Summary of this lecture:

Mastering one of the three major contributions of positioning theory-the ultimate battlefield of competition is the mind of potential customers. The purpose of learning this theory is to suck up the correct strategic theory and practice the "ten" in one's own brand, so as to truly "be better than different" and stand firm in the market.

if you want to win the success of the mental battlefield of potential customers, enterprises can only influence and manipulate the minds of potential customers through actions in the three physical battlefields of products, channels and media.

On the surface, the business activities of enterprises all take place in the physical battlefield, but some entrepreneurs have the concept of mental battlefield in their heads, and have mastered the causal relationship between the physical battlefield and the mental battlefield (we clearly know that only through coordinated actions on the physical battlefield can we bring about some changes in consumers' cognition-changes in the direction conducive to the development of enterprises), so they have become magicians of commercial competition, manipulating customers' cognition with ease, allowing customers to choose their own brands first and obtain rich management.

However, most business managers still don't know these business rules. Even if they succeed temporarily, they will not be sustainable, and even make wedding dresses for others.

1. The relationship between the mental battlefield and the physical battlefield

Positioning says that cognition is greater than facts-what matters is not what facts are, but what customers think you are. What really determines the customer's behavior is the customer's cognition. Finding this rule is the first contribution of positioning theory: the ultimate battlefield of competition is the potential customer's mind. However, enterprises can't change the minds of potential customers out of thin air. Enterprises can only construct certain facts on the three physical battlefields of products, channels and media, thus influencing and manipulating customers' minds and generating cognitive changes beneficial to enterprises on the mental battlefields.

For example, a Rolex of $21,111 or $21,111, even if it is real, is sold in a tourist booth, but customers think it is fake. It must have been some facts that affected the customer's "mind" when he first bought it.

2. The brown sugar pearls sold by fresh lemon are not blessed by store decoration and product packaging, and consumers generally think that they should not taste good.

3. The selling experience is actually selling as expected, and consumers are very disappointed, satisfied or super surprised. In fact, it all depends on consumer perception.

4. Why do you like tea and a little? Actually, is a little really delicious? The answer is definitely no. The key is: is good drinking the only criterion for this category? Is the product the only standard? Are there any other experiences? What determines customer perception? Why do customers go with pleasure? In fact, it is still very simple. The physical battlefield includes products, channels and media. Besides products, there are also specific actions on the battlefield of channels and media.

from the perspective of customer value formula, the key is that these two brands have strong external value+outstanding value. You can show your life "taste" in your circle of friends.

(as Drucker said, the value of an enterprise is external, but only the cost is internal. Just like Ganqishi's steamed stuffed bun, all kinds of raw materials of steamed stuffed bun are awesome, but suppose that only a few people know this fact (only through a video-the power of the media has not left an impression on the minds of ordinary consumers in Hangzhou, so it is only the ultimate productism, not the shouting productism, and the customer's cognition is greater than the fact)

5. The recent popular Dyson curling iron is not whether Dyson is really made of black technology.

then the next question is: where does the customer's cognition come from? At this time, we can combine Hua Shan's theory-four roles of consumers and marketing cycle diagram (which physical battlefields of enterprises can affect consumers' minds, and we can analyze them layer by layer at this time? What is a consumer? How does the physical battlefield of the enterprise affect him? The audience is all kinds of media+word-of-mouth media (at least 51%), the buyer is the channel influence (the Dojo scene created by the enterprise), the experiencer is the product, service and others, and the communicator is the "design a word for others" designed by China and China.

for example, fresh lemons are freshly squeezed juice and fruit tea! This is our category positioning, and I hope we can become the representative of this category and characteristics. What kind of physical actions does our enterprise use to manipulate and influence the positioning in consumers' minds? I think this can be understood by combining the concept of "four roles of consumers" put forward by Hua Shan, because enterprises are influencing the whole purchase process of consumers, or, according to different roles, enterprises have different "deliberate directions".

1. Audience stage

1. Recommendations from friends and relatives (51% of the audience know it through this channel)

As long as it is spread by word of mouth, it is the enterprise that has brought this "communicator" an unexpected experience. In addition to doing a good job in five aspects (products, services, dishes, prices and decoration), the catering industry should also be able to design ".

2. channel? If the site is selected, where is it? What grade of shopping mall? Passers-by consumers judge the brand level through these. At the same time, according to the only core index of the three-kilometer business-density, it is to judge whether you are a big brand by the visibility of your store

3. And the decoration level of the store is relatively Low or high (grandma's house is well decorated)

4. Media? How strong is your advertisement? For example, for the catering industry, using Hua Shan's fishing advertising theory, advertising in the places with the largest traffic around your business circle can directly affect the audience, and of course, there are similar practical marketing activities-participating in food festivals and other activities to enhance the brand's exposure.

