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Papa John
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Functional Strategy
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Marketing
Competitors Conditions
What We Know
Company Consumers
Mission, resources, Strengths & Weaknesses, growth & competitive strategies How the market is segmented & relevant factors that influence consumers purchasing decisions
The nature & magnitude of competition for the consumers time & $ Existing & emerging Macro-E Trends that can impact on strategic decisions
Competitors Conditions
Situation Analysis
Strategic Planning
Marketing Strategy
Ps
The Marketing Mix:
Company
Consumers
Product Place
Target Market
Competitors
Conditions
PEST
Strategies
Price Promotion
C
Service
TGT
Positioning Strategy
D
WM
What We do Now
Targeting
Select Target & Position The process of evaluating segments & selecting those that are most attractive to pursue
Positioning
Determining how a brand should be perceived & fit into lives of target consumers
Convincing the right person(s) that you offer the best product, available at best place, at the best price
Marketing Strategy Success Contingent on Formulating right Marketing Mix around the most profitable target & competitive position
Product
Target Customer & Needs Position
Price
Promotion
Distribution
Product Price
Target & Position
Place
Promo
Positioning
Positioning
Positioning isthe
Papa John
Pizza Hut
Slow
Dominos
Fast
Caesars
Low Quality
The
Service
TGT
D E
WM
brands
Hi Calorie
Heavy
Light
Low Calorie
Full Body
Premium
Popular Priced
Low Calorie
Multi-Dimensional Scaling
*Becks *Budweiser *Old Milwaukee. *Meister Brau *Miller *Heineken
*Coors
*Strohs
*Michelob
*Miller Lite
*Old Milw. Light *Coors Light
Luxury
Lexus Mercedes Cadillac Lincoln Chrysler Oldsmobile Buick Ford Dodge Plymouth BMW Pontiac Chevrolet Nissan Toyota Saturn VW Porsche
Traditional
Sporty
Mercury
Functional
Lux
Nondeodorant
3
Deodorant
With Relative
1 Lava
6
Dial Lifebuoy
Low moisturizing
Positioning Strategy Option #1: Innovate Develop & Introduce a New product in a New Position
Cherchez Le Creneau!
Lux
Nondeodorant
3
Safeguard Deodorant
1 Lava
6
Dial Lifebuoy
Low moisturizing
1 Corona Miller
7
6
1st
Light Beer
1st
1st
Who
was 1st person to walk on moon? The 2nd? was your 1st Big-Nooky? Your 2nd?
Who
The first person to claim a benefit is the one who becomes associated with it in the minds of consumers.
Mind-Space
Positioning Strategy Option #2: Relocate Redesign & Re-introduce an Existing product in a New Position
Nuprin
For Headaches
Anacin
Tylenol
Inexpensive
Larger Seg
Juxtaposition
st 1
We
try harder
Positioning involves
Comparatives not Superlatives
Lite
Expensive
Nuprin
For Headaches
Anacin
Bayer
Medipren Plus
St. Josephs
Inexpensive
A position of power
Michelob was the first high-priced Premium-domestic beer--Then they launched into Michelob Light, Michelob Dry Honey Lager HefeWeizen
They
Be Careful when introducing/ positioning a new product-- especially if you're using the family brand-name
Kodak
Crayons Exxon Office Furniture Established Gerber Life Insurance perceptions not Life Savers Gum compatible across product classes Xerox Computers Kleenex Towels
Arm & Hammer Products A SuccessEstablished perceptions readily transfers product classes
utubes
Positioning Strategy Option # 4: Denigrate Place Competitor's product in a less Favorable Position
Royal Doulton, the china of Stratford-on-Avon Vs. Lenox, the china of Pomona, New Jersey
Tylenol campaign pointed out the negative affects of aspirin (stomach upset)
uTube
uTube
NOT
Differentiation
The World On Time
Communication
2. Focus on Single-Competitive Advantage often bestHelps to gain positioning intensity 3. Position strengthened by noting your strengths in conjunction with your competitors weaknesses
For Who are dissatisfied w/ Our product is That provides Unlike We provide
(target customers) (current market alternatives) (a new product category) (key capability) (competing alternatives) (the desired alternative).
Prices
C
Service
TGT
D
WM
discriminating shoppers long-lines and substandard customer service offering only the highest quality and service, the premiere prestige retailer other retailers who take your business for granted, are committed to making you our most important customer.
Prices
C
Service
TGT
D
WM
For
Who are impersonal big box retailers who sell inferior dissatisfied w/ products Our product is Target is the premiere value retailer
That provides
Unlike
offering a unique mix of quality products, low prices and a friendly shopping environment
other discount retailers who offer low quality products and stores,
We are
Prices
C
Service
TGT
D
WM
For Who are dissatisfied w/ Our product is That provides Unlike We provide
shoppers seeking the lowest price every time clipping coupons and waiting for salepromotions Wal-Mart is the premiere discount retailer offering every day low prices, other discount retailers who make you shop (for sales) when they want you to are committed to offering you the lowest prices everyday.
Differentiate or Die:
Survival in Our Age of Killer Competition
From the early 1970s to late 1990s, the number of automobile models grew from 140 to 260; the number of over-the-counter pain relievers went from 17 to 141.
That makes positioning the marketing tactic of differentiating a product or company in the mind of a prospectmore important than ever
A position of power
Jack Trout
2 Key Decisions
On
Differentiation Strategy
Affordable
Profitable
Distinctive
Superior
Product
Actual Augmented
Product Levels
Augmented Product
Service
Distribution Delivery Price Quality Brand Name
Actual Product
Packaging Warranty
Design
Installation
Product
Differentiation Variables
Actual Augmented
Product
Differentiation variables:
Actual Augmented
Product
Differentiation variables
Actual Augmented
Employees/ Personnel
competence courtesy credibility reliability responsiveness communication
Product
Differentiation variables
Actual Augmented
Channel
Coverage Expertise Performance
Product
Actual Augmented
Consumer
drills! buy
People
Hope,
not cosmetics!
Figure 5-3
Decay
prevention
Colgate
Crest
Cheapest brand
Consumer
Differentiation based on: How a product is used The number / variety of uses New / Changing patterns of use
Expensive
Excedrin
Nuprin
For Headaches
Anacin
I
Motrin Medipren
I
St. Josephs
Inexpensive
Consumer
Product Positioning = Consumer Positioning Consumers Buy Products to define & differentiate themselves
uTube
1. Choosing the most salient variable w/ which to distinguish your product from the competitors
2. Selecting the best communication platform to convey your products unique position
Communication Strategies
Got emotional product positioning?
CognitiveLogical
focuses on problems, solutions or benefits sought by customers
AffectiveEmotional
appeals to the heart focuses on emotions, feelings, or drives associated with product / service
A position of power
When a company doesn't present a clear message that its product is unique in a way that is relevant to customers, those customers have no reason to buy it
Papa Johns
Hi Quality
Variety
Pizza Hut
Slow
Dominos
Fast
Caesars
Low Quality