BSBMKG401A Profile the market POSITIONING BASICS Competency 4: Develop a positioning strategy

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BSBMKG401A Profile the market POSITIONING
BASICS Competency 4 Develop a positioning
strategy

• References
• Rix chapter 4
• Al Ries and Jack Trout Positioning the battle
  for your mind Warner

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Positioning is about perception.

• Positioning links the product to benefits or
  appealing images.
• Closely linked with segmentation
• how customers perceive the product depends on
  who they are

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Why positioning?

• The over communicated society means that
• Impact of marketing and ads is minimal
• Not a sledgehammer
• A light fog
• Selective attention to information
• Rejected if too complex
• Rejected if it doesnt fit existing opinions
• Simplified minds need simplified messages

4
Ladder of awareness within each category
Pal
My Dog
Little ladders in your head

• What hope is there for OTHER brands that do NOT
  spring to mind?

Chum
Good O
5
The easy way into the mind

• Be first
• Imprint the customer

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Be first to tell the story

• Christopher Columbus vs Amerigo Vespucci

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The simplified mind uses product categories to
save effort
The pigeon holes in your head
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We see what we expect to see

• Which category does it fit into? Categories
  reduce need for thought
• Look for the empty hole and fill it!!

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Attach new meanings to the brand

• Is it just another meat flavoured product in a
  can?
• What are some ideas you could attach instead?

VU Dog Food
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Competitive positioning communicates the benefits
by comparing it with the competition

• Informational positioning
• Product/benefit link cites product benefits
• Image positioning
• Customer reads in the benefits

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Typical positioning strategies

• Product features
• Benefits
• How it is used
• Who uses it
• Against the competiton

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Perceptual mapping

• Attitude scales and snake diagrams
• Spiderweb diagrams
• Multiarmed diagrams
• How close is one to the next?

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Snake diagram based on attitude scales
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Spider web diagram
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Yet another chart of the same data