搜索
品牌战略培训TrainingCourseofTroutBrandStrategy特劳特品牌战略教程ToSucceedWithPositioning定位致胜PositioningEra定位时代ThetideofBibringssimilaritiesandinterferencebetweenandamongbrandimages.Atthesametime,products,mediaandinformationincreasetremendously.Allthesemakeitmoreandmoredifficultforcustomerstoreceiveallbrandinformationandformaclearbrandimage.品牌形象大行其道，带来形象近似与相互干扰，同时社会产品、媒介与信息爆增，消费者全方位接收品牌信息形成清晰形象，显得日益困难。Positioningmakesabrandconcentrateandfindaneasywaytoenterthemindsofcustomersandinfluencetheirbuyingdecision品牌定位（Positioning)能够集中力量，使品牌易于进入消费者心智，影响其购买决策。Newmodeofcustomer’smind全新的消费者心智模式Withsocialprogressandever-increasinghumanactivities,customersareintyrannyofinformationandtheyareoverwhelmed.随着社会的发展，人类活动日益丰富，消费者处于信息拥挤之中，人心疲于应付。Facingsomuchinformation,ontheonehand,peopletendtoexcludeit,ontheotherhand,theyhavelearnedtosimplifyandclassifyinformation.面临太多资讯，人们一方面倾向于排斥，一方面学会简化处理，将信息分类记忆。Newmodeofcustomer’smind（Continued)全新的消费者心智模式(续）Customerwillformproductladdersintheirmindstofacilitatepurchase.Thus,theycanbuyinthisorderwhentheyneedsomething.为方便购买，消费者会在心智中形成产品阶梯，当产生相关需求时，依序优先选购。Occupyingthefirstrungoftheladderandbeingthegenericforacategoryoruniqueproductsareconsideredasapositiontooccupythatcategoryorattribute.占据阶梯首层的品牌，成为某品类或某特性产品的代表，被认为占有该品类或特性的定位。Wahaha娃哈哈Robust娃哈哈XXX……Colgate高露洁Crest佳洁士XXX……Changhong长虹Konka康佳Skyworth创维Hisense海信Xoceco厦华TCL王牌……“Purewater’ladder“纯净水”品类阶梯TVsetladder“彩电”品类阶梯“cavityprevention’ladder“防蛀”特性阶梯Innovationinmarketingconcept营销观念的革新•TheessenceofmarketinginPositioningEraistoenterthemindsofCustomerstosetpositionandmakeitasdirectionincompetition.步入定位时代，营销的精髓在于进入消费者心智，建立定位，主导竞争。1.Themainbattlefieldofmarketingshiftedfrommarketplacetomindsofcustomers.营销的主战场，从市场转为在消费者心智展开。2.Theoperationofmarketingshiftedfromdemand-orientedtocompetition-oriented.营销运作，由需求导向转为竞争导向。•Correctways正确的方法：Gettherefirst抢先占位Positioningwithconnection关联定位Replaceleader取代领导者NewmarketingprincipleNo.1营销新法则（一）Inthenewera,thesuccessofmarketingisdecidedbyabrand’sdifferentiationwithapositioninthemindsofcustomerstogetmindResourceandwinthefuture.新时期的营销成功，取决于品牌在消费者心智中以定位实现区隔，占取心智资源，致胜未来。Principle:Eachsuccessfulbrandmusthaveaposition法则：任何一个成功的品牌，都必需蕴含有一个定位。i.e：ChineseTVsetVSJapaneseTVset例：中国彩电VS日本彩电SuccessfulbrandsVSfoambrands成功品牌VS泡沫品牌NewmarketingprincipleNo.2营销新法则（二）Marketingafterpositioning定位后营销的展开Principle:Everyactivityineachprocedurehelpsabrandestablish,reinforceorconsolidateapositiontoinfluenceconsumers’buyingdecision.法则：任何一环营销活动，都是为了协助品牌去建立、加强或巩固一个定位，以此影响消费的购买决策。