What is the brand market positioning strategy?Analyzing the steps of enterprise target positioning case

Brand marketPositioningWhat is the strategy?

Analyzing the steps of enterprise target positioning case

What is brand market positioning?

• The marketing concept of market positioning was put forward by American marketers Al Rees and Jack Trout in the 70s.
• In short, brand market positioning is to occupy the user's brain▼

Why do market positioning?

• Because occupying the market is occupying people's brains.
• New things must be related to existing things, otherwise they have no place in people's brains.

No matter what product or service you're selling, you can ask yourself the old question to know if you're positioning yourself wrong?

The question is - what is it?

• Ask yourself "what is it?" and you'll know if your positioning is wrong.
• If the user doesn't understand what it is, it needs to correlate what the user's brain knows.

Market positioning case

2009TaobaoClicks on search keyword ads slowly surpassed Baidu. At that time, there was aInternet marketingMan, when he saw an opportunity, he found a random friend, and after 3 months of building, he also made several million that year, and there are many similar cases...

Service positioning case

(The following example of postal and telegram service is from the content of the book "Positioning")

image and text

• What is the difference between product positioning and service positioning?Not much difference, especially from a strategic point of view.Most of the differences are technical.
• In product advertising, the dominant element is usually the picture or image.In service advertisements, the dominant element is usually the word or text.
• No matter how much money you put into your product or service, if you want it to hit the minds of prospective customers, you have to connect it to what's already there, not ignore it entirely.

post and telegram

• What is the difference between this new type of telegraph and the old-fashioned telegraph?The main difference is the price.
• Both telegrams were in the same format, and both were required to be sent immediately.Old-fashioned yellow telegrams cost three times as much as new blue and white postal telegrams.
• The positioning theme for Post and Telegram is simple: "Post and Telegram: Sending Telegrams for Less." (Mailgram: Impact of a Telegram at a fraction of the cost)"

express letter

• In fact, the name itself is the second positioning method.
• We can tie the postal telegram to the United States Postal Service.
• Positioning this new service with reference to ordinary postal services, the results are much better.
• A second theme, "The Post and Telegram: A New Express Service for Delivering Important Information," was launched.
• Which method is better?Despite its downsides, positioning theory argues that "low-priced telegram" has a better direction than "quick mail".

Low price and high speed

• During the Mail and Telegram trial, the Western Union also tested older telegraph traffic in test cities before, during, and after the ad was rolled out.
• They found that the data indicated that the business volume was fairly stable.
• Now, the company feels that advertising the postal telegram as a low-priced telegram has not only not affected the business of the old telegram, but has increased it.

WeChat public account positioning steps

Often seenew mediaMan(Intercept Collegeclassmates) ask questions like:

• How to position WeChat public account?
• Unable to locate, what should I do?
• How to do the content positioning of WeChat public account?

Whether it is an individual or a business to use WeChatPublic account promotionIf you want to position your public account well, you must ask yourself the following questions:

1. doWeb PromotionWriting articles is one of the most effective strategies to occupy the user's brain;
2. Confusion is the enemy of positioning, and simplification is the savior of positioning;
3. To solve the problem of positioning is to find from the user's mind, not from the product;
4. Positioning must connect what already exists before it can enter the user's brain;
5. Local targeting is advertising the area it serves;

How to position the project market?

• There is a core of "where there is pain, there is a market", this sentence is very valuable.
• Ordinary people's conditioned reflex to see pain is to escape.
• What you need to do is look at it from a different perspective - not to run away, but to see the opportunity.

Where there is pain, there is a market ▼

• When an industry is very difficult and troublesome, this is a very good opportunity.
• If you think of a way to solve this trouble and pain at this time, then you can get a very good market opportunity and make money easily.
• This is to change the way of thinking:For ordinary people see pain as escape;And powerful people see pain, but only see opportunity ^_^