A competitive advantage in corporate marketing

An enterprise marketing competitive advantage, mainly from the product force, brand power and sales force combination of three forces.

And in the creation stage of a large single product, brand power, more with the product force equals. Therefore, this stage, our overall planning for the brand, more is to create a large single product strength.

Large single goods to play the power of segmentation and breakthrough, the need for large single products packaging and product force to build. The ability to effectively shape a large single product determines whether a strong brand can be built successfully.

How to build the product force of large single products, use "Seven One" method.

1. A precise category concept

Demand blank, derived from large single product innovation, large single product innovation, need a category concept to refer to.

In the actual brand operation process, category concept has great power. With category innovation, creating an appropriate category concept for the new category, or conceptualizing the category, will be an important step in the ability of large single products to effectively segment the market.

If you can't define the new category in plain language, the new category will not be successful.

Red Bull named Energy Drink, Jin Tai Chang named health foot bathtub, Lai name bamboo Salt and white ... Are all precise category concepts.

2, a concise and strong brand value proposition

The brand value proposition is the value of stating and expressing the functional benefits, the affective benefits and the self-expression benefits provided by the large single goods for the customers. Effective brand value propositions should be able to drive consumer buying decisions and build a strong relationship between consumers and brands.

A superior brand value proposition needs to be unique, clear, authentic, and moving these four characteristics.

"Yu Wo Island laver" brand value proposition is "high nutrition to bring good physique", "Crazy God" brand value proposition is "unwilling to ordinary", Taichang brand value proposition is "filial gifts" ...

3, an excellent single product advertising language

To a large single product benefits an accurate generalization, to a large single product a clear slogan, give the brand with a powerful proposition, give yourself a distinct personality, this is you in the shape of large single product force, the key to consider the problem.

The same big single product innovation, advertising language is good, a word speak clear, advertising language is not good, 50 words may not be able to speak clearly.

An excellent slogan, more than 100,000 Xiong, can reach the deepest consumer heart, pry their desire to buy. To keep in mind, advertising focus only one, aiming at a target, in order to hit, in a few goals between the drifting, the results will only be empty, are not in place.

To this end, we created a series of classic advertising language: Taichang foot bathtub-"for the world's parents wash feet"; Hongshengyuan Tea Oil-"friends and family, often walk"; valet luggage-"Walking for the Dream"; Ao Jia Hua Massage chair--"do not bother the body" ...

4, an easy to identify brand symbols

We can build a brand symbol to create a deep brand branding for the brand.

In the market where advertising is infinitely diluted, the power of a brand is limited, and the enterprise has no way to make the brand advertisement infinitely repetitive to increase its effect.

How can we make the limited brand resources, produce infinite effect? How can we do "spend money, do big things"?

For a large single product, the symbol, the more revealing power.

Through the visual, the sound, the language, the color various symbols, communicates with the consumer from the symbolic level, has achieved the formidable big single goods.

We create for the crazy God sporting Goods brand symbol is "wind and waves";

The brand symbol we have created for the valet is "free travel" ...

5, a clear concept of large single product main screen

Advertising, in addition to TVC, the most important thing is a large single product of the plane main screen. A clear concept of large single product main screen, you can put a large single product of the essence, selling point, appeal, commitment and temperament, deeply engraved in the minds of consumers.

The main picture of the "fanatic player" of the Mad God sporting Goods;

Real Kung fu fast food chain "nutrition or steaming good" main screen;

Connaught Orchid Capsule Skin Underwear "5 times times breathable, comfortable outdoor" main screen ...

are classic.

6, a section can be separated from the category of large single product packaging

Large single goods can not be unknown to lie on the shelves, in the shelves it should choose better packaging, wear very characteristics, large single product packaging is a silent advertisement, but also a different category of tools.

First of all, packaging and advertising together to build and maintain a category of characteristics. Secondly, packaging undertakes the task of propagating the rational appeal of product attribute. Again, packaging should have the ability to eliminate external interference. Yanghe Blue Classic Blue, Jin Tai Chang foot bathtub packaging gold, crazy God sporting goods packaging fiery red ... .

7, an impact of large single product TVC

Film and television advertising is a large single product force to shape the most important work in the project, the dissemination of strong, large investment. Therefore, the creation of film and television advertising creativity and slogan is in fact the performance of the core concept of a single product, reflecting the core value of a single product.

Test whether a TVC has impact, the standard has three:

First, consumers can remember the brand name. Second, consumers can remember big single product appeal or advertising language. Single, sharp, simple, more powerful. The more you say, the less your audience will remember. One thing at a time, a truth, has been quite simple. Third, TVC can leave a memory point for consumers.