Product differentiation
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The document discusses the importance of product differentiation and positioning for companies. It defines product differentiation as incorporating unique attributes like quality or price to make a product stand out. Positioning is how a product is marketed based on its differentiation. A positioning statement captures the essence of the differentiation strategy in a short phrase. The document provides an example of a seat belt manufacturer that differentiates on never missing delivery times or having defective products, and positions itself in the market based on that differentiation with an example positioning statement of "On-time delivery and flawless manufacturing."
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- Nike: Nike is positioned as the leader in high-performance athletic footwear
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This document discusses brand positioning. It defines brand positioning as ensuring all brand activity aims to attract a target consumer by focusing on the brand's benefits over competitors. The document outlines the steps to develop an effective brand positioning strategy, including determining the current positioning, identifying competitors, understanding competitor positioning, identifying uniqueness, developing a positioning statement, and testing. It also provides criteria for evaluating a positioning strategy and characteristics of a good strategy such as being relevant, clear, unique, and customer-validated. Finally, it discusses types of positioning strategies such as lifestyle, problem-solver, parent brand, product-specific, and feature-specific positioning.
Topic: Positioning | Course: Marketing Management | BBA 4th semester
This document discusses product positioning. It begins by defining positioning as designing company offers and images to occupy a distinct place in customers' minds. It provides examples of how Pringles and M&M's are positioned. The document outlines strategies for positioning like using product attributes, association, problem-solving, usage occasions, competitors, and differences. It discusses differentiating products through better, newer, faster, or cheaper offerings. Steps of positioning and criteria for success like clarity, consistency, credibility, and competitiveness are presented. Common errors in positioning like under positioning and over positioning are explained. The document concludes that effective positioning connects products to target markets for competitive advantage and market coverage.
Why competitor analysis is crucial for your marketing strategy.pdf
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Segmentation Targeting Positioning
There are five criteria that segments must meet to be effective: measurable, accessible, substantial, differentiable, and actionable. Target marketing can be carried out at several levels from undifferentiated to micromarketing. Positioning is designing a company's offering and image to occupy a distinctive place in the target market's mind through value propositions. Communicating and delivering the chosen positioning strategy requires coordinating all aspects of the marketing mix.
Competitive Analysis 2020: A Go-To Guide for Marketers
This document provides tips and strategies for conducting a competitive analysis. It defines competitive analysis as evaluating how top competitors use different marketing tactics to generate leads, sales, and traction. The document outlines several key aspects of competitors to analyze, including their products/services, costs, market share, target audience, unique selling propositions, and marketing tactics and results. Conducting an in-depth competitive analysis is important for understanding a competitor's strengths and weaknesses in order to improve a business's own marketing strategy.
Marketing
Marketing mix refers to the set of activities used to market a product, including the 4Ps: product, price, place, and promotion. Market positioning is how a company aims to be perceived by customers relative to competitors. It involves identifying key product features and the potential market gap that a new product could fill. A company can differentiate itself through product design, services, well-trained personnel, and managing its brand image relative to competitors. Together, differentiation and positioning strategies aim to create a unique place for a company and its products in the minds of customers.
Marketing mix product
The document discusses marketing mix strategies, focusing on product strategies. It defines the marketing mix as controllable variables including product, price, place, and promotion. For product strategies, it emphasizes that the product level should provide core, actual, and augmented benefits to customers. It provides examples of key product strategy considerations like product design, quality, features, branding, and how understanding customer benefits is essential to effective marketing.
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.
BV UK Key Factors in Closing Online Sale
This document discusses the importance of discoverability for ecommerce success. It defines discoverability as how easily shoppers can find products, and identifies search placement and category placement as two key elements. Search placement refers to how products are ranked in search results for keyword searches, while category placement is about where products appear on virtual shelves. The document stresses that products must be discoverable through both search and category placement in order to be seen and purchased by shoppers. It provides examples to illustrate issues around search placement and how spelling variations can impact results.
Discoverability, Representation and Engagement the foundation of ecommerce su...
This document discusses the importance of interdepartmental collaboration for successful ecommerce strategy implementation. Traditionally separate departments like trade marketing, digital marketing, and marketing must work together harmoniously. Trade marketing ensures product compliance with retailers but must collaborate with digital marketing to resolve any issues. Marketing ensures consistent product content across channels. Successful ecommerce requires acceptance that departmental responsibilities will overlap and compromise may be needed to achieve overall online success.
Advertisement and Branding
This document discusses market positioning and brand revitalization. It defines positioning as portraying an image of a company's product and customer relations in customers' minds. Successful positioning strategies include attribute, benefit, use, user, competitor, and value positioning. The 3Cs of positioning are the corporation, customers, and competitors. Brand revitalization is adopting when profits have fallen to bring a product back to the market. It discusses why brand revitalization is needed due to increased competition, changed brand relevance, globalization, mergers and acquisitions, new technology, and legal issues. Methods of brand revitalization include increasing product usage through advertising and changing packaging, price, distribution, and promotion strategies.
