品类构建--创造无人竞争的差异（Category building - creating the difference between no competition）.docVIP

品类构建--创造无人竞争的差异（Category building - creating the difference between no competition） The golden throat candy or health care products? Is medicine or cosmetics? Melatonin health care products or gifts? The successful use of category construction will not only enable enterprises to avoid fierce competition, but also get the advantages of no competition at lower promotion costs. How would 2 people eat a piece of cake? Share the food. How do 100 people eat? Grab to eat. How about 1 people? Eat as you like! Any enterprise, of course, would like to own 1 people eating cake like monopoly of the market, to obtain the largest market share. But the fact is that most companies choose to follow the follow-up strategy and no difference marketing, using a product to pursue the entire market, without considering the difference between market segments. So we all crowded in the same market, with the same type of products, in the same channel to compete with a group of customers, it appeared in the advertising war, the price war, end war, promotion war, combat speculation...... After so many wars, our growth is still so weak. On the contrary, the international and domestic excellent, like P G will be a breakdown of the shampoo product PANTENE, Rejoice, Head and Shoulders, VS dandruff, nutrition, soft, professional hair products; Jia Le in high pressure carbonated beverages, construct a new sports drinks category; Haier by season segments to construct a small child prodigy immediately wash washing machine in summer; Lang will be a completely children to eat jelly pudding, create CICI, crystal love and other young people love fashion category; these outstanding enterprises, they have gained considerable success, great we illustrate the degree of many enterprises in market competition, also did not know how to use the category construction. What is category construction? The attributes and categories of products are categories. Category construction is aimed at creating new product cate