In my note on facebook, I mentioned that the all new Apple iPad is the first brand of its new category. Being the first of a new category, this is my first principle of marketing.
- Khoi Vinh was the first who implemented Grid System to Web Design.
- Mark Boulton was the first who redesigned Drupal using Blueprint CSS Framework and Grid System.
- I was the first guy who ask my wife to pay for the bill in our first date.
Khoi Vinh was the first brand of Grid System in Web Design category, Jina Bolton maybe good at Grid System in Web Design too, but Khoi Vinh is the first name what comes to mind when someone is thinking about Grid System in Web Design.
The same to Mark Boulton, he was the first name what comes to Dries Bytaert’s mind when he’s thinking about The Redesign of Drupal.
And of course, for now, I am the first in my wife’s mind.
In Vietnam, Cyvee was the first of the category of professional network, but why didn’t they dominate the category?
Before answer this question, let me tell you my second principle: Keep in mind who you really are.
- Vinabook is the only online bookstore in Vietnam what is focusing on good customer service especially logistic function.
- MegaStar is the only cineplex in Vietnam where the behind seat’s sight to the screen will never be blocked by their front seat.
- Phuong Trang Bus is the only bus station what guaranteed that they always have a bus depart every 15 minutes.
Vinabook is a online bookstore, they couldn’t give their customers the ability to preview books before buying them. They know that, so they “fix” this “bug” by offering the great customer service to the customers. For now, Vinabook is the leader of the online bookstore category, isn’t it?
The core function of a cinema is the customers come here to watch the movie. What if you come to a cinema and a tall guy blocks your sight? Let try MegaStar, forget about Thang Long, Cinebox, Gallaxy…
Phuong Trang Bus also knows their core function is transportation service. By giving the customer the commitment that they don’t have to worry about the ticket, Phuong Trang Bus is the only transportation service that come to all of my friends when they want to go to Da Lat.
Back to the Cyvee’s case, it is too simple to realize that this professional network are now look like any social networks in Vietnam. I think things would be different if Cyvee board didn’t change their direction. They changed their direction, then lost themselves.
These two principles of marketing are simple but not easy to learn. The reason why I am sharing them here is to note that before you judge any product’s features, let check these two principle first. No matter what features this product has, if they are not the first in their category, and they are wasting the one they are for different fancy features, I can tell you: It is over.
Xem đầy đủ bài viết tại http://feedproxy.google.com/~r/ducban/~3/WPXz1adLHiE/
0 nhận xét:
Đăng nhận xét