Session 7 - Positioning

Session 7 - Positioning - 1 Positioning Session 7...

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Unformatted text preview: 1 Positioning Session 7 Introduction to Marketing Professor Greenleaf Fall 2011 Session 7 – Positioning 2 Today’s Agenda ● Using positioning to gain a strategic advantage ● Market maps of consumer perceptions ● Repositioning existing products to increase sales Session 7 – Positioning 3 Positioning for successful products ● How do you perceive these successful products and services? Session 7 – Positioning 4 What is positioning strategy ? ● How do we want consumers to perceive our product 1) On important attributes? 2) Compared to our competitors? 3) Compared to their consumer needs? Session 7 – Positioning 5 What is positioning? ● Positions affect sales and profits ● Do not be passive about positioning – What is our current market position? – Are we happy with it? – Does it make our offering distinctive? – What are our competitor’s positions? – Should we reposition? Session 7 – Positioning 6 Positioning requires a market map ● Represents consumers’ mental picture of the marketplace ● Market maps contain the key elements of positioning strategy – If you understand market maps, you understand positioning ● One of most popular tools in marketing research Session 7 – Positioning 7 Elements of market maps 1) Dimensions 2) Products 3) Consumers We’ll look at a market map for New York City hotels Market Map of NYC Hotels Plain (1) Luxurious (10 ) 1) Map Dimensions Large (10) Small (1) Session 7 – Positioning 9 1) Map dimensions ● Position on only one attribute?...
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This note was uploaded on 04/05/2012 for the course STERN MKTG-UB.1. taught by Professor Greenleaf during the Fall '11 term at NYU.

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Session 7 - Positioning - 1 Positioning Session 7...

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