Product Positioning BMI 3C1

First brand name that comes to mind: Cereal Watches Athletic shoes Soft drinks Hamburgers Chocolate bars Juice Bottled water Casual pants Sunglasses

Why do you think you named these brands first? I don’t know…why?

Two brands you didn’t list: Cereal Watches Athletic shoes Soft drinks Hamburgers Chocolate bars Juice Bottled water Casual pants Sunglasses

Why didn’t you think of these brands first? Well they are just not as well known…are they?

What is Positioning? Taking a position, having a perception, an attitude, or a point of view Maple Leafs Fan – wears their logo, takes a position School Leader – runs for student council, takes on responsibility School Musician – joins a band

Benefits Positioning Buying something for the pleasure or benefit you get Examples: Buying maple syrup reminds you of visiting the sugar bush, having pancake meals in the past, etc. Buying shoes can be stylish or improve appearance Buying a clock radio that plays your iPod and has large numbers

Target Positioning Globe, Ipath, DC, Emerica, Adio, Osiris, etnies, Vans, Fallen are all brands of what? If you don’t know, you are probably not in the target market. To gain effective target-market position, all of the brand’s marketing must be focused on a specific consumer segment.

Price Positioning Offering the MOST expensive product in a category, or offer the LEAST expensive product in a category MOST expensive = luxury, high-quality, or exclusive (i.e. diamond watch, caviar, Lexus) LEAST expensive = good value for less $ The middle ground is not a ‘position’

Distribution Positioning Unique sales technique, i.e. Avon, Amazon.com

Service Positioning Offering extra or different service, i.e. open 24 hours, free cookies for customers, etc.

What else is there to know? Marketers usually try to select a position that they can maintain Marketers also try to choose a position that is relevant to the consumer Marketers must ensure the position is clear Marketers know that a lack of a position may mean more money must be put into advertisement and price cuts to compete