Recently, my domestic friends have been consulting my sharp marketing theory on the Internet or on the phone. It happened to me that when I went to the Jinan Story Radio Show last week, I talked about the topic of my sharp marketing. The audience should be like clouds. Chen Bin and Wang Meng from the radio told me that because of too many friends who have entered the phone to inquire sharply in the past few days, this made them overwhelmed. I hope that I will listen to the audience's phone this week. This does not, today (November 10) at 12:5 noon, Shao Zhufu will once again answer the reader's advice, in order to assist some business owners to better understand the sharp marketing theory, prepared some early in the morning, with a view to the enterprise The Lord understands that sharp marketing has more help.
Sharing is happy and happy. Shao Zhufu will publish a simple outline of content to readers.
1, sharp marketing is a marketing model that is very suitable for some small and medium enterprises. Relatively speaking, SMEs are not very strong and have limited available resources, so they cannot find a reasonable way to cut in the market and they often have a hard time surviving. In such circumstances, they sharply cut into the market through sharp marketing methods. To achieve the purpose of making full use of the two. For example, with peanut oil, Lu Hua's marketing model can consider blunt marketing, but what about the first one? Only for sharp marketing. This is not determined by the company's wishes and preferences, but by the strength of the company. As a martial arts master, you can use the Meteor Hammer, or you can use Guan Gong Dao, and a weak beauty can only use the dual swords and other models to defeat the enemy, the reason is very simple;
2. Aggressive marketing elements include finding gaps in relatively mature markets, discovering "bright spots" in plain products, and skillfully promoting them with popular "techniques" to achieve maximum returns with minimal investment. purpose. For example, at noon yesterday, a boss invited me to dinner. The boss is a car repair company. However, from the company's name, it has a nondescript name called "Hui Tong." Consumers are very hard to remember and feel. Interested. I gave him the image of “Car Repairer†and found a master cartoonist to design a unique LOGO with an embarrassing image. From a consumer psychology perspective, most consumers still prefer to deal with "smooth" rather than "savvy" bosses. However, "come to repair cars" can easily give people a sense of intimacy, so this is a kind of consumption. The most appropriate way of docking. By sharpening the way of marketing, creating a "branch" image that is easy for consumers to accept, this is a small application of sharp marketing.
3, last night was also a boss invited me to eat, this is a beauty boss of the distribution of drinks, she sells a liquor produced in Maotai, and Maotai has the same technology, the same origin, the river of the same river , the same raw materials, the same brewing methods, and even the wines made by the same brewing master. On the wine table, he blindly measured what kind of wine was Maotai and which was their wine. As a result, everyone came to the conclusion that the wine on the right hand was good to drink, and this wine is exactly The wine they provided, and the wine on the left hand was Maotai.
There is no doubt that in terms of quality, the quality of their drinks is not worse than Maotai, but why not sell Moutai? Shao Zhufu pointed out that this shows that they are a "goods without license" products, because Maotai sells not only drinks, but also has a strong influence, visibility and reputation. What about this product? There is no visibility, reputation, or influence at the moment, but the quality is only too good. In other words, the word "brand" has only one "product" but no "card", so it must be sold but Maotai.
The same wine, last night I gave a slightly "bad" marketing ideas - fight marketing.
Everyone knows that virtually every category of product worldwide has a strong opponent, such as McDonald's and KFC in foreign fast food, Coca-Cola and Pepsi in Coke, and Shangli Yili and Mengniu in the domestic milk market. The "US-Soviet" home appliance shopping malls in the United States and Suning, and even the "Wang Er Xiao" and "Wang Xiao Er" fried chicken in the Jinan market, rose to the height of the country. In the past, both the Soviet Union and the United States were The two most powerful countries in the world.
So every strong brand has a strong opponent.
Last night I was planning this beautiful woman's boss to be a "two-station fight." The name of their drinks also included a "Taiwan" and Maotai's "Taiwan", so they called it "the dispute between the two." Since Moutai has become widely known and has a high reputation, by provoking the "two disputes", they can make their national Taiwanese wine achieve the purpose of fooling tigers and tigers. Regardless of the final result, "Cookie Wine" is definitely the final winner and the popularity is improved. There is no problem. Right now, on the premise of good quality, the increase in popularity is their immediate strategic goal. The use of Moutai is a marketing strategy that I have created for them. Maotai is certainly not afraid, unwilling, or even unwilling to care about it. .
