Positioning

1. Positioning By Peter Baskerville

2. Marketing

3. 4P’s of Marketing • Product - saleable goods and services (quality, design, features, packaging, customer service, after-sales service) • Place - distribution, location and methods of getting the product to the customer (shop front, distributors, logistics, internet) • Price - $ paid – (price setting, discounting, credit) • Promotion - communicating the benefits and value – (advertising, direct marketing, personal selling and sales promotion)

4. DICTIONARY: (1)To apply methods of business for profit. To do, exploit, or make chiefly for financial gain. (2)To sacrifice the quality for profit. Product commercialisation is .. 100% Quality Quality sacrificed “Commercialisation has as much to do with what you remove as what you add. It is the key that turns an opportunity into an enterprise”

5. “I don't know the secret to success. But I do know that the secret to failure is … trying to please everybody”. Commercial Success is Specialisation

6. Importance of targeting “If you fish for anything you get nothing. If you fish for something you get something” Targeting = key to commercialisation Target this = NO to that.

7. Commodity Vs Experience Product

8. Commercialisation is targeting Matching your offer to a targeted customer’s expectation will open doors to engagement and profits.

10. Positioning Strategy