Thoughts after reading the positioning book 1
I have already heard the name of the book Positioning, but I have never had a chance to see its beaut
Thoughts after reading the positioning book 1
I have already heard the name of the book Positioning, but I have never had a chance to see its beauty. It was not until I finished reading this book recently that I was deeply impressed by the master's ideas and arguments.
? The book Positioning is far from being described by adjectives such as classic, good book and enjoyable, but should be described by adjectives such as groundbreaking, subversive and epoch-making. This is by no means a compliment, but the true knowledge and truth tested by countless great companies through practice.
Two masters, AL Ries and Jack Trout, like two calm and outstanding generals, teach graduating military students, analyze a failed war, decrypt a series of successful battles, and explain to students step by step how to use the new concept of "positioning" and new production tools to win the battle before the war.
If I want to add a title to the content taught by the two masters, I hope the title of this class is "We are sure to win". Of course, there are three sub-headings, namely "Find your opponent", "Clarify your strategy" and "Change your thinking", which is the essence of this book to convey to the world.
1, find your opponent
It is said that shopping malls are like wars, and the fierce competition in the commercial society is not weaker than that in the battlefield. However, if we talk about their understanding of "opponents", the understanding of shopping malls is significantly deeper than that of the battlefield.
On the battlefield, your opponent is your enemy, without any dispute; But in the mall, who is your opponent? Is it just your competitors?
Obviously not. From the point of view of traditional marketing, your competitors are your competitors, and you must fight quality wars and price wars with your competitors. Only in this way can you fight your way out and win some unreliable, unstable and unstable hearts of some consumers with extremely fierce tragic victory.
However, Positioning tells us that your competitors are not your competitors at all, but the minds of potential consumers. Only by entering the minds of consumers and seizing the intellectual heights of consumers can we win beauty, win crispness and win a bloodless battle among many competitors!
Because in this "violence of choice" society, information explosion and knowledge explosion have become the norm, while consumers' minds are extremely limited, leaving only seven brand spaces for each category at most.
When the choice of infinite expansion meets the extremely limited mind, it is needless to say that the decision-making power always lies in the limited mind of consumers.
It can be said that finding your opponent is the first and most critical step for a shopping mall to win. Only when you try your best to enter the minds of consumers can you really find out who your opponent is and win countless tough battles with your competitors.
2, clear your strategy.
When you find your opponent, your direction and goal are immediately clear, that is, how to try to get into the minds of consumers. Positioning tells us that there are three effective strategies to win in shopping malls.
The first strategy becomes the first. This is a shortcut to enter the minds of consumers, and it is also the most effective and simple strategy. Being the first means that you are the market leader, leader and benchmark, and naturally occupy a unique mind in the hearts of consumers.
The second strategy is to find vacancies. When your products can't be the first in the same field, you must adopt the strategy of finding vacancies as a follower. The core is to find the weak links of the leaders, then surprise them, put forward new and unique ideas, and then break into the minds of consumers and occupy a place in one fell swoop.
The third strategy is to reposition competitors. When you can't even find a vacancy, you must overthrow the mind that your competitors have created before and establish a new set of mental concepts. Apple repositioned the mobile phone industry with "this is just the beginning", and the Grain Dojo repositioned the instant noodle industry with "non-frying" ...
It should be said that these three strategies are determined based on the different market positions of products. Only by clarifying their own market positions can we clarify the competitive strategies that should be adopted in commercial warfare.
3. Change your thinking.
Shopping malls are like battlefields, and shopping malls are more like life. The concept of "positioning" has not only changed the marketing industry, but also become a high-value thinking mode, which has very important guiding significance for companies, products, organizations, religions, national propaganda, personal growth and career planning.
Mastering such a powerful production tool as "positioning" will truly understand the influence of the brand and how to build an indestructible brand moat, which will make opponents sigh.
Especially in this era when the whole people create personal "ip", everyone is desperately storing their influence. When you learn to use the weapon of "positioning" to think about how to be different and irreplaceable, you really understand the connotation of positioning!
The class of the two masters is over, and the students seem to understand something. The words such as mind, brand, influence and uniqueness are deeply imprinted in their hearts.
In the future, whether they are in the real battlefield, shopping malls, vanity fair or professional fields, they will firmly remember this class before the graduation of the two masters, and they will never forget the title of this class-we are sure to win!
