Comments on positioning 1 Although Mike summed up positioning in one sentence: telling psychological common sense-human prejudice. After that, he never talked about the contents of the book, but used exquisite and meticulous analysis and vivid stories one after another to perfectly explain how "positioning" is applied to the current Internet business.
The book Positioning illustrates a truth with a large number of cases: people's mindset is difficult to change, and the ideas planted at the beginning will hardly be replaced actively. What successful start-ups can look for is to seize and occupy a new territory first in the ever-changing and growing needs of people, instead of confronting the original leaders in the same way of development. Even if it is a second child, there must be a different development model. If you copy the first place completely, you are basically dead. Of course, things are not so absolute, and leaders are sometimes confused. The rapid changes in the business environment will make the whole situation constantly reverse-so there are many supplements in the book, and the author slaps himself and admits that the "prediction" of that year was wrong. But on the whole, this theory is quite true.
This is the most basic philosophical problem in business: who am I, where I come from and where I want to go-positioning is to solve the philosophical problem that a company needs to think as an independent individual. Of course, what is more practical than natural person's thinking is that companies have a necessary test index when thinking about these problems: survival. Natural people can spend time thinking about these problems when they are busy. If these questions are answered, then people can do a good job of coping with the immediate difficulties with radiance. If there is no answer, people can also languish and wait for the distance of poetry. However, as the survival unit of modern commercial society, the company has only one purpose to think about these problems: how to find the resources for survival and development in the current environment. In the past, many companies were small-scale, regardless of region or industry. The connection/interaction/collaboration brought by the Internet (quoted from Mike's PPT) is infiltrating and breaking this "scope". In different regions or fields, the speed and progress of communication will be different, but this trend is inevitable. With the rapid development of China, the local Internet business is very strong.
For individuals, it is more and more realistic to think about philosophical issues-with the development of diversification, the division of groups is more and more detailed, and with the gradual enhancement of our social attributes, natural persons are more and more like companies. When we think about these philosophical problems, it is difficult to hide in a forgotten quiet corner like the ancients and let our heads travel thousands of miles a day-now we are more moving towards instant expression and interaction. And enterprises can no longer eat the world in one mode. The more humane the corporate culture is, the stronger its viability-those seemingly useless things are playing a greater role.
Some people say, why do I still feel like a screw? As I said before, the speed and progress of transmission will be different. Besides, it feels like a screw. Actually?
After reading Positioning 2, listening to Professor Jia Jianmin's "Strategic Marketing" course, I read a chapter on positioning recommended by Professor Jia every day, and I have a new understanding of the word positioning.
In the past month, we have been confused by the terms positioning and thinking. The article begins with the definition of positioning: positioning is how to be different in the eyes of customers. For enterprises, positioning is not to change the product itself, but to find unique and easily remembered points as product positioning through the analysis of product characteristics, industry characteristics, external market environment, competitors and other dimensions, thus occupying users' minds.
The book lists many enterprise positioning cases from different aspects, such as national and religious positioning cases. No matter the products and services of enterprises, or countries and religions, positioning should occupy the minds of users, and only one point can be selected for publicity among many features, even if there are more advantages to occupy the minds of users. In order to occupy the user's mind, it is necessary to meet the leading rules in the positioning process.
Have a new understanding of the multi-brand strategy of enterprises. A brand is suitable for a product. Through the analysis of Bayer, savior and other cases, when a brand occupies a position in the eyes of potential customers, the extension of the brand is usually to break the position of the brand in the eyes of potential customers. Through the successful case of Johnson & Johnson brand extension, it is pointed out that brand extension needs the same product, the same packaging and the same label, but the users are different. Such brand expansion will easily achieve the expected results.
