1. The document discusses key concepts in market segmentation including defining markets and segments, the importance of segmentation, criteria for successful segmentation, and bases used for segmenting consumer and business markets.
2. It also covers strategies for selecting target markets, one-to-one marketing, and how firms implement positioning strategies using product differentiation.
3. The learning outcomes cover topics like steps in the segmentation process, alternatives for selecting targets, and how positioning and differentiation influence customers' perceptions of brands.
Segmentation, Targeting & Positioning and Product brandingArfan Ahmed Shourov
Market Segmentation is a process of dividing the market of potential customers into different groups and segments on the basis of certain characteristics.
Basis of Market Segmentation
Requirements for Effective Segmentation
Evaluating Market Segments
Segment Attractiveness
Targeting is the selection of the target Market/ individuals we want to win over for a particular product/ service.
Choosing a Targeting Strategy
Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the target market’s mind
Importance of customer mind
Segmentation, Targeting & Positioning and Product brandingArfan Ahmed Shourov
Market Segmentation is a process of dividing the market of potential customers into different groups and segments on the basis of certain characteristics.
Basis of Market Segmentation
Requirements for Effective Segmentation
Evaluating Market Segments
Segment Attractiveness
Targeting is the selection of the target Market/ individuals we want to win over for a particular product/ service.
Choosing a Targeting Strategy
Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the target market’s mind
Importance of customer mind
1. A Informative Slides On HERB + DRUG Interaction VANDANA JANGHEL Assistant Professor (M. Pharma, Pharmacognosy) (Siddhi Vinayaka Institute of Technology & Sciences, Bilaspur, C.G.) What comes from Nature + What we change in nature + What we don’t want
2. 1. What are Herb-drug interactions? 2. How herbs interact with other co administered drug ? 3. Whether they are diagnoised? 4. Are they neglected? 5. Any reports available ? 6. What is the significance of the study ? 7. Need for the study We will discuss on following points HERB + DRUG Interaction
3. Herb drugs + Allopathic drug = Some Reactions HERB + DRUG Interaction 1. When herbal medicinal products and western drugs administered together may interact each other in body leading to kinetic and dynamic alterations. 2. Herbs are often administered in combination with therapeutic drugs, raising the potential of herb-drug interactions. 3. Herbs or Herbal drugs often taken with the Allopathic drugs with belief that it will have some Beneficial effect. 4. Most of the herbal drugs are taken because of- Availability, Economic consideration and its safety
4. PharmacodynamicPharmacokinetics Herb may causes Additive Synergistic Antagonistic Unidentified Response activity in relation to conventional drug Change the Absorption Distribution Metabolism Protein binding Excretion of the drug thus changing blood level of drug HERB + DRUG Interaction
5. Diagnosis Evidence of Interaction Preclinical Trials Clinical Trials Case studies from pharmacovigilance 1 2 3
6. 1. Drug interaction is the 4th to 6th cause of death in the world. 2. About 70-80 herbs may increase the risk of bleeding. 3. Aristolochic acid from Kidamari (Aristolochia Bracteolata) is toxic. 4. Ephedra (Somlata) caused more than 54 deaths and 1600 cases of adverse reaction. Facts about Herbal Drug Interactions
7. 1. Clinician lack of adequate knowledge about Drug-herb Interaction 2. No quality control and assurance for the purity and safety. 3. No advance research in this field. 4. Blind believe or over believe in Ayurverdic medicine 5. Avoidance of patient history about drug sensitivity 6. Adulteration in herbal drug Reason for Herb-Drug Interaction Less Knowledge No Quality Control No Documentation Mythological Believe Herbal-Drug Interaction
8. PHARMACOKINETIC INTERACTION Parameter Increases Decreases Absorption Ginger Fibers Green tea Mucilage containing herb Black pepper Mucilage containing herb Metabolism Guggul Grape juice Elimination Laxative (Aloe) Liquorices Diuretics herbs
9. ALOE VERA Interferes with drug absorption through Laxative action (Aloe latex) Decrease transit time Decrease Intestinal Fluids GINGKO BILOBA Decrease effectiveness of Alprazolam by decreasing its absorption. Ginkgo decreases absorption of Alprazolam rather than inducing hepatic metabolism of alprazolam. GINGER Enhance the absorption of sulfaguanidine and decreases blood sugar PHARMACOKINETIC INTERACTION Herbal drugs which shows Interaction related to Absorption
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Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Safalta Digital marketing institute in Noida, provide complete applications that encompass a huge range of virtual advertising and marketing additives, which includes search engine optimization, virtual communication advertising, pay-per-click on marketing, content material advertising, internet analytics, and greater. These university courses are designed for students who possess a comprehensive understanding of virtual marketing strategies and attributes.Safalta Digital Marketing Institute in Noida is a first choice for young individuals or students who are looking to start their careers in the field of digital advertising. The institute gives specialized courses designed and certification.
