Oct 21 - STP, Part III, and Product Strategy

Oct 21 - STP, Part III, and Product Strategy - – New...

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STP, Part 3 + Product Strategy October 21, 2009 Instructor: Tamar Milne
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Agenda Positioning Maps Statements Global STP What is a product? Features vs. benefits Goods vs. services For next class. .. 2
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Positioning Positioning = Target market + Differentiation Product’s place in the minds of target consumers, relative to the competition Changes in the target market or the competitive environment may force repositioning 3
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Positioning Maps 4
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Positioning Maps 5
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Positioning Statements 6 ¼ moisturizing lotion; Doesn’t dry your skin like soap does Perfectly Fresh ®; Refreshingly clean Pure and gentle for clean, clear, healthy- looking skin
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Global STP More challenging than local STP Psychographic and behavioural differences Different consumer roles, product views
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Unformatted text preview: – New competitors affect positioning Globalization or localization? 7 Anything of value to a market that can be offered through a marketing exchange – Physical objects (goods) – Services – Places – People, communities – Ideas, causes – Organizations – Events, experiences. .. People don’t buy features, they buy benefits What is a Product? 8 Goods vs. Services Service: an intangible product Unique services characteristics (vs. goods): – Intangible – Variable – Inseparable – Perishable 9 For Next Class. .. Reading: – Chapter 10: Developing New Products – Chapter 2: Developing Marketing Strategies (“Growth Strategies”, pp 44-46) 10...
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This note was uploaded on 02/14/2010 for the course COMM 296 taught by Professor Dasgupta during the Fall '08 term at UBC.

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Oct 21 - STP, Part III, and Product Strategy - – New...

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