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Leland D. Shaeffer
PLMAssociates
Positioning Your Product
And Your Brand
The Webinar Will Start Shortly
Tuesday 16 Februar...
Housekeeping
• Slides will be available on our SlideShare page; the link will be
emailed to you
• Recording of the webinar...
Your Presenter
Leland (Lee) Shaeffer
Managing Director – PLM Associates
Lee is on the advisory board of the Association of...
Webinar Objectives
• Review the important aspects of
positioning
• Discuss several common positioning tools
• Equip you to...
Agenda
• Four Key Positioning Elements
• Determining Your Positioning
• The Perceptual Map as a Tool
• Thirteen Examples o...
What is Positioning?
• Positioning: Arranging for an product or brand to
occupy a clear, desirable and distinctive place -...
1. Target Customer: the market segment(s)
for which the positioning applies
• Different segments may require different
pos...
Frame of Reference: Something that is familiar to the
customers that they can use as the basis for comparison
(i.e., evalu...
Points-of-Difference: How is your
product/brand better than the alternatives in the
frame of reference? Why should the cus...
Reason to Believe: why should customers
believe the claims made in the positioning
statement?
May be expressed as:
• A cre...
Example
For (price conscious
replenishment shoppers),
ALDI food stores
offer everyday essentials at the
lowest prices poss...
Determining Your Positioning
Specify the target
market/segment
Identify the “Key Value Proposition”,
based on
• Relevance
...
The Perceptual Map as a Tool
• Displays the current position and, when done
periodically, shows changes due to competitive...
Several Maps May Be Required
• Since customers within a given market
segment typically use multiple decision
criteria, sev...
Innovation
HighLow
Ease Of Use
Low
High
S
Apple
Price
LowHigh
Ease Of Use
Low
High
S
Huawei
Ease of Use: High
Low
Power/Sp...
1. Key Features/
Attributes
2. Benefits
3. Price:
a) Low (bargain)
b) Moderately
low (value)
c) Moderately
high (premium)
...
Summary
• “Positioning” is the act of establishing a desirable
“position” in the minds of the target customers. The
messag...
Questions
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Webinar: Positioning your product and your brand

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Positioning your product and your brand

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Webinar: Positioning your product and your brand

