Differentiation تميز & Positioning وضع Chapter 6
Dr. Elan MKG 2012
3 Positioning – Is the way the product is defined by consumers on important attributes سمات – the place مكان the product occupies تحتل in consumer’s minds العقول relative to competing products
Dr. Elan MKG 2014 Examples – “Tide” is positioned as a powerful all purpose قوية لجميع الأغراضfamily detergent “Mercedes & Cadillac” positioned as luxury ترفproducts “Volvo” – positioned on safety سلامة
Dr. Elan MKG 2015 Positioning is a result of – A set of perceptions التصورات Impressions انطباعات Feelings مشاعر - of consumers about a product
Dr. Elan MKG 2016 Marketers – Do not want their products’ “position” to chance Plan “positions” to their greatest advantage ميزة in selected target markets Must design marketing mixes to create the planned “positions”
Dr. Elan MKG 2017 Positioning maps – Positioning maps are used in planning differentiation and positioning strategies [see picture] –Positioning map for US large luxury sport utility vehicle market –Perceived positioning on two dimensions – price & orientation [luxury Vs Performance]
Dr. Elan MKG 2018
9 Choosing a differentiation and positioning strategy –Differentiation and positioning easy for certain firms –Two or more firms may go for same positioning [Almarai & Alsafi] – but should differentiate in their offerings –Positioning should serve the needs and preferences of target markets
Dr. Elan MKG Steps in differentiation & positioning: 1.Identify a set of differentiating competitive advantages 2.Choosing the right competitive advantage 3.Select an overall positioning strategy Should then effectively communicate and deliver the chosen position to the target market
Dr. Elan MKG Identify a set of differentiating competitive advantages a.Product differentiation can be on – features, performance, style & design a.Service differentiation can be through – speedy, convenient or careful delivery [Banks – working 7 days], Lexus cars – known for quality service a.Channel differentiation – thru – channel’s coverage, expertise & performance [Ex: Procter & Gamble]
Dr. Elan MKG Choosing the right competitive advantage: a.Necessary for building the positioning strategy a.Decide how many differences to promote and which ones? a.Walmart promotes - “always low prices” b.Burger king – promotes – “personal choice” – “have it your way” b.Some companies use more than one differentiation
Dr. Elan MKG Which differences to promote – Important [should be] Distinctive مميز Superior متفوق Communicable نقل Pre emptive الاستباقية Affordable [to the buyer] بأسعار معقولة Profitable [for the seller]
Dr. Elan MKG Selecting an overall positioning strategy –Winning “value propositions” – –More for more [Mercedes] –More for same [Lexus Vs Mercedes service] –The same for less –Less for much less –More for less
Dr. Elan MKG Developing a positioning statement “Quality you can afford” تحمل Communicating and delivering the chosen position – Company's marketing mix strategy should support the positioning strategy Implementing the positioning strategy is very important Should not change the positioning strategy [unless necessary]
Dr. Elan MKG Avoid تجنب Under positioning Over positioning Confused الخلط positioning Doubtful مشكوك فيه positioning
Dr. Elan MKG End