1 thought on “Market positioning of target market strategy”
Alison
Product positioning: Focus on product entity positioning quality/cost/characteristics/performance/reliability/use/style/style/style/style/style/ – Enterprise positioning: that is, corporate image shaping brand/ -employee ability/knowledge/watch/available/available/available/available/available Council A competitive positioning: Determine the market location of the company’s relative to competitors , such as Qixi Soda called it a “non -Coca -Cola” drink in the advertisement, implying that other cola drinks contain caffeine harmful. Corbone positioning: The key to determining the target customer group market positioning of the company is to try to find the characteristics of more competitive advantages than competitors on their own products. The competitive advantage generally has two basic types: First, the price competition advantage is to set a lower price than competitors under the same conditions. This requires enterprises to take all efforts to reduce unit costs. The second is to prefer the competitive advantage, that is, it can provide a certain feature to meet the specific preferences of customers. This requires enterprises to take all their efforts to work on product features. Therefore, the entire process of positioning of the enterprise market can be completed through the following three steps: The analysis of the current status of the target market, confirming the potential competitive advantage of the company: The central task of this step is to answer the following three three One question: first, how is the competitors’ product positioning? Second, what is the satisfaction of customers in the target market and what do they really need? Third, the market positioning of competitors and the real needs of potential customers should be done. ? To answer these three questions, the marketing staff of the enterprise must systematically designed, searching, analyzing, and reporting information and research results through all surveys. Ite answering the above three questions, companies can grasp and determine where their potential competition advantages are. Culed the competitive advantage, preliminary positioning of the target market: The competitive advantage indicates that companies can better be better than competitors. This ability can be both existing or potential. Choosing a competitive advantage is actually a process of comparing the strength of a business and competitors in all aspects. The indicators of comparison should be a complete system. Only in this way can we choose the relative competitive advantage accurately. The usual method is to analyze, compare enterprises and competitors in seven aspects of business management, technology development, procurement, production, marketing, finance and products, which are strong points and which are weak. By this selection of advantageous projects that are most suitable for the company, in order to determine the position of the company in the target market. The unique competitive advantage and re -positioning: The main task of this step is to accurately spread its unique competitive advantages to potential customers through a series of publicity activities, and in the minds of customers It was impressed by it. To this end, enterprises should first make the target customers understand, know, familiar with, recognize, like and prefer the market positioning of the company, and establish an image consistent with the positioning in the minds of customers. Secondly, enterprises strengthen the image of target customers through various efforts, maintain the understanding of target customers, stabilize the attitude of target customers, and deepen the feelings of target customers to consolidate the consistent image as the market. Finally, enterprises should pay attention to target customers’ deviations on their market positioning or the fact that the target customers are blurred, confused and misunderstood due to errors in the market positioning and propaganda of the enterprise market, and promptly correct the inconsistent image as the market positioning.企业的产品在市场上定位即使很恰当,但在下列情况下,还应考虑重新定位:rn竞争者推出的新产品定位于本企业产品附近,侵占了本企业产品的部分市场,使The market share of the products of the company has declined; consumer demand or preferences have changed, which has reduced the sales volume of the company’s products. The regulation refers to a activity of the company re -determined a certain image for the products that have been sold in a market to change consumers’ original understanding and strive for a favorable market position. For example, a production of baby shampoo as a chemical plant is emphasized that the shampoo does not stimulate the eyes to attract families with babies. But as the birth rate decreases, sales decreased. In order to increase sales, the company re -position the product and emphasize that the use of the shampoo can make the hair soft and shiny to attract more and wider buyers. It is indispensable for re -positioning for enterprises to adapt to the market environment and adjust market marketing strategies, and can be regarded as a strategic transfer of enterprises. Re -positioning may lead to changes in the name, price, packaging and crystal cards of the product, and may also lead to changes in product use and function. Enterprises must consider the cost of positioning and transfer and new positioning. The products operated by each enterprise are different, the customers are different, and the competitive environment is different, so the principles of market positioning are different. In general, the principles of market positioning are based on the following four points: The positioning according to specific product characteristics: The factors that constitute the internal characteristics of the product can be used as the principle of market positioning. Such as the