Mainly based on the following methods:

1. The law of leadership (being the first is better than doing better)

1. In any product category, "Leading brands" must be those brands that first enter the minds of potential consumers. After World War II, Heineken was the first imported beer brand to gain a foothold in the United States. Forty years later, there were 425 imported beers sold in the United States. You can be sure that there is one beer out there that tastes better than Heineken. But today, Heineken still ranks first in imported beer sales with a market share of 30%.

2. Not every "first" is guaranteed to win. Some "first" ideas are just bad ideas, so they are simply impossible to succeed. Frostypaws—the first dog ice cream—was an unsuccessful example. Although puppies love to eat this ice cream, their owners think they are content just letting the puppies lick the plate.

3. The first brand can usually maintain its leading position. One of the reasons is that its name often becomes synonymous with this type of product. Xerox was the name of the first plain paper copier, and as a result, it became synonymous with all plain paper copiers. People are standing in front of a Ricoh, Sharp or Kodak copier, but they ask: "How can I make a Xerox copy?"

2. The Law of Category (If you can't be the first to enter a certain Category, then create a category to make yourself the first)

1. If you cannot enter the hearts of potential consumers as the "first", don't be discouraged. Go find a new category that you can get into first. IBM achieved great success in the computer field and was the first company to enter the computer field, while DEC was the first to enter the microcomputer field.

2. There are many different ways to be “first”. Dell entered the highly competitive world of personal computers by pioneering telemarketing computers. Today, Dell is a $900 million company.

3. Law of Concept (Being the first to enter the minds of consumers is better than being the first to enter the market)

1. Being the first to enter the hearts of consumers is better than being the first to enter the market. IBM was not the first company to enter the mainframe computer market, but thanks to extensive marketing efforts, IBM was the first to put its name on consumers' minds and win in the early computer market.

2. Once the concept in people's minds is formed, you can't change it. Xerox was the first company to enter the copier market, and then it tried to enter the computer market. After 25 years of trying and $2 billion invested, Xerox was still a nobody in the computer world. The most futile thing in marketing is trying to change people's minds.

4. Law of Cognition (Marketing is not a product war, but a cognitive war)

1. The cognition in people’s minds is often regarded as universal The truth is, marketing is a competition between perceptions. Honda sells the same cars in the United States as the cars it sells in Japan, but consumers perceive them differently. In the United States, people think of Honda as a car, and Honda is the largest-selling Japanese car in the United States. In Japan, people think Honda is a model car, and Honda's sales are only a quarter of Toyota's.

2. You will taste foods that you are willing to taste. Soft drink marketing is a competition for perceptions, not taste. The Coca-Cola Company conducted 200,000 taste tests and finally "proved" that New Coke tasted better than Pepsi-Cola, and Pepsi-Cola tasted better than the traditional Coke now called "Classic Coke." However, New Coke, which research shows has the best taste, ranks third in sales, while Classic Coke, which research shows has the worst taste, ranks first.

5. The Law of Focus (the most powerful concept in marketing is to have a word that represents its own characteristics in the minds of potential consumers)

1. The leader has a word that represents the entire category words. Savvy leaders further strengthen their position. Heinz owns the word "ketchup." But it further separates ketchup's most important attributes. The slogan "The thickest ketchup in the West" gave the company a head start in exploiting the attribute of concentration. Having the pronoun "thick" allowed Heinz to maintain a 50% market share.

2. Nothing is eternal.

There comes a time when a company must change its pronouns. For many years, "Lotus" was synonymous with "1-2-3" and "extended tables." But competition in the expansion table market became increasingly fierce, and Lotus reorganized to focus on a concept called "combination software." Lotus was the first software company to successfully launch a combined software product. The company will eventually have a second name in the minds of potential consumers.

6. Proprietary Law (two companies cannot have the same pronoun in the minds of potential consumers)

1. When your competitor already has a pronoun in the minds of potential consumers pronoun, that would be a futile exercise. Volvo is synonymous with "safety". Many other car companies, including Mercedes-Benz and General Motors, have also tried developing safety-focused marketing campaigns. However, except for Volvo, no company can enter the minds of potential consumers with the concept of safety.

2. Once people’s ideas are formed, it is impossible to change them. In fact, what you are often doing is enhancing your competitor's position in the market by making the concept more important. FedEx has moved away from the slogan "overnight delivery" and is currently working hard to replace DHL Express' "global" concept. FedEx would not be successful if it was just trying to have the same name in the minds of potential consumers.

7. Ladder Rule (Which marketing strategy you adopt depends on which level of the ladder you stand on)

1. For each product category, consumers will have A product ladder. There is a brand at each level, take the car rental industry as an example. Hertz is the first to enter the minds of consumers, so naturally it occupies the highest level. Avis ranked second and National ranked third. The leading brand must be far ahead of the second brand, and the second brand must be better than the third brand.

