Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Marketing Positioning

1,106 views

Published on

Published in: Business
  • Be the first to comment

Marketing Positioning

  1. 1. Developing and Communicating a Positioning Strategy<br />By: Dale Wannen<br />
  2. 2. Positioning<br />
  3. 3. Bad Positioning vs Good Positioning<br />
  4. 4. Crafting the Branding Position<br />
  5. 5. STP<br />
  6. 6. Malaria <br />
  7. 7. NetMark and Positioning<br />
  8. 8. Competitive Frame of Reference<br />“It’s Not Delivery, It’s DiGiorno”<br />
  9. 9. Points-of-Difference <br />
  10. 10. Points-of-Parity<br /> Category Points of Parity<br />The essentials to your product or service<br />The “green fees” to play the marketing game<br />Competitive Points of Parity<br />Used to negate your competition’s point of difference<br />The “Less-Filling” Part of Miller Lite<br />
  11. 11. A Fine Line Though…<br />
  12. 12. Establishing Category Membership<br />Umpqua Bank<br />Traditional Bank<br />
  13. 13. Straddle Positioning<br />
  14. 14. How do I communicate a brand’s category? <br />1. Announce the benefits<br />Jiffy: “The Thinking Man’s Condom”<br />
  15. 15. How do I communicate a brand’s category? <br />2. Compare it to the Best<br />
  16. 16. How do I communicate a brand’s category?<br />3. Rely on product descriptor<br />
  17. 17. It’s Kind of Guess Work<br />Low Level <br /> Brand Attributes<br />Mid Level<br /> Brand Benefits<br />Top Level<br /> Brand Values<br />
  18. 18. Writing a Positioning Statement<br />To (Target Group and Need)<br />Our (Brand)<br />Is to (The Concept)<br />That (What the <br /> point of difference is <br />or does)<br />
  19. 19. Green Tower Sustainability<br />Put in positioning statement here<br />
  20. 20. Interested in learning more…<br />Read Chapter 10 in Marketing Management<br />Read Chapter 8 in Up and Out of Poverty<br />Thank you for <br /> listening <br />

×