芙蓉王
国际营销大师特劳特中国行
营销战略的定位与执行
培训讲义
特劳特品牌战略教程
Training Course of Trout Brand Strategy
To Succeed With Positioning
定位致胜
品牌定位（Positioning)能够集中力量，使品牌易于进入消费者心智，
影响其购买决策。
Positioning Era
定位时代
The tide of Bi brings similarities and interference between and
among brand the same time,products,media and information
increase these make it more and more difficult
for customers to receive all brand information and form a clear brand
image.
品牌形象大行其道，带来形象近似与相互干扰，同时社会产品、媒介与信息爆增，消费者全方位接收品牌信息形成清晰形象，显得日益困难。
Positioning makes a brand concentrate and find an easy way to enter
the minds of customers and influence their buying decision
New mode of customer’s mind
全新的消费者心智模式
With social progress and ever-increasing human activities, customers
are in tyranny of information and they are overwhelmed.
随着社会的发展，人类活动日益丰富，消费者处于信息拥挤之中，人心疲于应付。
Facing so much information, on the one hand, people tend to exclude it, on the other hand, they have learned to simplify and classify information.
面临太多资讯，人们一方面倾向于排斥，一方面学会简化处理，将信息分类记忆。
New mode of customer’s mind（Continued)
全新的消费者心智模式(续）
Customer will form product ladders in their minds to facilitate purchase .
Thus , they can buy in this order when they need something .
为方便购买，消费者会在心智中形成产品阶梯，当产生相关需求时，依序优先选购。
Occupying the first rung of the ladder and being the generic for a category or unique products are considered as a position to occupy that category or attribute.
占据阶梯首层的品牌，成为某品类或某特性产品的代表，被认为占有该品类或特性的定位。
Wahaha 娃哈哈
Robust 娃哈哈
X X X
……
Colgate 高露洁
Crest 佳洁士
X X X
……
Changhong 长虹
Konka 康佳
Skyworth 创维
Hisense 海信
Xoceco 厦华
TCL 王牌
……
“Pure water’ ladder
“纯净水”品类阶梯
TV set ladder
“彩电”品类阶梯
“cavity prevention’ ladder
“防蛀”特性阶梯
Innovation in marketing concept
营销观念的革新
The essence of marketing in Positioning Era is to enter the minds of
Customers to set position and make it as direction in competition .
步入定位时代，营销的精髓在于进入消费者心智，建立定位，主导竞争。
main battlefield of marketing shifted from market place to minds of
customers.
营销的主战场，从市场转为在消费者心智展开。
operation of marketing shifted from demand-oriented to competition-oriented .
营销运作，由需求导向转为竞争导向。
Correct ways 正确的方法： Get there first 抢先占位
Positioning with connection 关联定位
Replace leader 取代领导者
New marketing principle No .1
营销新法则（一）
In the new era , the success of marketing is decided by a brand’s differentiation with a position in the minds of customers to get mind
Resource and win the future .
新时期的营销成功，取决于品牌在消费者心智中以定位实现区隔，
占取心智资源，致胜未来。
Principle : Each successful brand must have a position
法 则：任何一个成功的品牌，都必需蕴含有一个定位。
: Chinese TV set VS Japanese TV set
例 ：中国彩电 VS 日本彩电
Successful brands VS foam brands
成功品牌 VS 泡沫品牌
New marketing principle
营销新法则（二）
Marketing after positioning
定位后营销的展开
Principle: Every activity in each procedure helps a brand establish,
reinforce or consolidate a position to influence consumers’
buying decision .
法则：任何一环营销活动，都是为了协助品牌去建立、加强或巩固一个定位，以此影响消费的购买决策。
Marketing after positioning
定位后营销的展开
Product：
From Qiandaohu
Lake
Distribution：
School
Price：
high
Event：
Stop Producing
Pure Water
PR：
Sports / Science popularization
Promotiot：
Olympics， Trip to
Qiandaohu Lake
Advertising：
Growth Comparison
Target Group：
Students/
Athletes
“Natural Water”
“天然水”
产品：来自千岛湖
目标群：学生/运动员
分销/推广：学校
价格：贵
广告：来自千岛湖
促销：奥运、游千岛湖
企业事件：停产纯净水
公关：运动/ 科普
Bottom –up Marketing for
Chinese enterprises
中国企业的逆思考行销
In positioning era , marketing should start with tactics of entering the minds of customers to position and then form the strategy. It is meaningful especially to Chinese enterprises .
定位时代，营销从进入消费者心智的战术入手，确立定位，然后再依之形成战略，对中国企业尤富意义。
market tend to be in overcompetition，it becomes more and more difficult for demand-oriented marketing to take cffect .
中国市场普遍趋向过度竞争，需求导向的营销操作越来越难奏效。
brands lack of position . It is the key reason for unsatisfactory marketing performance .
品牌普遍缺乏定位，是营销推广不佳的核心原因。
first and then do marketing will give marketing activities clear direction .
先定位然后再营销，这样就可以给营销活动指明方向。
Positioning 定位
How you differentiate your product in the mind of the prospect
如何让产品在消费者心智中实现区隔
Why Differentiation is important
为什么区隔是重要的
The new world order！
世界新秩序！
“Global economy” statistics .
“全球经济”的统计数据：
the world’s largest economies, 51 are not countries but corporations .
在全球最大的经济体中，51个不是国家，而是集团公司。
200 largest corporations account for 28 percent of the world’s economic
Activity.
200个最大的集团公司占到了全球经济活动的28％。
500 largest account for 70 percent of world trade .
500个最大集团公司占到了全球交易的70％。
An ugly fact of life
糟糕的现实
If you make a mistake, your competitors quickly get your business.
And you don’t get it back.
一旦商业上的犯错，你的竞争对手很快会抢走你的生意。
What’s worse is that you Rarely get it back .
尤为糟糕的是，你很难再夺回来。
The situation：
It’s a battle of brands
现状： 这是品牌之战
Dog food ： 180 brands
热狗 180个品牌
Bottled water ： 50 brands
瓶装水 50个品牌
Cough/cold ： 134 brands
感冒药 134个品牌
………… …………
The law of division
分化定律
Over time， a category will divide and become two or more categories .
随着时间推移，一种类别会分化成两种或以上的类别。
Positioning defined
定位的定义
It’s how you differentiate your product in the mind of the prospect.
它是指，你如何让你的产品在预期顾客的心智中实现区隔。
The steps
To differentiation
实现区隔的步骤
context
分析行业环境
Arguments are never made in a vacuum. There are always competitors trying to make points of their own.
你不是在真空中建立区隔，你的竞争对手都在那么做。
Your message has to make sense in the context of the category .
你的信息必须切合行业环境易于感知。
differentiating idea
寻找区隔概念
You are looking for something that separates you from your competitors.