2. According to research by Harvard University psychologist Dr. George A. Miller, generally people cannot cope with more than seven things at the same time. That's why so much of what people remember has to do with seven. Among the toothpaste brands, the seven brands that people can easily think of are Crest, Colgate, Shuiqing, Haoqing, Aim, Utebai and Sensedine.

8. The Law of Duality (In the long run, every market will present a pattern of only two horses racing)

1. Competition often evolves into two major rivals Competition - usually one is a trusted old brand, the other is a rising star. In 1969, Coca-Cola had 60% of the market share, Pepsi-Cola had 25%, and Crown Cola, in third place, had 6%. 22 years later, Coca-Cola's market share dropped to 45%, Pepsi-Cola's increased to 40%, and Crown Cola's was only 3%. Coca-Cola and Pepsi-Cola have become the two major competitors in the cola market.

2. Understanding that marketing is a two-horse race will help you develop short-term strategic plans. There is often no clear secondary brand in the market. How the situation will change next depends on the marketing skills of competitors. In a mature industry, the third position is the most difficult to maintain, just like Crown Cola.

9. The Rule of Opposition (If you target the second place in the market, then your strategy should be determined by the leader)

1. If you want to build a second-tier market Companies with a solid foothold on the ladder, then you need to do a good job of researching the companies at the top, and then present themselves to potential consumers with an image that is contrary to their essence. Coca-Cola is a century-old brand. PepsiCo went against it and made itself the choice of the new generation. If all the elderly drink Coca-Cola and all the young people drink Pepsi-Cola, who will drink Crown Cola?

2. Sometimes you can’t show mercy to your competitors. Countermeasures require you to continually publicize your competitors' weaknesses so that your potential customers will quickly become aware of the problem. Red Label Vodka simply points out that American vodkas like Crown, Samoa, and Wolfschmidt are made in Hartford (Connecticut), Skenery (Pennsylvania), and Lawrenceburg (Indiana) respectively, thus They were given the label "fake Russian vodka." Red Label Vodka is produced in Leningrad (St. Petersburg, Russia), so it is the only authentic Russian vodka.

10. Segmentation Rule (After a period of time, a product category will be further subdivided and form two or more product categories)

1. A product category will Is starting from a single species, for example, a computer. But over a period of time, the category started to fragment into several segments, such as mainframes, minicomputers, workstations, personal computers, laptops, portable computers, and pen computers.

2. If a company tries to create a well-known brand in a certain product category and then uses that brand in other product areas, it makes a mistake. Volkswagen's Beetle was a big winner. Since then, it has shipped all models of its cars produced in Germany to the United States. But all its models share one brand name: Volkswagen. As a result, Volkswagen sales have plummeted.

11. The long-term effect (marketing can only show its effect after a period of operation)

1. The long-term effect of many marketing activities is exactly the opposite of the short-term effect. In the short term, promotions can increase a company's sales. But there is growing evidence that promotions only reduce a company's sales in the long term because it teaches consumers not to buy things at "regular" prices.

2. In the short term, product extension will undoubtedly increase sales, but in the long run, product extension will always bring about a decrease in sales of this or that product. Miller's Good Life beer was once very successful and reached its peak five years after Miller Light was launched, but then it began a 13-year decline. Five years after the launch of another new product, Miller Real Brew, Miller Light Beer also began to repeat the same mistakes and continued to decline.

12. The Law of Extension (there is always an irresistible pressure forcing companies to extend their brand’s product lines)

1. When a company achieves amazing achievements, it always It will sow the seeds for future troubles. Microsoft was the leader in operating systems for personal computers, but it wanted to expand into new product categories and compete in the entire software industry; from mainframe computers to minicomputers, from operating systems in information engineering rooms to charts where executives charted project. No one in the software industry has been able to handle such complex risks - although IBM tried, it failed.

2. In the long run, product line extension strategies almost never work in the presence of fierce competition. The leaders in any product category are always the brands without product line extensions. Despite evidence that line extensions don't work, companies continue to do them anyway. Such as Salvation Army chewing gum and Pierre Cardin wine.

13. The Law of Sacrifice (You must lose to gain)

1. If you want to succeed, you must reduce, not expand, your product line. …Interstate department stores went bankrupt. The company decided to focus on the only product that could make it money: toys. It decided to change the name of the toy to "Us." Today, the toy accounts for 20% of the retail toy market in the United States. And it's very profitable. The model of model toys in many retail chains has been successful.

2. Sacrifice the target market, you can also achieve success. Old tobacco ads... inconveniently showing both men and women at the same time. …However, Philip Morris focused solely on men. And further focusing on the man among men - the cowboy. The brand is Marlboro. Today, Marlboro has the largest tobacco sales volume in the world. In the United States, Marlboro is the largest-selling tobacco brand among men and women.

3. The law of sacrifice is exactly the opposite of the law of extension. Today, you should give up something if you want to succeed.

