Marketing L4: Problems of Positioning
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Positioning involves defining the place a product holds in customers' minds relative to competitors. It is achieved through the marketing mix and by developing associations and attributes. However, positioning is perceived by customers, not defined by the company, and the sought position may not be achieved or may have already been claimed by others. Effective positioning requires understanding these challenges and positioning the product credibly based on its value proposition.
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- 1. David Robinson faculty.haas.berkeley.edu/robinson/ugba106 Haas School of Business ugba 106 Marketing © D. Robinson, 2009 Lecture 4: Problems of Positioning
- 3. Some examples of positioning
- 6. Four Steps to Marketing Strategy Define the Market Segment the Market, Choose attractive segments Design a Marketing Mix to Appeal to the Target Position our offering In the minds of customers As compared to competitors’ offerings
- 7. Great Truths about Positioning
- 10. 4. Positioning should match the Value Proposition Copyright 2007, Prentice-Hall, Inc. A&K Figure 6.4
- 11. Why do I say “ Problems of Positioning”?
- 14. 3. The Position you want may have been pre-empted. Who owns the position “Safe Car”?
- 15. The Position you want may have been pre-empted:
- 17. How we achieve positioning Positioning is achieved through a harmonious Marketing Mix of all “four P’s”
- 18. We achieve positioning by Attributes and Associations How does the Marketing Mix fit here? Positioning Attributes Associations Features Performance Price Channel Advertising Other Promotion
- 21. Product space (positioning) for bar soaps High moisturizing Low moisturizing Nondeodorant Deodorant 1 2 3 4 5 7 6 8 Safeguard Lever 2000 Zest Coast Lux Dove Tone Lava Lifebuoy Dial
- 22. Fig 6.3 Positioning map luxury SUVs Why would “Expensive” be better than “Price”
- 23. Competitive positioning: 1. Some positions may make no sense High Service Economy price Low Service High price Competitor D Competitor B Competitor C Competitor A Who wants high price/low service?
- 24. Competitive positioning: 2. Usually best to avoid head-to-head High Service Economy price No one in this segment Low Service High price Competitor D Competitor B Competitor C Competitor A
- 25. Repositioning: You can move, but not leap: Crunchy Not sweet Where we are “ Ideal cereal for kids” Soggy Sweet
- 26. Repositioning: You can move, but not leap: Crunchy Not sweet Where we are “ Ideal cereal for kids” Soggy Sweet Not going to happen!
- 27. Repositioning: You can move, but not leap: Crunchy Not sweet Where we are “ Ideal cereal for kids” Soggy Sweet This might be possible
Editor's Notes
- Lecture Date