Chapter 6 A new front is opening up in the coffee wars.

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Presentation transcript:

Chapter 6 http://www.theglobeandmail.com/report-on-business/mcdonalds-canada-opens-first-mccafe-standalone-in-toronto/article27653086/ A new front is opening up in the coffee wars. McDonald’s Restaurants of Canada Ltd. is launching on Wednesday its first standalone McCafé in a bustling concourse at Toronto’s Union Station, betting on luring younger consumers with a wider offering of healthier-sounding products, an all-day breakfast and no hamburgers and fries.

Chapter 6 Positioning & Branding Look around the classroom. Identify and list 10 different brand names of products that you can see. Add to your list 10 different products that you can see, but can’t identify by brand name. Why are some brand names identifiable and some aren’t?

Chapter 6: Positioning & Branding

6.1 What is Positioning? Position – a stance, perception, attitude, point of view Ex: Sens fan Positioning allows people to create an image & motivates them to maintain their position

6.1 What is Positioning? Marketers position products to create an image of the brand they want consumers to accept Appeal to some and not to others Many marketers define positioning as the attempt by a business to achieve top-of-the-mind awareness among target consumers Give some examples…

6.2 Types of Positioning 5 types of positioning that a business might use: Benefit Target Price Distribution Service

6.2 Types of Positioning Benefit Positioning Customers want every product they buy to benefit them Often, a company will position its product as offering more benefits than others Problem: competitors add same benefits

6.2 Types of Positioning Target Positioning Marketing focuses on the consumer likely to buy Positioning should make the consumer think the product belongs to them (and not others) Problem: Target markets change

6.2 Types of Positioning Price Positioning High pricing can position product as a luxury, but must come with high quality, service, or social status Low pricing also positions products Medium pricing not used to position because too much competition

6.2 Types of Positioning Distribution Positioning Unique selling methods can create position The first company to grab a new distribution channel may have an advantage (Ex: Amazon)

6.2 Types of Positioning Service Positioning Various services offered help to position a product. Ex: a store open 24 hours a day Ex: a no hassle return policy

Slogans