Product Positioning

Positioning .Product Positioning Differentiation vs.

Positioning of Different Bar High Soaps moisturizing ‡ Tone 7 4 5 ‡ Lux Nondeodorant 3 8 ‡ Zest ‡ Lever 2000 2 ‡ Safeguard Deodorant ‡ Dove 1 ‡ Lava ³Product Space´ Representing Consumers¶ Perception for 6 Different Brands of Bar Soap Low Exhibit 3-13 moisturizing 3-14 ‡ Dial ‡ Lifebuoy .

The "Perceptual Map" is a valuable tool for visualizing brand positioning Need 2 SELF SONO +20 Bu Perceptual Map based on MDS Study SEMI SUL I SOLD Pr Hi Si +20 Need 1 -20 SALT SIBI SUSI SAMA Ot SIRO Key Ot Segment ideal Point Perceptual positioning of Brands -20 .

Positioning with advertising requires setting "Perceptual Objectives" 20 Perceived Performance 10 9 5 5 Si 0 11 Perceived Economy -10 -20 -20 -10 0 10 20 .

Product Positioning Differentiation variables Product features performance durability reliability repairability style design .

Product Positioning Differentiation variables: Service delivery installation customer support .

Product Positioning Differentiation variables: Personnel competence courtesy credibility reliability responsiveness communication .

Product Positioning Focus on determinant attributes .

Product Positioning How many differences to promote? .

Product Positioning Single-benefit positioning is usually best best quality lowest price best value most reliable Helps to gain positioning intensity .

But.Product Positioning People tend to remember # 1. what if you are # 2 or # 3? .

Product Positioning If you are not # 1 strengthen current position grab an unoccupied position deposition or reposition the competition achieve the largest size within a segment exclusive club strategy .

Product Positioning Positioning errors under positioning over positioning confused positioning doubtful positioning .

Perceptual Product Positioning Maps Sales potential within a market segment is directly related to the brand s proximity to the segment s preferences on important dimensions .

1998.Market dynamics to consider From Boyd. Walker & Larreche. 206 Growth of market segments Evolution of segments ideal points Changes in positioning intensity Evolution of existing brands positions Introduction of new brands . p.

207 Monosegment positioning Multisegment positioning Standby positioning Imitative (head-on) positioning Anticipatory positioning Adaptive positioning Defensive positioning . p.Market positioning strategies From Boyd. 1998. Walker & Larreche.

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