1. Dr. Shih-Shin Chen
Health Care Marketing
Dept. Health Care Management
NTUNHS

2. Product Positioning Stands for attainable miracles
Positioning is a process of deciding what you desire your product, service or organization to stand for in customers’ minds

3. Product Positioning Positioning
The marketer’s effort to identify an unique selling proposition (獨特的銷售主張) for the product
to occupy a clear, distinctive, and attractive position in the minds of target consumers
relative to competing products

4. Product Differentiation(差異化)
Unique selling proposition
the factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition

5. Grant Thornton’s Positioning
Links passion for accounting to high client satisfaction with its auditing services
“Find out how it feels to work with people who love what they do.”

6. Positioning Strategies
Differentiation (差異化) along various factors
Affective elements
Attributes
Benefits
Price
User category
Usage occasion
Corporate image
Dis-/association
Cognitive elements

7. Smash hit by Hayden. Body by milk Got milk?
You don’t have to be a hero to feel invincible. That’s why I drink milk. The protein helps build muscle and some studies suggest teens who choose it tend to be leaner. Cheers to that.
Got milk?

8. Cognitive elements Affective elements Features Benefits/needs
Usage occasions
User category
Differentiation
Affective elements
Emotions?
Feelings?
Associations?

9. Cognitive elements Affective elements Attributes Emotion Benefits:
Protein
Benefits:
Build muscle
Leaner
Users:
Teens
Not just for kids
Disassociation:
From other teen drinks
Emotion
Desirable, cute
Feelings:
Fashionable
Beautiful
Glamorous (豔光四射)
Savvy (機靈)
Association
Teen idol

10. Positioning Statement
A positioning statement usually include
a brand or a specific product/service
target market segment(s)
specific differentiated core benefits
proof statements or reasons for your customers to believe they will receive these benefits
a brand personality that provides emotional connection with your customers

11. Positioning Statement
Our __________ for ______________________
is ______________________
among all ______________________
because ______________________
so that ______________________
Brand/service
target market
core benefits
competitive frame
proof statement
emotional connection

12. Johnson & Johnson
Johnson’s (brand) is the brand of baby products (product/competitive frame) that mothers and health care professionals (target market) trust (core benefit) to provide the best possible care for babies’ hair and skin (core benefit), because its products are clinically proven to have the greatest possible purity and mildness (proof statements) so that they foster the loving bond between mother and baby (emotional connection)

13. FULL BODIED
HEAVY
POPULAR WITH MEN
SPECIAL OCCASIONS
GOOD VALUE
DINING OUT
POPULAR WITH WOMEN
ON A BUDGET
PALE COLOUR
LESS FILING
LIGHT

14. HEAVY PREMIUM BUDGET LIGHT FULL BODIED HEAVY POPULAR WITH MEN
SPECIAL OCCASIONS
GOOD VALUE
DINING OUT
BUDGET
PREMIUM
POPULAR WITH WOMEN
ON A BUDGET
PALE COLOUR
LESS FILING
LIGHT
LIGHT

15. HEAVY PREMIUM BUDGET LIGHT FULL BODIED HEAVY POPULAR WITH MEN Beck’s
Budweiser
Old Milwaukee
Heineken
Miller
Coors
SPECIAL OCCASIONS
GOOD VALUE
DINING OUT
BUDGET
PREMIUM
Michelob
POPULAR WITH WOMEN
Miller Lite
Coors light
ON A BUDGET
PALE COLOUR
Old Milwaukee light
LESS FILING
LIGHT
LIGHT

16. Positioning map of Beer
Positioning Maps
Also referred to as the consumer’s “perceptual maps”
Useful way to represent consumer perceptions of competing products in visual format
Positioning maps
Positioning map of Beer

17. Positioning Maps How do customers view our brand/products?
What brands/products are our closest competitors?
Which attributes are most important in distinguishing among brands/products?

18. Positioning of Hotels Price vs. service level Grand Regency Shangri-La
Expensive
Grand
Regency
PALACE
Shangri-La
Hi service level
Mid. Service level
Atlantic
Sheraton
Italia
Castle
Alexander
Airport Plaza
Less expensive

19. Positioning of Hotels Luxury vs. Location Regency Grand Shangri-La
High luxury
Regency
Grand
Shangri-La
PALACE
Sheraton
Financial district
Shopping dist.
Convention ctr.
Inner suburbs
Italia
Castle
Alexander
Atlantic
Airport Plaza
Moderate luxury

20. Positioning after New Construction
Mapping future scenarios
Positioning after New Construction
4 new hotels
Expensive
Grand
Regency
PALACE
Shangri-La
Hi service level
Mid. Service level
Atlantic
Sheraton
Italia
Castle
Alexander
Airport Plaza
Less expensive

21. Positioning after New Construction
Mapping future scenarios
Positioning after New Construction
4 new hotels
Expensive
Grand
Regency
PALACE
Action
Shangri-La
No action
Hi service level
Mid. Service level
Atlantic
Sheraton
Italia
Castle
Alexander
Airport Plaza
Less expensive

