品類(lèi)構(gòu)建--創(chuàng)造無(wú)人競(jìng)爭(zhēng)的差異

1、品類(lèi)構(gòu)建一創(chuàng)造無(wú)人競(jìng)爭(zhēng)的差異the z/golden throat" candy or health care products? is it "medicior "cosmetic"? "melatonin" health care products or gifts? the successful use of category construction not only can make the enterprise avoid the fierce competition puzzle, but also can gain t

2、he exclusive advantage of the non competition with lower promotion costhow do 2 people eat a piece of cake? eat separately. how do 100 people eat? grab to eat. what about 1 people? eat what you want! any enterprise, of course, would like to be like 1 people eating cake monopoly market, get the large

3、st market share but the fact is that most companies choose imitation follow up strategy and non differentiated marketing, and use a product to pursue the whole market, without considering the difference between the market segments so we all crowded in the same market, with the same type of products,

4、 in the same channel to compete with a group of customers, it appeared in the advertising war, the price war, end war, promotion war, combat speculationafter so many wars, the growth of our enterprises is still so weak.on the contrary, the international and domestic excellent, like& g will be a

5、breakdown of the shampoo product "pantene", "rejoice", "head and shoulders", vs dandruff, nutrition, soft, professional hair products: zzjia le in high pressure carbonated beverages, construct a new sports drinks category; haier by season segments to construct a small c

6、hild prodigy immediately wash washing machine in summer; lang" will be a completely children to eat jelly pudding, create cici, crystal love and other young people love fashion category; theseoutstanding enterprises, they have gained considerable success, great we illustrate the degree of many

7、enterprises in market competition, also did not know how to use the category construction.what is category building?the attributes and categories of products are categories category building is a purposeful creation and development of new product categories such as z，accuphase the voice" predec

8、essor - liuzhou city candy factory two, once went to the tablets lack of medication, for acute sore throat or throat do not fit as a pesticide, and the effect is slow candy is no cure. in this way, there is a gap between the two types of products, that is, intermediate treatment and health care prod

9、uctsbrink of bankruptcy at that two found in market research, a powder, including instant, efficacy in the throat for atime, liuzhou city candy factory and throat lozenges are pressing it is difficult to maintain the long time, but generally smallerfound in the consumer survey, with the aggravation

10、of the environmental pollution, the deterioration of air quality, constantly changing climate, increased smoking alcoholics, and the popular cara ok, excessive use of the voice are increasing, causing pharyngitis, throat discomfort patients and oral odor, a big increase in demand for health care med

11、icine of the throat further studies have shown that a tablet that can produce a good effect of suppressing throat discomfort in a short time, treating acute pharyngitis and keeping it for a long time is a popular product then, after experts and the efforts of a new product categories: a variety of c

12、ontaining herbal ingredients in a short time, can have a strong and good effect on the throat inflammation, the time is long, high value-added throat lozenges "jin sangzi throat treasure，z according to the market demand and the birth of the!"there are many reasons for the success of the vo

13、ice, but can not deny that one of the main factors is the successful application of category construction! if the "voice" is now selling candy or really sell drugs, will be what kind of situation? "the voice" is not only the construction of the success of a new product category,

14、like health care products throat protection delicious like candy. at the same time, it successfully guides consumer demand, makes sore throat, hoarse people use it at any time, and makes those who smoke too much or have a breath of people forget that it is a drug, eat it as sugarseveral key points o

15、f category construction1, determine the membership of the categorycategory construction, we must first determine the identity of the category, because to determine the identity of the category is the first task of brand positioningthe so-called category membership is compared with competitive produc

16、ts, it can help consumers through the use of this product to achieve what purpose, that is, commitment to consumers and interest points z，melatoninzz health care products or gifts? consumers usually wdnt to know what kind of thi ng it is, what kind of dema nd it can meet and what they want to achiev

17、e when judging whether a brand is better than another brand so "melatonirt will tell consumers "gifts send melatoninz，, just a health care products sold into the competition and many low gift of luxury gifts! shanghai jiante at the beginning of market positioning, is the approach taken in

18、distinction to advertise the brand with other brands, to tell consumers "melatonin" the product of membership -gifts it is very important to determine the identity of the category members, and an effective market positioning strategyneeds to make the market category specific, and form a di

19、stinctive competition point. once the brand has gained membership in the market, it can highlight its particularity by comparing its superiority with the competitive brand2. define the class structure of the product categorya market category may not be fully saturated in many cases, for example, &qu

20、ot;'miller miller lite" and huiquan beer before analyzing the z，light beer，we have to analyze a person，s natural memory form because by analyzing how people store information in memory, they can provide a starting point for market positioning strategies through the study, we found that most

21、 people's memory storage methods are basically based on the natural classification of form memory, that is, the concept of drawer in figure 1, when people talk about what wine to drink, they will first ask liquor red wine? beer or something else when you decide the category, you will talk about

22、what brand of wine to drink a light beer is beer category, a beer and wine belongs to the product category; so light beer, beer, wine is stored in the memory of people nodes, they are the formation of hierarchical connection, this connection means that relatively low level products is an inevitable

