Jun 12, 2022
In Wellness Forum
Is "German car" a category? Is "American car" a category? Obviously not. Even so, it is a broad category concept. In the automobile category, foreign brands also dominate. Did executive email list Geely Automobile or Great Wall Motor define competitors as "foreign automobile brands"? If this is the case, Great Wall Motors or Geely Automobile can appeal to "better understand the driving habits of Chinese people". Can this win? Obviously executive email list not. When consumers buy a car, the mental classification standard is the model first, and the consumer first decides whether to buy a sedan or an SUV. Then there is the price. After determining the model, consumers will think about the price, and consider what price SUV or what price car to buy. There was no "foreign executive email list car" category, no "German car" or "American car" category in the whole thought process. Consumers don't think that way, but some consumers will say: "I bought a German car, I bought an American car". It should be noted that cognitive resources and specific categories are different concepts. Although "foreign car" has a strong awareness, it is executive email list not a clear category and is too broad. The same understanding, there are cognitions such as "imported milk powder" and "foreign tires" in the mind. But they are not a clear category, so companies cannot stand on their opposites. Even standing on their opposites further strengthens the competitor's advantage, but a executive email list disadvantage. 2. Treat the target group as a category differentiation Another misunderstanding is to treat the target group as a product category differentiation. These are two completely different concepts. The target group is a concept from a market perspective and executive email list a concept from a tactical level. Category differentiation is a concept at the mental level and a concept at the strategic level.