POSITIONsh-2

POSITIONsh-2 - Key Concepts Differentiation (What you do to...

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Positioning– Key Concepts Differentiation (What you do to an offering) : Creating tangible or intangible differences on one or more attributes between a focal offering and its main competitors. Positioning (What you do to the minds of customers) : A set of strategies a firm develops to differentiate its offering in the minds of its target customers. Successful positioning will result in the offering occupying a distinct, important, and sustainable position in the minds of the target customers. Mapping : Techniques that enable managers to develop differentiation and positioning strategies by helping them to visualize the competitive structure of their markets as perceived by their customers. The maps are derived from data of customer perceptions of existing products (and new concepts) along various attributes, perceptions of similarities between brands, preferences for the products, or measures of behavioral response of customers toward the products.
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Positioning– Consumers face increasing number of choices Over 8,200 mutual funds Over 150 models of cars Over 30,000 products in a grocery store Over 100,000 prescription drugs If we can figure out in the crowd, we will have a better handle on our future profitability. Crowded Markets
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Positioning– Some Positioning Bases Life style (self-concept) positioning Attribute positioning Benefit positioning Competitive positioning Time-based (e.g., usage occasion) positioning
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Positioning– Generic Positioning Strategies Our product is unique (eg, Perdue chicken). Our product is different (eg, Listerine). Our product is similar (eg, Meister Brau).
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Positioning– Some Successful Positioning Themes Apple iPod BMW Burger King Charmin Tissue Coke Chevy Trucks Colgate Total Toothpaste Disney GE Mobil Service Stations Universal’s Orlando Visa Volvo Viagra Lipitor 1000 songs Exceptional performance Have it your way Softness Authentic, real, original Tough, strong, durable Total dental protection Wholesome family entertainment Improves the quality of life
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POSITIONsh-2 - Key Concepts Differentiation (What you do to...

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