How to position a product?

First of all, you need to position your product, know what kind of product you want to promote, how much does it cost, and suitable for those populations, whether it's teenagers or adults or seniors. Then analysis and planning, positioning is the beginning of the implementation, analysis and planning is the outline of the implementation. In the current business economy as long as there is demand since there will be a market, there is a market there is bound to be competition. How to analyze our peers to enhance our own core competitiveness is a prerequisite for us to do the plan

Secondly, we must investigate the market and research, the traditional market research will make the enterprise on the high cost of helplessness, there are several very effective and low-cost methods can help us to do market research.

1 search tools There is a search where there are business opportunities. Then use the tools to analyze. For example: index tools, Baidu keywords, etc.

2 E-commerce platform Open Taobao, their products placed in the search box search, check the number of purchases and merchants, often the higher the data of its demand is not low.

Then we have to choose a good platform, such as search platforms, classification platforms, microblogging and so on. If your business is engaged in the direction of b2b, then you have to choose the appropriate big b2b website. If you choose well, you will often get twice the result with half the effort.

When promoting your products, first of all, you need to clear your promotion purpose is direct marketing, or in order to get traffic, and secondly, combine different promotion methods to try, find the most suitable for you. Combined with your products your target customers your budget, develop a reasonable marketing program, thoroughly implemented. I personally feel more suitable for the most straightforward promotion mode advertising on the web. Straightforward, after deciding to place online advertising, you need to plan the placement, the core of the placement planning is to choose the media, first of all, analyze these media. Specific planning preparation is as follows: confirm the target user group of the advertising campaign. Confirm the network behavior habits of the target users. Select the appropriate network media. Formulate specific media scheduling for online advertising. Estimate the return rate of advertising. Spend a lot of effort to do SNS and BBS posting and reproduced and so on, not can not do, but the cost-effective counter is not as fast as advertising. Each brand touch the net to do marketing promotion, must recognize the direction, careful accounting, not all advertising media are suitable for advertising. In the early stage can not catch the direction of the time, you can target different media trial investment, as long as 3 months, according to the formula as above, you can find which media platform is more suitable for promotion.

Steps in product positioning

Step (1): Analyze the products of the company and competitors. Analyzing the products sold by yourself and your competitors is a good starting point for positioning. Step (ii): Identify the differences. Compare the positive and negative differentiators between your product and the competition's products for the product's target market. These differentiators must be detailed and listed as key elements of the marketing mix that are appropriate for the product being sold. Sometimes, what appears to be a negative differentiator may turn out to be a positive one. Step (3): List the key target markets in order to position the product well. Step (4): Point out the characteristics of the main target market. Write out one by one the desires, needs and other characteristics of the target market in a simple and concise manner. Step (5): and the needs of the target market. The next step is to combine the characteristics of the product with the needs and wants of the target market. Sometimes marketers have to draw many lines between the product and target market characteristics to discover what are the most important needs/desires of consumers that are not being met by the company's product or the competitor's product.

How to locate products on Taobao

1, they like to bring to sell

A lot of new sellers are not too clear about what sells well on the Internet, there is no good source near their hometowns, so the type of things they usually like a little bit of wholesale back to the cosmetic, jewelry, bags, etc. are wholesale some, but due to the funds are not many varieties of each type of Only take a little, so the price of goods is relatively expensive (some take back only to find than some sellers selling price is still expensive), and the number of single type of product is not much, even if there are buyers to browse to your store, see their favorite things, but also on your baby is real, creditworthiness is doubtful (because of roadside stalls is what all things are, but a single type is not much, are generally poor quality products). Now everything requires professionalism, branded and unbranded to open stores, is to give buyers a sense of professional sellers, give buyers heart trust. Coupled with the fact that you are a new seller, creditworthiness is not high, so many similar products online, will be on your side to buy the possibility of very low. And the new seller was low browsing, if you can not grasp the buyers who are not easy to walk into the store, then the turnover is even lower.

