1. Consumer Behavior Product positioning Product Positioning

2. Consumer Behavior Product positioning Outline Product positioning (Rossiter and Percy) –X-YZ model of positioning location –I-D-U model of benefit emphasis –Positioning statement

3. Consumer Behavior Product positioning What is positioning? Brand Category Need (X) User (Y) Benefit(s) (Z)

4. Consumer Behavior Product positioning X-YZ model of positioning location X-decision: –central positioning –differentiated positioning YZ-decision: –user as hero positioning –product as hero positioning

5. Consumer Behavior Product positioning I-D-U model of benefit emphasis purchase motives: informational (functional) vs. transformational (psycho-social) motives general rule selection of benefits to emphasize: importance delivery uniqueness

6. Consumer Behavior Product positioning Types of purchase motives Functional motives Psycho-social motives Problem solving (problem removal or avoidance) Quality and performance Price and value FamiliarityConvenience Normal depletion Social approval Self-expression Variety and change Emotional stimulation Intellectual stimulation Sensory gratification

7. Consumer Behavior Product positioning Positioning statement To [the target audience, Y] ________ is the (central or differentiated) brand of [category need, X] that offers [brand benefit(s), Z]. The advertising for this brand –should emphasize [benefit(s), U, uniquely delivered], –must mention [benefit(s), I, important “entry tickets”], –and will omit or trade off [benefit(s), D-, inferior- delivery benefits].

8. Consumer Behavior Product positioning In-class exercise: Writing a positioning statement Study the two ads for Advil and Motrin and write a positioning statement for each brand, using the positioning template presented in this file. You may want to study the ads for different brands of pain relievers contained in the file pain.ppt to get an impression of the positioning strategies used in this product category.