How Can We Make The Selling Points Of Our Products The Best?

Violent market competition A great deal of plagiarism has been initiated, and technological innovation can only bring a short lead, and then immediately fall into a homogeneous ocean. How to create distinctive characteristics different from competitors has become a big problem for marketers. The essence of differentiation is to give customers a reason to buy, that is, why buy you instead of buying others. This requires the enterprise to focus on one thing and achieve the ultimate goal by winning certain characteristics that others can not achieve. Customer 。

To sum up, we need to refine products. selling point The implementation of differentiated positioning can be started from the following ways:

First, differentiation in raw materials.

Evian mineral water is the most expensive mineral water in the world. It is said that every drop of Evian mineral water comes from the thousand years of snow in the Alps, and then after 15 years of slow infiltration, the natural filter and the mineralization of glacial sand layer eventually formed. The noble and noble nature that is endowed with nature, and the legendary story of successful Marquis, Evian has become a symbol of purity, life and elegance, and is sold at a luxury price of 10 times the ordinary bottled water.

Haagen Dazs is promoting its ice cream raw materials from the top products all over the world, such as vanilla from Madagascar, which represents endless yearning and admiration. Belgian pure chocolate symbolizes the sweetness and strength of love. The red strawberry in Poland represents jealousy and testing. Coffee from Brazil is the embodiment of humor and love, and these are all 100% natural ingredients. "Love me, please invite me to eat Haagen Dazs", since entering China in 1996, Haagen Dazs this classic advertising slogan swept across the big cities. For a while, Haagen Dazs became a fashionable food for City petty bourgeoisie. And look at the price of Haagen Dazs, it should let the working class be speechless, the cheapest one can be more than 30 yuan, and the more expensive ice cream cake is 400 yuan.

In terms of domestic enterprises, Yang Sheng Tang bought up the exclusive development right of Zhejiang Qiandao Lake for 20 years, and launched a public opinion campaign against purified water. The advertisement "farmer mountain spring is a little sweet" with obvious psychological implication. Why is it sweet? Because it is natural mineral water, because it contains a variety of trace elements, it is different from other water in taste. Like Mengniu and Erie, many advertisements sell quality milk from prairie as a selling point.

Second, differences in design.

Apple Corp's products have always been renowned for its design. With IMAC desktop computers, iPod music players, iPhone phones and iPad netbooks, a series of refreshing products are attacking the user's psychological defense line, turning the apple brand into the vanguard of fashion and taste.

Swatch watches are innovatively positioned in fashion watches, targeting young people in youthful cities. With your "second watches" as advertising appeals, it emphasizes that it can be used as accessories to match different clothes, and it can be renewed constantly and will never be out of fashion in the changing trend. The design of Swatch is very creative. It wins the reputation of "vanguard" with novelty, interest, fashion and avant-garde style. And constantly introducing new models, giving every watch the ingenious name, which will stop production in 5 months. This personalized color is thicker, the market response is more intense, even the museum began to collect, and some auction houses were auctioning some shortage editions.

Third, differences in the production process.

The Kung Fu fast food digs the essence of traditional cuisine and develops the "computer controlled steam cabinet" by means of high technology. Since then, the "steamed" cooking method has been developed. In order to form a completely different brand positioning with American fast food, real Kungfu has played the banner of "resolutely not fried foods".

With the increasing environmental crisis and the continuous improvement of people's health consciousness, the slogan of "27 layer purification" of pure water will bring a little sense of security to the anxious people.

Fourth, the differentiation of channels.

DELL's network direct selling has eliminated middlemen, reduced the cost and time of traditional distribution costs, increased the inventory turnover and market reaction speed, and clearly understood the needs of customers. At the competitive price, it has customized and provided computer related products with rich selection. Customers who want to order inquire information directly online. After 5 minutes, the order confirmation is not more than 36 hours. The computer carries the truck from the production line to the customer designated place through the express network. With the increasing popularity of Internet technology, there are more and more enterprises using network channel marketing, such as Ctrip, fan clothing and Taobao.