2, what the source of good on what to sell

Their own neighborhood just have a good source of goods or a friend recommended that you can get a low price of things, so no matter what to bring to sell.

It's really important to have a close source of goods and low-priced channels of supply, and many big sellers have taken advantage of this.　But you have to think about the reason you're opening a store in the first place. Do you want to invest a sum of money, regardless of whether you like the goods, but want to take advantage of the source, spend as much energy as possible to do a good job on the pat? Then you have to harden yourself to understand the relevant knowledge of the commodity side, and the new seller's sales are low, do you think your motivation to open a store can be maintained for how long?

3, what is hot online to sell what

By definition, what sells what is no longer good. Why or why not?

It can be said that the market has, pat on the pat have, the market does not have, pat on the pat also have. The number of similar goods is just too much. And like computer accessories, cosmetics, clothes, jewelry and so on this kind of long-term hot commodities is "store mountain goods sea", every ten minutes at the same time the number of online sales of goods on the amazingly high, and there is no lack of sufficient supplies, low prices, experienced big sellers, the same commodities there are a variety of choices, do you think that buyers will choose who's?

How to locate the right goods for your sales before you open a store? Here I introduce my own store process and some experience.

A year and a half ago I began to open a store in pat, because it has always been on the network is very interested in feeling, after trying a few months after the online shopping experience, it was blinded by the desire to open a store, and more and more intense. At that time, they were still in college, the school dormitory on the Internet, they are not much money (only 2,000 yuan, or borrowed from his sister, huh?), so the positioning of suitable goods is even more important.

I will pat the basic classification of all down, on their own interest in a few classifications for screening, because I always like a little delicate things, and soon identified "cosmetics", "silver jewelry", "bags" of this classification. But consider these categories are hot classification, the number of similar goods, and each category has several strong big sellers, or can not mess with them, or surely a wound, and then analyze the classification of these small classifications under the classification.

As I am a boy, I do not know much about cosmetics, fake cosmetics is too much, so give up the cosmetics of this category (at that time, there is a school near the largest cosmetic wholesale market in Guangzhou, and a classmate opened wholesale stalls in the inside, it can be said that the source of conditions is very good)

Silver jewelry at that time, but also want to take advantage of the rich source of goods in Guangzhou, and ordinary silver jewelry. The price of goods is not high. But after going to the wholesale market to understand, the same is "imitation Tiffany" 925 silver jewelry, the price is too much, the same sub-A price, AA price, special A price, foreign trade price and so on too much, workmanship is also uneven, but on the Internet, the same imitation, we can not see the real thing, and once again the goods can be used in a beautiful picture, and take the grade low to sell and afraid of buyers are not satisfied with, coupled with the wholesale market of this product Comparison of chaos, they know too much, and do not know the friends are doing this line. The first thing you need to do is to get your hands on a new one, and you'll be able to do that.

Finally, the bag. Men's bags take into account like to the online browsing half a day to buy a bag of boys or a few, plus the general men's bags large ...... >>

How to product positioning

We can roughly divide the online product structure into the following four: diversion models, profit models, activity models, image models.

1. "The attraction paragraph" as the name suggests is the main push to attract the flow of products

We all know the importance of the flow of online stores, since the main push is bound to be the largest source of our traffic access. This part of the baby is characterized by the gross margin tends to the middle level, the product conversion is good, the same compared to the category attribute environment competitors, price or other advantages, thus more conducive to the occupation of the "tofu block" position, the later can bring a larger free flow. In fact, "mass" and "personality" between there is a contradiction, the diversion paragraph must be the target customer group inside the majority of customers can accept the product, rather than niche products. In the choice of diversion, we should do product data testing, the initial product to give a relatively small promotional traffic, observe the data situation, choose a higher conversion rate, geographical restrictions on the lesser product.