你正在寻找能把你和竞争对手区分开来的东西。
The trick is to find that difference and then use it to set up a benefit for your customer .
关键就是寻找到差异，在此基础上建立起对客户而言的价值。
credentials
找到支持点
To build logical argument for your difference , you must have the
credentials to support your claim of being different .
你必须要为自己的区隔概念寻找到支持点，以使它符合逻辑。
You must be able to demonstrate your difference .
你必须能够证明你的区隔。
difference
区隔的传播应用
If you build a differentiated product, the world will not automatically
beat a path to your door , Truth will not win without some help .
你为产品确立了区隔，并不意味着生意就此自动上门。没有帮助，真理也不会获胜。
Every aspect of your communication should reflect your difference .
你营销传播中的方方面面，都必须围绕区隔而整合。
Some traps in differentiation
区隔的几个陷阱
Trap 1: Differentiation via “price ”.
陷阱一：以“低价”为区隔
Trap 2: Differentiation via “quality ”.
陷阱二：以“质量”为区隔
Trap 3: Differentiation via “customer ”.
陷阱三：以“客户”为区隔
Trap 4: “slogan ” is not Differentiation.
陷阱四：“口号”不是区隔
Slogan or difference
口号还是区隔？
“Nike . Just do it .”
“耐克，Just do it .”
“Nokia . Connecting people .”
“诺基亚，连接大众” 。
Quilmes .The taste of the meeting .
Quilmes ,相遇的味道。
Difference
区隔！
“Nike . What the world’s Best athletes wear.”
“耐克，世界最优秀运动员所穿。”
“Nokia . The world’s No .1 cell phone.”
“诺基亚，世界第一部蜂窝手机。”
Quilmes . Since 1890 , the beer of Argentina .
Quilmes , 始于1890年的阿根廷啤酒。
. 摩根
“I have never settled for better when best was within reach . I have”
Zero interest in okay . I have mistaken listening for understanding . I have
Frustrated cynics . I have been difficult when necessary . I have been easy
When faced with perfection . I have lit fires . I work for . Morgan .”
“能够做得最好时，我从不满足于更好。我对‘可以’毫无兴趣。我从不错过倾听。我从不愤世嫉俗。我对差强人意难以释怀。我对完美心怀舒畅。我的生命充满激情。我为 .摩根工作。”
Here’s the difference
区隔在这里
1. A heritage of serving the world’s most prominent corporations , governments and families .
为世界最知名的公司、政府和家族服务的传统。
2. Helped structure and finance GE and AT & T in their infancy .
协助通用电气和AT&T起家时的组建和融资。
3. Loaned money to the French and the British during two world wars .
在两次大战期间为法国和英国贷款。
In other words
换言之
.摩根
Generating wealth for 150 years .
创造财富 150 年。
“There is no such thing as a commodity .
All goods and services can be differentiated.”
“没有东西象商品那样－－所有的商品和服务都可以实施区隔。”
Theodore Levitt
Editor
Harvard business review
《哈佛商业评论》编辑
A simple success story
一个简单的成功故事
Southwest Airline
美国西南航空公司
1. One kind of airplane .
一种飞机型号
2. Nolousy food . In fact , no food at all . What you save on Southwest , you can spend at a gourmet restaurant when you arrive . No loading of food keeps things simple .
没有差劲的食物。事实上，完全不提供食物。你在（西南航空）省下的钱可以在抵达后花在美食馆里。不提供食物令事情简单。
3. No assigned seats . Just reusable boarding passes . That means no groping for seats , no boarding early , no overbooking . You walk on and the plane takes off . You arrive on time .
What could be simpler? 没有指定座位。有的是可再用登机证，意味着不用急着找座位，不用提早登机，没有预订过多。你走上飞机，然后飞机起飞，你准时抵达。
还有更简单的吗？
going through hubs . The planes fly direct to where you want to go , not where Southwest wants you to change planes .
Flying the shortest distance between two points saves fuel and time , so the airline charges less . It’s that simple .
不用换乘。飞机直飞你想去的地方，西南航空不会在任何地方周折。在两点间做最短距离的飞行，节省了燃料和时间，因此机票更便宜。就是这样简单。
Conclusion
结论
The “one class” brought to the marketing mix a consistent sales proposition and strong coordinated power .
“单一舱级”的区隔概念，使西南航空公司的营销组合有了一致的焦点，并产生了强大的协同作用。
The bottom line
本 质
It’s not about knowing your customer . It’s about your customer knowing what makes you different .
不是了解客户，而是让客户了解你为何与众不同。
Differentiation in commodities
商品的区隔
Commodity tactics :
商品战术：
1 . Identify 标识------------------------------------- Dole 都乐标签
2 . Personify 拟人------------------------------------Green Giant 绿巨人豌豆
3 . Differentiate 区隔-----------------------------------Yellow Chicken 鸡肉
4 . Create a new generic 创新品类
Big cantaloupes 大个香瓜--------------------Crenshaw melons 可丽香瓜
5 . Change the name 改名
Chinese gooseberry 中国醋栗-------------------------- Kiwifruit 奇异果
6 . Reposition the category 重新定位品类
Pork 猪肉---------------------------- the other white meat 另一种白肉
Differentiation and the mind
区隔和心智
The mind is the battleground
心智是战场
Minds are limited
心智有限
The product ladder
产品阶梯
Hertz
Avis
National
The rule of seven
7的定律
Seven brands account for 90％
7个品牌占到90％
Crest 佳洁士----------------------------- 37%
Colgate 高露洁-------------------------- 27%
Aqua Fresh-------------------------------- 12%
Close-up 皓清---------------------------- 5%
Aim 瞄准--------------------------------- 5%
Uitra bright 超亮------------------------ 2%
Sensodyne --------------------------------- 2%
Product ladder is geometric
产品阶梯层级排列
First rung 第一阶 40％
Second rung 第二阶 20％
Third rung 第三阶 10％
Fourth rung 第四阶 5％
Minds hate confusion
心智厌恶混乱
The laziness factor
惰性因素
Minds quickly label complex ideas as confusing .
心智容易将复杂的概念标为混乱。
Minds don’t have the time or the desire to figure things out .
心智没有时间也不愿意去搞清事物。
Manufacturers love complexity
生产商喜欢复杂
AT&T’s EO Personal Communicator：
A cellular phone ，fax ，electronic mail ，personal organizer and pen-based computer .
AT&T’公司的EO个人通信器：集合手机、传真、电邮、个人助理和笔输入计算机。
Okidata’s Doc-it:
A desktop printer , fax , scanner , and copier .
ok idata的 Doc-it：集合桌面打印机、传真、扫描仪和复印机。
Apple’s Newton：
A fax ，beeper，calendar-keeper，and pen-based computer.
苹果的Newton:集合传真、传呼、年历和笔输入计算机。
The power of
oversimplification
极度简化的力量
The best way to enter minds that hate complexity and confusion is
To oversimplify your message .
