Arris-22 marketing rules (22 Business Rules)-1

Arris-22 marketing rules (22 Business Rules) 22 marketing rules (22 Business Rules)
1. Market Leading Regulations
"First" is better than "best"
Many people think that the basic task of marketing is to make potential users believe that you can provide better services.
.
This is not the case. If you only have a small market share and have
If you have rich competitors, your marketing strategy may be wrong at the beginning. You broke the city
The first rule of field marketing.
The most important thing in marketing is to create a product that will make you the "first" in the market.
Market Leading rules: "first" is better than "better ". Create a new product in people's minds
It is more advanced than trying to make people believe that you can provide better products than the product creators.
It is much easier.
To better understand the leading rule, let's take a look at the following two questions:
(1) who is the first pilot to fly alone over the Atlantic Ocean? It's Charles Lindberg.
(2) who is the second one to fly over the Atlantic? Isn't it easy to answer?
The second one flew over the Atlantic alone by Albert hinkler. Albert is one more expert than Charles.
Color pilots fly faster and use less oil. However, who once heard of Bert hinkler's
What is the name?
Despite the obvious superiority of Lindberg's practice, most companies are still taking the lead
The path of things. They prefer to wait for the development of the market and then take advantage of the company
The name of the product to enter the market. In today's competitive market environment
It is difficult for existing "Imitation" products to become profitable brands (see article 12th: Trademark extension rules ).
Among any category of products, leading brands are almost always the first vendors to enter the user's mind.
. For example, Hertz in the taxi industry, IBM in the computer industry, and Coca-Cola in the cola series.
After the Second World War, xili beer was the first foreign company to enter the United States and use it as its name.
Beer.
After more than 40 years, which imported beer ranks first? Which Beer tastes the best?
What about it? Or xili beer? There are 425 types of imported beer sold in the U.S. market, among which
No doubt there is better taste than xili beer, but what about it? Today, xili accounts for 30% of the market
It is still the first imported beer.
The first light beer made in the United States is little meile brand beer. The best seller in today's U.S. market
What is beer? Is it the best? Or is it preemptible?
Of course, not all "first" can be successful. The timing is very important --
Your "first" may also appear too late. For example, USA Today is the first national newspaper
But it is unlikely to succeed. This newspaper has not made a profit for a year since its publication.
The loss was USD 0.8 billion. In today's TV era, it may be too late to run national newspapers.
Some "Create First" ideas may be wrong at all, and thus cannot be successful.
This is the first dog ice cream named after "Frozen Claw. Although puppies like this ice cream,
However, those who buy ice cream are their owners who believe that dogs do not need their own
Ice cream is enough to lick people's plates to make them dance.
Market Leading rules apply to all products, all trademarks, and all product categories. You may
I don't know the name of the First University in the United States, but if I Replace "first" with "most famous", you will surely get the correct answer. Which of the following is the leading universities in the United States? Absolutely
Most people probably answer Harvard University, which is also the first university in the United States. (From the United States
Where is the second university? It's William and Mary's school, but it's only famous than Bert hinke.
A little bigger .)
No two products are more similar than twins. However, even twins often complain about
The first is in a favorable position for people to understand, even though another brother or sister
For people.
People tend to keep what they already have. If you are better than your husband or wife
Some objects, it is really not worth the cost of paying the attorney fee, splitting the house and changing the configuration at the cost of children
Even.
The market leading rules also apply to the journals. This is why times is ahead of news
Weekly, figures are ahead of us, and Playboy is ahead of pent-house.
. Take TV Guide as an example. As early as the beginning of 1950s, Coty was very powerful.
The publishing company tried to create a TV Program Notice magazine to catch up with the first TV Guide
Competition. However, although the TV Guide is not very popular in its early stages, it is also imperative for cotis
A person can compete with others, but it is not successful after all, and TV Guide is a pioneer
The advantage occupies this position.
