Session 7 - Positioning

Session 7 - Positioning - Positioning Session 7...

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1 Positioning Session 7 Introduction to Marketing Professor Greenleaf Fall 2011
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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
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Session 7 – Positioning 3 Positioning for successful products How do you perceive these successful products and services?
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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?
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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?
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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
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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
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Market Map of NYC Hotels Plain (1) Luxurious (10 ) 1) Map Dimensions Large (10) Small (1)
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Session 7 – Positioning 9 1) Map dimensions Position on only one attribute?
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