1. Lesson 4.5 –
Positioning
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2. Positioning Marketing Applications
LESSON 4.5
Marketing Applications
Positioning
Fixing company products in the Minds of Consumers
All about “perception”
Relative to competitor products
Positioning:
The fixing your sports or entertainment entity in the minds of consumers in the target market
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3. Positioning is important to all sports and entertainment products
LESSON 4.5
Marketing Applications
Positioning
Positioning is important to all sports and entertainment products
Sports leagues (NFL vs.
Arena Football League)
Sports teams (The Los Angeles Lakers in the 1980’s as “Showtime”)
Sporting goods (Under Armour as comfortable performance apparel)
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4. Positioning is important to all sports and entertainment products
LESSON 4.5
Marketing Applications
Positioning
Positioning is important to all sports and entertainment products
Sports drinks (Gatorade as a performance beverage)
Movie studios (Pixar as a leader in animated films)
Entertainers (Will Ferrell as a comedic actor)
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5. Positioning is important to all sports and entertainment products
LESSON 4.5
Marketing Applications
Positioning
Positioning is important to all sports and entertainment products
Entertainment products
(DVD vs. Blu-Ray)
Facilities and venues
(Premium seating vs.
general seating)
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6. Positioning is About Perception
LESSON 4.5
Marketing Applications
Positioning
Positioning is About Perception
Puma’s “Calling All Troublemakers” spot encourages fans to be more daring and push boundaries to achieve “danger, risk and potential fugitive status” in an effort to differentiate itself from Nike, Adidas and Under Armour as it continues its efforts to gain credibility and position itself as a legitimate performance apparel brand.
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7. Positioning is About Perception
LESSON 4.5
Marketing Applications
Positioning
Positioning is About Perception
To drive the campaign and assist in their positioning effort, Puma partnered with athletes with “bad boy” reputations like Olympic champion Usain Bolt and soccer player Mario Balotelli.
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8. LESSON 4.5
Marketing Applications
Positioning
Wheaties cereal has positioned itself as a brand affiliated with athletic performance and its slogan, “the breakfast of champions”, has remained since the brand’s introduction in 1924.
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9. Positioning Marketing Applications
LESSON 4.5
Marketing Applications
Positioning
With sales declining, General Mills (parent company of the Wheaties brand) introduced a new spin off product aimed to take advantage of consumer perceptions of the Wheaties brand. General Mills developed three formulations of the cereal (dubbed Wheaties Fuel) with the help of a sports nutritionist and five world class athletes: the NFL's Peyton Manning, the NBA's Kevin Garnett, gold medal-winning decathlete Bryan Clay, the MLB's Albert Pujols, and triathlete Hunter Kemper.
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10. Marketing Applications
LESSON 4.5
Marketing Applications
High (variable one)
Positioning Map:
Products or services are grouped together on a positioning map
where they are compared and contrasted in relation to one another
Product B
Product A
High (variable two)
Low (variable two)
Product D
Product C
Low (variable one)
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11. Positioning Marketing Applications
LESSON 4.5
Marketing Applications
Positioning
Reebok has engaged in a unique marketing initiative by positioning itself as a leader in “The Sport of Fitness”, a phrase it has incorporated into its cross-promotional efforts with the CrossFit brand.
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12. Positioning Marketing Applications
LESSON 4.5
Marketing Applications
Positioning
CrossFit training participation has increased 700 percent in just the last four years, creating an even bigger opportunity for Reebok to enjoy continued growth.
Click here to read a 2015 news story from Ad Age discussing how Reebok’s positioning strategy has allowed it to re-emerge as a viable power brand in the athletic apparel space
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13. LESSON 4.5
Marketing Applications
Positioning Discussion
How might a sports and entertainment marketing company utilize a positioning map to help determine a ticket sales strategy?
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14. Ticket Sales Positioning Map Marketing Applications High Price
LESSON 4.5
Marketing Applications
Ticket Sales
Positioning
Map
High Price
Luxury suite at an NFL game
Lower level seats for Disney on Ice
Client Entertaining
Family Fun
Club seats at an NBA game
“Cheap Seats” at a minor league baseball game
Night at the movies
Low Price
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15. Marketing Applications
LESSON 4.5
Marketing Applications
High Price
Courtside Seats
Lower Level End Zones
Lower Level Seats
Upper Level Seats
Mid/Upper Level Sidelines
Top Row Corners
Low Price
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16. Identify all possible competitive advantages
LESSON 4.5
Marketing Applications
Positioning Strategy
Identify all possible competitive advantages
1) Products, services, channels, people or image can be sources of differentiation
2) Organizations often position their
products relative to competitor
Weaknesses (5-hour energy)
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17. Choose the right competitive advantage
LESSON 4.5
Marketing Applications
Positioning Strategy
Choose the right competitive advantage
How many differences to promote?
