Positioning • Positioning can involve brandname, image, packaging, the way it is delivered but is usually a combination of these
- A stance - An attitude - A perception - A point of view • Businesses position themselves in various ways in the eyes of the consumer.
Creates an image people associate with the product or service. • Businesses customize their positioning in order to be accepted by the consumer. • Certain positioning will always appeal to some consumers and not others.
Jones Soda has positioned themselves as a young, hip, urban soft-drink company. • BMW has positioned themselves as a luxurious, exclusive, rare car company. • IKEA has positioned themselves as a modern, everyday, practical furniture company.
Customers buy for benefit • Customers expect benefit • Competition tries to offer products with more features • e.g. Maple Syrup Benefits: • Great Taste • Authentic Canadian treat • Outdoor association • Memories of past pancakes
EXAMPLES OF BENEFIT POSITIONING Hair straighter but can also curl Double sleeping bag, or a single Pants that can be zipped to shorts Orange juice in a reusable bottle Calls, internet, texting and camera
To gain an effective target-market position, there must be focus on specific consumer segment
Most Expensive • Luxury good or service • High-quality item • Exclusive product or service • Marketers try to educate consumers about product/service • Least Expensive • Product seems inexpensive • Must maintain some quality standard Marketers have two options:
Companies use unique distribution to position themselves i.e. Jones Soda varies from the usual and sells its beverages in clothing stores. Husqvarna and John Deere don’t sell their products in Canadian Tire, Home Depot, or Walmart. Why?
Service is the major focus when marketing • Once a service is offered, it must be maintained • A convenience store open 24hrs • A welcoming atmosphere: such as soft music, scented candles, comfortable dressing rooms • An electronics company’s: return policy, guarantee, installation support
Questions Text Question: Pg. 241 (#8)