clarft accounts for only 9% of the market, while smack accounts
With a 35% share. "Kraft" means a variety of foods, while "smack" means only jelly and
Jam, because it specifically produces these two products. In the salad dressing market, Kraft occupies 18% of the market,
Hermann owns 42% of the total.
(From the perspective of market share, clarft does have a leading brand. However,
It is not "Kraft", but "Philia ". Philadelphia Brand cheese has a 70% market share .)
Taking the retail industry as an example, which type of retailers are currently in poor conditions? Is a department store. While
What is a department store? Where everything is sold. This feature is the root of the dilemma.
Source.
Kantel, l j. Hulk, and Bell all ended in bankruptcy. James department store Shen
Please go bankrupt; Hills' department store applies for bankruptcy; Messi -- owner of the world's largest department store,
Also apply for bankruptcy.
Domestic department stores also tend to go bankrupt. After studying marketing books, the company decided
Centralized profit-making products: toys. When domestic department stores decide to focus on toys,
The company was renamed as "■" American toy company. Today, "■" is operated by the American toy company
With 20% of the retail sales of toys in the United States, it is also profitable. In the last fiscal year, the company
$5.5 billion in sales of $0.326 billion earned a profit of $.
Many retail chain stores have achieved through the "■" business model of American toy companies.
Successful. The main point of its model is: Professional and refined. Stuples (office supplies suppliers) and
Brokbester is two recent examples.
Generally, companies that have achieved great success in the retail industry are specialized companies, including:
Limit-operates high-end professional women's clothing.
Cap-run casual clothes for young people.
Benaotong-runs youth fashion knitwear.
Victoria's mysteries-operating sexy lingerie.
Locks shoes store-sports shoes.
Second, target market.
Taking the cola market as an example, Coca-Cola has won a strong position among consumers.
In the late 1950s S, Coca-Cola overwhelmed Pepsi with a sales value greater. Yes
What should I do if I want to compete with the powerful Coca-Cola Company?
In early 1960s, Pepsi finally established a new strategy based on the idea of sacrifice. The company
All markets except teenagers were sacrificed. Later, it hired Michael Jackson and Leonard
Erricky and Don Johnson, as their idols, developed the youth market well.
In a generation, Pepsi has narrowed the gap between it and Coca-Cola,
In the U.S. cola product market share, it is only 10% less than Coca-Cola (in supermarkets
In fact, the sales volume of cola has exceeded that of Coca-Cola ).
Despite its success, Pepsi is under constant pressure to expand its "tent. Most
Near, it finally succumbed to this temptation. "Pepsi is already with teenagers," the advertisement age reported.
A generation of consumers grow up together. Through a major marketing strategy transformation, Pepsi's marketing objectives
".
Pepsi's new marketing slogan is "you must enjoy it ". The advertisement shows like jogi Bay
Older people such as La and ligis Phil bin are also drinking Pepsi.
In the past, one of the shortcomings in the advertisement promotion of Pepsi was that it was a little too concentrated on teenagers.
"If we broaden our horizons
The bigger marketing network captures more consumers and we can get more ."
According to happiness, Coca-Cola is the most powerful trademark in the world. When the same steps
Why is the difference between red Pepsi's more concentrated business strategy and this leader only one step away?
Is it necessary to change its strong strategy?
It shouldn't be so! It seems that there is a religious belief: a larger network can capture more
. However, many facts prove the opposite.
Take budway beer as an example. "When we plan to launch budway beer
Our goal is that our consumers must include all people over the age of 21, whether they are men or women.
People, black people, or white people ."
Let's look at the advertisements for cigarettes, especially for old cigarettes. They always need to include a man at the same time.
And a woman. Why? When most smokers are men, cigarette manufacturers want to expand
Big Market. We have men, and we have women.
But what is Philip Morris doing? It only targets men and even men.
The man in men-cowboy, Whose trademark is Lu. Today, Alibaba road has the largest sales volume in the world.
Cigarettes. In the United States, the greatest sales of cigarettes are among men and women.
Your marketing goal is not equal to your market. That is to say, the surface of your marketing
The target is not exactly the same as the person who will buy your product. Although Pepsi's marketing goal is qingshao
Year, but its market includes all people. A 50-year-old person treats himself as a 29-Year-Old Person
Drink Pepsi.
Yan Lu's marketing goal is cowboy, but its market is everyone. You know there are many more
Little Cowboy? Of course there are few (they did all smoke cigarettes ).
Third, constant changes.
Which book tells you that you must change your business strategy in the annual financial statement?
If you try to follow every trend and limelight in the market, you will be doomed to be eliminated. Warranty
The best way to hold a permanent position is not to change it from the beginning.
Volkswagen Express airlines has an outstanding marketing start point characterized by professionalism.
Low prices at home and affordable routes to normal cities. People often boarded the company's planes,
Still saying, "Where are we going ?" It seems that as long as the fare is cheap enough, they don't care about anything else.
What did Volkswagen express do after its success? It tries to satisfy all
Requirement. It invested in devices such as Boeing 747 and started to fly the passenger hotline to zhijia.
In cities like Denver, let alone Europe. It purchased frontline airlines and
Internal Decoration and first class were added.
What is the result? Volkswagen Express airlines soon began to lose money, just
The sale to Texas Airlines is exempt from bankruptcy, but the latter has done it for it.
The white castle fast food company adopted another practice, which never changed its business model. Today
The white castle of Heaven not only looks the same as it did 60 years ago, but it is still incredible
The low price sale is the same as that of the year ". You can believe that the White Castle store has annual business income.
Is it more than 1 million US dollars? (This number is higher than that of the hamburger king and is no different from that of McDonald's.
More ).
Good luck will come to those who are willing to make sacrifices.