Entrepreneurship 11 POSITIONING PRODUCT PACKAGING PLACE

1. LETTHE MARKET KNOW
YOU BETTER

3. Marketing
• About creating and accumulating customers
•Designed to capture market share and defeat
competitors

4. “SEVEN P”

5. 1. POSITIONING
• ENTERPRISE PERSPECTIVE – Position itself with products
that specifically address the needs of a chosen target market.
• COMPETITIVE PERSPECTIVE – Differentiate and distinguish
itself from its competitors.
• CUSTOMERS’ PERSPECTIVE –The way the customers
perceive the enterprise and its products or services in their
minds.

6. LATITUDINAL AND LONGITUDINAL
MARKET DIMENSIONS
• LATITUDE LAYS –What is important to the different
customers segments from their differing points of view.
quality features and functionality, style, designs, and
aesthetic appeal
• LONGITUDE LAYS – Attributes of competitors in the
marketplace, parameters of the map, locating customers
and competing enterprises

7. MVP
• MainValue Proposition – Must assess its products
from the customers’ viewpoint

8. 2. PRODUCT
• A tangible good or the intangible service that offers to its
customers in order to satisfy their needs and produce expected
results.
• Identified with their brand names to distinguish them from
other products in the market.
•Powerful brands have become the generic name for their
product categories like Kleenex, Band- Aid, Xerox, and
ScotchTape.

9. FOUR GENERALTYPES OF PRODUCTS
• BREAKTHROUGH PRODUCTS
• DIFFERENTIATED PRODUCTS
• COPYCAT PRODUCTS
• NICHE PRODUCTS

10. BREAKTHROUGH PRODUCTS
• New performance benefits
• New demand
• From biotechnology field particularly
• Marketing breakthrough

11. DIFFERENTIATED PRODUCTS
• Try to claim a new space in the
mind of the customers
• Additional benefits on special
aspects of the products

12. COPYCAT PRODUCTS
• Will not make much impression
on the customer’s mind
• Lower prices, easier access,
promotional freebies

13. NICHE PRODUCTS
•Do not intend to compete directly with
the giants
• Lower reach, lower visibility, and
lower top of mind
• Contented to play minor roles in
specific and smaller market segments

14. 3. PACKAGING
• Packaging the products , displayed the brand name, main
attributes, company’s logo, place of business,
• Describes its features and benefits
• Differentiates the product from its competitors
• Lengthens the lifespan, physically protects the products
• Environmental issues
• Added price of the product
• Terms and conditions

16. 4. PLACE
•Good Location - best access to their customers
• Maximizing the potentials of the locations

17. FIVE LOCATION SCREENING
• The number of customers residing or working in the area, and
the number of customers who frequently pass through the area
• The density or number of customers per unit area
• The access routes to alternative locations and their traffic
count in those routes
• The buying habits of customers or where they buy, at what
time, and how frequent
• Locational features such as parking spaces, foot access,
creature comfort, and the like

18. FINAL CHOICE OF LOCATION
• IMAGE AND LOCATIONCONDITIONS
• EXACT FITTOTARGET CUSTOMERS
• CLUSTERING OF COMPETITOR ESTABLISHMENTS
• FUTURE AREA DEVELOPMENT
• FISCAL AND REGULATORY REQUIREMENTS