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Brand Positioning |
The brand positioning is to compete on customer preferences, customer preferences, including two levels, attributes, preferences and attitude preferences, attribute preferences refers to the product attributes and can provide benefits, which includes four levels of positioning. (A) the functional orientation Emphasis on product features is a common form of brand positioning, products how to make a difference, so that consumers identified the key is to functionally correct positioning of the functional position is communicated to the customer a single function or multiple functions and there is no absolute conclusive, but because consumers can remember the information is limited, and often only a strong demand for a deeper impression. Health products, pharmaceuticals majority stressed that the positioning of the product's features. For example, the FMCG industry has done the best Wong Lo Kat, which is products of Daoguangnianjian, 100 years of history does not make him out of Guangzhou, Zhejiang area market, but in less than a decade made China's first drink , because its position is changed from the positioning of the light beginning herbal tea refine product features to prevent the fire beverage market positioning makes the Wanglaoji breakthrough herbal tea concept of geographical limitations, prevention lit brand positioning will drink its unique value, "Wong Lo Kat, prevention lit, so that consumers carefree and enjoy life vividly, sales soared, from the point in 2000, several hundred million in 2003 to 6 billion. October 2004 several hundred million in 2007 to nearly 90 billion to the present sales volume exceeded 10 billion, to become truly the first drink. (B) the quality, grade orientation Unique product quality, high standard technology and processes as the product demands of content for consumers focus on product quality is generally high-end products emphasize quality positioning, such as Shuijingfang to seize the first differential positioning - high-end products, The core of a luxury, it demands a noble life element "and its differentiated positioning, first of all consumers era elite, successful people, especially higher than Maotai Wuliangye price position reflects its superior quality, highlighting the consumption the identity of those noble, to build his high-end image and status; In addition, the Chinese liquor First Place Name refreshing wine found in the workshop of upgrading the instrument, the state of its archaeological excavations to determine the key cultural relics protection, is a veritable China's oldest brewery, the 2000 market, the rapid expansion of the scope of the market to Beijing, Shanghai, Guangzhou and other consumer city, creating the miracle of China's liquor industry. (C) cost-effective positioning Cost-effective positioning for low-end consumer market positioning, quality and price are the elements of concern of consumers, consumers want to buy good quality, affordable or cheap items, often publicity of this positioning in the market inexpensive or value for money products, for example, Dell Computer take customized direct marketing, the excess distribution link to cancel, reduce costs, and reduce the cost of transferring to the customer, market positioning is stressed that "the ultra value, cost-effective choice. " (D) positioning of consumer groups Is to appeal directly to the consumer of the product groups to highlight one or more of certain products designed for such consumer groups, services, in order to obtain the identity of the target consumer group. For example, a good baby is a special brand of children's medication, dedicated prominent appealing for children.
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