To do marketing, do different brands have a competitive strategy to adopt?

I think that for marketing, the core logic of all marketing means and brand strategy to make the brand stand tall in the long run is word of mouth. Therefore, take high-quality content as the guide, make products, be yourself, and integrate the personal charm of corporate leaders into the brand, so that the audience can have a sense of trust and identity, and then cultivate a group of loyal fan groups. <>

For example, I have recently been in contact with a lot of check-in groups of Internet clubs, although the number of people is around 200 people, but they are currently high-quality active and loyal fan groups, and I am also one of them, when I see the ** information of its public account, the first reaction is that this thing is good, it is worth buying, (even if it is not used for the time being) may have been paid without reading the advertorial. The process of a brand from cultivating loyalty to becoming a legend requires continuous output of high-quality content and the cultivation and self-appreciation of the brand founder. <>

Another example is a recent acquaintance of an online writer, from the very beginning of the hard work of serious self-practice, self-appreciation, continuous output of high-quality content in the rice ball, and then to launch their own courses, a large part of the reason for the partners in the group, because of the trust in her, and then feel that her courses are worth recommending, worthy of recommending to their friends and will not smash their own signboards, this is the embodiment of personal value, but also the embodiment of personal charm, the establishment of the brand is quietly carried out and disseminated, Therefore, we can see the power of word of mouth. I'm wondering, if I launch a course group, will my partners be willing to help like that? I am not very confident on this issue, because my brand has not yet been established, my personal value has not been reflected, and my continuous action needs to be insisted on for a long time, but I also believe that hard work and time are two hard indicators, and I can't rush it.

Another example is myself, in another field, in the CAD circle, the teacher is willing to push me to give lectures in the provincial training and national training projects, although the lecture content requirements are the same every year, but in order to shape the company brand, personal brand, every year I will refine the course content, use new solutions, and interpret the course content from other different perspectives.

So no matter what kind of product it is, even if it's a different product, the truth is the same, and the power of word-of-mouth is self-evident.

I'm Sister Xiaoxue, an education expert, welcome to exchange all topics about education and growing up, I will accompany you on the way to growth, follow me if you like, and if you want to know more ways you can leave me a message.

Competitors in marketing generally fall into the following four categories:

1. Usual competitors General competitors: consumer items that strive for the same consumer money.

2. Form competitors: There are many companies that manufacture products that can provide the same services.

3. Industry competitors: companies that manufacture peer or similar products.

4. Brand competitors: provide similar products or services to the same customers with the same **.

Market competitors can be divided into four categories: 1. Leaders. Enterprises in a leading position in brand, ** and market share.

2. Challenger. Second only to the leader, a company with a great momentum of challenge. 3. Followers.

There are many such enterprises, and they can avoid falling behind and falling behind by following, imitating, learning and learning from them. 4. Those who fill the vacancies. Focus on market segments that others have overlooked, and pick up the gaps.

Competitors generally refer to other companies that are similar to the products or services offered by the company, and the target customers they serve are similar. The main competitors in marketing are: brand competitors, industry competitors, form competitors, general competitors, potential competitors, buyers, and merchants.

Brand building is a major decision of the enterprise, which needs to be managed strategically and a reasonable strategy is formulated. The international brand network introduces the five major brand strategies of the company.

Product line expansion strategy. This strategy means that a company will continue to use the original brand when adding products to a certain product line. A new product can be an improvement on an existing product, such as changing the product packaging, style, or adding new features.

Different products can meet the different needs of consumers, and this strategy can make full use of the excess production capacity of the industry, fill the gap in the market, expand the consumer base, and increase the profits of the enterprise. However, the expansion of the product line may make the enterprise brand lose its original significance, but can not improve the consumer's awareness and trust of the enterprise brand, therefore, the international brand network reminds business operators that the use of this strategy, must enable consumers to distinguish a variety of products, to avoid the same product line of new and old product competition situation.

Multi-brand strategy. This strategy is to introduce multiple brands in the same product category and build a multi-brand portfolio to maximize market coverage. As the market continues to mature and consumer needs become more and more segmented, enterprises have implemented a multi-brand strategy to meet the needs of different target customer groups and expand their market share.