Brand Positioning - 2.pptx
Brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers’ minds. Positioning is what you do to the mind of the customer. The position of a brand is the perception it brings about in the mind of a target customer. A brand positioning strategy therefore involves creating brand associations in customers’ minds to make them perceive the brand in a specific way
Brand Positioning Strategy - Introduction to Branding
In this lecture, students will how a brand makes its position in the market and what strategy can a marketer adopt to create a brand name.
Brand positioning of_automotive_lubrican
The document discusses brand positioning of automotive lubricants in the Indian market. It provides background on brand positioning strategies and defines key concepts. The lubricant market in India is divided between automotive and industrial uses, with automotive as the majority share. Market share of public sector undertakings (PSUs) that dominated in the 1990s has declined from 90% to 58.5% currently as private companies like Castrol have increased their share. The research aims to determine the key attributes of brand positioning that impact consumer purchase decisions of lubricants, in order to help PSUs regain market share by repositioning their brands. A sample of 400 four-wheeler owners in Delhi will be surveyed using convenience sampling.
Free Pitch Deck Template
A modern design version of the classic pitch deck template from Pitch Deck Coach.
Learn what investors are looking for in your pitch deck. Avoid common pitch deck mistakes and omissions.
Proactively address the major risk factors investors worry about including Market risk, Product risk, Team risk, and Execution risk.
This comprehensive pitch deck template provides detailed information on every important slide required to convince investors to fund your startup:
Cover slide:
Announce your big idea—the one thing you do better than anyone else. You have 10 seconds to hook your audience.
Investment Summary slide:
Summarize the highlights of your business and investment opportunity. Provide a teaser for what's to come.
Problem slide:
Describe the problem you solve. Identify your target customers (and users) and explain why they are frustrated with current solutions.
Solution slide:
Explain how you provide a better solution and list the unique benefits for customers and users.
Product slide:
Show how your product works in three simple steps. Keep it visual.
Competition slide:
List your competitors. Explain why your product is better than theirs in the eyes of your customers and users.
Business Model slide:
Explain how you make money.
Market Opportunity slide:
Show much money you'll make when you dominate your target market. Bottom-up and top-down.
Traction slide:
Prove that customers love your product and are willing to pay for it.
Growth Strategy slide:
Explain how you'll acquire and retain customers.
Product Roadmap slide:
Show how you'll keep your product competitive.
Financials slide:
Provide a simple model, with explicit assumptions, of how much money you can make in the next 3-5 years.
Team slide:
Introduce a team with the experience and expertise to transform your opportunity into a large, profitable business.
Funding slide:
Ask for the money you need and explain what you'll do with it.
Investment Highlights Recap slide:
Restate the highlights of your business and investment opportunity as a closer.
This deck also includes an elevator pitch template and example. Use it to create short written summary of your pitch deck that an investor can skim in 30 seconds or less.
Recently, Walmart announced it would begin selling organic food prod.docx
Recently, Walmart announced it would begin selling organic food products. In doing so, Walmart is probably trying to:
save the environment.
reduce its costs.
offset cost-based pricing pressure.
gain government subsidies.
attract a different market segment.
Abercrombie & Fitch, a hip clothing retailer, includes a "Share it!" button on its website. This button encourages an Abercrombie customer to post a link to a product page (perhaps showing a new style of jeans) on Facebook or Twitter. Abercrombie & Fitch hopes that the customer's friends (who are probably very much like current customers) will click the link, visit the page, and make purchases. This is an example of a ______ growth strategy.
diversification
market development
product proliferation
market penetration
product development
LeBron James, Alex Rodriguez, and other athletes are paid huge sums of money by companies for celebrity endorsements. If, endorsements by these athletes create a clear understanding among consumers of the companies' products, they can help with the firm's ________________ strategy.
product excellence
segmentation
customer excellence
targeting
positioning
For many years, because of the size of the U.S. economy, domestic companies ignored international markets, preferring instead to develop new product offerings for existing customers. These companies were pursuing a ________________ strategy.
market development
segment development
diversification
market penetration
product development
Portfolio analysis is a useful and powerful tool, but firms often need to take a more balanced approach because:
substitute approaches can offer different insights.
None of these.
measures are difficult to obtain and project.
All of these.
classifications can become self-fulfilling prophecies and strengths and weaknesses are distorted.
For U.S. businesses with strong export capabilities, expansion of U.S. trade agreements with other countries creates:
strengths.
threats.
weaknesses.
strategic plans.
opportunities.
Starbucks has developed a number of metrics beyond purely financial metrics. Knowing the importance of perceptions and knowing the importance of developing ways to demonstrate its activity, Starbucks tries to find clear ways to:
help consumers to feel better about their purchases.
demonstrate its sense of corporate social responsibility.
build brand equity.
All of these
address concerns of opponents at local, regional, national and global levels.
8.
In 2007, Apple Computer Company introduced its new iPhone, adding a cellular telephone, a camera, and Internet access to its iPod. The company was pursuing a(n) __________ strategy.
product development
market penetration
market development
customer excellence
operational excellence
The strategic marketing planning process:
forces marketing managers to think rationally.
is a five-step process that should .