22. Positioning After New Construction
Mapping future scenarios
Positioning After New Construction
High luxury
2 New hotels
Regency
2 New hotels
Action
Grand
Shangri-La
PALACE
Sheraton
No action
Financial district
Shopping dist.
Convention ctr.
Inner suburbs
Italia
Castle
Alexander
Atlantic
Airport Plaza
Moderate luxury

23. 旅遊目的地形象空間圖 (伽利略系統)
「特色概念點」
「目的地點」
「個人觀點」

24. Interpretation of Concepts
Galileo Approach
Distances between brand and each attribute
the degree to which a brand possesses that particular attribute
A measurement of beliefs (brand image)
Brand attributes
Cognitive map

25. Interpretation of Concepts
Galileo Approach
Distances between self and each attribute
the degree to which the consumer prefer that particular attribute
A measurement of attitudes toward various attributes
Preferences for attributes
Cognitive map

26. Interpretation of Concepts
Galileo Approach
Distances between self and brand
the degree to which the consumer prefer that particular brand
A measurement of consumer behaviors
Preferences for brands
Cognitive map

27. 圖六 『知本溫泉』與『烏來溫泉』與各特色點間的距離差異折線圖
知本與烏來溫泉的特色
表四 『知本溫泉』與『烏來溫泉』與各特色點間成對樣本t檢定(N = 191)
圖六 『知本溫泉』與『烏來溫泉』與各特色點間的距離差異折線圖

28. 圖七 『適合度假的地』與自我喜好的主觀認知差異折線圖
對各特色的喜好之比較
表五 『我喜歡的』與『適合度假的地方』至各「特色點」間成對樣本t檢定(N = 191)
圖七 『適合度假的地』與自我喜好的主觀認知差異折線圖

29. 旅遊目的地形象空間圖 t (177) = 0.553, p = .581 未達顯著水準 「特色概念點」 「目的地點」 「個人觀點」
55.29單位
52.44單位

30. Service Quality (RATER)
Zeithaml, Berry, & Parasuraman (1993)
Service Quality (RATER)
Reliability
The ability to perform the promised service dependably and accurately
Assurance
The knowledge & courtesy of employees and their ability to inspire trust and confidence
Tangibles
The appearance of physical facilities, personnel, and communication materials

31. Service Quality (RATER)
Zeithaml, Berry, & Parasuraman (1993)
Service Quality (RATER)
Empathy
The provision of caring, individualized attention to customers
Responsiveness
The willingness to provide prompt service and responses to requests or complaints

32. Hospital Images (Attributes)屬性 品牌
個人觀點

33. Hospital Images (Attributes)
VGH and SKH = 100
Hospital Images (Attributes)
NTUH
VGH
SKH
Responsiveness
68.75
66.02
56.59
Reliability
42.28
48.44
53.82
Assurance
37.96
45.98
52.95
Empathy
66.72
49.56
46.11
Tangibles
31.55
53.71
43.03
Average
49.45
52.74
50.50
Strengths
Tang./Assur.
Tangible
Weaknesses
Responsive
Summary
Clear image
Mixed perception
Mediocre service quality
Vague image

34. Hospital Images (Attributes)
VGH and SKH = 100
Hospital Images (Attributes)
NTUH
VGH
SKH
Responsiveness
68.75
66.02
56.59
Reliability
42.28
48.44
53.82
Assurance
37.96
45.98
52.95
Empathy
66.72
49.56
46.11
Tangibles
31.55
53.71
43.03
Average
49.45
52.74
50.50
Response: No significant difference
Reliability: NTUH > SKH (p < .05)
Assurance: NTUH > VGH > SKH (p < .05)
Empathy: VGH & SKH > NTUH (p < .01)
Tangible: NTUH > SKH > VGH (p < .01)

35. Attitudes 屬性 榮總 品牌
個人觀點
同理心
反應性
我喜歡   
保證性  
可靠性   新光
有形性 台大

36. Interpretation of Concepts
Galileo Approach
Interpretation of Concepts
Preferences for attributes
Cognitive map

37. Behaviors Attributes Brands Self 榮總 同理心 反應性 我喜歡 保證性 可靠性 新光 有形性 台大  

38. Interpretation of Concepts
Galileo Approach
Interpretation of Concepts
Preferences for brands
Cognitive map

39. Changes of Public Opinion
Democratic Candidate (at time 1)
Campaign messages stressing candidate’s association with crime prevention WE
(at time 1)
Crime Prevention
(at time 1)
Barnett, Serota, & Taylor (1976)

40. Changes of Public Opinion
Democratic Candidate (at time 1)
Democratic Candidate
(1.5 months later)
Crime Prevention
(1.5 months later) WE
(1.5 months later) WE
(at time 1)
Crime Prevention
(at time 1)
Barnett, Serota, & Taylor (1976)

41. Changes of Public Opinion
Democratic Candidate
(1.5 months later)
Crime Prevention
(1.5 months later) WE
(1.5 months later)
Barnett, Serota, & Taylor (1976)

42. Visualizing Marketing Strategies
Positioning maps display relative performance of competing firms on key attributes
Predictions can be made of how positions may change in light of future developments

43. Visualizing Marketing Strategies
Research provides inputs to development of positioning maps—challenge is to ensure that
Attributes used in maps are important to target segments
Performance of individual firms on each attribute accurately reflects perceptions of customers in target segments

44. Product positioning and differentiation