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Positioning
The place the product occupies in consumers minds relative to competing products. Typically defined by consumers on the basis of important attributes. Involves implanting the brands unique benefits and differentiation in the customers mind. Positioning maps that plot perceptions of brands are commonly used.
7-2
Positioning isisthe
Papa John
Pizza Hut
Fast
N
C
Service
TGT
D E
WM
F
Definition
Market Segmentation:
Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products.
7-9
7 - 10
7 - 11
7 - 12
Hi Calorie
Heavy
Light
Low Calorie
Luxury
Traditional
Sporty
Functional
Luxury
Lexus Mercedes Cadillac Lincoln Chrysler BMW Pontiac Honda Nissan Toyota Saturn VW Porsche
Traditional
Mercury Ford Dodge Plymouth
Sporty
Functional
Lava Lifebuoy
Dial
Low moisturizing
Cherchez Le Creneau!
Find Un-Occupied Soap Space Un Tone High moisturizing Dove Zest Lever 2000
Lux Nondeodorant
Safeguard Deodorant
Dial
Nuprin
For Headaches
Anacin
Tylenol
Motrin &/or more Medipren
Bayer Reformulate, Repackage directly Promote: Tylenol for effective Headache Relief Ideal St. Josephs
Inexpensive
st 1
is # 1
We try harder
Positioning Strategy Option #3: Procreate Develop & Introduce a number of New products in multiple Positions
Expensive
Nuprin
For Headaches
Anacin
Bayer
Medipren Plus
St. Josephs
Inexpensive
w/ w/ w/
Dash: for price-conscious Dreft: for new mothers Ariel: for eco-conscious
(Criticize, defame)
Place Competitor's product in a less Favorable Position