Marketing Planning Triangle Law!

Predicting the launch of new products is like fortune-telling. The reason why fortune-telling cannot be accurate is because there are not enough factors. It is different for products. As long as the decisive factors are collected accurately, the future of the product will definitely be accurate. See how the three-year internal angle rule works.

Everything that is practical is simple, and everything that is effective is also simple. This is the reason why the great way of life is simple, the great sound is silent, and the great image is invisible.

In various corporate training and commercial activities, we often see this phenomenon: titles are so numerous that they are weighed by kilograms, experiences are so numerous that they are loaded by cars, theories are so numerous that they are divided by exponential levels, and detailed academic research is divided by dimensions. It sounds great.

It was very exciting to learn. The room was full of guests, theories were flying everywhere, and there were frequent explosive points. After listening for two days, I was so excited that I couldn't wait to plunge into the hot reform. On the third day, you suddenly realize, wait, something is missing. It seems like you have learned a lot, but also like you have learned nothing. What’s the problem? Occasionally I think that now that I have added people on WeChat, I have more friends and more ways to go, and I can worry about other things later.

There are many people who are struggling with the choice of how much to gain, while a small number of people are gifted and able to apply what they have learned. However, they find that their learning is not practical, not methodical, and has no effect. Is the knowledge too complicated? Is the theory flashy and impractical? I have endless questions!

The crash course has become a socializing class, the forum has become a make-up meeting, so external brainstorming should be effective! Yes, all good things come from excessive giving, and all dissatisfaction comes from excessive demands. The external brain planned a sophisticated module system, but after a year of cooperation, I still only have a partial understanding of it. Forget it, I won’t try to understand it. I haven’t learned any real skills, and I still have to lead the team myself. Let’s just wait and see the results. Okay, take the money and go, bye!

Zhang Fei’s three axes determine the outcome, relying on simplicity and refinement; crash courses and fancy training sell expectations, relying on endorsements and circles; external brain planning assists growth, relying on expertise and position. We should learn the simplicity and practicality of Zhang Fei's three axes, learn the atmosphere and circle of the crash course, and learn the professionalism of external brains. The combination of the three is what we want. Human beings are too greedy. We want all the good things, but we also want to write off all the efforts we have made. Yes, we are all like this and cannot escape the weaknesses of human nature. The difference lies in the acquired qualities that give different people camouflage walls of different thicknesses.

It is literacy that makes you and me different. Marketing literacy is what distinguishes the big names from the grassroots.

Get rid of complexity, integrate all the elements, and there are three simple and practical new marketing technologies that can be learned from outside, implemented from inside, simple to operate, and reliable to implement. This is the new thinking we are going to introduce today, the “Triangular Marketing Law”.

1. What is the Triangle Marketing Law?

The triangular marketing rule can be figuratively described as the three elements each occupying three corners, and the three corners support each other to form a stable triangle. These three corners are product strength, channel strength, and material strength. Isn’t it a bit new? We talk about products and channels every day, and materials are also introduced into the competition triangle, so I’m a little confused.

There are no consumers in the triangle rule? No category division? No location? There are no pain points. Yes, that's right. There are too many things that are missing. Is it because the person who made the rules got drunk and forgot or made a mistake?

There is nothing wrong with your doubts, and your experience tells you that this is an obvious mistake, but reality answers you loudly, yes, it is these three corners: product, channel, and material. These three stable triangles constitute the triangular marketing law. You can forget all the marketing theories you know, and be like an elementary school student for a while to understand the rationality of this law from another level.

Before you understand this law in depth, you need to think carefully about these two questions: Why doesn’t our current marketing theory know where to start when facing specific problems to achieve better results? Faced with so many marketing methods such as positioning, segmentation, pain points, grass-roots promotion, and hot products, which one is more effective and which one is more suitable for you? These two questions should be the most common confusion for most marketers. On the one hand, there is consumption upgrading, and on the other hand, there is marketing upgrading. With consumption upgrading, competition has intensified, and marketing seems to have become complicated. Traditional enterprises are either trapped by the market or have lost their way in new marketing. Many, too many, and extremely many. This is the choice problem that companies are facing today. Too many options is definitely not a good thing. Behind the complexity, most efforts will be in vain.