进入厌恶复杂与混乱的心智，最好的办法是让你的信息极度简化。
The most powerful concept
最有力的概念
Word
字眼
Own a word in the mind
在心智中占有一个字眼
Overnight
隔夜送达
Driving
驾驶
Safety
安全
Minds
Are insecure
心智缺乏安全感
Why minds are insecure
为何心智缺乏安全感？
Monetary risk 金钱风险
Functional risk 功能风险
Physical risk 生理风险
Social risk 社会风险
Psychological risk 心理风险
Buying what others buy
跟风购买
Most people don’t know what they want .
Most people buy what they think they should have .
大多数的人不知道他们需要什么。
大多数的人买他们认为该买的东西。
Following the herd
随大流
“We determine what is correct by finding out what other people think is correct .”
“我们找出别人认为对的东西，然后判定什么是对的。”
“This principle of social proof applies especially to the way we decide what constitutes correct behavior . We view a behavior as corrct
in a given situation to the degree that we see other performing it . ”
“这条被社会所承认的原则，尤其适用于我们判定什么是正确的行为。我们判定某一行为是否恰当，往往依赖别处所见。”
Robert Ciaklini ，psychologist
罗伯特 西亚克里尼 心理学家
Corralling the insecure
应对不安全感
1. The bandwagon 从众
2. The testimonial 寻求证明
3. The heritage 相信传统
The spirit of emulation
效仿精神
“We want to copy those whom we deem superior in taste
or knowledge or experience.”
“我们效仿我们认为在品位、知识或经验上优于我们的公司。”
Stanley Resor
斯丹力. 罗塞
One-time head of J. Walter Thompson
智威汤逊公司前总裁
Selling your heritage
销售你的传统
Coca-Cola The “real thing” heritage .
可口可乐：“正品”的传统
Steinway “The instrument of the immortals .”
史坦威钢琴：“不朽的乐器”
Cross Pens “Flawless classics sine 1846 .”
Cross 钢笔：“始于1846 年的完美经典”
Carpenter “A leader in specialty steels for 100 years .”
Carpenter 钢材：“领先特种钢材 100 余年”
Minds
don’t change
分析行业环境
心智不变
Modifying an attitude
改变看法
“In order to change an attitude ,it is presumable necessary to modify
The information on which that attitude rests.”
“It is generally necessary , therefore , to change a person’s beliefs.”
“为了改变一种看法，有可能必须修正那些认识所基于的前提。”
“因此，通常有必要改变一个人的信仰。”
The futility of change
改变是无效的
“Faced with the choice between changing one’s mind and
Proving that there is no need to do so, almost everyone gets
Busy on the proof.”
“面临在改变心智和证明没有必要这样做之间做选择时，几
乎所有人忙于去作验证。”
John Kenneth Galbraith
约翰 . 肯尼斯 . 盖尔布雷司
Minds
Can lose focus
心智会失去焦点。
The line-extension trap
品牌延伸的陷阱
Line-extension damages your difference most
品牌线延伸是对区隔的最大破坏
Line extension “facts of life .”
品牌延伸“真相”：
extension is good strategy if specialist competition never does
develop .
如果肯定不会有专业对手出现，品牌延伸是好战略。
extension is bad strategy if specialists strike back strongly .
如果会导致更专业化对手的强烈反击，品牌延伸是糟糕的战略。
A matter of perspective
关于前景
Companies look at their brands from an economic point of
View .
公司往往从经济学角度看待他们的品牌。
Long term , they should look at their brands from the mind’s
point of view .
就长远而言，他们应当从心智的角度看待自己的品牌。
It’s all about money
一切与钱有关
The cost of a successful launch is now $30 million,
vs. $5 million for a line extension .
现在，美国一个品牌成功上市的费用要3000万美元，而品牌线
延伸要500万美元。
Under Wall Street pressure for quarterly earnings , senior mana-
gers don’t invest enough to create genuinely new products .
在华尔街季度收入的压力下，高级经理没有足够的投入去开发
真正的新品。
It’s all about risk
一切与风险有关
“Few brand managers are willing to invest the time or assume
The career risk to shepherd new brands to market .”
“很少有品牌经理，愿意投入时间或甘冒前程风险，去推出新的
品牌。”
It’s all about perceptions
一切与领悟力有关
“Unchecked product-line expansion can weaken a brand’s image ,
Disturb trade relations , and disguise cost increases .”
“未被遏止的产品线延伸，会削弱一个品牌的形象，扰乱交易关
系，并掩盖成本的增加。”
“In real estate it’s location , location , location—
In business it’s differentiate , differentiate ,
differentiate .”
在房地产业，最重要的是地盘，地盘，还是地盘。
在商业上，最重要的则是区隔，区隔，还是区隔。
Robert Goizueta
罗伯特 . 顾祖塔
Coca-Cola CEO
可口可乐首席执行官
The problems
问题
Many companies still don’t understand the need for differentiation.
Many companies do understand , but don’t know how to do it .
许多公司仍旧不明白为什么需要区隔。
许多公司明白区隔的重要性，但不知道该怎么做。
Bridgestone/Firestone Inc
普林斯通/火石公司
A history making crisis
历史造成的危机
Bridgestone/Firestone brands .
普林斯通/火石的品牌
普林斯通
火石
King
labels
Lesson
教训
Two-name company names are not as
good as a one-name company name .
两名联合的公司名字，没有单一化的公
司名字好。
The new name
新的名字
Bridgestone Corporation
普林斯通公司
Lesson
教训
Don’t try to change the market’s mind .
不要试图改变市场既有的看法。
The obvious solution
明显的解决方法
Reduce the Firestone brand to the status of a value brand .
放弃火石品牌。
Make Bridgestone your main brand .
使普林斯通成为主品牌。
Lesson
教训
Don’t put good money on a dying brand .
Put it on a new idea .
不要将钱投入一个即将消亡的品牌。
将钱投向一个新的概念。
Differentiation
Via “attribute”
区隔方法一：“产品特性”
①
“Attribute” psychology
“特性” 心理学
Researchers say every person is a mixture of characteristics .
研究表明每个人是各种性格的混合体。
Being known for one characteristic makes the person unique .
只有一种性格令人与众不同。
(Albert Einstein: Intelligence . Marilyn Monroe : Sexy)
(艾伯特 . 爱因斯坦：智慧 ；玛丽莲 . 梦露：性感）
Psychology (continued)
心理学（续）
Researchers say each product is a mixture of characteristics .
研究发现每个产品也是各种特征的混合体。
Being know for one characteristic makes the product unique .
只有一种特征广为人知，让产品与众不同。
（Volvo : safety Crest : Cavity prevention)
（沃尔沃：安全；佳洁士：防止蛀牙）
The halo effect
光环效应
If you can own one attribute in the mind the prospect will
give you many others .