ingredients, materials, quality, price, etc. The positioning of “Seven Hi” soda is “non -Coca -Cola”, emphasizing that it is a drink without caffeine, which is different from cola drinks. The positioning of “Tainingo” painkillers is “non -Aspirin analgesic drugs”, which shows that the drug component is essentially different from previous painkillers. An imitation leather jacket is naturally not the same as the market positioning of a real mink coat. Similarly, if the stainless steel tableware is the same as the positioning of silver tableware, it is also incredible. The positioning according to specific use occasions and use: This found a new purpose for old products, which is a good way to create a new market positioning for the product. Soda was once widely used as a home brushing agent, deodorant, and baking ingredients. Now many new products have replaced some of the above functions of the baking soda. We once introduced that the baking soda can be positioned as a refrigerator deodorant. In addition, some companies have regarded it as an ingredient for seasoning and meat, and a company found that it can be used as a drink for patients with influenza in winter. my country had a manufacturer that produced “cookies biscuits” initially positioned its products as family leisure foods. Later, many customers bought it for gifts and positioned them as gifts. The positioning according to the interests obtained by customers: The interests provided by the product to customers are the basis for customers to experience the most practically, or it can also be used as a basis for positioning. 1975, Miller, USA. A low -calorie “Lite” brand of beer was launched, which positioned it as a beer that would not get fat, catering to the needs of those who often drink beer and worried about getting fat. The positioning according to the type of user: The company often attempts to point its products to a certain type of users in order to shape the appropriate image according to the views of these customers. Muler beer company has positioned its original brand “Gao Sheng” beer as “incense in beer”, attracting many high -collecting women who do not often drink beer. Later, it was discovered that 30%of the crazy drink consumed about 80%of the sales of beer. Therefore, the company showed the lens of carnival after the successful drilling of the petroleum workers, and the young people opened the shot of drinking after sprinting on the beach. It shaped a “image of abandoning Pei”. In the advertisement, “Drink Miller when you have time”, so as to successfully occupy the market for the beer crazy drink for 10 years. In fact, the principle of the basis for market positioning in many companies is often more than one, but multiple principles are used at the same time. Because to reflect the image of the enterprise and its products, the market positioning must be multi -dimensional and multi -sides.
Product positioning: Focus on product entity positioning quality/cost/characteristics/performance/reliability/use/style/style/style/style/style/ –
Enterprise positioning: that is, corporate image shaping brand/ -employee ability/knowledge/watch/available/available/available/available/available Council
A competitive positioning: Determine the market location of the company’s relative to competitors
, such as Qixi Soda called it a “non -Coca -Cola” drink in the advertisement, implying that other cola drinks contain caffeine harmful.
Corbone positioning: The key to determining the target customer group market positioning of the company is to try to find the characteristics of more competitive advantages than competitors on their own products.
The competitive advantage generally has two basic types: First, the price competition advantage is to set a lower price than competitors under the same conditions. This requires enterprises to take all efforts to reduce unit costs. The second is to prefer the competitive advantage, that is, it can provide a certain feature to meet the specific preferences of customers. This requires enterprises to take all their efforts to work on product features. Therefore, the entire process of positioning of the enterprise market can be completed through the following three steps:
The analysis of the current status of the target market, confirming the potential competitive advantage of the company:
The central task of this step is to answer the following three three One question: first, how is the competitors’ product positioning? Second, what is the satisfaction of customers in the target market and what do they really need? Third, the market positioning of competitors and the real needs of potential customers should be done. ? To answer these three questions, the marketing staff of the enterprise must systematically designed, searching, analyzing, and reporting information and research results through all surveys.
Ite answering the above three questions, companies can grasp and determine where their potential competition advantages are.
Culed the competitive advantage, preliminary positioning of the target market:
The competitive advantage indicates that companies can better be better than competitors. This ability can be both existing or potential. Choosing a competitive advantage is actually a process of comparing the strength of a business and competitors in all aspects. The indicators of comparison should be a complete system. Only in this way can we choose the relative competitive advantage accurately. The usual method is to analyze, compare enterprises and competitors in seven aspects of business management, technology development, procurement, production, marketing, finance and products, which are strong points and which are weak. By this selection of advantageous projects that are most suitable for the company, in order to determine the position of the company in the target market.
