22 Principles of Product positioning

Market-leading law

In marketing, the most important thing is to create a market for you to become the "first" product, which is more than to convince others that you can provide a good quality or service than the product pioneers easier. Anyway, generally speaking, "first" is better than "good".

Second, product innovation law

If you can't be the first of a certain product, try to create another kind of new product. Because potential users generally tend to accept new products.

Third, the concept of competition law

In the world of marketing, the best product is only as a concept in the minds of users or potential users, and people relish the so-called best products, is not there, marketing is not a product of the dispute, but the concept of contention.

Iv. the law of the deep rooted

This rule comes from the "rule of concept competition", which is better than the preemptive market. Once people form a certain concept, it is difficult to change, to enter the minds of people must choose the "hurricane" style of strategy.

V. The principle of concept concentration

The most successful approach in marketing is to have a term or concept in the minds of potential users of the products or services offered by the company. This noun or concept must be easy to remember and catchy.

Vi. the concept of proprietary law

A company must have its own proprietary concept to win in marketing, and if a concept is formed by your competitor in the eyes of the user, you want to use the same concept to win customers, the result can only be futile.

Seven, the ladder localization law

Any similar commodity, will be in the minds of consumers to form an order of choice in the ladder, on this ladder, various brands of goods each occupy a layer, and your product marketing plan to be in the market ladder in line with the status.

Eight, two strong competition law

Initially, a new type of product in the market position as a multi-level ladder, gradually, the ladder has become only two strong competition, successful marketers will be committed to the market among the two strong.

Ix. the First Law

If we want to win the second, we should adopt the policy of market first.

The rule of Variety subdivision

With the passage of time, a certain type of product is always subdivided from a single variety for many varieties, and each subdivision of the species will become a separate, unique main body exists, has its leading brands.

Xi. long-term effect rule

The long-term effects of some marketing practices tend to be contrary to their short-term effects, and successful positioning marketing activities should be effective in the long run.

12. Trademark Extension law

The trademark extension is the trademark of a successful product used in the company's planned launch of a new product, it will inevitably give users the impression of a similar trademark. The fact that the trademark extension is invalid.

13. The Law of Sacrifice

Successful marketing must be to know how to sacrifice. This includes three sacrifices: product lines, target markets, and constant change. Successful companies do not have to be versatile in all product lines and target markets, because they are all weak.

14. The law of opposing features

There is always another effective feature opposite to the characteristics of any product. Successful marketing strategy is to find out the characteristics of the opposition to the leader, remember: "Opposites", rather than "similar", so as to contend with it.

The law of honesty and frankness

Marketing has the following surprising conclusion: the most effective way to make your product popular is to acknowledge your shortcomings first, because potential users will discover your strengths when you acknowledge your weaknesses.

16. The only policy rule

In fact, a successful marketing strategy is not the sum of a large number of small and superb efforts, under any given condition, only one bold action can produce substantial results.

17. Unforeseeable Law

When making a marketing plan, be aware that no one can make accurate predictions about the future, research can most effectively evaluate the past, and new ideas and concepts are almost impossible to evaluate.

18. Pride Law

Success often leads to conceit, which leads to failure, which is almost a rule, and every moment don't forget all the starting point of marketing plan: seeking truth from facts.

19. Face the law of failure

In the face of the reality of failure, inaction is very bad, the right way is "heavy flag drum, take measures" to reduce losses, this is the positive way to survive.

20. Appropriate publicity laws

To understand the truth, to develop 22 business rules, marketing positioning of the law-marketing positioning the right marketing plan. It must be understood that things are not as advertised by the media as they are, and are likely to be out of the way because of excessive publicity.

21. Driving Trend Rule

Fashion is just a short-term phenomenon that can be used to make a profit, and it cannot last long, and successful marketing is based on long-term trends.

22. Financial support Law

Although creativity is the core content of marketing, but the financial resources is the most basic conditions, no money as a support, marketing is only "castles in the castle."