Mastering one of the three major contributions of positioning theory-the ultimate battlefield of competition is the mind of potential customers. The purpose of learning this theory is to absorb the correct strategic theory, practice the "Ten" in one's own brand, truly achieve "superiority over difference" and gain a firm foothold in the market.
If an enterprise wants to win the success of the mental battlefield of potential customers, it can only influence and manipulate the minds of potential customers through the actions on the three physical battlefields of products, channels and media.
On the surface, the business activities of enterprises all take place on the physical battlefield, but some entrepreneurs have the concept of psychological battlefield in their minds, and have mastered the causal relationship between the physical battlefield and psychological battlefield (we clearly know that only through coordinated actions on the physical battlefield can we bring about some changes in consumers' cognition-changes in the direction conducive to the development of enterprises), so they become magicians of commercial competition, easily manipulate customers' cognition, and let customers choose their own brands first, which has made rich achievements.
However, most business managers still don't know these business rules. Even if they succeed temporarily, they are not sustainable, and even make wedding dresses for others.
1, the relationship between psychological battlefield and physical battlefield
Positioning says that cognition is greater than facts-what matters is not what facts are, but what customers think you are. What really determines customer behavior is customer's cognition. Finding this rule is the first contribution of positioning theory: the final battlefield of competition is the mind of potential customers. However, it is impossible for enterprises to change the minds of potential customers out of thin air. Enterprises can only construct certain facts on the three physical battlefields of products, channels and media, thus influencing and manipulating customers' minds and generating cognitive changes beneficial to enterprises on the mental battlefields.
For example, a Rolex with a price of 1 20,000 dollars, even if it is real, is sold in a tourist booth, but customers think it is fake. There must be some facts that affect the "mind" of customers when they first buy.
2. The brown sugar pearls sold by fresh lemons are not blessed by store decoration and product packaging, and consumers generally think that they should not be delicious.
3, the selling experience is actually selling what is expected, and consumers are disappointed, satisfied or super surprised. In fact, it all depends on consumers' perception.
4. Why do you like tea and a little tea? Actually, is it really delicious? The answer is definitely no, the key is: is it the only criterion of this kind? Is the product the only standard? Any other experiences? What determines the customer's perception? Why do customers go with pleasure? Actually, it's still very simple. The physical battlefield includes products, channels and media. In addition to products, there are also specific actions on the battlefield of channels and media.
Judging from the customer value formula, the key is that these two brands have strong external value+display value. You can show your life "taste" in your circle of friends.
(or Drucker said, the value of an enterprise is external, and only the cost is internal. Just like steamed buns, the raw materials of steamed buns are awesome, but suppose that only a few people know this fact (only through a video-the power of the media has not left an impression on the minds of ordinary consumers in Hangzhou, so it is only extreme productism, not clamorous productism, and customers' cognition is greater than the fact)
5. The recent popular Dyson curling iron is not whether Dyson is really made of black technology. The key is how much consumers know about you.
Then the next question is: where does the customer's cognition come from? At this time, we can combine Huashan's theory-the four roles of consumers and the marketing cycle diagram (which physical battlefields of enterprises can affect consumers' minds, and then we can analyze them layer by layer? What is a consumer? How does the physical battlefield of the enterprise affect him? The audience is all kinds of media+word-of-mouth media (at least 50%), the buyer is channel influence (Dojo scene created by enterprises), the experiencer is products, services and others, and the disseminator is "designing a word for others" designed by China and China.
For example, fresh lemon is freshly squeezed juice and fruit tea! This is our category positioning, I hope we can become the representative of this category and characteristics. What kind of body movements does our enterprise use to manipulate and influence its positioning in the minds of consumers? I think this can be understood by combining the concept of "four roles of consumers" put forward by Huashan, because enterprises are influencing the whole purchase process of consumers, or according to different roles, enterprises have different "deliberate orientations".
First, the audience stage
1, recommended by friends and relatives (50% of the audience knew it through this channel)
As long as it is word-of-mouth communication, it is the enterprise that has brought unexpected experience to this "communicator". In addition to doing a good job in five aspects (products, services, dishes, prices, decoration), enterprises should also be able to design "words with wings", which is more likely to affect the audience. For example, fresh lemons, we go to his house to drink juice.
2. Channel? If it is located, where is it located? What grade is the mall? Passerby consumers judge the brand level through these. At the same time, according to the only core index of the three-kilometer business circle-density, it is to judge whether you are a big brand by the popularity of your store.
