Zhilang Marketing Gong Yongjun: 3 steps to form a differentiated image and status

Regarding positioning, people have similar views. Positioning is the image and status of a company and its products in the minds of consumers. This image and status must be differentiated from the same industry and must be unique. But how to form such a differentiated image and status depends on the beholder and the wise. Gong Yongjun, general manager of Zhilang Marketing, believes that positioning needs to solve three problems. Whose needs are met? Whose needs are met? How to meet these needs?
First,
Whose needs are met?
Whose needs are met, that is, which part of the consumers are met, that is, the needs of the target market are found. In today's market segmentation, it is impossible for any product to meet the needs of all consumers. Therefore, customers also need to cut out customers who cannot generate value or generate negative value. Among the customers that Zhilang Marketing cooperates with, Hangzhou Yuyi is a company specializing in the production of car seat cushions. The consumers it faces are car users. Currently, the number of cars in China is nearly 100 million. The market is huge and it is necessary to identify market segments. The starting points for buying car seat cushions are also different. Some need a genuine leather seat cushion, some need a beautiful seat cushion, some need a distinctive car seat cushion, and some even need to buy a car seat cushion that slows down the body while driving. For pressure car seat cushions, first determine whose needs you want to satisfy, and then research what they need. There is no doubt that car seat cushions are designed to meet the needs of car users.
Second,
Whose needs are met?
After research, Gong Yongjun, general manager of Zhilang Marketing, found that in the consumer market of all car owners, the market for traditional car seat cushions has become saturated. People’s requirements for the aesthetics of traditional car seat cushions have declined, and it is easy to cause fatigue while driving. Various symptoms of back pain have attracted the attention of car owners, and the car seat cushion industry has tended to be out of work. However, if drivers’ concerns about preventing and alleviating back pain symptoms while driving can be solved, this market still has great potential for development. potential. Hangzhou Yuyi has painstakingly developed a functional car seat cushion that deeply massages the seven major acupuncture points of the human body to meet consumers' health needs. But not all driving holders are his customers. Customers who seldom drive or have almost no symptoms of back pain will not have urgent needs. After many investigations, analysis, and listening to the market, Gong Yongjun found that those who engage in taxi business Drivers in the industry are the target consumers of Hangzhou Yuyi's new products. First, the driving time is long. Second, the hidden dangers of diseases caused by driving are more obvious. Third, the cost-effective products, which are less than 1 yuan, have low customer access barriers. . Therefore, the target customers were finally determined to be taxi drivers who prevent and alleviate driving health hazards, and the offensive was quickly launched.
Third, how to meet these needs?
After determining your consumer groups and their needs, you need to set up a marketing strategy to promote this process. This process is not only a comprehensive publicity and promotion process, but also requires the formulation of price strategies, channel strategies, promotion strategies, dealer distributor public relations meeting strategies, etc., so that your customers can find you and trust you, and ultimately form stable product quality and honest prices. , unique experience and comprehensive image of good service. In the process of promoting Hangzhou Yuyi's new products to the market, Gong Yongjun, general manager of Zhilang Marketing, quickly implemented the marketing strategy thoroughly. The Beijing Yasen Exhibition alone received over 10,000 orders on site.