Give an example of what to do about market positioning?

When it comes to liquor, many people will think of Kweichow Moutai, and when it comes to liquor, there are various brands, but "Jiang Xiaobai", which was once popular in the circle of friends and the north and south of the country, has to be mentioned that it is a very successful case of market positioning and brand marketing strategy.

Jiang Xiaobai's market positioning is: standing on the opposite side of traditional liquor, positioning "young people's liquor".

Before 2012, Chinese liquor was "old", giving people the feeling of being full of "history and culture".

As the liquor consumer population began to get older and older, and then young people gradually became the mainstream of the market, the liquor industry has not changed. In addition, in 2012, under the policy level of "restricting alcohol and prohibiting the consumption of the three publics", people are paying more and more attention to health, Jiang Xiaobai saw the opportunity to make liquor for young people.

Jiang Xiaobai made changes in four aspects: capacity (small package), taste (light and good), degree (low and good), and formula (simple and good), and at the same time fully took into account the preferences of young people, from **, to the scene, to the expression of love of young people, so that Jiang Xiaobai went deep into the bone marrow of young people and achieved great success. I believe that who hasn't had a small gathering with friends and called a bottle of Jiang Xiaobai with expression and had a drink.

First, about market positioning.

Market positioning. In layman's terms, it is what products companies offer in this market to meet the specific needs of customer groups. Market positioning specifically refers to the position of the competitor's existing products in the market, according to the consumer's or user's attention to a certain feature, attribute and core interests of the product, to strongly shape the different, impressive, distinctive personality or image of the company's products, and through a set of specific marketing mix to quickly and accurately and vividly convey this image to customers, influence, guide and catalyze customers to have different good feelings about the product.

Second, an accurate understanding of market positioning.

1.Market positioning is first and foremost the positioning of the image.

The core of image positioning is to look different. Let the customer feel that the product has a good image different from the competition.

2.The market positioning is followed by the difference in product functions.

Through functional differentiation, we can meet the needs of customers for different functions of products, so as to distinguish ourselves from our competitors. The ingredient here is "use it differently".

3.Market positioning is also a difference in customer experience.

Different product packaging, different service content, different sales channels, and different product introductions will make customers get different feelings, and the difference in value is the value of market positioning. The element here is to "feel the difference".

4.Market positioning is the embodiment of brand excellence.

Enterprises work systematically to achieve brand excellence, so that the products launched by brand enterprises, coupled with exquisite market positioning, are often easier to make the market acceptable, so that customers recognize their value. The element here is that "the brand endorses the market positioning", and such a market positioning is more acceptable to consumers.

Concept: Market positioning: refers to the marketing design of the enterprise according to the psychology of potential customers, the creation of a product, brand or a certain image or a certain personality trait of the enterprise in the minds of the target customers, and retains a deep impression and unique position, so as to gain a competitive advantage.

Strategy: Avoiding strong positioning Strong positioning strategy: refers to the company's efforts to avoid direct competition with the strongest or stronger other enterprises, and positioning its products in another market area, so that its products are significantly different from the strongest or stronger opponents in some characteristics or attributes.

Extended Materials. The principle of market positioning.

The products operated by each enterprise are different, the customers they face are different, and the competitive environment they are in is also different, so the principles on which the market positioning is based are also different. Generally speaking, the principles on which market positioning is based are as follows:

1) Positioning according to specific product characteristics.

Many of the factors that make up the intrinsic characteristics of a product can be used as principles on which the market positioning is based. Such as the ingredients, materials, quality, etc. "7-Up" soda is positioned as "non-cola", emphasizing that it is a caffeine-free drink, which is different from cola-based beverages.

The positioning of the "Teninol" painkiller is a "non-aspirin painkiller", indicating that the composition of the drug is fundamentally different from that of previous painkillers. The market positioning of a faux leather jacket and a real mink leather jacket will not be the same, and similarly, stainless steel tableware is unbelievable if it is positioned the same as sterling silver tableware.

2) Positioning according to specific use occasions and uses.

Finding a new use for an old product is a great way to create a new market niche for that product. Baking soda was once widely used as a household toothbrushing agent, deodorant and baking ingredient, and there are many new products that have replaced some of these functions. We've introduced baking soda as a refrigerator deodorant, another company has used it as an ingredient in sauces and meat marinades, and another company has discovered that it can be used as a popular drink for winter patients.

There was a manufacturer of "cookies" in China who initially positioned its products as family snack food, and later found that many customers bought them as gifts and positioned them as gifts.

3) Positioning according to the benefits obtained by customers.

The benefits that the product provides to the customer are the most tangible for the customer to experience, and can also be used as the basis for positioning.

Miller, USA, 1975. A low-calorie "lite" brand beer was launched, positioning it as a beer that would not gain weight, catering to those who drink beer regularly and are worried about gaining weight.

4) Positioning according to the type of user.

Companies often try to target their products to a specific type of user in order to create the right image based on the perceptions of those customers.

