tm 12-1 copyright © 1999 addison wesley longman, inc. new product development proactive versus...
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TM 12-TM 12-11Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
New Product Development Proactive versus reactive strategies The pioneering advantage Opportunity identification Positioning strategies Consumer-driven engineering
TM 12-TM 12-22Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 12-TM 12-33Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
The best choice for positioning strategy
When to useproactive versusreactive strategies:
Proactive Reactive
Market growth High Low
Protection forinnovation
Strong Weak
Market size andmargin
Large Small
Competition High Low
Channel position Strong Weak
TM 12-TM 12-44Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
Pioneer Advantage
1. Inherent AdvantageRisk AversionStandard of ComparisonBrand Attitude AccessibilitySet Size EffectDirection-of-Comparison Effect
2. Enabling AdvantageExperience CurvePositioning AdvantageChannel Distribution Advantage
3. Spurious CorrelationThird Variable Problem
TM 12-TM 12-55Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
A pioneering brand that is still popular
TM 12-TM 12-66Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
The most likely scenario for pioneering advantage
The pioneeringadvantage
Inherent advantage
Enablingadvantage
Spurious effect
Speed up new productdevelopment at all costs
Speed up only if product canbe positioned and marketed effectively because you knowmore about the category than
your competitor
Take your time
TM 12-TM 12-77Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 12-TM 12-88Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 12-TM 12-99Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
Opportunity Identification
Sales potential Penetration Scale Input Reward Risk
TM 12-TM 12-1010Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
Positioning
I. Positioning Strategies
1. Positioning a Leader
2. Establishing a Strong Alternative PositionA. Doing the OppositeB. Turing Disadvantages in Advantages
3. Positioning by Attributes/Benefits
4. Positioning by Price
5. Positioning with Respect to Use or Application
6. Positioning by the Product User
7. Repositioning the Competition
II. Perceptual Mapping
III. Preference Regression
TM 12-TM 12-1111Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
Positioning a Leader
Standard of Comparison
- The real thing
- Coke is it
We invented the product
- Xerox copiers
- Polaroid cameras
- Zippo lighters
“We’re Number 1” could imply:
- low price
- high availability
- insecurity
Marketing Myopia
TM 12-TM 12-1212Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
Establishing a Strong Alternative Position
Look for a gap and fill it
Do the opposite
- Volkswagon
- 7-up 1929: Mixer and headache remedy1967-70: The Uncola (20% sales increase)
Turn disadvantages in advantages
- Avis: We’re no. 2 - we try harder
- Smuckers: With a name like Smuckers, it has to be good
TM 12-TM 12-1313Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
Positioning by Attributes/Benefits...
Toyota
Volvo
BMW
Bounty
Viva
Crest
Aim
TM 12-TM 12-1414Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
Positioning by Price...Nieman-MarcusBloomingdalesSaks Fifth AvenueSears
MichelobBudweiserBusch
S.T. Dupont lighters cost $1,500 and downJoy - the costliest perfume in the worldPiaget - the world’s most expensive watch
High Price is not only for luxury items:- Whitney’s Yogurt- Orville Redenbacher’s- Eukanuba
TM 12-TM 12-1515Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
Positioning byPrice...
TM 12-TM 12-1616Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
Positioning byPrice...
TM 12-TM 12-1717Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 12-TM 12-1818Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 12-TM 12-1919Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 12-TM 12-2020Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
Positioning with Respect to Use or Application...
Campbell’s Soup for Lunch
AT&T Reach out and touch someone
Gatorade
Arm & Hammer Baking Soda
Industrial Products
TM 12-TM 12-2121Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
Positioning byUse...
TM 12-TM 12-2222Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
Positioning by Product User...
Marlboro Country
Miller High Life, the champagne of beers
Johnson & Johnson baby shampoo
TM 12-TM 12-2323Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
Positioning Malaysia Airlines as the most popular airline originating in southeast Asia
TM 12-TM 12-2424Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
Repositioning the Competition...For the millions who should not take aspirin… if your stomach is easily upset… or if you
have an ulcer or if you suffer from asthma, allergies, or iron-deficiency anemia.. It would make sense to check with your doctor before you take aspirin. Aspirin can irritate the stomach lining, trigger asthmatic or allergic reactions, cause small amounts of hidden gastrointestinal bleeding. Fortunately, there is Tylenol.
Royal Doulton - The china of Stoke-on-Trent, England vs. Lenox - The china of Pomona, New Jersey
Samovar: Made in Schenley, PennsylvaniaSmirnoff: Made in Hartford, ConnecticutWolfschmidt: Made in Lawrenceburg, IndianaStolichnaya: Made in Leningrad, Russia
Borden’s Wise: Potatoes, Vegetable oilP & G’s Pringles: Dehydrated potatoes, mono- & diglicerides, ascorbic acid, butylated hydroxy-anisole
Listerine: Medicine BreathScope: Fresh Minty Breath
TM 12-TM 12-2525Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
A perceptual map
Diet Pepsi
Diet Coke
Tab
Fresca
Pepsi
New CokeDr. Pepper
Coke Classic
Cherry Coke
Sprite
7Up
Not Fruity
Not Sweet Sweet
Fruity
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