如果你能在消费者心智中形成自己的特性，人们会给你附加
很多其它好处。
Visa Everywhere
维萨卡 无处不在
MasterCard Main Street’s
万事达卡 主要街道
Federal Express Overnight
联邦快递 隔夜送达
Automotive attributes
汽车的特性
BMW …………………………….driving
Volvo ……………………………. safety
Mercedes ………………… … engineering
Toyota & Honda ………… … … reliability
Jaguar …………………………… styling
Ferrari …………………………… speed
宝马 ……………………………. .. 驾驶
沃尔沃 ……………………………. 安全
奔驰 ………………… … ….. 工艺设计
丰田和本田 ………… … ………… 可靠
美洲豹 ……………………………. 个性
法拉利 ……………………………..速度
The law of exclusivity
排斥定律
Two companies cannot own the same attribute in
the prospect’s mind .
两个公司在消费者心智中不能拥有同一特性。
Use it or lose it
使用或失去它
Once you stop focusing on your attribute , you run the
risk of becoming nothing .
一旦你不再聚焦于你的特性，你将冒上成为什么都不是
的风险。
Aim once had a 10% share
瞄准牌曾有10％的份额
Aim lost its focus .
瞄准牙膏失去了它的焦点。
Today , AIM has a % share .
今天，瞄准牌只有％的份额。
Differentiating in retail
在零售业中区隔
Walmart :
Everyday low prices
沃尔玛 ：天天低价
Stop&Shop’s Needs
Stop&Shop店的需要
Stop & Shop from competitors .
使 Stop & Shop 区隔于竞争对手。
a way to say “good deal” without screaming “low price .”
找一个说出“好买卖”的方式，而不是叫嚷 “低价”。
your “Quality” attributes .
强化 “质量” 的特性。
Meeting the needs
满足要求
1. “Honest Values” differentiates you from your competitors .
以 “实在”区隔于竞争对手。
2. “Honest Values” says “good deal” without saying “low price.”
“实在”说的是“好买卖”，而不说“低价”。
3. “Honest Values” reinforces your quality attributes .
“实在” 强化了质量特性。
Stop & Shop 店
Honest values
实在
The end and the beginning .
由始至终
Honest values are what we’re all about .
实在就是我们的一切。
The results
结果
You were with us at a critical juncture in our turnaround
situation-you input was invaluable . We have now reached a
Level of responsibility and profitability for which you deserve
A degree of credit .
在我们形势好转的关键时刻，是你与我们共度－你的支持无
价。我们现在获得提升和利润，你应得一份功劳。
Robert G. Tobin
罗伯特 G 托
Chief Operating Officer
首席运营执行官
What “Stop & Shop” is worth
Stop & Shop的价值
Billion
29亿美元
Differentiating a bank
with a long heritage
区隔一家历史悠久的银行
The problem
问 题
I can’t recall the last time I saw stagecoach on my street .
我想不起上次在街上看到公共马车是什么时候。
It would be helpful if you could translate that heritage into
Today’s world .
如果你能把那个传统转化到今日世界体现出来，将会有帮助。
Your updated position:
“Fast then , Fast now”
更新的定位：“过去快，现在也快”
The need
需 要
You have to portray your modern technology as today’s
stagecoaches .
你必须得把你现代的技术描绘成今天的公共马车。
You have to bring this strategy to life with examples of
fast ,responsive service offerings .
你必须得用提供快速相应服务的例子让这个战略成形。
②
Differentiation
Via“how it’s made”
区隔方法二：“制作方法”
“How it’s made” psychology
“制作方法”心理学
Consumers want to believe that products can contain a magic
Ingredient which will improve performance .
消费者愿意相信，产品具有某种神奇的因素使之表现优越。
Understanding how the ingredient works is not essential .
是否弄清该因素如何生效不是关键。
Silicon Graphics ： Geometry Engine
硅谷图片公司 ： 几何引擎
Crest ： Fluoristan
佳洁士 ： 含氟
Sony ： Trinitron
索尼 ： 特丽珑显像管
Differentiating
a pizza chain
区隔一家比萨连锁店
John’s secret weapon
约翰的秘密武器
Not made from concentrate.
非浓缩原料精制
“Better” position
“更好”的定位
Better ingredients. Better pizza.
更好原料， 更好比萨。
Beating up Pizza Hut.
痛击必胜客 .
“Better” results
“更好”的结果
growing at twice the industry average.
销量以两倍于行业平均速度的增长。
up 66% last year.
去年的利润上升66%.
price quadrupled from initial public offering.
股票价格是上市时的四倍。
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 the future”
strategy . The market had to be pushed in this direction.
他们必须致力于 “回到未来”的战略，必须推动市场朝这一
方向发展。
The 64-bit Question
64比特疑问：
Does anyone really need a 64-bit workstation?
真的有人需要一台64比特的工作站吗？
What Dataquest said in 1979
Dataquest在所不惜1979年的说辞
“Digital’s architectural change is highly questionable . Software developers and end-user customers currently have no need for the technological advances that digital’s new chip-set offers , nor will
they in the foreseeable future.”
“DEC公司的架购变化很值得怀疑。软件开发者和终端用户现在
不需要DEC公司新芯片提供的先进技术,在可预测的将来了不需要。”
Will history repeat itself
历史会重演吗？
They laughed again 他们又笑了
when DEC introduced 当DEC推出
the 64-bit 64比特
Alpha workstation 阿尔法工作站的时候。
Fact of life
真相
Your prospects will prefer 64-bit workstations to 32-bit work-stations not because they know anything about 64-bit workstations ,
but because they are the next generation .
你的预期客户会喜欢64比特工作站胜过32比特的工作站，原
因不是他们对64比特工作站有所了解，而是因为这是新一代的产
品。
Your claim to fame
既有的名声
DEC pioneered the 32-bit VMS operation system and the
VAX architecture to become the world’s second largest computer company .
DEC第一个开发了32比特速度测量系统(VMS)和VAX架构，
成为世界第二大的电脑公司。
Recommendation
建议
Connect the 64-bit workstation to the 32-bit minicomputer.
将64比特的工作站和32比特的微型计算机联系起来。
Positioning theme
定位主题
DEC does it again
DEC又做到了
Two years ago , Digital Equipment Corp . Introduced the 64-
bit Alpha RISC architecture .
两年前，DEC 公司推出了64比特阿尔法RISC架构。
The industry yawned.
行业对此没有兴趣。
While acknowledging its speed and power, many of the com-
Puter industry insiders dismissed the 64-bit Alpha chip by saying,
“who needs it?”
许多业内人士承认它的速度和能力的同时，排除了64比特的
阿尔法芯片，并说 “有谁需要它？”
You need it.
你需要它。
⑤
Differentiation
via “leadership”
区隔方法五： “市场领导者”
“Leadership” psychology
“领先” 心理学
Humans tend to equate “bigness” with success and social status.
