Positioning_Developing_Marketing_Strateg

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Business-Finance

Published on January 8, 2009

Author: aSGuest9633

Source: authorstream.com

Developing Marketing Strategy : Developing Marketing Strategy Product Positioning & Differentiation Kotler on Marketing : Watch the product life cycle; but more important, watch the market life cycle. Kotler on Marketing The more information, the more confusion : The more information, the more confusion Insecure managers create complexity. Frightened, nervous managers use thick, convulted planning books & busy slides filled with everything they’ve known since childhood. Real leaders don’t need clutter. People must have the self-confidence to be clear, precise, to be sure that every person in their organization…highest to lowest…understands what the business is trying to achieve. But its not easy. You can’t believe how hard it is for people to be simple, how much they fear being simple. They worry that if they’re simple, people will think they’re simple-minded. In reality, of course, it’s just the reverse. Clear, tough minded people are the most simple……Jack Welch, Chairman & CEO, GE Objectives : Objectives In this we focus on the following questions: How can the firm choose and communicate an effective positioning in the market? What are the major differentiating attributes available to firms? What marketing strategies are appropriate at each stage of the product life cycle? What marketing strategies are appropriate at each stage of the market’s evolution? Developing and Communicating a Positioning Strategy : Developing and Communicating a Positioning Strategy Positioning Value position Table 11.1: Examples of Value PropositionsDemand States and Marketing Tasks : Table 11.1: Examples of Value PropositionsDemand States and Marketing Tasks Product Positioning : Product Positioning Positioning is what you do to the mind of the consumer….Al Ries and Jack Trout Implication What does it mean to the consumer How is it different from that of competitors Relevance Marketing mix has to respond to the positioning by complementing it Developing and Communicating a Positioning Strategy : Developing and Communicating a Positioning Strategy Positioning According to Ries and Trout Strengthen own current position Grab an unoccupied position De-position Re-position Product ladders The Process of Positioning : The Process of Positioning Identify the organization's or brand’s possible competitive advantage Decide on those that are important and are to be emphasised Implement the positioning concept Developing and Communicating a Positioning Strategy : Positioning: How many ideas to promote? Unique selling proposition Four major positioning errors Underpositioning Overpositioning Confused positioning Doubtful positioning Developing and Communicating a Positioning Strategy Developing and Communicating a Positioning Strategy : Developing and Communicating a Positioning Strategy Basis of Positioning: Attribute positioning Benefit positioning Use or application positioning User positioning Competitor positioning Product category positioning Quality or price positioning Which Positioning to Promote? Positioning strategies : Positioning strategies Positioning by attribute Functional value…………..Liril uses Freshness Ingredient………………….Promise with clove oil / Closeup with Gel Additional features………..VIP Luggage with 360” wheelers Packaging………………….Frooti in Tetra pack Product Design……………Kinetic Honda with self-start ignition Quality/Technology……….Cross Pens offer lifelong warranty Positioning strategies : Positioning strategies By Price/ Quality Nirma By Competitor Avis By Usage Burnol/ Dettol By product User Red & White By Product Class Bata Benefit Positioning : Benefit Positioning A research into toothpaste marketing revealed the following benefits relevant to toothpaste users: Economy………….those looking for low price Cosmetic………….those who want white, bright teeth Taste………………those to whom taste is important Medicinal………….those who are concerned about tooth decay or prevention Benefit Positioning : Benefit Positioning Fresh breath Good for gums Colgate Decay prevention Forhans Longer lasting teeth How to PositionPerceptual Mapping - Shampoos : How to PositionPerceptual Mapping - Shampoos Medicated Lintas on Positioning : Lintas on Positioning The lifelong plywood The fun shoe polish The freshness soap The health soap The gentle soap Kitply Cherry Blossom Liril Lifebuoy Pears Since positioning represents the ‘slot’ the brand occupies in the consumers mind, The best way to define a particular positioning slot is to use 3 or 4 words. Some famous positioning statements : Some famous positioning statements Titan Quartz, the international watch you can pay for in rupees Four Square…Live life king size. TVS Suzuki…Fill it, shut it, forget it. Savlon…Yeh jale ga nahin Forhans…Yeh jhag wala hai Avis…We are No.2, but try harder Maggi Noodles…bus do minute ESSO petrol…..put a tiger in your tank. Method for Competitive-Advantage Selection : Method for Competitive-Advantage Selection Developing and Communicating a Positioning Strategy : Developing and Communicating a Positioning Strategy Communicating the Company’s Positioning Positioning statement More car per car……….TATA Indica V2 Spoil yourself…………..TATA Indigo Lets make things better……Philips For a special journey called life…..Chevrolet The difference is German engineering….Corsa Express yourself……Airtel For Managing Tomorrow…..Business Today Adding Further Differentiation : Adding Further Differentiation Differentiation Differentiation criteria: Important Distinctive Superior Preemptive Affordable Profitable Adding Further Differentiation : Adding Further Differentiation Exceed customer expectations with a three-step process Defining the customer value model Building the customer value hierarchy Basic Expected Desired Unanticipated 3. Deciding on the customer value package Differentiation Tools : Differentiation Tools Product Differentiation Form Features Differentiation Tools : Differentiation Tools Performance Quality Conformance Quality Durability Reliability Reparability Style Design: The Integrating Force Services Differentiation Ordering Ease Differentiation Tools : Differentiation Tools Delivery Quick response system Installation Customer Training Customer Consulting Maintenance and Repair e.g HP’s online support page Differentiation Tools : Differentiation Tools Miscellaneous Services Personnel Differentiation Competence Courtesy Creditability Reliability Responsiveness Communication Differentiation Tools : Differentiation Tools Channel Differentiation Image Differentiation Identity Image Symbols, Colors, Slogans, Special Attributes Physical plant Events and Sponsorship Using Multiple Image-Building Techniques

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