Unique selling proposition
(5-hour energy)
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18. Positioning Marketing Applications
LESSON 4.5
Marketing Applications
Positioning
5-hour Energy Drink focuses on its small packaging size and claims to provide a long lasting energy boost without the “usual jitters associated with energy drinks.” These purported features are intended to provide the competitive advantage necessary for distinguishing this energy drink from the many competitors on the market.
Click here to view the latest endorsement from legendary pro athlete, Bo Jackson
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19. Positioning Strategy Marketing Applications
LESSON 4.5
Marketing Applications
Positioning Strategy
Recruiting student athletes is an extremely competitive process for collegiate athletic programs throughout the U.S. One way the University of North Florida helps pitch the school as an ideal destination for recruits is a “lazy river” water feature on campus, creating a laid back feel for students to relax.
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20. Positioning Strategy Marketing Applications
LESSON 4.5
Marketing Applications
Positioning Strategy
The concept is not lost on other schools as colleges like Texas Tech and Missouri have either already implemented similar amenities or have announced plans to do so in the future (like LSU’s planned $85 million lazy river pool and collegiate recreation facility).
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21. Positioning errors to avoid
LESSON 4.5
Marketing Applications
Positioning Strategy
Positioning errors to avoid
Which differences to promote?
Are the differences legitimate?
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22. Positioning Marketing Applications
LESSON 4.5
Marketing Applications
Positioning
Despite positioning their product in a highly successful manner, the makers of 5-hour energy were hit with a lawsuit in 2014 citing deceptive advertising charges.
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23. Product Differentiation
LESSON 4.5
Marketing Applications
Product Differentiation
Kentwool (a 168-year-old company known for selling upscale niche clothing) recently introduced a $25 pair of golf socks to the marketplace, positioning the product as “performance” apparel for the golf aficionado
Product Differentiation:
Refers to a positioning strategy that some firms use to distinguish their products from those of competitors
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24. Marketing Applications
LESSON 4.5
Marketing Applications
In an interview with CNBC’s Darren Rovell, Kentwool CEO Mark Kent explains: "Ninety-five percent of all socks are fashion based. Five percent are performance based. We basically set out to put ourselves in the top one percentile of that five percent to make the highest performing sock in any market segment. So to differentiate yourself you have to become in layman's terms
the Ferrari of the market, you have
to be the fastest car on the street
or the best performing sock in the
marketplace."
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25. Product Differentiation
LESSON 4.5
Marketing Applications
Product Differentiation
For example, when Glukos launched in 2015, the brand positioned itself as an all-natural alternative to differentiate their products from competitors like Gatorade or Powerade.
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26. Re-Positioning Marketing Applications
LESSON 4.5
Marketing Applications
Re-Positioning
A private golf course may be suffering slumping membership sales.
Management may choose to open up the course to the public, which will ultimately require a well planned re-positioning strategy
Re-Positioning:
A marketer’s plan for changing consumers’ perceptions of a brand in comparison to competing brands
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27. Re-Positioning Marketing Applications
LESSON 4.5
Marketing Applications
Re-Positioning
Re-positioning involves identifying who the new target market is and a strategy for creating awareness and demand within that market
Part of the re-positioning effort in this case would require sending a message to the target market that the club is affordable by public standards
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28. LESSON 4.5
Marketing Applications
Re-Positioning
Slogan might be “Enjoy the benefits of a private club at public course rates!”
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29. Re-Positioning Marketing Applications
LESSON 4.5
Marketing Applications
Re-Positioning
According to the Sports Business Journal, as part of their new deal with CBS, the Pro Bull Riders Association will now be grouped among other major properties online, like the NFL and the NCAA men’s basketball tournament to re-position it as a more legitimate sports property (in the past, PBR was grouped under the “CBS Sports Spectacular” banner alongside some niche sports).
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30. Re-Positioning Marketing Applications
LESSON 4.5
Marketing Applications
Re-Positioning
The Milk Processor Education Program wanted to re-position chocolate milk as a beverage athletes could use as a “ recovery drink” to replenish after grueling workouts.
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31. Re-Positioning Marketing Applications
LESSON 4.5
Marketing Applications
Re-Positioning
To help with their positioning efforts, the brand enlisted Olympic athletes like Tyler Clary and Jessica Hardy and soccer star Kelley O’ Hara to star in a campaign to communicate the “ Built with Chocolate Milk” message to consumers. The builtwithchocolatemilk.comwebsite even features a page that explains the science behind the product’ s ability to help athletes recover.
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32. Blank Slide Available for Teacher Edits
LESSON 4.5
Marketing Applications
Blank Slide Available for Teacher Edits
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33. LESSON 4.5 REVIEW (ANSWERS)
Marketing
Applications
1) Illustrate the concept of positioning
Positioning is the fixing of a sports or entertainment entity in the minds of consumers in the target market
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