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Positioning
This document discusses positioning and how it relates to consumers' perceptions of brands in crowded marketplaces. It defines positioning as how a product is defined in consumers' minds relative to competitors based on important attributes. The document likens the mind to a computer with "slots" for information, and says the mind only accepts new information that matches its current state of mind. It notes people simplify complexity by ranking brands on "ladders" in their minds for different product categories. Effective positioning strategies either displace higher brands or relate a brand to competitors' positions. The document stresses the importance of understanding what made brands successful originally.
Positioning
- 1. POSITIONING Designed and delivered By Dr.Joseph Fawzy CEO and Founder at Digital Marketing Beat Trainer, Coach, Marketing and Management Consultant DigitalMarketingBeat Joseph Fawzy BeatMarketing Digitalmarketingbeat@yahoo.com digitalmarketingbeat
- 2. How To BeSeen And Heard In The Overcrowded Marketplace POSITONING THE BATTLE FOR YOUR MIND
- 3. • Is theway the product is defined in a clear, distinctive and desirable place relative to competing products in the minds of target consumers. • It includes perceptions, impressions and feelings. • The place the product occupies in consumers’ minds relative to competing products. • Typically defined by consumers on the basis of important attributes. • Involves implanting the brand’s unique benefits and differentiation in the customer’s mind. Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. POSITIONING IS:
- 4. Brand Ladder Those littleladders in your head
- 5. • The mindis a lot like a computer “like the memory bank of a computer, the mind has a slot or position for each bit of information it has chosen to retain.” • But there is one important difference “a computer has to accept what you put into it. The mind rejects new information that doesn’t “compute” It accepts only that new information which matches its current state of mind. It filters out everything else. The Nature Of The Human Mind
- 6. “You see whatyou expect to see.” “You taste what you expect to taste.” • The average human mind cannot deal with more than seven units at a time. Dr. George A. Miller, Harvard psychologist • To cope with complexity, people have learned to simplify everything
- 7. To cope withthe product explosion, people have learned to rank products and brands in the mind SOFT DRINKS AUTOMOBILES
- 8. Imagine a seriesof ladders in the mind. On each step is a brand name. and each different ladder represents a different product category.SOFT DRINKS AUTOMOBILES COCA-COLA PEPSI-COLA 7-Up Schweppes Mountain Dew Sprite Fayrouz BYD Renault Audi Kia Hyundai BMW Mercedes
- 9. Some ladders havemany steps (7 is many), others have few, if any.
- 10. It is toocrowded over here
- 11. A competitorthat wants to increase its share of the business must either: 1. Dislodge the brand above which is very difficult to happen. OR, 2. Relates its brand to the other company's position Positioning Strategy
- 12. “Avisis onlyNo.2in rent-a-cars,sowhygo withus? We tryharder” Relates its brand to the other company's position
- 13.
- 14. An Advertiser WhoWants To Introduce A New Product Category Must Carry In A New Ladder
- 15. F.W.M.T.S. TRAP Forgot WhatMake Them Successful “Avis is going to be No.1”
- 16. DigitalMarketingBeat Joseph Fawzy BeatMarketing Digitalmarketingbeat@yahoo.com digitalmarketingbeat FOLLOW USAT: THANKYOU For more inquiries about our Digital Marketing training programs, please contact us AT: 01008154161