LED brand differentiation: the low-end will impact the end?

      There are times in Beijing of a professional lectures to the dealer market, a dealer in the Q & A agenda after the end of the training, to the author out of such a question. He said he operates a "premium brand" of LED products, but relatively narrow market audience. So, want to increase the product line, and therefore intend agent Zhongshan low-end LED products, but this one, he worried about their low-end LED products agency will impact the agency's high-end LED category, how do I ask?

    I immediately gave him the answer, I say, if both brand positioning is appropriate, do not have to worry about the low-end category of LED products will impact the high-end products. Indeed, the effect will play a 1 +1> 2.

    However, the author adds, properly so-called brand positioning, brand differentiation is both "just right" fear of fear "trickery", a misnomer, nominally high-end category, but in the product material, function , packaging, promotion, exhibition, there was no way reflect the convey the "premium brand" This positioning. So, in the end how to define "premium brand" and "low-end brands," Yu Yi thought it was mainly to do the following aspects?:

    First, both against the target market is a strict distinction, such as the positioning of high-end products may be upscale or home improvement projects, such as five-star hotels, government image projects, villas and so on. The latter is positioned as general office, engineering, or general home improvement.

    Second, the two products should be clearly differentiated. Such as structure, process, materials, chip, package, performance, and so on. And by comparing the display, you can clearly show the difference. Rather than a difference of perception.

    Third, both pricing strategy should have a strictly defined. It is beyond doubt. Because different target markets, the acceptable price is not the same nature.

    Fourth, the difference between the two packaging, high-end and low-end brands are not the same as the cost of the brand positioning is not the same, the packaging to show the natural "taste" is not the same. Low-end brands may require general packaging, but the high-end brand packaging, people must "love" or "pleasing" in materials and design.

    Fifth, the two are not the same channel model, high-end brands may be suitable for direct supply distribution model, which is more suitable for middle and low brand intensive distribution model. Suitable for high-end brands go hidden channels, while the middle and low brand is not appropriate. The reason is very simple, because the price system, unable to meet the demands implicit interest channels.

    Sixth, showing a different way, the need for more high-end brand experience, contrasting presentation, open a fashion boutique or shop. Because of this, more directly reflects his material, technology, light effects and so on. The more affordable products on display and had just ordinary.

    Seventh, to promote a different way, high-end products with core values of the brand, selling is "to bring consumers the feeling", the output is "one solution." Give consumers more of a brand feeling. The low-end products more price demands, selling the functional properties of the product. The value of their products, services, etc., can not be compared with the high-end products.

    The eight, two incentives for channel system is not the same. Channels of high-end products for service, support, personnel etc. much higher than the low-end brands to help much. For example, delivery, training, promotion, store display, Returns, regional advertising support, protection and other regional markets. The low price of brand-name products more reflected their competitiveness, help with follow-up support tend to be ignored.