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Product Positioning . Product Positioning. Think of positioning as the perception the target audience has of a product/service Planning of a product’s position must involve issues such as: The competition and how their products are perceived The needs and desires of the target audience

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product positioning
Product Positioning

Think of positioning as the perception the target audience has of a product/service

  • Planning of a product’s position must involve issues such as:
  • The competition and how their products are perceived
  • The needs and desires of the target audience
  • Element of mystique/drama that the product/service naturally has about it
product positioning1
Product Positioning
  • In crowded markets, it is very important to position the product appropriately
  • In order to stand out, the product has to have a clear position in the audience’s mind
  • The idea is to “create an image” of the brand that is appealing to the consumer
  • Positioning is the attempt to obtain a ‘share of mind’
  • Without positioning a company would be forced to offer price cuts and costly advertising strategy to push its products
types of positioning benefit
Types of Positioning-Benefit

Customers want every product they they buy to benefit them in some way

  • Competition is enhanced as companies try to “out benefit” one another and take the position away from the original brand (e.g. Coke Zero)
  • This is good for the consumer but may create stress for the marketer
  • May also increase production costs as each additional benefit is added to product/service
types of positioning target
Types of Positioning-Target

Focusing all of the brand’s marketing toward a specific target market

  • Example: Target market for your cereal
  • This strategy should cause the target consumers to think that the company owns the target market
  • Problem with this method is target markets are constantly changing so frequent re-evaluation or re-positioning may be necessary

Nike 1

types of positioning price
Types of Positioning-Price

Two options here that marketers can offer:

  • Most expensive product in a category:
    • a luxury good that offers status over quality (diamonds, caviar, Bentley, Rolls Royce)
    • best quality in a category (Mercedes, Lexus)
    • an exclusive product that deters unwanted customers (hotels, fashion stores)
  • Least expensive product in a category:
    • value for the dollar (IKEA, Winners, Wal-Mart)
    • cheap for the very budget conscious (dollar stores)
  • Wal Mart
types of positioning service
Types of Positioning-Service

Involves using a unique service aspect in the delivery of your product/service

  • Examples: Walmart - return policy and greeters

Mr. Lube - free newspaper, hours of operation

Apple Store – sales staff quality of service

Metro – 24 hr grocery store

Shoppers Drug Mart – 24 hr outlets

FEDEX

types of positioning distribution
Types of Positioning-Distribution

Involves a unique method of distribution

  • Examples: Avon - direct sales

MEC - co op

Amazon – online

positioning tips
Positioning tips
  • Marketers must also ensure the positioning is clearly understood by the target market
    • Example: MEC is not primarily profit-driven = lower prices, good quality, environmentally friendly
  • Making consumers understand exactly what they can expect from your product/service will ensure they do not go to the competition
    • Example: Tim Horton’s  clearly Canadian versus Country Style  unclear
  • Being known for a particular “thing” can make a difference between success and failure

Examples:

    • Volvo safety
    • Honda  reliability
extra reading
Extra reading

Product Positioning in Five Easy Steps

www.otmmarketing.com/portals/42226/docs/product_positioning.pdf