s16 positioning
Post on 12-Feb-2017
2.719 Views
Preview:
TRANSCRIPT
PositioningINTERNATIONAL MARKETING
Segmentation Targeting Positioning
Divide the market into smaller groups
Decide in which segments the company is going to enter
Give the product a clear, distinctive and desired position.
Take into account the competitors
Insert the unique benefits and differentiation of the
product in customers’ mindDetermine the desired position
Position of the productProduct position
Set of perceptions, impressions and feelings that costumers have about the product, compared to competitors’ products.
How costumers define the product?
Costumers position the product with or without the help of marketers
Companies must plan the positioning strategies
Give the products the greatest advantage in target markets
Design the marketing mix to achieve the desired position
Some examples
en.wikipedia.org logok.org pngimg.com www.stealingshare.com www.car-brand-names.com
Luxury Efficiency Security
Selecting a positioning strategy
Differentiate products through unique benefits
Identify potential competitive advantages and create a position through them.
Select the suitable competitive advantages
Select a positioning strategy and communicate it.
Competitive advantages
Competitive advantage
Advantage over competitors, acquired by offering customers more value
Take into account the whole experience with customer
• Products: Physic characteristics.
• Services: Post sell services, delivery.
• Distribution channels: Coverage.
• Staff: Trained and problem solver.
• Image: Company’s personality is communicated through image.
Differentiation factors
About the competitive advantages…
Companies can position one or more competitive
advantages
Recognition of different attributes Gain position in more segments Clear positioning strategy
They must be Valuable Distinctive Superior Communicable Exclusive Affordable Profitable
Value proposition Create value through the benefits that the
product offers.
Value Proposition: mix of benefits with which the brand is positioned.
awilliamsbus306.wordpress.com
1. MORE FOR MORE
Provide the most exclusive product or service at a higher price to cover higher costs.
2. MORE FOR THE SAME
Offer similar quality but at a lower price.
thepointsguy.com domiranxi.6doname.net www.mercedes-benz.com www.elmundo.es
3. THE SAME FOR LESS
The products are not different but they are sold at lower costs.
Imitations
4. LESS FOR MUCH LESS
Products that offer less and therefore cost less.
www.underconsideration.comwww.taringa.net
5. More for less
“The best value proposal”
Medium and long termShort term
top related