4. In this regard, I once wrote an article "Wuliangye Should Learn to Learn Lions Thinking." At that time, Wuliangye was preparing to enter a lawsuit against a liquor called Qiliangye. I will give the Wuliangye responsible person a suggestion. The story of "The lion escaping from the mad dog" turned out to be no longer tangled. The story here can be shared with everyone. When the big lion sees a mad dog running far away, he promptly urges the lion to escape. The lion is very puzzled and says, “We are a lion. Do we still need to fear a dog? "The big lion asked him:" What if we beat a dog to us? "The lion lion answered "No, we are lions." The big lion asked again: "If we accidentally get bitten by a mad dog?" The lion cub responded that "it must be very unlucky and you have to fight rabies." "So." The lion understands.
If Wuliangye went to fight the lawsuit at that time and faced the same problem, winning a lawsuit against a small winery at the county level could not explain any problems. If one accidentally loses, it will be very unlucky. With the popularity of Wuliangye, he does not need to be known as a legal person, but Qiliangye needs it. Therefore, the leadership of Wuliangye Group adopted my proposal and did not fight this lawsuit.
5. In fact, in Jinan, there are more examples of sharper marketing in the hotel industry. For example, the sharp point we create for Hunan and Hubei is “fish head expertâ€. Shao Zhufu’s shop for a small restaurant in the sea is “ In the image of Jinan Fertilizer King and “Fat Intestine Expertâ€, the marketing breakthrough point I created for Yihe International was “Apple Cattle Frog†and so on. For these stores, we are all helping to find a sharp breakthrough point and push them to the market. And succeeded in one stroke.
6, now I often receive a domestic marketing friend consult my sharp marketing, every day at least received dozens of phone calls or QQ online consulting, most of them expressed my interest in sharpening marketing theory, Jinan On average, more than a dozen business owners have to consult the same topic every day, but the sharp marketing theory is very simple to understand, but how to use it correctly, rationally, and scientifically is the key to the problem. In other words, to sharpen the marketing theory to do marketing success is the success of "tactical dominance" rather than "strategic dominance". You may know what to do and what you should do, but it is by no means equal to what you will do or be able to do well. What, "doing" and "doing well" is sometimes a very big concept. If you are interested, you can continue to discuss sharp marketing techniques with me in other ways.
Sharing is happy and happy. Shao Zhufu will publish a simple outline of content to readers.
1, sharp marketing is a marketing model that is very suitable for some small and medium enterprises. Relatively speaking, SMEs are not very strong and have limited available resources, so they cannot find a reasonable way to cut in the market and they often have a hard time surviving. In such circumstances, they sharply cut into the market through sharp marketing methods. To achieve the purpose of making full use of the two. For example, with peanut oil, Lu Hua's marketing model can consider blunt marketing, but what about the first one? Only for sharp marketing. This is not determined by the company's wishes and preferences, but by the strength of the company. As a martial arts master, you can use the Meteor Hammer, or you can use Guan Gong Dao, and a weak beauty can only use the dual swords and other models to defeat the enemy, the reason is very simple;
2. Aggressive marketing elements include finding gaps in relatively mature markets, discovering "bright spots" in plain products, and skillfully promoting them with popular "techniques" to achieve maximum returns with minimal investment. purpose. For example, at noon yesterday, a boss invited me to dinner. The boss is a car repair company. However, from the company's name, it has a nondescript name called "Hui Tong." Consumers are very hard to remember and feel. Interested. I gave him the image of “Car Repairer†and found a master cartoonist to design a unique LOGO with an embarrassing image. From a consumer psychology perspective, most consumers still prefer to deal with "smooth" rather than "savvy" bosses. However, "come to repair cars" can easily give people a sense of intimacy, so this is a kind of consumption. The most appropriate way of docking. By sharpening the way of marketing, creating a "branch" image that is easy for consumers to accept, this is a small application of sharp marketing.
