From impulsive to loyal marketing strategy

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Why do consumers choose your product? Why do they have long been loyal to your brand?
Unless you can provide them with a long-term satisfaction, not only that, but you also need to let them know: how different you are, how irreplaceable you are. Differentiated marketing is to make your products and services different, so that consumers first think of you when they have a specific need.
1. Price-based differentiation
Price differentiation is the most common marketing strategy. If you sell a gel pen, your gel pen is five cents cheaper than the next door in the same quality. Obviously you will sell more. It may be earned more, this is the "small profits but quick turnover" - the marketing theory basis for many merchants discount, rebate, and buy gifts. However, the strategy of profit-making is not universal. The basis for the establishment of small profits but quick turnover is “the price elasticity of the commodity e>=1”, which means that people choose this product to be highly sensitive to price, and buy more cheaply. Some, expensive, buy less, don't buy it, you can buy it next door.
Price differentiation is difficult to maintain, and a slight misdeed will also lose brand power. When Evergrande Ice Spring entered the market, it positioned high-end bottled water and sold 5 yuan/500ml. In less than a year, the price of the product began to decrease until it was bought in the university town for 2 yuan. This is a typical case of a price strategy failure.
The first impression of high prices for consumers is high quality, which helps to establish a high image into the market; low prices can stimulate purchases, especially impulsive consumption, to satisfy consumers' "slowness" mentality. However, the price strategy is not sustainable, and it can only satisfy consumers' impulse purchases. It is the best policy in the competition.
2, based on the difference of the story

Why do you like BMW cars? Not because of its performance or design, just because someone once told me that BMW is producing aircraft engines. "It can be produced even with aircraft engines, and the performance of the car should be so good!"

Another example, every time a friend comes to Beijing, I don’t forget to recommend eating the Quanjude roast duck. In fact, the taste of roast duck is very general, and it is slightly greasy, but if you don't eat it, you always feel less, because it seems that "roast duck" = "Beijing"; "Gongjude" = "authentic roast duck". Quanjude has a long-standing story: it has been maintained for more than 140 years. During the comprehensive renovation and renovation of the Quanjude Qianmen Old Store in March 2014, Quanjude also specially held a ceremony to save and store a hundred years of fire, and formulated two sets of plans to preserve the fire, and tried their best to use the story to convey the brand value of “authentic” to consumers.

Storytelling is a popular marketing strategy, and there are many kinds of storytelling, not only history, but also the future and feelings. The story of BMW and Quanjude is to make you feel that they are very tall, and then to worship, and to pay for this worship. And a better story should be to engage consumers.

3. The experience-based differentiated experience is actually a kind of participation, in order to make consumers become part of the brand.
Starbucks has always been committed to creating a third scenario between the office and the home, giving consumers a more comfortable experience. From the location decoration of the shop to the lighting inside, we strive to create a business and leisure experience for our customers. Before Coca-Cola's slogan “open drink” seems simple, it is actually an experiential marketing. Not only did he tell you the scene of this behavior - "gathering together"; it also tells you the occurrence of this behavior - "drinking"! In the digital marketing era, we can enhance the user experience through more modern technologies, such as virtual rendering technology.
Differentiated marketing is not only to create a "different", but also to provide users with value-added value, but also to deepen the industry's efforts.
From price to story to experience, it is the three levels of marketing differentiation, and the continuous evolution of consumers from impulsive to loyal.

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