MarketingPositioning
Terms
undefined, object
copy deck
- Repositioning
- Changing the perceived and actual characteristics of a product/service to better fit a changing marketplace environment, very expensive
- Easiest way to develop a mental map of positioning
- Two-dimensional map
- Positioning
- The way consumers perceive the brand relative to its competition and positioning is in the mind of the consumer
- Positioning Options
-
On product features & benefits
On specific user occasions
On price
On quality
By product user
Against another brand - Most critical positioning strategy?
- Choice of the target segment
- Two-dimensional map
- Compare the consumer's image of competing products on two critical performance features
- 3 ways to position
-
Identify competitive advantage
Stress salient characteristics
Differentiate - Establishing a cult position
-
Know what is precious and protect it
Building a club, not share
Sell to club members, not customers
Perspective of a very small, defined, group - Second critical decision positioning strategy?
- Determine the product/service's competitive positioning and specifications to meet the target segment's needs
- Positioning Risks and describe each of the 4
-
Under positioning - vague idea
Over positioning - too narrow of an image
Confused positioning - buyers do not understand the position
Doubtful positioning - buyers find it hard to believe - Product (Brand) Position
-
Way customer sees the brand as fitting in with other brands in the product class
Image which is deliberately manipulated by the seller
Way to explain to the customer what the product is for
Way to compete
Way to saturate market (Proctor & Gamble) - Cult
- A group that creates its own position