Market positioning refers to the arrangement made to give a product a clear, special and desirable position in the minds of the target consumer in relation to the competing product. Therefore, marketers must design positions that differentiate their products from competing brands and achieve maximum strategic advantage in their target market.

The significance of market positioning:

1. Market positioning can create differences and help shape the unique image of the enterprise.

2. Market positioning can adapt to the specific requirements of consumers or customers in market segments to better meet consumer needs.

3. Market positioning can form a competitive advantage and enhance the competitiveness of enterprises.

Market positioning, also known as "marketing positioning", is a marketing technique used by marketers to shape the image or personality of a product, brand, or organization in the minds of a target market (in this case, customers and prospects in that market). According to the position of the competitor's existing products in the market, the enterprise strongly shapes the distinctive and impressive personality or image of the company's products according to the degree of attention of consumers or users to a certain feature or attribute of the product, and vividly transmits this image to customers, so that the product determines the appropriate position in the market.

The principles of market positioning are:

1) Positioning according to specific product characteristics.

2) Positioning according to specific use occasions and uses, (3) Positioning according to the benefits obtained by customers, and (4) Positioning according to user types.

Five Approaches to Market Positioning; 1. Vertical positioning to avoid strong positioning, which is a market positioning to avoid strong competitors. 2. Confrontational positioning, confrontational positioning, which is a kind of dominance in the market. 3. Opposing positioningThe opposing positioning is strongly competitive-oriented, suitable for brands that have been relatively saturated in the market and started a business late.

4. USP positioning In the early 50s of the 20th century, the American Rotherreeves put forward the USP theory, that is, to say a "unique sales proposition" to consumers. 5. Repositioning and repositioning is the secondary positioning of products with few sales channels and poor market response.

The first is to do market research, investigate which market segment is profitable, suitable for your business to operate, and there are no competitors or you are competitive enough, so that you can do positioning. If you want to do market positioning, you must understand market segmentation. It can be subdivided according to purchasing power and positioned as high, medium and low grade; It can also be subdivided according to the characteristics of the crowd, such as wearing shoes, some people like leather shoes, some people like sneakers; There are a lot of ways to segment it.

But you must also pay attention to positioning, the market you want to position must be profitable, and the market size must be large enough to buy more people, so that it is an effective positioning.

Market positioning consists of three steps: identifying the probable competitive advantage against which to position, choosing the right competitive advantage, and effectively indicating the company's market positioning to the market.

1.Identify possible competitive advantages.

Consumers generally choose those products and services that bring them the most value. Therefore, the key to winning and retaining customers is to better understand their needs and buying journey than their competitors, as well as to provide them with more value. By offering a lower ** than the competition, or by providing more value to make the higher ** seem reasonable.

Businesses can position their markets as providing superior value to their target markets, so they can gain a competitive advantage.

Product differentiation: Businesses can differentiate their products from others.

Service Differences: In addition to relying on actual product differentiation, enterprises can also make their product-related services different from other enterprises.

Personnel differences: Businesses can gain a strong competitive advantage by hiring and training people who are better than their competitors.

Image differences: Even if competing products look similar, buyers will see differences based on the corporate or brand image. Therefore, businesses differentiate themselves from competitors by building an image.

2.Choose the right competitive advantage.

Suppose the company has been fortunate enough to identify several potential competitive advantages. Now, companies must choose a few of these competitive advantages to build a market positioning strategy. Businesses must decide how many and which advantages.

Many marketers believe that the company only needs to focus on one interest in the target market, while other distributors believe that the company should be positioned more than 7 different factors.

Overall, there are three main market positioning mistakes that companies need to avoid. The first is that the positioning is too low, that is, it has not really set a good position for the enterprise at all. The second mistake is over-targeting, i.e. the image of the company that is conveyed to the buyer is too narrow.

At last. Businesses must avoid confusing positioning and giving buyers a confusing corporate image.

3.Disseminate and deliver selected market positioning.

Once the market positioning has been chosen, the company must take practical steps to communicate the ideal market positioning to the target consumers. All of your marketing mix must support this market positioning strategy. Positioning the company requires concrete actions, not empty words.

Dear, hello, I'm glad to answer for you: give an example of the market positioning of a productA: Hello, the market positioning of Li Ziqi's products:

It is an online celebrity store, a pop-up store, and online sales. Middle- and low-end sales people, young sales people are the main ones. Li Ziqi product development principles:

Light health, new tradition, heavy seasonality, new expression", non-traditional health products, non-snacks, non-snack food, non-puffed food! Based on the communication attributes of social networks, the traditional food cognition accumulated by itself, and the relaxed and comfortable pastoral style! Li Ziqi Originated from food Born in the countryside Grown in the city (small, based on comfort, exclusive, pastoral) Product structure:

Develop special products for specific solar terms and festivals, and develop IP cultural and creative peripherals for specific groups! (Folklore, Culture, Pastoral) Three elements of product design: Make products with the mentality of making gifts Color:

Old formula, human touch, sense of gifts, native products, light consumption!