Arris-22 marketing rules (22 Business Rules)-9

Arris-22 marketing rules (22 Business Rules)
9. For Rule 1
If you want to win market second, your strategy should be targeted at market first
Strong and weak. For any powerful leading company, the second-place company will also have the opportunity
It breaks through and becomes a disadvantage.
Just as a wrestling athlete uses the strength of his opponent, the company should also try
Is short.
If you want to take the second place in the market and compete with the leader, you should take the lead
Research, find out where it is, and how you can turn it weak.
You must discover the basic characteristics of the leader and provide the opposite to the user. In other words,
Instead of trying to be better, try to be different. Competition between the young and established products
Yes.
Coca-Cola is a century-old product. The history of Coca-Cola recipes so far
Only seven people know about it and are still locked in a safe deposit box somewhere in Atlanta. Delicious
Although Cola is a product with a long history and strong position, Pepsi has changed its
Nature, becoming a new generation-the choice of the Pepsi family.
When you look at the consumer groups of a product, you will find that they appear to be composed of two groups. One type
People are willing to buy leading products, while others are reluctant to do so. The latter is the second
Target of the bid vendor.
As the opposite of a leader, you can create
Yidu is competing. If the elderly drink Coca-Cola and the young drink Pepsi
Who will drink Crown Cola?
You may think that many potential second-place vendors are following the lead. Don't think so.
You must stand on the opposite side of the leader in a non-self-owned manner.
Times weekly has set up its reputation with vivid and colorful texts. For newsweekly
One approach emphasizes the use of objective and straightforward styles. They claimed: "We will be honest and open-minded
Open ." Newsweekly places its views in the editorial column rather than in the news column.
In the competition, sometimes you have to be soft. Procter & Gamble, who makes the skobo mouthwash
The company once described it as a "mouthful of Medicine" to attack the competing product Li Shilin.
However, this does not mean that attackers can simply attack each other. The first rule is a dual-blade benefit.
Sword, your attack on your opponent must be quickly accepted by consumers. (In fact, when
When I gargle with LI Shi delin, people do feel a hospital smell in their mouths .) Attack the other party
Later, Procter & Gamble quickly played its trump card, "skobo is a kind of sterilization, smell fen
Fang's mouthwash ."
When talking about mouthwash, another interesting example shows that it is futile to imitate the leader.
In 1961, Johnson & Johnson produced the Johnson & Johnson tooth protection water micrin, which features a scientific formula.
In a few months, the product ranked second in the market. However, Li sidelin, which has a long sterilization effect, also has
Has the reputation of technology products. Therefore, in 1965, when Procter & Gamble produced the scala brand
Sets the opposite for yourself. Skobo became the second product. When Johnson & Johnson withdrew
At the time of market, the market share of micrin has fallen to 1%.
Baker beer was in trouble when he moved into the United States. In the United States, it is neither possible to be the first
Imported Beer (that is Heineken beer) is not the first beer from Germany (that is Lu Yun
Fort beer), and eventually it solved the problem by redefining luyunburg beer's strategy. Its marketing skills
"You have consumed the most popular German beer in the United States. Please try the best-selling German beer now.
German beer !" Today, Baker beer has become the second-selling European beer in the United States. (Pair
In beer, Americans believe in Germans better than their own tastes .) This is a small
See examples that overturn market leading rules and shape people's feelings (the actual situation has changed
Former luyunburg beer is made in the United States ).
When a product is popular for a long time, more and more problems are often identified by people. Medicine
This is especially true for products. Taking Aspirin as an example, the drug was born in 1899. After that
Smilin has performed thousands of Medical pharmacological studies, many of which aim to discover its
Side effects. By 1955, people had discovered the side effects that could lead to gastric bleeding. This year is
Ty1enol, a new type of drug, has been launched. When it is widely known that aspirin may cause
Tylenol quickly becomes a substitute after gastric hemorrhage. Tylenol ads were advertised
It is "for ten millions of patients who are not recommended to take aspirin ". Today, tv1enol has exceeded astas.
Peilin became the largest drug sales volume in the United States.
The red-card wine merchants named the United States-made toast (such as Crown vodka, Samovar and
Wolfschmidt) is "forged Russian vodka" based on the fact that they are from Hatford
D (Connecticut), skenley (Pennsylvania), and Lawrence fort (India ).
The red vodka is from Leningrad in Russia, which is enough to make them own from authentic goods.
Effective attacks against competitors' weaknesses must be based on actual strength. One promotion of competitor weaknesses
In a typical example, the Royal Dalton porcelain company attacked the advertisement of its American competitor. The advertisement title is
"The Royal Dalton porcelain at Stockton, England, is also the lunnoch of Pomona, New Jersey.
Si porcelain ." This advertisement targets the misunderstanding that Lennox porcelain is imported.
By pointing out that the true origin of Lennox porcelain is Pomona in New Jersey, Royal Dalton porcelain stands out
Is the real English porcelain. The fact that this is used is that it is hard for most people to hear about it.
The craftsman from the cheesy place of Pomona, New Jersey, will produce white porcelain. (When
When the British see this advertisement, they will smile. For them, stook on the Trent River
.)
Marketing is like a battle for legitimacy. Manufacturers that are preemptible to the top brands
Relying on its dominant position, the competitor is accused of being an illegal fake.
A good manufacturer in the second place must not be timid. When you stop competing with leading vendors,
Not only are you a leader, but you are also a weak competitor. Then use
As an example of the unfortunate situation in recent years, the second-place enterprise in the hamburger industry has been very
Difficult, it has been easy to master, has changed many management personnel, and has tried a large number of advertising agencies.
We don't need to review the history to find the company's mistakes.
The old success of the King of Hamburg was due to its aggressive campaign against its competitors. It first uses "enjoy"
Your favorite flavor "is the way in which coconut milk McDonald's mass production of hamburgers. After,
It launched a new version of McDonald's with the slogans "baking instead of frying" and "the big hamburger will beat the Big Mac ".
Attack. All these marketing plans have consolidated the market position of the King of Hamburg after McDonald's.
Later, I don't know why, but the Burger King ignored the rule for first. It becomes timid and
The attack on McDonald's was stopped. Its marketing slogan also becomes "serving the masses"; "the fastest speed
Provide the best food ";" We provide what you need ";" We will never stick to it
Regulations. It even launched a marketing campaign to attract children.
Advantage.
Unfortunately, this is by no means a strong second-place approach. The store of the Hamburg dawang Chain Store
The average sales volume has gradually declined and has never recovered to the level when it launched the offensive.
The mistake of the King of Hamburg was that it did not adopt the opposite principle.