Thoughts after reading the positioning book II
This month, I arranged to read Positioning by American Ai Rees and Jack trout. Sun Ziyun: Win first and then fight. Shopping malls are like battlefields, and this is the role of strategy. In fact, whether it is admitted or not, many business leaders today ignore strategy and attach importance to tactics. For enterprises, this is an extremely dangerous mistake. You must think carefully and confirm your strategy before going to war, so as to win the battle. At present, China is at a crucial crossroads. Making cheap products has made great progress in China, but the rising labor costs, environmental problems, income inequality and the demand for innovation all mean that it is important not to make cheap and big products, but to better market them. Only in this way can China earn more money and invest more in employee income, environmental protection and other aspects, and "brand positioning" has become a very important strategy.
There are a lot of classic cases about positioning in the book. Positioning is a concept, which has changed the nature of advertising. Positioning starts with a product, which can be a commodity, a service, a company, an institution, or even a person, perhaps yourself. But positioning is not around the product, but around the mind of potential customers, that is, positioning the product in the mind of potential customers. The basic method of positioning is not to create something new and different, but to manipulate the existing cognition in the mind and reorganize the existing related cognition. How to be a shortcut to enter the mind, that is, to be the first, the average person is only impressed by the first, and all being the first is the shortcut to enter the mind. There is no difference between being second and being unknown. History shows that the long-term market share of the first brand to enter people is usually twice that of the second brand and four times that of the third brand. And this ratio will not change easily. For example, there is a fierce marketing battle between Pepsi and Coca-Cola. Pepsi's marketing activities may be successful year after year, but who is the leader in the competition? Coca Cola, of course. For every six bottles of drinks Coca-Cola sells, Pepsi can only sell four bottles at most. The fact is that from then on, in any category, the sales of the first brand always greatly exceed the sales of the second brand. What we should do in marketing is to keep the leading strategy, repeat it constantly, seize every opportunity to carry out marketing, and respond quickly to the opponent's marketing strategy.
How to locate a project? This may not be easy, positioning needs reverse thinking, and positioning needs to start with potential customers, not yourself. Don't ask yourself what it is, ask yourself what it is in the mind of potential customers. In our transitional society, it is an extremely difficult job to change one's mind. In contrast, it is much easier to use existing knowledge. When confirming the mental state of potential customers, we should get the answer of "what is our position" from the market, not from marketing. The positioning of an enterprise is very important, which determines how the enterprise or product survives and develops. At this time, we should not only consider our own situation from our own perspective, but also consider our own situation from the perspective of our competitors. Positioning needs accumulation, positioning needs creativity and positioning needs persistence.
Share several successful positioning cases:
1, Wang Laoji: Wang Laoji herbal tea once hovered around the annual sales of 1 100 million. With the help of the positioning concept of "fear of getting angry", it successfully moved from Guangdong to the whole country in 20x, and its annual sales reached12 billion yuan, successfully surpassing the sales of Coca-Cola in China.
2, real kung fu: new positioning to create a Chinese fast food leader. After entering Beijing, Shanghai and other places, Kungfu, a Chinese fast food brand that started with steamed rice, gradually fell into the bottleneck of development and the number of problem shops increased. With the help of positioning theory, Kungfu clarified its best strategic opportunity, focused on rice fast food, established rice university, created ribs rice as the representative product, and guided internal operation and store location with "fast" as the positioning. Kungfu regained its competitiveness, widened the gap with its competitors and further consolidated its position as the leader of Chinese fast food.
Therefore, for enterprises and products, positioning must be accurate, and accurate positioning will rapidly increase market share and promote market development. Positioning theory can help enterprises to look beyond the enterprise, see the essence through the scene, and examine the problems in the process of enterprise development from the aspects of competition orientation, strategic positioning and customer mind. Positioning is the core of strategy, the essence of brand, the possession of mental resources and the source of enterprise cost. Brand is the cornerstone of market competition and the guarantee of enterprise's long-lasting foundation. Brand positioning is a management that must be adhered to in enterprise development.
If positioning strategy can be used to promote products, why not use it to promote yourself? What are you? People and products have the same problems, and they want everyone to be satisfied. What kind of person are you? What is your position in life? Can you outline your own position with a concept? If so, can you determine this position through your own occupation and make use of it? Most people don't have enough confidence to establish a concept for themselves. They hesitate and expect others to define themselves.
