Stages of Prod. Dev.

Stages of Prod. Dev. - Your positioning should transmit the...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
What is a ladder? – The ladder is in the mind. Is what we use to categorize the importance of things in our mind, each ladder stands for a product category. One would be for one type of music, another for another type of music. One hit wonders, 70’s music, gangsters, rock, hip-hop, rap, hard-core. Etc. each one of those is a ladder. Positioning – Creating an image or identity in the mind of your target market. This ‘position’ becomes how your target market sees your brand – it is their perception.
Background image of page 1
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Your positioning should transmit the differentiation that you are trying to achieve. Some Positioning Strategies. – In the 22 law book Positioning on specific product features – benefits, needs, or solutions, - use/usage categories – on price, - against the competition, - cultural/gender/age symbols, - the competition. Emotional Branding – you get credit for going to class....
View Full Document

This note was uploaded on 04/07/2008 for the course MARK 54 taught by Professor Gattinella during the Spring '06 term at Santa Rosa.

Ask a homework question - tutors are online