Arris-22 marketing rules (22 Business Rules)-2

Arris-22 marketing rules (22 Business Rules)

2. Product Innovation rules
If you cannot be the first in a product type, you should try to create another new product type.
Who is the third person to fly alone across the Atlantic Ocean?
You can
I can think that I cannot know who is the third. But you can know that she is Emily.
Ya herhart.
So, is the third pilot to fly only over the Atlantic, or
Famous for being the first girl to fly alone across the Atlantic Ocean?
After Heineken's great success, the managers of ansever Busch may think, "I
We should also introduce an imported beer ." But they didn't think so, but thought ,"
Expensive imported beer has a market, so domestic beer that is also expensive may also have a market ." So he
We launched the first high-grade domestic beer, Michelle ob. Today, it has a 2-to-1 advantage in sales
On exceeds Heineken beer. As a matter of fact, the company also introduced a kind of import called garshiber.
Beer, a product that has a high reputation in Europe, but in the United States, such "Imitation" products have never gone
Red.
Xiaomeile is the first light beer made in the United States. The importer made the Push five years after the product was listed.
Test: "If there is a market for domestic light beer, there may be a market for imported light beer ." Result
Amstel is the best-selling imported light beer that has been introduced to the United States.
If your product does not get into the minds of potential users first, you don't have to be discouraged. You can
To create a new product that will make you first. This is not as difficult as you think.
When IBM achieved great success in the computer field, many people flocked to this field. Ruoba
Burroughs, controI data, GeneraI electric ),
Honeywell (honey-well), NCR, Radio (RCA) and Sperry,
They are called Snow White and the Seven Dwarfs.
However, which of the dwarf has grown into a world-class strong, with 0.126 million employees
Clerk and $14 billion in sales, and can be called "the second largest computer company in the world?
None. Which has achieved great success in 1970s and 1980s, second only to IBM
Device company (DEC ).
IBM is the first in the computer industry; DEC is the first in the computer industry.
Many other computer companies (and their entrepreneurial owners) follow
Simple principles have become rich and well-known. This principle is: if you cannot become a product
Product first, we should create a new type of products to become the first among such products.
Tiantan company pioneered Fault-Tolerant computers and established an enterprise worth $1.9 billion. Therefore
STRATUS retreated to the micro-fault tolerant machine industry and became the first in this industry. Today stratus
It has grown into a company worth $0.5 billion.
Is the marketing rule very complicated? No, they are very simple. However, in practice
Using these rules is another thing.
Cray research pioneered the first supercomputer. Today, Clay has become
For companies worth $0.8 billion. Therefore, after careful planning, convex launched the first micro
Super computer. Today, convex is worth $0.2 billion.
Sometimes, a casual company can win the competition through product innovation.
Before Commodore decided to launch its first Amiga multimedia computer
A promising manufacturer of home PC. Today, cornmodore's Amiga
Computing has achieved great success, with annual sales of up to $0.5 billion.
There are many ways to compete for the first place. Dell is the first marketing method to sell computers by phone.
It has been squeezed into the highly competitive computer market. Today, Dell has become a company worth $0.9 billion.
When launching a new product, you must first ask yourself, not "this new product is more competitive
How strong are competitors ?" But "Is this the first of a certain type of new products ?" In other words, this
Has the product created a new category?
Charles Schwab did not start a better general brokerage company, but rather started
A discount brokerage company.
Lier is not the first women's magazine, but it is the first dedicated for maturity over 40 years old
Female magazines.
These strategies are in contrast to traditional marketing ideas. Traditional Marketing ideas focus on trademarks.
The question is: how do people like their trademarks? Please forget the trademark. Think about commodities
Type innovation. Users tend to stick to buying their favorite brands.
How your favorite brand is. However, potential users are willing to accept new products. Everyone is new
Things are interesting, and few people are interested in things that are just better.
When you become the first product of a certain type of product, you should vigorously promote this new product. At this time, the basic
No one is competing with you. What Dec promotes to its potential users is why micro-plans should be purchased
Computing machines, rather than why we should purchase Dec's micro-computers.