«Brand´s Place in Consumers Mind»Attributes How ????1. Identify atributes and benefits wanted by customers.2. Identify how the product measures up on them against competitors.
What to positionate? Specific characteristics Benefits it Offers (Vanish- 4 times bikes) Usage Occation (Red Bull- Power Sex- Bonfiest) Type of User (Roll Royce) Comparisson (Fab –Ariel) Disociation of Product Class (Yox)
Pricing Policies 1. Product Communications Extension Advertising appeals andSimply extending promotional themes to product line the new countries entered COCA COLA(Preferences and competitive conditions are similar for colas)
Same product2. Product extension usage – – communications fullfilled adaptation different needs MINOLTA MAXXUMM CAMERA (Usage varies in Japan and Europe v/s USA)
3. Product Localization – communications extension Product usage changes but positioning is the sameExxon Slogan «Put a tiger into your tank»Changes in additives for climate, seasons, topography
4. Dual Product adaptation localizationCommunications adaptation BENETTON (Different sizes in Asian countries. Advertisement is politically charged)
Nissan Primavera European Mk VolksWagen Rabbit for Americam MK based on European Golf platform.