Heinz's 托尼奥赖利 brand loyalty on the mind's description: "When a plan to buy Heinz ketchup housewives do not find in a store, she will not buy elsewhere for a brand to buy. "Although this is a very small number of hard-core brand loyalty will be some buying behavior, but as the big brands like Heinz, is relying on brand loyalty can be an advantage in the market. Compete with the big brands, the important point is to break the loyalty.
How, then, get rid of it? The simplest way is for the big brand consumer loyalty is different for different break strategy, key targets, falling one.
What is brand loyalty
Brand loyalty is the consumer brand (including the brand attributes, personality, interest, values and culture) of the feelings and recognition. According to the size of brand loyalty, we can be divided into the following consumer categories:
From the outside, the layers peel
Brand awareness to a large open fire is the direction most likely to be effective. Because this is a great brand of radiation and influence the weakest, and is most do not care about big brands and the perceived place. Especially for the strength of weak challengers, in the absence of ability and great brands under direct competition, you can take "from the outside and inside" guerrilla tactics. By guerrilla warfare, the eating big brand consumer base, while growing their own.
Clearly, a similar approach is often the first impact free, and arbitrary groups, then to lower consumer loyalty. Such people, the weakest influence big brands, but not particularly valuable for its customers, there would be a very fierce counterattack, so small in terms of more successful brands. With the growth and expansion of small brands, its influence can be increased gradually penetrate into the core of the crowd big brands.
This method is actually a kind of guerrilla warfare method, is to survive in the gap, and find growth quite upset. Although easy to succeed, but take a long time, but it is also a regular playing safe way to rely solely on this is not easy, it is not likely Zhenzheng break big brand loyalty.
So, this is only the first step is an interim measure, in particular, ensure real small and weak brand has a accumulation process of growing.
The middle of flowering, hit and crushed the
"From the outside, the layers peel" strategy is guerrilla warfare, but also a penetration warfare. In many cases, do have "sneaked into the night wind, moisten things silently," in essence. But in this way, the damage on the big brands are very limited. Or put it more depressing, only picking up the big brands of cold leftovers.
So, is not the slap in the face, grabbed a large core of the brand's most valuable clients? Obviously, this approach is tantamount to suicide.
So, it seemed, from the outside and the root of the problem, or can not be determined in one fell swoop, or perils, are likely to doom the whole army, not a small brand can truly rely on the method. In fact, think carefully about the method often denied a place outside. In other words, small brand, especially a certain strength of brand, consumers can choose to start attacking moderate brand loyalty.
Why is it so? On the one hand, this part of the consumer is relatively valuable and relatively easy to capture the crowd: they are neither complete price guide, not a very large brand attachment, in the case of justified willing to try in new products, and tend to value and price to find a balance, obviously for the small but influential brands offer the best value. Compared to discrete populations of free people and knowledge, this part of the brand preference of a certain size and people are valuable. If the size multiplied by the value, the overall value of their brand attached even more than those who only relative to their maintenance costs will be higher. On the other hand, due to big brand impact on the ability of such populations is limited, high maintenance cost, has hampered its rapid and effective defense.
Moreover, once a small brand in the middle layer of a breakthrough, not only the outer layer of a large number of intercept brand awareness, so that they become their own brand preference, rather than big brands, but also those who lost their brand new source of persistent, difficult to expand, so that it can in one fell swoop destroyed the original large brand loyalty among a stable structure. Thus, if further win the big brands could even shake the persistent crowd, full collapse of its brand influence.
BONS launched the "Shu Lei," when the full aim at P & G brand loyalty in the middle of the crowd to attack. The use of "terminal block war" approach, in the end formed a "red sea" against P & G omnipresent TV ads, the success in the end will Pantene, Head & Shoulders, Rejoice weak consumer loyalty into Shu Lei buyers.
Obviously, "the middle of flowering" strategy still need to have certain strengths as a basis for more suitable to a certain extent influence and resources to protect a small brand.
Standing opposite the big brands
Small brand of guerrilla warfare against the big brands, flanking warfare tactics are well-respected, but that does not mean smaller brands, there is no positive to attack. Ancient Chinese Confucian wisdom tell us that "things are very anti, get clever the humble."
The reason why the big brands have brand attachment who is nothing less than it promises or offers some kind of consumer recognition value. To ensure this commitment, major brands no doubt to spare no effort to strengthen the "certain value" on the capacity and strongly promote the value and capabilities. Therefore, at least in two aspects, the big brands have to make sacrifices: one in pursuit of that value and ability to have weakened some of its capacity, especially with the value and capabilities of the opposition, as high-end products had to give up the same low cost; second, in order to establish its leading position, strong brands and capabilities in promoting the value of the time often went to great lengths to emphasize the side of the coin seems to have forgotten the other side, and "having too much "Let the consumer misgivings.
Therefore, small brands could the concept of brand value and the opposite to be offensive. In this regard, the big brands is weak defense. They can do is farther and farther down the road in the original, and hope that consumers will be faithfully followed.
Shampoo in the development process, experienced a "shampoo" to "personal care 2 in 1" again to "personal care separate" stage. When a strong brand that "personal care 2 in 1" concept, the many small brands can only follow. However, when a brand re-submit "personal care separation" concept, explained that the opening and closing pores, hair is the key to personal care - shampoo to stimulate open it to clean up the inside of the grease; hair liquid allowed to close to protect the hair to be easily damaged, and that "open the window and shut the window and how can the same time," the question. The attack, indeed those holding "personal care 2 in 1" of the big brands is confused. Those who worship on big brand consumer health concerns are also times, their "personal care 2 in 1" convinced of the great weakening of brand loyalty also means lower.
Summary
From "outside and inside", "middle flower" to "stand opposite to big brand" can be seen as a small evolution of the brand growth strategy trilogy, from guerrilla warfare to regular warfare to. But at the same time, the brand's size is relative, and may not brand strength is very weak and small, so small-the brand strength and resources according to relative capacity to determine their own different strategies.
In addition, the above normal marketing strategy on the one hand, is theoretically correct and practical viable second choice, small brands is entirely possible because due to the change, the Jones and beat the other hand, these are only available method part, small brands do not stick to this, and should actively seek more and better road to get rid of big brand loyalty.