Chapter 265438 +0 is a successful six-part series, which gives a road map of how to do a good job in positioning. First, what position do you have, which requires us to analyze the current position in the minds of potential customers, that is, to know yourself. Second, what kind of positioning do you want to have is to find the best positioning by analyzing the current situation and future goals of the product. Third, who you must surpass, that is, set a benchmark and make an action plan with the goal of surpassing your competitors. Fourth, do you have enough money? It is emphasized that in order to capture the minds of customers, you need to spend a lot of money on advertising and positioning, so that positioning can occupy the minds of users. Fifth, can we stick to a low level? Positioning requires continuous publicity. The positioning determined today cannot occupy the user's mind tomorrow, which requires a process. At the same time, persistence can break many obstacles that cannot be broken by watching. Sixth, does your communication reflect your own positioning? Although some enterprises have made positioning, they have not closely adhered to positioning in publicity, resulting in confusion and loss of users' minds.
Positioning has caused me to think about corporate strategy and personal career. Positioning is everywhere. If you want to achieve your goal, you need to have a good positioning first. Positioning is a beacon that guides us not to deviate from the route.
Thinking about Positioning 3 Today, the word "positioning" has become one of the most important, widely used and frequently used strategic terms. This book was published in 198 1, and both authors analyzed the communication and orientation with the American social background at that time. More than 30 years ago, the United States, as a world superpower, was already a society with many media, rich products and endless propaganda methods. The problem of excessive communication leads to the loss of a lot of information. The products it sells are hard to impress people, not to mention today when the commodity economy is extremely developed and the world market is increasingly broad. Therefore, one of the reasons why this book is still of great value today after more than 30 years of publication is that it puts forward a marketing principle that is still applicable not only at that time, but even today and in the next few decades: positioning.
So what is "positioning"? We often think that positioning is nothing more than the cognition of companies and enterprises themselves about their own positioning, but we ignore the positioning of companies and enterprises in the eyes of prospective customers, which is precisely the most critical and important. This book gives a conceptual explanation of "positioning", that is, positioning products in the minds of prospective customers. In fact, it is precisely because the speed of information circulation has been greatly enhanced that people have accepted too much information, which makes it even more necessary to have a clear and short positioning to stabilize the position of enterprises. When the brain is disturbed, people will consciously form a product ladder in their minds and divide the products memorized in their minds into one, two and three. For example, Coca-Cola is the number one cola, Pepsi and 7-up are ranked second and third, while other obscure soda brands are submerged in many products.
Therefore, this book suggests that in order to succeed in our overextended society, enterprises must have a place in the minds of potential customers. This position includes not only the shortcomings and advantages of the enterprise, but also the advantages and disadvantages of competitors. Being the first is a very good choice. People will always remember the first one, but the second one is easily overlooked. In addition to the first example of flying across the Pacific mentioned in the book, there are similar examples in China today. "Real Kung Fu" is the first one in China that is positioned as "steamed rice fast food". It may not be the first brand of steamed rice fast food, but it has occupied the first position of steamed rice fast food in the eyes of prospective customers. This is exactly what this book points out. In fact, you don't need to be the first, just others think you are the first. This is also a typical case of positioning products in the eyes of prospective customers in China repeatedly put forward by this book.
Being a leader is naturally the best choice, but it is impossible for a leader to succeed everywhere by virtue of his reputation as the first place. As the book says, in any product category, the sales volume of the first brand always greatly exceeds that of the second brand. However, once the marketing leading company does not win the first place in the new product category, the product will usually be defeated by others. For example, although Coca-Cola is already the leading brand of soft drinks, its sports drinks can't compete with the "first" sports drink brand, which is precisely because people have corresponding positioning not only for the brand, but also for the products represented by the brand. KFC and McDonald's are one of the best fast food brands, but their rice and porridge aimed at the China market are very unpopular, because they are not in line with the positioning of KFC and McDonald's as "American fast food" in the hearts of China customers. This is also a misunderstanding of many enterprises that the strength of enterprises determines the strength of products. In fact, this kind of thinking from the inside out is not feasible. Enterprises must pay more attention to the objectivity of thinking and form "thinking from outside to inside". They must understand that the strength of the enterprise comes from the strength of the product and the position it occupies in the minds of potential customers. Only in this way can product promotion be more targeted.
For followers, they have to look for parts of people's minds that have not yet been positioned, or try their best to re-establish their position for competitors. There is no need to pursue everyone's satisfaction, as long as prospective customers understand what you can give them. For example, Grains Dojo has positioned itself as "healthy, non-fried instant noodles", which is not only simple and clear, but also repositioned other fried instant noodles as unhealthy foods, thus achieving the effect of striking a tight encirclement in the instant noodle market.
