Arris-22 marketing rules (22 Business Rules)-5

Arris-22 marketing rules (22 Business Rules)
5. Centralized conceptual rules
The most powerful strategy in marketing is to have only one concept in the minds of potential users.
If a company can have a term or concept in the minds of potential users in an appropriate way,
It can achieve amazing success. There is no need for a complex concept or a unique name.
Word. It is best to use simple words directly from the dictionary.
This is the rule of conceptual concentration. You should focus on a simple noun or concept.
This is also the biggest sacrifice in marketing.
The reason why fedex can send the concept "the next day" to potential users is
It sacrifices other services and focuses only on the next day delivery of packages to the business.
From a certain point of view, we can say that the rule of market leader-"First is better than better"-makes the first
A trademark or company can have a concept in the minds of potential users. The leader is virtually
You already have a concept.
The leader has the concept of representing a certain product. For example, IBM has the concept of "Computer. This
It also indicates that the trademark has become synonymous with a certain type of goods. If someone says, "We need an IBM ."
Do some people suspect that he is saying that he needs a computer?
You can use the conceptual contact test to test the authenticity of a trademark. Such as computers, photocopiers,
Chocolate and Cola are associated with IBM, Xerox, Hershey's, and coke.
A savvy leader will continue to consolidate his leading position. For example, Heinz already owns
The concept of soy sauce, but it further highlights the most important features of the soy sauce. "Most Western
The slogan prefix makes the company possess the concept of "slogan" first. "Thick"
The concept helped Heinz maintain a 50% market share.
If you are not a leader, the trademark names you use should also be specific. More importantly
Yes, the name you use should be unique in this product, that is, it is different from the name used by other companies.
Any contact.
To find a winning name, you don't have to be a linguistic. Seasoning in Italian wearn
In the market, prego competes with the leader Ragu, and occupies 27% of the market share.
Heinz borrowed the idea.
Prego uses the concept of "Thickening ".
Effective names should start with simplicity and highlights. No matter how complex the product is,
No matter how complex the market needs are, focusing on a certain concept or the strengths of a certain aspect always requires optimization.
Take into account two, three, or even four concepts or strengths at the same time.
In reality, there is also a halo effect. If you firmly establish a certain length of your product
The user will give you many other advantages. "Thicker" pasta spices mean high quality,
Multi-nutrition and high value. A car called "safer" means better design and manufacturing.
Whether this is the result of a conscious marketing campaign, most successful companies (or trademarks)
All are companies (or trademarks) that "have a concept" in users' minds ). (Some concepts,
For example, a Volkswagen car's "Best trip (fahrvergnugen)" is not worth it .) See
The following are examples of successful use of names or concepts:
Teeth (toothpaste)-dental caries prevention
Mercedes-Benz-Excellent craftsmanship
BMW-Driving Force
Volvo-Security
Domino (pizza)-Home Delivery
Pepsi-young people
There are different types of trademark names. They can be used-related (for example, anti-dental caries); they can be
Services (such as home delivery), objects (such as young people), or
It can be related to sales (a trademark that is preferred by recruiters ).
Although we have repeatedly stressed that trademarks will take root in users' minds, nothing will last forever
Unchanged. One day, the company must change its concept. This is not an easy task. Lotus Publishing
The recent history of the exhibition company shows this point.
In a few years, Lotus once had the concept of data tables, and Lotus was "1-2-3"
And "data table. However, the competition in the data table industry is becoming increasingly fierce, and
Its development potential is already limited. Like other companies, Lotus requires development. How the company can
How can we change the business model of a single product?
The traditional approach is to develop in all directions, as 1bm and Microsoft do. Fact
In the form of acquiring Ami Pro text processing software and launching several new software products.
Expansion of the traditional trademark series. After the product structure is adjusted
Introduced a new concept called "combined software", which is a software used for personal computers to access the network.
Product.
Lotus is the first software company to successfully develop combined software products. If the process goes smoothly
In the end, the company will have a second concept in the minds of users.
Unlike Microsoft, Lotus now has the concept of centralized use by the company. Despite its efforts
It won't work overnight, but Lotus will eventually be able to have a strong and long-term advantage in the software field.
Just as the concept of "delivery on the next day" for FedEx and "security" for Volvo Cars
The role of the company is the same as that of the "Portfolio software", which will effectively promote the development of Lotus.
You cannot use concepts that other companies have. Why is Lotus's strategy feasible?
This is because the concept of "software combination" is not owned by any other company. Moreover, the Network
The computing industry also has great development potential. (Currently, most commercial computers are connected to a certain network.
