Professor Steven Litt steven.litt@senecac.on.ca Positioning From brandeo.com and Steven Litt A.k.a. brand strategy, positioning strategy, brand positioning statement, a positioning statement is a succinct description of the core target audience to whom a brand is directed, and a compelling picture of how the marketer wants them to view the brand. A well-constructed positioning statement is an invaluable means of bringing focus and clarity to the development of a marketing strategy and tactics.
Professor Steven Litt steven.litt@senecac.on.ca Positioning- what criteria are unique yet relevant (to your target) & are feasible? Can you do it better than others?
Professor Steven Litt steven.litt@senecac.on.ca Positioning: Ford uses a new positioning angle tech friendliness. Who finds this relevant? Which competitor(s) will follow? What must Ford do to stay ahead?
Professor Steven Litt steven.litt@senecac.on.ca Positioning “bring focus & clarity to the development of a marketing strategy and tactics”? How can a Positioning Statement do that? Because every decision made for a brand is judged by how well it supports the positioning statement- the brand name, the product itself, the packaging, the advertising, the promotions, etc.
Professor Steven Litt steven.litt@senecac.on.ca Positioning There are 4 elements in a Positioning Statement: Target Audience: attitudinal & demographic description of the core prospect to whom a brand is intended to appeal ie group of customers most closely representing a brand’s most fervent users. Frame of Reference: category in which the brand competes; the context that gives the brand relevance to the customer. Benefit/Point of Difference: most compelling, motivating benefit the brand can own in the hearts & minds of its target audience, relative to the competition. Reason to Believe: the most convincing proof that the brand delivers what it promises.
Professor Steven Litt steven.litt@senecac.on.ca Positioning From Brandeo.com Template for a Positioning Statement: For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of difference) because only (brand name) is reason to believe). Steven’s Criteria for Evaluating a Positioning Statement: Is it memorable, motivating and focused (clear) to the core prospect? Does it provide a clear, distinctive and meaningful picture of the brand that differentiates it from the competition? Can the brand ‘own’ it? Is it credible (for this brand) and believable? Does it enable growth? Can it serve as a meaningful filter for brand decision-making on partnering, investment/growth decisions, etc?
Look at the positioning re: its uniqueness vs competitors & its relevance for consumers This slide relates to material on pp. 147-148. : Indicates place where slide “builds” to include the corresponding point. There are many positioning platforms; no one way is ‘superior’, yet 1 may be superior for that brand in that (competitive, consumer, PLC) situation Personal Needs Social Needs Summary Overview Many different levels of needs can appeal to or motivate a person. The PSSP pyramid shown here helps apply motivation theory to the particular needs of consumers and marketing managers trying to develop marketing mixes to meet those needs. Key Issues Physiological needs: the most basic needs people experience. Examples: biological needs for food, drink, and rest. Safety needs: concerned with protection and physical well-being. Examples: health, medicine, exercise. Social needs: derived from a person’s interactions with others. Examples: love, friendship, status. Personal needs: concerned with an individual’s need for personal satisfaction, unrelated to what others do. Examples: self-esteem, fun, and freedom. Discussion Question: Can you provide an example of products or services whose marketing mixes attempt to fulfill the four types of needs? NOTE: Some products may try to satisfy only one type of need, while others may attempt to satisfy more than one type. Safety Needs : Physiological Needs : : :
Professor Steven Litt steven.litt@senecac.on.ca Positioning (examples from adcracker)
Professor Steven Litt steven.litt@senecac.on.ca Positioning (examples from adcracker) To be complete this really should have a ‘reason why’. What is the support?
Professor Steven Litt steven.litt@senecac.on.ca Positioning (examples from adcracker)
Professor Steven Litt steven.litt@senecac.on.ca Positioning (examples from adcracker)
Professor Steven Litt steven.litt@senecac.on.ca Positioning (examples from adcracker)
Professor Steven Litt steven.litt@senecac.on.ca Positioning (examples from adcracker)
Professor Steven Litt steven.litt@senecac.on.ca Positioning Map: Plots how you compete (in the perception of your target audience) on basis of 2 distinguishing criteria that are relevant/ motivating to a certain audience. It may help to think of positioning in geographical terms eg as a location Guideline: Find a place that’s meaningful to an audience, and where your actual performance delivers on your promise, and where you offer something unique.
Professor Steven Litt steven.litt@senecac.on.ca Positioning Maps: Choose criteria that are as specific & crisp as possible!
Professor Steven Litt steven.litt@senecac.on.ca Positioning A STRONG positioning map helps guide decisions on how to portray an identity, which strengths to build on & emphasize etc. It should be aspirational yet realistic. It should be crisply defined. Make sure your positioning map is not vague or WEAK!
Professor Steven Litt steven.litt@senecac.on.ca Positioning A common reason for Positioning Map WEAKNESS is the use of wishy-washy words. ‘Quality’, ‘price’ or ‘value’ are usually POOR choices for a Positioning map axis. Too vague/ confusing. ‘Quality’: what is ‘quality’ to a consumer’? It often means something different to each segment of consumers ‘Value’: depends on whether a consumer is motivated! Consider instead about what criteria* will motivate a segment of consumers! * For use on an axis of a Positioning Map
Professor Steven Litt steven.litt@senecac.on.ca Weak Positioning Map: how do you make us of this?
Professor Steven Litt steven.litt@senecac.on.ca Weak Positioning Map: how do you make us of this?
Professor Steven Litt steven.litt@senecac.on.ca Stronger Positioning Maps: +specific, crisp, defined
Professor Steven Litt steven.litt@senecac.on.ca Positioning
Professor Steven Litt steven.litt@senecac.on.ca Positioning And more
Professor Steven Litt steven.litt@senecac.on.ca Positioning
Professor Steven Litt steven.litt@senecac.on.ca Positioning
Professor Steven Litt steven.litt@senecac.on.ca Positioning
Professor Steven Litt steven.litt@senecac.on.ca Positioning
Professor Steven Litt steven.litt@senecac.on.ca Positioning