3, last night was also a boss invited me to eat, this is a beauty boss of the distribution of drinks, she sells a liquor produced in Maotai, and Maotai has the same technology, the same origin, the river of the same river , the same raw materials, the same brewing methods, and even the wines made by the same brewing master. On the wine table, he blindly measured what kind of wine was Maotai and which was their wine. As a result, everyone came to the conclusion that the wine on the right hand was good to drink, and this wine is exactly The wine they provided, and the wine on the left hand was Maotai.
There is no doubt that in terms of quality, the quality of their drinks is not worse than Maotai, but why not sell Moutai? Shao Zhufu pointed out that this shows that they are a "goods without license" products, because Maotai sells not only drinks, but also has a strong influence, visibility and reputation. What about this product? There is no visibility, reputation, or influence at the moment, but the quality is only too good. In other words, the word "brand" has only one "product" but no "card", so it must be sold but Maotai.
The same wine, last night I gave a slightly "bad" marketing ideas - fight marketing.
Everyone knows that virtually every category of product worldwide has a strong opponent, such as McDonald's and KFC in foreign fast food, Coca-Cola and Pepsi in Coke, and Shangli Yili and Mengniu in the domestic milk market. The "US-Soviet" home appliance shopping malls in the United States and Suning, and even the "Wang Er Xiao" and "Wang Xiao Er" fried chicken in the Jinan market, rose to the height of the country. In the past, both the Soviet Union and the United States were The two most powerful countries in the world.
So every strong brand has a strong opponent.
Last night I was planning this beautiful woman's boss to be a "two-station fight." The name of their drinks also included a "Taiwan" and Maotai's "Taiwan", so they called it "the dispute between the two." Since Moutai has become widely known and has a high reputation, by provoking the "two disputes", they can make their national Taiwanese wine achieve the purpose of fooling tigers and tigers. Regardless of the final result, "Cookie Wine" is definitely the final winner and the popularity is improved. There is no problem. Right now, on the premise of good quality, the increase in popularity is their immediate strategic goal. The use of Moutai is a marketing strategy that I have created for them. Maotai is certainly not afraid, unwilling, or even unwilling to care about it. .
4. In this regard, I once wrote an article "Wuliangye Should Learn to Learn Lions Thinking." At that time, Wuliangye was preparing to enter a lawsuit against a liquor called Qiliangye. I will give the Wuliangye responsible person a suggestion. The story of "The lion escaping from the mad dog" turned out to be no longer tangled. The story here can be shared with everyone. When the big lion sees a mad dog running far away, he promptly urges the lion to escape. The lion is very puzzled and says, “We are a lion. Do we still need to fear a dog? "The big lion asked him:" What if we beat a dog to us? "The lion lion answered "No, we are lions." The big lion asked again: "If we accidentally get bitten by a mad dog?" The lion cub responded that "it must be very unlucky and you have to fight rabies." "So." The lion understands.
If Wuliangye went to fight the lawsuit at that time and faced the same problem, winning a lawsuit against a small winery at the county level could not explain any problems. If one accidentally loses, it will be very unlucky. With the popularity of Wuliangye, he does not need to be known as a legal person, but Qiliangye needs it. Therefore, the leadership of Wuliangye Group adopted my proposal and did not fight this lawsuit.
5. In fact, in Jinan, there are more examples of sharper marketing in the hotel industry. For example, the sharp point we create for Hunan and Hubei is “fish head expertâ€. Shao Zhufu’s shop for a small restaurant in the sea is “ In the image of Jinan Fertilizer King and “Fat Intestine Expertâ€, the marketing breakthrough point I created for Yihe International was “Apple Cattle Frog†and so on. For these stores, we are all helping to find a sharp breakthrough point and push them to the market. And succeeded in one stroke.
6, now I often receive a domestic marketing friend consult my sharp marketing, every day at least received dozens of phone calls or QQ online consulting, most of them expressed my interest in sharpening marketing theory, Jinan On average, more than a dozen business owners have to consult the same topic every day, but the sharp marketing theory is very simple to understand, but how to use it correctly, rationally, and scientifically is the key to the problem. In other words, to sharpen the marketing theory to do marketing success is the success of "tactical dominance" rather than "strategic dominance". You may know what to do and what you should do, but it is by no means equal to what you will do or be able to do well. What, "doing" and "doing well" is sometimes a very big concept. If you are interested, you can continue to discuss sharp marketing techniques with me in other ways.
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