23、branch of relatively high level productin each level of the product, there are three attributes: brand characteristics, consumers, use place brand characteristics are the external features of a product, such as color, size, taste, etc the combination of consumer and place of use is brand image most

24、of the market positioning is the combination of brand characteristics and brand image, consumer decisions usually do not depend solely on brand characteristics or brand image they often use the brand image and brand characteristics to infer the brand utility. the fundamental basis of utility is some

25、 of its own brand characteristics, or that its users consume it for specific reasons3, clear category construction for consumers to solve what problemsusually the number of brands in a category is certainly more than one, the purpose of category establishment is to let our consumers aware of, to ach

26、ieve a particular goal of the use of a category, rather than other categories when the market category is not saturated, or enterprises think there is a market vacancy can guide category brand success, the category construction is undoubtedly a good opportunity for example, "haier" little

27、prodigy summer washing machine category."haier" in the washing machine，s success is obvious to people, as currently the world's only a production scale at the same time, the asian european drum type wave wheel, america stirring type washing machine manufacturers, in the face of increas

28、ingly fierce market competition, haier washing machine without passive defense, but innovation, take the initiative to expand the living space, mining potential users, leading the trend of consumption. haier through continuous self denial, found consumer demand, the successful use of category constr

29、uction, targeted development of products to meet consumer demand, in the washing machine market success not only did he make a big piece of z，market cake，but also will follow the imitation competitors far behind through technological innovation,"haier" completely solved several problems: o

30、ne is the laundry consumers suininer seasonal washing problems: summer heat, sweating, collar and cuffs and dirty easily, with a large washing machine is not convenient, and cost of water and electricity; two health problems: for more and more attention to modern people's health within the cloak

31、 of separate washing is becoming a new laundry habits; the three is the technical project improve the performance of washing machine"haier" through the washing machine to meet the new demands of modern people are constantly improving, the washing machine market established a new category:

32、summer washing machine, create a market segment, the return is also quite obvious, small child prodigy washing machine, 5 years sold 2 million unitsmethod of constructing categorythe category of construction, can have many kinds of methods, such as "haier" to construct the summer season wa

33、shing machine, tcl product positioning based on building a new image of mobi 1 e phone, ，lang/，constructed by age young people to eat jelly boudin, jiante gifts melatonin construction according to the concept of consumption, "recoverable" functional cosmetics and so on the construction of

34、the product function. category building is to make consumers think that this brand is to consider their problems, specifically for them, then the brand will be regarded as the only way to solve them, the market and profits follow!category construction is based on the market segmentation and target m

35、arket strategy. to build a category, we must use 2 indicators to consider: 1. is the market category saturated?. 2, whether the enterprise has the ability to guide consumer demand, support category brand access to the market we passed the market actual and theoretical research for many years, found

36、that the successful use of category construction, can not only enable enterprises to avoid fierce competition problems, but also to promote low cost, obtain the exclusive advantage of no competition. finally, share with you a case where we use category building to help businesses succeedapplication

37、of construction category - let the castel milk successfully grab a1, formulate strategic direction"honey" as a small and medium-sized dairy enterprises to invest in shenzhen from hongkong, was found to adopt the plan, want to know how to tell the erie，z，mengniu，z, "bright" and ot

38、her foreign brands, "danone" and "nestle" launched a round of competition. we don，t think it's possible to do that, and if it spends a lot of money and lots of advertising money on a market like this, he，s going to die. after we did the investigation in broad and profound pla

39、ces, we told him never to squeeze into the existing market what should i do? dairy market categories can not be completely saturated, we have to segment the market, looking for the market does not meet the vacancy, innovative products, build new categories, into a no competition area.2, looking for

40、market vacanciesaccording to the product category level structure analysis of the dairy market, milk is the basic mass market of low-end products, honey is a yogurt we put forward a good milk, can sell 18 pieces, 25 pieces of it? yes, where is it? in three-star hotels, restaurants, and bars, can sel

41、l 18 dollars to 25 dollars, it can make eno ugh profit margins, rewards cha nnel dealers, all sales staff, will be the biggest driving force for channe 1. how can we build it, we must give the value of supporting more milk, real solution to this group of consumer demand, to create its brand personal

42、ity, can be reflected with the rest of the milk out of the ordinary.3, determine category identityfirst of all, we distinguish the traditional yogurt from the name we named it the "livea new type of high-gradehealth drink to accompany a meal, a no contact from the consumer products only this is

43、 not enough, the category was set up to make our target consumers aware of, in this wine on the table, rather than other beverages drink honey, to keep healthy, can also reflect their own style and identity to be cast, not he!，zc1 early tell consumers" castel "kiss me, i live castel milk “

44、，because i was through the activation of milk, so more refreshing, taste better, and our special nutrition balanced, absolutely make you healthy, vibrant, come, kiss me, i enjoy it! "honey" from a yogurt into high-end table drinks!4, to meet consumer demandour analysis of consumer groups,

45、the target object is "cast" white-collar, female dominated, in three-star hotels, restaurants, and bars, women often have no choice, if you can provide a healthy, active, balanced, don't make her fat drink at dinner, she would be the first the wine in the wine on the table as a substitute so it is the position of high-grade beverage at the same time,