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The simplified mind uses product categories to save effort

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					     BSBMKG401A Profile the market
             Week 13
     Competency 4: Develop a positioning strategy
                                                               Review the slides from week 10
  Positioning 2 – The adventure continues
                                                               – positioning1
  References:
        •Rix chapter 4
        •Al Ries and Jack Trout; Positioning: the
        battle for your mind; Warner

                     Position2.ppt May 04    Bob           1                      Position2.ppt May 04    Bob   2
                               Balderstone                                                  Balderstone




Positioning is a term used to describe                          This can usually be summed up in a
                                                                simple sentence
                                                                - a POSITIONING STATEMENT
                                                               Like:
                                How customers in a             Barky doesn’t smell up the
                                market segment                 fridge!!
                                think of a brand in            Waggy tastes better!!
                                                               Yummy – just like a chocolate
                                relation to its
                                                               milkshake only crunchy?
                                competitors
                     Position2.ppt May 04    Bob           3                      Position2.ppt May 04    Bob   4
                               Balderstone                                                  Balderstone




Let’s try to write a one sentence
positioning statement for each of                                  Perceptual mapping (2)
the following:
1.   Pal                                                          Previously we looked at Snake and
2.   My Dog                                                       Spiderweb diagrams based on attitude scales.
3.   Chum
4.   Lucky Dog                                                    This week we will examiner Multiarmed
5.   Bi Lo                                                        diagrams – an attempt to show brands in
                                                                  many dimensions.
It gets a lot harder as we go down the list, doesn’t it?
                     Position2.ppt May 04    Bob           5                      Position2.ppt May 04    Bob   6
                               Balderstone                                                  Balderstone




                                                                                                                    1
     Let’s rate some brands on how nutritious and economical
                                                                                        Adding another dimension to the map - place the brands where you think
   they are and position them on this graph – stop the slide show
                                                                                        they should go. This time we need to choose which dimension to leave
     by pressing <ESC> key and then click on the brand names                            out for a brand.
                           and move them.

Economical                                                    Bi Lo                          EconomicalBi   Lo                             Nutritious
                                                                                                                             Pal
                                                                                                                 Chum

                         My Dog




                  Pal                                            Chum                                                        My Dog
                                                                  Nutritious                                         Taste
                                Position2.ppt May 04    Bob                         7                              Position2.ppt May 04     Bob                  8
                                          Balderstone                                                                        Balderstone




  This idea can be taken further so we end up with a multi
  armed positioning chart.
                        Charm
                                           Grace                Relative position
  Beauty
                                                                of the arms
                                                   Strength     depends on
                                                                correlations
                                                                between factors.


                                                   Endurance

             Temper




                                Position2.ppt May 04    Bob                         9
                                          Balderstone




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Description: The simplified mind uses product categories to save effort