Positioning Tools. Positioning Developing a specific marketing mix to influence potential customers’ overall perception of a brand, product line, or organization.

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Presentation transcript:

Positioning Tools

Positioning Developing a specific marketing mix to influence potential customers’ overall perception of a brand, product line, or organization in general.

What is Positioning? The place a product, brand, or group of products occupies in consumers’ minds relative to competing offerings.

Positioning of Procter & Gamble Detergents

Effective Positioning 1.Assess the positions occupied by competing products 2.Determine the dimensions underlying these positions 3.Choose a market position where marketing efforts will have the greatest impact

Two Approaches to Product PositioningProduct Positioning Head-to-head positioning Differentiation positioning POSITIONING THE PRODUCT

Product Differentiation A positioning strategy that some firms use to distinguish their products from those of competitors. Distinctions can be real or perceived.

A means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers’ minds. Perceptual Mapping

Positioning Bases Attribute Price and Quality Use or Application Product User Product Class Competitor Positioning Bases

Positioning Statements A positioning statement is not the same as a slogan or tag line. A good positioning statement generally has 4 elements: 1. The target market 2. The need of that target market 3. The name of your product 4. The statement telling how your product satisfies the need and is different from the competitors.

Volvo’s Positioning Statement 1.The target market 2.The need of that target market 3. The name of your product 4. The statement telling how your product satisfies the need and is different from the competitors. "For (1) families concerned about (2) safety, (3)Volvo builds a vehicle with (4) state- of-the-art safety features that give you peace of mind when driving."

Positioning Strategies A positioning strategy should be unique to the product – Defined in relative terms to the competition. The marketing plan must support the positioning Bigg est Fast est Small est Cheap est New est Lat est Great est Nice est Sweet est Hot est Most Durable Tast iest Highest Quality Most Economical Cool est Chic est

Repositioning Changing consumers’ perceptions of a brand in relation to competing brands.

Repositioning Changing consumers’ perceptions of a brand in relation to competing brands.

Positioning and Product Differentiation