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    Positioning: Rommel Erwin Q. Anca, LPT, Maed

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    Acna Rome
    This document discusses positioning and perceptual mapping in marketing. It defines positioning as developing a strategy to influence how customers perceive a brand compared to competitors. Perceptual mapping uses diagrams to visually display customer perceptions of product characteristics. Positioning statements summarize the target market and key differentiators to communicate a brand's desired positioning. The document provides examples of effective positioning statements and discusses evaluating and potentially repositioning statements over time as markets and customers change.

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    Positioning: Rommel Erwin Q. Anca, LPT, Maed

    Uploaded by

    Acna Rome
    25 views13 pages
    This document discusses positioning and perceptual mapping in marketing. It defines positioning as developing a strategy to influence how customers perceive a brand compared to competitors. Perceptual mapping uses diagrams to visually display customer perceptions of product characteristics. Positioning statements summarize the target market and key differentiators to communicate a brand's desired positioning. The document provides examples of effective positioning statements and discusses evaluating and potentially repositioning statements over time as markets and customers change.

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    POSITIONING

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    This document discusses positioning and perceptual mapping in marketing. It defines positioning as developing a strategy to influence how customers perceive a brand compared to competitors. Perceptual mapping uses diagrams to visually display customer perceptions of product characteristics. Positioning statements summarize the target market and key differentiators to communicate a brand's desired positioning. The document provides examples of effective positioning statements and discusses evaluating and potentially repositioning statements over time as markets and customers change.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    25 views13 pages

    Positioning: Rommel Erwin Q. Anca, LPT, Maed

    Uploaded by

    Acna Rome
    This document discusses positioning and perceptual mapping in marketing. It defines positioning as developing a strategy to influence how customers perceive a brand compared to competitors. Perceptual mapping uses diagrams to visually display customer perceptions of product characteristics. Positioning statements summarize the target market and key differentiators to communicate a brand's desired positioning. The document provides examples of effective positioning statements and discusses evaluating and potentially repositioning statements over time as markets and customers change.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 13

    POSITIONING

    Rommel Erwin Q. Anca, Lpt, MAEd


    Topic Outline

    Positioning-Definition

    Perceptual Mapping & Positioning


    Dimensions

    Positioning Statements; Evaluating


    Positioning Statements and Repositioning
    refers to the development of strategy that helps
    to influence how a particular market segment
    perceives a brand, good, or service in
    comparison to the competition. Positioning is all
    about defining a space in the mind of the
    customer — something that your customer
    thinks of and associates with your product. Positioning
    Market positioning refers to the process of
    establishing the image or identity of a brand or
    product so that consumers perceive it in a
    certain way. For example, a car maker may
    position itself as a luxury status symbol.
    Perceptual mapping is a graphic display
    explaining the perceptions of customers with
    relation to product characteristics. Perceptual
    mapping is a diagrammatic technique used by Perceptual Mapping
    marketers in an attempt to visually display the & Positioning
    perceptions of customers or potential customers. Dimensions

    Positioning is facilitated by perceptual mapping


    to determine the ideal points of consumers. This
    helps to determine if positioning should be
    functional, symbolic, or experiential. Strong
    positioning will enable a single product to appeal
    to different customers for different reasons.
    Positioning Statements
    – After marketers work through the process of
    homing in on the best positioning strategy, they
    arrive at the final step: the positioning statement.
    The positioning statement reflects everything
    you’ve learned up to that point about how your
    product, service, or brand can best reach your
    target segment. As a statement, it explains exactly
    how you plan to provide value to those target
    customers. In effect, it’s a short, persuasive
    argument.
    Positioning Statements
    Typically, a positioning statement is one sentence that
    succinctly identifies the target market and spells out what you
    want them to think about your brand. This statement should
    include 1) the target segment, 2) the brand name, 3) the
    product/service category or frame of reference in which you are
    establishing this market position, 4) the key points of
    differentiation, and 5) the reasons customers should believe the
    positioning claims.
    Crafting the Positioning Statement
    ■ To [target audience], Product X is the only [category or frame of reference]
    that [points of differentiation/benefits delivered] because [reasons to believe].
    ■ The parts of the formula supplied by you (the marketer) are as follows:
    • The “target audience” is a brief description of the segment you’re targeting with this
    positioning strategy. For example: young urban males, managing partners in law firms,
    or small business owners in the Pacific Northwest.
    • “Product X” is your product, service, or brand name.
    • The “category or frame of reference” is the category of products or services you’re
    competing in. For instance: spectator sporting events, virtual assistant services,
    or employer 401K benefit plans.
    • The “points of differentiation/benefits delivered” explains both what problem you solve
    and how you solve it in a different and better way than competitors. It highlights the
    competitive advantage(s) underpinning your positioning strategy. Be sure to explain not
    just what is different about you, but why customers care about that difference.
    • The “reasons to believe” are any proof points or evidence that show your customers
    how you live up to your claims about how you are different and better.
    Let’s look at some examples of well-
    written positioning statements:
    AMAZON (circa 2001, when it sold primarily books)
    ■ For World Wide Web users who enjoy books, Amazon is a retail bookseller that provides instant
    access to over 1.1 million books. Unlike traditional book retailers, Amazon provides a
    combination of extraordinary convenience, low prices and comprehensive selection. (“Figuring
    Out…”, 2014).
    Evaluating Positioning Statements
    ■ How do you know when a positioning statement is going to be
    effective? Obviously, positioning statements should contain all the
    elements in the formula above, since that information is needed to
    translate the positioning strategy into a well-developed marketing
    mix.
    – Is it tailored to the target market? 
    – Is it simple, focused, and memorable?
    – Does it provide an unmistakable picture of your product, service, or
    brand?
    – Can you deliver on the promise you make?
    – Does it provide helpful direction for designing the marketing mix and
    other decisions?
    Repositioning
    Positioning is a powerful tool, but when you position a product,
    service, or brand, the world doesn’t stand still. Market conditions
    change. Your customers and competitors change. You change.

    Positioning should be designed to last. But for most offerings,


    you’ll eventually need to revisit your positioning strategy and consider
    whether to make adjustments. This process has a very logical
    name: . In some ways, repositioning is more challenging than initial
    positioning because you’re building on prior established work, trying
    to strengthen what’s working and fix what isn’t—it’s a bit like
    remodeling an old house instead of building one from scratch.
    References
    ■ Berner, R. (2007). Chanel’s American in Paris. BusinessWeek, 70–71.
    ■ Kelley, L. and Jugenheimer, D.W. (2015). Advertising Account Planning:
    Planning and Managing an IMC Campaign (3rd ed.). Routledge.
    ■ Figuring Out The Delicate Art Of Positioning Your Startup. (2014, August 25).
    Fast Company. http://www.fastcompany.com/3034721/hit-the-ground-
    running/figuring-out-the-delicate-art-of-positioning-your-startup.
    ■ Positioning templates. (n.d.). EquiBrand Consulting.
    http://equibrandconsulting.com/templates/positioning-templates.
    THANK YOU FOR
    LISTENING

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