1 / 10

Product Positioning

Product Positioning . Product Positioning. Think of positioning as the perception the target audience has of a product/service Planning of a product’s position must involve issues such as: The competition and how their products are perceived The needs and desires of the target audience

lance-weiss
Télécharger la présentation

Product Positioning

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Product Positioning

  2. Product Positioning Think of positioning as the perception the target audience has of a product/service • Planning of a product’s position must involve issues such as: • The competition and how their products are perceived • The needs and desires of the target audience • Element of mystique/drama that the product/service naturally has about it

  3. Product Positioning • In crowded markets, it is very important to position the product appropriately • In order to stand out, the product has to have a clear position in the audience’s mind • The idea is to “create an image” of the brand that is appealing to the consumer • Positioning is the attempt to obtain a ‘share of mind’ • Without positioning a company would be forced to offer price cuts and costly advertising strategy to push its products

  4. Types of Positioning-Benefit Customers want every product they they buy to benefit them in some way • Competition is enhanced as companies try to “out benefit” one another and take the position away from the original brand (e.g. Coke Zero) • This is good for the consumer but may create stress for the marketer • May also increase production costs as each additional benefit is added to product/service

  5. Types of Positioning-Target Focusing all of the brand’s marketing toward a specific target market • Example: Target market for your cereal • This strategy should cause the target consumers to think that the company owns the target market • Problem with this method is target markets are constantly changing so frequent re-evaluation or re-positioning may be necessary Nike 1

  6. Types of Positioning-Price Two options here that marketers can offer: • Most expensive product in a category: • a luxury good that offers status over quality (diamonds, caviar, Bentley, Rolls Royce) • best quality in a category (Mercedes, Lexus) • an exclusive product that deters unwanted customers (hotels, fashion stores) • Least expensive product in a category: • value for the dollar (IKEA, Winners, Wal-Mart) • cheap for the very budget conscious (dollar stores) • Wal Mart

  7. Types of Positioning-Service Involves using a unique service aspect in the delivery of your product/service • Examples: Walmart - return policy and greeters Mr. Lube - free newspaper, hours of operation Apple Store – sales staff quality of service Metro – 24 hr grocery store Shoppers Drug Mart – 24 hr outlets FEDEX

  8. Types of Positioning-Distribution Involves a unique method of distribution • Examples: Avon - direct sales MEC - co op Amazon – online

  9. Positioning tips • Marketers must also ensure the positioning is clearly understood by the target market • Example: MEC is not primarily profit-driven = lower prices, good quality, environmentally friendly • Making consumers understand exactly what they can expect from your product/service will ensure they do not go to the competition • Example: Tim Horton’s  clearly Canadian versus Country Style  unclear • Being known for a particular “thing” can make a difference between success and failure Examples: • Volvo safety • Honda  reliability

  10. Extra reading Product Positioning in Five Easy Steps www.otmmarketing.com/portals/42226/docs/product_positioning.pdf

More Related