Arris-22 marketing rules (22 Business Rules)-16

Arris-22 marketing rules (22 Business Rules)
16. Unique rule
In various occasions, only one action will produce significant results
Many marketers regard success as the overall result of a large number of small and superb efforts. He
They think they can select and implement multiple strategies at the same time, and they can take
. If they are working for a leader in a certain field, they are only performing a lot
Waste your resources in different marketing plans. They seem to think that the best way to develop an enterprise is to do
Everything.
If they are not working for the leader, they often try to do the same thing as the leader.
But want to do better. This is what we need, as stated by Sadam al-Sain.
What we do is to fight harder, and all efforts will succeed. However, in marketing
Working harder is not the secret to success.
No matter whether you work hard or easily, there is no big difference in the results. And,
In larger companies, the law of average will eliminate the superiority of hard work methods.
The historical experience has taught us only the one and only bold and abrupt actions that play a role in marketing.
Click. Moreover, under any given conditions, only a specific action can produce substantial results
Result.
The successful generals, through the study of the battlefield, want to plan a sudden unexpected victory.
Attack solution. It is very difficult to find such a solution. To find multiple such solutions, it is usually
Impossible.
The military strategist and writer lidelhart called this bold assault a "minimum expected action ".
During the Second World War, the Allied Forces chose to land and attack the German army at Normandy, where
The waves and rock coast of the German Army believe that login of any scale would not choose to enter such a location
Line.
This is also true in marketing. In most cases, your competitor has only one easy Attacker
Weak links. This step should be the focus of your full attack.
Here, the automobile industry is a very meaningful case. The main advantages of the leader in many years
The trend lies in mid-range vehicles. Relying on Chevrolet, partiac, ozmobill, Buick, and kaback
Similar models make it easy for General Motors to fight back from Ford, Chrysler, and America.
A positive attack by a car company. General Motors's rule of the automobile industry has become a legend in the business world.
The factors that play a role in the above-mentioned marketing are the same factors that play a role in military operations:
Expectation.
Hannibal traveled through the Alps through a path that was considered impossible. Hite
Le used to bypass the magino line of defense and pass his armored division through Alden. The French generals thought that
It may be the zone through which the tank passes. (In fact, he did this twice, once in France.
Fighting, the other is fighting in Belgium .)
In recent years, only two strong attacks against General Motors have taken place. Both
Division's "magino line of defense" launched a side attack. The Japanese sent Toyota and Da from the end of the off-peak car.
Small cars such as tessan and Honda, while Germans deliver cars like Mercedes and BMW at the end
Like a luxury car.
With the successful Flank attack by the Japanese and Germans, General Motors is facing the need to invest resources
Strengthen the pressure on its high and low-end products. (Compared with expensive imported German cars, the catalogue is too
Cheap .)
To save money and maintain profitability, General Motors has made a fatal mistake:
We decided to use the same shape to produce multiple mid-range vehicles. Suddenly, Chevrolet and
They look like the other things.
It is precisely these seemingly identical cars that have weakened GM's performance in the mid-range car market.
And provided the opportunity for Ford to break through European-style Taurus and marathon styles. After,
The Japanese entered akura, Lingzhi, and unlimited cars again. Now General Motors has become the whole company
The weak in the vehicle industry.
Let's take a look at Coca-Cola. Currently, Coca-Cola is using traditional cola and New Cola on two fronts
Compete with other drinks. When traditional cola regained its original advantages, it was barely
Maintenance.
We have seen too many Coca-Cola advertising words: "We will satisfy your taste", "This
Is the real choice "," Please keep up with the trend "," red, white and you "," You cannot deny
". Currently, "You cannot deny the facts ". However, this did not win it.
Number of consumers.
Gentlemen of the Coca-Cola Company are making unremitting efforts. They even hired Hollywood talents.
Professionals advise.
Currently, new photographers flood into the conference room in Atlanta from time to time, and batch of new slogans
Cover the walls. Senior Coca-Cola managers will sit and discuss the latest ads. When
However, in theory, if you come up with all the new ideas you might think of without any regularity, you can
You can come up with the right idea, but it is not an efficient way to work.
Coca-Cola should make substantial progress and should not be limited to digging into others' business. Just as we
What we can see is that Coca-Cola can only make such a move-on the one hand, it is a step back, on the other hand
Is to move forward.
First, Coca-Cola should narrow down its front and give up the New Cola. This is not only because it is a failure
Or make people embarrassed, and because the existence of the New Cola hinders the company's effective use of it
The only weapon.
After successfully turning the New Cola back, Coca-Cola will be able to use it again according to the rules of concentration
The concept of "real drinks" is competing with Pepsi.
In order to launch an attack, Coca-Cola can launch a new generation of consumers for Pepsi on TV.
They said, "Okay, kids, we won't force you, but when you want to have a real drink
We have prepared for you ." This may be the beginning of the collapse of Pepsi consumer groups (such
If Pepsi hasn't lost the consumer group by itself ).
This strategy is not only easy and powerful, but it is indeed the only feasible practice of Coca-Cola.
It uses the only concept that Coca-Cola has in people's minds: "real drinks ".
To identify unique concepts or initiatives, marketers must be aware of what is happening on the market.
They must come to the forefront of the market competition and know how to make it effective and how to make it ineffective. They
Must actually be involved in market competition.
Because the cost of mistakes is huge, management personnel cannot afford to delegate important marketing decision-making powers.
And the adverse consequences. This is exactly what happened at General Motors. Financial management personnel
After taking over the management power, its marketing plan suffered a fiasco. These financial management personnel only care about the number
Word, not sign. The ironic result is that its sales volume is declining along with its trademark reputation.
If you are idle in the headquarters office and do not compete in the market, it is hard to find
This is the only action.