Positioning

1. Positioning • “The art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition.” © 2005 McGraw-Hill Ryerson Limited

2. Market Position • The reaction of the market to the firm’s marketing programs. • The intended or unintended consumer beliefs of the organization’s efforts, not the current or past strategic plans of marketing managers. © 2005 McGraw-Hill Ryerson Limited

3. Illustration of Market Positioning Strategy Example: Canadian Airlines © 2005 McGraw-Hill Ryerson Limited

4. Brand Position Illustration By Attributes © 2005 McGraw-Hill Ryerson Limited

5. Brand Position Illustration By Benefits © 2005 McGraw-Hill Ryerson Limited

6. Brand Positioning Strategy Options Options via Consumer and Competition Positioning by Product Attributes and Benefits Positioning by Product Attributes and Benefits Positioning by Price/Quality Positioning by Price/Quality Positioning by Use or Application Positioning by Use or Application Positioning by Product User Positioning by Product User Repositioning Repositioning Positioning by Competitor Positioning by Competitor Positioning by Product Class © 2005 McGraw-Hill Ryerson Limited

7. Positioning by Price/Quality © 2005 McGraw-Hill Ryerson Limited

8. Brand Positioning Strategy Decision Process Identify Competitors Identify Competitors Assess Consumers’ Perceptions of Competitors Assess Consumers’ Perceptions of Competitors Determine Competitors’ Positions Determine Competitors’ Positions Analyze the Consumers’ Preferences Analyze the Consumers’ Preferences Make the Brand Positioning Strategy Decision Make the Brand Positioning Strategy Decision Monitor the Position © 2005 McGraw-Hill Ryerson Limited

9. Implications • Brand positioning strategy decision is an important requirement for: • Setting the overall strategy for advertising. • Content of the advertising message. • Creative strategy. • Tactics. © 2005 McGraw-Hill Ryerson Limited

10. Advertising Creativity “Its not creative unless it sells” “Only artistic value and originality count” Suits Artists The ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. © 2005 McGraw-Hill Ryerson Limited

11. Creative Challenge • The job of the creative team is challenging: • Every marketing situation is different, and each campaign or advertisement may require a different creative approach. • Guidelines have been developed for creating effective advertising, but there is no magic formula. © 2005 McGraw-Hill Ryerson Limited

12. The Creative Process Immersion Immersion Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background. Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background. Digestion Digestion Ruminating on the Data Acquired, Turning It This Way and That in the Mind. Ruminating on the Data Acquired, Turning It This Way and That in the Mind. Incubation Incubation Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time. Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time. Illumination Illumination A Sudden Inspiration or Intuitive Revelation About a Potential Solution. A Sudden Inspiration or Intuitive Revelation About a Potential Solution. Verification Studying the Idea, Evaluating It, and Developing It for Practical Usefulness. © 2005 McGraw-Hill Ryerson Limited

13. Getting Creative Input Use the product to become familiar with it! Listen to what people are talking about! Read anything related to the product or market! Ask everyone involved for information! Work in and learn about the client’s business Use the product to become familiar with it Listen to what people are talking about Read anything related to the product or market Ask everyone involved for information © 2005 McGraw-Hill Ryerson Limited

14. Marketing Research Methods Employed to Probe Consumers’ Minds Figure 5-5 © 2005 McGraw-Hill Ryerson Limited

15. Copy Platform 6. Supporting Information and Requirements 5. Creative Strategy Statement 5. Creative Strategy Statement 4. Selling Idea or Key Benefits to Communicate 4. Selling Idea or Key Benefits to Communicate 3. Specify Target Audience 3. Specify Target Audience 2. Advertising and Communications Objectives 2. Advertising and Communications Objectives 1. Basic Problem Advertising Must Address 1. Basic Problem Advertising Must Address © 2005 McGraw-Hill Ryerson Limited

16. Example • Volvo “Cross Country” • Key Benefit • Goes off road • 2. Support Claims • Picture of it outside © 2005 McGraw-Hill Ryerson Limited

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19. Other examples • FOR THE FOLLOWING ADS: • What are the Key Benefits? • 2. What are the Support Claims? © 2005 McGraw-Hill Ryerson Limited

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27. Evaluation Guidelines • Is the ad consistent with the marketing objectives? • Does the idea have power, impact, and originality? • Does the ad communicate what it’s supposed to? • Does it communicate a clear, convincing message? • Is it an appropriate style for the product? • Does the execution overwhelm the message? • Is it appropriate for the media environment? • Is it appropriate for the target audience? • Is the advertisement truthful and tasteful? © 2005 McGraw-Hill Ryerson Limited

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41. Quote of the Day • I don’t care about awards. • I want to sell product. • James Harralson • (CEO Royal Crown Cola) © 2005 McGraw-Hill Ryerson Limited