Marketingafterpositioning定位后营销的展开Product：FromQiandaohuLakeDistribution：SchoolPrice：highEvent：StopProducingPureWaterPR：Sports/SciencepopularizationPromotiot：Olympics，TriptoQiandaohuLakeAdvertising：GrowthComparisonTargetGroup：Students/Athletes“NaturalWater”“天然水”产品：来自千岛湖目标群：学生/运动员分销/推广：学校价格：贵广告：来自千岛湖促销：奥运、游千岛湖企业事件：停产纯净水公关：运动/科普Bottom–upMarketingforChineseenterprises中国企业的逆思考行销Inpositioningera,marketingshouldstartwithtacticsofenteringthemindsofcustomerstopositionandthenformthestrategy.ItismeaningfulespeciallytoChineseenterprises.定位时代，营销从进入消费者心智的战术入手，确立定位，然后再依之形成战略，对中国企业尤富意义。A.Chinesemarkettendtobeinovercompetition，itbecomesmoreandmoredifficultfordemand-orientedmarketingtotakecffect.中国市场普遍趋向过度竞争，需求导向的营销操作越来越难奏效。B.Mostbrandslackofposition.Itisthekeyreasonforunsatisfactorymarketingperformance.品牌普遍缺乏定位，是营销推广不佳的核心原因。C.Positioningfirstandthendomarketingwillgivemarketingactivitiescleardirection.先定位然后再营销，这样就可以给营销活动指明方向。Positioning定位Howyoudifferentiateyourproductinthemindoftheprospect如何让产品在消费者心智中实现区隔WhyDifferentiationisimportant为什么区隔是重要的Thenewworldorder！世界新秩序！“Globaleconomy”statistics.“全球经济”的统计数据：1.Oftheworld’slargesteconomies,51arenotcountriesbutcorporations.在全球最大的经济体中，51个不是国家，而是集团公司。2.The200largestcorporationsaccountfor28percentoftheworld’seconomicActivity.200个最大的集团公司占到了全球经济活动的28％。3.The500largestaccountfor70percentofworldtrade.500个最大集团公司占到了全球交易的70％。Anuglyfactoflife糟糕的现实Ifyoumakeamistake,yourcompetitorsquicklygetyourbusiness.Andyoudon’tgetitback.一旦商业上的犯错，你的竞争对手很快会抢走你的生意。What’sworseisthatyouRarelygetitback.尤为糟糕的是，你很难再夺回来。Thesituation：It’sabattleofbrands现状：这是品牌之战Dogfood：180brands热狗180个品牌Bottledwater：50brands瓶装水50个品牌Cough/cold：134brands感冒药134个品牌……………………Thelawofdivision分化定律Overtime，acategorywilldivideandbecometwoormorecategories.随着时间推移，一种类别会分化成两种或以上的类别。Positioningdefined定位的定义It’showyoudifferentiateyourproductinthemindoftheprospect.它是指，你如何让你的产品在预期顾客的心智中实现区隔。ThestepsTodifferentiation实现区隔的步骤1.Thecontext分析行业环境Argumentsarenevermadeinavacuum.Therearealwayscompetitorstryingtomakepointsoftheirown.你不是在真空中建立区隔，你的竞争对手都在那么做。Yourmessagehastomakesenseinthecontextofthecategory.你的信息必须切合行业环境易于感知。2.Thedifferentiatingidea寻找区隔概念Youarelookingforsomethingthatseparatesyoufromyourcompetitors.你正在寻找能把你和竞争对手区分开来的东西。Thetrickistofindthatdifferenceandthenuseittosetupabenefitforyourcustomer.关键就是寻找到差异，在此基础上建立起对客户而言的价值。3.Thecredentials找到支持点Tobuildlogicalargumentforyourdifference,youmusthavethecredentialstosupportyourclaimofbeingdifferent.你必须要为自己的区隔概念寻找到支持点，以使它符合逻辑。Youmustbeabletodemonstrateyourdifference.你必须能够证明你的区隔。4.Communicatingdifference区