essenceofmarketingstrategy(建立品牌的秘訣ppt)(編輯修改稿)
2025-02-26 13:24 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 勢(shì)厚的可口可樂(lè)打造品牌時(shí)屢屢碰壁，您真的知道怎樣建立品牌嗎？ ? CocaCola missed the caffeinated, carbonated citrus category (pioneered by Mountain Dew), so they tried to get into the game with Mello Yello. That didn’t work. They tried Surge, which didn’t work either. ? CocaCola missed the spicy cola category (pioneered by Dr Pepper), so they tried to get into the game with Mr. Pibb. That didn’t work either. ? CocaCola missed the allnatural beverage category (pioneered by Snapple), so thy tried to get into the game with Fruitopia, which never went anywhere. ? CocaCola missed the sports drink category (pioneered by Gatorade), so they tried to get into the game with PowerAde, which hangs in there as a weak number 2 brand. ? CocaCola missed the energy drink category (pioneered by Red Bull), so they tried to get into the game with KMX. Not only was KMX fourteen years too late, but it’s also saddled with a weak name. Red Bull connotes energy by conjuring up the image of waving a red flag in front of charging bull. KMX sounds like an additive for a motor oil. ? Six metoo attempts on the part of the CocaCola Company to create new brands when they should have focused on creating new categories. If the world’s leading softdrink pany and owner of the most valuable single brand in the world (CocaCola) has consistently been unsuccessful in building new brands, why should you think your pany can succeed using similar strategies? 14 Chivalry 169。2023 Survival of the Second 老二的生存策略 美囯的第二大城市不會(huì)是靠近紐約的波士頓或費(fèi)城 ….. 15 ? The smart strategist, like Henderson, learns from The Russian biologist Gause, who invented the “principle of petitive exclusion”. Gause put two small animals of the same family but different species in a glass jar with limited food. They cooperated and survived. When he put two small animals of the same species in the jar, with the same amount of food, they fought and died. Coexistence is impossible if animals live precisely the same way. 成為不同的種類：找尋其他東西作食物。 ? Decent profitability requires firms to differentiate themselves. Thus the pursuit of operational effectiveness, and the neglect of differentiation strategy, has predictable results. 卓越的營(yíng)運(yùn)終有盡頭，異化才是更好策略。 Business petition does not always produce a winner. If the difference between petitors are minimal, their struggle may produce only losers. And conventional strategies may only make things worse. The basis for profitability in a petitive system is petitive advantage. If no petitor can gain a significant and sustainable advantage over the rest, the result is stalemate. In stalemate, market share is of little value. Stalemate is an ever more mon fact of life. Finding new ways to create petitive advantage will be the measure of success for American business. 產(chǎn)業(yè)一旦陷入僵局 (stalemate)，衆(zhòng)人皆輸。 John Clarkeson, BCG Chivalry 169。2023 Doing differently from the leader – finding an opposite idea 最好跟市場(chǎng)領(lǐng)袖不同甚至相反 16 連系策略 Avis is only No. 2 in rentacars, so why go with us? vs. Uncola:六十年代末的美囯，每三位 soft drink消費(fèi)者有兩位喝可樂(lè)，uncola連接可樂(lè)這個(gè)龐大市場(chǎng)，使7喜成市場(chǎng)三哥，年銷從 元增至一億九千萬(wàn)美元。 Volks 於 1949年進(jìn)入
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