3-Fall-2008_MBA__Brand_Positioning.Students

3-Fall-2008_MBA__Brand_Positioning.Students - Brands and...

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1 Brands and Brand Positioning
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2 Brand Positioning Market Segmentation = benefits desired by customer segment Brand Differentiation = superiority / uniqueness relative to competition Brand Positioning = Intersection of product differentiation with market segmentation designing the product to fit in predetermined position in market and mind of targeted consumer
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3 Positioning is Important “The two most fundamental decisions that have to be made are the targeting decision and the positioning decision . If (these) decisions are made correctly, the other things will follow. If they’re made incorrectly, nothing good will follow.” Philip Kotler, Northwestern Univ. Quoted in Counter Intuitive Marketing by Clancy and Krieg, 2000
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4 Al Reis and Robert Trout, Positioning:  The Battle for your Mind “Positioning is not (necessarily) what you do to a product. Positioning is what you do to the mind of the prospect… You concentrate on the perceptions of the product. Not on the realities of the product… The basic approach of positioning is not to create something new and different. But to manipulate what’s already up there in the mind. To retie the connections that already exist… The most difficult part of position is selecting that one specific concept to hang your hat on. Yet you must, if you want to cut through the prospect’s wall of indifference.
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Format of a Proper Positioning Statement For ( target market ), this brand is ( key differentiating claims ) because ( rationale for claims ) . 5
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Example:  Avis   For: business people who rent cars, Avis is: the company who gives the best service Because: the employees own the company. Previously: For: business people who rent cars, Avis: tries harder (to give good service) Because: we are (only) #2. 6
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7 Acuvue   Advance Brand Contact Lenses For people who want to see well yet still feel comfortable, Acuvue Advance lenses are the most comfortable (“feel nothing, yet see everything”) Because they are the only lenses made of HYDRACLEAR, a moisture rich material that is more like your own eye
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8 Great Positioning: Sunday Taste, Tuesday Effort Roasted Garlic Mashed or Cheesy au Gratin. All you add is chicken. Ten
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9 For consumers looking for value when purchasing automobiles, Hyundai delivers more car for the dollar because with Hyundai, you don t pay extra just for a name. Hyundai  Positioning Statement
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10 Shortage of Teachers in Orlando (Predict a Shortage of 8,000 in Orange County) For: those of you who are tired of the cold, dark, bitter winters up north O.C. Public Schools: offers a warm, sunny, caring environment Because: driving to work in January is more fun with the windows open
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11 Teachers in Orlando Segment #2 For: college students and those looking to make a career change OCPS: offers the teachers opportunities to grow professionally and personally Because: teaching is not for anyone, but it can be for you
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This note was uploaded on 05/12/2010 for the course MAR 5805 taught by Professor Sawyer during the Fall '08 term at University of Florida.

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3-Fall-2008_MBA__Brand_Positioning.Students - Brands and...

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