Horizontal marketing and category winning

The world of marketing, 10 years ago, Kodak may not have dreamed that their most lethal competitor is not Fuji, but Sony, http://www.aliyun.com/zixun/aggregation/20008.html "> Olympus and other digital camera manufacturers   for this phenomenon in the market, originally wanted to write something, and seniors Song An brother Chat when they want to write my thoughts, and "category building" a book author Mao month elder brother Communication, I identified category and brand is the future marketing market core dimension. Before the elaboration of a few concepts:  horizontal marketing, is to break the traditional brand row rules, custom rules of another line. For example, seven-hi non-Cola positioning, in the traditional ranks has been difficult to make a difference, or the competition is too strong, this time another line, to do the ranks of the vanguard. Ye V9, vitamin Candy is also a good case of horizontal marketing.   Category win: is to create new product categories, such as non-Cola category, vitamin Candy category. This product category is not there before, or no one has such a title, or there is no strong competitors in the ranks. Category winning is in the new product ranks to achieve their core competitive advantage, become the eldest of the category.   Brand Competition: Brand competition is the competition between brand and brand in the same category. The result is brand concentration, a strong brand to become the industry representative, the formation of brand oligarchs. Therefore, the end of the brand competition is to end the competition, forming a monopoly: the strong brand set the industry threshold and industry rules, the rise of the backward brand has many restrictions.   Category competition: Category competition is the competition of products on the basis of human needs. Its core is the new category of products to meet the needs of consumers, tapping the new needs of consumers. Therefore, the result of category competition is the universal richness of social products and the general satisfaction of consumer demand.   Therefore, based on the above analysis, the idea of horizontal interactive creative organization is to build interactive creative communication on the basis of horizontal marketing.   Horizontal marketing and category positioning:  Horizontal marketing is not without the rules of licensing, category positioning is not a fanciful idea. Horizontal marketing is the starting point of the product may be the category of the brand queue situation analysis, in various categories to do the competitive situation SWOT analysis, to find their most core competitiveness of the category.   category positioning is from its core competitiveness and consumer demand blank point of departure. So that our products can highly meet the needs of consumers, from the establishment of the category of social awareness and consumer base. Only the category guess that gets the social approval may become the successful category.   Brand competition and category competition:  brand competition is to strengthen their own brand value in the same category products, because the competitive brand in the physical function of the same, so brand competition to strengthenis the brand value, the difference of the psychological attribute of the manufacture brand. Therefore, brand competition is more in the brand to consumers to meet the spirit of the level of development.   Category positioning is based on the needs of consumers to strengthen their physical properties, emphasizing the product of consumer demand for functional satisfaction. So its core is to strengthen the physical properties of its products, to strengthen the product of the high satisfaction of consumer demand.   Therefore, the operation of market economy is the cycle of brand competition and category competition. The brand competition forms the category oligarch, the category competition reshuffle the market again. But category competition is the starting point of brand competition, the latest new category of brands have the most opportunity to become the first brand of the category.   Cao Fanghua and horizontal interactive creative institutions are committed to horizontal marketing and brand interactive marketing research and combat. Look forward to working with the brand business exchanges and explore cooperation.