IMC lecture 3 _Positioning_ by asad360

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									Instructor: Asst. Prof. Asad Hassan Butt
Six Basic Questions
• What position, if any, do we already have in the prospect’s mind?
(This information must come from the marketplace, not the
managers’ perceptions.)
• What position do we want to own?
• What companies must be outgunned if we are to establish that
Position?
• Do we have enough marketing money to occupy and hold the
position?
• Do we have the guts to stick with one consistent positioning
strategy?
•Does our creative approach match our positioning strategy?
• Positioning by Product Attributes and Benefits
    • For example: Apple’s First computer Introduction on the basis of: Ease of use
• Positioning by Price/Quality
    •For example: Red Bull as premium energy drink
• Positioning by Use or Application
    • For example: Black and Decker: Snake light

• Positioning by Product Class
    •For example: Amtrak Train service positioning against Airlines
•Positioning by Product User
    •For example: Valvoline used ads showing users of the product.
• Positioning by Competitor
    • For example: Avis VS Hertz; Avis positioned itself as we are number two, so
    we try harder
• Positioning by Cultural Symbols
    •For example: Jolly Green Giant,
     Keebler Elves, Ronald Mcdonalds etc
For example:
Nutri - Gains Bar

Positioned before: Convenience Snack
Positioned now: Breakfast Substitute
1. Identifying competitors
    •For example: Pepsi Competing with sprite

2. Assessing consumers’ perceptions of competitors

3. Determining competitors’ positions.
    • Research is required
4. Analyzing the consumers’ preferences (See market segmentation handout)

5. Making the positioning decision
    • Is the segmentation strategy appropriate?
    • Are there sufficient resources available to communicate the position effectively?
    • How strong is the competition?
    • Is the current positioning strategy working?

6. Monitoring the position
Six Basic Questions
• What position, if any, do we already have in the prospect’s mind?
(This information must come from the marketplace, not the
managers’ perceptions.)
• What position do we want to own?
• What companies must be outgunned if we are to establish that
Position?
• Do we have enough marketing money to occupy and hold the
position?
• Do we have the guts to stick with one consistent positioning
strategy?
•Does our creative approach match our positioning strategy?
Six Basic Questions
• What position, if any, do we already have in the prospect’s mind?
(This information must come from the marketplace, not the
managers’ perceptions.)
• What position do we want to own?
• What companies must be outgunned if we are to establish that
Position?
• Do we have enough marketing money to occupy and hold the
position?
• Do we have the guts to stick with one consistent positioning
strategy?
•Does our creative approach match our positioning strategy?

								
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