The document discusses brand positioning and provides guidance on how to effectively position a brand. It covers:
1) Defining the target market and analyzing market structure based on product type, benefits, usage, and brand names.
2) Seeking a differential advantage by determining a brand's central or differentiated position and its key benefits relative to competitors.
3) Using an expectancy model to select the most important benefits a brand can uniquely deliver to influence attitudes.
4) Focusing marketing communications on attributes, characteristics, or emotions depending on if purchase motivation is negative or positive.
5) Positioning options like reinforcing uniqueness on key benefits or emphasizing benefits delivered better than rivals.
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
The presentation describes the perceptual process of consumers. It also briefly discusses the marketing implications of the perception. The slides also contain a quick class activity and possible assignment for students. With multiple examples, the presentation is an easy-to-use class teaching material.
Reasons Primary Teachers Give About Teaching Mathematical Problem Solving: A ...Prince Armah, PhD
Since the 1980s, problem solving has been considered the central theme of school mathematics as students are now required to develop investigational and problem solving skills. But teachers’ beliefs regarding teaching mathematical problem solving has been questioned. These beliefs, mediated by intentions, have also been noted as precursors to any shift from the traditional show and tell approach towards teaching mathematical problem solving. However, little research has addressed teachers’ beliefs and intention to teach mathematics problem solving in primary schools. Particularly, research about mathematics teachers’ attitudes, subjective norms, and perceived behavioural control beliefs relative to teaching mathematics problem solving in primary schools remains sparse. This study, which is part of a larger project, begins a line of research investigating the behavioral intentions of primary teachers to teaching mathematical problem solving. The purpose study was to investigate primary school teachers’ salient behavioural, normative and control beliefs regarding the teaching problem solving using the Ajzen’s (1991) Theory of Planned Behavior. The study reports on an elicitation study with a diverse sample of 50 primary teachers from six private and public schools from a municipality in the Central Region of Ghana. The participants responded to nine open-ended survey questions designed following Ajzen’s (1991) Theory of Planned Behaviour. In general, the study suggests that participating school teachers believe there are benefits to teaching mathematical problem solving. However, limited resources (time, teaching and learning materials), language and class level present substantial barriers to teaching mathematical problem solving in the primary schools. Specific suggestions for addressing teachers’ beliefs about teaching MPS are recommended.
The presentation describes the perceptual process of consumers. It also briefly discusses the marketing implications of the perception. The slides also contain a quick class activity and possible assignment for students. With multiple examples, the presentation is an easy-to-use class teaching material.
Reasons Primary Teachers Give About Teaching Mathematical Problem Solving: A ...Prince Armah, PhD
Since the 1980s, problem solving has been considered the central theme of school mathematics as students are now required to develop investigational and problem solving skills. But teachers’ beliefs regarding teaching mathematical problem solving has been questioned. These beliefs, mediated by intentions, have also been noted as precursors to any shift from the traditional show and tell approach towards teaching mathematical problem solving. However, little research has addressed teachers’ beliefs and intention to teach mathematics problem solving in primary schools. Particularly, research about mathematics teachers’ attitudes, subjective norms, and perceived behavioural control beliefs relative to teaching mathematics problem solving in primary schools remains sparse. This study, which is part of a larger project, begins a line of research investigating the behavioral intentions of primary teachers to teaching mathematical problem solving. The purpose study was to investigate primary school teachers’ salient behavioural, normative and control beliefs regarding the teaching problem solving using the Ajzen’s (1991) Theory of Planned Behavior. The study reports on an elicitation study with a diverse sample of 50 primary teachers from six private and public schools from a municipality in the Central Region of Ghana. The participants responded to nine open-ended survey questions designed following Ajzen’s (1991) Theory of Planned Behaviour. In general, the study suggests that participating school teachers believe there are benefits to teaching mathematical problem solving. However, limited resources (time, teaching and learning materials), language and class level present substantial barriers to teaching mathematical problem solving in the primary schools. Specific suggestions for addressing teachers’ beliefs about teaching MPS are recommended.
It talks about small part of brand equity - brand positioning statement of Coca-Cola. Hope to brings some meaningful lessons or slide presentation for you.
A summary on products branding from a marketing management perspective, discussing topics such as creating brands, brand equity, brand positioning, product lifecycle and market evolution.
6th Cairo Marketing Club (How Advertising work) by Dr.Ahmed El GarhyMahmoud Bahgat
#Mahmoud_Bahgat
#Marketing_Club
Join us by WhatsApp to me 00966568654916
*اشترك في صفحة ال Marketing Club* عالفيسبوك
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*اشترك في جروب ال Marketing Club* عالفيسبوك
https://www.facebook.com/groups/837318003074869/
*Marketing Club Middle East*
25 Meetings in 6 Cities in 1 year & 2 months
Since October 2015
*We have 6 groups whatsapp*
*for almost 600 marketers*
From all middle east
*since 5 years*
& now 10 more groups
For Marketing Club Lovers as future Marketers
أهم حاجة الشروط
*Only marketers*
From all Industries
No students
*No sales*
*No hotels Reps*
*No restaurants Reps*
*No Travel Agents*
*No Advertising Agencies*
*Many have asked to Attend the Club*
((We Wish All can Attend,But Cant..))