Enterprises and people can position themselves. In fact, the introduction of any system and management measures also needs positioning. What is the purpose of the introduction? How to implement it in place, what problems will appear in the process, how to predict it and how to solve it. In fact, these are all positioning. Positioning this topic is worth pondering.
Thoughts after reading the positioning book 3
Positioning, what should be positioned? How to locate? The basic method of positioning is not to create something new and different, but to manipulate the existing cognition in the mind and reorganize the existing related cognition.
Many people regard this book as a guide to marketing, and some people see the orientation of life in this book. Yes, it is not just a product, but each of us may need positioning.
What I am doing now is actually exploring by myself from the beginning. I used to shoot short videos, and I planned, wrote copywriting, filmed and edited them mindlessly. There is nothing I am good at, but I am interested at most, so I studied and filmed at the same time.
At first, I thought it was no big deal. I participated in all the links by myself, but later I learned that it was not easy at all, and the result was unsatisfactory. I couldn't reach my original expectation at all, and I found out that my ability was so small through this process.
? The book Orientation gives me the greatest impression that a person should have his own orientation and focus on building his own strengths and abilities. Just like in a team, I want to do every process by myself, but nothing is done well. If I focus on one aspect and do a good job in one link, I can play my role in this team. This should be what everyone calls professionalism!
Some people think that life should not be limited by orientation. Shouldn't there be countless possibilities in life? Yes, in the past growing experience, you must have been positioned by many people, by parents, by teachers, by strangers ..... Sometimes you are limited by these positioning, but that must be because you have never thought about what kind of person you are and never seriously positioned yourself.
Don't you get less than 3,000 a month with a low education? Can't you find a handsome guy to fall in love with? Don't you have to complain if you don't have a mine at home? No way! Even if someone gives you such a position, you will only sneer at it and refuse to accept it. Why? Therefore, what we need is to give ourselves a serious position and not to limit ourselves. This is the countless possibilities in life! According to the book, the latest definition of "positioning" is: how to make you different in the minds of potential customers.
Learning to know yourself, reposition yourself and believe in the strength of external forces is a kind of mental change. The old man always says "You will know when you grow up", not talking about growing up, but about mental changes. It is conceivable that mental changes can affect a person's actions.
Then, let's start thinking from the first question! What kind of person am I? Let's reposition ourselves together!
Thoughts after reading the positioning book 4
Usually, I hear a lot, and I often hear various companies talk about "positioning", but I often can't hear why. Recently, I read the book positioning written by al ries and jack trout, which changed communication-marketing. It tells what positioning is, and puts forward that positioning is a successful strategy in a broad sense, and positioning skills can be applied to "politics, war and business, and even the pursuit of the opposite sex";
The era can be divided into: product first era, image first era and positioning era. In the product era, we just need to come up with a "better mousetrap" and have the money to sell it, but imitating products ruined the product era. In the image age, reputation or image is more important than any specific product. But the formula of picking people's teeth and wisdom also ruined the image age. In the era of positioning, innovation is no longer the key to success. In order to succeed, enterprises must have a place in the minds of prospective customers. This position includes not only the strengths and weaknesses of the enterprise, but also the strengths and weaknesses of its competitors. In the era of positioning, it is not enough to invent or discover something new, even without it, but you must be the first to penetrate the customer's brain.
The human brain has a defense mechanism against the existing amount of information. It can reject the information that can't be "calculated", only accept the new information commensurate with its internal status quo, and filter out everything else. The government, enterprises or products all need to have a correct positioning. Positioning is not self-centered, but should occupy an appropriate position in the minds of prospective customers.
"Lack of proper positioning" is the bottleneck of many local enterprises and non-profit organizations in competition, and it is also a prominent problem in marketing. Isn't it an important issue for individuals?
There is no focus in doing things. I hope everyone is satisfied and everyone is satisfied. As a result, no one is satisfied. What is worth doing must wait until it is perfect, and the result is likely to never be done. If you try many times and succeed occasionally, you may have a good reputation in the company. We often have the idea that "it is better to be the head of a chicken than the tail of a phoenix", but we didn't expect that no matter whether it is the head of a chicken or the tail of a chicken, he is a chicken after all and can't become a phoenix. The best crew on the Titanic had to get on the same lifeboat as the worst sailor in the end, and he had to be lucky enough to emerge from the water. We often try to do something that is impossible to succeed, so-called aiming too high. This trout can be described as improper positioning.