人们倾向于把 “大”等同于成功和社会地位。
Leadership is the most direct way to establish the credentials
of your brand . And credentials are the collateral you put up to
guarantee your performance .
领导者是建立品牌信任的最直接方法。信任是你提出保证产品
表现的间接含义。
The problem
问题
Is this global economy, if you don’t have a positioning idea
to differentiate your company, you had better have a great price .
在全球经济中，如果你没有定位概念区隔你的公司，你最好有
个极具竞争力的价格。
A coherent direction
一个整合的方向
1. Focus on leadership in technology.
聚焦于技术领先。
2. Bring that idea to life across all marketing materials and
activities .
让定位概念体现在所有的营销活动之中。
Marketing’s role
营销的任务
To turn a differentiating idea into a full-scale program , the idea is a nail . The program is the hammer that drives it into the mind.
将区隔的概念转化为全面规划。 点子是钉， 规划是把钉子敲入心智的锤。
⑥
Differentiation
via “heritage”
区隔方法六： “市场传统”
“Heritage” psychology
“传统”心理学
Behaviorists say that without a line from the past , it is di-
fficult at believe in a line to the future .
行为学家说没有过去的线索，要相信将来是困难的。
When merged companies have their heritage swallowed up ,
their customers feel abandoned .
当合并的公司吞没了他们的传统，他们的客户感觉是被抛弃。
The differentiating idea: tradition
区隔概念：正统
Coca Cola “The real thing”
可口可乐 “正宗货”
A “family” heritage strategy
“家族” 传统战略
Countries have positions
国家有定位
United States 美国 Computers & Airplanes 电脑和飞机
United Kingdom 英国 Royalty & Racing cars 皇室和赛车
Spain 西班牙 Resort country of Europe 欧洲的旅游胜地
Japan 日本 Automobiles & Electronics 汽车和电子
Italy 意大利 Design & Clothing 设计和服装
Russia 俄国 Vodka & Caviar 伏特加和鱼子酱
Germany 德国 Engineering & Beer 工程设备和啤酒
France 法国 Wine & Perfume 葡萄酒和香水
Switzerland 瑞士 Banking & Watches 银行和钟表
Differentiating
a technology company
区隔一个科技公司
The Compudata situation
Compudata 公司现状
1. There was branding confusion between its corporate name (Compudata) and its product name (Multiscan).
公司名称(Compudata)和产品名称(Multiscan)之间有品牌混淆。
was the “made in Argentina” problem of technology perceptions.
存在 “阿根廷制造” 的技术印象。
was the issued of category . “high speed” bar code reading vs. “laser” bar code reading .
存在产品类别问题，既是 “高速”条形码读取，又是 “激光” 条形 码读取。
The recommended strategy
推荐的战略
MULTISCAN
World leader in laser Bar code document reading.
(Headquarters: USA)
MULTISCAN, 激光条形码文件读取的世界领先者。
(总部：美国)
The results
结果
Sales have increased dramatically (10X).
销量快速增加速(10倍)。
Exports have now increased to 60 percent .
至今，出口增加60%。
They now sell in 55 countries.
至今， 销往55个国家。
⑦
Differentiation
via “preference”
区隔方法七： “广受欢迎”
“Preference” psychology
“广受欢迎”心理学
We determine what is correct by finding out what other people think is correct.
我们通过了解别人认为对的东西来决定事物的正确。
Usually, when a lot of people are doing something, it is the right thing to do. Psychologists call this “the principle of social proof .”
通常，当很多人在做某件事时这件事就是对的。心理学家称之为 “社会公认原理”。
⑧
Differentiation
via “breadth-of-line”
区隔方法八： “全线产品”
A straw in the wind
新趋向
Home Depot is now testing Villager’s Hardware , a scaled-down version of its jumbo stores .
家庭仓库(Home Depot)正在试行一种大商场的简缩版―― “村民五金店”。
At one-third the size of its typical stores, this “Home Depot Jr.” is designed for consumers doing basic home improvement projects.
“家庭仓库Jr”， 只有典型商店的三分之一大，它专为消费者的基本家居维护项目设计。
⑨
Differentiation
via “specialty”
区隔方法九： “市场专长”
“specialty” psychology
“市场专长”心理学
People are impressed with those who concentrate on a special activity or product .
人们对专注于特定业务和产品的公司印象深刻。
They perceive them as “experts” and tend to give them more knowledge and expertise than they sometimes deserve .
他们将这些公司理解成“专家”，认为他们有超出一般的知识和专业技术。
Conversely, common sense tells the prospect that a single person or company cannot be expert in everything .
反过来，常识告诉人们，一个人或一个公司不可能成为各方面的专家。
The big name names
通用名字VS专用名字
GE
vs
Cuisinart 厨艺品牌
Frigidaire 电冰箱品牌
Kitchennaid 厨房帮手牌
Maytag 美泰克牌
Sunbeam 日光牌
Waring 皇庭牌
The specialist are winning
专家获胜
Cuisinart leads in food processors.
Frigidaire leads in refrigerators.
Kitchenaid leads in dishwashers.
Sunbeam leading in washing machines.
Waring leads in blenders.
“厨艺” 领先食品加工业
“电冰箱” 领先冰箱行业
“厨房帮手” 领先洗碗机行业
The specialist’s weapons
专家们的武器
1. The specialist can focus on one product, one benefit, one message.
专家能关注于一种产品，一样利益，一个信息。
2. The specialist can become the “expert” or the “best” in a category.
专家能在一个品类里成为“行家”或“最好”。
3. The specialist can become the “generic” for the category.
专家能成为一个品类的通称。
⑩
Differentiation
Via “Sales Progress”
区隔方法十:“销售情况”
“sales progress” sychology
“销售情况”心理学
When you’re hot you’re hot . And make sure the market knows you’re hot .
一旦热销，你将热上加热，你要把“我很热销”喊遍整个市场。
But beware , this is a short-term way to differentiate as no one is hot forever . you’ll need a follow-up idea.
但要记住，这只是一种短期的区隔方法，没有产品能够红透一辈子，你需要一个跟进的概念。
Marketing warfare
营 销 战
Military Warfare
军事战斗
Your army enemy army
我军 敌军
Territory
领地
Marketing Warfare
营 销 战
Your compoany enemy company
你的公司 竞争对手的公司
customer
消费者
defensive
Warfare
防御战
offensive
Warfare
进攻战
flanking
Warfare
侧翼战
guerrilla
Warfare
游击战
Principles of defensive warfare
防御战原则
№1 Only the market leader should play defense .
第一条：只有市场领导者才应该采用防御战。
№2 The best defensive strategy is the courage to attack yourself.
第二条：最好的防御战略是进攻自我的勇气。
№3 Strong competitive moves should always be blocked .