*Criteria of Marketing Club Members*
•••••••••••••••••••••••••••••••••••••
For Better Harmony & Mind set.
*Must be only Marketer*
*Also Previous Marketing experience*
●Business Managers
●Country Manager,GM
●Directors, CEO
Are most welcomed to add Value to us.
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
Not Med Rep,
Not Key Account,
Not Product Specialist,
Not Sales Supervisor,
Not Sales Manager,
●●●●●●●●●●●●●●●●●●
But till you become a marketer
you can join other What'sApp group
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For Conflict of Intrest
*Also Can't attend*
If Working in
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=not *Event Manager*
=not *Market Researcher*.
■■■■■■■■■■■■■■■■
■■■■■■■■■■■■■■■■
*this Club for Only Marketers*
Very Soon we will have
*Business Leaders Club*
For Sales Managers & Directors
Will be Not for Markters
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■ *Only Marketers* ■
*& EPS Marketing Diploma*
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*To know the new Location*
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www.TheLegendary.info
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
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Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
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5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
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With Regards
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Coimbatore,Tamilnadu.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
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Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
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Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
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With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
Digital Marketing Training In BangaloreHoney385968
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Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
QuickBooks Sync Manager Repair Tool- What You Need to Know
Brand Positioning
1. Brand Positioning
By : Prof. Deepa R., LLIM
Reference : Strategic advertising management by Larry Percy and Richard Elliot
2. Sub-topics
• Understanding brand positioning (topic 4)
• Understanding target audience in terms of market structure (topic 3)
• Use of partitioning method to structure the market
• Tools and methods of positioning
• Using advertising to communicate right positioning
Prof. Deepa R. LLIM, 2014
2
3. Positioning
• David Jobber – the choice of ‘target market’, where we want to
compete and differential advantage, how we wish to compete
• Peter Doyle – positioning strategy is the choice of target market
segments which determine where the business competes and the
choice of differential advantage, which dictates how it competes.
Prof. Deepa R. LLIM, 2014
3
5. Identifying and Defining the Market
• How consumers see the market therefore how and why consumers behave as
they do
• Cross –elasticity between products
• Perceived similarity – how similar consumers perceive the brands in a particular
category to be
• Perceived similarity foundation of category need positioning in marketing
communication
Prof. Deepa R. LLIM, 2014
5
6. Consumer Mapping of Soft Drinks
Prof. Deepa R. LLIM, 2014
6
Pepsi
Coke
ThumpsUp
7Up
Sprite
Appy Fizz
Mirinda
Fanta
8. Bases for Partitions
Based on consumers views
1. Type of product
2. End benefit
3. Usage situation
4. Brand name
Questions with respect to these
characteristics
1. What kind of a product is a soft
drink?
2. Why do you drink a soft drink?
3. When do you drink a soft drink ?
4. What are the differences among
various brands of soft drinks?
Prof. Deepa R. LLIM, 2014
8
9. Bases for Hierarchical Partitioning of Soft
Drinks in India
Prof. Deepa R. LLIM, 2014
9
Product Characteristics
• Aerated / non aerated
• Cola based / un-cola
End-benefits
• Refreshment
• Quench thirst
• Mixing with liquor
Usage situation
• Accompany lunch/
dinner
• Celebration / party/
entertainment
• During discussion /
meeting
11. Summary of market structure
• Identifying the market where a brand will compete category
where the brand competes category need
• Consumers buy products/ brands to satisfy their needs
• Brands exist to satisfy those needs
• A consumer driven definition of market is essential for the
development of effective advertising strategy
Prof. Deepa R. LLIM, 2014
11
14. Prof. Deepa R. LLIM, 2014
14
What is it?
What does it
offer?
Brand
Awareness
Brand
Attitude
15. Prof. Deepa R. LLIM, 2014
15
What is it?
