\u00d8 Superior the difference is superior to other ways that customers might obtain

Ø superior the difference is superior to other ways

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Ø Superior : the difference is superior to other ways that customers might obtain the same benefit. Choosing a Differentiation and Positioning Strategy
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3/14/19 33 Segmentation, Targeting, and Positioning Step 2: Choosing the Right Competitive Advantages How many differences to promote? Ø Communicable: the difference is communicable and visible to buyers Ø Preemptive: competitors can’t easily copy the difference. Ø Affordable: Buyers can afford to pay for the difference. Ø Profitable: the company can introduce the difference profitably. Choosing a Differentiation and Positioning Strategy Segmentation, Targeting, and Positioning Choosing a Differentiation and Positioning Strategy Walmart Everyday Low Price (EDLP) Important Distinctive Superior Communicable Preemptive Affordable Profitable
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3/14/19 34 Segmentation, Targeting, and Positioning Step 3: Selecting an Overall Positioning Strategy Value proposition is the full mix of benefits upon which a brand is positioned. Choosing a Differentiation and Positioning Strategy Segmentation, Targeting, and Positioning Choosing a Differentiation and Positioning Strategy Step 3: Selecting an Overall Positioning Strategy Positioning Statement: A statement that summarizes company or brand positioning. It takes this form: To (target segment and need) our (brand) is (concept) that (point-of-difference).
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3/14/19 35 Segmentation, Targeting, and Positioning Positioning Statement For ______________________, your product/service Is ______________________________ ___________________________________ Because compared to ______________________ , _______________________________ Customer Segment Two or Three Most Important Benefits (Reasons to Buy) Primary Competition Key Points of Differentiation State the product’s membership in a category Show its point of difference from other members of the category
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3/14/19 36 Segmentation, Targeting, and Positioning Step 4: Communicating and Delivering the Chosen Position Choosing the positioning is often easier than implementing the position. Establishing a position or changing one usually takes a long time. Maintaining the position requires consistent performance and communication Choosing a Differentiation and Positioning Strategy
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3/14/19 37 Putting Everything Together Segmentation, Targeting, and Positioning The Marketing Strategy Process Analyze Define the market (Consumers, Company, Competitors) Segment (A, B, C, D) Target (B, D) Position Implement Marketing mix (4 P’s) Price Place Promotion Product
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3/14/19 38 Segmentation, Targeting, and Positioning Unilever’s example In 2001, Unilever realized that they had a huge issue They had multiple brands of ice cream. However, their sales of ice-cream for out of home consumption is declining. They want to target young consumers. Segmentation, Targeting, and Positioning
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3/14/19 39 Segmentation, Targeting, and Positioning Strategic focus & positioning 3 C’s analysis Defining and Implementing a Positioning Strategy Segmentation, Targeting, and Positioning Brand Architecture (200 à 50 brands) Powerbrand Housebrand-linked driver brands Stand-alone leading brands Housebrand-linked local champions etc.
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