2. "Profit paragraph" should account for the highest share of the product structure

To do business is to sell physical products or service products, and the purpose of sales is to make money, so the profit paragraph should also account for the highest proportion of actual sales. Profit money should be applied to a specific niche within the target customer group. These people pursue individuality, therefore, this part of the baby highlights the product selling points and features must be consistent with the psychology of this part of the minority group. Profit models pre-selection of data mining requirements are higher, we should accurately analyze the preferences of the minority group, analyze the style, design style, price range, product selling points and other factors that are suitable for them. Promotion needs to be more accurate in the way of crowd targeting promotion. We also need a small amount of directional data to test before promotion, or product research through pre-sale, etc., in order to lighten the supply chain.

How to do a good job of positioning your product

You can start from the following perspectives:

(a) efficacy of positioning

The so-called efficacy of positioning, that is, according to the efficacy of a particular product to determine its market position. The focus of efficacy positioning is the efficacy of the product.

(ii) quality positioning

The so-called quality positioning, is based on the quality of a particular product to determine its market position. The focus of quality positioning is the quality of the product.

(C) price positioning

The so-called price positioning, is based on the price of a particular product to determine its market position. Price positioning focuses on the price of the product.

(D) variety positioning

The so-called variety positioning, is based on the specific product and their competitors in the product type of differences that exist to determine the market position of the product.

(V) market positioning

The so-called market positioning, is based on the principle of market segmentation to determine the market position of a particular product.

(F) demand positioning

The so-called demand positioning is to determine the position of the product in the market based on consumer demand.

(来#源：mba智库百科)

How to product positioning? How can brands be positioned?

Brand positioning is not product positioning Brand positioning is an important part of brand management theory and practice, but what exactly is brand positioning, people do not have the same understanding. In particular, some people often take brand positioning as product positioning, in fact, brand positioning and product positioning is different. First, brand positioning and its difference with product positioning brand positioning idea is a - Ries (Al Ries) and Jack Trout (Jack Trout) in 1972 for the "Advertising Age" magazine wrote an article first proposed in 1981, two authors published a book "positioning", a comprehensive description of the idea of brand positioning and the implementation of strategies. Through the distillation of the relevant contents of the book (the content and logic of this book is rather loose), I think the idea of brand positioning is composed of three layers of interconnected meanings. First, positioning is a means of communication. This can be learned from the expression of the two authors, "The purpose of this book is to discuss a new method of communication called positioning." "Positioning is a concept that changes the nature of advertising." Secondly, positioning communicates an idea or statement that is formed by distilling and generalizing things related to the brand (which may or may not be related to the product entity). "Reconstructing the idea, the truth has nothing to do with it. What matters are the ideas that exist in people's minds. The essence of positioning thinking is to accept perceptions as reality and then reconstruct those perceptions to get to where you want to be." Third, the goal of brand positioning is to get consumers to psychologically identify with and accept the perception. "Positioning is how you stand alone in the minds of your intended customers." "Positioning is what you are going to do to the intended customer. In other words, you have to position the product in the mind of the intended customer". From the above generalization, it can be seen that the essence of positioning is "psychological positioning", which is the operation of the customer's psychology, i.e., spreading a kind of thing or idea about the brand to the customers, so that this idea will be recognized and accepted by them, and occupy a unique position in their mind, that is to say, letting the consumers form a unique impression and beliefs. Brand positioning is not product positioning. A. Rees and Jack Trout clearly state that although "positioning starts with a product, it is not what you do with the product, but what you do with the intended customer. In other words, you have to position the product in the mind of the intended customer. So calling this concept product positioning is incorrect; you're not actually doing anything important with the product itself." So what exactly is the difference between brand positioning and product positioning? As I understand it, product positioning is a production activity, the purpose of which is to produce for a particular market need, while brand positioning is an advertising or communication activity, the purpose of which is to communicate about an already existing product so that consumers will recognize it. Therefore, the object of brand positioning is the customer, rather than any manipulation of the product itself. And the object of product positioning is the product itself, the development or change of the product. In the practice of brand management, this difference between brand positioning and product positioning is reflected in the relationship between the two. Second, the relationship between brand positioning and product positioning First, the success of product positioning does not mean the success of brand positioning. To cite a case to illustrate this problem. 1970s, before the liquor alcohol is too high has been plagued by the development of China's liquor industry is a problem. Too high alcohol content will not only limit the consumer groups of liquor, but also on the human health of the greater damage, while the greater consumption of food. 1974, Henan Zhang Gong winery successfully developed 38 degrees of liquor, the first in the history of China's liquor development of low degrees of liquor. 1975, the results of this achievement were awarded the National Scientific and Technological Progress Award for Invention and the Ministry of Light Industry Award for Major Scientific Research Achievements; 1984, 1985, the two sessions of the national liquor quality evaluation, Zhang Gong 38 degrees of liquor, the quality of liquor, the quality of liquor, the quality of liquor, the quality of liquor, the quality of liquor. In 1984 and 1985, Zhang Gong's 38-degree liquor won the silver medal in the quality evaluation; in 1992, it was awarded the World Gold Medal in Amsterdam; and in 1993, it was awarded the title of China's Famous Baijiu Excellence. It can be said that Zhang Gong Distillery has done a successful job of product positioning, because it has innovated a product to fill a market gap. Entering the 90's, with the improvement of people's living standards and changes in consumer attitudes, liquor consumers have shifted from high alcohol to low alcohol, which provides a favorable opportunity for Zhang Gong's brand building. However, Zhang Gong did not do a good job of brand positioning. Zhang Gong's advertising slogan is "Southeast, West, Northwest, good wine in Zhang Gong." This brand positioning did not spread the characteristics of Zhang Gong's product positioning: good wine? What is good about it? Moreover, there are too many good wines in China, including the eight famous wines in the past, and even more good wines in modern times, so how can the word "good" alone convey a unique message to consumers? So that they are in the mind ...... >>

