Because the competitive positioning has been resolved in advance, the internal operating output of Southwest Airlines can be effectively accepted by the outside world and transformed into huge performance, and its market value is three times higher than the sum of the three major airlines in the United States. It is the only company in the aviation industry in the United States that has remained profitable without government subsidies after the "9. 1 1" incident. From 197 to 2006, it was rated as "the most respectable company in the United States" for ten consecutive years. How does 7-up compete with Coca-Cola?
7-up soda repositioned lemonade as "non-cola" and achieved great success. But later, the slogan of 7-up became meaningless "America is optimistic about 7-up soda", which deviated from the positioning of non-cola, resulting in a sharp decline in sales.
We evaluated and pointed out the reasons for the unsalable products, and further put forward the positioning of "decaffeinated soda", pointing to the weakness of Coke in strength. This strategy makes 7-up soda shine, which not only firmly occupies the third position in the beverage industry, but also forces Coca-Cola and Pepsi-Cola to launch decaffeinated cokes, causing confusion and heavy losses. In the years of global publicity, New Zealand has never given their country a simple and competitive position. We made a strategic positioning for it-"the two most beautiful islands in the world." With the help of the Australian tourism craze, some tourists from Australia have been separated in the undisputed new area, and because the "two most beautiful islands in the world" have opened up a powerful new attraction for their trip to Australia, it will also increase people's interest in Australia, so the overall market will also expand.
As it turned out, everything was expected. New Zealand has not only successfully attracted tourists, but also increased the number of tourists visiting Australia. Even better, this positioning has not only produced good results in the United States, but also received good responses in Europe and Asia. In the United States, it is now recognized that the most successful pizza chain is awesome! Great John, Reese's partner takes over! John was not only small in scale at that time, but also had bigger problems: long product line and complex products. We see the future from its unique pizza making method-great! John's pizza doesn't use concentrated sauce like Pizza Hut, but directly uses naturally mature and freshly packaged tomatoes to make fresh sauce. It uses Italian cheese completely, not mixed cheese; Replace frozen flour with fresh flour; Using pure water instead of tap water ... In such a complicated and luxurious production process, we can actually use a strategic positioning to guide the strategy, that is: the most advanced pizza. "The best pizza" can make it great! John's above business activities have gained a strategic core.