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The Complex World of Positioning

The Complex World of Positioning. A study of pop music stars. The Mickey Mouse Club. Young, pure, modest Mulan soundtrack Radio-friendly Target Market: Girls 10-18. Christina Aguilera. Looks to create edgier image Same broad target market, but narrowing in places to alternative crowd.

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The Complex World of Positioning

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  1. The Complex Worldof Positioning A study of pop music stars

  2. The Mickey Mouse Club

  3. Young, pure, modest Mulan soundtrack Radio-friendly Target Market: Girls 10-18 Christina Aguilera

  4. Looks to create edgier image Same broad target market, but narrowing in places to alternative crowd The Anti-Britney

  5. Dirrty video Duet with Lil Kim Moulin Rouge Positioned as: Anti-pop Anti-establishment Independent female Rebellious Xtina

  6. Retro image Display classiness and maturity Positioning as: General public Emphasis on singing Positive role model Regaining Respectability

  7. Maintain sex appeal Continue retro push Acknowledge past and emphasize change Combining Elements

  8. Young, pure, modest Radio-friendly Member of wholesome group Target Market Girls 10-18 White Justin Timberlake

  9. Looks to show growth as artist Emphasizes song writing Appearance tries to show maturity Not just another boy band member Nsync – The Later Years

  10. VMA performance dressed similar to Michael Jackson Positioning as: R&B audience King of Pop Not so wholesome Justin Goes Solo

  11. Host Movie Awards Dates celebrities Makes movies Positioning as: More than a musician Cultural icon Cool Party Guy

  12. No longer casual dress Working with hip-hop producer Timbaland T.I. as guest artist Maturity

  13. Your Turn • Can you think of an actor or musician who has repositioned himself/herself to appeal to a different target market? • Can you think of a product or company that has tried to reposition itself?

  14. Positioning by Price & Quality • Economy Line vs.Luxury Line • High Price as Symbol of Quality • Low Price as Indication of Value

  15. Positioning by Features & Benefits • Specific Feature or Characteristic • Benefit Provided to the Customer • Convenience • Portability

  16. Positioning in Relation to the Competition • When a company is trying to solidify position in relation to another company • Create an underdog situation • Highlight key differences

  17. Positioning in Relation toOther Products in A Line • Build off of established product • Highlight new feature or modification

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