"Positioning marketing" in the end rely on fly?

Since the traditional 4P era, people are accustomed to "positioning" the word hanging in the mouth, it seems that no position not marketing. In fact, but can not see the real down-to-earth marketing that part of the people covered their mouths and babies that "positioning" in the mouth of the child SB.

Last night, a professional VI design guy called me to say he had a friend to learn Huang Taiji, carving Lord pattern to do breakfast delivery market, the price of 10 yuan a, the market position in the 80, 90 after the white-collar workers The class ... I was interrupted without saying anything, what is the purpose and logic of positioning this ethnic group? Buddy continue to explain to me on the phone because his friend is very cattle in design B, you can For this ethnic group to make very sales packaging ... ... Heard here, I can not help but breathe a breath, heart: Wong Tai-ji and carving Lord's so-called Internet thinking really bad for food!

What is the nature of business? From my personal understanding, it should be the product and service itself, not marketing. The pattern of yellow and carving is in fact creating two "heroic characters" out of nothing and then accepting the cult of fans through the Internet's broadcasting power in the absence of this idol. However, the fans are definitely not SB, their worship is by no means sincere, and ultimately they touch the visible or your product. When the fans into the yellow, carving line stores, tasting an idol coat wrapped under the product, they suddenly wake up, turned out to be flicker!

So I told my buddies that making breakfast delivery is not important for your positioning after 80 or 90 after the market is the model or Huang Diaoyutai thinking, it is important that your products and services. This seemingly superficial truth has now almost been trampled upon by all in the moment covered by the "Internet Thought Bubble." Like most of the time, "no positioning no marketing" 4P era. I've written a lot about articles and services that I've been working on, but most have been dismissed by the media as thinking that products and services are outdated, stereotyped, and that no one reads or uses it. I really do not know the cold or the secret?

Buddy friend to do design origin, very confident on their own packaging design ability. So most people do business with the formal thinking to consider the "breakfast delivery" this thing, up to do three positions:

The first is product positioning: breakfast delivery. The logic behind the fast paced urban white-collar workers did not have time to eat breakfast. However, breakfast is the most important meal of the day, so there must be a market.

The second is the market positioning: 80-90 after the market. The logic behind them is that they work hard in the workplace, the fastest pace of life, the greatest pressure, the demand for breakfast must also be the greatest.

The third is marketing positioning: Huang Taiji and Glyph of Lord mode. The logic behind the Internet thinking era, the two restaurant brands to do more successful, it is worth emulating.

These three seemingly logical, impeccable. But neglected a bit, that is, consumer psychology. Whether it is the traditional business era, or the business era of Internet thinking, consumers will always be the core of business, everything from consumers. Then let us think about it again:

First, the urban white people really need to eat breakfast, but they are really care about their own eat without breakfast? Often care about who they eat breakfast? In addition to parents, lovers and other people? Of course, there are Maybe for human care, the boss will pay for it.

Second, as 80, the mouth and Diao I, really do not know what to eat in the morning. So when a person, basically do not eat breakfast. But if Mom and Dad morning breakfast and gave me a package to take away, then I have to eat, eat, eat.

Third, creating a "hero" out of nothing has really not been a big deal in this Internet age. But idol is always the most powerful thing to update iteration, with the idol's overdone, the brand and product must also be forgotten together. So let's return to the essence of marketing, who is the buyer? Who is the user?

In summary, in fact, a relatively grounded and reliable business model has been demonstrated: do not sell breakfast, sell care!

Who is the user of the breakfast? We do not really need to know too much energy, but the product has to be "safe and fresh", which is the foundation. On this basis, we know that there are too many people in this world who need love. It would not be exaggerated to say that everyone in this age is an individual who loves missing. However, people really do not really know how to love others and love themselves. So, breakfast delivery can provide a very nuanced "give love" opportunity. Parents are busy, so they can set a love breakfast for their equally busy children. Boyfriends work pressure, why can not his girlfriend for his beloved he set a love breakfast? So can also be developed to business love to employees, Friends of the base of love, girlfriends love, love ... ... and Entrepreneurial personal advantage is the design, the package can change the law-abiding, "show love" ah, Coca-Cola's personalized character packaging is not a good example?

So, the first thing to consider when doing a business plan is the consumer, what do they want from the bottom of their heart? As long as you figured out this, what product positioning, market positioning, marketing positioning ... ... All go to hell, because out of the consumer's own needs, positioning is really a very nonsense thing!