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Design Research Methods Class 3 Mp2009
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Design Research Methods Class 3 Mp2009

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  • 1. Design Research Methods Class #3: Positioning
  • 2. Positioning “Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. Perhaps yourself. But, positioning is not what you do to a product. Positioning is what you do to the mind of the prospect.”
  • 3. Why Do We Need Positioning   Over communicated society   People’s minds are simple   Positioning allows you to be seen and heard in a complicated world
  • 4. Goal of Positioning Research   Find holes in the marketplace   The basic approach is NOT to create something new and different, but anchor (or manipulate) what people already think and know, and “retie to connections that already exist.”   Have to understand what already exists   Strengthen it   Redefining results in more failures than successes   The solution to a positioning problem is usually found in the prospect’s mind, not in the product or solution.
  • 5. Examples of Positioning   Easiest way to get into the prospect’s mind is to be first.
  • 6. WHICH COMPANY INVENTED THE COMPUTER?
  • 7. Examples of Positioning   …Or different   Find tylenol..for the millions who should not take aspirin   Stoli—made in Russia   Volkswagen: think small   Stowe:Ski capital of the East. One of the top 10 ski resorts in the world.
  • 8. How to be Different   Before, it was about identifying the Unique Selling Proposition (USP)   Now, not many products and services are unique.   Now strategy is king. Advertising and Design are focused on getting into the mind of the prospect.
  • 9. Positioning Research   “Mapping the Prospect’s Mind”   Understand current position   Identify gaps in marketplace   Identify opportunities for refining or changing positioning
  • 10. Positioning Research: Techniques   Interviews   What defines a luxury car?   Write down all the luxury car brands you can think of.   Circle the top three.   What are the first three words that come to mind when you hear “Ferrari?”   Who buys a Ferrari? Describe them?   Who is Ferrari’s competition? Why?   Describe what it feels like to drive a Ferrari? Own a Ferrari? Sell your Ferrari?
  • 11. Positioning Research: Techniques   People to interview   client management   field sales   product development   customer service staff   sales   client customers   competitor-loyal customers.
  • 12. Positioning Research: Techniques   Observations: Who comes into a Ferrari dealership?   Review the data:   Where are the Ferrari sponsorships?   Where are the Ferrari dealerships?   What do Ferrari owners do for a living?   How long do people keep their Ferrari’s?   How many people buy another Ferrari?
  • 13. Positioning Research: Techniques   Surveys & Quantitative Tools   Rate each of these car companies on a scale of 1-10 for the following attributes   (also called semantic differential) Porche Ferrari Lexus Mercedes Maserati Bentley Audi Fast 9 10 5 7 8 7 7 Worth $ 2 1 10 8 3 2 8 Cool 10 10 2 8 10 8 9 Sporty 10 10 1 5 8 2 8 Luxurious 3 2 7 9 10 10 5 Safe 2 2 10 10 5 8 8 Prestigous 10 10 5 10 9 10 5 Waste of $ 10 10 10 6 10 10 6 Elite 10 10 10 7 10 10 8 Snobby 7 7 7 7 10 10 7 Reliable 6 6 10 10 5 8 5
  • 14. Positioning Research: Analysis   Identify the trends and differences Porcshe Ferrari Lexus Mercedes Maserati Bentley Audi Fast 9 10 5 7 8 7 7 Worth $ 2 1 10 8 3 2 8 Cool 10 10 2 8 10 8 9 Sporty 10 10 1 5 8 2 8 Luxurious 3 2 7 9 10 10 5 Safe 2 2 10 10 5 8 8 Prestigous 10 10 5 10 9 10 5 Waste of $ 10 10 10 6 10 10 6 Elite 10 10 10 7 10 10 8 Snobby 7 7 7 7 10 10 7 Reliable 6 6 10 10 5 8 5
  • 15. Positioning Research: Analysis Fast 10 Ferrari Porsche 8 Maserati Mercedes Bentley Audi 6 Lexus Worth the Money 4 2 0 0 2 4 6 8 10
  • 16. Positioning Research: Analysis The purpose here is to refine hypotheses about how customers see and define the marketplace.
  • 17. Positioning Research Helps firms to answer such questions as:   Based on customer perceptions, which target segments are the most attractive?   How should we position our new products with respect to our existing products?   How do our customers view our brand?   What product name is closely associated with the attributes that our target segment perceives as desirable?   Which brands do our target segments see as our closest competitors?   What product attributes are responsible for the perceived differences between products?   How would changes in a product's perceived attributes alter the product's market share?
  • 18. Assignment 3   Pick one of your everyday things.   Recommendation and pitch/presentation for improving the positioning of that “everyday things”