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Mkt Mgt # chap11

Mkt Mgt # chap11

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Published by VoboHara

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Categories:Types, Business/Law
Published by: VoboHara on Feb 25, 2009
Copyright:Attribution Non-commercial

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07/24/2010

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Chapter # 11Chapter # 11
Positioning and differentiatingthe market offering throughthe product life cycle
 
 
Product’s Position
  – the act of designing thecompany’s offering and image to occupy adistinctive place in the mind of target market.i.e. Volvo positions on “safety”.
Positioning
 
 
How many ideas to promote ?
 Unique selling proposition(UPS) – Mercedespromotes its great engineering, Crest toothpastepromotes its anticavity protection. Double benefit positioning– Volvo “safest & mostdurable” Triple-benefit positioning- Smith Kline beechampromotes its aquafresh toothpaste - anticavityprotection, better breath and whiter teeth.

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