1. © 2005 McGraw-Hill Ryerson Limited Positioning “The art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition.”

2. © 2005 McGraw-Hill Ryerson Limited Market Position The reaction of the market to the firm’s marketing programs. The intended or unintended consumer beliefs of the organization’s efforts, not the current or past strategic plans of marketing managers.

3. © 2005 McGraw-Hill Ryerson Limited Illustration of Market Positioning Strategy Example: Canadian Airlines

4. © 2005 McGraw-Hill Ryerson Limited Brand Position Illustration By Attributes

5. © 2005 McGraw-Hill Ryerson Limited Brand Position Illustration By Benefits

6. © 2005 McGraw-Hill Ryerson Limited Brand Positioning Strategy Options Options via Consumer and Competition Positioning by Product Attributes and Benefits Positioning by Price/Quality Positioning by Use or Application Positioning by Product User Repositioning Positioning by Product Class Positioning by Product Attributes and Benefits Positioning by Price/Quality Positioning by Use or Application Positioning by Product User Repositioning Positioning by Competitor

7. © 2005 McGraw-Hill Ryerson Limited Positioning by Price/Quality

8. © 2005 McGraw-Hill Ryerson Limited Brand Positioning Strategy Decision Process Identify Competitors Assess Consumers’ Perceptions of Competitors Determine Competitors’ Positions Analyze the Consumers’ Preferences Make the Brand Positioning Strategy Decision Monitor the Position Identify Competitors Assess Consumers’ Perceptions of Competitors Determine Competitors’ Positions Analyze the Consumers’ Preferences Make the Brand Positioning Strategy Decision

9. © 2005 McGraw-Hill Ryerson Limited Implications Brand positioning strategy decision is an important requirement for: –Setting the overall strategy for advertising. –Content of the advertising message. –Creative strategy. –Tactics.

10. © 2005 McGraw-Hill Ryerson Limited Advertising Creativity The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. Suits “Its not creative unless it sells” Artists “Only artistic value and originality count”

11. © 2005 McGraw-Hill Ryerson Limited Creative Challenge The job of the creative team is challenging: –Every marketing situation is different, and each campaign or advertisement may require a different creative approach. Guidelines have been developed for creating effective advertising, but there is no magic formula.

12. © 2005 McGraw-Hill Ryerson Limited The Creative Process Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background. Immersion Ruminating on the Data Acquired, Turning It This Way and That in the Mind. Digestion Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time. Incubation A Sudden Inspiration or Intuitive Revelation About a Potential Solution. Illumination Studying the Idea, Evaluating It, and Developing It for Practical Usefulness. Verification Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background. Immersion Ruminating on the Data Acquired, Turning It This Way and That in the Mind. Digestion Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time. Incubation A Sudden Inspiration or Intuitive Revelation About a Potential Solution. Illumination

13. © 2005 McGraw-Hill Ryerson Limited Getting Creative Input Read anything related to the product or market! Listen to what people are talking about! Use the product to become familiar with it! Ask everyone involved for information! Work in and learn about the client’s business Ask everyone involved for information Listen to what people are talking about Use the product to become familiar with it Read anything related to the product or market

14. © 2005 McGraw-Hill Ryerson Limited Marketing Research Methods Employed to Probe Consumers’ Minds Figure 5-5

15. © 2005 McGraw-Hill Ryerson Limited Copy Platform 6. Supporting Information and Requirements 5. Creative Strategy Statement 4. Selling Idea or Key Benefits to Communicate 3. Specify Target Audience 2. Advertising and Communications Objectives 1. Basic Problem Advertising Must Address 5. Creative Strategy Statement 4. Selling Idea or Key Benefits to Communicate 3. Specify Target Audience 2. Advertising and Communications Objectives 1. Basic Problem Advertising Must Address

16. © 2005 McGraw-Hill Ryerson Limited Example Volvo “Cross Country” 1.Key Benefit Goes off road 2. Support Claims Picture of it outside

17. © 2005 McGraw-Hill Ryerson Limited

19. Other examples FOR THE FOLLOWING ADS: 1.What are the Key Benefits? 2. What are the Support Claims?

20. © 2005 McGraw-Hill Ryerson Limited

27. Evaluation Guidelines Is the ad consistent with the marketing objectives? Does the idea have power, impact, and originality? Does the ad communicate what it’s supposed to? Does it communicate a clear, convincing message? Is it an appropriate style for the product? Does the execution overwhelm the message? Is it appropriate for the media environment? Is it appropriate for the target audience? Is the advertisement truthful and tasteful?

28. © 2005 McGraw-Hill Ryerson Limited

41. Quote of the Day I don’t care about awards. I want to sell product. James Harralson (CEO Royal Crown Cola)