Dr. Shih-Shin Chen Health Care Marketing Dept. Health Care Management NTUNHS

Product Positioning Stands for attainable miracles Positioning is a process of deciding what you desire your product, service or organization to stand for in customers’ minds

Product Positioning Positioning The marketer’s effort to identify an unique selling proposition (獨特的銷售主張) for the product to occupy a clear, distinctive, and attractive position in the minds of target consumers relative to competing products

Product Differentiation(差異化) Unique selling proposition the factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition

Grant Thornton’s Positioning Links passion for accounting to high client satisfaction with its auditing services “Find out how it feels to work with people who love what they do.”

Positioning Strategies Differentiation (差異化) along various factors Affective elements Attributes Benefits Price User category Usage occasion Corporate image Dis-/association Cognitive elements

Smash hit by Hayden. Body by milk Got milk? You don’t have to be a hero to feel invincible. That’s why I drink milk. The protein helps build muscle and some studies suggest teens who choose it tend to be leaner. Cheers to that. Got milk?

Cognitive elements Affective elements Features Benefits/needs Usage occasions User category Differentiation Affective elements Emotions? Feelings? Associations?

Cognitive elements Affective elements Attributes Emotion Benefits: Protein Benefits: Build muscle Leaner Users: Teens Not just for kids Disassociation: From other teen drinks Emotion Desirable, cute Feelings: Fashionable Beautiful Glamorous (豔光四射) Savvy (機靈) Association Teen idol

Positioning Statement A positioning statement usually include a brand or a specific product/service target market segment(s) specific differentiated core benefits proof statements or reasons for your customers to believe they will receive these benefits a brand personality that provides emotional connection with your customers

Positioning Statement Our __________ for ______________________ is ______________________ among all ______________________ because ______________________ so that ______________________ Brand/service target market core benefits competitive frame proof statement emotional connection

Johnson & Johnson Johnson’s (brand) is the brand of baby products (product/competitive frame) that mothers and health care professionals (target market) trust (core benefit) to provide the best possible care for babies’ hair and skin (core benefit), because its products are clinically proven to have the greatest possible purity and mildness (proof statements) so that they foster the loving bond between mother and baby (emotional connection)

FULL BODIED HEAVY POPULAR WITH MEN SPECIAL OCCASIONS GOOD VALUE DINING OUT POPULAR WITH WOMEN ON A BUDGET PALE COLOUR LESS FILING LIGHT

HEAVY PREMIUM BUDGET LIGHT FULL BODIED HEAVY POPULAR WITH MEN SPECIAL OCCASIONS GOOD VALUE DINING OUT BUDGET PREMIUM POPULAR WITH WOMEN ON A BUDGET PALE COLOUR LESS FILING LIGHT LIGHT

HEAVY PREMIUM BUDGET LIGHT FULL BODIED HEAVY POPULAR WITH MEN Beck’s Budweiser Old Milwaukee Heineken Miller Coors SPECIAL OCCASIONS GOOD VALUE DINING OUT BUDGET PREMIUM Michelob POPULAR WITH WOMEN Miller Lite Coors light ON A BUDGET PALE COLOUR Old Milwaukee light LESS FILING LIGHT LIGHT

Positioning map of Beer Positioning Maps Also referred to as the consumer’s “perceptual maps” Useful way to represent consumer perceptions of competing products in visual format Positioning maps Positioning map of Beer

Positioning Maps How do customers view our brand/products? What brands/products are our closest competitors? Which attributes are most important in distinguishing among brands/products?

Positioning of Hotels Price vs. service level Grand Regency Shangri-La Expensive Grand Regency PALACE Shangri-La Hi service level Mid. Service level Atlantic Sheraton Italia Castle Alexander Airport Plaza Less expensive

Positioning of Hotels Luxury vs. Location Regency Grand Shangri-La High luxury Regency Grand Shangri-La PALACE Sheraton Financial district Shopping dist. Convention ctr. Inner suburbs Italia Castle Alexander Atlantic Airport Plaza Moderate luxury

Positioning after New Construction Mapping future scenarios Positioning after New Construction 4 new hotels Expensive Grand Regency PALACE Shangri-La Hi service level Mid. Service level Atlantic Sheraton Italia Castle Alexander Airport Plaza Less expensive

Positioning after New Construction Mapping future scenarios Positioning after New Construction 4 new hotels Expensive Grand Regency PALACE Action Shangri-La No action Hi service level Mid. Service level Atlantic Sheraton Italia Castle Alexander Airport Plaza Less expensive

Positioning After New Construction Mapping future scenarios Positioning After New Construction High luxury 2 New hotels Regency 2 New hotels Action Grand Shangri-La PALACE Sheraton No action Financial district Shopping dist. Convention ctr. Inner suburbs Italia Castle Alexander Atlantic Airport Plaza Moderate luxury

