Brand Competition Strategy

According to the market share of products, the brand can be divided into leader type.

(1) competitive strategy of leading brands

Most industries have one of the most powerful brands, with the highest reputation, the largest market share and the recognized leading position. This is the leading brand.

The leading brands in the world are Coca-Cola, Kodak, Microsoft, Xerox, P & G, Gillette, McDonald's.

If a leader brand wants to maintain its leading position, efforts must be made in the following aspects.

1. maintain high quality image.

The American Institute of quality management has defined the quality as the sum of the characteristics and quality of products or services, which will affect the ability of products to meet all kinds of obvious or implied needs.

Most leading brands rely on superior quality and quality services to win the crown brand.

Many leading brand operators are fully aware that the high quality of products and services is the trump card in competition. It is more convincing to consumers than any promotional means, and is also a prerequisite for winning brand loyalty.

The reason why Rolls-Royce car is a valuable symbol has become a favorite and royalroyal product of celebrities. It is because it implements strict quality control to nearly harsh quality and establishes a high quality brand image.

The engine of Rolls-Royce is made by hand. It needs 500 hours of computer and stand test. The error of the components is strictly controlled within 5/10000 inches.

The wooden dashboard, dining table and so on in the car are made of fine walnut and pine wood, and are planed and grafted by hand.

Walnut is specially bought by the United States, instead of the trunk, it only selects a section on the ground, so that there are beautiful patterns after sawing.

Before the car was released, every piece of glass was carefully polished with pumice powder. This pumice powder is usually used to wipe optical lenses.

Each car should be decorated with top quality leather of 24 square meters. Leather must be processed strictly to make it have a special fragrance, and it must be tested through its length, thickness and patience.

No matter what the temperature is outside, the cooling capacity of the air conditioner is equivalent to that of the refrigerators of 30 household appliances.

In the new Rolls-Royce, no cigarette butt can be seen at any time when the ashtray is opened, and it has the function of automatic cleaning.

More than 60% of Rolls-Royce's cars are still in normal use, and the oldest Rolls-Royce still on the road is produced in 1904.

Rolls-Royce's meticulous.

The value of customer loyalty and absolute satisfaction is created, which is the core value of the Rolls-Royce brand and the key and secret of the success of the Rolls-Royce brand.

In order to maintain the high quality brand image and ensure the market position of the leading brand, we must set up a high standard of quality concept and implement comprehensive quality management.

One of the most effective and persuasive means is to get quality marks or certification.

Some countries or regions have specific quality signs for different products to encourage companies that represent high quality practices.

ISO9000 quality certification is an international standard of quality management and quality assurance formulated by the international organization for Standardization (ISO), which collects quality management experience of developed countries based on the experience of quality management in developed countries. It is used as the basis for the certification of product quality system and has certain universality in the world.

In addition, our country has also set up some quality certification bodies, such as China Fangyuan Certification Committee, China Certification Committee for Environment Labeling Production, China electronic components quality certification committee and so on.

Many enterprises have passed or are carrying out various certification activities, and the situation of product quality certification has undergone great changes in China.

2. expand market demand and maintain a high market share.

Expanding market demand and maintaining a high market share ultimately depend on two factors: consumers and products.

For consumers, enterprises need to maintain their customers and attract new customers.

The latest marketing point of view is that the best policy is to improve the quality of consumers, that is loyalty, preferably to develop lifelong customers.

Because the cost of maintaining old customers is much lower than that of attracting new customers.

The French Michelin Tire Company hopes that car owners in France will drive more miles - more tyre replacement.

So they came up with a clever way to evaluate the domestic hotels with the Samsung standard.

They say many of the best hotels are in southern France, which makes many Parisian people drive to southern France on weekends.

The Michelin Tire Company also published some guidebooks with maps and scenic spots along the lines to promote travel and improve the use of their products.

In the summer of 2001, public service ads such as "shampoo every day" appeared in Beijing and Guangzhou.

Using outdoor, TV media, David Wu, Zhou Minxuan, Chen Juanhong and many other stars: "I wash my hair every day. What about you?"

These public service ads, which advocate daily shampoo, are all the Chinese health education associations, and their sponsors are the world's largest detergent company, P & G.

If you know this, you will know that.

If you wash your hair every day, sales of washing products will definitely increase.

P & G products have the largest market share of washing products in the country.

So, the final beneficiaries are P & G, and the sales of Procter & Gamble will definitely rise sharply.

For products, to increase market share, we need to take advantage of scale and reduce prices, but more importantly, innovation.

