What SQL are you using? Are you familiar with CTE and partition?
Have a look here: https://social.msdn.microsoft.com/Forums/sqlserver/en-US/597b876e-eb00-4013-a613-97c377408668/rownumber-and-cte?forum=transactsql
and here: (answer and 2nd comment): Select the first instance of a record
You can use those ideas to create another field that tells you whether the row is the first, 2nd , 3rd etc occurrence of Col1. Eg you'd have something like
1 B Red 150
2 B Red 150
and you can then update col3 to be zero where this new field is not 1.
EDIT: since you asked about Excel: in Excel, sort by whatever criteria you may need (col 1 first, of course). Let's say that Col1 starts (excluding the heading) in cell C2. Set cell B2 =1. Then write this formula in cell B3:
=IF(C3=C2,B2+1,1)
and drag it all the way down. This will count the occurrences of col 1, ie it will tell you which is the first, 2nd etc time a given value appears in col1. You can then use it as as the basis to change the value in other columns.
Also, it is not good practice to have a column where the first cell has a different formula from the others. You can use the same formula nesting another IF and referencing the row, so as to set one formula for the first row and one for the others.