First, the leading rule (being the first is better than doing it)

1. In any product category, "leading brands" must be the first brands to enter the hearts of potential consumers. After World War II, Heineken was the first imported beer brand to gain a foothold in the United States. Forty years later, there are 425 kinds of imported beer for sale in the United States. To be sure, there must be a kind of beer that tastes better than Heineken. But up to now, Heineken still ranks first in imported beer sales with 30% market share.

Not every "first" is a shoo-in. Some "first time" ideas are just bad ideas, so it is impossible to succeed. Frosty paws, the first kind of dog food ice cream, is an unsuccessful example. Although puppies like to eat this kind of ice cream, their owners think it is enough to let puppies lick their plates.

3. The first brand can usually keep the leading position, one of the reasons is that its name often becomes synonymous with this kind of products. Xerox is the name of the first ordinary paper copier. As a result, it has become synonymous with all ordinary paper copiers. People are standing in front of Ricoh, Sharp or Kodak copiers, but they have to ask, "How can I make copies?"

2. Category rules (if you can't be the first person to enter the category, then create a category to be the first)

1. If you can't enter the hearts of potential consumers as the "first", don't lose heart. Find a new category that you can enter first. IBM has achieved great success in the computer field, and it is the first company to enter the computer field, while DEC is the first company to enter the microcomputer field.

There are many different ways to be number one. Dell has entered the highly competitive personal computer field by developing the marketing method of selling computers by telephone. Today, Dell is a company worth 900 million dollars.

3. Conceptual law (it is better to enter the consumer's mind first than to enter the market first)

1. It is better to enter the minds of consumers than to enter the market first. IBM is not the first company to enter the computer mainframe market, but due to a lot of marketing efforts, IBM took the lead in making consumers remember their names and won in the early computer market.

Once the ideas in people's minds are formed, you can't change them. Xerox was the first company to enter the copier market, and then it tried to enter the computer market. After 25 years' efforts and 2 billion dollars' investment, Xerox is still a nobody in the computer field. The most futile thing in marketing is to try to change people's ideas.

4. Cognitive law (marketing is not a product war, but a cognitive war)

1. Cognition in people's minds is often regarded as a universal truth, and marketing is the competition between cognition. Honda sells the same cars in America as it sells in Japan, but consumers have different views on it. In America, people think that Honda is a car, and Honda is the largest Japanese car in America. In Japan, people think that Honda is a model car, and its sales volume is only a quarter of that of Toyota.

You will taste the food you want to taste. The marketing of soft drinks is a cognitive competition, not a taste competition. The Coca-Cola Company conducted 200,000 taste tests, and finally "proved" that the taste of the new cola was better than that of Pepsi, and the taste of Pepsi was better than that of the traditional cola now called "classic cola". However, the sales of the new cola with the best taste ranked third, and the classic cola with the worst taste ranked first.

5. The law of focus (the most powerful concept in marketing is to have a word that represents your own characteristics in the minds of potential consumers)

1. Leadership has a word for the whole category. Smart leaders will further consolidate their position. Heinz owns the word "ketchup". But it further separates the most important characteristics of ketchup. The slogan "the thickest ketchup in the west" allows the company to take advantage of the attribute of focus first. With the synonym of "thick", Heinz has maintained a 50% market share.

2. Nothing lasts forever. One day, the company must change its pronoun. For many years, "Lotus Company" has been equated with "1-2-3" and "extended table". However, the competition in the extended table market is becoming increasingly fierce, and Lotus Company has been reorganized, focusing on an idea called "combined software". Lotus Company is the first software company to successfully launch portfolio software products. The company will eventually have a second synonym in the minds of potential consumers.

6. Proprietary rules (two companies cannot have the same synonyms in the minds of potential consumers)

1. When your competitors already have a synonym in the minds of potential consumers, it will be futile. Volvo is synonymous with "safety". Many other car companies, including Mercedes-Benz and General Motors, are also trying to carry out safety-based marketing activities. However, apart from Volvo, no company can enter the hearts of potential consumers with the concept of safety.

Once people's ideas are formed, they cannot be changed. In fact, what you often do is to improve your competitors' position in the market by making this idea more important. FedEx has stepped out of the slogan of "overnight delivery" and is now trying to replace DHL's "global" concept. FedEx will not succeed if it only tries to have synonyms in the minds of potential consumers.

7. Ladder rule (which marketing strategy you adopt depends on which level you stand on the ladder)

1. For each product category, consumers will have a product ladder in their hearts. Each level has a brand, take the car rental industry as an example. Hertz was the first to enter the hearts of consumers and naturally occupied the highest level. Avis ranked second and "National" ranked third. The leading brand must be far ahead of the second brand, which must be better than the third brand.

2. According to George's research. Miller, a psychologist at Harvard University, said that most people can't handle more than seven things at once. This is why many things in people's memory are related to seven. Among toothpaste brands, it is easy to think of seven brands: Crest, Colgate, Shuiqing, Hao Qing, Aimei, Youtebai and Sensaidian.