There are many innovative ideas, such as speed, simplicity, diversification, health, environmental protection, interest, aristocracy, leisure and so on.

Swiss watches can sell well in the world, and they can be said to be the result of continuous innovation on the basis of high quality.

Barry Ling and Patrick Phillips are the masterpieces of innovation.

Barry Ling is an emergency watch designed for pilots and crew members. Its superb technology is breathtaking.

The stainless steel watch, which is the same size as an ordinary watch, is equipped with a small pmitter.

When a plane is forced to land and an accident occurs, rescuers can identify the location of the aircraft through signals pmitted by the pmitter so as to save passengers and crew in time.

Under optimal conditions, the frequency of the pmitter can be captured within a radius of 400 km.

Patrick Phillips is a watch designed for the navy to predict tides. It is beautiful and practical.

This silver and yellow 18K gold table can predict the time of lunar phase change, tidal coefficient, high tide and low tide, water level and the next sea tide.

Apart from special professional functions, the production process of traditional advanced watches has also been impressive.

For example, the simplest Patrick Phillips with no more than 100 parts can be completed in a few months, and the most complex watch with more than 800 components can be completed by more than two years. Most of the parts are finished by hand, because robots can not possess the instinctive sensitivity and knowledge of skilled workmen.

If one of the latest styles of Patrick Phillips and the luxurious 18K gold watch is the best ornament of hand-made high-grade Italy fabric Western-style clothes, then the new Barry Ling super diving watch (which can be waterproof at the depth of 1000 meters deep) is the ideal partner for sailing on weekends.

Watches often become classic works like sports cars.

On the basis of keeping the original style, the performance of many classic watches will also be improved and improved with the change of people's taste and the emergence of new technologies.

There is nothing to dispel the regrets about time flies, but the famous watchmakers all over the world are constantly upgrading their technology to unveils new watches every year at dizzying speed.

3. take appropriate defensive strategies.

If a leader brand wants to defend its position and maintain its advantages, it should take appropriate defensive strategies to minimize the threat of attack. Specific defensive strategies include positional defense, flank defense, attack and defense, counterattack defense, sports defense and contraction defense (other sections have more detailed descriptions). 6

(two) competitive strategy of challenging brands

The brand behind the leader brand is the challenge brand, such as Pepsi Cola, Unilever, KFC, Fuji, Ford and so on.

1. clear strategic objectives and competitors

If we want to win in the competition and improve the market share, we must clear the strategic objectives and competitors. From the position of the challenging brand, it can identify 3 kinds of competitors and attack targets: the leading brand, the similar brand and the small scale brand.

Attacking leading brands has high risks and high returns.

If a leading brand has loopholes in its operation and management and has opportunities to exploit, it will be easy to attack it; otherwise, do not attack it easily.

The reason for attacking similar brands is basically the same. Such targets should be those that are similar to their own scale but not well managed, confused in management, underfunded, backward in marketing or lack of innovation.

Zhang Ruimin, CEO of Haier group, is a "shock activated fish method" that has been widely concerned by Harvard Business School.

Zhang Ruimin likened the companies with better hardware and software to "shock fish".

Just like a man who is strong, but no brain, and has a problem with his ideas, he is not a sound person.

This move made Haier successfully annex dozens of household electrical appliance enterprises.

Small brands refer to follow brands and pickup and supplement brands.

Attacks on small brands, especially those that are regional, small, underfunded or poorly run, need to annex their businesses and encroach on their markets, so as to achieve the goal of accumulating rivers and seas.

2. choose offensive strategy

After determining the competitors and targets, we must choose the appropriate offensive strategy.

The specific offensive strategy will be introduced in the next chapter.

(three) competitive strategy of following brands

A follow brand is a brand that follows the market leader.

Some people have divided it into 4 categories: imitated person (counterfeit maker), following person, imitator and changer.

It does not have to bear the cost of enlightening education in the market, but its profit is often much less than that of the market leading brand.

Following brand is one of the main objectives of challenging brand attacks.

Therefore, the follow type brand must strengthen the construction and dissemination of its own advantages so as to avoid being submerged and swallowed up in the market competition.

(four) competitive strategy of complementary brand

The supplementary brand is a business that specializes in strong brands that disdain to do, neglect or blind spot business. Its main task is to create vacancies, expand vacancies and protect the deficiency.

It is generally more professional, less market space and fewer competitors, but the profit margin is larger.

In the market competition, the main strategy of the compensation brand is to implement specialization and choose niche market, and specialization is the key to fill the gap.

Niche market refers to the narrow market ignored by strong brands.