. The magazine "Network Computing" has even appeared .) Many companies see a single
The superiority of brands or concepts (often referred to as "corporate images"), but they often ignore the need to first
People-oriented, that is, the first possession of this concept.
In marketing, the futile way is to abandon your own concept and seek an overview that is already owned by others.
Read. This is exactly what Atari has done. Atray once owned an electronic game machine"
Concept, but the business seems to be just a burst of wind. The company changed its course in 1982 and tried to have plans
The concept of a computer. As James Morgan, general manager of the company, said: "The Name Of atre is excellent.
It is also its disadvantage. Atlei is the consent word for the electronic game machine. Atre must redefine its
Image, expand your positioning to electronic consumption products ."
Unfortunately, Mr. Morgan's strategy is that many other companies, including Apple and IBM, already have
The concept he wants to possess. The diversified operation of atre has become a disaster. However
The thorn is that another company (Nintendo) entered the game machine market in 1986 and took over
The concept that atre gave up. Today, this company is in a market with billions of dollars in e-games.
Who knows where atray is, with 75% of the market share?
The main point of marketing is to concentrate. Narrowing Your Business scope will make you more powerful, and
Pursuing all your goals will accomplish nothing.
Some companies are aware of the need to concentrate on power, but they are doing so in the form of self-destruction.
1. strategy. "We will focus on producing high-quality products instead of low-cost products ."
The problem is that unless you are like a Mercedes. The company only produces high-price products, otherwise the user
I won't believe you.
GM is trying to produce high-quality products at various prices. "Deliver high-quality cars
Going on the road "is the company's latest slogan. Each product of General Company is the "best product standard"
". Guess what Ford Motor Company is doing? They are doing the same thing. Wide Range of the company
The remark is "quality first ". At Chrysler, Lee yaco declared: "We don't want
When the largest, but only want to be the best ." (Do some people really believe that yaco doesn't want to be the biggest ?)
Developing into a large company through comprehensive and high-quality channels is a basic internal goal of various companies.
It is also an eternal topic at the busy agency meeting of the company. However, for external companies
Is another statement. Is there any company that claims to be "not focusing on product quality "?
? No, everyone attaches importance to quality, but the result is that no one really attaches importance to quality.
You should not focus on the concept that there is no opposite such as "quality. You should not advertise yourself
Has been the most honest and honest politician, because no one is willing to stand in the opposite position (although
There are many potential candidates ). However, you can position yourself as a supporter of the competition between the capital and labor.
In this way, because of the opposite and its supporters, you will soon be accepted by people.
After establishing the concept of centralized use, you must be prepared to deal with lawyers. They
You are willing to register all the things you have published with a trademark. The secret of not registering a trademark is to let
Others use your concept (as a leader, you must have followers ). For Lotus,
It is advantageous for other companies to enter the combined software industry. This makes this type of product more important,
People will also have a deeper impression on Lotus's leading position.
Once you have your own concept, you must do your best to protect its position in the market. BMW
He explained this well in the company's case. For many years, BMW has always meant the strongest driver.
. Later, the company decided to expand its product series to catch up with Mercedes in the 70o series.
A Mercedes-Benz car. The problem is, how can a "bedroom" on a wheel be the most powerful driver?
What about machines? Not only will it not drive bridly on the road, but it will also knock down and crush all the labels on the road.
Card.
As a result, BMW began to go downhill. Fortunately, the company recently launched the mini carriage
This new product, with a re-emphasis on the concept of driving force, has regained its centralized usage Overview
Read.
The rule of centralized concept is applicable not only to any product that people sell, but also
Products that people do not sell. Taking drugs as an example, anti-drug propaganda on television and magazines is missing.
Lack of concentration, because there is no simple and powerful concept that can break into the minds of drug addicts.
Anti-drug promotion is everywhere.
You may think that the anti-drug force (after all, they are specialized) may wish
The amateur fighters who are arguing about the issue should learn from each other. Both parties involved in the abortion debate have concentrated on each other.
A single and powerful concept emphasizes life and choice.
The anti-drug force should do the same thing-focus on a single and powerful concept. Anti-Virus
The product movement should be able to make drugs suffer from the situation of today's cigarettes, that is, they are not accepted in society.
A single concept that can achieve this is the worst-case term-loser. Because drug abuse
It leads to losses in all aspects (employment, family, self-esteem, freedom, and life ),
Drug-themed promotional activities will have a strong impact, especially for those
Attackers are more concerned with social status rather than drug addiction.
This Marketing Rule of centralized concept can help solve the biggest social problem of drug abuse.