Market Segmentation Process Steps PowerPoint Presentation Slides
There are several reasons why market segmentation needs to be done carefully. Keeping this in mind, we have created market segmentation process steps PowerPoint presentation slides. So that you can divide your business market consisting of existing and potential customers. This well-designed STP presentation PPT template covers division evaluation, customer needs, customer segmentation, retail targeting, product placing, location strategies, product arranging, competitors arranging, competitive landscape, strategic positioning, product positioning etc. Going further, our content ready pre-designed marketing management PPT templates for each segment makes sensibility and provides consumers with a better result. With the help of our professionally created product separation graphics, you can easily relate other topics like division evaluation, customer needs, customer segmentation, retail targeting, product placing, location strategies, product arranging, competitors arranging, competitive landscape, strategic positioning, product positioning. So don’t wait for it! Download our market segmentation process steps PowerPoint templates and Segment your customers based on some type of their shared characteristics or features. Our Market Segmentation Process Steps PowerPoint Presentation Slides may have a casual look. But they are dead serious about projecting your views.
Brand Positioning .pdf
This document discusses branding and positioning strategies. It defines what a brand is and lists common brand elements. It then defines positioning as designing a company's offering and image to have a distinctive place in the target market's mind. The document outlines various positioning strategies such as quality, value/price, benefit, demographic, competitor, and cultural symbol positioning. It provides examples of each and discusses how to identify differentiating factors and communicate the brand's values. Overall, the document provides an overview of common branding and positioning concepts, tactics, and best practices.
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Topic: Positioning | Course: Marketing Management | BBA 4th semester
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Brand Positioning Strategy - Introduction to Branding
Brand Positioning Strategy - Introduction to Branding
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Strategic analysis is used to determine the best path for an organization to achieve its goals. It involves researching the business environment and organization to formulate strategy. Some key tools for strategic analysis include PEST analysis, SWOT analysis, Porter's five forces model, value chain analysis, and McKinsey's 7S model. These tools help evaluate factors both internal and external to the organization to measure the success of implemented strategies. In conclusion, strategic analysis provides a clear view of a company's operations, objectives, and how it achieves its targets.
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A management control system is defined as a set of policies and procedures designed to ensure operations proceed according to plan. It focuses on responsibility centers, each headed by a manager who is accountable for their unit. Managers use planned and actual data to monitor performance, evaluating metrics like budgets, forecasts, and standards. The control process is continuous, like a navigator tracking a ship's course. It covers all company operations and generates integrated information to coordinate activities across the organization. The system emphasizes financial figures to allow comparison across different operational metrics. Reporting occurs at regular intervals so line and staff managers can work together to encourage actions that serve the company's best interests through an interactive yet systematic process.
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Product differentiation
- 2. Competitive business world, companies should constantly examine their products and services to better serve customers. What worked and yielded profits last year may not work as well this year. Product differentiation and positioning are key parts of a company's marketing strategy and are necessary to keep ahead of competition. They also require an innovative spirit coupled with careful analysis.
- 3. Product Differentiation Product differentiation is the incorporation of attributes, such as quality or price, into a product to encourage the intended customers to perceive it as different and desirable. For example, if your company sells seat belts to automotive manufacturers, perhaps your unique value is never-fail, on-time delivery with no rejected belts. If other seat belt manufacturers are not meeting these desired goals, you will have a unique advantage against your competition, and will have differentiated your seat belts from those of your competitor
- 4. Product Positioning Positioning is how you provide your product or service brand identification as you go to market. It is the next step after you have determined how to differentiate your product or service. In the seat belt example, the seat belt manufacturer can market itself on the premise that it does not miss delivery times and that its products are free of flaws. The product is positioned against those of competitors on the basis of timely delivery and excellence in manufacturing. All of the seat belt manufacturer's major marketing efforts should emphasize this positioning in the marketplace.
- 5. Positioning Statement A positioning statement is a short sentence or phrase that conveys the essence of the differentiation and positioning strategies and is developed after these have been set. This statement is used as a marketing tool by which to judge all marketing materials to see if they are in keeping with the strategies. A positioning statement for the seat belt manufacturer might be, "On-time delivery and flawless manufacturing." This statement can, though it does not have to, appear in all of the seat belt manufacturer's marketing materials. Rather, it is often used as a check to make sure all marketing materials produced convey the essence of how the product is differentiated and positioned against competitors.
- 6. Relationships among the Three Product differentiation, positioning and positioning statements go together one after the other. Once you have decided how best to differentiate your product based on customer needs and wants, the next step is to determine how to position it in the marketplace. The positioning statement then follows the positioning strategy
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- 8. The Importance of Imagination Successful differentiation and positioning strategies depend on an imaginative approach to the marketplace.
- 9. Different types of positioning strategies • Attribute positioning • Benefit positioning • Use or application positioning • User positioning • Competitors based positioning • Product category positioning • Quality or price positioning • Positioning in relation to target market
- 10. Thank You