for beginners, providing thorough training in areas such as SEO, digital communication marketing, and PPC training in Noida. After finishing the program, students receive the certifications recognised by top different universitie, setting a strong foundation for a successful career in digital marketing.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
BÀI TẬP BỔ TRỢ TIẾNG ANH GLOBAL SUCCESS LỚP 3 - CẢ NĂM (CÓ FILE NGHE VÀ ĐÁP Á...
Ch07 Mlh Intro M.Aise Ppt
1. CHAPTER 7 Segmenting and Targeting Markets Designed by Eric Brengle B-books, Ltd. Prepared by Deborah Baker Texas Christian University Introduction to Marketing McDaniel, Lamb, Hair 9
2. Learning Outcomes Describe the characteristics of markets and market segments Explain the importance of market segmentation Discuss criteria for successful market segmentation Describe the bases commonly used to segment consumer markets LO I LO 2 LO 3 LO 4
3. Learning Outcomes Describe the bases for segmenting business markets List the steps involved in segmenting markets Discuss alternative strategies for selecting target markets Explain one-to-one marketing Explain how and why firms implement positioning strategies and how product differentiation plays a role LO 5 LO 6 LO 7 LO 9 LO 8
5. A Market Is... LO I (1) people or organizations with (2) needs or wants, and with (3) the ability and (4) the willingness to buy. A group of people that lacks any one of these characteristics is not a market.
6. Market Segmentation LO I Market People or organizations with needs or wants and the ability and willingness to buy. Market Segment A subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs. Market Segmentation The process of dividing a market into meaningful, relatively similar, identifiable segments or groups.
8. The Importance of Market Segmentation Explain the importance of market segmentation LO 2
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10. REVIEW LEARNING OUTCOME The Importance of Market Segmentation LO 2 Market segmentation More precise definition of customers needs and wants More accurate marketing objectives Improved resource allocation Better marketing results
11. Criteria for Successful Segmentation Discuss criteria for successful market segmentation LO 3
12. Criteria for Segmentation LO 3 Substantiality Segment must be large enough to warrant a special marketing mix. Identifiability and Measurability Segments must be identifiable and their size measurable. Accessibility Members of targeted segments must be reachable with marketing mix. Responsiveness Unless segment responds to a marketing mix differently, no separate treatment is needed.
