1/ Unique classification strategy
The unique classification strategy is to create a classification by yourself. It is better to invent a path than to crush your scalp on the avenue. If you can't be the head of a sect, start a new sect yourself.
7-up is a typical example. From the initial positioning of cool drinks to the final invention of the new category of "non-cola", Qixi became the first strong brand in this category. I invented it. Of course, I was the first.
In my opinion, Nongfu Spring is also a unique classification strategy. It is the first kind of "no water production".
"We don't produce water, we are just porters of nature." In the inherent cognition of consumers, a commodity must be processed. Nongfu Spring first put forward the word porter and successfully became the first porter. Become a strong brand in the classified mineral water of "no production".
2/ Strong positioning strategy
If your brand is the earliest, then you can be very strong and domineering. Coca-Cola, for example, is the earliest brand of cola drinks. Its positioning is the real cola, and its slogan is "Only Coca-Cola is the real cola". The reason is simple: most people like real things, and no one likes fake or imitation.
3/ Advantage classification strategy
The advantage classification strategy is to locate the goods in the category without strong brands. Too strong brands have brand barriers, which are generally difficult to break down. Try to avoid eggs hitting rocks and find a category that is beneficial to your goods.
Red bull, for example, is also a vitamin-containing beverage, and its positioning is to replenish energy. Red Bull avoided the powerful beverage brand Coca-Cola and found its own classification.
4/ Fine classification strategy
Fine classification strategy is a single breakthrough, and subdivision focuses on product positioning. Take beer as an example. There are hundreds of beer brands, but there are few competitors, such as women's wine. Let's talk about the e-commerce platform. There are so many platforms, large and small, and they are also competitive in subdivision. For example, Vipshop will have a special sale, which is very colorful.
In terms of education and training, many institutional platforms have begun to focus on new media training. Suppose we specialize in online education now, then it may survive better.
5/ Functional positioning strategy
Functional positioning strategy, the product has particularity or advantage in function to determine the product positioning. For example, Wang Laoji is a kind of beverage with medicinal function, and its positioning is to prevent getting angry, not to taste delicious food.
For example, Head & Shoulders emphasizes the functional advantages of dandruff removal, rather than black and shiny hair. For example, Rejoice, its positioning is to make hair more supple, prevent bifurcation and so on. A product has many advantages, but it is necessary to promote one.
6. Use scenario classification strategy
When consumers classify products, they sometimes consider not its appearance, but the starting point and scene of its characteristic demand in life. Using scene classification strategy is to take the role of products in life as a positioning. For example, breakfast milk and breakfast biscuits are all located in breakfast supplies.
For example, the "Drink a bottle in the morning and feel refreshed in the morning" of Nutrition Express is to play the role of breakfast drinks. For example, the "brain time" of six walnuts is a little helper to improve intelligence. Consumers are used to using scene-based memory, so advertisements should indicate the specific scenes of product use.
7/ Use sensory positioning strategy
Using sensory positioning strategy is how you feel after using this product. Put the feeling of using the product in a comfortable position and attract consumers with a pleasant feeling.
For example, Nestle coffee is delicious, the dazzling chewing gum can't stop, Sprite is cool, Gillette razor is cool just by looking at it, and Xtep feels like flying.
8/ Sales Positioning
The logic of sales positioning is based on the herd mentality of consumers. On the one hand, people are group animals, they will yield to the pressure of others and then make a desirable choice. On the other hand, since so many people choose, it is equivalent to giving themselves a reassurance. Just like the slogan of Sparky cigarette, "One million people can't make a wrong choice".
Sales positioning is particularly realistic, and this strategic positioning has always been there. Elvis rented a car. "We are the second child, so we work harder." . The implication is that Elvis Presley ranks second in the car rental industry, and the second place is already very powerful.
Fragrant and fluttering milk tea, "selling more than 300 million cups a year, cups can circle the earth together" to "drinking by 654.38+02 billion people a year" all emphasize sales.
We can see that the current TV advertisements often highlight the number of users, sales volume and amount. Including the current self-media, I like to add a label of "1 10,000 people are paying attention" to myself. The country is the first, the surface is the strongest, the universe is the largest and so on. These words are a sales positioning strategy.
The above are several common positioning strategies. Analyze the specific situation and see which one is really suitable for you. Only in this way can we establish 72 marketing systems to solve your product marketing problems.