1. Product Positioning and differentiation
Dr. Shih-Shin Chen
Health Care Marketing
Dept. Health Care Management
NTUNHS

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

3. Product Positioning & Differentiation
Diet Coke
Coke Zero

4. 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

5. 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

6. 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.”

7. Differentiation Along Various Factors
Usage occasion
Corporate image
Dis-/association
Attributes
Benefits
Price
User category
Cognitive elements
Emotions?
Feelings?
Memories?
Affective elements
Self-expression?
Identity meaning?

8. 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?

9. Cognitive elements
Features
Benefits/needs
Usage occasions
User category
Differentiation
Affective elements
Emotions?
Feelings?
Memories?
Self-expression?
Identity meaning?

10. Attributes Benefits: Users: Disassociation: Emotion Feelings:
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
Cognitive elements
Affective elements

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

12. 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

13. 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

14. 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

15. 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?

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

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

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

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

20. 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

21. 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」

22. 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
Zeithaml, Berry, & Parasuraman (1993)

23. 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
Zeithaml, Berry, & Parasuraman (1993)

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

25. 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

26. 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)

27. 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

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

29. 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  

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

31. 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)

32. 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)

33. 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)

34. 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

35. 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

36. Product positioning and differentiation

37. Some Positioning Strategies
Attributes
Benefits
Price
User/Usage
Corp. image
Differentiation
Cognitive elements
Affective elements
Some important positioning strategies:
Based on product features: Protein
Based on benefits: build muscle and leaner; body by milk (together with the slender and fit body of Hayden
For a specific usage occasion
For a specific user category: Teens, milk is not just for kids
Differentiation:
Against another product
For product class disassociation
What is less evident is the addition of affect to the cognitive positioning. Advertisement can use some of these six strategies in its affective positioning.

38. 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

39. 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
Unique Selling Proposition
Companies differentiate their products in the marketplace through advertising that aims to establish a unique selling proposition. The website Entrepreneur defines a unique selling proposition as "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." You can differentiate your product from the competition's, but unless you communicate specific value to potential customers, your marketing efforts will fail.
Read more:

40. Product Positioning & Differentiation
Dr. Shih-Shin Chen
Health Care Marketing
Dept. Health Care Management
NTUNHS

41. Product Positioning & Differentiation
Dr. Shih-Shin Chen
Health Care Marketing
Dept. Health Care Management
NTUNHS