The Complex World of Positioning A study of pop music stars

The Mickey Mouse Club

Christina Aguilera Young, pure, modest Young, pure, modest Mulan soundtrack Mulan soundtrack Radio-friendly Radio-friendly Target Market: Target Market: Girls Girls

The Anti-Britney Looks to create edgier image Looks to create edgier image Same broad target market, but narrowing in places to alternative crowd Same broad target market, but narrowing in places to alternative crowd

Xtina Dirrty video Dirrty video Duet with Lil Kim Duet with Lil Kim Moulin Rouge Moulin Rouge Positioned as: Positioned as: Anti-pop Anti-pop Anti-establishment Anti-establishment Independent female Independent female Rebellious Rebellious

Regaining Respectability Retro image Retro image Display classiness and maturity Display classiness and maturity Positioning as: Positioning as: General public Emphasis on singing Positive role model

Combining Elements Maintain sex appeal Maintain sex appeal Continue retro push Continue retro push Acknowledge past and emphasize change Acknowledge past and emphasize change

Justin Timberlake Young, pure, modest Young, pure, modest Radio-friendly Radio-friendly Member of wholesome group Member of wholesome group Target Market Target Market Girls White

Nsync – The Later Years Looks to show growth as artist Looks to show growth as artist Emphasizes song writing Emphasizes song writing Appearance tries to show maturity Appearance tries to show maturity Not just another boy band member Not just another boy band member

Justin Goes Solo VMA performance dressed similar to Michael Jackson VMA performance dressed similar to Michael Jackson Positioning as: Positioning as: R&B audience King of Pop Not so wholesome

Party Guy Host Movie Awards Host Movie Awards Dates celebrities Dates celebrities Makes movies Makes movies Positioning as: Positioning as: More than a musician More than a musician Cultural icon Cultural icon Cool Cool

Maturity No longer casual dress No longer casual dress Working with hip-hop producer Timbaland Working with hip-hop producer Timbaland T.I. as guest artist T.I. as guest artist

Your Turn Can you think of an actor or musician who has repositioned himself/herself to appeal to a different target market? Can you think of a product or company that has tried to reposition itself?

Positioning by Price & Quality Economy Line vs. Luxury Line Economy Line vs. Luxury Line High Price as Symbol of Quality High Price as Symbol of Quality Low Price as Indication of Value Low Price as Indication of Value

Positioning by Features & Benefits Specific Feature or Characteristic Specific Feature or Characteristic Benefit Provided to the Customer Benefit Provided to the Customer Convenience Convenience Portability Portability

Positioning in Relation to the Competition When a company is trying to solidify position in relation to another company When a company is trying to solidify position in relation to another company Create an underdog situation Create an underdog situation Highlight key differences Highlight key differences

Positioning in Relation to Other Products in A Line Build off of established product Build off of established product Highlight new feature or modification Highlight new feature or modification