The unique competitive advantage and re -positioning:
The main task of this step is to accurately spread its unique competitive advantages to potential customers through a series of publicity activities, and in the minds of customers It was impressed by it. To this end, enterprises should first make the target customers understand, know, familiar with, recognize, like and prefer the market positioning of the company, and establish an image consistent with the positioning in the minds of customers. Secondly, enterprises strengthen the image of target customers through various efforts, maintain the understanding of target customers, stabilize the attitude of target customers, and deepen the feelings of target customers to consolidate the consistent image as the market. Finally, enterprises should pay attention to target customers’ deviations on their market positioning or the fact that the target customers are blurred, confused and misunderstood due to errors in the market positioning and propaganda of the enterprise market, and promptly correct the inconsistent image as the market positioning.企业的产品在市场上定位即使很恰当,但在下列情况下,还应考虑重新定位:rn竞争者推出的新产品定位于本企业产品附近,侵占了本企业产品的部分市场,使The market share of the products of the company has declined; consumer demand or preferences have changed, which has reduced the sales volume of the company’s products.
The regulation refers to a activity of the company re -determined a certain image for the products that have been sold in a market to change consumers’ original understanding and strive for a favorable market position. For example, a production of baby shampoo as a chemical plant is emphasized that the shampoo does not stimulate the eyes to attract families with babies. But as the birth rate decreases, sales decreased. In order to increase sales, the company re -position the product and emphasize that the use of the shampoo can make the hair soft and shiny to attract more and wider buyers. It is indispensable for re -positioning for enterprises to adapt to the market environment and adjust market marketing strategies, and can be regarded as a strategic transfer of enterprises. Re -positioning may lead to changes in the name, price, packaging and crystal cards of the product, and may also lead to changes in product use and function. Enterprises must consider the cost of positioning and transfer and new positioning. The products operated by each enterprise are different, the customers are different, and the competitive environment is different, so the principles of market positioning are different. In general, the principles of market positioning are based on the following four points:
The positioning according to specific product characteristics:
The factors that constitute the internal characteristics of the product can be used as the principle of market positioning. Such as the ingredients, materials, quality, price, etc. The positioning of “Seven Hi” soda is “non -Coca -Cola”, emphasizing that it is a drink without caffeine, which is different from cola drinks. The positioning of “Tainingo” painkillers is “non -Aspirin analgesic drugs”, which shows that the drug component is essentially different from previous painkillers. An imitation leather jacket is naturally not the same as the market positioning of a real mink coat. Similarly, if the stainless steel tableware is the same as the positioning of silver tableware, it is also incredible.
The positioning according to specific use occasions and use:
This found a new purpose for old products, which is a good way to create a new market positioning for the product. Soda was once widely used as a home brushing agent, deodorant, and baking ingredients. Now many new products have replaced some of the above functions of the baking soda. We once introduced that the baking soda can be positioned as a refrigerator deodorant. In addition, some companies have regarded it as an ingredient for seasoning and meat, and a company found that it can be used as a drink for patients with influenza in winter. my country had a manufacturer that produced “cookies biscuits” initially positioned its products as family leisure foods. Later, many customers bought it for gifts and positioned them as gifts.
The positioning according to the interests obtained by customers:
The interests provided by the product to customers are the basis for customers to experience the most practically, or it can also be used as a basis for positioning.
1975, Miller, USA. A low -calorie “Lite” brand of beer was launched, which positioned it as a beer that would not get fat, catering to the needs of those who often drink beer and worried about getting fat.
The positioning according to the type of user:
The company often attempts to point its products to a certain type of users in order to shape the appropriate image according to the views of these customers.
Muler beer company has positioned its original brand “Gao Sheng” beer as “incense in beer”, attracting many high -collecting women who do not often drink beer. Later, it was discovered that 30%of the crazy drink consumed about 80%of the sales of beer. Therefore, the company showed the lens of carnival after the successful drilling of the petroleum workers, and the young people opened the shot of drinking after sprinting on the beach. It shaped a “image of abandoning Pei”. In the advertisement, “Drink Miller when you have time”, so as to successfully occupy the market for the beer crazy drink for 10 years.
In fact, the principle of the basis for market positioning in many companies is often more than one, but multiple principles are used at the same time. Because to reflect the image of the enterprise and its products, the market positioning must be multi -dimensional and multi -sides.