Positioning (Professor Mathur)

Sameer Mathur http://www.smathur.com:

Sameer Mathur http://www.smathur.com Positioning, Perceptual Maps Beer, Chips and Headache

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2 FREE TEACHING RESOURCES ON MARKETING MANAGEMENT at www.smathur.com/teaching.php Over 100,000 views by Management students and business professionals from over 90 different countries These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use. Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here

Segmentation, Targeting, Positioning:

Segmentation, Targeting, Positioning 3

Positioning:

Positioning 4

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7 Now, how should we position our product?

Positioning:

Positioning Identifying possible competitive advantages Choosing the right competitive advantage Choosing a positioning strategy Differentiation can be based on: Products Services Distribution 8 Factors

Positioning:

Positioning Identifying possible competitive advantages Choosing the right competitive advantage Choosing a positioning strategy How many differences to promote? Unique selling proposition Several benefits Which differences to promote? Criteria include: Important Distinctive Superior Communicable Preemptive Affordable Profitable 9 Factors

Positioning:

Positioning Identifying possible competitive advantages Choosing the right competitive advantage Choosing a positioning strategy Value propositions represent the full positioning of the brand Possible value propositions: More for more More for the same More for less The same for less Less for much less 10 Factors

“Less for Much Less”:

8- 11 “Less for Much Less”

“More for More”:

8- 12 “More for More”

Positioning Statements:

Positioning Statements Positioning statements summarize the company or brand positioning EXAMPLE: To ( target segment and need ) our ( brand ) is ( concept ) that ( point-of-difference ) 13

Mission Statement:

Mission Statement To bring inspiration and innovation to every athlete in the world. 14

Perceptual Map:

15 A Picture is Worth A Thousand Words Perceptual Map Displaying or graphing the location of products or brands in the minds of consumers.

OTC Pain Relievers:

OTC Pain Relievers 16

OTC Pain Relievers:

OTC Pain Relievers 17

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Beer and the 80-20 rule:

Beer and the 80-20 rule 88% of Beer is drunk by 16% of consumers 19

Beer Anyone?:

Beer Anyone? 20 Popular with Men Heavy Special Occasions Dining Out Premium Popular with Women Light Pale Color On a Budget Good Value Blue Collar Full Bodied Meister Brau Stroh’s Beck’s Heineken Old Milwaukee Miller Coors Michelob Miller Lite Coors Light Old Milwaukee Light Budweiser Less Filling

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Frito-Lay

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Bold Flavor Bland Flavor Classic Image Loud Image Perceptual Map for Doritos

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Value Proposition Target Market: Generation Y Benefits offered: Bold flavor, Extreme Image Price: Comparable to competition, inexpensive Doritos – Positioning and Value Proposition

Segmentation, Targeting, Positioning:

Segmentation, Targeting, Positioning 24

Readings P239, Positioning the Product P239, Two Approaches to Product Positioning P240, Product Positioning Using Perceptual Maps P286, Repositioning the Product P406, Positioning a Retail Store :

Readings P239, Positioning the Product P239, Two Approaches to Product Positioning P240, Product Positioning Using Perceptual Maps P286, Repositioning the Product P406, Positioning a Retail Store 25

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26 FREE TEACHING RESOURCES ON MARKETING MANAGEMENT at www.smathur.com/teaching.php Over 100,000 views by Management students and business professionals from over 90 different countries These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use. Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here

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27 Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here RELATED SLIDES CLICK BELOW TO LEARN ABOUT: 1. Segmentation and Targeting 2. What is Marketing? The Marketing Process POPULAR SLIDES CLICK BELOW TO LEARN ABOUT: 1. SWOT Analysis, Product-Market Matrix 2. SPAM and Marketing