Everyone must have a correct and ambitious goal. On this basis, position yourself correctly and strive to achieve your goal. First, you have to define yourself. What kind of person are you? You have to have a full understanding of yourself, at least what you can do, and don't think that you can do everything for everyone. Everyone's satisfaction equals no one's satisfaction. Of course, everyone's ability to know himself is limited, which requires us to constantly examine ourselves and define ourselves frequently. Secondly, we should constantly observe our environment, think about its characteristics, advantages and disadvantages, and see if it is beneficial to our own development. An environment may be beneficial to you under certain conditions, but it may inhibit your development after a period of time. The environment includes the society, the company, your boss and your friends. For society, we must try our best to understand him and adapt to him. The company and the boss can choose, so choose what is really beneficial to you. If you get on the loser's boat, it doesn't matter how good you are. Don't just ask what you can do for the company and your boss, ask what they can do for you. Make more friends, but it's not enough to make friends. You should also bring out the horse of friendship and practice it from time to time. Otherwise, you won't need it when you need it. In short, you must constantly adapt to the environment and make it serve you. Finally, be brave and have confidence. Anything worth doing is worth doing at random, dare to make mistakes and bear the consequences. If you don't want to take risks and be criticized, you won't be the first to put forward new ideas or concepts, and it will be difficult to succeed.
Personal positioning, like products, is to have a place in the minds of scheduled customers. Don't look for solutions in the product, or even in your own mind, look for solutions in the minds of prospective customers. Express your ideas in an appropriate way and convey them to your "customers" to let them know what you are pursuing. Set a place for yourself in their minds, and it is possible to push you in the direction you want.
In a word, everything you do must serve your goal, and if you can't bear it, you will make great plans. hitch your wagon to a star! Through your unremitting efforts, you will succeed in the end!
Thoughts after reading the positioning book 5
I have been reading Positioning continuously for the last day or two, which was written by Reese and trout. Among them, the deepest idea for me is that marketing is to implant products into customers' minds and create a way of "winning competition" marketing. (I also read "Public Relations First Advertising Second" by Ellis before, which was really deeply felt: it turned out that public relations has been playing the role of shaping the brand, while advertising is only maintaining the well-shaped brand and maintaining its strength, so that the brand is full of vitality and does not decline, so public relations has been mentioned at the forefront, while advertising is behind public relations and has been retreated to the second position, playing a role of protection and maintenance. The two cannot be reversed, nor can they be short of something. ) I have always been a slow reader, so I finally finished reading this book today. Masters are worthy of being masters. At that time, when they wrote this book, many people called them nonsense, saying that their views were incorrect, including marketing guru David Ogilvy, who disagreed with him. But any good idea can stand the test of time, and such a theory is the trend of the times.
Until 200 1 year, the American marketing society selected the concept that had the greatest influence on American marketing in history, and the result was not Routh. Usp of Rivers, David. Ogilvy's brand image is not Philip. Kotler's theory of marketing management and consumers' "delivered" value is not Michael. Porter's competitive value chain theory, but ai. Reese and Jack. Trout's theory of "orientation".
(1) Only when an enterprise becomes the first in its industry, establishes the first service or the first position in the industry, and truly achieves the first (the so-called first is put forward before competitors), can you firmly establish the image of your first brand, and you can not be defeated by competitors, so the timing is very important. More importantly, your company's positioning must be accurate, and you must go through in-depth market research before you can truly understand it.
(2) But in reality, many products don't rank first or second in the industry, and some even rank 200. Even so, we are not afraid. As long as we find our own positioning and choose a good name for our brand, because your positioning is implied in the middle of the name, the most important thing is that the positioning information must be simple. In the era of complicated information in modern society, only the extremely simple and creative information will not be overwhelmed by the ocean of information, so that the audience can remember you. Also, your products must be targeted and have a target audience, not everyone, otherwise your target group will be lost.
(3) Many enterprises like to use product extension lines to locate products, which is a wrong practice. Managers of many companies think that using product extension to position can reduce the cost and expand the influence. Yes, this is the idea of advertising companies, because advertising companies like to do cases of the same brand. If they make a new brand, they will encounter greater pressure and competitiveness, and the advertising budget will be larger, so this comes back to public relations first and advertising second. If you hand over a new brand to a public relations company, and use the means of public relations, that is, the third media, and adopt the direction of public opinion communication, then you can establish the brand's popularity and reputation in the public mind without spending much budget, and then hand it over to an advertising company to maintain the corporate image after the brand matures.
