What are the industry positioning and main products?

According to trout's positioning theory, positioning can be divided into: avoiding strong positioning, attaching positioning, head-on positioning, repositioning, leader club, etc. Finding the accurate positioning of products can make product planning, product design and promotion more targeted and produce a focusing effect. At the same time, Porter's three strategies are: price strategy, differentiation strategy and target strategy. Only by choosing the right strategy according to resources can we gain a firm foothold in the industry, otherwise we can't find a position or survive very hard.

Additional positioning method:

Avoid strong positioning

Positioning strategy: refers to an enterprise trying to avoid direct competition with the strongest or stronger other enterprises and positioning its products in another market field, so that its products are significantly different from the strongest or stronger competitors in some characteristics or attributes.

Advantages: the strategy of avoiding strength and positioning can make enterprises gain a firm foothold in the market quickly. And can establish an image among consumers or users with little risk.

Disadvantages: avoiding strength often means that enterprises must give up an optimal market position, which is likely to make enterprises in the worst market position.

Competitive positioning

Head-on positioning strategy: refers to the enterprise according to its own strength, in order to occupy a better market position, do not hesitate to compete head-on with the most dominant and powerful competitors in the market, so as to make its products enter the same market position as competitors.

Advantages: the competition process is often quite eye-catching, and even has a so-called sensational effect. Enterprises and their products can be quickly understood by consumers or users, and it is easy to achieve the purpose of establishing a market image.

Disadvantages: There are risks.

Innovation orientation

Look for new positions that have not been occupied but have potential market demand, fill market gaps, and produce products with certain characteristics that are not available in the market. For example, a number of new products, such as Sony Walkman of Sony Corporation of Japan, just filled the vacancy of mini-electronic products in the market, and continued to innovate, which enabled Sony to develop rapidly even during World War II and become a world-class multinational company. When the company adopts this positioning method, it should be clear whether the products required for innovative positioning are technically and economically feasible, whether there is enough market capacity, and whether it can bring reasonable and sustainable profits to the company. Relocate the company after selecting the market positioning target, if the positioning is inaccurate or the market situation changes, although the positioning is appropriate, but if the positioning of competitors is close to our company, it has occupied part of our market, or the preferences of consumers or users have changed for some reason and turned to competitors, we should consider repositioning. Relocation is a retreat-for-progress strategy, aiming at more effective positioning. For example, when Marlboro cigarettes first entered the market, they were positioned as women, and its slogan was: as mild as the weather in May. However, although the number of smokers in the United States is increasing every year, the sales of Marlboro have been stagnant. Later, advertising guru Leo Boehner made an advertising plan for Marlboro. He repositioned Marlboro as a manly cigarette, and linked it with the most manly cowboy image in the west, and established the image of Marlboro as free, wild and adventurous, which stood out from many cigarette brands. Since the mid-1980s, Marlboro has been ranked first in the global cigarette sales of all brands and has become the leading brand in the global cigarette market.