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Unformatted text preview: Convert non-prospects, how to convince them? Beer -67% non users – why? What to do? (calories - light) • Positioning o Not what you do to the product, but what you do to the MIND of the prospect o Perceptual map – in the perceptions of consumers *** (sample map from text book) o P&G – position its numerous brands (400+) – a dozen different detergents (each brand has a different positioning, stealing your own customers? Yes, but add more in total) o Owning a word in the prospect’s mind Volvo – safety Domino’s – home delivery Cadillac – luxury? – pick-up trucks and SUVs recently...
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- Fall '07
- Marketing, Geo graphic Demographic, prospect Perceptual map, Airline industry Different, marketing TV program, dozen different detergents