王老吉功能性定位带来的四大品牌软肋（Wang Laoji four major brands brought about by functional positioning）.docVIP

王老吉功能性定位带来的四大品牌软肋（Wang Laoji four major brands brought about by functional positioning） A fear of angry drink Wang Laoji very popular on both sides of the Changjiang River with its clear, functional positioning, the Wang Laoji sales rose from one hundred million, five hundred million, one billion line, Wang Laoji also seems to have become synonymous with the herbal tea, make a multi-year regional brand has become a well-known National brands. Is the brand positioning function, let Wang Laoji in a short time Alice opened the market, creating a marketing miracle, but with the passage of time, the function of positioning will inevitably become invisible barriers Wang Laoji sales growth, market development, because the functional positioning itself has four big weakness, if not effective brand upgrade, expansion will seriously hinder the effective. First, functional positioning reflects the limitations of situational consumption Situational consumption refers to some symptoms sometimes appear when consumers purchase demand, such as when sleepy and tired, consumers will think of drinking Red Bull, appear fire situation, consumers will think of a Wang Laoji, situational consumption is the effective docking and functional positioning, the basis and the functional localization of the. The advantage of this positioning is that it can quickly target consumer groups, quickly seize the mental space of consumers, and open the market for a short time to obtain consumer acceptance and recognition. But functional positioning will reflect situational consumption at the same time. This mode of consumption will seriously hinder the expansion of the market and the growth of sales when the brand enters the period of growth and maturity. Because customers only when symptoms appear, they will buy and consume related products. Wang Laoji through the fear of anger, drink Wang Laoji this functional positioning, effectively locking the target consumer groups, and through strong product force,