1. Product Positioning
BMI 3C1

2. First brand name that comes to mind:
Cereal
Watches
Athletic shoes
Soft drinks
Hamburgers
Chocolate bars
Juice
Bottled water
Casual pants
Sunglasses

3. Why do you think you named these brands first?
I don’t know…why?

4. Two brands you didn’t list:
Cereal
Watches
Athletic shoes
Soft drinks
Hamburgers
Chocolate bars
Juice
Bottled water
Casual pants
Sunglasses

5. Why didn’t you think of these brands first?
Well they are just not as well known…are they?

6. What is Positioning?
Taking a position, having a perception, an attitude, or a point of view
Maple Leafs Fan – wears their logo, takes a position
School Leader – runs for student council, takes on responsibility
School Musician – joins a band

7. Benefits Positioning
Buying something for the pleasure or benefit you get
Examples:
Buying maple syrup reminds you of visiting the sugar bush, having pancake meals in the past, etc.
Buying shoes can be stylish or improve appearance
Buying a clock radio that plays your iPod and has large numbers

8. Target Positioning
Globe, Ipath, DC, Emerica, Adio, Osiris, etnies, Vans, Fallen are all brands of what?
If you don’t know, you are probably not in the target market.
To gain effective target-market position, all of the brand’s marketing must be focused on a specific consumer segment.

9. Price Positioning
Offering the MOST expensive product in a category, or offer the LEAST expensive product in a category
MOST expensive = luxury, high-quality, or exclusive (i.e. diamond watch, caviar, Lexus)
LEAST expensive = good value for less $
The middle ground is not a ‘position’

10. Distribution Positioning
Unique sales technique, i.e. Avon, Amazon.com

11. Service Positioning
Offering extra or different service, i.e. open 24 hours, free cookies for customers, etc.

12. What else is there to know?
Marketers usually try to select a position that they can maintain
Marketers also try to choose a position that is relevant to the consumer
Marketers must ensure the position is clear
Marketers know that a lack of a position may mean more money must be put into advertisement and price cuts to compete