Positioning in the classic books

[Introduction]

In an article, the founders of AFU repeatedly stressed the importance of positioning, a classic theory of Iris and Jack troot. For many online shoppers, when talking about essential oils, they will think of AFE. "AFE is essential oils !" This short advertisement has put "AFU" on the throne synonymous with "Essential Oil. The key to AFU's success lies in the deep understanding and grasp of the positioning theory.

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[Overview]

Positioning is one of the 21 book positioning classical books by IRIS and Jack troot. This book consists of 22 chapters, which I will summarize as four parts. Chapter 13 to Chapter 13 is the first part. This part introduces the positioning theory in detail, focusing on the important principles of positioning theory, such as searching for vacancies, becoming the first, naming, and focusing, in addition, the author explained in a lot of space why brand (name) extensions are taboo in the business world.

The second part is Chapter 14th to chapter 19, which is an application case of positioning theory. Chapter 6: six cases are not limited to the enterprise or product layer. Chapter 15th describes the positioning of the Belgian countries, and chapter 19 describes the positioning of the Catholic Church. Chapter 20th and Chapter 21 are the third part. These two chapters apply positioning theory to personal career development, which seems novel and flexible.

The above two parts imply that the positioning theory is not limited to commercial competition. The author intends to tell readers that the positioning theory can be flexibly applied to all aspects of life.

The last chapter is the fourth part, which can be seen as the author's summary of this book. It is also a piece of advice and advice for readers: What qualities should they possess if they want to apply the positioning theory well? Be cautious about changes, have a vision, have courage, objective, simple, patient, and have a global view.

[Essence]

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Based on the logic sequence of positioning theory, I have summarized the first part into the above six parts. They are: Understanding the minds of potential customers, searching for vacancies, starting a good name, simplifying & focusing, becoming the first and persevering. I hope that the essence of my thoughts will be passed on to readers.

Understanding the minds of potential customers

"The first step in any Positioning Project is to understand the minds of potential customers ".

Potential customers refer to consumers in a broad sense. Any person who may become an enterprise customer can be called "potential customers ". Mind refers to people's cognition of existing things in their hearts.

The first step in positioning a project is to understand the minds of potential customers. This is because in a society where too many customers are spread, to succeed, enterprises must have a place in the minds of potential customers.

There are two purposes for understanding the minds of potential customers: (1) discovering that the consumer has formed a perception that is not easy to change, accept it (do not try to change the minds of potential customers is one of the most important principles of positioning theory); (2) find vacancies and explore the areas in the minds of potential customers that are not occupied, and occupy it.

In the era of positioning, it is not enough or even unnecessary to invent or discover something. However, at least in a certain field, enterprises must be the first to enter the minds of potential customers. Computers were invented by Sperry-Rand and IBM did not invent computers, but IBM was the first company to establish computer positioning in the minds of potential customers.

Searching for vacancies

"To find a suitable vacant space, you must have the ability to reverse thinking and do the opposite ."

If everyone is heading east, can you find a vacant space to go west? This document introduces an example of space size. In the first half of the 20th century, consumers have been keen on extended cars. According to common sense, the short and wide "beetle" launched by Volkswagen obviously does not meet market requirements.

Gacharn occupies a place in people's minds, but Volkswagen uses space to advertise think small. This advertisement was a great success. It changed people's understanding of cars at that time, from luxury to economics, and began to rationally treat the relationship between personal space and public space. Think small has completed two things at the same time. One is to explain the positioning of the masses, and the other is to challenge the assumption of the greater and better minds of potential customers.

In advertising promotion, potential customers need to know what kind of space you want to fill, rather than promoting the benefits of purchasing this product. What Volkswagen does is to seize the gap in the concept of "small" in people's minds.

In addition, the book also describes specific cases of high-price vacancies, low-price vacancies, and Gender vacancies.

Get a good name

"A brand name is just as important as its positioning, maybe more important than positioning ."

To build a brand through positioning strategy, the first step is to get a good name. The name is the first touchpoint between information and mind. A good name is the best guarantee for long-term success. In chapter 1 of this book, the power of name has made a lot of discussions on "How to get a good name" and many examples are given. I will not go into detail here. Chapter 2 "No Name trap" mainly States not to use the "name abbreviation" at will. It can only be used after the company is famous. Before the company is famous, the name abbreviation does not benefit the development of the company.

This book focuses on the brand extension trap. The "brand extension" here mainly refers to the extension of the brand name. For example, Haier concentrated on making refrigerators before 1991, and later Haier entered the air conditioning, household appliances, mobile phones, computers and other fields. From "Haier Refrigerator" to "Haier air conditioner", "Haier TV", "Haier Refrigerator", and "Haier mobile phone", it adopts the brand (name) extension strategy mentioned here. This is totally different from the positioning theory. The positioning theory holds that the most likely way to destroy a brand is to extend the brand (name.

