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Positioning and Firm Strategy

Positioning and Firm Strategy. Dr. Jared Hansen UNC Charlotte. How do we effectively motivate, sell, inspire, engage, and lead?. Means End Chains and Consumer Decision Making. One way to understand a means-end chain is to think of consumer decision making as a problem solving process.

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Positioning and Firm Strategy

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  1. Positioning and Firm Strategy Dr. Jared Hansen UNC Charlotte

  2. How do we effectively motivate, sell, inspire, engage, and lead?

  3. Means End Chains and Consumer Decision Making • One way to understand a means-end chain is to think of consumer decision making as a problem solving process. • In making decisions consumers select a course of action or means to reach an objective or end. • While a means can be an end, an end can also be a means.

  4. Means End Hierarchical Value Maps (HVMs) • Means-end map arranges means and ends into network of: • attributes (product features), • functional consequences (product benefits), • psychosocial consequences (personal benefits), and • personal values or life goals.

  5. Means End Hierarchical Value Maps (HVMs) • A means-end map arranges means and ends into a network of • attributes (product features), • functional consequences (product benefits), • psychosocial consequences (personal benefits), and • personal values or life goals. • The means-end approach for viewing consumer decision-making leads to a means-end theory of communications strategy. • Generally speaking, the theory posits that communications are the most personally relevant and compelling when they make a strong link between the right set of attributes, consequences, and values. • Furthermore, the theory proposes that both brand loyalty and motivation to purchase increases as the rational and emotional connection between person and product increases.

  6. Means End Maps and Strategy • Means-End maps reveal the various sets of connections between product and person that are most prevalent in a market. • Each set of connections is referred to as an “orientation.” • An orientation assembles together a collection of closely related thoughts about the product. • We do not know how all of these different elements are connected in the mind. In a means-end map, by convention they are arranged in order from attribute to value to: (1) standardize the presentation of means-end information, (2) create a logical flow of information ranging from concrete to abstract, and (3) simplify data interpretation and make the mapping results actionable.

  7. Means End Maps and Strategy In Class Example

  8. Means End Maps and Strategy • Strategy evolves from: (1) understanding the various orientations existing in a market (2) determining and reinforcing competitive strengths related to each orientation (3) adding new elements and linkages to orientations you currently “own” (4) connecting one’s own area of strength to new orientations (5) undermining the strength and/or relevancy of orientations dominated by competitors.

  9. Examples of HVM positioning Reagan Example: http://www.youtube.com/watch?v=NpwdcmjBgNA

  10. Examples of HVM positioning Dukakis Example: http://www.youtube.com/watch?v=9LyYD166ync

  11. Positioning and Branding 2008 was the first time it was ever so fully integrated across all of the media available…I don't think it's quite so much about branding as it is positioning …If you were to stop anybody on the street in the 2008 campaign and ask people what Obama stood for, whether or not they agreed with him ... they probably would have said 'hope' or 'change.' When you have that kind of recognition of a position, then that kind of becomes your brand. -- Debbie Millman, Design Division President, Sterling Brands

  12. Examples of HVM positioning Dove Example: http://www.youtube.com/watch?v=eZ8A-3NmqfM

  13. Examples of HVM positioning Plastic Counsil Example: http://www.youtube.com/watch?v=l2Yh_y7Wlbk

  14. Laddering Methods Eliciting Distinctions: • Triadic Sorting • Preference-Consumption Differences • Differences by Occasion

  15. The Two Basic Problems of Laddering • Respondent Really Does Not “Know” the Answer • Issues That Become Too Sensitive

  16. Means-Ends Conceptualization of Components of Advertising Strategy • Driving Force • Leverage Point • Executional Framework • Consumer Benefit • Message Elements

  17. Means-Ends Conceptualization of Components of Advertising Strategy • Driving Force The value orientation of the strategy: the end-level to be focused on in the advertising. • Leverage Point -The manner by which the advertising will ‘tap into,” reach, or activate the value or end-level of focus; the specific key way in which the value is linked to the specific features of the advertising. • Executional Framework The overall scenario or action plot, plus the details of the advertising execution. The executional framework provides the “vehicle” by which the value orientation is communicated; especially the gestalt of the advertisement; its overall tone and style. • Consumer Benefit The major positive consequences for the consumer that are explicitly communicated. verbally or visually, in the advertising • Message Elements The specific attributes, consequences, or features about the product that are communicated verbally or visually

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