3. There is also the decoration grade of the store. Is the decoration low or high (grandma's house is well decorated)
4. the media? How strong is your advertising? For example, for the catering industry, using Huashan's fishing advertising theory to advertise in places with the largest traffic around your business circle can directly affect the audience. Of course, there are similar actual marketing activities-participating in food festivals and other activities to enhance the brand's exposure.
These "skills" can directly or indirectly influence the audience. I hope I can think hard, try and make mistakes patiently, practice iteration and come up with the best quality scheme.
Second, the purchase stage.
Is your Dojo and your display equipment.
Including the decoration of our stall (the display of all kinds of healthy ingredients in the stalls), the soft package introduction of our main drinks (for example, the introduction of chef Fei's Chili fried meat and other related materials, in fact, Banu hairy belly, Wang Xianlao duck neck is also this routine), our menu guidance (such as what to order, what new products are available, what children and pregnant women can safely drink, etc.), and of course, the overall speech introduction of the service staff (around our characteristics)
Third, the experience stage.
For the beverage industry, the most critical experience is: products must be hard and delicious! It tastes bad, just take it off the shelf!
Fourth, the communication stage.
There is something worth remembering and willing to discuss. In fact, it is what Haidilao WeChat official account is currently doing.
From this analysis, we can clearly see that we have established a panoramic view of the battlefield of commercial competition: the final battlefield of competition is the mind of potential customers, and enterprises can only construct certain facts on the three physical battlefields of products, channels and media, thus affecting and manipulating the minds of customers and producing cognitive changes beneficial to enterprises on the mental battlefield.
The mental battlefield and the three physical battlefields constitute the general outline of the commercial competition map. The spiritual battlefield is invisible, but it is the ultimate destination of all actions on the physical battlefield. Enterprise managers must master the causal relationship between the actions on the psychological battlefield and the changes on the psychological battlefield, otherwise they will make a lot of invalid actions and waste valuable opportunities and resources.
2. Product battlefield
Accurate definition: including all business activities of producing products, but excluding activities of selling products. The perceived quality of the product itself and its packaging, such as the high face value and beautiful packaging after the product is made, can of course directly affect the customer's cognition. For example, hi-tea, each cup of product should not only be delicious, but also beautiful, and has its own communication attributes.
Important performance characteristics: because the interview of a subversive innovative product may lead to the shortage of supply, and Luoyang paper is expensive for a while, then the victory of the product battlefield can easily lead to the victory of the channel battlefield, the media and the mental battlefield.
1 For example, every product update of Apple will bring phenomenal communication in the media battlefield.
2. Of course, it also includes the humble boasting. The subversive innovation of Dyson's products has also brought phenomenal communication in the media battlefield. 3. Of course, it also includes Musk's rocket recycling SPACE X, which can obtain extremely difficult rocket recycling at one tenth of the market cost, and of course attracts the attention of the whole world.
4. For example, Goodbye Mr. Loser by Twist FunAge, because this comedy is really excellent, there must be a lot of "tap water".
5. Love tea in the tea industry and Laoganma in the Chili sauce industry.
3. Channel battlefield
How to influence?
First of all, customers will judge the brand's grade from the channel where the brand appears.
Secondly, when the brand covers a wide range of channels, from shopping centers and department stores to supermarkets and convenience stores, and from one city to another, customers will feel that this brand is a national brand.
For the three-kilometer commercial catering here, it is the brand location (for example, the products of the giants are not so good, and customers are created entirely by location in the channel market) and the density of stores will affect customers' cognition.
4. Media battlefield
? What enterprises do in the media battlefield has a direct impact on customers' minds (most of them spend money), but there is no mental battlefield on the competitive map of many enterprises, so communication lacks purpose, and communication itself becomes a purpose, resulting in great opportunities and a lot of waste of resources. The focus of communication is to highlight the characteristics of the brand.
5. Spiritual battlefield
All actions of the three physical battlefields should be subject to the needs of the psychological battlefield, and the coordinated and accurate projection of strength to the psychological battlefield will control the customer's cognition. If you can't see the existence of the mental battlefield and don't understand the laws of the mental battlefield, then the actions of enterprises on the physical battlefield will inevitably be like headless flies. Even if they succeed, they will make mistakes and be unsustainable.
For example, for Sendai lemon, our three physical battlefields hope to bring consumers' cognition: this is a drink shop, which mainly sells juice and tastes good.
The author takes Wahaha's very cola as an example. Without the concept of psychological battlefield, no matter how many actions in the three battlefields are sudden. After all, Coca-Cola is authentic and endorsed by American culture. Wow, hahaha, you may play very bubble tea, and this positioning may turn defeat into victory.