After New Year's Day, Wang Haoan came to Beijing again, this time to listen to a professor's class, a class on marketing.

Professor Su is well-known and has helped several companies develop sales strategies, including Zhu Xinli and others from Huiyuan, and has a high reputation.

Wang Haoan came today because he learned the news that this may be Professor Su's last class, and after the end, Professor Su may be retiring.

Although the university invited Professor Su to re-employ, Professor Su did not agree. Wang Haoan got the news that Professor Su's daughter is being treated abroad, which costs a lot, and Professor Su is now short of money.

If you continue to be Professor Su, you will be respected, but if you don't have money, your daughter's treatment will stop if you don't have money, and now that she has seen improvement, and she is not terminally ill, how can he bear to give up treatment?

Today, Wang Haoan is accompanied by many business owners and managers, all of whom hope to hire Professor Su. In fact, the news that Professor Su is retiring is that Professor Su himself spread it through his friends, hoping that someone can hire him at a high price.

Some old friends say that he has no backbone, but those people don't have back pain when they stand and talk, if your child is sick and waiting for money to treat the disease, can you continue to be a poor professor?

In the past few years, he didn't agree to any number of companies hiring him, and he was very happy if it wasn't for his daughter, who wanted to continue teaching and pass on knowledge to others.

Professor Su stood on the podium next to a white screen and a slide projector, projecting his board book onto the screen.

Wang Haoan looked at this kind of high-tech product at this time, and there was a strong retro feeling, he sat in the last row, and he couldn't see what was written on it.

"Today I'm going to talk to you about product positioning in sales. There are many experts and scholars at home and abroad, and they have similarities and differences in the positioning of products. ”

"To put it simply, product positioning is to let consumers choose a product, the specific image of your product in their minds. ”

"Generally speaking, we will divide product positioning into five steps, the first is target market positioning, then product demand positioning, product testing positioning, differentiated value point positioning and marketing mix positioning. ”

"I'm more specialized in marketing, and today I'm mainly talking about marketing mix positioning, products, prices, channels, advertising, promotions, etc., and I will give two examples to make it clearer for everyone. ”

"Look, I have a bucket of instant noodles in my hand, and I will take instant noodles as an example to give you a detailed explanation, hoping to give you some inspiration. ”

"The target market for this instant noodle is everyone. It satisfies the needs of those who are hungry and is loved by consumers because of its fragrant taste and inexpensive price. And similar products, or the fragrance is not as good as this, or the taste is not as good, or the brand is not as good, these are the differences between this product and similar products, and other fast food is even more obvious. ”

"Finally, the advertising of this product is very good, and it has the golden sales channel of the railway, and there are many dealers, and the distribution ability is very strong. ”

"This is one of the best-selling instant noodles on the market, in both barrels and bags, and if anyone wants to make instant noodles, I'm here to tell you how to achieve it without being crushed by the brand. ”

Wang Haoan originally leaned on the chair and sat up straight, this Professor Su, is there a way to make the new brand rise?

"The first way, the easiest, and perhaps as everyone knows, is the price. The price of bagged instant noodles on the market ranges from six cents to one dollar, of which eight cents and nine cents are not, and this price range is blank, which is an opportunity for everyone. Of course, you can also produce more expensive ones, but I don't recommend doing this, you can refer to the sales volume of imported instant noodles in the market, it is really miserable. ”

Everyone let out a hearty laugh, and it is true that the sales of imported instant noodles in the market are very poor.

"The second way is to find a different way to sell your sales channels. Do you know where the two regions with the largest consumption of instant noodles are? One is the railway, which is occupied by this company, because other brands can't get in because of the contract. The second most consumed place is the school!"

"So if you want your instant noodles to sell well, then you have to sell them to schools, especially colleges and universities, because there are many people in the accommodation, the meals in the canteen are served regularly, and the taste is average, many people will choose to buy instant noodles to eat, which are delicious and inexpensive. ”

"If you make a name for yourself among students, as students graduate and join all walks of life, they will not forget your brand and will still choose your instant noodles if necessary. ”

Wang Haoan nodded, isn't this Nestle's expansion method in the previous life. first made a name for itself among students, and then slowly expanded to the youth market, and finally became the No. 1 brand in coffee sales in the Chinese market, and the sales of products such as Guozhen also rose.

"I can't go into detail about advertising, I'm not very good at this, but I recommend you to take a look at the company's advertising, their advertising is very creative and will have some directionality. For example, several of their company's products have become good gifts in the minds of many people, but in fact, they are ordinary food. ”

"There is also their advertising soundtrack, a good soundtrack, it will be easier for people to remember, everyone can sing, at least two sentences, even if the talent is not good, listen to it every day, you can also learn, when the time comes to hear this music, you can think of this product, relying on a music, the advertising and products are deeply implanted in your brain. ”

"Let's talk about promotions. I don't know if you have noticed, but now there is a place called a supermarket in the capital, where things are very cheap, such as this instant noodles, made into five bags a pack, how much cheaper, a dime. This dime naturally doesn't attract everyone, but a few days ago I found out that if I buy a box, I will give away such a large iron basin, which can be used for instant noodles, and the name of their company and brand is printed on it. ”

"How much does this iron basin cost? For two packs of instant noodles, you buy 20 packs, give you a two-pack thing, and then get a bag cheaper, do many people think that they have made money? But in fact, this brand of instant noodles sells more, they make more money, and they also reduce the sales of their peers. ”

"The above is something that many other products can imitate and learn, and now I want to talk about the most critical point, that is, the product. What kind of product can fight your way out of so many instant noodle flavors!"