Global Environment Positioning

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Presentation transcript:

Global Environment Positioning Slide 1 International Marketing 70-480, Session 8 Lloyd Corder, Ph.D. Global Environment Positioning

Corder’s Questions What’s the best positioning strategy? Slide 2 Corder’s Questions What’s the best positioning strategy? Believe in the power of feedback. 8. Positioning International Marketing 70-480 Lloyd Corder, Ph.D.

Slide 3 Positioning How you position your company, product, service or idea will dramatically impact the number of people who want to buy it. It will also help others decide if you’re the same or different from your competitors. Positioning helps you overcome the greatest single obstacle to selling your product, service or idea: Your inability to communicate what you do and who you do it with best. 8. Positioning International Marketing 70-480 Lloyd Corder, Ph.D.

Positioning Strategies Slide 4 Positioning Strategies Titles Doctor, printer, consultant, banker, architect, plumber, etc. Product/services Printing, legal services, banking, clothes, accounting, insurance, software, etc. Concept—the outcomes of what your product, service or idea does for clients Very, very difficult to do Easy to overcomplicate it 8. Positioning International Marketing 70-480 Lloyd Corder, Ph.D.

Power of Concept Positioning Slide 5 Power of Concept Positioning Example: Title: Consultant Products/services: Business planning Financial management Selling strategies Human resources Marketing, advertising and promotion Concept: “I work with people who want to start a business and small business owners who want to grow their business.” Sounds like everyone else Different 8. Positioning International Marketing 70-480 Lloyd Corder, Ph.D. Adapted from Mark LeBlanc, Growing Your Business!

Getting to Concept Positioning Slide 6 Getting to Concept Positioning Language (8th grade, simple) Conversational tone (answers what you do) Attraction (must attract your market segment) Dream-focused (focuses on the “dream” of your prospects) Contains What and Who (outcomes and who is best served by working with/buying from you) Dual-focus (use two outcomes for a wider audience) Repeatability (someone else can repeat it back) 7 Guidelines for concept positioning 8. Positioning International Marketing 70-480 Lloyd Corder, Ph.D.

Elevator Presentations Slide 7 Elevator Presentations Help shape other people’s perceptions about you, your product or your ideas by controlling how you introduce yourself (defining statement) Questions to help develop content: Who are you? What do you do? What makes you interesting/special? What one-liners, stories, body posture, etc. can you use to make other people like being around you? Develop, practice, refine… to manage perceptions 8. Positioning International Marketing 70-480 Lloyd Corder, Ph.D.

Differentiation Positioning Slide 8 Differentiation Positioning Path to failure Quality Customer service Creativity Price Breadth of line Path to success Being first Attribute ownership Leadership Heritage Market specialty Preference How a product is made Latest Hotness Easy for competitors to duplicate your strategy More difficult for competitors to follow 8. Positioning International Marketing 70-480 Lloyd Corder, Ph.D. Adapted from Jack Trout, Differentiate or Die

Corder’s Conclusions Insert Here 8. Positioning Slide 9 Corder’s Conclusions Insert Here 8. Positioning International Marketing 70-480 Lloyd Corder, Ph.D.

8. Positioning International Marketing 70-480 Slide 10 Logo links to website 8. Positioning International Marketing 70-480 Lloyd Corder, Ph.D.