Jack Trout Deng Delong
\thing. The fact is that a leading brand of leadership than to keep the brand but much more difficult. From the eight years since 1923, the United States and the lives of 25 industries, the leading brands is almost not changed, only three brands lost their leadership. Constancy is one of the benefits, the leader with the past than there are the benefits of high premium, even if the product is the same, even as followers,UGG boots clearance, but this important? The benefits are all leading brands. Even journalists have to please the leader, you want to write a story about Coke if he reports, not to please people of Coca-Cola cup of coffee right? Therefore, we have repeatedly on various occasions to tell business people: The ultimate goal of marketing is to get class leadership. Leadership, being the case important, presumably for business people go all out to go to the bar, is not the case. On the contrary, if too many companies get a certain status in a particular field, after (of course, a fair distance away from the leadership), to a hasty rate rate into a new area on the grounds that the input-output efficiency of the old fields uneconomical. \Especially in developing countries because of high tariff barriers, international competition is not high, the short term caused by entering new areas of business growth pole Feng Ying, resulting in an enhanced loop. When the second area to obtain a share of the growth has slowed, they will automatically induce enterprises to enter the third area, the most deadly is that these companies tend to use ready-made new areas of brand extension. Such enterprises, regardless of how big, is vulnerable. Because he is not a leading role in any one category. As competition intensifies, and he will be in various areas of expert-level opponents fiercely attack, which occurred across the board emergency situation. South Korea's Daewoo is one such enterprise. Such enterprises in Japan is everywhere. China, Japan and South Korea are repeating patterns in the past. Sun Tzu said: \This is precisely the premise of this article, and without this premise, I'm sure you'll put off the half-way.
if you just had to do leading brand of faith, it is simple, let us tell you: to be a leader, just find a place where you can leaders, struggling to move forward on the line! - This is what we want to tell you all the tips to become the leading brand. That is indeed very simple and easy, it is easy to say a big mistake and a special wrong. Federal Express (Fedex) At the beginning of air cargo market have not been able to do this, it and the leading brand Ai Mali (Emery) to provide the same services: overnight delivery, delivered two nights, big bag praise, packet praise. In other words, it does not occupy a leading position in services can, which is no wonder that it is thanks to mess up. Fortunately, the president of Federal Express had a front-line soldiers on, he knew the war concentration of forces, the importance of obtaining an absolute advantage. In this way, he discarded all the services, but will concentrate their energies on \In other words, he found he could become a leader in place. A few years later, Federal Express for over Ai Mali, and even there the profit is more than twice the Ai Mali.
Starbucks success story behind the ... ...
are talking about Starbucks seems to be a fashionable thing, then Starbucks crowded doorway behind where? Let us for the fortune you uncover The Secret History of Howard Schultz.
in the United States, every town has a coffee shop. Not to mention in the major cities. New York and Seattle every street you can find one. However, this is not the point, the main point is that you walk into coffee shops, you can find all sorts of things, there are sandwiches, ice cream, hot dogs, pancakes, muffins,UGG shoes, hamburgers, breakfast, lunch, dinner, of course, coffee. One day Howard Schultz sat in a coffee shop in Seattle, capricious: If I had to open a coffee shop to monopoly and competition in this coffee shop, it will be able to sell coffee in the individual events to get the title. Great! He found that he could become a leader in place. Fifteen years later, Starbucks was in September 2002 of the \Howard inspired the story of a man called . Fred thought: Since you can become a leader in the coffee and make a fortune, why can not it do the same? Since then, this man opened a sandwich shop, sell submarine sandwiches (Submarine Sandwich). This is the Subway story of his sandwich category by focusing on becoming a leader is also a thriving business. In 1994, Fred was forced to announce in court his personal net income, the results really make a lot of people jealous. In 1990,Discount UGG boots, earned $ 27,000,000; 1991, $ 32,000,000; 1992, $ 42,000,000; 1993, $ 54,000,000; 1994, $ 60,000,000. I wonder if this string of numbers can inspire you to rise up the line, pay attention to: Want to find your place can be a leader, and then turning back to action.
