Arris-22 marketing rules (22 Business Rules)-7

Arris-22 marketing rules (22 Business Rules)
7. tiered positioning rules
The value of tiered application in the product market determines your marketing strategy.
Taking the first place in the hearts of users should be the main goal of marketing activities, but do not
This does not mean failure. Vendors with the second or third place in the market also have their own
Marketing strategy.
Products are not born and equal. When a consumer makes a purchase decision, there will always be one in his mind
Preference order for various products.
Any similar product will form a tiered order of purchase in the consumer's mind. In this
On the tier, products of various brands take up one tier. Take the car rental industry as an example. Husky is the most famous company,
Naturally, it is at the top of the tier. The company is located in the second place, and the National Company is located in the third place.
The Marketing Strategy of the company depends on the user's mind, and then the position in the market ladder.
. The higher the position, the better. Taking Avis as an example, over the years, the company has been committed to promoting
The high service quality of its car rental business. "Providing the best car rental service" was once a marketing campaign
. Users will be confused when reading such advertising words, which is not our first choice.
On the top of the market tier), how does a car rental company provide the best service?
Avis has done something that must be done to improve the company's position in the minds of users. He
They admitted their position in the market ladder: "aws' second place in the taxi industry, why?
What about renting our car? Because we are trying to catch up ."
Alves has been operating at a loss for 13 consecutive years. When it acknowledges that it is second in the market
However, it is very profitable. Shortly afterwards, the company was sold to international telephony
Report to the company (ITT ). The company immediately instructed Alves to use the new marketing slogan,"
VIS is about to become the first ."
However, the user's answer is: "No, it is not the first choice. It is not my first choice ." Evidence
In this case, many users also call husky to ask. So this marketing campaign became one
Disaster.
Many marketers have come to the wrong conclusion from the case of Avis. They
The company believes that its success is the result of its hard work, which provides better services. Actually completely
No. Avis's success is because it connects itself to the most famous husky company.
Many marketers have made the same mistakes as Alves. Currently, it is located in Long Island Garden City
The University of ADFI is rival Harvard University. The high school graduates said:"
Defi is not in my consideration ." As you can imagine, ADFI University does not strive for superior education.
Successful.
One of the functions of the human brain is to choose. Based on the product market ladder
Determines what information is received and what information is not accepted. In general, people only accept those with their own
Information with consistent preferences, while other information is discarded.
When Chrysler compared its own cars to Honda's products, few would
Your sequent card and akeke card are replaced with a Shunfeng or dodge card. Kepasler once declared that
"It seems a bit ridiculous to compare the used Dodge phantom car with the newly created Honda Akot car,
Let's look at the results ." According to the advertisement requirements, there were 100 million people traveling 70 thousand miles of Dodge
Ling Che and Honda's new akkoche made a trial comparison. The result is that most people (58%)
Select the Dodge car.
This is really ridiculous, but it is true.
What are the steps of your products in users' minds? It has a total
How many levels are there? It depends on whether your product is a product of high consumption interest or a product of Low Consumption Interest.
Product. Products that people usually use, such as cigarettes, cola, beer, toothpaste and oatmeal, are high
There are many tiers of products of interest consumption. For products with low procurement frequency, Home Inn
Tools, hoes, luggage and bags are low-consumption products with only a few product tiers.
Products that display consumers' personal status to a large extent, such as automobiles, watches, and cameras
It is also a product of high consumption interest and has many product tiers, even though its purchase frequency is
Low.
Products that are frequently purchased and often associated with unpleasant experiences, their product tier
Generally, there are few layers. The example of such products is car batteries, tires, and life insurance.
Those products that are permanently used and purchased at the lowest frequency, or even once a lifetime, do not exist.
Product tier. Have you heard of the batteville jewelry box? Probably not. Although this brand has
Nearly 50% of the market share.
The market share of your product is consistent with that of your product on the market ladder.
Associated. Your market share is twice as high as that of your next product, but only on you
Half of a layer-1 product.
For example, akura is the first type of luxury car produced in Japan, while Lingzhi is the second type.
Card limit is the third type. In the recent year, akura's sales volume in the United States was 143708, and Lingzhi
There are 71206 vehicles and 34890 unlimited vehicles.
The ratio of the three sales volume is almost (this is only the initial market structure, because
They are all new cars, and the public is still interested in them. But in the long run, when people are fresh
In the past, another phenomenon will occur. See article 8th: two strong contention rules ).
People in the marketing circle often talk about the "three leading brands" of a certain type of products. It seems that these three are the trend.
Actually, this is never the case. Leading products always have absolute advantages over second products.
The second product is always dominant in the third product. Three types
The leading products are cobbon, beechat, and Heinz. In the beer market, there are budway, meile and kurl;
In the long-distance telephone industry, there are American telephony, MCI and sprint companies.
What is the maximum tier number? There seems to be a kind of consumer impression.
Seven brand rules. When people are asked which brands are available for a product, they are interested in high consumption.
In terms of products, there are also few people who can name more than seven brands.
According to Dr. George a Miller, a psychologist at Harvard University
Pay for more than seven items. This also shows why many things that need to be remembered are connected to things 7. For example:
Seven phone numbers, Seven Wonders of the World, seven cards of the game, Snow White and the Seven Dwarf, cancer
Seven signs of danger, and so on.
Sometimes your product may be in an unimportant product series. At this time, you should know that you are willing to make a big pool
Small fish in the pond cannot be big fish in the small pond. In other words
The three are often superior to those in the small product tier.
Qi Xi ranks first in the tier of lemon soda drinks, and sprite ranks second in the tier. But in the whole
Among soft drinks products, the cola product market is far greater than the lemon soda product market.
(In the United States, almost two of every three soft drinks consumed are Cola products .) Therefore,
Qixi made a marketing campaign on the subject of "non-Cola" to compete with Cola products.
Like tea instead of coffee, Qi Xi is a substitute for cola drinks. Qi Xi once became
The third best-selling beverage in the United States.
Unfortunately, in recent years, Qixi lost its third largest beverage position. The reason is,
It violates a marketing rule we will discuss later (see article 12th: Trademark extension law ).
The tiered positioning rule is very simple, but it helps you solve the key positioning problems in marketing.
It is a powerful tool. Before implementing any marketing plan, you 'd better ask yourself a few questions.
This is a question: where is the market ladder of our products in the hearts of users? Yes
? Or the second place? Or is it not in the hierarchy at all? The important question is not how to implement the camp
Marketing Plan, but whether this marketing plan matches your product's position in the market ladder
.