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
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PositioningSlide2
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 competitionSlide5
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 marketSlide6
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 sameSlide7
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 saleSlide8
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 positioningSlide9
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. NikeSlide10
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 innovationsSlide11
How to Position a Product
Relevant Positioning
Must be relevant to consumers
Something important to themSlide12
How to Position a Product
Clear and Coherent
Consumers must understand your key messagingSlide13
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 buySlide14
What brands come to mind...
Cereal
Hamburgers
Watches
Chocolate bars sunglassesSlide15
Positioning
What types of positioning does each use?