1. POSITIONING

2. The Hotel Market

3. How Does positioning Fit Into the Marketing Mix
Sellers have 3 basic approaches to market
Mass market, Product differentiation or target market
Target marketing has 3 steps which are segmentation, targeting and positioning

4. POSITIONING
Positioning is something (perception) that is done in the minds of the target market.
A product's position is how potential buyers see the product.
Positioning is expressed relative to the position of competitors.

5. Al Ries and Jack Trout 1969
The term was coined in 1969 by Al Ries and Jack Trout in the paper "Positioning" is a game people play in today’s me-too market place" in the publication Industrial Marketing.

6. Relative Competitive Position
How a company performs relatively towards its competitors (relative competitive position)
their position relative to competitors
Michael E Porter's five forces of competitive position model
Market attractiveness and directional policy matrix

7. The Hotel Market

8. Positioning of Hotel Industry ( product positioning map)
HIGH QUALITY
Boutique Hotel 6
B & B 3 1 5
Hilton
Travel Lodge 2
Best Western
LOW PRICE
HIGH PRICE ? 4
Formula 1
LOW QUALITY
“Product Space” Representing Consumers’ Perception for Different Types of Hotels

9. Examples in Hotel Industry
Positioning on specific product features :
Large or well known chain, safe and reliable. HILTON
Positioning on specific benefits, needs, or solutions : budget business accomodation for the budget conscious
TRAVEL LODGE
Positioning on specific use categories : fed up of dreary chains INDEPENDENT HOTEL
Positioning on specific usage occasions :looking for a home from home, homely hotel. B & B
Positioning against another product : why spend on the TL when you can get a room for half the price. Formula 1
Positioning through product class dissociation : not a hotel but an office away from home. BEST WESTERN