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Created by Kathy Fredrickson for UWO 424
“Positioning starts with a product. A piece of
merchandise, a service, a company, or even a
person. But positioning is not...
Created by Kathy Fredrickson for UWO 424
To_____________
(Target Market Segment)
Created by Kathy Fredrickson for UWO 424
Brand X is the _____________
(Frame of Re...
Members of the target market segment share similar NEEDS and PERCEIVE
similar benefits.
In identifying the target market s...
It must be large enough to justify the required
investment in people and capital.
The more strongly customers feel about b...
Every brand (product) competes with or substitutes in some why for
something else.
Identifying the frame of reference is t...
The wider the competitive arena, the more sales
potential.
The more easily customers can relate to the frame of
reference,...
The more the difference is supported by
undeniable facts about the product, the better.
It must promise the results (benef...
Product Differentiation
1. Feature
2. Performance
3. Conformance
4. Durability
5. Reliability
6. Style/Design
Created by K...
To all the parts actively support each other?
Is it easy enough to understand without further
explanation?
Is it easy enou...
Created by Kathy Fredrickson for UWO 424
What is
What
could be
What
should
be
Recommendation
Situation assessment
Market
s...
Under positioning
• Vague concept
• Nothing unique or special reinforcing the positioning
Over positioning
• Too narrow
Co...
TO BE SUCCESSFUL, A POSITION MUST BE
LONG TERM
UNIIQUE AND PROTECTABLE
SINGLE-MINDED
CONSISTENT WITH BENEFIT
THE ESSENCE O...
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Positioning Framework for Marketers

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Positioning is utilizing all the marketing mix factors to establish the best position for your brand relative to your competition, in the mind of your target customer. This presentation provides marketers with a framework to use.

Published in: Marketing
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Positioning Framework for Marketers

  1. 1. Created by Kathy Fredrickson for UWO 424
  2. 2. “Positioning starts with a product. A piece of merchandise, a service, a company, or even a person. But positioning is not what you do to a product. Positioning is what you do in the mind of the prospect. That is, you position the produce in the MIND of the prospect.” Al Ries and Jack Trout Created by Kathy Fredrickson for UWO 424
  3. 3. Created by Kathy Fredrickson for UWO 424
  4. 4. To_____________ (Target Market Segment) Created by Kathy Fredrickson for UWO 424 Brand X is the _____________ (Frame of Reference) that _______________ (Point of Difference) because _____________ (Justification) To: Deadline-dependent business people Federal Express Is the overnight package delivery service That: is most reliable Because: of its sophisticated package tracking system
  5. 5. Members of the target market segment share similar NEEDS and PERCEIVE similar benefits. In identifying the target market segment, we must seek: • To understand their perceived needs and product benefits • To bring INSIGHT against those needs • And then select ONLY THOSE CHARACTERISTICS which are MOST IMPORTANT and RELEVANT in affecting their behavior Characteristics to consider include:  Attitudes, perceptions  Behavior  Lifestyles, personality traits  Frequency of use of purchase/potential profitability  Brand loyalty  Price sensitivity  Buying situation  Demographics (size, location) Created by Kathy Fredrickson for UWO RTF
  6. 6. It must be large enough to justify the required investment in people and capital. The more strongly customers feel about being a part of this group, the better. The more precisely a target market is defined, the more strongly members will feel a part of it. The more appeal your frame of reference and point of difference have for them, the better. Created by Kathy Fredrickson for UWO 424 Size Meaningful identity Interest in what you offer
  7. 7. Every brand (product) competes with or substitutes in some why for something else. Identifying the frame of reference is to answer these questions: 1. “What does the brand substitute for?” 2. “ What behavior are you asking them to change?” It includes all the options what a customer has to satisfy a specific identifiable need. Created by Kathy Fredrickson for UWO 424,
  8. 8. The wider the competitive arena, the more sales potential. The more easily customers can relate to the frame of reference, the more clearly they will understand how your product fits into their lives. The more your target market finds your point of difference important within this frame of reference, the more leverage you have. Created by Kathy Fredrickson for UWO 424 Size Meaningful identity Interest in what you offer
  9. 9. The more the difference is supported by undeniable facts about the product, the better. It must promise the results (benefits) your target wants from a product within the frame of reference. The stronger and longer the customer will be able to identify the point of difference within your product, the better. Created by Kathy Fredrickson for UWO 424 Fact-Based… Desirability Pre-Emptive
  10. 10. Product Differentiation 1. Feature 2. Performance 3. Conformance 4. Durability 5. Reliability 6. Style/Design Created by Kathy Fredrickson for UWO 424, https://www.youtube.com/watch?v=ZWox1iIO064 Examples Porsche – Acceleration Ford – Recently improved design process Duracell – Longer lasting
  11. 11. To all the parts actively support each other? Is it easy enough to understand without further explanation? Is it easy enough to believe, given the proof we have to offer? Is it adequately consistent with ongoing position? Does it state a premise worth a purchase? Created by Kathy Fredrickson for UWO 424 Cohesive… Simple and Credible Compelling…
  12. 12. Created by Kathy Fredrickson for UWO 424 What is What could be What should be Recommendation Situation assessment Market structure/segmentation Financial review/goals Brand equity (strength) Competitive review Product review Development of alternative positions Test position among key target segments Develop positioning strategy Linked to financial objectives Short list of actions Includes executional guidelines
  13. 13. Under positioning • Vague concept • Nothing unique or special reinforcing the positioning Over positioning • Too narrow Confused positioning /Mixed messages  Often caused by too many claims and changing the position too frequently Doubtful Positioning  Claims are not believable Created by Kathy Fredrickson for UWO 424
  14. 14. TO BE SUCCESSFUL, A POSITION MUST BE LONG TERM UNIIQUE AND PROTECTABLE SINGLE-MINDED CONSISTENT WITH BENEFIT THE ESSENCE OF POSITIONING IS SACRIFICE YOU MUST GIVE US SOMETHING SO THAT WHAT FOLLOWS IS FOCUSED NO BRAND CAN SUCCESSFULLY BE ALL THINGS TO ALL PEOPLE Successful positioning requires RIGOROUS UNDERSTANDING OF THE CONSUMER AND MARKETPLACE OF WORDS AND THEIR MEANINGS

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