When they talked about positioning, they rushed to do it and found that their positioning was very good. However, when they implemented it, they found that there were insufficient resources and it could not be implemented. Positioning really became positioning and they were stuck in the same place. When they were segmenting, they also found that they needed to differentiate and segment. However, after actually promoting the segmentation, they discovered that this segmentation was actually a false demand and the market did not buy it. Why is this happening? The reason is that there are too many factors that affect decision-making and too many dimensions to consider, which makes certain things uncertain and simple things complicated. The purpose of discussing these issues is to explain that the simpler things are done, the better, and the more concentrated the elements are, the better. The triangular marketing rule is such a way of thinking. Marketing only needs to consider three points: products, channels, and materials. Professionals can study it in depth, and small and medium-sized business owners can use it to make a simple market investment judgment and decide whether to launch new marketing activities.

2. What did the triangle marketing method subvert?

The triangle marketing method focuses on product strength, product innovation, product consumer demand, and the market performance of competing products. After the product is launched, the next thing to consider is the sales channel, whether it is e-commerce with the shortest route, or the most popular group buying, or the convenience store that is closer to the crowd and more targeted, or the KA hypermarket with large circulation. After listing so many, you may say that Teacher Zhang Dali’s rule is too complicated and not concise enough.

Well, in a nutshell, the triangle marketing rule is the first rule in each corner: product strength first, channel strength first, material strength first, and focusing on the first one is the core idea of ​​the triangle marketing rule. Different corporate foundations present different ratios of obtuse angles and acute angles, and different ratios determine the results of whether marketing activities can be developed or not.

It’s so hard to get first place. There’s no such thing as first place waiting for you! This is a realistic problem that cannot be solved in reality. How to break this situation? Without the first place, there would be no triangle marketing rule. Well, actually, the first place is relative. If you cannot be the absolute first, you must be the relative first. If you cannot be the first in the industry, you must be the first in the category. If you cannot be the first in the big market, you must be the first in the small area. If you cannot be the first in KA, you must be the first in a mom-and-pop store. The first is potential energy, and the first is position.

Product strength must come first, channels must come first, but what about materials? The material should also come first. Product first and channel first are both relative. No product can maintain this advantage for a long time. If you do well, there will naturally be followers eyeing your position. To maintain this position, you rely on the ability to manufacture materials. Excellent material manufacturing capabilities are the energy center that maintains product and channel first. It is like a carrier rocket cannot reach the destination without a continuous supply of energy. Material manufacturing is the energy that maintains the product's first place in a specific channel. The most appropriate scenario for this is today’s e-commerce. Internet celebrities and long-time celebrities have become hurdles that many e-commerce companies cannot overcome. The actual problem is that the triangle rule is at work. Your channel is fixed, and your products are fixed. If you want to maintain your position in the specific channel of e-commerce, you need to continuously increase the investment in materials. This investment includes the direct traffic fee, the live broadcast traffic fee, the grass-planting traffic fee, better detail design, and better video production. Look, if you don’t invest in these, the materials will be consumed, and the channel position will naturally be gone. It has become a curse that internet celebrities cannot become popular forever. In fact, the solution to this curse is the triangle theory.

You see, this theory is simple, right? The three angles rely on each other. If the product is not good, no matter how strong the channel is or how good the materials are, it will inevitably show a trend of larger acute angles. That is, the channel and materials have to do more work and try their best to maintain the acute angle of the product from getting smaller. If the product lacks innovation, is outdated, and the category is no longer updated, the angle of the product will become sharper and infinitely approach 0. The triangle law will come to an end, and the competitive advantage of the product will disappear. The same goes for the other two factors. Once a large acute single angle phenomenon occurs, the company must pay enough attention to the capacity supplementation at this end. If a large acute double angle occurs, it indicates that the marketing behavior should not be carried out or a thorough reform should be carried out.

3. Final words

The triangle marketing law subverts the traditional marketing thinking of at least four dimensions, reduces one judgment dimension, and introduces the triangle first law. Through dynamic changes in the inner angle, it allows implementers to see their own strengths and weaknesses more clearly. It not only helps marketing planning , but also helps those projects that are about to be launched to do a full physical examination to see whether they are healthy and whether they really need to enter the market.

According to Zhang Dali, the proposer of the triangle marketing rule, the focus is on both the product and the material. The material includes image material and publicity material. The strengthening of the material power determines to a large extent whether the product can be successful. The quality and quantity of the material are the energy to seize multiple firsts. Without quality and quantity, there will be no resources to compete for the first position.

The triangular marketing rule can also be called the product market entry detection rule and the product competitiveness measurement rule.

The product is about to be launched, must watch!

Product sales are declining, must read!

Author: Zhang Dali

Source: Zhang Dali