Product Positioning forty-eight moves (12) Positioning of profit expert Wu Yulong

40th tips: Based on the "dedicated" positioning policy <? XML: namespace prefix = o ns = "urn: Schemas-Microsoft-com: Office: office"/>

The advertisement "just like walking out of the hairdresser" and the "selection of the hairdresser" brand is a shampoo used by the hairdresser.

41st tips: "one-time use" positioning strategy

In 1987, Kodak achieved great success in launching a one-time camera. In 1993, 9.3 million disposable cameras were sold in the United States alone. Research shows that if there is no disposable camera, 50% of the photos taken with this camera will not exist. Kodak's one-time camera is now one of the best products sold in the camera industry.

42nd strokes: positioning strategy based on "motion"

This positioning strategy describes a product as a sports product. Littejia uses this strategy to locate their deodorant. ESPN uses this strategy to locate its TV programs, and rakester uses this strategy to position itself in the clothing market, vitt uses this policy to locate its oatmeal product.

The Copperstone sport of xianling-lingya pharmaceutical company is targeted at enthusiastic players in tennis, golf and other sports.

43rd strategy: Positioning Based on "hybrid"

Puster grape-nut cereals are mixed with yogurt or oatmeal.

Heupz is a mix of rum, pobyte whisky, tokenizawa, or tokenaga.

44th tips: Positioning Based on "substitutes"

Cave's pakai butter is a substitute. Coffee companion is a substitute for cream, which has the advantage of long-term preservation. Yikui is a substitute for low-calorie sugar.

Wrigley's poster-style green mint gum advertisement positioned this brand as a choice for smokers. Bob galfield wrote in "The Age of advertising": "A long time ago, Wrigley came up with some exciting ideas and came up with a straightforward saying? Use a simple suggestion: Eat chewing gum when you do not smoke !"

45th moves: Based on competitors

Medcidi from outsourcing capsules is positioned as a antiliquid or chewing tablet. This kind of medicine is easy to swallow and can quickly dissolve without odor.

Unlike Coca-Cola and Pepsi, Qi Xi is a non-cola drink. By the way, leon bernett has not positioned the "non-Cola" of the Qixi renaissance for less than a year-the first such positioning was made in the end of 1960s-the brand became its first brand in the past 10 years.

Continued (13)

Professor Wu Yulong: He has been engaged in positioning and marketing for more than 30 years and has rich practical, practical, and efficient experience. He specializes in developing "China OTO four-dimensional (products, customers, channels, brands) it is a consulting service product targeting the profit system, serving more than two hundred enterprises. He is good at using coaching advice to help OTO chain enterprises "manage operations and pay for results". He is hailed by the industry as China's first profit target. You are welcome to explore, study, and share your ideas.

 

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