PRODUCT ANALYSISCONSUMER ANALYSISMARKET ANALYSIS. Analysis (i.e. consumer, product, market) Identifies Problems
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3. Product Analysis Core Benefit or Service
4. Product Analysis (cont) Augmented Product
7. TARGET MARKETING Major Steps Segmenting
8. TARGET MARKETING Major Steps Segmenting
Positioning (within segment)
9. POSITIONING The act of designing the company’s offer so that it occupies a distinct and valued place in the target customers’ minds.
Identify positioning concepts for each target segment
Select, develop, & communicate chosen positioning concept
10. DEFINES HOW THE ADVERTISER WISHES TO HAVE TARGET MARKET CONSUMER PERCEIVE THE BRAND IN RELATION TO COMPETITIVE PRODUCTS. (i.e. how the brand will differentiate itself and gain competitive advantage over brands in the same target market.)
11. IDENTIFY POSITIONING CONCEPTS FOR SEGMENTS Differentiation is the act of designing a set of meaningful differences to distinguish the company’s offer from competitors’ offers.
Every product/service can be differentiated.
12. TYPES OF DIFFERENTIATION Product Differentiation
13. IDENTIFY POSITIONING CONCEPTS FOR SEGMENTS Product Differentiation (Salient Attributes)
14. IDENTIFY POSITIONING CONCEPTS FOR SEGMENTS Price/Quality Differentiation
Price not relevant/high quality product
Quality Good at Competitive Price
15. IDENTIFY POSITIONING CONCEPTS FOR SEGMENTS Application Differentiation
Associate brand with specific use or application
Ex. B&D SnakeLight shown as solution to the problem of trying to hold a flashlight while working.
Ex. Arm & Hammer Baking Soda promoted multiple uses.
16. IDENTIFY POSITIONING CONCEPTS FOR SEGMENTS Product Class Differentiation
Position as an alternative to existing products.
Ex. Amtrak has positioned itself as an alternative to airplanes, citing cost savings, enjoyment, etc.
17. IDENTIFY POSITIONING CONCEPTS FOR SEGMENTS Product User Differentiation
Associating product with a particular user or group of users
18. IDENTIFY POSITIONING CONCEPTS FOR SEGMENTS Competitor Differentiation
Focusing on competitor
Ex. Avis positioned itself against Hertz (“We’re No. 2, we try harder.”)
19. IDENTIFY POSITIONING CONCEPTS FOR SEGMENTS Cultural Symbols Differentiation
Communicated through cultural symbols
Consumers ascribe meanings to these symbols
Jolly Green Giant
Pillsbury Dough Boy
20. SELECT, DEVELOP & COMMUNICATE POSITIONING CONCEPT Differences must be:
21. SELECT, DEVELOP & COMMUNICATE POSITIONING CONCEPT Determine # of differences to promote
single benefit positioning
double benefit positioning
triple benefit positioning
Promote major strengths provided target market values these strengths
22. POSITIONING EXAMPLES DOVE IS POSITIONED AS A MOISTURIZING BEAUTY BAR.
COKE CLASSIC IS POSITIONED AS “THE REAL THING.”
CHEER IS THE DETERGENT FOR ALL TEMPERATURES.
23. POSITIONING EXAMPLES (continued) SURF DETERGENT IS POSITIONED AS THE “DIRT AND ODOR REMOVER”
OIL OF OLAY CONDITIONING BATH BAR PROVIDES YOUNGER FEELING SKIN BECAUSE IT IS NOT A SOAP.
TYLENOL IS THE PAIN RELIEVER HOSPITALS USE MOST.
24. POSITIONING EXAMPLES (continued) ULTRA TIDE IS THE DETERGENT TO USE WHEN STAINS GET IN DEEP.
MILK-BONE BRAND DOG BISQUITS CLEAN TEETH AND FRESHEN BREATH.
25. PREEMPTIVE POSITIONING POSITIONING IN WHICH A BRAND IS PRESENTED TO CONSUMERS AS UNIQUE TO ITS SEGMENT.
(ex. “EGGLANDS -- With more Vitamin E than regular eggs and the hens are fed a unique all-vegetarian diet with no animal by-products.”)
26. COMPETITIVE ADVANTAGE The Firm has a Marketing Mix that the Target Market sees as better than a Competitor’s Mix.
27. POSITIONING STATEMENT PRODUCT X IS POSITIONED AS OFFERING (BENEFIT) TO (TARGET MARKET) WITH THE COMPETITIVE ADVANTAGE OF (COMPETITIVE ADVANTAGE) BASED ON (BASIS FOR COMPETITIVE ADVANTAGE).
28. Positioning Statement (Exanple) Colgate Junior is positioned as offering to kids a toothpaste made especially for those kids who don’t like to brush with the competitive advantage of a mild fruit taste and lower foaming.
29. REPOSITIONING Altering or Changing a Product’s or Brand’s Position
Ex. K-Mart’s attempt to reposition to level of higher quality
Reasons for Repositioning:
declining or stagnant sales
anticipated opportunities in other market positions
30. PERCEPTUAL MAP Shows How Target Consumers Perceive Brands in a Product Category
Shows Positions Occupied by Rival Brands
Suggests where New Brands Might be Positioned.
31. PERCEPTUAL MAP - SNACKS