In the final analysis, the key to positioning lies in simplification, clarity and objectification. Enterprises can't impose their own wishes on customers' minds as positioning, which will only repel prospective customers.
Many enterprises rely on their own brand position to extend their products. Most enterprises regard product extension as a good tactic, but this book classifies product extension as a "trap", which is a short-term favorable and long-term unfavorable strategy. Because the strength of the product determines the strength of the enterprise, and it has a consolidated position in people's minds, which means that a brand has become synonymous with a common name. Too many product extensions will only confuse people and produce boredom. A proper name is especially important. A name that has a bad meaning or will be confused with the original product will easily make the product go downhill, because the name is a hook to hang the brand on the product ladder in the eyes of prospective customers, but in fact it is the "name" of the product that enters people's minds. And a bad name will naturally produce a bad reputation, and a bad product name is likely to affect the enterprise itself.
Positioning is not only for products, but also for companies, countries, services and even a person. Personally, we need to specialize in positioning, choose a specific position to connect with ourselves and establish an expert position. Secondly, we should be brave in fighting with our competitors, but try to avoid confrontation with the leaders. Third, establish the concept of persistence and stick to it after determining the basic positioning strategy. Finally, know how to limit creativity, which is the focus of positioning thinking. These are not only the keys to personal success, but also the keys to the success of enterprises, society and countries.
"The spirit of innovation itself is worthless, and it can only play a role if it serves the goal." Perhaps advertising needs not radical innovation, but positioning linked to reality. Positioning defines a brand-new way of communication, that is, in a chaotic and noisy communication environment, introduction clearly establishes its position in the eyes of customers. In fact, positioning defines the product concept that exists in the customer's mind.
For individuals, positioning is their own cognition. Only by fully understanding yourself and your own needs can you find your own position better.
After reading Positioning 4 1969, the two authors of Positioning have a prediction. As far as computer manufacturing is concerned, "any company that directly challenges the position that IBM has occupied has no hope of success." In the second year, RCA entered the computer industry at full speed, directly challenged IBM, and finally ended in failure.
Through this example, the author wants to tell us that followers in the industry should use their position in the eyes of prospective customers to connect themselves with a new position in the industry. Only in this way can they shake the giants in those industries.
China Internet Jianghu has always had two stories of "challenging giants", one winning and the other losing, and Yin Jian is not far away. Kingsoft Internet Security launched Kingsoft Internet Security, and launched a frontal attack on 360 antivirus at that time. On the PC side, 360 was once the largest antivirus software company in China. In the end, Kingsoft failed and changed its name to Cheetah Mobile, specializing in the international market and giving up the domestic anti-virus market.
Why did Jinshan fail? We should know that Jinshan Network is an old Internet company, and 360 was only a rising star in the anti-virus market at that time, and it successfully occupied consumers' minds with free anti-virus.
At that time, Jinshan's antivirus software only occupied a very small share in the market, but in the eyes of most prospective customers, what was Jinshan like? It's WPS and China's OFFICE, which is the embarrassment of Jinshan in those years. Therefore, this is a war without suspense.
Another story is about the wine travel booking industry. Ctrip, eLong and Tongcheng were once the top companies in China market, but Meituan successfully cut into this industry. Why did the US Mission succeed?
Let's first think about what the US Mission is and what its position is in the eyes of prospective customers. I think it's just four words: eat, drink and be merry. The industry it wants to challenge and enter is wine tourism, and a large part of the hotel industry depends on tourism income, so it is linked to the word "play". In this way, Meituan successfully ate a large market share.
Another thing reminds me of Qilu's reform in Baidu a few years ago. Before Qilu came to Baidu, Baidu was a huge ship lost in the market, winning by advertising revenue, and its market value was almost surpassed by JD.COM at that time. Qilu came and did an important thing. He sold Baidu takeaway directly to hungry, vigorously developed driverless and artificial intelligence, and Baidu returned to the track.
