Positioning.pptx
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This document discusses marketing positioning strategies. Positioning involves creating an image for a product or service based on its intended audience. Companies can position themselves based on factors like product benefits, price, quality, differentiation, convenience, customer service, or target user group. Effective positioning creates a strong competitive position, improves sales, defines a clearer target market, allows for more effective decisions, and connects to consumer needs. Developing a good positioning strategy involves finding the current position, analyzing competitors, developing a unique position, creating a positioning statement, testing the marketing position, and creating a tagline.
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- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate the brand with certain attributes.
Brand positioning
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate a brand with certain values.
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Differentiation: what makes your brand different?
If you're not unique or distinctive, you'll be forgotten.
Product differentiation is a marketing management strategy that aims to distinguish or differentiate a company's products or services from the alternatives offered by competitors.
Businesses communicate their unique and distinctive benefit through the marketing strategy to make it attractive to a group of customers/target market.
Also referred to as a point of difference, providing customers with a unique and distinct benefit can create a competitive advantage in that marketplace.
It is a powerful strategy when a target group of customers is not price-sensitive (an increase in price will not reduce demand), when a market is competitive and saturated with options, or when a group of customers have specific needs that are under-served.
“Point of difference – even seemingly contradictory ones – can be powerful. Strong, favourable, unique associations that distinguish a brand from others in the same frame of reference are fundamental to successful brand positioning.” (Keller, Sternthal & Tybout, 2002)
Brand positioning
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate the brand with certain attributes.
Brand positioning
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate a brand with certain values.
Market segmentation & targeting
Market segmentation involves dividing a market into distinct subgroups with unique needs and characteristics. Companies segment their markets to develop targeted marketing strategies for specific customer segments. Effective segmentation criteria include substantiality, identifiability, accessibility, and responsiveness. Common bases for segmentation include geographic, demographic, psychographic, and behavioral factors. Choosing target markets and positioning strategies allows companies to focus their resources on the most attractive customer segments. Positioning communicates a brand's unique benefits in customers' minds relative to competitors.
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Marketers segment consumers into groups based on geographical, demographic, psychographic, and behavioral characteristics to better understand consumer needs. They then evaluate segment sizes, market attractiveness, and their own resources to select target markets. Positioning strategies involve identifying value differences, selecting a competitive advantage, choosing an overall strategy, and developing a positioning statement to communicate the brand's differentiated value proposition to consumers relative to competitors.
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Brand positioning involves emphasizing the distinguishing characteristics of a brand that make it appealing to consumers and different from competitors. It specifies how a brand's products will penetrate the market to grow market share. Developing an effective brand position involves defining the target market, relevant competitive categories, a unique point of difference valued by consumers, and messaging that communicates this difference. Choosing the right point of difference is key - it must distinguish the brand in a way that motivates customers.
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The document discusses various business strategies including cost leadership, differentiation, and focus strategies. Cost leadership aims to offer lower prices through efficient operations. Differentiation strategies make products unique in areas like quality, features, or branding. Focus strategies target a specific niche, either through lower costs or differentiation within that niche. Examples like Walmart, Payless, and niche product lines are provided.
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The document discusses developing an effective marketing mix and plan. It covers the four Ps of marketing: product, price, place, and promotion. For product, it emphasizes defining your product or service and building your brand through your name, logo, reputation, and brand personality. For price, it discusses strategies like value, prestige, cost-plus, and penetration pricing. For place, it stresses choosing a location convenient for customers. And for promotion, it outlines advertising, publicity, and integrating marketing communications across different platforms.
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This document discusses target marketing and product positioning. It explains that companies can no longer appeal to all buyers, so they must design customer-driven strategies targeting specific market segments. This involves segmentation, differentiation, targeting, and positioning the product to create value for targeted customers. Effective positioning involves choosing differentiators that are important, distinctive, superior, and communicable. A product's position is defined by how consumers perceive it relative to competitors on important attributes. Maps can show perceived positioning. Good positioning aligns with the product's value proposition and competitive advantages.
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This document discusses target marketing and product positioning. It explains that companies can no longer appeal to all buyers, so they must design customer-driven strategies targeting specific market segments. This involves segmentation, differentiation, targeting, and positioning the product to create value for targeted customers. Effective positioning involves choosing differentiators that are important, distinctive, superior, and communicable. A product's position is defined by how consumers perceive it relative to competitors on important attributes. Maps can show perceived positioning. Good positioning aligns with the product's value proposition and competitive advantages.
