1. POSITIONING
Designed and delivered
By
Dr. Joseph Fawzy
CEO and Founder at Digital Marketing Beat
Trainer, Coach, Marketing and Management Consultant
DigitalMarketingBeat
Joseph Fawzy
BeatMarketing
Digitalmarketingbeat@yahoo.com
digitalmarketingbeat
2. How To Be Seen And Heard In The
Overcrowded Marketplace
POSITONING
THE BATTLE FOR YOUR MIND
3. • Is the way the product is defined in a clear, distinctive and desirable place
relative to competing products in the minds of target consumers.
• It includes perceptions, impressions and feelings.
• The place the product occupies in consumers’ minds relative to competing
products.
• Typically defined by consumers on the basis of important attributes.
• Involves implanting the brand’s unique benefits and differentiation in the
customer’s mind.
Positioning is not what you do to a product.
Positioning is what you do to the mind of the prospect.
POSITIONING IS:
5. • The mind is a lot like a computer
“like the memory bank of a computer, the mind has a slot or position for each
bit of information it has chosen to retain.”
• But there is one important difference
“a computer has to accept what you put into it. The mind rejects new
information that doesn’t “compute”
It accepts only that new information which matches its current state of mind.
It filters out everything else.
The Nature Of The Human Mind
6. “You see what you expect to see.”
“You taste what you expect to taste.”
• The average human mind cannot deal with more than
seven units at a time.
Dr. George A. Miller, Harvard psychologist
• To cope with complexity, people have learned to simplify
everything
7. To cope with the product explosion, people have learned to rank
products and brands in the mind
SOFT DRINKS AUTOMOBILES
8. Imagine a series of ladders in the mind. On each step is a brand
name. and each different ladder represents a different product
category.SOFT DRINKS AUTOMOBILES
COCA-COLA
PEPSI-COLA
7-Up
Schweppes
Mountain Dew
Sprite
Fayrouz
BYD
Renault
Audi
Kia
Hyundai
BMW
Mercedes
11. A competitor that wants to increase its share of the
business must either:
1. Dislodge the brand above which is very difficult to
happen.
OR,
2. Relates its brand to the other company's position
Positioning Strategy