How to locate customers for the product

1, to determine their products for the customer groups (age, occupation, gender, income, etc.);

2, to determine the region suitable for their own (such as you are more familiar with which areas);

3, to determine their sales channels: such as the network promotion or phone sales or unfamiliar visits, etc.;

4, organize a report on the industry: a few similar products related to their own products to do a comparison (the same type and can be replaced by the comparison of products)

5, organize a report on the advantages of their products;

6, organize an opening statement or first in advance of their own customers in accordance with their own customary classification;

7, do a rating scale for after-sales maintenance.

In the end, sales is a job of communication, and the host is not essentially the same as the host, both to let the customer signing also have to let the customer face.

Communication has a little skill can be shared with you: is to take yourself as a customer, completely stand in the customer's point of view to consider the problem, consider how to let the customer to sign a single. Take the customer's single as their own professional, so customers will also be willing to talk to you y.

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※What is sold in the sales process? Answer: yourself

First, the world's first car salesman Joe Girard said: "I'm not selling my Chevrolet car, I'm selling myself";

Second, before selling any product first sell yourself;

Third, there is an important bridge between the product and the customer; Salespeople themselves;

four, face-to-face sales process, if the customer does not accept you as a person, he will still give the opportunity to introduce the product?

Fifth, no matter how you introduce your company with the customer is first-class, the product is first-class, the service is first-class, however, if the customer look at your people, like five streams, a listen to what you say is more like a layman, then, in general, the customer will not be willing to talk to you. Your performance will be good?

Six, make yourself look like a good product.

One of the face-to-face

◎ Dress for success, dress to win.

◎ A salesperson's investment in image is the most important investment a salesperson can make.

※ What is sold in the sales process? Answer: Perception

View - values, that is, whether it is important or unimportant to the customer's needs.