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14. Bases for Segmenting Consumer Markets Describe the bases commonly used to segment consumer markets LO 4
15. Bases for Segmenting Consumer Markets LO 4 Characteristics of individuals, groups, or organizations used to divide a total market into segments. (variables) Segmentation Bases
16. Bases for Segmentation LO 4 Usage Rate Benefits Sought Psychographics Demographics Geography
23. Psychographic Segmentation LO 4 Market segmentation on the basis of personality, motives, lifestyles, and geodemographics. Psychographic Segmentation
24. Bases for Psychographic Segmentation LO 4 Personality Motives Lifestyles Geodemographics Online http://www.marthastewart.com http://www.goodhousekeeping.com
27. Geodemographic Segmentation LO 4 Segmenting potential customers into neighborhood lifestyle categories. Combines geographic, demographic, and lifestyle segmentation. Geodemographic Segmentation
28. Benefit Segmentation LO 4 The process of grouping customers into market segments according to the benefits they seek from the product. Benefit Segmentation
29. Benefit Segmentation LO 4 Usage-Rate Segmentation Dividing a market by the amount of product bought or consumed. 80/20 Principle A principle holding that 20 percent of all customers generate 80 percent of the demand.
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32. Bases for Segmenting Business Markets Describe the bases for segmenting business markets LO 5
33. Bases for Segmenting Business Markets LO 5 Company Characteristics Buying Processes Producers Resellers Government Institutions
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35. Buyer Characteristics LO 5 Satisficers Business customers who place an order with the first familiar supplier to satisfy product and delivery requirements. Optimizers Business customers who consider numerous suppliers, both familiar and unfamiliar, solicit bids, and study all proposals carefully before selecting one.
36. Buyer Characteristics LO 5 Demographic characteristics Decision style Tolerance for risk Confidence level Job responsibilities
37. REVIEW LEARNING OUTCOME Segmenting Business Markets LO 5 Producers Resellers Institutions Governments Buying Process Company Characteristics
38. Steps in Segmenting a Market List the steps involved in segmenting markets LO 6
39. REVIEW LEARNING OUTCOME Steps in Segmenting Markets LO 6 1 5 3 4 2 6 Select a market for study Choose bases for segmen-tation Select descriptors Profile and analyze segments Select target markets Design, implement, maintain marketing mix
40. Strategies for Selecting Target Markets Discuss alternative strategies for selecting target markets LO 7
41. Strategies for Selecting Target Markets LO 7 A group of people or organizations for which an organization designs, implements, and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges. Target Market
42. Strategies for Selecting Target Markets LO 7 Concentrated Strategy Undifferentiated Strategy Multisegment Strategy
43. Undifferentiated Targeting Strategy LO 7 A marketing approach that views the market as one big market with no individual segments and thus requires a single marketing mix. Undifferentiated Targeting Strategy
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45. Concentrated Targeting Strategy Concentrated Targeting Strategy LO 7 A strategy used to select one segment of a market for targeting marketing efforts. Niche One segment of a market.
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47. Multisegment Targeting Strategy LO 7 A strategy that chooses two or more well-defined market segments and develops a distinct marketing mix for each. Multisegment Targeting Strategy
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50. Cannibalization LO 7 Cannibalization Situation that occurs when sales of a new product cut into sales of a firm’s existing products.
51. REVIEW LEARNING OUTCOME Alternatives for Selecting Target Markets LO 7 Undifferentiated Multisegment Concentrated
53. One-to-One Marketing LO 8 One-to-One Marketing An individualized marketing method that utilizes customer information to build long-term, personalized, and profitable relationships with each customer.
54. One-to-One Marketing LO 8 Information-Intensive Long-Term One-to-One Marketing is... Individualized Cost Reduction Has a Goal of… Customer Loyalty Increased Revenue Personalized Customer Retention
57. Positioning Explain how and why firms implement positioning strategies and how product differentiation plays a role LO 9
58. Positioning LO 9 Positioning Developing a specific marketing mix to influence potential customers’ overall perception of a brand, product line, or organization in general.