第三条：要时刻准备阻止竞争者的强大营销攻势。
Gillette：the leading razor blade
吉列：剃须刀的领导品牌
The two-bladed razor
双层刀片剃须刀
Adjustable two-bladed razor
可调节双层刀片剃须刀
The shock absorbent razor
减震剃须刀
The 3-bladed razor
三层刀片剃须刀
BIC:the disposable razor
BIC公司，推出一次性剃须刀
Gillette block the disposable
吉列，狙击一次性剃须刀
A coherent direction
一个整合的方向
1. Focus on leadership in technology.
聚焦于技术领先。
2. Bring that idea to life across all marketing materials and
activities .
让定位概念体现在所有的营销活动之中。
“power used at the right moment against the right adversary brings more power .”
“不失时机给对手有力的打击，能增强自己的力量”
on war
《战争论》
principles of offensive warfare
进攻战原理
№1 the main consideration is the strength of the leader’s position.
第一条：考虑的重点应该是领先者在市场中的强势。
№2 find a weakness in the leader’s strength and attack at the point.
第二条：要找到领先者强势中的弱点，并供给此弱点。
№3 launch the attack on as narrow a front as possible.
第三条：在尽可能狭窄的阵地上发动进攻。
The mountain water war
in Argentina
阿根廷山泉水之战
Villavicencio is the mountain leader.
Villavicencio: 山泉水的领导者
and
ECO is the mountain climber.
ECO：山泉水的跟进者
What did ECO do
ECO 如何做？
Found out their wekness
找出对手的弱点
Exploited the weakness
利用弱点
Then revised label
修订成份标签
support for this concept
对这个观点的支持
The American heart Association recommends ingestion of water
with sodium concentration of less than 20 mg per liter.
美国心脏协会建议饮用每升含钠量不超过20毫克的水。
The recommendation for reduced sodium intake is usually 1000
to 3000 mg per day.
建议每天摄入的钠减少到1000毫克到3000毫克之间。
“If absolute superiority is not attainable , you must produce
a relative one at the decisive point by using what you have .”
“如果无法获得绝对的优势，你必须灵活运用你现有的力量， 在决定性的地点创造相对优势。”
Carl von clausewitz
卡尔 .冯 .克劳塞维茨
principles of flanking warfare
侧翼战原则
№1A flanking move is one made into an uncontested area.
第一条：一次好的侧翼进攻行动应当在无人竞争的地区开展。
№2 Tactical surprise ought to be an important element of the plan.
第二条：战术奇袭应成为计划里的一个重要组成部分。
№3 The pursuit is just as critical as the attack itself.
第三条：追击同进攻本身一样重要。
Ways to flank
侧翼战的种类
A distribution flank
分销侧翼战
A low-price flank
低价侧翼战
Flank with high price
以高价发动侧翼战
leggs:a distribution flank
腿蛋牌裤袜：分销侧翼战
（在超市卖鸡蛋的地方购买）
volkswagon:the small-size flank
大众：小型车侧翼战
A successful case in China
中国的成功案例
Furongwang cigarette
芙蓉王高档卷烟
Furongwang attacked Baisha
芙蓉王沉痛打击了白沙烟
“keep forces concentrated in an overpowering mass. the fundamental idea. Always to be aimed at before all and as far
as possible .”
“集中优势兵力！无论任何地方，都应该首先和尽量争取。”
Carl von clausewitz
卡尔 . 冯 . 克劳塞维茨
VW should have concentrated
大众应该集中力量（于甲壳虫车型）
VW ever attacked Volvo,Fiat,Jeep and Dodge with its beetle.
大众以甲壳虫车攻击沃尔沃、菲亚特、Jeep、和道奇
VW lost its focus VW came back to its beetle
大众失去焦点 大众回到甲壳虫车型
Volkswagen’s downhill drive VW’s uphill drive
大众走下坡路 大众销量回升
“a penetrating eye is a more necessary and useful quality
for a general than craftiness.”
“对一个将军而言，洞察力比手段更加必须和有用。”
Carl von clausewitz
卡尔 . 冯 . 克劳塞维茨
Principles of guerrilla warfare
游击战原则
№1 Find a segment of the market small enough to defend.
第一条：找一块细分市场，要小得足以守得住。
№2 No matter how successful you become never act like
the leader.
第二条：不管你多么成功，也不要使自己的行为像一个领先者。
№3 Stay prepared to bug-out at a moment’s notice.
第三条：保持灵活性。一旦有失败迹象，随时准备撤退。
Case study:a caribbean island
案例分析：加勒比海的一个小岛
The statistics
统计数据
Area: 344 面 积：344
Terrain: Volcanic island with 地 形：火山岛，中央
central mountainous 高山雨林
rain forest
Population: 94,000 人 口：94,000
Unemployment: 25-30% 失业率：25-30%
Economy: Mostly agricultural 经 济：大部分是农业
with tourism becoming 经济，旅游业正
more important . 变得更加重要。
The current slogan:ISLE of SPICE
当前的口号：盛产香料的小岛
A problem
问题
No one is going to travel a great distance to see
cocoa , nutmeg and mace grown and processed .
没有人愿意长途跋涉去看可可豆、肉豆蔻和肉豆蔻干
皮的生长和加工。
The questions
疑问
How does Grenada avoid the “just another island in the
Caribbean” problem ?
格林纳达如何避免“加勒比海的某个岛屿”问题?
Features of the island
小岛的特点
Unspoiled countryside
未破坏的乡村
Unspoiled beaches
未破坏的海滩
Unspoiled natural park
未破坏的自然公园
No tall buildings
没有高层建筑
Proposed strategy
提出的战略
The Caribbean the way it used to be .
保持了加勒比海的原貌
No building is higher than a plam tree
没有一幢建筑比棕榈树高。
Beaches untouched by developers
海滩未受开发商触碰。
Waterfalls by nature not man
天然瀑布，非人造。
The power of PR in positioning
定位中公关的力量
“Hanging like a pregnant tear drop at the southern tip of
the Caribbean chain , Grenada relatively remains relatively untou
-ched and wholly unspoiled by the evolution that has forever
changed its sisters to the north.”
“象一个饱满的泪滴挂在加勒比海的南端，格林纳达相对来
说是一个无人触碰和完全没有破坏的小岛，而它北面的临近岛屿
则让开发永远改变了。”
The power of PR （continued）
定位中公关的力量（续）
“this is the Caribbean of the 1950s, perhaps the last big
island where life goes on largely as it did before jet airliners
and baby boomers with credit cards began fluttering in .”
“这是50年代的加勒比海，可能是最后一个大海岛－－这里
的生命，以原有的方式延续，没有喷气式飞机和信用卡，远离婴
儿潮时期带来的今日喧嚣。”
“Everything is very simple in war , but the simplest thing
is difficult.”