Just as market leading rules apply to soft products such as universities and beer
Used for hard products such as automobiles and computers. "Jeep" is the first four-wheel drive that can be used in the wild
Driving cars; akura is the first Japanese luxury car; IBM is the first large-scale computer;
The "Sun" micro-system is the first workstation. Jep, akura, IBM, and sun
Leading brands today.
The first minivan was pushed into the market by Chrysler. Today, Chrysler occupies 10%
The car market and the mini-Truck Market of 50%. It can be seen that the key to marketing is to make more
Are good products the first to enter the market?
The first desktop laser printer was launched by Hewlett-Packard computer. Today, the company occupies 5%
PC market and laser printer market of 45%.
Gillette is the first security razor; "Tide" is the first washing powder; Hayes is the first
Computer modem. They are both leading products today.
One of the reasons why the first product can be maintained as a leading product is that the brand of the first product is often widely used.
Application. Xerox is the trademark of the first common paper photocopier. Today, it has become
There is an alias for the paper copier. People will stand in front of Ricoh, sharp, or Kodak photocopier and ask: "How do I
To get a copy of xerox ?" They will give you a cup of Pepsi in the store.
"Coke ". When the Scott Card is clearly on the napkin tray, people will call it Kleenex.
(A famous brand of gembury ).
How many people do not refer to transparent tape as Scotch (brand name of famous glass tape) tape
What is glass tape? Not many people. When a trademark is applied in a broad sense, the vast majority of people
Are willing to use it to represent a certain type of products. Some people go further, and they even take some trademark
Verb Usage. For example, "Please send this item FedEx to XX ." If you create
For new products, you should be elected a name that can be widely used as a trademark. (Lawyers tend
We propose the opposite, but where do they know the marketing rules ?)
Not only did the first product become a leading product, but also its sales volume for subsequent products that follow suit
The sorting is usually the same as the order in which it appears. The best example is ibuprofen.
Addevil is the first brand, nuprin is the second, and medipren is the third. This is exactly the same as it
Their respective sales volume is now in the same order: addrop accounts for 51% of the market, and nuprin accounts for 10.
%, Medipren only occupies 1%.
The fourth brand to enter the market is Motrin IB. Although it has a very loud profile of bro
Fen's name, Motrin's market share is only 15%. Please note the change in trademark meaning here.
Consumers use addevil as a synonym for ibuprofen, and even doctors say to patients, "Eat two
Film addevil, come back to me tomorrow morning ."
Let's take a look at Tylenol, which is the first brand of the popular drugs. Its sales volume is far ahead.
In other similar drugs, it is difficult to determine which product ranks second.
If the secret to success lies in first entering the minds of potential users, then most companies will
What strategy is used? As a result, they adopted a "better product" strategy. Enterprise Management
The latest and most popular topic in the field is the benchmark method. Hailed as "the most competitive battle"
The benchmark method is actually to compare your product with the best product in the industry. It is
It is a basic element in the "Total Quality Management" process.
Unfortunately, the benchmark method does not work. Regardless of the actual situation
Such products are the best. Marketing is actually a competition between concepts, not between products.
.
Therefore, you can easily answer the following questions by replacing "first" with "first ".
Question: What is the brand of the first aspirin? What is the brand of the first one? And
What is the brand of ibuprofen?
Charles Schwab called himself the "largest discount broker in the United States ". So, you are
Would Charles lindeberger of the discount industry be surprised?
Neil Armstrong is the first man to walk on the moon. Who is the second man?
Roger Bannister is the first athlete to finish a mile in 4 minutes. Who is the second runner?
What about it?
Thomas is the first English muffin. Which brand is the second?
Jade Le is the first kind of sports drinks. Which brand is the second?
If your product is the second one to potential users, are you destined to be the same
Some unsung British muffins and some unsung sports drinks are faced with permanent failures.
What about the fate? Not necessarily. Fortunately, we have other marketing rules.