59. Positioning of Procter & Gamble Detergents LO 9 0.7% Fabric & skin safety on baby clothes Ivory Snow 0.1% Tough cleaner, aimed at Hispanic market Ariel 1.0% Outstanding cleaning for baby clothes, safe Dreft 1.2% Detergent and fabric softener in liquid form Solo 1.4% Bleach-boosted formula, whitening Oxydol 1.8% Value brand Dash 2.2% Stain treatment and stain removal Era 2.6% Sunshine scent and odor-removing formula Gain 2.9% Detergent plus fabric softener Bold 8.2% Tough cleaning, color protection Cheer 31.1% Tough, powerful cleaning Tide Market Share Positioning Brand
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61. Product Differentiation LO 9 Product Differentiation A positioning strategy that some firms use to distinguish their products from those of competitors. Distinctions can be real or perceived.
62. Perceptual Mapping LO 9 Perceptual Mapping A means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers’ minds.
Notes: The term market means different things to different people. Consider supermarket, stock market, labor market, fish market, and flea market. All these types of markets share several characteristics. Markets are composed of people or organizations with needs and wants that can be satisfied by particular product categories. They have the ability to buy the products they seek, and are willing to exchange their resources for the desired products.
Notes: Within a market, a market segment is a subgroup of people or organizations with one or more common characteristics that cause them to have similar product needs. Market segmentation is the division of a market into meaningful, identifiable segments or groups.
Notes: Exhibit 7.1 illustrates the concept of market segmentation, using age and gender as the bases. Discussion/Team Activity: Discuss other ways of segmenting the market in addition to age and gender.
Notes: Until the 1960s, market segmentation was not used extensively. Consider Coca-Cola with its one product aimed at the entire soft drink market. Today over a dozen different products are marketed by the company to different market segments. Market segmentation plays a key role in the marketing strategy of organizations, leading to competitive advantage. The benefits are described on this slide. Discussion/Team Activity: Discuss how Coca-Cola’s product lines fit the needs of different market segments. Name different fashion retailers and identify their marketing segmentation strategies.
Notes: Markets are segmented for three reasons: Segmentation enables the identification of groups of customers with similar needs, and the analysis of the buying behavior of these groups. Segmentation provides information for the specific matching of the design of marketing mixes with the characteristics of the segment. Segmentation helps marketers satisfy customers wants and needs while meeting the organization’s objectives. A segmentation scheme must produce segments that meet the four basic criteria as defined above.
Notes: Marketers use segmentation bases, or variables, to divide a total market into segments. Markets can be segmented using a single variable or multiple variables. Today’s trend is to use more rather than fewer variables to segment a market.
Notes: One or more of the characteristics listed above is used to segment markets and described on subsequent slides.
Notes: Geographic segmentation of markets is based on the region, market size, market density (number of people within a unit of land), or climate.
Notes: Consumer goods companies use a regional approach to marketing for the reasons shown on this slide. Discussion/Team Activity: Discuss the marketing of regional brands/products in various areas of the country.
Notes: Demographic information is widely available and often related to consumer behavior and buying. Some common bases are age, gender, income, ethnic background, and family life cycle. Consider age segmentation… There are about 20 million tweens (ages 9-12) in the U.S. This group spends over $20 billion per year. Retailers such as Limited Too and Abercrombie serve this market. Baby boomers (born between 1946 and 1964) represent more than $2 trillion in spending per year. There is marketing potential for products such as retirement properties, health and wellness products, automobiles with features for them, as well as other goods and services.
Notes: Consumption patterns among people of the same age and gender differ because of differences in the family life cycle stage. The FLC is a series of stages determined by a combination of age, marital status, and the presence or absence of children.
Notes: Exhibit 7.2 demonstrates both traditional and contemporary FLC patterns and shows how families’ needs, incomes, etc. differ at each stage. Married couples make up just 50.7% of the U.S. population. Unmarried Americans make up 42% of the workforce and 40% of home buyers. Discussion/Team Activity: Find examples of advertisements that target different stages of the family life cycle.
