Positioning Concepts & Strategies

Positioning Concepts & Strategies - Positioning...

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Unformatted text preview: Positioning Strategies 2/17/2008 University of North Texas 1 Positioning Concepts & Strategies Dr. Kenneth N. Thompson 2/17/2008 University of North Texas 1 University of North Texas Market Opportunity Market Opportunity A l i A l i Marketing Management Process Market Targeting Market Targeting Analysis Analysis Product/Market Selection Product/Market Selection Market Segmentation Market Segmentation Develop Develop Marketing Plan Marketing Plan Implemen Implemen 2/17/2008 University of North Texas 2 Market Positioning Market Positioning Develop Develop Marketing Mix Marketing Mix Implement Implement & Control Control Market Positioning Market Positioning Positioning Strategies 2/17/2008 University of North Texas 2 Objectives & Overview Fall 2007 Fall 2007 Conceptually define position and positioning Identify the range of positioning dimensions Review the promotional strategies used for positioning Examine tools used for analyzing position Examine the concept and importance of 2/17/2008 University of North Texas 3 repositioning What is a Market Position or Product Position? ? A position is the mental image customers have of your produc 2/17/2008 University of North Texas 5 product Positioning Strategies 2/17/2008 University of North Texas 3 Position & Positioning Market position or product position is the customers image of the product or service Positioning is the process by which marketers create the products image in target markets 2/17/2008 University of North Texas 6 Promotion strategies parallel positioning strategies Positioning Strategies Benefit or needs positioning Attribute or feature positioning Life style and self concept positioning Competitive positioning 2/17/2008 University of North Texas 7 Like the competition (but better) Unlike or away from the competition Usage occasion Positioning Strategies 2/17/2008 University of North Texas 4 Benefit & Attribute Positioning 2/17/2008 University of North Texas 8 Position on Needs Position on Characteristics, Features Benefit Positioning Crest reduces cavities 2/17/2008 University of North Texas 9 Pearl drops whitens teeth Bounty is the quicker picker upper! Positioning Strategies 2/17/2008 University of North Texas 5 Benefit Positioning Powerful Pain Relief 2/17/2008 University of North Texas 10 Benefits are implied, rather than stated... 2/17/2008 University of North Texas 11 Positioning Strategies 2/17/2008 University of North Texas 6 Benefit positioning in action... 2/17/2008 University of North Texas 12 Benefit positioning with humor... 2/17/2008 University of North Texas 13 Positioning Strategies 2/17/2008 University of North Texas 7 Benefit positioning with humor......
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This note was uploaded on 03/27/2008 for the course MKTG 3650 taught by Professor Thompson during the Spring '08 term at North Texas.

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Positioning Concepts & Strategies - Positioning...

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