Strategie

Obiective
 Obiective de
business/corporate

Obiective de marketing

Obiective de comunicare
(¹ obiectivele de marketing)

(time bound)
Pozitionare
Communication Positioning
“Positioning is how you differentiate your product in the minds of your customers”

“Positioning is simply concentrating on an idea - or even a word - that defines

the company, or brand, in the minds of consumers.”
Jack Trout

“Positioning means creating a credible and profitable position in consumers’

minds” (UNIQUE)
3 Core Elements of Positioning

TARGET
SEGMENT
NEEDS COMPANY
OFFERING

Positioning

COMPETITIVE
OFFERINGS
n Attributes (Product)
q functional
q emotional
n Benefits (Consumer)
q functional
q emotional
n Differentiator (attributes/benefits)
n Insight
n Target Audience
q sociographics
q psychographics
q VALS
q behavioral
n Frame of reference/context
n Brand values
n Brand teritory
n Brand positioning statement
 Target Public Young, middle-class adults living in major urban centers.
Sexually active, many of whom don’t think of condoms regularly.
Brand Jøntex Product/Service/Org Condoms

Nerdish Liberal Savage

• virtue • security • sin

• order • sexuality • aggression
Values • achievement • achievement • abasement
• whatever...

• concentrate • enjoy my sexual relations • fulfill my erotic fantasies

• appreciate sex • free my Libido
Benefits

• penetrates easily
• avoids pregnancy
• adorns, disguises...
Attributes • protects against diseases
• tastes like...
• plays music, makes noises...
• entertains...

• elastic • lubricated
Characteristics
• anatomic • colors and designs
• impermeable • flavors and odors
• sounds
• varied shapes

Example -2

Laddering
Brand
 Brand – definitie operationala

Acel ansamblu de elemente concrete si

simbolice care cuprinde:

q produsul

q halo-ul de elemente cognitive si emotionale din

jurul produsului

q consumatorul (perceptiile acestuia despre

produs)

q relatia dintre consumator si produs

q companie (actionari, valori, cultura

organizationala etc.)
Q&A