Chapter 7 Part II Positioning F10

Chapter 7 Part II Positioning F10 - desirable Zest Lever...

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Chapter 7 Part Zwei
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Position : how the product is viewed by consumers on important attributes relative to competing products. Positioning : the actions a marketer takes to in±uence a product’s position. Credible positions are linked to the value proposition
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Safe Rugged Fast Green
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“Stand for something ; Stand for something different ; Stand for something different, that’s important . That’s it!”
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High moisturizing Low moisturizing Nondeodorant 1 2 3 4 Safeguard Coast Lux Dove Tone Lava Dial Ivory Not all positions are
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Unformatted text preview: desirable Zest Lever 2000 Irish Spring 5 Deodorant Avoid head-to-head competition NotPossible Possible Posi+ons can move, but not jump Attributes: (importance vs. capabilities) Competition: (attribute 1 vs. attribute 2) For [target segment] , the [name of product] is [single most important claim] because [single most important support] . To receive [most important claim] , customers will pay [description of price compared to market average] and be willing to [description of most important drawback] ....
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Chapter 7 Part II Positioning F10 - desirable Zest Lever...

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