Positioning

Positioning Positioning - Start

2016-12-01 53K 53 0 0

Positioning - Description

What is Positioning?. What does a GPS tell you?. What is Positioning?. Positioning is where you are. In the mind of the consumer. Relative to you competition. Creates an image... a unique identity. Examples:. ID: 495706 Download Presentation

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Positioning




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Presentations text content in Positioning

Slide1

Positioning

Slide2

What is Positioning?

What does a GPS tell you?

Slide3

What is Positioning?

Positioning is where you are

In the mind of the consumer

Relative to you competition

Creates an image... a unique identity

Examples:

Jones Soda is positioned as...

Mark's Work Warehouse is positioned as...

Walmart is positioned as...

Lexus is positioned as...

Slide4

Types of Positioning

Benefit

The value equation is composed of benefits

Product is positioned as having more benefits than competitors

Problems:

Adding too many benefits can detract from the core brand

Some benefits are easily duplicated by competition

Slide5

Types of Positioning

Target

Focus on a particular target market (no need to position the brand outside the target market)

Should be somewhat exclusive (people in the target market feel some sense of identity, uniqueness, not “mainstream”)

Problems:

Target markets can be unpredictable (changing trends)

If outsiders start buying the product, it may no longer appeal to the target market

Slide6

Types of Positioning

Price

Can only go two ways here: position product as most expensive (high quality, luxury good) or least expensive (good value)

Luxury goods are more about status than quality

Problems:

The product must deliver on it's other promises (ex: less expensive offerings from the same brand dilute its status, if top quality is promised it must be delivered)

If a product is too cheap, it might be perceived as lower quality than its competitors even if it's the same

Slide7

Types of Positioning

Distribution

Finding a unique way to distribute your products

Ex:

Avon's direct sales

Jones Soda's unconventional retail locations

Amazon's online sale

Slide8

Types of Positioning

Service

Provide extra service/convenience

Ex:

24-hour grocery store

Greeters

Tea, music, candles in store/change rooms

After-sales support

Problem:

Can't go back once service is offered and becomes part of the brand's positioning

Slide9

How to Position a Product

Positioning Premise

Have to be prepared to alienate some consumers (can't be everything to everyone)

Positioning defines who the product is for, but also who it is not for

It is possible to be “inclusive” and position your product as “for everyone”

Consider the differing strategies of DC vs. Nike

Slide10

How to Position a Product

Long-term positioning

Repositioning is expensive (product development, promotion, distribution, etc.)

Companies want their positioning to be sustainable

So avoid basing it on specific technological innovations

Slide11

How to Position a Product

Relevant Positioning

Must be relevant to consumers

Something important to them

Slide12

How to Position a Product

Clear and Coherent

Consumers must understand your key messaging

Slide13

How to Position a Product

Distinctive Positioning

Must stand out from the crowd

Positioning is a better way to do this than just relying on pricing/advertising/etc. To get consumers to buy

Slide14

What brands come to mind...

Cereal

Hamburgers

Watches

Chocolate bars sunglasses

Slide15

Positioning

What types of positioning does each use?

Slide16


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