Arris-22 marketing rules (22 Business Rules)-6

Arris-22 marketing rules (22 Business Rules)
6. proprietary concepts and regulations
Two different companies cannot share the same concept with users.
When your competitors have formed a certain concept or position in the user's mind
If you want to win users with the same concept, the results will be futile.
As we mentioned earlier, Volvo Auto has "security" in users' minds"
This concept involves many other car manufacturers, including Mercedes. Benz and General Motors Corporation, Zeng
Marketing activities with security as the core concept have been carried out, but the result is that apart from Volvo,
No company has ever been deeply rooted in the concept of security.
The case of atre shows that it is trying to compete with competitors that have a strong position in the market.
Failed to use the computer market. In fact, the company could have successfully created a person's identity and image.
However, the home computer market already belongs to Apple and Commodore.
Company now.
Despite many painful lessons, many companies are continuing to violate this proprietary law.
Concepts in people's minds cannot be changed once they are formed. When you reuse the concepts already used by others
In fact, you are improving the position of your competitors by strengthening the importance of this concept.
Federal Express has abandoned the "delivery the next day" and is trying
Shipping Service Companies have claimed the "global delivery. The text of the letter delivered the next day was
Printed on the Federal Express Company envelope. What you see on the envelope is "Federal Express mail"
. The company's ads no longer advertise that "letters will definitely be delivered overnight ". Recently
The word "global delivery" in Federal Express ads ".
Here we have a very important question: Can federal express companies enjoy "global delivery"
This concept? Probably not. This concept has long been occupied by others.
Global express delivery company. To succeed, the Federal express delivery company must
Service companies use more specific marketing slogans, rather than repeatedly using the words that have been deeply rooted in the hearts of others
.
Here is another example of trying to use the concepts that others already possess in marketing.
Yongbei battery company's pink rabbit logo "Jin volume" Brand Battery, once tried to borrow
JIU battery company's concept of "durability. However, no matter how powerful a marketing campaign"
This concept still belongs to durable battery companies. Because the company first used this concept and
It is deeply rooted in the hearts of the people, and even the company's name is connected with this concept.
People who often introduce marketing personnel into such a dead end are not others.
Color researchers. Companies employ a large number of researchers who form a dedicated team to design
The results of various questionnaires are as follows:
Expected research report. Naturally, companies should provide what users need.
What problems do people worry most about when using batteries? It becomes invalid at critical moments. Therefore,
The most important quality of battery is durability. Since the consumer requires the durability of the battery, we also
Therefore, we should promote our products with this slogan. Is that true? No.
What researchers have never told you is that other companies have used the concept of durability. These
Researchers encourage companies to launch large-scale promotions. The theory is that if you invest enough money
Money, you can enjoy this concept. Are they right? No.
A few years ago, the Hamburg dawang chain began to decline and it has never been recovered. A market research
It indicates that the most important feature of fast food is "fast" (which is not surprising at all ). Therefore, the Hamburg king
Most ambitious marketers will do things. It turned to its advertising agency and said
"Since the public needs fast, our ads should tell them that we are fast ."
However, what this market research institute ignores is that McDonald's has been recognized by the public as the fastest provider in the United States.
Hamburger chains. The "Hamburg King" was not intimidated by this setback, and the official launched
A new round of marketing campaign titled "providing the best food at the fastest speed. The result is that
The event soon became another disaster similar to that experienced by Herb. Therefore
The advertising agency was replaced, the management staff were dismissed, the company was sold, and the company's business continued to decline.
How many people have paid for violating the proprietary rules of concept!