Category
need
Brand’s
market
position
Centrally
Differentially
16. Prof. Deepa R. LLIM, 2014
16
What does it
offer
Relative to
competition
User
Product
Brand
Benefits
17. User Oriented Position
• User is the focus, user characteristics is the message
• Brand is marketed to a specific segment satisfying their particular need
• E.g. Raymond
• Used when underlying purchase motivation is social appeal – social
rewards e.g. Vaseline Moisturiser
• With this positioning approach, a brand reminds consumers of how they
would feel in using / displaying their brand
• E.g. luxury cars, fashion brands
• E.g. Johnson and Johnson’s baby wipes
Prof. Deepa R. LLIM, 2014
17
19. Product Benefit Oriented Positioning
• Product is the hero of the positioning and it is defined by the specific
benefits related to the product and not the user
• Product characteristics are the message
Prof. Deepa R. LLIM, 2014
19
21. Prof. Deepa R. LLIM, 2014
21
What does it
offer
Relative to
competition
User
Product
Brand
Benefits
22. Selecting the Appropriate Benefit
• Benefits reflect the underlying motivation (why a consumer is buying the
brand)
• Considerations in selecting the right benefit for communication
1. Benefit which is important to the target audience influencing purchase
2. Benefit that can be delivered better than other brands
3. The brand can deliver it (consumers believe / persuaded to believe the
brand can deliver)
Prof. Deepa R. LLIM, 2014
22
23. The Expectancy –Value Model of Attitude
• A person's attitude towards an object is the sum of all the things they
believe about it, weighted by how important each of those things are o
them
• E.g. Person’s attitude towards Cadbury Dairy Milk will be the sum of its
perceived characteristics and how important they are to what motivates
that person to buy a chocolate bar
Prof. Deepa R. LLIM, 2014
23
24. Expectancy Value Model of Attitude for
Chocolate
Prof. Deepa R. LLIM, 2014
24
Importance Belief Importance X Belief
Chocolate 3 3 9
Wafer 1 0 0
Caramel 1 0 0
Smoothness 2 3 6
Gifting / Sharing 2 3 6
Inexpensive 3 3 9
Indulgence 2 3 6
Total 36
25. Comparative Expectancy Value Model of
Attitude for two Chocolate Bars
Prof. Deepa R. LLIM, 2014
25
Importance Belief
Importance X
Belief
Belief
Importance X
Belief
Cadbury
Dairy Milk
Cadbury Dairy
Milk
Five Star Five Star
Chocolate 3 3 9 2 6
Wafer 1 0 0 0 0
Caramel 1 0 0 3 3
Smoothness 2 3 6 2 4
Gifting / Sharing 2 3 6 1 2
Inexpensive 3 3 9 3 9
Indulgence 2 3 6 2 4
Total 36 28
27. Positioning options
• Reinforcing or building a uniqueness for your brand on important benefits
• Capitalizing upon competitive weakness on important benefits
• Emphasizing important benefits your brand delivers better than others
• Increasing the importance of benefits your brand delivers better than
others (if not already seen as essential)
• Decreasing the importance of benefits your brand does not deliver better
than others
Prof. Deepa R. LLIM, 2014
27
28. Benefit Focus
• How to focus on or emphasize the benefit in marketing communication
Prof. Deepa R. LLIM, 2014
28
Attribute
• An objective component of a product
(anti-bacterial etc.)
Characteristic
• A subjective claim about a product (easy
to use, tastes great)
Emotion
• A feeling associated with the product
(excitement, Relief)
Motivation
associated
with
purchase
29. Benefit Focus options
Prof. Deepa R. LLIM, 2014
29
• Attribute only e.g. Disprine dissolves in seconds
• Subjective characteristics without support e.g. White Tone powder, 5Star
• Attribute supports the subjective characteristics e.g. Dove ¼ moisturiser
• Negative emotions resolved by subjective characteristics e.g. Tide Naturals
Negative
Motivation
• Subjective characteristics leads to emotions e.g. Cadbury silk
• Pure emotions e.g. Cadbury Dairy Milk
Positive
Motivation
31. 1. Define and Select target market
• Market partitioning to analyse market structure
1. Type of the product
2. End benefits
3. Usage situation
4. Brand name
Prof. Deepa R. LLIM, 2014
32
32. 2. Seeking Differential Advantage
1. Make initial positioning decisions
• What is it? - With regard to the product category – Central versus
differentiated
• What does it offer ?- With regard to other brands
• User - marketing to a specific segment / social approval is primary purchase
motivation
• Product orientation – all other cases
Prof. Deepa R. LLIM, 2014
33
33. 2. Select appropriate benefit (use of Expectancy model of attitude)
• Benefit are important to the target audience
• The brand can deliver
• Can be delivered better than other brands
3. Use correct benefit focus (Attribute/ Characteristic/ Emotion)
• When purchase motivation is negative focus on the benefits (attribute of the
product / subjective claim / characteristic )
• When the purchase motivation is positive emphasise is on emotional
consequences
Prof. Deepa R. LLIM, 2014
34
34. Positioning options
• Reinforcing or building a uniqueness for your brand on important benefits
• Capitalizing upon competitive weakness on important benefits
• Emphasizing important benefits your brand delivers better than others
• Increasing the importance of benefits your brand delivers better than
others (if not already seen as essential)
• Decreasing the importance of benefits your brand does not deliver better
than others
Prof. Deepa R. LLIM, 2014
35
35. • Device the positioning for advertising of
Burger King /
KitKat Dark Chocolate /
Henko Matic
Prof. Deepa R. LLIM, 2014
36