Online Martha Stewart Living Good Housekeeping Use psychographic segmentation to classify the kinds of consumers who would be interested in the products offered by Martha Stewart and Good Housekeeping online. Notes: Demographic segmentation provides the “skeleton,” but psychographic segmentation adds “meat to the bones.” Personality reflects a person’s traits, attitudes, and habits. Consider the personality types that describe segmented Porsche buyers. Motives: Carmakers appeal to customers with status-related motives, whereas baby products appeal to emotional motives. Lifestyles and geodemographics are described on subsequent slides.
Notes: Lifestyle segmentation divides people into groups according to how time is spent, the importance of things around them, beliefs, and socioeconomic characteristics such as income and education. For example, a recent study of the women’s market divides women into four categories based on lifestyle distinctions: Explorers Achievers Builders Masters
Notes: Benefit segmentation is different from other segmentation bases because it groups potential customers on the basis of their needs and wants instead of some other characteristic. For example, Exhibit 7.3 in the textbook shows the lifestyle segmentation of the snack food market.
Notes: Most segmentation is based on the assumption that the selected variable(s) and customers’ needs are related. On the other hand, benefit segmentation groups potential customers on the basis of their needs or wants only. Segmenting by usage rate enables marketers to focus efforts on heavy users or to develop multiple marketing mixes aimed at different segments. The focus of marketing is often on the heavy-user segment, based on the 80/20 principle. Discussion/Team Activity: What programs do companies use to develop customers into heavy users? The list should include airline frequent flyer programs and in-store coupon dispensing.
Notes: Lifestyle segmentation divides people into groups according to how time is spent, the importance of things around them, beliefs, and socioeconomic characteristics such as income and education. For example, a recent study of the women’s market divides women into four categories based on lifestyle distinctions: Explorers Achievers Builders Masters
Notes: The business market consists of four segments: Producers Resellers Institutions Government
Notes: Company characteristics include geographic location, type of company, company size, and product use. Marketers may also segment customers on the basis of how they buy. Take, for example, key purchasing criteria, such as price, quality, technical support, and service. Personal characteristics of the buyers influence their buying behavior.
Notes: The purchasing strategies of buyers provide useful segments. Two purchasing profiles are satisficers and optimizers. Satisficers contact familiar suppliers and place the order with the first one to satisfy product and delivery requirements. Optimizers consider numerous suppliers, obtain bids, and study all proposals before selecting one.
Notes: The personal characteristics of the buyers influence their buying behavior and offer a viable basis for segmenting some business markets.
Notes: The purpose of market segment is to identify marketing opportunities. This slide traces the steps in segmenting a market. Keep in mind that markets are dynamic and must be monitored proactively for changes in age, etc. Even though the segmentation classifications are static, the customers and prospects are changing.
Notes: Market segmentation is the first step in determining whom to approach about buying a product. The next task is to choose one or more target markets. A target market is a group of people or organizations for which the organization creates a marketing mix to meet that group’s needs. Because most markets will include customers with different lifestyles, backgrounds, and income levels, it is unlikely that a single marketing mix will attract all segments of the market.
Notes: The three general strategies for selecting target markets are illustrated in Exhibit 7.4 and on this slide. A description of each follows.
Notes: An undifferentiated targeting strategy is essentially a mass-market philosophy—viewing the market as one big market and using one marketing mix.
Notes: The first firm in an industry sometimes uses an undifferentiated strategy. Consider Coca-Cola when it had a single product and a single size of its original soft drink. Marketers of commodity products, such as flour and sugar, are also likely to use this strategy. Additionally, small stores in small towns with no competition may offer one marketing mix and be successful. Even toilet tissue manufacturers have different segments—both industrial and consumer--and adopt different marketing mixes for different segments.
Notes: 1. With a concentrated targeting strategy, a firm selects a niche for targeting its efforts.
Notes: A concentrated strategy of focusing on a narrow market is sometimes more profitable than spreading resources over several different segments. A concentrated strategy often enables small firms to compete effectively with much larger firms. However, a concentrated strategy can also be disastrous for a firm that is not successful in its narrowly defined target market. Discussion/Team Activity: Identify firms that have adopted a niche strategy. Examples: watchmakers Patek Philippe, Rolex, and Breguet. Porsche, OshKosh B’Gosh, Orvis, Starbucks, AOL, and Enterprise Rent-A-Car.
