Word of Mouth and

Product Positioning
Word of Mouth Marketing (WOM)

- Word-of-mouth marketing (WOM Marketing) is

when a consumer's interest for a company's product
or service is reflected in their daily dialogs.

- It can be encouraged through different publicity

activities set up by companies, or by having
opportunities to encourage consumer-to-consumer and
consumer-to-marketer communications. It includes
buzz, viral, blog, emotional and social media marketing.
 Product Positioning

• Positioning starts with a product. A Piece of

merchandise, a service, a company, an institution, or
even a person... But positioning is not what you do to
a product. Positioning is what you do to the mind of
the prospect. That is, you position the product in the
mind of the prospect.
Al Ries and Jack Trout (1981)
Positioning of
Procter & Gamble
Detergents

Market
Brand Positioning
Share
Tide Tough, powerful cleaning 31.1%
Cheer Tough cleaning, color protection 8.2%
Bold Detergent plus fabric softener 2.9%
Gain Sunshine scent and odor-removing formula 2.6%
Era Stain treatment and stain removal 2.2%
Dash Value brand 1.8%
Oxydol Bleach-boosted formula, whitening 1.4%
Solo Detergent and fabric softener in liquid form 1.2%
Dreft Outstanding cleaning for baby clothes, safe 1.0%

LO 9
Ivory Snow Fabric & skin safety on baby clothes 0.7%
Ariel Tough cleaner, aimed at Hispanic market 0.1%
Perceptual Mapping

A means of displaying or graphing, in two

or more dimensions, the location of
products, brands, or groups of products in
customers’ minds.
 Perceptual Maps

Corolla
Corolla Celica
Celica Avalon
Avalon Camry
Camry
Expensive

Sporty Conservative

Inexpensive
 Product Positioning using perceptual
maps
High moisturizing
Zest
Tone 7
4
Lever 2000
Dove
5 2

Safeguard
Coast
Lux 8
Nondeodorant 3 Deodorant

1
Dial
Lifebuoy
Lava
6

Low moisturizing
Repositioning

Changing consumers’
perceptions of a brand in relation
to competing brands.
Positioning and Product Differentiation