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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’s 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 thi…(생략)
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crowaves.
Use only Fresh ingredient.
They manage ingredient’s 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’consureport’`hamburger franchisein the United States`investigation
순위
프랜차이즈
음식
값 대비 가치
종업원 친절도
속도
1
In-N-Out Burger
A
A
A
C
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하디스
C
C
B
B
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웬디스
C
C
C
B
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버거킹
D
C
C
B
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맥도날드
F
C
C
B
기준= A(Excellent), B(Good), C(Not ba
The Reverse positioned marketing,Face the mainstre~.pptx
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