What are the market positioning strategies? And give an example!

The so-called market positioning means that according to the position of competitors' existing products in the market and the importance consumers attach to a certain feature or attribute of the products, the distinctive and impressive personality or image of the products of this enterprise is strongly shaped, and this image is vividly passed on to consumers, so that the products can be determined in the appropriate position in the market. It can also be said that market positioning is to shape the position of a product in the market, which depends on how consumers or users know this product. Once an enterprise chooses the target market, it is necessary to position its products in the target market. Market positioning is an important part of an enterprise's overall strategic planning. It is related to how the enterprise and its products are different and how outstanding they are compared with their competitors. Almost all people who have nothing to do with marketing talk about "positioning" as a mantra, because "positioning" is the end of marketing analysis and diagnosis, the beginning of 4PS marketing mix, and plays a core role in the whole marketing planning process. However, although the theory of "positioning" has been adopted by Rees &; Qute (the pioneer of positioning theory) elaborated very clearly and specifically, but unfortunately it is still fragmented and unsightly in the market practice of most enterprises. Over the years, we have been paying attention to the positioning of well-known brands, studying their success and failure, and eliminating the fittest. Now we have compiled and distributed some real research results. I hope to provide enterprises with ideas on how to effectively carry out "positioning management". First, pan-positioning, we find that "positioning" can not only be applied to profit-making fields (such as enterprise marketing), but also play a role in non-profit fields (such as government economic management), which we call "pan-positioning". This research conclusion undoubtedly proves the practical significance of "positioning" 1. 1 urban function positioning-Dalian is the best non-municipality in recent 20 years. Positioning a service-oriented city (not seeking the biggest, but seeking the best) supports the urban function positioning of business, finance, tourism and other service industries, and communicates various tourism festivals. As a result of the Fashion Festival, not only Dalian became the most active seaport city in China, but even its mayor was welcomed by national leaders. 1.2 urban regional positioning-Suzhou is a non-provincial capital city that has done the best in attracting investment in the past 20 years. Compared with Nanjing, the capital of Jiangsu Province, Suzhou has no unique resource endowment. But Suzhou has been a big investor after Shanghai for many years. Nanjing has not only been left far behind, but also become an "investment paradise" for Taiwanese businessmen. Positioning and positioning support Shanghai's "enclave" to concentrate resources on the expansion and transformation of Kunshan Industrial Park and the development of transportation infrastructure and tourism and holiday resources bordering Shanghai. Second, the positioning cluster of the industry We are surprised to find that either no enterprise in an industry has a good positioning, or all major enterprises in an industry have a good positioning. It seems that the average positioning level of the industry is polarized. Colorful positioning-automobile brands vs. Rolls-Royce, Mercedes-Benz, BMW, the "riding" of royal aristocrats, the pleasure of noble and steady driving (chic, passion, vitality) Volvo Lexus is the most "safe" car, everything is perfect, and the positioning of a single brand is actually only one brand or leading brand. Therefore, the positioning of a single brand is not only a realistic work, but also the first step to do a good job in positioning management after brand extension in the future. 3. 1 identifiable positioning-One of the prerequisites for the effective positioning of the most successful Coca-Cola juice brand in recent years is that it can be identified from information interference, and the non-functional positioning of fast-moving consumer goods has always been a difficult problem to identify. In recent years, the domestic fruit juice market has become the fastest growing soft drink market. The younger generation is the main driving force of demand. Because of the positioning strategy of brand background, "Qoo" has become an iconic cartoon language among young people. It was listed in South Korea at the beginning of 2002, and quickly became the first brand of local juice drinks, with sales exceeding expectations by 6 times. Later, it also achieved great success in Southeast Asia and Chinese mainland. 