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Target markets are groups of potential customers that a company focuses its marketing efforts on. There are two main types of markets - consumer markets for goods and services bought by individuals, and business markets for goods and services used in production. Market segmentation involves dividing the overall market into smaller groups based on characteristics like geography, demographics, or behaviors. Effective segmentation allows companies to better meet the needs of different customer groups. Positioning strategy determines how a company's product or service is perceived relative to competitors in the minds of customers.
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Targeting: this is the act of increasing your market relevance. It is the process by which you assess which people you can best satisfy with your products and services and how you can make yourself irresistible to them.
Positioning: this is the act of locating yourself appropriately. It is how you arrange yourself for the market based upon your findings in the earlier stages. Consider the relative pros and cons of the market you intend to enter and question whether this market is aligned with your current goals – put simply, is this target market worth your efforts?
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Product positioning refers to how a company presents and markets a product to differentiate it from competitors. It involves identifying key attributes that target customers value and want to be associated with. For example, Toyota positions itself on economy, Mercedes on luxury, and Porsche/BMW on performance. Proper positioning helps companies meet customer expectations, build loyalty, design effective promotions, attract different customer types, and strengthen their competitive position in the market. Regularly evaluating and adjusting positioning keeps the company's messaging aligned with customer needs and competitive offerings.
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Marketing involves creating value for customers and building strong customer relationships to obtain desired goods and services. The document outlines the key concepts and processes in marketing management including segmentation, targeting, and positioning to identify the most attractive customer groups. It also discusses the marketing mix of product, price, place, and promotion which are the tactical tools used to satisfy the targeted customer groups.
Positioning: An Instrument of Marketing Success.pptx
This document discusses product positioning and provides examples. It begins by defining positioning as how consumers perceive a brand relative to competitors. It then discusses different positioning strategies like innovating by finding unoccupied product spaces, relocating existing products to new positions, procreating by introducing multiple new products, and denigrating competitors. The document also covers perceptual mapping to visualize brand positions, criteria for successful positioning, and provides a sample marketing strategy statement covering segmentation, targeting, positioning, and marketing mix elements.
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Positioning.pptx
- 1. POSITIONING
- 2. A market that outlines what a business should do to market its product or service to its customer. In positioning, the marketing department creates an image for the product based in its intended audience. WHAT IS POSITIONING?
- 3. A manufacturer bag may position his/her brand as a budget-friendly brand or the other way around; a restaurant owner may position his/her business as a provider of cheap or expensive food. FOR EXAMPLE:
- 4. ● Tesla and Audi position themselves as a luxury status symbol ● Starbucks positions itself as a trusted source of upscale quality coffee and beverage ● Mcdonald’s positions itself as a lace to get quick and cheap meals Typical examples of marketing positioning:
- 5. 1.Positioning by product benefits - Better targets their customer and create a unique value proposition 2.Positioning by price - Pricing is an essential factor that impacts the decisions of the most customer. Companies with the lowest-priced products at a reasonable level of quality usually wins in many product areas. POSITIONING STRATEGIES
- 6. 3.Positioning by quality - Quality can help rebuff most pricing wars. In some markets, such as luxury cosmetics or cars, quality can define who who the competitors are.
- 7. 4.Positioning by differentiation - Differentation is what sets your product or service apart from the crowd. If your product or service is dramatically different, rivals may not pose as much of a threat.
- 8. 5. Convenience - Convenience creates an easier life for customer. From location to usability, convenience could incorporate something like free returns and E- commerce
- 9. 6. Customer Service - Customer service emphasizes creating helpful and friendly interactions. This can be especially critical in specific industries, such as restaurants and E- commerce.
- 10. 7. User Group - This type of positioning targets a particular group of users and explains why the company’s offerings are directly applicable and relevant to this group.
- 11. 5 Benefits of Positioning in Marketing
- 12. 1. Create a strong competitive position. - Proper positioning influences how customers perceive your product or service relative to the competition
- 13. 2. Improve Sales - One of the main goals of any business is to improve sales and revenue .
- 14. 3. Define a clearer target market - Positioning in marketing allows you to claim a specific feature or benefit and focus your product/ services accordingly so that you appear as an expert in the services
- 15. 4. Make more effective decisions - Once you have the core message that ensures successful positioning strategies, you’ll be in a position to make more effective decisions throughout the process.
- 16. 5. Connect to consumer needs - Through positioning in marketing have an opportunity to communicate the critical benefits that their product/ service offers.
- 17. Step 1. Find your current position Step 2. Analyze your competitors Step 3. Develop your unique positions Step 4. Create a positioning statement Step 5. Create your tagline Step 6. Test your marketing position 6 Steps to create an effective positioning strategy
- 18. CREDITS: This presentation template was created by Slidesgo, including icons by Flaticon, and infographics & images by Freepik. Thanks For listening!