Category differentiation is the marketing tool

I have always insisted on the view that the superior martial arts of product marketing is the differentiation of categories.

Everyone else is an apple, you have to be a pear, then there are more pears, you will make apple pears, in short, to break through in the category.

In this way, the product can get a greater chance with less investment.

Here I am telling a case:

P&G has always been a giant in the shampoo industry. In the past ten years, P&G's three swordsmen, Pantene, Rejoice, and Head & Shoulders, which are represented by nutrition, suppleness and anti-dandruff, have almost monopolized the share of the Chinese shampoo market. Known as the "three big mountains" in the shampoo industry. It is extremely difficult for a rising star to develop in the field of shampoo. It’s hard to see the sky again in the shadow of P&G. Coupled with the "Shu Lei", "Wind Shadow", "Xia Shilian", "Lishi", "Flower" and other second camp corps, many new shampoo brands are difficult to break through.

At this time, Yangsen of Xi'an went against the wind and entered the shampoo market, which is competitive in the air. Launched a product "Tao Le".

At the time of the “out of the mountain”, the domestic anti-dandruff shampoo market is quite mature. From the point of view of the product, it seems that there is no gap to drill.

Xi'an Yangsen's "Cai Le" has created a category - dandruff special effects drug, which was successfully cut into the market at the beginning of the market, and the sales volume has risen and become a standout.

The breakthrough of "Tao Le" is to cure the disease. Its success mainly comes from product creativity, selling shampoo as a medicine, and at the same time, based on this ingenious marketing channel "all major pharmacies for sale" to achieve strong support for selling points.

Moreover, the music has also made a few tricks in the propaganda, claiming that "the dandruff is caused by the overgrowth of the fungus on the scalp, and the removal of dandruff should kill the fungus; ordinary shampoo can only wash off the dandruff on the hair, our The method of killing the fungus on the hair, using 8 times, is really right."

Anti-dandruff special effects, can not find a strong competitor in the pharmaceutical industry, in the field of shampoo more innocent! Cai Le has found an excellent market gap and successfully occupied the market with unique product quality.

With unique product functional appeals, Cai Le has effectively grasped the psychological needs of target consumers, so that consumers have to solve the dandruff at all, forget the dandruff shampoo, and think of “take music”. This has created a successful category of ideas.

Instead, look at the cleansing shampoo that Unilever is now launching, and also promote dandruff. But if you look at how much effort it takes, please ask the small S and the Korean star rain, high-density bombardment, only to find out the effect today.

Remember the advertisement of Qing Yang? Xiao S said that if someone once lied to you once, you must immediately marry him. The spearhead pointed to the "de-dandruff, using Haifeisi". The spread of this kind of needle tip to Maimang reflects the fierce competition.

But no matter how toss or shampoo. Did not break away from the shadow of Head & Shoulders.

Despite the confession of men and women, the feeling of giving people can only use Fan Wei's words: Fudge, you then flicker.

However, the use of the star's general propaganda still has a certain effect. The small S’s “just believe in a lifetime” has fascinated some white-collar workers. Last time I participated in a creative storm meeting of an advertising company, I made a random interview by the way. Some people chose Qingyang, asked why, and answered fashion.

In this case, Qingyang can add another strength to form a psychological placeholder: use Qingyang fashion, use Haifeisi you are a native.

But people's P&G has always been a celebrity endorsement, and fashion is not leaving. It is not an easy task to form this psychological contrast.

However, I have some methods and strategies to better help clear Lectra Head & Shoulders. I will sell it for a while and I will not publish it. I can sell it to Unilever when I consult with me.

Closer to home, to sum up, the author is highly esteemed for category differentiation because the greater benefit of category innovation is the ability to open up a new market rather than capture the old market. And a new market is like eating a cake, how to eat if you want to eat. More critically, it meets one of the characteristics of consumers: change.

Therefore, for companies that are planning to plan new products, it is worthwhile to think about how to get rid of poverty and get rich first.