Market Positioning - Concentrated Fire Promotion Business (1)

A beauty salon that specializes in ladies’ services has been welcomed by both men and women guests as a way to expand travel routes and increase business volume, but it has caused many inconveniences to the female clients who have patronized. New male guests also feel embarrassed. The pavilion is very accessible, and both male and female guests are not affected. The business calculations are wrong, because they are reduced. Therefore, it is very important to determine the target customers of the market in terms of business principles, starting from analyzing the customer's geographical, taste, requirements, age, gender, social class, education level, marriage, ethnicity, etc., and then according to the common characteristics of the customers for the product requirements. With the resources of its own organization, and concentrating firepower to serve these target customer groups, the benefits of the buyers and sellers can be achieved. That is, the intention of the market positioning.

You may ask, what are the different timing environments in different industries and how do you do market positioning? The answer is: Start with the Value that buyers and sellers want to get . With fierce competition in various industries, if you want to differentiate yourself and take a seat on the market, you need to pay attention to:

( a ) The importance of the product or service to the customer. If a brand tape recorder is as thin as a pen, this light and thin difference is important for a certain type of industry, such as a journalist, because it can improve work efficiency.

( b) The difference is unprecedented and unique in form. For example, a mobile phone network provider provides customers with a mobile phone with a very strong reception function and free gifts under certain conditions.  

(C) the place of a grid of other trees is superior, such as Mercedes brand character is somehow superior.

( d ) The difference is that it can communicate. No matter in advertising or distribution points, such as Honda Automobile, there are no outlets in Hong Kong, Kowloon and the New Territories, but customers are welcome to check or test.

( e ) The different places are not easily imitated by competitors. For example, the taste of Coca Cola is always slightly different from other drinks of the same type.

( 6 ) The selling point is that the customer can afford it economically.

( 7 ) In the end, to create something of a different kind of quality that requires both cost and average customer affordability. It also means that "the muddy wall is a wall, you have to fly you, and you fly me." It is worthwhile to be worthwhile, otherwise it will be difficult to obtain long-term business in the future.

The above seven points are the basis for market positioning. What other places in the market positioning of products and services are worth paying attention to? Have! That is:

( 1 ) The positioning cannot be too low. If it is not so prominent, it will give potential customers vague impressions and make them easily forgotten. Do not forget that the customers want to buy is joy, benefits and advantages.

( B ) positioning can not be too high, the so-called song high and low, so as not to give customers a sense of unattainable. The relevant staff of the Cartier watch had asked the guests how much their watch was worth. The guest thought it was 5,000 yuan, but it was actually 900 yuan.

(C) positioning should not be too much advertised, in order to avoid confusion. Do not see Pingzhi RV only emphasized superiority, Regal RV only highlights the safety, already enough.

( 4 ) The position should not be regarded as suspicious. If a drug or a service can make people lose 50 pounds in two weeks, most people will find it difficult to accept it.

As for how to implement the implementation of market positioning, concentrating on how to complete the task to promote, in four key P, as shown:

How to strengthen market positioning in the four aspects of product, price, promotion and sales point? (to be continued).