A major contribution to marketing, making marketing a systematic discipline

Define an enterprise as first and foremost a marketing organization and develop the 4P marketing theory.

It is market-oriented and demand-centered

It is not production-centered, which is the so-called "marketing" idea.

Research the market and discover needs

Advertising Communication Promotional Products

Based on this, Mr. Philip Kotler continues to improve and develop

It absorbed the strengths of hundreds of schools of thought and eventually formed a large system, which is still widely studied and accepted.

That is, unique selling proposition, which means unique selling proposition or "unique selling point"

It was pioneered by Rose Reeves in the 1950s.

With the advancement of science and technology, companies can produce a variety of products with various functions

It is difficult for consumers to distinguish between remembering and choosing to accept. How to get consumers to accept it? A little red among all the greenery, I only spread the most unique point, that is, the USP!

Research the market and discover needs

USP

Advertising Communication Promotional Products

It was proposed by David Ogilvy in the mid-1960s

As market supply changes, consumer demand also undergoes tremendous changes

From tangible product functional needs to more psychological needs.

"Perception is greater than truth"

What consumers pursue when purchasing is "substantial value of the product and psychological value of the brand"

Consumer choice is not only based on the product itself, but also on the perception of the image of the entire enterprise and brand.

Brand image theory is usually considered to be an important school in advertising creativity.

Research the market and discover needs

USP

Advertising Communication Promotional Products

It was first proposed by American marketing scientist Wendell Smith in 1956.

Since then, Philip Kotler further developed and improved it, and finally formed the mature STP theory (market segmentation\target market selection, targeting and market positioning).

It is the core content of strategic marketing

The fundamental point is to choose and determine the target consumers or customers.

The market is a complex

It is a multi-level and diversified collection of consumer demands, and no company can satisfy all demands.

Enterprises should divide the market into consumer groups composed of consumer needs based on different needs, purchasing power and other factors, that is, several sub-markets

Research the market and discover needs

USP

Advertising Communication Promotional Products

Proposed by Al Ries and Jack Trout in 1972.

The starting point of positioning theory is to occupy the user's "mental resources". Merchants can create and spread brands efficiently through "positioning" to obtain expected benefits.

Accept ideas as reality

Then reconstruct these concepts to achieve the situation that the merchant hopes to achieve (see Figure 5)

It is essentially a departure from the marketing concept.

Because the marketing concept emphasizes the dominant position of the customer, it believes that as long as the customer's needs are met, the product can sell itself. The positioning theory is just the opposite. It emphasizes the leading role of marketers and emphasizes not to find answers in products, but to "enter consumers' brains."

This is obviously a conceptual rebellion.

positioning theory

Research the market and discover needs

USP

Advertising Communication Promotional Products

It was Don Schultz who proposed in the 1990s, "Speak with one voice."

The core idea is to unify all communication activities related to corporate marketing

The development of integrated marketing communications was the most important development in the marketing industry in the 1990s!

It has been widely recognized by the business community and academia! As an operational theory with strong practicality

On the one hand: covering all communication activities such as advertising, promotion, public relations, direct sales, CI (corporate culture identification), packaging, news media, etc. within the scope of marketing activities; on the other hand, it enables enterprises to convey unified information to consumers (see Figure 6)

It was widely spread in China, and for a time there was an "integrated marketing craze"

positioning theory

4C 4R

Research the market and discover needs

USP

Advertising MLM Promotional Products

Unify all signals and create a consistent image

It was first proposed by Al Ries, one of the founders of the "positioning" theory.

The elaboration of the general development trend of Chinese history and the characteristics of each period is unparalleled in the field of Chinese history.

Enterprises develop powerful brand ideas by grasping trends, innovating categories, developing categories, leading categories, etc.

Capture consumers' minds and build brands by differentiating categories and innovating categories.

Traditional brand theory emphasizes the misunderstanding of communication, using image instead of brand, and using communication instead of brand.

Provides practical and effective guidance for companies to create brands (Figure 7)

positioning theory

4C, 4R

Research the market and discover needs

USP

Advertising Communication Promotional Products

Unify all signals and create a consistent image

In 2005, Professor Jin Weican and Professor Mo Boni of the European Institute of Management proposed

The proposal of blue ocean strategy requires enterprises to create uncontested market space, transcend the ideological category of competition, create new market demands, create new market space, and obtain new space through value innovation (see Figure 8)

Create demand blue ocean strategy

positioning theory

4C, 4R

Research the market and discover needs

USP

Advertising Communication Promotional Products

Unify all signals and create a consistent image

Produced in the Internet era with rapid technological advancement

The dual positioning theory’s thinking on brand strategy starts from the supply side, combining enterprise innovation and breakthroughs with attribute positioning. The upgrading and innovation of the supply side are reflected in marketing, and it is important to reflect it through new categories.

In the new economic era, the industry has undergone fundamental changes

The core of dual positioning theory: a successful brand must successfully occupy two positions in the minds of consumers

That is, attribute positioning (what you are) and value positioning (why should I buy you)

@松茶人practical Ye Xi Pu’er: attribute positioning: focus on Yiwu benchmark; value positioning: high-end niche tea

Industrial innovation and industrial upgrading have brought about changes in industrial boundaries and business ecology; brand strategy must use innovative attributes and values ​​to reshape consumers' minds, not just seize consumers' original minds (see Figure 9)

Dual positioning is a two-way locking relationship, and one is indispensable. Only attribute positioning without value creation is meaningless.

On the contrary, if the innovation only has value positioning but no category positioning, it will have no roots and cannot gain trust!

value proposition

Create demand blue ocean tactics

positioning theory

4C, 4R

Research the market and discover needs

USP

Advertising Communication Promotional Products

Unify all signals and create a consistent image