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Positioning and  Differentiating Market Offerings  over the Life Cycle
Objectives ,[object Object],[object Object],[object Object],[object Object]
Differentiation
Product Differentiation Form Fea- tures Perfor- mance Quality Conform- ance Quality Dura- bility Relia- bility Repair- ability Style Design
Services Differentiation Delivery Ordering Ease Maintenance & Repair Customer Training Installation Customer Consulting Miscellaneous Services
Image Differentiation Media Atmosphere Symbols Events
Differences Worth Establishing Affordable Superior Profitable Preemptive Distinctive Important
Positioning  is the act of designing the company’s offering and image to occupy a distinctive place in the the target market’s mind.
Perceptual Map 0.2  0.4  0.6  0.8  1.0  1.2  1.4  1.6  -1.6  -1.4  -1.2  -1.0  -0.8  -0.6  -0.4  -0.2  1.0 0.8 0.6 0.4 0.2 -0.2 -0.4 -0.6 -0.8 Magic Mountain Japanese Deer Park Busch Gardens Knott’s Berry Farm Lion Country Safari Marineland of the Pacific Disneyland Economical Fun rides Exercise Fantasy Good food Easy to reach Educational, animals Little waiting Live shows
Product Life Cycle
Sales & Profit Life Cycles Introduction Growth Maturity Decline Time Sales  &  profits  ($)
Time of adoption innovations Adopter Categorization of the Basis of Relative Time of Adoption of Innovations 2  1 /2% Innovators 13  1 /2% Early adopters 34% Early majority 34% Late majority 16% Laggards
Innovators:  Description ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Early Adopters:  Description ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Early Majority:  Description ,[object Object],[object Object],[object Object],[object Object],[object Object]
Late Majority:  Description ,[object Object],[object Object],[object Object],[object Object],[object Object]
Laggards:  Description ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Four Introductory Marketing Strategies Rapid- skimming strategy Rapid- penetration strategy Slow- penetration strategy Slow- skimming strategy Price Low High Promotion High Low
Maturity Stage ,[object Object],[object Object],[object Object]
Decline Stage ,[object Object],[object Object],[object Object],[object Object],[object Object]
Market Evolution ,[object Object],[object Object],[object Object],[object Object]
Review ,[object Object],[object Object],[object Object],[object Object]

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Product Positioning and Lifecycle

  • 1. Positioning and Differentiating Market Offerings over the Life Cycle
  • 2.
  • 4. Product Differentiation Form Fea- tures Perfor- mance Quality Conform- ance Quality Dura- bility Relia- bility Repair- ability Style Design
  • 5. Services Differentiation Delivery Ordering Ease Maintenance & Repair Customer Training Installation Customer Consulting Miscellaneous Services
  • 6. Image Differentiation Media Atmosphere Symbols Events
  • 7. Differences Worth Establishing Affordable Superior Profitable Preemptive Distinctive Important
  • 8. Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the the target market’s mind.
  • 9. Perceptual Map 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6 -1.6 -1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2 1.0 0.8 0.6 0.4 0.2 -0.2 -0.4 -0.6 -0.8 Magic Mountain Japanese Deer Park Busch Gardens Knott’s Berry Farm Lion Country Safari Marineland of the Pacific Disneyland Economical Fun rides Exercise Fantasy Good food Easy to reach Educational, animals Little waiting Live shows
  • 11. Sales & Profit Life Cycles Introduction Growth Maturity Decline Time Sales & profits ($)
  • 12. Time of adoption innovations Adopter Categorization of the Basis of Relative Time of Adoption of Innovations 2 1 /2% Innovators 13 1 /2% Early adopters 34% Early majority 34% Late majority 16% Laggards
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  • 18. Four Introductory Marketing Strategies Rapid- skimming strategy Rapid- penetration strategy Slow- penetration strategy Slow- skimming strategy Price Low High Promotion High Low
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