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Positioning

1. The document discusses product positioning and differentiation, including defining positioning variables related to products, services, and personnel. 2. It recommends focusing on "determinant attributes" and pursuing a single-benefit positioning for increased "positioning intensity." 3. Perceptual product positioning maps can show a brand's proximity to customer preferences and ideal points within market segments. This proximity influences sales potential.

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Shyn Ganji
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147 views17 pages

Positioning

1. The document discusses product positioning and differentiation, including defining positioning variables related to products, services, and personnel. 2. It recommends focusing on "determinant attributes" and pursuing a single-benefit positioning for increased "positioning intensity." 3. Perceptual product positioning maps can show a brand's proximity to customer preferences and ideal points within market segments. This proximity influences sales potential.

Uploaded by

Shyn Ganji
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Product Positioning

Product Positioning

 Differentiation vs. Positioning


Positioning of Different Bar
Soaps High
moisturizing
• Tone • Zest
7
4 • Lever 2000
• Dove
2
5
• Safeguard
• Lux 8
Nondeodorant 3 Deodorant

1
• Lava • Dial
“Product Space” • Lifebuoy
Representing Consumers’ Perception for 6
Different Brands of Bar Soap
Exhibit 3-13 Low
moisturizing
3-14
The "Perceptual Map" is a valuable tool
for visualizing brand positioning
Need 2 Perceptual Map
based on MDS Study
SELF
SONO +20
Bu
SEMI

SUL
I
Pr
SOLD Hi
-20 +20
Si Need 1

SALT

SIBI
SUSI
Ot Key
SAMA Ot Segment ideal Point
Perceptual positioning
SIRO
-20 of Brands
Positioning with advertising requires
setting "Perceptual Objectives"
20 Perceived
Performance

10 Si
9
5
Perceived
0
Economy
5 11

-10

-20
-20 -10 0 10 20
Product Positioning

 Differentiation variables
 Product
 features
 performance
 durability
 reliability
 repairability
 style
 design
Product Positioning

 Differentiation variables:
 Service
 delivery
 installation
 customer support
Product Positioning

 Differentiation variables:
 Personnel
 competence
 courtesy
 credibility
 reliability
 responsiveness
 communication
Product Positioning

 Focus on “determinant attributes”


Product Positioning

 How many differences to promote?


Product Positioning

 Single-benefit positioning is usually best


 best quality
 lowest price
 best value
 most reliable

 Helps to gain “positioning intensity”


Product Positioning

 People tend to remember # 1. But, what


if you are # 2 or # 3?
Product Positioning

 If you are not # 1


 strengthen current position
 grab an unoccupied position
 deposition or reposition the competition
 achieve the largest size within a segment
 exclusive club strategy
Product Positioning

 Positioning errors
 under positioning
 over positioning
 confused positioning
 doubtful positioning
Perceptual Product
Positioning Maps

 Sales potential within a market segment is


directly related to the brand’s proximity to
the segment’s preferences on important
dimensions
Market dynamics to
consider

 From Boyd, Walker & Larreche, 1998, p.


206
 Growth of market segments
 Evolution of segments’ ideal points
 Changes in positioning intensity
 Evolution of existing brands’ positions
 Introduction of new brands
Market positioning
strategies
 From Boyd, Walker & Larreche, 1998, p. 207
 Monosegment positioning
 Multisegment positioning
 Standby positioning
 Imitative (head-on) positioning
 Anticipatory positioning
 Adaptive positioning
 Defensive positioning

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