Positioning

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Positioning

  1. 1. Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 7 - 1 Positioning
  2. 2. Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 7 - 2 Positioning According to Al Ries and Jack Trout, “Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.”
  3. 3. Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 7 - 3 Meaning of Positioning  “Positioning is defined as the process of establishing and maintaining a distinctive place in the market for an organization and/or its individual product offerings.”  “Tide” is positioned as a powerful, all purpose family detergent
  4. 4. Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 7 - 4 Slogans Used by Companies “Relax, It’s FedEx” FedEx Ground “We never stop working for you” Verizon “Shopping online beats standing in line” Lands’ End “Invest with confidence” T. Rowe Price
  5. 5. Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 7 - 5 Four Positioning Errors Under positioning Over positioning Confused positioning Doubtful positioning
  6. 6. Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 7 - 6 Attribute PositioningAttribute Positioning Benefit PositioningBenefit Positioning Use/Application PositioningUse/Application Positioning User PositioningUser Positioning Competitor PositioningCompetitor Positioning Positioning Strategies
  7. 7. Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 7 - 7 Product Category PositioningProduct Category Positioning Quality/Price PositioningQuality/Price Positioning Positioning Strategies Conti..
  8. 8. Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 7 - 8 Importance/Benefits of Positioning  A product cannot be everything to everyone, hence the importance of positioning  Positioning means putting the product in a predetermined orbit  Positioning connects product offering with target market  Consumer’s mind a geometric perceptual space, the product/brand seeks a locus in the space through positioning
  9. 9. Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 7 - 9 Product, Brand and Re-positioning  “Product positioning denotes the specific product category/product class in which the given product is opting to compete”  “Brand positioning denotes the positioning of the brand viz-a-viz the company brands in the chosen product category”  “Repositioning is the conscious effort to change customer’s perception of a product”
  10. 10. Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 7 - 9 Product, Brand and Re-positioning  “Product positioning denotes the specific product category/product class in which the given product is opting to compete”  “Brand positioning denotes the positioning of the brand viz-a-viz the company brands in the chosen product category”  “Repositioning is the conscious effort to change customer’s perception of a product”

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