STP分析法市场定位

COMPETITOR REPOSITIONING
WHAT
• That is to give your consumer an negative minds of your competitor. • 重新定位的最初定义是为你的竞争对手贴上负面标签，从而为自己建立
正面定位。
HOW
1强势中寻找弱点
• Why: according to the research, many people used to buy XPP when they were tired or
hungry. For the milk tea’s character, it has more flavor than milk and lower effect of refreshment than coffee(difference, own character). For the market, “a little hungry or sleepy” can break the limitation of season and time, “New Zealand milk and Indian red tea” can leห้องสมุดไป่ตู้ consumers feel the update of the product
update both of the brand and product
• What: When people have a little hungry or sleepy, drink some XPP. Advertising XPP is made
by New Zealand milk and Indian red tea
2.IT MUST BE RESPONSIVE
USER GENERATED CONTENT
3.GIVE RIGHT HOMING OF YOUR COMPETITOR 将竞争对手归位
TAKE CARE
• 1回避没有赢家的攻击 • Avoid those lose-lose attack • 2攻击的关键是建立正面形象 • The key is to built a positive mind of your customer • 3价格通常是差异化的敌人
M
E
T
H
O
D
S
The methods of marketing positioning varies. There are three main kinds of methods.
Avoid the strong Innovation positioning Reposition
And all these can be divided into two types.
REPOSITIONING
Avoid the strong
BACKGROUND
• In 2007,the competitor YouLemei came out and occupied almost half of the
market. In 2009, XPP used positioning strategy. In 2011, XPP gain the leader position. But in 2012, the development came to a standstill. They lost their strategic direction, didn’t know how to promote costumers’ purchasing power and even didn’t know who were their competitor.
When the company tries to put a new product on the market, a Innovation positioning clear positioning needs to be set to attract consumers.
In 1979, in the era that people can not listen to music anywhere they want with any equipment, the world's first Walkman TPS-L2 born in Sony Corp. Then Sony opened a new era.
•
old position: focus on school, hot drink, good taste
THREE CRISIS
• 1. negative cognition of milk tea(low quality, food additives, essence…) • 2. low-end position and price, didn’t update the product in time • 3. didn’t have a certain position, didn’t have cause of purchase for consumers
(just “tasty”, but every drinks are tasty)
NEW POSITION
• How: satisfy consumers’ needs, clear the reason of purchase, improve the cognition of milk tea,
AVOID THOSE LOSE-LOSE ATTACK 回避没有赢家的攻击
THE KEY IS TO BUILT A POSITIVE MIND OF YOUR CUSTOMER 攻击的关键是建立正面形象
T H A N K S
• Seek weakness from the strength
2使用能引起共鸣的攻击
• It must be responsive
3将竞争对手归位 Give right homing of your competitor
1.SEEK WEAKNESS FROM THE STRENGTH 强势中寻找弱点
Pre-positioning for new product Repositioning for existing product
And the objects of positioning can be the products even the competitors.
PRE-POSITIONING
Marketing Positioning Strategy in STP Analysis
By：蒋遨宇
陈亮直 韩东霖
W H AT I S P O S I T I O N I N G
Marketing positioning is to establish a unique image or identity of a product in the minds of target customers. “ A product’s position is the way the product is defined by consumers on important attributes – the place the product occupies in consumers’ minds relative to competing products. ” It means a strong image in customers’ mind of a product represents success.