Arris-22 marketing rules (22 Business Rules)-14

Arris-22 marketing rules (22 Business Rules)
14. Rule of opposing features
There is always another effective feature opposite to the features of any product.
In article 6th (concept-specific rules), we have stressed that people cannot possess
Same concepts and ideas. You must create your own proprietary concepts, and you must find your own unique features.
There are too many companies trying to imitate the leader. "They must know how to do it most effectively ."
The reasoning of the counterfeits, "so let's do the same ." This is not a good idea.
The best practice is to find the characteristics that contradict the leader, which allows you to compete with the leader.
The keyword here is "opposition" rather than "similarity ".
Coca-Cola is the earliest cola product, which is also the choice of the elderly. Pepsi becomes
Position yourself as the choice of the young generation.
Since tooth brand toothpaste already has the concept of anti-mite, toothpaste of other brands should be avoided.
With this concept, we should have other characteristics, such as: good taste, white teeth, fresh smell.
Marketing is the competition of ideas. To succeed, you must have your own unique ideas or
Feature, and make marketing efforts centered on this. If you don't have these, you have to have a low price.
Price is very low.
Product features are not born and equal. For users, some features are more
Important. Then, you must strive to have the most important features.
Anti-mite is the most important feature of toothpaste, so it should be possessed. However, the concept exclusive law has pointed out
A simple fact is that once a feature is successfully owned by your competitors
No. You must turn to another important feature and have a place in this product.
Your task is to grasp a unique feature and dramatically promote the value of this feature.
Increase your market share.
For many years, IBM has dominated the computer world with its "big" and "strong" characteristics. Other tests
The figure shows that none of the companies that occupy the market with these features have been successful. American Radio Corporation, General Electric
Gas Company (GE), UNIVAC, BALS, Honeywell, NCR, and Data Processing Company
Division has all lost a lot of money in the mainframe field. Then Armonk, a new star from Boston
The company has seized the "small" feature, and since then, the advent of minicomputers. The big companies may be in the dark
Laugh at Armonk because they believe that all Americans need "big and strong" products. However
However, today, the word "small" has grown to cause serious troubles in the mainframe kingdom of IBM.
Degree.
There is such a company, it never laugh at other companies, the introduction of their existing product features just opposite
This is Gillette, the world's most powerful razor blade manufacturer. It always
It is dominant in the high-tech production of razor blades and knife racks. Start from France
When the show competes with a "one-time" Razor with new features, Gillette can smile at it,
And the United States like big, valuable and high-tech razor for their own research and development
But it does not.
On the contrary, Gillette broke into this new product field and began to produce a product named after "good news ".
Razor. After a large investment, Gillette won the one-time razor competition.
Today, Gillette has good news that the razor dominates the disposable razor market, and the disposable razor
And ruled the entire razor market. The implication is: you cannot estimate the potential of new feature products to open up the market
Therefore, you must never laugh at it.
When the king of Hamburg tried to take away McDonald's "fast" concept, it did not succeed. It
What should I do? Is it necessary to use the opposite concept? The opposite of "decisive" is "slow", which is
It is definitely not suitable for the fast food industry (although the hamburger King's "roast" concept contains slow factors ).
If you go to any McDonald's store and check it, you will find another overview of McDonald's.
Nian: "children ". Fast food restaurants are indeed a place where children drag their parents down.
The Chair proves this. The competition between Coca-Cola and Pepsi has shown a vivid opportunity
Now. If McDonald's caters to children, the Burger King can use this opportunity to position himself
For adults, including children who do not want to be treated as children. In fact, it is for 10
All people over the age (this is a very large market ).
To make this idea a success, the king of Hamburg will have to follow the rules of sacrifice and
Give the child to McDonald's. For the king of Hamburg, this means removing a few autumn chairs and
McDonald's can be reduced to a "children's park" (see article 9th: Rule 1 ).
To make your concept deeply rooted in the hearts of the people, the king of Hamburg needs a term, which can be an "adult ".
Invite the adults to the Burger King to taste the barbecue.
The new concept of the King of Hamburg will make McDonald's fans feel at ease. A strong marketing plan
It should have such a role.