(4) Some companies can't stand the temptation of extending product benefits and extend some new products. In the short term, it can really make profits for the company and reduce production costs. But in the long run, it is fatal. When you gain a little market share in many aspects, you will find that you have lost your leading edge in a certain field, giving this advantage to your competitors and your extended products.
Thoughts after reading the positioning book 6
The so-called marketing book, I think, is more like a mind-reading book. The positioning is different for everyone and everything. However, how to grasp the similarities between * * * is like grasping people's minds as mentioned in the book.
The so-called positioning of an object. Like the brand of a car, BMW is the power, Mercedes-Benz is the business, and Volvo is the safety. Before, there was even a data analysis of every brand of car frequenting occasions, which was also about the positioning of the owner. Therefore, people can also be located through things, and things can also be located through people. It also changed its position in different environments.
Positioning is constantly changing in a certain prescription. People's growth is also to position themselves in each time period. Not a person is born as ceo, but also through constant experience and accumulation of time. However, everyone can be a ceo, but their positioning is different.
Positioning is constantly changing in every environment. Among environmental factors, things change through their environment. For example, there are more and more new energy vehicles, and now 5g is coming, and many new species are born. However, how to locate these new species is also something we need to think about.
Orientation is the orientation of human mind. The so-called mind is one's knowledge and maturity. You go to sell cars to children, they don't understand, you go to sell toys to adults, and they pass that time.
Therefore, in positioning, we must first position the things themselves, including ourselves. You can locate others because you think from the inside out. There are too many people asking for help, which leads to inaccurate positioning. Just like a huge civil engineering project, some people think that it is counterproductive to make money and do whatever it takes to take this project. It is also an expression of inaccurate positioning of oneself and irresponsibility to the other party.
More from the inside out, really know yourself to understand what positioning is!
Thoughts after reading the positioning book 7
After listening to Professor Jia Jianmin's "Strategic Marketing" course, I read a chapter of the book "Positioning" recommended by Professor Jia every day, and I have a new understanding of the word positioning.
The last month has been bombarded by the terms positioning and mind. The article begins with a definition of positioning: positioning is how to be different in the minds of customers. For enterprises, positioning is not to change the product itself, but to analyze the characteristics of the product, industry characteristics, external market environment, competitors and other dimensions, and find the points that are unique and most easily remembered by users as the positioning of the product, thus occupying the minds of users.
In the book, many enterprise positioning cases are listed in different aspects, such as the positioning cases of countries and religions. Whether it is the products and services of enterprises or the countries and religions, positioning should occupy users' minds, and only one point can be selected for publicity among many characteristics, even if there are more advantages to occupy users' minds. In order to occupy the user's mind, the leading rule needs to be met in the positioning process.
There is a new understanding of the multi-brand strategy of enterprises. A brand is suitable for a product. Through the analysis of Bayer, lifesavers and other cases, when a brand occupies a position in the minds of potential customers, the extension of the brand is usually to break the position of the brand in the minds of potential customers. Through the successful cases of Johnson & Johnson brand expansion, it is pointed out that the brand extension needs the same product, the same packaging and the same label, but the users are different, so such brand expansion will easily achieve the expected results.
Chapter 2 1 is a successful six-part, which gives a road map for how to make a good positioning. First, what position do you already have, which requires us to analyze the position in the minds of potential customers at present, that is, to know yourself. Second, what position do you want to have is to find the best position by analyzing the current situation and the future goals of the product. Third, who you must surpass, that is, set a benchmark and formulate an action plan with the goal of surpassing competitors. Fourth, do you have enough money? It is emphasized that to seize customers' minds, you need to spend money and invest a lot of money in advertising and positioning so that positioning can occupy users' minds. Fifth, can you stick to the low level? Positioning requires continuous publicity. Positioning determined today cannot occupy users' minds tomorrow, which requires a process. At the same time, persistence can break many obstacles that cannot be broken by viewing. Sixth, does your communication reflect your own positioning? Although some enterprises have made positioning, they have not closely adhered to positioning in propaganda, causing confusion and loss of users' minds.
? Positioning has caused me to think about enterprise strategy and personal career. Positioning is everywhere. If we want to achieve our goals, we need to have a good positioning first. Positioning is a beacon to guide us not to deviate from the route.