3.2 Communication Positioning-The positioning of the most beautiful Pepsi offensive in marketing history means that there is no positioning without proper communication. There was once a planner who defined a certain brand of grape juice as "respecting every grape", which was the background of such brands. After the war, "baby boomers" have grown into the main consumers of drinks. Their consumption pattern is completely different from that of the previous generation. The main psychological tendency of young people is rebellion (Pepsi new generation, the choice of new generation). Music is used to convey the idea of Pepsi, not advertising. From Michael Jackson in the mid-1980s to janet jackson in the 1990s, to Ricky Martin, the Latin prince, to Aaron Kwok and Faye Wong, "the choice of the new generation" has become the worldwide language of people who pursue fashion. Pepsi has become the first choice for young people in China. The spread of positioning results 3.3 Focus positioning-The premise of unifying the positioning of women's raiders with more fresh oranges is effective market segmentation, so the positioning must have a certain degree of concentration. We often see that products with specific target markets claim that "the solution of one country under the world" ignores this point. Brand background The success of tea drinks makes the demand of other non-carbonated drinks stand out, and white-collar women are the most important consumer group positioning strategy in the juice market. In this way, the first concern of female consumers is beauty (unifying fresh oranges and drinking more is more beautiful), although it is not the first brand. Uni-President still occupies a leading position in the juice market. 3.4 Fashion Positioning-The consumers of Swatch watch "stopwatch" are changing, so the positioning must also "keep pace with the times", which is often accompanied by "fashion". Brand background positioning strategy positioning Swiss watch industry is losing ground under the attack of Japanese quartz watches. Swatch abandoned the traditional "noble" orientation. Turn to the "fashion" orientation, take fashion promotion and event marketing as communication channels, and have a psychological dialogue with customers. 3.5 technical positioning-Sony's brand background positioning strategy positioning results In the past ten years, Sony's technological innovation mainly focused on the upgrading of imaging technology, aiming at the color elements that consumers, especially high-end customers, are MOTO concerned about-"lifelike, natural and bright", shaping the image of Sony as a "technical innovator" and a "high-tech owner" .3.6 Personalized positioning-Motorola's brand background positioning strategy for the new century raiders. Motorola's over-technical positioning has made the younger generation of Moto lose a lot to Nokia, which is the personality choice of the new generation (the world is different to me). Fourth, multi-brand positioning P & amp； G has always been a model of multi-brand management. However, the sufficient condition for multi-brand management is diversified positioning, and the necessary condition is positioning management. If there is neither, the number of brands will only increase. Diversified orientation-P&; G's positioning combination Head & Shoulders Rejoice Pan Ting Olay Sassoon has established a unique image as an expert in dandruff removal in China by virtue of its pioneering advantages. It claims to nourish the hair from the scalp, from the root to the tip, and with the warm and romantic care of "provitamin B5", it has become the first choice for women's skin care products, and it is known as the international hairdressing pioneer. Emphasize the innovative spirit of Sassoon (inspired from all directions) Fifth, repositioning the field that best reflects the positioning function is actually repositioning the aging brand. 5. 1 reverse positioning-repositioning Marlboro's charm brand background Marlboro cigarettes were originally given to women, but the low consumption of consumer groups made Marlboro suffer a huge loss. Marlboro re-entered the market and sold it to heavy male consumers. Marlboro is a masculine temperament. It launched a 5.2-depth recognition of the positioning of the western cowboy endorsement brand-the repositioning of Maybelline brand background. Results Maybelline is an old American cosmetics company, and 1996 was acquired by L 'Oré al, and transformed into the sexiest makeup method. Maybelline has become the most influential makeup brand for young people. In the case of positioning failure, we find that most of the reasons for positioning failure are brand-based "extension trap", which is the most difficult topic in contemporary brand management. 6. 1 downward positioning Parker mistakenly extended the brand background positioning problem to the low end. Parker's pen in his early years brought about high quality and high price, which was a symbol of status and decency and a necessity for many high-class people. 1982 after the new general manager took office, the result was that Parker brand did not successfully enter the low-grade pen market, but lost part of the high-grade pen market. Its market share has dropped sharply, and its sales volume is only half that of competitor Cross. 6.2 The positioning background of brand internal friction of Scott Company. The positioning of Shu Jie brand toilet paper was originally the first brand in the toilet paper market. With the emergence of napkins in Shu Jie, subtle changes have taken place in consumers' psychology. "Shu Jie napkin or Shu Jie toilet paper, which brand is designed for the nose? Consequences of positioning errors 6.5 Nestle's multi-brand extension positioning is that life is worse than death. The consequence of positioning error is that Nestle vigorously promotes the independent brands of mineral water "Piaolan" and "Piaolan", which is very difficult to push up and the cost remains high. In addition, Nestle consumers can accept the water bill, so they resolutely cut off the "floating orchid". In the second half of 200 1 year, there will be no floating orchid water in the market. " I hope the former is a future teacher.