If consumers are to recognize the product's unique position in the market, brand products must adopt a positioning strategy. To put it simply, the parking spaces in the community are very tight, so you need to occupy the parking space first. There are many strategies to grab a parking space, it all depends on what kind of experienced driver you are. So how to do a good job in brand positioning? Eight segmentation strategies for brand positioning.
1/ Unique classification strategy
The unique classification strategy is to create a classification yourself. Instead of squeezing your scalp on the main road, it is better to invent a small road yourself. If you can't be the leader of a sect, then establish a new sect.
Qixi is a typical example. From the beginning, it positioned itself as a refreshing drink, and finally invented a new category "non-cola", making Qixi the number one strong brand in this category. I invented it, so of course I am the first.
In my opinion, Nongfu Spring also uses a unique classification strategy. It is the first to propose a category that “does not produce water”.
“We don’t produce water, we are just porters of nature.” In consumers’ inherent understanding, a product must have been processed. Nongfu Spring first proposed the term porter and successfully became the first porter. Become a strong brand in this "not produced" mineral water category.
2/ Strong positioning strategy
If your brand is the earliest, then you can be very powerful and domineering. For example, Coca-Cola is the oldest brand of cola drinks. Its positioning is the real Coke, and its slogan is "Only Coca-Cola is the real Coke." The reason is simple, most people like the real thing, no one likes fake or imitation.
3/ Advantage classification strategy
Advantage classification strategy is to position products in categories without strong brands. Brands that are too strong have brand barriers that are generally difficult to break through. Try to avoid beating eggs with stones and find a classification that is conducive to your products.
For example, Red Bull is also a drink containing vitamins, and it is positioned as an energy-supplementing drink. Red Bull eschewed powerhouse beverage brand Coca-Cola and found a classification that worked in its favor.
4/ Segmentation strategy
Segmentation strategy is a single point of breakthrough, and segmentation focuses on product positioning. Take beer as an example. There are hundreds of beer brands, but when broken down, there are few competitors, such as women-only wine. Let’s talk about e-commerce platforms. There are so many large and small platforms, and it’s only when they are broken down that they become more competitive. For example, Vipshop specializes in special sales and does them very well.
Taking education and training as an example, many institutional platforms have begun to focus on new media training. Assuming that it specializes in online education now, it may survive better.
5/ Functional positioning strategy
Functional positioning strategy, the product has special features or advantages in function to determine the positioning of the product. For example, Wong Lo Kat is a drink with medicinal properties. Its positioning is to prevent people from getting angry, rather than to taste great.
For example, Head and Shoulders emphasizes the functional advantage of removing dandruff, rather than black and shiny hair. For example, Rejoice is positioned to make hair smoother, prevent split ends, etc. A product has many advantages, but one should be the main one.
6/ Usage scenario classification strategy
When consumers classify a product, sometimes they do not consider its form, but the starting point and scenario of its use in life. Using the scenario classification strategy is to use the role the product plays in life as positioning. For example, breakfast milk and breakfast biscuits are positioned as breakfast supplies.
For example, Nutrition Express’s “Drink a bottle in the morning and be energetic all morning” plays the role of a breakfast drink. For example, the "brain time" of six walnuts is a little helper for improving intelligence. Consumers are accustomed to using scene-based memories, so advertisements should indicate the specific scenes in which the product is used.
7/ Use feeling positioning strategy
Using feeling positioning strategy is how you feel after using this product. Put the feeling of using the product in a comfortable position and use pleasant feelings to attract consumers.
For example, Nescafe coffee “tastes great”, Xuanmai gum “can’t stop”, Sprite “cools the heart”, and Gillette razors “look at the light and feel refreshed” ”, Xtep’s “flying feeling”.
8/ Sales volume positioning
The logic of sales volume positioning is based on the herd mentality of consumers. On the one hand, humans are group animals and will succumb to the pressure of others and then make choices that go along with it. On the other hand, since so many people choose it, it is like giving yourself reassurance. Just like the slogan of Sparti cigarettes, "The choice of a million people cannot be wrong."
Sales volume positioning is particularly practical, and this strategic positioning has always been there. "We are the second oldest, so we work harder" at Avis Rental Cars. The implication is that Avis ranks second in the car rental industry, and second place is already very impressive.
Xiangpiaopiao milk tea, from "more than 300 million cups are sold a year, and the cups can circle the earth together" to "1.2 billion people drink it a year" all emphasize sales volume.
You can see that today’s TV advertisements often highlight the number of users, sales volume and amount of money.
Including the current self-media, they like to add a label of "one million people are following" to themselves. Number one in the country, strongest on the surface, largest in the universe, etc. These words are a sales positioning strategy.
The above are several commonly used positioning strategies. Analyze the specific situation to see which one is really suitable for you. Caishangju exclusively creates 72 major marketing systems to solve your product marketing problems.