• Embed Doc
  • Copy Link
  • Readcast
  • Collections
  • 1
    CommentGo Back
 
1
Positioningl.ppt JUne 07Balderstone1
POSITIONING
References:
•Rixchapter4•Al Riesand Jack Trout; Positioning: thebattle for your mind; Warner
 
Positioningl.ppt JUne 07Balderstone2
Positioning is about perception.
Positioning links the product tobenefits or appealing images.Closely linked with segmentation–how customers perceive theproduct depends on who they are
Positioningl.ppt JUne 07Balderstone3
Why positioning?
The over communicated society means that
–Impact of marketing and ads is minimal
•Not a sledgehammer•A light fog
–Selective attention to information
•Rejected if too complex•Rejected if it doesn’t fit existing opinions
–Simplified minds need simplified messages
Positioningl.ppt JUne 07Balderstone4
Ladder of awareness
within each category
River BreezeHardyJacob’s Creek 
What hope isthere forOTHER brandsthat do NOTspring to mind?
AnniesLane
Little laddersin your head
 
Positioningl.ppt JUne 07Balderstone5
 Positioning describeshow customers in a market segment think of a brand in relation to its competitors
Positioningl.ppt JUne 07Balderstone6
The easy way into the mind
•Be first•Imprint the customer
 
2
Positioningl.ppt JUne 07Balderstone7
Be first to tell the story
Christopher Columbus vsAmerigoVespucci
Positioningl.ppt JUne 07Balderstone8
The
 simplified mind 
uses product categories to save effort
The pigeonholes in yourhead
Positioningl.ppt JUne 07Balderstone9
We see what we expect to see
Which categorydoes it fit into?Categories reduce need for thoughtLook for the empty holeand fill it!!
Positioningl.ppt JUne 07Balderstone10
Attach new meanings to thebrand
Is it just anotherCab Savproduct ina bottle?What are someideas you couldattach instead?
VU Wine
Positioningl.ppt JUne 07Balderstone11
Competitive positioning communicatesthe benefits by comparing it with thecompetition
Informational positioning•Product/benefit link cites productbenefitsImage positioning•Customer reads in the benefits
Positioningl.ppt JUne 07Balderstone12
Typical positioning strategies
•Product features•Benefits•How it is used•Who uses it•Against the competiton
 
3
Positioningl.ppt JUne 07Balderstone13
Perceptual mapping
Attitude scales and snake diagramsSpiderwebdiagramsMultiarmeddiagrams
–How close is one to the next?
Positioningl.ppt JUne 07Balderstone14
34567
      X   -      A     x      i     s
Y-Axis
Course gave useful knowledgeTeacherfollowed the syllabusAmount of detail suited meAll topicscovered wellFound material easyto understanTeacherused board and projectorHandoutsand worksheetsusefulTeacherwasalwayswell prepareClassstarted and finished on timeTeacherhelpful answering questiTeacheralwaysrespected studentEveryone involved in classdiscussTeacherisapproachableTeacherknowsthe subjectwellTeacheralwaysspeaksclearlyTeacherexplainstechnical languIwould recommend classto my friStudentspreferthisclassto others
DataADataB
Student Review Results
Snakediagrambased onattitudescales
Positioningl.ppt JUne 07Balderstone15
Spider webdiagram
Positioningl.ppt JUne 07Balderstone16
Yet anotherchart of thesame data
Positioningl.ppt JUne 07Balderstone17
Let’s rate some brands on how socially acceptable andeconomical they are and position them on this graph –stopthe slide show by pressing <ESC> key and then click on thebrand names to move them. You can change the brand namesif you wish
EconomicalSocial acceptance
Poet’s CornerBanrockStationRiverBreezeAnniesLane
Positioningl.ppt JUne 07Balderstone18
Adding another dimension to the map -place the brands where you think they should go. This time we need to choose which dimension to leaveout for a brand.
EconomicalSocialacceptanceSophisticated Taste
Poet’sCornerBanrockStationRiverBreezeAnniesLane
of 00

Leave a Comment

You must be to leave a comment.
Submit
Characters: ...
rinawali

hi i need this document ... can you please it to me at neeno1@live.com... i will b very thankfull.

reply12 / 01 / 2009
You must be to leave a comment.
Submit
Characters: ...