These "techniques" can directly or indirectly affect the audience. I hope I can think hard, try and make mistakes patiently and practice iteration to come up with the best scheme.

second, the purchase stage

is your Dojo and your display equipment

including the decoration of our stall store (the display of all kinds of healthy ingredients in the Ming stalls), the soft introduction of our main drinks (for example, the introduction of the materials related to chef Fei's Chili fried meat, in fact, Banu Maodu, Xibei and Wang's freshly fished duck neck are also this routine), and our menu guide (for example, what to order, what to order, Pregnant women can drink safely, etc.), of course, including the overall speech introduction of the service staff (around our characteristics)

Third, the experience stage

For the beverage industry, the most critical experience is that the product is hard and must be delicious! It's not good to drink, just take it off the shelf!

IV. Dissemination stage

There is something worth remembering and willing to discuss, which is actually what WeChat official account of Haidilao is doing at present

This way, we will know clearly that we have established a battlefield panorama of commercial competition: the ultimate battlefield of competition is the mind of potential customers, and enterprises can only construct certain facts on the three physical battlefields of products, channels and media, thus affecting and manipulating the minds of customers, which will be beneficial to enterprises.

The mental battlefield and the three physical battlefields constitute the general outline of the commercial competition map. The mental battlefield is invisible, but it is the ultimate destination of all actions on the physical battlefield. Enterprise managers must master the causal relationship between the actions on the psychological battlefield and the changes in the mental battlefield, otherwise they will make a lot of invalid actions and waste valuable opportunities and resources.

2. product battlefield

accurate definition: it includes all the operational activities of producing products, but does not include the activities of selling products. The perceived quality of the product itself and its packaging, for example, the high face value and beautiful packaging after the product is made, can of course directly affect the customer's cognition. For example, hi tea, each cup of products should not only be delicious, but also beautiful, with its own communication attributes.

important performance characteristics: because the interview of a subversive innovative product may lead to the shortage of supply, and Luoyang paper is expensive for a while, then the great victory of the product battlefield can easily lead to the victory of the channel battlefield, the media and the mental battlefield.

1. For example, every product update of Apple will bring phenomenal communication in the media battlefield.

2. Of course, it also includes the unremarkable blowing market. The subversive innovation of Dyson's products has also brought phenomenal communication in the media battlefield. 3. Of course, it also includes Musk's rocket recycling SPACE X, which can get the extremely difficult rocket recycling at the cost of one tenth of the market, and of course attracts the attention of the whole world.

4. For example, Mahua FunAge's "goodbye mr. loser", because this comedy film is really excellent, there must be a lot of "tap water".

5. Happy tea in the tea industry and Laoganma in the Chili sauce industry.

3. How does the channel battlefield

affect it?

first of all, customers will judge the brand's grade from the channel in which the brand appears.

Secondly, when the brand covers a wide range of channels, from shopping centers, department stores, to supermarkets and convenience stores, and from one city to another, customers will feel that the brand is a national brand.

For the catering business of three kilometers, it means brand location (for example, the product of Haomen Flower is not so good, and customers are created entirely by location selection in the channel market) and the density of stores will affect customers' cognition.

4. Media battlefield

? The actions of enterprises in the media battlefield have a direct impact on customers' minds (most of them spend money), but there is no mental battlefield on the competitive map of many enterprises, so communication lacks a purpose, and communication itself becomes a purpose, resulting in a waste of great opportunities and a lot of resources. The key point of communication is to highlight the characteristics of the brand.

5. Mental Battlefield

All actions in the three physical battlefields should be subordinated to the needs of mental battlefields, and the coordinated and accurate projection of power to the mental battlefields will control customers' cognition. If you can't see the existence of the mental battlefield and don't understand the laws of the mental battlefield, then the actions of enterprises on the physical battlefield will inevitably be like headless flies, and even if they succeed, they will be mistaken and unsustainable.

For example, for Xiantai Lemon, the cognition that our three physical battlefields hope to bring to consumers: this is a drink shop, which mainly sells juice and tastes good.

The author takes Wahaha's Very Coke as an example. There is no concept of mental battlefield, and no matter how many actions in the three battlefields are sudden. After all, Coca-Cola is authentic and has the endorsement of American culture. Wow, hahaha, you may play very bubble tea, and this positioning may turn defeat into victory.