The direct selling of Amway and AVON has made a difference with cosmetics and health care products which are sold by supermarkets and special counters. Of course, whether this differentiation creates extra value for customers is different from those of the wise.

Fifthly, differences in function.

Customers choose products that are expected to have some desired effect. For example, the promise of softening shampoo is "compliant", Head and Shoulders is "Dandruff", PANTENE is "healthy and bright", and Shu Fu Jia emphasizes "effective bacteria removal". Volvo's positioning in "safety" is based on this strategy, so long as we occupy the first place in the mind of customers in a certain aspect of customer demand, we have the chance to win in competition.

Wang Laoji was originally a regional herbal herbal tea. In the operation of Hongkong's JDB, it diluted its ingredients and highlighted its functions, thus creating a new category -- a drink to prevent excessive exposure to fire. "Excessive fire" is a sub-health state that people can really perceive, and the market demand for "down fire" is increasing. Herbal tea's "prevention of excessive heat" and "down fire" effect are the core strengths compared with other beverages, so Wang Laoji repositioned the country well after repositioning.

The "Dole" of Yung Sheng Tang is specifically aimed at women's market segmentation, closely linked to the desire of women for beauty, and puts forward a strategy of "creating beauty from inside to outside". Also, such as red bull's supplementary energy positioning, platinum localization, etc., are directly differentiated from their competitors.

Six, differentiation in terms of service

The Walt Disney Company believes that first of all, employees should be in a good mood, then they can provide quality service to their customers. First, let the staff be happy to infect their customers with pleasure. Don't forget that people come to Disney to find happiness. If the service is dissatisfied and disappointing, then who else will come back? Therefore, the company pays attention to training and staff welfare, and attaches importance to building team and partnership so as to improve service level.

The hotline chain store has set an example for the labor-intensive enterprises to respect and motivate their employees. The management thinks that the needs of the guests are varied. Therefore, the key to upgrading the service level is not training, but creating a working environment where employees are willing to stay. A harmonious and friendly corporate culture allows employees to have a sense of belonging, thereby changing the passive work to take the initiative to work, changing the "I want to do" as "I want to do", so that every customer from the door to leave can truly feel the "five-star" level of detail services. These efforts have also brought huge returns to the seafloor fishing industry. More than 30 of its chain stores have been steadily occupying the top spot of "best service" in the city.

Seventh, image differentiation.

Image factors are related to design and production processes, but they can also appear independently. Marlboro makes the homogenization of cigarettes distinctive. The secret lies in the heroic and masculine cowboy image of the brand. Giving the brand a certain spirit and image can satisfy some customers' spiritual needs. This spiritual communication is based on the physical commodity and detached from the commodity entities, creating additional psychological value for customers, and establishing a stronger and more intimate emotional connection with customers.

Halley? Davidson motor became an American military motorcycle in the two World War, so it became the favorite of veterans. The loud appearance and roaring voice represented a spirit of passion, adventure and challenge to tradition. Eventually, this brand advocated spread to society. Many young people also expressed their freedom, dreams, passion and patriotism by Harley. The price of Halley motorcycles is more than twenty thousand dollars, which is more expensive than ordinary cars. However, thousands of Halley fans still have no regrets.

To sum up, the differentiation of products can be started from 7 aspects. If the above practices are not workable, the only way to reduce customer purchase is to cut prices. Of course, if you reduce your price control capability, you will still make profits. If there is no advantage in cost, then you can only regret to announce that you have fallen into the Red Sea. If you are lucky, you can get some profits. If there is any trouble, you will lose money.

It is not enough to choose the differentiation factor only if we want to differentiate the positioning successfully. We must also review whether the differentiation factors can create value for the customers, especially the target customers, and thus become the selling points to attract them. In addition, you need to check that in your mind, your product already has a pre-defined differentiation selling point. Most of the customers are not professionals. When they make decisions, they are rational and emotional. If they think you are not prominent in the differentiation factor, you must use your mind and use the bold plan to spread your advantages.