MBA 市场营销8章-positioning&competition

4-3
Positioning
The end result of positioning is the Act of designing the company’s successful creation of a customer offering and image to occupy -focused Value Proposition, a distinctive place in the mind of a cogent reason why the target the target market. market should buy the product
• Product category positioning
• Quality or price positioning
4-12
Which Positioning to Promote?
Method for Competitive-Advantage Selection
(1) (2) (3) (4) Importance of Improving Standing (H-M-L)* L H L H (5)
4-2
What don’t we mean by positioning?
• Which stores or channels you’ll sell the product in • Where on the shelf you hope to have it placed • The market segment you will target • These decisions are related to or grow out of the positioning decision, but they are not positioning, as marketers use the term.
4-22
Examples of Negatively Correlated Attributes and Benefits
• Low-price vs. High quality • Taste vs. Low calories • Nutritious vs. Good tasting • Efficacious vs. Mild • Powerful vs. Safe • Strong vs. Refined • Ubiquitous vs. Exclusive • Varied vs. Simple
4-13
Communicating the Company’s Positioning –Positioning statement
is
(Our product/Brand) (single most important concept)
to
(target group and need)
that
(point-of-difference)
Company Target and Product Customers Perdue (chicken) Qualityconscious consumers of chicken Safetyconscious “upscale” families Convenienceminded pizza lovers Benefits Tenderness Price 10% premium Value Proposition More tender golden chicken at a moderate premium price The safest, most durable wagon in which your family can ride A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price 4-8
Volvo (station wagon) Domino’s (pizza)
Durability and 20% safety premium
Delivery speed and good quality
15% premium
PODs and POPs
4-9
“义利”巧克力的产品定位
口感细腻
3
德芙
4-15
Defining Associations
Points-of-parity Points-of-difference (PODs) (POPs) • Attributes or benefits • Associations that consumers strongly are not necessarily associate with a unique to the brand brand, positively evaluate, and believe but may be shared they could not find to with other brands the same extent with a competitive brand
MARKETING MANAGEMENT
8. Creating Positioning & Dealing with Competition
Lecture Questions
• How can a firm choose and communicate an effective positioning in the market? • How are brands differentiated?
4-14
More Detailed Positioning
To young, active soft-drink consumers who have little time for sleep, Mountain Dew is the soft drink that gives you more energy than any other brand because it has the highest level of caffeine. With Mountain Dew, you can stay alert and keep going even when you haven’t been able to get a good night’s sleep.
4-20
Consumer Desirability Criteria for PODs
Relevance Distinctiveness Believability
4-21
Deliverability Criteria for PODs
Feasibility Communicability Sustainability
瑞士莲
6 1
吉百利
2
价格低
6
价格高
4
6
5
口感粗糙
4-10
Perceptual Map
4-11
Theme park’s positioning possibilities
• Attribute positioning
• Benefit positioning • Use or application positioning • User positioning • Competitor positioning
Narrow Target
Source: Adapted from Michael Porter, Competitive Advantage,New York: The Free Press, 1985, p. 12.
4-7
Examples of Value Propositions Demand States and Marketing Tasks
Competitive Advantage Technology Cost Quality Service
Company Standing 8 6 8 4
Fra Baidu bibliotek
Competitor Standing 8 8 6 3
Affordability and Speed (H-M-L) L M L H
H=high, M=medium, L=low
4-6
Generic Competitive Strategies
Competitive Advantage
Lower Cost Cost Leadership Strategy Focus Strategy
Differentiation
Broad Target
Competitive Scope
Differentiation Strategy Focus Strategy (Differentiation Based)
4-16
Conveying Category Membership
Announcing category benefits
Comparing to exemplars
Relying on the product descriptor
4-17
4-18
PODs and POPs
4-19
PODs and POPs
4-4
Marketing Strategy
Segmentation Targeting Positioning
4-5
Positioning
Act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.
Reliability Responsivene ss
Events
4-25
13 Brand Positioning by Paul Temporal
• • • • • • • • • • • • Features & attributes Benefits Problem solving Product application Corporate endorsement Competition Target client Aspiration Causes Value ---- Paul Temporal, Advanced Personality Brand Management, 2004 Claiming number one
• How do marketers identify primary competitors?
• How should we analyze competitors’ strategies, objectives, strengths, and weaknesses? • How do market leaders, challengers, followers and nichers make their competitive strategies?
Personnel
Competence Courtesy Credibility
Channel
Coverage Expertise Performance
Image
Symbols Media Atmosphere
Conformance Durability
Customer training Customer consulting
4-23
Differentiation Strategies
Product
Personnel
Channel
Image
4-24
Differentiation Variables
Product
Form Features Performance
Services
Ordering ease Delivery Installation
4-26
Positioning Statement for Volvo
• For upscale families, Volvo is the family automobile that offers maximum safety • Generic format for positioning statements: For (target market), (brand) is the (product category) that (benefit offered).