Concepts - beliefs, the fact that the customer thinks.

I. Is it easier to sell what you want to sell, or what the customer wants to buy?

Second, is it easier to change the customer's perception, or to go with the customer's perception?

iii. So, before selling your product to customers, find a way to figure out their perceptions and then go with it.

iv. If the customer's concept of buying conflicts with the concept of the product or service we are selling, then change the customer's concept first, and then sell.

Remember

It is the customer who pays for what he wants to buy, not you;

Our job is to assist the customer to buy what he thinks is most suitable.

※What is bought in the buying and selling process? Answer: Feelings

First, people buy or not to buy a certain thing usually have a decisive force at the disposal of the feeling;

Second, the feeling is a kind of invisible, untouchable key factors affecting people's behavior;

Third, it is a kind of people and people, people and the environment interacting with the complex.

Fourth, if you see a set of high-grade suit, the price, style, fabric are good, you are very satisfied. But the salesman talked to you with no respect for you, so you feel very uncomfortable, you will buy? Would you buy the same suit if it was on the stall next to the butcher at the food market? No, because you do not feel right;

Fifth, the enterprise, the product, the person, the environment, the language, the tone of voice, the body movement will affect the customer's feeling.

In the whole sales process for the customer to create a good feeling, then, you will find to open the customer wallet "key".

What do you think it takes to create a good feeling throughout the entire process of meeting with customers?

※What is sold in the process of buying and selling? Answer: Benefits

Benefits are what can bring the other party the pleasure and benefit, can help him reduce or avoid what trouble and pain.

First, the customer will never buy because of the product itself, the customer to buy is through this product or service can bring him the benefits;

Second, third-rate salespeople selling products (ingredients), first-class salespeople to sell the results (benefits);

Third, the customer, the customer only to understand the product will bring them what benefits, to avoid any trouble will be Buy ...... >>

How to market positioning

The first thing is to do market research, investigate which market segment is profitable, suitable for your business to operate, and there is no competitor or their own sufficient competitiveness, so you can do the positioning. Want to do market positioning, must know the market segmentation. Can be based on purchasing power to segmentation, positioning for high school and low grade; can also be based on the characteristics of the crowd for segmentation, such as wearing shoes, some people like leather shoes, some people like sports shoes; segmentation methods are very many. But do positioning must pay attention to, you want to position the market must be profitable, with belonging to say that the market size must be large enough to buy more people, so it is effective positioning. Market positioning consists of three steps: identifying the possible competitive advantages according to the positioning, selecting the right competitive advantage, and effectively indicating to the market the market positioning of the enterprise.1. Identify the possible competitive advantages Consumers generally choose those products and services that bring them the greatest value. Therefore, the key to winning and retaining customers is to understand their needs and buying process better than the competition, as well as to provide them with more value. This is done by offering lower prices than competitors, or by providing more value to make higher prices seem reasonable. Firms can position themselves to provide superior value to their target market and thus gain a competitive advantage. Product differentiation: Firms can differentiate their products from others. Service differentiation: In addition to differentiating by the actual product, a firm can differentiate its product-related services from those of other firms. Personnel Differences: Firms can achieve a strong competitive advantage by hiring and training personnel who are better than their competitors. Image Differences: Even if competing products look similar, buyers may observe differences based on the corporate or brand image. Therefore, a firm differentiates itself from its competitors by building an image.2. Selecting the Right Competitive AdvantageSuppose that a firm has been fortunate enough to identify several potential competitive advantages. Now, the firm must select a few of these competitive advantages on which to base its market positioning strategy. The firm must decide how many and which advantages to promote. While many marketers believe that a company needs to vigorously promote only one benefit for its target market, others believe that a company should position itself with more than seven different factors. Overall, there are three main market positioning mistakes that companies need to avoid. The first is under-positioning, which means not really positioning the business well at all. The second mistake is over-positioning, i.e., conveying too narrow an image of the company to the buyer. And finally. The firm must avoid confusing positioning, which gives the buyer a confusing image of the firm.3. Communication and Delivery of the Selected Market Position Once the market position has been selected, the firm must take practical steps to communicate the desired market position to the target consumer. All of the firm's marketing mix must support this positioning strategy. Positioning a company requires concrete actions, not just words.