inherent advantages of developing countries
you may find that this method is very conducive to latecomers. This is also the majority of the inherent advantages and opportunities of developing countries. Yong pioneer advantage is you do not have the burden of swelling, you can gather by the focus of one part of the large enterprises to gain advantage and success. Glanz is a good example. By focusing microwave oven to obtain the leading position in the field, but unfortunately forgot their success Glanz on, he Galanz brand into the air conditioning, this is really a bad strategy. Gree air conditioning has been the combination of focus. Now it seems that Griffith seems to have found him to be a leader in place, that is to be air-conditioning experts - Chinese home appliance outlet here, not to you, like coffee shops like the United States, large and comprehensive series of supply, but to learn Starbucks and (Subway), as focused to be a leader you can place, struggling to move forward. Skyworth out the computer industry, it will be China's most promising TV brand. There is now a popular argument is: Chinese companies lack core technology, can not become a world leader. This is a plausible \Do not understand the essence of marketing is a mental battle, rather than products and technology war war. When you gain market dominance, consumers will naturally \GM's technical staff wrote \All other automotive innovations are the contribution of Ford and Chrysler. Universal Technical outdated affected his leadership position? The answer is when you become a leader, you will naturally profit to develop technology, but also the most money to establish a consumer \Ten years ago, Nokia has led the global communications technology? You're busted, that the Finnish marine fish processing technology livable. In fact, Nokia is a doddering dinosaur business. Is paper, rubber, there is the computer, of course,cheap UGG boots, have a cell phone is a Nokia Austrian forces pull the root cause lies see - no one industry can be a leader. Thus, when he became president, I begin to gather focus, to become a leader in establishing a single area - mobile phones. Today, Nokia, who also questioned the new technology? Through the contraction of the front, the combination of focus, Nokia took only ten years to become the first in Europe, the world's sixth-largest brand. (See \The magic of developing countries rising from Nokia to learn more Caixing. After all, GE is not only to make a light bulb company, which is the leader of the burden, it is the advantage of latecomers, unfortunately, can fully see the advantages of using good business are rare.
population segments have the opportunity to become leaders
there is a way to help you find the place can be a leader, it is subdivided population. Coke Coca-Cola is the oldest profession, then the Pepsi do it? Young people to become the leading brand. Nike is the leader in sports shoes, Nike sponsored athletes and teams on the unparalleled. From Michael Jordan to Tiger Woods Pete Sampras of these stars, all around the world the size of the event, from 13 major universities in the United States to the three countries, olive football team and the 20 countries, countless clubs. In short, as long as the local sports stars, there is Nike. Faced with such a powerful opponent, how to compete and have to be a leader do? Brooks (Brooks Sports) to dry nicely, he put the focus on \free Brooks shoes. Brooks found a way to become a leader in the field of \He was so successful that you can not imagine his ad spending in 2000 was $ 750,000. McDonald's fast food industry leader, then, how strong rivals in this competition? Unfortunately, Burger King, McDonald's has been in the back with every step and say that their food better than McDonald's, the service faster. These strategies have not hit the point. We have told Burger King, McDonald left the world of children, while the main adult, to become a leader in adult fast food. Perhaps the answer is too obvious, that it is difficult to sell out. Burger King is not the final result of the implementation of our strategy for developing costly. Finally, enterprises have been sold with the matter.
do \Then how? That we want to tell you that this is the best kind of all cases, because there were no competitors, so you is an absolute leader. You find one you can be sure that the first place. The next step is to strive to develop this new class. With this category you will grow stronger. Prince does not appear in the front, the world is not big racket tennis racket. Today, Prince tennis racket into the Absolute, the same, Callaway golf enthusiasts bring large pole. Because large open pole, Callaway ranked second place of today's sold more than the sum of the three brands combined.
course, some first, some traps. Does not exist in the minds of consumers that category. Renault launched as the first smoke-free brand of cigarettes Premier. Also the first dog ice cream Frosty pans. It is as if philosophers have emphasized the \Kodak introduced by the first film, the rewards he is not counting. There is a perception that newcomers often do the first paving stone, when you open up this category, it will be even greater strength by striking snatched leadership. This situation actually happened in the history of marketing. But according to our study, but also to more negative examples. German psychologist Lorentz discovered the phenomenon of the Indian heritage might be able to explain why. Lorentz found that no matter how you mix the ducks group, young ducks can easily recognize his mother, because the baby duck is first opened his eyes and saw his mother, and then, from this will not change. Interestingly, the first time when the baby duck eyes open when you put a dog or a cat in front of him, the baby ducks will not hesitate to recognize the dog as its mother, loyalty and over again. Lorenz also found that this phenomenon in humans, animals also play a significant role. This is why people always emphasize the first impression is very important. When you enter the mind of consumers first when you have a powerful advantage. Dell as a \Compaq, IBM, Apple though powerful, but still fail to do so Dell's move on. Today, Dell has been pre-empt a leader in the computer. This story occurs in all walks of life. Chrysler introduced the minivan first, and today, Chrysler mini-van in the market can still beat a strong GM and Ford, occupies an 50% market share. After World War II, Heineken was the first to enter the United States imported premium beer. Over the past 50 years, he is still imported beer brand. Ed Vere (Advil) is the first ibuprofen drugs, now, Ed Weir's market share is 51%. Because people hate change, when you first enter the minds of consumers after they appeared in what psychologists call: always keep the existing stuff. Therefore, the first launch of Xerox copiers, after decades, Xerox has been the industry leader in the absolute. Meanwhile, as the first you will be consumers as synonymous with the widely used category. So, people want to drink Coke, they say a glass of \When people need tissue paper, he will ask you to give him a can Lishu (Kleenex), even though the box clearly says Kleenex (Scott). Hand hurt when people are not careful, you will wonder if he said: Give Bondi it? Therefore, we often have to emphasize a basic market rule: do \
(of the brand strategy consulting firm for the Trout, president of China General Manager of the world)
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