ENTRANCE TO THE PROBLEMS OF INTERNATIONAL MARKETING L4 Ing. Jiří Šnajdar 2013 Mgr. Evžen Staněk.
Marketing L4: Problems of Positioning
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Transcript of Marketing L4: Problems of Positioning
David Robinsonfaculty.haas.berkeley.edu/robinson/ugba106
Haas School of BusinessHaas School of Business
ugba 106
Marketing
© D. Robinson, 2009
Lecture 4: Problems of Positioning
Lecture 4: Problems of Positioning
1. Examples of positioning2. What positioning means 3. How so “problems”?4. How we achieve it5. How marketers use positioning
- Perceptual Maps
Some examples of positioning
Defining positioning
Definition
Positioning is the (multi-dimensional) place that our product holds in the mind of customers (actual and prospective) as compared to competitors offerings
Four Steps to Marketing Strategy
Define the Market
Segment the Market,
Choose attractivesegments
Design aMarketing Mix
to Appeal to theTarget
Position ouroffering
In the minds of customers
As compared tocompetitors’ offerings
Great Truths about Positioning
1. Ideal position flows from the “attractive market”
If we decide 35 – 54 female married is the attractive market segment,
we better come up with an offering that appeals to Hockey Moms
2. Positioning is in the eye of the beholder
• Most products have many ways we could position … choose one: “Tastes great” or “Less filling”“Saves lives” or “the ethical alternative”
• Some positions involve giving up others(glamour and “healthy” are different)
• A good “positioning’ is linked to the value proposition—it has to be “credible”
Copyright 2007, Prentice-Hall, Inc.
A&K Figure 6.4
4. Positioning should match theValue Proposition
Why do I say “Problems of Positioning”?
Problems of Positioning:1. Positioning Paradox
• Positioning is a result of good Marketing Strategy Planning
• But, to achieve desirable positioning, we should begin with an idea of where we want to end up
Problems of Positioning, 2:The position we achieve may not
be the position we sought
• Positioning is what customers think about us—not what we say about ourselves
3. The Position you want may have been pre-empted.
Who owns the position “Safe Car”?
The Position you want may have been pre-empted:
4. The Competitive Position may be different in another (geographic) market:
Honda in Japan• Youthful• Sporty• Hi-tech engineering
Honda in USA• Economical• Good enough for
everyday• “Import”
How we achieve positioning
Positioning is achieved through a harmonious Marketing Mix of all
“four P’s”
We achieve positioning byAttributes and Associations
How does the
Marketing Mix fit here?
Positioning
Attributes Associations
Features
Performance
Price
Channel
Advertising
Other Promotion
Ethics: Beware of False Positioning
“They traversed across 10 deserts. Climbed two volcanoes. Skirted the world's deepest lake. Stood at the edge of the world in Tierra del Fuego. Braved minus-58 degree temperatures in Siberia. And completed the world's longest charitable drive-a-thon from behind the wheel of four Certified Pre-Owned Discovery vehicles—in a global search for a cure for Parkinson's Disease.”
Introduction to Perceptual Mapping
• The result of Marketing Research
• Often expressed as 2-dimensions, but likely multi-dimensional
Product space (positioning) for bar soapsProduct space (positioning) for bar soaps
High moisturizing
Low moisturizing
Nondeodorant Deodorant
1
2
3
4
5
7
6
8
Safeguard
Lever 2000
Zest
CoastLux
Dove
Tone
LavaLifebuoy
Dial
Fig 6.3 Positioning map luxury SUVs
Why would “Expensive”
be better than “Price”
Competitive positioning: 1. Some positions may make no sense
High Service
Economyprice
Low Service
High price
Competitor D
Competitor B
Competitor C
Competitor A
Whowants highprice/lowservice?
Competitive positioning: 2. Usually best to avoid head-to-head
High Service
Economyprice
No one inthis segment
Low Service
High price
Competitor D
Competitor B
Competitor C
Competitor A
Repositioning: You can move, but not leap:
Crunchy
Not
sweet
Where we are
“Ideal cereal for kids”
Soggy
Sweet
Repositioning: You can move, but not leap:
Crunchy
Not
sweet
Where we are
“Ideal cereal for kids”
Soggy
Sweet
Not going to happen!
Repositioning: You can move, but not leap:
Crunchy
Not
sweet
Where we are
“Ideal cereal for kids”
Soggy
Sweet
This might be possible
Example of a bad leap. . .
• Wal-Mart Fashion
What couldthey have
done?
SummaryPositioning is in the eye of the beholder
1. The place our product holds in the minds of prospective customers - Not where we would like to be
2. Most products can be positioned in several different ways—choose one
3. A good “positioning’ is crediblethat is, it is linked to the value proposition
4. Some positions involve giving up others
5. Some positions may have been pre-empted by other firms
6. Good marketers understand what to do to effectively position their products—an array of “Attributes and Associations”
7. You can move (or develop) your position, but you can’t do a magic leap