“战争中每件事情都很简单，但是做到最简单却并非容易。”
Carl von Clausewitz
卡尔 . 冯 . 克劳塞维茨
Differentiation
and growth
区隔和成长
“We don’t have a desperate need to grow . We
have a desperate desire to grow.”
“我们并没有迫切成长的需要，我们只有迫切增长
的欲望。”
Milton Friedman
经济学家 弥尔顿 . 弗里德曼
Case study
案例分析
The positioning evolution of
Silicon Graphics
硅谷图片公司定位的发展
1. In the beginning 一开始
3D computing 三维运算
2. A bigger idea 更大的点子
Visual computer 图形运算
3. A broader idea 更宽的点子
High performance 高速运算
computing
Their unique credentials
他们独有的支持点
1. Cray supercomputers
超级计算机
2. “wideband” servers
“宽带”服务器
3. visual computing workstation
图形运算工作站
4. RISC/UNIX operation system
RISC/UNIX操作系统
Wall street’s verdict
华尔街的定论
The “high-performance computing” niche does not have the
potential to grow at 20 percent a year .
“高效运算”利基市场，不具有每年20%的增长潜力。
The line extension philosophy
产品线延伸的哲学
“leveraging and extending proven , high-quality , repeat-
purchase brand names is always preferred over launching a
new name.”
“撬动和延伸经过验证的高质量和重复购买的品牌名称，
总是比提出新品牌更让人喜欢。”
David ,CEO
Campbell soup company
戴维.w.强生，首席执行官
康培 汤公司
Key philosophy
主要哲学
Move
With the marketplace
跟着市场走
Michelob’s position
米克劳啤酒定位的变化
10% percent of the market First class is Michelob.
平时占10%的市场份额 米克劳啤酒是第一等的。
29 percent of the market Weekends belong to Michelob.
周末占29%的市场份额 周末属于米克劳。
50 percent of the market The night belongs to Michelob.
夜晚占50%的市场份额 夜晚属于米克劳。
100 percent of the market Night and day Michelob is the one.
100%的市场份额 夜晚和白天都属于米克劳。
Beer market share
啤酒市场份额
Budweiser 百威－－－－－－－－－－－－－－ － 19%
Bud Light 百威淡啤－－－－－－－－－－－－－－ 13%
Miller Light 米勒淡啤－－－－－－－－－－－－－ 8 %
Coors Light 考斯淡啤－－－－－－－－－－ －－－8 %
Busch 布时－－－－－－－ －－－－－ －－－－－ 5 %
Natural Light 天然淡啤－－－－－ －－ －－ －－－ 4 %
Miller genuine Draft 米勒原味生啤酒－－－－－－－ 3 %
All others 其它品牌 －－－ － － － －－－－ －－ 40%
Differentiation
and change
区隔和改变
Warning
警告
The world can change .
You have to be ready to adjust your plans
to the new reality.
世界会改变。
你必须准备调整你的规划去适应新的现实。
Mistake
错误
Trying to predict the future
试图预测未来
A Xerox evolution
施乐的发展
Move from “xerography” to “Lasography” as a way to
preempt the surge in laser printing.
从“静电复印”转为“激光复印”，以此抢占激光打印的潮流。
Hewlett－packard
惠普
Laser printer
激光打印机
A better direction
一个更好的方向
Evolving your difference .
发展你的区隔
Louts development Corp
莲花开发公司
Lotus
1-2-3
莲花1-2-3
What is lotus in the mind
莲花在心智中是什么？
Spreadsheet
电子试算表
A breakthrough product
一个突破性产品
Notes:
The first successful groupware program
Notes: 第一个成功的群组软件
The new position
新的定位
Lotus development Corp
莲花开发公司
First the spreadsheet
第一个电子数据表
Now groupware
现在是群组软件
The new lotus focus
莲花新的重心
Groupware
群组软件
Lotus Development Corp
莲花开发公司
Groupware
群组软件
What “groupware”is worth
群组软件价值多少？
billion
35亿美元
Differentiation
is common sense
区隔是常识
Common sense question
常识问题
How would a Cadillac that
looked like a Chevrolet sell?
看起来、象雪佛莱的凯迪拉克
如何能卖得掉？
Cadillac introduced a new small Cadillac .
凯迪拉克推出一种新的小凯迪拉克
Cadillac’s downhill drive .
凯迪拉克走了下坡路
Differentiation requires
sacrifice
区隔需要舍弃
Sacrifice
Customer benefit
舍弃一：业务范围
Emery air freight
Emery 公司航空运费
Small
Package Overnight
小包裹 隔夜送达
Large
Package Two day delayed
大包裹 两天后送达
Federal express
联邦快递公司
Small package
Overnight
小包裹隔夜送达
Two power of sacrifice
舍弃的力量
Federal express:
Absolutely，positively overnight
联邦快递：绝对，肯定，隔夜送达！
Volvo： safety
沃尔沃：安全
Reinforcing safty
强化安全
Anti－lock brakes 防抱死刹车
Air bag 安全气囊
Side door bags 侧门安全气囊
Running lights 连续的灯光
Sacrifice
Product line
舍弃二：产品线
Marlboro 万宝路
Medium
中度万宝路
Marlboro Menthol
薄荷万宝路
Marlboro Ultra Lights
万宝路超淡
The problem
问题
Real cowboys
Don’t smoke menthols and ultra－lights。
真正的牛仔不抽薄荷和超淡万宝路。
The power of sacrifice
舍弃的力量
Duracell lasts twice as long。
金霸王电池的使用时间，是其他电池的两倍。
Battery market share
电池市场份额
Duracell 金霸王－－－－－－44%
Energizer 劲量－－－－－－－33%
Rayovac －－－－－－－－－11%
All others 其它 －－－－－－12%
Sacrifice №.3
Constant change
舍弃三：喜欢变化
key philosophy
重要哲理
Move with the market。
跟着市场走
Bad news at AT&T
AT&T的坏消息
“Once dominant AT&T name may fade away。”
曾一度占统治地位的品牌AT&T可能会消亡。
. Today
今日美国
“With AT&T on the brink，pressure rise to the top。”
AT&T 身处危险边缘，压力升至最高。
The New York Times
纽约时报
“AT&T can’t buy its way out of this mess。”
AT&T无法花钱使它走出困境。
Business Week Magazine
商业周刊杂志
“Overall quality” “Call quality”
“整体质量” “通话质量”
AT&T－－－－47% AT&T－－－－66%
Sprint－－－－39% Sprint－－－－65%
MCI－－－－－38% MCI－－－－－60%
“Worth what you paid for” ”Customer assistance”
“性价比” “客户支持”
AT&T－－－－37% AT&T－－－－49%
Sprint－－－－36% Sprint－－－－41%
MCI－－－－－32% MCI－－－－－35%
“Billing quality” “Reliability ”
“出帐质量” “可信赖度”
AT&T－－－－51% AT&T－－－－61%
Sprint－－－－46% Sprint－－－－58%
MCI－－－－－38% MCI－－－－－46%
“Ease of doing business” “Long distance
“业务展开容易程度” market shares”
“长途电话市场份额”
AT&T－－－－60% AT&T－－－－68%
Sprint－－－－55% Sprint－－－－16%
MCI－－－－－45% MCI－－－－－9%
The key issue
主要问题
It’s not a reliability problem.