Notes: Examples of multisegment targeting strategy include Best Buy, Gap, Wal-Mart. Discussion/Team Activity: Wal-Mart recently opened a pilot store in Plano, Texas, that stocks plasma TVs, fine jewelry, expensive wine, etc. Discuss ways that Wal-Mart can attract upper-end customers. What marketing mix would you suggest?
Notes: Multisegment targeting does come with a price, including those costs shown on this slide. Before deciding on this strategy, firms should compare the benefits and costs of multisegment targeting to those of undifferentiated and concentrated targeting.
Notes: Although introduction of a new product may cut into a firm’s existing product sales, companies are stealing sales from their own brands rather than lose to a competitor.
Notes: One-to-one marketing focuses on understanding customers as individuals instead of as part of a group. It is an individualized marketing method that utilizes customer information to build long-term, personalized, and profitable relationships with each customer. The goal is to reduce costs through customer retention and increase revenue through customer loyalty. Most businesses use a mass marketing approach to increase market share by selling their products to the greatest number of people. However, one-to-one marketing is used to increase share of customer--to sell more products to each customer. Instead of wide-spread, scattered messages across the spectrum of mass media, one-to-one marketers look for ways to communicate with each individual customer. Discussion/Team Activity: Discuss how Amazon.com has developed one-to-one marketing. What other companies use one-to-one marketing successfully?
Notes: Even though one-to-one marketing represents a huge commitment and a different way of thinking for marketers, it will grow. The trends shown on this slide illustrate why. Although mass marketing will continue to be used to create brand awareness or remind consumers of a product, the advantages of one-to-one marketing are strong.
Notes: Position is the place a product, brand, or group of products occupies in consumers’ minds relative to competing offerings. Positioning assumes that consumers compare products on the basis of important features. Effective positioning requires assessing the positions occupied by competing products, determining the important dimensions underlying these positions, and choosing a position in the market where the marketing efforts will have the greatest impact.
Notes: Exhibit 7.6 compares the unique positions for Procter & Gamble’s laundry detergents. Discussion/Team Activity: Discuss specific advertisements for these detergents and how these ads illustrate the unique positions listed on this slide. Examine the positioning message of other product advertisements.
Notes: Exhibit 7.7 shows Levi’s brands and subbrands, based on price and fashion style. Discussion/Team Activity: What is the target market and marketplace perception of some of Levi’s brands? What are Levi’s strengths in the marketplace? What are Levi’s weaknesses? How can Levi’s use perceptual mapping to enhance its product strategy?
Notes: The following bases for positioning are used: Attribute: Association of a product with a product feature, an attribute, or customer benefit. Price and quality: High price as a symbol of quality, or low price as an indicator of value may be used to position a product. Use or application: Stressing use or applications. Product user: Positioning base focuses on a personality or type of user. Product class: Product is positioned as associated with a particular category of products. Competitor: Positioning against competitors is a part of any positioning strategy. Emotion: Positioning using emotion focuses on how the product makes customers feel. One or more positioning bases is often used.
Notes: Products are repositioned to sustain growth in slow markets or to correct positioning mistakes A good example of repositioning was the National Pork Board’s campaign of “the other white meat.” Also, consider the expansion of Wal-Mart into the supermarket industry. A consultant predicts that two supermarkets will go out of business for every Wal-Mart superstore that opens in the U.S. Discussion/Team Activity: As giant Wal-Mart expands into the supermarket industry, what repositioning strategies should its competitors consider? How do you compete with the low-price position of Wal-Mart?
Notes: In this perceptual map for Cadillac, see how Cadillac is repositioning itself as a car for younger drivers.