BSBMKG401A Profile the market POSITIONING Competency 4: Develop a positioning strategy - PowerPoint PPT Presentation

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

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Positioning describes how customers in a market segment think of a brand in ... Competitive positioning communicates the benefits by comparing it with the competition ... – PowerPoint PPT presentation

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


1
BSBMKG401A Profile the market POSITIONING
Competency 4 Develop a positioning strategy
  • References
  • Rix chapter 4
  • Al Ries and Jack Trout Positioning the battle
    for your mind Warner

2
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

3
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
Recall that last week we saidPositioning
describes how customers in a market segment think
of a brand in relation to its competitors
6
The easy way into the mind
  • Be first
  • Imprint the customer

7
Be first to tell the story
  • Christopher Columbus vs Amerigo Vespucci

8
The simplified mind uses product categories to
save effort
The pigeon holes in your head
9
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!!

10
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
11
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

12
Typical positioning strategies
  • Product features
  • Benefits
  • How it is used
  • Who uses it
  • Against the competiton

13
Perceptual mapping
  • Attitude scales and snake diagrams
  • Spiderweb diagrams
  • Multiarmed diagrams
  • How close is one to the next?

14
Snake diagram based on attitude scales
15
Spider web diagram
16
Yet another chart of the same data
17
Lets rate some brands on how nutritious and
economical they are and position them on this
graph stop the slide show by pressing ltESCgt key
and then click on the brand names and move them.
Bi Lo
My Dog
Pal
Chum
18
Adding another dimension to the map - place the
brands where you think they should go. This time
we need to choose which dimension to leave out
for a brand.
Bi Lo
Economical
Nutritious
Pal
Chum
My Dog
Taste
19
This idea can be taken further so we end up with
a multi armed positioning chart.
  • Relative position of the arms depends on
    correlations between factors.

20
This can usually be summed up in a simple
sentence - a POSITIONING STATEMENT
  • Like
  • Barky doesnt smell up the fridge!!
  • Waggy tastes better!!
  • Yummy just like a chocolate milkshake only
    crunchy?

21
Lets try to write a one sentence positioning
statement for each of the following
  • Pal
  • My Dog
  • Chum
  • Lucky Dog
  • Bi Lo
  • It gets a lot harder as we go down the list,
    doesnt it?

22
If we do not manage perceptions about our brands
position someone else will do it.
  • We need a positioning implementation plan

23
Who are we talking to?Lets draw up a PROFILE of
the target customer.
  • Who are they?
  • Who buys and who influences?
  • Demographics?
  • Geographics?
  • Psychographics?

24
What do they do?
  • What are they buying?
  • Why are they buying it?
  • How do they choose?
  • Where and when do they buy?
  • How do they use the product?

25
What do they think about the OTHER brands on the
market? What do they think of OUR BRAND?
  • Try to work out their positioning statements.
  • and/or
  • Try to map it out on a positioning diagram.

26
Where do we fit in?
  • How do we fit into the mental landscape of our
    target market?
  • Are we unique (in a positive way)?
  • Are there UNFILLED position possibilities we want
    to occupy?

27
What do we want to tell them?
  • Informational positioning we tell them
  • Product features
  • Benefits
  • How it is used
  • Who uses it
  • Against the competition
  • Image positioning - customer assumes
  • Who presents and how it is presented

28
Develop your UNIQUE POSITIONING STATEMENT - a
simple sentence
????
29
How will the message be delivered?
  • Ads?
  • Media
  • Copy
  • Point of sale?
  • Sales promotions?

30
Implementation issues
  • Who
  • does what
  • by when
  • with what resources
  • for what results?
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