品牌战新教材略培训(奇正版)资料.ppt

Differentiation a ketchup 区隔一种调味番茄酱 The differentiation idea 区隔概念 Most recipes that use whole tomatoes call for removing the skin. 大多数产品以整个番茄为原料而没有去皮。 ? Pampero could exploit this “without-the-skin” perception of Quality and taste. Pampero 可以利用 “去皮” 的质量和口味理念。 ③ Differentiation Via being “first” 区隔方法三： 成为 “第一” “First” psychology “第一” 心理学 People tend to stick with what they’ve got .The status quo has a magnetic attraction. 人们倾向于坚持自已已有的东西。这种状况有神奇的吸引力。 Psychologists refer to this as “keeping on keeping on.” 心理学家将之称之为 “保持所保持的”。 Grey Poupon: The first gourmet mustard Grey Poupon: 第一种美味芥子酱 ? NyQuil: The first nighttime cold remedy 夜宁： 第一种夜用感冒配方 ? Edge: The first shaving gel Edge: 第一种刮胡泡液 IBM was first Computer IBM 是电脑业第一 ? DEC invented a new category. Minicomputer. DEC 发明了新品类：小型电脑 ? Cray invented a new category. Supercomputer. Cray 发明了新品类：超级电脑 ? Convex invented a new category. Mini supercomputer. ? Tandem invented a new category. Fault-tolerant Computer. Tandem 发明了新品类： 容错电脑 ? Stratus invented a new category. Fault-tolerant minicomputer. Stratus 发明了新品类： 小型容错电脑 ? Sun invented a new category. The workstation. Sun 发明了新品类： 工作站 ? ④ Differentiation via “the latest” 区隔方法四： 做到 “最新” The “latest” psychology “新一代”心理学 When it comes to products, our society has trained us to look for the newest and the latest . 对待产品，我们的社会教会我们寻找最新和新一代的东西。 ? People are not comfortable buying what could be perceived as an obsolete product . 人们在购买被认为过时的产品时，感觉会不舒服。 ? Advil Advanced medicine for pain Advil: 先进的镇痛药 DEC’s only hope DEC 的唯一希望 To survive , DEC had to establish the 64-bit Alpha works-tation as “what’s next .” 为了生存，DEC必须把64比特的工作站确立为 “新一代”。 ? They had to aggressively pursue a “back to