P & G is the opposite. P & G is one of the most successful companies in implementing multi-brand strategies. It adopts a "single brand extension strategy" and does not see a brand named after the company in its product line. It carefully positions each product, naming alone enables it to take a special place in people's minds. Shampoo brands include "Rejoice", "haifeisi", "panting", "ica", "Runyan", and "Sassoon". Different brands have different positioning and market segments, they did not name it Procter & Gamble shampoo ".

Naming a new product with the name of the original brand is almost inevitable, because it makes the original brand clearer in people's minds. Even though it may still develop well, if not, it should develop better. Obviously, a name is widely known because it represents something that occupies a place in the minds of potential customers. To make the new product a success, you should create a new ladder (new goal, new positioning) for it and give it a new name.

Simplified &Focus

"Complexity is the enemy of positioning, and simplicity is the true meaning of positioning ."

People can only accept limited information. If they exceed a certain limit, their minds will be blank and their normal functions will be lost. Therefore, the simpler the propagation, the better. "Simplified information" is an important concept in positioning theory. Jack troot, co-authored by Steve Rifkin, elaborated on this concept in detail. Later, "simplified information" further developed into the theory that "one word occupies the mind. For example, Volvo uses "security", FedEx "overnight arrival", and Taobao brand: Inman uses "cotton" and three squirrels "nuts.

The purpose of simplification is to focus. "To be selective, focus on narrow target markets, and not try to satisfy everyone's needs. Some people are opposed to searching for vacancies and do not want to be fixed in a specific position, because they think this will limit the sales scale. They want to do everything to satisfy everyone's needs. In the past, there have been much fewer brands and advertisements than today, and it is possible to satisfy everyone's needs. But now, if you do not make a choice, it will not succeed in the fierce marketing war ."

The biggest mistake a company makes is to try to satisfy everyone's needs, that is, the trap of everyone's satisfaction.

Become No. 1

"Becoming the first is a shortcut to the mind ."

Coca-Cola and General Motors. What do these brands share in common? They are the first mental brand among similar products. These brands are still at the forefront of their categories. History shows that the long-term market share of the first brand in people's minds is usually twice that of the second brand and 4 times that of the third brand. In any category, the sales volume of the first brand is always greater than that of the second brand.

In almost every step, leading brands have advantages. Many marketing experts did not see the biggest advantage of ranking first, and excessively attributed the success of companies such as IBM and Coca-Cola to "marketing savvy ". The most effective positioning concept so far is to win the first prize.

"If you cannot compete for the first place in this field, you will become the first in another field ". This is the second effective positioning principle. IBM was the first company to launch computers. Xerox was the first company to sell paper copiers and DuPont was the first company to operate nylon. As long as you can create a cognition that you are the first, you can succeed if you are not the first.

A jet needs a power rating of 110% to take the wheel out of the ground. However, when it reaches the height of 10 thousand meters, the driver will reduce the power to the rated 70%, and the plane will still be able to fly at an hourly rate of 965 kilometers.

Perseverance

"Successful positioning must be consistent and must be consistent for years ."

Before proceeding with this part, we need to introduce the following two positioning methods: the associated Positioning method and the non-Cola Positioning method. The anfeisy and Qixi methods are the classic success stories of these two positioning methods.

An Feishi is a typical case of associated positioning. It builds its own positioning based on market leaders. "An Feishi is only the second in the car rental industry. Why are we still looking for us? Because we work harder. An Feishi has been losing money for 13 years, but he has been making a profit since he admitted that he has ranked second. The reason why Allianz was able to turn losses into profit was that they recognized the location of Hertz and gave up the conflict with its front.

Qi Xi connects products with things that already occupy the minds of potential customers and positions himself as a drink that can replace cola. This positioning method was later summarized as "non-Cola Positioning method ". Since the launch of Qixi's non-Cola promotion in 1968, annual sales of Qixi increased from $87.7 million to more than 0.19 billion.

However, it is not a long time. After anfez and Qizhi succeeded, they both gave up their previous strategies and stepped into the "fail-over trap ". Shortly after being sold to the ITT Company, an Feishi thought that he could no longer be satisfied with the second job. So it advertised that an Feishi should be the first, alicloud is doomed to fail to be the first unless it finds and exploits Hertz's weakness. After the success of Qixi, Qixi is no longer satisfied with its position as a "Cola alternative". It claims that "everyone in the United States is drinking Qixi", and Qixi's market share is only half of that of the first Sprite.

[Conclusion]

"If you only read one marketing book, The first choice is positioning."

This book has been repeated several times since it was bought, and has not been read permanently. I have been reading it for a few times, but I have even been fooled. However, this time, we finally made significant progress and had a new understanding of the seemingly plain text. Now we can understand that we were able to understand the problem at that time.

This book is called "The concept that has the greatest influence on American marketing ever. The positioning theory is profound and profound. There are 21 published series of books. To learn positioning theory, positioning is a good start and only a start.

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Positioning in the classic books