The most typical and successful company to adopt this strategy is Procter & Gamble. At the same time, it also produces and operates products such as "Rejoice", "Head & Shoulders", "Pantene", "Tide", "Skincare" and other products, and its overall sales have ranked among the top three similar products for many years.

Brand repositioning strategy. When the company's competing brand encroaches on a part of the company's brand, the company's brand market share has decreased, or the consumer's preference has shifted, and the original brand positioning cannot bring consumers a higher level of demand, the company must begin to reposition its brand to win the "heart" of the target consumer again. So how should companies make brand repositioning decisions?

Taking Shenzhen Mrs. Oral Liquid as an example, the original Mrs. Oral Liquid was recognized by consumers for its direct appeal to treat melasma, but in addition to the product's benefit commitment, in terms of brand positioning and functional positioning is the only foundation for it to stand in the market. Although the superstar Mao Amin was later invited to advertise and expand its popularity, its brand positioning was not clear enough, resulting in little improvement in brand image and sales. Later, the company repositioned the brand, positioning Mrs. Oral Liquid as a traditional Chinese medicine product for modern women to pursue external beauty, so that women can be more confident, more independent and more beautiful, and avoid repeating the mistakes of the only functional theory of many health care products such as royal jelly and pollen.

Subsequently, the company tapped into the new vitality of the brand from the unique selling point of Mrs. Oral Liquid, and positioned the Mrs. brand as an oral liquid with all Chinese medicine ingredients, and beauty and skin care products from the inside out. The repositioned Mrs. Oral Liquid has not only created a miracle in the ever-changing health care product market in recent years, but also successfully shaped and cultivated a brand full of vitality.

The marketing brand strategy includes: 1. Start from the external characteristics, such as packaging and brand name is the externalization of the overall quality of the brand, and reasonable pricing determines a grade for the brand.

Second, starting from the intrinsic quality, mainly to the actual content of the social value of the brand. For example: advanced technology, market share, unique functions, social reputation, comprehensive summary and artistic promotion of the above qualities for brand marketing;

Third, starting from the spiritual value, and Kai this is through the wisdom and expansion of the new value, the specific way is to carry out some public welfare activities from the inside and measured public service advertisements and with some spiritual value of the image of the congratulatory advertising, and so on marketing has the following advantages: 1, the use of niche marketing of the target market is small and single, convenient for enterprises to conduct market research. The purpose of market research is to provide a reliable basis for business decision-making on market movements

The acquisition of these bases depends on the collection of market information and scientific analysis methods. Since slit marketing focuses on small market situations, it greatly reduces the complexity of target market research; Market research can be done in a shorter period of time, and the cost to the company is smaller, such as a narrow product line and a single geographical distribution of the target market.

First, the market purchase behavior is more consistent and other aspects are easy to achieve advantages, and the realization of research goals is more certain. The effective analysis of these marketing determinants is conducive to enterprises to have a thorough understanding of the market, so as to take "short, flat and fast" actions, quickly enter the market, and reduce the best costs. 2. The use of slit marketing is convenient for enterprises to strengthen customer service management.

On the basis of the research of the target market, enterprises can grasp the behavior of the target market and the immediate needs of consumers, and deeply realize that the needs of customers are exactly what enterprises must meet. In this way, companies can make targeted product development and business adjustments to the customer's requirements. And because the slit marketing activities are concentrated in a small market, even if the enterprise spares no effort to provide services to the customer's requirements, the overall operating cost of the enterprise will not be greatly increased.

Therefore, slit marketing has become a powerful competitive advantage for most enterprises, especially small and medium-sized enterprises. 3. Enterprises that use slit marketing are easy to grasp the marketing objectives. The marketing goal of a business is not to be bigger, the better.

In a certain period of time, it must match the internal resources of the enterprise, and be conducive to the control of the marketing objectives and development direction of the enterprise. A company's control over its marketing goals depends on its power and position in the market. Include; The market share of enterprise products, customer brand loyalty, and the status of enterprise information system involve the core elements of enterprise products based on the market.

Since niche marketing is conducive to the company's market research and mastery of market information resources, as well as the brand loyalty established by effective service to the target market, enterprises have reason to have confidence in the early market share of their products. The company's grasp of marketing objectives and the comparison and trade-off strategy formed after the comparison and weighing of internal resources make the enterprise inseparable from the market and achieve the best marketing situation.