When chatting with netizens in China, Baidu is basically equated with search. Although there are several search companies in China, Baidu firmly occupies the position of the first search engine in the eyes of netizens by virtue of its first-Mover advantage. Baidu takeaway is obviously weakening its positioning. When you look at the delivery man of Baidu takeaway in the street, can you directly connect Baidu with search?
As a book "Positioning" published in 2002, comments on "Positioning 5" are out of date in 20021. The cases given in the book and the positioning methods of each positioning can bring some inspiration to small brands and even network promotion. Among them, the analysis of the reasons why "meeting customer needs" cannot win users is quite wonderful.
Some questions about brand upgrading and positioning are mentioned in the book, which are very profound and thought-provoking. Seeing this part, I thought of two brands, BYD and Xiaomi. In recent years, BYD has continuously introduced Dynasty series of new energy vehicles, hired former chief designer of Mercedes-Benz with high salary, and invested a lot of money in automobile interior, battery technology, automobile appearance and other aspects. BYD Korea, which was launched in 2020, and the latest blade battery technology have proved BYD's strength in the field of new energy vehicles. But people still regard BYD as a representative of low-priced cars, although the price and configuration of BYD Han and BYD Tang have already been in the middle and high-end field. The reason is that BYD brand is positioned as low-priced cars, taxis and buses, or to put it mildly, low-priced. Let's not discuss human nature and vanity here for the time being. What is important is that people hear about BYD, which is obviously not as good as new energy brands such as Weilai and Tesla. According to the new products, new positioning and new brands mentioned in Positioning, there are detailed methods on how to enter the user's mind with a brand-new attitude.
As for BYD's case, if the Han, Qin and Tang dynasties were directly registered as new brands from the beginning, each representing a different product line and promoting new products in the form of new brands and new companies, only in this way can the barriers in users' hearts gradually disappear. Of course, this way will make the marketing department pay more efforts and capital investment in operation and advertising. This is a choice. In addition, this method is not a new one. Toyota has long occupied users' minds in this way in many positioning such as "off-road", "durable" and "cheap maintenance". Speaking of "Land Rover", is it a tall and powerful car representative in your mind? Speaking of "durable cars", is it Toyota? In addition, in order to attack the high-end automobile field, Toyota also launched a new brand "Lexus". In order to prevent users from unconsciously attaching the attributes of Toyota brand to Lexus, ordinary users don't even know that Lexus is a sub-brand of Toyota, which has already explained the success of Toyota strategy.
In addition, the author compares brand positioning to a balance. If a brand wants a brand to occupy the head position of two categories, it will lead to two categories are not the first. It is worth pondering, but personally, this is only applicable to consumer goods, not to the positioning of large groups. For example, what can you think of when you mention the brand Razer? E-sports equipment, mouse, keyboard, e-sports seat, etc. Conversely, when it comes to e-sports equipment, what brand do you think of first? It's Razer. If one day, the brand Razer is going to be a new category, bathroom products, and it has already rushed to the top three of this category, then does the brand Razer still represent e-sports equipment? If not, then with the passage of time, Razer esports products will inevitably lose customers. That's why we are vertical and accurate when we make our own brands, but we don't have the summing-up ability of the author trout.
And Xiaomi's high-end dream, this road is really good. Because I am a rice noodle, I pay more attention to Xiaomi's product line. Looking back at the history of Xiaomi now, in fact, Xiaomi has planned the future brand route in the first three years of its establishment. With the launch of the Redmi brand, Xiaomi's high-end dream has been completely realized. Redmi continues the ultra-cost-effective route to prevent the loss of the first batch of rice noodles that pursue ultra-cost performance. At the same time, Xiaomi is also constantly raising the price of flagship models and starting to hit the high-end market. From 2699 in Mi8 to 4299 in Mi 1 1, this brand upgrade is certain. The whole development route of Xiaomi is actually in line with the positioning concept of the author trout. If you want to break into new markets, you must use new brands. In fact, Xiaomi used another method to make the brand "Xiaomi" a new generation of high-end mobile phone brands, and "Redmi" took over the baton of Xiaomi.