First of all, from the user's point of view.
The development of this anchor point is to link the product with a user or a class of users, thus defining the consumer group of the product. This positioning often directly expresses the benefits of products, suggesting that products can solve a problem for consumers and bring certain benefits. For example, Taitai oral liquid is targeted at married women, and its slogan is "Taitai oral liquid is full of femininity". This positioning not only expresses the user of the product-the wife, but also expresses the functional benefits of the product-making the wife full of femininity. Pepsi is positioned as "the choice of a new generation". This positioning method can be called user positioning, which is used in many daily necessities such as Libai washing powder and Dabao SOD honey.
In fact, user positioning is a very common source of positioning development, which is more common in ideographic brands. Lux, Swatch, Omega and other brands. User image spokespersons are usually used to express brand positioning.
Second, from the use of occasions and time positioning
Many brands are positioned from the occasion and time when consumers use or smear them, such as "wearing conch on formal occasions"; "If you can't find the right clothes, wear a Chanel suit"; "After drinking Wahaha, everything tastes sweet". Another example is the neutralization of acanthopanax bark, "go home and drink a little every day"; Green wine, "drink a glass of green wine and make friends." Red bull drinks from Thailand also adopt this positioning method, "drink red bull when tired", emphasizing its function of quickly replenishing energy and eliminating fatigue.
Such brand positioning is not uncommon, but it is a pity that some brands can't persist after finding the positioning point, trying to expand to more occasions and failing. There are such examples at home and abroad, and the lessons are especially worth learning.
Third, find the positioning point from the consumer's purchase purpose.
Consumers always buy products for a certain purpose, and treating guests and giving gifts is one of the important ones. It is common to treat guests and give gifts at home and abroad, but the customs and habits between China and foreign countries are slightly different. In foreign countries, after giving gifts to each other, the other party will be encouraged to open it to see what the other party gave and whether they like it or not. The giver will also explain why he chose this gift and what he wants to express. In China, it's different. Gifts are often packaged and the owner refuses to open them on the spot. The giver does not encourage the other party to open it on the spot, and does not explain why the gift is given. Based on this special national condition, it is a new development point of brand positioning for China enterprises: let the gift brand speak for the giver. For example, the new elements represent children saying "Dad, I love you", bowling ginseng represents the son-in-law's "single-mindedness", melatonin and coconut island deer turtle wine represent "children's filial piety to their parents" and so on. The significance of these brands is the result of brand positioning. The same is true for many children's products, with an extra layer of positioning, such as "delicious and fun", "fun after eating", "interesting" and "exciting". It is undoubtedly a desirable way to find the positioning point from the consumer's purchase motivation and purpose.
Fourth, find the positioning point from the lifestyle of consumers.
Market research shows that it is more and more difficult to grasp the target market only from the natural attributes of consumers, and consumers' lifestyle, attitude towards life, psychological characteristics and values are becoming more and more important, which has become an important variable in market segmentation. Therefore, finding the brand positioning point from the perspective of lifestyle has increasingly become the choice of more and more enterprises. For example, brand positioning for professional women, positioning for people who like outdoor activities, and positioning for caring for families. Kodak faces family, sincerity, simplicity and pleasure, Marlboro faces passion, adventure, courage and enterprising, Mercedes-Benz faces elegance and wealth, and BMW faces experiencing driving pleasure.
In view of the demand of consumers in modern society to pursue individuality and show themselves, brands can be endowed with corresponding meanings through positioning, and consumers can show themselves and express their individuality by enjoying brand products. For example, Baker Beer, "Drink Baker and listen to yourself", and Metersbonwe Bang Wei Bang Wei's "Don't go the usual way" all emphasize the personality of independence and not following the crowd. In the 1970s, Smeloo, the largest vodka brand in the world, established the group characteristics of brand loyalists through mysterious advertisements-strong personality, unrestrained, rebellious and confrontational consciousness.