The positioning brings focus and clarity to the development of marketing strategy and tactics Every...
5
The positioning brings focus and clarity to the development of marketing strategy and tactics Every decision that is made regarding the brand should be judged by how well it supports the positioning Website/ Collateral/D etail Aids Brand Positionin g Market Development Advertising and Public Relations Customer Service Co-Branding/ Partnerships Sales Force Planning and Messaging Product Name and Identity Strategic Role (within Portfolio) Positioning is developed as an internal statement of strategy to guide external implementation
-
Upload
george-glenn -
Category
Documents
-
view
212 -
download
0
Transcript of The positioning brings focus and clarity to the development of marketing strategy and tactics Every...
The positioning brings focus and clarity to the development of marketing strategy and tactics
Every decision that is made regarding the brand should be judged by how well it supports the positioning
Website/ Collateral/Detail
Aids
Website/ Collateral/Detail
Aids
Brand Positioning
Market Development
Market Development
Advertising and Public Relations
Advertising and Public Relations
Customer Service
Customer Service
Co-Branding/ Partnerships
Co-Branding/ Partnerships
Sales Force Planning and Messaging
Sales Force Planning and Messaging
Product Name and Identity
Product Name and Identity
Strategic Role (within Portfolio)
Strategic Role (within Portfolio)
Positioning is developed as an internal statement of strategy to guide external implementation
Strategic positioning defined
Positioning defined– A positioning is the
conceptual place you want to own in the target consumer’s mind — the benefits you want them to think of when they think of your brand
Successful brands and businesses must:
– Be relevant to consumers
– Be unique versus the competition
– Be credible and attainable
Consumer Relevancy
Competitive Differentiation
Product B
Product C
Product A•
•
•
Motivational Power
Profit Margin=
EquiBrand’s brand development process
uses “whiteboard” concepts to obtain
customer insight and optimize the positioning
Four components need to be considered in determining and effective positioning
Positioning statement deconstructed
Each positioning component offers strategic choices
Category Frame of Reference
Definition of Target Markets
Key Benefit(s) Delivered
Reasons-to-Believe (Proof points)
To (target audience) Product X is the only (frame of reference) that (benefits delivered) because (reasons to believe)
To (target audience) Product X is the only (frame of reference) that (benefits delivered) because (reasons to believe)
Who is the brand being built for (i.e., the center
of the bulls eye)?
What is the competitive context? What should
the product category be called?
What benefits should the brand stand for and
deliver on?
What are the reasons-to-believe the positioning?
There are at least four ways to position a brand
Four Alternative Positioning Strategies Position and own the category
benefit Volvo: Safety
Miller Lite: Great taste, less filling
Disney: Magic
Position the product and the consumer
– U.S. Army: Be all you can be
– Budweiser: For all you do, this Bud’s for you
– Pepsi generation
Position how the company does business
– Burger King: Have it your way
– The friendly skies of United
– WalMart: Always the lowest price
Position against the competition– Avis: We’re #2. We try harder
– Seven-Up: The Un-cola
– Apple: Think different
Each of these strategies should be considered in positioning development
A perceptual map can be useful in demonstrating the brand’s position relative to key competitors
Perceptual mapping can be developed qualitatively (based on business judgment) or by using quantitative brand research
Dimension #1
High
Dimension #2
HighLow
Low
YourBrand
