Promotion Strategy 450.

238

Positioning Lecture Week 2b

Fang Liu UWA Business School

STP1

Key Concepts
Brand Positioning Perceptual Mapping

Generic Positioning Strategies

Criteria for Good Positioning

STP2

The STP Process

Segmentation The subdividing of a market into distinct subsets of customers.

Targeting
The process of evaluating segments and selecting those that are the most attractive to pursue.

Positioning
Determining how a brand is to be perceived to fit into the lives of its target customers.

STP3

The STP Process

Segmentation
Identify relevant descriptor and outcome segmentation variables.
Segment the market using the identified segmentation variables. Profile each segment by descriptor and outcome variables..

Targeting
Assess the attractiveness and competitive strengths of each segment.
Prioritize and select which segments to target.

Positioning
Identify potential positioning concepts for each target segment.

Select, develop, and communicate the chosen concept.

STP4

Brand Positioning

How a brand is perceived by a target audience so that it is distinguished from competition as being the best at satisfying a particular need.

STP5

Brand Differentiation

Creating meaningful differences between a brand and its competitors in the minds of consumers for satisfying a particular need.

STP6

Brand Positioning via Brand Benefits

Functional needs Symbolic needs Experiential needs

STP7

Identifying Differences
Mapping: Techniques that use consumer perceptions to identify similarities and differences between brands. Produces a visual representation of how the target market views competing alternatives.

STP8

Uses of Mapping Techniques

In addition to identifying differences between brands, mapping also: Shows what brands will be direct competitors. Represents customers perceptions in a manner that aids with the development of communication strategies. Can evaluate new concepts in the context of existing brands in the market.

STP9

Vodafones Brand Position

STP10

Vodafones Positioning Opportunity

Differentiate the market using two dimensions: 'service' and 'consumer mindset.' Telstra, as the traditional market leader, was perceived to have an audience comprising a conservative and older mindset. Its communications reinforced this perception. Optus with a service focus was increasingly becoming a conservative 'son of Telstra.'

STP11

Vodafones Positioning

STP12

Vodafones Positioning Opportunity

First brand in the category to develop a personality-based brand positioning.
Positioning Vodafone as a younger, more dynamic network, based on brand personality and attitude, would have greater appeal for Vodafone's core 18 to 39 age target. It would also further encourage the perception that Optus was moving in the direction of Telstra's older, more conservative position.

STP13

Vodafones Campaign Strategy

Develop a personality-led campaign that would inject attitude into the Vodafone brand, break from the serious and rational category formula and make the Vodafone brand more relevant and motivating to its new target, 18 to 39year-olds. The brand personality manifested itself via the character of 'Kramer' (from the TV series Seinfeld and played by Michael Richards) to appear in all television, radio, print and point-of-sale executions. Results were needed quickly and couldn't wait for Vodafone's brand personality to build over time. A character like Kramer would give the Vodafone brand instant personality

STP14

Criteria for Evaluating Positioning

Relevant to a consumer need that motivates purchase/usage. Consistent with the brands perceived and actual ability to satisfy the need. A sustainable proposition that differentiates the brand from competition.

STP15

Integrated Positioning
Marketing communications alone do not convey a positioning. The combination of all marketing elements define a brands positioning.

STP16

Integrated Positioning Elements

Brand name Product / Service

Price
Packaging Communications

Customer contacts
Corporate image

STP17

Vodafones Personality Campaign

Strengths Relevant Consistent Integrated Weaknesses Not ownable Not sustainable

STP18

What is next?
What are the elements in communication process?

What is CPM?

STP19