Trilogy of Lighting Enterprise Brand Marketing: Positioning, Differentiation and Market Segmentation

Release date: 2018-04-03 Source: Light Master share:

In the lighting profession, there are many merchants who understand these three terms, but the logical relationship between how they are defined and what they exist cannot be fully expressed. There are even known deviations. Positioning, differentiation, and mall segmentation are critical to a corporate branding strategy, as are lighting companies. This article discusses the personal ideas of Xiaobian for the lighting profession.

The so-called positioning, in the words of Trout, refers to the positioning of the mind, the center is two points

A. Vacancies

B. Grab the ladder

The vacancy refers to the fact that there is no such product in the current shopping mall. You are the first person to present this product, perhaps serving or eating crabs. For example, the lighting master channel that is relatively hot in the lighting industry, first seized the blank shopping mall and let many merchant users When you think of high-end lighting fixtures, villa hotel lighting fixtures, you think of it, then you have seized a vacancy, to firmly put this vacancy in the user's heart.

Grab the ladder position means that you didn't grab a vacancy first. Perhaps the vacancy rate has been seized by other people or brands. When the user thinks about a product, service or form, my brand can enter his selection scale and possession. A certain cognition in the user's mind. At present, in addition to several leading lamps and lanterns, most other lighting dealers and e-commerce companies fall into this category.

Mall segmentation and differentiation can be discussed together. The general market segmentation is the difference between the primary function of the product and the product, and the differentiation is the performance of the non-primary part. For example, the same is to do lighting, the primary function of the luminaire is still lighting and decoration, the different styles of lighting dealers or manufacturers of products operated by the manufacturers, called the mall segment. However, the same marble lamp, some raw materials are copper + Spanish marble, and some are alloy + imitation marble, some do high-end users, and some do mass users, this is a differentiated performance. If you are in the mobile phone profession, these two words will be better explained: some mobile phones pay attention to photography functions, some pay attention to functions, and the primary function of mobile phones is communication, which is the difference between mobile phones that attach importance to photography and function. The comparison between mobile phones and SLR cameras that emphasize photography is the segmentation of shopping malls.

In fact, whether it is differentiation or market segmentation, its support point is the needs of users! Positioning = shopping mall segmentation + differentiation, because many times, the scale of differentiation is wider than the market segmentation, then you only need to embed this differentiation in the minds of consumers, the consumer's heart is occupied by you, you It is also positioned successfully! For example, in the same way as the lighting equipment installation, the lamp master can stand on the user's point of view to solve the problem and bring higher value to the user, in addition to the daily service, then the difference will come out.

Therefore, when you want to establish your differentiation strategy, you have to consider two aspects:

1, whether it brings higher value to consumers.

2. Regarding competitors, is there an advantage?

In the lighting profession, just satisfying the comfort of the above two points, the value brought by it is superior in the brand strategy.

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