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Reverse-Positioned Marketing
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- Face the main stream.
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Contents
Introduction
Concept of Reverse Positioned marketing
Body
case in reverse positioned marketing
JetBlue Airways
IN-N-OUT Burger
IKEA
Google
Conclusion
Character, problems, solution and suggestion
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3
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4
Trends change rapidly
Compete intensely
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is important!
But,
As they compete harder
they resemble each other.
Every brand use differentiation
Consumers not interest anymore
Far away from consumer��셲 needs
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Focus on success of real differentiation
They have special idea that face the mainstream.
the mania of strong loyalty
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Reverse positioned marketing
It means think reversed.
To thin���(�깮�왂)
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crowaves.
Use only Fresh ingredient.
They manage ingredient��셲 quality directly through have own meat and grocery factory.
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Second, Procure loyal customers.
Secret menu, only open for regulars.
Chooseingredientsastheir own taste, Own Burger!
Long-term relationship
with customers!
The success factors of IN-N-OUT
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Third, Real Professional Service mind and procure the skilled employees.
Established their own training school called In-N-Out Univ.
Employees get qualification that full-time work at line at least 1 year.
So their turn-over rate is low.
The success factors of IN-N-OUT
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Compare with competitors
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America`s largestconsumer organization��셛onsureport���`hamburger franchisein the United States`investigation
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醫낆뾽�썝 移쒖젅�룄
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1
In-N-Out Burger
A
A
A
C
10
�븯�뵒�뒪
C
C
B
B
14
�쎂�뵒�뒪
C
C
C
B
17
踰꾧굅�궧
D
C
C
B
18
留λ룄�궇�뱶
F
C
C
B
湲곗��= A(Excellent), B(Good), C(Not ba
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