Positioning

Positioning Positioning - Start

2016-06-20 52K 52 0 0

Positioning - Description

Positioning can involve . brand. . name. , . image. , . packaging. , the way it is . delivered. but is usually a . combination. of these. - A stance. - An attitude. - A perception. - A point of view. ID: 370021 Download Presentation

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Positioning




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Presentations text content in Positioning

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Positioning

Positioning can involve

brand

name

,

image

,

packaging

, the way it is

delivered

but is usually a

combination

of these

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- A stance

- An attitude

- A perception

- A point of view

Businesses position themselves in various ways in the eyes of the consumer.

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Creates an image people associate with the product or service.

Businesses customize their positioning in order to be accepted by the consumer.Certain positioning will always appeal to some consumers and not others.

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Jones Soda has positioned themselves as a young, hip, urban soft-drink company.

BMW has positioned themselves as a luxurious, exclusive, rare car company.IKEA has positioned themselves as a modern, everyday, practical furniture company.

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Customers buy for benefit

Customers expect benefitCompetition tries to offer products with more features

e.g. Maple Syrup Benefits:Great TasteAuthentic Canadian treatOutdoor associationMemories of past pancakes

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EXAMPLES OF BENEFIT POSITIONING

Double sleeping bag, or a single

Hair straighter but can also curl

Pants that can be zipped to shorts

Orange juice in a reusable bottle

Calls, internet, texting and camera

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To gain an effective target-market position, there must be focus on specific consumer segment

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Most Expensive

Luxury good or service High-quality item Exclusive product or service Marketers try to educate consumers about product/service

Least Expensive Product seems inexpensive Must maintain some quality standard

Marketers have two options:

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Companies use unique distribution to position

themselves i.e. Jones Soda varies from the usual and sells its beverages in clothing stores. Husqvarna and John Deere don’t sell their products in Canadian Tire, Home Depot, or Walmart. Why?

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Service is the major focus when marketing

Once a service is offered, it must be maintained

A convenience store open 24hrs

A welcoming atmosphere: such as soft music, scented candles, comfortable dressing rooms

An electronics company’s: return policy, guarantee, installation support

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Questions

Text Question:

Pg. 241 (#8)

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