POSITIONING.

Slides:

Advertisements

Similar presentations

Targeting, and Positioning for Competitive Advantage

Advertisements

Developing a Marketing Strategy & the Benefits

3.02 Position products/services to acquire desired business image.

Module 3 Market segmentation Dr. Mohamed Zamil AL-Akhtaby.

chapter 4 MARKET SEGMENTATION, TARGETING AND POSITIONING

What We Will Discuss Today u Recap of Previous Session –Video –Segmentation F Review and Background F Impact on Gift Giving u Bases of Segmentation –Criteria.

Market Segmentation and Market Targeting Introduction.

Content of the Lecture Definition of Market Segmentation

Segmentation and Targeting Marketing 5341 Chip Besio.

Porter’s Five Forces Michael Porter

Chapter Two Strategic Planning and the Marketing Process

Targeting, and Positioning for Competitive Advantage

Learning Goals Learn the three steps of target marketing, market segmentation, target marketing, and market positioning Understand the major bases for.

Marketing in a Domestic Environment – Part I Class 3.

Seminar Pemasaran. Element’s of A Theory of Your Business What business are you in What is your desired market positioning What is your basis for differentiation.

© 2002 Pearson Education Canada Inc. 7-1 principles of MARKETING Chapter 7 Market Segmentation, Targeting, and Positioning for Competitive Advantage.

UNDERSTANDING THE MARKETING CONCEPT In order to make a profit, a business must focus all of it’s efforts on satisfying the needs and wants of it’s customers.

The Starting Point Mass Marketing: The Seller engages in –

Learning Objectives Chapter 8: Marketing Strategy: Strategies, Positioning, and Marketing Objectives Identify the six components in developing a marketing.

External Analysis.

Chapter 7- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Customer-Driven Marketing Strategy: Creating Value.

Market Structures The number of companies producing identical products.

Chapter 7 Going Global – Chapter 7Andrew P. Yap - FIU – MAR 4156 Global Market Segmentation –Defined as “the process of identifying specific segment.

Marketing Winter SEGMENTATION, TARGETING AND POSITIONING Session 4 Wednesday, April

The Four P’s and Two C’s of Marketing

Principle of Marketing Topic Identifying & Targeting Market Segments Lecture No 7,8. By: Salman Shahid.

IDENTIFYING COMPETITIVE ADVANTAGES Three common tools used in industry to analyze and develop competitive advantages include: – Porter’s Five Forces Model.

Segmentation, Targeting, and Positioning. Segmenting, Targeting, and Positioning What do these words mean? My opinion is that the none of these three.

Segmentation, Targeting and Positioning. Divide a market into separate groups.

Chapter 4 Opportunity Analysis and Market Targeting.

Segmenting, Targeting & Positioning Week 6 Reading: Chapter 9 up to p. 245 only MKTG 201: First Semester, 2010 Lecture Overview Segmentation Targeting.

Market Segmentation Market Segmentation is pursuing a marketing strategy whereby the total potential market is divided into homogeneous subsets of customers,

MM271 Introduction to Marketing Topic 4 Identifying Market Segments & Targets.

Targeting, and Positioning for Competitive Advantage

Market Segmentation, Targeting, and Positioning

Customer-Driven Marketing Strategy: Creating Value for Target Customers 7 Principles of Marketing.

© 2007 Pearson Education, Upper Saddle River, NJ All Rights Reserved. Shoemaker, Lewis, and Yesawich: Marketing Leadership in Hospitality and Tourism,

MARKETING CLASS Session II Marketing Strategy I Session II Marketing Strategy I.

Competitive Positioning and Competitive Advantage Professor Chip Besio Cox School of Business Southern Methodist University.

Competitor Research: Positioning. Competitor Research-Positioning Positioning is something you do to the mind of the prospect It is not enough to invent.

Product Positioning Business Marketing.

Project Template Market Segmentation, Targeting, and Positioning IRIBUS IVECO of Italy.

Principles of Marketing  This is possibly the most important topic of this entire course.  All marketing strategy and tactics need a good understanding.

Marketing II Chapter 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers.

Principles of Marketing Lecture-8. Summary of Lecture-7.

MARKETING MANAGEMENT Segmentation, Targeting, and Positioning.

Learning Objectives Chapter 8: Marketing Strategy: Strategies, Positioning, and Marketing Objectives Identify the six components in developing a marketing.

Market Segmentation, Targeting, and Positioning

Market Segmentation, Targeting, and Positioning Boe Dube

CHAPTER - 7 Market Segmentation, Targeting and Positioning

Segmentation, Targeting, and Positioning Building the Right Relationships with the Right Customers Chapter 7.

Segmentation, Targeting, and Positioning

Product Positioning Business Marketing.

Segmentation, Targeting and Positioning Strategies

What We Will Discuss Today

Market Segmentation, Targeting, and Positioning. The STP Process Segmentation is the process of classifying customers into groups which share some common.

WHAT IS MARKETING ? Marketing is the basic function of all business firms. The organization starts marketing before the production of goods and it continues.

What is Marketing? Marketing is societal process by which individuals and groups obtain what they need and want through creating, offering and freely.

Marketing Management Module 1

Dealing with Competition

Dealing with Competition

Strategic Management B O S.

4.05 Position venture/product to acquire desired business image.

Segmentation, Targeting & Positioning

Michael Porter’s Five Forces Model.

CUSTOMER DRIVEN MARKETING STRATEGY

Chapter 2 Game MC MC MC MC Short Answer

Porter’s Generic Strategies

Presentation transcript:

POSITIONING

The Hotel Market

How Does positioning Fit Into the Marketing Mix Sellers have 3 basic approaches to market Mass market, Product differentiation or target market Target marketing has 3 steps which are segmentation, targeting and positioning

POSITIONING Positioning is something (perception) that is done in the minds of the target market. A product's position is how potential buyers see the product. Positioning is expressed relative to the position of competitors.

Al Ries and Jack Trout 1969 The term was coined in 1969 by Al Ries and Jack Trout in the paper "Positioning" is a game people play in today’s me-too market place" in the publication Industrial Marketing.

Relative Competitive Position How a company performs relatively towards its competitors (relative competitive position) their position relative to competitors Michael E Porter's five forces of competitive position model Market attractiveness and directional policy matrix

The Hotel Market

Positioning of Hotel Industry ( product positioning map) HIGH QUALITY Boutique Hotel 6 B & B 3 1 5 Hilton Travel Lodge 2 Best Western LOW PRICE HIGH PRICE ? 4 Formula 1 LOW QUALITY “Product Space” Representing Consumers’ Perception for Different Types of Hotels

Examples in Hotel Industry Positioning on specific product features : Large or well known chain, safe and reliable. HILTON Positioning on specific benefits, needs, or solutions : budget business accomodation for the budget conscious TRAVEL LODGE Positioning on specific use categories : fed up of dreary chains INDEPENDENT HOTEL Positioning on specific usage occasions :looking for a home from home, homely hotel. B & B Positioning against another product : why spend on the TL when you can get a room for half the price. Formula 1 Positioning through product class dissociation : not a hotel but an office away from home. BEST WESTERN