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Positioning - Students Handout - Analytic Approaches to...

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AnalyticApproaches toMarketing StrategyDan StoneMKT 9737
2Positioning conceptPerceptual mappingPreference mappingWorkshopsOffice Star (Practice)Business Case: ConvergysConclusionAgenda
Positioning Concept
4Key ConceptsDifferentiation (What you do to an offering)Creating tangible or intangible differences on one or moreattributes between a focal offering and its main competitors.Positioning (What you try to do to the minds of customers)A set of strategies a firm develops to differentiate its offering inthe minds of its target customers.Successful positioning will result in the offering occupying adistinct, important, and sustainable position in the minds of thetarget customers.
5General Positioning OptionsUniqueOnly supplier offering true, four color packagingSuperiorRelative to competition, we deliver 20% more on time deliveryEqual but cheaper (commodity) strategyWewill meet or beat any competitor’sprice
6Some Positioning BasesLife style (self-concept) positioningAttribute positioningBenefit positioningCompetitive positioningTime-based (e.g., usage occasion) positioning
7Initiating Positioning Studies in CompaniesFour questions that could trigger positioning analysesWho do we need to target?What do they think now?What do we want them to think, now and from now on? Why?How do we do that?
8Example of Positioning StatementsIomegaFor[PC Users],the[IOMEGA Zip drive]is the[best portable storage device]because[it is most cost-effective system]JC Penney(*)For[Modern Spenders and Starting-outs in mid-income levels who shop for apparel,accessories, and home furnishings]we offer[private-label, supplier exclusive, andnational brands]that[deliver greater value than that of our competitors]because of[our unique combination of quality, selection, fashion, service, price, and shoppingexperience].(*)From jcpenney.comFor[target segment], the[product/concept]is[mostimportant claim]because[single most important support].
9Example of Positioning StatementsPanteneFor[women 18-49 who possess dry damaged hair and believe theycannot achievetruly healthy/shiny hair]Pantene is a[hair caresystem (shampoo/conditioner/ styling aids)]that offers[“hair sohealthyit shines”]because it[“penetratesfromroot to tip” throughits patented Pro-Vitamin B5 formula]Microsoft .NETFor[companies whose employees and partners need timelyinformation],Microsoft.NET is a[new protocol and software system]that enables[unprecedented levels of software integration throughXML Web services],because[unlike Java, .NET is infused into theMicrosoft platform, providing the ability to quickly and reliably build,host, deploy, and utilize connected applications].
10Key ConceptsMappingTechniques that enable managers to develop differentiation andpositioning strategies by helping them to visualize the competitivestructure of their markets as perceived by their customersThe maps are derived from data of customer perceptions of

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Term
Summer
Professor
NoProfessor
Tags
Marketing, Brand

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