4. Good luck always comes to those who know how to sacrifice.

14. Laws of Attributes (for each attribute, there will be an opposite, valid attribute)

1. You cannot predict that the new attribute will occupy What a market share, so never laugh at it. Such is the case with Gillette, the world's most powerful maker of razor blades. Gillette's core products are high-tech razor blades and blade holders. When BIC launched its disposable razors, Gillette did not laugh at it. Instead, it launched "Good News" disposable razors.

Today, Gillette's Good News razors dominate the disposable razor category

2. Find an opposing attribute that pits you against the leader. Since Crest toothpaste already has the word "anti-cavity", other toothpaste brands should avoid the word "anti-cavity" and should choose other attributes, such as Aim toothpaste for whitening teeth and Haoqing toothpaste for fresh breath.

15. The Law of Frankness (Admit shortcomings, consumers will discover your strengths)

1. One of the most effective ways to penetrate into the minds of potential consumers is to be the first to admit that you only shortcomings, and turn this shortcoming into your advantage. Frankness will disarm consumers. Volkswagen declared that "the 1970 Volkswagens were going to be ugly for a while." Potential consumers thought that an ugly car must be reliable.

2. When a company starts admitting its shortcomings to people, people often can’t help but pay attention to the product. A few years ago, Scoop entered the mouthwash market with a "good-tasting" mouthwash, which exposed the weakness of Listerine's terrible taste. Listerine wisely invokes the law of candor: "Hate the taste of something twice a day." Potential consumers may assume that anything that tastes like disinfectant must actually kill germs. Listerine survived a crisis thanks to a high degree of candor.

16. Unique Law (In every situation, only one action will produce significant results)

1. History tells us that the only effective method in marketing The thing is a unique, bold stroke. Coca-Cola is fighting on two fronts with Coca-Cola Classic and New Coke. Coca-Cola had to reluctantly abandon New Coke because its existence prevented the company from effectively using the only weapon it had: the concept of "real drinks." Coca-Cola should invoke the Law of Focus, revive the concept of "real drinks" and use it to compete with Pepsi-Cola.

2. The strategy that works in marketing is the same as in the military: surprise.

17. The Law of Unpredictability (Unless you are making plans for your opponents, you cannot predict the future)

1. When you cannot predict the future, you can use trends To judge, this is a way to take advantage of change. Today, Americans are increasingly health-conscious. This trend has opened the door to many new products, especially those that are healthy. The recent success of the Healthy Choice brand of frozen vegetables is an example of a product that has capitalized on a long-term trend for success.

2. Research is indeed the best way to measure the past. But new ideas and concepts are almost immeasurable. Because people cannot have a frame of reference for evaluating the future. The most classic example is the research conducted by Xerox before launching its plain paper copier. The study concluded that when people make copies on plain paper for just 1.5 cents. Xerox ignored the research report, and what follows is Xerox's success story.

18. Law of Success (Success often leads to arrogance, and arrogance leads to failure)

Arrogance is the enemy of successful marketing. When people achieve success, they tend to be less objective. The success of Kenneth Olson, the founder of Digital Equipment Corporation, convinced him that his views on the computer field were correct, so he turned his nose up at personal computers, development systems, and even simplified instruction sets. In other words, three of the biggest prospects in the computer industry were ignored. Today, Kenneth has withdrawn from the competitive stage.

19. The Law of Failure (Failure is predictable and acceptable)

Too many companies always try to adjust or improve when they encounter problems, instead of give up. Wal-Mart's runaway success provides companies with another way to deal with failure. No one at Walmart is punished for a failed experiment. What sets Wal-Mart apart from other big companies is that so far it doesn't seem to suffer from the so-called "personal future" insidious disease that can creep into any company.

20. The Law of Hype (The actual situation is often opposite to what the media promotes)

When the company's situation is getting better, the company does not need publicity and hype. When you need hype, it generally means you're in trouble. No soft drink garnered more hype than New Coke. Some estimate that New Coke received more than $1 billion worth of free publicity.

Add to that the huge amount of money the Coca-Cola Company invested in launching the New Coke brand, and New Coke should become the most successful product in the world. However, this is not the case. Less than 60 days after launching the new brand, The Coca-Cola Company was forced to return to the original formula, now called Classic Coke. Today, the sales ratio of Classic Coke to New Coke is 15:1.

Twenty-one. The Law of Acceleration (Successful marketing plans are not based on fashion, but on trends)

Collick's Capuchin doll entered the market in 1983 , and became very popular. Thousands of Kirby products flooded toy stores. Two years later, Collick's sales reached $776 million. After that, sales of Kirby dolls hit rock bottom. Forget about fads and try to suppress them when they appear. In marketing, the best and most profitable thing to do is to capitalize on long-term trends.

Twenty-two. Law of Resources (Without sufficient funds, good ideas will not become reality)

You need funds to make your ideas enter the minds of potential consumers; once they enter, You also need funds to keep your idea in the minds of consumers. An idea without funding is worthless. Many big companies invest a lot of money in their brands. Procter & Gamble and Philip Morris each spend more than $2 billion a year on advertising; General Motors spends $1.5 billion.