Hi Quality. Papa John. Select Target & Position. Pizza Hut. Fast. Slow. Dominos. Caesars. Low Quality. Positioning. Define & Demonstrate Positioning Strategy Outline the Positioning Research Process Delineate logic & techniques of Positioning Strategies: Innovate Relocate
of Positioning Strategies:
The 3rd Level of Strategy
Business unit Level
What We’ve done…
CompetitorsWhat We Know…
The Marketing Mix:
Growth & CompetitiveStrategies
Convincing the right person(s) that you offer the best product, available at best place, at the best price…
Marketing Strategy Success Contingent on Formulating right Marketing Mix around the most profitable target & competitive position
PromoMarketing Strategy Success contingent on formulating your Marketing Mix… so that it
Positioning is the Centerpiece (literally & figuratively) of Marketing Strategy
Low QualityPositioning is-the place the product occupies inconsumer’s mind--Relative to other competing products
Consumers organize the product field according to communicated conventions
Wal-Mart= Low Price, High Variety
& the also available
…You Need to get into consumer’s head &
Map the product field from the consumers point of view
*Old Milw. Light
“With Relative Size of Consumer Segments”
Develop & Introduce a New product… …in a New Position
Find a new or unoccupiedposition that is important to consumers
You Deserve a Break Today…
Thick & Juicy/ Where's the Beef
Have it Your Way
Evoked & Consideration Sets-occupied
The mind will hold only a few alternatives in memory & disregards all others
Redesign & Re-introduce an Existing product… …in a New Position
Re-Position Nearer to Ideal of most/more profitable target group
Reformulate, Repackage &/or more directly Promote: Tylenol for effective Headache Relief
Old Style Market Rollout
“TASTES As Good As Budweiser…”
a Whole Lot
You have to get the consumer toparticipatein their ownmanipulation
If you can’t be 1st … at least be Real
Avis is only #2 in rental cars –
So why go with us?
Avoids contradicting what’s really in consumer’s mind
Not the BEST Thing
Develop & Introduce a number ofNew products…
…in multiple Positions
Procreating calls for developing & positioning multiple products …
Tide: for family market
Cheerfor clothes -conscious w/ color guard
Bold: for value-conscious – w/ fabric softener
Gain: for scent-conscious – w/ aromatics
Era: for dirt-conscious – w/ stain removers
Dash: for price-conscious
Dreft: for new mothers
Place Competitor's product…
…in a less Favorable Position
Royal Doulton, the china of Stratford-on-Avon
Lenox, the china of Pomona, New Jersey
Now Listermint & w/ Cinnamon
The World On Time
Stakeout optimum positionBased on your most salient competitive advantage
Focus on Single-Competitive Advantageoften best…Helps to gain “positioning intensity”
Position strengthened by noting your strengths in conjunction with your competitors weaknesses—
In our Hyper-Competitive-Global market The need to differentiation grows greater everyday …
A position of powerDifferentiate or Die: Survival in Our Age of Killer Competition
the marketing tactic of differentiating a product or company in the mind of a prospect-
more important than ever”
“Putting your Best Foot Forward”
Must be relevant to a consumer need that motivates purchase/usage
Macleans, Ultra Brite
Brightest of teeth
Flavor and product appearance
Decay preventionToothpaste Market Differentiated by Benefit Segments
From old-Fashioned Dessert—to--
Children’s &/or adult fun product
Arm & Hammer Baking Soda
Emerging Ideal-Daily Heart Med.
1. Under-positioning - consumers have only vague idea of the brand.
2. Over-positioning- consumers have too narrow a view of the brand.
3. Doubtful Positioning - consumers don’t believe the brand’s claims
4. Confused Positioning - consumers confused about the brand due to frequent changes or too many claims.
77-78 America loves burgers and we’re America’s Burger King.
78-80 Who’s got the best darn burger?
80-82 Make it special. Make it Burger King.
82 Aren’t you hungry for Burger King now?
82-83 Battle of the burgers.
83 Aren’t you hungry?
83-85 The big switch.
85-86 Search for Herb.
86-87 This is a Burger King town
86-87 This is a Burger King town.
87 The best food for fast times.
87-89 We do it like you’d do it.
89-91 Sometimes you gotta break the rules.
91-92 Your way. Right away.
92-94 BK Tee Vee: I love this place!
94 Back to basics
94-96 Get your burger’s worth.
96-98 It just tastes better.
Go the distance
Got the Urge
01-02 The Whopper Says
02-03 At Burger King You Got ItBurger King’s search for Position