  1. 1. Leland D. Shaeffer PLMAssociates Positioning Your Product And Your Brand The Webinar Will Start Shortly Tuesday 16 February 2015, 16:30pm – 17:30pm (UAE)
  2. 2. Housekeeping • Slides will be available on our SlideShare page; the link will be emailed to you • Recording of the webinar will be available to download; the link will be emailed to you • Take the time to complete a post-webinar survey that will pop up at the end • • You can type your questions throughout the session • Time will be allocated in the end for the speaker to address your questions
  3. 3. Your Presenter Leland (Lee) Shaeffer Managing Director – PLM Associates Lee is on the advisory board of the Association of International Product Marketing and Management (AIPMM) and is a Vice Chairman Emeritus of the Product Development and Management Association (PDMA). He was the recipient of the AIPMM “Trainer of the Year” award. His expertise includes strategic business and product planning, product design, product management and marketing. He has held senior positions in marketing, business development, product management and engineering at companies including Apple Computer, Unisys and Imagery/Eastman Kodak. He was also a consultant at McKinsey & Company, where he specialised in product and market strategy.
  4. 4. Webinar Objectives • Review the important aspects of positioning • Discuss several common positioning tools • Equip you to: – Determine positioning for a new product and/or brand – Evaluate the positioning for an existing offering and identify potential improvements
  5. 5. Agenda • Four Key Positioning Elements • Determining Your Positioning • The Perceptual Map as a Tool • Thirteen Examples of Ways You Can Position Your Product/Brand
  6. 6. What is Positioning? • Positioning: Arranging for an product or brand to occupy a clear, desirable and distinctive place - relative to competition - in the minds of target consumers – Clear: easy for the customer to understand and remember – Relevant: desirable and compelling for the customer – Distinctive: different from the competition in way that is meaningful to the customer • (Ultimately the customer, not the company, determines the actual position) A Perceptual Map Convenient Inconvenient Innovative Conservative Southeastern 1st Bank BNY Pierce Bank First Brighton Tattinger Royal Bank
  7. 7. 1. Target Customer: the market segment(s) for which the positioning applies • Different segments may require different positioning Four Key Positioning Elements PLMAssociates
  8. 8. Frame of Reference: Something that is familiar to the customers that they can use as the basis for comparison (i.e., evaluating the relative merits of the product/brand being positioned). • May be expressed as: – A product category (e.g., smart phones) – The core benefit provided (e.g., mobile communications and information) – The leading/exemplar product or brand in the category (e.g., Apple iPhone 6) Key Positioning Element #2 PLMAssociates Sports Car
  9. 9. Points-of-Difference: How is your product/brand better than the alternatives in the frame of reference? Why should the customer buy your offering versus the others? • Usually is an expression of the “Unique Selling Proposition” or “Compelling Value Proposition” Key Positioning Element #3
  10. 10. Reason to Believe: why should customers believe the claims made in the positioning statement? May be expressed as: • A credible explanation of how the claim is achieved • Third party awards that reinforce the claim • Customer testimonials and reviews Key Positioning Element #4 Airline of the Year: Emirates
  11. 11. Example For (price conscious replenishment shoppers), ALDI food stores offer everyday essentials at the lowest prices possible which is made feasible by: • Concentrating purchasing power by carrying only the most frequently purchased grocery and household items • Offering ALDI select (store) brands • Eliminating every feature that increases cost (and prices) so you pay only for food — not frills. Targeted customers Frame of reference (category) Point-of-difference Reasons to believe Based on “Corporate Information” description at //aldi.us PLMAssociates 11
  12. 12. Determining Your Positioning Specify the target market/segment Identify the “Key Value Proposition”, based on • Relevance • Distinctiveness • Believability Develop/communicate the desired positioning Determine the position in target customers’ minds Make adjustments as appropriate 1. 2. 3. 4. 2. 1. 1. 2.
  13. 13. The Perceptual Map as a Tool • Displays the current position and, when done periodically, shows changes due to competitive moves or shifts in the market • Identifies unoccupied space that could become the distinct place for the product or brand to occupy A LuxuryValue Conservative Trendy B (Actual and Desired) (Actual) B (Desired) B (Potential)
  14. 14. Several Maps May Be Required • Since customers within a given market segment typically use multiple decision criteria, several maps are usually required to fully visualize the competitive landscape “D” (2/5) “C” (2/5) (2) Weak Position “F” (5/5) “E” (5/5) (3) Strong Position Attribute “B” (5/5) Attribute “A” (5/5) (1) Weak Position Numbers in parentheses indicate relative importance to customers (“5” = very important)
  15. 15. Innovation HighLow Ease Of Use Low High S Apple Price LowHigh Ease Of Use Low High S Huawei Ease of Use: High Low Power/Speed Low Low (Value) Features Basic Quality: High Low HighLow RichHigh S Innovation S S Raw Data Price: High Example: Smart Phones Source: ad-hoc focus groups: Dubai, 9-Nov-2014, n = 14; Shanghai, 29-Oct-2014, n = 10 Price Lower Higher S Features RicherLess Rich Samsung Price Low High S Features RichBasic Samsung
  16. 16. 1. Key Features/ Attributes 2. Benefits 3. Price: a) Low (bargain) b) Moderately low (value) c) Moderately high (premium) d) High (status) 4. Relative to the Leader Thirteen Positioning Examples RALSTON Sources: Paul Temporal, “Advanced Brand Management”; PLM Associates 5. Usage 6. Target User 7. Problem – Solution 8. Emotion 9. Personality 10. Aspiration 11. Corporate Identity 12. Causes and Values 13. Leadership (#1 or #2 in category)
  17. 17. Summary • “Positioning” is the act of establishing a desirable “position” in the minds of the target customers. The message must be clear, relevant and distinctive • Key elements include “target customer”, “frame-of- reference”, “points-of-difference” and “reasons to believe” • A perceptual map is a useful tool for determining the actual position, detecting changes over time and identifying potential unoccupied space for a new position • There are a variety of attributes that can be used to position a product/brand – choose one that provides the greatest clarity, relevance and distinctiveness
  18. 18. Questions

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