旅遊目的地形象空間圖 (伽利略系統) 「特色概念點」 「目的地點」 「個人觀點」

Interpretation of Concepts Galileo Approach Distances between brand and each attribute the degree to which a brand possesses that particular attribute A measurement of beliefs (brand image) Brand attributes Cognitive map

Interpretation of Concepts Galileo Approach Distances between self and each attribute the degree to which the consumer prefer that particular attribute A measurement of attitudes toward various attributes Preferences for attributes Cognitive map

Interpretation of Concepts Galileo Approach Distances between self and brand the degree to which the consumer prefer that particular brand A measurement of consumer behaviors Preferences for brands Cognitive map

圖六 『知本溫泉』與『烏來溫泉』與各特色點間的距離差異折線圖 知本與烏來溫泉的特色 表四 『知本溫泉』與『烏來溫泉』與各特色點間成對樣本t檢定(N = 191) 圖六 『知本溫泉』與『烏來溫泉』與各特色點間的距離差異折線圖

圖七 『適合度假的地』與自我喜好的主觀認知差異折線圖 對各特色的喜好之比較 表五 『我喜歡的』與『適合度假的地方』至各「特色點」間成對樣本t檢定(N = 191) 圖七 『適合度假的地』與自我喜好的主觀認知差異折線圖

旅遊目的地形象空間圖 t (177) = 0.553, p = .581 未達顯著水準 「特色概念點」 「目的地點」 「個人觀點」 55.29單位 52.44單位

Service Quality (RATER) Zeithaml, Berry, & Parasuraman (1993) Service Quality (RATER) Reliability The ability to perform the promised service dependably and accurately Assurance The knowledge & courtesy of employees and their ability to inspire trust and confidence Tangibles The appearance of physical facilities, personnel, and communication materials

Service Quality (RATER) Zeithaml, Berry, & Parasuraman (1993) Service Quality (RATER) Empathy The provision of caring, individualized attention to customers Responsiveness The willingness to provide prompt service and responses to requests or complaints

Hospital Images (Attributes) 屬性 品牌 個人觀點

Hospital Images (Attributes) VGH and SKH = 100 Hospital Images (Attributes) NTUH VGH SKH Responsiveness 68.75 66.02 56.59 Reliability 42.28 48.44 53.82 Assurance 37.96 45.98 52.95 Empathy 66.72 49.56 46.11 Tangibles 31.55 53.71 43.03 Average 49.45 52.74 50.50 Strengths Tang./Assur. Tangible Weaknesses Responsive Summary Clear image Mixed perception Mediocre service quality Vague image

Hospital Images (Attributes) VGH and SKH = 100 Hospital Images (Attributes) NTUH VGH SKH Responsiveness 68.75 66.02 56.59 Reliability 42.28 48.44 53.82 Assurance 37.96 45.98 52.95 Empathy 66.72 49.56 46.11 Tangibles 31.55 53.71 43.03 Average 49.45 52.74 50.50 Response: No significant difference Reliability: NTUH > SKH (p < .05) Assurance: NTUH > VGH > SKH (p < .05) Empathy: VGH & SKH > NTUH (p < .01) Tangible: NTUH > SKH > VGH (p < .01)

Attitudes 屬性 榮總 品牌 個人觀點 同理心 反應性 我喜歡    保證性   可靠性   新光 有形性 台大

Interpretation of Concepts Galileo Approach Interpretation of Concepts Preferences for attributes Cognitive map

Behaviors Attributes Brands Self 榮總 同理心 反應性 我喜歡 保證性 可靠性 新光 有形性 台大  

Interpretation of Concepts Galileo Approach Interpretation of Concepts Preferences for brands Cognitive map

Changes of Public Opinion Democratic Candidate (at time 1) Campaign messages stressing candidate’s association with crime prevention WE (at time 1) Crime Prevention (at time 1) Barnett, Serota, & Taylor (1976)

Changes of Public Opinion Democratic Candidate (at time 1) Democratic Candidate (1.5 months later) Crime Prevention (1.5 months later) WE (1.5 months later) WE (at time 1) Crime Prevention (at time 1) Barnett, Serota, & Taylor (1976)

Changes of Public Opinion Democratic Candidate (1.5 months later) Crime Prevention (1.5 months later) WE (1.5 months later) Barnett, Serota, & Taylor (1976)

Visualizing Marketing Strategies Positioning maps display relative performance of competing firms on key attributes Predictions can be made of how positions may change in light of future developments

Visualizing Marketing Strategies Research provides inputs to development of positioning maps—challenge is to ensure that Attributes used in maps are important to target segments Performance of individual firms on each attribute accurately reflects perceptions of customers in target segments

Product positioning and differentiation