Eight. Binary law (in the long run, each market will present a pattern of only two horses competing)

1. Competition often becomes a contest between two main rivals-usually one is a trustworthy old brand and the other is a rising star. From 65438 to 0969, Coca-Cola occupied 60% of the market, Pepsi occupied 25%, and Crown Cola, the third place, occupied 6%. Twenty-two years later, Coca-Cola's market share dropped to 45%, Pepsi rose to 40%, and Crown Cola only had 3%. Coca-Cola and Pepsi-Cola have become two major competitors in the coke market.

2. Knowing that marketing is a race between two horses helps you to make a short-term strategic plan. There is often no clear second brand in the market. How the next situation will change depends on the marketing skills of competitors. In a mature industry, the third position is the most difficult to keep, just like Crown Cola.

9. Law of opposites (if your goal is the second place in the market, then your strategy should be decided by the leader)

1. If you want to gain a foothold on the second ladder, then you should study the company at the top and then appear in front of potential consumers with the opposite image. Coca-Cola is an old brand with a history of one hundred years. Pepsi runs counter to it, making itself the choice of the new generation. If old people drink Coca-Cola and young people drink Pepsi, who else will drink Crown Coke?

Sometimes you can't go easy on your competitors. The law of opposites requires you to constantly publicize the weaknesses of your competitors, so that your potential consumers will soon realize this problem. Red Card Vodka only points out that American Vodkas such as Crown, Samova and Wolfschmidt are produced in Hartford (Connecticut), Scanley (Pennsylvania) and Fort Lawrence (Indiana), thus labeling them as "fake Russian Vodka". Red card vodka is produced in Leningrad (St. Petersburg, Russia), so only it is authentic Russian vodka.

X. Segmentation rules (after a period of time, a product category will be further subdivided into two or more product categories)

1. Product categories always start with a single product, for example, computers. But after a while, this category began to split into several market segments, such as mainframe, microcomputer, workstation, personal computer, notebook computer, notebook computer and notebook computer.

If a company tries to create a well-known brand in a certain product category and then use it in other product areas, it makes a mistake. Volkswagen's Beetle was once a big winner. Since then, it has shipped all models of cars made in Germany to the United States. But all its models use a brand name: Volkswagen. Therefore, the sales of Volkswagen have been declining.

XI。 Long-term rule (marketing can only show its effect after a period of operation)

1. The long-term effect of many marketing activities is just the opposite of the short-term effect. In the short term, promotion can increase the company's sales. But more and more evidence shows that in the long run, promotion will only reduce the company's sales, because it will teach consumers not to buy things at "normal" prices.

In the short run, product extension will undoubtedly increase sales, but in the long run, product extension will always bring about one kind or another product sales decline. Merlot Good Life Beer was very successful, reaching its peak five years after the introduction of Merlot Light Beer, but it began to decline continuously for 13 years. Five years after the launch of another new product, Merlot Real Brewing, Merlot Light Beer began to repeat the same mistakes and fell all the way.

Law of extension (there is always irresistible pressure to force the company to extend the product line of the brand)

1. When a company has made amazing achievements, it will always bury the curse of future trouble. Microsoft is the leader of personal computer operating system, but it wants to expand into new product categories and participate in the competition of the whole software industry. From large computers to small computers, from the operating system of the information engineering room to the chart project in which executives draw charts. No one in the software industry has been able to deal with such complicated risks-although IBM tried, it still failed.

2. In the long run, in the fierce competition, the product line extension strategy almost never works. The leader of any product category will always be those brands without product extension lines. Although there is evidence that product line extension is not feasible, enterprises are still working tirelessly. Such as Salvation brand chewing gum and Pierre Cardin brand wine.

13. the law of sacrifice (something is lost, something is gained)

1. If you want to succeed, you must reduce rather than expand your product line. ... the interstate department store went bankrupt. The company decided to focus on the only product that can make money for it: toys. It decided to change the name of the toy to us. Today, toys account for 20% of the American toy retail market. And profitable. Many models of model toys in retail chain stores have been successful.

2. Sacrificing the target market can also make you successful. Old tobacco advertisements ... 10% inconveniently show both men and women. ... however, Philip Morris only focuses on men. Pay more attention to the man among men-cowboy. This brand is Marlboro. Today, Marlboro has the largest tobacco sales in the world. Marlboro is the largest selling tobacco brand among men and women in the United States.

3. The law of sacrifice is just the opposite of the law of expansion. Today, if you want to succeed, you should give up something.

Good luck always comes to those who know how to sacrifice.