Product Positioning Methods

Product Differentiation Positioning Methods Marketers should ask themselves: What are the significant differentiators of the products that the company sells?Pill *** ury differentiates its flour from the competition by including pasta recipes in its flour packages and calling it the flour you want.FamousFixtures is a company that utilizes product differentiation as a way to position its products. Another example of product differentiation is that Famous Fixtures, which manufactures and installs store equipment for retail stores, has positioned itself as a company with extensive experience in retail stores because its parent company is in the retail industry - Famous Fixtures: retail-owned, retail-created, and retail-tested. So the company's product differentiation is not only in its products, but also in its services. Key Attribute Marketers ask themselves: What benefits does the product offer that the target market considers important? In a primary study of consumers at a hospital, personal care was found to be a very important benefit for patients, but none of the competitors emphasized it. Because the hospital positioned itself according to the basic marketing idea: We care about you ...... and much more. As a result, the hospital quickly moved from third to second place in personal health care, resulting in four hospitals offering different levels of personal health care, but only one emphasizing this important characteristic as its own. It is particularly emphasized here that the external positioning image that marketers create for a company can also have a positive impact on those within the company. Interest Positioning Method In retailing, there are no more important consumer characteristics than quality, selectivity, price, service and location. The retailing concepts they hold and the buying characteristics change according to their importance to the target market. Quality and price are not only important to retailers, but also when positioning products and services, keeping in mind that the two characteristics of quality and price transform into a third very important characteristic: value. If shaped first, and indeed mastered, value will be an excellent competitive impression, which is a good point to consider for positioning. Marketers once successfully assisted a shoe retailer in repositioning its low-priced chain store image as a value-oriented chain store. This value positioning translates into an advertising theme of good shoes at a good price, avoiding overemphasis on price and placing special emphasis on quality. User Positioning Identifying the right users/purchasers of a product will make the positioning more prominent in the target market and create a special image for this target group in terms of their location, products, services, etc. A textile chain store positions itself as a retailer that serves the sewing industry with its creativity, i.e. a store that offers more ideas for women who love to sew. Positioning can sometimes be used to position a product in terms of how and when consumers use it; Coors Brewing Company, which organizes summer urban events for young adults, positioned itself as a beer to be consumed at summer happy hours and group events. The company later shifted this positioning to say that Coors celebrates summer in the city' and purchased the rights to the song Summer in the City from singer John Sebastian. Another beer company, Michelob, positioned itself according to the occasions in which its beer was used, and then expanded the occasions in which it was consumed. Michelob positioned its beer, which was originally a weekend beer, as a beer to be consumed every night - i.e., weekends were for Michelob, but instead they were Michelob's nights. Categorical Positioning Method This is a very common type of positioning method. The product is not produced to compete with a de facto competitor, but to compete with similar products against each other. This method is particularly effective when the product is new in the marketplace - whether it is developing new markets or deepening the market for an existing product. The competition between light beer and regular high-calorie beer is a typical example of such positioning, which has created a new light beer and is a successful positioning method. As the market for light beer grew significantly, MillerLite repositioned itself as the leading brand to be prioritized to prevent other light beers from influencing its position in the market - there is only one kind of light beer ...... and that is MillerLite. In mass transit, an example of positioning by product category is a local mass transit company. It is opposed to driving because it exposes the high cost of driving and parking fees, and the company advocates the positioning that it is most economical to travel by mass transit. Competitor-specific Positioning This is a method of positioning that directly targets a specific competitor, rather than a product category, as in the Avis Challenge ....... >>