10. Positioning Developing a specific marketing mix to influence potential customers’ overall perception of a brand, product line, or organization in general.
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12. Position The place a product, brand, or group of products occupies in consumers’ minds relative to competing offerings.
13. Product Differentiation A positioning strategy that some firms use to distinguish their products from those of competitors.
16. Perceptual mapping to establish (product) position Perceptual mapping is a means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers’ minds.
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19. Perceptual Mapping – Levi’s Red Tab Basics High Price Low Price Classic Designer Old product New product Vintage Red Line Silver Tab Slates Dockers Premium Dockers Classics 501 Red Tab Dry Goods L2 Red Tab Elesco
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23. Step 2: Identify positioning bases Attribute Price and Quality Use or Application Product User Product Class Competitor Positioning Bases
31. Repositioning strategies PRODUCT Same Different TARGET MARKET Same Different Image repositioning Intangible repositioning Product repositioning Tangible repositioning
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Editor's Notes
It helps organize certain types of information in such a way that other strategies such as segmentation and differentiation can be combined into a more effective mktg prog. A pos. strategy can be applied to an individual consumer (eg buyer of a Rolls Royce); or to conventional market segments (eg the shampoo mkt); or to an entire country (eg M&M hawking its RTV and UVs in select African countries) ------ Before pdct position can be determined, the mktr must identify key attitudes and perceptions of the consumer towards the key attributes of a particular product type, class, or brand, relative to compttn.
These meanings are not inherent in the object itself but are given to it by the culture, by society, by communicators such as advertisers, and by consumers.
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