Positioning, Perceptual Maps - Beer, Chips and Headache

Sameer Mathur http://www.smathur.com Positioning, Perceptual Maps Beer, Chips and Headache

FREE TEACHING RESOURCES ON MARKETING MANAGEMENT at www.smathur.com/teaching.php Over 100,000 views by Management students and business professionals from over 90 different countries These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use. Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : [email_address] Twitter: @ProfessorMathur Facebook: Click Here

Segmentation, Targeting, Positioning

Positioning

Positioning
Identifying possible competitive advantages
Choosing the right competitive advantage
Choosing a positioning strategy
Differentiation can be based on:
Products
Services
Distribution
Factors

Positioning
How many differences to promote?
Unique selling proposition
Several benefits
Which differences to promote? Criteria include:
Important
Distinctive
Superior
Communicable
Preemptive
Affordable
Profitable
Factors

Positioning
Value propositions represent the full positioning of the brand
Possible value propositions:
More for more
More for the same
More for less
The same for less
Less for much less
Factors

“ Less for Much Less” 8-

“ More for More” 8-

Positioning Statements
Positioning statements summarize the company or brand positioning
EXAMPLE:
To ( target segment and need ) our ( brand ) is ( concept ) that ( point-of-difference )

Mission Statement
To bring inspiration and innovation to every athlete in the world.

A Picture is Worth A Thousand Words
Perceptual Map Displaying or graphing the location of products or brands in the minds of consumers.

OTC Pain Relievers

Beer and the 80-20 rule
88% of Beer is drunk by 16% of consumers

Beer Anyone? Popular with Men Heavy Special Occasions Dining Out Premium Popular with Women Light Pale Color On a Budget Good Value Blue Collar Full Bodied Meister Brau Stroh’s Beck’s Heineken Old Milwaukee Miller Coors Michelob Miller Lite Coors Light Old Milwaukee Light Budweiser Less Filling

Frito-Lay

Perceptual Map for Doritos Bold Flavor Bland Flavor Classic Image Loud Image

Value Proposition
Target Market: Generation Y
Benefits offered: Bold flavor, Extreme Image
Price: Comparable to competition, inexpensive
Doritos – Positioning and Value Proposition

Segmentation, Targeting, Positioning

Readings P239, Positioning the Product P239, Two Approaches to Product Positioning P240, Product Positioning Using Perceptual Maps P286, Repositioning the Product P406, Positioning a Retail Store

FREE TEACHING RESOURCES ON MARKETING MANAGEMENT at www.smathur.com/teaching.php Over 100,000 views by Management students and business professionals from over 90 different countries These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use. Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : [email_address] Twitter: @ProfessorMathur Facebook: Click Here

Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : [email_address] Twitter: @ProfessorMathur Facebook: Click Here RELATED SLIDES CLICK BELOW TO LEARN ABOUT: 1. Segmentation and Targeting 2. What is Marketing? The Marketing Process POPULAR SLIDES CLICK BELOW TO LEARN ABOUT: 1. SWOT Analysis, Product-Market Matrix 2. SPAM and Marketing

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Positioning, Perceptual Maps - Beer, Chips and Headache

by Sameer Mathur on Sep 15, 2010

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