这不是一个可靠性的问题。
It’s a competitive problem.
这是个竞争的问题。
Backhoe cable out
挖掘机切断电缆
“The city of Rialto，California，cut a major MCI
fiber－optic cable，blocking an estimated 200,000 MCI calls
for five hours.”
“在加利福尼亚Rialto 城，MCI 的一条主要光纤电
缆被切断，在5小时内估计阻断了200,000次呼叫。”
Information Week，June8，1992
信息周刊，1992年6月8日
A necessary ingredient 必要成分
The big announcement 重要声明
you make a long distance call－－ and－－
当你打一个长途电话时－－ 架车检查－－
expect to get through instantly. over every mile
你希望能马上接通。 Of our cable routes.
3.“Hello.” 步行检查我们每一英里
“喂。” 的电缆路线。
takes a lot of work on AT&T’s part. matter how hard we try－
为此AT&T公司做了许多工作。 但是不论我们如何努力－
day we have people fling－－ can’t be everywhere.
每天我们有工作人员飞行巡视－－ 我们不可能无处不在。
a cable break occurs
当电缆被切断时
video wall instantly show where .
我们的电视墙立即就可以显示事故发生的地点。
12. But we don’t do a thing .
但是我们不去管它。
13. AT&’s new Self-Restoring Network takes over .
我们新的“自保护网络”会自行修复。
14. In a matter of minutes…….
要不了几分钟……
15. It reroutes all calls around the break .
自我恢复系统会将被切断的电话变更路线传播。
16. In the past five years……
在过去五年中……
17. AT&T has invested $ 13 billion dollars .
AT&T已投资了130亿美元。
18. To make sure your call goes through……
保证您的电话持续接通……
19. Clearly and instantly .
清晰且迅速。
Lesson
教训
Reality is critical in a competitive world .
在竞争世界中事实是至关重要的。
Focus is critical in a competitive world .
在竞争世界中聚焦是至关重要的。
Differentiation is critical in a competitive world .
在竞争世界中区隔是至关重要的。
Bad news at Proctor & Gamble
宝洁公司的坏消息
“Three years ago the Colgate brand captured the toothpaste crown From Crest .”
“三年前，高露洁品牌从佳洁士手中抢下了牙膏行业的桂冠。”
“Leadership continuity has been a key factor in Colgate’s success .P&G has burned through CEOs.”
高露洁成功的一个重要因素，就是领导的连贯性。但宝洁公司却受累于CEO得奖频繁更换。
Business Week
商业周刊
The Crest position today
今天佳洁士在人们头脑中的定位
Cavity prevention
防止蛀牙
A potential problem
一个潜在的问题
As cavities disappear , niche brands will become more
successful . As a result , Crest’s market share will probably
decline.
当蛀牙问题消失时，利基品牌将会变得更加成功。结果
是，佳洁士的市场份额有可能会下降。
What went wrong
是什么出了错？
1. No drama .
欠缺艺术性
2. No technology .
欠缺新科技（含量）
response
竞争对手的反击
The Crest position
佳洁士的定位
Tooth trends
牙齿的变化趋势
1. Cavities are declining .
蛀牙正在减少。
2. People are living longer and keeping their teeth longer .
人们活得更长，牙齿保持的更长久。
2. Tartar control and gum disease are becoming more important .
牙垢防治和牙龈疾病变得更加重要。
A natural progression
一种自然的进步
Cavity prevention
防止蛀牙
Tartar control
控制牙垢
Gingivitis protection
保护牙龈
The long-term position
长期定位
Crest
Pioneer in tooth care
佳洁士，牙齿护理先锋
Colgate got there first
高露洁抢在佳洁士之前
Toothpaste market share
牙膏市场占有率
Colgate 高露洁………………………… 28％
Crest 佳洁士…………………………… 25％
Aquafresh ……………………………… 11％
Mentadent ……………………………… 10％
Arm&Hammer ………………………… 6％
Sensodyne ……………………………… 3％
Big brand , big trouble
大品牌，大麻烦
Learn from the top 500’s failure
学习500强的失败教训
Xerox is document company
施乐公司是文件处理公司
Xerox introduced its computer .
Its advertisement said “This Xerox machine can’t make a copy . It computes .” “Funny . You don’t look like a Xerox machine .”
施乐推出了计算机。它的广告说道，“这台施乐机器不能复印，它会运算。”“真有趣，它看上去不像是台施乐复印机。”
The new business ended with a complete failure .
“$275Million charge taken and 2000 jobs will be eliminated .”
by New York Time on February 1 , 1989 .
施乐的计算机新业务以彻底失败收场。“纽约时报”在1989年的2月1日的报道说“付出亿美元，削减2000个职位。”
AT&T introduced personal computer，
and also ended in big losses
AT&T推出了个人电脑，失败告终
“AT&T Begins Slicing Computer Unit , Plans $ Billion Third-Quarter Charge .”by The Wall Street Journal on Sept .15 ,1995 .
1995年9月15日的华尔街日报报道：“
Coca Cola’s New Cola
可口可乐的新可乐
Now , Coca Cola focus on “the real thing”.
现在，可口可乐聚焦于“正宗”。
Porsche 保时捷
Porsche 911车型 Rear-engine , air-cooled , 6-cylinder car .
后置发动机，风冷，6缸汽车
Porsche 928车型 Mid-engine ,water-cooled ,8-cylinder car .
中置发动机，水冷，8缸汽车
Porsche 968车型 Front-engine ,water-cooled ,4-cylinder car .
前置发动机，水冷，4缸汽车
What’s Porsche？
A front/rear ,air/water , 4/6/8cylinder , cheap/expensive car .
保时捷是什么？
一辆前置发动机、后置发动机，风冷、水冷，
4缸、6缸、8缸，廉价、昂贵的汽车。
Porsche’s downhill drive
保时捷一路滑坡
1986-----------------------------------30471
1989----------------------------------- 9476
1990----------------------------------- 9139
1991----------------------------------- 4399
1992----------------------------------- 4115
1993----------------------------------- 3728
The Porsche comeback
保时捷归来
Today , sales are rebounding thanks to an updated , less
expensive version of the 911.
今天，销量正在回升，这归功于改进过的较为不昂贵的
911型号。
Lesson
教训
Sometimes you’ve got to evolve your position.
有时你必须发展你的定位。
Never lose your corporate memory .
永远不要忘记你公司的历史。
祝你成功