14. Attribute law (for every attribute, there will be an opposite effective attribute)

1. You can't predict how much market share the new attribute will occupy, so don't laugh at it. This is the case with Gillette, the world's most powerful manufacturer of shaving blades. Gillette specializes in high-tech shaving blades and tool holders. When BIC introduced the disposable razor, Gillette didn't laugh at it. Instead, it introduced the "good news" disposable razor. Today, Gillette's good news is that razors dominate the product category of disposable razors.

2. Look for a negative attribute that allows you to compete with the leader. Now that Crest toothpaste has the word "moth-proof", other toothpaste brands should avoid the word "moth-proof" and choose other attributes, such as Em toothpaste is white teeth, while Hao Qing toothpaste is fresh breath.

15. Principle of good faith (if you don't admit it, consumers will find your advantages)

1. One of the most effective ways to penetrate the hearts of potential consumers is to be the first to admit the shortcomings of being a general and turn this shortcoming into your advantage. Honesty will relieve consumers of their vigilance. Volkswagen declared that "1970 Volkswagen will be ugly for a while." Potential consumers will think that an ugly car must be very reliable.

When a company begins to admit its defects to people, people will pay attention to this product involuntarily. A few years ago, Scoop entered the mouthwash market with a "delicious" mouthwash, which exposed Listerine's weakness of poor taste. Liszt Lin wisely quoted the law of frankness: "hate twice a day." Potential consumers may think that anything that tastes like disinfectant will really kill bacteria. Due to a high degree of frankness, Liszt Lin escaped a crisis.

Sixteen years old. Unique laws (in each case, only one action will produce significant results)

1. History tells us that the only effective thing in marketing is a unique and bold blow. Coca-Cola is fighting against classic cola and new cola on two fronts. Coca-Cola must reluctantly give up the new coke, because its existence prevents the company from effectively using the only weapon it has: the concept of "real drink". Coca-Cola Company should invoke the "law of focus" to reactivate the concept of "real beverage" and use it to compete with Pepsi.

2. The strategy that can work in marketing is the same as the military strategy: surprise attack.

17. the law of immeasurability (you can't predict the future unless you are making plans for your opponent)

1. When you can't predict the future, you can judge by the trend, which is a way to take advantage of change. Now, Americans pay more and more attention to health. This trend has opened the door for many new products, especially those healthy foods. Recently, the "healthy choice" brand of frozen vegetables has been a great success, which is an example of the successful use of long-term trends in products.

Research is really the best way to measure the past. However, new ideas and ideas are almost immeasurable. Because people cannot have a frame of reference to evaluate the future. The most classic case is the research done by Xerox before the introduction of the ordinary paper copier. The conclusion of this study is that when people only use 1.5 cents to copy ordinary paper. Xerox ignored the research report, and then we saw the success history of Xerox.

18. the rule of success (success often leads to arrogance, while arrogance leads to failure)

Arrogance is the enemy of successful marketing. When people succeed, they are often not objective. The success of Kenneth Olson, the founder of digital equipment company, convinced him that his views in the computer field were correct, so he scoffed at personal computers, developed systems and even simplified instruction sets. In other words, it ignores the three biggest development prospects of the computer industry. Today, Kenneth has withdrawn from the competition stage.

19. Failure rules (failure is predictable and acceptable)

Too many companies always try to adjust or improve when they encounter problems, instead of giving up. Wal-Mart's great success has provided the company with another way to deal with failure. No one at Wal-Mart will be punished for failing the experiment. The reason why Wal-Mart is different from other big companies is that so far, it seems that it has not encountered the so-called "personal future" that any company may sneak into.

20. The law of hype (the actual situation is often contrary to media propaganda)

When the company's situation is getting better and better, the company doesn't need publicity. When you need hype, it usually means that you are in trouble. There is no soft drink that attracts more attention than the new coke. It is estimated that the free publicity value of the new Coke is over 6,543.8+billion dollars. In addition, coupled with the huge investment of Coca-Cola Company to launch a brand-new Coke, the new Coke should become the most successful product in the world. However, this is not the case. Less than 60 days after the launch of the new brand, Coca-Cola Company was forced to reuse the original formula, which is now called Classic Coke. At present, the sales ratio of classic coke and new coke is 15: 1.

2 1. law of acceleration (a successful marketing plan is not based on fashion, but on trends).

Kabic dolls from Colic entered the market on 1983, and they were very popular. So hundreds of cards flooded the toy store. Two years later, Colic's sales reached $776 million. After that, the sales of dolls in Kabic fell to the bottom. Forget about fashion, and when it appears, try to restrain it. In marketing, the best and most profitable way is to grasp the long-term trend.

Twenty-two Law of resources (without sufficient funds, good ideas will not become a reality)

You need money to get your ideas into the hearts of potential consumers; Once you enter, you also need funds to keep your ideas in the hearts of consumers. Ideas without financial support are worthless. Many big companies have invested a lot of money in their brands. Procter & gamble and Philip Morris spend more than $2 billion on advertising every year; General Motors is $65,438+$500 million.