positioning positioning can involve brand name, image, packaging, the way it is delivered but is...
TRANSCRIPT
Positioning• Positioning can involve brand name, image, packaging,
the way it is delivered but is usually a combination of these
- A stance
- An attitude
- A perception
- A point of view
Businesses position themselves in various ways in the eyes of the consumer.
Creates an image people associate with the product or service.
Businesses customize their positioning in order to be accepted by the consumer.
Certain positioning will always appeal to some consumers and not others.
Jones Soda has positioned themselves as a young, hip, urban soft-drink company.
BMW has positioned themselves as a luxurious, exclusive, rare car company.
IKEA has positioned themselves as a modern, everyday, practical furniture company.
Customers buy for benefit
Customers expect benefit
Competition tries to offer products with more features
e.g. Maple Syrup
Benefits:
Great Taste
Authentic Canadian
treat
Outdoor association
Memories of past
pancakes
EXAMPLES OF BENEFIT POSITIONING
Double sleeping bag, or a single
Hair straighter but can also curl
Pants that can be zipped to shorts
Orange juice in a reusable bottle
Calls, internet, texting and camera
To gain an effective target-market position, there must be focus on specific consumer segment
Most Expensive
• Luxury good or service
• High-quality item
• Exclusive product or
service
• Marketers try to
educate consumers
about product/service
Least Expensive
• Product seems
inexpensive
• Must maintain some
quality standard
Marketers have two options:
Companies use unique distribution to position themselves
i.e. Jones Soda varies from the usual and sells its beverages in clothing stores. Husqvarna and John Deere don’t sell
their products in Canadian Tire, Home Depot, or Walmart. Why?
Service is the major focus when marketing
Once a service is offered, it must be maintained
A convenience store open 24hrs
A welcoming atmosphere: such as soft music, scented candles, comfortable dressing rooms
An electronics company’s: return policy, guarantee, installation support
Questions
Text Question:Pg. 241 (#8)