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Where We Have Been. Quetzal : Define your business. Jones Blair: Market Targeting. MARKSTRAT. Familiarization of systems/environment Basic research needs evaluation Initiation of R&D projects Marketing projections (Plan) Moving from tactical to strategic planning. Positioning.

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where we have been
Where We Have Been
  • Quetzal : Define your business.
  • Jones Blair: Market Targeting
markstrat
MARKSTRAT
  • Familiarization of systems/environment
  • Basic research needs evaluation
  • Initiation of R&D projects
  • Marketing projections (Plan)
  • Moving from tactical to strategic planning
slide4
“Once a mind is made up, it’s almost impossible to change it.” - Al Trout & Jack Ries, the “fathers”of positioning
inputs to the positioning decision
Inputs to the positioning decision?
  • Target Market
  • Firm’s SCAs
  • Competition
slide6

Mkt Analysis

Segmentation

TM Selection

Implications

for

Mktg Strat

* Product

* Price

* Channels

* Promo

Internal

Corporate

Analysis

Package of

Benefits

Selection

Competitive

Analysis

Differentiation

THE PROCESS OF POSITIONING

Position

Quelch, John R. (1982) “Frank Homer LTD - Teaching Note,” in

Cases in Advertising and Promotion Management, 2d ed.,

Business Publications, Inc.

slide9

Performance

BMW

Luxury

positioning audit
“Positioning Audit”
  • What is our position?
  • What position do we want?
slide11

BMW

Z3

positioning audit1
“Positioning Audit”
  • What is our position?
  • What position do we want?
  • Where is our competition relative to our desired position?
slide13

Exotic, Expensive & Italian

Porsche

Mercedes

Swedes

Japanese

Jaguar

Lincoln

General Motors

Subaru

Yugo

BMW

positioning audit2
“Positioning Audit”
  • What is our position?
  • What position do we want?
  • Where is our competition relative to our desired position?
  • Can we defend our position?
slide15

Mercedes

Lincoln

Exotic, Expensive & Italian

Porsche

BMW

Swedes

Japanese

Jaguar

General Motors

Subaru

Yugo

positioning audit3
“Positioning Audit”
  • What is our position?
  • What position do we want?
  • Where is our competition relative to our desired position?
  • Can we defend our position?
  • Is our position long-term?
positioning audit4
“Positioning Audit”
  • What is our position?
  • What position do we want?
  • Where is our competition relative to our desired position?
  • Can we defend our position?
  • Is our position long-term?
  • Does our promotion reflect our position?
sample markstrat process for positioning
Sample Markstrat Process for Positioning
  • Step 1: Where are we?
  • Step 2: Where do we want to be?
  • Step 3: Where do we expect the market to be in X time period?
  • Step 4: How much will our move cost us? (R&D costs, Push/Pull costs)
  • Step 5: What attribute changes brings us to our desired position?
step 1 where are we
Step 1:Where are we?
  • Examine perceptual map
    • Too close = cannibalization
  • Semantic vs. Perceptual map
    • Matter of cost vs. accuracy
step 2 where do we want to be
Step 2:Where do we want to be?
  • Optimal Brand position
  • Prediction of ideal points
    • Evolution of ideal points over time
step 3 where is the market
Step 3:Where is the market?
  • Forecast Market Share
    • Examine Consumer survey research for purchase intentions data
      • Brand awareness/brand positioning
  • Expected Brand Demand
    • ESS X EPI = EBS
      • Analyze Per segment and then total
step 4 how much cost
Step 4:How much cost?
  • Must factor in R&D, Advertising, and sales force expenditures.
  • Impact of production on transfer cost
    • Experience curve (productivity gains)
    • Intro new products (experience effect)
      • Unit transfer costs decrease as a function of new product design
      • See Brand Contribution: Marketing Plan
step 5 what attribute changes
Step 5:What attribute changes?
  • Pull in data from MDS or Semantic scales indicating desired physical characteristics.
  • Examine actual vs. perceived attributes (Product Design)
    • Estimate brand perceptions
    • Estimate physical characteristics for positioning
repositioning what to do after product has been on the market
Repositioning:What to do after product has been on the market.
  • Specify Target Segment(s)
  • Specify perceptual objectives for the brand. (pick 2)
    • Economy, performance, convenience
  • Allocate advertising budget.
  • Allocate ad research budget.